Phạm TúThe challenges of game marketing
The gaming industry faces unique challenges. It’s estimated that 90% of new games fail in the production phase, 9% falter upon market entry, and only 1% achieve success and profitability. This high failure rate is largely attributed to the industry’s specific characteristics, which limit advertising and promotion in many ways.
The myriad challenges of game advertising
Advertising games, like alcohol or tobacco, presents a challenge for producers due to industry regulations and restrictions on mass media promotion. Marketing efforts often rely on below-the-line activities such as point-of-sale advertising, product displays, and promotional events. Online advertising is also prevalent in the gaming industry.
However, traditional online advertising methods are becoming less effective. Banner ads and pop-ups are increasingly ignored due to ad blockers and user fatigue. Advertising costs on platforms like Google and Facebook are rising, while reaching the desired target audience becomes more challenging, leading to diminishing returns.
What Facebook Livestream and KOLs bring to the gaming industry
Previously, game publishers collaborated with popular gamers on platforms like Talktv.vn and YouTube to promote new releases through livestreams. However, these channels typically attracted limited viewership, ranging from a few hundred to a couple of thousand views per video.
The introduction of Facebook Livestream in 2016 revolutionized video marketing and provided a powerful tool for brands, including those in the gaming industry. Livestreaming allows for diverse marketing activities on social media, particularly leveraging KOLs (Key Opinion Leaders) and hashtags. Collaborating with KOLs to share livestreams can generate significant engagement and discussion.
Successful examples of Facebook Livestream in game marketing
- Võ Lâm Truyền Kỳ Mobile: Before its launch, Vinagame partnered with singer Đan Trường, who shared a behind-the-scenes livestream from a photoshoot for the game. This video garnered nearly 400,000 views and tens of thousands of interactions, with 40% of discussions related to the game.
- Cửu Âm Chân Kinh: Popular gamer Nhật Hoa Xuka, with 600,000 followers, attracted over 100,000 interactions during a livestream about the game, with 90% of discussions focused on it.
These figures demonstrate the significant influence of social media KOLs. Compared to traditional online advertising or livestreaming on platforms like Talktv.vn, Facebook Livestream offers a more interactive and engaging experience, bringing viewers closer to the brand.
Conclusion
The marketing landscape, especially in the digital realm, is constantly evolving. As viewers become increasingly skeptical of traditional online ads and find them intrusive, they actively seek ways to block them or develop negative brand perceptions. Collaborating with KOLs to promote products through Facebook Livestream can generate surprising results due to the trust consumers place in these influencers.
By embracing this trend, businesses can effectively connect with their target audience, build brand awareness, and drive engagement in the ever-competitive gaming market.
