Chinese science fiction games have finally ushered in a highlight moment! "The Age of Stars" was first released on April 17 and was launched on Huawei's channel, which was ranked 1 in the top 1 in the hot search list of Huawei Game Center on the same day, quickly becoming the focus of the industry.
"Age of Stars" is an interstellar science fiction and war-themed game that combines real-time strategy (RTS) and grand strategy (SLG), and has added elements such as tower defense and exploration. Players can find familiar cultural resonance anytime, anywhere when exploring the sea of stars. Technically, "Age of Stars" has achieved a technological breakthrough in "Real-time GVG for Thousands of People on the same screen", from the particle tail flame of the mothership engine to the biochemical slime splashed by Zerg, every battle is as grand and immersive as a science fiction blockbuster, bringing players an unprecedented interstellar war experience.
If the gameplay experience and content and cultural innovation of "Age of Stars" are the basic elements of its becoming a hit. So, Jinghong Kinetic’s first-time game serialization marketing plan is also an indispensable reason for its popularity.
1. Serialized marketing: the serialized delivery capability of integrated seeds and harvests has increased the conversion effect by 48%!
In the first release of "Age of Stars", the "serialized marketing" strategy created by Jinghong Kinetic demonstrated strong user conversion capabilities. Through three-dimensional collaboration of crowd stratification, channel combination, and content rhythm, it successfully set off a boom, and the conversion effect was 48% higher than that of the market CTCVR.
First, crowd serialization makes marketing bid farewell to "showing a wide net", and accurately locks on users' different journeys - from pan-interested players attracted by science fiction themes (A1), to potential users who actively search for game information (A2), to new players who complete download and registration (A3), and finally transform into loyal fans who pay or even repurchase (A4-A5). Through step-by-step division, marketing resources can accurately match user needs at different stages, avoiding the waste of "one-size-fits-all" resources in traditional marketing.
Secondly, channel serialization has built a three-dimensional communication network: in the early stage, the focus map and interlaced screen large images strongly break the circle and seize the minds of players; in the middle stage, the grass is continuously planted through information flow and vertical short videos, and trust is strengthened with real content such as event videos and live streaming slices; finally, precise harvesting is achieved through direct searches and high-conversion icons, forming a perfect closed loop of "exposure-grass-conversion".
In terms of content strategy, from pan-entertainment topics to trigger widespread discussions, to real-life experience content building trust, and then to directly stimulating conversion for discounts and promotions, a complete content attractive curve has been formed. In particular, combining emotional resonance points such as "The Rise of Chinese Science Fiction Games" with practical discounts effectively lowers the user's decision-making threshold.
2. Crowd customization strategy: Based on Hongmeng data base, we work with the game owner to effectively explore the target population
In terms of theme, "Age of Stars" is a war strategy game with interstellar science fiction; it integrates real-time strategy (RTS) and grand strategy (SLG); the style tends toward mecha aesthetics and cyberpunk. How to quickly find hard-core players who like this type of game?
Jinghong Kinetic fully utilizes the platform's big data analysis capabilities, and accurately identifies three types of core target groups through device behavior characteristics, behavior sequence characteristics, user portrait characteristics, etc.: high-living game groups in category, potential paid groups, and large R groups in game. Let "Age of Stars" not only ignite the market during the first release period, but also continue to attract high-value users to stay, truly realizing "using data to accurately serve users in the sea of stars."
3. Omni-channel communication: Continuous marketing of new games, the popularity of launching new games
As a full-scene smart marketing platform for Hongmeng Ecology, Jinghong Dynamics has built a marketing matrix covering 10+100% of Huawei media and 85,000+ alliance ecological partners with its strong resource integration capabilities. Relying on the platform's huge marketing matrix, "Age of Stars" achieved accurate communication through multiple channels on the day of its first release, achieving all-round amplification of activity sound through three-dimensional content layout, and deepening user memory with the help of a multi-circle penetration strategy. In the end, the number of exposures of the game's first broadcast exceeded 100 million, and the popularity continued to rise, injecting strong momentum into the listing of new games.
It is not difficult to see that the alliance between "Age of Stars" and Jinghong Kinetic Energy is a successful game first-time promotion cooperation, and it has successfully broken the circle with the "Jinghong Kinetic Energy first-time serialized marketing plan". For the gaming industry, it is very important to choose the right platform to stand out in a homogeneous marketing environment. The user ecosystem, rich media forms and diverse content marketing behind Jinghong Dynamics provide game advertisers with a better growth soil. We look forward to more and more game advertisers choosing Jinghong Kinetic Energy Platform for first-time promotion, working together to create more popular new games, and achieving "first-term sales".
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