请君游戏:手机游戏营销实践研究

Step into the Game:Examining Mobile Game Marketing Practice

游戏设计同社交媒体营销实践之间的互动,是游戏企业平台化战略的体现。如今,买量广告是手机游戏的主营方式之一,“免费+内购”的付费模式下,注定了游戏玩家并不是同游戏产品偶遇,而是游戏公司通过付费将玩家“请进”游戏,使其成为自家游戏产品的体验者。本文基于L游戏公司发行区的日常活动,揭示了游戏化营销如何通过用户行为数据转化认同,根据数据导向影响游戏情境,完成手机游戏适应社交媒体的生产过程。“请君游戏”作为一种社交媒体营销的手段,为代码逻辑提供了丰富的呈现方式。但过度关注用户数据的变现能力,反而与玩家所需的游戏体验相疏离。游戏化营销应合理呈现程序的质感,注重游戏媒介化工作的品质,优化创意素材,而不是过度钻营于抓取用户数据的买量策略。

The interaction between game design and social media marketing practices is the embodiment of the platformization strategy of game companies.Nowadays,purchasing traffic ads is one of the main operating methods of mobile game companies.Driven by the widespread payment mode of"free+in-app purchase",it is obvious that game players would not begin to play games out of no reason,but firstly being“invited”by game companies and then become the experiencer of the companies’own game products in depth.Therefore,based on the daily routine of L game company’s distribution sector,this paper reveals how gamification marketing transforms user behavior data into game identification,influences the game setting and scenes according to data orientation,and completes the production process of mobile games adapting to social media.As a means of social media marketing,"step into the game"provides rich presentation for code logic.However,too much attention to the monetization ability of user data is alienated from the game experience required by players.In a word,gamification marketing should reasonably present the texture of the program,focus on the quality of game mediatization work,and optimize creative materials,rather than excessively delving into the buying method of users traffic data.