9月24日,中央广播电视总台“品牌强国工程”沟通说明会在广州召开,百余家华南优秀企业齐聚一堂,共商“品牌强国”大计。广东省人民政府新闻办公室副主任邓鸿,云南省文化和旅游厅宣传推广处处长刘晓桐,广东省文化和旅游厅交流合作与推广处副处长林楚明,广州市文化广电旅游局市场推广处处长叶涛,中国传媒大学电视学院学术委员会主任、教授、博士后导师赵淑萍,中国传媒大学资深教授黄升民,中央广播电视总台总经理室常务副召集人任学安,央视广告经营管理中心频道部主任刘丽华,市场部主任佘贤君,监审部副主任杨玲,中央广播电视总台广东总站大湾区总部筹备组成员公海泉,以及来自华为、美的、海天、益海嘉里、广汽传祺、蓝月亮、郎酒、立白、比亚迪、广药集团、雅士利、马可波罗、康朝药业、汤臣倍健、天士力、汾酒、恒大、东风汽车、雨林古茶坊、红星二锅头、环亚、简一、珍爱网、道道全粮油、李锦记、景田、创维、宝洁、平安、魅族、欧派、南方航空、华润怡宝、健力宝等百余家知名企业的相关负责人出席。会议由昌荣传媒股份有限公司、三人行广告有限公司、中视金桥国际传媒集团有限公司协办,张斌、李红主持。中央广播电视总台总经理室常务副召集人任学安表示,为了“品牌强国”的使命,自9月以来,我们在上海、重庆、武汉、济南、长春以及德国汉堡等地开展了广泛的推广活动,汇聚优秀品牌,相互沟通交流。品牌的地图就是中国经济发展的地图,从北京开始,每经过一站,“品牌强国工程”的版图就变得越来越大。截止到目前,总台已经和华为、中国邮政、华侨城、联想、茅台、格力、海尔、娃哈哈、碧桂园、洋河、北汽集团、万达、快手、天士力、鲁花、君乐宝、苏宁易购、中国劲酒、史丹利等30多家品牌企业签约。今天,我们来到了中国经济体量最大的省份——广东,这里大企业云集,拥有20多家千亿级的大型企业。2019年《财富》世界500强榜单中,我国共有129家企业上榜,其中广东一省就有13家企业,占据了十分之一。在另一份榜单中广东省有90个品牌上榜,占18%,这就是由世界品牌实验室评选的2019年《中国500最具价值品牌》。广东是世界观察中国经济的重要窗口,因为这里有华为这样举世瞩目的品牌,即使受到了以美国为代表的西方国家的不公平对待,华为依然交出了一份漂亮的成绩单,2019年上半年的营收达4013亿元,同比增长23.2%。此外,还有格力、广药、美的、恒大、碧桂园、广汽、比亚迪等等一批实力雄厚、能够代表中国参与世界市场竞争的品牌。除此之外,广东还有一大批“隐形冠军”企业,他们是细分领域的佼佼者,品牌极具代表性和成长性。例如,蓝月亮成功挑战外资日化品牌,连续十年洗衣液市场占有率第一;海天继承传统工艺,满足中国人的味蕾;马可波罗让世界爱上中国陶瓷等等。任学安表示,广州沟通说明会是仅次于北京发布会的重量级会议,希望通过和企业的面对面沟通,增进彼此深度了解,为广东乃至华南地区企业的品牌成长提供更好的传播服务。广东省人民政府新闻办公室副主任邓鸿致辞表示,推动中国制造向中国创造转变、中国速度向中国质量转变、中国产品向中国品牌转变,是习近平总书记多次提出的殷切期许。去年10月,习近平总书记视察广东并发表重要讲话,就广东在推动高质量发展、加快构建推动经济高质量发展的体制机制等方面提出了明确的要求,为此广东省委省政府集中力量,推动创新驱动发展,推动广东制造向广东创造、高速增长向高质量发展的转变,深入实施品牌战略,引领企业在走出去中品牌先行。2017年12月,广东省人民政府办公厅印发《广东省深入实施商标品牌战略服务经济社会发展若干政策措施》,为将广东省打造成为国家商标品牌战略实施试验区提供有力支撑。目前,在广东省培育产业集群区域品牌建设试点有13个,培育制造业单项冠军示范企业有12家,制造业单项冠军产品10个。通过“粤字号”农业品牌培育,形成了广东现代农业“两类三级”品牌发展新模式。广东大力支持新老企业设立境外品牌营销网络和研发机构,借助境内外各类商品的展销展示平台及各类展会活动,大力宣传广东制造和广东品牌。2018年广东自主举办19场广东商品展览会,组织企业参加278场境外展会,与澳门投资促进会联合举办澳粤名优产品展销会。在实施品牌战略的过程中,许多广东企业通过中央广播电视总台的传播推广,一步步从地方品牌发展成为全国品牌、国际品牌。从2017年起,广东连续多年在央视投放“缤纷海岸
蔚蓝广东”旅游形象广告,今年广东乳源瑶族自治县的4个农旅品牌又入选了中央广播电视总台的“广告精准扶贫”项目,从9月起开始在总台的重要频道、频率免费播出公益广告,有力促进了广东旅游业的高速发展。今天总台再次对美的、蓝月亮等省内外的知名品牌进行推介,将有力促进我们的民族品牌走向世界,在此我代表省委宣传部、省政府新闻办对总台多年来对广东品牌和其它外省兄弟省份品牌建设的大力支持表示衷心的感谢。在新中国70华诞来临之际,中央广播电视总台推出“品牌强国工程”,通过全媒体传播品牌强国战略,把中国品牌的故事讲给全世界听,助力培育能代表中国参与全球经济文化交流的新时代国家级品牌,这充分体现了中央主流媒体高度的政治责任感和历史使命感。中国传媒大学电视学院学术委员会主任、教授、博士后导师赵淑萍发布了《中央广播电视总台主流媒体价值重塑及创新传播研究》报告成果,从我国新型主流媒体的构建方略、总台主流媒体价值的再认识与再开发、总台主流媒体价值提升与创新策略三大部分论述了总台独一无二的平台影响力、内容生产力、技术引领力、生态链接力以及人才竞争力。作为品牌资产的增值者,总台的权威形象为品牌赋能;作为精准扶贫的推行者,总台助力打赢脱贫攻坚战;作为公益服务的践行者,总台彰显社会主义核心价值观;作为融合创新的引路者,总台搭建多媒体宣发矩阵;作为强强联合的联盟者,总台助力中国品牌走向世界。中国传媒大学资深教授黄升民解读了中央广播电视总台“品牌强国工程”传播价值。他为现场嘉宾解说了中国品牌四十年来的破冰、生产、竞争、发展与突破,中国品牌实力不断发展壮大,进入世界品牌舞台的中央,但同时也面临着很多挑战,比如从理性传播走向感性燃爆、狗血式的叙事方式,品牌逻辑遭受挑战;碎片化传播环境,解构盛行,品牌传播难以聚拢;“黑天鹅”频发,品牌应对乏力等。黄教授认为,大媒体塑造大品牌,碎片化环境下品牌对于话语权回归的需求,表现在对于大屏的回归、权威媒体的回归。依靠互联网碎片化和低价化无法构建品牌,必须要有一个聚合式的品牌传播平台讲述品牌故事、传递品牌价值和理念。当下品牌以大国、大企业为背书,必须以大媒体、大传播完成品牌的构建。现场播放了由康辉、欧阳夏丹为“品牌强国工程”特别录制的总台新闻中心宣传片。作为中国最悠久的电视节目之一,《新闻联播》已经陪伴大家走过41年历程,如今屡登微博热搜,它的《主播说联播》成为当下最炙手可热的新媒体产品,追看《新闻联播》的粉丝量持续递增。中央广播电视总台文艺节目中心积极推动中华优秀传统文化创造性转化、创新性发展,努力打造“叫得响、传得开、留得住”的艺术精品。总台文艺节目中心主持人杨帆、董艺、马跃、张宇以生动有趣的方式为现场嘉宾推介了总台文艺节目。总台成立大文艺中心后,集合了央视综艺频道、音乐频道、戏曲频道,央广音乐之声、文艺之声、经典音乐广播、娱乐广播、国广劲曲调频三个频道五个频率,是中国电视文艺事业大发展大繁荣的驱动利器和排头尖兵。大文艺中心将以全媒体视角,在原有栏目升级改版基础上,打造一批新栏目与季播节目。创新是文艺节目中心的不竭动力,更多像《朗读者》《国家宝藏》这样的爆款力作将出现在大众视野。2020年,中央广播电视总台将肩负起光荣使命,独家报道东京奥运会以及2020欧洲杯等重大体育赛事。总台体育频道新闻主播袁文栋、朱晓琳为现场嘉宾推介体育板块。袁文栋介绍了央视体育在2018年世界杯中取得的无与伦比的收视成绩:世界杯期间,央视体育所创造的全平台触达数达到了350亿次。其中,APP客户端和微博平台的视频总播放量接近45亿次,央视在全国体育类节目的市场份额高达89%。朱晓琳介绍了央视体育传播矩阵中的五块重要拼图:CCTV5体育频道、CCTV
5+体育赛事频道、CCTV足球频道、CCTV高尔夫网球频道以及央视体育新媒体客户端。2020东京奥运会,央视体育的新媒体客户端将会为用户提供前所未有的观看服务。中央广播电视总台央视广告经营管理中心市场部主任佘贤君解读了“品牌强国工程”传播服务方案。在媒介市场喧嚣,经营环境复杂,消费者琢磨不定的业态下,企业家们迫切需要一个一揽子解决方案,成为确定企业市场营销计划的定海神针,“品牌强国工程”应运而生。支撑“品牌强国工程”的基石是总台成立的新媒体、新平台、新价值,构建“品牌强国工程”的路径是新目标、新方案、新标准。他为到场嘉宾详细介绍了“品牌强国工程”在产品层级、资源、广告编排、服务等多个方面实现的新突破,以及这些创新突破所遵循的“1+N传播”、“接触点传播”、“内容营销传播”等传播规律。说明会上,中央广播电视总台与四川郎酒股份有限公司、蓝月亮(中国)有限公司、益海嘉里集团、广州立白企业集团股份有限公司、山西杏花村汾酒集团有限责任公司签署了“品牌强国工程”战略合作伙伴意向协议,与勐海雨林古茶坊茶叶有限责任公司签署了“品牌传播合作伙伴”意向协议。

据《华尔街日报》报道,去年,Vice传媒损失超过5000万美元。今年1月份,公司裁掉了约10%的员工,这意味着涉及250个工作岗位。不过,今年Vice的经营状况显然有所好转。据知情人士称,今年上半年,Vice的营收已经超过了原定目标。在历经营收乏力和裁员阵痛后,Vice以跨平台“打包”售卖视频广告的方式成功淘金。本期全媒派(ID:quanmeipai)带来独家编译,带大家看看Vice是如何在巨头挤压、数字媒体面临瓶颈之时虎口夺食。跨平台广告产品抢滩市场Vice传媒的视频广告产品于去年9月上线,名为“Video
Everywhere”,广告商可以用它跨平台购买Vice的视频贴片广告。这些平台包括Vice官网、YouTube、Facebook、Snapchat、Apple
News,以及流媒体平台Roku美国区。新模式交出可喜成绩单上线这一广告产品的部分原因是,Vice从去年开始在这些平台上拥有其广告库存的直接销售权,当时Facebook仅允许一部分指定媒体直接出售自己的库存。以前,若广告主想在第三方平台把广告投放在和Vice内容相邻的位置,客户必须在各个平台分别购买广告位。但如今,这家年轻的媒体表示,通过整合细分市场和规模化平台,打包出售视频广告,Vice在全球范围内的视频广告收益增长了120%。与美国地区相比,在欧洲、中东和非洲地区(EMEA)这类跨平台广告产品比较新,Vice在这些规模基数较小的地区收益取得了180%的增长。Vice说,今年年初以来,这种打包出售多平台广告的销售方式给欧洲办公室带来了七位数的收入。到今年年底,Vice传媒在欧洲地区的视频广告收入将占总收入的18%,全球范围内,这一数字预计能占到23%,但Vice不愿意透露具体的数字。差异化服务保持竞争力“在过去几年里,我们一直以客户需求为基础,坚持以客户为中心的方式提供服务。”EMEA首席数字官兼首席营收官Luke
Barnes说,“这是一个竞争激烈的市场,而差异化的服务将是有竞争力的。”Barnes告诉记者,Vice视频的千人成本(CPMs)上涨了10%至20%,具体情况各地区之间略有不同。他还补充道,总体来说,Vice和整个行业的客户业务体量都在下降,但是平均每月的推广活动数量有所增加。另一个因素是,Vice的跨平台视频广告是直接卖给广告主,而非走程序化广告交易,因此溢价也更高。Barnes表示,Vice还将继续保持这种销售方式。新模式的规模化展望当然,Vice的这种模式需要规模化,打通新市场、内容源、多平台。新兴市场释放潜力根据在线视频数据分析创企Tubular
Labs的数据显示,今年七月,Vice在Facebook、YouTube、Instagram和Twitter平台上传的视频浏览量累计达到了1亿次。该分析公司还发现,Vice的一些地区频道在七月份还创下了新纪录,比如Vice西班牙和印度频道,在七月,其浏览量达到了这两个频道历史总浏览量的10%。这也表明,Vice最大的增长潜力来自于这些迅速发展的新兴市场。内容线集中梳理Vice传媒全球首席营收官和国际化业务总裁Dominique
Delport称,在今年七月份的Digiday播客节目上说,数字媒体业务占了Vice总营收的30%。这主要得益于CEO
Nancy
Dubuc对收入来源的调整。原本数字媒体只是Vice五大核心收益线中的一条,其他收益线分别是新闻,电影电视内容制作和唱片工作室,有线电视频道Viceland和创意公司Virtue。《华尔街日报》在今年八月底报道,公司计划将Vice新闻同Viceland合并,在未来发展中更强调新闻内容,而非生活方式和娱乐品类。“目前,优质视频仍然供不应求。”Mindshare公司的“FAST”团队(Future
Adaptive Specialist Team)负责人Alexis
Faulkner说,“市场是分裂的,我们仍然在寻找优质的、规模化的视频内容来源,谁能做到这点,谁的吸引力就大。但是同时也需要平衡。”她说,对于特定客户来说,在特定情境中投放广告需要和品牌调性相符。在新闻旁投放广告会引发品牌主的担忧,必须要限制定向关键词的数量,避免引发限流。多平台协调标准对Barnes来说,Vice视频广告业务下一步要做的是跨平台引流用户,以获取细分用户。其他的数字媒体,比如BuzzFeed和Group
Nine也都向市场推出了类似的产品。Vice在今年年初和这两家媒体结成联盟,联合Tubular一起,以便跨平台协调标准。“现在还没有有力的方式来弥补Snapchat、Facebook、YouTube等各个平台之间标准的差异。”Barnes说,“我们与其中几家平台的谈判进展很快,预计到今年年底就能在这方面取得突破。接下来,Vice将会进一步提升用户数据在视频业务方面的核心作用。”作为年轻的数字媒体代表,Vice曾经在2015年被评为“新媒体成功的典范”。但没有哪一种模式可以一成不变,在经历了2018年的低谷后,Vice也在不断调整战略。只有这样,才能适应瞬息万变的市场。(来源:Digiday,
WSJ.)

从业者谈制作广告游戏时需避免的50个错误原作者:Herman Tulleken
译者:Willow
Wu即使是营销精英有时也会错用了游戏,从而无法顺利实现他们的商业目标。我们列出了企业在委托或开发广告游戏时所犯的50个最致命的错误。如果正在读文章的你是一名开发者,那么本文的大部分内容对你来说应该是老生常谈了,尤其是你也开发广告游戏的话。一、商业目标错误1:着眼于短期相较于其它媒体产品,游戏制作起来更复杂,成本也更高。因此,用游戏来满足短期目标就跟浪费钱没差。游戏可以运营更长时间,成功的游戏可以继续扩展更多的内容。错误2:商业目标冲突广告游戏的商业目标可能不止一个,但如果目标之间有冲突,那么游戏的效果对其中任何一个来说都会大打折扣。如果你想提升品牌辨识度,玩家数量自然是越多越好。如果你想收集用户信息,那其中一部分用户可能就不会继续游戏。所以说这两个目标就是冲突的,不应该是同一个游戏的服务目标。错误3:在缺乏足够用户获取渠道的情况下选择广告游戏如果你的想法是把游戏上架到某个商店,然后就会有数千人蜂拥而来,你的愿望注定会落空。就算没有可观的营销预算,你还是得要有多个的渠道接触目标用户,让他们知道你的游戏、知道哪里可以找到。二、游戏设计错误4:忽视趣味性要让玩家觉得你的游戏能带来欢乐,而不只是抱着推销产品和品牌的目的。通过发行一个有趣的游戏(并向玩家提供真正的价值),你可以在品牌和玩家之间建立一种积极的联系。如果你的游戏很无聊,那谁都不会去玩了。错误5:用你个人的想法你的想法不太可能是原创的,也不一定能帮助公司实现商业目标、提升品牌价值,并成为一个具有凝聚力的娱乐产品。所以,交给专业人士吧。错误6:委托一家普通的媒体公司做游戏虽然游戏跟其它媒体产品也有共同点(比如视频),但是传统的媒体工作室并不擅长制作游戏。原因有几个,但总结来说就是他们会犯这个清单中的很多错误。别那么干。错误7:不从玩家角度出发设计游戏在为你的用户设计游戏时,最宝贵的资产就是你对他们的了解。要让游戏设计团队了解目标用户的信息,越多越好。其它配套的营销活动也是如此。错误8:没有原型测试要制作一款有趣的游戏,最可靠的方法是遵循迭代过程,并定期与真正的玩家一起测试游戏。组建一个beta小组,在公开发行前先让他们测试游戏。错误9:盲目模仿热门产品模仿热门产品是能给你带来一些优势,但是也有缺点:·广告游戏通常会与原版相形见绌,尤其是在预算较低的情况下。·做出来的游戏可能跟你的品牌有违和感,或者不利于实现商业目标。·模仿热门游戏的人非常多,你的游戏也会被视为山寨的一员。·老练的游戏玩家可能会对你试图利用他人创意捞金的做法产生反感。错误10:不用KPI来评估工作成果除了业务KPI之外,你还需要观察游戏KPI来跟踪游戏的运营状况。如果你的游戏无法在游戏市场立足,那就更不用说实现商业目标了。跟踪这些数据能帮助你持续调整改进游戏,最终也会影响到你的业务KPI。错误11:内容收费有时候,公司会想通过游戏付费或者额外内容付费的方式来抵消游戏开发的成本。盈利游戏的商业模式与你的不同,在推广主要业务时这样做会让广告游戏的助攻效果大打折扣。错误12:通过广告让游戏盈利这种做法有点像是你制作一个电视广告,又向其他公司收费,让他们的广告牌出现在视频中,一点都不合理。除此之外,二级广告也会惹恼玩家。玩家单次游戏的平均时长会逐渐减少,留存率也会跟着降低。错误13:先注册才能玩我们之前做的某个游戏就是这样,结果就是有一半的玩家进入游戏后就退出了,不愿填注册表。先注册才能玩,这样你就得冒着失去很多玩家的风险。另外,那些注册玩家提供的数据通常也是假的。错误14:要求收集更多信息只收集那些出于游戏体验考虑的必要信息。要求收集的数据越少,玩家玩游戏的阻力就越小,游戏对黑客的吸引力就越低,你需要为《通用数据保护条例》做出的妥协也就越少。错误15:让玩家分享那些不酷的东西如果你想让玩家分享游戏内容,那就得确保它们在玩家看来是非常惊艳的。让品牌深入人心,与消费者建立紧密的联系。游戏内容应该是独特的、制作精良、具有娱乐性的,是玩家可以吹嘘的资本。错误16:不使用虚拟奖励物质奖励确实是一个很好的辅助手段,但如果把其中一些奖励设置成虚拟的,你就可以获得另外的机会。但虚拟奖励发挥作用的前提是你的游戏足够出色。magicka(from
tutsplus)错误17:不能静音玩家想要静音的原因可能有三:·游戏音乐令人无法忍受。·他们玩游戏的场所不能外放(比如工作场所)。·他们想在玩游戏的时候听其它音乐。如果不能关掉音乐/声音,他们或许就会放弃这款游戏。错误18:选择与品牌价值相冲游戏类型、主题或机制如果你想要的是非暴力游戏,那就不要制作第一人称射击游戏。如果你不希望人们把产品大卸八块,那就不要模仿《水果忍者》这样的游戏。很多品牌在决定克隆当下热门游戏时都没有考虑到后续的影响,这些人最容易出现这种错误。有了第一个错误就会引发第二个错误:为了与品牌保持一致,删除游戏中最重要的机制。然而不能砍东西的《水果忍者》趣味全无。错误19:选择与商业目标相冲游戏类型、主题或机制举个例子:如果你的业务目标是传达品牌价值,博彩游戏并不能发挥有益的作用,虽说它对其它商业目标来说可能是非常有用的。错误20:在游戏中用纯文字引导玩家人们不会在游戏(或者其它APP)中做阅读。游戏是用来玩的,通过游戏设计和机制告他们你想表达什么。错误21:太过依赖物质奖励如果你想在游戏中加入奖励,一定要明白它们的真正作用。游戏本身应该足够有趣,奖励不是用来贿赂玩家的,它也不能用来弥补游戏糟糕的设计缺陷。错误22:制作不对目标用户胃口的游戏选择目标用户比较喜欢的游戏类型。你可以不局限于特定的年龄组,设计一个对目标用户有广泛吸引力的游戏。运动服装品牌可以开发运动游戏,汽车品牌可以开发竞速游戏,以此类推。错误23:不理解小程序游戏和独立性游戏的优缺点分别是什么内嵌在APP中的小程序游戏是一种提升应用留存率、沉浸度和App
Store/Google Play
Store正面评价数量的好方法。但是小程序游戏存在不少限制,对某些商业目标来说,独立性游戏或许会更好。错误24:没有随时间提升游戏的丰富性人们到最后总是会玩腻,混合内容——甚至包括你所使用的奖励手段——是延长游戏寿命并建立忠实粉丝基础的简单方法。错误25:过于重视外围功能涉及到外围功能(分享、记录、排行榜、成就)时要谨慎些。我并不是说你不需要重视它们,但它们应该对游戏起到支持作用,而不是喧宾夺主。错误26:不懂得权衡平台每个平台都有非常成功的广告游戏。如果你想在网页平台做一个主机级别质量的游戏,或者是想用Flash游戏的预算去制作一个3A游戏,通常会得到悲剧性的结果,更别提浪费了很多钱。错误27:没有排行榜排行榜是一种相对简单的游戏特性,但它能给玩家带来很多价值。你应该针对不同的内容推出不同类型的排行榜。错误28:没有交代清楚游戏规则如果玩家误解了游戏运作方式,他们会觉得游戏bug很多,或者更糟——以为你在耍人。交代清楚游戏规则是什么,你就能避开这些误解。错误29:没玩过游戏你或许不是游戏的目标受众,然而,光看别人玩游戏是无法真正理解游戏的运行状况的。如果你没有玩游戏,你只会把注意力放在那些看得见、听得到的直观内容上,而不是你主导游戏世界时感受和想法。错误30:把游戏做得太复杂好玩和复杂之间不是成正比关系。保持简单,在预算范围内确保游戏设计流畅、画面精美、音乐抓耳。技术突出的广告游戏也能在市场中找到一席之地,但只有在你投入足够的资金时它才有机会获得成功。错误31:在游戏中做一个迷你游戏很多人都认为这样能够让游戏更有意思,这是一个常见的误解。但是事实并不是这样,不但成本会增加,而且还有可能惹恼玩家,吃力不讨好。错误32:基于自己对游戏特性的判断来评估游戏的可玩性判断一个游戏特性是否有趣的正确方式是观察目标用户在体验游戏时的表情。(此方法的前提条件是玩家数量足够多,这样才能进一步采集数据作分析,由此做出更长远的决策)三、制作错误33:没有把品牌元素融入到游戏中如果你的游戏是2D手绘风格,那么你的logo和产品都需要改成同样的风格。如果这跟你的品牌规则相冲,那最好选择一种不需要对logo或产品进行风格化的艺术风格。但是可口可乐公司能做到,你也能。错误34:没有确保游戏的技术方面运行良好技术效果也是一种品牌推广方式。如果你的游戏有很多漏洞、bugs,品牌也会受到负面影响。跟游戏相关的技术产品也是如此,比如说用来兑换奖励的相关网站或者APP。错误35:艺术方面投入不够游戏是你品牌的一个延伸,如果它看起来很劣质,那么用户会对你的品牌产生同样的印象。除此之外,如果画面赏心悦目的话玩家分享截图的欲望也会更高。错误36:音乐和音效方面投入不够游戏里的音乐是循环播放的,所以它就成了最容易让玩家感到厌烦的部分,音效更是如此。错误37:不要过度使用logo你的目标应该是打造一个以品牌为核心的世界,但不需要把logo弄得无处不在。从企业标识中挑选其它的设计元素,有节制地使用logo。这样能够促使玩家更好地沉浸在品牌的世界中。四、营销错误38:营销不够如果游戏不错,它很有可能会成为你最受欢迎的营销内容。为了让更多人看到它,你需要做些营销工作:·把游戏宣传图设置成主页的主图。·在社交媒体上公开游戏时附上一小段玩法演示视频。·联系游戏播主。·使用非电子渠道:商店内张贴海报、包装宣传、印刷广告。错误39:过度宣传如果你把游戏吹嘘得比真实情况好很多,这会显得你很傻。营销要把握尺度。别担心,你的游戏没有必要成为史上最佳。如果推广得好,一款有趣的、与你的品牌密切关联的游戏可能会超越娱乐游戏。错误40:游戏名字不理想就和其它游戏一样,你的广告游戏名字应该:·有一定的独特性·易读·易写·易记·有关联性·能让人想到你的品牌·便于搜索(例如,不包含非字母字符)五、运营错误41:无法手动给予积分奖励当事情出现问题时,你希望能够通过某种途径解决它。如果玩家(可能是因为bug)丢失了积分,及时恢复积分就是一种留存玩家、防止恶毒评论的简单办法。错误42:没有把游戏当作是额外的营销渠道玩家沉浸于游戏中后,你可以把游戏当作是沟通媒介,还能通过它向玩家推送新闻和促销信息。但是要谨慎——一定要确保这些是玩家关心的信息,并获得了玩家的推送准许。如果你滥用这个渠道,玩家会毫不犹豫地卸载游戏。错误43:游戏上线后不做A/B测试你可以通过测试进一步提升游戏的各方面表现。你也应该A/B测试游戏的后续更改,以确保它们不会对游戏的其它部分造成负面影响或引入新的bugs。错误44:没有为社区建立系统有强大社区支援的游戏可以更长寿,现有社区成员会自发地为游戏宣传,因此它们能够吸引更多玩家。让玩家更容易地聚集在一起,然后进行管理。如果没有这样的系统,社区可能会脱离团队的掌控,甚至做出损害品牌形象的事。错误45:没有反馈机制你会参考各种相关KPI来评估运营情况。然而,KPI只是反映其中的一部分。从游戏中获得原始反馈可以让你了解到更多信息。错误46:没有用户支持计划游戏可能会出现问题,你应该组织一个团队,随时准备介入修复。你也需要回答用户的问题,根据他们的行为做出调整。错误47:没有考虑作弊行为有些玩家会作弊,破坏了其他人的游戏乐趣。作弊降低了风险,让排行榜和成就变得毫无意义。你需要一个能监测常用作弊手段的系统,并且想好怎么应对作弊行为。错误48:没有考虑欺诈行为欺诈就是以骗取物质奖励为目的的作弊行为。除了上一点所提到的作弊带来的负面影响,欺诈还会触及到你的底线以及影响游戏的运营。你需要谨慎思考对应策略以平衡损失、挽回品牌形象。错误49:没有考虑到用户生成内容的缺点有键盘的地方就有键盘侠,同理,当玩家能够自己创作内容的时候就有低俗的内容出现。思考内容创作的底线在哪里,以及如何监测、应对这些不当的内容。错误50:没有应用合适的分析&反馈机制分析工具能够排查转换漏斗的薄弱环节。为什么人们不愿意注册接收游戏的最新消息?是因为那他们打不开那个页面吗?或者是他们在中途就退出了?这些信息对游戏设计团队和很有用,他们可以在此基础上调整游戏,进一步提升玩家留存率和沉浸度。错误51:没有讲清楚游戏的调整变化玩家喜欢新内容,但他们并不喜欢开发人员改变已有的游戏特色(特别是涉及到现实的奖励时)。因此,你应该避免改变游戏规则。当你不得不这么做的时候,一定要讲清楚改了什么,不然你会迎来一堆玩家的强烈抵制。错误52:没有为游戏退市、保存做打算游戏比其它媒体产品更难保存,有很多几年前才发行的广告游戏现在已经不能玩了。思考游戏在运营结束时该何去何从,你可以阻止这种命运降临到你的游戏上。六、结论设计一款合适的广告游戏再加上使用得当,你就可以收获显著成果。避开本文所列的错误,给自己最佳的成功机会。本文由游戏邦编译,转载请注明来源,或咨询微信zhengjintiaoEven
savvy marketing people sometimes misunderstand how to use games properly
to accomplish their business goals. We made a list of the 50 biggest
mistakes businesses make when commissioning or building an
advergame.This is a condensed version of the original article. The
original gives a bit more explanation and includes three resource links
for each tip.If you are a developer reading this, most of this will be
old hat to you, especially if you have made advergames yourself.Business
GoalsMistake: Thinking short-termGames are more complex and expensive
than other media to produce. Therefore, using games for short term goals
is a waste of money. Games can perform over longer periods, and
successful titles can be expanded with more content.Mistake: Going for
conflicting business goalsIt is possible for an advergame to have more
than one business goal, but if goals work against each other, the game
will be less effective in accomplishing any of them. If you want to
raise brand awareness, you want as many players as possible. If you want
to collect information, some consumers will not engage; these goals are
in conflict and should not be the purpose of the same game.Mistake:
Using an advergame when you do not have sufficient channels to reach the
required audienceIf you upload your game to a store and expect thousands
of people to play it, you’re setting your project up for failure.
Without a huge marketing budget, but you need a sufficient number of
channels to reach your target audience, to tell them about your game and
where to find it.Game DesignMistake: Ignoring the funUse your game to
delight your customers; not just to promote your products and brand. By
making the game fun (and providing real value to players), you can
create a positive association with your brand. If the game is not fun,
no-one will play it.Mistake: Using your own game ideasIt is unlikely
that your idea is original, supports the business goals and brand
values, and works as a cohesive entertainment product. Get the experts
in.Mistake: Using a plain media company to build the gameAlthough games
share some aspects with other media such as video, traditional media
houses are not good at making games. There are several reasons; in
short: they are prone to many of the mistakes on this list. Don’t do
it.Mistake: Not using your customer insight to inform game designWhen
designing a game for your audience, the most important asset is your
knowledge about them. Prepare as much of this knowledge as possible for
the game design team. The same background that goes into your other
marketing activities must also shape the game; otherwise, it will miss
the mark.Mistake: Not prototypingThe most sure-fire way to arrive at a
fun game is to follow an iterative process and test the game regularly
with actual players. Form a beta group, and get them to test the game
before you release it to the general public.Mistake: Blindly cloning
popular titlesCloning existing popular titles has some advantages, but
there is a downside:The advergame will often compare poorly with the
original (especially when it has been made on a lower budget).The game
may be ill-suited to your brand or business goals.Popular games get
cloned al lot, and your game will be perceived as a “me too”
product.Sophisticated gamers may frown on your attempts to capitalize on
the success of others’ creativity.Mistake: Not using KPIs to measure the
success of the campaign to reach the business goalIn addition to
business KPIs, you need to look at game KPIs to monitor the health of
the game. You are not going to achieve your business goals if your game
does not perform well as a game. Monitoring these will help you adapt
and improve, which will ultimately also affect your business
KPIs.Mistake: Charging for contentBusinesses sometimes try to offset the
cost of developing an advergame by charging for it or additional
content. Monetizing games is a business different from yours; trying to
do this while trying to promote your main business reduces the chances
of your advergame being effective.Mistake: Trying to monetize your
advergame through advertisingThis is a bit like making a TV ad and
charging other companies to have their billboard displayed in the ad. It
does not make sense. Besides that, the secondary ads will annoy players
and reduce the average session length and retention of your
game.Mistake: Making players sign up before letting them playIn one
project we did, half the players that entered the game exited the game
instead of moving through the signup form. You risk losing a lot of
players by making them sign up first (and often those that do sign up
provide false data).Mistake: Asking for more information than you
absolutely needAsk the minimum information you need to give the player
the best experience. The less data you ask, the less friction there is
for users to play the game, the less attractive your game is for
hackers, and the fewer hoops you have to jump through for GDPR.Mistake:
Trying to get players to share things that don’t make them look coolIf
you want players to share game content, make sure it is the coolest
thing in their feed. Keep branding light and relevant. The content
should be unique and entertaining, and allow the player to brag. It
should have high production quality.Mistake: Not using virtual
rewardsPhysical rewards are great to help you get ahead in line with all
the other things that interest people. But you are missing out on an
opportunity if some of the rewards are not virtual.Virtual rewards only
work if your game is cool enough.Mistake: Not making it possible to mute
sound and musicThere are three reasons why players may want to mute
sound or music:·It drives them crazy.·They are playing in an environment
where they cannot play sound (such as work).·They want to listen to
other music on the device they are playing on.If they cannot switch off
the sound or music, they may stop playing altogether.Mistake: Choosing a
game genre, a theme or mechanics that conflicts with your brand
values.If you want a non-violent game, do not make a first-person
shooter. If you don’t want your products sliced up, do not make a Fruit
Ninja clone. Brands are especially prone to fall into this trap when
they decide to clone an existing popular title without considering the
implications.The first mistake leads to the second: removing the most
important mechanic from a game to correct the incongruity. Fruit Ninja
without slicing things up is not fun.Mistake: Choosing a game genre, a
theme or mechanics that conflicts with your business goalFor example: if
your business goal is to communicate your brand’s values, a casino slots
game will not be effective, even though it may be very effective for
other business goals.Mistake: Using text inside the game to educate
customersPeople do not read inside games (or other apps). Games are for
playing, not reading. Show what you want to tell players through game
design and mechanics.Mistake: Relying on physical rewards too muchIf you
want to use rewards with the game, understand the role they play. The
game should be fun enough to play without needing to bribe players to do
it. Rewards cannot make up for bad game design.Mistake: Making the wrong
game for your target audienceChoose a game type that is popular with
your target audience. Beyond demographics, appeal to a common of your
target audience. Sports games are a good fit for sportswear; racing
games for cars; and so on.Mistake: Not understanding the pros and cons
of embedded versus standalone gamesGames embedded in your apps are a
great way to increase app retention, engagement, and positive reviews in
the App Store or Play Store. But embedded games have many limitations,
and for some business goals, standalone games may make more
sense.Mistake: Not adding variety over timePeople get bored with
anything eventually. Mixing up content and even the rewards you use is
an easy way to extend the lifetime of the game and build a loyal
fanbase.Mistake: Making peripheral features too importantBe stingy when
it comes to peripheral features: sharing, recording, leaderboards,
achievements. I am not saying you should neglect them, but they should
support the game, not overshadow it in their complexity and production
value.Mistake: Misunderstanding the platform tradeoffThere have been
advergames that were very successful on every platform. The problem is
when you try to make a console-level title in the browser or try to use
a flash game budget to make a AAA title. The result will typically be
poor, and you will waste a lot of money.Mistake: Not implementing a
leaderboardLeaderboards are a relatively simple feature to implement and
provide a lot of value to players. You should include different
leaderboards measuring different things.Mistake: Not communicating game
rules clearlyIf players misunderstand how the game works, they will
think the game is buggy (or worse, that you are trying to trick them).
By communicating clearly how your game works, you can avoid these
misconceptions.Mistake: Not playing the gameYou are probably not the
target audience for the game. However, you cannot really understand how
it works from looking at how other people play. If you don’t play the
game, you will focus on things you can see or hear, instead of the
feelings and thoughts you have as you navigate the game world.Mistake:
Making a game too complex for the technology or your budgetFun is not
proportional to complexity. Keep it simple, and spend to budget to make
sure the game design is slick, the art pretty and the music catchy.
Technically advanced advergames have their place, but they only have a
chance to succeed if you spend enough money.Mistake: Making a mini-game
inside a gameIt is a common misconception that this will make a game
more fun. It won’t; it will increase the cost and annoy the
player.Mistake: Evaluating the fun of a game in production based on your
judgment of the featuresThe correct way to judge whether a feature is
fun or not is to watch the faces of players from your target audience.
(This is true until you have enough players so that analytics kick in
and you can make further decisions based on data.)ExecutionMistake: Not
stylizing your brand elements to fit the gameIf your game is a stylized
2D drawing style, then your logos and products need to be stylized 2D
drawings. If this goes completely against your brand rules, it is better
to stick to an art style that does not require stylizing the logo or
products.If Coca-cola can do it, so can you.Mistake: Not making sure the
game works well technicallyTechnology is branding. If your game is
glitchy, it affects your brand negatively. That also goes for any
technology that surrounds the game, such as a web site or app used for
redeeming rewards.Mistake: Not spending enough on artThe game extends
your branding; if it looks tacky, so will your brand.Besides this,
players are more likely to share screenshots when the art looks
great.Mistake: Not spending enough on music and soundBecause music
inside a game plays on a loop, it is one of the things that most easily
irritate players. Sound effects can be even more grating.Mistake: Don’t
overuse your logoAim for building worlds that radiate your brand without
your logo needed everywhere. Use other design elements from your
corporate identity, and use your logo sparingly. This will help keep the
player immersed in the brand universe.MarketingMistake: Not marketing
the game sufficiently.If the game is decent, you may easily become your
most popular marketing content. To maximize the number of people exposed
to it, you need to market it:·Make it the hero image on your home
page.·Announce the game with a short video-clip showing gameplay on
social media.·Contact streamers.·Use non-digital channels: in-store
posters, packaging, printed advertising.Mistake: Overhyping the gameYou
will look like a fool if you pretend your game is better than it is. In
your marketing, be measured. And don’t worry, your game needs not to be
the best game to do well. A game that is fun and tied in with your brand
in thoughtful ways, can outperform entertainment games when promoted
well.Mistake: Choosing a poor nameLike all names, the name of your
advergame should be:·Reasonably unique·Easy to pronounce·Easy to
spell·Memorable·Relevant·Evoke the brand·Searchable (for example, not
include non-alphabetic characters)OperationsMistake: Not having a
mechanism in place to award players with credits manuallyThings go
wrong, and when they do, you want to be in a position to correct. If a
player loses credits (perhaps by a bug), restoring the lost credits is a
simple way to keep them playing and prevent a nasty review.Mistake: Not
using your game as an additional marketing channelOnce a player is
engaging with your game, you can use it to communicate with the player
and the game can be a great vehicle to deliver news and promotions. Push
notifications or an in-game dialog or newsfeed are the typical
strategies. But be careful — make sure it is relevant and with
permission. If you abuse it the player will simply uninstall the
game.Mistake: Not doing A/B testing to optimize the game once it is
liveYou can improve the performance of the game by doing tests once the
game is live. You should also A/B test changes to the game during the
campaign, to ensure that you do not harm the game’s performance or
introduce bugs that affect conversion.Mistake: Not putting a system for
a community in placeGames that are supported by strong communities live
longer; they attract more players since existing community members will
be advocates for the game. Make it easy for players to get together, and
then manage it. If you don’t, the community may get out of hand and hurt
your brand.Mistake: Not providing a feedback mechanismYou will measure
the success of your campaign with whatever relevant KPIs you identified.
However, KPIs show only a partial picture. Asking for raw feedback from
within the game gives you an opportunity to learn much more.Mistake: Not
planning for supporting the gameThings can go wrong. When it does, you
should have a team ready to jump in and fix things as soon as possible.
You also need to respond to customer questions or implement changes
based on their behavior.Mistake: Not thinking of cheatingSome players
will cheat and spoil the fun for all the other players. Cheating reduces
the stakes and renders leaderboards and achievements meaningless. You
need a system to detect the most obvious forms of cheating, and a way to
respond to cheating and perceived cheating.Mistake: Not thinking of
fraudThis is cheating with the purpose of getting physical rewards. In
addition to all the problems with cheating stated above, this actually
affects your bottom line and the effectiveness of the game campaign. The
actions you take need to be considered carefully to balance loss against
your brand image.Mistake: Not considering the downsides of
user-generated contentWhere people can type, someone will put a dirty
word; where they can build something, someone will build something
vulgar. Think about where the line lies between acceptable and
unacceptable content, and how you will detect and deal with unwanted
content.Mistake: Not implementing suitable analytics and feedback
mechanismsAnalytics point out trouble spots in the conversion funnel.
Why are people not signing up for the newsletter inside the game? Are
they not reaching that page? Or do they quit the level before they
finish it? The information will also be useful for the game design team
to adjust the game and improve player engagement and retention.Mistake:
Not communicating game changes clearlyPlayers love new content, but they
despise existing features changing (especially when there are real-life
rewards involved). Therefore, changes to the rules of the game should be
avoided. However, when you cannot, you need to make what is happening
obvious to players, or you will face a lot of negative backlash from
them.Mistake: Not planning for retiring and preserving the gameGames are
harder to preserve than other media, and as a result, many advergames
made even a few years ago are not playable today. By thinking about the
fate of your game when the campaign ends, you can prevent this fate from
befalling your game.ConclusionAdvergames, when made and used right, can
have spectacular results. Avoid the mistakes listed here to give
yourself the best chance of success.Did we miss any? Please let me know
in the comments.(source:gamasutra.com)

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