The Trial Period Marketing Plan Of Tencent Games Ylands

In recent years,the game industry in China has maintained a steady growth trend.In February 2018,the user scale of China's game industry had reached 600 million,becoming the world's largest game market.Online games have become an important way for the community,especially the younger generation's social and recreational entertainment.The market size of sandbox games is increasing year by year in online games,the global sandbox game market increased for more than 30%,which exceeded other types of games.Tencent game,the leading company of China's game industry,formally announced to match in sandbox game market in 2018 in order to layout defense and take over the sandbox game market.Ylands is the key game of Tencent's sandbox games.Ylands will do game testing and enter the market in 26th September,and formally enter the market in January 2019.The purpose of this plan is to complete Tencent game's target to own 10 thousand players during the testing period of Ylands and bring profits to the company.Besides increase the influence and authority of Tencent in the sandbox industry.Compared with the domestic competitive sandbox games Minecraft and Mini World,Ylands has two advantages:unique polygonal art style and visualized and convenient editor.The core selling point of this plan is to promote the slogan of Ylands "creativity is the productivity".Based on this,a set of integrated marketing is developed to integrate online and offline channels to convey this concept.At the same time,using competition,university cooperation,competitive product mining and other methods to dig creators and build a creators'ecology and offers creators long-term training and support.This is aimed at increasing creators'number and their output like a rolling snowball development and finally take over the sandbox market.While increasing the popularity and reputation of Ylands,enhancing the influence and authority of Tencent in the sandbox field at the same time,and lay the foundation for further cooperation with internal and external partners of sandbox games.This plan was written during my 3-months internship in Tencent and all the scheme has been put into practice.