Advertising Strategy Based On Mobile Games

As the most popular "ninth art",video games are an important part of the user's leisure and entertainment life.Both the PC and mobile games have a long history of development,but the PC-side games are in hardware facilities.There is a certain threshold on the operation and it fails to fully cover the users.With the continuous development of mobile game development technology and the popularity of smartphones and 4G networks,its lower threshold and rich game scenes have transformed a relatively large number of users who are in contact with the game.At the same time,PC-based game users have gradually begun to move.End transfer.At present,mobile video games have a good demographic dividend and are in an incremental market,so China is gradually becoming the largest mobile game market in the world.The current advertising market has matured,and major brands have adopted a variety of advertising channels.Digital advertising has been widely accepted by advertisers and has been affected by the rapid development of mobile Internet.Mobile digital advertising has also become a must for advertisers.Land of struggle.Mobile games,as an important part of mobile applications,have huge user traffic,and most of them are young consumer groups with purchasing power.The use of this channel for advertising promotion provides advertisers with a large amount of user traffic base and user data for accurate marketing.For the game itself,advertising is one of the major sources of income other than in-house purchases.In the context of big data,the audience needs to be guided by the accurate dissemination of advertising.The close cooperation between the two makes mobile games worthy of advertising.In order to expand the contact points for advertisements and attract young audiences,there are already many advertising campaigns using mobile games as a carrier in the country and a good dissemination effect has been achieved.However,as a whole,mobile games are still an emerging advertising carrier and have not formed a comparativeThe mature and modeled dissemination mechanism and the form of advertising are relatively single,failing to fully realize their value.How to maximize the propagation value of the mobile game as an advertising carrier is a problem that needs to be solved urgently.Therefore,this article takes the integrated brand communication theory as the overall theoretical basis,combines the 4I principle,selects the most representative case-level mobile game in the country,“The King Glory” case as an entry point,through the literature research method to trace the development of mobile games,through the case Analytical methods and surveys are used to analyze the two types ofadvertising strategies in game placement advertising and programmatic marketing advertising.To study the channel advantages when mobile games are used as advertising carriers and the impact of the mobile game brands themselves when they cooperate with advertisers.The article is divided into three parts.The first chapter describes the industry overview of mobile games,compares the performance of other popular mobile games on the current market as advertising carriers,and the second chapter relies on questionnaire survey data and specific cases."The Glory of the King" has a detailed analysis of advertising strategies,presenting the current mainstream strategy of placing mobile games as advertising carriers.Chapter 3 analyzes the value of mobile games as advertising vehicles,and studies their strengths and weaknesses through the SWOT method and their weaknesses.Some propose solutions and look ahead.The exploration of the development path of mobile games as an advertising carrier provides a theoretical basis for its healthy development.In order to provide a certain reference and reference value for the placement of mobile game advertising.