论文部分内容阅读
近两年游戏异业营销越来越常见,但具有成熟方法论的案例却很罕见,是什么阻碍了游戏异业营销的创新步伐?自2005年可口可乐与《魔兽世界》开启“游戏异业合作”新篇章之后,这种低成本、多渠道资源整合、互利共赢的营销方式,逐渐被品牌和游戏厂商所青睐。一方面,品牌广告主不断尝鲜,增加预算,与游戏共同探索新的营销方式;另一方面,游戏开发者们在“烧钱”投地铁、车身、影视广告的同时,越来越频繁地尝试异业合作。
Alien game marketing more and more common in the past two years, but the cases with mature methodology is very rare, what is hindering the innovation pace of the game islander marketing? Since 2005, Coca-Cola and “World of Warcraft” open “ ”After a new chapter, this low-cost, multi-channel integration of resources, mutual benefit and win-win marketing, brands and game companies are gradually favored. On the one hand, brand advertisers constantly try their best to increase their budget and explore new marketing methods together with the game. On the other hand, game developers are becoming more frequent at the same time as they burn underground, body, and television advertisements Try different kinds of cooperation.