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Gods and Dragons Brings Entertainment Marketing into Mobile Games First Time for a Mobile Game to Establish Its Brand

2013-07-17

Gods and Dragons, a Chinese 3D card battle game with puzzle mechanics was released at a press conference on May 28th. Published and cooperated by FL Mobile and China Mobile Games and Entertainment Group Limited (NASDAQ: CMGE), this 2013 blockbuster’s release not only made Gods and Dragons a well known name in the mobile games industry at its first day, but also made its R&D team Red Infinity and their estimated value of RMB ¥500 million (US $81.6 million) incomparable.

Both Need Branding: Mobile Games Share a Similar Technology Form with Client Games

When it comes to game release press conferences, people will usually think of large client games. The time client game companies spent on developing a new game, together with its longer life circle contributes to companies’ more focusing on branding. The reasons why client games developers and publishers are so keen on press conferences are foreseeable. First of all, large client game companies can afford the money. Secondly, there often will be a special ritual during the conference, e.g., a famous brand endorser will appear on the stage. Thirdly, media’s extensive coverage of the conference will create a bombardment effect, which can effectively catch users’ eyes on its first few days. That kind of integrated marketing can really help establish a brand.

In fact, since mobile games share a more similar technology form with client games, the former often borrow the way of operations from the latter. Meanwhile, although mobile game publishers are trying to align their marketing strategies to client games’, few of them dare to attempt to adopt the costly press conferences. But that has been changed with the product release of Gods and Dragons. They become the first mover to render an audio and visual feast, to incorporate the presence of industry moguls and entertainment stars into the launch event, and to make people believe that both FL Mobile and CMGE are attaching great importance to mobile games branding.

It is reported that after the conference, a number of moguls and big firms within the industry came to FL Mobile and CMGE to express their praise for the event, and some Internet giants even offered to seek cooperation with them, which has best demonstrated how successful it is for these two companies to use a new way of marketing to build a mobile game brand.

Cracking the Secrets of FL Mobile Brand Strategy and Dissecting the Benchmark for Mobile Games Crossover Marketing

The highly developing mobile networks and mobile devices provide a coveted field of mobile games. Traditional game companies transform themselves and expand their territories into mobile games, a large amount of individual developers and small and medium-sized teams swarm into this field as well, all of which, however, leads to today’s mobile games homogenization and chaotic app-ranking manipulations. And nowadays the most common marketing methods are app-ranking manipulations, pre-installed apps, channel promotions, and micro-blogging marketing; yet without any innovative ones.

The success of Gods and Dragons press conference held by FL Mobile and CMGE largely comes from its crossover with entertainment industry, which is so impressive that the industry even recognize it as a benchmark for breaking the bottleneck of mobile games marketing. From what I understand, the strategy of FL Mobile is “Big Publishing, Big Marketing and Big Branding”. FL Mobile owns its all-platforms publishing business, has its high quality classic games and is able to build a complete publishing supply chain with content publishers; and that is “Big Publishing”. “Big Marketing” means adopting marketing strategies with culture and entertainment marketing as their core content, which can secure their reaching for all media platforms. And “Big Branding” means possessing a clear brand image and brand positioning.

As for the company FL Mobile, the host of the press conference was exactly the vice president of FL Mobile, Wang Ke, who is a veteran in entertainment marketing. His experience ties closely with entertainment, ranging from his earlier job in entertainer promotions to previously direct control of Tencent Entertainment Gala, which lays the foundation of his mobile games marketing. He always attempts to make a perfect integration between games and entertainment. Being rather familiar with entertainment marketing, now he delves into the games industry, where pan-entertainment marketing is both vital for client and web games companies. FL Mobile already has the products, and at this moment, it is time to bring in entertainment marketers to make a seamless integration with its games.

Just as Kai-Fu Lee said in his video congratulatory speech at the press conference, whether it is a pure star endorsement or an event of stars as an investor as Yu Quan (a popular Chinese duo) do in this case, mobile Internet in the future will become more and more integrated with entertainment and social lives, which Lee believes will facilitate the development and expansion of entertainment resources. As investors of this game, Yu Quan are now standing for it, speaking for it, and exerting their influence on it. In such a way, we have every reason to believe that the income of the game and the return for the stars will take on a win-win situation. And the innovative move taken by Yu Qing will surely open a brand new phrase for entertainment marketing, and perhaps will draw on numerous future imitations.

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