From this Monday to now, "Black Myth: Wukong", a domestic game masterpiece, has been on the hot search list for a whole week. In this week, from WeChat Moments, social groups, to Weibo, Xiaohongshu, and major media, this phenomenon-level game masterpiece was discussed everywhere, and the screen was filled with the figure of Wukong.
Some netizens discovered that not only domestic media are discussing it, but also major foreign media and netizens have begun to study "Journey to the West" and this game, truly achieving global expansion of games and global expansion of culture.
From the perspective of global expansion marketing, we have also seen the infinite charm of global expansion marketing of games.
01 Social Media Marketing
Global expansion of games requires social media marketing.
Social media marketing is a strategy to promote games through the use of various social networking platforms (such as Weibo, Douyin, Facebook, Twitter, Instagram, etc.). Effective social media marketing can help gaming brands build online reputation, increase user stickiness and drive user growth.
Games inherently have strong entertainment and social attributes, and they also have strong social value for game enthusiasts. Game global expansion brands can also carry out these marketing plans:
content strategy
Produce high-quality content such as trailers, behind-the-scenes footage, development diaries, and more that spark user interest and build anticipation. Regularly publish updated information to keep users informed of the latest developments and development directions of the game.
interactive participation
Encourage users to share their gaming experiences on social media, and stimulate users’ creativity by holding screenshot contests, video creation challenges and other activities. Respond to user comments and questions, establish good communication channels, and make users feel valued.
social media advertising
Use the advertising functions provided by the platform to accurately target potential users and increase the visibility of the game.
KOL Internet celebrity cooperation
Cooperate with opinion leaders (KOL), Internet celebrities, and anchors in the gaming field to use their influence to promote games. Or engage in cross-border cooperation and organize joint activities with other brands or IPs to expand the audience of the game.
Monitoring and analysis
Use tools to track data performance on social media, such as the number of likes, retweets, comments, etc. Analyze data to understand which content is most popular and which strategies are most effective, so you can continually adjust and optimize your social media marketing strategy.
"Black Myth: Wukong" has received a lot of attention and discussion through promotion on social media platforms. Use social media content to attract players' attention, maintain interaction with players, and build user stickiness.
02 Player community building
An active and loyal player community is vital to a game's success. It not only helps the game maintain long-term vitality, but also creates a word-of-mouth effect among users. To a certain extent, it is the owned-channel marketing strategy of global expansion game companies. These owned channel carriers and forms are:
Official community platform
Establish official forums, social media groups, Discord, etc. to provide players with a space for communication. Publish official announcements, game update information, event notifications and other content to maintain communication with players.
User Generated Content (UGC)
Players are encouraged to create and share their own game content, such as strategies, creative works, etc. Set up special sections or activities to display players' works and increase players' sense of belonging.
Community owned channel management
Designate a community manager or moderator to maintain order and handle violations. Establish clear community rules to ensure a friendly and positive community environment. For example, customer management and social marketing based on WhatsApp.
player feedback
Set up feedback channels to collect players’ opinions and suggestions and respond to players’ needs in a timely manner. Incorporate valuable feedback into the game development process so players feel like their voices are heard and making an impact. Provide some special benefits to community members, such as limited skins, virtual items, etc., to increase player loyalty.
Through close interaction with the player community, valuable feedback and suggestions are obtained. Game global expansion brands should pay attention to the construction of player communities, maintain close contact with players through forums, social media groups, etc., and understand player needs and feedback in a timely manner.
03 Integration of cultural elements
Excellent graphics, fascinating stories and deeply rooted character designs can help global expansion games win the love of players. Game global expansion brands should focus on the quality of content, including but not limited to game graphics, storylines, character settings, etc. These are the key factors to attract players. Black Mythology skillfully combines traditional Chinese cultural elements with modern game technology, showing a unique oriental aesthetics. If a game global expansion brand can integrate local cultural elements into the game, it can not only attract the emotional resonance of local players, but also allow overseas players to experience a fresh cultural experience.
Combining social media marketing and player community building strategies, game brands can not only effectively attract new players, but also maintain the activity and loyalty of existing players, which is crucial for the global expansion of games.
