The emerging market of mobile internet gaming: Play the role of digital marketing
As one of the few profitable internet products, games are the eye-catchers in the market. Internet-related firms are eager to grasp a share of this booming market. China's mobile games market has experienced explosive growth and as of the end of June 2013, China's population of mobile internet game players had reached 161 million, up 15.7 percent from 2012, according to China Internet Conference 2013.
Publicly available data show that China's M&A market has witnessed eleven mobile game firms changing hands since 2013, including seven such transactions in August alone. Some of the larger deals include Beijing Ultrapower Software's acquisition of 100% of Camel Games for 1.21 billion yuan, Tangel Publishing's complete takeover of Magic Universe for 1.25 billion yuan, as well as Phoenix Publishing & Media's taking of a 64% stake in Shanghai Muhe Network Technology for 310 million yuan. Analysts have taken note of mobile gaming's entering a stage of rapid development.
Balintimes Media Group also discovered this opportunity and established a professional "game promoting platform" operation team, combining its large outdoor media network with the Group's own mobile internet information platform and application tools to create a game promoting platform with multi-channel integration, diverse methods of promotion, targeted audience coverage and efficient use of its marketing budget. Balintimes has partnered with game vendors through joint operation and game promotion. In July 2013, Baidu used Balintimes' game promoting platform to publicize Baidu's masterpiece game of the year Da Xia Zhuan. Meanwhile China's most popular game developer and operator, Shanghai Muhe, is partnering with Balintimes to promote its game Si Guo Zhan Ji on the platform.
Interactive entertainment platform: Create new digital marketing highlights
Traditional media companies are realizing that they need to expand their core businesses to embrace the internet and smart terminals if they hope to succeed in the emerging ecosystem. On Aug 14, SMG BesTV took an equity position in the video website fushion.com for 307 million yuan. Further integration of the two businesses is a model challenging all existing interactive entertainment platforms across China's video industry including TV stations, online video providers, smart terminals and IPTV.
Balintimes Media Group is not permitting itself to lag behind in this respect. As the first one built in the industry, Balintimes' interactive entertainment platform is centered on traditional outdoor media and regards the mobile internet and visual search as the medium through which entertainment sharing, multiple screen interaction and "always online" is achieved. The platform's functionality allows for the production of movies, telenovelas and online drama series, as well as services for advertising, downloading and support for event and concert programming, in addition to branding and promotional services for entertainers.
Many movies and online telenovelas such as Day of Redemption used the interactive entertainment platform to conduct intensive multi-screen promotional campaigns; China's famous folk soprano Lei Jia and many well-known movie stars including Leon Jay Williams, Ma Su, and Bai Xue have also taken advantage of the interactive entertainment platform for promotion which is supplemented by offline channel coverage through light box pictures at multiple locations throughout the subway networks in many cities and display ads at Wanda International Cinemas. Consumers download the Shanpai app to snap a picture of the ad they are interested in, and can supplement the ad by bringing up rich thematic content including videos, music, images, text and other interactive media on their smart phone screens.
Moreover, the Balintimes Media Group has signed a Traditional Paper Media Cooperation Agreement about Shanpai Technical Service with Beijing Zhonghezhonglian Advertising, a specialized media display advertiser. According to the agreement, both parties plan to use their strong offline media resources in subways and through the Shanpai app to take a stake in the traditional advertising market dominated by newspapers and magazines. Shanlink's technical and content team plan to digitalize the content of advertisers in a move to transform traditional advertising through newspapers by persuading their readers to view the news online.
As a preferred partner of China Mobile Wireless Music Base, Balintimes said its interactive entertainment platform will take over all of the base's music and polyphonic ringtone channel distribution copyrights, as well gain advertising business from many of the base's distributors. The quality digital content will become available in many other of Balintime's distribution channels in addition to the interactive entertainment platform.
Great multi-medium convergence: Three-dimensional communication network becomes the trend
Now impacted by the internet and mobile internet media, the single ad dissemination form of traditional media is no longer able to comprehensively reach a targeted audience or do enough to create real and consistent brand awareness, while media convergence is the much more effective approach on its way to becoming the industry trend.
Television, outdoor media, the web and the mobile internet are not intended to become competing media, but rather be complementary to each other through convergence. The use of multiple forms of media to achieve wide penetration and effective convergence is the only way to build an ecosystem formed by a three-dimensional communication network, multi-form communication media and customized services, to effectively fulfill the consumers demand for personalization. This need can only be met through the creation of new marketing methods and deployment of proven marketing models.
SOURCE Advertisinc Panorama