crush the rich

"I really want to know more plots of the characters I play!"

"I want to watch the live-action versions of those suspense dramas, and the game clips look very interesting. I hope the complete plot will not disappoint."

"Tsk, I don't have enough character attributes, and I didn't get the heroine of "The Princess with the Sword", but her setting looks really good...I want to watch the original drama."

Who in the industry would have thought that Yin Lian could come up with such a propaganda method.

In fact, some of the advertising methods used by Yin Lian and Yin Changsheng before are already quite amazing.These advertisements themselves may not be so strong, but it is easy to establish an initial goodwill between users and the brand. Not only will it not make people feel irritable and disgusting, but it will make people feel favorable and expectant, which is very remarkable.

In fact, Yin Lian used the form of advertisers charging and giving prizes when broadcasting variety shows at that time, which was quickly imitated by many other variety shows, and directly replaced the form of sponsorship advertisements.

As for Yin Changsheng's practice of embedding the avatar of the product in the game, although some people are currently imitating it, the effect is not obvious, which is determined by the nature of the game itself.

Although "Secondary World" contains various elements, it should essentially belong to the kind of micro-fantasy game that is close to the real world view. Many real life logics can be realized in the game.Taking a pair of branded shoes as an example, there are currently five attribute evaluations for a pair of shoes in the game, which are beauty, firmness, material (value), speed (design), and grip (design), depending on the type and structure of the shoes , various attributes will have great changes. For example, low-heeled leather shoes of the same brand will be higher than sports shoes in appearance, higher in firmness than sandals, and higher in speed and grip than high-heeled shoes. Will be weaker than high heels, inferior to sneakers in speed and grip, inferior to mountain boots in sturdiness...and so on.

And all these attributes... can have practical effects in the "subworld".

For example, aesthetics and materials can improve the overall image evaluation, and sturdiness and speed can slightly improve work and combat capabilities.

Compared with "Secondary World", most of the games that imitate it can't do this.Because the current types of games in China are actually relatively single, and the placement of advertisements is relatively simple and rude. Although some games can integrate some fashion brand advertisements into them more naturally, most of them cannot achieve the coordination and naturalness, attributes and uses of "Second World". In fact, most of the products are adjusted according to the game settings, rather than the game is tailor-made for the products.

In "The Second World", Yin Changsheng will design special product data for the brand advertisements he accepts, and it will conform to their own characteristics.In fact, this point has been controversial before, because the merchants think that the higher the data of their products, the better, but Yin Changsheng is very firm and only agrees to design based on the real data of the products, because he does not want to make a one-shot sale.

When he convinced the other party, he said this: "I hope you understand that if all the values ​​​​of a pair of leather shoes are designed to be full, it is equivalent to a false advertisement. Players may use it very high, but they will not use it. Corresponding to the real product, because they know very well that the real product cannot reach this kind of data. This not only destroys the balance of the game, but also reduces the credibility of the advertisement itself. On the contrary, if we can accurately base on the characteristics of the product Design data that is consistent with reality, then players can more accurately understand the strengths of your products based on the data in the game. I think that the shortcomings that exist objectively can be used to set off the strengths of the design.”

While the other party was hesitating, Yin Changsheng added more weight: "Besides, you are not game designers, and your ideas for game advertising methods are a bit too limited. In fact, if you want to strengthen advertising, you don't have to start from Let’s start with the data. In fact, we have developed some advertising packages, maybe you can refer to them.”

There are several kinds of advertising packages that Yin Changsheng posted in the past. One is to add products to some specific game levels or task lines. The second is to design an independent task story for the brand. This story needs to be provided by the advertiser itself, and it is closely related to their own development or corporate culture. Then the game studio will carry out corresponding adaptation and processing, and then integrate it into a specific task story. For example, if the company once fell into the brink of bankruptcy in reality, and later found a way to survive through the efforts of the management or external channels, then Yin Changsheng can write it into some business routes In the triggerable plot, let the player act as the investor who has a unique vision or saves people from fire and water.

Yin Changsheng also specially included a game script example in this part of the description. The plot is very smooth and refreshing, and there are many details that touch people's hearts. Advertisers were amazed, and even wished to take this plot as their own.

In addition, there is actually a third package, but the document also clearly stated that the third form of advertising is not open for the time being. When it is open, it is estimated that the number will be limited, and even a competitive model will be adopted.

The third mode is to embed the advertising object into the game as a whole.The overall meaning of this is that there will be continuous storylines, inexhaustible side plots, and character descriptions derived from reality, but this part of the plan is only listed for everyone to see, as for whether it will be open Commercial business, to what extent it can be opened up, is still not certain.

Yes, for the third advertisement, the priority expectation is not commercial brands, but social or public welfare projects, for example, the army, fire brigade, rescue agencies, or, for example, groups of deceased scientists, some in modern times A historical team that has made great contributions...or to be precise, Yin Changsheng tends to let it serve a certain concept, a certain spirit, rather than individual commercial projects.

After all, whether it is an individual or a company, people may collapse, and only the existence on the ideological level can be relatively durable.

But this is ideal.

In fact, objectively speaking, a game like "Second World" itself needs to be filled with many elements of reality. Of course, it is not impossible to choose pure fiction, but since there is such a demand, Yin Changsheng feels that it can be used to promote some of his own. Brands with better quality, firstly, to save some income for the game, can break away from the current income methods of many games such as selling leeks and selling virtual items or placing viral advertisements, and secondly, it also gives some opportunities to some brands that they recognize.

After all, some companies exaggerate to the point that marketing expenses can account for 70%, and it is hard to imagine that they can still have spare money to do research and development and production, and those brands that make products with heart, it can be predicted that they will definitely not be willing to spend too much on advertising fees— ——This looks more like a deadlock, but in fact, people's hearts have been seen for a long time, and all they need is the test of time.

In fact, history is cyclical.After over-marketing, people will always have a period of immunity and aversion to such exaggerated words, and start to pursue the essence, but after staying away from exaggeration for a period of time, they will inevitably lose their vigilance and be blinded by false prosperity again.

Only institutional and ideological progress can make history move forward, and what Yin Changsheng can do is to grasp the advertising standards of "The Second World" and ensure that he can set a relatively good example.

There are not many advertisements placed in "Secondary World" at present, not because players generally don't know much about it, but because they don't have much demand for their own props.In other words, most of the various props in the game are fictional brands, and there are only some commonly used daily necessities, each of which is mixed with one or two real brands.

Players have no objection to this at present, because the product brands implanted in "Secondary World" so far include well-known and relatively rare ones, but after actual trials, they will find that the quality is relatively good.Even people who do not eat advertisements themselves will not prevent them from obtaining and using the corresponding props, because at least some of the attributes of the embedded brand objects will be more prominent than the basic props.

Yin Changsheng's advertising fee is also relatively low. What is more criticized is that his product inspection period takes at least three days. At the beginning, he just bought random products for random inspection in private, but was later caught by the advertiser. Afterwards, he simply wrote down the conditions—daily necessities or food workshops would be obtained directly from the purchase channels that currently exist in the market, and if it was electronic equipment, he asked that they could be picked up from any store in the market.All advertising brands will carry out corresponding tests, from safety, performance quality to life and shelf life, etc., will carry out corresponding tests.

In fact, at the beginning, many people were not willing to cooperate at all. First of all, not to mention how effective the game's endorsement is, it is not an exclusive endorsement, but he couldn't help but ask for a modest advertising fee, but the effect is exceptionally outstanding.After the two small brands of daily necessities exploded overnight and their sales more than doubled by more than tenfold, everyone stopped caring about the fuss about the game studio.

Yin Changsheng's in-game advertisement...Although it sounds a bit absurd, it does take the route of small profits but high sales.

In addition, the advertising contract also stipulates many aspects. For example, all advertisements and authorizations include two parts: "permanent" and "within the time limit". It is jointly owned by both parties, and stipulates certain conditions that must be complied with when both parties request to release this part of the content.For example, "Next World" can choose to adjust product attributes, even delete related products or rename props when the quality of advertisers' products declines, or when manufacturers violate national or social morality.If the advertiser wants to remove the game item, if it is only for development needs, he will have to pay a small fee for program data modification. If it is a malicious commercial target, it may be regarded as a breach of contract and be listed as an object of rejection.Conversely, if the advertiser thinks that the quality of their products has improved significantly since the last test, they can also request to re-test. The test fee is relatively low, which may be about 10% to 30% higher than the daily salary of the testers during the test.

The advertising cooperation "within the time limit" is more complicated.The first is the placement and pricing of props.The pricing of commodity props in the game will be directly proportional to the reality. If the price is cheap in reality, the way to obtain it in the game will be easy or cheap.

Players will definitely like cheap, high-quality and cost-effective props, so the pricing and acquisition methods are actually very important factors.For example, a high-level item that is given directly at the novice stage will definitely be easier to gain more favor from players, because it is easy to use and can be used for a long time.

"Secondary World" is not the kind of level-up fighting game, so the way to obtain it will not be so simple and rude.However, whether the props are popular, whether they are loved by favored characters, whether they meet the needs of some high-yield tasks or activities, largely determines the player's favorability bonus.

The sponsorship amount "within the time limit" is mainly spent on the data adjustment of this part of the content.

In fact, many players have expressed their opinion: ""Secondary World" really attracts the favorability of advertisers. How should I put it... When you get to a plot point, you need to spend a lot of resources to exchange the needed props. , At this time, an endorsement item fell from the sky, which just saved the cost... Are you happy?"

"I feel that game sponsorship is actually an advertiser who spent money on props for us. I think both the game party and the advertiser are very conscientious, and "Second World" is really cautious in accepting endorsements. I have bought so far. Every endorsement product is very useful, and I have planted several of them directly. Although the marketing and customer service are a bit behind, the quality of the products is enough.”

In fact, during this period of time, there have been favorable comments on the advertising method of "The Second World", but it is limited to a few cheap daily necessities that are relatively low-key or not well-known, so most people don't take it seriously.

And these brands don't need the game team to blow themselves up, everyone knows that they should not be able to afford any advertising fees, and there is no need to even think about the sky-high price of tens of millions. Yin Changsheng has a face if these many brands can add up to several million.

In fact, there are a total of 200 brands, and the combined advertising cost at the beginning was only more than [-] million. But what many people don't know is that most of these brands have added orders after their sales surged. The brand has always been in the low-end military camouflage shoes market with low prices and high quality. It belongs to the brand that many people buy, but no one will remember the brand.After appearing on "The Second World", many young people suddenly began to recognize the brand, and even other types of shoes with the brand began to open up the market, and the manufacturers were surprised at first.

After seeing the effect, they also became interested in the second package.According to their own words, they are a company with a long history. From the former state-owned enterprise to the later state-owned assets, they have experienced the joys and sorrows of several generations. There are many stories, even if they are not used as advertisements, they are only used as a way of recording. They also like to be known about them.

This is the first manufacturer to choose the second type of advertising package in "The Second World".

In fact, they didn’t take the initiative to seek Yin Changsheng’s endorsement at the beginning. When Yin Changsheng was in the base, he found out that this brand was ordered by the army. When he was exploring, he wore it for a while and felt that it was comfortable to wear, so he took the initiative to contact him.

Of course he is not short of this advertising fee, but he wants to develop this model.In other words, it’s not accurate to say that this model was developed. The real purpose of his and Yin Lian’s several advertising plans was to stimulate the development of this kind of “audience-friendly” advertising.

There is no other reason for doing this, but Yin Lian feels unhappy seeing some low-level advertisements and increasingly vulgar publicity methods, so she plans to do something.

This method is unobtrusive and has limited influence. As for whether it will affect the industry in the future, that is a matter of the future, and big platforms don't care.

But this built-in network and video advertisement is very shocking, and its influence can be easily seen by viewers and competitors.Let’s not talk about whether the drama is really good, but the audience’s curiosity about these works really came up, and all platforms were caught off guard.

Capital deserves to be the most current-minded existence. As soon as this system came up, many platforms withdrew their troops, nonchalantly smiled again, and asked Yin Lian's company about the relevant advertising business and its technical applications.

Of course, it wasn't that no one persisted in their tenacious resistance, and soon found themselves backstabbed by the alliance.I don't know if the other party is furious in private or not, and I haven't heard the news, but she is not worried.

In fact, this update is just the beginning.

In Yin Changsheng's plan, once the overall coverage of the handheld, adventure device and portable device reaches a certain level, he intends to fully update "Second World".In fact, more updates are already being produced, but limited by the hardware, they are only being released little by little now.

The result of AI programmers' dimensionality reduction attacks is that the current game production of "Secondary World" has actually been [-] miles behind the update and release process, and it is waiting for the hardware and the market to catch up.

In the following time, more and more platforms were included in the Yingwang management system, and after many times of debugging, some relatively low-level AI logics became more and more perfect, and they wanted to cooperate with the public security system. After multiple adjustments and integrations, a relatively advanced network management system has finally been formed.

Overall, everything is moving in a good direction.