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The mobile game market is witnessing strong growth in terms of engagement and revenue. In fact, according to a report made by global game analytics company NewZoo and TikTok for Business, the total revenue of the mobile game market in 2021 reached $93.2 billion, of which the Asia-Thai region Binh Duong contributes up to 64% of this figure, thereby becoming the most potential market. The mobile gaming segment is predicted to reach $116.1 billion in revenue by 2024, demonstrating the rapid growth of this market.
Parallel to the growth of the mobile gaming industry is the growing need to enjoy gaming-related content. Besides playing games, gamers now also spend a lot of time watching game-related content, with views of this content in the Southeast Asian market increasing more than 2.4 times per year.
In Vietnam, the game market promises to become a developed cultural industry in the future, contributing to shaping a positive lifestyle and providing an enjoyable experience. Gamers are encouraged to create and share their own experiences when playing games, from which game communities are born, leading to the “explosion” of the generation of content creators. interesting messages and entertainment content to the community through unique and creative language and conversation.
As one of the platforms to catch the trend of games combined with entertainment (GAME-tainment), TikTok is emerging as a “promising land” for game content. According to NewZoo and TikTok for Business, up to 49% of global gamers are currently TikTok users. With diversity and creativity, views of gaming content on TikTok have grown by 1440 percent in 2021. At the same time, NewZoo’s survey of gamers who are active on TikTok also shows that: 90% of these gamers watch gaming content every day. In particular, in Vietnam only in 2021, the number of viewers of gaming-related videos on TikTok has increased by 2.7 times.
The factor that makes TikTok attractive to the gaming community is that the videos posted on this platform are short in duration, suitable for the “easy to play – easy to experience” nature. Gaming creators can post videos of their best moments and attract huge viewership.
Besides, TikTok also owns many advantages compared to other entertainment platforms, such as the fact that content creators can make videos according to trends, using visual and sound effects. attract viewers, or invite viewers to create videos with you (Duet, Co-created) to build authentic, intimate content, thereby creating a highly interactive community.
On the side of game publishers, developing a marketing plan for their products on the TikTok platform also brings a lot of advantages in terms of brand image as well as profits. According to the survey, up to 71% of gamers on TikTok spread or positively impact the games they are playing, and they are also the ones who are able to lead and influence other players. This has been and will create conditions for game publishers to increase the number of players when testing and releasing new games on the platform.
Gamers on TikTok not only play, but are also willing to pay if they are interested. According to the survey, TikTok is really capable of generating revenue for game publishers when more than 63% of players referred through TikTok are willing to pay for the games they like, and 76% of players are willing to pay for the games they like. pay for in-game activities.
In addition to quality gaming content, TikTok also offers many support features for game advertisers, typically the ability to engage deeply and reach users at any stage of the marketing funnel. At each stage, marketers will always have the right choice of solutions and features to drive their goals.
“VNG’s representative shared about the success of the Marketing Game Gunny Origin campaign on the TikTok platform at the TikTok Unboxed: Gaming 2022 event”
● Reach & Frequency: Dramatically increase reach and familiarity by increasing the reach, frequency, and amount of playable ads. Flexibility in ad placement for appropriate optimization.
● Playable Ads: Tools to promote interaction such as Playable Ads – Ads that combine games. Game publishers can use this feature in campaigns to introduce contests, simple and fun interactive games, thereby increasing brand awareness and optimizing user experience.
● CBO (Campaign Budget Optimization) – Optimizing campaign budget: CBO helps to optimize the overall budget of the campaign to bring about the best results, but still ensure the cost to get that result in line with the needs of the campaign. bid strategy that the advertiser has set up.
“With CBO, Funtap has obtained 2 very great results, one is to keep CPI (Cost Per Install – the cost that advertisers pay for each successful app install) low, even cheaper 49 % of the target. The second is to control the budget between the ad groups,” said Mai Thi Ngoc Anh, TikTok Adnet Lead of Funtap about the impressive numbers that TikTok’s solutions bring to the advertising campaign. game report of this publisher.
After collecting a basic number of players, advertisers need to focus more on users who are able to perform more in-depth activities (such as signing up for an account, purchasing in-game items). game…), while optimizing the cost of CPA (Cost Per Action – cost per customer action).
● Leverage AEO (App Event Optimization): Optimizing campaigns for specific events to gain business performance.
● Use “Trigger points” for AEO to optimize event conversions, thereby increasing stability and achieving goals efficiently.
Sharing about the AEO solution, Mr. Le Thanh Toan – Digital Marketing Lead from game publisher VNG shared: “AEO helps reduce 92% of the cost per purchase and promotes 9 times more users to pay, thanks to that. revenue is significantly higher than average and overall profit margins are also higher.”
“Shares of representatives of VNG, Funtap, and Amanotes about impressive numbers when implementing game marketing campaigns on the TikTok platform”
At this step, advertisers can apply tools such as:
● Use Value-Based Optimization (VBO) to deliver ads to users who are likely to generate the most revenue for the game. VBO is a method of delivering ads to potential high-value customers. By optimizing ad delivery for conversion value, TikTok will identify audience segments that are likely to spend a lot on advertisers’ gaming products.
● Reach high quality and willing users to optimize return on advertising spend (ROAS).
Through real-world evidence from success stories, TikTok’s gaming-specific advertising strategies and features will help game publishers achieve campaign-specific goals.
With the theme “Level up your game marketing strategy with TikTok”, “TikTok Unboxed: Gaming 2022” is the first gaming-themed event organized by TikTok for Business in Vietnam. . Here, performance measurement and evaluation experts from TikTok, as well as seasoned local and regional advertisers, will share about the market landscape, growth potential, and promotion. offers detailed tips and implementations for a gaming marketing strategy on TikTok.
Watch the event HERE
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