Take stock of the celebrity endorsement strategies of the four famous domestic online game companies

Celebrity endorsements have gradually become a frequently used promotion method in the online game industry. Some powerful large companies will also spend huge sums of money to invite first-line stars to serve as endorsements. Judging from the effectiveness of endorsements, some are popular and some are unsatisfactory. Judging from the endorsement strategies of major online game companies, they have their own merits and different styles.

Netease: The first to use first-line big-name star star to get involved with online games

Netease is the earliest representative of local online game companies in China to create a world, and it is also one of the early online game manufacturers that used celebrity endorsements. When "Journey to the West 2" was launched, the movie "Journey to the West" had already achieved considerable achievements, and Stephen Chow had long been a household name in the country. It was wise to choose Stephen Chow as the endorsement for "Journey to the West 2". In addition, in terms of game content, it can be seen that Netease's R & D strategy is also closely centered on movies. The plot, player titles and tasks in the game are all closely related to the "Journey to the West" movie, making the cooperation between Netease and Stephen Chow very smooth, and the players 'game experience is also highly relevant.

These actions have rapidly increased the influence of "Journey to the West 2" and become Netease's top product at that time. To this day,"Journey to the West 2" still has many players. Zhou Xingchi has also become associated with online games due to this endorsement. In recent years, he has also served as a spokesperson for online games such as "Happy", but the publicity effect is no longer as perfect as it was under Netease's careful design.

Shanda: Full entertainment strategy is in full swing

Talking about Shanda's star strategy, we can't think of any famous celebrity who has endorsed Shanda's products, but we know very clearly that Shanda is rapidly deploying its influence in the entertainment industry.

Establishing Internet Disney is Shanda's dream. Shanda has spared no effort to make various attempts over the past ten years. In recent years, Shanda has set its sights on the traditional entertainment industry, hoping to combine online entertainment and traditional entertainment through capital operation to maximize the communication effects and benefits of communication.

Shanda first acquired Huayou Century through acquisition to establish its pop music business. Then it established a film and television company with Hunan Satellite TV to incorporate the TV and film industry into its business scope. At the same time, it also obtained a large number of star resources. In the recent promotion of Shanda's game products, the star strategy is also gradually being launched.

Perfect: Stars have the broadest battle line

Perfect Space is the earliest among China online game companies to implement a star strategy on a large scale, and its star battle line is the longest and broadest. Judging by the fingers, almost all perfect and important products are linked to stars, such as Liu Yifei from "Perfect World", Ren Xianqi from "Xian Xian", Liu Qian from "Legend of the Gods and Ghosts", Hu Ge and Tang Yan from "Dream Xian", Zhou Xun from "Xian Xian 2", etc.

From the perspective of promotion strategy, Perfect uses these spokespersons very hard. He uses a lot of celebrity portraits on various promotional materials. Perfect is very willing to invest in endorsement spending.

Giant: Shi Yuzhu is unwilling to use the inside story of stars

Giant Network is a well-known company in the industry that is not short of money, but the company has never used celebrity endorsements, which may be related to the company's CEO Shi Yuzhu. Rumor has it that his subordinates once suggested using celebrity endorsements in the promotion of his products, which he flatly rejected. He believes that there must be people who like celebrities, but there must be people who don't like them. We can't give up those users who don't like them just for endorsements.

This statement is quite unbelievable, but when you think about it, it makes some sense. Nowadays, the most famous entertainment stars are more controversial. Controversial means that there are both hardcore fans who support them and people who despise them. If you want to use this kind of celebrity endorsement, you are likely to offend some users. It is no wonder that Shi Yuzhu has never used stars. Even in health care products, no matter how many advertisements are played, only the two cartoon images of grandfather and grandma are deeply rooted in the hearts of the people.

However, there have been recent rumors that Giant Company has contact with Huayi and other entertainment companies. Some industry insiders also revealed that Giant has broken the old thinking and adopted the idea of entertainment marketing. From this point of view, in the face of many games such as "King of Kings 3","Dragon Soul", and "Fairy Path" to be launched in 2010, Giant Network may choose to find celebrity endorsements.