Tagged: Boarderlands 2

Contemporary Gaming in China 101: Promotional efforts of the “game trucks”

You wanted to know how good Chinese gaming companies are when it comes to promotions? Here is a question brought by my friend during a conversation:

“How could you work for gaming companies? You are not a programmer and you have no computer science background either.”

The question revealed my friends’ (or perhaps a lot of people’s) perception of game. To them, the gaming industry works like a food truck; a direct distribution platform: you make them and you sell them right away. You just need to let the gamers know when your new game is “fresh out of the grill”.

It makes sense my friends thought of it that way, because that’s close to what we’re having in China for games when it comes to promotion “Game trucks”

here are the reasons why Chinese gaming companies are like “game trucks” when it comes to promotion:

1. Limited Media (both old and new) Exposure

If you live in Boston, go to BU, and you take the T for school, You might recall the ads for Call of Duty: Black Ops 2 and Borderlands 2 on the boards of BU central station.

If you live in Beijing, go to pretty much anywhere around the city, choose any kind of transportation, you can hardly find a game advertisement.

Like a food truck, which has every promotional material on the vehicle, Chinese gaming companies put everything on their own websites and their own websites only.

2. Not Proactive Enough

It’s not that these companies don’t promote their games, they rely on only gaming conferences like ChinaJoy, CGDC andCGBC. These are almost the only chances for the public to see companies promoting their new games. Other than that, nothing.

Of course, a chef on the food truck won’t announce his/her intention to make a new grill cheese, but guys you’re not making grill cheese. Think about it.

3. “Over-confident”

Let’s assume that the Chinese companies are like this is because they are relying on word-of-mouth marketing. but where did they get such confidence to rely on such strategy without even start sending the message? Like gourmets, gamers are glad to share what they like. If you’re confident about your games, let your gamers know about it. The food truck owners would at least ask their customers to “tell your friends about us”. Well guys you should start from that too.

And back to my friends’ question: how could I work in a gaming company.

They need people to sell the games the right way. Hope he will be satisfied with the answer