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 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.
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
I’m Yueran. I’m an avid video gamer, I love gaming. No matter how my parents would criticize me regarding this “addiction” that I have, I still played them when I was a kid back in China.
Just a random thought, the reasons why I came to the U.S. (Boston University, College of Communication) to pursue my academic goal are: 1. Academical achievement of course. 2. I get to get out of my parent’s reach, and have more time to play video games.
Video gaming is fun, it’s an opportunity to have a little “get away”, a chance to listen/watch a story and of course, a great time killer. Gamers like me are everywhere in China, but oddly enough, they don’t sell games there anymore. People download them, for free.
It must sounds like heaven to some of you huh? It’s not. The reason why China don’t sell video games, aside from the infamous non-copyright issue, video gaming is demonized out there. Take my parents as an example, the couple is relatively open-minded when it comes to me, they still take gaming as an activities for the “under-achievers” (If by any chance you’re offended, welcome to my life).
The reason I stated above is what I considered a major obstacle keeping video games from China：It’s demonized. It’s like a drug that consumes your life, energy, ambition and money.
But how many of you would actually agree with that? How many of you would think that the identity as a gamer would not be acknowledged in China is a good thing?
It is hard for gamers to change that situation in China. But hey, what about gamers with skills? Like, a PR professional?
As a PR professional wannabe, and of course a gamer. This is a very challenging task. However, I believe the change can be achieved. Thus I started this blog, with a purpose of making sales of video games possible in China and a goal of changing Chinese’s perception of video games.
For my future posts, I will be selecting gaming industry news related to China to comment, critique or sometimes to make fun of.
If you are interest in this, you’re more than welcome to comment on my comments, especially those who disagree, not for the sake of argument but for sharing a valuable perspective.
Thank you for reading the very first post of Pitching to the Dragon.