Tagged: ChinaJoy

The positioning of ChinaJoy: a promotional gaming conference or a “perverted bazaar?”

If you are covering a story of  Chinese gaming conference ChinaJoy and you didn’t take any pictures while you were there, search for “ChinaJoy” on Google Image and this is what you will get:

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Google Image Search Results for “ChinaJoy”

You type one keyword in the search engine, showgirls/cosers are all you get for images and the first non-showgirl/coser image can be found after 4 or 5 pages of browsing. by the way, showgirls like these might be ok for us, but it is considered “perverted” by many of our parent’s generation in China, who as I mentioned before, are actually paying for the games.

Now let’s take a look at E3 and see what the search results are:

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Google Image Search Results for “E3”

The differences between the two search attempts are obvious: you will get the conference when you search for e3 and you will get showgirls when you search for ChinaJoy. Ironically enough, these are all gaming conferences and when you get onto the ChinaJoy’s official landing page, it looks as professional as one can expect for a conference (it looks a bit boring though).

How could ChinaJoy, a professional conference, gets search results that’s hardly related to it? Who let this happen?

1.Companies that participate in the conference

Sex sell, sex sell and sex sell. Yeah we understand that you want to draw people’s attention to your booth, but having way too many hot girls around your booth is just outrageous. Who would pay attention to your games and your business when surrounded by cleavages and short skirts? More importantly, are you trying to tell us that the reason why you brought this many showgirls to the conference to attract people is because your games suck? Probably not, so why go that way? I dare some of you to emphasize just the games you developed, which is the reason you should be in a gaming conferences and see if anyone stops by, I’m sure you will be surprised, in a good way (I will explain in the next bullet).

2.Gamers who visit the conference

“I’m about to check out some hot girls at ChinaJoy, you in?” “No I can’t, but by all means take  hot pictures of them.” While I understand the ongoing trend of the self-deprecating humor : “being a  perverted loser” as a Chinese in his twenties, this is bad for both the gamers and the industry if such practice of self-deprecating humor keeps going on since the original goal of the participating companies is not to present the showgirls and I believe the visitor’s intent was not to actually be the “perverted losers”. They just liked the feelings of being a part of the self-deprecating pop culture, If there were nice games presented to them they will be attracted.Yet no company was presenting the games and  what we have based on the past several ChinaJoy conferences, were a perverted bazaar filled with fake perverts.

3.Reporters who covers the conference

All the “perverted bazaar” and the fake perverts were covered by the media, and of course, given the search results of ChinaJoy shown above, the event was covered from “perverted” angles. If you go to a any of the Chinese gaming site and look for coverage on ChinaJoy, you’ll end up at pieces like “hot babes at this year’s ChinaJoy” and almost nothing to do with games.  The reporters are usually the ones who have more influences in the Gaming industry and this is what they give to the public when there is a gaming event like this. Like the purpose of the participating companies, covering showgirls would get your pieces popular, but will it be more professional and ethical for you guys to write something about the actual conference while taking pictures of the showgirls?

With “perverted” presentation, “perverted” visitors in the conferences and all of that being covered from a “perverted” angle. there must be no better way to position gaming conferences to the public. With the influence of ChinaJoy on the public, the coverage of ChinaJoy and the public perceptions that come along. I can’t imagine how proud you would be when you tell others that you’re a gamer.

See you at the next ChinaJoy “perverts”.

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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