Interactive marketing + precise locking helps "glory of the king", and mobile E-sports may usher in the outbreak

How to break out of the siege of many similar mobile games in the market? According to jizefeng, vice president of Tianmei studio under Tencent mutual entertainment, who is responsible for the production of "glory of the king", not only the accumulation of early experience is crucial, but also the understanding of trial and error is an important factor. "We have used trial and error method for five years, and unreliable practices have passed, so when the mobile wave comes, we have done a good job in restoring and retaining the core fun of MoBa."

Gao Li, general manager of Tencent mutual entertainment marketing department

from the perspective of research and development, the success of" glory of the king "also seems to be logical. Ji Zefeng revealed that" glory of the king "has left other teams far behind in the investment of product funds. In addition to the research and development team of nearly 150 people, it is also a big hand in music. The UI sound design, button sound design, and voice effect processing all use international teams, and please go to Hollywood music master Hans Zimmer's knife catching background music, "Music production alone cost millions."

For how to understand the current user needs of mobile online games, Liu Ming, general manager of Tencent mutual entertainment star game product department, said from experience that we should step by step. At the initial stage of the game, it mainly solves users' requirements for connection and smoothness. With the expansion of user scale, "glory of the king" is more faced with diverse needs such as game balance and hero richness. As more large-scale users with different portraits gradually join the game, communication with users has become a top priority

As some users come from QQ and others from wechat, their age spans vary, and their needs for the community also vary from person to person. Liu Ming said that the next step will be to invest more energy in planning the construction of the game community. "For example, an app will be launched next. This app is not the only user community, and there will be others to serve users together. The user base is large, and they have different demands. How we can best meet the demands of users is still being explored, and the greatest satisfaction of user needs is the direction we will promote."

Liu Ming also believes that, Glory of the king has successfully achieved the key point of accurately targeting the largest competitive game user market: "To be precise, for example, from the perspective of the game system, the most users are actually playing the 5v5 system, which has the best sense of challenge and balance. The earliest positioning of this product is the professional production level, and the market it faces is the largest competitive game market, so that players can experience professional MoBa games. We have also been recognized by these users."

< Strong> combine online and offline marketing, and lay out "shadow travel interaction" < /strong > < /p > In the field of online and offline interactive marketing, glory of the king also provides many successful examples. On the day of the event, "glory of the king" invited Guo Jingming, Chen Xuedong, Du Haitao and other star platforms to participate in the game PK, making use of the huge fan base of stars to earn enough eyeballs and topics for offline activities

Guo Jingming and Chen Xuedong appeared in the glory of the king celebration to participate in the game

before that, the glory of the king It also joined hands with pizza hut, a catering chain, to put game elements into the restaurant. On the one hand, create a king's glory theme store and customized packages; At the same time, Pizza Hut classic pizza is also implanted into the game, making exclusive game character skin, using positioning technology to turn each Pizza Hut restaurant into a gathering point of King's glory, and turning the game into a part of offline life, making it easier for players to interact in the game community and the community outside the game related to King's glory

For the performance of interactive marketing, Gao Li said, "whether it's the cooperation with mobile glory or pizza hut, we all hope to create an interactive scene in the offline life of game players. For example, our cooperation with pizza hut has many direct interactions in the game content and Pizza Hut dining scene. We also hope to give players more different enjoyment by creating a complete online and offline interactive experience."

Talking about the topic of "interaction between film and tourism" that the industry has paid attention to in recent years, Ji Zefeng said with a smile that now many companies have come to the door, hoping to adapt the TV series or films and comics of "glory of the king." we attach great importance to brand image, so we are enthusiastic about these cooperation, but also remain cautious. " In Gao Li's view, as an important product of Tencent mutual entertainment, there are many ideas to be put into practice for the future incubation of big IP. "King's glory is a very excellent IP in the self-developed system. Under the pan entertainment strategy, we will also make works in different fields such as original animation, film and television, literature, and hope to present exquisite works in different fields."

< Strong> mobile E-sports may usher in the outbreak period, and professional leagues will become an important play