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手游想赚钱,最简单的办法就是推出各种活动,让玩家氪金。这样做虽然可以获得商业上的成功,但玩家心里苦。一直到今年,网易旗下的武侠开放世界手游《逆水寒》提出了既能保证营收,又能让玩家省钱的做法——在游戏里打广告!
不过听到这里,相信不少玩家一脸问号。手游打广告,那不都是强制看播片,然后给个零七八碎的奖励吗?这种模式就算能赚钱,也早晚要把玩家惹急了。
要不说网易是大厂呢,在这方面的考量,确实是非常独到。简单来说。《逆水寒》手游这个打广告的方式,不会涉及播片,或者强制观看广告。而是把广告融入到玩家的道具或者装备里。
而且到了最近,官方公布了更加细致的植入广告方案。这下不少玩家彻底折服了——原来《逆水寒》手游不光是打广告,还能靠自家游戏内容来“直播带货”,简直是把一个全新的商业模式带到了手游圈里。
简单来说,官方对于植入广告的具体布局,比如说游戏里的写实街景上,可能会出现各种不同商品的主题牌匾。此外,服装品牌可以和《逆水寒》手游的美工达成合作,承担一半、或者全部的开发成本,这样玩家也可以半价、甚至免费得到时装。
此外,一些财大气粗的副食品牌还可以直接在游戏里发红包雨。玩家抢红包的同时就加深了品牌印象,简直一本万利。
更有趣的,就是游戏里的商铺也可以让广告商来经营。玩家选择这些店铺购买品牌商品,不光能拿到低价,还能得到官方的补贴。品牌印象自然更加深入了。
在看到了官方这些设想以后,也有不少玩家开动脑筋,给出了一些奇思妙想。像是游戏中购买,现实中收货,让《逆水寒》手游变成网购平台,或者副本奖励有概率变成品牌方的产品,来刺激玩家打本。
更有趣的是。不同于现实中很多没有转化效率记录的街边广告位。《逆水寒》手游的广告位可以记录每一次有效曝光。以公测时500万玩家为基础,每次有效曝光收益0.2元来看,那么一个月的预估收益就能达到6000万人民币。
从《逆水寒》手游此前发布的各种官方消息来说。《逆水寒》手游会专注“不氪金”,也就是不售卖强数值道具,而是提供时装和季票等可购买内容。但这款手游前后投资了一共10亿人民币左右,选择这种低氪模式,赚钱能力肯定会显得比较弱。
而有了这种高效率转化的广告营收的帮助后,很显然《逆水寒》手游就不会陷入缺钱的状态。日后长线运营也好,做出大规模更新也罢,自然会更有底气。屏幕前的你如何看待这样的赚钱模式呢?
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