Chapter 9 A Classic Marketing Case
In the evening, Jester's family of three gathered at home to discuss.
Li Chongyang, whose English name is Eris Lee, also known as Jester's father, does not mean to blame Jester at all.
According to the conditions of the Schweer Group, even Jester's father, who is a good-tempered person, will directly refuse because the price they give is too insulting.
As for Jester's mother, of course, she did not hesitate to support her son.
"The current situation is very unfavorable to us. Although I am confident in "American Cube" and believe it is a good enough game, but without the seller helping us sell it, we can't sell it ourselves." Jester's father was a little helpless. He was just a pity for "American Cube". Such a good game was rejected by several people with no vision.
He didn't even think about how harsh the conditions his son gave were.
No seller will accept such a condition that is almost blackmailed.
In his opinion, "American Cubes" is a great game, and great games must have harsh conditions.
If you want to get gold, you must pay the price of gold. If you want to buy bananas, you can only say that you should go find a monkey to buy it.
"It doesn't matter."
Jester still had a faint smile on his face. He had never doubted the charm of "American Cubes". He knew clearly how amazing the future success of this small game of KB size would be.
"Those four sellers only account for 60% of the sales network in Southern California, and we have 40% left... Father, I wonder if you have heard a saying from the great red man, "The countryside surrounds the city? He also said, "The spark can start a prairie."
It seemed that he didn't understand Jester's thoughts, Jester's father frowned in confusion.
What does electronic games have to do with that old man? Although he is great, he can't help us sell the game console, right?
Could it be sold to faraway China? Even Jester's father had such an unrealistic mind. Fortunately, Jester couldn't see his father's thoughts at this time, otherwise he would have laughed crazy.
In fact, Jester didn’t think of Taizu’s quotes such as “surrounding the city in the countryside”.
Instead, I thought of the most famous marketing case in the history of Chinese online games. This time, it was carried out closely with Taizu's idea of "surrounding the city in the countryside".
The final result was that this marketing successfully pushed an online game that might not even be considered a second-rate game directly to the throne of the first overlord in the history of Chinese online games, which really shocked a large group of people.
Afterwards, the Chinese gaming industry entered an era where it did not look at quality but only marketing.
Because quality is completely useless in the Chinese gaming industry, players never look at whether their games are good or not, but only depends on how many promotions you have done.
To a certain extent, this game ruined Chinese online games.
That's right, the game that Jester thought of is legend.
The success of legend is not so much the excellence of this game as a marketing success.
Is the legend excellent? I can only say that this game is not very good.
Jester can even say without hesitation that the game Legend is out of date in any aspect of the advantages that an MMORPG game should have.
Whether it is graphics, sound effects, gameplay, equipment, skills, character growth, etc., they are far behind Diablo II, the founder of this type of game.
As for people who say that Diablo 2 is a stand-alone game, they are not considered to have played Diablo 2 at all. Even if they have never played the official battle network, IMPK and other domestic private server battle networks have always been exposed to it?
What? You haven't even been in contact with the private server. You have only cut a stand-alone player since childhood? Then you have the nerve to say that you have played Diablo 2?
The above sentence is a joke, so don't take it seriously.
That being said, in fact, the huge domestic dark player group may only account for a very small part of this group if they contact the official war network and private server war network.
So many people just simply artificially made Diablo 2 is just a stand-alone machine, at most a stand-alone machine that can connect to a LAN.
This is actually a big mistake.
To be honest, the Dark 2 of Battle.com and the Dark 2 of stand-alone are two games, and they are not the same.
But why are Chinese players who are used to playing the finest products of Dark 2 still flocking to legends?
First of all, although Legend is a very failed game for copying Dark Mountain, it is ultimately a Dark Game, which has a huge mass base in China.
The characteristics of dark games have the essence that can most impress players.
This is what Yamauchi Yamauchi proposed later at a high-level meeting in 1997 when a good game should have four basic elements: collection, cultivation, exchange, and addition.
Do you think these four elements look familiar and can remind you of a game at the first time?
Yes, these elements are summarized by Hiroshi Yamauchi from the legendary success of Pokemon (PM).
Secondly, and most importantly, it is to give up first-tier and central cities and concentrate its efforts on viral ground promotion marketing of Internet cafes in second- and third-tier cities.
Why concentrate in second- and third-tier small towns?
First of all, there is little investment.
Secondly, compared with players in big cities, the chance of playing high-quality games is small. To be offensive, in that era when the Internet was underdeveloped, the vision and knowledge of small cities were not as good as those of big cities to a certain extent.
Finally, after bringing up the momentum of small cities, big cities will naturally fail to defeat them.
As the old saying goes, people have a herd mentality, and things that blindly follow each other are not distinguished between China and foreign countries, regardless of ancient and modern times.
What is ground promotion? As the name suggests, it means that people go directly to the local Internet cafe to promote, promise the owners of the Internet cafe to give them benefits, and let them install legendary clients on their Internet cafe machines.
In the later words, it was to seize the installed capacity.
Think about it, in the face of the lack of game choices at that time, when someone accidentally clicked on the legendary client, he would be surprised to find that wow, there is actually Diablo that can be played online!
Don’t underestimate Diablo’s influence in China at that time, it was a game that influenced a generation of people.
Who dares to say that he has not been influenced by the darkness since that era?
And when all second- and third-tier cities are occupied, can first-tier and central cities that have lost their foundation still exist alone?
It's like a big tree with roots dug out, no matter how thick and lush it is, it can't escape death.
That's it, the legend achieved unprecedented success.
When Jester thought of this case, his plan was about to come out.
Of course, it cannot be copied completely. After all, China and the United States are different. Moreover, the charm of Tetris itself is enough to lead the trend, without the need for legendary mass base laying the darkness.
But the general plan is still the same.
With the quality of "American Cube" completely surpassing this era, he led his arcade to the entire California big cities, first-tier cities and central cities. He believed that the quality of "American Cube" did not even need publicity, and could be popular only by relying on its own charm.
Because these Americans are just old-fashioned, and they have never seen "Super Mario". They know a lot of video games, just rely on PAC-MAN or COMBAT?
Don't joke, Superma is known as the beginning of modern video games. It is not only that he saved the video game industry, but that he laid the rules for everything.
Just like the producer of "Spinning Dragon Spy Shadow", the genius designer Hideo Kojima said, "Operation, story, game purpose, puzzle setting, boss battle, hidden elements... All rules have been set for the game. It can be said that all games are products derived and developed based on this."
This is what super horse means.
In this way, the "domestic group" who have never seen anything in modern video games before saw "America Cubes" such as time-transcending and spanning the era of "Don't you lick it immediately?
This is similar to Apple phones for non-smart phones and MP3 for walkmans. With design ideas that completely transcend the times and technical standards, it launches crushing attacks on this era.
This kind of offensive is irresistible.
Can you use the Tiger tank to fight against the 99th major modification, and can you use the P51 Mustang to fight against the F22 Raptor?
This is not a battle on the same dimension at all.
Victory is inevitable.
When the momentum of "American Cube" becomes a prairie fire, the general trend is already established. These sellers will naturally come to negotiate with themselves, which is called using momentum to suppress others.
I was indeed too complacent before, and in the future I could ask others for a "American Square".
I know that the total sales volume of blocks is 120 million and the sales volume of a single platform is more than 30 million. I know that the price I offer for blocks is not high. In terms of its real value, it can even be said to be cheap, but these people don’t know.
Think about it from the perspective of others. If you are a seller and are blackmailed by a small, unfamous designer with such good-looking game with such harsh conditions, you will be angry and embarrassed.
Because I'm too ignorant of being proud of myself.
But how could these people's eyes penetrate countless times to see the greatness of their game? I put gold in front of the other party but the other party thought I was bullying him with shit, but blamed me for the blame. There was never this reason in this world.
I am willing to accept the loss and be beaten to the point of attention. Who told them to have no eyes?
As for why it is not like legendary marketing, it will be much smaller if it doesn’t cost much?
This is actually a very simple question. Legend has chosen Taizu's strategy of "surrounding the city in the countryside" because of its poor quality. However, "American Square" is completely different. It is the best game of this era. It does not require small cities to create momentum. To create momentum, relying on this game, it can be easily done in any city on the earth. Going to small cities cannot be said to be in the opposite direction, it can only be said that it is just the icing on the cake.
The most correct way to "American Square" is to learn the methods of the October Revolution in the Soviet Union and use cities to lead the countryside.
When all the large and central cities are captured, the attached satellite cities will naturally be destroyed without attacking.
This is actually the same as "surrounding the city in the countryside", but it is just two extremes with different methods.
Jester didn't explain to his father carefully, but just found a map of California. With the help of his father, he chose the most suitable city on the map.
Finally, he turned his attention to Los Angeles, San Francisco, San Diego, and San Jose, the four largest cities in California.
Chapter completed!