Propaganda CEO Tan Tingfei: Advertising alliances have become an important channel for web games

According to news on June 25, Propaganda CEO Tan Tingfei accepted NetEase’s

In an exclusive interview with Science and Technology, he said that the advertising alliance has become an important promotion channel for domestically popular web games. Currently, it has reached joint operation and cooperation with Propaganda for more than 100 web games, and there are 20-30 ongoing cooperation.

Tan Tingfei said that the most important demand for web game promotion is cost recovery, and the requirements for branding are not high. This is in line with the characteristics of advertising alliances, because most of the promotion sites are small and medium-sized websites, and the company can sort them out. , promote and connect suitable user groups and media, have a very direct effect on them, and the cost is relatively low.

The following is the transcript of the chat:

NetEase Technology: Everyone knows that 2009 was a year of rapid development of web games in China. However, in the highly competitive web game industry, web game companies have encountered a problem: how to market their game products. To reach more users, it is understood that Shanzhuangyi plays an important role in this. I would like to ask Mr. Tan to talk about the role that Shanzhuangyi plays in the promotion of web games.

Tan Tingfei: We did promotion last year, but web games were not booming last year. This year, there are basically more than 100 models of this type. Currently, there are 20 or 30 models that we continue to cooperate with. Web games have a great impact on our development momentum. help, especially this area accounts for about half of our main business, so this area is very helpful to our development. We have also formulated some promotion plans because they have a high level of promotion. requirements. For example, registration costs, operating costs, and cost recovery budgets. Regarding this aspect, we have also optimized some of our media resources to support the continued development of web games. We have made adjustments if we can achieve better profits.

NetEase Technology: There are currently many joint operation channels for web games. You can choose websites such as Xunlei, 56.com, 4399, etc. As a promotion channel, what are your advantages?

Tan Tingfei: There are three main promotion channels, some search engines, such as Google and Baidu

Etc., there are also through portal websites, and through advertising alliances, but our promotion volume is large, the cost is low, and the price-performance ratio is high, which has such an advantage.

NetEase Technology: What do web games pay attention to when choosing channels? I just mentioned that you operate hundreds of games. How many of them are profitable?

Tan Tingfei: There are two requirements. One is when promoting, how much is the registration cost in the first step, and after registration, whether the recovery cost after users play their games can meet their requirements, mainly these two pieces.

NetEase Technology: Based on your understanding of web games, what proportion of their revenue can web games account for under the current joint operation model? Have you made any statistics?

Tan Tingfei: I haven’t counted this.

NetEase Technology: In the process of promoting web games, where is the biggest demand, and in what aspects can NetEase meet the requirements?

Tan Tingfei: The most important thing about web games is cost recovery, and they don’t have high requirements for brands. This is exactly in line with the characteristics of Shanzhuanyi, because most of Shanzhuanyi are small and medium-sized websites. We can sort out the ones that are suitable for the user group. Promoting and connecting with the media has a very direct effect on them, and the cost is relatively low.

Web games are a popular product and do not require large brand promotion effects. Therefore, their advantages are reflected in advertising alliances, because advertising alliances are all websites of small and medium-sized enterprises.

NetEase Technology: Thank you Mr. Tan for being a guest at NetEase.

Tan Tingfei: Thank you.