The Power of Real Human Content
Game recording and repetitive advertising materials often lead to audience fatigue, which is why real human content has become increasingly popular.
Real human content offers a stronger sense of immersion and authentic experience, allowing for a profound emotional connection with the audience. Imagine an actor genuinely introducing an exciting game—this approach is far more persuasive than traditional advertisements. It not only bridges the gap with overseas audiences quickly but also provides detailed insights into gameplay and reward mechanisms.
This strategy actively guides user emotions and enhances trust in the game, ultimately increasing their willingness to purchase or download it. It’s akin to a magical marketing performance, where the audience experiences the “magic” of real human content, transforming them into loyal players of the game.
How to Make Real Human Content Work Its “Magic”?
However, what kind of real human content can effectively attract overseas users? This is a challenging issue for many game developers. In an era of constant iteration and upgrades in user acquisition, along with the drive for personalized advertising, the sophistication of content has increased significantly, and the scale of materials has grown exponentially. To achieve better advertising results, a deep understanding of the market and the audience is essential.
Taking an RPG game targeting the North American market as an example, an effective real human content strategy should focus on the following aspects:
Understanding User Profiles: Paving the Way for Advertising Creation
Before producing advertisements, it is crucial to gain in-depth insights into the gaming preferences and characteristics of your target users. For RPG gamers, they possess unique traits that can help inform your content strategy. We can describe the user profile of RPG gamers based on several factors: gaming experience, interests, social interactions, time investment, and gaming goals.
RPG gamers are typically enthusiasts who are interested in complex storylines, character development, and exploratory gameplay mechanics. They have higher expectations for diverse gaming content and are often drawn to themes and world-building in fantasy, sci-fi, and historical contexts. These players enjoy immersive narratives, intricate character relationships, and moral dilemmas, emphasizing character development and personal growth paths within the game.
Additionally, RPG gamers value social interactions with other players, enjoying the social experience that multiplayer online games offer. They are willing to invest significant time in gaming, pursuing level progression and a sense of achievement, and they may commit to long-term engagement with the game.
By understanding these characteristics, advertisers can create tailored content that resonates with RPG players, enhancing engagement and increasing the effectiveness of their marketing campaigns.
Localization Design: The Key to Captivating Users in Different Regions
After gaining a comprehensive understanding of RPG players, it is crucial to consider one more point when targeting the North American market: users from different regions have varying preferences and taboos. Tailoring your approach accordingly is essential to capturing their interest.
For example, in the Japanese market, user loyalty is high, and there are strict demands for game quality. Therefore, real human content for Japan may require a certain standard of attractiveness for the actors. Featuring visually appealing actors to present the game can effectively highlight the game’s beautiful art style and high-quality feel, making it easier to attract the Japanese audience.
In contrast, the North American market, with its mature film and television culture, shows a preference for real-life footage. Players here value the storyline; engaging plots or exaggerated performances are more likely to resonate with them. Meanwhile, Southeast Asian players tend to respond better to direct, repetitive, and relatable advertising language.
Localization requires content creators to deeply understand the cultural nuances of different regions, taking into account variations in actor attire, filming locations, spoken text, and performance styles. By implementing thoughtful localization design, you can bridge the gap between users in different regions and cater to their tastes, ultimately enhancing the appeal and effectiveness of your advertisements.
User-Centric Approach: Meeting Their Expectations
Next, let’s consider the expectations users have for their gaming experience. These can be summarized into three key points:
- Ease of Accessibility and Diverse Experiences:
Players expect games to be easy to pick up and offer a variety of engaging experiences. - Balance of Quality and Enjoyment:
Users look for games that provide both high-quality content and a satisfying gameplay experience. - Sufficient Reward Mechanisms:
Players appreciate robust reward systems that enhance their gaming experience.
While these aspects may not be as apparent through user-generated content (UGC), real human content can effectively highlight these benefits through storytelling, commentary, or other methods. This approach can lower customer acquisition costs in the market and help establish a closer connection between the game and its audience by addressing their needs directly.
Developing an Effective Content Strategy
Based on the analysis above, here are the strategic directions for creating real human content for RPG games targeting the North American and European markets:
- Engaging Storylines that Capture Attention:
Use real-life footage to create compelling narratives that are lively and interesting, capturing the audience’s attention. Incorporate relatable scenarios that pique viewers’ curiosity. - Diverse Gameplay that Encourages Exploration:
Highlight the diverse gameplay and openness of the game, allowing players to feel a sense of limitless possibilities and encouraging them to actively explore the game world. - Balance of Quality and Achievement:
Emphasize the game’s quality in your creative approach, showcasing a top-notch gaming experience and the thrill of gameplay. Simultaneously, highlight the quick achievements and personal growth aspects, fostering a sense of honor among players. - Incorporate Social Needs:
Integrate social elements into your advertising, such as friendly competitions or couples battling each other, to evoke players’ social enthusiasm. Position the game not just as entertainment but also as a platform for social interaction. - Align with Audience Interests:
Highlight the audience’s direct interests by introducing incentives, such as redeemable codes, within the first three seconds to prompt users to click the ad and complete the download. Ensure that the advertising content is directly related to the audience’s needs and interests.
To stand out in the fiercely competitive overseas market, real human content can provide unique advantages for game promotion. However, to fully harness the power of this approach, it’s crucial to integrate the right strategies into your creative efforts and conduct thorough analysis and adjustments based on specific product and market conditions.
The intense competition in the overseas market requires game developers to remain vigilant and actively explore the potential of real human content. By viewing it as a magic wand for success, they can maximize its impact, attract a larger audience, and overcome the challenges posed by homogeneous content.
