The document discusses opportunities for gaining brand awareness in China's gaming business. It suggests partnering with esports associations, players, and sponsors to promote gaming brands. Specific opportunities mentioned include working with the Association of China E-sports, prominent esports players who have large fan bases, and leveraging platforms like WeChat stores, Taobao stores, digital TV, and advertising agencies. Esports associations in China are organized similarly to formula racing teams, and esports players have career spans comparable to formula one drivers.
2. Content
• The landscape of online gambling in China ------------------------------------------<3>
• How much do you know about fantasy eSports in China?--------------------------<9>
• Where do you feel the biggest opportunity is to gain brand awareness in China for
gaming business? -----------------------------------------------------------------------<28>
• How would you get creative and leverage your past contacts/connections for ways
to generate leads that then the gaming co. could then try to convert?-----------<39>
• How would you send traffics to gaming website and estimated volume?-------<54>
• If you had 1M RMB to build an acquisition strategy, where would you spend the
money? What would you hope to get at the end and how would you measure the
ROI?--------------------------------------------------------------------------------------<90>
• What you would like to contribute for quick-wins --------------------------------<93>
• Others you would like to highlight to show you are a capable candidate------<115>
3. The landscape of online gambling in China
• Legal Gambling in China
4. Steady growth in online gaming market in China
• Market volume of the online gaming market in China from 2011 to 2018 (in billion yuan)
• The graph shows the volume of the online gaming market in China from 2011 to 2013, with projections up until 2018. In 2011, the
market volume of online gaming in China had amounted to about 54 billion yuan.
• Online gaming in China – additional information
China has become one of the world’s largest and most rapidly growing online gaming markets. According to the graph at hand, the
market volume of online gaming in China had amounted to 89.2 billion yuan in 2013 and is estimated to reach 197 billion yuan by
2018. As of 2014, approximately 366 million Chinese internet users had been engaged in online gaming. With a total of about 650
million internet users in China as of 2014, online gaming still possesses a massive market potential that is yet to be unlocked.
Even though PC online-games had remained the largest sector in the Chinese online gaming market, expected to reach a market
share of 75 percent in 2014, mobile games continued to exert pressure on the desktop segment. In 2012, over 70 percent of mobile
gamers in China had spent at least half an hour each time they played mobile games. Driven mainly by smartphone and other
handheld device sales, the Chinese mobile game market had grown exponentially. During the second quarter 2014, mobile gaming
revenue in China had reached 6.4 billion yuan, seeing a 106 percent growth year-on-year.
Tencent, one of the leading Chinese internet players, dominated the online gaming market in China, earning approximately 45
billion yuan in revenues during 2014. Other major online game companies in China include NetEase, Changyou and Perfect World.
• Reference:
• http://www.statista.com/statistics/284942/market-volume-of-online-gaming-market-in-china/
5.
6. Macau Chief Sees Casino Revenue Slumping More Next Year
November 17, 2015
• Macau is going through its worst gaming downturn on record as gross gaming revenue
fell in October for the 17th straight month amid China’s slowing economy and crackdown
on corruption, which deterred high-stakes VIP gamblers from visiting the city. Chui, in his
comments, urged Macau’s casino operators to continue balancing their gambling and non-
gaming offerings, even as they build new malls and attractions to draw more tourists.
• Galaxy Entertainment Group Ltd. led declines among Macau casinos, falling 4.6 percent
to HK$23.75 by the close of trading in Hong Kong. The Bloomberg Intelligence Macau
Gaming Index dropped 3.4 percent, while the benchmark Hang Seng Index declined 0.3
percent.
• Reference: https://www.facebook.com/bbwhk/photos/a.219834401496882.1073741828.214578858689103/568020106678308/?type=1&theater
• http://www.bloomberg.com/news/articles/2015-11-17/macau-sees-casino-revenue-slumping-more-next-year-as-china-slows
7. The PRC gamblers will move to online and cruises platform
• Several illegal local online casino will be released in Asia Pacific.
• Several new cruises will be launched from Royal Caribbean cruises, Princess cruises and Genting group until 2020.
• Reference:
• http://www.onlinecasinoarchives.tw/%E5%A8%9B%E6%A8%82/2015/06/03/2015%E5%B9%B4%E5%85%A8%E7%90%83%E7%B7%9A%E4%B8%8A%E8%B3%AD%
E5%8D%9A%E5%92%8C%E5%8D%9A%E5%BD%A9%E5%B8%82%E5%A0%B4/
• http://world.workercn.cn/80/201603/11/160311155739281.shtml
8. • 2015年全球線上賭博和博彩市場
• 3/6/2015
• Italy and Holland are legal for online gambling.
• Singapore, China and Korea are illegal for online gambling.
• http://goo.gl/pPNbS7
15. Keynotes in English
• Golden period in 2003-2015.
• 30 years old eSports profession player running a business of selling
consumer products for eSports.
• 7.3 million eSports players in China. Expect the figure will grow 20% per
annual after 2019.
• National sport council in China allowed to category eSports as unit 99 sport
event in 2013. Fully support ( League of Legends ) game event.
• Tencent organizes the eSports tournament in China in different regions for
all levels of players.
• The reward prize is raising rapidly. Sky collected the total amount of 250
thousands USD for the past 67 tournament.
16. • According to the news, the profession eSports player earns 4000-5000 RMB per
month. eSports player focuses on currency in the game can reach 10000 RMB per
month. Club house eSports players can earn 20000 RMB per month.
• A few top star eSports player can earn 1 million RMB annually.
• Most of the eSports association is organized by the wealth 2nd generation in China.
• 王思聰 is the representative among the wealth 2nd generation in China to arrange
eSports association IG .
• Live broadcast is the major spread of eSports games in China.
• Twitch.TV has the average 600 hundred thousand viewers online. There are totally
51 million viewers in worldwide.
• Around 26000 online eSports reporters in China. Only 1 % of them are having
over 30 thousand click rate per video clip with the super star level title.
17. • eSports business model ( live broadcast + eSports tournament +
sponsor ) + online shop.
• Professional eSports player with over 1 M fans, those players can line
up the consumers products such as mouse, keyboard. They can
become online game spokesman.
18. Spread the message to those parties to gain brand
awareness in China for gaming business
• Operator with those parties as below.
• eSports association
• eSports players
• Sponsorship
• E commerce platforms eg, WeChat store, Taobao store
• Digital TV channel
• Press
• Advertising agencies
19.
20. eSports association
• Its official goal is to make e-Sports an official sporting event, and to
solidify the commercial position of e-Sports in all sectors. The
organization manages the broadcasting of e-Sports, the formation of
new events, and the conditions in which programmers work, as well as
encourage the playing of video games by the general population.
21. Association of China E-sports ACE is organized
by several eSports associations in China.
• 联盟秘书长:WE电子竞技俱乐部 裴乐(King)
• 副秘书长:iG电子竞技俱乐部 王棋(Knight)
• 副秘书长:DK电子竞技俱乐部 彭孛(Farseer)
• 联盟成员:天禄电子竞技俱乐部 俞浩(鼷人)
• 联盟成员:LGD电子竞技俱乐部 潘婕(RURU)
• 联盟成员:PanDarea电子竞技俱乐部 刘源(Efeng)
• 联盟成员:AgFox电子竞技俱乐部 潘书立(ZQ)
• 联盟成员:ForLove电子竞技俱乐部 刘培(卡卡)
• 联盟成员:DT_Club电子竞技俱乐部 万万 (刀刀)
• 联盟成员:同福电子竞技俱乐部 佟鑫(CuZn)
• 联盟成员:TBs电子竞技俱乐部 李斌(Bsam)
• 联盟成员:AY电子竞技俱乐部 魏晓峰(aLince)
22. Association of China E-sports management
model is similar to formula racing team.
23. eSports players’ life spans are similar to formula one drivers
• http://news.baidu.com/ns?word=%E7%94%B5%E5%AD%90%E7%AB%9E%E6%8A%80%E7%8E%A9%E5%AE%B6&rsp=1&f
=1&oq=%E9%9B%BB%E5%AD%90%E7%AB%B6%E6%8A%80%E7%8E%A9%E5%AE%B6%E6%8E%92%E8%A1%8C%E6%A6
%9C&cl=2&ct=1&tn=news&rn=20&ie=utf-8&bt=0&et=0&rs_src=0
28. Suggest to build up a forum group web site to
generate sales lead
• Build up a web site with the features which are similar to the rest as below.
• http://www.dcfever.com/ ( client base eg exchange, show girls, forum )
• http://www.travelexpert.com.hk/tc/ ( theme topic eg wedding )
• http://www.hkjc.com/home/chinese/index.asp ( broadcast, vendors, merchants, happy Wednesday,
local region )
29. DC fever
• http://www.dcfever.com/index.php
• Line up the digital cameras manufactures, photographers, models.
• Provide a place for them to share the tips and seminar information.
• Members can post on the selling platform to sell 2nd hand digital
cameras.
• Models can upload their profile for photo shooting.
32. Hong Kong Jockey Club
• http://racing.hkjc.com/LONGINESHKIR
• My full article about the O2O, please read
• http://www.sme.gig.hk/2015%E6%B5%AA%E7%90%B4%E8%A1%A8%E9%A6%99%E6%B8%AF%E5%9C%8B%E9%9A%9B%
E8%B3%BD%E4%BA%8Bo2o%E4%BA%92%E5%8B%95%E5%AE%A3%E5%82%B3%E6%B3%95/
• Free gifts mini games are launched on official web site, facebook,
wechat, Now TV, press etc.
• Generate the traffic from online to offline.
33.
34. Build up a gaming site
• Provide a space for the members to share the latest game information.
• Provide a space for the members to sell / exchange the consumer
products eg notebook PC, headphone, virtual tool, virtual coins etc
• Implement the eSports tournament news.
35. Line up those parties and create the digital
content and post on the official forum site
• eSports associations
• eSports players
• Sponsorship
• E commerce platforms eg, WeChat store, Taobao store
• Digital TV channel
• Press
• Advertising agencies
36. Create banners on those parties and explore
• The banners are related to adult performance, adventure or opera
show.
37. I suggest to launch a forum web site such as
http://www.pcgames.com.cn/
38. • A web site includes games information, ranking position, consumer
products, eshop, lucky draw etc.
39. Generate leads
• According to the ZMOT concept from Google.
• http://www.slideshare.net/itxchas/google-winning-the-zero-moment-
of-truth
40. Keywords search
• ZMOT = search keywords > read views > watch video > ask your
network > self experience > share the experience
• Open a Baidu account.
• John Lo, Baidu sales director, john.lo@baiduhk.com.hk
• Find an agency to produce digital content, video and KOL.
• Open keywords search account in Baidu, 360, sina blog, Wechat and
KOL.
41. Social media
• Cecilia Lu, Tencent social & performance ads, cecilialu@tencent.com
• Join with Tencent to collect the industry data and promotion on
WeChat platform.
• Sandy Lau, iClick vice president, sandy.lau@i-click.com
• Join with iClick to get the cookies from the data and find out the
segments. Carry out remarketing process.
• Panda Poon, Guru assistant account director,
pandapoon@guruonline.com.hk
• Join with Guru online to find out the regional KOL in China. Spread
the promotions message on Weibo and carry out Weibo live broadcast.
42. Social media
• Vicki Lau, Youfind account manager, vicki@youfindonline.com
• Victor Hui, Asia Pac Senior Business Consultant,
victor.hui@asiapac.com.hk
• Join with Youfind and Asia Pac as keywords agencies ( back up
option).
• YoYo Ng, iProspect digital performance director,
yoyo.ng@iprospect.com
• Join with iProspect for Google display, baidu keywords and data
analysis.
43. WeChat and game industry association
• Henury Lau, 4imarketing director, henry@4imarketing.com.hk
• Join with 4imarketing for the WeChat official account, WeChat
marketing and whatsapp marketing.
• Rosanna Sze, Hong Kong game industry association internal secretary,
• rosanna@hkgia.org.hk
• Join with the Hong Kong game industry association as a member. Find
out the latest rules and regulations of mobile game in China.
• Join the event meeting with this association to know all the mobile app
developers in Hong Kong.
44.
45.
46. KOL for eSports media
• Panda Poon, Guru assistant account director,
pandapoon@guruonline.com.hk
• Keen on line up with KOL in China.
47. Jay Chow became the KOL of League of Legends
• 史上最尽职代言人周杰伦 有空就玩英雄联盟 1/12/15
• http://games.sina.com.cn/e/n/2015-12-01/fxmaznc5834129.shtml
48. Angelababy become the KOL of
• Angelababy倾情代言 WCA2015即将开赛 21/3/15
• http://game.zol.com.cn/512/5123605.html
50. Crossover promotion with the social media channels. Line up the top eSports players and grab their
fans from Weibo and WeChat towards the official forum web site.
51. Others entertainment social media channels
• http://www.qidian.com/Default.aspx
• http://www.sdo.com/
• http://www.kugou.com/
• http://www.xiami.com/
53. Take my hands – wedding trip web site
A subsidiary of Travel Expert
• http://www.takemyhand.com.hk/cn/index.aspx
54. Open shadow web sites
• Travel Expert uses other company BR to register a group of web sites.
• Then black mouth the other travel agencies and travel traffic towards
the travel expert official web sites.
56. • Register new company BR and launch several web sites. Then drive
traffic towards the bodog game site.
• Join with 4i marketing agency. Share the regional WeChat game
groups towards the bodog game site. Each WeChat group represents
different regions in China. Therefore, each WeChat group can grab
fans in different regions.
• Join with Guru online agency. Share the regional weibo game groups
towards the bodog game site. Each weibo group represents different
regions in China. Therefore, each weibo group can grab fans in
different regions.
59. Key leaders family tree model will
be similar to a comic Teddy Boys.
Commission will be offered to those
key regional leaders.
60. 5 Steps of measurement planning
• Document business objectives
• Identity strategies and tactics
• Choose KPIs
• Choose segments
• Choose targets
61. Estimated volume
• In Google Analytics, we can apply segment to view the result. Eg
• Comparing traffic sources performance, direct traffic vs referral traffic
• Comparing mobile vs non mobile traffic
• Comparing converters vs non converters
• Comparing different regions
• Set goals, destination, duration, pages per session, event.
• Create custom report, add a view to see the traffic from China only.
• Then use the custom report to compare with last year same period.
• Then we can estimate the traffic.
• Set up A/B test by using set goal and reporting to find out the users’
experience.
62. Segmentation
• In Google Analytics, you can divide as segment as users and sessions.
• For viewing the sessions segments, filter the data in Demographics, eg age,
gender, languages etc
• Generate the result and find out the target audience.
• For those the target audience, focus on their behaviour.
• For those non target audience, focus on the reasons why they don’t view our
web site.
• Build up the segments and view the trends in sessions.
• Eg Comparing traffic sources performance, direct traffic vs referral traffic
• Comparing mobile vs non mobile traffic
• Comparing converters vs non converters
• Comparing different regions
63. Build up custom segment to view the sequence
• Build up custom sequence segment to view the sequence of the
viewing path.
64. Set Goals
• Destination eg, check out page
• Duration eg, period of session
• Page / Screens per visit
• Event eg download form, played a video
• Set up KPI and ROI for conversation rate
• Carry out funnel visualisation to check the page sequences
• Find out the high duration rate and low duration rate
• Modify the page for next season
65.
66. PRC market
• In order to estimate the China market. I suggest to join the promotion
program with Tencent.
• 盧葉眉 CeciliaLu
• 驣訊社交與效果廣告部總監
• Tel: +8610 62671188 ext 39383
• WeChat:cecilialu28
• Email: cecilialu@tencent.com
68. • Collect the internal data, external data and agency data.
• Open those accounts and record the click rate.
• Source:Tencent Official Announcement 2016
76. Build up loyalty program for remarketing and retargeting
• Build up loyalty program eg VIP membership
• Analysis the cookies records to find out their lifestyle
• Remarketing and retargeting
77. Find out who is your competitor from cookies
• Sandy Lau, iClick vice president, sandy.lau@i-click.com
78. The visitors of BMW 7 series have the
overlapping rate with those brands.
• Sandy Lau, iClick vice president, sandy.lau@i-click.com
80. Volkswagen Touareg is a family and BMW 7 series is a luxury
car. The target buyers are most likely for family use.
81. Join with iProspect and use their powerful
analysist tool iAnalysis
• YoYo Ng, iProspect digital performance director, yoyo.ng@iprospect.com
• iAnalyse is an iProspect reporting platform that enables client and agency
stakeholders to store and visualise media performance data.
• Having been adopted by some of our largest clients, iAnalyse dashboards have
been successful in facilitating actionable insight and driving real ROI
improvement.
82.
83.
84.
85.
86. 1M RMB acquisition strategy
• Build up an official forum site and several shadow web sites.
• Join with the agencies for keywords search and social media campaign.
87.
88.
89.
90. • Baidu keywords search : 50,000 x 12 = 600,000RMB
• Official forum site and shadow web sites : 20,000 + ( 3,000 x 12 ) =
56,000RMB
• WeChat 2 official accounts fee per year : 600RMB
91. • Total spending on previous page is 656,600RMB
• The remaining is 343,400RMB, it will spend on social media banner
advertising.
92. Crossover promotion with the social media channels. Line up the top eSports players and grab their
fans from Weibo and WeChat towards the official forum web site.
93. The rest of the social media platforms
• Digital TV live broadcast 40% : 136,000 RMB
• Top sport forum groups 20% : 68,000 RMB
• Mobile games platform 10% : 34,000 RMB
• Regional KOL advertisement 10% : 34,000 RMB
• Regional local press advertisement 5% : 17,000 RMB
• Sponsorship with eSports tournament 15% : 51,000 RMB
95. Objectives and Strategies
• Macau as a tourist destination is in decline. Competition is fierce with many
online casinos and cruises line companies.
• Joining with several agencies and manage the SEM channels in China,
investment will be spent on top tier eSports cities.
• Build up the brand awareness of eSports forum group. Maximize the traffic
from all the channels of social media platforms.
• Maximize entrance of online casino by promoting different packages and
offers that cater to PRC market game players.
• Working with Programmatic partners, we were able to utilize gaming intent
data and advance ad serving technology to reach the audience who are more
likely to search for eSports festivals to online casino game destinations and
serve them with the most relevant offer.
96. • Drive the audience from Macau, Malaysia, Singapore, Las Vegas and cruise
lines gamblers towards the online casino game centre.
• Drive the audience from eSport and mobile game players towards the online
casino game centre.
• Educate the target audience to enter the online casino.
• Build up a friendship network by using WeChat and Sina and maintain the
growth rate within the next 12 months.
• Use e coupon or free account to attract the traffic towards the online game
casino.
• ROI will be measured by total investment and total revenue.
• We are also looking for year on year revenue growth and the figure of new
members.
101. Winning formula
• Use a big prize of lucky draw or job title to gain the public awareness.
Announce the news towards the on / offline media.
• Ask the audience to join the membership or use the promotion girls to
ask for downloading the QR code in return of free coupon in booth
show. eg Starbucks $25
• Use the artists to become MC in the contest.
102. • Run a contest that can last for a several months. The show
performance will be broadcasted to several TV companies or digital
TV. Publish the up to date news among the social network.
• For instance GAME ONE cosplay contest in HKTDC 2012.
103. The cosplay candidates dressed as the characters as the story of the
online game. The candidates were from Hong Kong, Taiwan and China.
104. The cosplay candidates carried QR code card inside the ACG fair. Election from the
visitors would be part of the game.
105. Contest highlight video
• Gameone香港版《九陰真經Online》(動漫節比武招親花絮篇)
• https://www.youtube.com/watch?v=P_yNZaqr62c
106. I suggest to arrange a League of Legends cosplay contest in
eSports tournament
114. Example: AGS game show in Hong Kong
• James Hong, former director of Sony Entertainment. He was the first person to arrange AGS game
show in HKTDC Dec period from 2002 – 2012. He arranged the sponsorship, mobile game
developers, cosplay events and Sony Play Station TV game products in the booth show. He is the
KOL of travelling. He also published the travel books in every book fair.
115. • Identify and develop new business opportunities for O2O projects
negotiation and management.
• Formulating strategies for large-scale operational events and
subsequence.
• Be the key contact point for clients and vendors to ensure that the
business targets and activities are in alignment with Company present
execution.
• Develop and manage client/vendor relationships, including SME
and other business corporations.
• Lead a small team in business development department.
Duties for the business development manager
116. • Manage and coordinate daily activities for the Regional Audience
Development team and provide hands-on guidance in order to
maximize individual and organizational goals.
• Lead the team to develop and maintain deep relationships with key
contacts (including journalists, editors and bloggers) in the regional
media.
• Develop regional distribution networks focusing on China thus to
build a solid online syndication network.
• Plan and organize media events regularly (both online and offline
mainly in China).
117. • Support regional sales team with clients meetings and visits, and
provide high quality distribution services to the clients.
• Work closely with other functional leaders and their teams to explore
how cross-functional collaborations could improve the level of
customer satisfaction.
• Create original content and working with marketing team in regional
content marketing effort targeting PR/Marketing professionals.
118. Personal skill
• Graduated in UK with the degree of marketing management and
master degree in information technology.
• Professional certificates of Google and Microsoft Bing keywords
search.
• Good in English and Chinese writing.
• With working experience in e commerce of Yahoo auction bid, eBay
and TMALL.
• Fully understand the recent trend of technology, social media and
payment gateway.
119. • With working experience in PRC marketing for ten years.
• Bloggers, columnist and ebook writer.
• Good understanding the latest social medium channels such as weibo,
WeChat, facebook, Instagram, youtube etc
• Understand the PRC market and culture in travel, food, movie, TV series
and music industry.
• Have connection with Hong Kong digital agency company.
• Have connection with Hong Kong game industry association and comic
industry association.
• Have connection with Hong Kong association of interactive marketing.