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Online Casino
Content
• The landscape of online gambling in China ------------------------------------------<3>
• How much do you know a...
The landscape of online gambling in China
• Legal Gambling in China
Steady growth in online gaming market in China
• Market volume of the online gaming market in China from 2011 to 2018 (in ...
Macau Chief Sees Casino Revenue Slumping More Next Year
November 17, 2015
• Macau is going through its worst gaming downtu...
The PRC gamblers will move to online and cruises platform
• Several illegal local online casino will be released in Asia P...
• 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 ...
Fantasy eSports in China
• 李曉峰 (SKY) 2005 ESWC world campaign.
Bloomberg Businessweek (vol 76) 23/9/15
Full report about the eSports in China
• Full version: http://wechatinchina.com/th...
Keynotes in Chinese
• 電競的黃金時代
• 30歲的李曉峰第一次以CEO的身份亮相,為一款針對遊戲玩家的競技滑鼠站台。這是他創業的上海鈦
度智能科技有限公司推出的第一個產品。
• 從2003年到2015年,國內迎來了電競最黃...
• 據《半島晨報》報導,目前職業網路遊戲玩家每個月的收入最多時有人民幣4000至5000元,一些專門靠賺遊戲幣
為生的遊戲工作室月收入超過人民幣1萬元;職業俱樂部旗下的職業電競選手月薪大概人民幣2萬元。
• 星級玩家一年收入可以穩定在人民幣10...
eSports business model in China
• 中國電競人自己摸索出了「流動媒體直播平台+電子競技賽事+讚助商」再外掛淘寶店的商業模式。
• 擁有數百萬粉絲的電競明星和戰隊能夠代言的品牌仍局限在電競相關領域,滑鼠、鍵盤等外設最為普遍。目前只
有天喔涼茶向戰隊VG提供讚助,也只有斯柯達晶銳...
Keynotes in English
• Golden period in 2003-2015.
• 30 years old eSports profession player running a business of selling
c...
• According to the news, the profession eSports player earns 4000-5000 RMB per
month. eSports player focuses on currency i...
• eSports business model ( live broadcast + eSports tournament +
sponsor ) + online shop.
• Professional eSports player wi...
Spread the message to those parties to gain brand
awareness in China for gaming business
• Operator with those parties as ...
eSports association
• Its official goal is to make e-Sports an official sporting event, and to
solidify the commercial pos...
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...
Association of China E-sports management
model is similar to formula racing team.
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...
WCA 2016 Sponsorship
World Cyber Arena
• http://www.wca.com.cn/commerce/index.html
• http://www.wca.com.cn/commerce/index.html
• WCA比赛项目、赛事赞助、广告投放,请联系:
• 张鼎宸 销售总监
Email:Jonasen@wca.com.cn
Digital TV live broadcast
• 熊貓TV
• 熊貓TV,是中國大陸一個視頻直播網站。於2015年10月20日正式開啟公測。由王思聰出任CEO。
• http://www.panda.tv/
• 龍珠直播
• http:/...
PRESS
• http://www.sichina.com/
Suggest to build up a forum group web site to
generate sales lead
• Build up a web site with the features which are simila...
DC fever
• http://www.dcfever.com/index.php
• Line up the digital cameras manufactures, photographers, models.
• Provide a...
Travel Expert
• http://www.travelexpert.com.hk/tc/
• Create theme topic eg wedding tour.
Hong Kong Jockey Club
• http://racing.hkjc.com/LONGINESHKIR
• My full article about the O2O, please read
• http://www.sme....
Build up a gaming site
• Provide a space for the members to share the latest game information.
• Provide a space for the m...
Line up those parties and create the digital
content and post on the official forum site
• eSports associations
• eSports ...
Create banners on those parties and explore
• The banners are related to adult performance, adventure or opera
show.
I suggest to launch a forum web site such as
http://www.pcgames.com.cn/
• A web site includes games information, ranking position, consumer
products, eshop, lucky draw etc.
Generate leads
• According to the ZMOT concept from Google.
• http://www.slideshare.net/itxchas/google-winning-the-zero-mo...
Keywords search
• ZMOT = search keywords > read views > watch video > ask your
network > self experience > share the exper...
Social media
• Cecilia Lu, Tencent social & performance ads, cecilialu@tencent.com
• Join with Tencent to collect the indu...
Social media
• Vicki Lau, Youfind account manager, vicki@youfindonline.com
• Victor Hui, Asia Pac Senior Business Consulta...
WeChat and game industry association
• Henury Lau, 4imarketing director, henry@4imarketing.com.hk
• Join with 4imarketing ...
KOL for eSports media
• Panda Poon, Guru assistant account director,
pandapoon@guruonline.com.hk
• Keen on line up with KO...
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/fxma...
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
Build up a official forum site
Crossover promotion with the social media channels. Line up the top eSports players and grab their
fans from Weibo and WeC...
Others entertainment social media channels
• http://www.qidian.com/Default.aspx
• http://www.sdo.com/
• http://www.kugou.c...
Travel expert drives traffic model
Take my hands – wedding trip web site
A subsidiary of Travel Expert
• http://www.takemyhand.com.hk/cn/index.aspx
Open shadow web sites
• Travel Expert uses other company BR to register a group of web sites.
• Then black mouth the other...
My suggestions
• Register new company BR and launch several web sites. Then drive
traffic towards the bodog game site.
• Join with 4i mar...
Tree family
Assign mission to the key leaders in target
regions.
Key leaders family tree model will
be similar to a comic Teddy Boys.
Commission will be offered to those
key regional lead...
5 Steps of measurement planning
• Document business objectives
• Identity strategies and tactics
• Choose KPIs
• Choose se...
Estimated volume
• In Google Analytics, we can apply segment to view the result. Eg
• Comparing traffic sources performanc...
Segmentation
• In Google Analytics, you can divide as segment as users and sessions.
• For viewing the sessions segments, ...
Build up custom segment to view the sequence
• Build up custom sequence segment to view the sequence of the
viewing path.
Set Goals
• Destination eg, check out page
• Duration eg, period of session
• Page / Screens per visit
• Event eg download...
PRC market
• In order to estimate the China market. I suggest to join the promotion
program with Tencent.
• 盧葉眉 CeciliaLu
...
Open an official WeChat account
• Collect the internal data, external data and agency data.
• Open those accounts and record the click rate.
• Source:Tenc...
Set up promotion account with Tencent and Baidu
Pass the WeChat application operation with 4i marketing
Add the new application with WeChat
Eg, red pocket lucky draw, greeting message on large screen, QR code
with promotion gi...
Analysis with WeChat platform
Build up loyalty program for remarketing and retargeting
• Build up loyalty program eg VIP membership
• Analysis the cooki...
Find out who is your competitor from cookies
• Sandy Lau, iClick vice president, sandy.lau@i-click.com
The visitors of BMW 7 series have the
overlapping rate with those brands.
• Sandy Lau, iClick vice president, sandy.lau@i-...
The largest competitor of BMW 7 series is
Volkswagen Touareg
Volkswagen Touareg is a family and BMW 7 series is a luxury
car. The target buyers are most likely for family use.
Join with iProspect and use their powerful
analysist tool iAnalysis
• YoYo Ng, iProspect digital performance director, yoy...
1M RMB acquisition strategy
• Build up an official forum site and several shadow web sites.
• Join with the agencies for k...
• Baidu keywords search : 50,000 x 12 = 600,000RMB
• Official forum site and shadow web sites : 20,000 + ( 3,000 x 12 ) =
...
• Total spending on previous page is 656,600RMB
• The remaining is 343,400RMB, it will spend on social media banner
advert...
Crossover promotion with the social media channels. Line up the top eSports players and grab their
fans from Weibo and WeC...
The rest of the social media platforms
• Digital TV live broadcast 40% : 136,000 RMB
• Top sport forum groups 20% : 68,000...
Integrating SEM in eSports festival in China
Objectives and Strategies
• Macau as a tourist destination is in decline. Competition is fierce with many
online casinos a...
• Drive the audience from Macau, Malaysia, Singapore, Las Vegas and cruise
lines gamblers towards the online casino game c...
Quick Win examples
• The best job in the world contest
Hollywood artists in Studio City opening
Viu TV 500 units of sharp digital TV lucky draw
美人魚 movie audition contest
Winning formula
• Use a big prize of lucky draw or job title to gain the public awareness.
Announce the news towards the o...
• Run a contest that can last for a several months. The show
performance will be broadcasted to several TV companies or di...
The cosplay candidates dressed as the characters as the story of the
online game. The candidates were from Hong Kong, Taiw...
The cosplay candidates carried QR code card inside the ACG fair. Election from the
visitors would be part of the game.
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
I suggest to arrange a League of Legends cosplay contest in
eSports tournament
The reward is the online game KOL for 1 year
Digital content will be spread through those channels
Spread the promotion content ( leftlet ) to
ACG and adult booth fair and in China
• ACG booth fair
• http://dmyx.eshow365....
Use regional DJ or eSports game player as the MC
Partner with sponsorship
The members can join the poll campaign and
receive the lucky draw prize from the sponsorship
Arrange the event with WCA
• WCA比赛项目、赛事赞助、广告投放:
• 联系人:张鼎宸(先生)
Email:Jonasen@wca.com.cn
地址:北京市朝阳区小营路25号 房地置业大厦5层
邮编:100101
...
Example: AGS game show in Hong Kong
• James Hong, former director of Sony Entertainment. He was the first person to arrang...
• Identify and develop new business opportunities for O2O projects
negotiation and management.
• Formulating strategies fo...
• Manage and coordinate daily activities for the Regional Audience
Development team and provide hands-on guidance in order...
• Support regional sales team with clients meetings and visits, and
provide high quality distribution services to the clie...
Personal skill
• Graduated in UK with the degree of marketing management and
master degree in information technology.
• Pr...
• With working experience in PRC marketing for ten years.
• Bloggers, columnist and ebook writer.
• Good understanding the...
• Name: Alan Siu
• Email: itxchas@yahoo.co.uk
• Linkedin: http://hk.linkedin.com/in/alansiu
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
Online casino market trend in 2016 - 2020
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The landscape of online gambling in China
How much do you know about fantasy eSports in China?
Where do you feel the biggest opportunity is to gain brand awareness in China for gaming business?
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?
How would you send traffics to gaming website and estimated volume?
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?
What you would like to contribute for quick-wins

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Online casino market trend in 2016 - 2020

  1. 1. Online Casino
  2. 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. 3. The landscape of online gambling in China • Legal Gambling in China
  4. 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. 5. 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
  6. 6. 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
  7. 7. • 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
  8. 8. Fantasy eSports in China • 李曉峰 (SKY) 2005 ESWC world campaign.
  9. 9. Bloomberg Businessweek (vol 76) 23/9/15 Full report about the eSports in China • Full version: http://wechatinchina.com/thread-497674-1-1.html
  10. 10. Keynotes in Chinese • 電競的黃金時代 • 30歲的李曉峰第一次以CEO的身份亮相,為一款針對遊戲玩家的競技滑鼠站台。這是他創業的上海鈦 度智能科技有限公司推出的第一個產品。 • 從2003年到2015年,國內迎來了電競最黃金的時代。整個遊戲市場的商業模式都很成熟,百花齊放。 粉絲群體也在迅速擴大。 • 中國的電子競技用戶在2014年有7300萬,預計到2019年每年增長比例將超過20%。 • 2013年,電子競技成為國家體育總局批準的第99個體育項目。目前電競遊戲中賽事體系最完備的是《英雄聯盟》。 • 騰訊負責經營其國內職業聯賽、甲級聯賽、德瑪西亞杯賽及業餘網吧賽、校園賽等。中國的電競商業賽事還包括 《爐石傳說》的廠商暴雪與國內代理經營商網易舉辦的挑戰賽和黃金系列賽,《刀塔2》的國內經營商完美時空舉 辦的挑戰賽、次級職業聯賽、中國區預選賽等。 • 10年間,電競賽事的獎金增長迅速。電競收益統計網站esportsearnings.com稱,李曉峰曾經在67場電競賽事中累計收 入獎金只有約25萬美元,其中2005年的冠軍獎金2.5萬美元,2006年冠軍獎金僅2萬美元。他把大部分錢拿給了爸媽 填補家用。
  11. 11. • 據《半島晨報》報導,目前職業網路遊戲玩家每個月的收入最多時有人民幣4000至5000元,一些專門靠賺遊戲幣 為生的遊戲工作室月收入超過人民幣1萬元;職業俱樂部旗下的職業電競選手月薪大概人民幣2萬元。 • 星級玩家一年收入可以穩定在人民幣100萬元左右,但後者只是鳳毛麟角。 • 如今多支職業電競俱樂部的投資者都是富二代。艾瑞咨詢的報告認為,以王思聰為代表的富二代們紛紛投資電競 俱樂部,在改善選手待遇和俱樂部環境的同時,也導致俱樂部經營成本的不斷攀升,而俱樂部的商業化運作較弱 的問題仍待解決。 • 電競行業真正的火熱是源於直播網站的興起。去年亞馬遜以9.7億美元的高昂價格收購了遊戲影片直播平台 Twitch.tv。 • 今年3月,體育市場調研公司Repucom的報告稱,Twitch平均擁有超過60萬同時在線的觀眾,在全球的觀眾人數達 到5100萬,已經超過了大多數美國電視網路。 • 根據艾瑞的統計,現在在遊戲內容平台上活躍的主播有26000人,而點擊過3萬的影片集中於1%的主播。為了吸引 用戶,明星主播成為各平台高價爭搶的對象,他們的身價也隨之攀升。
  12. 12. eSports business model in China
  13. 13. • 中國電競人自己摸索出了「流動媒體直播平台+電子競技賽事+讚助商」再外掛淘寶店的商業模式。 • 擁有數百萬粉絲的電競明星和戰隊能夠代言的品牌仍局限在電競相關領域,滑鼠、鍵盤等外設最為普遍。目前只 有天喔涼茶向戰隊VG提供讚助,也只有斯柯達晶銳曾找過《英雄聯盟》明星「草莓」拍攝廣告。
  14. 14. 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.
  15. 15. • 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.
  16. 16. • 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.
  17. 17. 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
  18. 18. 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.
  19. 19. 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)
  20. 20. Association of China E-sports management model is similar to formula racing team.
  21. 21. 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
  22. 22. WCA 2016 Sponsorship World Cyber Arena • http://www.wca.com.cn/commerce/index.html
  23. 23. • http://www.wca.com.cn/commerce/index.html • WCA比赛项目、赛事赞助、广告投放,请联系: • 张鼎宸 销售总监 Email:Jonasen@wca.com.cn
  24. 24. Digital TV live broadcast • 熊貓TV • 熊貓TV,是中國大陸一個視頻直播網站。於2015年10月20日正式開啟公測。由王思聰出任CEO。 • http://www.panda.tv/ • 龍珠直播 • http://www.longzhu.com/ • Twitch.tv • 網站提供平台供遊戲玩家進行遊戲過程的實況或供遊戲賽事的轉播。網站也提供聊天室,讓觀眾間進 行簡單的互動。 • 2014年2月,Twitch.tv與Justin.Tv的母公司改名為「Twitch Interactive」。8月5日,Justin.tv關站。8月25 日,該網站以9.7億美元被亞馬遜公司(Amazon)收購,成為其子公司。 • viutv • 點心衛視 • 愛奇藝 • 樂視
  25. 25. PRESS • http://www.sichina.com/
  26. 26. 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 )
  27. 27. 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.
  28. 28. Travel Expert • http://www.travelexpert.com.hk/tc/ • Create theme topic eg wedding tour.
  29. 29. 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.
  30. 30. 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.
  31. 31. 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
  32. 32. Create banners on those parties and explore • The banners are related to adult performance, adventure or opera show.
  33. 33. I suggest to launch a forum web site such as http://www.pcgames.com.cn/
  34. 34. • A web site includes games information, ranking position, consumer products, eshop, lucky draw etc.
  35. 35. Generate leads • According to the ZMOT concept from Google. • http://www.slideshare.net/itxchas/google-winning-the-zero-moment- of-truth
  36. 36. 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.
  37. 37. 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.
  38. 38. 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.
  39. 39. 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.
  40. 40. KOL for eSports media • Panda Poon, Guru assistant account director, pandapoon@guruonline.com.hk • Keen on line up with KOL in China.
  41. 41. 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
  42. 42. 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
  43. 43. Build up a official forum site
  44. 44. 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.
  45. 45. Others entertainment social media channels • http://www.qidian.com/Default.aspx • http://www.sdo.com/ • http://www.kugou.com/ • http://www.xiami.com/
  46. 46. Travel expert drives traffic model
  47. 47. Take my hands – wedding trip web site A subsidiary of Travel Expert • http://www.takemyhand.com.hk/cn/index.aspx
  48. 48. 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.
  49. 49. My suggestions
  50. 50. • 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.
  51. 51. Tree family
  52. 52. Assign mission to the key leaders in target regions.
  53. 53. Key leaders family tree model will be similar to a comic Teddy Boys. Commission will be offered to those key regional leaders.
  54. 54. 5 Steps of measurement planning • Document business objectives • Identity strategies and tactics • Choose KPIs • Choose segments • Choose targets
  55. 55. 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.
  56. 56. 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
  57. 57. Build up custom segment to view the sequence • Build up custom sequence segment to view the sequence of the viewing path.
  58. 58. 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
  59. 59. 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
  60. 60. Open an official WeChat account
  61. 61. • Collect the internal data, external data and agency data. • Open those accounts and record the click rate. • Source:Tencent Official Announcement 2016
  62. 62. Set up promotion account with Tencent and Baidu
  63. 63. Pass the WeChat application operation with 4i marketing
  64. 64. Add the new application with WeChat Eg, red pocket lucky draw, greeting message on large screen, QR code with promotion girls.
  65. 65. Analysis with WeChat platform
  66. 66. 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
  67. 67. Find out who is your competitor from cookies • Sandy Lau, iClick vice president, sandy.lau@i-click.com
  68. 68. The visitors of BMW 7 series have the overlapping rate with those brands. • Sandy Lau, iClick vice president, sandy.lau@i-click.com
  69. 69. The largest competitor of BMW 7 series is Volkswagen Touareg
  70. 70. Volkswagen Touareg is a family and BMW 7 series is a luxury car. The target buyers are most likely for family use.
  71. 71. 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.
  72. 72. 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.
  73. 73. • 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
  74. 74. • Total spending on previous page is 656,600RMB • The remaining is 343,400RMB, it will spend on social media banner advertising.
  75. 75. 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.
  76. 76. 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
  77. 77. Integrating SEM in eSports festival in China
  78. 78. 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.
  79. 79. • 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.
  80. 80. Quick Win examples • The best job in the world contest
  81. 81. Hollywood artists in Studio City opening
  82. 82. Viu TV 500 units of sharp digital TV lucky draw
  83. 83. 美人魚 movie audition contest
  84. 84. 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.
  85. 85. • 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.
  86. 86. The cosplay candidates dressed as the characters as the story of the online game. The candidates were from Hong Kong, Taiwan and China.
  87. 87. The cosplay candidates carried QR code card inside the ACG fair. Election from the visitors would be part of the game.
  88. 88. 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
  89. 89. I suggest to arrange a League of Legends cosplay contest in eSports tournament
  90. 90. The reward is the online game KOL for 1 year
  91. 91. Digital content will be spread through those channels
  92. 92. Spread the promotion content ( leftlet ) to ACG and adult booth fair and in China • ACG booth fair • http://dmyx.eshow365.com/gn_dongman.html • Adult booth fair • http://www.chinasexq.com/tag/guangzhouxingwenhuajie.shtml • http://www.chinasexq.com/tag/shanghaichengrenzhan.html
  93. 93. Use regional DJ or eSports game player as the MC
  94. 94. Partner with sponsorship
  95. 95. The members can join the poll campaign and receive the lucky draw prize from the sponsorship
  96. 96. Arrange the event with WCA • WCA比赛项目、赛事赞助、广告投放: • 联系人:张鼎宸(先生) Email:Jonasen@wca.com.cn 地址:北京市朝阳区小营路25号 房地置业大厦5层 邮编:100101 • WCA市场合作: • 联系人:王聪(先生) Email:wangcong@wca.com.cn 地址:北京市朝阳区小营路25号 房地置业大厦5层 邮编:100101
  97. 97. 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.
  98. 98. • 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
  99. 99. • 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).
  100. 100. • 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.
  101. 101. 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.
  102. 102. • 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.
  103. 103. • Name: Alan Siu • Email: itxchas@yahoo.co.uk • Linkedin: http://hk.linkedin.com/in/alansiu

The landscape of online gambling in China How much do you know about fantasy eSports in China? Where do you feel the biggest opportunity is to gain brand awareness in China for gaming business? 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? How would you send traffics to gaming website and estimated volume? 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? What you would like to contribute for quick-wins

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