FBEC2023 Future Business Ecological Link Conference and the 8th Golden Gyro Award were held on December 8, 2023 on the 6th floor of the Sheraton Shenzhen Futian Greater China Hotel.
With the theme of "Synergy and Symbiosis, Resilience Goes Far", the conference takes the perspective of "Voyager" with forward-looking insight into the industry, and takes the ice-breaking journey as the main line, focusing on AI, Metaverse, XR, games, e-sports, digital economy and other cutting-edge fields of science and technology and the Internet, presenting cutting-edge achievements in science and technology in an all-round way, focusing on hot topics of the times and business, and the future value of new technology, new business and new models
FBEC2023 Main Venue A: Seeking Breakthroughs and Seeking Growth - 2023 Global Game Market Changes and Trends Forum invited Lin Zhe, Head of Game and Pan-entertainment Business of Snapchat China, to bring a wonderful speech on the theme of "New Ways to Play Medium and Heavy Games Going Overseas for Social Explosiveness".
Lin Zhe believes that with the development of the industry, the cooperation between game manufacturers and ** is becoming more and more in-depth and diversified, and they are facing more challenges in terms of product competition, customer acquisition costs, user retention, privacy protection, cultural differences, and new technologies. From the perspective of products, games with strong social interaction experience are a new outlet, and the proportion of medium and heavy games is still relatively largeFrom the perspective of advertising, social platform users are younger, and social marketing and AR marketing have unlocked new growth. In this opportunity, Snapchat hopes to help everyone have more support in user acquisition or community operation.
The following is a transcript of the speech:
Good morning!Since the beginning of this year, you can see that the speed of industry development is still very fast, and more and more concentrated to the head, small and medium-sized enterprises may feel that the difficulty of survival is gradually increasing, and there are more ways to cooperate with large factories and large factories, and the degree is gradually deepening. We are also facing the above core problems, from product competition, customer acquisition costs, retention, privacy regulations, including when expanding into new national markets, facing some problems brought about by the impact of cultural differences, such as the difficulty of localization operations, and some ways for us to seek technical breakthroughs in the process of game development and publishing.
In this case, people will increasingly develop their products in a relatively extreme direction, such as trying to find some popular models, making simple casual games to expand their revenue capacity, and improving their living space in the short term. In this state, social products like snapchat can give you more support in user acquisition and community operation, which is why we are concerned by the industry.
So what are the advantages of Snapchat in this process?We now have over 400 million daily active users, as well as more than 7500 million monthly active users, this is the users in our pool, and it is also our foundation. And now we are still growing rapidly.
What kind of features are included in our Snapchat app?First of all, taking pictures, our camera has a lot of AR filters, stickers and other effects, and the company's cutting-edge AR technology is reflected in the filter function. In addition, the first thing everyone knows about Snapchat is that our chat history will disappear on its own after a period of time. Stories is a story function, more like a circle of friends, MAP allows users to choose to share the location of the location, and can see what their friends are doing, such as eating in a restaurant, or interactive entertainment in some entertainment venues. From the perspective of monetization traffic, these are relatively helpful.
Spotlight is a short** original platform. There are corresponding placements for advertising and promotion in the spotlight, and brands can achieve accurate analysis of users and more reasonable push through various ways. In our app, most of the people interact with each other are their own circle of acquaintances, so there is no social pressure on our platform. The corresponding basic trust between people will be much higher than that of unfamiliar communication software, so everyone will gain a higher degree of trust when recommending things, as well as when using and sharing content.
The United States, Europe, the Middle East and other places are our main traffic areas. As you can see, the proportion of users using our Snapchat products and the proportion of overlapping with other products is relatively low, and our users are a relatively unique group of people, who usually do not use other similar products repeatedly while using our product experience.
In terms of numbers, we have a significant order of magnitude advantage in North America and the Middle East, especially in the Middle East, where Saudi Arabia has a population of more than 36 million, Snapchat has more than 22 million users, and has a reach rate of more than 90% among users aged 13-24. We are also eMarketer**'s fastest-growing social platform in the world in 2023, which is our guarantee to provide you with high-quality traffic.
In the past, there was an opinion that Snapchat users were relatively young. Because Snapchat was originally an entertainment app, but after a few years of development, our previous users are still on our platform. They have grown to a stage where they have more life experience, more stable jobs, and higher incomes, so the age distribution of all age groups is now relatively balanced, which can provide better commercial value.
In terms of the form of cooperation, in addition to the performance advertising on the traditional placement just mentioned, the brand's content is one of the main directions now, because the content can be newly displayed through Snap's AR technology, and there is a case to share with you later.
In terms of games, from casual games to heavy games, there are various types of users on the Snapchat platform, and everyone is very willing to try this kind of fresh content, because users will think about novel things through sharing, creating, shooting and other original content on a daily basis, and correspondingly they have a high interest in novel products, games, and creative gameplay content.
78% of Snapchat players are mobile game players, and 57% are PC game players, and the terminal game part is also more related to the daily mobile game business. Nowadays, many mobile games are constantly redone with the IP and elements of terminal games, and the conversion ratio and revenue brought by these users are no worse than those of pure mobile game players in the actual commercialization process. With the increasing content of the game industry in Snapchat, players are more willing to take the initiative to buy some paid content related to games, or subscribe to some information.
We definitely pay more attention to some mature groups with more spending power. Most of the products are targeted at the age of 25 and the more severe ones are over the age of 35. In the past, it was dominated by men, but now women are starting to play more games, and the element IP of heavy games continues to attract female users, and now in people over 30 years old, the gender segmentation is not so serious. You can find your own payment power among all the people, and you can see that on the Snapchat platform, the purchasing power of people over 25 years old is very strong, which also meets everyone's current product needs.
Specific to our advertising form, the most common and most used is snap ads, and on the right is the full-screen immersive display of game content used by game manufacturers, including that you can design some of your own game ideas and show your own gameplay;A story ad is more like a simple animated movie with original game content or a short plot splitCommercialization and commercial advertising and boutique columns are more inclined to the e-commerce model, and finally AR special effects lenses are used more, which is also the first choice for brand items that we cooperate with Chinese manufacturers.
From the point of view of the process, according to the early warm-up, pre-registration, to the middle of the online and the later long-term growth and stability maintenance stage, we have a corresponding complete product launch and support, and we have a complete team and the best business to work together to do the content of the service. Now we can use the products at each stage to a relatively complete extent, such as the link in the pre-registration stage, now you can directly enter the store page to form an appointment conversion, or you can go to a landing page and then jump to the store to transferWe have a complete reporting mechanism, and we are building joint technology projects with the three parties, two last year and three this year, which are the basis for us to be able to make the whole commercialization cycle complete and better.
Specific to the form of advertising, simply show you, in fact, they are already online products, and everyone has already experienced the products, and then take a look at the display method of advertising.
This is a more typical form of filter photography, by turning the existing elements in the product or IP into a photographic logic on the person's body, the same way we have also done for Blizzard, as well as the face swap of World of Warcraft, AI photography that simulates the environment, China has also done the face swap photo filter of the big three of MOBA games, which is also a more common form.
Specific to the launch period, it is all displayed in the game content, with some simple special effects. In the later stage, everyone's demand for delivery has become revenue-based, and more in-depth payment optimization is carried out for users who have generated long-term retention. In this process, we have several ways, including influencer marketing, cooperation with excellent creators, and some of the Internet celebrities or original users who are good at this aspect can take pictures, design or broadcast some excellent content for ourselves.
We can work directly with creators, and also interact with the game's evaluation experience, gameplay experience, and strategy, including the exclusive brand channel for each corporate brand, which can be understood as a fan page fan group, where you can communicate all about the game content.
Snap's own operations team also provides some of its own best practice manuals for different types of products, at different stages of distribution. Here is a simple example, specific to different types of games, at this stage, we can also design different optimization methods according to KPI requirements, or brand content, IP awareness, original highlights, etc. Our team's complete personnel on optimization, materials, data, etc. are all in China, and these can be customized, and there are five leading companies to collaborate with us on these contents.
Specifically, a few recent products, such as the API series of products, can help you simplify advertising operations and improve data accuracy. When observing some restricted data, there can be a more accurate match, of course, this is based on the premise of data interaction between the two parties.
On the other hand, for the optimization of events, our event seats have been increasing since last year, and now with the new needs put forward by everyone, we are also constantly adjusting the content of events, and organizing the behavior of events into new optimization directions, which has become the most used value optimization for everyone, which can help our partners to find more valuable paying users.
Snapchat has nearly 100 people in China, we have an office in Zhongguancun in Beijing, and an office in Shenzhen, our team covers business, operations, planning, materials, marketing science (data), engineers (to solve technical problems, similar to API three-party data docking), which is a very complete architecture.
We also have five very good ** business, including International, Feishu Shennuo, Yidong Advertising Media, Lanhan Interactive and Titan Technology, we may have had some contact with them when cooperating with others**, if you have the intention of trying Snapchat, you can contact these five ** business, they can provide you with all the information and knowledge content about us at any time.
Finally, let's share the case of Snapchat, one is the marketing promotion we do, about the celebration of festivals and the acquisition of daily excellent users;The second is the display of AR special effects done with "Genshin Impact" last year, because the two-dimensional content can't break the wall, so the scene is displayed, using front and rear camera projection, and it's a 360-degree new map, characters, and scenes are displayed in many aspects, and at the beginning of next year, "Genshin Impact" has a new version, and we still have new content for everyone, now leave a puzzle first. Lilith has cooperated with us for more than two years, and all Lilith's ** products have cooperated with us, which is a relatively high-ranking casual game that you can see in the United States, and it has just started to cooperate on Snapchat this year, but it has grown very fast and the product performance is also very good.
Finally, to summarize briefly, snapchat is a very high annual growth rate, and the user base is very large, our focus is in the United States, the Middle East, Europe, we have 78% of mobile game players, users with very strong payment ability, as well as a complete operation plan and knowledge system, as well as a very good team and business, I hope to have the opportunity to achieve better cooperation with you in the future, thank you.