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July 23 news, today,TikTok for Business Held 2024 GAMEONgameOverseas Marketing Summit. TikTok for Business introduced that currently, the monetization models of overseas mini-games can be divided into In-App Purchase (IAP), In-App Advertisement (IAA) and a hybrid monetization of both, each with different characteristics and advantages.

Among them, IAP mini games not only have a low threshold for overseas transfer, but also are released through TikTok for Business, with rapid recovery. The advertising recovery cycle is generally only 3-6 months, and the fastest game recovery cycle even took only 1 month.

Although IAA mini-game revenue accounts for only about 30%, it maintains continuous growth, nearly doubling in the first half of 2024 alone. According to Tenjin 2024 H1 Review data, the growth rate of revenue mainly comes from the contribution of online alliances. Nearly half of the applications covered by Pangle, a programmatic mobile advertising platform under TikTok for Business, are related to games and highly matched with mini-games, providing a source of traffic for overseas manufacturers.

TikTok for Business introduced that for new manufacturers, when choosing themes and gameplay, they should combine the mini-games with the overall local game industry to make decisions. Taking Japan and South Korea as an example, the local mini-games are currently mainly cartoon, fantasy, and Three Kingdoms themes, and the gameplay focuses on unboxing and placement. Combined with the entire game market, perhaps magic, survival, card,SLG Gameplay is an opportunity for the future

It is reported that TikTok for Business's full-cycle solution can help overseas games find suitable marketing plans according to their own conditions. First, in the pre-registration stage, TikTok for Business provides four steps: selecting the placement, selecting the delivery target, selecting the landing page, and selecting the bid, to help manufacturers to formulate a refined delivery strategy. For example, if a manufacturer wants to get more landing page clicks, he will be advised to use a light landing page on TikTok. Data shows that in this case, the click cost of the light landing page is 15% lower than that of H5.

After entering the big push, manufacturers need to seize the first week's explosive period to achieve maximum exposure. According to statistics, the first week's consumption accounts for about 40% of the 28-day big push period, and among them, the explosive materials have a high contribution rate. Based on the in-depth analysis of past delivery data, TikTok for Business also proposed the formula for explosive materials: eye-catching opening + core gameplay + CTA ending, and targeted SLG,RPG In addition to the rhythm and content of the material, the presence of real people is also one of the keys to success. Data shows that compared with CG presentations, the number of video displays, CTR and consumption of real people have increased by 13%-47%, and real people materials also constitute the main growth in the US and Japanese markets.

In addition, TikTok Creative Challenge (TTCC) can help manufacturers publish material production challenges by themselves. Manufacturers only need to fill out the creative brief, clarify the manufacturer and game name, core gameplay, expected expression methods and precautions, and they can automatically invite official experts to participate in the challenge and produce advertising materials, greatly freeing up manpower.

TikTok for Business also recommends that manufacturers grasp the rhythm and quantity of new advertising plans and make full use of the weekend traffic peak. Especially on the Android side, data shows that if the advertising plan is doubled, the advertising consumption is expected to increase by 126%.

In order to help manufacturers further optimize their delivery performance, TikTok for Business has also launched Advanced Dedicated Campaign (ADC) for iOS and SDK for Android.

This article is from NetEase Technology Report. For more information and in-depth content, follow us.