On how to place online media advertisements, Ren Pingsheng and Xu Tao had different opinions.

Xu Tao is a senior veteran player, he is very familiar with 173, his opinion is: it is better to be bigger than stronger, advertising should be concentrated on the media of the most customers, and the most layout and information should be used to concentrate on publicity to achieve a sensational effect.

Therefore, the best choice is 173, and the main budget should be invested in 173.

Ren Pingsheng basically agrees with Xu Tao's delivery concept, but he has some of his own views on 173.

173 has many advantages, such as a long history of the website, high user recognition, fast information updates, etc., but this website has existed in the form of a portal since its establishment, and it is the most primitive and simple form of advertising + advertorial for the display and promotion of various online games.

These forms are not bad, and in the early days of the Internet, most portals did this, and the results were good.

But now it's 2007, Internet users and online game players have changed several times, and today's gamers don't like this one-sided indoctrination and propaganda very much, they prefer to participate in it, they can create their own content, and they can share with each other.

This is WEB 2.0, and the previous game of the portal was classified as WEB 1.0.

The concept of WEB 2.0 was proposed in the United States at the end of 2005, when it was still a controversial term in the global Internet community, and not many people in China really knew the word and understood its meaning, and even fewer really understood its value.

The biggest difference between WEB 2.0 and WEB 1.0 is UGC (User Generated Content), that is, users display their original content through the Internet platform or provide it to other users.

For example, the internationally famous Facebook, YouTube, Wikipedia, the outstanding domestic imitators of Yingban, Youku and Zhifu, as well as Twitter, Weibo, etc., which shine in the era of mobile Internet, WEB2.0 will be in full swing in the next ten years, and the portal site with unlimited scenery in the WEB1.0 era will be defeated and defeated.

At this time, Tole Games, which had just been founded for a short time, was a typical application of the WEB2.0 concept in online game media.

Ren Pingsheng remembers very well that Dole Games first started with the development of player blogs, guild systems, and online game auxiliary tools, and in just a few years, it exceeded 17173 and became the boss of Chinese online game media.

Of course, Ren Pingsheng was not in a hurry to transmit this concept to Xu Tao at this time, he changed it to a more simple and vivid statement.

"Do you remember what is the most nostalgic advantage of "Dream Three Kingdoms" for players, right?"

Xu Tao's face showed a look of longing, and his voice became softer.

"Creation, every Dream Three player regards the game as a part of life, they will dig into the fun of the game by themselves, and many new ways to play are discovered by players, and I didn't expect things when I planned it, but they created them. ”

Ren Pingsheng applauded in approval, and he took advantage of the opportunity to say:

"That's right, this is the effect I want, and we should also introduce this idea in media publicity, not simply by the online media to instill players, but also to mobilize the energy of players, by themselves to create content, to publicize, and to attract new players. ”

"For example, we can let players build their own guilds, build blogs belonging to guilds, take screenshots of their content, photos, videos, and voices in the game, and broadcast them online to share with other players. ”

Xu Tao couldn't help but interject: "We don't call it 'guild' in "Ideal World", we call it 'gang'. ”

"Okay, gangs are gangs, one thing. The better the individual spreads, the stronger the overall strength of the gang, and the greater the advantage it can have in the group battles in "Ideal World". ”

"In this case, the gang will also turn upside down and organize players to disseminate, as long as we take out a little profit to share, we can mobilize countless players to promote for us, which is called game self-media. ”

The more Ren Pingsheng spoke, the more excited he became, and the words that popped out of his mouth were more advanced than the other, making Xu Tao stunned when he heard it.

"What, what media?"

"Self-media is a new Internet concept for ordinary people to build their own media and promote their own voices. ”

Now that the words have been spoken, Ren Pingsheng has no choice but to take the trouble to explain, but at the beginning of 2007, when Weibo, Moments, and public accounts did not appear, it was too difficult for people to understand what "self-media" was all about.

Xu Tao really didn't understand what he heard, and he said with a drooping face:

"Mr. Ren, the ideas you said are good, but how to achieve them?"

Ren Pingsheng patted him comfortingly on the shoulder and said:

"We can't do it alone, but we can find someone to work with. ”

"Who are you looking for?"

"Dole Games.

In the end, Ren Pingsheng made a decision, and the first batch of marketing expenses of "Ideal World" was budgeted at 2 million yuan. Among them, 50% will be placed in 173 for traditional advertising and promotion, 10% will be placed on Xinlan Games to be a game theme station, and 40% will be placed on Duole Games for cooperative construction of player gangs and game self-media.

In cooperation with Dole Games, Ren Pingsheng did not fake his hands to others, but did it himself, because his trip was not only for marketing, but also to invest in the parent company of Dole Games, Happy Times.

At the beginning of his rebirth, Ren Pingsheng had formulated a "five-year plan", one of which was to invest in the embryonic Internet listed companies.

After the success of Dole Games in the online game media, Happy Times entered the field of live broadcast through the research and development of YY game voice, and was listed on the NASDAQ in 2012, with a market value of 42 billion yuan.

Not only that, with the help of the YY platform and the resources of Dole Games, Happy Times has also incubated emerging businesses such as Maoya live broadcast, occupying a leading position in the future thousand broadcast wars and becoming a comprehensive provider of online entertainment.

Although it has achieved second place in the field of online game media, it is far behind 173 in terms of revenue, and has lost money for three consecutive years, and is very thirsty for VC and PE funds.

Ren Pingsheng's investment in Happy Times will not only help the promotion and release of "Ideal World", but also reap a lot of returns in the future, which will also be beneficial for entering the entertainment market such as live broadcast, voice, and video in the future.