Inside Asian Gaming

IAG DEC 2021年12月 亞博匯 98 ALL-IN DIGITAL SOCIAL E-GAMES Tangential to virtual worlds, the domain of e-games continues to enjoy unparalleled popularity among the under 40s market, forming a main pillar of the digital economy. Unfazed by Chinese government regulations introduced this summer which restricted playing time of under- 18s to a maximum of three hours per week – affecting just 7.3% of the gaming population – the e-game market remains dominant and presents an attractive social tool and advertising opportunity for companies to target new customer acquisitions. Placement within the large free- to-play battle royale titles, such as Honor of Kings, PUBG and League of Legends, has proved particularly effective. Branded in-game marketing has taken the form of limited edition branded- skins, weapons, vehicles and other cosmetics designed for particular events which players can collect, trade and purchase for in-game use. Special stages have also emerged as fertile ground for brand collaborations involving entertainment companies for new film or product launches, with themed crossover stages depicting locations and characters released to coincide with film openings. Similarly, battle royale games have presented an emerging platform for a number of in-game music concerts produced by leading artists, with full- scale light and sound shows. During the pandemic, when large scale in-person concert venues were Brand placement within the large free-to-play battle royale titles has proved particularly effective. 事實證明，在大型免費對戰遊戲中的品牌植入特別有效。