Web3 游戏营销：P2E 成功的 8 种策略

If you're looking to market a Web3 game or play-to-earn (P2E) project, you've come to the right place. This comprehensive guide will walk you through effective marketing strategies, best practices, and key considerations for promoting your Web3 game in today's competitive landscape.

Web3 gaming represents a paradigm shift in the gaming industry, combining blockchain technology with traditional gaming elements to create new experiences and economic models. 

As this sector rapidly expands, with a projected market size of US$23 billion in 2023, effective marketing has become crucial for standing out and attracting players.

In this article, we'll explore the unique aspects of Web3 game marketing, dive into top strategies for success, and provide actionable insights to help you craft a winning marketing plan for your P2E project.

What is Web3 Gaming Marketing?

Web3 gaming marketing refers to the strategies and tactics used to promote blockchain-based games that leverage decentralized technologies. It encompasses a range of activities aimed at raising awareness, acquiring users, increasing retention, and driving adoption of Web3 games.

Unlike traditional game marketing, Web3 gaming marketing focuses on highlighting unique features such as true digital asset ownership, play-to-earn models, and community governance. 

It requires a deep understanding of both gaming and crypto audiences, as well as the ability to articulate complex concepts in an accessible way.

What are the top Web3 P2E marketing strategies?

The most effective Web3 P2E marketing strategies combine traditional gaming promotion techniques with crypto-native approaches. Here are seven key strategies to consider:

1. Ad Networks and Paid User Acquisition
2. Gamification of Marketing Campaigns
3. Community Building and Engagement
4. Referral and Viral Loops
5. Influencer and Content Creator Collaborations
6. Cross-Community Promotions
7. Build Links and Exposure Through Guest Posts
8. Event Marketing

1. Ad Networks and Paid User Acquisition

Paid user acquisition involves using targeted advertising to attract new players to your Web3 game. This strategy leverages ad networks and platforms frequented by crypto and gaming enthusiasts.

To implement this strategy, identify relevant ad networks, create compelling ad creatives that highlight your game's unique features, and optimize campaigns based on performance metrics. 

Blockchain-Ads is a popular platform for Web3 game advertising. Blockchain-Ads allows you to target players based on the crypto games they play or gaming tokens they hold.

Paid user acquisition on Blockchain-Ads can deliver quick results and help scale your player base rapidly. It allows for precise targeting, measurable ROI, and the ability to reach audiences beyond your existing community.

However, it requires careful budget management and continuous optimization to ensure cost-effective player acquisition.

2. Gamification of Marketing Campaigns

Gamification in marketing involves applying game-like elements to promotional activities, creating engaging experiences that resonate with players.

To gamify your marketing, design interactive quests, challenges, or competitions that align with your game's theme. Implement reward systems using tokens or NFTs to incentivize participation. For example, you could create a series of mini-games or puzzles that unlock exclusive in-game assets or early access to new features.

Gamified marketing campaigns increase engagement, foster a sense of achievement, and create memorable brand experiences. They can also serve as effective onboarding tools, familiarizing potential players with your game's mechanics. 

Additionally, gamification can boost viral sharing and word-of-mouth promotion as players share their achievements.

3. Community Building and Engagement

Community building is a cornerstone of Web3 game marketing, focusing on creating and nurturing a dedicated player base.

To build a strong community, establish a presence on platforms like Discord, Telegram, and Twitter. Host regular AMAs (Ask Me Anything sessions), create engaging content, and encourage user-generated content. Implement governance mechanisms that allow community members to participate in decision-making processes.

A thriving community serves as a powerful marketing asset, driving organic growth and fostering player loyalty. It provides valuable feedback for game development, creates a support network for new players, and can act as a source of user-generated content and viral marketing. 

Moreover, a strong community adds value to your game's ecosystem, potentially increasing the worth of in-game assets.

4. Referral and Viral Loops

Referral and viral marketing strategies leverage your existing player base to attract new users through incentivized sharing and word-of-mouth promotion.

Implement a referral system that rewards players for bringing in new users. This could involve token bonuses, exclusive NFTs, or in-game advantages. Design viral mechanics within your game that encourage sharing, such as collaborative quests or competitive leaderboards.

Referral programs can significantly reduce user acquisition costs while ensuring high-quality, pre-vetted new players. Viral loops can lead to exponential growth if executed well. These strategies also tend to result in higher retention rates, as referred players often have a built-in support network.

5. Influencer and Content Creator Collaborations

Influencer marketing involves partnering with popular figures in the gaming and crypto spaces to promote your Web3 game.

Identify influencers whose audience aligns with your target demographic. Develop collaborative content such as gameplay videos, live streams, or exclusive in-game events featuring the influencer. Consider creating custom NFTs or in-game assets tied to specific influencers.

Influencer collaborations can rapidly expand your reach and lend credibility to your project. They provide authentic, relatable content that resonates with potential players. Additionally, influencers can offer valuable insights into player preferences and help shape your game's development.

6. Cross-Community Promotions

Cross-community promotions involve collaborating with other Web3 projects or traditional gaming communities to reach new audiences.

Identify complementary projects or games and propose mutually beneficial partnerships. This could involve cross-game asset interoperability, joint events, or shared narrative elements. For example, you could create a limited-edition NFT that has utility in both your game and a partner project.

Cross-community promotions help tap into established player bases and can lead to innovative gameplay experiences. They foster a sense of interconnectedness within the Web3 ecosystem and can significantly expand your game's reach. These collaborations also demonstrate your project's commitment to the broader Web3 vision of interoperability and shared value.

7. Build Links and Exposure Through Guest Posts

Reaching out to partner with relevant websites and blogs can significantly expand your brand's exposure and credibility through backlinks and contributor content.

An effective strategy is to identify web3 gaming sites, crypto publications, metaverse tech blogs, multiplayer game websites, and blockchain resources that accept and feature high-quality guest posts.

Research which sites align closest with your target audience and current traction channels. Make a list of your top 10-20 websites for outreach.

When pitching guest post opportunities, first emphasize the value you can provide their readers. Share some headline ideas for in-depth, insightful content you can create for them.

When written well, these posts attract and engage a site's existing audience while raising awareness and credibility for your game. The backlinks also provide SEO value.

Services like Blockchain-Ads PR distribution network helps speed up the guest post submission process.

8. Event Marketing

Event marketing involves participating in or hosting gatherings that showcase your Web3 game and engage with the community.

Attend major blockchain and gaming conferences to demo your game and network with industry players. Host virtual events within your game or in metaverse platforms to create immersive experiences for players. Organize tournaments or competitions with significant prize pools to attract competitive gamers.

Events provide opportunities for direct interaction with players and potential partners. They generate buzz and media coverage, raising your game's profile. In-game events can boost player engagement and retention, while real-world gatherings help strengthen community bonds and create memorable experiences associated with your brand.

How to market a Web3 game?

Marketing a Web3 game requires a comprehensive approach that spans the entire lifecycle of your project. Here's a breakdown of key activities for each phase:

Pre-Launch Phase

1. Develop a compelling narrative and unique value proposition for your game.
2. Create a website and social media presence to start building your community.
3. Release teasers and behind-the-scenes content to generate interest.
4. Engage with potential players through AMAs and community discussions.
5. Implement a waitlist or early access program to build anticipation.

During this phase, focus on community building and creating buzz. Strategies like influencer partnerships and content marketing are particularly effective for establishing your game's identity and attracting early adopters.

Launch Phase

1. Execute a coordinated launch across all marketing channels.
2. Host launch events, both virtual and physical, to celebrate with your community.
3. Implement referral programs to encourage viral growth.
4. Ramp up paid user acquisition to reach a broader audience.
5. Engage with media outlets for reviews and coverage.

The launch phase is critical for gaining momentum. Leverage strategies like gamified marketing campaigns and cross-community promotions to maximize impact. Paid advertising can help scale quickly, while community engagement ensures a positive reception.

Post-Launch Growth

1. Analyze player data to optimize retention and engagement.
2. Implement live ops and regular content updates to keep players engaged.
3. 扩大网红合作和内容创作者合作伙伴关系。
4. 扩大跨社区促销活动并探索新的合作伙伴关系。
5. 举办锦标赛和特别活动以保持兴奋感。

在此阶段，专注于维持增长和提高玩家留存率。活动营销对于保持社区活跃变得越来越重要。根据绩效数据，继续完善您的付费收购策略。

有哪些成功的 web3 游戏营销案例研究？

一个值得注意的 成功故事是 Aradena Games，一个快速增长的 Web3 游戏平台，专为台式机打造，在深度熊市的代币销售活动中实现了 3 倍的投资回报率。尽管营销推送窗口很短，但区块链广告活动的注册费用也为2美元，TGE经常活跃的玩家获得了4美元的每次点击费用。

你可以在中看到更多令人印象深刻的案例研究 我们的案例研究部分。

Web3 游戏市场有多大？

Web3游戏市场正在快速增长，预计2023年的市场规模为230亿美元。这种可观的估值反映了区块链技术在游戏中的越来越多地采用以及边玩边赚模式越来越受欢迎。

谁是 Web3 游戏玩家？

Web3 游戏玩家通常是精通技术的人，他们对游戏充满热情，对赚钱机会感兴趣。他们通常具有使用加密货币的经验，并且是新技术的早期采用者。这些受众重视数字资产的所有权、透明度以及通过游戏技能获利的能力。

你如何只针对 Web3 游戏玩家？

专门针对 Web3 游戏玩家：

1. 使用以加密为重点的广告网络和平台。
2. 创建解决 Web3 特定主题和痛点的内容。
3. 参与 Web3 游戏玩家聚集的社区，例如 Discord 服务器 和电报群组。
4. 与有影响力的人合作 他们在 Web3 游戏领域拥有大量追随者。
5. 在营销材料中强调游戏的区块链功能和盈利潜力。

哪个广告网络最适合 “边玩边赚钱” 广告？

区块链广告是P2E广告的 “最佳” 广告网络，因为它具有独特的链上行为定位。

你需要代理机构来做 web3 游戏营销吗？

虽然并非绝对必要，但与 专业的 Web3 营销机构 可能是有益的，特别是对于在区块链领域没有丰富营销经验的团队而言。代理机构可以提供应对Web3营销独特挑战的专业知识，访问已建立的网络以及快速扩大营销工作的资源。

但是，许多成功的 Web3 游戏都是由内部团队有效销售的。使用代理机构的决定应基于团队的能力、预算和特定的营销需求。

为什么 Web3 游戏营销比以往任何时候都重要

对于传统的手机、主机或电脑游戏，预先投入巨额的营销预算可以弥补玩家留存率不佳或产品不适合市场。特许经营的知名度和品牌知名度也带来了平庸的游戏。

但这不适用于 Web3 游戏。

区块链游戏的自主性质意味着你也不能依赖应用商店的功能。没有成熟的品牌或角色。观众非常关心代币经济学和社区所有权等因素。

因此，你的 Web3 游戏营销必须 专注于有机增长和真正的产品市场契合度。

当务之急是提高您的每日和每月活跃用户，而不是网站访问量等虚荣指标。精心设计的 Web3 游戏可以以草根方式获得关注和发展，而传统游戏根本不可能做到这一点。

如何制定 Web3 游戏的价值主张

在决定如何推销你的 Web3 游戏之前，你需要明确自己的核心价值主张。这是你的目标用户应该玩你的游戏的主要原因。

潜在价值主张的一些示例：

• 第一款利用 NFT 互操作性的 MMORPG -允许跨游戏资产使用
• 玩游戏并获得真正的奖励 -有竞争力的边玩边赚代币经济
• 真正的玩家所有权 -资产和游戏指导的治理权
• 区块链的无缝集成 -顺畅的入门和入职
• 下一代多人游戏 -利用去中心化基础设施
• 身临其境的玩家同一个世界 -丰富的元宇宙体验

确定差异化的价值主张对于集中宣传和定位至关重要。

不要试图成为所有人的万能——把一两件事做得非常好，胜过普通的说法。