To avoid getting lost in a huge amount of content. Media utilization know-how for game developers [CEDEC 2024]

On August 22, 2024 at the game developer conference "CEDEC 2024," a session called "Media utilization know-how to maximize content value for game developers" was held. In this session, Mr. Kenji Hiruta, Special Executive Officer and Head of Game Business at TBS Television, took the stage and talked about how to carry out promotions by leveraging the power of media, how to create a group that benefits both parties, and synergies. The effects were introduced.

Mr. Hiruta

As some of you may know, he started his career as a game developer, and was also involved in the management of "Dynasty Warriors Online" as the local manager in Canada. Since then, he has launched a number of new businesses and worked as a strategic advisor, and is currently working on a wide range of businesses as the business manager of TBS.

First, he shows a graph of the number of games released on Steam, pointing out that this number is increasing year by year. Even if you make a good game, there is an undeniable risk that it will be lost in the world.

Meanwhile, there are an increasing number of cases in which media companies such as publishers such as TBS GAMES and broadcasting stations are entering the gaming industry in earnest. Rather than saying that the number of rivals has increased, they would like to see this as an expansion of possibilities for collaboration with media companies.

Therefore, in this session, he would like to convey know-how and precautions when using media for game promotion.

TV reaches 1 million people for every 1% viewer rating When using TV commercials, there are two types of TV commercials: time commercials and spot commercials. Commercials that are broadcast as a so-called "program sponsor" are called time commercials. The feature is that it can deeply appeal to viewers, and if the program content is good, it can also be expected to have the effect of improving the image of the sponsor.

There are some forms of provision, such as those provided by one company, such as Canon's ``World Heritage'' and Asahi Breweries' ``Bescon Gourmet,'' and there are also forms of joint provision provided by multiple sponsors.
There are two types of broadcasting areas: net time, which broadcasts nationwide, and local time, which broadcasts only to specific broadcasting station areas.The former has more influence, but it also costs more.
These can be purchased twice a year: during the spring reorganization period and during the fall reorganization period. Basically, it is positioned to be used for corporate branding, not for new product sales.




The other type of spot commercial is a commercial that runs across multiple programs and affiliated stations within a specific period. This is often used when a new product is released.
Broadcast area and purchase timing are free, but it is also a format that requires work and effort each time you post an ad. Basically, if you bring your story to an advertising agency two to four months before you want to air it, the advertising agency will create a plan for publication and the commercial itself.
Prices are "market prices" that vary greatly depending on the time of day, region, season, remaining commercial slots, etc., so it's best to consult with us on a case-by-case basis.

In addition to running commercials, it is also possible to produce and air programs. For example, one possibility would be to create an e-sports program and create a tournament for the game you want to promote.
It is said that television reaches 1 million people for every 1% viewer rating. Producing that program and using it for promotion can be said to be the ultimate way to use television. However, not everything is possible, and various conditions may have to be met.

Mr. Hiruta will now explain the business model of television stations. As shown in the slide, advertising fees from advertisers go through agencies and become revenue for key stations. On the other hand, local stations purchase programs (broadcasting rights) from key stations, but the key stations are in the position of purchasing the time slots in which the programs are broadcast.

Because of this relationship, it is difficult to coordinate broadcasting programs from a national network, and some network stations may feel that there is a weak reason to broadcast esports programs (local viewers may not be asking for them, sponsors may not want them). etc.). In that case, it would be possible to air the commercial by purchasing a commercial slot on an internet station, but the cost would be enormous. News and dramas can be broadcast nationwide because they are attractive programs to local stations.

However, if it is a local program that only covers the Kanto region, TBS would be able to make it happen easily since it would only require a contract with one company. The theory is to create a synergistic effect by taking advantage of the increased recognition through television and at the same time placing acquisition-oriented advertisements such as web advertisements.
Although it is possible to reduce costs by producing mini-programs that are 15 minutes or less, they want people to understand that adjusting the broadcast slot may be more difficult than expected.

Exposure on information programs is also one way to utilize television. However, in order to be featured in these information programs, a certain amount of news value is required. This is because, after all, television is broadcast on public airwaves, so private use of programs is strictly restricted. However, if there is newsworthiness, the chances of it being featured on information programs increase.

・Things that affect many people
・What just happened
・New information that was previously unknown
・A familiar event for many people
・Unusual event
・Involvement of celebrities and famous companies

Since these types of matters are highly newsworthy, they are more likely to be covered in information programs. If these things are kept in mind not only by the promotion team of the work but also by the development side, the number of cases that will be covered will increase, so it is a point that should be kept in mind when using the media.

How to use each media effectively

Next, let's talk about radio and podcasts. If the work has good sound and popular voice actors, it is naturally a suitable medium. In terms of cost, it is also cheaper than television, and broadcasting slots can be adjusted relatively easily.

Incidentally, podcast users are characterized by their preference for more in-depth information and information that leads to new discoveries. If your game is original, if you highlight how it was created in a program that is ``unconventional,'' people may be impressed by it more deeply than you might expect.

Next is the use of web manga. Apparently within the TBS Group there is Manga Box, which distributes manga through smartphone apps, and a company that produces manga itself and provides it to LINE Manga, etc.

However, the business model surrounding web manga is quite unique, with popular web novels becoming web manga, popular works among them being made into anime and dramas, and even more popular works being made into movies and games. It has become a pyramid-shaped model in which only ``works that sell'' survive.

　Promotion through web manga can be difficult because controlling the content of the manga too much for promotion tends to undermine the manga artist's unique characteristics. If you still want to make use of it, it's best to try something lighter like a 4-panel manga, or take the plunge and bring the story to a popular boys' manga magazine instead of a web manga.

Among new media, I would like people to pay particular attention to on-demand video services. You can also post commercials here, and you can also run ``clickable ads'' that send you to a site that sells the product by clicking on the screen.

For example, getting people to know about the game through commercials before the program (pre-roll) and during the program (mid-roll), and then clicking on the advertisement after the program ends (post-roll) to lead them to a purchasing site is also wasteful in terms of cost on the advertising side. This makes it possible to create a flow that is favorable to the users who watch the program.

By the way, TVer ads can also be used for audience targeting ads. This refers to targeted distribution tailored to a user's interests and attributes, making it possible to deliver advertisements tailored to the programs the user is watching, interests, life stage, and personal attributes.
There is also something called demographic targeting advertising that can be combined with survey data to send ads to only the most effective people.
　The higher the amount of commercials posted, the more people will see them, but even if they reach people other than the target audience, they are less effective as direct sales promotions. The great thing about on-demand advertising is that it can deliver advertisements to the target audience.

　Horizontal or simultaneous development using other mediums of expression, such as animation and stage play, is also conceivable. For example, one method is to produce and air an anime based on a game. These will become easier to achieve by collaborating with media game companies that already have the know-how.
On the other hand, it is important to note that if there is a lag between the program's broadcast period and the game's release, it will have a major impact. It is not uncommon for it to take more than two years from the time an anime or drama is planned until it is aired. The key is how to match the timing with the product.

Finally, regarding the promotion by the announcer. Recently, the number of announcers who are active as influencers on YouTube and SNS is increasing. There are many people who profess to love games, such as TBS's Risa Unai, and opportunities for collaboration should increase in the future.

然而，有一些要点需要注意。如果播音员与某家公司关系密切，他们可能会受到限制，例如让他们很难出现在竞争对手公司赞助的节目中。广播电台也需要对社会公平。由于播音员充当了电台的门面，简单的产品公关似乎很难做。
不过，这也因具体情况而异，并且在许多情况下可以解决问题，例如高度公开的活动或由许多公司赞助的大型活动，因此请随时与我们联系以了解每个项目。

通过这些技巧和预防措施，企业将能够传播有效的信息，媒体将能够播出高质量的节目，创造双赢的关系。至此，本次会议结束。
此外，在游戏推广方面，通过与TBS GAMES等合作，我们可以共同想出向用户传递信息的方法。 “我想让你先给我打电话。”

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