Nike Uses Big Video Games To Attract Eyeballs.

As an internationally famous sports brand

If you don't stay in the shoe and clothing industry, you will step into the video game industry.

As early as in July 2012, Nike turned the real world into a video game inspired by Nintendo super Marie in its advertising film "go to battle".

Today, video games have become the leading entertainment industry in the world, and Nike has also increased its integration with video game culture.

According to Newzoo, a research firm, the global game industry will exceed $91 billion 500 million this year.

According to statistics, over 155 million Americans often play games.

The average age of gamers is 35, of which 44% are female.

The scale of global gamers is even larger. According to DFC Intelligence, there are over 1 billion 400 million players worldwide.

Nike launched the new Kaili Erwin boots Kyrie at the end of 22015 in the 2K NBA 2K16 video game debut.

Not long ago, Nike Jordan brand entered the field of mobile video game for the first time, promoting Chris Paul's new war boots CP3.9.

In order to publicize the $115 sports shoes, Nike has also worked with AKQA, a digital marketing agency, to develop a retro game "Striking Control".

Consumers can play this touchscreen game on mobile phones and computers.

Players can download games on Jordan.com/strikingControl, control Paul's virtual avatar, and travel through the Jordan brand fantasy urban landscape.

Players can move around, cross obstacles and avoid lightning. They can also make Paul's signboard movements, including dribbling under the crotch, dribbling behind the back, fake action, crotch, side step and turn around.

The background music of the game is the mixing version of Energy, which is sung by rap singer Drake and Boi-1da.

Jordan brand spokesman Blaine fargni said the company regards CP3.9 games as an interesting way to display the content directly to consumers.

He said that the game is an extension of Striking Control marketing activities to reflect Paul's agility in the arena and encourage consumers to compete.

AKQA integrates social media into the game experience.

Users can publish tweets and lightning emoticons with #StrikingControl tags and create their own lightning in the virtual game world. When another player is defeated, the lightning you create will appear with your user name.

Fakiy said: "when considering the introduction of games to consumers, cell phones are a clear choice.

We know that people are busy every day and spend a lot of time on mobile devices, so we hope to cater for mobile platforms.

Michael Binet Siti, an analyst at UBS Investment Bank, said that an eternal challenge faced by Nike and its Jordan brand is how to maintain youth, freshness and relevance.

Binet said, "Nike has experienced generations of generations.

And it's very successful. It's not easy for a brand with a long history. "

Binet believes that Nike's recent use of video games is very meaningful, because the way this generation of consumer media is changing.

Binet said: "there are too many millennials or even younger generations who are crazy about video games. Their interaction with peers, or today's social currencies, is in the game."

In addition, the development of game resources is also due to financial considerations.

Binet said that in the final analysis, this is aimed at establishing media impressions and following the focus of public attention.

Binet said: "what is the more meaningful way to advertise for prime customers in NBC TV and spend less money on games to catch their target customers?"

In fact, most NBA players are enthusiastic gamers, including Erwin and Paul, and this is a bridge between Nike and gamers.

Binet said: "if

Knowing that Kaili is a game player will help to tell the story.

The latest issue of new shoes is also related to NBA.

According to reports, Nike recently received a 8 year license for NBA at a cost of 1 billion US dollars.

Binet believes that the authorization of NBA can help Nike promote business and games in the global market.

He said: "it is very smart to choose media such as video games and mobile apps that can be shared across regions."