數據對於遊戲市場營銷者的角色轉變有何影響

作者:Sponsored Article

精確的參數對於設計的重要性

不久前的市場調查以及來自設計團隊的各種見解爲我們提供了大量有關遊戲設計的信息。現在,深度的數據追蹤監視着玩家所採取的每一個步驟。如此設計師便能夠掌握並回應任何改變了設計過程的看法以及遊戲的市場營銷方式。

以前,開發團隊是不可能接觸到遊戲的市場營銷,而現在一些充滿遠見的公司已經將市場營銷帶到他們的開發過程核心中。免費遊戲模式的發展始終伴隨着數據可用性以及當前市場營銷所擁有的戰略性作用,但是發行商與開發者們是否能夠跟得上這種範式轉移呢?

marketing(from gamesindustry)

marketing(from gamesindustry)

先從瞭解你的數據開始

根據遊戲發行商Craduga GmbH的市場營銷副總裁Andrea Casalinga,市場營銷部門掌管着有關遊戲,用戶獲取,廣告,與用戶粘性相關的用戶留存等所有活動。在Craduga中,數據科學始終排在遊戲開發策略的前列,並會推動市場營銷活動的發展。Casalinga說道:“不管是用戶獲取還是用戶留存,我們的主要需求都是‘科學的’分析數據。商業智能在現在任何遊戲中都扮演着主導角色。”

“每一款遊戲都擁有無數追蹤調用能夠確保每一個改變都處於正確的方向上。這裏的關鍵在於測試。就像在我們的部門中,我們會測試任何一個小小的變量的每一個小小的細節或者一個完全不同的方法。測試是尋找解決方法並作出調整的最佳方法。”

來自External Games,同時也是羣組通訊和社區遊戲應用公司Palringo的前CMO的Magnus Alm也表示贊同。他表示Palringo從一開始便是基於參數而運行,而最近他們一直在努力完善其分析工具。

Alm說道:“我們嘗試着確保作爲一家公司的我們能夠了解用戶的行爲以及他們對於我們的產品,更新和整體用戶體驗的反應。產品擁有者需要深入研究各種參數,並基於事實而非假設去明確開發任務的先後順序。我們的性能營銷經理便會不斷挖掘各種數據,並深入研究各種渠道以及遊戲性能,如此我們才能更有效地完善我們所需要的市場營銷方法。”

模糊的界限

團隊間的整合與交流就像模糊的活動與宣傳之間的界限一樣。而用戶獲取與盈利就像一枚貨幣的兩面一樣,用戶粘性和用戶留存將推動這兩種活動所創造的價值的發展。

手機遊戲工作室We Play Dots的市場營銷負責人Christian Calderon通過說明他們工作室要求對於遊戲內部盈利與遊戲外部市場營銷提供完整的市場營銷支持去解釋這一點。“因爲開發者經常與同一渠道的合作者一起致力於用戶獲取方面的盈利,他們的努力將在運行用戶獲取的羣組中相輔相成併發揮最佳作用。”

Making Fun的首席執行官John Welch提到了在今天的免費經濟環境中,我們需要基於動態的用戶行爲數據以及整個團隊間的交流而持續對產品進行優化與完善。

Welch說道:“在這一過程中,跨團隊交流是對於受數據驅動的優秀設計的反饋,我們也相信出色的業務是基於市場營銷團隊與產品團隊之間有效的團隊交流而建立起來的。我們還相信這是整個公司創造有趣且吸引人的產品的責任,並且這能夠讓世界各地的用戶瞭解到這些產品。”

作爲一種觀察覈心的市場營銷

市場營銷者所扮演的角色已經擴展向一個全新的領域,如遊戲開發。因爲現在的市場營銷扮演着更加重要的角色,而在接收並理解了用戶獲取,用戶留存於盈利等遊戲數據後,對於市場營銷者來說的下一步便是將這些觀察整合到全新遊戲的開發中。

Quest Complete Consulting的聯合創始人Margeaux Sullivan便見證了市場營銷的發展,即變成一個利用科學數據所提供的觀察去呈現全新遊戲的價值主張的更重要的數據驅動的角色。

Sullivan說道:“作爲市場營銷者,與開發者緊密合作去了解他們關於遊戲的看法並討論他們如何將自己的遊戲與同類型其它遊戲區分開來是非常重要的。同時保持與分析者的交流也非常重要,因爲他們會提供給你有關元數據的背景與可視化內容,他們會測試一些理論並將整個團隊帶向基於事實的決策制定中,同時他們還主張更有效的數據理解而不是各種猜測。開發者將決定哪些遊戲機制較吸引人,而分析者則會傳達社區對此的看法。”

隨着手機遊戲產業進入一個飽和的免費市場,市場營銷者不再扮演一個單一的角色,他們的手將伸向遊戲中的每個環節。

deltaDNA的首席執行官Mark Robinson說道:“最近幾年裏我們看到市場營銷者的角色已經遍及遊戲開發的每個領域,即從用戶獲取,用戶留存到盈利。這種擴展主要是受到詳細數據的可用性的發展,數據科學家的出現以及市場營銷者在理解並使用數據的核心角色的形成等方面的影響。”

“現在對於市場營銷者來說最重要的是,他們能夠使用豐富的數據和先進的工具去了解用戶粘性,運行測試,創造詳細的玩家細分,並推動巧妙的玩家互動。”

就像我們在deltaDNA所看到的那樣,未來所有玩家數據將被整合到一個單一的環境中並創造出各種強大的工具幫助市場營銷者在免費遊戲中(遊戲邦注:在這裏盈利與虧損所需要的改善方法也是不同的)進行分析,測試與盈利。

當市場營銷者隨着手機遊戲產業不斷髮展時,這些數據類型對於他們來說也會越來越重要。

本文爲遊戲邦/gamerboom.com編譯,拒絕任何不保留版權的轉發,如需轉載請聯繫:遊戲邦

How data has redefined the role of the game marketer

By Sponsored Article

And the importance of accurate metrics for better design

It wasn’t so long ago that game design was informed primarily by market research and the insight – credible or otherwise – of the design team. Now, that takes second place to the reams of live, in-depth data tracking that monitors every step players take. Being able to monitor and respond to real-time insight has transformed the design process, and with it the way games are marketed.

Previously, the marketing function sat outside the development team and worked with what it was given; now, forward-looking companies have brought marketing into the heart of the development process. The explosion of the F2P model has gone hand-in-hand with the availability of data and the strategic role that marketing now enjoys, but are publishers and developers up-to-speed with this paradigm shift?

Start by knowing your data

According to Andrea Casalinga, Vice President of Marketing at games distributor Craduga GmbH, the marketing department is in charge of all activities surrounding the game, user acquisition, advertising and retention relating to user engagement. In Cadruga, data science is front and center to game development strategy and drives marketing activity. “From UA to retention, the main need is to have ‘scientists’ analyzing numbers,” Casalinga said. “A role that is now mandatory in any game is Business Intelligence.”

“Every game has hundreds of thousands of tracking calls to make sure every change is in the right direction. Here, the key is testing. Within my department we test every small detail against a small variation or againsttaking a completely different approach. Testing is the best way of finding solutions and making improvements.”

Magnus Alm, Head of External Games and former CMO at group messenger and community gaming app company, Palringo, agrees. He said Palringo has been metrics-driven since its inception, but it has recently been working hard at refining its tools for analytics.

“We are trying to make sure that we, as a company, have a common understanding of the behavior of our users and how they react to our products, updates, and overall user experience,” Alm said. “The product owners are deeply engaged with the metrics, and make sure that the priority of tasks for development sprints are based on facts rather than assumptions. Our Performance Marketing Manager is also constantly digging down into the data, looking at both channels and game performance, so we can effectively refine our marketing approach as needed.”

Boundaries blur

Integration and communication between teams has developed as boundaries between activities blur and converge. Acquisition and monetization have become two sides of the same coin, with player engagement and retention driving the value derived from both activities.

Christian Calderon, Head of Marketing at mobile game studio We Play Dots, explains this by saying that his studio requires full-time marketing support on both in-game monetization and marketing outside the game. “Because a developer is often working with the same channel partners on the monetization side as they are on the user acquisition side, these two efforts work hand-in-hand and function best, for this studio, under the same group that is running user acquisition”.

John Welch, CEO of Making Fun, makes the point that today’s freemium economic environment requires continuous product improvement based on dynamic behavioral user data and cross-team communication.

“In this pursuit, cross-team communication is the feedback lubricant for superior data-driven design, and we believe that great businesses are built on healthy cross-team communication between marketing and product teams,” Welch said. “We also believe that it is the entire company’s responsibility to develop fun and engaging products, and to drive awareness for these products to millions of people all over the world, we are all delineated within that objective.”

Marketing as an insight hub

The role of the marketer has expanded into new and previously unchartered realms, such as game development. Because marketing is now taking a more central role; receiving and interpreting game data across acquisition, retention, and monetization, the next logical step is for the marketer to feed this insight into the development of new games.

Margeaux Sullivan, co-founder of Quest Complete Consulting, has watched the evolution of game marketing first-hand, into a more central data-driven role that involves utilizing insight provided by the data scientists to inform the value propositions of new games developed by marketers.

“As a marketer, it’s important to work closely with developers to understand their vision of the game and to discuss how they will differentiate this game from others in the genre,” Sullivan said. “It’s also important to keep in constant communication with analysts, because they provide context and visualization of raw data, they contribute to and test theories, and they steer the team towards fact-based decision making, and they encourage a meaningful interpretation of data rather than a hunch. The developers decide which game mechanics are compelling, and the analysts reveal whether the community agrees.”

With the evolution of the mobile games industry into a saturated freemium market, the marketer is no longer a single role, but rather one that permeates all aspects of the game.

Mark Robinson, CEO at deltaDNA said, “In recent years we’ve seen the role of the marketer develop across all areas of the game, from acquisition and retention through to monetization. This expansion has been driven by the increased availability of detailed data, the employment of data scientists, and the marketers’ centralized role in interpreting and acting on data.

“It’s now of primary importance to marketers that they have access to rich data plus the advanced tools required to help them understand player engagement for themselves, run tests, create detailed player segments, and generate intelligent player interactions.

The future, as we see it at deltaDNA, lies in the collection of all player data into a single environment and the creation of powerful tools for marketers to analyze, test, and monetize, particularly in F2P where marginal improvements can be the difference between profit and loss.”

This type of data has become even more important to marketers, as they continue to evolve with the burgeoning mobile game industry.(source:gamesindustry)