營銷平臺分享手機遊戲的五個最佳盈利實踐方案

本文原作者:Johannes Heineze 譯者:ciel chen

在免費增值模式成爲手機遊戲的主流的情況下,手遊開發者爲了把遊戲做成功,他們必須掌握盈利的藝術與科學。其中一種典型模式的就是將廣告和App內購(IAPs)相結合。我們和非常多的遊戲開發者有過合作盈利經歷,所以我們也知道了哪些方法行得通,哪些是行不通的。以下,我將就此提出手機遊戲的五個最佳盈利實踐方案。

mobile game monetization(from develop online)

mobile game monetization(from develop online)

1:在遊戲設計階段就開始謀劃盈利策略

先做遊戲,再想如何盈利也是能賺到錢的,不過如果你能在構建遊戲之前就認真考慮好軟件內付費內容是哪些,那這樣的遊戲會更成功的。這裏一定要把用戶體驗放在第一位:認真考慮廣告投放處是否會影響到遊戲體驗或者讓玩家感到不滿(還是說廣告本身就是整個遊戲機制的一部分了)?如果你有提前做好這種策略性的規劃,那你的遊戲就有可能讓玩家願意爲付費內容買單來進行更深入的遊戲探索;還有廣告投放的位置也能有鼓舞玩家繼續體驗遊戲的效果。儘管成功的虛擬經濟是需要不斷進行測試的,但在整個對手遊設計的觀察過程中——提前做好計劃,一開始就構想出健全的方案——這裏可是大有說道的。

2:用廣告收入延長遊戲的用戶生命週期(LTV)

很多情況都是——遊戲開發者只在算用戶生命週期的時候才把注意力集中在IAP上。然而,若是把廣告收入同用戶生命週期考慮在一起,你就會更有自信地爲每個新用戶花更多的錢。不過這比你想的要更難就是了——但是如果把廣告收入平均到每個用戶身上,這是完全足夠的——這更像是通過廣告來增加盈利收入。你必須記住的這點:低CPIs(每安裝成本)往往意味着低質量的用戶保留和低質量的用戶App內消費,所以把廣告收入化爲對用戶生命週期的延長很重要。廣告商給我們用在LTV上的CPIs常常只有他們真正廣告收入的20-30%——這樣造成的結果就是他們獲取的用戶在IAP表現上質量不高。所以你得從一開始就把廣告收入轉化爲LTV來彌補這方面的不足。

3:讓用戶清楚你的IAP價值

要知道,玩家都希望能知道IAPs的價值和優勢所在。在價格方面,如果你要批量賣,你得讓玩家清楚他們單買1.99鎊和批量買9.99鎊是省在了哪裏。最好把折扣寫清楚省的他們自己計算。相似的,在不同物品的購買上,確保玩家清楚地知道這件物品能對遊戲性起到怎樣的強化效果。這件物品能不能讓玩家有所優勢或者讓遊戲更加好玩呢?然後就是把這些答案都寫在說明欄裏。這裏的要點在於:你希望儘可能地減少用戶對付費內容的理解偏差,讓溝通交流盡可能地簡單明瞭。不要讓用戶對買的東西還得費力氣去想很多,你要把他們會想到的問題都清清楚楚寫出來。

4:如果你還有沒有投放獎勵性視頻,可以試試看

如果你的遊戲合適投放獎勵性視頻,但你居然不用這個當下手遊最火的廣告模式,那你肯定是個笨蛋。獎勵性視屏能這麼火也是有道理的——這個模式的一大好處就在於基本上你可以通過這個模式兩方面賺錢:廣告和IAPs。但是有些手遊開發者會擔心了:這種獎勵性視頻有可能減少玩家對物品和貨幣的購買行爲(如果能免費那你還花錢幹嘛?),不過事實上恰恰相反:當你讓非付費玩家接觸了那些需要花錢的東西,這反倒增加了他們轉爲付費玩家的可能性。不過,就像之前提到的,你可不能隨意地在任意時間和位置投放這些視頻,然後還指望這能有完美的見效——你應該在構建遊戲的時候就計劃好哪裏可以設置獎勵性視頻,時間要早,頻率要高,還要去測試看看它運轉的如何(包括測試獎勵玩家的貨幣多少合適)。

5:遊戲內活動和促銷活動的舉辦

遊戲內活動可以包括限時比賽、主題人物獲取和限時名人挑戰這些內容。幾乎所有以限時參與形式的新活動都能鼓勵玩家更加投入你的遊戲。我們就見過排名第一的遊戲滑到了20名或者更低,但他們通過遊戲內活動,重新衝回了排行榜前十或者更高。普遍說來,辦活動的遊戲開發者在活動期間,基本上都能看到日活躍用戶平均收益的大幅度升高。不過呢,對於遊戲內活動來說,創意是很重要的,開發者得確保辦的活動能讓玩家產生參與的慾望以及利用假期來玩的想法。

當然限時促銷活動和特殊禮包也是讓玩家投入更多金錢的好方法。

最後,確保你有合適的架構來處理大部分的服務端事項。你不用一直在整個流程中全程死守,你可以很靈活地做到及時反應(比如想一個合時宜的活動來呼應當下流行文化中正在發生的事)以及適時叫停活動。不然要是你的玩家裏有一半人一直到1月15號才安裝遊戲,那你的聖誕主題更新還有什麼玩頭?

總之呢,手機遊戲要想賺錢是要需要有各種謀略的,其中大部分都要求開發者要對用戶體驗有強烈重視感以及具備“深謀遠慮”的才識。所以開發者應該做到以下五件事:在構建遊戲的開始就應該做好盈利規劃;讓用戶清楚地瞭解IAPs價值所在;讓大部分的獎勵性視頻都能在IAPs和廣告方面獲取收入;在計算LTV時把廣告收入也算入在內;最後,經常定期地舉辦一些活動——真的沒什麼比靈巧好玩的遊戲活動更能吸引玩家的了。

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The five best practices for mobile game monetisation

By Johannes Heinze, AppLovin

Given that freemium is now the dominant model for mobile gaming, mobile game developers must master the art and science of monetisation in order to be successful. Typically this requires some combination of running ads and offering in-app purchases (IAPs). At AppLovin, we’ve worked closely with thousands of game developers to monetise their games and have seen what works and what doesn’t up close. Here are five best practices for getting your players to make purchases in your games.

1: Plan your monetisation strategy during game design

It is possible to make good money by building your game first and then thinking about how to monetise it, but you’re going to be more successful if you carefully think through where to place in-app purchases and ads even before you build. Always keep user experience top-of-mind: are the ads placed in such a way that they don’t disrupt game play and alienate players (or are they part of the game mechanics themselves)? If you plan early and strategically, you’re more likely to devise IAPs that encourage players to go deeper into your game and place ads in ways that encourage them to continue to play. While successful virtual economies do require testing and constant, thorough attention, there’s a tremendous amount to be said for planning early and building sound approaches from beginning.

2: Factor ad revenue into your life time value (LTV)

All too often, game developers focus on IAP only when calculating life time value. But accounting for ad revenue within LTV allows you to more confidently pay more per new user. This is more difficult than you expect – but it’s totally sufficient to work with averaged out ad revenue numbers per users – more like a revenue uplift through advertising. You have to remember that low CPIs often mean lower user quality in terms of retention and IAPs, so it’s important to factor in ad revenue. Too often advertisers give us CPIs that are 20-30 percent of their true ad-revenue adjust LTVs. The result is that the users they acquire aren’t high quality in terms of IAPs. So you serve yourself well by factoring in ad revenue to your LTV from the get-go.

3: Make the value of In-App purchases clear

Players like knowing both the value and the advantages of IAPs. With currency, if you’re offering it in bulk, make it clear what the savings are if a player spends £9.99 rather than £1.99. Show them the percentage savings so they don’t have to do the calculation themselves. Similarly, with items, make sure it’s clear to the player exactly how the item will enhance gameplay. Will it give the player an advantage or make the game more fun? Then say so in the description of the item. The point is you want to lessen the friction as much as possible and make conversion as easy as possible. Don’t make the user have to think too much about what they get for the IAP. Spell it out.

4. Check out rewarded video, if you haven’t already

If rewarded video ads are appropriate for your game, you’d be a fool not to take advantage of one of the hottest format in mobile advertising. The hype surrounding rewarded video is well-deserved. One of the great things about the format is that you basically make money off it in two ways: the placement of the ad and IAPs that result from the rewards. While some mobile game developers worry that rewarded video will deter players from buying items or currency (why pay for something when you can get it for free?), actually the reverse is true: when you introduce non-paying players to what they can get with currency, the chances that they’ll convert and buy it themselves actually increases. But, as noted earlier, you can’t just drop it in anywhere at any time and expect it to work perfectly — you should plan as you build where to incorporate rewarded video, incorporate it early and often, and test it to see what works (including the amount of currency you reward players with).

5. Host in-game events and promotions

In-game events can run the gamut from tournaments to limited-time, themed characters and limited-time challenges to celebrity appearances. Pretty much anything that you build that encourages your players to engage with your game in a new way for a limited period qualifies. At AppLovin, we’ve seen top games slip to down the ranking to the 20th spot or below, but then do an in-game event and rocket back to the top ten or even higher. Almost universally, game developers who do events see a surge in ARPDAU on event days. With in-game events, however, it’s important to be creative, ensure that the players get something that they want for joining the event, and leverage holidays for ideas.

Limited time promotions or special bundles are also a great way to upsell the user to invest more currency.

Finally, make sure you have the proper architecture to do the bulk of your events server-side. Then you don’t get hung up in the approval process, you can be super nimble about responding to something timely (for example creating an event that riffs on something going on in popular culture), and you can remove the events when the time is right. And what good is your Christmas themed update if half your players don’t install it until January 15th?

It takes multiple strategies to be successful monetising a mobile game, many of which require being keenly aware of user experience and “thinking big.” Plan your monetisation strategy as you’re building your game and make the value of your IAPs clear. Make the most of rewarded video in order to make revenues in two different ways, and always factor ad revenue in when you’re calculating LTV. Last of all, host events regularly and often — nothing engages player quite like a smart, fun event.(source:develop online  )