本文由Bee7和Outfit 的首席营收官Mika Kuusisto撰写

关键词：奖励机制

在手游业的发展过程中，通过给予玩家奖励从而有效而友好地激励他们参与游戏已不是一个新鲜概念了，这是一个在游戏设计中惯常运用的技巧。对玩家在游戏中的积极行为进行奖励也可以扩展到明智而玩家友好型的手游营销中。我们发现通过Bee7对参与奖励体系的玩家进行感谢，无论他们参与的是游戏试玩还是观看了推广游戏的视频，都能有效帮助使用Bee7的游戏开发者提高玩家留存率、参与度并吸引更多新玩家。

这种方法带来的价值远胜过传统的奖励机制，传统做法通过激励手段吸引大量玩家下载游戏，形成看似可观的安装量，而不顾及玩家是否真正对游戏感兴趣，并且后续是否会常常光顾游戏，因此通常无法取得游戏开发者预期的获取并留存高质量用户的效果。为了让玩家持续参与，并最终获得收益，游戏开发者需要考虑的可不仅仅是单纯的提高安装量这么简单。

sceenshot1

手游玩家日渐精明

手游玩家正变得越来越精明，他们明白自己对手游营销者的价值，并且很自然地开始期待世界各地的游戏公司对他们所带来的价值也能够提供一定的回报。

事实上，许多玩家仍然乐于点击游戏或设备中的手游广告，不过前提是明确如何参与、何时参与、以及他们参与时分享到其他平台的内容。

颠覆传统的Bee7奖励机制

Bee7奖励玩家的想法很简单。玩家只有在已安装的应用程序或游戏中自行选择查看Bee7营销内容时才会看到这类内容。玩家在观看了广告商的营销内容（通常是一段短视频）后就会获得奖励（可用于原游戏的虚拟游戏币或其他奖励），而不论玩家是否会后续参与。另外，在Bee7针对安卓系统的解决方案中，我们也会给玩家提供试玩广告商游戏换取奖励的方式。

screenshot2

对于使用了游戏或应用内奖励机制的玩家，在他们查看了营销推广内容之后就会获得回报作为我们对他们的感谢。而且除了获得虚拟游戏币或积分外，玩家有时还可能获得额外的收获，那就是可能会意外发现一款自己心仪而且愿意安装并继续使用的游戏或应用。

不采取传统的奖励下载安装方式的结果从各方面来看都是积极的。对手游营销者而言，让玩家自行参与他们感兴趣的内容有两大好处。

首先，奖励参与制度提高了营销者在推广过程中获取的新玩家的整体质量。游戏《泡泡鸟》(Bubble Shooter Birds)的开发者Banda Games发现，通过Bee7的奖励制度而获得的新玩家中有64％光顾这款游戏达三次或三次以上，并且新玩家中有83%打到游戏第三级。

第二个好处更为重要。参与了奖励体系的玩家更倾向于再次体验游戏中内置的其他应用或游戏，这意味着长期来看，这种方式提高了用户留存率和参与度。

Machine Zone旗下的《战争游戏》(Game of War)也通过使用Bee7让玩家试玩游戏后换取奖励的方式开展吸引新玩家的推广活动，意想不到地增加了游戏的用户留存率。使用Bee7的奖励体系也能平衡游戏中各类玩家（不进行花费、有限花费与大量花费）之间的竞争环境，让他们都可以继续游戏。因此，这种奖励制度不仅帮助市场营销人员达成关键绩效指标，同时也让玩家更能享受到游戏的乐趣。

回到之前所提到的，这就是为什么在游戏推广费用日益攀升，并且必须设法留住玩家的当下，传统的奖励下载安装方式已不适合大部分游戏开发者。

通过为玩家提供奖励作为对其花费了时间与精力观看或体验营销内容的感谢，奖励积极玩家将不仅提高一款手游的整体市场表现，它还可以帮助发行商、广告商以及营销商与世界各地的玩家建立更为强大而自然的互动关系。

（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转发，如需转载请联系：游戏邦）

Rewarded engagement: the future of gamer friendly mobile marketing

by Mika Kuusisto, CRO Bee7 and Oufit7

Keyword: Rewarded

Rewards as a powerful and friendly motivator is not a new concept in mobile game development – this is a common technique already used in game design mechanics. Rewarding users for positive in game behaviour can also be extended to clever and user friendly mobile marketing. We found out at Bee7, the simple act of saying “thank you” to gamers who themselves choose to engage with our rewards system – whether after game play or viewing a video, is actually driving the retention, engagement and acquisition strategy for the developers we work with.

This approach delivers a value that excels where the traditional “incentivized” campaigns have failed many game makers in the past. Traditional incentivized campaigns are about generating high volumes of installs. But less concerned if the users are really interested in the game and whether they will play the game again and again in the future. In that case, the game makers cannot acquire high quality users and retain them. In order to create ongoing engagement and ultimately monetize-developers need to think beyond simplistic install metrics.

Rise of the savvy mobile user

As mobile users become increasingly savvy and aware of their value to mobile marketers, it’s only natural that they’ve begun to expect something in return for what they deliver to companies across the world.

The truth is, many users are still happy to engage with mobile advertising in their games or their devices. But it’s a matter of how they do it, when they do it and what they share when they do it.

Rewards to the rescue

The idea of rewarding users is simple. Users only see Bee7 marketing content when they choose to within an app or a game. In return for in game currency or another reward, the advertiser shows them a piece of content (usually a short video) and provides the reward irrespective of whether they continue to interact with it or not. And in the case of our Bee7 Android offering, we also give users the chance to play an advertised game in return for rewards.

For the users who do interact with a rewards based game or app, they benefit from receiving a thank you for exploring the content. The additional bonus for users being, that aside from receiving virtual currency or points, they might discover content that brings them to a new game or app they actually want to install and play.

The results from not taking an “incentivized” downloads-and-installs approach are positive all round. And for mobile marketers, the fact that users only engage with the content they’re interested in delivers two main benefits.

The first, is that rewarded engagement improves the quality of users marketers get through their campaigns. Banda Games, the developer of Bubble Shooter Birds, found that 64% of users acquired via our rewards system played the game three times or more and 83% of players reached as far as level 3.

But it’s the second benefit is even more important. Users who do engage with a rewards based system are much more likely to come back for more within your app or game – increasing retention and engagement in the long term.

A user acquisition campaign that we ran with Machine Zone in Game of War based on rewarded gameplay engagement had the additional effect of increasing their in- game retention. By using our tool to level the playing field for players who can’t spend, have a restricted spend or to keep heavy spenders going, rewards don’t just help the marketer deliver KPIs; it helps the user to simply carry on enjoying themselves.

And going back to an earlier point, this is where traditional “incentivized” downloads-and-installs in an era of increasing campaign costs and the need to keep players in-game just don’t work for many developers.

By offering users something as a thank you in return for their time and attention, rewarding positive user behaviour won’t just improve your overall marketing performance; it helps publishers, advertisers and marketers alike to build a stronger consensual relationship with users across the world.