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谈免费增值游戏中的促销提醒机制

发布时间:2011-09-05 16:13:30 Tags:,,

作者:Matthew Tubergen

何为促销提醒机制?

促销提醒是一个吸引用户重访游戏的好方法。开发者可针对多种商品推出优惠折扣,例如:

·虚拟货币折扣(例如,“仅限今日的货币包半价出售”)

·虚拟商品折扣(例如,“仅限今日的半价库存”)

·限时促销(例如,“仅限今日的半时收割活动”)

poke(from smartappmarketing)

poke(from smartappmarketing)

使用提醒机制的时间和位置

我们之前的文章曾讨论过开发者发出推送通知的时间间隔问题,我们的经验表明,每天向用户发出推送通知的最大极限是3条信息。也就是说,每日促销提醒就要占用其中一条信息,所以开发者需制定周全的计划,以免让用户短时间内遭遇海量的信息。

至于开发者应何时“何地”向用户发送提醒,这要取决于不同的情况。

何时:这一点有赖于开发者的促销时间。如果促销时间越久,用户就会考虑更长时间才做出购买决定。需注意的是,创造一种紧迫感有利于加快用户做出消费决定,所以开发者必须在提醒信息中注明“仅限今日”或“限时折扣”等内容。

“何地”:开发者面临两种选择,一是在用户开启应用时或进入应用时就弹出推送信息,二是在用户开启应用前就弹出推送信息。开发者应视自己提供的优惠条件,选择合适的信息推送位置。

提醒机制必不可少

这一机制的作用不容小觑,你必须至少采用其中一种方案。提醒机制是促使免费增值游戏获得成功的必具要素。(本文为游戏邦/gamerboom.com编译,如需转载请联系:游戏邦

Mastering Freemium Game Mechanics Series: Discounting Alerts

Published in syndication with Mobile Orchard.

What are discounting alerts?

Discounting alerts are an outstanding way to drive users back into a game, or entice them while already there. There are a variety of things that can be discounted and potentially trigger an alert, for example:

Virtual Currency Discounts ( ex. “Receive half off all bundles of dolphin bucks today only)

Virtual Good Discounts ( ex. “Today only build stockpiles for half off”)

Time Discounts (ex. “Today only harvest in half the time”)

When and how often to use alerts.

In our post on when to use alerts we discussed how far a developer can push, the use of push notifications. Our experience has been that three notifications a day is a maximum threshold. With that understanding daily discounts would eat up one of your three potential alerts. A schedule of alerts would be beneficial to ensure you don’t inundate your users with notifications about: free this, rotting that and visits from so-and-so.

Under that premise, the question of when or where can result in a couple different scenarios.

Regarding when, it depends on the timeliness of your promotion. The reasoning here is the longer a consumer has to consider the offer the bigger window of time to make a decision. Additionally, a sense of urgency helps speed that decision process. Messages such as “Today Only” and “For a Limited Time” are musts in your alerts.

Regarding where, you’re faced with two options: a notification upon opening an app or within the app (local), and a notification that pre-empts the opening of an app (push). Depending on the offer, it may be large enough of a carrot to push a notification and drive a user back into the app.

Alerts are a must.

Whatever you decide that works best in your schedule, make sure you have one. Alerts are an absolute must in driving the success of your freemium games. Next week we’ll examine threshold alerts. Do you have a question about freemium gaming or a topic you’d like us to explore? Let us know in the comments or catch us on twitter @rechargestudios or @w3i.

Matthew Tubergen, Product Manager, Recharge Studios, W3i, LLC

Matt is a mobile content expert with a decade of experience working with brands that include Disney, NFL and LucasArts. Matt heads up W3i’s wholly owned publishing arm and investment fund, Recharge Studios(source: smartappmarketing


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