本文由Bee7和Outfit 的首席营收官Mika Kuusisto撰写
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。
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。
Rewarded engagement: the future of gamer friendly mobile marketing
by Mika Kuusisto, CRO Bee7 and Oufit7
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.