原作者：DeltaDNA Staff 译者：Vivian Xue
DeltaDNA M.O.本着“玩家第一”的优化原则，并且随着行业对F2P机制理解的深化，我们也在不断调整和补充我们的客户关系管理（CRM）策略。本指南包含了7个以内购促销（in-game offers）为核心、能够成功提高玩家参与度的CRM策略，这也是吸引玩家最有效的方式。我们证明了无论是商店折扣、奖励视频广告还是任务奖励，通过实现游戏时间与促销信息的合理搭配将为你的游戏多带来40%的收入。
5. A / B测试你的奖励广告
A / B测试是保证有效接触目标玩家的关键。奖励广告是目前最受欢迎的F2P机制之一，但它们需要被快速优化以避免效果差，或者更糟糕的是蚕食了内购。奖励发放得太少会降低玩家参与的欲望，但过分慷慨将导致玩家囤积财富，丧失了消费动机。下图显示了奖励广告的效果在某一刻趋于稳定——此时提供更高的价值只会损害整体盈利策略。
When the App Store launched in 2008, it was touted as a level playing field for games where quality would trump marketing dollars. Ten years on, big publishers dominate the charts and the developers that can’t afford effective marketing are left at the mercy of opaque curation algorithms that can change overnight.
Marketing is the single greatest cost for any developer and every install represents a costly investment. In response, early F2P developers would frantically squeeze revenue out of players using paywalls and other blockers but we now know that long-term engagement of casual players is possible over months and even years. As such, developers are looking to nurture players rather than punish or exploit them.
Global hits like Clash of Clans and Candy Crush have maintained their popularity for more than five years straight but the games that will join them at the top end of the charts are those whose developers truly understand the concept of ‘games as a service.’ In other words, those that can consistently put players first despite changes to technology and cultural fads in an increasingly competitive entertainment industry
Dr. Isaac Roseboom, Chief Strategy Officer
Free-to-Play (F2P) players can be segmented and categorized in an infinite number of ways but, for a game to be successful, they all need to be engaged quickly and effectively.
The deltaDNA M.O. is ‘player first’ optimization and as the industry develops its understanding of F2P mechanics, we are always tweaking and supplementing our own literature on Customer Relationship Management (CRM). This guide comprises our top 7 CRM strategies for successful player engagement with a deliberate focus on in-game offers, the best and most effective way to engage your players. Whether they be in the form of discounts to the in-game store, rewarded video ads or prizes for tasks completed, we have proven that sessions incorporating offers bring in 40% better revenues than those without.
The typical F2P game lifespan is not one that makes for longevity. Worryingly, as demonstrated by the graph below, 65% of games’ revenues peaks almost immediately after launch before dropping off dramatically, as demonstrated by the graph below. Only 35% of games execute their engagement strategy to build revenue steadily for long-term profitability.
Want to know how to turn around your poor retention and make one-session wonders into whales? Read on.
1.Nurture players over several months
Long-term retention and engagement are far more important than basic revenue stats and our research has shown that, for long-lived games, over 70% of revenue is generated by the 45% of Daily Active Users (DAU) that are more than 1 month old. This discrepancy shows that long-term players are more valuable than new ones and the key to turning the latter into the former is engagement.
2. Avoid sending too many offers
In cases of poor retention, it is tempting to simply increase the number and/or value of offers sent to players but that is not necessarily the answer. Players should receive offers frequently enough to keep them hopeful and prevent them from running out of energy. Making offers too regularly, however, will blunt their efficacy and risk cannibalizing In-App Purchases (IAPs). Analysis of all the games on our platform reveals that the typical optimized game sends offers during 1 of every 5 sessions and 2 of every 3 active play days
3. Time your offers for peak performance times
Timing your offers to coincide with peak performance times is crucial to maximizing their uptake and effectiveness. Overall frequency of offers in our clients’ games rises and falls according to DAU, with 20-30% more messages sent on weekends than during the rest of the week. The chart below shows the drastic difference in campaign performance according to the days of the week on which offers are sent – Sundays show almost twice the percentage uplift of the days either side.
Beyond using analytics to time your regular offers, it’s also worth noting that specific seasonal promotions are extremely popular among players.
4. Specifically target your offers
Analyzing all of the offer campaigns run on the deltaDNA platform, we see that 85% of games
use campaigns that are untargeted or utilize very basic demographic targeting, while 15%
use sophisticated targeting based on more complicated player behaviors. The table below
demonstrates the hugely superior uplift enjoyed by games that use sophisticated targeting when compared with those that don’t.
5. A/B test your rewards
A/B testing is essential to ensuring the effectiveness of player targeting. Rewarded ads form one of the most popular F2P mechanics at the moment and they require fast optimization to avoid either poor uptake or, even worse, IAP cannibalization. Being too thrifty with rewards will discourage players from engaging but excessive generosity will allow them to build up huge stocks of inventory or currency and remove their incentive to spend. The graph below shows the point at which engagement with rewarded ads begins to plateau – offering values any higher only harms the overall monetization strategy.
6. Use push notifications as part of your messaging strategy
As it does with spending hard currency and dedicating play time, building a reciprocal relationship with players will make them willing to accept out-of-game messaging. We have found that, while it varies largely between genres, the median opt-in rate for push notifications is 39% which is a massive proportion of players. Push is an important engagement and retention tool, especially very early on in the player lifecycle. We observed that those players who received a message within 48 hours were 10% more likely to return for subsequent play sessions than those not contacted.
7. Maintain a strong focus on repeat spend
There is a misconception in the industry that quick, greedy and exploitative monetization mechanics are valuable to F2P developers. It is a short-term unsophisticated approach that leads to huge drop-offs in revenue, as seen in the introduction graph. The correct approach to engagement and retention is to make regular and moderate repeat spending a subconscious and healthy aspect of the player-game relationship. Long-term players with a healthy attitude to spending will have a much higher Lifetime Value (LTV) than those that spend big and burn out in the short term.
The best games follow these rules and extend player lifetimes from weeks to years. Players change over time and, if they are to remain engaged, games need to change with them. Evolving live games is a delicate process and data is the key to understanding how to engage players when you might just as easily upset them. Integrating the strategies outlined above may seem like a daunting proposition but more than 80% of the top 100 grossing games have been in place for well over a year and they owe their consistent performance to doing exactly that. （来源：deltadna.com ）