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June’s Journey营销团队分享如何与玩家建立真诚互动

发布时间:2020-01-08 08:50:28 Tags:,

June’s Journey营销团队分享如何与玩家建立真诚互动

原作者:Woogas 译者:Vivian Xue

对任何游戏来说,强大的社区是留存率和参与度的重要保障。

同样关键的是,它使真正喜爱游戏的玩家聚在一起,为他们提供了一个交流分享的平台。

而我们通过举办比赛搭建了一个这样的平台。为了庆祝我们的热门游戏June’s Journey发行2周年纪念日,我们致力于创造一个与玩家真诚互动的时刻。

本次活动不仅成功宣扬了玩家对游戏的热爱,还触达了420万玩家,其中70%是自然流量。

如此积极的社区反馈令我们受宠若惊,但这也是几个月来辛勤工作和经验学习的结果。因此,我们想花点时间与广大同行们分享我们的经验。

这些建议关于如何创造与玩家真诚互动的时刻。

1.确定活动基调

Wooga的公司价值观之一是亲近玩家。为庆祝June’s Journey的纪念日,我们致力于实践这一价值观,创建一种能与玩家共同庆祝的方式,并使玩家与游戏之间建立独特联系。

因此我们举办了June’s Journey潜藏才艺比赛,在全球范围内选拔玩家,把他们带到我们的柏林工作室参观,并用相机记录下真诚互动的时刻。

无论你在何时与玩家互动,无论是通过拍摄视频还是Facebook贴子互动,你发布的内容决定了互动的基调。举办比赛也不例外。你想鼓励玩家参与进来,并且你希望把热情和动力传递给他们。

我们创作了这个短视频,通过Facebook主页与社区分享。参赛者必须上传一个展示自身才艺的60秒视频。简单吧?

wooga-jelly-splash(from pocketgamer)

wooga-jelly-splash(from pocketgamer)

2. 玩家们可能需要一点鼓励

我们在6月发起比赛,参赛者有30天时间制作视频。我们的公告视频播放量相当高,粉丝们的积极回应使我们非常激动。我们以为只要等待,玩家们就会接二连三地参与进来,但第一周结束后,我们一个参赛视频都没收到。我们已经准备好宣告该活动彻底失败,但又不甘心就这样放弃。

比赛结束前,我们通过在Facebook上发贴子、视频、邮件订阅和推送通知,不断提醒玩家这场比赛的存在。除此之外,我们建立了一个YouTube频道,分享我们已收到的视频。到了30号那天,距离比赛截止还剩12小时,我们上班后收到了超过120个视频。

当然,一些人只不过看到了比赛即将截止的消息,拖到最后关头上传视频,但很多参赛者是真的需要时间练习才艺和完善视频。创建比赛是一项重要、伤脑筋、需要耐心的事。

3. 仔细制定预算和计划很关键

当然,我们选拔获胜者的首要考察因素是他们的才艺。但他们对游戏的热爱、以及参观我们工作室的意愿也是重要考虑因素。

我们选拔获胜者的时间只有短短48小时,因此仔细制定计划很重要。最关键的是,我们要确保获胜者能在计划日期内到达我们的工作室,避免一切以失败收场。我们在比赛条款中写明了这一点,第一轮比赛结束后,我们还打电话给候选者们,确认他们能在期限内到达。

不过,当然,并非一切都按照计划进行,其中一名来自埃及的获胜者Arwa,没能及时取得签证。我们很快通知了第二名,确认她能如期到来,在Arwa搞定签证后,我们定了另一个日期让她前来参观。

选定获胜者后,我们会在公告中分享他们的资料和才能,此过程的困难之处在于我们要从如此众多的优秀选手中挑选出5名。

4. 组织决定了互动的成败
为了让玩家聚在一起真诚互动,我们对过程的每个细节进行了严格把控。我们组织过不少活动、营销活动和项目,但从未像这样把来自世界各国的玩家在同一时间聚集到同一地点。

为了减少潜在的麻烦,我们使用了一些简单易得的工具,例如谷歌日历,使每个人明晰各项事务的进行时间。我们还分配了任务,谁录制视频、谁招待来访者,因此每个人都清楚自己该做什么。

反复强调关键信息很重要,尽管这会使你听起来很唠叨。我们向参观者发送了邮件、纸质时间表和备忘录,但他们还是会忘记一些细节,因为他们不像我们这么专注——这没关系,我们并没有期待他们太投入。

这也引出了下一点……

5. 复杂状况未必是糟糕的事物。

那么,你挑选出了胜利者,组织好了活动过程,但这并不意味着万事大吉。事实上,事情出差错时,反倒能使人们团结起来。

情况发生后,只要你能摆脱负面影响,坚信我们所做的一切是为了乐趣,它看起来就没那么糟糕了。

我们的活动组织过程几乎处处是噩梦——期限短、团队只有4个人,以及被我们称为“human fun factor”(即与不认识的人合作,总会出现意想不到的麻烦)。我们决定不让参观者看到我们的辛苦,并试图坦诚公开一切未照计划进行的事。

应对不可避免的意外最好的做法是灵活调整期望值,并在计划中留出充足的调整时间。只要你尽一切努力理解和满足参观者的需求,他们将呈现出最好的一面。

例如,在参观者拍摄很长一段时间后,我们为他们提供了一个休息室,令他们得到放松。如此一来,他们便能准备好重新投入拍摄、迎接闪光灯,并与我们呈现的内容互动。

6. 真诚赋予工作真实意义

做任何项目,很关键的一点是把你的热情和激情传递给同事们。作为营销团队,我们会定期向Wooga其他部门的同事分享我们的策略和心得,使他们了解我们组织的比赛。

这种分享的好处之一在于我们获得了更多帮助。我们公司的另一个价值观是“One Company”(全员一体),即通过团队合作实现共同目标和卓越成就。因此,不属于营销团队的成员也很乐于参与这个项目,贡献自己的想法。

像这样的活动能开阔团队的眼界——如果你是游戏开发者、剧本创作者或美术师,你每天来公司工作,但你可能与社区玩家的亲密感不强。由于终日投身游戏制作,你很少体会到玩它的纯粹乐趣,因此这是一个使他们重拾乐趣和激情的机会。

7.了解玩家,提升营销计划

每一款游戏背后都有一个独特的故事,以及玩家与它产生关联的理由。我们从本次活动中得到的最重要的经验是,真实的玩家与营销数据呈现出的特点有所不同。

根据数据,June’s Journey玩家大多数为55-64岁的美国女性,喜欢手工、烹饪且非技术专家。在真正见到我们的玩家后,可以说这些特点完全不符合他们。

例如玩家Juan Antonio。他是一名来自西班牙的年轻人,完全不符合以上特点,但他是一名寻物游戏的铁杆玩家。他很喜欢研究June’s Journey的游戏策略,总是挑战自我获得更高的分数。他是个迷人有趣的小伙子,现在有自己的粉丝了!

得到玩家的真实情况帮助我们提升了服务、制定更能吸引他们的营销计划,我们不再以单一的方式看待玩家与游戏的联系。

真诚的力量

那么我们通过这场比赛取得了什么成果呢?从开始举办比赛到结束,包括将玩家带到柏林工作室参观、制作所有录制过程中的材料,这些一共花费了约8万美元。当我们审视成果时,我们首要考虑的是品牌覆盖面。

在Facebook上,我们的粉丝数增长到了300万,邮件订阅量达到110万,我们在Youtube上获得了14万观众。因此,我们总计触达了420万玩家,其中70%是自然流量,我们对这一成功相当自豪。

我们在游戏内外举办了相一致的品牌活动,营销和制作部门紧密合作。最令人兴奋的是,我们获得了谷歌和亚马逊的一整周的推荐。

这帮助我们获得了16万下载量,基本上是免费的。

那么,成功的诀窍是什么?

除了良好的数据外,我们还收到了诸如“这令我好感动”、“我感觉自己是大家庭中的一员”这类暖心的评论。社区的快乐也为Woogas工作室带来了快乐。

对团队成员来说,这赋予了他们的工作另一层意义。我们的玩家珍视游戏的每个方面,并且我们很自豪他们的努力对如此众多的人产生了如此大的影响。

即便到现在,我们仍然与获胜者们保持联系,因为当时,我们通过彼此互动成为了朋友。只要你对玩家保持开放和接纳,你也能创造这些美丽动人的时刻。

这就是真正了解玩家、创造珍贵互动瞬间的诀窍——没有诀窍。

本文由游戏邦编译,转载请注明来源,或咨询微信zhengjintiao

Creating a strong community is vital for retention and engagement for any game.

And it’s key to give your players a platform to celebrate their love for the game in an authentic way that brings them together.

For us, that platform was a contest. To commemorate our hit game June’s Journey’s second anniversary, we focused on creating a moment of genuine connection with our audience.

We not only succeeded in celebrating our player’s love of the game authentically, but we also achieved a reach of 4.2 million, 70% of which was organic.

It was overwhelming to see the positive response in our community, but it was several months of hard work and lessons learned. With that in mind, we wanted to take some time to share our learnings with the wider games industry.

These are our tips for creating genuine moments with your players.

1. Setting the tone will engage your audience

At Wooga, one of our values is to be close to our players. To commemorate June’s Journey’s anniversary, we focused on bringing this value to life to create a shared experience that celebrated the game, and the unique connection players have with it.

The June’s Journey Hidden Talents contest targeted a global audience of players with the goal of bringing them to our Berlin studio and capture real moments of connection on camera.

Here’s the first of twelve videos from that visit that we posted on our Facebook page. The campaign started in June and lasted through October when the final video was published.

Whenever you’re engaging with your audience, whether it’s creating a video or a Facebook post, your content sets the tone of that interaction. Starting a contest is no different. You want to inspire your fans to get involved, and you want to share the energy that you hope they’ll mirror.

We created this short video, which we shared with the community via our Facebook page. All the contestants had to do was submit a one minute video of themselves demonstrating their talents. Easy, right?

2. Your community may need a little encouragement

We started the contest in June, giving players a 30-day deadline. Our announcement was one of the most viewed videos on the page ever, and we were really excited about the fans’ reactions. We thought all we just had to wait for the entries started flooding in, but by the end of the first week, we hadn’t received a single entry. We were ready to call this campaign a total flop but didn’t want to give up just yet.

With a coordinated effort of Facebook posts, videos, emails and push notifications, we reminded our audience of the contest throughout the countdown to the deadline. Plus, we created a YouTube channel to share the videos we’d received so far. And then, on the 30th, 12 hours before the deadline, we came to work to find more than 120 videos waiting for us.

Certainly, some people only heard about the message towards the end of the contest and left it until the last minute to submit their entries, but many simply needed that time to perfect their talents and videos. Creating a contest is an important (and nerve-wracking) exercise in patience.

3. Careful budgeting and planning is crucial

Of course, the number one criteria to pick our winners was their talent shown in their video. But it was also important for us to look at their passion for the game and enthusiasm to visit our studio.

With a short window of 48 hours to choose our winners, it was important to plan the event carefully. Crucially, we needed to ensure that our winners were able to get to our location on the planned days to avoid things ending in disaster. We were upfront about this in our terms and conditions, and we also called our first round of nominees to ensure they could travel in that time frame.

But, of course, not everything goes to plan, and one of our chosen winners, Arwa, couldn’t get her visa from Egypt in time. We quickly called our runner up and confirmed she could make it, and we flew Arwa to visit at a later date when her visa came through.

Once we’d chosen our winners, we shared them and their talents in this Winner Announcement, which conveys the difficulty of choosing just five videos from so many amazing candidates.

4. Organization can make or break an experience
To bring players together in an authentic way, we carefully project managed every detail. We were used to organizing events, campaigns and projects, but that was nothing compared to getting people from different countries around the world to the same place at the same time.

To mitigate potential issues, we used simple tools that everyone has access to, like Google Calendar, to help everyone visualize what needed to happen and when. We also divided the tasks of capturing footage and keeping our visitors happy, so it was clear who was doing what.

Although you might feel like a broken record, it’s important to repeat relevant information again and again and again. We sent emails, paper schedules, and reminders, and our guests still forgot details because they weren’t as focussed as we were — and that’s okay, we didn’t expect them to be.

Which brings us to the next point…

5. Complications can be magical

So, you’ve picked your fantastic winners, you’ve organized your event, but that doesn’t mean that everything will go swimmingly. In fact, when things go wrong, it can unite people.

If something happens, as long as you can rise above it and maintain the viewpoint that we’re all here for fun, it looks even better.

We had all the key ingredients for nightmare live event management — a short deadline, a small team of four, and what we like to call the “human fun factor,” (working with people who you don’t know, who surprise you with unexpected problems!). We agreed not to let our players see us sweat and tried to be open about anything that didn’t go the way we planned it.

To deal with surprises that will inevitably occur, it’s best to be flexible in your expectations and accommodating in your schedule. As long as you do your best to understand and cater to your guests’ needs, the story will unfold in a way that puts them and your game in the best light.

For instance, since our winners were on camera for a long period of time, we gave them a ‘green room’ where they could relax and unwind. That way, when they were on camera, they were ready to be in the spotlight and engage with the content we presented to them.

6. Authenticity brings real meaning to work

A key component of any project should be taking the time to share your enthusiasm and passion with your colleagues. As a marketing team, we shared our strategy and our learnings regularly with the rest of the Wooga family to bring awareness to the contest.

A positive side effect of sharing what we were working on was that we got more help. Another one of our company values is “One Company,” having everyone collaborate to achieve a common goal and outstanding results as a team. So, a variety of people from outside the marketing team were keen to share their ideas and get on board with the project.

Events like this one can be quite eye-opening for the team — if you’re a developer, a writer, or an artist, you might come to work every day and work on the game, but you may not feel close to the community. You rarely get to experience the pure enjoyment that comes from playing something that you’re so close to, so this is a great opportunity to remind them and create excitement.

7. Capturing insights will improve your marketing plan

Behind each game, there’s a unique story and different reason why your players connect with it. One of the most insightful things we learned from this experience is that our players in real life differed from what our marketing data had told us.

What data tells us about the June’s Journey players is that they’re women, aged 55-64, American, love crafts and cooking, and they’re not tech-savvy. After meeting our players in real life, we can say that those terms do not do any of them justice.

Take, for instance, Juan Antonio. A young man from Spain, he doesn’t fit any of those categories, but he’s a hardcore player of hidden object games. He enjoys the strategy behind June’s Journey and challenges himself to always achieve the highest scores. He’s also so charming and funny that he has his own set of fans now!

Getting genuine insights about our audience has helped us provide better service and more compelling marketing for them, rather than assuming that everyone connected with the game in the same way.

The power of authenticity – what the numbers tell us

So what did the contest achieve for us? We spent around $80,000 from start to finish to bring our players to Berlin and produce all of the materials needed to capture their visit. When looking at the results, the first thing to consider was the impact on the reach of the brand.

On Facebook, we reached 3 million, via email 1.1 million, and via YouTube, 140,000. Overall, we reached 4.2 million people, 70% of which was organic, which we’re really proud of.

We had a consistent brand event in-game and outside of the game, working very closely across marketing and production. Most exciting to us, we were lucky enough to get featured by Google for a full week and by Amazon.

This helped us get 160,000 new installs, basically for free.

So, what’s the trick?

Beyond the numbers, we received heart-warming comments such as “this brought a tear to my eye,” and “I feel like we’re part of a big family.” Seeing the community so happy also makes for happy Woogas.

For the team, it brought another level of meaning to their work. Our players value every aspect of the game, and we take pride in the fact that their efforts have made such an impact on so many people.

Even now, today, we’re in touch with all of our winners, because in that time, we connected with them and became friends. As long as you’re open and receptive to who they are, you can create these moments that are really beautiful.

That’s the real trick to capturing genuine insights and moments with your players—there is no trick.(source:PocketGamer.biz)

 


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