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通过发送留存信息提高游戏的用户粘性

发布时间:2013-01-11 14:57:07 Tags:,,,

作者:John Cheng

重新定位用户以提高收益

尽管最初的游戏体验非常重要,但是你也必须想办法去落实用户粘性。也许玩家在最初玩你们的游戏时拥有了很棒的体验,但随后他们将回到现实世界中,并会遇到各种分心的事,从而导致他们不得不将你的游戏挪出脑海中。暂时忘记与其它游戏的竞争,因为当你需要玩家投入更多时间和能量于游戏中时,你其实是在与人们可能会做的任何事情竞争。

retention messaging(from gamesbrief)

retention messaging(from gamesbrief)

就像在浪漫的求爱期,每个人都想知道第一次约会的成功是否预示着隔天(或接下来48个小时里)便能够接到对方的电话。对于游戏发行商,也就是任何玩家留存关系中的求爱者,每次的第一次约会都影响着后续的电话联系以及今后更频繁的接触。

这也是培养玩家适应游戏的最佳时刻。如果你未能做到这一点,你刚维系的新关系便岌岌可危。“似乎培养听起来并不是那么容易。那到底该怎么做?”

培养与新玩家间的关系自然需要策略,但是核心理念却非常简单:

*在网络上主动瞄准玩家

*不要直接告诉玩家该做什么,而是不断激励他们(播种)

*不断发送激励信息去挽留他们

在这一关键时期,你必须不断向新玩家发送信息,让他们始终惦记着你的游戏。但是在游戏中与他们进行交谈并不是你所能够控制的。所以这时候你就必须更加主动。你可以在网上找到这些玩家,不管他们身处何方,并在他们的游戏体验中传达你的好意。也许对于求爱者来说这种方法太过激进,但是对于游戏发行商来说,通过各种在线渠道主动与新玩家进行交流是再好不过的做法了。这时候不断提供有趣的内容,并做好有可能将玩家让给其他求爱者的思想准备。因为如果你做不到这一点,其他人便会争取到这一机会。

最有效的留存信息便是面向个别玩家群体的内容。如是否有人不能完成游戏教程?那就通过完善游戏引导将其再次带回游戏中。这些玩家一开始是否喜欢游戏中的玩家对抗玩家功能?将他们当成新玩家而满足其各种需求。所有的这些例子都遵循着主要的用户粘性规则,即不要直接告诉玩家该做什么,而是不断激励他们。

现在你便可以落实行动,明确每一个新帐号,并在所有新玩家范围中呈现相同的网页广告。虽然这种通用方法非常基本(游戏邦注:也许还不够具有说服力),但是有趣的是,它总是能够发挥有效的作用。换句话说,任何有关用户粘性的愚蠢方法都能带来一定的结果;这也是为什么每个成功的发行商都愿意投入各种资源去提高用户留存——因为这是在游戏早期挽留玩家的最有效方法。

你总是需要不断地传播信息(除非你不爱钱),所以你需要尽早,且永远瞄准某些个别的玩家群体。利用重定向技术确保你的游戏始终位于中心点,并在任何玩家做好玩游戏的准备时将其吸引进来。每次当玩家看到你的重定向广告时,你的游戏便能获得更多牵引力和更广泛的认知,最终将确保玩家能够长期忠实于游戏,并愿意为游戏投入更多金钱。对于强调品牌价值与重复曝光率的重定向活动来说,高点击率和高转化率便是其最终目标之所在。

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

Call them back – part 2 of Dating Strategies for Player Retention

By John Cheng

Winback: Retargeting Your Users to Increase Returns

While the first session experience is important, the actions you take following that engagement are often equally, if not even more critical. A player may have a great first go-round, but then upon returning to the real world, encounters a multitude of distractions ripe for causing your game to slip from their mind. Forget competition from other games, you’re asking for a player’s time and energy and that means you’re competing with, oh, EVERYTHING ELSE a person might do.

In a romantic courtship, everyone knows that the real indicator of a first date’s success is whether or not a follow-up call is made the next day (or next 48 hours, to be generous). For game publishers, the bachelors/suitors of any player retention courtship, every first date warrants the follow-up call and then some… a substantial more “some” actually.

This is the time to nurture a player’s habits specific to your game. Unless and until you do that, your budding new relationship is at risk. “Nurturing sounds hard. How does that work?” Like a charm.

Nurturing new player relationships requires finesse, yes, but the core concepts are simple:

Proactively retarget players on the web

Don’t tell players what to do; motivate them to do it (plant the seed)

Continue driving messages to retain engagement

In this critical period, you must continue to drive messaging to new players that will cause them to engage with your game. However, the opportunity to speak to them in game is not necessarily something you can control. Rather, this is the time to be proactive. You’ve got to go out into the wild blue Internet, find these players wherever they are, and reinforce the goodwill you’ve created through their gameplay experience thus far. This approach might be creepy for a romantic suitor, but for game publishers it’s neither creepy nor weird; proactively communicating with new players through various online channels is very much recommended. Be persistently interesting and stay top of mind, or risk losing your players to another bachelor. If you don’t do it, someone else will.

The best performing retention messages are uniquely targeted to individual player segments. Is this someone who didn’t finish the tutorial? Bring them back with a promise of increased guidance. Did this segment of players really enjoy the PvP feature of your game in that first session? Target them with new players to challenge. Each of these examples importantly follows the key rule of customer retention: don’t tell players to do something, motivate them to do it.

Now, you can do this manually, pixeling every new account and showing the same web ads across the new player gamut… And while that type of one-size-fits-all approach is basic (perhaps even lame), here’s the funny part: even it performs well. In other words, any halfwit approach to retention messaging will yield results (better than nothing, at the very least); this is why every successful publisher invests resources in retention — because it’s an unbelievably effective tool for engaging players, early and often throughout their lifecycle.

For something so effective and important to your bottom line as retention messaging, it’s not good enough to settle for a good-enough, one-size-fits-all line of fire… You want the bestretention messaging (unless you hate money), so you need to uniquely target individual player segments, early and forevermore… end of story.

Take advantage of retargeting technology to keep your game front and center and bringing undecided players back when they’re ready to play. Every time a player sees your retargeting ads, your game gains traction and more recognition; as a result, the likelihood of long-term loyalty and monetization from that player goes up. The high click-through rates and increased conversions that are typical with retargeting campaigns underscore the value of good branding and repeated exposure.(source:gamesbrief)


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