作者：Zoya Street

移动游戏广告十分有趣，有时会令你抓狂。但遭到横幅广告炮轰或被迫注册Netflix账户则不利于用户体验。严格上讲，广告并非总是令人心生厌恶。以下是关于自然推广游戏，并借此创下丰厚收益的5点建议。

测试与优化

利用游戏促销炮轰玩家将会一无所有（除了惹恼用户）。我们最好先测试不同推广创意，了解玩家的相应反应。在推出作品后查看数据，了解用户反应，并进行相应调整。

同时，我们还应考虑到何时让玩家看到广告。我们建议在启动时出现，以防打乱体验模式，但你也许打算在玩家体验数十分钟后，或在关卡之间展现。总之，重点是不断测试推广方式，找出最合适做法。

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直接推广

了解用户喜爱与反感的推广方式后，我们应直接联系该游戏开发者，安排直接交易模式，对你而言，打破典型广告的条条框框更有利于游戏获利。

嵌入核心体验

我认为，最佳推广方式便是将广告无缝隙地植入游戏体验中、Supercell是这方面的典范，他们在《Hay Day》中融入报纸机制。玩家可以点击邮箱获得报纸，其中会展现道具，玩家可以从好友那购买。在报纸首页，Supercell可以推广其它游戏，交叉推广自己作品，推动玩家登陆Facebook页面等目标平台，而这只需报纸一面便可完成。

正当推广

在过去9个月里，你拼命制作无尽奔跑游戏的各个细节。为何要推出与游戏成品毫不相关的广告？你应通过广告向玩家展现进入游戏后可以真正获得的相关内容，借此获得忠实玩家的机率才有可能上升。

衡量用户价值

明智之举是与大量营销团队合作。他们中的某些团队可能会为你带来成千上万个用户。但这是你想要的用户价值吗？用户会在试完后删除游戏吗？他们会体验大量内容，且从不付费吗？我们最好记录各个玩家的行为，以此正确测量他们的生命周期价值，最大化投资回报率。拥有大批玩家是件好事，但如果他们没有长期逗留，或是购买内置商品，那他们可能也就不会在一开始就下载你的游戏。（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）

Keys to Successful Mobile Game Advertising

by Zoya Street

Advertisements in mobile games can be about as much fun as slamming your head into a brick wall. Being bombarded by banners and detoured to sign up for a Netflix account simply isn’t good for anyone’s in-game experience. But seriously, ads don’t have to be so nauseating. Here are five tips to give your players both something that feels natural to your game and a tool that can generate significant chunks of revenue if used properly.

Test and Optimize

Bombarding players with game promotions will get you nothing but an angry user. It’s important to test different types of creatives to see how players respond. Once you launch, check the data to see how people are responding and adjust accordingly.

It’s also important to consider when players are seeing promotions in your game. We recommend showing it to them when the game boots up to avoid interrupting the experience you’ve designed, but maybe you want to show it to them after they’ve played for ten minutes or in between levels. It’s important to test, test, test to figure out the right fit for each of your games.

Go Direct

After you’ve seen which promotions your users love and those they toss aside, it’s time to reach out directly to that developer and orchestrate your own Direct Deal, on your own terms, breaking free of the shackles of a typical ad network revenue share.

Embed it into the core game experience

The very best kind of promotions are the ones that seamlessly blend into the game experience. Supercell does a fantastic job of this with their newspaper mechanic in Hay Day. Players click on the mailbox to bring up the newspaper and are presented with items that they can purchase from their friends. On the first page, Supercell has the ability to promote other games, cross-promote their own titles or drive people to other destinations like their Facebook page, all using just one of the four newspaper cells.

Do your game justice

You spent the last nine months slaving over every last detail of that endless runner, why advertise something that betrays the finished product? Give players something consistent, something that represents exactly what they’ll get when they hop into your game and the chances of getting a devoted player will skyrocket.

Audit partners like you’re the IRS

If you’re smart,  you’re working with a variety of monetization partners. Some might be bringing you thousands upon thousands of users, while others, well, might not. But is the value of the users you’re acquiring? Are they playing your game and then deleting it? Are they playing a ton, but never paying? It’s important to track each player’s behavior so you get an accurate gauge of the lifetime value (LTV for you acronym lovers) to maximize return on investment (ROI). Volume is great, but if they don’t stick around and spend money on in-app purchases (IAPs; last one, I promise), they may as well not have downloaded your game in the first place.(source:gamesbrief)