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使用分类法优化早期用户留存情况的策略

发布时间:2013-01-30 15:27:33 Tags:,,,,

作者:John Cheng

大多数游戏拥有者都认为划分玩家类型是件非常重要的事。而考虑到划分用户将面临种种可能性(更别提在划分后需要面对这种分组而制定种种计划),许多开发者便会在此怯步。

在受发行商主导着的游戏开发产业里,已经很少有能准确总结玩家分析难题的单词了。玩家分析说难不难,说简单倒也不简单。分析用户听上去非常主观(并且也更加复杂),但实际上这只是关于开发者的任何目的而定制的信息。而这些信息又是什么?

“分类用户粘性信息”是你传达给特定玩家群组的交流信息。它们是完善游戏早期用户留存的强大工具。将其当成是评论而让玩家知道你真的在关注他们所提出的任何建议。

retention(from acphospitalist)

retention(from acphospitalist)

你可以基于各种方法而使用分类用户粘性信息去完善早期用户留存。例如:

发送帮助—-给予那些不能完成教程的玩家。

发送礼物—-瞄准那些更有可能购买额外内容的玩家。

在适当的时间发送任何内容—-不管什么信息都可以。

使用定制时间表(去匹配游戏体验的特定需求)瞄准玩家的薄弱点与其进行交流。也就是所谓的“趁热打铁”。这么做不仅能够提高玩家在游戏中的用户粘性,同时在玩家回到现实世界时也不会轻易忘记游戏。

这也意味着一些积极的结果,如:更多互动机会与病毒式分享机会,更广的信息传播范围,更全面的游戏认知,以及更高的转化率和跨平台推广的利润率。

当玩家越深入你的游戏,你便会希望逐渐呈献给他们更多价值和更多游戏功能。在任何游戏中,某些内容(游戏邦注:如额外的背景,特别优惠和VIP项目等)总是能够提供给不同类型的玩家不同价值,并有所针对地进行推广。这主要是关于如何帮助用户获得他们所在乎的内容,并让他们感到特别。

如果你将某些稳定的内容瞄准了合适的玩家群体,你便算成功一半了了,但你同时还需要选择合适的时间去传达这些信息。明确信息目标不只是基于时间,还要考虑到用户粘性。在传达信息时,玩家行为和游戏使用能够帮助你做出更有效的判断。除此之外,在要求玩家做一些对你有益的事(游戏邦注:如发送tweet,电子邮件等邀请好友加入)时,你需要想办法平衡这种要求与时刻价值间的关系,如你可以说:“你已经累积玩了1万个小时了!如果你能**我们会很感激的!”或者“这是你的第1万个点,为何不**?”

总结:对于早期的玩家留存,其实也就是平常自我看法的体现。我想不到有什么比定制完善的早前玩家留存策略更有效的方法。不管你使用的是何种工具,你都需要拥有侧重点。并且不要将其标记为“留到下次策略会上再讨论的内容”。

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

Early engagement segmentation (the little black book): part 3 of dating strategies for player retention

By John Cheng

Most game owners intuitively understand player segmentation is important. However, knowing where to start can sometimes be daunting, given near limitless possibilities for how to segment your audience, not to mention the looming hurdle of figuring out what to do with those shiny, segmented groups after you’re done with the grouping part…

In a publisher-as-bachelor dating metaphor, few truer words can summarize the player anayltics conundrum. It’s not easy, but it’s not that hard either. Analyzing your audience sounds more subjective (and more difficult) than it actually is, and past that, it’s just a matter of customizing messages for whatever purposes you can. What kind of messaging?

“Segmented engagement messages” are the pieces of communication you send to specific groups of players. They are powerful tools for improving early lifecycle retention. Think of them like those comments you make to let people know you listen to what they have to say, and care enough to remember.

You can use segmented engagement messages to improve early lifecycle retention in various ways. A few smart ways, for example:

Send help – to players who failed to complete the tutorial, etc.

Send gifts – Target players with high spending potential with exclusive content

Send things at the right times – in general, whatever the message.

Utilize custom milestones (targeted to match the specific needs of your gameplay experience) to help communicate with players at their most vulnerable. Poke the fire when it’s hot, they say. This is proven not only to increase player engagement in the game, but
outside the game as well (back in the real world).

That means nifty things like: more opportunities for interaction, increased viral sharing, broader spread for your messaging, better
overall awareness for your game, AND higher conversion rates and ROI from cross-promotion efforts.

As a players dig deeper and deeper in to your game, you want to (gradually) expose more value and highlight more features to them. In any game, certain content – things like additional backstory, special offers and VIP programs – offers different value to different types of players, and should be promoted to them differently. This is how users can get the things they care about and inherently makes them feel special. It’s how we operate throughout the Playnomics network, so I speak from experience when I tell you segmented messaging works.

If you’ve got solid content targeted at the right player segments, you’re over halfway home, but it’s also important to deliver those messages at the right times. Be sure to target messages against engagement (10th session, 20th report, etc.) rather than just time (e.g.one day, two days, a week…). Player behavior and game usage give you far better context for when to trigger messages. Furthermore, when asking players to do something that benefits you (e.g. tweet, like, mail a friend) always pair the request with a moment of value, like: “You’ve tracked over 10K hours! We’d love it if you…” or “This was your 10,000th point, why not…”

In summary: For early player retention efforts, always be a more charming version of your usual self. I can’t think of a single way to spend a couple of hours that has more impact than to configure a good early player retention strategy. Regardless of the tool you use, make this an area of focus. Don’t bookmark it under “something to talk about at our next strategy meeting;” it’s way more important than that.(source:gamesbrief)


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