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适当推送信息可以保持玩家的沉浸感

发布时间:2013-05-02 17:10:59 Tags:,

作者:Brendan O’Kane

最近,我读了一些关于手机应用分析的重要性的好文章。

那些文章主要是关于应用商店表现的评估,以及安装前和安装后数量的分析,我想介绍设计手机应用推广活动的另一个关键环节—-手机信息的评估。

push-live-messages

push-live-messages

“到设备”的推送提示和“在设备”的信息如应用内置的推送、警告和促销信息,已经成为游戏应用开发者和发行商对话消费者的最佳方式。

恰当使用的话,这些信息有助于保持玩家的沉浸感,从而提高玩家留存率,以及促进非付费玩家向付费玩家转化。

手机的普及导致手机市场营销活动的普及。然而,随着这些活动的成本上升,发行商必须寻找一个更好的方式来评估活动的效果,以便安排日渐上升的预算。到2016年,营销活动的预算可能达到每年370亿美元。

Push Message(from cnet)

Push Message(from cnet)

假如,你正在通过应用内置提示推广新游戏,或任何其他类型的手机营销信息,评估就是最大化投入价值的关键。

增加价值

Forrester预测,到2016,手机商业—-包括手机游戏业,将以39%的复合年增长率发展,达到310亿美元的规模。这个数字不计算我在上面提到的市场营销/广告费用。

那意味着,通过设备达到消费者的市场营销信息的数量也将不断上涨。

然而,如果那些信息是无关的,不合宜的或数量过多,消费者可能不会阅读信息,或选择关闭该功能,甚至直接删除游戏。

手机的高度私人化性质要求信息必须能增加消费者寿命的价值。评估你的受众对作息的反应是估计那些信息的影响力的最佳办法。

玩家在自己的设备上玩游戏,这就产生了营销人员得以分析的数据,从而确定消费者个人的需求。

这使得那些营销人员制作这样一种即时而相关的信息。所谓即时,就是在玩家使用手机频繁时发送信息;而相关则能提高玩家转化率。

因为手机信息是受限的,所以你要想办法确保你的游戏提示增加了价值。

新关卡、技能树的提示、新拓展包的公告或升级所需的经验的提醒,对玩家来说都是重要的信息,很可能增加他们的游戏在线时间,如果没有干扰他们的游戏的话。

动作分析

通过分析工具,营销人员可以稳住玩家的心和钱包—-将他们作为可能尝试其他产品的消费者。以下是一些可执行的技巧,可以保证你的游戏信息达到理想的效果:

首先,你要收集行动分析数据—-即信息发送和打开、最后一次打开时间,以及打开的结果如注册、购买或分享(也就是将特定信息与用户的特定行为和结果关联起来)。

再者,你要做A/B分裂测试。你会使用你通过行动分析收集到的数据来制作一个营销信息的多个版本,然后发送给各类目标受众。

一旦结果出来,你就可以看到哪种用词、长度、语气和视觉元素带动更高的转化率,你就可以将其发送给所有目标受众。

最后,分裂测试之后,你要重新定位。使用你在这前两个步骤中获知的玩家信息,发送跟进信息给那些没有打开第一次信息的玩家,或打开了但没有转变的玩家。

这样,你就可以保证你的没有错过任何可能实现玩家转化的机会。

以Halfbrick为例,该工作室最近决定促进包括《Jetpack Joyride》和《Fruit Ninja》在内的多款热门应用的玩家沉浸感和收益情况。

我所在的公司OtherLevels最近正在A/B分裂测试Halfbrick发送给全球用户的推送提示(跨越24个时区和13种语言)。

它还测试了音调、用词和许多其他变量,以清楚地显示手机受众的需求。

饱和

随着移动设备的使用在全球日趋饱和,事实上手机已经无处不在了。不可避免地,手机意味无时不刻的游戏—-走着玩、车上玩、床上玩,甚至上厕所也玩。

这意味为了实现最高投资回报率,开发者和发行商必须从激烈的竞争中脱颖而出,夺取消费者最多的注意力。

采用行动分析技术,营销人员可以更加了解消费者,最终增加消费者的沉浸感,以及拉动应用的长期收益。

(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)

How proper push messaging can keep your players engaged

by Brendan O’Kane

Brendan O’Kane is the CEO of messaging analytics vendor OtherLevels, and has over 20 years of experience in the mobile ecosystem.

He managed global accounts such as the Cable and Wireless group for Oracle Corporation, before growing Oracle’s Asia/Pacific services offering to a $150m business.

He subsequently led a US mobile messaging business in Asia/Pacific prior to its acquisition in 2001. In the past decade he has been an active investor and director in mobile and on-line properties.

Recently I’ve read some great PocketGamer.biz pieces on the importance of mobile app analytics.

While these articles focused on important app store performance measurement, as well as analysis of both pre- and post-install numbers, I wanted to introduce another critical component for devising a common-sense app-based mobile campaign – the measurement of mobile messaging.

‘To-device’ push notifications and ‘on-device’ messaging such as in-app pushes, alerts and promotions, have grown to be among the best ways game app developers and publishers can speak to customers.

Used correctly, these messaging formats can help engage and retain those customers as well as drive conversions.

The proliferation of mobile has, in turn, led to a proliferation of mobile marketing campaigns. However, as spending on those campaigns grows, publishers need a better way of measuring campaign performance in order to justify their growing budgets. They’re expected to reach a yearly $37 billion by 2016.

If you’re sending, say, in-app alerts to promote a new title, or any other kind of mobile marketing messages, measurement is the key to get the most out of what you’ve spent on them.

Adding value

Forrester has predicted that, by 2016, mobile commerce – including the mobile gaming industry – will have grown by a compound annual growth rate of 39 percent to become a $31 billion business. And that’s without counting the marketing/ad spend figures I mentioned above.

That means ever-growing numbers of marketing messages reaching consumers on their devices.

However, if those messages are irrelevant, untimely or excessive, they’re more likely to turn customers off, possibly leading them to disable messaging or delete a game altogether.

Mobile’s highly personal nature demands messaging that adds value to customers’ lives. Measuring your audience’s response to your messages is the best way to gauge those messages’ impact.

As gamers play on their devices, they create data that marketers can analyse to get a clear and detailed picture of an individuals’ wants and needs.

This allows those marketers to craft messaging that is both timely – delivered at a time when the customer is active on mobile – and relevant, which increases the likelihood of a conversion.

Understanding that mobile messaging is limited, take the steps to make sure your game’s notifications add value.

Reminders of new levels, new perks for a skill tree, announcements of new expansion packs or of enough XPs required to reach a new level are examples of things that matter to gamers and are likely to increase play session times. Bonus if you do not interrupt their game play!

Action analytics

Through analytics tools, marketers can secure a valuable foothold in gamers’ minds, hearts and wallets – and retain them as customers who will likely try other titles in the library. Here are some actionable techniques to ensure your games’ messages are driving desired outcomes:

First you’d collect action analytics data – e.g., messages sent vs. opened, time since last open, and opens resulting in goals such as registrations, purchases or social shares – that links specific message copy to particular user behaviors and outcomes.

Next, you would A/B split test. You’d use the data you gathered through action analytics to create multiple versions of one marketing message, which you would send out to significant samples of the audience segment you’re targeting.

Once the results come in and you can see which wording, length, tone and visual elements drove higher conversions, you send them out to your whole target audience.

Finally, after the split tests, you would retarget – which boils down to well-informed persistence. Using what you’ve learned about your gamers during the previous two steps, you send follow-up messages to those who didn’t open your first message at all or who opened it but didn’t convert.

This way, you can make sure you haven’t missed any opportunity to get the kind of conversion you want.

Halfbrick Studios, for example, recently decided it wanted to boost engagement and monetisation opportunities within its many popular apps, which include Jetpack Joyride and Fruit Ninja.

OtherLevels is currently A/B split testing the push notifications Halfbrick sends to its massive global customer base, which is spread across 24 time zones and speaks 13 languages.

It’s also testing for tonality, word choice and many other variables to create a full picture of the mobile audience.

Saturated

As adoption of mobile devices continues its march toward global saturation, there’s practically no place left where mobile devices won’t be present. Inevitably, mobile means gaming, with consumers playing on the go, on the couch, in bed and even on the toilet.

That means developers and publishers seeking top ROI will need a way to stand out from the pack and hold consumers’ attention.

By implementing action analytics techniques, these marketers can make sure they’re learning more about their customers with each and every interaction – driving engagement and monetisation opportunities for the long haul.(source:pocketgamer)

 


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