作者：Steve Weiss

许多开发者因为害怕用户流失以及引起用户留存与用户粘性的下降而选择避开外部盈利解决方法。

然而，如果广告能在游戏中的某一时刻出现并且不会分散玩家的注意力（游戏邦注：基于某一事件或成就），它们便有可能带来积极的影响——不管是对于用户体验还是用户粘性。

原生广告

PaeDae是通过利用“奖励广告规格”去帮助应用开发者获得盈利的一个原生广告平台。

我们成功的一大推动力便是确保奖励广告看起来具有原生性并能将其无缝地整合到用户整体的游戏或应用体验中。

PaeDae并不是该领域中唯一执行这一方法的公司。这是手机广告商们最快速发展的一大区域，像NativeX和AdColony等公司也都在未影响用户体验的前提下有效地将自己的广告整合到游戏中。

测试

在从网络上收集用户粘性数据的过程中，我们基于dreamfab的游戏《Chasing Yello》中基于奖励的广告和它们对于用户粘性的影响进行了一次分离测试。

我们使用了两种不同的群组——对于其中一个群组我们在他们到达某些特定目标时呈现相关奖励，而对于另一个群组，我们在游戏的生命周期中则未呈现任何奖励。

chasingyello（from pocketgamer）

首先，我们发现那些至少获得一种奖励的用户在几分钟游戏内会出现90%的整体提高。

其次，我们发现用户在安装游戏后并玩了多个回合时，整体的用户留存会提高61%。

最后，当用户获得一种奖励时每安装整体游戏会提高21%。

这些数据都表示有目标性的奖励能够有效激励玩家投入更多时间和资源于特定游戏中。

最佳世界

这一案例研究着眼于证明盈利作为一种手段能够有效地加强用户粘性，而不是削弱它。

paedae-ad-sequence（from pocketgamer）

理解并利用这类广告能够有效维系起开发者与用户之间的关系，并赢得对方的信任与忠心。

所以我们最终得出的结论便是，适当的用户测试，奖励以及其它原生广告类型能够提高整体用户粘性并增加收益—-这对于广告商，开发者和玩家来说是一种双赢策略。

（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 in-game ads can boost your game’s retention rate by 61%

By Steve Weiss

Many developers steer clear of external monetization solutions, fearing they will turn off users and cause a drop in retention and engagement rates.

However, when ads are presented at a moment in a game when they aren’t a distraction, and are based around a particular event or achievement, they can have favorable implications – on both the user experience and engagement levels.

Play native

In order to provide some context, PaeDae is a native ad platform that leverages ‘reward ad spec’ to help app developers monetize.

One of the biggest contributors to our success is our commitment to ensuring that reward ads look native and blend seamlessly into a user’s overall game or app experience.

Not that PaeDae is the only company operating in this space. It’s one of the big growth sectors for mobile advertisers with other companies such as NativeX and AdColony doing an incredible job in terms of making their ads blend into the game, without hindering the user experience.

Testing times

During the process of gathering engagement data from our network, we conducted a split test based around the usage of reward-based ads in dreamfab’s game Chasing Yello and their effects on engagement.

We used two different cohorts – one was shown rewards upon reaching specific milestones, while the other wasn’t shown any rewards during the game’s life cycle.

First of all, we observed a 90 percent overall increase in minutes played by users who were shown at least 1 reward.

Secondly, we found a 61 percent increase in overall retention, or instances in which a user played multiple sessions after the install.

Finally, there was a 21 percent increase in overall plays per install when a user was shown a reward.

These statistics demonstrate that effectively targeted rewards will incentivize a user to invest more of his or her time and resources into a particular game.

Best of worlds

This case study aims to shed some light on monetization as a means to heighten user engagement rather than detract from it.

Understanding and utilizing this type of advertising allows the developer an opportunity to further connect with users and earn their loyalty.

So the takeaway is that with proper user testing, rewards and other types of native ads can raise overall user engagement rates and generate incremental revenue – which is a win-win for advertisers, developers and players.(source:pocketgamer)