Organize | April
From 2015 to the first half of each year 2021, the sales revenue of the domestic mobile game market showed a trend of increasing year by year, but the growth rate was significantly declining.
With the disappearance of the Internet traffic dividend, the game market has transitioned from the early period of rapid growth to today's era of refined operation, which means that manufacturers need to pay more attention to the improvement of ARPU value and LTV, and how to improve it has become a key issue for the industry to consider.
In the 2021 Lingyan Awards, Pangolin proposed that the improvement of ARPU value and LTV is reflected in two aspects: first, the user growth strategy oriented to enhance LTV; second, expand a more diversified traffic monetization model to maximize traffic value.
01
Advertising buying volume and content marketing are both in power
LTV-oriented user growth strategy
In the early game purchase market, it was only possible to simply estimate the relatively shallow conversion indicators such as activation and retention, but with the development of market demand and technology, practitioners began to pay more attention to the user's payment behavior, payment frequency and final ROI.
It is reported that pangolins have also recently launched bidding products for ROI recovery to meet the game's demand for overall ROI. At present, pangolin 24-hour paid ROI products have good application feedback on topics such as simulated operation, magic match-3, martial arts placement, and fairy role play, among which the ROI of the first day of a simulated business game has increased by 57%, and the activation cost has dropped by 27%.
In addition to regular delivery, content marketing has also gradually stepped into the center of the game industry this year. The "Game Publisher Program" is a platform that matches game developers and TikTok content creators, games provide monetization outlets for creators, and creators provide traffic and conversion for games.
Whether it's for heavy or casual games, the publisher program can provide a great boost. In terms of heavy games that focus on brand orientation, "Voyager King" has achieved a very good boost through the release plan at the beginning of the launch, and the heavy product "Ember Storm", which was more popular some time ago, is also a good case of the use of heavy games for the release plan; for casual games that pay more attention to download conversion, "Emerald Master", "The Happy Life of Wang Blueberry", "Crazy Bicycle", "Strongest Brain 3" These products have obtained a lot of increments through the issuer plan and are stable at the top of the download list.
After exploring advertising and content marketing separately, how can pangolins organically combine the two to produce a landing plan?
Taking the women's game "Hua Yi Shan Heart Month" launched in November this year as an example, the release of this game has adopted a layered strategy: first, in the end of Douyin, the issuer plans to stir up hot topics in the core game circle; with the increase in the popularity of the topic, and then through the pangolin platform to focus on the use of dozens of female users on the network more concentrated APP for brand exposure, the click rate once reached 7%; and finally through the pangolin effect advertising to quickly increase the user's magnitude.
Through the mode of traffic linkage and product effect linkage, on the one hand, the topic heat in the vibrato terminal is released from the whole network, and on the other hand, the effect is recycled within the whole network to enhance the scale of users. According to the data, on the day of the launch of "Huayishan Heart Month", it topped the TOP1 of the IOS free list, and for a long time after that, the DAU growth rate ranked first.
02
More than 70% of users do not reject in-game advertising
Advertising monetization brings 4 major benefits to manufacturers
Advertising has become more widely used in ultra-casual games and casual games, but for medium- and heavy-duty games that are mainly purchased with internal purchases, it is a model with fewer opportunities to practice. Whether moderate and heavy gamers who are accustomed to in-app purchases can accept in-game advertising monetization has become the first concern of manufacturers.
Gamma data shows that more than 70% of players are not exclusive to in-game advertising, and even more than half of players want to see ads in the game. Players want to get more resources through advertising, of which 0 paying players, low pay willingness players account for a very high proportion, it is also worth noting that there are also a small number of high-paying willing players who want to get resources by watching advertisements.
So on the basis of players accepting advertising, what can advertising bring to manufacturers?
First of all, in addition to in-app purchases, advertising monetization can help manufacturers obtain additional revenue, thereby enhancing ARPU and LTV;
Secondly, to obtain better ROI, advertising monetization can help the game to continue to buy, expand the scale of users, and eventually form a traffic closed loop of buying and re-buying;
Third, through the way of advertising monetization, some game content or props can be packaged into the form of benefits for potential players, which can not only allow potential players to experience more game content, but also improve the user experience;
Fourth, good advertising design can help improve the data of the game itself, such as increased payment rate, retention improvement, duration improvement, and so on.
Pangolin currently collaborates with a variety of games including gunfight simulations, women's dressups, role-playing, SLG, and more. In medium- and heavy games that access advertising monetization, the proportion of advertising revenue can reach 10%-50%.
03
Hybrid monetization models are the megatrend
The monetization of 5 types of ads is designed to be very effective
When it is clear that advertising monetization brings huge benefits to manufacturers, how to design in-game advertising points has become the next focus that needs the industry's attention. After cooperating with a large number of manufacturers, Pangolin has a very rich accumulation and ingenuity in the design of in-game advertising monetization points and content:
Judging from Thunder Games' roguelike adventure game "Alien land", in the process of advertising monetization, a total of 6 video advertising points were designed in the game. Many of these ads allow users to claim in-game currency or equipment fragments through advertisements, which are called resource advertising slots.
The other is that the user can be resurrected for free by watching the advertisement, but in order to better ensure the user experience, the pangolin has made some small changes in the design of the advertising slot, that is, after the user clicks the advertising button, he will not immediately watch the advertisement but continue to play the game, and wait for the level to completely end or eventually die before playing the advertisement, maximizing the user's game experience is not disturbed.
The data shows that the design of these two types of advertising spaces has made the proportion of in-app purchases and advertisements in "Alien land" reach 1:1, increasing revenue by 100%.
In addition to the above two types of advertising space design, the advertising wheel is also a good monetization advertising design found after practice, such advertising interface is gorgeous, manufacturers can inform users of specific benefits through the square roulette wheel below the interface, attracting users to watch and obtain benefits. On this basis, you can also customize a goal plan for users, clearly inform users, and after accumulating 10 ads, you can get an ultimate jackpot.
The fourth type of advertising monetization case is designed for the purpose of increasing the game payment rate and the first deposit payment rate. Judging from the specific performance of a card + battle game, a character in the game will be given 6 yuan for the first punch, so the advertisement is designed to watch the video, and the player has 6 hours to experience the attributes of the first punch character and the intensity of the game. The data shows that users have a very high probability of purchasing the first charge package after 6 hours of experience.
In addition, manufacturers can also determine the high and low potential of specific users to adjust the frequency of the trial, high-paying users can set a monthly or semi-annual trial, low-paying users can be a lifetime trial. Such advertising design ideas can be panned into many recharge content of the game, such as vip system function advertising use and so on.
In addition to increasing the player's payment rate, such ads can also help the game get rid of the negative cycle of excessive benefits and players not recharging, and accelerate in-game currency consumption. For example, advertising discounts, which use the discount to watch incentive videos to motivate players to purchase goods and consume currency. After the consumption of currency, the subsequent process of insufficient currency, recharge, thus forming a good consumption-recharge-consumption positive cycle.
The fifth category is the use of advertising gameplay to speed up retention and duration, that is, the pass play. The original intention of most game designs is to let users invest a lot of time in the game to complete a variety of tasks to upgrade and get the corresponding rewards, but in the current fast-paced fragmentation background, users want to complete the season need to bear a very large time cost, so the demand for the pass advertising design appeared.
For example, a pass upgrade costs 1000 xp, but in ad slot design, you can get 100 XP by watching a video once, with a maximum of three times a day. Therefore, it is very reasonable for users to take 300 experience points per day through fragmented time during the game play time, and the next day users can still go online again to watch the motivational video. In summary, this type of advertising design can not only attract users to grasp the demand for game content through fragmented time, but also ensure the user's next-day login and the next-day login time.
The above five major advertising monetization cases are all fairly good cases of landing effects discussed by pangolins and manufacturers in the process of cooperation. The hybrid monetization model of medium and heavy games is an objective trend in the future game industry, and Pangolin will work with manufacturers to the next order of magnitude with its constantly updated platform capabilities and product advantages.
Spirit Eye Awards 2021:
Procter & Gamble Yang Shanshan | Jaguar Land Rover Ma Zhenshan | Mobvista Cao Xiaohuan | Focus Media Shi Song | MobTech Fei Linlin | GrowingIO Xing Hao | Baidu Liang Zhiyuan | Knowing Fu Jiren | SparkX Yiyan Technology Zhang Xing
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