Warlords of Aternum的广告投入获得丰厚回报

InnoGames如何利用推广受众智能定位提高了用户获取和ROAS

InnoGames – Unity开发人员案例分析

开发人员如何利用成熟、成功的游戏在优化广告费用的同时不断获得高价值用户? 为了维护和发展健康的用户群,InnoGames的广告宣传与Unity Ads保持了一致。 将推广受众智能定位(一种功能强大的Unity Ads功能)实施到用户获取策略中已显著提高了他们的业绩,并且提高了他们能够通过Unity Ads一致地获取高质量用户的期望。

项目

使用Unity Ads的推广受众智能定位进行游戏玩家等级广告定位

目标

提高留存率并增加ROAS

平台

安卓、iOS

团队成员

12名工程师、9名美术师/设计师、5名支持人员

地点

德国汉堡

凭借众多屡获殊荣的浏览器和移动游戏,包括《Forge of Empires》、《Elvenar》和《Warlords of Aternum》,InnoGames在30多个国家/地区拥有400多名员工,当前运营着7款现场游戏,其App Store和Google Play评分分别保持在4.7和4.5。 为进一步优化他们的用户获取(UA)策略并实现广告支出回报率(ROAS)目标,InnoGames使用推广受众智能定位来吸引具有高7天(D7)留存率的游戏玩家。

结果:

  • D7留存率提高了20%
  • 在一年内广告支出缩减了60%
  • 减少了需要营销经理进行的重复优化

InnoGames在夜色中诞生

2003年,Eike和Hendrik Klindworth兄弟与他们的朋友Michael Zillmer制作了他们的第一个浏览器游戏《Tribal Wars》。他们最开始将这个游戏纯粹作为漫长冬夜里一个有趣的消遣,但随着他们增加新的世界,该游戏很快就流行了起来。 这变成了一项全职工作,他们于2007年在汉堡成立了InnoGames。该公司稳步发展,随着移动游戏市场的主导地位日益增强,他们决定使用Unity开发所有新的移动游戏。

开发Aternum

InnoGames acquired Warlords from Wooga Studio in 2017. Using Unity, they continued developing the turn-based strategy (TBS) game as Warlords of Aternum, added massive content updates, optimized battle-balancing, and more. Many Unity features helped streamline development and enhance the game:

  • The C# AssetBundleGraphTool reduces tedious asset importing and bundling tasks, letting their engineers easily build and automate workflows for creating and changing asset settings graphically.
  • Lightmapping precalculates surface brightnesses in Warlords of Aternum’s multiple scenes and it stores results in a lightmap for later use.
  • ScriptableObject is a serializable Unity class that holds references to UI/GameObjects for battle-balancing. It makes it easier to manage changes and debugging by keeping shared data independent from script instances.

To further boost performance, InnoGames regularly leverages the asset cache server, draw call batching, editor scripting, and of course, the Unity Profiler.

Looking forward, the InnoGames team is particularly excited about implementing the new Unity Data-Oriented Technology Stack (DOTS) components – the Entity Component System (ECS), the C# Job System, and the Burst Compiler – which let developers take better advantage of multicore processors on mobile devices.

提高变现和用户获取

大多数InnoGames解决方案纯粹通过IAP获利,尽管Unity Ads团队多年来一直是合作伙伴,但他们在广告变现方面的工作量正在不断增加。 据Sebastian称:“与其他来源相比,CPM和填充率非常出色,我们特别感谢Unity专门的支持、客户合作伙伴和Ad-Ops团队,他们发挥了重大作用。”

InnoGames的UA策略多种多样,他们在Facebook、Google、Unity以及电视等广告网络上开展广告活动。 他们尝试了许多实时竞价(RTB)和需求方(DSP)平台,只是为了避免依赖单一来源。 “凭借Unity Ads,我们始终能够获得高质量的用户。 现在凭借推广受众智能定位,我们已进一步提高了已获取用户的质量,这令人印象非常深刻”,Sebastian继续说道。 InnoGames首次将推广受众智能定位应用于其《Warlords of Aternum》UA广告活动,从而专注于具有高7天留存值的游戏玩家。

以更细致的级别定位

Audience Pinpointer is a Unity Ads feature that identifies gamers likely to have a specific value beyond an app install based on an advertiser’s goals. It enables individual-gamer, rather than cohort-level, targeting to enable better:

  • Retention – acquire gamers who are more likely to play a game for 7 or more days
  • ROAS – acquire gamers based on their predicted spend during their first 7 days in a game

At the moment of an ad request, and based on predicted D7 retention or ROAS, Unity’s machine-learning model uses real-time gamer valuation to dynamically decide on a bid for each individual gamer. The system updates constantly based on actual gamer behavior and the preferences of millions of gamers across Unity’s platform.

“Using Unity’s Audience Pinpointer solution, we scaled our ad spend by 60% from January 2018 to January 2019,” said Sebastian Goldt, Head of Performance Networks. Bidding adjusts automatically so InnoGames pays based on dynamically updated CPIs, maximizing their ROI. Another important feature for InnoGames is how Audience Pinpointer reduces the number of daily optimizations that used to be set manually. This gives their marketing managers more time to focus on creative approaches to improving their campaigns.

致力于Unity社区

除用户获取外,人才获取对任何工作室而言都是一项重要挑战。 对于InnoGames而言,成为一家Unity商店意味着能够获得大量Unity开发人员,他们可立即为游戏制作做出贡献。 “Unity可使我们非常轻松地对新员工进行入职培训”,Armin说。 InnoGames提供内部Unity培训,每年还举办多场Unity聚会,每场聚会都会吸引多达100位参与者。

Armin继续说道:“Unity是我们所有移动游戏的首选实时开发平台。 《Warlords of Aternum》是一个非常好的示例,证明了Unity能够为移动设备带来极具吸引力的战略游戏体验。”

"With Unity Ads we have always been able to acquire high-quality users. And now, with Audience Pinpointer, we’ve pushed acquired user quality even higher, which is quite impressive.”

Sebastian Goldt, Head of Performance Networks, InnoGames

“Unity是我们所有移动游戏的首选实时开发平台。 Warlords of Aternum是一个非常好的示例,证明了Unity能够为移动设备带来极具吸引力的战略游戏体验。”

Armin Busen, Chief Product Officer, InnoGames

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