Space Ape: Unity 애즈 활용 사례
Space Ape, backed by Supercell, is focused on breaking into and owning new genres. That means knowing when to take creative risks and how to adapt trusted practices. With Fastlane: Road to Revenge, the developer’s first game outside the build-and-battle genre, it is pushing the boundaries beyond what has made it successful in the past and exploring new monetization methods.
IAP와 보상형 비디오의 균형점을 찾아 플레이어의 만족도 유지
Space Ape worked with Unity hand-in-hand during development of Fastlane: Road to Revenge, and through to discoverability and monetization. Working with Unity as its exclusive ad supplier and leveraging their Unified Auction helped balance In-app purchases (IAP) and rewarded videos in a way that made players happy, optimized user ad lifetime value (LTV), and helped grow the game.
- Since November 2017 daily active users (DAU) on Fastlane: Road to Revenge has tripled to 550K
- Average revenue per daily active user (ARPDAU) reached $0.25, including $0.11 from ads alone
- Ad revenue increased 5x to $30K bookings a day
- No significant impact to retention
- Able to reinvest more into user acquisition
빠른 시간 내 구현을 요하고 많은 노력이 필요한 작업에 적합한 파트너
When Space Ape was considering who to work with, they knew Unity could be a strong partner because they’d already built three successful games with the Unity engine and had a good relationship with the people behind it.
Space Ape felt they could count on Unity throughout the lifecycle of their title, from development to launch to monetization.
“We've been building our games with the Unity engine and promoted them through the user acquisition platform,” said Nicolas Boulay, Head of Growth at Space Ape. “Our recent exclusive partnership with Unity’s Unified Auction on Fastlane has helped us optimize and better understand better our users' ad LTV.”
Unified Auction provides an open marketplace where the highest bidder truly wins. This is as straightforward as it gets in the ad space — higher revenue for the publisher, and more control over the quality of ads and ultimately the player experience. The scale of the Unity developer network, their dedication to partners, and the sophistication of their products is unrivaled.
신뢰를 위한 두 가지 방법
Space Ape는 플레이어와 신뢰 관계를 구축하고 플레이어 경험에 중점을 두는 것이 장기적인 성공의 필수 조건이라고 믿으며, 캐주얼 게임 시장에서 플레이어와 긍정적인 관계를 구축하려면 섬세한 균형을 유지해야 한다는 점도 알고 있습니다.
미키 엘리멜렉(Mickey Elimelech) Space Ape CMO는 “결국 플레이어에게 제공하는 게임 환경이 중요합니다. 앞으로도 오랫동안 플레이할 수 있는 게임을 서비스하는 것이 목표죠.”라고 말했습니다.
또한 Space Ape는 대중을 대상으로 하는 게임에서 유일한 수익원으로 IAP에만 의존하면 안 된다는 점도 알고 있었습니다.
“무조건 광고만 내보내면 플레이어들이 게임을 그만둘 수도 있다는 사실을 알고 있었습니다. 따라서 게임에 자연스럽게 어울리는 광고와 IAP를 모두 활용할 수 있는 방법이 필요했습니다.”라고 엘리멜렉은 말합니다.
수익 증대와 플레이어 만족도 유지
Space Ape decided that the best way to create ads that players would embrace, was to design them into gameplay right from the start, so that they would feel like a natural part of the game. The studio is set up in small teams, which have the power to make decisions independently. This made it easier for Boulay to work with the product and game teams as well as Unity on monetization, creating the best possible user experience and optimizing the business model.
“Unity has always been there to meet our needs,” said Boulay. “There’s always someone to answer questions, to help us optimize our ads across the Auction, and to make sure we know how optimization takes place.”
Tripled DAU and had a 30% lift to ARPDAU
The Fastlane team did extensive testing in beta and found that engagement in optional rewarded video ads was higher when they were implemented at the end of a race. This testing paid off when they launched globally.
“As an exclusive partner, Unity has the unique ability to help optimize the player experience and monetization of our games with their Unified Auction. The scale of their developer network, their dedication to partners, and the sophistication of their products has helped us increase revenue while keeping our players happy,” Boulay said. “We found that we were able to have both IAP and ads co-existing in a way that optimizes the user experience and Lifetime Value (LTV), and pays off in terms of revenue.”