巧用谷歌 拼出海外 Google ChinaJoy移动游戏线上沙龙
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Transcript of 巧用谷歌 拼出海外 Google ChinaJoy移动游戏线上沙龙
课程名称:巧用谷歌 拼出海外 Google Chinajoy移动游戏线上沙龙
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六大市场 快速洞悉
1,800亿
今年的应用下载量
用户每个月在应用中花费的时间
超过 37个
小时
+63%两年间的增长率
全球市场 - 应用市场中蕴藏着巨大的增长机遇
$350 亿(同比增长 31%)
2014 年的应用内营收
美国市场
美国市场:概览
2亿多应用用户 北美市场玩
家数量1.95 亿
YouTube:增加游戏安装量的理想平台
在 YouTube 上观看游戏视频的用户中认为自己是“游戏玩家”的比例
37%20%
订阅量最高的 100
个频道中与游戏相关的频道比例
2014 年 10 月,美国每日十大热门视频中包含游戏视频的天数比
例
80%玩家
美国市场:取胜之道
覆盖海量用户借力于数据,覆盖恰当
用户更好地监测广告效果
27% 的用户借助搜索来查找应用
YouTube 上的 10 亿观众
覆盖 9 亿每月活跃设备的移动广告网络
覆盖面
● Play 中的搜索意图
● Play 购买记录(付费买家定位)
● 应用内活动记录(活跃玩家)
● YouTube 兴趣(例如“时尚”)● 地理位置数据
● 基于应用内事件的转化优化工具
● Google Analytics(分析)
● 第一方和第三方Arribution归因支持
● Post-back 解决方案
美国市场:成功范例
内购定位广告带来的用户的质量比 GREE 内部基准水平高出 5 倍
相比其他视频平台,YouTube 带来的用户的价值高 15%。
与内部平均水平相比,应用内视频广告的安装成本低 40%,安装率高 10%
德国市场
德国市场:概览
德国 英国
Data: App Annie Intelligence.
iOS
1.3xYoY
2.5xYoY
Android$
$
Inde
xed
reve
nue
★德国的APP下载量高于英国
德国市场:成功范例
当地设有办公室,地道的语言,市场推广本土化,服务本土化
备受青睐的游戏类别(益智类游戏)
优异的评分和评价
Empire: 4 Kingdoms Brain Dots
俄罗斯市场
俄罗斯市场:概览
数据/事实 2
数据/事实
数据来源:J'son & Partners Consulting
7.07 亿美元!
俄罗斯市场:取胜之道
免费增值
本地化
Android 优先
Place holder
俄罗斯市场:成功范例
成绩:俄罗斯策略类游戏榜单前五
成功经验:本地化
Place holder
日本市场
日本市场:概览
58 亿美元363.5 亿元人民币
*基于“Famitsu 游戏白皮书 2015 年报告”新闻稿
中国 美国 日本
4 倍
数据:计算依据为 Newzoo 发布的“游戏收入最高的 100 个国家/地区”报告。
2 倍
$
日本市场:取胜之道
本地化
安装成本 < 生命周期价值
地道的翻译
聘请声优/电视明星
VIP 系统 <Gacha/礼物系统
本地办事处
本地合作伙伴
内容 系统 组织架构
产品
$10-$15优质游戏的安装成本示例
搜索 YouTube+
混合式盈利方案 应用内购买 + 应用内广告
日本市场:成功范例
人气续作 爆红新作
聘请声优/电视明星本地办事处/本地合作伙伴
地道的翻译Gacha 系统
视频创意内容 借力于 YouTube 创作者
游戏技巧交流社区 抓住搜索用户
✔�
✔�
✔�
✔�
✔�
✔�
✔�
✔�
韩国市场
韩国市场:概览
24 亿美元*数据来源:韩国文化产业振兴院,2014 年
重度游戏
休闲游戏
韩国市场:取胜之道
本地化
营销
运营
测试版预注册
OOH/ATL
活动社区客服
说明信息截屏/视频
韩国市场:成功范例
本地办事处 - 营销、运营/客服
游戏技巧分享社区
地道的翻译
游戏技巧分享社区
定向营销、运营/客服
与 Play 联合营销(运营商代扣、礼品卡等)
台湾/香港市场
港台市场:概览
中国台湾
2,350 万人口
Play 全球五大市场之一
在移动设备上花的时间居世界第一(MillwardBrown,2014 年)
中国香港
7,00 万人口
单个用户平均收益非常高的市场
以进口为主的市场 - 中国大陆、中国台湾、日本、美国、韩国开发商具有显著影响力
港台市场:取胜之道
遵循政策规定
本地化和营销
运营和社区
繁体中文测试版预注册
每日活动社区客服
确保遵循 Google Play 政策的规定
港台市场:成功范例
每日活动和礼物
投资全球市场
预注册 社区
与 Play 联合营销(运营商代扣、礼品卡等)
与 Play 联合营销(运营商代扣、礼品卡等)
客服 线下营销和活动
客服
Develop on Android andFind Success on Google Play
Optional subtitle in sentence caseLeon Zhao
1 Billion+ Active Android Devices
3 out of 4Android users are playing Games
$7,000,000,000
Pre-Launch User Acquisition Engagement & Retention Monetization International
Working With Us
Pre-Launch User Acquisition Engagement & Retention Monetization International
Working With Us
Pre-Launch User Acquisition Engagement & Retention Monetization International
Working With Us
Cloud Test Lab
Cloud Test Lab
Videos let users better understand your product and know exactly what to expect.3 Video
Like videos, screenshots help users better understand your product offering by letting them know exactly what to expect. Avoid using too much text, localize when possible, and test different placements in terms of the order of your images.
4 Screenshots
Google Play Beta Testing Basics
• Private, invite-only group
• Players can’t publicly rate or review
• Player feedback is received through Google groups
• Two tracks available (Alpha & Beta)
Google Play Beta Testing Learnings
• Choose your audience
• Set expectations early
• Expect and encourage criticism
Beach Buggy Racing
Best Practice: Pre-Registration
GRAND OPENING!
Pre-Registration Examples
Pre-Registration on Google Play
Videos let users better understand your product and know exactly what to expect.3 Video
Like videos, screenshots help users better understand your product offering by letting them know exactly what to expect. Avoid using too much text, localize when possible, and test different placements in terms of the order of your images.
4 Screenshots
Pre-Launch User Acquisition Engagement & Retention Monetization International
Working With Us
Store Listing Pages & Material Design
Videos let users better understand your product and know exactly what to expect.3 Video
Like videos, screenshots help users better understand your product offering by letting them know exactly what to expect. Avoid using too much text, localize when possible, and test different placements in terms of the order of your images.
4 Screenshots
Previous Design Material Design
Store Listing Pages
Videos let users better understand your product and know exactly what to expect.3 Video
Like videos, screenshots help users better understand your product offering by letting them know exactly what to expect. Avoid using too much text, localize when possible, and test different placements in terms of the order of your images.
4 Screenshots
1 Icons
3 Video
Adventure through a gorgeous hand-crafted world to recover your stolen gold
2 Description
4 Screenshots
Store Listing experiment
Videos let users better understand your product and know exactly what to expect.3 Video
Like videos, screenshots help users better understand your product offering by letting them know exactly what to expect. Avoid using too much text, localize when possible, and test different placements in terms of the order of your images.
4 Screenshots
Store Listing experiment results
Videos let users better understand your product and know exactly what to expect.3 Video
Like videos, screenshots help users better understand your product offering by letting them know exactly what to expect. Avoid using too much text, localize when possible, and test different placements in terms of the order of your images.
4 Screenshots
Developer Homepages
Videos let users better understand your product and know exactly what to expect.3 Video
Like videos, screenshots help users better understand your product offering by letting them know exactly what to expect. Avoid using too much text, localize when possible, and test different placements in terms of the order of your images.
4 Screenshots
Best Practice:Keep filesizes small
Google Play Conversion Funnel
Link your Google Analytics and Google Play Developer Console accounts
Track how many players:
1. View your store listing
2. Install your game
3. Make purchases
Sponsored Search Results in Google Play
Pre-Launch User Acquisition Engagement & Retention Monetization International
Working With Us
Like the best TV shows, in Agent Alice we deliver a new episode every week.Jens Begemann, CEO
Best Practice: Frequent Content Updates
Videos let users better understand your product and know exactly what to expect.3 Video
Like videos, screenshots help users better understand your product offering by letting them know exactly what to expect. Avoid using too much text, localize when possible, and test different placements in terms of the order of your images.
4 Screenshots
The TV series approach: A new chapter every Thursday A strong multi level story to keep people excited over years
200 person days to create a new chapter 100+ characters in the game. 3 new characters every week
Google Play Game Services
Videos let users better understand your product and know exactly what to expect.3 Video
Like videos, screenshots help users better understand your product offering by letting them know exactly what to expect. Avoid using too much text, localize when possible, and test different placements in terms of the order of your images.
4 Screenshots
+32%Playtime / Player
+2.3xPremium currency spent / DAU
Player Analytics
Understand Players
Identify Hotspots
Manage Targets
Player Analytics Reports
Manage Targets
Understand players
Identify hotspots
Pre-Launch User Acquisition Engagement & Retention Monetization International
Working With Us
$7,000,000,000
More Payment Options
Direct Carrier Billing in 32 countriesAustralia, Austria, Belgium, Canada, Czech Republic, France, Germany, Hong Kong, Hungary, Indonesia, Ireland, Italy, Japan, Korea, Netherlands, New Zealand, Norway, Philippines, Poland, Romania, Russia, Saudi Arabia, Singapore, Slovakia, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, UAE, UK and United States.
Google Play Gift cards in 28 countriesAustralia, Austria, Belgium, Canada, Denmark, Finland, France, Germany, Greece, Hong Kong, Ireland, Italy, Japan, Korea, Mexico, New Zealand, Norway, Poland, Portugal, Singapore, South Africa, Spain, Sweden, Switzerland, Turkey, UAE, UK and United States.
Paypal in 24 countriesAustralia, Austria, Belgium, Canada, Finland, France, Germany, Greece, Ireland, Italy, Mexico, Netherlands, New Zealand, Philippines, Portugal, Russia, Singapore, Spain, Sweden, Switzerland, Thailand, Turkey, United Kindom and United States.
More Payment Options in More Countries
Pre-Launch User Acquisition Engagement & Retention Monetization International
Working With Us
Largest install bases
Fastest growing install bases
Largest revenue markets
Pre-Launch User Acquisition Engagement & Retention Monetization International
Working With Us
Thank you!Leon Zhao
智推广告 游戏创收
刘祎玮
Google 商业合作部移动业务总监
产品与市场并重
价值假设和增长假设并重
620亿美金 by 2017
Source: VisionMobile, Dec 2014
全球移动广告潜力巨大
800万开发者 by 2017
2012
64b
Source: Gartner
2013
102.1b
2014
138.8b
2015
179.6b
2016
224.8b
2017
268.7bFree
Paid
全球预估下载量(b - 十亿)
90% 的下载量来自于免费应用
游戏玩家会付费
只有
Source: Swrve, Jan 2014
.5%1
1. 更加智能的广告变现
2. 可规模化及扩展工具
3. 广告便于实施
AdMob 帮助开发者更快增长
AdMob 致力于提供跨平台的解决方案
AdMob 广告革新带来更好体验
1. 雁过拨毛
开发者在使用分析系统
Source: VisionMobile, 2014
21%只有
2. 精益创业 - 快速迭代的依据?
Engagement by in-app ad formats
Source: Google Internal, May 2015
TrueView 全屏 条幅
3.最大化广告价值
AdMob 和您一起成长
AdMob 智能广告变现
AdMob: 可以感知用户属性的变现平台
看人下菜碟: IAP 自家广告
AdMob 和 Google 分析的完美结合
非活跃用户 高频使用者
更加不同的维度划分用户
AdMob Audience Targeting Demo
>>观看链接
https://www.youtube.com/watch?v=U_XoL5DC2as&feature=youtu.be
通过 AdMob 广告网络中介最大化收益
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关注 “谷歌在线学院小助手”(ID:gugexueyuan)
您可以:
1. 获取谷歌三大微信公众账号的活动信息推送,重要活动绝
不错过!
2. 了解最新产品更新以及行业洞察,让您站在在线营销的最
前沿!
3. 享受谷歌广告产品专家零距离交流机会,熟知最新产品和
营销建议!
4. 和同行业专业人士交流互动,共同进步!
5. 在好友圈查看谷歌学院最新动态,时时关注,简单分享!
So easy!
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