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差异化用户的活动投放
1.
针对差异化用户的活动投放
2.
不同玩家,追求不同 不同的用户,付费能力不同,追求也不同,所以要通过不同的方式,不同的奖励来刺激 2/8:适应网页游戏
长尾:不适应网页游戏,尾巴不够长
3.
做活动要对症下药
4.
需求怎么找? 策划文档——设计好的需求 不玩游戏,通过文档也能发现这些需求,并且可以通过数据推测出玩家更愿意在哪些付费点投入金钱
状态A 打不过BOSS 状态B 打过BOSS X点投入50元 OR Y点投入60元 OR Z点投入100元 只要会算数,人人都知道应该把钱花到哪
5.
需求怎么找? 游戏感受——玩家买账的需求 玩家只能通过体验游戏来“感觉”哪些地方是值得投入的.
纵向:有些系统是概率发生的,玩家无法计算“要投入多少” 横向:不同的系统加的数据不同(概率,百分比,具体数值)玩家 大额付费凭感觉花钱,中小额看大额的经验花钱 亲自体验游戏、玩家的消费数据、玩家的反馈
6.
7.
玩家对未来投入和产出不清楚
8.
概率型系统,负面言论导致大家不敢参与(居多)公布一些游戏数据: 让玩家知道一份投入一份收获; 让玩家知道后面的东西多么NB
9.
做活动要对症下药
10.
付费能力 参考历史数据 玩家的历史充值做排名:
前10%玩家平均每天充值X(例:3天的活动档次设在3X) 10%~30玩家平均每天充值Y 30%之后玩家平均每天充值Z
11.
12.
2种消费理念 主动消费 想拍照,所以买台相机(有计划有预谋的)
玩家A想要成为全服第一,所以买各种东西来强化自己 高级玩家的装备饱和了,推出一个新的提升内容,他们会主动的消费 被动消费 天气冷了,所以要买件大衣;商场促销,折扣很吸引人 通过活动奖励来刺激玩家,产生计划外的消费
13.
做活动要对症下药
14.
15.
排名(不是付费排名)
16.
限量限时的稀有道具
17.
18.
19.
玩家通过时间投入得到一些付费道具
20.
通过收集,互动形式的活动提升游戏的乐趣所有这些都是一个目的: 陪付费玩家玩,被付费玩家虐,还不能跑
21.
活动的组合 满足不同人群 高端活动太小众,收入升的快,降的也快;
中小额付费活动虽然参与人数多,但是难以获得可观的收入; 免费活动虽然所有玩家都喜欢,但是叫好不叫座,没人花钱 所以有时候需要通过设置不同档次的奖励 来满足不同档次的玩家需求。
22.
Thank you
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