jqury 获取第三个_使您的手机游戏成功。 第三部分：获取用户

jqury 获取第三个

In the latest in our series of blog posts bringing you insights from Unity users that have thrived in the mobile space, top developers share their experiences of attracting users.

在我们最新系列的博客文章中，您将获得来自在移动领域蓬勃发展的Unity用户的见解，顶级开发人员将分享他们吸引用户的经验。

Making a mobile game a success needs one thing more than most. It needs players.

要使手机游戏取得成功，最重要的是一件事。 它需要玩家。

And it needs devoted players; ones that will spend money on free-to-play game mechanics, fuel the virality that attracts new users, and be proactive in the communities that can be so vital to retention. Your game will need players that play, stay, and share your game.

它需要专门的球员； 会在免费游戏机制上花钱的公司，助力吸引新用户的病毒式传播以及在对保留至关重要的社区中积极进取的人。 您的游戏将需要玩，玩和分享您的游戏的玩家。

Getting those players, of course, is a matter of user acquisition. And acquiring users for mobile games is infamously complex and costly. At least, that’s what many will tell you. Millions of dollars can be funneled into user acquisition platforms, ad revenue networks and other systems that can be as bewildering as they are expensive.

当然，吸引这些玩家是用户获取的问题。 而且，获得手机游戏用户非常困难且昂贵。 至少，许多人会告诉你。 数百万美元可以集中到用户获取平台，广告收入网络和其他系统上，这些系统可能像价格昂贵的一样令人迷惑。

But increasing numbers of Unity using studios are making successful mobile games without necessarily spending a fortune. And there are also many that have invested their cash in attracting users, only to see that money come back many times over.

但是越来越多的使用工作室的Unity正在制作成功的手机游戏，而不必花大价钱。 而且，还有许多人将现金投资于吸引用户，却发现赚钱的次数很多次。

For most, of course, budgets are tight, and paying staff and making the game have to come first. But that hasn’t stopped Unity users attracting impressive user numbers.

当然，对于大多数人来说，预算很紧张，并且必须首先支付员工和制作游戏。 但这并没有阻止Unity用户吸引大量用户。

One such team is Madfinger, the Czech Republic-based team behind the popular Shadowgun and Dead Trigger IPs, which have both use Unity. And by CEO and Co-founder Marek Rabas’ own confession, while a little luck played a part, a lot of hard work in the right places helped the team acquire significant user numbers.

这样的团队之一就是Madfinger，这是捷克共和国的团队，背后是流行的Shadowgun和Dead Trigger IP，它们都使用Unity。 在首席执行官兼联合创始人Marek Rabas的表白中，虽然运气不错，但在正确的地方进行了许多艰苦的工作，帮助团队获得了大量用户。

“We never had money for marketing and we never used user acquisition [services],” confirms Rabas, considering the development of Dead Trigger 2. “I’m happy to say, that all of the 80 million people who downloaded our games were organic.”

“考虑到Dead Trigger 2的发展，” Rabas证实：“我们从来没有用于营销的钱，也从未使用过用户获取[服务]。”我很高兴地说，下载我们游戏的8000万用户都是有机的。”

But where those users came from isn’t an utter mystery; rather its something other Unity users can apply to their own games. “During the last four years we focused on building our name and the community around us,” continues Rabas. “We believe that players should finish our game feeling happy and satisfied, and in that way, they will be more eager to try our next game. Of course you can’t satisfy everybody, but if more players are happy than not happy, your community will grow. Sure we made some mistakes, but it’s part of the learning process.”

但是，这些用户来自何方并不是一个谜。 而是其他Unity用户可以将其应用于自己的游戏。 “在过去的四年中，我们专注于树立我们的名字和周围的社区，” Rabas继续说道。 “我们相信玩家应该让我们的游戏感到快乐和满足，这样，他们将更渴望尝试我们的下一款游戏。 当然，您不能满足所有人的需求，但是如果有更多的玩家感到高兴而不是不高兴，那么您的社区就会成长。 当然，我们犯了一些错误，但这是学习过程的一部分。”

And for Madfinger, it was the quality Unity allowed the team to hit that saw them attracting their players back to subsequent games. “Selecting the right platform was a big question at the beginning,” states Rabas on the matter of how their engine choice helped them build games that would be a success with players. “We didn’t want to develop our own engine, tools, etcetera. We went for Unity because it allows us to focus on the game itself. The fact that you only develop the game once and can use it on all key platforms and devices saves a lot of time that we can then dedicate to game quality. At the same time, Unity allows us to bring a level of graphics and sound into our games that makes us instantly recognizable from many other developers.”

对于Madfinger来说，正是Unity允许球队达到的出色品质才能看到他们吸引球员重返赛场。 “选择合适的平台从一开始就是一个大问题，” Rabas谈到了他们的引擎选择如何帮助他们开发成功的游戏的问题。 “我们不想开发自己的引擎，工具等。 我们之所以选择Unity，是因为它使我们能够专注于游戏本身。 您只开发一次游戏并且可以在所有关键平台和设备上使用它的事实为我们节省了大量时间，然后我们可以专注于游戏质量。 同时，Unity允许我们在游戏中引入一定程度的图形和声音，使我们可以立即被许多其他开发人员所识别。”

In terms of bringing customers to a new game, then, Madfinger’s story is one of a relatively traditional user acquisition strategy. Make good games, build a reputation, and focus on taking players from one game to the next, developing quickly and at quality to meet demand and keep players happy. One popular release can be simply used as a place to promote you next, building a virtuous cycle of acquisition that grows with studio status and reputation.

那么，在将客户吸引到新游戏方面，Madfinger的故事是相对传统的用户获取策略之一。 制作出色的游戏，树立声誉，并专注于将玩家从一种游戏转移到另一种游戏，并Swift发展并以高质量满足需求并让玩家满意。 一个受欢迎的发行版可以简单地用作下一步晋升的地方，建立一个随着工作室地位和声誉而增长的良性收购循环。

It’s reassuring that such a strategy can attract 80 million downloads of decidedly core games, but it is one that favors those with a catalogue of games under their belt, or time to evolve organically. But what about if you haven’t got a previous mobile title from which to harness community?

令人放心的是，这样的策略可以吸引8000万本绝对核心游戏的下载，但它却偏向那些拥有众多游戏类别或有时间进行有机发展的人们。 但是，如果您以前没有从中获得可用于开发社区的手机游戏，该怎么办？

Jelly Button hail from Israel, home of a burgeoning tech start-up scene, and have with their first mobile game rapidly secured some impressive stats. Their debut on iOS and Android Pirate Kings is a simple and polished Unity creation that began life on Facebook. Effectively a ‘one-button’ game of spinning a wheel to gain loot and abilities with which to attack other players’ own pirate-flavored islands, in a handful of months it has reached daily active users numbers of over 1.7 million. 40,000-to-80,000 new players are downloading the game every day, with close to 5 million installs already reached.

Jelly Button来自以色列，这是一个新兴的科技初创企业所在地，并且凭借他们的第一款手机游戏Swift获得了令人印象深刻的统计数据。 他们在iOS和Android Pirate Kings上的首次亮相是一个简单而精致的Unity创作，该创作开始于Facebook。 实际上，这是一个“一键式”游戏，通过旋转轮子来获得战利品和攻击其他玩家自己的海盗风味岛屿的能力，在短短几个月内，每日活跃用户数量已超过170万。 每天有40,000至80,000新玩家下载该游戏，已经达到了近500万的安装量。

The team is made of around 20 staff, making it a decidedly small operation. So just how are they attracting such vast numbers? “Of course it starts with a good game, and a sense of perfection and a lot of time working on the game,” offers Mor Shani, Co-Founder and Product Designer at Jelly Button. “But we are careful to design in viral loops that encourage our players to share the game and bring their friends to our game.

该团队由大约20名员工组成，因此规模很小。 那么，它们如何吸引如此众多的人呢？ Jelly Button的联合创始人兼产品设计师Mor Shani表示：“当然，首先要有一款出色的游戏，并且要有完美感和投入大量时间。” “但是我们谨慎设计病毒循环，以鼓励我们的玩家分享游戏并将他们的朋友带入我们的游戏。

“That is very important,” continues Shani. “The viral loops can get crazy as they grow. We are a smaller team, and we’re now seeing 90 million invites a day sent from our users encouraging other players to try the game.”

“这很重要，” Shani继续说道。 随着病毒循环的增长，它们会变得疯狂。 我们是一个规模较小的团队，现在我们每天收到9000万个用户邀请，鼓励其他玩家尝试游戏。”

Even with that DAU of 1.7 million players, 90 million invites in 24 hours is hugely impressive, and clearly a robust foundation for a free-to-play success on mobile. And all it took was some elegant design around rewarding existing players for getting other users on board.

即使拥有170万玩家的DAU，24小时内的9000万邀请仍然令人印象深刻，这显然是在手机上免费游戏成功的坚实基础。 它所采取的就是围绕奖励现有玩家以吸引其他用户加入的一些优雅设计。

“Regarding Unity specifically in terms of our growth and user acquisition, one of the things that was really interesting to see was that, as we started on iOS only, we reached this plateau of users early on,” says Shani’s colleague Jelly Button CTO Ron Rejwan. “At that point the invites were going out in various ways, including over Facebook. That meant reaching Android users, and at that point we didn’t have an Android version.”

Shani的同事Jelly Button CTO Ron说：“特别是从我们的增长和用户获取方面而言，关于Unity，真正有趣的一件事是，仅从iOS开始，我们就达到了这一稳定的用户水平。”丽珠 “那时，邀请以各种方式发出，包括通过Facebook。 这意味着要接触到Android用户，那时我们还没有Android版本。”

The Jelly Button team could see what was happening. A powerful user acquisition drive was meeting players who couldn’t play their game. The outfit saw player numbers where level out at around 30,000 daily active users; a fairly small number by free-to-play mobile game standards. They needed to get the game to Android, and fast, before the critical mass was lost. Which is where Unity’s strengths mattered most to the team.

果冻按钮团队可以看到正在发生的事情。 强大的用户获取动力是会见无法玩游戏的玩家。 该机构的玩家人数稳定在每日约30,000个活跃用户上； 按照免费手机游戏标准，这个数字还很小。 他们需要尽快将游戏发布到Android系统上，然后才能丢失重要的游戏。 这是Unity的优势对团队最重要的地方。

“Using Unity it took us maybe a month-and-a-half to move the game to Android,” adds Jelly Button Creative Director Moti Novo. “That ability for a smaller studio to quickly move to another platform when it mattered was really important, and it allowed us to get to those Android users. Then we launched the Android version, and in matter of days we leapt from 30,000 to about 120,000 or 130,000 daily active users. That was the start of the growth we’re seeing now, and so really moving to a new platform fast was very important to our success.”

Jelly Button创意总监Moti Novo补充说：“使用Unity，我们可能需要一个半月的时间才能将游戏迁移到Android。 “对于一个较小的工作室来说，在重要的时候Swift迁移到另一个平台的能力非常重要，它使我们能够接触到那些Android用户。 然后，我们推出了Android版本，几天之内，我们的每日活跃用户从30,000人跃升至大约120,000或130,000。 那是我们现在看到的增长的开始，因此真正快速地迁移到新平台对于我们的成功非常重要。”

Jelly Button’s story is an impressive one, and with everyday that passes they are inching closer and closer to joining the mobile gaming space’s big league. But for some, even a team of 20 can feel like a distant dream. Fortunately, even Unity-using teams with headcounts you can register on one hand are finding ways to attract impressive players.

Jelly Button的故事令人印象深刻，并且随着日子的流逝，他们越来越接近加入移动游戏领域的大联盟。 但是对于某些人来说，即使是一个20人的团队也可以感觉像是一个遥远的梦想。 幸运的是，即使是拥有大量员工且可以注册的使用Unity的团队也正在寻找吸引优秀玩家的方法。

Lonely Few is a two-man team, comprising of developers and co-founders Yeong-Hao Han and Rod Green. Yet despite their slender size, they’ve seen their puzzle game rub shoulders with the mobile goliaths on iOS and Android since its release back in 2013. It has continued to attract players, and succeed, buoyed up by an initial wave of critical praise.

Lonely Few是一个由两人组成的团队，由开发人员和联合创始人韩永浩和Rod Green组成。 尽管体积小巧，但自2013年发布以来，益智游戏就已经在iOS和Android上与移动巨人游戏并驾齐驱。它一直吸引着玩家并获得了成功，并受到了最初的批评之声的鼓舞。

But for Lonely Few, it almost didn’t happen. “Initially we just released the game, we didn’t do any real announcement or press push,” admits Green. “We emailed a few places but weren’t expecting much. After a month or so we started working on our next project assuming Blendoku was done.

但是对于寂寞很少，这几乎没有发生。 格林承认：“最初我们只是发布了游戏，没有做任何实际的宣布或新闻发布。” “我们通过电子邮件发送了一些地方，但期望并不高。 大约一个月后，假设Blendoku已经完成，我们开始着手进行下一个项目。

Fortunately for Green, he noticed the unusually high number if five-star reviews Blendoku was getting across the app stores, and was inspired to give his creation a second chance. “What [those reviews] said to us is that even though there wasn’t a huge amount of downloads, people who found the game really liked it, since the reviews were all glowingly positive,” continues Green. “So we figured that maybe there’s more to this game than we expected.”

幸运的是，对于格林来说，他注意到如果五星级评论Blendoku遍及应用程序商店，那么这个数字就非常高，并且受到启发，给了他创造第二次机会。 “这些评论对我们说的是，即使下载量不大，发现游戏的人还是很喜欢它，因为这些评论都非常积极。”格林继续说道。 “因此，我们认为这款游戏可能还有比我们预期更多的东西。”

The Lonely Few duo quickly returned to the game, and began to promote it off their own backs. “We went into PR mode; we emailed, tweeted, anyone and everyone who we thought might be interested. We emailed the stores – Apple, Google, Amazon – and worked our way through the chain till we found someone who could give Blendoku a chance to shine.”

Lonely Few二人组很快又回到了游戏中，并开始从自己的背上推销它。 “我们进入了PR模式； 我们通过电子邮件，发推文向我们认为可能感兴趣的任何人和所有人发送了电子邮件。 我们通过电子邮件向商店(苹果，谷歌，亚马逊)发送电子邮件，并在整个连锁店中进行工作，直到找到可以使Blendoku发光的机会。”

With that persistence, Green and co-founding colleague Yeong-Hao Han made it through to the store holder’s editors; proving it can be done. And those editors saw something in Blendoku. Soon it was featured across the world. Being featured, of course, is the Holy Grail of user acquisition, and through persistence and determination, a two man studio had done with their Unity game what many spend a fortune failing to achieve.

在这种坚持下，格林与共同创办人韩永浩(Yeong-Hao)传达给了店主的编辑。 证明是可以做到的。 这些编辑在Blendoku中看到了一些东西。 很快，它在世界范围内流行。 特色当然是用户获取的圣杯，通过坚持不懈和坚定不移，两个人的工作室在Unity游戏中完成了许多人无法实现的事业。

“Something clicked,” offers Green. “We hit a critical mass. Currently we’re at about 4.5 million downloads worldwide.” Lonely Few’s story proves that two developers armed with an email account and a twitter profile can attract numbers that, when there are only two staff wages to pay, can do more than keep the studio alive.

Green表示：“有些东西被点击了”。 “我们达到了临界点。 目前，我们在全球的下载量约为450万。” Lonely Few的故事证明，两个拥有电子邮件帐户和Twitter个人资料的开发人员可以吸引大量的数字，当只支付两个员工工资时，它们可以做的不只是使工作室存活下来。

For those prepared to invest, however, the user acquisition rewards can be ample, and one route worth considering is that of another traditional medium; advertising, which can work out relatively cheaper that straight up paid for UA platforms.

但是，对于那些准备进行投资的人来说，用户获得的回报可能是足够的，值得考虑的一条途径是另一种传统媒介。 广告，这种广告的价格相对便宜，比直接购买UA平台要便宜。

Not so long ago Pocket PlayLabs was struggling financially. Today it has its most successful mobile game published by the mighty Rovio under the Rovio Stars initiative. Free-to-play tile-puzzler Juice Cubes has been downloaded 25 million times, and presently courts around 2 million daily active users, many of whom are paying to get the most from the game.

不久前，Pocket PlayLabs陷入财务困境。 今天，它拥有强大的Rovio在Rovio Stars倡议下发行的最成功的手机游戏。 免费的拼图游戏Juice Cubes已被下载2500万次，目前每天吸引大约200万活跃用户，其中许多人都在付费以从游戏中获得最大收益。

“We have always been a fully self-funded studio, but after over a year with 20 guys on the payroll, we were also struggling financially,” confirms Pocket PlayLab Co-founder and CEO Jakob Lykkegaard.

Pocket PlayLab联合创始人兼首席执行官Jakob Lykkegaard证实：“我们一直是一家完全自负盈亏的工作室，但是在经历了20个人的薪水超过一年之后，我们也在财务上陷入困境。”

The team had invested “a few million” in advertising their game across various channels, and the future was uncertain.

该团队已经投入了“几百万”来通过各种渠道来宣传他们的游戏，而且前景不确定。

“A small soft launch in Australia changed all that,” adds Lykkegaard. “We could finally see that the game hit the right numbers and that the money spend on advertising actually came back in in-app purchases. That meant that Juice Cubes more than sustained our development costs even before it was launched. That was also about the time Rovio Stars among other publishers started contacting us.”

Lykkegaard补充说：“澳大利亚的一次小型试射改变了这一切。” “我们最终可以看到游戏达到了正确的数字，而广告支出实际上又来自应用内购买。 这意味着Juice Cubes甚至在推出之前就承受了我们的开发成本。 那也是Rovio Stars和其他出版商开始联系我们的时候。”

That oldest, most established form of user acquisition – namely advertising – can clearly work, then. And while a ‘few million’ might seem an intimidating amount to some, if you can find a way to secure the cash then the rewards can be bountiful.

这样，最古老，最成熟的用户获取形式(即广告)就可以正常工作。 尽管对于某些人来说，“几百万”似乎是一个令人生畏的数额，但如果您能找到一种方式来确保获得现金，那么所获得的回报将是巨大的。

But just like all their contemporaries, the Pocket PlayLab team will tell you it all starts with a good game. And for the studio able to attract support from the outfit behind Angry Birds, that all starts with Unity.

但是就像他们所有的同时代人一样，Pocket PlayLab团队会告诉您一切都始于出色的游戏。 对于能够从《愤怒的小鸟》背后获得支持的工作室来说，这一切都始于Unity。

“[Adopting] Unity was a huge relief for us as we suddenly only had to focus on making the game entertaining, and most of our developers actually learned Unity while building Juice Cubes. It also enabled us to build prototypes and make rapid releases. Plus, we suddenly didn’t have to plan for what platforms we should release on, as we could just release on them all, including mobile and web.”

“ [采用] Unity对我们来说是一个巨大的安慰，因为我们突然只需要专注于使游戏变得有趣，并且我们的大多数开发人员实际上在构建Juice Cubes时就学会了Unity。 这也使我们能够构建原型并进行快速发布。 另外，我们突然不必计划在什么平台上发布，因为我们可以在所有平台上发布，包括移动和网络。”

Ultimately, Juice Cubes, Blendoku, Pirate Kings and the Dead Trigger titles are all very different games, from distinct studios that took their own route to acquiring users. But they also share two things in common. They all wrote their own mobile success stories, and they all did so using Unity.

最终，Juice Cubes，Blendoku，Pirate Kings和Dead Trigger都是完全不同的游戏，来自不同的工作室，他们走了自己的路来吸引用户。 但是他们也有两个共同点。 他们都编写了自己的移动成功案例，并且都是使用Unity编写的。

Other blog posts in this series:

本系列中的其他博客文章：

Making Your Mobile Game a Success. Part One: F2P Game Design

使您的手机游戏成功。 第一部分：F2P游戏设计

Making Your Mobile Game a Success. Part Two: The Premium Option

使您的手机游戏成功。 第二部分：高级选项

翻译自: https://blogs.unity3d.com/2015/05/08/making-your-mobile-game-a-success-part-three-acquiring-users/

jqury 获取第三个