Activision Blizzard
CASE STUDY
动视暴雪案例研究
700,000+
总转化次数
55%
成本降低
2.15 美元
每次收购成本
4.1%
转化率
Company
Activision Blizzard
Campaign Type
用户获取
Industry
博彩
Case Timeline
75 天
Strategy
通过基于特许经营的广告活动锁定游戏受众，通过优化全球游戏市场的收购策略推动大量游戏安装。
活动概述
《使命召唤》、《魔兽世界》和《守望先锋》背后的游戏巨头动视暴雪发起了一项全面的全球活动，旨在提高其游戏组合的安装量，同时优化成本效率。该活动在75天内投入了150万美元的活动预算，目标是移动、游戏机和电脑平台上的全球游戏受众。
战略
多特许经营权收购策略包括：
- 受众定位：针对对 PC/主机游戏以及RPG和MMO感兴趣的移动游戏玩家和Web3游戏玩家，以吸引投资于竞技游戏体验的受众。
- 跨平台活动策略：在移动、主机和 PC 平台上实现了无缝的进度消息，最大限度地提高了可寻址的受众范围和玩家参与机会。
- 全球市场本地化：针对北美、欧洲和亚太市场的定制区域活动，提供与文化相关的信息和平台偏好。
- 特许经营组合定位: 利用《使命召唤》、《魔兽世界》和《守望先锋》的品牌知名度，立即获得受众的兴趣，优化收购成本。
Results
- 总转化次数: 特许经营产品组合中经过验证的游戏下载量为70万次。
- 每次收购成本: 2.15 美元，与之前的活动相比，成本降低了 55%。
- 总覆盖率：娱乐平台上有9,620万游戏观众的曝光量。
- 转化率: 特许经营营销活动的点击率为4.1％。
Why It Worked
- 特许经营权： 利用《使命召唤》、《魔兽世界》和《守望先锋》的品牌知名度提高了人们的直接兴趣，并将收购成本降低了55％。
- 跨平台策略： 强调跨移动、游戏机和电脑平台的无缝游戏玩法，最大限度地提高了可寻址的受众和玩家的参与度。
- 全局优化： 针对地区偏好和游戏行为量身定制的活动在国际市场上获得了卓越的留存率。
Conclusion
动视暴雪的全球游戏收购活动展示了特许经营认可与成本优化策略相结合的力量。通过利用跨多个平台的既定知识产权并强调跨平台游戏，动视暴雪取得了非凡的规模，同时显著提高了成本效率和玩家留存率，这表明主要游戏发行商可以通过全面的受众定位来提高销量和质量。
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