Riot Games
CASE STUDY
防暴游戏案例研究
250,000
获得的电子竞技选手总数
48,500
锦标赛参与情况
1.95 美元
每位玩家的费用
4.8%
点击率
Company
Riot Games
Campaign Type
用户获取
Industry
博彩
Case Timeline
45 天
Strategy
以竞技游戏社区和电子竞技爱好者为目标，推动整个Riot游戏生态系统的锦标赛参与度和排名游戏参与度。
活动概述
英雄联盟和Valorant背后的开发商Riot Games试图通过吸引认真的电子竞技玩家和锦标赛参与者来扩大其竞技游戏社区。该活动在45天内有487.5万美元的活动预算，目标是竞技游戏爱好者和有抱负的电子竞技专业人士。
战略
以电子竞技为重点的收购策略包括：
- 受众定位： 针对对 PC/主机游戏、电子竞技和移动游戏感兴趣的移动游戏玩家和 Web3 游戏玩家，以实现全面的覆盖面。
- 多平台活动优化： 游戏社区的顺序广告投放通过特定平台的创意信息传递方法最大限度地提高了参与度。
- 创意测试框架： 以英雄联盟冠军为主题的角色驱动广告创造了身临其境的体验，引起了目标受众的共鸣。
Results
- 总覆盖范围： 在目标行为和兴趣细分市场中获得4520万次合格游戏曝光量
- 总转化次数： 通过优化的定位和创意活动产生了285万个新玩家注册
- 转化率： 从曝光到完成游戏注册的 6.3% 显著超过了移动游戏基准
- 点击率： 在所有游戏细分市场中占4.8％，在目标受众中表现出强烈的创作共鸣
Why It Worked
- 电子竞技社区定位： 吸引活跃的竞技玩家和锦标赛参与者确保了排名系统和竞争功能的高参与度
- 创意策略整合： 角色驱动的广告利用现有的知识产权识别来提高游戏社区的参与度。
Conclusion
Riot Games成功地将用户获取成本降低了56.9％，同时通过战略受众定位实现了卓越的转化率。该活动展示了区块链广告平台对寻求高质量玩家收购的游戏公司的有效性。这种方法为未来针对加密原生和传统游戏受众的游戏活动建立了可扩展的框架。
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