Supercell
CASE STUDY
Supercell 案例研究
1,200,000
收购了新玩家
42%
成本降低
34%
第 30 天保留
18.50 美元
每位用户的平均收入
Company
Supercell
Campaign Type
用户获取
Industry
博彩
Case Timeline
60 天
Strategy
利用游戏特定受众定位和行为优化，以卓越的留存率和成本效益推动高质量的移动游戏安装。
活动概述
《部落冲突》和《皇室战争》背后的手机游戏巨头Supercell寻求为其战略手机游戏吸引高素质的玩家，同时优化成本效率。该活动在60天内有840万美元的活动预算，目标受众是全球市场的移动游戏爱好者和策略游戏玩家。
战略
移动优先的收购策略包括：
- 受众定位：针对对移动游戏、RPG和MMO感兴趣的移动游戏玩家和Web3游戏玩家，以捕捉投资于长期进度机制的玩家。
- 重定向策略: 实施了连续的消息传递活动，指导潜在客户从最初的游戏演示到部落介绍再到最终的安装转换，以实现持续的参与度。
- 广告创意策略: 开发了以游戏为中心的内容，展示了战略深度、竞争元素和部落建设功能，以区别于休闲手机游戏体验。
- 广告优化：对人群进行了广泛的 A/B 测试，以最大限度地提高留存率，同时强调长期进展和社交游戏优势。
Results
- 获得的新玩家： 1200,000 次经过验证的手机游戏安装量
- 每位用户的平均收入： 每位玩家终身价值 18.50 美元
- 印象： 游戏和移动平台上有8,940万人
- 点击率： 在移动游戏活动中，4.7%
Why It Worked
- 游戏受众精度： 以活跃的移动游戏玩家和策略游戏爱好者为目标，确保了高质量的安装和强大的留存率，将流失率减少了28％
- 创意优化： 对竞争对手的游戏画面和战略元素进行A/B测试使成本降低了42％，同时保持了安装质量
- 以保留为中心的消息： 强调长期进度机制和社交功能吸引了寻求引人入胜、持久的移动体验的玩家
Conclusion
Supercell的移动玩家获取活动展示了精准游戏受众定位与成本优化策略相结合的力量。通过专注于高意图的手机游戏玩家和强调引人入胜的游戏机制，Supercell在大幅降低收购成本的同时取得了巨大的规模——这证明了成熟的移动游戏公司可以通过先进的受众细分来保持增长效率。
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