Ubisoft
CASE STUDY
育碧案例研究
500,000+
总转化次数
6500 万美元以上
终身价值
130.40 美元
每位玩家的平均收入
9.3 倍
广告支出回报
Company
Ubisoft
Campaign Type
用户获取
Industry
博彩
Case Timeline
90 天
Strategy
针对 AAA 游戏受众和主机/PC 爱好者，通过身临其境的游戏活动推动具有卓越终身价值的优质游戏销售。
活动概述
《刺客信条》和《孤岛惊魂》系列背后的AAA游戏发行商育碧试图推动其高端游戏机和PC游戏的销售，同时最大限度地提高玩家的终身价值。该活动在90天内有780万美元的活动预算，目标是PlayStation、Xbox和PC平台上的严肃游戏玩家。
战略
优质游戏收购策略包括：
- 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，面向投资于高制作叙事冒险的受众。
- 特许经营认可策略：利用《刺客信条》、《孤岛惊魂》和《彩虹六号》的既定知识产权，立即获得品牌认可。
- 特定平台的活动优化：协调PlayStation 5、Xbox Series X和电脑消息，强调独家功能和技术能力。
Results
- 总转化次数: 购买了 500,000 多款主机和 PC 游戏
- 总收入: 玩家终身支出 65,200,000 美元
- 印象： 游戏和娱乐平台上有7,480万人
- 点击率： 在 AAA 游戏活动中，3.2%
Why It Worked
- 高级游戏定位： 吸引对 AAA 游戏感兴趣的主机和电脑游戏玩家确保了高价值的购买，DLC 采用率高达 68%
- 电影内容策略： 强调育碧的标志性故事、世界建设和视觉质量吸引了寻求身临其境游戏体验的玩家
- 平台优化： 为PlayStation、Xbox和电脑受众量身定制的广告活动，提供平台特定功能和独家内容信息
Conclusion
育碧的AAA游戏收购活动展示了通过高制作价值内容瞄准优质游戏受众的力量。通过强调电影叙事和身临其境的游戏体验，育碧在建立参与度高的长期玩家社区的同时，实现了非凡的终身价值，这证明了高端主机游戏和电脑游戏可以通过精确的受众定位来推动规模和收入。
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