{"id":1459,"date":"2020-04-30T13:21:11","date_gmt":"2020-04-30T13:21:11","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=1459"},"modified":"2020-04-30T14:21:06","modified_gmt":"2020-04-30T14:21:06","slug":"u-lu-games%e7%9a%84reach-rich-%eb%a6%ac%ec%b9%98%eb%a6%ac%ec%b9%98%e7%a8%8b%e5%ba%8f%e5%8c%96%e7%9a%84%e7%94%a8%e6%88%b7%e8%8e%b7%e5%8f%96%e6%a1%88%e4%be%8b%e7%a0%94%e7%a9%b6","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/zh\/2020\/04\/u-lu-games%e7%9a%84reach-rich-%eb%a6%ac%ec%b9%98%eb%a6%ac%ec%b9%98%e7%a8%8b%e5%ba%8f%e5%8c%96%e7%9a%84%e7%94%a8%e6%88%b7%e8%8e%b7%e5%8f%96%e6%a1%88%e4%be%8b%e7%a0%94%e7%a9%b6\/","title":{"rendered":"U.LU Games\u7684\u2018Reach Rich\u2019 \ub9ac\uce58\ub9ac\uce58\u7a0b\u5e8f\u5316\u7684\u7528\u6237\u83b7\u53d6\u6848\u4f8b\u7814\u7a76"},"content":{"rendered":"\n

\u4e0b\u8f7dPDF\u7248\u672c\u7684\u6848\u4f8b\u7814\u7a76 <\/a><\/h4>\n\n\n\n

U.LU Games\u4ecb\u7ecd <\/h2>\n\n\n\n

U.LU Games<\/a>\u662f\u4e00\u5bb6\u4f4d\u4e8e\u4e0a\u6d77\u7684\u79fb\u52a8\u6e38\u620f\u516c\u53f8\u3002\u5b83\u6210\u7acb\u4e8e2012\u5e74\uff0c\u5176\u4f5c\u54c1\u6709\u2018FortressM\u2019\u3001\u2018Reach Rich\u2019\u3001\u2018ARKA\u2019\u3001\u2018Myth of Sword\u2019\u3001\u2018Euros\u2019\u548c\u2018Glory\u2019\uff0c\u5e76\u5728\u5168\u4e16\u754c\u6709\u8d85\u8fc72230\u4e07\u6b21\u4e0b\u8f7d\u3002\u901a\u8fc7\u5236\u4f5c\u72ec\u7279\u53ca\u9ad8\u8d28\u91cf\u7684\u79fb\u52a8\u6e38\u620f\uff0cU.LU Games\u81f4\u529b\u4e8e\u6210\u4e3a\u5168\u7403\u4e92\u52a8\u5a31\u4e50\u7684\u9886\u5934\u7f8a\u3002 <\/p>\n\n\n\n

U.LU Games<\/a>\u7684\u4e3b\u8981\u5e02\u573a\u662f\u97e9\u56fd\u3001\u65e5\u672c\u548c\u4e1c\u5357\u4e9a\u3002\u5b83\u4eec\u5728\u97e9\u56fd\u79fb\u52a8\u6e38\u620f\u5e02\u573a\u91cc\u88ab\u8ba4\u4e3a\u662f\u4e13\u5bb6\u3002 <\/p>\n\n\n\n

Persona.ly\u4ecb\u7ecd <\/h2>\n\n\n\n

Persona.ly\u662f\u4e00\u5bb6\u6280\u672f\u4ea7\u54c1\u516c\u53f8\uff0c\u81f4\u529b\u4e8e\u4e3a\u54c1\u724c\u548c\u5e94\u7528\u5f00\u53d1\u5546\u63a8\u8fdb\u79fb\u52a8\u7528\u6237\u83b7\u53d6\uff0c\u5728\u5168\u7403\u8303\u56f4\u5185\u8fd0\u4f5c\u5e76\u4ee5\u7f8e\u56fd\u3001\u97e9\u56fd\u3001\u65e5\u672c\u3001\u4fc4\u7f57\u65af\u3001\u4e1c\u5357\u4e9a\u548c\u5370\u5ea6\u5e02\u573a\u4e3a\u4e3b\u3002\u6211\u4eec\u4f7f\u7528\u4e13\u6709\u7684\u7ade\u4ef7\u5668\u548c\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\uff0c\u63d0\u4f9b\u900f\u660e\u7684\u3001\u57fa\u4e8e\u6027\u80fd\u7684\u3001\u9ad8\u7cbe\u51c6\u7684\u5e94\u7528\u5b89\u88c5\u548c\u8bbf\u5ba2\u627e\u56de\u7684\u89e3\u51b3\u65b9\u6848\u3002 <\/p>\n\n\n\n

Persona.ly\u52aa\u529b\u8ffd\u6c42\u7684\u4e0d\u4ec5\u4ec5\u662f\u7b80\u5355\u7684\u5408\u4f5c\uff0c\u800c\u662f\u4e3a\u4e8b\u4e1a\u591a\u5411\u53d1\u5c55\u534f\u52a9\u63d0\u4f9b\u771f\u6b63\u7684\u4ef7\u503c\u3001\u53d1\u5c55\u4ee5\u53ca\u5e7f\u9614\u7684\u5e02\u573a\u6d1e\u5bdf\u7684\u5408\u4f5c\u4f19\u4f34\u3002 <\/p>\n\n\n\n

\u8425\u9500\u6d3b\u52a8\u76ee\u6807 <\/h2>\n\n\n\n

Persona.ly\u4e0eU.LU games\u5728\u5b83\u5176\u4e2d\u4e00\u6b3e\u9886\u5148\u7684\u4f5c\u54c1\u201cReach Rich\u201d\uff08\ub9ac\uce58\ub9ac\uce58\uff09<\/a>\u4e0a\u5408\u4f5c\uff0c\u81f4\u529b\u4e8e\u83b7\u53d6\u80fd\u8fdb\u884c\u5e94\u7528\u5185\u8d2d\u4e70\u7684\u9ad8\u5ea6\u53c2\u4e0e\u7684\u7528\u6237\uff0c\u4ee5\u8fbe\u5230ROAS\u76ee\u6807\u3002 <\/p>\n\n\n\n

\u8fc7\u7a0b <\/h2>\n\n\n\n

\u6211\u4eec\u4e13\u6709\u7684\u7a0b\u5e8f\u5316DSP\u5bf9\u63a5\u4e86\u6240\u6709\u4e3b\u6d41\u7684SSP\uff0c\u80fd\u591f\u6bcf\u79d2\u5904\u7406\u8d85\u8fc750\u4e07\u4e2a\u5e94\u7528\u5185\u5e93\u5b58\u5e7f\u544a\u8bf7\u6c42\u3002\u4f7f\u7528\u57fa\u4e8e\u5b9e\u65f6\u8bf7\u6c42\u6570\u636e\u548c\u6765\u81ea\u6211\u4eec\u6570\u636e\u7ba1\u7406\u5e73\u53f0\uff08DMP\uff09\u7684\u805a\u5408\u6570\u636e\u7684\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\uff0c\u6211\u4eec\u8fd0\u7528\u7528\u6237\u7ea7\u522b\u7684\u76ee\u6807\u5b9a\u4f4d\u6765\u6709\u6548\u5730\u8fd0\u4f5c\u7528\u6237\u83b7\u53d6\u8425\u9500\u6d3b\u52a8\u3002\u8be5\u57fa\u7840\u67b6\u6784\u65e8\u5728\u8ba9\u6211\u4eec\u80fd\u7740\u91cd\u4e8e\u7528\u6237\u884c\u4e3a\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u5e7f\u544a\u690d\u5165\uff0c\u5b83\u8ba9\u6211\u4eec\u80fd\u591f\u534f\u52a9\u50cfU.LU Games\u8fd9\u6837\u7684\u79fb\u52a8\u6e38\u620f\u5f00\u53d1\u5546\u4e3a\u5176\u6e38\u620f\u83b7\u53d6\u6700\u6709\u4ef7\u503c\u7684\u7528\u6237\u3002 <\/p>\n\n\n\n

\u5f53\u6211\u4eec\u4e8e9\u6708\u4efd\u5f00\u59cb\u5728Android\u4e0a\u4e3aU.LU Games\u7684\u201cReach Rich\u201d \uff08\ub9ac\uce58\ub9ac\uce58\uff09\u5728\u97e9\u56fd\u8fd0\u4f5c\u7528\u6237\u83b7\u53d6\u8425\u9500\u6d3b\u52a8\u65f6\uff0c\u6211\u4eec\u6700\u521d\u7684\u65b9\u6cd5\u662f\u6839\u636e\u610f\u5411\u8fdb\u884c\u76ee\u6807\u5b9a\u4f4d\u2014\u2014\u4ee5\u5bf9\u591a\u79cd\u76f8\u5173\u7c7b\u578b\u2014\u2014\u4e2d\u7b49\u96be\u5ea6\/\u9ad8\u7b49\u96be\u5ea6\u7684\u89d2\u8272\u626e\u6f14\u6e38\u620f\uff08RPG\uff09\u548c\u653e\u7f6e\u7c7b\u6e38\u620f\uff08Idle Games\uff09\u2014\u2014\u6709\u76f4\u63a5\u5174\u8da3\u7684\u7528\u6237\u4e3a\u76ee\u6807\u3002\u8be5\u65b9\u6cd5\u4f7f\u6211\u4eec\u83b7\u53d6\u4e86\u6709\u6bd4\u8be5\u7c7b\u578b\u7684D1\u7559\u5b58\u7387\u9ad8\u5f97\u591a\u7684\u7528\u6237\u3002 <\/p>\n\n\n\n

\u4e4b\u540e\uff0c\u6211\u4eec\u7684\u673a\u5668\u5b66\u4e60\u6a21\u578b\u9010\u6e10\u5b66\u4f1a\u4e86\u53c2\u4e0e\u6700\u591a\u6216\u662f\u5728\u5b89\u88c5\u5f53\u5929\u5c31\u8fdb\u884c\u4e86\u8d2d\u4e70\u7684\u7528\u6237\u7684\u6a21\u5f0f\uff0c\u8fd9\u4f7f\u6211\u4eec\u80fd\u5b9a\u4f4d\u76f8\u4f3c\u7528\u6237\u5e76\u6700\u7ec8\u8d85\u8d8a\u4e86\u660e\u786e\u7684ROAS KPI\u3002 <\/p>\n\n\n\n

\u7ed3\u679c\uff1a <\/h2>\n\n\n\n
\"Reach<\/figure>\n\n\n\n

\u201c\u4e0ePersona.ly\u56e2\u961f\u5408\u4f5c\u662f\u4e00\u6b21\u5b8c\u7f8e\u7684\u4f53\u9a8c\u3002\u4ed6\u4eec\u975e\u5e38\u4e13\u4e1a\u4e14\u8d1f\u8d23\uff0c\u56e0\u6b64\u4ed6\u4eec\u5728ROAS\u4e0a\u8868\u73b0\u5f97\u5f88\u597d\u3002\u4ed6\u4eec\u7684\u4eea\u8868\u677f\u975e\u5e38\u6e05\u6670\u4e14\u6613\u4e8e\u4f7f\u7528\u3002\u6211\u4eec\u80fd\u591f\u5f88\u6e05\u695a\u5730\u770b\u5230\u6211\u4eec\u5728\u6bcf\u4e2a\u8425\u9500\u6d3b\u52a8\u4e0a\u652f\u51fa\u53ca\u83b7\u5f97\u4e86\u591a\u5c11\u201d <\/p>U.LU Games\u7684\u9891\u9053\u4e3b\u7ba1Anna Peng <\/cite><\/blockquote>\n\n\n\n

\u201c\u4e0eU.LU\u56e2\u961f\u7684\u5408\u4f5c\u4ece\u7b2c\u4e00\u5929\u8d77\u5c31\u4e00\u76f4\u5341\u5206\u6109\u5757\uff0c\u4ed6\u4eec\u4e3a\u6211\u4eec\u63d0\u4f9b\u4e86\u6210\u529f\u6240\u9700\u7684\u6570\u636e\uff0c\u5e76\u4e14\u5728\u6574\u4e2a\u6d41\u7a0b\u4e0a\u90fd\u5b8c\u5168\u900f\u660e\uff0c\u8fd9\u8ba9\u6211\u4eec\u5728\u6709\u6311\u6218\u6027\u7684\u5e02\u573a\/\u7c7b\u578b\u7ec4\u5408\u4e2d\u8d85\u8d8a\u4e86\u4ed6\u4eec\u7684KPI\u201d <\/p>Persona.ly\u7684\u6218\u7565\u5408\u4f5c\u4f19\u4f34\u5173\u7cfb\u7684\u526f\u603b\u88c1Maor Kreichman <\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

下载PDF版本的案例研究 U.LU Games介绍 U.LU Games是一家位于上海的移动游戏公司。它成立于2012年，其作品有‘FortressM’、‘Reach Rich’、‘ARKA’、‘Myth of Sword’、‘Euros’和‘Glory’，并在全世界有超过2230万次下载。通过制作独特及高质量的移动游戏，U.LU Games致力于成为全球互动娱乐的领头羊。 U.LU Games的主要市场是韩国、日本和东南亚。它们在韩国移动游戏市场里被认为是专家。 Persona.ly介绍 Persona.ly是一家技术产品公司，致力于为品牌和应用开发商推进移动用户获取，在全球范围内运作并以美国、韩国、日本、俄罗斯、东南亚和印度市场为主。我们使用专有的竞价器和机器学习算法，提供透明的、基于性能的、高精准的应用安装和访客找回的解决方案。 Persona.ly努力追求的不仅仅是简单的合作，而是为事业多向发展协助提供真正的价值、发展以及广阔的市场洞察的合作伙伴。 营销活动目标 Persona.ly与U.LU games在它其中一款领先的作品“Reach Rich”（리치리치）上合作，致力于获取能进行应用内购买的高度参与的用户，以达到ROAS目标。 过程 我们专有的程序化DSP对接了所有主流的SSP，能够每秒处理超过50万个应用内库存广告请求。使用基于实时请求数据和来自我们数据管理平台（DMP）的聚合数据的机器学习算法，我们运用用户级别的目标定位来有效地运作用户获取营销活动。该基础架构旨在让我们能着重于用户行为，而不仅仅是广告植入，它让我们能够协助像U.LU Games这样的移动游戏开发商为其游戏获取最有价值的用户。 当我们于9月份开始在Android上为U.LU Games的“Reach Rich” （리치리치）在韩国运作用户获取营销活动时，我们最初的方法是根据意向进行目标定位——以对多种相关类型——中等难度\/高等难度的角色扮演游戏（RPG）和放置类游戏（Idle Games）——有直接兴趣的用户为目标。该方法使我们获取了有比该类型的D1留存率高得多的用户。 之后，我们的机器学习模型逐渐学会了参与最多或是在安装当天就进行了购买的用户的模式，这使我们能定位相似用户并最终超越了明确的ROAS KPI。 结果： “与Persona.ly团队合作是一次完美的体验。他们非常专业且负责，因此他们在ROAS上表现得很好。他们的仪表板非常清晰且易于使用。我们能够很清楚地看到我们在每个营销活动上支出及获得了多少” U.LU Games的频道主管Anna Peng “与U.LU团队的合作从第一天起就一直十分愉块，他们为我们提供了成功所需的数据，并且在整个流程上都完全透明，这让我们在有挑战性的市场\/类型组合中超越了他们的KPI” Persona.ly的战略合作伙伴关系的副总裁Maor Kreichman<\/p>\n","protected":false},"author":4,"featured_media":1460,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[297,23,6,157],"tags":[274,322,573,575],"acf":[],"yoast_head":"\nU.LU Games\u7684\u2018Reach Rich\u2019 \ub9ac\uce58\ub9ac\uce58\u7a0b\u5e8f\u5316\u7684\u7528\u6237\u83b7\u53d6\u6848\u4f8b\u7814\u7a76 | Persona.ly - The Weekly Retention<\/title>\n<meta name=\"description\" content=\"Persona.ly and U.LU GAMES case study, detailing Persona.ly's programmatic UA process for U.LU Games' title "Reach Rich" (\ub9ac\uce58\ub9ac\uce58). 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