{"id":1467,"date":"2020-04-30T14:29:50","date_gmt":"2020-04-30T14:29:50","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=1467"},"modified":"2020-04-30T14:29:50","modified_gmt":"2020-04-30T14:29:50","slug":"u-lu-games-reach-rich%eb%a6%ac%ec%b9%98%eb%a6%ac%ec%b9%98%e3%83%97%e3%83%ad%e3%82%b0%e3%83%a9%e3%83%9e%e3%83%86%e3%82%a3%e3%82%afua-%e3%82%b1%e3%83%bc%e3%82%b9%e3%82%b9%e3%82%bf%e3%83%87","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/ja\/2020\/04\/u-lu-games-reach-rich%eb%a6%ac%ec%b9%98%eb%a6%ac%ec%b9%98%e3%83%97%e3%83%ad%e3%82%b0%e3%83%a9%e3%83%9e%e3%83%86%e3%82%a3%e3%82%afua-%e3%82%b1%e3%83%bc%e3%82%b9%e3%82%b9%e3%82%bf%e3%83%87\/","title":{"rendered":"U.LU Games \u201dReach Rich\u201d\ub9ac\uce58\ub9ac\uce58\u30d7\u30ed\u30b0\u30e9\u30de\u30c6\u30a3\u30afUA\u30b1\u30fc\u30b9\u30b9\u30bf\u30c7\u30a3"},"content":{"rendered":"\n

PDF\u306e\u30c0\u30a6\u30f3\u30ed\u30fc\u30c9\u306f\u3053\u3061\u3089\u304b\u3089 <\/a><\/h4>\n\n\n\n

U.LU Games \u4f01\u696d\u6982\u8981 <\/h2>\n\n\n\n

U.LU Games\u306f\u30012012\u5e74\u306b\u8a2d\u7acb\u3055\u308c\u305f\u4e0a\u6d77\u3092\u62e0\u70b9\u3068\u3059\u308b\u30b9\u30de\u30db\u30b2\u30fc\u30e0\u4f01\u696d\u3067\u3001FortressM\u3001Reach Rich\u3001ARKA\u3001Myth of Sword\u3001Euros\u3001Glory\u7b49\u3001\u30e6\u30cb\u30fc\u3067\u30a8\u30f3\u30bf\u30fc\u30c6\u30a4\u30e1\u30f3\u30c8\u6027\u306e\u9ad8\u3044\u30b2\u30fc\u30e0\u30a2\u30d7\u30ea\u3092\u5236\u4f5c\u3057\u3066\u304a\u308a\u30a2\u30d7\u30ea\u306e\u30a4\u30f3\u30b9\u30c8\u30fc\u30eb\u5408\u8a08\u6570\u306f2230\u4e07\u4ee5\u4e0a\u306b\u306e\u307c\u308a\u307e\u3059\u3002<\/p>\n\n\n\n

U.LU Games\u793e\u306f\u3001\u97d3\u56fd\u5e02\u5834\u3092\u30e1\u30a4\u30f3\u3068\u3057\u65e5\u672c\u3084\u6771\u5357\u30a2\u30b8\u30a2\u306b\u3082\u5c55\u958b\u3057\u3066\u3044\u3059\u3002\u30b9\u30de\u30db\u30b2\u30fc\u30e0\u696d\u754c\u3067\u306f\u3001\u97d3\u56fd\u5e02\u5834\u306e\u30a8\u30ad\u30b9\u30d1\u30fc\u30c8\u3068\u3057\u3066\u77e5\u3089\u308c\u3066\u3044\u308b\u4f01\u696d\u3067\u3059\u3002 <\/p>\n\n\n\n

Persona.ly \u4f01\u696d\u6982\u8981 <\/h2>\n\n\n\n

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\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u76ee\u6a19 <\/h2>\n\n\n\n

\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u76ee\u6a19\u306f\u3001U.LU games\u793e\u306e\u30a2\u30d7\u30ea\u306e\u4e2d\u3067\u3082\u4eba\u6c17\u306e\u9ad8\u3044\u201cReach Rich\u201d(\ub9ac\uce58\ub9ac\uce58)\u306e\u8ab2\u91d1\u306e\u9ad8\u3044\u30e6\u30fc\u30b6\u30fc\u3092\u7372\u5f97\u3057\u3001\u76ee\u6a19ROAS\u3092\u9054\u6210\u3059\u308b\u3053\u3068\u3092\u63b2\u3052\u3066\u3044\u307e\u3057\u305f\u3002 <\/p>\n\n\n\n

\u30d7\u30ed\u30bb\u30b9 <\/h2>\n\n\n\n

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\u6628\u5e749\u6708\u306b\u201cReach Rich\u201d (\ub9ac\uce58\ub9ac\uce58)\u306eAndroid\u306e\u97d3\u56fd\u914d\u4fe1\u3092\u59cb\u3081\u3001\u521d\u52d5\u306f\u30df\u30c9\u30eb\u30fb\u30cf\u30fc\u30c9\u30b3\u30a2RPG\u3084\u30a2\u30a4\u30c9\u30eb\u30b2\u30fc\u30e0\u7b49\u3001\u985e\u4f3c\u30b2\u30fc\u30e0\u306b\u95a2\u5fc3\u306e\u9ad8\u3044\u30e6\u30fc\u30b6\u30fc\u3092\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u3057\u904b\u7528\u3057\u307e\u3057\u305f\u3002\u3053\u306e\u30bb\u30b0\u30e1\u30f3\u30c6\u30fc\u30b7\u30e7\u30f3\u306f\u3001Day1\u30ea\u30c6\u30f3\u30b7\u30e7\u30f3\u7387\u306e\u9ad8\u3044\u30e6\u30fc\u30b6\u30fc\u3092\u7372\u5f97\u3057\u307e\u3057\u305f\u3002 <\/p>\n\n\n\n

\u6b21\u306b\u3001\u6a5f\u68b0\u5b66\u7fd2\u30e2\u30c7\u30eb\u306f\u30a4\u30f3\u30b9\u30c8\u30fc\u30eb\u3057\u305f\u5f53\u65e5\u306b\u8ab2\u91d1\u3059\u308b\u30e6\u30fc\u30b6\u30fc\u306e\u30a2\u30eb\u30b4\u30ea\u30ba\u30e0\u30d1\u30bf\u30fc\u30f3\u3092\u5b66\u7fd2\u3057\u3001\u53ce\u76ca\u6027\u306e\u9ad8\u3044\u30e6\u30fc\u30b6\u30fc\u3092\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u3067\u304d\u308b\u3088\u3046\u306b\u306a\u308a\u307e\u3057\u305f\u3002\u305d\u3057\u3066\u3001\u6700\u7684\u306b\u76ee\u6a19KPI\u3092\u9054\u6210\u3057\u307e\u3057\u305f\u3002
<\/p>\n\n\n\n

\u7d50\u679c <\/h2>\n\n\n\n
\"Reach<\/figure>\n\n\n\n
\n

\u300c\u4eca\u56de\u306e\u6848\u4ef6\u306f\u3001\u3068\u3066\u3082\u3044\u3044\u7d4c\u9a13\u306b\u306a\u308a\u307e\u3057\u305f\u3002Persona.ly\u306f\u30ec\u30b9\u30dd\u30f3\u30b9\u306e\u65e9\u3044\u30d7\u30ed\u30d5\u30a7\u30c3\u30b7\u30e7\u30ca\u30eb\u30c1\u30fc\u30e0\u3067\u3001ROAS\u76ee\u6a19\u3092\u6700\u77ed\u3067\u9054\u6210\u3059\u308b\u3053\u3068\u304c\u51fa\u6765\u307e\u3057\u305f\u3002\u7ba1\u7406\u753b\u9762\u306f\u3001\u5404\u30ad\u30e3\u30f3\u30da\u30fc\u306e\u5e83\u544a\u8cbb\u3082\u660e\u78ba\u3067\u3001\u8ab0\u306b\u3067\u3082\u4f7f\u3044\u3084\u3059\u3044\u3067\u3059\u3002\u300d <\/p>\nAnna Peng, Channel Manager @ U.LU Games <\/cite><\/blockquote>\n\n\n\n

\n

\u300cU.LU Game\u30c1\u30fc\u30e0\u3068\u306f\u9ad8\u3044\u900f\u660e\u6027\u306e\u30d3\u30b8\u30cd\u30b9\u30d1\u30fc\u30c8\u30ca\u30fc\u30b7\u30c3\u30d7\u3092\u7bc9\u3044\u3066\u3044\u307e\u3059\u3002\u30c1\u30fc\u30e0\u306f\u3001\u76ee\u6a19\u9054\u6210\u306b\u5fc5\u8981\u306a\u30c7\u30fc\u30bf\u3092\u3059\u3079\u3066\u63d0\u4f9b\u3057\u3066\u304f\u308c\u307e\u3057\u305f\u3002\u3053\u308c\u306b\u3088\u308a\u3001\u30cf\u30fc\u30c9\u30eb\u306e\u9ad8\u3044KPI\u3092\u6700\u3067\u9054\u6210\u3059\u308b\u3053\u3068\u304c\u3067\u304d\u307e\u3057\u305f\u3002\u300d <\/p>\nMaor Kreichman, VP, Strategic Partnerships @ Persona.ly <\/cite><\/blockquote>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

PDFのダウンロードはこちらから U.LU Games 企業概要 U.LU Gamesは、2012年に設立された上海を拠点とするスマホゲーム企業で、FortressM、Reach Rich、ARKA、Myth of Sword、Euros、Glory等、ユニーでエンターテイメント性の高いゲームアプリを制作しておりアプリのインストール合計数は2230万以上にのぼります。 U.LU Games社は、韓国市場をメインとし日本や東南アジアにも展開していす。スマホゲーム業界では、韓国市場のエキスパートとして知られている企業です。 Persona.ly 企業概要 Persona.lyは、アプリユーザーを獲得する独自の技術によりアメリカ、日本、韓国、ロシア、東南アジアへとグローバル展開しています。リアルタイム入札と機械学習アルゴリズムを活用し、ターティングしたオーディエンスにアプローチしてエンゲージメントを向上させます。配信面を全開示した高い透明とともに、新規ユーザーの獲得またはリエンゲージメントをパフォーマンスベースで提供しています。 Persona.lyは、ベンダーとしての役割以上に、パートナー取引先の成長につなり、多様なチャンネルで使える価値のあるインサイトを生成し提供することを目指しています。 キャンペーン目標 キャンペーン目標は、U.LU games社のアプリの中でも人気の高い“Reach Rich”(리치리치)の課金の高いユーザーを獲得し、目標ROASを達成することを掲げていました。 プロセス 弊社独自のプログラマティックDSPは、主要なSSPと連携しており1秒間に500,000QPS（クリエ数\/秒)のアプリ内メディア在庫を処理しています。リアルタイムで送られてくるリクエストデータとDMPの蓄積データ、そして、機械学習アルゴリズムを活用してアプリに興味関心の高いオーディエンスのセグメンテーションを構築し、効果的に案件を運用します。このインフラストラクチャは、配信面をすべて開示するだけでなくユーザー行動を把握できるように設計されおり、スマホゲームの広告主が望む関連性の高いユーザーを最短距離で獲得することを実現しています。 昨年9月に“Reach Rich” (리치리치)のAndroidの韓国配信を始め、初動はミドル・ハードコアRPGやアイドルゲーム等、類似ゲームに関心の高いユーザーをターゲティングし運用しました。このセグメンテーションは、Day1リテンション率の高いユーザーを獲得しました。 次に、機械学習モデルはインストールした当日に課金するユーザーのアルゴリズムパターンを学習し、収益性の高いユーザーをターゲティングできるようになりました。そして、最的に目標KPIを達成しました。 結果 「今回の案件は、とてもいい経験になりました。Persona.lyはレスポンスの早いプロフェッショナルチームで、ROAS目標を最短で達成することが出来ました。管理画面は、各キャンペーの広告費も明確で、誰にでも使いやすいです。」 Anna Peng, Channel Manager @ U.LU Games 「U.LU Gameチームとは高い透明性のビジネスパートナーシップを築いています。チームは、目標達成に必要なデータをすべて提供してくれました。これにより、ハードルの高いKPIを最で達成することができました。」 Maor Kreichman, VP, Strategic Partnerships @ Persona.ly<\/p>\n","protected":false},"author":1,"featured_media":1447,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6,10,17,21],"tags":[183,217,219,256,277],"class_list":["post-1467","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study","category-insights","category-mobile-ja","category-partners-ja","tag-mobile-user-acquisition","tag-programmatic-ua","tag-reach-rich","tag-u-lu-games","tag-277"],"acf":[],"yoast_head":"\nU.LU Games ''Reach Rich''\ub9ac\uce58\ub9ac\uce58\u30d7\u30ed\u30b0\u30e9\u30de\u30c6\u30a3\u30afUA \u30b1\u30fc\u30b9\u30b9\u30bf\u30c7\u30a3 | Persona.ly Blog<\/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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