{"id":3819,"date":"2025-10-08T10:50:53","date_gmt":"2025-10-08T10:50:53","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=3819"},"modified":"2025-10-08T10:50:53","modified_gmt":"2025-10-08T10:50:53","slug":"really-%e5%a5%96%e5%8a%b1%e5%9e%8b-ua-%e5%b9%b3%e5%8f%b0%e5%a6%82%e4%bd%95%e5%8a%a9%e5%8a%9b-spark-games-%e7%9a%84%e3%80%8acandy-match-dream-factory%e3%80%8b%e5%ae%9e%e7%8e%b0-d7-%e5%9b%9e","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/zh\/2025\/10\/really-%e5%a5%96%e5%8a%b1%e5%9e%8b-ua-%e5%b9%b3%e5%8f%b0%e5%a6%82%e4%bd%95%e5%8a%a9%e5%8a%9b-spark-games-%e7%9a%84%e3%80%8acandy-match-dream-factory%e3%80%8b%e5%ae%9e%e7%8e%b0-d7-%e5%9b%9e\/","title":{"rendered":"Really \u5956\u52b1\u578b UA \u5e73\u53f0\u5982\u4f55\u52a9\u529b Spark Games \u7684\u300aCandy Match \u2013 Dream Factory\u300b\u5b9e\u73b0 D7 \u56de\u672c"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em><a href=\"https:\/\/content.cdn.personaly.bid\/case_studies\/SparkGames_x_Persona.ly_ZH.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Download the PDF version of the case study<\/a><\/em><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2025\/09\/Maplestory-m-logo-14-1.webp\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2025\/09\/Maplestory-m-logo-14-1.webp\" alt=\"\" class=\"wp-image-3743\" width=\"164\" height=\"164\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<p class=\"wp-block-paragraph\">\u6211\u4eec\u4e0e <a href=\"https:\/\/www.sparkgamestudio.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Spark Games<\/a> \u5408\u4f5c\uff0c\u5229\u7528\u81ea\u6709\u7684 Really Play-to-Earn \u5956\u52b1\u578b\u5e73\u53f0\uff0c\u4e3a\u5176\u4e09\u6d88\u6e38\u620f\u300aCandy Match \u2013 Dream Factory\u300b\u83b7\u53d6\u7f8e\u56fd\u7528\u6237\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<h2 class=\"wp-block-heading\">\u8425\u9500\u6d3b\u52a8\u76ee\u6807<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u672c\u6b21\u6d3b\u52a8\u7684\u76ee\u6807\u662f\u83b7\u53d6\u5728\u300aCandy Match\u300b\u4e2d\u80fd\u591f\u6301\u7eed\u63a8\u8fdb\u5173\u5361\u3001\u89c2\u770b\u5e7f\u544a\u5e76\u8fdb\u884c\u5e94\u7528\u5185\u8d2d\u4e70\u7684 \u9ad8\u53c2\u4e0e\u5ea6\u7528\u6237\uff0c\u5e76\u5c06 D7 \u6d3b\u52a8\u56de\u672c\u7387 \u4f5c\u4e3a\u6838\u5fc3 KPI\u3002<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<h2 class=\"wp-block-heading\">\u6210\u679c<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">&gt;100%<strong> &#8211; <\/strong>\u4ece\u7b2c1\u5468\u5f00\u59cb\u5b9e\u73b0 D7 \u5e7f\u544a\u6295\u5165\u56de\u6536<\/h2>\n<\/div>\n<\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2025\/09\/Yuval-Levy-Spark-Games-2-1.webp\"><img decoding=\"async\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2025\/09\/Yuval-Levy-Spark-Games-2-1.webp\" alt=\"Yuval-Levy-Spark-Games\" class=\"wp-image-3764\" width=\"150\"\/><\/a><\/figure>\n\n\n\n<div style=\"height:19px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">\u201c\u6211\u4eec\u6d4b\u8bd5\u4e86\u591a\u79cd\u5956\u52b1\u578b\u89e3\u51b3\u65b9\u6848\uff0c\u800c Really \u8131\u9896\u800c\u51fa\uff0c\u6210\u4e3a\u4e3b\u8981\u7684\u6210\u529f\u63a8\u52a8\u529b\u3002<br>\u4ed6\u4eec\u4ece\u7b2c\u4e00\u5468\u8d77\u5c31\u8f7b\u677e\u8fbe\u6210\u4e86\u6211\u4eec\u7684 KPI\uff0c\u4e14\u6d41\u91cf\u8d28\u91cf\u8fdc\u8d85\u9884\u671f\u3002\u201d<\/p>\n<cite><strong>Yuval Levy, Spark Games \u7528\u6237\u83b7\u53d6\u7ecf\u7406<\/strong><\/cite><\/blockquote>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">\u5173\u4e8e Really Play-to-Earn<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2025\/09\/Maplestory-m-logo-15-1.webp\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2025\/09\/Maplestory-m-logo-15-1.webp\" alt=\"Really Play to Earn logo\" class=\"wp-image-3745\" width=\"164\" height=\"164\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<p class=\"wp-block-paragraph\">Really \u662f Persona.ly \u81ea\u4e3b\u7814\u53d1\u7684\u5e94\u7528\u53d1\u73b0\u4e0e\u7528\u6237\u5fe0\u8bda\u5ea6\u5e73\u53f0\uff0c\u4e3a\u7528\u6237\u63d0\u4f9b\u5168\u9762\u6e38\u620f\u5316\u7684\u4f53\u9a8c\uff0c\u540c\u65f6\u63a8\u8350\u4ed6\u4eec\u6bcf\u5929\u90fd\u4f1a\u79ef\u6781\u4f7f\u7528\u7684\u5e94\u7528\u3002<br>\u901a\u8fc7\u5c06 Persona.ly \u57fa\u4e8e\u673a\u5668\u5b66\u4e60\uff08ML\uff09\u7684\u7a0b\u5e8f\u5316 DSP \u6240\u83b7\u5f97\u7684\u6d1e\u5bdf\u4e0e\u6211\u4eec\u7684\u81ea\u6709\u7528\u6237\u7fa4\u76f8\u7ed3\u5408\uff0c\u6211\u4eec\u4e3a\u5408\u4f5c\u4f19\u4f34\u5e26\u6765\u4e86\u66f4\u9ad8\u7684 ROAS \u548c\u66f4\u5f3a\u7684 LTV\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">\u57fa\u4e8e Really Play-to-Earn \u5e94\u7528\u7684\u5956\u52b1\u578b UA \u6d41\u7a0b<\/h2>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66%\">\n<p class=\"wp-block-paragraph\">\u5728\u4e0e Spark Games \u5408\u4f5c\u671f\u95f4\uff0c\u6211\u4eec\u5206\u6790\u4e86\u300aCandy Match\u300b\u7684\u5173\u952e\u6e38\u620f\u5185\u4e8b\u4ef6\uff0c\u5e76\u5c06\u8fd9\u4e9b\u4e8b\u4ef6\u6218\u7565\u6027\u5730\u6620\u5c04\u5230\u4efb\u52a1\u56fe\u4e0a\uff0c\u4ee5\u4f18\u5316\u7528\u6237\u53c2\u4e0e\u5ea6\u548c\u7559\u5b58\u7387\u3002<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u7531\u4e8e \u300aCandy Match\u300b \u7684\u4e3b\u8981\u53d8\u73b0\u65b9\u5f0f\u662f \u5e94\u7528\u5185\u5e7f\u544a\uff08IAA\uff09\uff0c\u6211\u4eec\u5bf9\u5728\u5e7f\u544a\u5c55\u793a\u548c\u4e92\u52a8\u4e2d ARPU \u8f83\u9ad8\u7684\u9ad8 LTV Really \u7528\u6237 \u8fdb\u884c\u4e86\u7ec6\u5206\uff0c\u4ee5\u6700\u5927\u5316 IAA \u6536\u5165\u3002<br>\u6b64\u5916\uff0c\u6211\u4eec\u8fd8\u4e3a\u66f4\u503e\u5411\u4e8e \u5e94\u7528\u5185\u8d2d\u4e70\uff08IAP\uff09 \u800c\u975e\u5e7f\u544a\u4e92\u52a8\u7684\u7528\u6237\u63a8\u51fa\u4e86 \u73b0\u91d1\u8fd4\u8fd8\u6fc0\u52b1\u63aa\u65bd\uff0c\u4ee5\u63d0\u5347 IAP \u6536\u5165\u3002<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u901a\u8fc7\u5229\u7528\u4e0e DMP \u96c6\u6210\u5e76\u7531 \u673a\u5668\u5b66\u4e60\uff08ML\uff09\u7b97\u6cd5 \u589e\u5f3a\u7684 \u975e\u5f52\u56e0\u4e00\u65b9\u6570\u636e\uff0c\u6211\u4eec\u7cbe\u51c6\u5b9a\u4f4d\u4e86\u90a3\u4e9b\u66f4\u53ef\u80fd\u6bcf\u5929\u6d3b\u8dc3\u53c2\u4e0e\u7684 Really \u7528\u6237\uff0c<br>\u5e76\u5f15\u5bfc\u4ed6\u4eec\u8981\u4e48\u4ea7\u751f\u5927\u91cf\u5e7f\u544a\u5c55\u793a\u4ee5\u6700\u5927\u5316 IAA \u6536\u5165\uff0c\u8981\u4e48\u5b8c\u6210 IAP \u4ea4\u6613\uff0c\u4ece\u800c\u4f18\u5316\u6574\u4f53\u6536\u5165\u3002<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33%\"><div class=\"wp-block-image\">\n<figure class=\"alignleft size-full\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2025\/09\/New-Maps-header-2-1.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"368\" height=\"736\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2025\/09\/New-Maps-header-2-1.webp\" alt=\"The Really task map\" class=\"wp-image-3768\"\/><\/a><\/figure>\n<\/div>\n\n\n<style>\n        em {\n            font-family: Arial, sans-serif;\n            font-size: 13px;\n            line-height: 5px;\n        }\n    <\/style>\n<\/head>\n<body>\n    <em>A screenshot of the task map for Candy Match on the Really app<\/em>\n<\/body>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">\u300aCandy Match\u300b\u6d3b\u52a8\u7684\u5173\u952e\u6210\u529f\u8981\u7d20<\/h2>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\">1. \u5b9a\u5236\u5316\u6295\u653e<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u8d85\u8d8a\u5e74\u9f84\u548c\u6027\u522b\u7ef4\u5ea6\uff0c\u5229\u7528 \u673a\u5668\u5b66\u4e60\uff08ML\uff09\u9a71\u52a8\u7684\u6295\u653e \u6765\u9884\u6d4b\u9ad8\u53c2\u4e0e\u5ea6\u7528\u6237\uff0c\u5e76\u63d0\u5347 ROAS\u3002<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\">2. \u5e7f\u544a\u680f\u529f\u80fd<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u901a\u8fc7\u6218\u7565\u6027\u5730\u653e\u7f6e \u5e7f\u544a\u680f\uff0c\u7a81\u51fa\u89c2\u770b\u5e7f\u544a\u7684\u4ef7\u503c\u3002<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\">3. \u73b0\u91d1\u8fd4\u8fd8<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u901a\u8fc7\u5411\u7528\u6237\u63d0\u4f9b \u73b0\u91d1\u8fd4\u8fd8\u6fc0\u52b1\uff0c\u63d0\u5347\u5e94\u7528\u5185\u8d2d\u4e70\uff08IAP\uff09\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2025\/09\/Group-2609284-1.webp\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2025\/09\/Group-2609284-1.webp\" alt=\"\" class=\"wp-image-3747\" width=\"140\" height=\"155\"\/><\/a><\/figure>\n\n\n\n<div style=\"height:19px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">\u201c\u6211\u4eec\u5f88\u9ad8\u5174\u51ed\u501f Play-to-Earn \u89e3\u51b3\u65b9\u6848 \u8fdb\u5165 \u5956\u52b1\u578b UA \u5e02\u573a\u3002<br>Spark Games \u6d3b\u52a8\u7684\u6210\u529f \u5c55\u793a\u4e86 \u673a\u5668\u5b66\u4e60\uff08ML\uff09\u9a71\u52a8\u7684\u65b9\u6cd5 \u5bf9\u5956\u52b1\u578b UA \u6e20\u9053\u6240\u4ea7\u751f\u7684\u663e\u8457\u5f71\u54cd\u3002\u201d<\/p>\n<cite><strong>Dana Purinson,<\/strong> <strong>Persona.ly EMEA \u5546\u52a1\u62d3\u5c55\u56e2\u961f\u4e3b\u7ba1<\/strong><\/cite><\/blockquote>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">\u5173\u4e8ePersona.ly<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Persona.ly \u662f\u4e00\u5bb6\u4ee5\u6570\u636e\u9a71\u52a8\u7684\u4ea7\u54c1\u578b\u516c\u53f8\uff0c\u4e13\u6ce8\u4e8e\u79fb\u52a8\u7528\u6237\u83b7\u53d6\uff08UA\uff09\u548c\u518d\u8425\u9500\uff08Retargeting\uff09\uff0c\u7531\u81ea\u4e3b\u7814\u53d1\u7684 \u673a\u5668\u5b66\u4e60\uff08ML\uff09\u7b97\u6cd5 \u548c\u5f3a\u5927\u7684 \u7b2c\u4e00\u65b9 DMP \u63d0\u4f9b\u652f\u6301\u3002<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u6211\u4eec\u7684\u81ea\u7814 \u7a0b\u5e8f\u5316 DSP \u76f4\u63a5\u96c6\u6210\u5230\u5168\u7403\u9876\u7ea7\u5e7f\u544a\u4ea4\u6613\u5e73\u53f0\u548c OEM\uff0c\u6bcf\u79d2\u53ef\u5904\u7406\u8d85\u8fc7 400 \u4e07\u6b21\u5e7f\u544a\u8bf7\u6c42\u3002<br>\u6211\u4eec\u7684 \u81ea\u6709\u5956\u52b1\u578b UA \u5e73\u53f0 \u4e0e\u7a0b\u5e8f\u5316 DSP \u65e0\u7f1d\u96c6\u6210\u3002<br><br>\u901a\u8fc7\u5c06 \u5b9e\u65f6\u9884\u6d4b\u5206\u6790 \u4e0e \u7a0b\u5e8f\u5316\u89c4\u6a21 \u76f8\u7ed3\u5408\uff0c\u6211\u4eec\u5e2e\u52a9\u5408\u4f5c\u4f19\u4f34\u5b9e\u73b0\u66f4\u667a\u80fd\u7684\u589e\u957f\u3001\u66f4\u9ad8\u7684 LTV\uff0c\u4ee5\u53ca\u53ef\u8861\u91cf\u7684\u589e\u91cf\u6210\u6548\u3002<br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Download the PDF version of the case study &#25105;&#20204;&#19982; Spark Games &#21512;&#20316;&#65292;&#21033;&#29992;&#33258;&#26377;&#30340; Really Play-to-Earn &#22870;&#21169;&#22411;&#24179;&#21488;&#65292;&#20026;&#20854;&#19977;&#28040;&#28216;&#25103;&#12298;Candy Match &ndash; Dream Factory&#12299;&#33719;&#21462;&#32654;&#22269;&#29992;&#25143;&#12290; &#33829;&#38144;&#27963;&#21160;&#30446;&#26631; &#26412;&#27425;&#27963;&#21160;&#30340;&#30446;&#26631;&#26159;&#33719;&#21462;&#22312;&#12298;Candy Match&#12299;&#20013;&#33021;&#22815;&#25345;&#32493;&#25512;&#36827;&#20851;&#21345;&#12289;&#35266;&#30475;&#24191;&#21578;&#24182;&#36827;&#34892;&#24212;&#29992;&#20869;&#36141;&#20080;&#30340; &#39640;&#21442;&#19982;&#24230;&#29992;&#25143;&#65292;&#24182;&#23558; D7 &#27963;&#21160;&#22238;&#26412;&#29575; &#20316;&#20026;&#26680;&#24515; KPI&#12290; &#25104;&#26524; &gt;100% &ndash; &#20174;&#31532;1&#21608;&#24320;&#22987;&#23454;&#29616; D7 &#24191;&#21578;&#25237;&#20837;&#22238;&#25910; &#20851;&#20110; Really Play-to-Earn Really &#26159; Persona.ly &#33258;&#20027;&#30740;&#21457;&#30340;&#24212;&#29992;&#21457;&#29616;&#19982;&#29992;&#25143;&#24544;&#35802;&#24230;&#24179;&#21488;&#65292;&#20026;&#29992;&#25143;&#25552;&#20379;&#20840;&#38754;&#28216;&#25103;&#21270;&#30340;&#20307;&#39564;&#65292;&#21516;&#26102;&#25512;&#33616;&#20182;&#20204;&#27599;&#22825;&#37117;&#20250;&#31215;&#26497;&#20351;&#29992;&#30340;&#24212;&#29992;&#12290;&#36890;&#36807;&#23558; Persona.ly &#22522;&#20110;&#26426;&#22120;&#23398;&#20064;&#65288;ML&#65289;&#30340;&#31243;&#24207;&#21270; DSP &#25152;&#33719;&#24471;&#30340;&#27934;&#23519;&#19982;&#25105;&#20204;&#30340;&#33258;&#26377;&#29992;&#25143;&#32676;&#30456;&#32467;&#21512;&#65292;&#25105;&#20204;&#20026;&#21512;&#20316;&#20249;&#20276;&#24102;&#26469;&#20102;&#26356;&#39640;&#30340; ROAS &#21644;&#26356;&#24378;&#30340; LTV&#12290; &#22522;&#20110; Really Play-to-Earn &#24212;&#29992;&#30340;&#22870;&#21169;&#22411; UA &#27969;&#31243; &#22312;&#19982; Spark &hellip; <\/p>\n<p 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