{"id":4060,"date":"2026-02-01T09:18:00","date_gmt":"2026-02-01T09:18:00","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=4060"},"modified":"2026-03-29T09:19:46","modified_gmt":"2026-03-29T09:19:46","slug":"%e5%a6%82%e4%bd%95%e9%80%9a%e8%bf%87%e7%94%a8%e6%88%b7%e5%86%8d%e8%90%a5%e9%94%80%ef%bc%8c%e5%b0%86-leniu-games%e3%80%8a-i9%ef%bc%9ainferno-nine%e3%80%8bmmorpg-%e7%9a%84-roas-d7-kpi-%e6%8f%90-2","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/zh\/2026\/02\/%e5%a6%82%e4%bd%95%e9%80%9a%e8%bf%87%e7%94%a8%e6%88%b7%e5%86%8d%e8%90%a5%e9%94%80%ef%bc%8c%e5%b0%86-leniu-games%e3%80%8a-i9%ef%bc%9ainferno-nine%e3%80%8bmmorpg-%e7%9a%84-roas-d7-kpi-%e6%8f%90-2\/","title":{"rendered":"\u5982\u4f55\u901a\u8fc7\u7528\u6237\u518d\u8425\u9500\uff0c\u5c06 Leniu Games\u300a I9\uff1aInferno Nine\u300bMMORPG \u7684 ROAS D7 KPI \u63d0\u5347\u81f3 4.8 \u500d"},"content":{"rendered":"\n

\u4e0b\u8f7d\u6848\u4f8b\u7814\u7a76\u7684 PDF \u7248\u672c<\/a><\/em><\/p>\n\n\n\n

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\u6211\u4eec\u4e0e Leniu Games \u5408\u4f5c\uff0c\u9488\u5bf9\u5176\u5728 Android \u5e73\u53f0\u4e0a\u7684 \u9876\u7ea7\u7545\u9500 MMORPG \u6e38\u620f I9: Inferno Nine \u91cd\u65b0\u5524\u9192\u6d41\u5931\u7528\u6237\u3002\u8be5\u6e38\u620f\u4ee5\u5f15\u4eba\u5165\u80dc\u7684\u73a9\u6cd5\u3001\u524d\u6cbf\u7684\u753b\u9762\u8868\u73b0\u4ee5\u53ca\u4e2d\u4e16\u7eaa\u98ce\u683c\u7684\u7f8e\u672f\u8bbe\u8ba1\u800c\u8131\u9896\u800c\u51fa\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n

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\u6210\u679c\u4e00\u89c8<\/h2>\n\n\n\n
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4.8 \u500d<\/strong><\/p>\n\n\n\n

ROAS D7 KPI \u8d85\u989d\u8fbe\u6210<\/p>\n<\/div>\n\n\n\n

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100%<\/strong><\/p>\n\n\n\n

D14 \u5b9e\u73b0\u5e7f\u544a\u6295\u5165\u56de\u6536<\/p>\n<\/div>\n\n\n\n

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30%<\/strong><\/p>\n\n\n\n

\u7b2c 5 \u4e2a\u6708 ARPPU \u63d0\u5347 30%<\/p>\n<\/div>\n<\/div>\n\n\n\n

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\u5e7f\u544a\u6d3b\u52a8\u76ee\u6807<\/h2>\n\n\n\n

\u672c\u6b21\u5e7f\u544a\u6d3b\u52a8\u7684\u76ee\u6807\u662f\u53ec\u56de\u66fe\u8fdb\u884c\u8fc7\u5e94\u7528\u5185\u4ed8\u8d39\u7684\u6d41\u5931\u4ed8\u8d39\u7528\u6237\uff0c\u4f7f\u5176\u91cd\u65b0\u6e38\u73a9 I9: Inferno Nine\uff0c\u5e76\u63a8\u52a8\u5176\u518d\u6b21\u8fdb\u884c\u5e94\u7528\u5185\u8d2d\u4e70\u3002\u6211\u4eec\u4ee5 ROAS \u4e3a\u6838\u5fc3 KPI \u6765\u8861\u91cf\u672c\u6b21\u5e7f\u544a\u6d3b\u52a8\u7684\u6210\u6548\u3002<\/p>\n\n\n\n

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\u201cPersona.ly \u662f\u4e00\u5bb6\u5353\u8d8a\u7684 DSP \u5408\u4f5c\u4f19\u4f34\uff0c\u5408\u4f5c\u8fc7\u7a0b\u987a\u7545\uff0c\u6548\u679c\u8868\u73b0\u51fa\u8272\u3002\u4ed6\u4eec\u7684\u56e2\u961f\u54cd\u5e94\u8fc5\u901f\uff0c\u5e76\u79ef\u6781\u5206\u4eab\u6709\u4ef7\u503c\u7684\u6d1e\u5bdf\u6765\u4f18\u5316\u6295\u653e\u6548\u679c\uff0c\u4f7f\u6211\u4eec\u80fd\u591f\u5171\u540c\u53d6\u5f97\u5f3a\u52b2\u7684\u6210\u679c\u3002
\u57fa\u4e8e Persona.ly \u5728 I9 \u518d\u8425\u9500\u6d3b\u52a8\u4e2d\u7684\u51fa\u8272\u8868\u73b0\uff0c\u6211\u4eec\u671f\u5f85\u8fdb\u4e00\u6b65\u6df1\u5316\u4e0e Persona.ly \u7684\u5408\u4f5c\u5173\u7cfb\u3002\u201d<\/p>\n\n\n\n

<\/p>\nLeniu \u6d77\u5916\u5e02\u573a\u90e8<\/strong><\/cite><\/blockquote>\n\n\n\n

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\u7a0b\u5e8f\u5316\u518d\u4e92\u52a8\u6d41\u7a0b<\/h2>\n\n\n\n

\u5728\u5408\u4f5c\u521d\u671f\uff0c\u6211\u4eec\u5229\u7528\u5ba2\u6237\u63d0\u4f9b\u7684\u7b2c\u4e00\u65b9\u6570\u636e\u4ee5\u53ca\u514d\u8d39\u5411\u5ba2\u6237\u514d\u8d39\u5f00\u653e\u7684\u81ea\u6709 Live Audiences \u5de5\u5177\uff08\u53d7\u4f17\u5206\u5c42\u5f15\u64ce\uff09\uff0c\u751f\u6210\u4e86\u4e00\u4e2a Payers\uff1a\u66fe\u8fdb\u884c\u8fc7\u5e94\u7528\u5185\u8d2d\u4e70\u5e76\u505c\u6b62\u4f7f\u7528\u8be5\u5e94\u7528\u7684\u7528\u6237\u7ec6\u5206\u4eba\u7fa4\u3002<\/p>\n\n\n\n

\u501f\u52a9\u7b2c\u4e00\u65b9\u6570\u636e\uff0c\u6211\u4eec\u80fd\u591f\u57fa\u4e8e\u7528\u6237\u7684\u8d2d\u4e70\u5386\u53f2\u548c\u8d2d\u4e70\u610f\u56fe\u521b\u5efa\u7ec6\u5206\u4eba\u7fa4\uff0c\u4ece\u800c\u8fdb\u4e00\u6b65\u4f18\u5316\u5b9a\u5411\u7b56\u7565\uff0c\u5e76\u5728\u6574\u4f53\u53d7\u4f17\u4e2d\u5b9e\u73b0\u66f4\u5f3a\u52b2\u7684\u6295\u653e\u8868\u73b0\u3002<\/p>\n\n\n\n

\u7531\u4e8e\u76ee\u6807\u53d7\u4f17\u7ec6\u5206\u5e02\u573a\u7684\u9700\u6c42\u548c\u7ade\u4e89\u6fc0\u70c8\uff0c\u4e3b\u8981\u6311\u6218\u5728\u4e8e \u786e\u4fdd\u5e7f\u544a\u6d3b\u52a8\u9884\u7b97\u6295\u5411\u6700\u6709\u53ef\u80fd\u91cd\u65b0\u53c2\u4e0e\u7684\u7528\u6237\uff0c\u5e76\u63a8\u52a8\u5176\u8fdb\u884c\u5e94\u7528\u5185\u8d2d\u4e70\u3002<\/p>\n\n\n\n

\u968f\u7740\u66f4\u591a\u79ef\u6781\u4fe1\u53f7\u7684\u79ef\u7d2f\u4ee5\u53ca\u5b66\u4e60\u9636\u6bb5\u7684\u63a8\u8fdb\uff0c\u6211\u4eec\u57fa\u4e8e\u673a\u5668\u5b66\u4e60\u7684\u51fa\u4ef7\u7cfb\u7edf\u80fd\u591f\u66f4\u7cbe\u51c6\u5730\u5b9a\u5411\u8fd9\u4e9b\u53d7\u4f17\u7ec6\u5206\u4eba\u7fa4\uff0c\u4ece\u800c\u5b9e\u73b0\u5e7f\u544a\u6d3b\u52a8\u7684\u5feb\u901f\u89c4\u6a21\u5316\u3002<\/p>\n\n\n\n

\u901a\u8fc7\u5c06\u9884\u7b97\u6218\u7565\u6027\u5730\u6295\u5165\u5230\u6700\u6709\u53ef\u80fd\u8fdb\u884c\u989d\u5916\u5e94\u7528\u5185\u8d2d\u4e70\u7684\u53d7\u4f17\u7ec6\u5206\u4eba\u7fa4\u4e2d\uff0c\u5c06\u9884\u7b97\u5206\u914d\u7ed9\u9ad8\u610f\u5411\u53d7\u4f17\u7ec6\u5206\u4eba\u7fa4\uff0c\u6211\u4eec\u6301\u7eed\u4f18\u5316\u4e86\u5e7f\u544a\u6d3b\u52a8\u7684\u6574\u4f53\u8868\u73b0\u3002<\/p>\n\n\n\n

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\u5e7f\u544a\u6d3b\u52a8\u7ed3\u679c<\/h2>\n\n\n\n

ROAS \u8d70\u52bf<\/h3>\n\n\n\n

\u51ed\u501f\u6211\u4eec\u5728\u6e38\u620f\u5782\u76f4\u9886\u57df\u7684\u6df1\u539a\u4e13\u4e1a\u77e5\u8bc6\uff0c\u6211\u4eec\u5728\u7b2c 1 \u5929\uff08Day 1\uff09\u4fbf\u4ee5\u4e24\u500d\u7684\u901f\u5ea6\u63d0\u524d\u8d85\u51fa\u4e86 Leniu \u7684 D7 ROAS \u76ee\u6807\u3002\u901a\u8fc7\u4f18\u5148\u9009\u62e9\u6700\u6709\u53ef\u80fd\u8fdb\u884c\u989d\u5916\u5e94\u7528\u5185\u8d2d\u4e70\u7684\u7ec6\u5206\u4eba\u7fa4\uff0c\u6211\u4eec\u5c06 D7 ROAS KPI \u63d0\u5347\u81f3\u63a5\u8fd1 5 \u500d\u3002<\/p>\n\n\n\n

\u7cbe\u51c6\u7684\u5b9a\u5411\u4e0e\u6e38\u620f\u51fa\u8272\u7684\u8d28\u91cf\u76f8\u7ed3\u5408\uff0c\u63a8\u52a8\u4e86 I9: Inferno Nine \u7684\u5f3a\u52b2\u63a8\u8fdb\uff0c\u5728\u7b2c 14 \u5929\u5b9e\u73b0\u4e86\u5e7f\u544a\u6d3b\u52a8\u7684\u5b8c\u5168\u56de\u6536\uff0c\u5e76\u6301\u7eed\u6539\u8fdb\u3002<\/p>\n\n\n\n

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\"\"<\/a><\/figure>\n<\/div>\n<\/div>\n\n\n\n
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ARPPU \u589e\u957f<\/h3>\n\n\n\n

\u901a\u8fc7\u5c06\u652f\u51fa\u96c6\u4e2d\u5728\u8d2d\u4e70\u610f\u5411\u6700\u5f3a\u7684\u7528\u6237\u8eab\u4e0a\uff0c\u6211\u4eec\u6301\u7eed\u4f18\u5316\u5e7f\u544a\u6d3b\u52a8\uff0c\u5e76\u5b9e\u73b0\u4e86\u7a33\u6b65\u63d0\u5347\u7684\u7ed3\u679c\u3002<\/p>\n\n\n\n

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\u5373\u4f7f\u5728\u6301\u7eed\u8d85\u51fa KPI \u4e4b\u540e\uff0c\u6211\u4eec\u4ecd\u7136\u4e0d\u65ad\u4f18\u5316\u5e7f\u544a\u6d3b\u52a8\uff0c\u5e76\u5728\u7b2c 5 \u4e2a\u6708\u5b9e\u73b0\u4e86\u4ed8\u8d39\u7528\u6237\u5e73\u5747\u6536\u5165\uff08ARPPU\uff0930% \u7684\u589e\u957f\u3002<\/p>\n<\/div>\n\n\n\n

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\"\"<\/a><\/figure>\n<\/div>\n<\/div>\n\n\n\n

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\u5173\u4e8e Leniu<\/h2>\n\n\n\n

Leniu Games \u6210\u7acb\u4e8e 2015 \u5e74\uff0c\u662f\u4e00\u5bb6\u4e13\u6ce8\u4e8e\u9ad8\u54c1\u8d28 MMORPG \u4ea7\u54c1\u7684\u4e2d\u56fd\u9ad8\u79d1\u6280\u79fb\u52a8\u6e38\u620f\u5f00\u53d1\u5546\u53ca\u5168\u7403\u53d1\u884c\u5546\u3002\u5176\u65d7\u8230\u4ea7\u54c1\u5305\u62ec\u300aDivine W: Perfect Wonderland\u300b\u3001\u300aFlame of Valhalla\u300b\u4ee5\u53ca\u300aAge of Ashes: Dark Nuns\u300b\uff0c\u591a\u6b3e\u4f5c\u54c1\u5df2\u5728\u5168\u7403\u53d1\u884c\u5e76\u53d6\u5f97\u4e86\u5de8\u5927\u7684\u5546\u4e1a\u6210\u529f\u3002<\/p>\n\n\n\n

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\u201c\u6211\u4eec\u5bf9\u4e0e Leniu Games \u5408\u4f5c\u5f00\u5c55\u7684\u5e7f\u544a\u6d3b\u52a8\u6210\u679c\u611f\u5230\u975e\u5e38\u6ee1\u610f\u3002\u4ed6\u4eec\u7684\u56e2\u961f\u9ad8\u5ea6\u4e13\u4e1a\uff0c\u6df1\u5ea6\u6570\u636e\u9a71\u52a8\uff0c\u5e76\u59cb\u7ec8\u4e13\u6ce8\u4e8e\u6548\u679c\u8868\u73b0\u3002<\/p>\n\n\n\n

\u968f\u7740\u6211\u4eec\u5728\u5927\u4e2d\u534e\u533a\u6301\u7eed\u6269\u5c55\uff0c\u6211\u4eec\u5f88\u81ea\u8c6a\u80fd\u591f\u5c06\u4e16\u754c\u7ea7\u3001\u7531\u673a\u5668\u5b66\u4e60\u9a71\u52a8\u7684 DSP \u5f15\u5165\u5e02\u573a\uff0c\u8fde\u63a5\u4e1c\u897f\u65b9\uff0c\u8d4b\u80fd\u5f00\u53d1\u8005\u4ee5\u6700\u524d\u6cbf\u7684\u7528\u6237\u83b7\u53d6\u4e0e\u518d\u8425\u9500\u80fd\u529b\uff0c\u5b9e\u73b0\u5168\u7403\u89c4\u6a21\u5316\u53d1\u5c55\u3002\u201d<\/p>\nPersona.ly \u5927\u4e2d\u534e\u533a\uff08GCR\uff09\u603b\u7ecf\u7406 Vicky Mao<\/strong><\/cite><\/blockquote>\n\n\n\n

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\u5173\u4e8e Persona.ly<\/h2>\n\n\n\n

Persona.ly \u662f\u4e00\u5bb6\u6570\u636e\u9a71\u52a8\u7684\u4ea7\u54c1\u516c\u53f8\uff0c\u4e13\u6ce8\u4e8e\u79fb\u52a8\u7528\u6237\u83b7\u53d6\u4e0e\u518d\u8425\u9500\uff0c\u5e76\u7531\u81ea\u4e3b\u7814\u53d1\u7684\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u548c\u5f3a\u5927\u7684\u7b2c\u4e00\u65b9\u6570\u636e\u7ba1\u7406\u5e73\u53f0\u63d0\u4f9b\u652f\u6301\u3002<\/p>\n\n\n\n

\u6211\u4eec\u5e2e\u52a9\u5305\u62ec King\u3001Tencent\u3001Papaya\u3001NextNinja\u3001Tilting Point\u3001Nexon \u5728\u5185\u7684\u4f17\u591a\u9886\u5148\u79fb\u52a8\u516c\u53f8\uff0c\u901a\u8fc7\u7cbe\u51c6\u9884\u6d4b\u6700\u6709\u53ef\u80fd\u53c2\u4e0e\u548c\u8f6c\u5316\u7684\u7528\u6237\uff0c\u5b9e\u73b0\u5e76\u8d85\u8d8a\u5176\u589e\u957f\u76ee\u6807\u3002\u6211\u4eec\u7684\u673a\u5668\u5b66\u4e60\u6a21\u578b\u57fa\u4e8e\u9884\u6d4b\u7684 LTV \u8fdb\u884c\u4f18\u5316\uff0c\u4ee5\u5b9a\u5411\u9ad8\u4ef7\u503c\u7528\u6237\uff0c\u4ece\u800c\u63a8\u52a8\u5f3a\u52b2\u7684 ROAS \u548c\u957f\u671f\u7528\u6237\u8d28\u91cf\u3002

\u6211\u4eec\u7684\u81ea\u6709\u7a0b\u5e8f\u5316 DSP \u4e0e\u9876\u7ea7\u5e7f\u544a\u4ea4\u6613\u5e73\u53f0\u548c OEM \u76f4\u63a5\u96c6\u6210\uff0c\u5728\u5168\u7403\u8303\u56f4\u5185\u6bcf\u79d2\u5904\u7406\u8d85\u8fc7 400 \u4e07\u6b21\u5e7f\u544a\u8bf7\u6c42\u3002

\u901a\u8fc7\u5c06\u5b9e\u65f6\u9884\u6d4b\u5206\u6790\u4e0e\u7a0b\u5e8f\u5316\u89c4\u6a21\u76f8\u7ed3\u5408\uff0c\u6211\u4eec\u8d4b\u80fd\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\u6548\u679c\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"

下载案例研究的 PDF 版本 我们与 Leniu Games 合作，针对其在 Android 平台上的 顶级畅销 MMORPG 游戏 I9: Inferno Nine 重新唤醒流失用户。该游戏以引人入胜的玩法、前沿的画面表现以及中世纪风格的美术设计而脱颖而出。 成果一览 4.8 倍 ROAS D7 KPI 超额达成 100% D14 实现广告投入回收 30% 第 5 个月 ARPPU 提升 30% 广告活动目标 本次广告活动的目标是召回曾进行过应用内付费的流失付费用户，使其重新游玩 I9: Inferno Nine，并推动其再次进行应用内购买。我们以 ROAS 为核心 KPI 来衡量本次广告活动的成效。 程序化再互动流程 在合作初期，我们利用客户提供的第一方数据以及免费向客户免费开放的自有 Live Audiences 工具（受众分层引擎），生成了一个 Payers：曾进行过应用内购买并停止使用该应用的用户细分人群。 借助第一方数据，我们能够基于用户的购买历史和购买意图创建细分人群，从而进一步优化定向策略，并在整体受众中实现更强劲的投放表现。 由于目标受众细分市场的需求和竞争激烈，主要挑战在于 确保广告活动预算投向最有可能重新参与的用户，并推动其进行应用内购买。 随着更多积极信号的积累以及学习阶段的推进，我们基于机器学习的出价系统能够更精准地定向这些受众细分人群，从而实现广告活动的快速规模化。 通过将预算战略性地投入到最有可能进行额外应用内购买的受众细分人群中，将预算分配给高意向受众细分人群，我们持续优化了广告活动的整体表现。 广告活动结果 ROAS … <\/p>\n

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