"Looking" that recorded unusual large hits in China fulfilled advertisement + billing optimization with Unity ADS. Position the success of the success and the profit structure (the first part)

A game engine Unity, which supports a wide range of platforms from PC to mobile, and has been adopted from indie to AAA class title. Now about half of the world's mobile games utilize Unity, and UNITY developers are eaten in the seventh place of employment demand ranking growing in the United States, according to LinkedIn. It can be seen that UNITY PRO users have increased by 1.5 times and penetrated in 2017 in Japan.

The basic philosophy of such Unity is "Development Democratization" "Challenging difficult things" "Support success". Their roles do not stay in the development of the game engine. What functions do you provide more creators to better than more creators? UNITE TOKYO 2018 held from May 7th to May 9th, with a number of lectures and exhibits, have been attracted by Unity.

This article focuses on the Mobile Games' Mobile Games' Mobile Games' Money Technology and Continue to Expand Unity's support system, and a big hit "traveling" to maximize earnings by utilizing Unity ADS The know-how is introduced into individual interviews of the list of lectures and post-parts of the first part.

# Advertising service not disturbing play experience

In the Mobile Game's Money Text, the Videos Reward Advertising Service Unity ADS continues to grow in Unity Technologies. Unity ADS (Related Articles) have also been introduced as a "promoting play experience" advertising service. Now that more than 1 billion players around the world are delivering more than 25 billion advertising requests monthly.

As a mechanism of service, developers specify advertisement display locations in the game, and have a video ad with a video advertisement due to the player's option. Then the player gets rewards such as items and currencies in the game. It also functions as an incentive for continuing playing to be able to continue playing without inhibiting play experience. Even as an advertiser, there is an advantage that you can see the video advertisement and understand the outline of the game, and have a really interested player. Thus, Unity ADS offers merits to the three parties of player advertiser and advertisers.

Moreover, Unity ADS can be easily implemented without SDK and can be easily implemented, so it can be easily embedded even after release. For example, the development team of "traveling" which has been delivered in 2017 and recorded unusual large hits in China four people. While the resources divided other than the development of the game itself are limited, the Unity ADS was introduced at the minimum burden and could lead to the expansion of advertising earnings.

UNITE TOKYO 2018 lecture "I can travel-what was happening with the hit in China & Provision of billing and advertising coexistence" (lecture materials) (lectures), Hit Point Project Manager Takasaki, Ltd. Mr. Toyota and Unity Technologies JAPAN Unity Ads Director Kanada 一 一 一 一 登 登 登 登. It would have been nice if I had happened with the success in China of China, and if I think about it later. Furthermore, while being a user-friendly work, it has been introduced with the device that made a billing and advertising coexistence type revenue model that does not break the view of the world.

# "I can travel" that wound a big boom in China

Hit Point Co., Ltd. (2007 founding) is a game app development and operation company for smartphones. "Cat Senme" released in 2014 was a hit work that achieved 20 million downloads in three years, and gradually expanded the place of activities such as Nintendo 3DS version, goods sales and live-action filming.

The latest work that the development team of such a "cat colleague" was engaged in November 2017 is the "traveling" that the domestic Android version was delivered. I love to travel throughout Japan, I would like to have a lunch box and amulet and send it to a journey, and enjoy a commemorative photo and souvenirs coming home. The frog is likely to travel regardless of the will of the player, and sometimes it will not come back for several days. Players can involve only a limited range such as clover (in-free game currency) that will grow for several hours, and items purchasing for the next journey. It is a left-standing game app that enjoys relaxingly using gap time.

In China, the iOS version is delivered in December 2017, and despite not supporting Chinese, a total of 38 million downloads have been achieved in 5 months. About 80% of them are downloads from China, and the next is 10.5% of Taiwan (3.4% of Japan). From the perspective of the UNITY ADS introduction title, "I can travel" has a hit work around the world and recorded 1st place in the world's earlier revenue by Unity ADS. The number of overwhelming downloads and China's advertising rate height (weakness of ECPM4000) is back.

It is difficult to identify why "I can travel" hit. The hit points that developed the same work are also said to have a clear answer. Janichi ADS Director Kanada Ichi Extracts two common elements of "I can not say" "I can not say" and "I can not enjoy" "I can not enjoy" is doing. If you think, a negative game such as "I can travel" was in China at the time, "I was not likely". In addition, since it was popular among Chinese young women who do not usually play a game, the factors "the space of the player to be enjoyed" also apply. The casual gamer, female player, overseas player, and overlapping with multiple player layers, they were penetrated.

Although there is no reproducible hit reason, there is information that can be referred to. UNITE TOKYO 2018 lectures, "1. What I happened to travel" "2. Word of mouth" "3." The item was shared by dividing the items in the three of the items to be done by the word making other than the game making itself. .

# "1. What I happened to travel"

"I can travel" for hit points is not the first hit. As mentioned earlier, we have achieved a 20 million download at "Cat Saken". However, the processes up to success are greatly different. "Neko Kosen" was a translational support, and the North American download increased, and the player population has been increased to some extent. Meanwhile, "I can travel" has experienced an increase in the number of rapid players as much as 1 day after delivery from delivery 2 months. It played a group of global hits without being ready enough. It is a problem that occurred with such an unexpected hit that was touched by a lecture.

First of all, we will be chased by telephone and mail correspondence, such as inquiry from players and coverage applications from media. The telephone does not stop, and the mail server is punk in half a day due to the rush of the inquiry. A Chinese reporter who has not taken contacts and has made a negative hit point to visit hit points directly. Since these responds were not in just four development teams, the operations have not been done.

Besides the practical work, problems such as pirated and fake apps, selfish collaboration and goods sales. Although China's Android market is larger than the iOS market, it is high enough to get the government's permission through the Chinese publisher. "I can travel" also for Android, and it has never been expanded China, and since the demand to play somehow, the pirated version came out.

There were many problems with hits in China, but there are only four development teams. Therefore, it was said that priority was decided in order of user, right, and revenue issues, and the exemption of various problems was promoted. Hit points experienced such a series of flows are recommended to be localized only by the app name, as needed before the expansion of China. In China, it has become familiar with the nickname "travel blue" instead of "traveling", so the user has gathered for a fake app using that nickname. If you can localize the app name and search for Chinese as it is, it will be easier to reach the genuine app instead of a false app.

In addition, if you are searching for publisher and registered and copyright registration in China, it is still more preferable. Especially for issues related to rights and earnings, it is difficult to cause a lawsuit one by one, and it is not mind if it can be delegated to a Chinese publisher. In the case of "traveling", these responding will be proceeded after the response. Unity ADS, which can be easily implemented even after the release, it would be a great help during releases while releasing resources to maximize advertising earnings.

# "2. Power of word of mouth"

Hit points are small-scale developers, and it is difficult to hit promotions largely. As a result, the game making a game to make full use of the word of mouth through SNS. In the first place, "I can travel" is created as a game as a game, such as the waiting time extremely long and not localized for overseas. However, just by watching the watch like this work, the game design that has opened the enlightenment was rare in China at that time, and it came to attract popularity from young women as a "Buddhist game".

China is stronger than Japan's power by SNS, and will spread at once when it enters the spread mode well. In order to encourage such outgoing intercourse, there are two ways to be traveled. Be the one to allow images to post images. We will stimulate the sending desire by preparing images that are hard to cover. The fantasy should leave the factors that are hard to understand. The fragment of this work is just passing a photo and souvenirs, and what did you do and what you did? The trend of fragment is given an interaction trigger that guessing between users. It can also be said that it is a way to make it easy to talk.

# "3. What to do except for the game making itself"

This is a reference information based on the individual case "traveling". The following "3. What to do except for the game making itself", from the know-how accumulated in Unity, the behavior to take to increase the hit probability of the next work was shared.

· Put overseas from the beginning

First of all, it is recommended to put out the game from the beginning to increase the natural inflow of the user. The title is located at the top earnings of Unity ADS, with high overseas revenue (half of the 20% of our earnings) of high revenue in the second half of 2016). If the front port is wide, it also goes up the probability of hitting it. However, it is difficult to localize all the game from the beginning. First of all, reducing language explanations in the game, and only a plurality of languages ​​can be addressed by the application title / store description, and starting with a range can be started, and it starts full-fledged localization if you can narrow down the country of good feeling The procedure is introduced.

· Continuation rate improvement measures to learn from Voodoo

Game Publisher's Voodoo excavates promising titles from all over the world, maintaining the top ranking in an overwhelming advertiser. It is especially focused on focusing on their continuity rate improvement know-how. First of all, the game play itself is simplified as much as possible, and the gameplay itself is also minimized the hurdle that starts a new game. It is a way of Voodoo flow that it is easy to make it easier for habitual time, making it possible to activate even at a gap time by adjusting the difficulty level 3 minutes by stage division. The idea of ​​condensing the fun of the game itself is not limited to casual games and can be referred to.

In addition, by providing the collection of the game itself other than the fun of the game itself, such as the collection of character skin, and the clearness of the mission, it is possible to stop the player's own growth when the player's own growth becomes smooth. 1 Average play count per starting-up is completed to expand the reward ad in front of the time to finish the "one play only" cycle, and it is a valid measure.

UNITY Analytics utilization

With Unity Analytics, a Unity Analysis tool, you can easily analyze and set numbers and measurement indicators to take improvement actions and can be easily analyzed and configured without coding. As a measure of the casual game, the number of duration of 1 day, 20% of the 7 days continuity rate is 20%, and 10% continuation rate of 10% is presented as the lowest line to think of Unity, and by using Unity Analytics Causal relationships and correlation can be narrowed to the indicators that are likely to be focused and analyzing the present condition (reference: Unity Documentation).

· Coexistence of advertising and billing (for "traveling")

The revenue model of "I can travel" is a two set of billing and advertising revenue. Charge is a difficulty that the height of the hurdle directly paying money and the user who can use money will be advantageous. Advertising is an advertisement, and the world view of the game may collapse. However, "I can travel" coexists in a user-friendly form where they are not pressed.

In particular, with regard to advertisements, it is a mechanism to be displayed when tapping a flyer in the postal post in the game. It is possible to implement the play experience without loss of play experience by taking the form of a game that is well disconnected with the contents of the game and can be received by the user. Even if the advertisement is displayed, it is easy to accept the existence of advertisements by sandwiching the mechanism that is not unnatural.

· Coexistence of advertisement and billing (for "Fastlane")

SUPERCELL Subsidiary SPACE APE Games Developed Vertical Scroll Shooter "Fastlane" records a total of 16 million downloads in 10 months after the release of May 2017. Monthly earnings from billing and advertising are approximately ¥ 220 million (of which advertising earnings are about 150 million yen), and it has achieved 2.5 million viewing / day only with the moving image reward advertisement of Unity ADS.

"Fastlane" is also one of the cases aimed at an advertising implementation that is not disliked by the user. From the beginning, a specification that incorporates advertising earnings models into the game-prelope and could not lose the play experience, and to create value to both user / advertisers. The most effective implementation method was asked, and the display frequency of advertisement display, the number of advertisements per user, and the test was made finely for each item such as the advertisement installation location.

As learned from trial and error, it is said that it was easy to download the advertisement app that mounted after one play. In addition, it is important that the compensation content of advertising viewing is usually the amount of rewards obtained by normal play and the degree of the degree of rewards obtained by the in-app charge, and it becomes important to feel that the difference between their effects is large .

# Games Sue to break the time of the fun of the game

The most important item in game development is to stand out of the fun of the game itself. It is the role of Unity that supports the peripheral portion to break the maximum time for its most important item. Unity Analytics enables user analysis in non-coding and contributes to revenue optimization without burdening SDK implementation by Unity ADS. "I want to support the environment that the developer who is active in the world, who is active in the world, which is active in the world," I want to support the environment. " It is the thoughts as Unity Technologies JAPAN that it talks about Mr. Kinada.

And Hit Point Takasaki, who is active as a "Developer who is creating a game loved in the world", is just a user who plays the game, and it was important to be aware that it was important to be aware of the set target . The hit produces the user. How do you think the game is your own data? While being aware of the community, you will be engaged in your fellow to spread naturally without wasteful interference.

A hit point that has made Unity to help the Developer's success support and the entertainer entertainer entertainer. With the power of this two companies, different hits that can be traveled were able to make the most of their success. In the case of the second part, we talk to the two people who became a successful key.