客户的终身价值
The secret to creating a successful mobile games business is to have players that come back to your game day after day. The way to do that is by focusing on the one metric that matters: Lifetime Value (LTV).
创建成功的手机游戏业务的秘诀在于让玩家日复一日地回到您的游戏中。 实现这一目标的方法是关注一个重要指标：生命周期价值(LTV)。
If you can optimize your game to focus on retaining your players over the long term, you will easily scale your growth. Growing your game these days can be incredibly daunting; with millions of other games out there, it’s a challenge to stand out and combat the competition in the various app stores. But if you focus on getting your LTV to a good level, you’ll be able to acquire users at scale more smoothly with the assurance that your game will bring in a steady profit.
如果您可以优化游戏以专注于长期留住玩家，那么您将轻松扩展自己的成长。 这些天来发展您的游戏可能会令人生畏。 在拥有数百万其他游戏的情况下，在各种应用商店中脱颖而出并应对竞争是一个挑战。 但是，如果您专注于使LTV达到一个良好的水平，则可以确保您的游戏将带来稳定的利润，从而能够更顺利地大规模吸引用户。
The first step to increasing your LTV and guaranteeing the long-term success of your game is to segment your players. In doing so, you’ll be able to better analyze their defining characteristics and identify the factors that contribute to the way they interact with your game. Different groups have different behaviors, and figuring out these behaviors will help you learn how to better serve their needs. Managing all of these factors within the process of developing and releasing your game will ensure greater profits and returns for your game in the long run.
增加LTV并保证游戏长期成功的第一步是对玩家进行细分。 这样，您将能够更好地分析它们的定义特征，并找出有助于它们与游戏交互方式的因素。 不同的群体有不同的行为，弄清楚这些行为将帮助您学习如何更好地满足他们的需求。 从长远来看，在开发和发布游戏的过程中管理所有这些因素将确保您获得更大的利润和回报。
Join us for our upcoming webinar, “Increasing Player LTV: Tips and tricks for growing your game,” led by Ilya Kuznetsov, a specialist in monetizing with Unity Ads. Because we work with some of the biggest studios in the industry on monetization strategies, Unity can offer unique insights into what works and what doesn’t.
加入我们，参加即将举行的网络研讨会，“由Unity Ads获利的专家Ilya Kuznetsov领导的网络研讨会，“增加玩家的LTV：发展游戏的技巧和窍门”。 由于我们与行业中一些最大的工作室合作制定了获利策略，因此Unity可以针对什么有效和什么无效提供独特的见解。
By the end of this webinar, you will know how to:
在本网络研讨会结束时，您将知道如何：
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Measure player LTV simply and effectively
简单有效地衡量播放器LTV
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Segment your players to optimize for retention
细分您的玩家以优化留存率
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Build LTV into the core game loop
将LTV纳入核心游戏循环
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Monetize your players without compromising their experience
在不影响玩家体验的情况下，通过他们的货币获利
什么是LTV？ (What is LTV?)
Lifetime Value is an important metric that encourages tracking the long-term health of your relationship with your players. The easiest way to think about LTV is simply the total number of days a player spends in a game, multiplied by revenue per day. As a simple example, if a player stayed for 100 days and spent an average of 5 cents per day, their LTV was $5.00. This method is best used for quick and approximate assessments, not for exact numbers. Analyzing your LTV will reveal insight as you continue to develop and improve your game because once you understand your players, you can better understand how to maximize your profits.
终身价值是一项重要指标，可鼓励您追踪与玩家的长期关系。 考虑LTV的最简单方法是，玩家在游戏中花费的总天数乘以每天的收入。 举一个简单的例子，如果一个玩家呆了100天，平均每天花费5美分，他们的LTV为5.00美元。 此方法最适合用于快速和近似评估，而不是确切数字。 分析LTV将在您继续开发和改进游戏的过程中揭示洞察力，因为一旦您了解了玩家，就可以更好地了解如何最大限度地提高利润。
Understanding the worth of your players from a revenue perspective informs you about how to bring in new players and grow your community. Growing a game and personalizing the journey for your users can be incredibly complex to understand, especially if you don’t have marketing experience.
从收入的角度了解玩家的价值会告诉您如何吸引新玩家并发展社区。 为用户开发游戏和个性化旅程可能很难理解，特别是如果您没有营销经验的话。
细分玩家 (Segmenting your players)
Player segmentation is used widely across the games industry, and with good reason – it’s a great way to ensure you’re getting the most from your game’s audience. You segment your users based on the data you gather, which means that the more data you collect, the better.
玩家细分在整个游戏行业中得到广泛使用，这有充分的理由–这是确保您从游戏观众中获得最大收益的好方法。 您根据收集的数据对用户进行细分，这意味着收集的数据越多越好。
By gathering minute-by-minute granular data, you will be prepared to personalize the game experiences for specific players, create content relevant to players based on the features that matter to them the most and drive strong perception of value to keep your players engaged for a longer period of time.
通过收集每分钟的细粒度数据，您将准备针对特定玩家进行个性化游戏体验，基于对他们最重要的功能来创建与玩家相关的内容，并带动强烈的价值观念以使您的玩家参与其中更长的时间。
For instance, you could start simply by segmenting your players by region, the date they downloaded your game, or how frequently they play. Do they play casually and infrequently, without much of an interest in progressing past certain levels or checkpoints? Or are they more competitive, playing more frequently to get better scores, using free boosts or features? This kind of data can help you determine which of your players are likely to convert from casual players to paying players.
例如，您可以简单地通过按地区，玩家下载游戏的日期或玩的频率对玩家进行细分。 他们是否随便和不常玩游戏，而对通过某些关卡或检查站没有太大兴趣？ 还是他们使用免费的增强功能或功能来提高竞争力，更频繁地比赛以获得更高的分数？ 这种数据可以帮助您确定哪些玩家可能会从休闲玩家转换为付费玩家。
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You can get more tips and tricks to increase your LTV and grow your game in our upcoming webinar.
在 我们即将举行的网络研讨会上， 您可以获得更多技巧和窍门，以提高LTV并发展游戏 。
翻译自: https://blogs.unity3d.com/2020/01/13/understanding-lifetime-value-and-using-it-to-grow-your-game/
客户的终身价值