各位同行好，我是 Joyce，一个在游戏运营行当里摸爬滚打了 18 年的中女。
Hello peers, I'm Joyce, a middle-aged woman who has spent 18 years navigating the game operations industry.
从 Zynga 到 Tencent，再到 Gameloft，经手的项目里有数十款做到月利润稳定数千万，6 款过亿，这些年也攒了不少实战经验，还把心得写成了《游戏运营与出海实战》。
From Zynga to Tencent and then to Gameloft, I've overseen dozens of projects that achieved stable monthly profits in the tens of millions, with 6 projects exceeding 100 million. Over the years, I've accumulated a lot of hands-on experience, which I've compiled into the book Practical Guide to Game Operations and Overseas Expansion.
今天咱们就实打实聊聊游戏广告投放的渠道选择——这可是我这些年带着团队真金白银砸出来的干货，咱们掰开了揉碎了说。
Today, let's get real about channel selection for game ad投放 (advertising placement) — these are hard-won insights my team and I have gained through real budget investments, and we'll break them down piece by piece.
#01
JOYCE游戏运营
广告投放要点：
渠道选择的底层逻辑
#01
JOYCE Game Operations
Key Points of Ad Placement:
The Underlying Logic of Channel Selection
（一）目标受众精准定位是基础
(1) Precise Target Audience Positioning Is Fundamental
做投放这么多年，我始终觉得，精准定位用户就像经验丰富的猎人找猎物 —— 你得知道你的 "猎物" 在哪儿出没，喜欢什么 "口味"。我常跟团队说，用户画像不是简单的年龄性别标签，得钻到用户心里去。
After years in ad placement, I've always believed that precise user positioning is like an experienced hunter tracking prey — you need to know where your "prey" frequents and what "tastes" they prefer. I often tell my team that user profiles aren't just simple age and gender labels; you need to delve into users' minds.
比如之前我们推一款针对全球玩家的硬核手游，重度mmo，还原魔兽类的，考虑全球用户分布和性别偏好，活跃/付费用户分布集中在tier 1 发达国家（包括中国），35-45岁，男性偏多，因此我们重点运营区域会集中在欧美、中国、日韩等top 10的经济发达地区。
For example, when we promoted a hardcore mobile game for global players, a heavy MMORPG similar to World of Warcraft, considering global user distribution and gender preferences, active/paying users were concentrated in tier 1 developed countries (including China), aged 35-45, mostly male. Therefore, our key operational regions focused on the top 10 economically developed areas like Europe, America, China, Japan, and South Korea.
具体策略我之前的会议分享有讲过，聚焦在集团公司核心利益链条盘点，知道什么能做什么不能做，游戏内外从性能、发布、运营底层、对外客服接口、话术、运营节奏，支撑基础框架/底层/运维服务器等逐一排查。
I've discussed specific strategies in previous meeting presentations, focusing on inventorying the core interest chains of the group company to know what can and can't be done. We systematically inspected everything from in-game and out-of-game performance, release processes, operational foundations, external customer service interfaces,话术 (话术, communication scripts), operational rhythms, to supporting infrastructure/frameworks/operation servers.
基本游戏运营架构重新搭建了，前序历史数据分析做了复盘，拆解，作为空降高管，变更过的团队，自然之前大概率是没有文档的，只能从蛛丝马迹当中找到游戏合理构建的正向反馈数据。
We rebuilt the basic game operation framework, reviewed and disassembled previous historical data analysis. As a parachuted executive into a restructured team, there was naturally little documentation from before, so we had to find positive feedback data for the game's rational construction from fragmentary clues.
经过一系列的改造，终于让这款游戏从临时的5m月欧美，4个月拉到5千万欧元月稳定net grossing。
After a series of reforms, we finally grew the game from a temporary 5 million monthly in Europe and America to a stable net grossing of 50 million euros monthly within 4 months.
（二）广告创意设计是吸引力核心
(2) Ad Creative Design Is the Core of Attraction
再好的渠道，没好创意就是瞎忙活。我还记得当年推那款 3D 魔幻 RPG，光片头动画就改了 17 版 —— 不是追求特效堆砌，而是要让玩家 3 秒内看懂 "这游戏能给我什么"。例如，我们可以把核心玩法拆成 "3 秒高光片段"：第一秒展示角色大招特效，第二秒放出 BOSS 战场景，第三秒甩出限时福利 CTA，这套组合拳打下来，点击转化率比行业均值高 23%。
Even the best channels are a waste without good creative. I remember when promoting that 3D magic RPG, we revised the opening animation 17 times — not to pile up special effects, but to make players understand "what this game can offer me" within 3 seconds. For example, we split the core gameplay into "3-second highlight clips": the first second shows the character's ultimate skill特效 (special effects), the second second reveals the BOSS battle scene, and the third second drops a time-limited welfare CTA (Call to Action). This combination increased the click-through rate by 23% above the industry average.
CTA 一定要直给。我见过太多广告扭扭捏捏，用户滑动屏幕的速度比你眨眼还快，哪有时间猜你心思？直接写 "点击下载领传奇武器"" 注册即送 300 抽 "，把钩子亮出来。
CTAs must be direct. I've seen too many ads beat around the bush — users scroll through screens faster than you can blink, so they have no time to guess your intentions. Just write "Click to download and get legendary weapons" or "Register to get 300 draws" — show the hook directly.
（三）广告渠道选择是关键执行环节
(3) Ad Channel Selection Is the Key Execution Link
选渠道就像选兵器，各有各的用法。
Choosing channels is like choosing weapons — each has its unique use.
拿社交媒体来说，Facebook 官网/粉丝页和 Instagram 适合 "品牌营销/社区运营"，我常让团队在这上面做品牌故事营销，比如发起 #我的游戏人生 #UGC 活动，让玩家晒游戏截图配故事，既能低成本获客，又能积累品牌资产。
Take social media: Facebook official pages/fan pages and Instagram are suitable for "brand marketing/community operations." I often have my team conduct brand story marketing there, such as launching a #MyGamingLife #UGC (User-Generated Content) campaign, where players share game screenshots with stories. This not only acquires users at low cost but also builds brand equity.
TikTok 则是年轻人的战场，我们做过一个 "30 秒速通副本" 挑战赛，用户用游戏片段搭配流行 BGM，一周内播放量破亿，带动下载量周增 150%。
TikTok is the battlefield for young people. We once held a "30-second dungeon speedrun" challenge, where users paired game clips with popular BGM. The views exceeded 100 million within a week, driving a 150% weekly increase in downloads.
Facebook Ads 等是我的 "精准狙击兵"，尤其是针对成熟期游戏。当用户主动搜索 "类似《原神》的开放世界游戏" 时，我们的广告带着独家地图彩蛋和限时折扣弹出，这种精准承接需求的转化效果，ROI 能做到 1:3 以上。视频平台里，YouTube 适合放剧情向长视频，而 Twitch 我更倾向于直播植入 —— 曾经让主播在打 BOSS 时故意 "卡关"，然后弹出咱们游戏的道具提示，观众当场转化率高达 18%，比硬广效果好 3 倍。
Facebook Ads and others are my "precision snipers," especially for mature games. When users actively search for "open-world games like Genshin Impact," our ads pop up with exclusive map easter eggs and time-limited discounts. This precise demand fulfillment achieves a conversion effect with an ROI of 1:3 or higher. Among video platforms, YouTube is suitable for long-form story-driven videos, while on Twitch, I prefer live-stream integration — we once had a streamer deliberately "get stuck" during a BOSS fight, then pop up our game's item tips, resulting in an 18% on-the-spot conversion rate from viewers, 3 times better than hard ads.
应用内广告则是 "潜伏的特种兵"，比如在《糖果传奇》这类消除类休闲游戏里植入咱们的重度游戏广告，针对玩到第 50 关的用户推送 "脑力挑战升级" 文案，转化率比普投高 30%。但这里有个坑：如果品质不够top，千万别选竞品游戏投广告，用户在竞品里玩得正嗨，哪有心思换游戏？选品类互补的才是正道。
In-app ads are "stealth special forces." For example, placing our heavy game ads in casual puzzle games like Candy Crush, and pushing "brain challenge upgrade" copy to users who reach level 50, the conversion rate is 30% higher than general placement. But here's a pitfall: if the quality isn't top-notch, never place ads in competing games. Users are enjoying the competitor's game, so why would they switch? Choosing complementary genres is the right way.
（四）数据分析与优化是效果保障
(4) Data Analysis and Optimization Ensure Effectiveness
每次开投放复盘会，我都要求把 A/B/N 测试结果细化到每个像素 —— 比如同样是美女角色海报，微笑和没有表情的点击率能差 9%，这种细节不抓住，就是跟预算过不去。
At every placement review meeting, I require breaking down A/B/N test results to every pixel — for example, for the same beautiful character poster, the click-through rate can differ by 9% between a smiling and expressionless version. Failing to grasp such details is wasting budget.
转化跟踪要像 "给用户画路线图"：从点击广告到注册，再到首充、30 日留存，每个节点都要埋点。曾经有个渠道看似下载量高，但注册转化率只有 30%，顺着数据倒查，发现落地页在东南亚地区加载超时，无效弹框太多，优化后转化率直接涨到 85%。预算调整更要狠下心 —— 我曾在周会上当场砍掉 ROI 较低的渠道，把预算集中到 TOP3 渠道，次月整体 ROI 提升到 1:5.2，这就是数据的力量。
Conversion tracking should be like "drawing a roadmap for users": from clicking the ad to registering, then to first recharge and 30-day retention, every node needs tracking. There was a channel that seemed to have high downloads, but the registration conversion rate was only 30%. Tracing back through the data, we found the landing page had loading timeouts and too many invalid pop-ups in Southeast Asia. After optimization, the conversion rate soared to 85%. Budget adjustments require tough decisions — I once cut low-ROI channels on the spot at a weekly meeting, concentrated the budget on the top 3 channels, and the overall ROI increased to 1:5.2 the next month. That's the power of data.
#02
JOYCE游戏运营
全平台广告投放策略
整合与优化的艺术
#02
JOYCE Game Operations
Cross-Platform Ad Placement Strategies
The Art of Integration and Optimization
（一）多渠道整合投放，扩大覆盖范围
(1) Multi-Channel Integrated Placement to Expand Coverage
这些年我总结出一个道理：单渠道就像单打独斗的勇士，多渠道整合才是集团军作战。我们推一款ARPG游戏时，Facebook 做兴趣定向，Google 抓搜索流量，TikTok 搞挑战赛，YouTube 放 CG 预告片，四个渠道同步启动，首周曝光量破 1亿次，预约3m。但记住，创意一定要统一 —— 所有渠道的广告都围绕该游戏主题的核心叙事，用户在不同平台看到广告，就像在拼一张完整的故事拼图，品牌记忆自然深刻。
Over the years, I've learned a truth: a single channel is like a lone warrior, while multi-channel integration is army-level combat. When promoting an ARPG, we used Facebook for interest targeting, Google for search traffic, TikTok for challenges, and YouTube for CG trailers. Launching all four channels simultaneously, we achieved over 100 million impressions in the first week and 3 million pre-registrations. But remember, the creative must be unified — all channel ads revolve around the game's core narrative. When users see ads on different platforms, it's like piecing together a complete story puzzle, naturally deepening brand memory.
渠道互补要打到点子上：社交媒体负责 "种草"，让用户觉得 "这游戏好像很有意思"；搜索广告负责 "收割"，当用户被种草后想去了解，正好接住；视频广告负责 "沉浸式体验"，让用户直观感受游戏魅力。这套组合拳下来，用户被触达 3 - 5 次后，下载转化率能提升 70% 以上。
Channel complementarity must hit the mark: social media is responsible for "seeding," making users think "this game seems interesting"; search ads "reap," catching users when they want to learn more after being seeded; video ads provide "immersive experiences," allowing users to intuitively feel the game's charm. With this combination, after 3-5 touches, the download conversion rate can increase by over 70%.
（二）动态出价与预算管理，降低投放成本
(2) Dynamic Bidding and Budget Management to Reduce Placement Costs
动态出价就像咱们在菜市场砍价 —— 行情好时多花点抢量，行情差时压价捡漏。我要求团队早期测试的时候30分钟，2小时看一次实时数据，当发现某些素材转化成本较低ROI也不高时，立刻手动调整投放策略，抢占优势流量。
Dynamic bidding is like haggling at a market — spend more to grab volume when the market is good, and bargain for deals when it's bad. I require the team to check real-time data every 30 minutes and 2 hours during early testing. When finding certain materials have low conversion costs but also low ROI, immediately adjust placement strategies manually to seize advantageous traffic.
预算分配更要会 "算账"，要记录各渠道的 "3+2"：点击率、转化率、付费率和用户留存度、用户付费率，每周按这四个指标重新分配预算。曾经某些大区会把 Instagram 的预算削减 20%，加到 ROI 更高的 Snapchat，结果整体成本下降 12%，付费用户数反而增长 18%。时段优化也有巧劲 —— 比如中东市场用户下午 4 点到晚上 10 点活跃度高，我们就把 60% 的预算集中在这个时段，效果比均分预算好太多。
Budget allocation requires "accounting skills" — record each channel's "3+2": click-through rate, conversion rate, payment rate, user retention, and user payment rate, and reallocate the budget weekly based on these four indicators. In some regions, we once cut Instagram's budget by 20% and shifted it to higher-ROI Snapchat, resulting in a 12% overall cost reduction and an 18% increase in paying users. Time slot optimization also has tricks — for example, since Middle Eastern users are most active from 4 PM to 10 PM, we concentrate 60% of the budget during this period, which works far better than evenly distributing it.
（三）精细化用户再营销，提高用户质量
(3) Refined User Remarketing to Improve User Quality
再营销就是 "回头客生意"，但得讲究策略。我把用户分成四类：新客（下载）、潜客（已下载未注册、点击/view未下载）、熟客（d7内log）、老客（14d以上log）。针对新客，用核心玩法视频打动；潜客则推 "注册送新手礼包"，当年靠这个策略激活了 300 万沉默下载用户；熟客用限时破冰刺激首充，我们设计过 "首次充值返 300% 道具" 的活动，转化率提升 55%；老客则侧重社群运营，比如专属客服、提前体验新内容，让他们觉得 "自己是 VIP"。
Remarketing is "repeat customer business," but it requires strategy. I divide users into four categories: new customers (downloaded), potential customers (downloaded but not registered, clicked/viewed but not downloaded), familiar customers (logged in within 7 days), and old customers (logged in over 14 days). For new customers, use core gameplay videos to impress; for potential customers, promote "register to get a newbie package," which activated 3 million dormant downloaded users with this strategy; for familiar customers, use time-limited incentives to stimulate first recharge — we designed an event of "300% item rebate for first recharge," increasing conversion rate by 55%; for old customers, focus on community operations, such as exclusive customer service and early access to new content, making them feel "like VIPs."
跨设备再营销特别适合 "健忘用户"—— 有人在手机上看了广告没下载，结果在 iPad 上刷网页时又看到，大概率会想 "这游戏怎么总跟着我"，好奇心驱使下就下载了。我们统计过，跨设备触达 3 次以上的用户，下载转化率是单设备的 2.3 倍。
Cross-device remarketing is perfect for "forgetful users" — someone sees an ad on their phone but doesn't download, then sees it again while browsing on an iPad, likely thinking "why does this game keep following me," and downloads out of curiosity. We've statistics show that users touched across devices 3+ times have a download conversion rate 2.3 times higher than single-device users.
#03
JOYCE游戏运营
不同地区的广告投放策略
因地制宜的智慧
#03
JOYCE Game Operations
Regional Ad Placement Strategies
The Wisdom of Local Adaptation
（一）北美市场：品质与多元渠道并重
(1) North American Market: Balance Quality and Diverse Channels
北美玩家眼光贼 "刁"，没点硬货根本打动不了他们。当年推一款战机游戏时，我们光画质对比视频就做了 5 版，专门突出光线追踪和物理引擎效果，在 YouTube 上收获 2000 万次观看。渠道方面，Facebook 和 Google 是基础盘，一定要做精准的用户定投+泛用户，我们通过种子用户数据拓展出 500 万潜在高付费人群，转化率比通投高 40%。
North American players have "discerning" tastes — they can't be impressed without real quality. When promoting a fighter jet game, we made 5 versions of画质 (graphics) comparison videos, specifically highlighting ray tracing and physics engine effects, gaining 20 million views on YouTube. In terms of channels, Facebook and Google are the foundation. Must do precise user targeting + broad users. We expanded 5 million potential high-paying audiences through seed user data, with a conversion rate 40% higher than general placement.
KOL 合作要找 "对味" 的 —— 北美玩家信任游戏主播胜过明星，我们曾花大价钱请 Twitch 头部主播连续 30 天直播试玩，每天设置 "观众专属福利码"，主播当场演示使用福利码后的游戏体验，那段时间每天新增注册用户里，35% 来自主播直播间，可能效果不一定比拼盘的中小koc组合效果好，具体还是需要日常监测数据，综合复盘改进。
KOL collaboration needs to find "matched" ones — North American players trust game streamers more than celebrities. We once spent a fortune inviting top Twitch streamers to live-stream gameplay for 30 consecutive days, setting a "viewer-exclusive welfare code" daily. The streamer demonstrated the gaming experience after using the code on the spot. During that period, 35% of daily new registered users came from the streamer's channel. The effect might not necessarily be better than a combination of small and medium KOCs, so it requires daily data monitoring and comprehensive review for improvement.
（二）欧洲市场：本地化与精准捕捉需求
(2) European Market: Localization and Precise Demand Capture
欧洲市场就像 "拼图游戏"，每个国家都有自己的喜好。在德国推策略游戏，我们把广告文案改成严谨的策略分析风格，强调 "128 种战术组合"" 胜率提升算法 "；在法国推休闲游戏，用浪漫的法式动画风格，配文" 每天 10 分钟，邂逅巴黎浪漫 "。本地化到什么程度？连广告里的货币单位都按国家区分，德国用欧元，英国用英镑，瑞士用瑞郎，细节做到位，用户才觉得" 这游戏懂我 "。
The European market is like a "puzzle game," with each country having its own preferences. When promoting strategy games in Germany, we adapted ad copy to a rigorous strategic analysis style, emphasizing "128 tactical combinations" and "win rate improvement algorithms"; when promoting casual games in France, we used romantic French animation style with copy like "10 minutes a day, encounter Parisian romance." How far does localization go? Even ad currency units are distinguished by country: euros in Germany, pounds in the UK, and francs in Switzerland. When details are in place, users feel "this game understands me."
搜索引擎广告在欧洲特别重要，因为欧洲用户习惯 "有需求就搜索"。我们针对每个国家做了关键词矩阵，比如在意大利推足球类游戏，除了通用关键词，还专门优化了 "意甲转会新闻"" 尤文图斯青训系统 "等长尾词，转化率提升 30%。参加科隆游戏展时，我们搞了个" 现场试玩送限量球衣 " 活动，3 天收集了 20 万条潜在用户数据，后续转化成付费用户的比例高达 15%。
Search engine ads are particularly important in Europe because European users are accustomed to "searching when they have a need." We created keyword matrices for each country. For example, when promoting football games in Italy, besides general keywords, we specifically optimized long-tail keywords like "Serie A transfer news" and "Juventus youth academy system," increasing the conversion rate by 30%. At the Cologne Game Show, we held an event of "on-site trial play to get limited edition jerseys," collecting 200,000 pieces of potential user data in 3 days, with a subsequent conversion rate to paying users as high as 15%.
（三）亚洲市场：移动端与社交营销为主
(3) Asian Market: Focus on Mobile and Social Marketing
亚洲市场是移动端的天下，我常跟团队说："在亚洲做投放，手机屏幕就是主战场。" 我们专门为移动端设计了 "拇指友好型" 广告 —— 按钮放大 30%，文案精简到 15 字以内，落地页加载速度控制在 2 秒内。在日本推二次元游戏时，用 Live2D 做动态广告，角色会跟着用户滑动屏幕转头，点击转化率比静态图高 80%。
The Asian market is dominated by mobile, and I often tell my team: "When placing ads in Asia, the mobile screen is the main battlefield." We specifically designed "thumb-friendly" ads for mobile — buttons enlarged by 30%, copy simplified to within 15 characters, and landing page loading speed controlled within 2 seconds. When promoting 二次元 (two-dimensional) games in Japan, using Live2D for dynamic ads where characters turn their heads as users scroll the screen, the click-through rate is 80% higher than static images.
社交媒体营销要抓住 "社交裂变"。在国内推新游时，我们在抖音发起 "晒游戏 ID 赢限量皮肤" 活动，用户发布视频时自动 @三位好友，一周内视频播放量破 5 亿，新增用户里 60% 来自社交裂变。在东南亚，我们和当地 KOL 合作搞 "直播开黑"，比如在印尼找了 200 位本土网红，每人带 100 个粉丝组队打副本，直播过程中实时弹出下载链接，当晚服务器直接被挤爆 —— 这就是亚洲市场的社交爆发力。
Social media marketing must seize "social fission." When promoting new games domestically, we launched a "share game ID to win limited skins" activity on Douyin. When users posted videos, they automatically @ three friends, resulting in over 500 million video views within a week, with 60% of new users coming from social fission. In Southeast Asia, we collaborated with local KOLs for "live-stream co-op gaming." For example, in Indonesia, we found 200 local influencers, each bringing 100 fans to team up for dungeons. Download links popped up in real-time during the live stream, and the server crashed that night — that's the social explosive power of the Asian market.
#04
JOYCE游戏运营
不同产品阶段的投放策略
分阶段精准发力
#04
JOYCE Game Operations
Placement Strategies for Different Product Stages
Precision Focus by Stage
（一）产品上线前：预热市场，吸引关注
(1) Pre-Launch: Warm Up the Market and Attract Attention
上线前的核心是 "吊胃口"。我们做过最狠的预热是一款奇幻世界冒险游戏，提前 3 个月每周释放一个 "魔法世界碎片"—— 周一放种族设定图，周三放 BOSS 剪影，周五放声优采访，每个碎片都留个悬念，比如 "这个 BOSS 的弱点藏在第三张地图"。试玩版开放时，我们设置了 "预约试玩抽内测资格"，结果试玩用户的留存率比普通用户高 55%。
The core before launch is "building anticipation." The most intense warm-up we did was for a fantasy world adventure game, releasing a "magic world fragment" weekly for 3 months in advance — race setting images on Mondays, BOSS silhouettes on Wednesdays, voice actor interviews on Fridays, each fragment leaving a悬念 (mystery), such as "this BOSS's weakness is hidden in the third map." When the demo version opened, we set up "pre-register for demo play to draw内测 (closed beta)资格," resulting in demo users having a 55% higher retention rate than ordinary users.
KOL 和媒体合作要分层次：头部媒体发深度评测，制造行业声量；腰部 KOL 做试玩直播，吸引核心玩家；尾部 KOC 在社群转发，带动普通用户。海外市场营销时，要做mkt campaign，上线前一周百度指数暴涨 300%，海外预约量破千万。
KOL and media collaboration should be layered: top media publish in-depth reviews to create industry buzz; mid-tier KOLs do demo live streams to attract core players; tail KOCs forward in communities to drive ordinary users. For overseas marketing, conduct mkt (marketing) campaigns. A week before launch, Baidu Index soared by 300%, and overseas pre-orders exceeded 10 million.
（二）产品正式上线时：扩大影响，吸引下载
(2) Official Launch: Expand Influence and Attract Downloads
上线期就是 "火力全开" 的时候。我们会把 70% 的预算集中在上线首月，多渠道饱和攻击：社交媒体开屏广告、Google 搜索品专、YouTube 首页推荐位全拿下。活动设计要 "短平快"—— 比如 "上线 7 天，每天登录送不同稀有道具"" 首充双倍，仅限前 1 万名 "，这些限时福利能快速刺激下载。
The launch period is when "full firepower" is needed. We concentrate 70% of the budget on the first month of launch, saturating multiple channels: social media splash ads, Google search brand专区 (brand zones), YouTube homepage recommendations. Event design should be "short, flat, and fast" — for example, "7 days after launch, log in daily to get different rare items" or "double first recharge, limited to the first 10,000," these time-limited benefits quickly stimulate downloads.
用户反馈必须秒级响应 —— 有次上线后，发现东南亚用户抱怨泰语翻译有误，我们连夜加班修正，还发了补偿礼包，结果第二天用户评分从 3.5 涨到 4.8，这就是细节决定成败。
User feedback must be responded to in seconds — once after launch, we found Southeast Asian users complaining about incorrect Thai translations. We worked overtime overnight to fix it and sent compensation packages. The next day, the user rating rose from 3.5 to 4.8 — that's how details determine success or failure.
（三）产品上线后：保持活跃，提升粘性
(3) Post-Launch: Maintain Activity and Enhance Stickiness
上线后的投放是 "持久战"，核心是让用户 "每周都有新鲜感"。我们每周三固定更新活动，比如 "限时副本"" 跨服联赛 "，同时在广告里突出" 本周更新内容 "，吸引回流用户。社区运营更是重点，我们在 Discord 建立了玩家委员会，每月邀请活跃用户参与玩法测试，他们的建议直接影响游戏更新，这种" 主人翁感 " 让用户留存率提升 28%。
Post-launch placement is a "long-term war," with the core being to make users "feel fresh every week." We fix Wednesdays for activity updates, such as "time-limited dungeons" and "cross-server leagues," while highlighting "this week's updates" in ads to attract returning users. Community operations are even more critical. We established a player committee on Discord, inviting active users to participate in gameplay testing monthly. Their suggestions directly influence game updates, and this "sense of ownership" has increased user retention by 28%.
数据复盘要形成闭环：每周看用户流失节点，每月做一次深度用户调研，每季度调整一次投放策略。曾经发现 30 日流失用户大多是因为 "资源获取太肝"，我们立即在广告中增加 "休闲护肝玩法" 的宣传，同时优化游戏内资源产出，结果流失率下降 19%。
Data review should form a closed loop: check user churn nodes weekly, conduct in-depth user surveys monthly, and adjust placement strategies quarterly. We once found that most 30-day churn users left because "resource acquisition was too grindy." We immediately added promotions for "casual护肝 (liver-protecting, i.e., low-grind) gameplay" in ads and optimized in-game resource output, resulting in a 19% decrease in churn rate.
这些年带着团队打了无数场投放战役，我最深的感受是：没有万能的渠道，只有最适合的策略。从精准定位到创意打磨，从渠道组合到动态优化，每个环节都需要咱们运营人沉下心来，把数据当战友，把用户当朋友。
After leading the team in countless placement campaigns over the years, my deepest feeling is: there's no universal channel, only the most suitable strategy. From precise positioning to creative polishing, from channel combination to dynamic optimization, every link requires us operations professionals to focus, treat data as comrades, and users as friends.
希望今天的分享能给大家一些启发，也欢迎各位同行找我聊聊你们的实战故事 —— 毕竟在游戏出海这条路上，咱们都是永远的学习者。
I hope today's sharing has inspired you, and I welcome peers to share your real-world stories with me — after all, on the path of game出海 (going global), we're all lifelong learners.