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

In the first part of lecture coverage, even though adoption of advertisement + billing revenue model, just watching from good gaming game design to "Buddha game" operation method and SNS Inventions to be diffused, learning obtained from success in China was introduced based on the contents of UNITE TOKYO 2018.

In this paper in this paper, as a follow-up of the lecture, the project manager of Hit Point Co., Ltd., which developed "traveling," and the success of the Unity Technologies Japan, who supported the success of "traveling" in the manetitude side, UNITY ADS director Kanada Two people talked to each other.

# Devices for spreading

-Takasaki is in charge of "Neko Kozame" and "I can travel", both of the project managers.

Mr. Takasaki: That's right, both works are made with the same team, and when "Cat Sumame", two people and two designers are "Eat".

- I originally began as a two team.

Mr. Takasaki: Yes, I was in charge of the programmer and planner, and the original director. "I can travel" is almost director, or I'm doing it in a position that only complains from above.

- Is it an image of the Team General Director?

Mr. Takasaki: Yes, I have you let you do it.

- "Neko Kazume" was a game that cake enjoyed "coming", but "I can travel" the evolution of the game system of "Neko Sakame", saying "Go" and "return" I think it is a system. In fact, was there a part that the know-how of "Cat Sumame" was used?

Mr. Takasaki: It is not a matter of course that I want to replace "catago", but I thought that I wanted to make a game that succeeds in "Cat Sumame" and started planning. Since I made it a model case, I was able to make a model case, so there is a part that is inherited.

In the event of an easy-to-understand place, the user will be an environment where the user is easy to post images to SNS. In the case of "Cat Sumame", take this picture and upload it. There is no need to put words because it is an image. If you post it to SNS, you can see people around the world, but at that time you will be transmitted if you don't transmit it.

- If you don't care about the language wall.

Mr. Takasaki: That's right, I am making it possible to get an image to the user as much as possible.

-If you say "I can travel" as an approach that is aware of the spread of SNS, it is said that "I will leave the factor that is hard to understand" touched by the lecture.

Mr. Takasaki: that's right. That side is aware of it.

- Do you want to guess it with the picture of frogs in words, and do not make such things only to clarify such things, what kind of thing is incorporated with reference to other works?

Mr. Takasaki: It does not point to a specific piece of work, but the recent games have a very large explanation. I think it's good, but I really want to find something, or tell someone, ask someone, and I wanted such a game since I used to do that. After all I would like to find out that I would be glad if I find new things myself, so I would like to put it positively.

- Hit in China was an unexpected event, but "Successful diffusion" through SNS is that a certain extent could be expected to have an effect?

Mr. Takasaki: I do not know if the effect was expected, but I'm putting it in my thoughts that I would like to spread it again. In our company, it is difficult to do to promote promoting promotion. In the first place, "I can travel" itself, so I was making a game with a target of targeted, so I first put out the game and saw the appearance.

# Unity ADS that can be mounted smoothly even after released

- What did you decide for Unity ADS introduction?

Mr. Takasaki: At the beginning of the developed UNITY ADS, it is a reason that it was easy to put an ad in the world and make it easy to add a little more like a few ads. Hey.

- What did the introduction of Unity ADS and the hit in China first?

Mr. Takasaki: It is from China.

- When I was introduced in China.

Mr. Takasaki: I agree. As a result, after calmness, Unity is in the form of entering. Only the advertising service that was put in first, the feeling that the advertisement itself started slightly appeared numerically, and it came out with the same ad. If the user looks at the ad in the game "Fukutiki ticket (*)", it is better to see something different than you can see the same thing every time. It feels like I decided to introduce because I wanted to increase the type of advertisement.

※ Fukuriki ticket Items that can be acquired by browsing the flyers (advertisement) in the mailbox in the game. It may come back from the trip, but the friend's friend may give a present. If you turn the ball using "Fukutiki ticket" in the game store, you can randomly obtain a possession item that makes it easier to go to a specific road.

-Have you actually heard that you are concerned about duplication of advertising?

Mr. Takasaki: There was a relatively familiar part. "I'm this ad every time, but" is a voice.

-Do you have a profitable approach that does not interfere with the view of the world? Is it a company called a hit point?

Mr. Takasaki: It feels like it is not so. Hit points themselves are not so big companies, but are further divided into teams from there. Nagoya has only one team, but Kyoto is divided into three teams, what do you do for each team, and what kind of wind operation, you will be able to discuss and decide on all teams. So there is a feature for each team. The way of thinking is also a team who wants to make any game.

- It is a stance as Takasaki-sama team just.

Mr. Takasaki: I agree. Even if it is a user who will ask you to see the ad, even if it is an advertiser who will be issued, it is absolutely good to see it as an advertiser, as it is absolutely good, so that kind of way to get it I think I would like to think about it.

-Is there frequently communication between the two companies in the introduction of Unity ADS? Advice from Unity to hit point as an ad service provider.

Mr. Takasaki: Yes, when I would like to introduce, I would like to make it how to introduce it, and I was excited about Unity. The first service introduced by "I can travel" is a still image interstitial advertisement (an ad that appears all screens at the time of page transition), so I feel that I can not put a video ad like Unity ADS. It was. However, if you look at the story, it seems that Unity's video ad is also available in the framework of the same interstitial ad. Then I went to talk about saying.

- If you do not disturb the introduced ad service.

Mr. Takasaki: Yes, I immediately got into it.

- How much is the percentage of ads and billing revenues?

Mr. Takasaki: I did not have announced so much, but I am mainly advertising earnings. However, I think that the advertising earnings were not bigger and it was as much as possible. Advertising earnings will continuously become earned from users, but the charges are really first guts and it feels like that. If there are many new inflows of users, we will grow, but if new inflows are calm, earnings will be the main earnings.

# "I can travel" as an IP

- Will you expand the width of activities outside the game as an IP, such as China development and goods sales?

Mr. Takasaki: Of course I will also play the game. However, if it is a collaboration or collaboration, the idea that I wanted to make an out-of-game activity as well as a content that I could also work outside the game, so I think that such thing will be actively done . This is also to take over from the time of "cat collecting".

- It is said that development outside the game was also in view.

Mr. Takasaki: At the time of a lecture, the revenue part was two (advertising and charging), but it is a story of the game part only, and if I think about the content of "traveling", the IP business We also think of profitability in the part of

-In the Chinese version, how long it will be localized and souvenirs for China?

Mr. Takasaki: The Chinese version is actually two types, one of the app's workpiece transplantation, and the other is the HTML5 version, and it works on the web. We will consider each separation. The application version is the direction of localizing the "traveling" developed by our company, but HTML5 version changes quite. In the title "Traveling Chinese Trip (Travel Aoi / Nosani Journey)", this is a Chinese original goods or traveling destinations.

※ Hit point announces partnership with China Alibaba Group in April 2018. The development of the Chinese version "travel" has been developed, and a closed beta test of "travel blue and Chinese trip" was started from May 9.

-In the lecture, there was a story of finding a publisher as "it was good to do before the expansion of China". In fact, will the game will be searched since the game is China? If you look for a publicly pubriusher, if you do not sell it ...

Mr. Takasaki: That is a bit difficult. It's not very realistic, but it is the item that has made it to the item. Maybe I think that I can only find it because I'm selling it. Since only an app that sells China's company is also selling it, it is not possible to publish. I feel that it would be difficult if you are partnering from the beginning and develop together. If you look for it after hitting it, it will be quite ahead of being developed in China. It does not have to be released from the Chinese government, and it takes a few months. So the Chinese version "I can travel" also comes out a little more.

-If the expansion of the Chinese version, growth seems to be expected to grow in 2018.

Mr. Takasaki: I hope you have to grow.

# Do not end with ad implementation alone.

Unity Money Tease Support for Enhancing Function

Game designs that are conscious of interaction between users, advertising implementation devised to prevent unevenness of the world, and profitability as IP rather than game alone. It was possible to confirm that there was a strong commitment of the development team in the background of the success of "traveling". Then, Mr. Niti ADS Director, Unity Ads Director, UNITY ADS Director, UNITY ADS, who supports "traveling" in terms of revenue, and Take the Current Status of Unity's Maneetitude Support.

- I heard of the lecture on UNITE TOKYO 2018, and I received an impression that successful cases using Unity ADS have increased this year. In the keynote speech, there was a story that the Unity engine is adopted at 50% of the mobile game, and it may be expected that the use of Unity ADS is increasing with the spread of Unity?

Mr. Kanada:

I agree. Number of games newly using Unity ADS, adequate number of advertisements, sales, sales. All numbers have been updated almost every month.

- Are there any trends about how to use Unity ADS? Or is the title that succeeded in monetizing is implementing an ad with a certain model case?

Mr. Kanada: If you implement ads in such winds, you will be accepted by the user, or the profit is likely to rise. Recently, it is one step ahead, and like "Fastlane" as an example in a lecture, it will be more and more cases to think about the installation location and think about the installation point if advertising earnings will be high. Is.

The genres of games that use Unity ADS are also increasing, and not only casual games, but also a little more billing revenue is adopted in the main title. An increasing case of introduction of social games is increasing, and the flow is expanding more and more. A number of charges only titles and adoption examples in intermediate zones of advertising subjects are increasing.

-As I was also touched by a lecture, I think that Unity ADS and Unity IAP functions can be easily implemented, such as "cordless" and "SDK unnecessary", it is one of the sales points. Support functions that such creators can concentrate on the game production do not only have ad implementations, not limited to ad implementations?

Mr. Kanada: With the evolved function in this year, Unity IAP PROMO (), which can easily issue the out-in-app billing discount offer, Cordless IAP (function that can be set in the app without writing code), Unity Analytics ( ※) There are Standard Events (). Just focusing on this one year. It is a guideline for functional development that can be bothered by the development of the developer, and the new function added in the flow is basically made along the guidelines.

※ Unity IAP PROMO Ability to advertise application billing items as ad units in the game. When the tutorial is completed, the first time is introduced, or presenting the promotional advertisement of the existing item during the standby time will reaffirm the presence of the content that leads to the improvement of the play experience. Through these active product offers, it will be able to find items in a more natural flow. It is also possible to apply different items according to the past billing amount (reference: official blog).

※ Unity Analytics Analysis service built into Unity. Coding unnecessary user analysis, export of acquired value, adding new segments, comparison of application charges and advertising earnings, various functions are mounted such as real-time information tracking by Live Stream (reference: Unity Documentation)

※ Standard Events Custom event groups that can be implemented without writing code in Unity Analytics. Various items can be easily measured, such as the player level distribution, progress, access to specific pages, and use status of notification function.

# Maximize profit by machine learning and Analytics power

- It means that the area supported by Unity has spread little by little. As for the Unity IAP PROMO, which is raised as an example, the machine learning is expected to be expected to increase the accuracy of the ad display target user and the display content. UNITY ADS also performs targeting using machine learning, so is the UNITY ADS of the IAP PROMO and the video ad UNITY ADS, and the two know-how of the video ads are linked?

Mr. Kanada: The basis is so. Actions that users take in the game and actions taken to ads are accumulated as separate data, but can maximize revenue by combining both. How do you reflect game play data with advertising matching logic? Also for IAP PROMO, it is better to show the display item discount offer to the target user, or it will increase the result of the video ad. By integrating the data that has accumulated differently, it is basic direction that you want to make the best thing to get the best.

In IAP PROMO, it is possible to issue a charge offer in a place where you are not a place to display advertisements, to issue a charge offer in a place where you usually see ads, or be able to set in a form that can be issued by either ads and billing offers. is. At that time, it is a feeling that you want to decide how to put out the way in consideration of both data. What I want to do is that the earnings will be maximized for the game, so it will be able to make a decision whether the advertisement will increase or if the charge offer will increase, or if it is possible to make a charge offer. It does not lead to maximization. Both data needs an integrated algorithm. Even now, it is said that it is likely to learn more and more and always improved.

- Not only the width of Maneetitude Support by Unity is not only spreading, but the quality is also rising. And we believe that it is user analysis with Unity Analytics that you can not disconnect such Unity ADS and IAP. Among them, there is a function of REMOTE SETTING (*), and what kind of usage is specifically what kind of use?

Mr. Kanada: By leveraging Remote Setting, you can adjust the amount of difficulty and coin in real time. If there is a point where the user is stuck, it will make it easier to change the degree of difficulty and change the place where the game progress is a bottleneck. After that, when applying new features, you can apply a little bit of the degree of influence. The first point does not have to raise the store every time, so you can test various tests. It is also true for the test of design. It is also possible to adjust game settings for each region to meet the public holidays in each country.

※ Remote Setting One of the features contained in Unity Analytics. You can save variables in the game on the cloud and change from Analytics dashboards in real time. Each time you need to apply for the app store, you will be promoted difficulty adjustment and implementation of new functions. Flexible response to narrow down segments and display ads only for specific layer users (reference: Unity Documentation)

-In addition to Unity ADS, IAP, and Analytics, in addition to the Unity ADS, IAP and Analytics, "Efforts to share the game" as the area you would like to support in the future, but specifically Is there any efforts?

Mr. Kanada: In a daily effort, I am creating a site called Made with Unity, and I think that activities are also within the scope of activities that bring the development of developer interviews and production processes. After that, there are Unity Connect. Originally, Developers using Unity put their works and consequently the meaning of making such a place to make such a place to be able to match companies and developers looking for Unity developers. However, here various groups are formed, and exchanges between developers are progressing. We have come to play a role that your games spread among developers and create that opportunity.

-Do you want to achieve it as a Unity ADS by this time next year?

Mr. Kanada: I would like to increase the number of cases that support the part that is likely to be related to maneetration, especially before releasing with Developer. What we want to do is not just ads. As a result, the game is played by many people, and in that case, it also wants to support the flow that the revenue will be raised from the advertisement, and Developer will be able to create the game again, so in the area other than the creation of the game I would like to increase the number of cases that support the part.

- If the developer who is actually considering the use of Unity ADS is considering contact, which is it? Also, do you have a site account for those who want to follow the latest information on Unity ADS?

Mr. Kanada: It will be [Email protected] that is also listed in the lecture materials. About information on maneuveragement, we will share it at the Facebook Unity Management Information Bureau.

--thank you very much.