Unity 发布《2024 年移动游戏增长与变现报告》：多样化获客和广告变现成关键趋势 —

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class="common_block_border"> <div class="common_block_title">趋势 <div class="pull-right children_blog"> </div> </div> <div class="common_block_title clearfix"> <div class="col-xs-12" style="text-align:center"> <h2>Unity 发布《2024 年移动游戏增长与变现报告》：多样化获客和广告变现成关键趋势</h2> <h5> </h5> <p class="clearfix"> <span class=""> <span class="author"><a href="/ucenter/1.html" ucard="1">执牛耳</a></span> <span> 发表于 2024-10-15 09:50</span> </span> <span class="pull-right" style="margin-right: 10px; background-color:#F66;"></span> </p> <hr/> <div style="width:720px; height:80; font-size: 16px; margin-left:30px; text-align:left;"><font color="#CC0000">摘要：</font>  全球领先的创作者工具平台 Unity，近日发布了《2024 年移动游戏增长与变现报告》（以下简称“报告”），揭示了移动游戏在增长和变现方面的最新趋势和发展动态。报告指出，广告主正在采取多样化用户获取（UA）策略，应用内广告变现（IAA）在商业化策略中的作用愈发凸显。当前，全球移动游戏行业面临着市场竞争、用户获取成本、用户留存、国际市场差异等多重挑战。想要在激烈的市场竞争中保持稳固增长，精准和灵活的</div> </div> </div> <div class="pull-right" style="margin-top: -20px;margin-right: 15px;"> <div class="bdsharebuttonbox"> <a href="#" class="bds_more" 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class="pull-left" style="margin-left:20px; margin-top:-20px;"> <p style="color:#F60">  阅读数：  6832</p> </span> <section id="contents"> <div class="news-content" style="width:720px;height:420px; margin-left:40px;"><img alt="Unity 发布《2024 年移动游戏增长与变现报告》：多样化获客和广告变现成关键趋势" src="/Uploads/Picture/2024-10-15/670dcd7797f6c_600_438.png" style="width:720px;height:420px"></div> <br /> <p> </p> <div class="news-content"> <div class="popup-gallery"><p style="margin-top: 13px;margin-bottom: 16px;line-height: 114%"><span style=";font-family:'思源黑体 CN Regular';font-size:15px"><span style="font-family:思源黑体 CN Regular">全球领先的创作者工具平台</span> </span><span style=";font-family:'思源黑体 CN Regular';font-size:15px">Unity，近日发布了《2024 年移动游戏增长与变现报告》（以下简称“报告”</span><span style=";font-family:'思源黑体 CN Regular';font-size:15px">），揭示了移动游戏在增长和变现方面的最新趋势和发展动态。</span><span style=";font-family:'思源黑体 CN Regular';font-size:15px"><span style="font-family:思源黑体 CN Regular">报告指出，广告主正在采取多样化用户获取（</span>UA）策略，应用内广告变现（IAA）在商业化策略中的作用愈发凸显。</span></p><p style="margin-top: 13px;margin-bottom: 16px;line-height: 114%"><span style=";font-family:'思源黑体 CN Regular';font-size:15px">当前，全球移动游戏行业面临着市场竞争、用户获取成本、用户留存、国际市场差异等多重挑战。想要在激烈的市场竞争中保持稳固增长，精准和灵活的策略至关重要。</span><span style=";font-family:'思源黑体 CN Regular';font-size:15px">Unity </span><span style=";font-family:'思源黑体 CN Regular';font-size:15px"><span style="font-family:思源黑体 CN Regular">增长业务</span> Unity Grow，凭借其十余年的全球增长实践经验与行业积累，致力于为开发者和广告主提供战略支持，目前已连续三年出版《移动游戏增长与变现报告》。</span></p><p style="margin-top: 13px;margin-bottom: 16px;line-height: 114%"><span style=";font-family:'思源黑体 CN Regular';font-size:15px">该报告就当前游戏行业的增长与变现现状做了详尽的分析，</span><span style=";font-family:'思源黑体 CN Regular';font-size:15px">旨在为移动游戏和应用开发者提供关键洞见和实用策略参考，助力其在日新月异的移动市场环境中最大实现用户获取和变现。</span></p><p style="margin-top: 13px;line-height: 114%"><strong><span style=";font-family:'思源黑体 CN Regular';font-size:15px"> </span></strong></p><p style="margin-top: 16px;margin-bottom: 16px"><strong><span style=";font-family:'思源黑体 CN Regular';font-size:15px">报告包括以下重要发现：</span></strong></p><p style="margin-top: 13px;margin-left: 48px"><span style="font-family:'思源黑体 CN Regular';font-size:15px">● </span><strong><span style=";font-family:'思源黑体 CN Regular';font-size:15px">广告主正采取更加多样化的用户获取策略</span></strong><span style=";font-family:'思源黑体 CN Regular';font-size:15px"><span style="font-family:思源黑体 CN Regular">。报告数据显示，过去两年，</span>ironSource Ads 和 Unity Ads 上的广告主们已经通过广告收入、内购收入和混合 ROAS 等不同目标导向的优化工具，进一步多样化了广告投放策略，并相应地调整了预算分配。</span></p><p style="margin-top:13px;margin-left:48px;text-align:center"><a class="popup" href="/Uploads/Editor/Picture/2024-10-15/670dc8cd9b633.png" title="点击查看大图"><img src="/Uploads/Editor/Picture/2024-10-15/670dc8cd9b633.png" title="" alt="image.png"/></a><span style=";font-family:'思源黑体 CN Regular';font-size:15px"> </span></p><p style="margin-top:13px;margin-left:48px;text-align:center"><span style=";font-family:'思源黑体 CN Regular';font-size:15px"><a class="popup" href="/Uploads/Editor/Picture/2024-10-15/670dc8e1dd3f7.png" title="点击查看大图"><img src="/Uploads/Editor/Picture/2024-10-15/670dc8e1dd3f7.png" title="" alt="image.png"/></a> </span></p><p style="margin-top: 13px;margin-left: 48px"><span style="font-family:'思源黑体 CN Regular';font-size:15px">● </span><strong><span style=";font-family:'思源黑体 CN Regular';font-size:15px"><span style="font-family:思源黑体 CN Regular">应用内购买（</span>IAP）的作用愈发凸显</span></strong><span style=";font-family:'思源黑体 CN Regular';font-size:15px"><span style="font-family:思源黑体 CN Regular">。内购用户虽然占比较少，但至关重要。报告数据显示，三分之一的内购玩家会进行重复购买，其中</span> 27% </span><span style=";font-family:'思源黑体 CN Regular';font-size:15px"><span style="font-family:思源黑体 CN Regular">的复购在首次购买后的</span> 30 天内发生。</span></p><p style="margin-top:13px;margin-left:48px;text-align:center"><span style=";font-family:'思源黑体 CN Regular';font-size:15px"><a class="popup" href="/Uploads/Editor/Picture/2024-10-15/670dc8f3c90a0.png" title="点击查看大图"><img src="/Uploads/Editor/Picture/2024-10-15/670dc8f3c90a0.png" title="" alt="image.png"/></a> </span></p><p style="margin-top: 13px;margin-left: 48px"><span style="font-family:'思源黑体 CN Regular';font-size:15px">● </span><strong><span style=";font-family:'思源黑体 CN Regular';font-size:15px"><span style="font-family:思源黑体 CN Regular">应用内广告（</span>IAA）的渗透率不断提升。</span></strong><span style=";font-family:'思源黑体 CN Regular';font-size:15px"><span style="font-family:思源黑体 CN Regular">全球广告渗透率增长了</span>3.2%，</span><span style=";font-family:'思源黑体 CN Regular';color:rgb(6,6,7);font-size:14px">在高购买力地区中</span><span style=";font-family:'思源黑体 CN Regular';font-size:15px">增长幅度甚至更大。</span></p><p style="margin-top: 13px; margin-left: 48px; text-align: center;"><span style=";font-family:'思源黑体 CN Regular';font-size:15px"><a class="popup" href="/Uploads/Editor/Picture/2024-10-15/670dc9340f0f3.png" title="点击查看大图"><img src="/Uploads/Editor/Picture/2024-10-15/670dc9340f0f3.png" title="" alt="image.png"/></a> </span></p><p style="margin-left: 48px;line-height: 114%"><strong><span style=";font-family:'思源黑体 CN Regular';line-height:114%;font-size:9px">Tier 1（T1）: </span></strong><span style=";font-family:'思源黑体 CN Regular';line-height:114%;font-size:9px">包括美国、加拿大、澳大利亚和英国。这些国家具有较强的购买力。</span></p><p style="margin-left: 48px;line-height: 114%"><strong><span style=";font-family:'思源黑体 CN Regular';line-height:114%;font-size:9px">Tier 2（T2）: </span></strong><span style=";font-family:'思源黑体 CN Regular';line-height:114%;font-size:9px"><span style="font-family:思源黑体 CN Regular">包括丹麦、瑞典、挪威、芬兰和爱尔兰。这些国家的英语理解能力较高，但购买力略低于</span> T1 市场。</span></p><p style="margin-left: 48px;line-height: 114%"><strong><span style=";font-family:'思源黑体 CN Regular';line-height:114%;font-size:9px"><span style="font-family:思源黑体 CN Regular">全球其他地区（</span>RoW）: </span></strong><span style=";font-family:'思源黑体 CN Regular';line-height:114%;font-size:9px"><span style="font-family:思源黑体 CN Regular">包括未被列入</span> T1 或 T2 的国家/地区。</span></p><p style="margin-left: 48px;line-height: 114%"><strong><span style=";font-family:'思源黑体 CN Regular';line-height:114%;font-size:9px"><span style="font-family:思源黑体 CN Regular">全球</span>: </span></strong><span style=";font-family:'思源黑体 CN Regular';line-height:114%;font-size:9px"><span style="font-family:思源黑体 CN Regular">包括所有</span> T1、T2 和其他国家/地区。</span></p><p style="margin-top: 13px;margin-left: 48px"><span style="font-family:'思源黑体 CN Regular';font-size:15px">● </span><strong><span style=";font-family:'思源黑体 CN Regular';font-size:15px">Offerwall 获取用户留存更高。</span></strong><span style=";font-family:'思源黑体 CN Regular';font-size:15px">Offerwall 用户的留存率比其他广告形式高 2 - 7 倍。数据显示，相较于通过其他广告形式获取的用户，Offerwall 奖励市场获取的用户具有更深入的参与度，留存更高，LTV 增长得也更快。</span></p><p style="margin-top: 13px; margin-left: 48px; text-align: center;"><span style=";font-family:'思源黑体 CN Regular';font-size:12px"><a class="popup" href="/Uploads/Editor/Picture/2024-10-15/670dc951c0565.png" title="点击查看大图"><img src="/Uploads/Editor/Picture/2024-10-15/670dc951c0565.png" title="" alt="image.png"/></a> </span></p><p style="margin-top: 13px;margin-left: 48px"><span style="font-family:'思源黑体 CN Regular';font-size:15px">● </span><strong><span style=";font-family:'思源黑体 CN Regular';font-size:15px">Offerwall 的变现能力正在凸显。</span></strong><span style=";font-family:'思源黑体 CN Regular';font-size:15px">Offerwall 有效补充了内购收入，激活非付费用户，提升长期留存率。数据显示，Offerwall 的每转化用户月广告收入为 4.04 美元，超过了激励视频（0.15 美元）。</span></p><p style="margin-top: 13px"><span style=";font-family:'思源黑体 CN Regular';font-size:12px"> </span></p><p style="margin-top: 13px;line-height: 114%"><span style=";font-family:'思源黑体 CN Regular';font-size:15px">“通过总结我们在移动游戏行业前沿的增长经验，《2024 年移动游戏增长与变现报告》将为开发者们指明现阶段的增长路线图。”Unity Grow 亚太区总经理祁凯表示，“报告不仅揭示了如何在激烈的市场竞争中精准定位用户增长机会，还深入探讨了如何通过创新的变现策略来实现商业目标。我们希望各位出海开发者能够借助这些深度洞察和实践指南，在动态的市场中掌握主动权，驱动他们的业务向前发展。”</span></p><p><br/></p></img></img></img></img></img></div> </div> </section> <div style="padding: 20px"> <hr/> <div 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Unity 发布《2024 年移动游戏增长与变现报告》：多样化获客和广告变现成关键趋势 —— 执牛耳热门栏目