{"id":12674,"date":"2021-05-28T17:15:42","date_gmt":"2021-05-28T14:15:42","guid":{"rendered":"https:\/\/mobidictum.com\/?p=12674"},"modified":"2024-03-28T16:37:37","modified_gmt":"2024-03-28T13:37:37","slug":"liftoff-sirketi-casual-oyun-raporunu-yayinladi","status":"publish","type":"post","link":"https:\/\/mobidictum.com\/tr\/liftoff-sirketi-casual-oyun-raporunu-yayinladi\/","title":{"rendered":"Liftoff \u015firketi casual oyun raporunu yay\u0131nlad\u0131"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Liftoff\u2019un casual oyunlar hakk\u0131nda \u00e7\u0131kard\u0131\u011f\u0131 raporda, oyun pazarlamac\u0131lar\u0131n\u0131n Apple\u2019\u0131n IDFA de\u011fi\u015fiklikleri aras\u0131nda reklam kampanyalar\u0131n\u0131 Android\u2019e ta\u015f\u0131d\u0131\u011f\u0131 belirtildi. Apple\u2019\u0131n as\u0131l hedefledi\u011fi, reklamc\u0131l\u0131ktan ziyade kullan\u0131c\u0131 gizlili\u011fini sa\u011flamak oldu\u011fundan, Mart 2020\u2019den \u015eubat 2021\u2019e kadar Android i\u00e7in y\u00fckleme maliyetlerinde %120\u2019lik bir art\u0131\u015f sa\u011flad\u0131.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kaliforniya merkezli Liftoff, birka\u00e7 hafta \u00f6nce iOS 14.5 ile gelen yeni IDFA ile, Apple\u2019\u0131n de\u011fi\u015fiklikleri \u00f6nceden ba\u015flatt\u0131\u011f\u0131n\u0131 s\u00f6yledi. De\u011fi\u015fikli\u011fin Haziran ay\u0131nda gelece\u011fi duyurulmu\u015ftu. T\u00fcketiciler COVID-19 d\u00f6neminin getirdi\u011fi yeni ya\u015fam stiline uyum sa\u011flad\u0131k\u00e7a, Liftoff\u2019un verileri casual oyun pazarlamac\u0131lar\u0131n\u0131n kullan\u0131c\u0131larla etkile\u015fim kurmak i\u00e7in daha fazla harcad\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Buna g\u00f6re, y\u00fckleme ba\u015f\u0131na maliyet (CPI) ge\u00e7en y\u0131l %45,2 oran\u0131nda artt\u0131. 30 g\u00fcnl\u00fck reklam harcamalar\u0131ndan elde edilen gelirde (ROAS) %20,22\u2019lik bir d\u00fc\u015f\u00fc\u015f g\u00f6r\u00fcld\u00fc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Liftoff\u2019un pazarlamadan sorumlu K\u0131demli Ba\u015fkan Yard\u0131mc\u0131s\u0131 Dennis Mink, GamesBeat ile yapt\u0131\u011f\u0131 r\u00f6portajda, \u201cOyunlar ge\u00e7en y\u0131l olduk\u00e7a rekabet\u00e7i bir hal ald\u0131\u201d dedi. \u201cDaha fazla insan\u0131n oyun oynamak i\u00e7in zaman\u0131 vard\u0131 ve daha fazla reklamveren, \u00f6zellikle oyun yay\u0131nc\u0131lar\u0131, reklama \u00e7ok daha fazla harc\u0131yorlard\u0131.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"449\" src=\"https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/05\/idfa-2-1.jpg\" alt=\"\" class=\"wp-image-12680\" srcset=\"https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/05\/idfa-2-1.jpg 800w, https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/05\/idfa-2-1-600x337.jpg 600w, https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/05\/idfa-2-1-300x168.jpg 300w, https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/05\/idfa-2-1-768x431.jpg 768w, https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/05\/idfa-2-1-380x213.jpg 380w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption>Casual oyun pazarlamac\u0131lar\u0131 kullan\u0131c\u0131larla etkile\u015fim kurmak i\u00e7in daha fazla harcad\u0131.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Liftoff raporu, oyun pazar\u0131nda, kullan\u0131c\u0131lar\u0131n dikkatini \u00e7ekmek i\u00e7in \u015fiddetli bir rekabete neden olan bir doygunluk oldu\u011funu ortaya koydu. Kullan\u0131c\u0131lar\u0131n dikkati \u00e7ok da\u011f\u0131lm\u0131\u015ft\u0131, bu y\u00fczden bu dikkati s\u00fcrd\u00fcrmek daha b\u00fcy\u00fck bir zorluktu. Liftoff CEO\u2019su Mark Ellis yapt\u0131\u011f\u0131 a\u00e7\u0131klamada, iOS 14.5\u2019in ufukta belirdi\u011fini ve pazarlamac\u0131lar\u0131n platformlar aras\u0131nda harcamalar\u0131n\u0131 art\u0131rmas\u0131na neden oldu\u011funu s\u00f6yledi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Android\u2019in 92 sentten 2,02 dolara h\u0131zl\u0131 art\u0131\u015f\u0131n\u0131n aksine, iOS CPI\u2019leri yaln\u0131zca %47 artt\u0131 (3,28 dolardan 4,82 dolara kadar). Genel olarak 4,30 ABD dolar\u0131 olan iOS edinme maliyetleri, Android\u2019in 1,15 ABD dolar\u0131n\u0131n neredeyse d\u00f6rt kat\u0131d\u0131r ve platformlar ROAS\u2019ta kar\u015f\u0131la\u015ft\u0131r\u0131labilir \u2013 7. G\u00fcnde iOS, Android\u2019den yaln\u0131zca biraz daha iyi performans g\u00f6sterdi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mink, \u201cGe\u00e7en y\u0131l Android\u2019de maliyetlerde bir art\u0131\u015f g\u00f6rd\u00fck ve Android\u2019de \u00e7ok daha fazla deneme g\u00f6rd\u00fck\u201d dedi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kuzey Amerika casual oyun pazar\u0131 ne durumda?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mink, \u201cKuzey Amerika\u2019da, s\u0131radan oyunlar i\u00e7in CPI\u2019lar da artt\u0131\u201d dedi. \u201c\u00c7ok doymu\u015f bir pazar oldu\u011fu i\u00e7in bu ger\u00e7ekten \u015fa\u015f\u0131rt\u0131c\u0131 de\u011fil. Ayn\u0131 zamanda \u00e7ok da kazan\u00e7l\u0131.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kuzey Amerika, s\u0131radan oyunlar i\u00e7in olgun bir pazar ve kullan\u0131c\u0131lar nelerden ho\u015fland\u0131klar\u0131n\u0131 zaten biliyorlar \u2013 bu nedenle, yeni bir oyun denemelerini sa\u011flamak zor olabilir. 6,36 ABD dolar\u0131 olan b\u00f6lgedeki T\u00dcFE\u2019ler, EMEA (1,12 ABD dolar\u0131) ve APAC\u2019nin (1,29 ABD dolar\u0131) yakla\u015f\u0131k alt\u0131 kat\u0131d\u0131r, ancak ROAS t\u00fcm alanlarda ayn\u0131d\u0131r. Mink, casual oyun pazarlamac\u0131lar\u0131n\u0131n, casual oyunlar\u0131n hala pop\u00fclerlik kazanabilece\u011fi ve kullan\u0131c\u0131lar\u0131n benzer oranlarda etkile\u015fimde bulundu\u011fu ancak edinmenin \u00e7ok daha d\u00fc\u015f\u00fck maliyetli olabilece\u011fi di\u011fer k\u00fcresel b\u00f6lgelerdeki kampanyalar\u0131 ke\u015ffetmek isteyebilece\u011fini s\u00f6yledi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mink, Android kullan\u0131c\u0131lar\u0131n\u0131n yo\u011fun olarak bulundu\u011fu G\u00fcneydo\u011fu Asya ve Endonezya gibi di\u011fer pazarlar\u0131n d\u00fc\u015f\u00fck maliyetli reklamlar i\u00e7in daha \u00e7ekici g\u00f6r\u00fcnd\u00fc\u011f\u00fcn\u00fc s\u00f6yledi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mink, \u201cSon \u00fc\u00e7 y\u0131lda, Android\u2019de uygulama etkile\u015fimi, y\u00fckleme maliyetleri ve d\u00f6n\u00fc\u015f\u00fcm oranlar\u0131 gibi konulardaki performans, iOS\u2019a g\u00f6re her y\u0131l daha da art\u0131yor\u201d dedi. \u201cAndroid her zaman daha d\u00fc\u015f\u00fck maliyetli bir platformdu. Ancak e\u011filimler de\u011fi\u015fiyor.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Yeni reklam geli\u015ftirmeleri<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><br>Reklam end\u00fcstrisi iOS 14.5\u2019in ard\u0131ndan yeni bir d\u00f6neme girerken, casual oyun pazarlamac\u0131lar\u0131 hedef kitlelerine ula\u015fman\u0131n yeni yollar\u0131n\u0131 ar\u0131yor. Y\u00fcksek performansl\u0131 oynanabilir reklamlar (bir reklama dokunup k\u0131saca bir oyun oynayabilece\u011finiz) 2020\u2019nin sonunda kullan\u0131mda ve pop\u00fclerlikte %113\u2019l\u00fck b\u00fcy\u00fck bir art\u0131\u015f g\u00f6r\u00fcrken, g\u00f6sterimler ayda ortalama %53 artt\u0131. \u00d6d\u00fcll\u00fc reklamlar, Temmuz 2020\u2019den Ocak 2021\u2019e kadar kullan\u0131mda iki kat art\u0131\u015fla benzer \u015fekilde iyi performans g\u00f6sterdi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Minki, \u201cBir oyunu di\u011ferinden ay\u0131rman\u0131n bir yolu olarak oynanabilir reklamlarda bir art\u0131\u015f g\u00f6rd\u00fck,\u201d dedi. \u201cBu etkile\u015fimli reklamlar hen\u00fcz emekleme d\u00f6neminde.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"IDFA sonras\u0131 reklam kampanyalar\u0131 nas\u0131l de\u011fi\u015fti?","protected":false},"author":40,"featured_media":12677,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8879],"tags":[4799],"class_list":["post-12674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-raporlar","tag-mobil-oyunlar"],"acf":[],"_links":{"self":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/12674","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/comments?post=12674"}],"version-history":[{"count":1,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/12674\/revisions"}],"predecessor-version":[{"id":151805,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/12674\/revisions\/151805"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media\/12677"}],"wp:attachment":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media?parent=12674"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/categories?post=12674"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/tags?post=12674"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}