{"id":211895,"date":"2026-04-20T12:36:44","date_gmt":"2026-04-20T09:36:44","guid":{"rendered":"https:\/\/mobidictum.com\/?p=211895"},"modified":"2026-04-20T12:36:46","modified_gmt":"2026-04-20T09:36:46","slug":"pc-konsol-oyun-pazarlamasinda-yeni-donem","status":"publish","type":"post","link":"https:\/\/mobidictum.com\/tr\/pc-konsol-oyun-pazarlamasinda-yeni-donem\/","title":{"rendered":"PC ve konsol oyun pazarlamas\u0131nda yeni d\u00f6nem ba\u015fl\u0131yor"},"content":{"rendered":"\n<p>Oyun pazarlamas\u0131 art\u0131k tek bir cihaz\u0131n s\u0131n\u0131rlar\u0131n\u0131 \u00e7oktan a\u015ft\u0131. G\u00fcn\u00fcm\u00fcz oyuncusu bir oyunu mobilde ke\u015ffediyor, PC\u2019de indiriyor ve konsolda oynamaya devam ediyor. Bu \u00e7oklu cihazl\u0131 yap\u0131, markalar i\u00e7in yaln\u0131zca daha geni\u015f bir eri\u015fim alan\u0131 de\u011fil, ayn\u0131 zamanda daha par\u00e7al\u0131 ve \u00f6l\u00e7\u00fclmesi daha zor bir kullan\u0131c\u0131 yolculu\u011fu anlam\u0131na geliyor.<\/p>\n\n\n\n<p>Bug\u00fcn pazarlamac\u0131lar\u0131n kar\u015f\u0131 kar\u015f\u0131ya oldu\u011fu temel soru art\u0131k net:<\/p>\n\n\n\n<p><strong><em>Hangi kampanya ger\u00e7ekten oyuncuyu kazand\u0131rd\u0131 ve bu oyuncu farkl\u0131 platformlarda nas\u0131l de\u011fer yaratt\u0131?<\/em><\/strong><\/p>\n\n\n\n<h2 id=\"parcalanmis-ekosistem-artan-olcum-ihtiyaci\" class=\"wp-block-heading\">P<strong>ar\u00e7alanm\u0131\u015f ekosistem, artan \u00f6l\u00e7\u00fcm ihtiyac\u0131<\/strong><\/h2>\n\n\n\n<p>PC ve konsol ekosistemi, mobil d\u00fcnyaya k\u0131yasla \u00e7ok daha par\u00e7al\u0131 bir yap\u0131 sunuyor. Platform \u00e7e\u015fitlili\u011fi, de\u011fi\u015fken kullan\u0131c\u0131 tan\u0131mlay\u0131c\u0131lar\u0131 (user identifiers) ve farkl\u0131 ma\u011faza ve kurulum ak\u0131\u015flar\u0131, pazarlama performans\u0131n\u0131n u\u00e7tan uca g\u00f6r\u00fcnmesini zorla\u015ft\u0131r\u0131yor.<\/p>\n\n\n\n<p><strong>Bu nedenle sekt\u00f6r iki paralel y\u00f6ne evriliyor:<\/strong><\/p>\n\n\n\n<p>Bir yandan oyun st\u00fcdyolar\u0131 kendi arka u\u00e7 (backend) sistemlerinde oyun i\u00e7i verileri toplamaya \u00e7al\u0131\u015f\u0131rken, di\u011fer yandan bu verileri pazarlama kampanyalar\u0131yla ili\u015fkilendirme ihtiyac\u0131 giderek art\u0131yor. <\/p>\n\n\n\n<p>Buna ek olarak, web tabanl\u0131 kullan\u0131c\u0131 yolculuklar\u0131 da art\u0131k \u00f6l\u00e7\u00fcmlemenin kritik bir par\u00e7as\u0131 haline geliyor.<\/p>\n\n\n\n<h2 id=\"oyuncu-yolculugu-artik-tek-bir-kanal-degil\" class=\"wp-block-heading\"><strong>Oyuncu yolculu\u011fu art\u0131k tek bir kanal de\u011fil<\/strong><\/h2>\n\n\n\n<p>Cihazlar aras\u0131 (cross-device) davran\u0131\u015f, oyun end\u00fcstrisinde art\u0131k istisna de\u011fil, standart hale gelmi\u015f durumda:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mobil \u2192 PC\u00a0<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mobil \u2192 Konsol\u00a0<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>PC \u2192 Konsol\u00a0<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ba\u011fl\u0131 televizyon (Connected TV &#8211; CTV) \u2192 PC\u00a0<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ba\u011fl\u0131 televizyon (Connected TV &#8211; CTV) \u2192 Konsol\u00a0<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>PC \u2192 PC\u00a0<\/li>\n<\/ul>\n\n\n\n<p>Bu ak\u0131\u015flar, oyuncu ediniminden uzun vadeli kullan\u0131c\u0131 de\u011feri (lifetime value &#8211; ya\u015fam boyu de\u011fer) olu\u015fumuna kadar t\u00fcm pazarlama stratejisini yeniden \u015fekillendiriyor.<\/p>\n\n\n\n<h4 id=\"asil-kirilma-noktasi-ayni-oyuncu-farkli-kimlikler\" class=\"wp-block-heading\"><strong>As\u0131l k\u0131r\u0131lma noktas\u0131: ayn\u0131 oyuncu, farkl\u0131 kimlikler<\/strong><\/h4>\n\n\n\n<p>Bug\u00fcn sekt\u00f6r\u00fcn en kritik ama en az konu\u015fulan problemi \u015fudur: \u00a0<strong>Ayn\u0131 oyuncu, farkl\u0131 platformlarda ayr\u0131 kullan\u0131c\u0131lar gibi g\u00f6r\u00fcnebiliyor.<\/strong><\/p>\n\n\n\n<p>Bu durum, performans pazarlamas\u0131nda yaln\u0131zca kurulum say\u0131s\u0131na bakmay\u0131 yetersiz hale getiriyor. \u00c7\u00fcnk\u00fc ger\u00e7ek de\u011fer art\u0131k tek bir cihazda de\u011fil, cihazlar aras\u0131nda olu\u015fan yolculukta ortaya \u00e7\u0131k\u0131yor.<\/p>\n\n\n\n<h4 id=\"yeni-pazarlama-gercegi-tek-temas-noktasi-degil-tum-yolculuk\" class=\"wp-block-heading\"><strong>Yeni pazarlama ger\u00e7e\u011fi: tek temas noktas\u0131 de\u011fil, t\u00fcm yolculuk<\/strong><\/h4>\n\n\n\n<p>Modern oyun pazarlamas\u0131nda ba\u015far\u0131 art\u0131k yaln\u0131zca kurulum say\u0131s\u0131yla \u00f6l\u00e7\u00fclm\u00fcyor. Web etkile\u015fimlerinden ma\u011faza ziyaretlerine, kurulumdan oyun i\u00e7i aksiyonlara kadar uzanan t\u00fcm zincir, kampanya verimlili\u011finin ger\u00e7ek g\u00f6stergesi haline geliyor. Bu noktada temel ihtiya\u00e7 \u00e7ok netle\u015fiyor: <strong>T\u00fcm temas noktalar\u0131n\u0131 tek bir oyuncu yolculu\u011fu i\u00e7inde birle\u015ftirebilmek<\/strong>.<\/p>\n\n\n\n<h4 id=\"webden-baslayan-ve-oyuna-uzanan-yolculuklar\" class=\"wp-block-heading\"><strong>Web\u2019den ba\u015flayan ve oyuna uzanan yolculuklar<\/strong><\/h4>\n\n\n\n<p>Bir\u00e7ok oyuncu yolculu\u011fu art\u0131k do\u011frudan bir oyun ma\u011fazas\u0131nda ba\u015flam\u0131yor.<\/p>\n\n\n\n<p><strong>E-posta kampanyalar\u0131, a\u00e7\u0131l\u0131\u015f sayfas\u0131 (landing page) ziyaretleri veya web \u00fczerinden yap\u0131lan kay\u0131tlar<\/strong>, kurulum \u00f6ncesi s\u00fcrecin \u00f6nemli bir par\u00e7as\u0131 haline gelmi\u015f durumda.<\/p>\n\n\n\n<p>Bu nedenle web etkile\u015fimlerinin \u00f6l\u00e7\u00fclmesi ve kurulum sonras\u0131 oyun i\u00e7i davran\u0131\u015flarla ba\u011flanmas\u0131, pazarlamac\u0131lara ger\u00e7ek u\u00e7tan uca g\u00f6r\u00fcn\u00fcrl\u00fck sa\u011fl\u0131yor.<\/p>\n\n\n\n<h2 id=\"veriyi-birlestiren-yeni-yaklasim\" class=\"wp-block-heading\"><strong>Veriyi birle\u015ftiren yeni yakla\u015f\u0131m<\/strong><\/h2>\n\n\n\n<p>PC ve konsol pazarlamas\u0131nda yeni standart, <strong>par\u00e7al\u0131 verileri birle\u015ftirebilen sistemler<\/strong> (data unification systems &#8211; veri birle\u015ftirme sistemleri) <strong>\u00fczerine kuruluyor<\/strong>.<\/p>\n\n\n\n<p>Oyun i\u00e7i etkile\u015fimler, web kay\u0131tlar\u0131 ve kampanya verileri art\u0131k tek bir \u00e7at\u0131 alt\u0131nda de\u011ferlendirilmek zorunda. Bu yakla\u015f\u0131m sayesinde pazarlamac\u0131lar yaln\u0131zca kullan\u0131c\u0131 kazan\u0131m\u0131n\u0131 (acquisition &#8211; edinim) de\u011fil, ayn\u0131 zamanda ger\u00e7ek oyuncu de\u011ferini de platformlar aras\u0131nda \u00f6l\u00e7ebiliyor.<\/p>\n\n\n\n<h4 id=\"adjust-ile-uctan-uca-cihazlar-arasi-olcumleme\" class=\"wp-block-heading\"><strong>Adjust ile u\u00e7tan uca cihazlar aras\u0131 \u00f6l\u00e7\u00fcmleme<\/strong><\/h4>\n\n\n\n<p>Bu yeni pazarlama ger\u00e7ekli\u011finde Adjust, PC ve Konsol \u00d6l\u00e7\u00fcmleme \u00e7\u00f6z\u00fcm\u00fcyle oyun pazarlamas\u0131na u\u00e7tan uca g\u00f6r\u00fcn\u00fcrl\u00fck sunuyor.<\/p>\n\n\n\n<p>Adjust, markalar\u0131n:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cihazlar aras\u0131 oyuncu yolculu\u011funu \u00f6l\u00e7mesine (cross-device player journey measurement)\u00a0<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Kullan\u0131c\u0131lar\u0131 tek bir oyuncu kimli\u011finde birle\u015ftirmesine (single player identity unification)\u00a0<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Web\u2019den oyun i\u00e7i davran\u0131\u015fa kadar t\u00fcm s\u00fcreci ba\u011flamas\u0131na (end-to-end funnel tracking)\u00a0<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mobil, PC ve konsol performans\u0131n\u0131 tek bir platformda analiz etmesine (cross-platform analytics)\u00a0<\/li>\n<\/ul>\n\n\n\n<p>olanak tan\u0131yor.<\/p>\n\n\n\n<p>Sunucu-\u00fcst\u00fc-sunucu (server-to-server &#8211; S2S) entegrasyonlar\u0131, web geli\u015ftirme kiti (Web SDK &#8211; web development kit) ve harici cihaz kimli\u011fi (external device ID) e\u015fle\u015ftirme sayesinde Adjust, par\u00e7al\u0131 oyuncu yolculuklar\u0131n\u0131 tek bir \u00f6l\u00e7\u00fcm sistemi alt\u0131nda birle\u015ftirerek pazarlamac\u0131lara daha net, daha b\u00fct\u00fcnc\u00fcl ve daha do\u011fru bir performans g\u00f6r\u00fcn\u00fcm\u00fc sa\u011fl\u0131yor.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/mobidictum.com\/wp-content\/uploads\/2026\/01\/Mert-Altunkas-1024x1024.jpg\" alt=\"\" class=\"wp-image-208753\" srcset=\"https:\/\/mobidictum.com\/wp-content\/uploads\/2026\/01\/Mert-Altunkas-1024x1024.jpg 1024w, https:\/\/mobidictum.com\/wp-content\/uploads\/2026\/01\/Mert-Altunkas-300x300.jpg 300w, https:\/\/mobidictum.com\/wp-content\/uploads\/2026\/01\/Mert-Altunkas-150x150.jpg 150w, https:\/\/mobidictum.com\/wp-content\/uploads\/2026\/01\/Mert-Altunkas-768x768.jpg 768w, https:\/\/mobidictum.com\/wp-content\/uploads\/2026\/01\/Mert-Altunkas-1536x1536.jpg 1536w, https:\/\/mobidictum.com\/wp-content\/uploads\/2026\/01\/Mert-Altunkas-2048x2048.jpg 2048w, https:\/\/mobidictum.com\/wp-content\/uploads\/2026\/01\/Mert-Altunkas-80x80.jpg 80w, https:\/\/mobidictum.com\/wp-content\/uploads\/2026\/01\/Mert-Altunkas.jpg 2400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><a href=\"https:\/\/www.linkedin.com\/in\/mertaltunkas\/\" target=\"_blank\" rel=\"noopener\">Mert Altunka\u015f<\/a><\/p>\n\n\n\n<p>Adjust T\u00fcrkiye ve Afrika Sat\u0131\u015f Lideri<\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n","protected":false},"excerpt":{"rendered":"Adjust T\u00fcrkiye ve Afrika Sat\u0131\u015f Lideri Mert Altunka\u015f oyun pazarlamas\u0131nda oyuncu yolculu\u011funu \u00f6l\u00e7menin yeni standard\u0131 haline gelen cihazlar aras\u0131 pazarlamay\u0131 ele al\u0131yor.\n","protected":false},"author":58,"featured_media":211896,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8863],"tags":[8928],"class_list":{"0":"post-211895","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-makaleler","8":"tag-sicak-haber","9":"cs-entry","10":"cs-video-wrap"},"_links":{"self":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/211895","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\/58"}],"replies":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/comments?post=211895"}],"version-history":[{"count":2,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/211895\/revisions"}],"predecessor-version":[{"id":211900,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/211895\/revisions\/211900"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media\/211896"}],"wp:attachment":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media?parent=211895"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/categories?post=211895"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/tags?post=211895"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}