試玩廣告的創新商業模式分析－以M公司為例

Innovative Business Model of Trial Run Ads: Using M Company as an Example

蔡青峰(Ching-Feng Tsai)

指導教授 ： 游張松

國立臺灣大學/管理學院/商學研究所/碩士(2016年)

https://doi.org/10.6342/NTU201600643

摘要

在台灣的媒體中，每天都可以看到各式各樣的手機遊戲廣告，但卻常常發生廣告很吸引人，而實際遊戲內容卻不如期待的情形。「試玩廣告」是基於App串流技術下，產生的新形態廣告服務，可以讓玩家「先試玩，後下載」，一方面可以降低玩家的資訊落差，減少下載後又刪除遊戲的情形發生。另一方面，手機遊戲開發商可以利用這類型的廣告，找到更忠誠的玩家。

VMFive是台灣致力於試玩廣告服務的新創公司，本研究以VMFive為例，一步一步架構出試玩廣告的服務流程，找出與傳統數位廣告的兩大核心差異：(1) 試玩讓用戶產生不同的下載決策；(2) 試玩產生的數據可用來優化遊戲。並以此為基石，利用價值創新循環 (Vision-Positioning-Scenario, VPS)，提出與VMFive不同的觀點，將試玩廣告服務的願景從「優化廣告成效」轉為「試玩廣告的決策價值」。

理由在於，試玩並不能保證提升遊戲下載的轉換率 (Conversion Rate, CVR)，因為當遊戲本身設計不良，以體驗遊戲內容作為廣告，效果不見得會比傳統的文宣、影片等廣告形式來得好。但手機遊戲開發商可以透過A/B Test，以傳統數位廣告的轉換率為基準，比較試玩廣告的轉換率變高或變低，進而了解遊戲設計是否符合玩家的期待，進一步作出及早放棄，或是持續改善遊戲的決策。

本研究的最後，以價值創造循環 (Value Creation Cycle, VCC) 的宏觀角度，從技術創新出發，找到關鍵的合作夥伴，從市場的反應中，實現提供決策價值的新願景，並確保正向的價值不斷地回饋到價值創造循環之中。

關鍵字

試玩廣告 ； App串流 ； 手機遊戲 ； 價值創新循環 ； 價值創造循環

並列摘要

In Taiwan’s media, we can see different kind of mobile game advertisements every day. However, we often find out that the real content of game itself is not as good as the advertisement. “Trial Run Ads” based on app streaming technology is a new form advertisement. It can make mobile game players try first before download. In one hand, this new kind of advertisements can avoid information gap. On the other hand, app developers can use it to find royal players.

VMFive is a start-up company that provides“Trial Run Ads” service in Taiwan. This Study uses VMfive as an example to build up the service structure of “Trial Run Ads”, and find out there are two core differences from traditional digital advertisements: #1“Trial Run Ads” makes players have different download decisions; #2 Gaming data generating from “Trial Run Ads” can help app developers improve their game designs. Given these two differences, this study uses VPS model (Vision-Positioning-Scenario) to create a new perspective to“Trial Run Ads”, transferring the old vision “optimizing ad performance” to new vision “creating decision value”.

The reason is that “Trial Run Ads” can’t make sure the result of rising CVR (Conversion Rate). Because when the game itself is a bad design, using its content as an advertisement is less attractive than traditional advertisement forms, like pictures or videos. However, app developers can use A/B test, taking the CVR of traditional digital advertisements as a basis and compare the CVR of “Trial Run Ads” with it. By doing that, app developers can know whether their game designs meet player’s expectations, and make a quick decision of giving up or improving this game.

Finally, this study stands on a macroscale to use VCC model (Value Creation Cycle), taking technological innovation as a starting point to seek out crucial alliances; realizing the new vision“creating decision value” from the market reaction and making sure the positive value will generate feedback to VCC continuously.

並列關鍵字

Trial Run Ads ； App Streaming ； Mobile Game ； VPS ； VCC

參考文獻

[1] Chang-Sung Yu, “VCC-Value Creation Cycles”, Teaching Notes, National Taiwan University, 2005

[2] Chang-Sung Yu, A Novel VCC and Business Model for Designer Entrepreneurs, Global Business & International Management Conference, August 2012

[4] Nicholas Lovell, “ARM yourself in a post-viral world”, Gamesbrief, 2010.

英文文獻

中文文獻