WEBVTT 1 00:00:05.708 --> 00:00:10.048 Basics: Game Game Marketing and Release Process 2 00:00:23.808 --> 00:00:26.758 Hello, today we will be talking about 3 00:00:26.758 --> 00:00:30.127 Advertisement and releasing process of games 4 00:00:30.722 --> 00:00:34.316 Game Advertisement: Concepts and Types 5 00:00:34.830 --> 00:00:37.380 Today, we will learn about baisc concepts of 6 00:00:37.380 --> 00:00:39.480 Game advertisement 7 00:00:39.480 --> 00:00:42.080 And we will also learn about detailed service and 8 00:00:42.080 --> 00:00:46.572 Marketing activities needed for each steps of game release 9 00:00:46.572 --> 00:00:48.384 First, let's start with some keywords 10 00:00:48.384 --> 00:00:51.780 Of marketing and service 11 00:00:51.780 --> 00:00:54.830 So marketing can be divided into 12 00:00:54.830 --> 00:00:57.315 Brand advertisement and UA advertisement 13 00:00:57.315 --> 00:01:01.165 Especially for game ad, the gravity and importance of UA ad 14 00:01:01.165 --> 00:01:03.316 Is growing day by day 15 00:01:03.316 --> 00:01:05.636 Based on the budget scale of the game and its advertisement 16 00:01:05.636 --> 00:01:08.986 UA and branding should be mixed in a balance 17 00:01:08.986 --> 00:01:11.265 For a successful marketing 18 00:01:11.265 --> 00:01:14.315 However, the bigger the budget for the ad 19 00:01:14.315 --> 00:01:17.415 The bigger the portion becomes for branding 20 00:01:17.415 --> 00:01:19.592 That is a point to remember 21 00:01:19.592 --> 00:01:22.869 Let me begin with the brand advertisement 22 00:01:22.869 --> 00:01:24.719 The definition of brand advertisement is 23 00:01:24.719 --> 00:01:29.319 Exposure of image, concept, message, etc. regarding the game 24 00:01:29.319 --> 00:01:32.169 To create awareness of the game brand 25 00:01:32.169 --> 00:01:36.116 And to improve on it 26 00:01:36.116 --> 00:01:41.716 Branding ad has its purpose for organic traffic 27 00:01:41.716 --> 00:01:45.839 Through game brand exposure for the target 28 00:01:45.839 --> 00:01:49.439 For example, all traffic through search 29 00:01:49.439 --> 00:01:52.304 Is one of the biggest goals of brand advertisement 30 00:01:52.304 --> 00:01:54.204 With a lot of brand exposure 31 00:01:54.204 --> 00:01:55.804 Anyone will think about 32 00:01:55.804 --> 00:01:58.017 Searching for that brand 33 00:01:58.017 --> 00:01:59.962 And these come as influx through 34 00:01:59.962 --> 00:02:02.167 Portal website searches 35 00:02:02.167 --> 00:02:04.567 And this is called organic traffic 36 00:02:04.567 --> 00:02:06.839 Or organic influx 37 00:02:06.839 --> 00:02:10.639 Brand advertisement, if with enough budget 38 00:02:10.639 --> 00:02:13.275 It is being executed using a lot of that budget 39 00:02:13.275 --> 00:02:17.937 CPM/CPC-based banner advertisement, video advertisement 40 00:02:17.937 --> 00:02:21.948 Or out-of-home (OOH) advertisement at bus, subway or banners 41 00:02:21.948 --> 00:02:26.267 So these kinds of exposure improves the effect of exposure 42 00:02:26.267 --> 00:02:30.591 And viral marketing is often accompanied to deliver information 43 00:02:30.591 --> 00:02:33.772 Marketing through blogs of internet communities 44 00:02:33.772 --> 00:02:36.314 Is one example of viral marketing 45 00:02:36.314 --> 00:02:39.164 Its downside is that 46 00:02:39.164 --> 00:02:41.958 Measuring its performance is very limited 47 00:02:41.958 --> 00:02:44.047 Next is UA Advertisement 48 00:02:44.047 --> 00:02:47.247 UA stands for User Acquisition 49 00:02:47.247 --> 00:02:50.386 This ad gains or acquires the user directly 50 00:02:50.386 --> 00:02:52.938 Through advertisement 51 00:02:52.938 --> 00:02:56.438 The goal is, through an installable link for the game 52 00:02:56.438 --> 00:03:00.839 It induces target traffic and their direct installment 53 00:03:00.839 --> 00:03:03.239 For UA advertisement 54 00:03:03.239 --> 00:03:06.690 One can track the useage as well as purchase records 55 00:03:06.690 --> 00:03:08.840 So in terms of measuring performance 56 00:03:08.840 --> 00:03:11.440 And improving efficienty 57 00:03:11.440 --> 00:03:15.423 It is much more effective compared to brand advertisement 58 00:03:15.423 --> 00:03:18.473 Because UA advertisement directly acquires users 59 00:03:18.473 --> 00:03:21.928 We often call it nonorganic traffic as well 60 00:03:21.928 --> 00:03:26.528 UA advertisement is a data-driven advertisement 61 00:03:26.528 --> 00:03:30.228 It trakcs major data such as installment, usage time, 62 00:03:30.228 --> 00:03:32.878 Purchase record of the user 63 00:03:32.878 --> 00:03:35.977 And this can improve on cost efficiency 64 00:03:35.977 --> 00:03:38.877 Also, thoes that induce direct installment and plays 65 00:03:38.877 --> 00:03:42.427 Such as CPI, CPA and CPE 66 00:03:42.427 --> 00:03:44.779 Are all branches of UA advertisement 67 00:03:44.779 --> 00:03:47.879 And for UA advertisement, setting the right target 68 00:03:47.879 --> 00:03:49.918 And the ad budget are the two main components 69 00:03:49.918 --> 00:03:54.518 For UA ad, one should check on its efficiency regularly 70 00:03:54.518 --> 00:03:57.918 To have flexibity in changing the target for advertisement 71 00:03:57.918 --> 00:04:00.086 Or the media of advertisement 72 00:04:00.086 --> 00:04:03.186 Now, let me explain some keywords 73 00:04:03.186 --> 00:04:06.423 For game advertisement and services 74 00:04:06.423 --> 00:04:08.373 I mentioned before 75 00:04:08.373 --> 00:04:11.581 Words such as CPM, CPC 76 00:04:11.581 --> 00:04:13.284 And CPI 77 00:04:13.284 --> 00:04:15.284 You need to be familiar with these 78 00:04:15.284 --> 00:04:17.973 So that you can better understand parts about 79 00:04:17.973 --> 00:04:20.823 UA game advertisements 80 00:04:20.823 --> 00:04:23.839 So let's begin with these words 81 00:04:23.839 --> 00:04:27.146 Let's begin with CPM 82 00:04:27.146 --> 00:04:30.846 CPM stands for cost per mile 83 00:04:30.846 --> 00:04:33.839 So every exposure costs the budget 84 00:04:33.839 --> 00:04:37.839 This is a term often used for brand advertisement 85 00:04:37.839 --> 00:04:39.496 Every time a banner is exposed 86 00:04:39.496 --> 00:04:44.195 It will cost some money 87 00:04:44.195 --> 00:04:46.047 Next is CPC 88 00:04:46.047 --> 00:04:47.647 Cost per click 89 00:04:47.647 --> 00:04:50.631 So every click costs for this type 90 00:04:50.631 --> 00:04:53.431 It is for branding page or pre-order page 91 00:04:53.431 --> 00:04:58.067 Or any advertisement that takes user to a certain website 92 00:04:58.067 --> 00:05:00.354 Next is CPI 93 00:05:00.354 --> 00:05:02.750 It stands for cost per install 94 00:05:02.750 --> 00:05:04.444 Every time a user installs it 95 00:05:04.444 --> 00:05:07.978 This will cost the budget 96 00:05:07.978 --> 00:05:11.928 So through the game page link at the app market 97 00:05:11.928 --> 00:05:14.304 This induces donwloads 98 00:05:14.304 --> 00:05:17.839 And we also have CPA and CPE 99 00:05:17.839 --> 00:05:20.789 CPA is for cost per action 100 00:05:20.789 --> 00:05:25.334 And CPE is for cost per engagement 101 00:05:25.334 --> 00:05:26.934 Whenever the app is run 102 00:05:26.934 --> 00:05:30.384 Or whenever the user does something in the app 103 00:05:30.384 --> 00:05:33.126 This costs the advertisement budget 104 00:05:33.126 --> 00:05:38.208 I told you in order of CPM, CPC, CPI 105 00:05:38.208 --> 00:05:40.770 And CPA and CPE 106 00:05:40.770 --> 00:05:44.027 CPM advertisement costs the least 107 00:05:44.027 --> 00:05:48.576 And as we move on, since it induces particular actions 108 00:05:48.576 --> 00:05:52.037 Such as clicks and installment by the users 109 00:05:52.037 --> 00:05:55.106 So the further down, the higher the ad cost is 110 00:05:55.106 --> 00:05:57.256 For CPM or CPC 111 00:05:57.256 --> 00:06:00.354 They are usually used for brand advertisement 112 00:06:00.354 --> 00:06:05.704 CPI, CPA and CPE are often used 113 00:06:05.704 --> 00:06:09.067 For UA advertisement 114 00:06:09.067 --> 00:06:11.631 Next is ROAS 115 00:06:11.631 --> 00:06:16.731 ROAS stands for return on ad speed 116 00:06:16.731 --> 00:06:21.532 This measures the amount of revenue from that particular ad 117 00:06:21.532 --> 00:06:23.682 This ROAS has been increasingly 118 00:06:23.682 --> 00:06:26.839 Recognized for its importance lately 119 00:06:26.839 --> 00:06:29.889 For example, if the ad budget is 1 million won 120 00:06:29.889 --> 00:06:32.439 And if the user traffic with this ad 121 00:06:32.439 --> 00:06:35.730 Results in the revenue of 1 million won 122 00:06:35.730 --> 00:06:39.037 Then the ROAS here is 100% 123 00:06:39.037 --> 00:06:41.287 And it is considered very important 124 00:06:41.287 --> 00:06:45.096 For this ROAS to go over 100% 125 00:06:45.096 --> 00:06:47.502 Next is RPD 126 00:06:47.502 --> 00:06:50.202 It stands for revenue per download 127 00:06:50.202 --> 00:06:53.839 It means the total revenue for a particular period for each download 128 00:06:53.839 --> 00:06:57.453 LTV or lifetime value is something similar 129 00:06:57.453 --> 00:07:01.324 In order to increase RPD, one could enhance BM 130 00:07:01.324 --> 00:07:03.797 Or one could increase 131 00:07:03.797 --> 00:07:07.334 Traffic for loyal users 132 00:07:07.334 --> 00:07:09.324 Next is Retention 133 00:07:09.324 --> 00:07:11.294 Retention means 134 00:07:11.294 --> 00:07:15.898 The ratio for the retained user traffic 135 00:07:15.898 --> 00:07:18.245 When we say D1 Retention 136 00:07:18.245 --> 00:07:20.845 It means the rate of re-visit by any users 137 00:07:20.845 --> 00:07:24.958 That visited the day before 138 00:07:24.958 --> 00:07:29.096 If D1 Retention is 50% 139 00:07:29.096 --> 00:07:31.823 Then, of 100 users from the day before 140 00:07:31.823 --> 00:07:35.294 It means 50 users remain in the next day 141 00:07:35.294 --> 00:07:38.839 That is D1 Retention of 50% 142 00:07:38.839 --> 00:07:42.978 Finally we have IAP and IAA 143 00:07:42.978 --> 00:07:45.628 IAP means in-app purchase 144 00:07:45.628 --> 00:07:48.552 And IAA, in-app ad 145 00:07:48.552 --> 00:07:53.601 They literally mean in-app purchase products and advertisements 146 00:07:53.601 --> 00:07:58.215 Let's not learn about types of game advertisement 147 00:07:58.215 --> 00:08:01.888 These are the executable ad types 148 00:08:01.888 --> 00:08:03.839 We have banner ad 149 00:08:03.839 --> 00:08:05.542 Or DA 150 00:08:05.542 --> 00:08:08.661 DA stands for display ad 151 00:08:08.661 --> 00:08:11.011 It's the most common type of ad 152 00:08:11.011 --> 00:08:13.839 That we see at online or mobile web 153 00:08:13.839 --> 00:08:17.839 It is executed to improve on exposure effect 154 00:08:17.839 --> 00:08:20.463 Next is native ad 155 00:08:20.463 --> 00:08:24.136 It is simliar to content, as a very natural ad type 156 00:08:24.136 --> 00:08:25.986 Such as a Newfeed at Facebook 157 00:08:25.986 --> 00:08:29.354 Or a feed at Instagram 158 00:08:29.354 --> 00:08:32.096 This is also called 'informational ad' 159 00:08:32.096 --> 00:08:34.840 When we are on Facebook or Instagram 160 00:08:34.840 --> 00:08:38.513 We sometimes get confused whether it is a content or an ad 161 00:08:38.513 --> 00:08:42.048 That's what this native ad does 162 00:08:42.048 --> 00:08:46.652 Through informational ad, it reduces aversion by the users 163 00:08:46.652 --> 00:08:48.502 And simultaneously it strives to 164 00:08:48.502 --> 00:08:51.058 Work as a proper ad 165 00:08:51.058 --> 00:08:53.682 Next, reward advertisement 166 00:08:53.682 --> 00:08:57.513 With the lock screen or Offerwall of a smartphone 167 00:08:57.513 --> 00:09:00.363 It rewards the users whenever they conduct 168 00:09:00.363 --> 00:09:03.048 Certain action on the advertisement 169 00:09:03.048 --> 00:09:06.840 For example, we have the popular app 'Cash Slide' 170 00:09:06.840 --> 00:09:09.240 And all other point charge stations 171 00:09:09.240 --> 00:09:11.771 Are examples of reward ads 172 00:09:11.771 --> 00:09:14.021 The downside of reward ad is 173 00:09:14.021 --> 00:09:18.068 That the rate of cherrypickers can be very high 174 00:09:18.068 --> 00:09:21.008 Next is rewarded video ad 175 00:09:21.008 --> 00:09:23.308 It rewards the users who watch the video ad 176 00:09:23.308 --> 00:09:25.533 By providing some in-app rewards 177 00:09:25.533 --> 00:09:27.783 It is often used at IA 178 00:09:27.783 --> 00:09:31.196 And it is a model used for ad monetization 179 00:09:31.196 --> 00:09:34.256 I'm sure many of you are familiar with it 180 00:09:34.256 --> 00:09:36.206 When you play a game 181 00:09:36.206 --> 00:09:38.434 With some video ads that reward you afterwards 182 00:09:38.434 --> 00:09:41.295 That is an example of the rewarded video ad 183 00:09:41.295 --> 00:09:44.335 We also have unrewareded video ad 184 00:09:44.335 --> 00:09:47.058 This video ad does not have any rewards 185 00:09:47.058 --> 00:09:51.177 Its main goal is exposure through video 186 00:09:51.177 --> 00:09:53.454 In-video advertisement 187 00:09:53.454 --> 00:09:55.656 It is exposed within a video content 188 00:09:55.656 --> 00:09:59.345 You can skip this after certain seconds 189 00:09:59.345 --> 00:10:02.545 The usual YouTube video ads 190 00:10:02.545 --> 00:10:04.553 Are examples of in-video ads 191 00:10:04.553 --> 00:10:07.137 We also have playable ad 192 00:10:07.137 --> 00:10:09.987 This allows for users to experience 193 00:10:09.987 --> 00:10:12.177 The product or servies of the ad 194 00:10:12.177 --> 00:10:15.177 It is often used for game advertisement 195 00:10:15.177 --> 00:10:17.840 Finally we have retargetting ad 196 00:10:17.840 --> 00:10:21.240 This shows the users again 197 00:10:21.240 --> 00:10:23.018 Their considered products 198 00:10:23.018 --> 00:10:25.662 And it has a high conversion rate 199 00:10:25.662 --> 00:10:29.840 This allows for re-exposure to interested users 200 00:10:29.840 --> 00:10:33.513 For example, let's say I looked at sometihg at an online shopping site 201 00:10:33.513 --> 00:10:35.484 And I ended up not buying it 202 00:10:35.484 --> 00:10:39.414 Then, when I am on a different website 203 00:10:39.414 --> 00:10:41.983 The banner there will expose 204 00:10:41.983 --> 00:10:43.612 The product I looked at once again 205 00:10:43.612 --> 00:10:47.622 This is the retargetting advertisement 206 00:10:47.622 --> 00:10:51.196 These types of ad are executed through ad media 207 00:10:51.196 --> 00:10:55.028 And their performances are measured 208 00:10:55.028 --> 00:10:57.578 Let me now talk about media with a lot of case studies 209 00:10:57.578 --> 00:11:00.602 And their performance measuring tools 210 00:11:00.602 --> 00:11:04.087 Let's start with the types of media 211 00:11:04.087 --> 00:11:06.296 There are many types of media 212 00:11:06.296 --> 00:11:09.998 But let's begin with network advertisment media 213 00:11:09.998 --> 00:11:12.398 Google Ads, Facebook Ads 214 00:11:12.398 --> 00:11:14.731 Apple Search are some examples 215 00:11:14.731 --> 00:11:18.226 The advertiser does not need to contact each and every site 216 00:11:18.226 --> 00:11:21.476 This ad media will execute the ad 217 00:11:21.476 --> 00:11:23.632 On various webpages 218 00:11:23.632 --> 00:11:26.641 This is the most popular form of media 219 00:11:26.641 --> 00:11:28.840 At UA marketing 220 00:11:28.840 --> 00:11:31.969 Next is portal or large-scaled online media 221 00:11:31.969 --> 00:11:36.018 This uses media products of Naver, Daum or Kakao 222 00:11:36.018 --> 00:11:38.266 And it exposes the advertisements there 223 00:11:38.266 --> 00:11:42.563 Though the exposure rate is high, they are also more expensive 224 00:11:42.563 --> 00:11:45.563 Next we have YouTube and video media 225 00:11:45.563 --> 00:11:49.137 Using video media at YouTube or AfreecaTV 226 00:11:49.137 --> 00:11:52.365 This media usually executes video ad 227 00:11:52.365 --> 00:11:54.276 And we have game web communities 228 00:11:54.276 --> 00:11:57.097 As you know well, we have Inven, Ruliweb and more 229 00:11:57.097 --> 00:12:00.365 Banner ads at such game community sites 230 00:12:00.365 --> 00:12:02.701 Are called game community media 231 00:12:02.701 --> 00:12:05.186 We also have influencer and viral media 232 00:12:05.186 --> 00:12:07.384 This executes advertisement of the game 233 00:12:07.384 --> 00:12:11.266 Through YouTubers or bloggers 234 00:12:11.266 --> 00:12:14.840 It can work along brand ad to provide extra information 235 00:12:14.840 --> 00:12:18.444 And it can improve on the exposure rate 236 00:12:18.444 --> 00:12:21.959 It can set some keywords so that with portal search 237 00:12:21.959 --> 00:12:26.840 They can expose the post by that blogger as related search result 238 00:12:26.840 --> 00:12:29.840 That is an example of viral marketing 239 00:12:29.840 --> 00:12:32.840 Finally we have offline media 240 00:12:32.840 --> 00:12:36.107 Theater, public transportation, physical banners 241 00:12:36.107 --> 00:12:38.840 In executing mass-scaled brand marketing 242 00:12:38.840 --> 00:12:42.355 Offline media is used as suplementary media 243 00:12:42.355 --> 00:12:44.454 To increase exposure 244 00:12:44.454 --> 00:12:48.087 A balanced mixture of all these is called 245 00:12:48.087 --> 00:12:50.474 A media mix strategy 246 00:12:50.474 --> 00:12:52.533 With the media mix strategy 247 00:12:52.533 --> 00:12:56.196 It is very important to bring out the maximum effect 248 00:12:56.196 --> 00:12:59.196 Out of the limited budget 249 00:12:59.196 --> 00:13:01.305 For UA advertisement 250 00:13:01.305 --> 00:13:04.889 It is as importnat as to execute the advertisement 251 00:13:04.889 --> 00:13:08.860 Is to measure the performance and effectively relocate the ads 252 00:13:08.860 --> 00:13:12.345 With thise, it is expected to decrease the cost for execution 253 00:13:12.345 --> 00:13:15.216 And increase the ad efficiency so that 254 00:13:15.216 --> 00:13:18.295 In the end it results with a high rate of ROAS 255 00:13:18.295 --> 00:13:22.018 There are companies that provide major marketing performance tools 256 00:13:22.018 --> 00:13:25.840 Such as Appsflyer, Adjust, Singular 257 00:13:25.840 --> 00:13:27.375 There are many companies as such 258 00:13:27.375 --> 00:13:31.315 And they provide demo versions 259 00:13:31.315 --> 00:13:33.672 So by using these demo versions 260 00:13:33.672 --> 00:13:36.256 One can learn the strengths for each 261 00:13:36.256 --> 00:13:40.553 And select the one that is the most suitable for the need 262 00:13:40.553 --> 00:13:44.087 For IA or in-app ad 263 00:13:44.087 --> 00:13:46.337 There are similar solutions 264 00:13:46.337 --> 00:13:48.840 For execution and management 265 00:13:48.840 --> 00:13:51.090 Some major services include 266 00:13:51.090 --> 00:13:52.840 Google AdMob and Unity Ads 267 00:13:52.840 --> 00:13:56.979 These two are the top two of the market 268 00:13:56.979 --> 00:14:01.325 Therefore, in order to apply IAA to one's game 269 00:14:01.325 --> 00:14:04.078 Through Google AdMob or Unity Ads 270 00:14:04.078 --> 00:14:08.216 One can execute the in-app ad and measure the performance 271 00:14:08.667 --> 00:14:12.261 Game Release Step 272 00:14:12.840 --> 00:14:15.285 I've been talking about general information 273 00:14:15.285 --> 00:14:18.543 About game advertisement, centering around mobile games 274 00:14:18.543 --> 00:14:21.285 Now, I will talk about the major activities 275 00:14:21.285 --> 00:14:24.969 Needed for actual preparation and execution 276 00:14:24.969 --> 00:14:28.503 In different steps of release, including ad execution 277 00:14:28.503 --> 00:14:31.751 Let me revisit the steps for release that I coveres last class 278 00:14:31.751 --> 00:14:36.404 And continue with further explanation 279 00:14:36.404 --> 00:14:40.988 The order was internal review, FGT, CBT 280 00:14:40.988 --> 00:14:44.226 Open beta and soft launching 281 00:14:44.226 --> 00:14:47.126 First, let me talk about the major activities 282 00:14:47.126 --> 00:14:48.840 At internal review and FGT 283 00:14:48.840 --> 00:14:51.484 And let me add more details for each 284 00:14:51.484 --> 00:14:54.092 For internal reviwe and FGT 285 00:14:54.092 --> 00:14:56.840 What is being monitored is whether 286 00:14:56.840 --> 00:15:00.048 The result corresponds to the production purpose 287 00:15:00.048 --> 00:15:02.028 And whether it is complete as a product 288 00:15:02.028 --> 00:15:03.878 What is verified here includes 289 00:15:03.878 --> 00:15:07.068 Entertainment of core content and basic play cycles 290 00:15:07.068 --> 00:15:09.404 And the parts of game for assessment include 291 00:15:09.404 --> 00:15:13.154 Graphic, core play, play scalability 292 00:15:13.154 --> 00:15:16.751 Play motivation management, control or playability 293 00:15:16.751 --> 00:15:19.256 Degree of play fatigue and completion 294 00:15:19.256 --> 00:15:22.790 Of course, based on the game in production 295 00:15:22.790 --> 00:15:24.632 These parts needed may differ 296 00:15:24.632 --> 00:15:28.315 But basically, these core parts of the game 297 00:15:28.315 --> 00:15:30.840 Are monitored and verified 298 00:15:30.840 --> 00:15:35.276 And this objective assessment is very important 299 00:15:35.276 --> 00:15:38.078 Next step is open beta 300 00:15:38.078 --> 00:15:41.107 The market reaction for the selling points 301 00:15:41.107 --> 00:15:43.979 As well as the quality of the service operation list 302 00:15:43.979 --> 00:15:45.464 Are assessed 303 00:15:45.464 --> 00:15:47.214 For open beta 304 00:15:47.214 --> 00:15:49.761 Since it targets a massive scale of users 305 00:15:49.761 --> 00:15:53.216 It is possible to assess these many parts 306 00:15:53.216 --> 00:15:55.939 First impression of the game, its binding 307 00:15:55.939 --> 00:15:59.622 Meaning, how immersive it is for the users 308 00:15:59.622 --> 00:16:01.444 And the basic balance in the game 309 00:16:01.444 --> 00:16:04.840 And system stability are all assessed in this step 310 00:16:04.840 --> 00:16:07.751 As I already told you, for open beta test 311 00:16:07.751 --> 00:16:10.988 One can use Google Play Open Test track 312 00:16:10.988 --> 00:16:12.998 To execute this test 313 00:16:12.998 --> 00:16:15.840 In order to secure testers 314 00:16:15.840 --> 00:16:18.840 If the game is targeting global audience 315 00:16:18.840 --> 00:16:20.672 It is run in English 316 00:16:20.672 --> 00:16:24.266 And the aim is more than 150 downloads per day 317 00:16:24.266 --> 00:16:26.533 Anyhow, through open beta test 318 00:16:26.533 --> 00:16:28.652 It needs a big scale of users 319 00:16:28.652 --> 00:16:32.078 For the meaningful test results 320 00:16:32.078 --> 00:16:35.157 So it is recommended to aim for 321 00:16:35.157 --> 00:16:36.919 More than 150 downloads a day 322 00:16:36.919 --> 00:16:38.939 With this, one can assess 323 00:16:38.939 --> 00:16:42.345 The key drop-off points in the onboarding process 324 00:16:42.345 --> 00:16:44.157 And complement them 325 00:16:44.157 --> 00:16:46.592 Let's move on to soft launching 326 00:16:46.592 --> 00:16:50.107 Soft launching checks whether the BM is working as intended 327 00:16:50.107 --> 00:16:51.791 And whether the post-release strategy 328 00:16:51.791 --> 00:16:53.949 Is appropriate at the preparatory steps 329 00:16:53.949 --> 00:16:58.593 What is checked includes installation conversion, retention 330 00:16:58.593 --> 00:17:02.216 Purchase conversion, ad view conversion, and ROAS 331 00:17:02.216 --> 00:17:04.384 It is the pre-release step 332 00:17:04.384 --> 00:17:06.185 For a final rehearsal 333 00:17:06.185 --> 00:17:09.364 The game will be in service through Google Play 334 00:17:09.364 --> 00:17:11.403 At some number of countries 335 00:17:11.403 --> 00:17:15.314 For Apple, after the launching 336 00:17:15.314 --> 00:17:18.156 Activities such as pre-order is no longer possible 337 00:17:18.156 --> 00:17:20.473 So soft launching usually takes place 338 00:17:20.473 --> 00:17:22.354 Through Google Play 339 00:17:22.354 --> 00:17:26.354 Securing testers also happens in English 340 00:17:26.354 --> 00:17:28.938 Same with open beta 341 00:17:28.938 --> 00:17:31.908 It is recommended to have more than 150 downloads per day 342 00:17:31.908 --> 00:17:34.839 Based on the target country 343 00:17:34.839 --> 00:17:36.839 It is needed to prepare a UA plan that includes 344 00:17:36.839 --> 00:17:39.453 Local language or minimum number of testers per country 345 00:17:39.453 --> 00:17:42.978 Since BM is all included at soft launching 346 00:17:42.978 --> 00:17:46.661 It is very important to complement things such as 347 00:17:46.661 --> 00:17:49.215 IAP, IAA monetization performance assessment 348 00:17:49.215 --> 00:17:52.968 In terms of contnet, it should be checked whether 349 00:17:52.968 --> 00:17:57.007 All points to improve from open beta have been improved 350 00:17:57.007 --> 00:18:02.720 And in terms of monetization, it is needed to 351 00:18:02.720 --> 00:18:05.393 Check in detail such as PUR and ARPU 352 00:18:05.393 --> 00:18:10.077 Finally, major indicators such as 353 00:18:10.077 --> 00:18:12.928 Retention, RPD, and ROAS 354 00:18:12.928 --> 00:18:15.512 Should all be checked through soft launching 355 00:18:15.512 --> 00:18:18.839 And the game is only officially released after 356 00:18:18.839 --> 00:18:22.007 Adequate improvement and assessment on these 357 00:18:22.007 --> 00:18:24.374 Now, let me talk about the activities 358 00:18:24.374 --> 00:18:27.047 That take place after the release 359 00:18:27.047 --> 00:18:30.057 One is about service stability 360 00:18:30.057 --> 00:18:33.265 Another, about the basic sustainability 361 00:18:33.265 --> 00:18:36.839 And finally, it is about scaling up the service 362 00:18:36.839 --> 00:18:39.077 Let's take a look at them in order 363 00:18:39.077 --> 00:18:41.453 For the first two weeks after release 364 00:18:41.453 --> 00:18:44.691 The priority is service stability 365 00:18:44.691 --> 00:18:46.780 It is important to detect critical issues 366 00:18:46.780 --> 00:18:48.839 And to resolve them 367 00:18:48.839 --> 00:18:52.047 And to distinguish and control abusers 368 00:18:52.047 --> 00:18:55.195 As well as to have management advisory on 369 00:18:55.195 --> 00:18:57.057 Early game reviews 370 00:18:57.057 --> 00:19:00.552 Through KPI monitoring and response early on after the release 371 00:19:00.552 --> 00:19:03.136 It is very important to go over possible hacking or errors 372 00:19:03.136 --> 00:19:06.255 And to have an appropriate response to them 373 00:19:06.255 --> 00:19:08.641 Even in terms of brand image construction 374 00:19:08.641 --> 00:19:11.512 Service stability is a very important asepct 375 00:19:11.512 --> 00:19:15.839 In a way, the succes or failure of the game is determined 376 00:19:15.839 --> 00:19:18.671 Mainly based on the speed of response 377 00:19:18.671 --> 00:19:21.413 In these early two weeks 378 00:19:21.413 --> 00:19:24.611 So this is the most important step in that sense 379 00:19:24.611 --> 00:19:28.225 Securing stability of the server and the client 380 00:19:28.225 --> 00:19:30.809 Since it is the first influx of a massive scaled traffic 381 00:19:30.809 --> 00:19:33.709 There can be a lot of unpredictable issues 382 00:19:33.709 --> 00:19:35.423 That arise at this point 383 00:19:35.423 --> 00:19:40.096 These need to be tackled with speed and flexibility 384 00:19:40.096 --> 00:19:43.195 If there is an issue, it is very important to 385 00:19:43.195 --> 00:19:45.750 Tackle it early in the service 386 00:19:45.750 --> 00:19:48.453 It is important to secure the reliability 387 00:19:48.453 --> 00:19:51.205 Early in the service through such 388 00:19:51.205 --> 00:19:53.215 Only after securing service stability 389 00:19:53.215 --> 00:19:56.621 Can there be good reviews 390 00:19:56.621 --> 00:19:59.898 And actual execution of more services 391 00:19:59.898 --> 00:20:03.216 So in two weeks after the release 392 00:20:03.216 --> 00:20:05.760 One should really strive to detect critical issues 393 00:20:05.760 --> 00:20:08.960 And tackle them in order to increase 394 00:20:08.960 --> 00:20:11.880 The service stability for the game 395 00:20:11.880 --> 00:20:16.278 Next is securing sustainability until week four 396 00:20:16.278 --> 00:20:18.760 This is where one secures the end content 397 00:20:18.760 --> 00:20:21.609 Through retention D30 binding 398 00:20:21.609 --> 00:20:23.920 It is also when monetization momentum is built 399 00:20:23.920 --> 00:20:25.920 Through securing BM 400 00:20:25.920 --> 00:20:29.200 And it is also when UA is optimized 401 00:20:29.200 --> 00:20:31.440 Through ROAS management 402 00:20:31.440 --> 00:20:33.680 These four weeks include 403 00:20:33.680 --> 00:20:36.659 Adjusting contnet balance and 404 00:20:36.659 --> 00:20:39.799 Optimizing product lineups 405 00:20:39.799 --> 00:20:42.959 UA optimization is also taking place here 406 00:20:42.959 --> 00:20:45.840 It is important to decrease the CPA cost 407 00:20:45.840 --> 00:20:47.880 As much as possible in the four weeks 408 00:20:47.880 --> 00:20:50.718 So this is when the monetization momentum 409 00:20:50.718 --> 00:20:52.639 Is built early in service 410 00:20:52.639 --> 00:20:55.520 Markets with good response can be selected 411 00:20:55.520 --> 00:20:57.548 And areas with good UA or ROAS performance 412 00:20:57.548 --> 00:20:59.680 Are prioritized in marekting 413 00:20:59.680 --> 00:21:02.680 It is when product lineup is finalized 414 00:21:02.680 --> 00:21:05.558 Through purchase analysis 415 00:21:05.558 --> 00:21:08.120 For example, unpopular products should be renewed 416 00:21:08.120 --> 00:21:10.959 And 3D products could be added 417 00:21:10.959 --> 00:21:14.519 And product balance and cost-effectiveness can also be 418 00:21:14.519 --> 00:21:17.959 Adjusted quickly during these four weeks 419 00:21:17.959 --> 00:21:21.879 And based on content consumption rate by users 420 00:21:21.879 --> 00:21:24.519 Updates as response to that should also take place 421 00:21:24.519 --> 00:21:26.800 During these four weeks 422 00:21:26.800 --> 00:21:30.459 It is to make sure that highly loyal users 423 00:21:30.459 --> 00:21:35.360 As well as high-ranking users do not drop off 424 00:21:35.360 --> 00:21:37.239 Due to lack of content 425 00:21:37.239 --> 00:21:40.000 So by checking the rate of consumption 426 00:21:40.000 --> 00:21:42.360 This is a step to prepare for 427 00:21:42.360 --> 00:21:44.959 Further updates for the content 428 00:21:44.959 --> 00:21:48.680 Finally, it is a scale-up step for the service 429 00:21:48.680 --> 00:21:51.360 After four weeks 430 00:21:51.360 --> 00:21:54.298 Service is scaled up 431 00:21:54.298 --> 00:21:57.360 It is only when the service has been stabilized 432 00:21:57.360 --> 00:21:59.440 And when the service is 433 00:21:59.440 --> 00:22:01.680 Considered sustainable 434 00:22:01.680 --> 00:22:05.209 That's when service scale-up takes place 435 00:22:05.209 --> 00:22:07.879 Here, in order to acquire organic users 436 00:22:07.879 --> 00:22:10.679 One could launch an omnichannel branding campaign 437 00:22:10.679 --> 00:22:15.240 And expand the performance UA based on ROAS 438 00:22:15.240 --> 00:22:18.199 And in order to increase RPD 439 00:22:18.199 --> 00:22:22.679 Various aspects such as the content are monitored 440 00:22:22.679 --> 00:22:25.399 Being store-featured, or in collaboration 441 00:22:25.399 --> 00:22:27.960 Or having UA budget increased 442 00:22:27.960 --> 00:22:29.919 Are some indicators of 443 00:22:29.919 --> 00:22:31.759 Stable and competent service 444 00:22:31.759 --> 00:22:35.360 And that's when things such as 445 00:22:35.360 --> 00:22:37.759 Marketing or advertisement budget is executed 446 00:22:37.759 --> 00:22:39.758 In order to let in 447 00:22:39.758 --> 00:22:41.639 A bigger scale of users 448 00:22:41.639 --> 00:22:45.479 If, using all means, it is considered that 449 00:22:45.479 --> 00:22:47.360 The game's prospects are positive 450 00:22:47.360 --> 00:22:49.759 And that the more users there are, the more benefits 451 00:22:49.759 --> 00:22:52.559 Then it is very important to prioritize 452 00:22:52.559 --> 00:22:55.600 Acquiring organic traffic using all means 453 00:22:55.600 --> 00:22:58.160 For example, getting launching-featured at the store 454 00:22:58.160 --> 00:23:01.720 And expanding CPI-based advertisements 455 00:23:01.720 --> 00:23:04.559 Or through big-scaled advertisement using such as influencers 456 00:23:04.559 --> 00:23:07.880 These are important methods to induce more traffic 457 00:23:07.880 --> 00:23:11.679 And even with inducing a big scale of traffic 458 00:23:11.679 --> 00:23:14.160 ROAS management is always very important 459 00:23:14.160 --> 00:23:17.119 Therefore, a selective stratey is needed 460 00:23:17.119 --> 00:23:19.720 Such as focusing the advertisement more on 461 00:23:19.720 --> 00:23:21.724 Areas with higher ROAS 462 00:23:22.326 --> 00:23:26.028 Data Analysis and Security Response 463 00:23:26.450 --> 00:23:30.091 These were the major activities based on steps in release 464 00:23:30.091 --> 00:23:33.119 Finally, let's learn about 465 00:23:33.119 --> 00:23:36.021 some important things for the live service 466 00:23:36.021 --> 00:23:39.600 Such as data analysis and improvement 467 00:23:39.600 --> 00:23:42.440 So this is about data collection and analysis 468 00:23:42.440 --> 00:23:45.399 There are three irreplaceable aspects 469 00:23:45.399 --> 00:23:47.160 For acquiring needed information 470 00:23:47.160 --> 00:23:48.701 First is BI 471 00:23:48.701 --> 00:23:51.420 Or business intelligence 472 00:23:51.420 --> 00:23:54.770 It is in charge of daily monitoring for major business indicators 473 00:23:54.770 --> 00:23:58.479 Or even real-time monitoring in order to 474 00:23:58.479 --> 00:24:01.121 Detect problem and observe the indicators 475 00:24:01.121 --> 00:24:03.650 And we have MMP 476 00:24:03.650 --> 00:24:06.191 That stands for mobile measurement partner 477 00:24:06.191 --> 00:24:10.081 It's now an essential tool for UA Self Serving 478 00:24:10.081 --> 00:24:14.491 LTV, ROAS, funnel conversion traits 479 00:24:14.491 --> 00:24:16.868 Are observable through this 480 00:24:16.868 --> 00:24:20.048 As I told you last class, Appsflyer 481 00:24:20.048 --> 00:24:22.427 Adjust, Singular are all 482 00:24:22.427 --> 00:24:24.821 Examples of MMP 483 00:24:24.821 --> 00:24:26.730 Finally, LOG 484 00:24:26.730 --> 00:24:28.880 Its aim is to secure raw data 485 00:24:28.880 --> 00:24:30.879 For user profiling 486 00:24:30.879 --> 00:24:33.480 Various things are possible with LOG 487 00:24:33.480 --> 00:24:35.600 Customer assistance service 488 00:24:35.600 --> 00:24:38.068 Or for providing solutions for problems 489 00:24:38.068 --> 00:24:40.730 LOG comes in as very handy 490 00:24:40.730 --> 00:24:43.581 Therefore, a system that 491 00:24:43.581 --> 00:24:45.320 Analyzes and maintains LOG 492 00:24:45.320 --> 00:24:49.279 Is also an essential part of everything 493 00:24:49.279 --> 00:24:52.839 Let me go over what LOG is again 494 00:24:52.839 --> 00:24:56.519 LOG analysis not only looks at user behavioral patterns 495 00:24:56.519 --> 00:24:58.519 But also balance between content and products 496 00:24:58.519 --> 00:25:01.160 Response to abusing 497 00:25:01.160 --> 00:25:03.320 Recovery actions for problems 498 00:25:03.320 --> 00:25:06.720 It is an indispensable part for such live services 499 00:25:06.720 --> 00:25:09.239 And with funnel analysis 500 00:25:09.239 --> 00:25:11.391 One can use LOG analysis 501 00:25:11.391 --> 00:25:14.956 To observe the early breakaway sessions 502 00:25:14.956 --> 00:25:17.381 What is important is how to plant major LOGs 503 00:25:17.381 --> 00:25:19.559 For analysis of major KPI 504 00:25:19.559 --> 00:25:23.480 In fact, the more in detail the better it is for LOG 505 00:25:23.480 --> 00:25:26.198 Especially for early onboarding 506 00:25:26.198 --> 00:25:28.640 In order to see the breakaway spots 507 00:25:28.640 --> 00:25:32.359 In installing or usage steps 508 00:25:32.359 --> 00:25:34.600 Then planting LOG in detail 509 00:25:34.600 --> 00:25:36.880 To conduct funnel analysis for such 510 00:25:36.880 --> 00:25:38.409 Will allow for analysis of breakaway sessions 511 00:25:38.409 --> 00:25:41.438 At early onboarding stages 512 00:25:41.438 --> 00:25:43.600 Same thing, with balance 513 00:25:43.600 --> 00:25:47.160 Monetization or watching the ad 514 00:25:47.160 --> 00:25:51.020 LOG analysis allows for various details 515 00:25:51.020 --> 00:25:54.673 And this data allows for planning ahead 516 00:25:54.673 --> 00:25:57.760 For a better service based on it 517 00:25:57.760 --> 00:26:00.479 Therefore, LOG analysis 518 00:26:00.479 --> 00:26:03.960 Is a very important aspect 519 00:26:03.960 --> 00:26:07.119 And when service is in release 520 00:26:07.119 --> 00:26:10.040 There are a few points 521 00:26:10.040 --> 00:26:12.320 To remember 522 00:26:12.320 --> 00:26:16.119 First is to minimize client dependency 523 00:26:16.119 --> 00:26:18.279 In responding to unpredictable issues 524 00:26:18.279 --> 00:26:21.160 What is prioritized is the timing 525 00:26:21.160 --> 00:26:24.239 Whether it can be tackled 526 00:26:24.239 --> 00:26:26.079 Quickly or not 527 00:26:26.079 --> 00:26:29.239 Determines the breakaway scale by the users 528 00:26:29.239 --> 00:26:32.037 For this, rather than keeping 529 00:26:32.037 --> 00:26:34.122 All information intact for the clients 530 00:26:34.122 --> 00:26:37.020 An immediate patch through game server 531 00:26:37.020 --> 00:26:39.971 Will allow for quick responses 532 00:26:39.971 --> 00:26:43.959 If one tries to rebuild through client 533 00:26:43.959 --> 00:26:46.399 And then provide the service again 534 00:26:46.399 --> 00:26:49.707 As you already know, Google or Apple 535 00:26:49.707 --> 00:26:52.519 All clients go through screening 536 00:26:52.519 --> 00:26:56.799 Which takes at least a day 537 00:26:56.799 --> 00:27:00.040 So rebuilding through client patch 538 00:27:00.040 --> 00:27:02.497 Will take at least one or two days 539 00:27:02.497 --> 00:27:05.559 In order to resolve an issue 540 00:27:05.559 --> 00:27:08.250 If such information is in the server 541 00:27:08.250 --> 00:27:11.877 And the game server adds the patch right away 542 00:27:11.877 --> 00:27:14.350 It only requires around half to an hour 543 00:27:14.350 --> 00:27:17.000 To quickly respond to the issue 544 00:27:17.000 --> 00:27:20.219 Therefore, it is important to upload 545 00:27:20.219 --> 00:27:22.842 Important data or data tables ahead at the game server 546 00:27:22.842 --> 00:27:25.478 And to use such in client patch for a quick response 547 00:27:25.478 --> 00:27:27.679 That is one strategy to take 548 00:27:27.679 --> 00:27:31.320 So there are some things that are 549 00:27:31.320 --> 00:27:34.279 Better managed at server data table than in client 550 00:27:34.279 --> 00:27:38.160 Language pack, product and event management 551 00:27:38.160 --> 00:27:42.119 Game mode settings and balance 552 00:27:42.119 --> 00:27:44.868 When there is an issue with such data 553 00:27:44.868 --> 00:27:49.160 Rather than rebuilding for rescreening 554 00:27:49.160 --> 00:27:52.160 One can change the information on server 555 00:27:52.160 --> 00:27:55.399 And through sync maintanence with the client 556 00:27:55.399 --> 00:27:58.399 It allows for an immediate response 557 00:27:58.399 --> 00:28:02.679 And thus a quick solution to the problem 558 00:28:02.679 --> 00:28:04.620 Finally, security 559 00:28:04.620 --> 00:28:09.239 It is never enough to emphasize the importance of security 560 00:28:09.239 --> 00:28:11.241 Some major hacking cases include 561 00:28:11.241 --> 00:28:15.931 Memory hacking, repackiging, and payment bypass 562 00:28:15.931 --> 00:28:21.040 In order to respond, we need things such as 563 00:28:21.040 --> 00:28:24.640 Parameter obfuscation, server verification 564 00:28:24.640 --> 00:28:26.661 Binary tampering detection, receipt verification, and etc. 565 00:28:26.661 --> 00:28:30.220 And it is also very important to keep a blacklist 566 00:28:30.220 --> 00:28:33.750 To block black users in terms of 567 00:28:33.750 --> 00:28:35.640 Their accounts or devices 568 00:28:35.640 --> 00:28:37.640 For game security 569 00:28:37.640 --> 00:28:41.119 In fact, it is hard to have a fundamental solution 570 00:28:41.119 --> 00:28:45.320 However many patches and responses one takes 571 00:28:45.320 --> 00:28:47.420 There are many cases where 572 00:28:47.420 --> 00:28:50.280 Hackers break through again 573 00:28:50.280 --> 00:28:54.271 But what is important is to have basic security measures 574 00:28:54.271 --> 00:28:56.599 So that it keeps regular users from 575 00:28:56.599 --> 00:28:59.320 Such methods 576 00:28:59.320 --> 00:29:03.520 10 hacking cases early on in the game with a good performance 577 00:29:03.520 --> 00:29:05.720 Compared to 100, 1000 cases 578 00:29:05.720 --> 00:29:07.640 Including non-professional hackers 579 00:29:07.640 --> 00:29:10.290 They are completely different in 580 00:29:10.290 --> 00:29:12.260 The gravity and frequency of the response 581 00:29:12.260 --> 00:29:16.799 Therefore, even when considering hacking as something inescapable 582 00:29:16.799 --> 00:29:19.640 It is important to make sure that 583 00:29:19.640 --> 00:29:24.141 Regular users cannot participate in such 584 00:29:24.141 --> 00:29:28.159 And that is a very important security measure for stabilizing service early on 585 00:29:28.159 --> 00:29:31.000 Today, I covered a general overview of game advertisement 586 00:29:31.000 --> 00:29:34.159 As well as necessary activities based on game release process 587 00:29:34.159 --> 00:29:36.960 In addition to the process of ad execution 588 00:29:36.960 --> 00:29:40.919 Let me summarize the key points from today 589 00:29:40.919 --> 00:29:45.000 Game advertisement should have a banace of 590 00:29:45.000 --> 00:29:47.000 UA advertisement and brand advertisement 591 00:29:47.000 --> 00:29:51.559 Due to limited budget, it is needed to measure the ad performance 592 00:29:51.559 --> 00:29:54.719 And attempt for higher ROAS 593 00:29:54.719 --> 00:29:58.000 It is especially important to utilize UA ad 594 00:29:58.000 --> 00:30:01.280 Which is easy to measure for performance and is efficient 595 00:30:01.280 --> 00:30:05.000 While it is important to execute ad and provide service 596 00:30:05.000 --> 00:30:08.350 It is also very important to utilize 597 00:30:08.350 --> 00:30:10.610 Such as MMP or Appsflyer 598 00:30:10.610 --> 00:30:15.320 And it is also important to ustilize data LOG analysis tools 599 00:30:15.320 --> 00:30:18.070 To optimize marketing strategies 600 00:30:18.070 --> 00:30:21.010 And strive for user retention and increase in RPD 601 00:30:21.010 --> 00:30:24.559 Once a game is released, it cannot be reverted 602 00:30:24.559 --> 00:30:26.909 Therefore, adequate amount of testing and proving 603 00:30:26.909 --> 00:30:29.599 Is required before the official release 604 00:30:29.599 --> 00:30:32.159 And this is the top priority of all 605 00:30:32.159 --> 00:30:36.509 Espeically a final runthrough is required through soft launching 606 00:30:36.509 --> 00:30:40.080 On content, BMA balance, security and ad efficiency 607 00:30:40.080 --> 00:30:43.760 And the official release should have these polished 608 00:30:43.760 --> 00:30:48.091 That was on game release and advertisements 609 00:30:48.091 --> 00:30:49.028 Thank you 610 00:30:49.464 --> 00:30:50.114 Game Advertisement's Concept and Types Advertisement Field 611 00:30:50.114 --> 00:30:50.714 Brand advertismsent: Advertising to create and increase awareness of the game brand by exposing images, concepts, and messages about the game 612 00:30:50.714 --> 00:30:51.364 UA (User Acquisition) advertising: Advertising that directly acquires users through advertising 613 00:30:51.364 --> 00:30:51.964 Ad Types Display Ad (DA): online, mobile web ad 614 00:30:51.964 --> 00:30:52.614 Native ad: Natural advertising similar to content Rewarded ad: Advertising that rewards users when they take action on an advertisement 615 00:30:52.614 --> 00:30:53.214 Rewarded video ads: Ads that provide in-app rewards to users who watch video ads Non-rewarded video ads: Video ads that do not provide compensation 616 00:30:53.214 --> 00:30:53.814 In-Video Ad: Ad that is displayed within video content and can be skipped after a certain period of time Playable Ad: Ad that allows users to experience the advertised product or service 617 00:30:53.814 --> 00:30:54.457 Retargeting Ad: Ad that re-displays products that customers have directly viewed and are considering purchasing 618 00:30:54.457 --> 00:30:55.281 Pre-release Pre-release preparatory measures 619 00:30:55.281 --> 00:30:56.131 Self-review/FGT: Checking fun elements of core content, basic play cycle, etc. Open beta: Checking first impressions, game binding, basic balance, system stability, etc. 620 00:30:56.131 --> 00:30:56.957 Soft launching: Checking installation conversion, retention, purchase conversion, ARPU, ad viewing conversion, ROAS, etc. 621 00:30:56.957 --> 00:30:57.811 Release & Live Service stability: Detecting and resolving serious problems, screening and suppressing black users, product evaluation management, etc. 622 00:30:57.811 --> 00:30:59.467 Sustainability: Securing end content, monetization momentum, UA optimization, etc. Service scale-up: All-round branding development, ROAS-based performance UA expansion, prevention of RPD decline, etc. 623 00:30:59.467 --> 00:31:01.917 Data analysis and security response Essentials for Data Collection 624 00:31:01.917 --> 00:31:04.343 BI(Business Intelligence) MMP(Mobile Measurement Partner) LOG 625 00:31:04.343 --> 00:31:05.343 The End