{"id":138050,"date":"2023-09-18T10:19:52","date_gmt":"2023-09-18T10:19:52","guid":{"rendered":"https:\/\/adapty.io\/tr\/blog\/"},"modified":"2023-09-18T10:19:52","modified_gmt":"2023-09-18T10:19:52","slug":"mobil-oyunlarda-performance-marketing","status":"publish","type":"post","link":"https:\/\/adapty.io\/tr\/blog\/mobil-oyunlarda-performance-marketing\/","title":{"rendered":"Mobil oyunlarda performance marketing &#8211; Buse Sevin\u00e7"},"content":{"rendered":"<style id='styles-for-podcast-widget'>\n.agb-ps-services--container {\n    --columns: 3;\n    --gap: var(--space-xs);\n    max-width: 580px;\n    margin: var(--space-m) auto var(--space-xl) auto;\n}\n\n.agb-ps-services--title {\n    font-family: 'Gilroy', sans-serif;\n    font-weight: 600;\n    display: inline-block;\n}\n.agb-ps-services--title:after {\n    content: ':';\n}\n\n.agb-ps-services--title:before {\n    content: '\ud83c\udfb5 ';\n}\n\n.agb-ps-services--container a {\n    background: var(--a-bg-website) !important;\n}\n\n.agb-ps-services--list {\n    display: flex;\n    flex-direction: row;\n    flex-wrap: wrap;\n    gap: var(--gap);\n    margin-top: var(--space-xs);\n}\n\n.agb-ps-services--item {\n    flex: 1 1 calc((100% - (var(--gap) * (var(--columns) - 1))) \/ var(--columns));\n    transition: var(--a-anim) !important;\n    border-radius: var(--radius-s);\n    border: 1px solid var(--a-gray-150);\n    padding: 2px !important;\n    display: flex;\n    z-index: 1;\n    box-shadow: var(--aCardShadowMedium);\n    background: var(--a-bg-website) !important;\n}\n\n.agb-ps-services--item:is(:hover,:focus) {\n    border-color: var(--a-primary--hover);\n\tbox-shadow: var(--aCardShadowSmall);\n}\n\n@media (max-width: 575px) {\n\t.agb-ps-services--container {\n\t\t--columns: 2;\n\t}\n}\n<\/style>\n\t<div class=\"agb-acf--podcast-services agb-ps-services--container \">\n\t\t<p class=\"agb-ps-services--title\">Listen to the episode<\/p>\n\t\t<div class=\"agb-ps-services--list\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/podcasters.spotify.com\/pod\/show\/adapty-turkiye-podcast\/episodes\/Mobil-Oyunlarda-Performance-Marketing---Buse-Sevinc-e29dthb\" class=\"agb-ps-services--item\" rel=\"nofollow noopener\" target=\"_blank\">\n\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/adapty.io\/assets\/themes\/bricks-child\/blocks\/common\/podcast-services\/assets\/spotify-listen-badge.svg\"\n\t\t\t\t\t\t\t loading=\"lazy\"\n\t\t\t\t\t\t\t class=\"adapty-ignore-fancybox\"\n\t\t\t\t\t\t\t alt=\"sp\">\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/podcasts.apple.com\/tr\/podcast\/mobil-oyunlarda-performance-marketing-buse-sevinc\/id1699236158?i=1000628150921\" class=\"agb-ps-services--item\" rel=\"nofollow noopener\" target=\"_blank\">\n\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/adapty.io\/assets\/themes\/bricks-child\/blocks\/common\/podcast-services\/assets\/apple-podcasts-listen-badge.svg\"\n\t\t\t\t\t\t\t loading=\"lazy\"\n\t\t\t\t\t\t\t class=\"adapty-ignore-fancybox\"\n\t\t\t\t\t\t\t alt=\"ap\">\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/youtu.be\/MbSQ_c9ELQg\" class=\"agb-ps-services--item\" rel=\"nofollow noopener\" target=\"_blank\">\n\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/adapty.io\/assets\/themes\/bricks-child\/blocks\/common\/podcast-services\/assets\/youtube-listen-badge.svg\"\n\t\t\t\t\t\t\t loading=\"lazy\"\n\t\t\t\t\t\t\t class=\"adapty-ignore-fancybox\"\n\t\t\t\t\t\t\t alt=\"yt\">\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\n\n\n<p>Mobil uygulama sekt\u00f6r\u00fcnden en \u00f6nemli konuklarla ger\u00e7ekle\u015ftirdi\u011fimiz podcastin yeni b\u00f6l\u00fcm\u00fcyle kar\u015f\u0131n\u0131zday\u0131z. Bu podcast serisinde mobil uygulamadan para kazanma, abonelikler, reklamlar ve sekt\u00f6rden g\u00fcncel geli\u015fmeleri uzman konuklar\u0131m\u0131zla konu\u015fuyoruz. <\/p>\n\n\n\n<p>Be\u015finci b\u00f6l\u00fcmde konu\u011fumuz Masomo ekibinden\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/busesevinc\/\" rel=\"nofollow noopener\" target=\"_blank\">Buse Sevinc\u2060\u2060<\/a>\u00a0oldu. B\u00f6l\u00fcm boyunca mobil oyunlarda performance marketing, farkl\u0131 reklam platformlar\u0131ndaki hedefler, reklam kreatifleri olu\u015fturma ve test etme s\u00fcre\u00e7leri gibi bir\u00e7ok detay hakk\u0131nda konu\u015ftuk.\u00a0Hepinize iyi dinlemeler.<\/p>\n\n\n\n<p>Bu b\u00f6l\u00fcm\u00fc be\u011fendiyseniz abone olun ve daha fazla ki\u015fiye ula\u015fmam\u0131z i\u00e7in arkada\u015flar\u0131n\u0131zla payla\u015fmay\u0131 unutmay\u0131n.Yeni b\u00f6l\u00fcmlerden haberdar olmak i\u00e7in Telegram Toplulu\u011fumuza&nbsp;<a href=\"https:\/\/t.me\/subhub_chat_turkey\" rel=\"nofollow\">\u2060\u2060\u2060kat\u0131l\u0131n<\/a><\/p>\n\n\n\n<p>Altta bu b\u00f6l\u00fcmden en ilgin\u00e7 k\u0131s\u0131mlar\u0131 bulabilirsiniz.<\/p>\n\n\n\n<iframe loading=\"lazy\" src=\"https:\/\/podcasters.spotify.com\/pod\/show\/adapty-turkiye-podcast\/embed\/episodes\/Mobil-Oyunlarda-Performance-Marketing---Buse-Sevinc-e29dthb\" height=\"102px\" width=\"600px\" frameborder=\"0\" scrolling=\"no\"><\/iframe>\n\n\n\n<p>Bir mobil oyunun pazar giri\u015f s\u00fcrecinde \u015firketin b\u00fcy\u00fckl\u00fc\u011f\u00fcn\u00fcn \u00e7ok \u00f6nemli oldu\u011funu fark ettim. \u015eirketin imkanlar\u0131 do\u011frultusunda pazarlama stratejileri de\u011fi\u015febiliyor. \u015eirket b\u00fcy\u00fckl\u00fc\u011f\u00fc yan\u0131 s\u0131ra oyunun hyper casual m\u0131 yoksa casual bir oyun mu oldu\u011funa kadar bir\u00e7ok etmen var. Biz yeni bir oyun \u00e7\u0131karmaya karar verdi\u011fimizde ilk \u00f6nce pazardaki f\u0131rsatlara bak\u0131yoruz. Bunun yan\u0131 s\u0131ra y\u00fckselen trendleri de takip ediyoruz s\u00fcrekli. Sekt\u00f6rel bazl\u0131 raporlar\u0131 ve trendleri inceleyip f\u0131rsatlar\u0131 de\u011ferlendiriyoruz.<\/p>\n\n\n\n<p>B\u00fct\u00fcn departmanlar ile birlikte bir beyin f\u0131rt\u0131nas\u0131 yap\u0131l\u0131yor ve ard\u0131ndan rekabet analizi yap\u0131yoruz. Geli\u015ftirme a\u015famas\u0131 ba\u015flamadan \u00f6nce marketing artisler ile CTR testleri yapmaya ba\u015fl\u0131yoruz. \u00d6rnek bir reklam kampanyas\u0131 a\u00e7\u0131p, sanki ger\u00e7ekte b\u00f6yle bir oyun varm\u0131\u015f gibi insanlar\u0131n tepkilerini \u00f6l\u00e7meye \u00e7al\u0131\u015f\u0131yoruz. Bunun sonras\u0131nda oyunun i\u00e7eri\u011fi i\u00e7in testler yap\u0131yoruz. \u00d6rne\u011fin konu olarak zombi karakterli mi ya da farkl\u0131 bir t\u00fcrde mi olsun gibi. D\u00fcnyadaki b\u00fcy\u00fck \u015firketler de yine ayn\u0131 \u015fekilde, oyunun i\u00e7indeki seviyelerde ya da k\u00fc\u00e7\u00fck b\u00f6l\u00fcmlerde yapacaklar\u0131 de\u011fi\u015fiklikleri yine pazarlama kampanyalar\u0131ndaki insightlara bakarak karar veriyorlar.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"mobil-oyunlarda-marketing-kampanyalarinda-son-trendler-neler\">Mobil oyunlarda marketing kampanyalar\u0131nda son trendler neler?<\/h2>\n\n\n\n<p>Son zamanlarda fake ads denilen yeni bir trend var. Asl\u0131nda oyunun i\u00e7inde olmayan bir b\u00f6l\u00fcm\u00fcn kullan\u0131c\u0131n\u0131n ilgisini \u00e7ekmesi a\u00e7\u0131s\u0131ndan reklamda kullan\u0131lmas\u0131 gibi bir durum var. Burada da kullan\u0131c\u0131 oyunda bu tarz bi b\u00f6l\u00fcm g\u00f6remeyince oyunu direkt siliyor. Bunu engellemek i\u00e7in de onboardingte, ya da oyunda mini games denilen k\u0131s\u0131mlarda bu b\u00f6l\u00fcmlere yer veriliyor.<\/p>\n\n\n\n<p>Oyunlarda monetization yap\u0131s\u0131 test edilirken yine kampanyalardan faydalanal\u0131yor. Oyun gelirinin y\u00fczde ka\u00e7\u0131 uygulama i\u00e7i sat\u0131n almadan kazan\u0131l\u0131yor, y\u00fczde ka\u00e7\u0131 reklam gelirlerinden kazan\u0131l\u0131yor. Oyun i\u00e7erisindeki para kazand\u0131racak etmenler neler? ARPU dedi\u011fimiz kullan\u0131c\u0131 ba\u015f\u0131na kazan\u0131lan gelir metri\u011fine bak\u0131l\u0131yor. Yine bu a\u015famada predicted LTV \u00e7ok b\u00fcy\u00fck \u00f6nem ta\u015f\u0131yor. \u0130leriye d\u00f6n\u00fck LTV hesaplamas\u0131 yap\u0131l\u0131yor.&nbsp;<\/p>\n\n\n\n<p>Bu a\u015famada da IDFA\u2019den sonra i\u015fler biraz de\u011fi\u015fti. iOS kullan\u0131c\u0131s\u0131ndaki durumlar net olarak g\u00f6r\u00fclemedi\u011fi i\u00e7in hesaplamalarda baz\u0131 sorunlar olabiliyor. Bu a\u015famada bireysel olarak \u015funu \u00f6nerebilirim. Play Store taraf\u0131nda bu testlerin ve hesaplamalar\u0131n yap\u0131larak ard\u0131ndan iOS ge\u00e7ilmesi gibi bir strateji belirlenebilir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"bazi-sirketler-agresif-bir-kampanya-stratejisi-olusturabiliyor-bunun-nedeni-nedir\">Baz\u0131 \u015firketler agresif bir kampanya stratejisi olu\u015fturabiliyor. Bunun nedeni nedir?<\/h2>\n\n\n\n<p>Buse: Bazen pazar\u0131 domine etmek i\u00e7in de reklam verilebiliyor. Bir \u015firket b\u00fcy\u00fcmek istedi\u011fi noktada bu tarz pazar\u0131 domine etmek i\u00e7in harcama yapabiliyor. Ama amac\u0131n nakit ak\u0131\u015f\u0131n\u0131 sa\u011flamak oldu\u011fu zaman da karl\u0131 bir \u015fekilde harcama yapmak gerekiyor.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"kampanyalarda-a-b-testi-stratejileriniz-neler\">Kampanyalarda A\/B testi stratejileriniz neler?<\/h2>\n\n\n\n<p>Buse: Evet. Ama \u015fu anda ben yapmamam\u0131z gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyorum. \u015eu an en iyi meta \u00fczerinde testler yapabiliyoruz. iOS\u2019teki de\u011fi\u015fikliklerden sonra \u015fu an sadece Android \u00fczerinde testler yap\u0131yoruz. Biz \u00f6rne\u011fin install kampanyas\u0131 \u00fczerinden baz\u0131 metrikleri \u00f6l\u00e7\u00fcml\u00fcyoruz. En ba\u015far\u0131l\u0131 olan kreatif ile yeni konseptlerimizi yar\u0131\u015ft\u0131r\u0131yoruz. \u00d6rne\u011fin kreatiflere bir duygu ya da efekt ekledik. Ve bu ba\u015far\u0131l\u0131 oluyorsa di\u011fer iyi \u00e7al\u0131\u015fan kreatfilerde de bu \u00f6zellikleri kullanarak onlar\u0131n da performans\u0131n\u0131 daha da artt\u0131rmay\u0131 hedefliyoruz. \u015eu an A\/B testleri kendi kampanyalar\u0131m\u0131z \u00fczerinde mi yapsak \u015feklinde d\u00fc\u015f\u00fcnmeye ba\u015flad\u0131k. \u00c7\u00fcnk\u00fc platformlar aras\u0131 farkl\u0131l\u0131klar\u0131 bu testler ile tam \u00f6l\u00e7\u00fcmleyemedi\u011fimizi d\u00fc\u015f\u00fcn\u00fcyorum. Facebook\u2019ta iyi \u00e7al\u0131\u015fan bir kampanya TikTok\u2019ta ayn\u0131 etkiyi g\u00f6stermeyebiliyor.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mobil uygulama sekt\u00f6r\u00fcnden en \u00f6nemli konuklarla ger\u00e7ekle\u015ftirdi\u011fimiz podcastin yeni b\u00f6l\u00fcm\u00fcyle kar\u015f\u0131n\u0131zday\u0131z. Bu podcast serisinde mobil uygulamadan para kazanma, abonelikler, reklamlar ve sekt\u00f6rden g\u00fcncel geli\u015fmeleri uzman konuklar\u0131m\u0131zla konu\u015fuyoruz. Be\u015finci b\u00f6l\u00fcmde konu\u011fumuz Masomo ekibinden\u00a0Buse Sevinc\u2060\u2060\u00a0oldu. B\u00f6l\u00fcm boyunca mobil oyunlarda performance marketing, farkl\u0131 reklam platformlar\u0131ndaki hedefler, reklam kreatifleri olu\u015fturma ve test etme s\u00fcre\u00e7leri gibi bir\u00e7ok detay hakk\u0131nda konu\u015ftuk.\u00a0Hepinize [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":146221,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1009],"tags":[],"page-builder":[],"class_list":["post-138050","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcast-tr"],"acf":[],"_links":{"self":[{"href":"https:\/\/adapty.io\/tr\/wp-json\/wp\/v2\/posts\/138050","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adapty.io\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adapty.io\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adapty.io\/tr\/wp-json\/wp\/v2\/users\/28"}],"replies":[{"embeddable":true,"href":"https:\/\/adapty.io\/tr\/wp-json\/wp\/v2\/comments?post=138050"}],"version-history":[{"count":0,"href":"https:\/\/adapty.io\/tr\/wp-json\/wp\/v2\/posts\/138050\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/adapty.io\/tr\/wp-json\/wp\/v2\/media\/146221"}],"wp:attachment":[{"href":"https:\/\/adapty.io\/tr\/wp-json\/wp\/v2\/media?parent=138050"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adapty.io\/tr\/wp-json\/wp\/v2\/categories?post=138050"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adapty.io\/tr\/wp-json\/wp\/v2\/tags?post=138050"},{"taxonomy":"page-builder","embeddable":true,"href":"https:\/\/adapty.io\/tr\/wp-json\/wp\/v2\/page-builder?post=138050"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}