论文标题
预测免费游戏的客户寿命价值
Predicting Customer Lifetime Value in Free-to-Play Games
论文作者
论文摘要
随着游戏公司越来越多地采用以服务为导向的商业模式，对玩家的预测模型的需求变得越来越紧迫。需要支持多个活动，例如用户获取，实时游戏操作或游戏设计，并提供有关玩家做出的选择以及他们将来可以做出的选择的信息。在免费游戏的背景下，尤其如此，在这种情况下，缺乏薪水墙以及玩家玩耍和支出行为的不稳定性，可以预测预算和资源的收入和分配极具挑战性。在本章中，我们将概述跨不同领域的客户寿命价值建模，我们将介绍跨不同平台和流派的免费游戏的挑战，我们将讨论具有实际示例的最先进解决方案，并引用了现有实现。
As game companies increasingly embrace a service-oriented business model, the need for predictive models of players becomes more pressing. Multiple activities, such as user acquisition, live game operations or game design need to be supported with information about the choices made by the players and the choices they could make in the future. This is especially true in the context of free-to-play games, where the absence of a pay wall and the erratic nature of the players' playing and spending behavior make predictions about the revenue and allocation of budget and resources extremely challenging. In this chapter we will present an overview of customer lifetime value modeling across different fields, we will introduce the challenges specific to free-to-play games across different platforms and genres and we will discuss the state-of-the-art solutions with practical examples and references to existing implementations.
