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roblox-growth-design

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Roblox Growth Design

Roblox增长设计

When to Load

加载场景

Load for growth, discovery, retention, onboarding, packaging, or LiveOps; route implementation to domain skills.
为增长、用户发现、留存、新用户引导、包装设计或LiveOps场景加载；将实现路径分配给对应领域的技能。

Quick Reference

快速参考

Diagnose before prescribing

先诊断再施策

  1. Ask for dashboard, release, acquisition, and session evidence. Never invent metrics.
  2. Find the narrowest broken transition: impression→play, join→control, action→payoff, return, or purchase.
  3. Write a falsifiable hypothesis: If Y changes because evidence Z, X should move without harming G.
  4. Prefer one test with a primary metric, counter-metrics, MDE, and decision rule.
  5. Stop for safety, severe regressions, or invalid instrumentation; avoid significance peeking.
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  1. 索要仪表盘数据、版本发布记录、用户获取数据和会话数据作为依据。切勿凭空捏造指标。
  2. 定位最具体的流失环节：曝光→游玩、加入→操作、行动→收益、回访或购买。
  3. 撰写可证伪的假设：若基于证据Z，Y发生变化，则X应有所提升且不会损害G。
  4. 优先开展单一测试，明确核心指标、反向指标、最小可检测效应（MDE）和决策规则。
  5. 若出现安全问题、严重性能退化或无效埋点，立即停止测试；避免频繁查看显著性结果。
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Home diagnosis

首页诊断

  • Low Play-Through Rate (PTR, was QPTR): packaging readability, promise accuracy, or audience mismatch. Also check Experience Detail Page CTR.
  • High First-Play Bounce Rate (negative stat): misleading package/clickbait, join failure, performance, confusing FTUE, or delayed payoff.
  • Low D1: core loop, onboarding, stability, goals, or first payoff.
  • Low D7/D30: progression, variety, social value, LiveOps, endgame, or exhaustion.
  • Low conversion/ARPPU: product fit, value communication, friction, catalog depth, or concentration.
  • Low 7-day spend days / play days per user: consumables, purchase pathways, or event cadence.
These are hypotheses, not one-to-one causes. Segment and test. Per-stat tactics in full.md §3–§6.
  • 低游玩转化率（PTR，原QPTR）：包装可读性、承诺准确性或受众不匹配。同时需检查体验详情页点击率（CTR）。
  • 高首次游玩跳出率（负面指标）：包装误导/标题党、加入失败、性能问题、新用户首次体验（FTUE）混乱或收益延迟。
  • 低次日留存（D1）：核心玩法循环、新用户引导、稳定性、目标设定或首次收益。
  • 低7日/30日留存（D7/D30）：进度系统、内容多样性、社交价值、LiveOps、终局玩法或内容疲劳。
  • 低转化率/每付费用户平均收入（ARPPU）：产品契合度、价值传递、流程摩擦、商品目录深度或用户集中度过高。
  • 低用户7天付费天数/游玩天数：消耗品设计、购买路径或活动节奏。
以上均为假设，并非一一对应的因果关系。需进行用户细分并开展测试。具体指标对应的策略详见full.md第3–6节。

Algorithm hotspots (2026)

算法热点（2026年）

  • Cold traffic: ads are the cheapest, least-qualified players; Home algo ranks the qualified audience. Launch stats look bad on ad players — don't panic.
  • Ranking: genre-wide first, then against "experiences with similar players." That second benchmark is the real competition.
  • Ads do not buy Home placement; meaningful stat-improving updates do. 28-day signals (D1, D2–7, D8–28) — updates take days to show.
  • Beta mode hides a game from Home; tune metrics on cheap ad traffic before opening to the algo.
  • The 500 highly-engaged-player requirement (official): all-ages games start 16+ only until 500 highly engaged age-checked plays within 60 days. Definition (official, evolving): account tenure + playtime in your game + a purchase anywhere on Roblox in the last 60 days. 100 = publishing-fee refund threshold (separate). Ads serve 16+ automatically. Home impressions accelerate the count fastest.
  • Experience detail page matters: put your best thumbnails and a gameplay description there; it feeds overall play-through.
  • 冷流量：广告是成本最低、用户质量最差的获客渠道；首页算法会筛选合格受众。广告用户的初始数据表现不佳——无需惊慌。
  • 排名机制：先按品类排名，再与“拥有相似用户的体验”对比。第二个基准才是真正的竞争对手。
  • 无法通过广告购买首页位置；只有能切实提升指标的更新才能获得首页推荐。指标信号需28天（D1、D2–7、D8–28）才能显现——更新效果需要数天时间才能体现。
  • Beta模式会将游戏隐藏于首页之外；在开放给算法推荐前，先通过低成本广告流量优化指标。
  • 500高活跃玩家要求（官方）：全年龄段游戏初始仅面向16+用户，需在60天内获得500次经过年龄验证的高活跃游玩次数才能开放全年龄段。高活跃定义（官方，持续演进）：账号使用时长+在你的游戏中的游玩时长+过去60天内在Roblox任意场景的消费记录。100次游玩是发布费用退款门槛（单独要求）。广告会自动面向16+用户投放。首页曝光对提升该计数的速度最快。
  • 体验详情页至关重要：在此处放置最佳缩略图和玩法描述；这会影响整体游玩转化率。

Monetization mental model (practitioner)

变现思维模型（从业者视角）

  • Convert valuable one-time game passes into consumables (repeat-purchase dev products) — they pump 7-day spend days per user and solve recurring pain.
  • Products must be must-haves that solve a pain (effort grind, losing progress AFK, FOMO, status). Limiteds with real scarcity outsell unlimited cosmetics.
  • Place products at points of interest with high foot traffic, and time prompts at the decision moment (e.g., 2x offline earnings at the collect point).
  • Give players multiple purchase pathways: HUD shop icon, "+" next to currency, and a cash-shop popup after repeated failed buys.
  • After shipping, check collateral damage: playtime, D1, D7, FTUE, and in-game economy.
  • 将高价值的一次性游戏通行证转化为可重复购买的消耗品（开发者产品）——这能提升用户7天付费天数，并解决用户的持续痛点。
  • 产品必须是能解决用户痛点的必需品（比如减少grind耗时、避免离线进度丢失、利用错失恐惧（FOMO）、彰显身份地位）。具有真实稀缺性的限定品销量远超不限量的装饰品。
  • 将产品放置在高流量的兴趣点，并在用户决策时刻触发提示（例如，在收集点提供2倍离线收益）。
  • 为玩家提供多条购买路径：HUD商店图标、货币旁的“+”按钮，以及多次购买失败后弹出的现金商店窗口。
  • 上线后检查附带影响：游玩时长、D1留存、D7留存、FTUE和游戏内经济系统。

Guardrails

约束规则

Use accurate metadata. Avoid dark patterns, deceptive odds, coercive scarcity, and "whale" targeting. Treat moderation, abuse, accessibility, localization, performance, and economy health as constraints.
Full signal definitions, positioning, FTUE, packaging, social design, monetization mental model, algorithm mechanics, LiveOps, and audit workflow: references/full.md
使用准确的元数据。避免暗黑模式、虚假概率、强制稀缺性和“大额付费用户”定向。将内容审核、滥用防护、可访问性、本地化、性能和经济系统健康视为约束条件。
完整的指标定义、定位策略、FTUE、包装设计、社交设计、变现思维模型、算法机制、LiveOps和审核流程：references/full.md