{"id":8411,"date":"2022-05-18T05:27:00","date_gmt":"2022-05-18T05:27:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8411"},"modified":"2026-04-14T08:58:53","modified_gmt":"2026-04-14T08:58:53","slug":"how-gaming-studios-can-start-self-publishing-and-scale-post-idfa","status":"publish","type":"post","link":"https:\/\/tenjin.com\/vi\/blog\/how-gaming-studios-can-start-self-publishing-and-scale-post-idfa\/","title":{"rendered":"C\u00e1ch c\u00e1c studio game c\u00f3 th\u1ec3 b\u1eaft \u0111\u1ea7u t\u1ef1 xu\u1ea5t b\u1ea3n v\u00e0 m\u1edf r\u1ed9ng quy m\u00f4 sau IDFA \u2013 Nghi\u00ean c\u1ee9u tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Umami Games"},"content":{"rendered":"<p class=\"wp-block-paragraph\">T\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c t\u00edch h\u1ee3p c\u00e1c c\u00f4ng c\u1ee5 t\u1ef1 \u0111\u1ed9ng h\u00f3a \u0111\u1ec3 thu th\u1eadp th\u00f4ng tin chi ti\u1ebft t\u1eeb d\u1eef li\u1ec7u \u0111\u00e3 tr\u1edf n\u00ean c\u1ea5p thi\u1ebft h\u01a1n bao gi\u1edd h\u1ebft sau nh\u1eefng thay \u0111\u1ed5i v\u1ec1 ch\u00ednh s\u00e1ch b\u1ea3o m\u1eadt iOS 14.5. Trong nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh n\u00e0y, ch\u00fang ta s\u1ebd theo d\u00f5i h\u00e0nh tr\u00ecnh c\u1ee7a Umami Games khi h\u1ecd chuy\u1ec3n \u0111\u1ed5i t\u1eeb vi\u1ec7c l\u1eadp b\u00e1o c\u00e1o th\u1ee7 c\u00f4ng tr\u00ean c\u00e1c c\u00f4ng c\u1ee5 nh\u01b0 Google Spreadsheets v\u00e0 Trello sang m\u1ed9t h\u1ea1 t\u1ea7ng d\u1eef li\u1ec7u ho\u00e0n to\u00e0n t\u1ef1 \u0111\u1ed9ng h\u00f3a sau khi IDFA b\u1ecb lo\u1ea1i b\u1ecf.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u1eb1ng c\u00e1ch x\u00e2y d\u1ef1ng h\u1ec7 th\u1ed1ng BI n\u1ed9i b\u1ed9, s\u1eed d\u1ee5ng Tenjin \u0111\u1ec3 ph\u00e2n t\u00edch ngu\u1ed3n g\u1ed1c v\u00e0 GameAnalytics&nbsp;<a href=\"https:\/\/gameanalytics.com\/datasuite\">DataSuite<\/a>&nbsp;V\u1ec1 m\u1eb7t ph\u00e2n t\u00edch s\u1ea3n ph\u1ea9m, Umami Games \u0111\u00e3 m\u1edf r\u1ed9ng \u0111\u1ed9i ng\u0169 s\u1ea3n xu\u1ea5t l\u00ean h\u01a1n 100% v\u00e0 chuy\u1ec3n sang m\u00f4 h\u00ecnh t\u1ef1 ph\u00e1t h\u00e0nh. Vi\u1ec7c chuy\u1ec3n sang t\u1ef1 \u0111\u1ed9ng h\u00f3a c\u00e1c quy tr\u00ecnh x\u1eed l\u00fd d\u1eef li\u1ec7u \u0111\u00e3 gi\u00fap h\u1ecd ti\u1ebft ki\u1ec7m th\u1eddi gian v\u00e0 ngu\u1ed3n l\u1ef1c, t\u1eeb \u0111\u00f3 cho ph\u00e9p h\u1ecd t\u1eadp trung v\u00e0o m\u1ee5c ti\u00eau cu\u1ed1i c\u00f9ng \u2013 ph\u00e1t tri\u1ec3n nh\u1eefng t\u1ef1a game xu\u1ea5t s\u1eafc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" href=\"https:\/\/4079671.fs1.hubspotusercontent-na1.net\/hubfs\/4079671\/Umani_Games_Case_study%20(1).pdf\" style=\"background-color:#6bb4e1\">T\u1ea3i xu\u1ed1ng B\u00e1o c\u00e1o nghi\u00ean c\u1ee9u tr\u01b0\u1eddng h\u1ee3p<\/a><\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Gi\u1edbi thi\u1ec7u v\u1ec1 Umami Games<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.umami-games.com\/\">Umami Games<\/a>&nbsp;l\u00e0 m\u1ed9t studio ph\u00e1t tri\u1ec3n tr\u00f2 ch\u01a1i si\u00eau casual \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp v\u00e0o n\u0103m 2019 t\u1ea1i \u0110an M\u1ea1ch. K\u1ec3 t\u1eeb \u0111\u00f3, studio n\u00e0y \u0111\u00e3 ph\u00e1t h\u00e0nh kho\u1ea3ng 80 t\u1ef1a game v\u00e0 nhanh ch\u00f3ng g\u1eb7t h\u00e1i \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng. N\u0103m 2021, m\u1ed9t trong nh\u1eefng t\u1ef1a game di \u0111\u1ed9ng c\u1ee7a h\u1ecd l\u00e0 \u201c<a href=\"https:\/\/www.gamespress.com\/pt\/JoyPacs-ABC-Runner-Has-Reached-1st-place-in-the-US-Mobile-Game-Charts\">V\u1eadn \u0111\u1ed9ng vi\u00ean ABC<\/a>\u201d \u0111\u00e3 l\u1ecdt v\u00e0o top 3 b\u1ea3ng x\u1ebfp h\u1ea1ng c\u1ee7a Apple v\u1ec1 c\u00e1c tr\u00f2 ch\u01a1i di \u0111\u1ed9ng \u0111\u01b0\u1ee3c t\u1ea3i xu\u1ed1ng nhi\u1ec1u nh\u1ea5t t\u1ea1i M\u1ef9 v\u00e0 duy tr\u00ec v\u1ecb tr\u00ed \u0111\u00f3 trong b\u1ed1n tu\u1ea7n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">H\u1ecd \u0111\u00e3 c\u00f3 th\u1ec3 m\u1edf r\u1ed9ng quy m\u00f4 kinh doanh v\u00e0 t\u1eadp trung v\u00e0o vi\u1ec7c ph\u00e1t tri\u1ec3n nh\u1eefng t\u1ef1a game xu\u1ea5t s\u1eafc nh\u1edd t\u1ef1 \u0111\u1ed9ng h\u00f3a c\u00e1c quy tr\u00ecnh x\u1eed l\u00fd d\u1eef li\u1ec7u trong b\u1ed1i c\u1ea3nh nh\u1eefng thay \u0111\u1ed5i v\u1ec1 ch\u00ednh s\u00e1ch b\u1ea3o m\u1eadt iOS 14.5 v\u00e0o gi\u1eefa n\u0103m 2020.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"the-challenge\"><strong>Th\u1eed th\u00e1ch<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u01b0\u1edbc khi c\u00e1c thay \u0111\u1ed5i v\u1ec1 quy\u1ec1n ri\u00eang t\u01b0 c\u1ee7a iOS 14.5 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng, nhi\u1ec1u studio game nh\u01b0 Umami Games \u0111\u00e3 ph\u1ea3i d\u1ef1a v\u00e0o vi\u1ec7c b\u00e1o c\u00e1o v\u00e0 x\u1eed l\u00fd d\u1eef li\u1ec7u th\u1ee7 c\u00f4ng \u0111\u1ec3 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh kinh doanh quan tr\u1ecdng. Tuy nhi\u00ean, sau khi c\u00e1c thay \u0111\u1ed5i n\u00e0y \u0111\u01b0\u1ee3c tri\u1ec3n khai, c\u00e1c studio ng\u00e0y c\u00e0ng g\u1eb7p kh\u00f3 kh\u0103n trong vi\u1ec7c m\u1edf r\u1ed9ng quy m\u00f4 v\u1edbi c\u00e1c quy tr\u00ecnh th\u1ee7 c\u00f4ng hi\u1ec7n c\u00f3. Theo Riley Anderson, \u0111\u1ed3ng s\u00e1ng l\u1eadp ki\u00eam Gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh (CEO) c\u1ee7a Umami Games, b\u1ea3n c\u1eadp nh\u1eadt iOS 14.5 \u0111\u00e3 tr\u1edf th\u00e0nh \u0111\u1ed9ng l\u1ef1c cu\u1ed1i c\u00f9ng th\u00fac \u0111\u1ea9y c\u00f4ng ty chuy\u1ec3n sang m\u1ed9t c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng d\u1eef li\u1ec7u t\u1ef1 \u0111\u1ed9ng h\u00f3a h\u01a1n.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"a-glimpse-of-their-processes-before-ios-14-5\">M\u1ed9t c\u00e1i nh\u00ecn s\u01a1 l\u01b0\u1ee3c v\u1ec1 quy tr\u00ecnh c\u1ee7a h\u1ecd tr\u01b0\u1edbc phi\u00ean b\u1ea3n iOS 14.5<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u01b0\u1edbc khi c\u00e1c thay \u0111\u1ed5i v\u1ec1 quy\u1ec1n ri\u00eang t\u01b0 \u0111\u01b0\u1ee3c tri\u1ec3n khai, Umami Games \u0111\u00e3 th\u1eed nghi\u1ec7m c\u00e1c tr\u00f2 ch\u01a1i c\u1ee7a h\u1ecd tr\u00ean n\u1ec1n t\u1ea3ng iOS thay v\u00ec Android, v\u00e0 s\u1eed d\u1ee5ng GameAnalytics nh\u01b0 m\u1ed9t d\u1ecbch v\u1ee5 mi\u1ec5n ph\u00ed \u0111\u1ec3 ph\u00e2n t\u00edch s\u1ea3n ph\u1ea9m. H\u1ecd h\u1ee3p t\u00e1c ch\u1eb7t ch\u1ebd v\u1edbi m\u1ed9t nh\u00e0 ph\u00e1t h\u00e0nh b\u00ean ngo\u00e0i, ng\u01b0\u1eddi quy\u1ebft \u0111\u1ecbnh h\u1ecd n\u00ean s\u1eed d\u1ee5ng c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch ti\u1ebfp th\u1ecb hay c\u00f4ng c\u1ee5 x\u00e1c \u0111\u1ecbnh ngu\u1ed3n g\u1ed1c n\u00e0o. L\u00fac \u0111\u00f3, t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng tr\u00edch xu\u1ea5t d\u1eef li\u1ec7u \u0111\u1ec1u \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n th\u1ee7 c\u00f4ng b\u1eb1ng c\u00e1c c\u00f4ng c\u1ee5 nh\u01b0 Google Spreadsheets v\u00e0 MS Excel. H\u1ecd c\u0169ng t\u1ef1 tay t\u1ea1o c\u00e1c ph\u1ec5u chuy\u1ec3n \u0111\u1ed5i v\u00e0 so s\u00e1nh c\u00e1c phi\u00ean b\u1ea3n kh\u00e1c nhau c\u1ee7a tr\u00f2 ch\u01a1i tr\u00ean Trello. V\u1edbi c\u00e1c quy tr\u00ecnh th\u1ee7 c\u00f4ng n\u00e0y, h\u1ecd ch\u1ec9 c\u00f3 kh\u1ea3 n\u0103ng x\u1eed l\u00fd m\u1ed9t tr\u00f2 ch\u01a1i t\u1ea1i m\u1ed9t th\u1eddi \u0111i\u1ec3m.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"the-solution-results\"><strong>Gi\u1ea3i ph\u00e1p v\u00e0 k\u1ebft qu\u1ea3<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"a-shift-to-an-automated-data-infrastructure-post-idfa\">S\u1ef1 chuy\u1ec3n \u0111\u1ed5i sang c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng d\u1eef li\u1ec7u t\u1ef1 \u0111\u1ed9ng h\u00f3a sau khi IDFA b\u1ecb lo\u1ea1i b\u1ecf<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Umami Games \u0111\u00e3 c\u00e2n nh\u1eafc vi\u1ec7c chuy\u1ec3n sang m\u1ed9t c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng d\u1eef li\u1ec7u t\u1ef1 \u0111\u1ed9ng h\u00f3a h\u01a1n t\u1eeb m\u1ed9t th\u1eddi gian, nh\u01b0ng phi\u00ean b\u1ea3n iOS 14.5 \u0111\u00e3 tr\u1edf th\u00e0nh \u0111\u1ed9ng l\u1ef1c quy\u1ebft \u0111\u1ecbnh gi\u00fap h\u1ecd th\u1ef1c hi\u1ec7n \u0111i\u1ec1u \u0111\u00f3. B\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng \u0111\u01b0\u1eddng \u1ed1ng d\u1eef li\u1ec7u t\u1ef1 \u0111\u1ed9ng, Tenjin cho ph\u00e2n t\u00edch ngu\u1ed3n g\u1ed1c v\u00e0 GameAnalytics DataSuite cho ph\u00e2n t\u00edch s\u1ea3n ph\u1ea9m, Umami Games \u0111\u00e3 c\u00f3 th\u1ec3 m\u1edf r\u1ed9ng quy m\u00f4 \u0111\u1ed9i ng\u0169 \u1edf m\u1ea3ng s\u1ea3n xu\u1ea5t v\u00e0 chuy\u1ec3n sang t\u1ef1 ph\u00e1t h\u00e0nh.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vi\u1ec7c t\u00edch h\u1ee3p m\u1ed9t c\u00f4ng c\u1ee5 t\u1ef1 \u0111\u1ed9ng l\u01b0u tr\u1eef d\u1eef li\u1ec7u l\u1ecbch s\u1eed \u0111\u00e3 \u0111\u00f3ng vai tr\u00f2 then ch\u1ed1t gi\u00fap h\u1ecd x\u00e1c \u0111\u1ecbnh c\u00e1c gi\u00e1 tr\u1ecb ngo\u1ea1i l\u1ec7 \u2013 \u0111i\u1ec1u m\u00e0 h\u1ecd kh\u00f4ng th\u1ec3 th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c n\u1ebfu ch\u1ec9 d\u1ef1a v\u00e0o c\u00e1c quy tr\u00ecnh th\u1ee7 c\u00f4ng. M\u1ed9t v\u00ed d\u1ee5 m\u00e0 Riley Anderson \u0111\u01b0a ra l\u00e0 khi c\u00f4 \u0111\u1ebfn v\u0103n ph\u00f2ng v\u00e0o s\u00e1ng th\u1ee9 Hai, h\u1ec7 th\u1ed1ng th\u00f4ng b\u00e1o cho c\u00f4 r\u1eb1ng tr\u00f2 ch\u01a1i m\u00e0 c\u00f4 \u0111\u00e3 ph\u00e1t tri\u1ec3n v\u00e0o tu\u1ea7n tr\u01b0\u1edbc l\u00e0 m\u1ed9t gi\u00e1 tr\u1ecb ngo\u1ea1i l\u1ec7 t\u00edch c\u1ef1c, v\u1edbi th\u1eddi gian ch\u01a1i cao h\u01a1n 50% so v\u1edbi t\u1ea5t c\u1ea3 c\u00e1c tr\u00f2 ch\u01a1i kh\u00e1c m\u00e0 c\u00f4 \u0111\u00e3 th\u1eed nghi\u1ec7m trong hai n\u0103m qua.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sau khi Umami Games t\u1ef1 \u0111\u1ed9ng h\u00f3a c\u00e1c quy tr\u00ecnh c\u1ee7a m\u00ecnh, h\u1ecd ch\u1ec9 c\u1ea7n tuy\u1ec3n d\u1ee5ng m\u1ed9t nh\u00e0 khoa h\u1ecdc d\u1eef li\u1ec7u ho\u1eb7c m\u1ed9t chuy\u00ean vi\u00ean ph\u00e2n t\u00edch d\u1eef li\u1ec7u \u0111\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1c ti\u1ec7n \u00edch m\u1edf r\u1ed9ng v\u00e0 bi\u1ec3u \u0111\u1ed3 tr\u1ef1c quan cho c\u00f4ng c\u1ee5 hi\u1ec7n c\u00f3 c\u1ee7a m\u00ecnh. \u0110i\u1ec1u n\u00e0y \u0111\u00e3 gi\u00fap h\u1ecd ti\u1ebft ki\u1ec7m th\u1eddi gian v\u00e0 ngu\u1ed3n l\u1ef1c, t\u1eeb \u0111\u00f3 t\u1eadp trung v\u00e0o vi\u1ec7c m\u1edf r\u1ed9ng quy m\u00f4 v\u00e0 ph\u00e1t tri\u1ec3n nh\u1eefng t\u1ef1a game xu\u1ea5t s\u1eafc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e3y t\u1ea3i xu\u1ed1ng b\u00e1o c\u00e1o d\u01b0\u1edbi \u0111\u00e2y \u0111\u1ec3 xem t\u00f3m t\u1eaft v\u1ec1 nh\u1eefng thay \u0111\u1ed5i trong quy tr\u00ecnh c\u1ee7a h\u1ecd sau khi \u00e1p d\u1ee5ng IDFA.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" href=\"https:\/\/4079671.fs1.hubspotusercontent-na1.net\/hubfs\/4079671\/Umani_Games_Case_study%20(1).pdf\" style=\"background-color:#6bb4e1\">T\u1ea3i xu\u1ed1ng B\u00e1o c\u00e1o nghi\u00ean c\u1ee9u tr\u01b0\u1eddng h\u1ee3p<\/a><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>The importance of incorporating automated tools to gain data insights was escalated by the iOS 14.5 privacy changes. In this case study, we follow the journey of Umami Games as they make the switch from manual reporting in tools like Google Spreadsheets and Trello, to a fully automated data infrastructure post-IDFA. By building internal BI,&#8230;<\/p>","protected":false},"author":5,"featured_media":8412,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,6,8],"tags":[],"class_list":["post-8411","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practices","category-case-studies","category-mobile-marketing-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Umami Games Case Study | Tenjin<\/title>\n<meta name=\"description\" content=\"Learn how gaming studios can transition to self-publishing and scale successfully in the post-IDFA era with data-driven growth strategies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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