白夜：在俄罗斯违反会议规则

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White Nights is a marketing and networking (no, not the TCP/IP based :)) conference that takes place in the cultural capital of Russia: the beautiful city of St. Petersburg, during a special season of “white nights.” It never gets dark, so the event starts late and the mingling crowds fall asleep by early morning – super friendly for your American jet lag!

“白夜”是一个营销和网络会议(不，不是基于TCP / IP的：))会议在俄罗斯的文化之都：美丽的圣彼得堡市，在“白夜”的特殊季节举行。天色永远不会变黑，所以活动开始得很晚，混杂的人群在清晨就睡着了–对您的美国时差超级友好！

Imagine the setting: East meets West in a mobile-marketing-focused get together in a beautiful environment. Time for the all new Unity Russia to join the fun.

想象一下设置：在一个优美的环境中，以移动营销为重心的东西方交汇。是时候让所有全新的Unity俄罗斯加入其中。

打破规则 (Breaking the rules)

Break the rules to steal the attention, we thought. So we got the biggest possible booth space, and invited the top two Russian Unity studios: Nival and Game Insight, to the improvised expo area.

我们认为，违反规则会引起人们的注意。因此，我们获得了最大的展位空间，并邀请了俄罗斯最大的两家Unity工作室-Nival和Game Insight，去了即兴的博览会地区。

We’re Unity, we should be friendly to indies, right? Here we go: Bretwalda Games and Laika Boss, both uniquely talented small studios with their first games in production, shared the booth space and the attention with the biggest and best.

我们是Unity，我们应该对印度人友好，对吧？我们来了：Bretwalda Games和Laika Boss都是才华横溢的小型工作室，他们的第一款游戏已经投入生产，它们最大，最出色地共享了展位空间和注意力。

Everyone hates it when the booth is filled with people who cannot answer questions, especially technical ones. We wanted to be different, so our guest studios brought their brightest minds to the booth area. Who can evangelise the engine better than the users with a success story, we thought, and all the geeky people surrounding our booth for two full days proved us right.

当展位里挤满了无法回答问题的人时，尤其是技术问题，每个人都讨厌它。我们希望与众不同，因此我们的客户工作室将他们最聪明的想法带到了展位区域。我们认为，谁能比成功的用户更好地向引擎宣传引擎，我们认为，围绕我们摊位整整两天的所有令人讨厌的人证明我们是正确的。

To engage the non-technical marketing conference visitors, we had a Unity-Chan cosplay by the famous Amiko-Chan. A lot of people hadn’t heard of her, but were ready to get familiar, took their selfies and got a special sticker.

为了吸引非技术营销会议的参观者，我们由著名的Amiko-Chan主持了Unity-Chan角色扮演。很多人没有听说过她，但准备好熟悉，拍了照并得到了特别的贴纸。

Job done well – there was constant traffic around our booth!

工作做得很好–我们的展位周围流量不断！

The funny thing is, a lot of people at the show somehow missed trying upcoming title X-Mercs game by Game Insight, which was available to play at the booth. Yet the Internet was awash with people expressing their envy of those who got a sneak peek. Oh well, visit more industry events :)

有趣的是，展会上很多人都以某种方式错过了即将在展位上玩的Game Insight即将推出的标题X-Mercs游戏。然而，互联网上充斥着人们羡慕那些偷偷摸摸的人。哦，好的，请访问更多的行业活动:)

达到期望 (Meeting expectations)

While breaking all the rules, we still had to be relevant to all the people interested in traffic, publishing, ads and user acquisition. So we did a dedicated Unity track.

在违反所有规则的同时，我们仍然必须与对流量，发布，广告和用户获取感兴趣的所有人员相关。因此，我们做了专门的Unity曲目。

The hottest topic in the mobile world nowadays is publishing in China and Korea, but we’re Unity, we can deal with it: welcome Allen Foo of Unity Games China and Erik Hwang of Unity Games Korea. The user acquisition topic is what Everyplay and GameAds were made for, all part of Unity now, and, of course, part of our presence at the White Nights conference.

当今，移动世界上最热门的话题是在中国和韩国发行，但我们是Unity，我们可以解决这个问题：欢迎Unity Games China的Allen Foo和Unity Games Korea的Erik Hwang。用户获取的主题是Everyplay和GameAds的用途，现在是Unity的全部，当然也包括我们在“白夜”会议上的存在。

Doing a PhysX 3 talk in a science-pop setting was a bit of an experiment. If your marketing and user acquisition managers ever ask you about soft body physics, blame Anthony Yakovlev for that, he did a great job.

在科学流行的环境中进行PhysX 3演讲只是一个实验。如果您的市场营销和用户获取经理曾经问过您有关柔体物理学的问题，那就怪安东尼·雅科夫列夫，他做得很好。

得到教训 (Lessons learned)

Dress warm! The calendar said mid-summer, but St Petersburg didn’t play by the rules. The compensation? Beautiful red sunsets and funny pictures of people covered in blankets.

穿着保暖！日历是仲夏时节，但是圣彼得堡没有遵守规则。赔偿？美好的红色日落和在毯子盖的人的滑稽的图片。

The White Nights conference has a strong focus on parties and getting together, so it probably makes sense to focus on that, rather than the sessions.

“白夜”会议的重点是聚会和聚会，因此将重点放在会议而不是会议上可能是有意义的。

The official language of the conference is Russian. Even though the organizers do their best to make foreign guests feel welcome, you’ll get more out of it if your Russian-speaking colleague is with you.

会议的官方语言是俄语。即使组织者竭尽所能使外国客人感到宾至如归，但如果您的讲俄语的同事与您同在，您将获得更多收益。

Prepare to mingle a lot, with a glass in your hand, that is. So now you know, this is how business is done… in this part of the world anyway.

就是要准备好多混合，用手拿杯。所以现在您知道，这就是在世界的这一部分进行业务的方式。