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Facebook游戏的赠送礼品功能已丧失社交意义?

发布时间:2011-01-14 17:17:43 Tags:,,

互相赠送礼品是Facebook游戏最重要的社交功能之一。长期以来,各种社交游戏一直鼓励玩家向好友赠送礼物或从朋友处收获礼物。因此,互相赠送礼品也正是病毒式传播渠道和游戏黏性的主要动力之一。不过Funtank公司的Robin Yang却另有看法,他最近在一篇文章中宣称Facebook游戏的赠送礼物功能已“破产”。

gift

gift

据游戏邦了解,Yang的主要观点是Facebook游戏的互赠礼物功能并不是真正的社交互动行为。她从心理学角度指出,社交游戏中的送礼活动与现实生活并不相同。

现实生活中的礼物总是包含某种情义。购买、赠送礼物需要花一些钱,人们也会根据送礼对象慎重挑选礼品。更重要的是,人们在现实生活中绝不会在送礼的同时附上一则便笺要求对方回赠礼物。

据游戏邦了解,Facebook游戏之所以如此重视赠送礼物功能是因为它能促进游戏两大指标的增长:首先,赠送礼物功能有助于吸引新玩家,保持他们参与游戏的热情。另外,赠送礼物功能也是Facebook早期获得成功的主要游戏机制之一。只要是社交游戏玩家,就难免需要与好友不断进行礼尚往来。

尽管玩家知道这种礼品互赠功能并不具备现实的社交意义,但他们仍认为该功能是最基本的Facebook游戏机制之一,他们乐于向好友请求礼物和收获礼物,当然也同样喜欢赠送礼物给对方。

Yang另外还提议,应该通过限制每日送礼数量,增强送礼的意义;同时建议玩家只在某些有特殊意义的时刻,如获得某项游戏成就时,才向对方赠送礼物。不过,这些方式可能对游戏黏性及病毒式传播产生一定的负面影响,很难在游戏中实现。还有部分玩家认为,只有提升游戏的社交意义,才能真正促进社交游戏的长远发展。(本文为游戏邦/gamerboom.com编译,转载请注明来源:游戏邦)

Gifting is one of the largest social features in Facebook games. Games are constantly encouraging us to send gifts to our friends or ask for gifts from our friends. It’s a major driver of virality (the growth of games) and also of retention (what keeps players coming back). Robin Yang, a producer at Funtank, has written a post stating that gifting is broken.

Yang’s main argument is that gifting is not truly social in its current implementation. She claims that there are not many parallels between the psychological drivers for sending gifts in real life with gifts in social games. In real life, gifts have true meaning behind them. Gifts cost money to purchase and send, and you will generally choose a present for a recipient very carefully. In addition, you would never send a gift in real life with a tag attached to it requesting a gift to be sent back to you.

The fundamental reasoning behind gifting is that it drives two of the three key metrics for Facebook games. It brings in new players and it helps to keep them around. Gifting has been a carefully honed mechanic since the very first Facebook applications found it to be successful. Social games adopted the feature when it was clear that gifting provided very significant benefits to the game. Gifting did not end up in its current incarnation by accident. You are surely being exploited to increase beneficial numbers for the game you’re playing.

However, many players will readily admit that gifting is a major part of playing Facebook games. Players enjoy requesting and receiving gifts, and they love sending gifts to friends. It might not be as social and meaningful as it could be, but players do enjoy it as a fundamental part of social gaming.

Some of Yang’s suggestions include limiting the number of gifts you can send per day to make each one more meaningful. She also suggests that gifts should be sent for achievements and particular moments of joy within games, and not just a casual mass spamming of all your friends on a daily basis. My first instinct is to think that this would actually hurt the game’s retention and virality, and that it would be very hard for games to adopt. Other people feel that making the games more social will actually help them grow in the long run. (Source:Games.com)


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