苹果App Store是个颇受欢迎的游戏商店，众多开发商参与其中，众多应用入驻该地。后者存在的问题显而易见：每月有无数应用入驻商店，激化该市场的竞争性，应用因此很难崭露头角。应用的生死存亡维系于榜单排名，而这又是通过下载量来体现的，用户唯有先发现应用，接着才有可能下载应用。对于那些没有大量营销预算的应用来说，App Store曝光度就显得尤为重要，这不仅是开发商成功的保障，同时还能够方便消费者发现高质量应用。
最终结果是苹果开始对消费者同内容伙伴之间的联系给予更多关注，但应用要在App Store获得曝光度还是颇具难度。对于App Store过于拥挤的现状，苹果尚无任何解决对策，但其无疑开始提高应用曝光度及提高各个公司和开发商的营收底线（游戏邦注：正是这些公司推动App Store的成功）。
虽然游戏对Facebook用户粘性策略越来越重要，但公司重新定位自己，积极鼓励用户通过新推出的Discover New Games模块发现新游戏。这个模块是最基本的社交曝光工具，是告知用户好友所体验游戏的工具条。用户相信好友，可能通过点击游戏变相增加社交联系。最新更新内容通过添加定制选择，更多或者更少展示内容，帮助终端用户严密控制自身曝光率（更多或跟少），同时通过添加个性化元素提高总体体验。
Game Discovery, Engagement and What the Big Players Are Doing
By Jennifer Bartlett
It’s clear that game and app discovery is no longer merely an emergent service or strategy, but is now a core concept that has arrived in full force. From our own GameCoins to RewardVille and TeePee, we’re seeing game discovery solution launches and funding announcements left and right. Some of the biggest players in the space are reacting in different ways: who’s jumping in the fray, are they doing it right, and what does it mean to game developers?
Apple’s App Store is an incredibly popular gaming destination with a huge amount of developer support and apps to offer. The problem with the latter is self-evident: thousands of apps are launched every month, making for an incredibly competitive marketplace in which it is extremely difficult for an app to get noticed. An app lives and dies by its chart rankings, which are driven by downloads… and no one downloads an app they don’t find. For those without huge marketing budgets behind a launch, discovery has become the crucial factor in the App Store, not only to help ensure success for developers but also to help consumers more easily find quality apps.
Apple has implemented a number of discovery mechanisms, like Genius to create dynamic music playlists or discover a new app based on what’s already been downloaded, but there’s still room for innovation. As it stands, developers do have a few proven options to drive discovery: free app distribution increases downloads (and thus ranking), while in-app cross promotion has been shown to be effective in driving user acquisition. However, other successful methods have seen backlash from Apple as the company more closely controls discovery and tests new methods. Incentivized discovery (e.g. pay-per-install models, in which users receive virtual goods by downloading a new app) has seen restrictions and elimination, while Apple continually tweaks its chart-ranking algorithms, most recently placing greater emphasis on usage.
The end result is that there are definitely efforts being made to ensure that Apple’s consumers are being connected with its content partners, but it remains very hard to be discovered in the App Store. There is no one answer to App Store overcrowding at the moment, but we can be sure Apple is working on something that helps with discovery and improves the bottom line for the company and the developers that are making the App Store such a success.
It’s no surprise that everyone’s favorite trillion dollar social network is well aware of discovery and its importance. As an emerging platform for online games, Facebook has, from the early days, both supported and inhibited game discovery mechanisms for developers. Having a game on Facebook presents great opportunities, but also risks encountering unexpected changes to the network’s communications policies, particularly in regards to how a game may communicate to users within the network. When Facebook first opened up to third-party developers, it was the Wild West for games, and many developers took advantage. With barely any limits to the ability to appear in news feeds, games rapidly attained viral awareness. This didn’t last; Facebook has, understandably, put tighter restrictions on these communications channels to maintain the integrity of social exchanges (i.e. eliminate spam).
As gaming becomes more important to Facebook’s engagement strategy, however, the company has repositioned itself and actively encourages the discovery of new games through the recently introduced Discover New Games module. This module is social discovery at a basic level: a sidebar shows users what games friends are playing. Users trust their friends and are likely to click as another form of connecting socially. A recent update added a customization option to show the module more or less often, allowing end users to more closely control their own discovery rate, adding an element of personalization that will improve their overall experience.
Facebook has taken some steps to help game discovery, but the real question is if the company will build a more robust discovery service to help developers flourish on an increasingly competitive platform. The discovery module is an indication the company realizes the importance of games, but Facebook itself is about much more than just games, and it’s not clear what level of support they’ll offer developers. Perhaps what’s coming is a dedicated Facebook games portal, which raises a much more interesting proposition about how games will be indexed, promoted and found. In the meantime there continues to be a need for specialized providers who can provide preference-based discovery, and more importantly, take discovery beyond one platform. Services like AppStrip and Applifier are indicative of this, and others are likely gearing up for launch.
Why examine Zynga separately from Facebook? After all, Zynga rose to dominance by building an audience through Facebook, and still largely operates through integration with the social network. But of course, that’s the very reason to discuss the two companies separately. As the biggest operator on Facebook, Zynga is also the company everyone is gunning for. With countless competitors entering the space and increasingly limited time for gamers to play all the different games available, Zynga knows it needs to do everything it can to reduce churn and drive continued engagement across its library of titles.
Enter RewardVille, launched this past March. A full game discovery and re-engagement platform, RewardVille incentivizes active play-time and cross-title loyalty among its user base through currency rewards. The destination also serves to attract new users who might stumble upon the site in search of rewards and special events – like, for instance the latest co-marketing campaign with Lady Gaga. RewardVille achieves two core discovery concepts that are clearly evident: centralization and incentives. Currency incentives encourage action, giving users tangible awards for trying and playing games, while centrality allows the developer to easily cross-promote within a communal environment that users can trust.
Zynga is doing it right, but RewardVille does have shortfalls if you’re looking for inspiration: it’s not a model easily copied (both expensive and technically difficult to execute) and is reserved only for Zynga titles.h
What are you doing to make sure your game is getting discovered? Your options are greatly dependent on your platform, and different tools are available depending on where you’ll use them. It’s important to keep in mind that the big brands are increasingly focused on discovery and continued engagement. It will be important for all of us to acknowledge how discovery is being utilized as a tool across multiple platforms to drive success, and equally valuable to understand what might be missing so as to encourage new startup ventures that serve the needs of everyone involved: the platform holder, the developer, and the consumer. We can all learn by watching these companies adapt to an increasingly competitive marketplace – more importantly, we’ll definitely have to react to them.（Source：gamezebo）