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Zynga首席执行官列举社交游戏设计小技巧

发布时间:2011-05-27 17:06:35 Tags:,,

作者:Dean Takahashi

Zynga首席执行官Mark Pincus运营着Facebook上最成功的社交游戏公司,游戏《FarmVille》的月活跃用户超过2.52亿(游戏邦注:本文发稿于2010年4月,本文数据均以当时为准)。

Zynga员工将近800人,据估算其市值在50亿美元左右。因而Mark Pincus对如何设计优秀社交游戏提出的建议极有价值。

在旧金山的Inside Social Apps大会上,对于如何设计出让玩家迷上的社交游戏,他提出如下建议:

FarmVille(from venturebeat.com)

FarmVille(from venturebeat.com)

1、吸引玩家在游戏中投入时间并与好友分享,表现自己。

2、大胆尝试新想法可以让游戏长期受玩家喜欢。在游戏中做此前未尝试过的事情或许带有风险,但你必须做出些能让用户感到兴奋的内容。在1个月的时间内做出来,如果无法产生效果就撤销。《Mafia Wars》中添加城市的措施就是个例证,比如在核心游戏发生地纽约之外增加城市莫斯科。Zynga每季度都发布新的城市。在《FarmVille》中,Zynga也为游戏中的建筑添加新功能。

3、在游戏发布后的维护过程中,用户参数反馈循环让你明白要将精力投放于何处。移除游戏中不必要的特征以减小其复杂性也很重要。

4、不可忽略用户的快乐程度。

5、保持创新意识。人们想要找到保持他们与朋友参与到游戏中的兴趣点和理由。慈善社交虚拟商品是Zynga首创的做法,比如为海地地震设计的幸福种子,这款商品让公司向海地地震受害者捐赠数百万美元。Pincus说道:“我认为仅靠复制的做法是不够的,你需要进行创新。”(本文为游戏邦/gamerboom.com编译,如需转载请联系:游戏邦

Five ways to make great social games from Zynga’s Mark Pincus

Dean Takahashi

Mark Pincus, chief executive of Zynga, runs the most successful social game company on Facebook, with more than 252 million monthly active users for games such as FarmVille.

His company has nearly 800 employees and is worth, by one educated estimate, about $5 billion. So his advice counts when it comes to figuring out what it takes to make a great social game.

At the Inside Social Apps conference in San Francisco, he offered the following tips on what it takes to get consumers to get addicted to a great social game.

1. Hits come from playing a game, investing time by sharing it with friends, and expressing yourself.

2. Bold beats make hits endure. It may be risky to do something in a game that you haven’t done before, but you have to do something that excites your users. Do it in less than a month and pull back if it doesn’t work. One example is expansion cities in the Mafia Wars, such as adding Moscow to the game where the core game play takes place in New York. Zynga has released a new city pack every quarter. In FarmVille, Zynga has added new functions you could do in the game with buildings.

3. Metrics offer feedback loops that tell you where to double down on your resources as you maintain a game after its launch. It’s also important to kill features that aren’t used in a game to reduce its complexity.

4. Don’t lose sight of user delight.

5. Keep innovating on social return on investment. People want ways to stay engaged with their friends and the interests and causes they want to support. One idea that Zynga pioneered was is social (charitable) virtual goods, such as Sweet Seeds for Haiti, which generated millions of dollars in donations for Haiti earthquake victims. “I don’t think enough of you have copied it,” Pincus said. (Source: Venture Beat)


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