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社交游戏植入虚拟交易内容的10点建议

发布时间:2011-08-29 11:09:20 Tags:,,,

作者:Melissa Higbee

社交媒介给各公司带来众多独特机会。有些公司已把社交游戏机遇转化成数百万收益。通过将定位广告植入社交游戏、社交媒介网站和社交应用,各公司获得创收新途径。多数情况下,他们在这些社交游戏中创造虚拟经济。这些创收机会可将社交网络同社交游戏和其他应用结合起来。

money blogging from  avenuesocial.com

money blogging from avenuesocial.com

若你意图通过社交游戏获得适当营收,需把握某些要点。首先,并非所有社交游戏的创收水平都一样。社交游戏存在众多决定其营收水平的因素,其中包括:

* 游戏主题和机制

* 游戏风格

* 游戏本身对虚拟货币的需求

* 虚拟交易在游戏中的推广程度

* 游戏对终端用户的吸引力

* 游戏玩家的留存率

* 用户是只体验一次游戏,还是在一段时间里体验数次

若能够优化所有这些因素,你就能更好基于既有社交游戏创收。

在你将虚拟交易内容植入社交游戏前,有个方面需要考虑:游戏是否有趣?游戏体验过程是否趣味横生?用户是否喜欢游戏此游戏?用户的喜欢程度是否能够促使其邀请好友加入?若这些问题的答案是“否”,那么你就需要重新开始。重回最初阶段,设计玩家希望体验的社交游戏。若没人想要体验你的游戏,那游戏就还不适合植入虚拟交易内容。所有这一切的前提是游戏要富有吸引力。

以下是社交游戏盈利最大化的10点建议:

1. 定义IAP营收模式。IAP就是你创收的地方(游戏邦注:玩家要在何处往你的社交游戏“输入”金钱)。这分3大类:功能性、装饰性和行为性。功能性物品改变游戏运行方式;装饰性物品改变游戏外观;行为性物品改变游戏与玩家的互动方式。

2. 将IAP营收模式同货币联系起来。你会希望借助二元货币系统:通过游戏货币(例如金块、金砖和小道具)鼓励和吸引玩家。你将通过RMT(真实货币交易)进行创收。玩家通过购买积分获得金块、金砖、小道具或其他充当游戏货币的物件。

3. 确定玩家货币来源。玩家可通过若干渠道获得货币。他们可通过完成关卡,进行特定任务,或者只是登陆。但付费货币可通过现金购买,接受广告内容,购物,或其他实际营收渠道。

4. 平衡粘性和创收。确保玩家充分享受游戏,促使他们在“需要”掏钱前迷上游戏。确保所有潜在玩家亦是如此。但让愿意掏钱的玩家比其他玩家加快游戏进程。

5. 观察游戏转换率。不要定价过低,或创造低价感觉。而定价过高则会造成价格虚高的情况。

6. 须知玩家希望游戏具有沉浸性。你可以在游戏尚未植入所有功能前发行游戏。玩家希望你不断调整和完善游戏,所以请充分把握这点。

7. 推广虚拟货币。确保玩家能够添加积分,最好在所有画面都显示这一功能。充分利用各种渠道(游戏邦注:不论是消息动态,还是游戏通知)告知玩家,只需点击1下或2下便能获得更多积分。

8. 保持货币需求。通过提供特定关卡仅有的虚拟商品,易腐物品,或新鲜独特内容,拉动需求。排行榜的设置亦是如此。

9. 保持平衡经济形态。调整转换率,查看进展状况,但不要过度变动RMT情况。

10. 持续调整策略。测试和衡量各种渠道,查看用户反应。(本文为游戏邦/gamerboom.com编译,如需转载请联系:游戏邦

10 Tips to Monetize Social Games

by Melissa Higbee

Social media present businesses with many unique opportunities. Some companies have turned the potential of social games into multi-million dollar ventures. By inserting targeted advertisements into social games, social media websites, and social applications, companies have been able to take advantage of untapped sources of revenue. In many cases, they’ve created virtual economies in these social games. Those monetization opportunities tend to run the gamete from social web site to social games to other applications.

Still, if you’re going to monetize social games properly, there are some things that you need to know. First of all, not all social games monetize the same. There are a number of factors in a social game that can determine its monetization potential, including:

* The theme and mechanics of the game

* The style of the game

* The demand for virtual currency within the game itself

* How the game balances its ups and downs

* How monetization is promoted within the game

* How engaging the game is for the end users

* How users of the game are retained

* Whether users tend to use the game once and discard it or whether they use it multiple times over a longer period

When you’re able to optimize each and every one of these components, you’ve got a much better chance of squeezing all of the monetization you can get out of any given social game.

Before you even look at monetizing your social games, there’s another aspect that you need to consider: is the game fun? Is it fun to use? Will your users like to play the game? Will they like it so much that they want to invite their friends? If the answer to these questions is “no,” then you need to start all over. Go back to the beginning and build a social game that people will actually want to play. Your game is never going to be ripe for monetization if no one wants to play it. It has to be engaging before you do anything else.

Here, then, are 10 tips that will help you squeeze the most you can from a social game:

1. Define your sinks. Sinks are where you make money – where the user “sinks” money into your social game. These fall into three separate categories – functional, decorative, and behavioral. Functional sinks change the way the game works. Decorative sinks change the way the game looks. Behavioral sinks change the way the game interacts with the user.

2. Connect your sinks with currency. You want to use a dual currency system: an in-game currency (like blocks, bricks, widgets, or whatever) to encourage and engage users. You’ll use RMT currency to monetize. Users buy credits in order to get blocks, bricks, widgets, or whatever you’re using for the in-game currency.

3. Identify user sources of currency. There are a number of places your users can get currency. They can complete quests, do specific tasks, or just log in. Premium currency, however, comes from cash payments, from accepting ad offers, shopping, or some other actual revenue source.

4. Create a balance between engagement and monetization. Give your user enough to enjoy the game and even become a little bit hooked on the game before they ever really “need” to lay out any cash. Let anyone who wants to play your social game do so. However, let those users who are willing to pay advance through the game more quickly than the rest of the users.

5. Watch your exchange rate. Don’t set it too low, or there will be a low perceived value. Set it too high, and you’ll have high inflation.

6. Realize that users expect games to be involved. You can release a game even before you’ve implemented all of the features. Users expect you to constantly make changes and improvements to your game, so take advantage of that fact.

7. Promote the virtual currency. Make sure you’re always offering the option for the user to add credits. Show there balance on every screen. Utilize everything from news feeds to in-game notifications to messaging to let the user know that more credits are just a click or two away.

8. Keep currency in demand. By offering level-specific purchasable goods, perishable goods, or new and unique content, you drive demand. The same goes for leaderboards.

9. Keep a balanced economy. Tinker with the exchange rate to see how things work, but never flood the RMT currency.

10. Adjust your tactics as time goes on. Test and measure various approaches, and then see how your users respond.(Source:avenuesocial


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