世界各地的游戏开发者正在试图超越农场和饭店游戏，利用新的技术帮助他们增加收入。NPD集团的数据显示，电子游戏零售行业2010年1月的销售额与去年同期相比下降了13%。由于Facebook的改变和其与大型游戏公司激烈的竞争，社交游戏处在病毒营销的最前沿。e23游戏首席执行官Joe Dunn和Flying Wisdom Studios首席执行官Josh Rose出席了主题为“如何提高在线游戏大量用户的黏着度和收益”的SF游戏开发者研讨会。研讨会由Sana Choudary和Japheth Dillman主持，着重讨论了关于病毒式营销、反馈回路和地理定位社交增强现实游戏。
Expert Game Designers Explain Social Augmented Reality Gaming And Virality
Game developers around the globe are looking to move beyond the farming and restaurant games and utilize new mechanics that help them increase virality and revenue. According to the NPD group/Gamasutra US retail video game industry sales in January 2010 decreased 13% from the same time last year. Social games have also suffered on the viral front due to Facebook’s changes and competition from large gaming companies with a lot of effort. To address some of the issues facing developers, CEO of e23 Games Joe Dunn and CEO of Flying Wisdom Studios Josh Rose presented at the SF Game Developer Workshop titled ‘How to Grow your Online Games for massive player engagement and revenue’ hosted by Sana Choudary and Japheth Dillman, to present on virality, feedback loops, and geo-located social augmented reality gaming.
Josh Rose kicked off the panel with discussion of 4 viral metrics he felt are essential to monitor, examining virality from a epidemiological lens. The 4 viral metrics are:
Increase your vectors – more contact points
Be highly contagious – better conversion
Infection duration – keep them in the pool
Reinfected – keep them in the pool longer
The key, Josh Rose explained is, to keep an assortment of rewards and make each game activity be an action that fuels one of the viral metrics. These activities can then be driven by a variety of feedback loops which are a combination of Fixed and Variable ratio schedules for the following categories:
Thus you have 2 Payout types, 2 Interval Types, and 2 Investment types. 2 to the power of 3 = 8, hence 8 feedback loops. An example of a fixed payout, fixed interval and fixed investment would be visiting your friends farm where you get 10 exp points (reward) for every crop you water and can only water 5 farms (interval), each of which take 5 seconds (investment).
Joe Dunn’s discussion on social augmented reality gaming took more of a case study approach, giving the crowd insight into his experience growing their mobile Tagdis game in which users can use creative tools provided by the mobile app to apply graffiti to locations in real-time which then appear to other players looking at locations through their mobile phones who have the app. This mixed world entertainment is young and ripe, according to Dunn, who hinted at the number of opportunities awaiting in this nascent category of social gaming that’s just about ready for the mainstream. The money comes from selling virtual items that help enhance the graffiti experience.
In a nutshell, the state of mobile augmented reality:
605 AR apps in the store
big potential market, hardware at inflection point
The keys to success are allowing users to play with any device, share locations, learn it quickly and come back often. There are a number of issues facing developers like GPS/Compass inaccuracies, lack of ability to play inside, problem playing downtown, network unpredictability, image recognition faultiness and more.
Overall the event is the first of many SF Developer Workshop’s to come which will be hosted bimonthly. The next one is in October. You can check out more details about this previous event here.