游戏邦在:
杂志专栏:
gamerboom.com订阅到鲜果订阅到抓虾google reader订阅到有道订阅到QQ邮箱订阅到帮看

在游戏中向玩家提供适当信息的6大规则

发布时间:2012-11-02 10:58:55 Tags:,,,,

作者:Frank Cifaldi

根据分析,同一款游戏中总是存在着各种类型的玩家,而开发者通过提供具有针对性的信息能够为玩家创造出个性化的游戏体验。

例如,当玩家发现一个任务太过困难,或者因此而感到沮丧时,游戏信息便可以作为一种适当的提示而出现,帮助他们走出困境;当玩家因为游戏感到厌烦时,信息也可以作为一种奖励或更复杂的挑战,让玩家重拾兴趣而不愿离开游戏。

即使玩家没有为游戏掏腰包,游戏也应该给予社交玩家一定的奖励,因为这类型玩家的影响大大超越了他们所生成的利益以及高价值玩家所具有的影响力,所以游戏应该为他们的忠诚与奉献提供奖励。游戏对于实时玩家行为的回应将成为今后几年的游戏标准,玩家也希望能够与自己所尝试的游戏进行更深入的互动,并获得游戏的支持,从而推动着自己在游戏中的进一步发展并感受到更有趣的游戏体验。

message(from appadvice)

message(from appadvice)

1.物以稀为贵

切忌提供过多信息,特别是在游戏早期,当玩家正在经历教程之时。不久前我玩过一款赌场游戏,但是在我还未进入游戏大厅前就得到了游戏所提供的货币折扣。

在手机游戏中,推送通知,游戏内部信息,更新提示,商业信息以及每日奖金等内容都有可能压得玩家喘不来气。如果你在游戏设计中添加了大量的信息,请一定从可怜玩家的角度去思考他们到底会从中获得怎样的体验。

2.拥有足够的耐心

在玩家还未完全沉浸于游戏前就向他们开口要钱只会引发各种麻烦的用户留存问题。游戏的前几个关卡应该呈现出游戏的相关功能,并鼓励玩家产生各种期望性行为(游戏邦注:如进入商店购物或学习如何定制自己的角色等)。

那些在最初环节中花钱的玩家更希望能够立即得到满足,但却不愿意继续为游戏花钱并且总是很快就会放弃游戏。而其他玩家则会抓紧脚步去追求更高的价值。当玩家在经历了前面几个关卡并挣得了自己的收益时,他们便开始沉浸到游戏中,并通过在之后所付出的更大努力而逐渐变成高价值的玩家。

3.给予建议而不是指导

玩家并不喜欢被剧透;他们更愿意自己去寻找真相。所以游戏内部的信息应该只是一种提示或建议,绝不能是指导或命令。适当的信息语调能够创造出真正吸引人的游戏环境,而优秀的信息编写技巧也是一种不可低估的重要资产。

4.请勿错失良机

不要等到玩家再次回到游戏后再给予他们奖励;因为如果他们不再回到游戏中,他们便永远不知道存在这种奖励!请一定清楚地告诉玩家哪些行为能够为自己赢得奖励。

5.利用触发器

同样地,如果玩家的资源正在逐渐枯竭,那就提供给他们适当的补充;如果这是在早期的游戏阶段,那就奖励他们更多资源。如果玩家在一个任务中反复遭遇失败,你便需要尽快采取适当的行动。而执行触发器便能够让你即时获得所需要的信息。

6.凡事都要适当

最有效的信息便是能够让玩家感觉到对自己真正有帮助的内容。基于玩家的游戏类型对其进行划分能够帮助你明确不同的提供内容,如给予好斗的玩家武器和弹药,给予被动的玩家盾牌和助推器,给予那些喜欢装饰角色的玩家各种装饰物等等。

玩家进行首次消费的原因多种多样。适当的信息设置比起统一或盲目的瞄准对象更为有效。

本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

6 rules for writing F2P messaging your players will actually read

By Frank Cifaldi

Once analytics have determined the different player experiences in-game, it is then possible to build personalized experiences with players through targeted messaging.

For example, if a player is finding a mission too difficult and becoming frustrated, messaging can be used to offer appropriate hints and tips, or if they are bored they could be given incentives or tougher challenges so they remain engaged and don’t leave the game.

Social players should be rewarded even if they don’t pay to play, as we know their influence far surpasses their direct income generated and high value players are, of course, rewarded for their loyalty and commitment. Games that are able to respond to real-time player behavior will become the norm in the next few years and players will come to expect a level of support and interaction with the games they play, allowing them to progress further and take greater enjoyment from the experience.

1. Less is More

Don’t over-message, especially while players work through tutorials in early sessions. I was offered a discount on coins in a casino game the other day even before I had reached the lobby for the first time.

In mobile games, the combination of push notifications, in-game messages, prompts to update the version, offers, daily bonuses etc. can be overwhelming. As you build generic messages into the game design, take a minute to think of the experience from the poor player’s point of view.

2. Be Patient

Asking for money before the player has engaged with the game creates retention issues. The first few levels should be about showcasing the game’s features and encouraging desired behaviors e.g. visiting the store or learning to customize your avatar.

Players who do actually spend in the first session tend to want ‘instant gratification’ but will not necessarily continue to spend and quickly fall out of the game. Others will fast-track to high value. Once players have passed through the first few levels and ‘earned their spurs’, they are engaged and so much more
likely to monetize and turn into high value players.

3. Suggest, Don’t Instruct

Players do not like to be told; they prefer to discover things themselves. Consequently in-game messaging should hint and suggest rather than instruct and command. Appropriate message tone is vital to create an engaging environment and good copywriting skills are an under-valued asset.

4. Don’t Let the Horse Bolt

Don’t wait for players to return before you award them with a bonus; if they don’t return they’ll never know! Clearly sign-post which behaviors will generate rewards.

Being coy is not a good thing in marketing.

5. Triggers Are Good

Similarly, if a player’s resources are depleted, make them an offer, or if at an early stage in the gameplay, even gift them some more. If a player repeatedly fails a mission, you need to take action before it is too late. Implement triggers to enable timely communications.

6. Be Appropriate

Ultimately the most effective messaging is when the player feels it is directly relevant to them. Segment players based on their playing styles to enable you to make relevant offers e.g. weapons and ammo to aggressive players; shields and boosters to passive players; decorative inventory to players who like to customize their character.

There are a variety of reasons why players take the plunge towards first payment. Making an offer that is appropriate is far more likely to succeed than uniform or blunt targeting. (source:GAMASUTRA)


上一篇:

下一篇: