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关于DeNA创造成功手机游戏的3大诀窍

发布时间:2013-06-25 15:43:46 Tags:,,,,

作者:Kris Graft

Clive Downie是DeNA西方运营CEO,DeNA总部位于日本东京,这是一家面向Mobage平台开发并发行手机游戏的主要手机游戏公司。

最近我们联系到了Downie,他也阐述了对于今天手机游戏开发者的相关建议。

“在开始创造游戏前明确自己的目标市场。”

这一市场的竞争性甚至高于主机市场的最高点。所以如果你不能明确目标市场以及这些市场的需求,你便可能创造出只是基于自己兴趣的游戏,这并不是你的最佳选择。可以说这是开发者们都必须掌握的常识。

Clive Downie(from community.vfs.com)

Clive Downie(from community.vfs.com)

我们根据游戏模式去划分目标市场。时间能够在很多方面推动着我们去做各种事。各种不同的目标用户为游戏所投入的时间也不同。通过搞清楚这点你便能够决定该提供给他们何种类型的体验。对此我们做了许多用户调查。

我们拥有能力(游戏邦注:即我们能够获得许多参数和调查)。但是我知道这一点对于新开发者而言很难。所以新开发者能做的便是依赖于自己的直觉——我们也是这样开始的。直觉能够提供给你许多答案,但是你也需要拥有一定的运气。

“在免费手机游戏世界中,不要专注于盈利。”

如果你将盈利当成关注焦点,你可能只会在早期获得一些收益,但是从长远角度来看你必然会遭遇失败。在此你必须专注于用户粘性。你必须提供一些值得用户投入时间的内容,并推动着他们尝试着深入挖掘游戏内容,并长达数周,数月,甚至是数年时间待在游戏中。有些游戏已经出现好几年了,但是它们现在的表现却远胜于刚起步之时。

你应该基于那些领域和时间跨度去思考用户粘性,以及你该如何随着时间发展继续运行游戏,并吸引更多玩家回到游戏中,并让他们觉得自己花时间去玩游戏是有价值的。如果你不能做到这些,玩家并不会长时间待在游戏中,而最后你也不可能从他们身上捞到钱。消费者只会在开心的时候才花钱,也就是在他们从自己所花费的时间中获得价值时。

“考虑与发行商或其它合作伙伴合作。”

在这个领域中获取用户成本非常高。你的支出必须始终低于用户的终身价值。这时候利用那些拥有更大的网络并获得广告公司支持的合作者将能帮你省下不少钱,并且你所获得的利益也会大大超过所需要支付的合作费用。

(因为DeNA本身就是一家发行商,所以Downie会提出这点建议也不无道理。但是如果你可以独自发行游戏的话为什么还需要寻找发行商呢?)

因为这能够有效地减少开发者的用户获取成本,而我们所做的便是提供制作建议,以及现场操作学习服务。我们知道这是一个充满竞争的市场,ngmoco在早期也面临着这种境况。所以在此的论据便是发行商等合作伙伴能够帮助开发者提高用户粘性,获得盈利并减少用户获取成本。

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

DeNA’s 3 tips for mobile game success

By Kris Graft

Clive Downie is CEO of Western operations for DeNA, a leading mobile company based out of Tokyo, Japan that develops and publishes mobile games on the wide-reaching Mobage platform.

Recently, we got Downie on the phone and asked for pieces of advice for today’s mobile game developer. Here’s what he told us, word-for-word.

“Know who your market is before you start making a game.”

The market is even more competitive than even at the high point of consoles. So if you don’t have a clear idea of what your market is and what their needs are, you end up creating a game based on your own interests, which isn’t always the best route. Know your market and design a game for your market needs. It’s a simple statement, it’s such common sense, but it’s often not the case.

We break down our target market based on their play patterns. Time is really the thing that drives us in many aspects of what we do. There are various segments of the population that play games for different amounts of the day. That will dictate what kind of experience you can put in front of them. We also do a lot of consumer research.

We’re in a position [where we can access a lot of metrics and research]. But I know that’s very hard for new developers to do. So what new developers have to do is rely on instinct — we all started there. So instinct can give you the answers, but then you have to dial in a bit of luck.

“In the world of freemium mobile games, don’t focus on monetization.”

If you focus on monetization as your first focal point, you will maybe score some early wins, but in the long term you’ll lose. You have to focus on engagement. You have to focus on providing people with a valuable use of their time, first and foremost, every single day, and really try to understand what the “journey” is of that game, over the weeks, months and maybe even years. Some games out there are years old, and they’re doing even better now than they were at the beginning.

Think about the engagement in those areas, in those time spans, and how you will continue to operate the game over those timelines to keep people coming back, providing a valuable use of their time, day-in and day-out. Otherwise, they won’t stay around, and ultimately you won’t get their money. Consumers pay when they’re happy — that is, when they feel they’re getting value out of spending their time.

Focus on the engagement more than money, and the live operations.

“Consider working with a publisher or a partner in the space.”

The cost of acquisition in this space is rather high. You need to always be spending below what the lifetime value of a consumer is. And trying to navigate that equation is tough. So using a larger partner who has access to both a large network and also buying power with the advertising companies can really save you some money, and it’s worth, in my opinion, the partnership fees.

[DeNA is a publisher itself, so it makes sense Downie would suggest this. But why would someone want a publisher on a platform on which you can self-publish?]

The argument is that it can reduce acquisition costs by a substantial amount, and what we do with products that come into our network is we provide production advice, and provide people with live operations learning. We just know from having been there, certainly as ngmoco early on, that it’s a fiercely competitive market. So the argument is to help with engagement, monetization and acquisition.(source:gamasutra)


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