我该如何完善游戏从而让它能够赚到更多钱呢？

在免费游戏产业中，这是一个非常重要的问题，并且是我经常被问到的一个问题。虽然并不存在唯一的游戏成功准则，但是那些获得盈利的游戏往往是因为发行商或开发者采纳了以玩家为中心的方法（游戏邦注：即专注于提高游戏的用户粘性）。

总之：如果玩家未能沉浸于游戏中，他们便不会为游戏花钱。

在每一款获得商业成功的游戏核心都拥有一个突出的创造性理念，并伴随着优秀的游戏设计和专业的开发过程。如果你做到了这些，你就算获得90%的成功了。而最后的10%是关于如何平衡游戏中的经济，即你如何构建奖励机制，并且在什么时候触发盈利机制。如果在这些内容中的任何一环出现错误，你的游戏很有可能前功尽弃。

免费游戏中出色的盈利并不是强迫玩家去消费——其实恰恰相反。这是关于提供给他们机会往自己的游戏体验中添加价值。在免费游戏设计中，严酷的盈利方式仍然很常见，因为产业是独自发展起来，但却不是一定要这样。

DeltaDNA通过研究100多款免费游戏的游戏设计和盈利机制而去理解为什么玩家不会在游戏中花钱的10大理由。

1.试图尽快实现盈利

如果在免费游戏中拥有较低的留存率，那么最常见的问题便是发行商和开发者在玩家真正沉浸于游戏前就急着向他们要钱了。

实际上，我们所分析的62%的游戏都伴随着这一问题。

只提供给玩家花钱这一选择只会得到一种结果。你需要设计出能让玩家无需花半分钱便看到结局的游戏；这不仅能够提高游戏的用户粘性，同时还能够推动玩家在游戏中的长期消费。

2.缺少博彩或“百宝箱”机制

随机的获胜机会便是推动玩家免费或以较少的游戏内部货币获取一个非常昂贵的道具的一种简单的方法。不想花钱的玩家将会乐于接受这样的机会。而对于那些愿意花钱的玩家，这也能够鼓励他们为了获得稀有的道具而回到游戏中或购买额外的百宝箱。

这是一种未被充分利用的机制，至少有93%的游戏未能提供这样的机制。

3.缺少指明方向

从我们所研究的游戏中可以发现，大多数游戏在指明方向上都表现得很糟糕（63%的游戏）。虽然这看似很明显，但如果玩家不能轻松地找到游戏中的商店，他们便不可能从中购买任何内容。

4.糟糕的商店布局

store-layout(from eHow)

就像在购物商场中一样，如果你的商店布局太糟糕，玩家便会在寻找一款特殊道具的时候受挫。商店必须突出一些简单的类别，最好还可以单独设立一栏能够使用现金购买的内容。

5.极小的库存范围

如果只提供少量的一些道具将导致只有少部分玩家愿意花钱购买，但是新奇的东西将能够吸引更多玩家，并推动收益的飙升。大约有2/3的游戏缺少一个适当的库存范围。要知道更多道具才能带来更多收益！

6.缺少昂贵的道具

如果玩家很喜欢一款游戏，他们便会想要花钱去完善自己的体验，特别是这么做能够让自己与其他玩家区别开来时。对于具有较高用户粘性的玩家来说，付费道具必须是特别的且值得做出投资的内容；即那些能让他们脱颖而出的道具。在这里我们并不是说那些价值50美元的宝石。

7.糟糕的鲸鱼玩家管理

于是便出现了一款游戏最忠实的玩家便是游戏最大的粉丝和赞助者的情况。所以你应该提供给他们奖励，否则他们会选择离开，将自己的钱投在其它地方。

8.漫长的购买过程

没有人会喜欢排长队去买东西，如果这个过程需要花费很长时间，玩家便会失去购买欲望。这真的是一个很容易解决的问题，但是我们却发现48%的游戏在这一过程的设置中表现得很糟糕。

9.不提供捆绑销售

提供给玩家捆绑销售能够呈现给玩家真正的价值。例如在购买一包资源时提供一个免费角色或者以折扣价同时出售一个武器和汽车等都能让玩家开心不已，并因此使其变成忠实的玩家——也许他们就会变成你的鲸鱼玩家。

10.缺少定制选择

付费装饰道具是同时推动用户粘性和盈利的最佳方法——现在只有52%的游戏注重突出这一机制。你应该提高给玩家许多不同的方法去定制自己的游戏玩法，这能够立即提升游戏的价值和玩家的忠诚度。

（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）

10 reasons why players do not spend money

by deltaDNA

How can I change my game so that it makes more money?

That’s the million-dollar question in the free-to-play game industry, and one that I’ve been asked nearly as often. And while no single formula for success exists, games that monetize best are where the publisher or developer has adopted a player-centric approach focused on engagement.

Bottom line: If a player isn’t engaged, they won’t spend.

At the core of every commercially successful game, you must have an outstanding creative idea, with great game design and expert development. If you’ve got those things in place, you’re 90 percent there. The final 10 percent is about how well you have balanced the in-game economy, how you’ve structured rewards and at what point the monetization triggers kick in. Get any of these things wrong and your game won’t reach its full potential.

Good monetization in F2P games is not about forcing your players to spend — quite the opposite. It’s about giving them the opportunity to add value to their playing experience. Harsh monetization is still commonplace in F2P game design as the industry learns on its feet, but it doesn’t have to be this way.

DeltaDNA has studied the games design and monetization mechanics of over 100 F2P games to understand the top 10 reasons why players do not spend in-game.

1. Trying to monetize too early
With retention rates typically low in F2P, the classic mistake that publishers and developers make is hitting players up for cash before they’ve had a chance to become engaged.

If fact, 62 percent of the games we analyzed had this problem.

Putting players in a situation where their only option is to pay money will only have one outcome. You need to design games so that players can reach the end without spending a single dollar; this will foster better engagement and ultimately increase spending in the long term.

2. No gambling or ‘magic box’ mechanics
The random chance to win is an easy way for players to potentially get a very expensive item for free or for a much smaller amount of in-game currency. Players who don’t want to spend will be happy with the free chance. For those that do spend, this will encourage them to return or purchase additional magic boxes in order to win the rare items.

It’s a vastly underutilized mechanic, one which 93 percent of games fail to offer.

3. Lack of signposting
From the games we studied, poor signposting was evident in the large majority (63 percent). While it may seem obvious, if players can’t easily find the in-game store, they won’t buy anything from it.

4. Poor store layout
Just as in the mall, if your store isn’t laid out well, players will get frustrated when trying to find a particular item. Stores need to feature simple categories, ideally with a separate one for real-money purchases.

5. Poor inventory range
Having just a handful items available may result in a few players making purchases, but the novelty will soon wear off with players, sending revenues south. Well over two-thirds of games lack a good ranger of inventory. More is more!

6. Lack of expensive items
If players are enjoying a game, they’ll want to spend money to augment their experience, especially if it sets them apart from other players. Premium items for highly engaged players need to be really special and worth the investment; something that will make the player stand out from the crowd. We’re not talking about a $50 worth of gems here.

7. Poor whale management
It follows that a game’s most engaged players are going to be its biggest fans and spenders. So reward them, or they’ll leave and take their money elsewhere.

8. Lengthy purchase process
Nobody likes waiting in line to make a purchase, and if the process takes too long, it can result in an abandoned cart. This is a really easy one to address, yet we found in 48 percent of games analyzed the process was poor.

9. No bundle offers
Offering players bundle deals presents real value to players. For example, promotions such as a free character when buying a pack of resources or offering a weapon and vehicle together for a discounted price keeps players happy, and happy players are loyal players — and maybe your next whales.

10. Lack of customization options
Status is everything. Paid cosmetic items are a great way to drive both engagement and monetization, something 52 percent of games now feature. Give players as many different ways to customize their gameplay — it adds immediate value and loyalty.(source:venturebeat)