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如何在用户生成内容的新时代里获得成功

发布时间:2015-09-21 16:56:43 Tags:,,,,

作者:Joost van Dreunen

突然变成主流的独立开发,cosplay,游戏模组,游戏视频内容都重新激活了用户控制的概念。

因为所有人都需要为越来越多游戏,相关视频,评论,附件,升级和扩展内容的出现负责,所以似乎宣称现在是玩家生成内容的新时代再合适不过了。如今单单游戏视频便能够创造38亿美元的收益。

然而用户生成内容并不是什么新鲜内容。自从媒体从一对多的模式转向数字化的多对多模式后,我们便经常能在网上看到一些业余内容创造者。

真正新鲜的是在数字经济中,任何人都能够开发,发行并销售内容,而现在的粉丝经济也成为了一种可行的业务模式。

当然了,我们之前也听过消费者被称为制作人,联合创造者,或者“专业消费者”。在这个数字时代里,那些忙于定制角色并优化角色装备的用户将特别适合我们去创造并消费。

实际上创造玩家与游戏之间的情感联系已经过时了,任何玩过基于铅笔的《龙与地下城》游戏的人便能够证实这点。角色就像微型版本的玩家,如你的《神奇宝贝》的桥牌,《我的世界》的宇宙以及《模拟城市》都能够表现出你是怎样的人。

这将不断壮大你的网络库存。而为了在这里找到你喜欢的东西,你就需要标示的帮助。像Steam等平台便不断致力于完善其规则去帮助玩家更方便地找到自己喜欢的游戏。

还有一种帮助你找到一些有趣的内容的方法,那就是追寻名人的足迹。最典型的便是Felix Kjellberg(PewDiePie)。而他成功的关键便是做真实的自己。就像在面对有人揭露他在2014年赚了740万美元时,他选择公开自己的真实收入以辟谣。

就像Ross Miller在The Verge上所说的:“不管你怎么想,就像许多YouTube上的名人一样,他的成功并不只是关于玩游戏,还在于他与用户之间的互动。而如果没有代理,新闻稿或其它中间人,他便只是在点击记录而已。”

在新兴的玩家市场中真正重要的便是真实性。

从正面影响中获得学习

如果你在E3期间参加了艺电的会议,你便能够理解真实性有多强大。

我们总是能够理解拥有数十亿美元资产的上市公司在向国际用户展示其最顶级团队时总是想要减少误差的原因。说实话,对于许多企业环境中出色的演讲者来说,能够帮助一些大公司看清自己的目标比接近消费者更加重要。

所以对于商业演讲的完美断音让一些非商业人士感到堂皇也就没什么可惊讶的了。不管是不是故意的,艺电通过表现出《Unravel》背后创造性人才的谦逊态度而拯救了其新闻发布会。这也让《Unravel》成为了E3期间人们最常讨论的一款非AAA级游戏。

从过去的成功中脱离出来

markus(from 21cn)

markus(from 21cn)

微软以25亿美元收购了Mojang成为了最佳头条以及产业的的最佳新闻。然而Markus ‘Notch’ Persson有着自己的打算。

该公司网站上是这么写的:“Notch已经决定不想要承担拥有这么一家全球性公司的责任。在过去几年里他一直尝试着想要致力于更小的项目,但是作为《我的世界》的拥有者这一压力变得越来越沉重了。所以对于他来说唯一的选择便是卖掉Mojang。不过不用担心,之后他也会继续制作一些很酷的内容。”

为了制作一些“很酷的内容”,甚至连世界上最成功的独立开发者也要摆脱那些让自己变得出名的东西。在此我们吸取了一大教训:随着玩家生成内容的供求不断增加,不管是大公司还是新人都需要掌握同样的成功秘诀,即做自己。

而这也是我一直期盼的娱乐类型。

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

Keeping it real: How to follow Notch and PewDiePie’s example

By Joost van Dreunen

The sudden rise into the mainstream seen in indie development, cosplay, modding and gaming video content has re-energised the notion that users are in control.

As average people are responsible for a growing amount of available games and related videos, commentary, add-ons, upgrades and expansions, it seems appropriate to declare a new era of gamer-generated content. The market for gaming videos alone now generates $3.8bn.

User-generated content, however, is not new. Ever since media first moved away from an analogue, one-to-many model to one that is digital and many-to-many, amateur content creators have been sharing online.

What’s new is that in a digital economy in which anyone can develop, publish and distribute content, fan economics are now becoming a viable business model.

Sure, we’ve heard it before that consumers are now producers, co-creators, or, worse, “pro-sumers”. In this digital era, it should go without saying that an audience such as gamers, which busies itself with customising avatars and optimising character loadout, is particularly well-suited to create and consume.

In fact, it’s a really old-fashioned way of establishing an emotional connection between players and a game, as anyone who’s played pencil-based D&D can attest. An avatar is a miniature version of you, just like your Pokémon deck, your Minecraft universe and your SimCity all express who you are.

This constantly growing online inventory of things to watch, listen to or play is hugely overwhelming. To navigate it and find the things you like, you need guideposts – markers that help you identify things that match your interests. A platform like Steam is continuously working on improving its algorithm to help you find games you’ll like.

Another way to find the ‘cool’ stuff is following celebrities. The most obvious one is Felix Kjellberg (PewDiePie). The key to his success has been to simply remain true to himself. Case-in-point: his response to criticism following the revelation that he had earned $7.4m in 2014 was widely distributed as evidence of how truthful he was.

According to the Ross Miller over at The Verge: “Love it or hate it, his success – like so many YouTube personalities – isn’t just in playing games but actually connecting with an audience. No agent, press release, or any other intermediary. He just hits record.”

The real currency in this emerging gamer market is authenticity.

Learn from the pros (by not becoming one)

If you watched the EA conference during E3, you understand the power of authenticity. Following the usual blur of superlatives, all meticulously delivered by execs in Armani suits, an awkward static energy started to build up as the various company men insisted on referring to themselves as ‘game makers’.

Understandably, a billion-dollar publicly traded firm wants to reduce the margin of error when presenting its top-level team to a live, international audience. And, in fairness, for many of them being a strong speaker in a corporate environment, able to help a large organisation see their vision, is more important than seeming accessible to consumers.

So it’s no surprise that a flawless staccato of biz speak generates tension in a crowd of non-business folks. Deliberate or not, EA saved its press conference by switching to the modesty of the creative genius behind Unravel. It felt like a release from all the corporate electricity and, following this moment, Unravel became one of the most talked about non-triple-A games at E3.

Getting out is what it’s going to be about

When Microsoft acquired Mojang, most honed in on the $2.5bn it had been willing to shell out. These amounts make for great headlines and even greater industry gossip. But Markus ‘Notch’ Persson had other plans.

A statement on the company’s site reads: “[Notch] has decided that he doesn’t want the responsibility of owning a company of such global significance. Over the past few years he’s made attempts to work on smaller projects, but the pressure of owning Minecraft became too to handle. The only option was to sell Mojang. He’ll continue to do cool stuff, though. Don’t worry about that.”

To make ‘cool stuff’, even the most successful indie in the world needed to rid himself of the very thing that made him famous. In it, we find a lesson: as supply and demand for gamer-created content grows, the rules that govern success are the same for big firms and beginners alike: be yourself.

That’s the type of entertainment I look forward to.(source:develop-online)

 


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