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以Methesda Pinball为例看新混合型F2P手游表现

发布时间:2017-04-17 10:01:56 Tags:,,

作者:Mikkel Faurholm

无论什么类型的F2P手游通常都迎合着现代盈利趋势的,因此他们试图在免费游戏业务和游戏可玩性之间努力创造一些协同增效。但是随着免费手游商业的日渐成熟,我们看到最近的游戏发行趋势很有趣——他们在探寻非传统的手游策略道路,如果你喜欢的话可以叫混合型(hybrid)手游.以下我们来通过最近一款特色游戏来看看这种趋势:

Zen Sudios的《Bethesda Pinball》

这类的游戏在很大程度上都体现了同以下组合的相似性:

 Theme, Meta Systems or Gameplay(from gamasutra.com)

Theme, Meta Systems or Gameplay(from gamasutra.com)

休闲的玩法

类Meta系统与复杂性结合(举例:Live Ops、RPG、升级/运用优先权、多货币系统)

同时关注IAP和广告收入

为了跟传统手游作比较,我们拿几个在Top chart领先位置占了好几年的游戏来作为比较的传统例子:

《部落冲突》(Core&IAP)、《皇室冲突》(Core&IAP)、《糖果粉碎》(休闲&IAP)还有你可以在Top Free list上看到的《Corssy Road》(休闲&Ad-driven)以及每个Ketchapp发行的游戏(休闲&Ad-driven)。

他们的策略看上去似乎很像,不过如果真正对比起来还是有明显差异的。这里真正有意义的问题在于:相比之下这些混合型手游做的好不好。现在我们简单快速地从商业角度(IAP和广告)和以玩家为中心的角度(休闲玩法和核心Meta系统/复杂性)探究下这些混合型手游。

我们一起探究混合型手游的商业方面问题

这些混合型手游有个共同点就是他们很难再在商业成功方面有进一步提升了——因为他们是IAP与广告收益结合的收益流。你会很少看到这类游戏进入排行榜前100,因此很容易忽略他们。尽管作为局外人很难猜测这类游戏在IAP和广告收益之间的比例,不过《Bethesda’s Pinball》和其他该类游戏有一个共同点就是——他们从没有在接近过热门下载或者畅销应用排行的门槛,因此我们至少可以知道这类游戏不怎么火。但是我们可不能就单从盈利策略单方面的劣势就真把它们小看了。这里有很多在这方面有出色表现的该类游戏例子(混合IAP与广告的收益流派)。也许这些游戏的盈利策略在协同效益和整体表现不尽如人意,这是游戏总体失败的一个助力,但不是主要原因。

三角关系和“好心办坏事”体验

这些游戏之所以没能做大的原因之一是缺少休闲玩法和meta系统总体复杂性的协同效益——他们之间隔着一道鸿沟。当免费游戏中主题、meta系统以及游戏性的任一复杂性大大超过了另外两个,这时就会在游戏设计和玩家体验中产生“恐怖谷”效应(这个游戏会变得让人很讨厌)。

《Bethesda’s Pinball》作为一个范例,他可以称得上是让玩家无论在主题还是游戏玩法上都能投入喜欢的游戏。

重点来了!

我猜想整件事情真正的问题出在——《betesda’s Pinball》在实际游戏性与围绕meta系统的体验之间脱节了。

玩家等级、两倍金币、异步PVP、特权/能力加强、排名

Bethesda's Pinball (from gamasutra.com)

Bethesda’s Pinball (from gamasutra.com)

这里没有一个是直接影响游戏性或者游戏叙述/主题(玩家一开始能把游戏玩下去的两个原因)的因素。结果就是meta系统站在路中央挡住了游戏性的去路,像这种“好心办坏事”的经历会造成最后非常令人沮丧的局面。

坦率地讲就是本来是主动追求Meta系统的复杂性到后来变成得被迫把它弄复杂了。所以当玩家到了有潜在消费的需要时,往往不是被游戏本身的游戏性和叙述性所驱使,而是被meta系统以及游戏货币的短缺所驱使的。

能把休闲游戏性和核心META系统相结合从而打破免费手游的执行策略“常态”我是举双手赞成的。我坚定地认为现在正处在游戏的上升时期——开发者正在尝试将休闲玩法、核心META系统和营销策略结合考虑来开创一些新的东西,他们将给游戏的各个方面补上短板,变得更加完美——总会有那么一天的,只是还没到罢了。

本文由游戏邦编译,转载请注明来源,或咨询微信zhengjintiao

Free to Play Mobile Games within all genres usually follow the contemporary monetisation trends, and have tried to create the synergy between the Free to Play business model and Gameplay accordingly. But with the F2P Mobile Games Business continuously maturing, we are seeing recent releases show an interesting trend in mobile games that are trying more unconventional strategies, a F2P Mobile Hybrid if you will. The following looks at this current trend through a recent featured title;

Bethesda Pinball by Zen Studios

On a high level, these kind of games are showing a similar combinations of;

Casual Gameplay

Core-like Meta Systems and Complexity (e.g. Live Ops, RPG, Leveling/XP, multiple currencies)

Simultaneous focus on IAP and Ad-driven Revenue

In Comparison, on a more traditional note, you have games that have dominated the Top charts for ages;

Clash of Clan (Core & IAP), Clash Royale (Core & IAP), Candy Crush Saga (Casual & IAP) and on the Top Free list you would see Crossy Road (Casual & Ad-driven) and everything Ketchapp every released (Casual & Ad-driven)

With the games above it is a two-out-of-three tendency, and choice on Core or Casual, combined with a choice on IAP or Ads. This might seem rather Black ‘n White, but if you compare with the hybrids mentioned above – there are clear differences. The question is then, how are these hybrid doing in comparison. Let’s have a Quick Look at them from a business perspective (IAP and Ads), and from a player-centric view (Casual Gameplay and Core Meta-systems/Complexity).

LET’S GO INTO THE HYBRID BUSINESS

Common for all these hybrids is the difficulty in truly evaluating their commercial success, because of the mix between IAP and Ad-driven revenue streams. You might see these game rarely in the top 100 and quickly write them off as ‘not brining in the dough’. Though the ratio between IAP and Ads is something outsiders can only try to guess, common for Bethesda’s Pinball and others of its kind, is that they haven’t been close to either Top Downloads or Top Grossing, so we at least have an indication that these games aren’t super hits. But we can’t really write Bethesda’s Pinball and others off by looking solely at their monetisation strategy. There are plenty of examples of games that do really well, and utilises a mix of revenue streams. Poor synergy or overall implementation of your monetisation strategies might aid in an overall failing, but I don’t believe it to be the cause.

MENAGE TROIS AND A JEKYLL/HIDE EXPERIENCE

One of the major reasons these games not making it big is the lack of synergy between a casual gameplay and the overall complexity of the meta systems. The gap is simply too big. When either Theme, Meta Systems or Gameplay in a F2P Title is vastly different in complexity compared to the other two, we tend to see a sort of Uncanny Valley in Game design and experience as a player.

In the example of Bethesda’s Pinball game, it fair to argue that players are either drawn by the theme or/and the gameplay. The first problem then occurs in the disconnect between the rather deep narrative of Doom/Skyrim/Fallout and the simplicity of the standard pinball gameplay, but this is a pretty standard implementation of Pinball games outside of the digital realm, so… Well… onwards!

THE POINT!

The real problem, and I guess the point of this whole thing is the disconnect between the actual gameplay of Bethesda’s Pinball and the meta systems surrounding the experience.

Player Levels, 2x Currencies, Asynchronous PVP, Perks/Powerups, Rankings

..None of which directly affect the gameplay, or the narrative/theme. The two reasons why players engaged with the game in the first place. It becomes this, Jykell/Hide experience where the Meta System is standing in the way of the Gameplay, and ends up becoming rather frustrating.

The Complexity of the Meta Systems feels Forced and rather Rushed to be honest. When the player eventually gets to that moment of truth where a potential purchase is afforded, its driven by the meta systems and a lack of currency, not by driving the gameplay or the narrative.

I’m all for experimenting with pushing the boundaries of ‘the norm’ of Mobile F2P executions with combinations of Casual Gameplay and Core Meta Systems and vice versa. I’ll argue that what we are seeing now is the rise of games that are trying to combine some of these Meta Systems, Gameplay and Monetisation strategies in their attempt to create something new, something that will make it on all fronts – but we aren’t there yet.(source:gamasutra.com


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