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MocoSpace调查称“游戏化”有助于增强用户黏性

发布时间:2011-04-15 14:12:49 Tags:,,,

今天许多人都已知道,所谓的“游戏化”是指在非游戏内容中添加游戏元素以增强用户黏性。最近由手机社交平台MocoSpace所做的一项调查表明,游戏玩家比社交网站用户更易参与网络活动。

MocoSpace在3月份时以“匿名”形式调查了1万名该平台的智能手机用户(游戏邦注:MocoSpace用户总数为1800万),结果发现尽管游戏玩家素有社会异类、只对游戏有热情的恶名,但实际上社交游戏玩家拥有的朋友数量是非游戏用户的3倍左右(前者平均50个朋友,后者平均18个朋友);游戏玩家在MocoSpace投入的时间也比其他用户更多,他们在该平台逗留时间为141分钟,而其他用户一般是45分钟。这些玩家在其他网络活动上,也比非游戏用户表现更为活跃,例如他们上传照片的数量是后者的2倍。

MocoSpace

MocoSpace

也许有人会认为,这个调查结果是显而易见的,MocoSpace的用户当然会花更多时间在这个平台逗留,这些拥有更多玩伴的用户,当然会更依赖这个平台的游戏。

但从另一方面来看,这些数据却足以为移动内容开发商提供一些有价值的参考意见,那就是向游戏取经,在产品中添加一些游戏机制有助于黏住用户。我们从特纳广播系统公司在欧洲分部与新型游戏门户网站TeePee Games的合作,就已经可以看出这种迹象。

MocoSpace公司CEO贾斯汀·西格尔(Justin Siegel)表示,他们在游戏内容上的开发投入,远多于该平台的用户产生内容、广告投放等其他项目。“我们正通过自己的开发资源,为MocoSpace引进更多游戏,同时还会继续提供更丰富的产品体验,这是一种双管齐下的策略。”

针对2月份传出的MocoSpace有意竞标收购MySpace的说法,西格尔对此答道,“(MySpace)最近的用户数量一直在流失,它的运营情况远比我和其他人想象的更糟,所以对我们来说,它已经没有什么吸引力了。我们对它没兴趣了。”

据称之前共有20多家公司表现出了收购MySpace的兴趣,其中包括MySpace的创始人Chris DeWolfe、腾讯公司、Vevo、Bebo以及其他多家非上市企业。(本文为游戏邦/gamerboom.com编译,转载请注明来源:游戏邦)

MocoSpace: Gamers Are The Most Social Of All; MySpace Off The Cards

We’ve heard a lot recently about gamification and adding game elements to non-gaming content to improve user engagement. Now, a new study from the mobile social network MocoSpace gives us some numbers to back up the idea that gamers are more engaged than other kinds of social network users. I talked to the company’s CEO, Justin Siegel, about the survey, and, for the record, also took the opportunity to ask him about what happened with that MySpace bid he was trying to make.

First, the survey. In March, MocoSpace conducted a study of 10,000 “anonymous” smartphone users on its network, which has 18 million users in total.

And although gamers sometimes have the reputation of being antisocial types interested only in what is happening on the screen in front of them, the findings seem to show something quite to the contrary: social gamers tended to have nearly three times as many friends as those who didn’t play games (50 versus 18 friends). And they spent more time on the site, too: 141 minutes versus 45 minutes. And it seems they do more on the network, too: twice as many photo uploads, for example.

On the one hand, these findings seem like a no-brainer. You simply could argue that those who like MocoSpace really like it, and spend time on the site. You could even turn the data around and say that those who have more friends tend to like games on the site.

But on the other hand, data like this could provide some insight into how a content company should plan its wider content strategy, to work in games into the mix more to improve the stickiness of other content. That kind of move, you could argue, could have been behind the investment announced earlier this week that Turner Broadcasting Europe made into the new portal TeePee Games.

Siegel says that MocoSpace is now putting more effort into developing its games offerings than it is other kinds of services on MocoSpace, such as user-generated content, including rolling out advertising on the platform.

“We’re bringing more games to MocoSpace through our own development efforts, and we are continuing to work on the product experience,” he told mocoNews. “That’s the two-pronged approach.”

On MySpace (NSDQ: NWS). I took the opportunity to ask him whatever happened with that bid for MySpace that was reported back in February, before MySpace began to open its books. “Based on more recent subscriber number losses, the business is in much worse shape than I or anyone else thought it was, so it’s a lot less interesting to us,” he told mocoNews. “We have lost interest.”

Among the 20 or so names being floated as interested parties are Chris DeWolfe, who had founded MySpace; the Chinese Internet company Tencent; Vevo; Bebo; and various private equity groups. (source:moconews


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