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游戏开发者应利用社交行为提高用户参与度

发布时间:2011-05-24 12:43:48 Tags:,,

作者:Azam Khan

Azam Khan在本篇文章中讨论社交游戏设计细节问题,以及开发者如何利用人类心理学和社交渠道来增加游戏的趣味性。以下是游戏邦编译的相关内容:

开发令人快乐的游戏

高品质游戏能够让人产生愉悦的心情,推动社交游戏的普及。现在就来讨论下社交游戏的表达层面,我们应该关注的是需要利用的游戏机制和基本原则。Amy Jo Kim的游戏机制准则概述了用户体验设计师为加深用户参与度应该利用的准则。这些机制包括收集、等级、交易和排行榜。

角色扮演游戏依然流行

在《Mob Wars》之类的在线RPG游戏中,我们可以看到技能提升是重要的驱动因素。玩家进入游戏,通过做需要消耗能量的工作来提升等级。能量用光后,玩家需要等待片刻,在此期间玩家可以做其他的事情,比如个性化他们的角色等等。其他让人沉浸在游戏世界中的动机还包括发现(如在《黑帮战争》中访问某部门以发现稀有武器)、故事情节(例如在《YakuzaLords》中引人入胜的故事情节)和团队协作(如在《黑帮战争》中赠予他人能量包并塑造顶级黑帮)等等。

mafia-wars (from tagn.wordpress.com)

mafia-wars (from tagn.wordpress.com)

交易产生互惠行为

交易也很重要,因为这是社交互动的形式。以赠送礼物为例,这种方式让用户和其他用户产生联系。也能间接产生互惠行为,因为接受者往往会被迫回礼,从而驱使人们通过应用来互动。

整个互动系统基本都是通过社交网络来架构,但现在也有特例。比如我们注意到某些应用设置用户墙,朋友可以在上面留言(游戏邦注:用户可以通过留言查看谁是最活跃的朋友),这便是新的创意。这种做法将游戏中的互动独立于社交网络之外。

带着社交情绪玩游戏

总的来说,好的社交游戏能让玩家带着社交情绪获得乐趣。朋友间在网络上互动,社交游戏应该帮助朋友间进行交流、表达和享受游戏时光。重点在于控制好用户掌握游戏技巧的难度,鼓励他们邀请朋友参与。(本文为游戏邦/gamerboom.com编译,如需转载请联系:游戏邦

Thinking About Social Game Design

Azam Khan

In the last post we discussed the emergence of the social gaming industry and its catalysts. In this article, we discuss social game design more in details and how developers can tap into human psychology to increase the fun aspect of the game while taking full advantage of social channels.

Create a Playful Game Quality

Playful, game-like qualities are critical in creating a playful mood to drive usage of social games. We’ll discuss the expressive part of social games in a moment. With social expression aside, we can’t discount game mechanics and the fundamental aspects that are necessary to tap into. Amy Jo Kim’s game mechanic principles outline principles that user experience designers should tap into to create further engagement. These mechanics range from collections to ranking to exchanges to leaderboards.

Roleplaying Games Are Still Popular

We can see skill progression as the fundamental driver of online RPG’s such as Mob Wars. A player goes into the game to increase their levels by doing jobs that require energy. There is a waiting period after energy is used up that allows users to play on and off during which players can do other things such as customize an avatar (if one is available). Other motivations including immersion into the game world such as discovery (discovering a rare weapon by visiting a section in mafia wars), enjoying the story aspect (a compelling storyline such as YakuzaLords), working in a team (sending each other energy packs and having a top mafia in MafiaWars) etc.

Exchanges Create Reciprocity

Exchanges are also important as they are a form of social interaction. Sending gifts, for example, allows users to express connectivity or likeness for another user and also indirectly creates ‘reciprocity’ so the recipient is compelled to return the gift – thus driving interaction with the application.

It is important to note that the entire system is composed of the social network as a whole, the players and community at large. For example, now we are noticing certain applications tapping into a user’s wall and the comments that user’s friends leave – which creates additional opportunities for creativity (such as seeing who your most active friends are with your wall etc.) This, in turn, takes the game outside of the boundaries of the game into interaction with the social network as a whole.

Play On Social Emotions

To summarize, playing on social emotions makes a good social game. Friends interact online and social games should help friends communicate, express and enjoy themselves while playing. It is important to keep the learning curve manageable and encourage people to invite their friends.

In the next post we’ll delve into 4 design drivers with regards to specific game types such as rpg’s, casual mmo’s, puzzle games etc., that display a framework of motivations and disposition as Aki details out in mygamestudies.com. (Source: Avenuesocial)


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