作者：Claire Blackshaw

去年，我将大部分时间花在思考、撰写和深化社交游戏以及微交易系统的相关内容。此前数月的职业生涯中充斥着有些相对复杂且时常显得可怕的盈利化设计和讨论。从主机游戏转向社交网页游戏是个很有趣的过程，需要学习的内容还很多。

microtransaction(from androidspin.com)

微交易并非邪恶之物

《哈姆雷特》中的名言“事物本无善恶，思想使然”正适用于此。MTX（游戏邦注：即微交易）是个有效的运营模式，如果运用得当，会提升游戏体验并使产品接触更多受众。

付费对很多人来说是个很大的障碍。正出于此原因，我才会很喜欢Facebook游戏和XBLA游戏（游戏邦注：全称Xbox Live Arcade）。试玩模式是微软强加在开发商上的内容，这确实是个明智之举。

有说法称，不良的盈利性设计或不恰当的运营模式会毁灭产品。

不可过于贪婪

我见过许多（游戏邦注：但并非所有）运营和营销人员都特别关注盈利的底线而并非产品。可以这么说，这只是种贪婪的行为，他们并非玩家，自然不会使用自己的产品。

下面先解释些名词。

ARPU    以月份为单位衡量的每付费用户平均盈利    各款游戏间的差别很大，在行业报道中很少见到具体数值

LTV    用户终生价值    差异很大

粘性    DAU/MAU        平均值为20%

DAU    日活跃用户    排名前40的游戏在100万以上

MAU    月活跃用户    排名前40的游戏在700万以上

转化率      免费玩家转变为付费玩家的月转化率    平均值为2%

有效流量    除通过广告、购买流量或合作外获得的流量    很难说清楚具体的数值

营销人员主要关注的是以上的数值部分，尤其是ARPU。作为游戏设计师，你的关键度量应该是粘性、终生价值和某些软性度量。

你应该冒点风险，尝试改善游戏让用户真正喜欢玩游戏，而不是感觉被强迫玩游戏。提高用户粘性和曝光率，减少玩家的流失。简单地说，就是要着眼于长远利益。

逐利而行的领域

问题在于，游戏开发领域是片灰色地带，而且其中贪婪盛行。出于些许利益，开发商就可能做出许多错误的事情来。正因为想获得更多的利益，许多想法遭到遗弃，玩家社群土崩瓦解，而开发团队却过分膨胀。农田的可持续耕作想法在这里同样适用。

主要问题在于，尽管游戏设计师或其他开发成员无权做最后决定，但你依然可以在力所能及的范围内发挥作用。你可以筹划自己的想法，用强大的调查和数据来帮助营销人员看到长远的利益。

还有个问题是，这种贪婪不仅会影响到营销人员，而且还会渗透到团队的各个角落。赚钱确实是个很好的借口。

强大的追梦者

如果公司的创始人、首席执行官或类似行政人员是个强大且怀揣梦想的人，那么情况可能会有所缓解。如果没有的话，有个精明的首席设计师也不错，可以与你并肩作战。

设计和愿景必须保持一致，而且还必须有一定的标准和价值支持。在你力所能及的范围内，你可以尝试创新和发展。这是个很吓人的过程，因为无法担保你可以获得成功。但如果你过于贪婪，你出卖的是信任、诚信和价值，这些都是以后买不回来的东西。

生活所迫

但是我们也不能完全制作免费的游戏，因为我们也需要生活。我很少看到对自己的产品没有激情的游戏开发者。我们之所以会选择微交易是因为我们热爱游戏，而不是只出于金钱的目的。但是在游戏开发中，依然需要将盈利考虑在内。（本文为游戏邦/gamerboom.com编译，如需转载请联系：游戏邦）

Opinion: The Hidden Evil Of The Microtransaction

Claire Blackshaw

Over the last year a lot of time has been spent thinking, writing and developing my thoughts on social gaming and by extension microtransactions. The last few months of my professional life have involved some fairly complex and sometimes scary monetization designs and discussions. Moving from consoles to social web games has been an interesting path to walk, with many lessons to be learned.

Microtransactions Are Not Evil!

The classic line from Hamlet, ‘for there is nothing either good or bad, but thinking makes it so’ is the one which applies here. MTX is a valid business model which, when used correctly, can enhance a game experience and bring a product to a wider audience.

A key barrier to entry for so many people is breaking open their wallet. For this reason I love Facebook games, but also XBLA games. The trial mode enforced by Microsoft does not get enough credit for upholding really good accessibility and up-sell standards. It enforces the ‘try before you buy’ on developers and does some really intelligent things.

That being said poor monetization design or a mismatched business model can destroy a product.

Greed Is NOT Good

Many, not all, business and marketing characters I’ve met are so focused on the bottom line they cannot see the product. Now in some cases, this is just greed but more often they are not gamers, they do not partake in the craft nor enjoy its fruits.

Some quick numbers and explanations for you.

ARPPU    Average Revenue Per Paying User is measured on a per month basis.    It varies a lot and is one of the less visible numbers in the industry.

LTV    Lifetime Value of a User    Varies MASSIVELY

Engagement    DAU / MAU    20% Average

DAU    Daily Active Users    Top 40 all above 1 million

MAU    Monthly Active Users    Top 40 all above 7 million

Conversion Ratio    Monthly Conversion rate of Players to Payers    2% Average

Organic Traffic    Amount of Traffic you get that isn’t due to Ads, Purchased Traffic or Partnerships.    Hard number to pin down and the real value is often hidden behind marketing dollars.

First thing that your money people are going to focus on are those numbers, especially the ARPPU. As a game designer, your key metric should be the Engagement, Lifetime value and some of the softer metrics.

Instead of gobbling the raw ingredients like a lazy fat child, put in some work to cook up a feast. Take some risks, aspire to improve the game so people want to play it rather than feel compelled to play it. Drive up the engagement, word of mouth buzz and reduce the churn (loss of players). In short, take the long view.

Gray Areas Are Green-lit By Greed

The problem with all this is this it is an ambiguous, gray area. The real kicker is that gray areas are always green-lit by greed. In the interest of a ‘little more’, so much wrong has been done. So many ideas ruined, communities broken, and teams overstretched by wanting that little bit more. The old sustainable farming arguments come into play here.

The massive problem is that you as the Games Designer or other development members do not always have the final say, but you can still fight your corner. You can build your arguments and try to provide some strong research and data to help your money people see the long term view.

The problem is this Green lighting of Gray areas doesn’t only hit the money people can filter into your team. Money is a great excuse to put your toe over the line.

Strong Vision Holder

The saving grace is if your company founder, CEO or similar authority is a strong vision holder. Failing that, you can have a hard-headed idiotic bitch of a lead designer in heels with a baseball bat and a South African-sized chip on her shoulder or your local equivalent, who is willing to fight your corner.

The design and vision has to remain consistent, lines must be drawn and values upheld. From this position you can try to innovate and develop. It’s scary and frightening and there is no guarantee you will get it right. Trust, Integrity and Values can be sold if you’re starving. They can never be bought if you’re fat and wealthy.

Girl’s Gotta Eat

So, all this being said, we aren’t making games for free, and we need to eat. I’ve never met anyone in the trenches of game development who wasn’t filled with passion for their craft. I’ve got a whole other post to write about: compromise, tips on winning people over, and facing the harsh realities.

We do it because we love our games, not the money… but a girl’s gotta eat. (Source: Gamasutra)