游戏邦在:
杂志专栏:
gamerboom.com订阅到鲜果订阅到抓虾google reader订阅到有道订阅到QQ邮箱订阅到帮看

专业游戏设计师解释社交增强现实游戏和病毒式营销

发布时间:2010-08-17 14:17:42 Tags:,,

世界各地的游戏开发者正在试图超越农场和饭店游戏,利用新的技术帮助他们增加收入。NPD集团的数据显示,电子游戏零售行业2010年1月的销售额与去年同期相比下降了13%。由于Facebook的改变和其与大型游戏公司激烈的竞争,社交游戏处在病毒营销的最前沿。e23游戏首席执行官Joe Dunn和Flying Wisdom Studios首席执行官Josh Rose出席了主题为“如何提高在线游戏大量用户的黏着度和收益”的SF游戏开发者研讨会。研讨会由Sana Choudary和Japheth Dillman主持,着重讨论了关于病毒式营销、反馈回路和地理定位社交增强现实游戏。

sf games

sf games

Josh Rose提出了4个他认为有必要进行监控的指标,从流行病学的角度来检测病毒式营销的效果。这4个指标是:

增加你的带菌者——更多的接触点

高度的感染性——更好的转变

感染的持续性——让他们持续玩游戏

重新感染——让他们玩得更久

Josh Rose说,关键在于提供各种各样的奖励,让每个游戏活动都能刺激其中一个病毒性的指标。这些活动可以在以下类别中由各种反馈回路(一组固定和可变比例的表)驱动:

收益

区间

时间投入

如果你就有了两种收益类型,两种区间类型和两种时间投入类型。2的三次方是8,所以你就有了8个反馈回路。一个固定支出、固定区间和固定投资的例子是:当你访问好友的农场,每为一个作物浇水你可以得到10点经验,你只能给5个农场浇水(区间),每浇一个需要花费5秒(时间投入)。

Joe Dunn关于社交增强现实游戏的讨论运用了更多个案研究的方法,使大家深入了解了其发展Tagdis移动游戏的经历。Tagdis游戏让玩家能够使用由手机应用提供的创造性的工具实时地把涂鸦画到某个地点,而其他通过这个应用正在查看这个地点的用户将会看到这些涂鸦。这个娱乐项目是年轻而不成熟的,Dunn暗示说,但却有着大把的机遇在这个初生的社交游戏种类中等待着大家。

简单地说,现在关于移动增强现实游戏的状态是:

商店里有605个增强现实应用程序

大多数都是浏览者

市场潜力巨大,硬件是拐点

成功的关键在于:游戏允许用户在任何设备上进行、可分享地点、能迅速掌握、常回到游戏中来。因为游戏开发者面对着大量这方面的问题,比如GPS定位不准确、无法在室内进行游戏、在市中心游戏困难、网络的不稳定和图像识别错误等等。

总之,这次是第一次众多SF游戏开发者聚集的研讨会。这样的研讨会将会两个月举行一次,下一次是在十月份。(译者:杨雅)

Expert Game Designers Explain Social Augmented Reality Gaming And Virality

Game developers around the globe are looking to move beyond the farming and restaurant games and utilize new mechanics that help them increase virality and revenue. According to the NPD group/Gamasutra US retail video game industry sales in January 2010 decreased 13% from the same time last year. Social games have also suffered on the viral front due to Facebook’s changes and competition from large gaming companies with a lot of effort. To address some of the issues facing developers, CEO of e23 Games Joe Dunn and CEO of Flying Wisdom Studios Josh Rose presented at the SF Game Developer Workshop titled ‘How to Grow your Online Games for massive player engagement and revenue’ hosted by Sana Choudary and Japheth Dillman, to present on virality, feedback loops, and geo-located social augmented reality gaming.

Josh Rose kicked off the panel with discussion of 4 viral metrics he felt are essential to monitor, examining virality from a epidemiological lens. The 4 viral metrics are:

Increase your vectors – more contact points

Be highly contagious – better conversion

Infection duration – keep them in the pool

Reinfected – keep them in the pool longer

The key, Josh Rose explained is, to keep an assortment of rewards and make each game activity be an action that fuels one of the viral metrics. These activities can then be driven by a variety of feedback loops which are a combination of Fixed and Variable ratio schedules for the following categories:

Payout

Interval

Investment

Thus you have 2 Payout types, 2 Interval Types, and 2 Investment types. 2 to the power of 3 = 8, hence 8 feedback loops. An example of a fixed payout, fixed interval and fixed investment would be visiting your friends farm where you get 10 exp points (reward) for every crop you water and can only water 5 farms (interval), each of which take 5 seconds (investment).

Joe Dunn’s discussion on social augmented reality gaming took more of a case study approach, giving the crowd insight into his experience growing their mobile Tagdis game in which users can use creative tools provided by the mobile app to apply graffiti to locations in real-time which then appear to other players looking at locations through their mobile phones who have the app. This mixed world entertainment is young and ripe, according to Dunn, who hinted at the number of opportunities awaiting in this nascent category of social gaming that’s just about ready for the mainstream. The money comes from selling virtual items that help enhance the graffiti experience.

In a nutshell, the state of mobile augmented reality:

605 AR apps in the store

mostly browsers

big potential market, hardware at inflection point

The keys to success are allowing users to play with any device, share locations, learn it quickly and come back often. There are a number of issues facing developers like GPS/Compass inaccuracies, lack of ability to play inside, problem playing downtown, network unpredictability, image recognition faultiness and more.

Overall the event is the first of many SF Developer Workshop’s to come which will be hosted bimonthly. The next one is in October. You can check out more details about this previous event here.


上一篇:

下一篇: