作者：Steve Peterson

娱乐及传媒市场调研公司LLC受RockYou的委托，以2千多名社交游戏玩家为对象，调查了他们的游戏行为和消费行为，并发现了一些有趣的结果：

1.多社交游戏玩家愿意接受广告，并且不喜欢购买数字产品。调查发现，96%的玩家不会购买虚拟产品，但是却有44%的玩家愿意通过查看游戏内置广告而获得虚拟产品。比起花钱购买虚拟货币以，55%的玩家更倾向于通过其它方法获得这些货币。从这些受访者身上我们发现他们总是会对游戏中需要花钱的内容感到犹豫，并且更愿意接受观看广告获得奖励的想法。接受调查的玩家中有77%的人表示会观看社交游戏中的广告，平均每个月会看16个以上的广告。36%的玩家会点击广告或者赞助内容，24%会点击广告并在线购买虚拟商品。

2.社交游戏玩家属于竞争型和成就导向型玩家。人们通常认为大家玩社交游戏只是为了打发时间，但是事实上真的有很多社交游戏玩家具有竞争意识，并由衷地为自己的成就感到自豪。获取奖励并且与好友进行比较是激励玩家重返游戏的重要元素。18%的社交游戏玩家表示他们是为了打败其他玩家而游戏，33%的玩家表示喜欢收集目标，徽章以及其它独特的内容。25%的玩家说当他们看到好友在游戏中获得成就时也会希望自己能够获得相同的成就，也有22%的玩家希望自己能够战胜其他玩家。56%玩家喜欢他们在游戏中完成任务或者达到目标时萌生的那种成就感，还有21%的玩家热衷于与好友分享自己的成就。

3.超过一半的社交游戏玩家拥有至少一部掌机设备。很多掌机玩家其实也属于社交游戏玩家。可以说这两种类型游戏玩家的界限并不明确，你开始在一个平台上玩游戏，便有可能转移到其它平台继续游戏。这对于设计师和发行商来说是一种机遇，他们可借此创造一种真正的跨平台体验。52%的玩家表示自己拥有一部Wii，46%玩家拥有一台Xbox360，34%玩家拥有一台PS3。36%玩家说他们拥有一部能够玩电子游戏的手机，也就是智能手机。29%的玩家表示拥有一部任天堂DS，23%拥有一部iPod Touch，18%拥有一部索尼PSP，14%拥有一部iPad——这就意味着至少一半的玩家拥有一部智能手机，平板电脑或者iPod Touch（其中有些玩家同时拥有多种设备）。

4.真正具有“社交性”的游戏更受欢迎。根据调查结果，社交游戏玩家也是社交网站的铁杆用户。这就意味着我们应该制作更具有社交性的社交游戏。调查结果表示，玩家每周会花13个小时于社交网站上，每周会查看并更新17次，并且平均每个用户拥有218个粉丝或好友。他们每周会花9.5个小时玩社交游戏，平均有16个好友在玩相同的游戏。有趣的是，通过社交游戏他们平均获得了20位新好友。82%的玩家表示他们经常与那些素未谋面的人一起玩游戏。

5.共有4种不同类型的社交游戏玩家。调查数据显示，根据玩家的行为和态度划分，我们可以划分出4种类型的社交游戏玩家：付费玩家，愿意在游戏中消费以获得快速前进；竞争玩家，致力于获取胜利并传播自己的成就；新手玩家，还未拥有足够娴熟的游戏技巧，并且更喜欢那些免费内容；忠实玩家，虽然属于游戏的高级用户，但是也更倾向于玩免费游戏。

Infographic---Archetypes(from marketresearch.about.com)

“付费玩家”选择在游戏中花钱推动游戏的快速前进。此类玩家愿意花费很多钱去购买游戏内的道具，他们具有较高的游戏参与度，是社交网站中的活跃人士，总是紧跟着最新发展趋势。除此之外，这类型玩家也总是会受到一些独特道具的激励。

“竞争玩家”总是希望能够赢取游戏的胜利并传播自己的成就。此类玩家具有较强的社交性，喜欢与好友进行交流和竞争，并追求独特的道具。

“新手玩家”以及“忠实玩家”更接近典型的社交游戏玩家，但是根据调查数据来看，他们分别仅占比25%和27%。

“新手玩家”不喜欢付费游戏内容，并且对于社交网站还不够了解。与其他类型的玩家相比，他们的游戏技巧还过于生涩。

“忠实玩家”属于游戏的高级用户，他们愿意花大把时间在游戏中，但是却更喜欢免费游戏。这类玩家喜欢通过点击广告获取虚拟货币和产品；并且具有较强的社交性，喜欢通过游戏结交新朋友。

游戏邦注：原文发表于2011年12月21日，所涉事件和数据均以当时为准。（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

Social Gamers Are Gamers, Too

by Steve Peterson

A study commissioned by RockYou surveyed over 2,000 social gamers about their playing and spending behavior, with some interesting results. The survey identified 5 key points about social game players.

#1 – Social gamers are receptive to advertising and most will not buy digital goods. The survey found that 96% of players in general don’t buy virtual goods, though 44% are open to viewing in-game ads in order to earn virtual goods. 55% of players prefer to earn virtual currency rather than purchase it with real money. While the players surveyed may be hesitant to spend money on the games, they are more receptive to the concept of advertising. Some 77% of the players surveyed said they’d seen ads in a social game, and the average number reported was over 16 ads per month. 36% of players have clicked on an ad or a sponsor, and 24% have clicked on an ad and made an online purchase.

#2 – Social gamers are competitive and achievement-oriented. This may surprise some who saw social games as friendly ways to pass the time, but many social gamers are competitive and take pride in their achievements. Earning rewards and comparing accomplishments with friends motivates players to come back.18% of social gamers say they play to beat other gamers, and 33% enjoy collecting objects, badges, and other exclusive content. 25% say that seeing friends get accomplishments in a game drives them to get the same achievements, while 22% say they want to do better than others in a game. 56% say they love the sense of accomplishment that comes when they finish a task or meet a goal, and 21% like sharing with friends about their accomplishments.

#3 – More than half of social gamers own at least one console. Console gamers are sometimes social gamers, too, and in pretty good numbers. Or perhaps it’s just that the lines are blurring between types of gaming, and once you play games on one platform you’re more likely to try games on another platform. The implication for designers and publishers is that there is a real opportunity to create truly cross-platform experiences and extend gameplay into the real world through mobile tie-ins. 52% of players said they owned a Wii, 46% owned an Xbox 360 and 34% said they owned a PS3. More than a third, 36% said they owned a mobile phone capable of playing videogames, which probably means a smartphone. 29% said they had a Nintendo DS, 23% an iPod Touch, 18% a Sony PSP and 14% had an iPad – which implies that somewhere around half the players had either a smartphone, a tablet or an iPod Touch (assuming some overlap).

#4 – It’s time to make social games truly social. According to the survey results, social gamers are hardcore social network users. That fact implies an opportunity to make social games as social as possible. The survey results indicated that players spent 13 hours per week on social networks, checking or updating 17 times per week, with an average of 218 followers or friends. They spend 9.5 hours per week on social games, and average over 16 friends who play the same game. Interestingly, they’ve made an average of 20 new friends through social gaming. 82% of social gamers say they regularly play online with someone they have never met in real life.

#5– There are four distinct kinds of social gamers. The survey data led the polling firm to come up with 4 general categories for social gamers, which they characterized based on their behaviors and attitudes: affluent players who spend on in-game currency to get ahead; competitive players who play to win and broadcast their achievements; newbie players who are less tech-savvy and prefer free content; and devotees who are power users but also prefer free play.

“Premium Paul” is a player with a type-A personality, who will pay in-game and is driven in his career. “Pauls” spend the most on in-game items, are highly engaged and active on social networks, plus keep up with the latest trends. Pauls are motivated by exclusivity.

“Competitive Charlie” plays to win and broadcast accomplishments. “Charlies” are very social and are passionate about connecting, communicating and competing with friends and also value exclusive items.

The final two segments, “Newbie Nancy” and “Devoted Danielle,” conform closer to stereotypes of social gamers, yet only represent 25% and 27% respectively of the total.

“Newbie Nancy” is opposed to paid content and a bit new to social networking. She is not as tech-savvy as the other player types.

“Devoted Danielle” is a power user who spends the majority of her online hours gaming but prefers to play for free; she is willing to click on ads to earn virtual currency or goods. She is also social and is willing to meet new people via online gaming.（source:industrygamers）