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阐述玩家在游戏中可以支付的3种“钱”

发布时间:2013-04-22 14:20:36 Tags:,,,,

作者:Lahettanyt Michail Katkoff

“我们不希望让人觉得我们太贪婪”

“我们以后会改进这种赢利策略”

“我们不想成为‘Zynga第二’”

赢利策略通常被认为是挣钱的邪恶手段,是导致游戏乐趣尽失的原因。所以,游戏设计师要怎么办呢?他们希望保持游戏的乐趣,所以不得不回避一些与赢利策略相关的东西……而这恰恰是一个大错,因为这么做不仅会损失收益,还会损失留存率和病毒性传播力。

Presentation(from deconstructoroffun)

Presentation(from deconstructoroffun)

赢利是一个连续体。当游戏经济有效时,应该认为赢利减少意味着留存率和病毒性传播力热量提高。

1、时钱:玩得越多,留存率越高

无论是玩什么游戏,玩家的主要目标都是获得进度。不同游戏有不同的进度表现形式,比如排行榜,城市建造、角色等级……游戏鼓励玩家投入时间换取进度。

Diamond Dash on Facebook(from deconstructoroffun

Diamond Dash on Facebook(from deconstructoroffun)

《Wooga’s Diamond Dash》告诉玩家,从第12关开始就可以使用魔法。换句话说,玩家为了进度会登录更多次。登录越频繁意味着留存率越高,也就是每日登录游戏的玩家越多。

2、人钱:邀请好友——病毒传播力

 

virality(from deconstructoroffun)

virality(from deconstructoroffun)

 

你购买一个建筑。你放置一个建筑。你甚至建造一个建筑。但是,你需要一些独特的道具才能完成建筑……玩过社交游戏的玩家应该对这个过程很熟悉。

然而,无论你多么厌恶这个过程,它确实是体现游戏社交性的关键。没有这些独特的道具,你就失去邀请好友的意义。不邀请好友就不可能产生病毒传播力。没有病毒传播力游戏就不会吸引新玩家和留住老玩家。没有新玩家和老玩家就意味着日活跃用户人数急剧下降。

3、真钱:付费——收益

在社交游戏中,除非打开你的钱包,否则你几乎看不到什么真正的进度。这种现象通常发生在iOS平台的各种免费版和精简版游戏中。在这种游戏版本中,玩家能玩到的内容不仅非常有限,而且也不可能是完全版中的精华部分,所以轻轻松松就能通关,这就刺激玩家购买该游戏的完全版。

多种付费方式相结合

即使玩家在“免费”社交游戏中支付了三种不同的钱,但绝大多数游戏都不可能只接受一种钱,而通常是同时收两三种钱。

 

Candy Crush Saga on Facebook(from deconstructoroffun

人钱vs真钱(from deconstructoroffun

Trolls(from deconstructorofffun)

时钱+真钱+人钱(from deconstructorofffun)

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

There’s More Than Just the Money…

by L?hett?nyt Michail Katkoff

Three currencies players can pay with

“We don’t want to look too greedy”

“We’ll work on the monetization later on”

“We don’t want to be like Zynga”

Monetization is usually seen as this evil trick, which sucks out all the fun out of any game. So what do (some) game designers tend to do? Well they want their games to be awesome and fun, so they avoid anything that has to do with monetization…

…which is a HUGE mistake, because you’ll not only loose revenue, you’ll also loose retention and virality.

Monetization is a continuum. When game economy works, decrease in monetization  should be seen as increase in retention and virality and vice versa.

Currency No.1 – PLAY MORE > Retention

Players’ primary goal in whatever game is to progress. Progress on leader boards, progress in building your city, progress the level of your avatar etc. To progress players are encouraged to play more.

Check out the example above. Wooga’s Diamond Dash tell’s players straight up that from level 12 onwards Magic Powers will be available. In other words players pay with more play sessions to progress. More play sessions means better retention or in other words higher amount of daily returning users.

Currency No.2 – ASK FRIENDS > Virality

You purchase a building. You place the building. You even build the building. Yet you need some unique items to actually finish the building… A process very familiar to all social games.

Yet no matter how much you might hate the process, it’s actually crucial for making your game social. Without these unique items you loose the meaning of friends. Loosing meaning of friends means loosing virality. Loosing virality is loosing new and returning players. And well, loosing new and returning players leads painfully declining amount of daily active users.

Currency No.3 – PAY UP > Revenue

It’s very rare to see actual progression walls in social games, which can only be passed by opening up your purse. Usually this approach is taken on iOS with various FREE and LITE versions, where players are treated with limited free versions and incentivized to purchase the full version once they’ve blasted through the shallow content of the free version.

Combining Paying Methods

Even though there are three different currencies player use to play ‘free’ social games it is very rare that you see exclusive use of these currencies. Usually it’s the combination of two or three of them.

hunt Trolls (Play More), Pay Up or Ask Friends(source:deconstructoroffun)

 

 


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