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分享保证用户沉浸感的8个步骤

发布时间:2013-12-04 17:23:33 Tags:,,,

作者:Keith Andrew

“沉浸感是成功的关键。”Behaviour Interactive的Stephane Baudet在Game Connection Europe大会的演讲中说道。

“如果你花了钱开发用户,而这些用户却没有对你的游戏产生沉浸感,那么你的钱就白花了。”

确实,正如之前的许多文章中提到的,掌握用户沉浸感的关键首先就不是把它与用户开发混为一谈。沉浸感不是让玩家玩一次,而是巧妙地利用第一次游戏保证玩家一次又一次地返回游戏。

Baudet坦言,尽管这家工作室“在欧洲的知名度还不高,但它在北美可是大名鼎鼎”。它的免费游戏已经积累了2800万玩家。

User-Engagement(from makemoneywithcpamarketing)

User-Engagement(from makemoneywithcpamarketing)

成功的步骤

Baudet自己的工作室Eden Games(后卖掉)开发过《Test Drive: Unlimited》,他自己还参与制作过《刺客信条:兄弟会》。

在这期间,他就保持用户沉浸感方面总结出8个要点——理论上既适用于付费游戏也适用于免费游戏。

“你使用的所有规则都应该保证玩家喜欢你的游戏,否则,他们就会退出去玩别的游戏。”

第一步?“把游戏做好。当然 ,这是显而易见的,对吧?但并不那么容易。”Baudet说道,毕竟有那么多工作室醉心于赢利之类的问题,而不是让他们的游戏好玩的核心循环。

第二步是类似的。“保证提供吸引人的游戏‘初体验’。”

“你只有一次机会说服玩家再来玩你的游戏,这也是你可能流失大量玩家的地方。

“游戏必须让玩家觉得简单易上手,游戏的深度应该慢慢地呈现——一步一步地来。然而,游戏的开头也必须对应玩家后面将体验到的核心循环。”

明确目标

另一个保证玩家不会太早放弃的技巧是什么?给他们明确的目标——一个清晰的进度,这样他们就会觉得自己是在向前推进,而不是漫无目的地打转。

类似的,接下来一步是给玩家每天登录游戏的理由。“给他们一些限制时段的内容,或者每天任务。”

第六步?“允许所有玩家进展,无论他们付钱还是不付钱,会玩还是不会玩。”Baudet继续道,表示必须监测哪个关卡流失玩家最多,以及解决玩家遇到的所有困难是关键。

“《Candy Crush Saga》在这方面就是一个好例子。不能通过某个关卡的玩家必然有解决办法——求助或跳过它。你必须满足硬核玩家的需要,也不能为难休闲玩家。”

无尽的爱

说到游戏设计,Baudet认为你必须保证整个游戏的元素是一致的——也就是形成一种从开头贯穿到结尾的游戏语言。

另外,游戏应该具有社交功能。让玩家扮演他们知道的人和不知道的人。

“你的游戏越休闲,就有越多人想和朋友一起玩或与朋友竞争。如果游戏比较硬核,那么社交性就不那么重要了。”

最后?保证你的游戏是活的,不断更新。虽然进度感很重要,为了长期留住玩家,你必须保证他们不会遇到终点。举行活动和让他们在游戏中花钱——生机勃勃的游戏世界才能让玩家成为长住居民。(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

Back for good: The 8 steps to mastering user engagement

by Keith Andrew

“Engagement is the key to success,” opened Stephane Baudet of Behaviour Interactive during his talk at Game Connection Europe in Paris.

“If you spend on user acquisition and those users don’t engage with your game, that’s just money you’ve wasted.”

Indeed, as previously detailed many times on PocketGamer.biz, the key to mastering user engagement is not to confuse it with acquisition in the first place. Engagement isn’t about getting people to play once – rather, it’s using that first play session wisely to ensure they come back time and again.

And Behaviour Interactive should know. Though the studio “doesn’t have much of a presence in Europe,” Baudet admitted, it’s “pretty huge across North America”, with 28 million users tapping into its free-to-play titles.

Steps to success

Baudet himself has worked on everything from Test Drive: Unlimited – developed by the studio he later sold off, Eden Games – as well as Assassin’s Creed: Brotherhood.

During this time, he’s compiled an eight point plan to keeping users engaged – one that can, in theory, be applied to paid releases and free-to-play titles alike.

“All the rules that you put in place should be to ensure that the player enjoys your game, because if you don’t, they’ll quit and play something else,” opened Baudet.

Step one? “Make it fun. Sure, that’s obvious, right? But it’s not that easy,” he continued, with many studios getting wrapped up in issues such as monetisation, rather than ensuring the core loop in their game is actually enjoyable.

The second step follows a similar path. “Make sure you offer a compelling first time experience,” added Baudet.

“You only have one time to convince your players to come back again, and this is also the first point where you can lose masses of players.

“It has to feel simple and accessible, and the depth of the game should be revealed very very slowly – step by step. However, the game’s opening also has to reflect the core loop players will experience later on.”

That’s my goal

Another trick to ensuring players don’t give up early? Give them definable goals – a clear sense of progression so they feel like they’re moving forward, rather then being left adrift.

Similarly, the next step is to give people a reason to come back every day. “Give them content that’s only available for a set period, or an event that runs the following day,” added Baudet.

Step six? “Allow everyone to progress, however good or bad a player they are,” continued Baudet, suggesting that monitoring what levels users drop off in and ironing out any problems they encounter is key.

“Candy Crush Saga is brilliant at this. There must be a solution for players who can’t get past a specific level – the ability to get help or skip it entirely. You have to balance the core players needs with keeping the casuals on board too.”

Endless love

In terms of game design, Baudet also argued that you need to have consistent elements throughout your game – a language the user can identify with from the start that forms a thread right through to the end.

Also, make it social. Let players take on people they know, and people they don’t.

“The more casual your game, the more people will want to play with or against their friends,” said Baudet. “If it’s a more core release, that’s not so important.

And lastly? Make your game alive, and make it endless. While a sense of progression is important, to hold onto players long term you need to make sure their isn’t an end point. Run events and let them invest in the game – bring it to life so they’re happy to live in your world longterm.(source:pocketgamer)


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