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如何有效完善免费游戏的用户留存?

发布时间:2016-01-15 16:48:01 Tags:,,,,

作者:Mike Herron

如果你想要为你的游戏带来最多用户,你便可以瞄准手机平台并利用免费游戏模式。在免费手机游戏领域中创造下一个成功的潜在奖励是无限的,《Candy Crush》和《部落战争》的成功便可以证明这点。免费手机游戏对于开发者具有巨大的吸引力,但如果你希望自己的游戏能够获得成功,你便需要克服一些巨大的挑战。而在Chilliconnect,我们的目标便是帮助你们克服这些挑战。

这里存在的主要挑战便是用户留存,即确保玩家留在你的游戏中,而不是转向无数其它手机游戏。在大多数情况中,你都需要投入一定的成本去获取玩家,而根据你的市场营销策略,你可以通过用户获取,授权,明星代言或传统的媒体宣传方式去获取用户。而不管你采取何种方式,几乎没有一个玩家是你免费获取的,所以你应该想办法留住玩家的注意,这对于游戏的成功至关重要。

所以你该如何完善游戏的用户留存呢?对于我们来说,答案来自每个玩家的动机。从中我们可以创造机制去迎合他们的意愿—-决定怎样的功能最有效。

game(from 98xianyou)

game(from 98xianyou)

1.什么内容最能吸引我去游戏?

你提供给玩家怎样的挑战?你是否能够巧妙地传达这一内容?玩家将如何判断自己实现了目标?

2.我是否能按照我想要的方式游戏?

游戏是否既能支持较短的游戏也能支持较长的游戏?它是否能够找到游戏体验与直接内容间的平衡?如果你能够支持多人游戏类型,你便能够找到更多喜欢你的游戏的用户。

3.我是否对这一体验感兴趣?

考虑你能够多快让玩家沉浸到游戏中。具有建设性的反馈循环有助于培养正面的玩家情感,但是你也必须避免游戏进程过于简单。一旦玩家在游戏中投入大量的时间和金钱,他们便不大可能离开游戏。

4.创造一款有趣的游戏

这部分很简单吧?

所以这些将如何转换成有形的游戏功能去提高你的游戏用户留存呢?对于Chilliconnect,引进社区,竞争和奖励等功能都很重要,并且它们都可以无缝地整合到玩家体验中。

1)社区功能—-创造一个共享的体验

像发信息,交易和分享等社交功能都让玩家能在游戏中交流,这也将为游戏体验添加一个额外的维度。玩家将回到共享体验和资产中,并在你为他们创造的环境中设置全新的游戏/挑战。甚至是在像bingo这样简单的游戏中,添加游戏内部聊天功能将更有效地完善游戏体验。在带有强大社区感的游戏中,玩家间将形成紧密的联系,这不仅对于游戏很重要,对于玩家来说也同样重要。

2)竞争系统—-充分利用快速的游戏过程

在游戏中使用PvP模式将激发玩家的竞争意识并让你能够呈现给他们简短快速的游戏过程。这反过来也将推动那些较长的单独游戏过程,即让玩家可以在此专注于收集,创建和技能开发等任务。

3)动机—-确保玩家坚持游戏

每个开发者都梦想着玩家能够从一开始便专注于游戏中,但事实是许多游戏只会在玩家投入大量时间后才开始表现出自己的本色。推送信息可以在玩家一段时间不玩游戏后重新提醒他们回到游戏中,而灵活的促销结构则能够为首次花钱的玩家提供忠诚奖金和激励内容。反过来这些功能都能够鼓励玩家长期待在你的游戏中并期待着游戏继续带给自己有趣的体验。

本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转发,如需转载请联系:游戏邦

Why are connected features so important in F2P games?

by Mike Herron

If you want to give your game the largest possible audience then chances are you’ll be looking to target mobile platforms and utilise the F2P model. The potential rewards of creating the next big thing in mobile F2P are almost limitless, as proven by the runaway success of titles like Candy Crush and Clash of Clans. Mobile F2P is a huge draw for developers, but there are huge challenges to overcome if you want to give your game a fighting chance of success. With Chilliconnect, we aim to help you overcome these hurdles.

A key challenge is retention and keeping players in your game, rather than one of the millions of other mobile titles out there. In most cases your players will have been acquired at a cost and depending on your marketing strategy this could be through direct user acquisition, licensing, celebrity endorsement or traditional press. Whichever way, few of your future players will come for free so keeping your players engaged is absolutely vital to your game’s success. It doesn’t take a genius to figure out that if someone isn’t playing they aren’t paying!

So how can you improve the retention of your games? For us, the answer lies within each individual player’s motivations. From there we can build the mechanics to address these desires – of which connected features are surprisingly effective.

1. What is compelling me to play?

What are you challenging the player to achieve? Are you communicating this clearly? How will the player know they have achieved the objectives?

2. Can I play the way I want to?

Can the game support both short bursts of play and longer sessions? Can it find the right balance between depth of experience and immediacy ? If you can support multiple player types, you’ll find a wider audience enjoys your game.

3. Am I invested in this experience?

Consider how quickly you can get your players committed and engaged. Constructive feedback loops build positive player sentiment, but care must be taken to avoid making progress too easy. As soon as the player has invested significant time or money, they will be less likely to churn.

4. Make a fun game

This is the easy part right?

So how do these needs convert into tangible game features that can improve player retention in your game? Features that introduce community, competition and incentives are key and with Chilliconnect, these can be implemented seamlessly into the player experience.

1. Community features – building a shared experience

Social features such as chat, messaging, trading and sharing which allow players to communicate within the game add an extra dimension to the experience. Players return to share experiences and assets, set up new games/challenges within the environment you’ve created for them, create groups and build community. Even in a game as simple as bingo the addition of in-game chat dramatically changes the experience for the better. In a game with a strong sense of community, players develop strong bonds between each other and this can become as important to them as the game itself.

2. Competitive Systems – make the most of quick gameplay sessions

Introducing PvP modes within your game appeals to your players’ competitive instinct and provides an opportunity to deliver short and snappy game sessions. These in turn can punctate longer bouts of solo gaming where players focus on tasks such as collection, building and skill development.

3. Incentives – keep your players hanging in

It’s every developers dream to have their players fully engrossed from the outset, but in reality many games don’t reveal their true qualities until after the player has invested significant time. Push messaging can be used to re-engage players after a period of inactivity, while flexible sales structures can introduce loyalty bonuses and content incentives for first-time buyers. These features will in turn encourage your players to commit to your game in the long-term and see the best of what it has to offer.(source:Gamasutra

 


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