美国iPhone应用发行商Appular公司（由游戏工作室Freeverse的主要成员创立），正逐步建立起自己的市场营销和公共关系服务网络，日前该公司宣布将在2010年底至2011年期间，推出一系列包括游戏在内的手机应用。近日，pocketgamer记者采访了该公司首席运营官兼发行主管Dino Decespedes了解了其中详情。下文为访谈内容：

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Appular在筹备发行作品时确实费了一番功夫，你们在这个过程中有何体会？

这是一个非常令人激动的过程。我们在过去六个月中与合作伙伴建立的关系，是整个运营活动中令人印象最深刻的一部分。

我们集体研究讨论，一起解决问题，和一些很出色的开发商碰面商讨方案的经历非常难忘，我们相信所有人付出的努力最终都会在这些作品发行后得到回报。

你认为发行商可以提供给开发商的最重要支持是什么？

对Appular来说，最首要最关键的当然是，我们拥有极其强大的市场经验和专业知识。我们了解市场，我们了解用户，我们知道如何让一个想法和创意在市场中获得成功。

我们认识到，设计并创建成功手机应用的特殊技能，与推销产品卖点、说服终端客户采取购买行动的技巧完全是两回事，我们专业的市场营销才华可以让开发商获益。

你们如何筛选发行作品？

我们更愿意认为这是一种开发商和发行商之间的相互选择。我们更重视从正确的开发合作伙伴入手，而不是单纯根据游戏或应用本身的优劣来做决定。

我们希望与对项目抱有热情、乐于接受新看法、有志于进行长期和互惠合作的开发商站在同一战线。

你们可以为那些仍处于开发时期的游戏施加什么有利影响？

我们可以提供多种类型的支持，包括视觉艺术、游戏功能、产品定价、游戏设置的反馈等。不过我们最有价值的贡献在于，用户体验反馈。我们挑选每款产品时，都会从单个用户角度出发，考虑用户首次在自己的平台上运行该应用时有何感受。

在多数情况下，找上门的开发商一般都会需要这种支持。就算他们对自己的产品或想法很有信心，但也还是会希望有其他人从全新角度出发，帮忙看看还有哪些不足，提出一些不同的反馈意见。

如果要从iOS转向其他发行平台，你们会考虑什么因素？

这要依应用商店发展情况而定。苹果App Store是应用商店之王，它有最先进的产品消费体验。另外在画面截图、应用排名、用户评价、商店规模和操作便捷性等方面，都是当之无愧的领军力量。

我们也在关注Android、Windows Phone 7、Palm和诺基亚等应用商店的情况，但除非其中一者可以吸引大量的消费群，不然我们仍将继续观望，不会考虑这些平台。

对付费应用与免费应用之争有何看法？

付费和免费应用是两种完全不同的运营模式。我并不认为它们在相互斗争，我把免费模式游戏比作一种赌博体验，它不需要动脑筋、简单、可以获得奖励、容易使人上瘾。

在我看来，付费游戏会从一个方向不断进化，免费游戏则从另一条道上发展。

免费游戏关注的重点是使营收最大化，而不是将免费模式体验转化成传统的游戏体验。我并不认为这两种模式需要合并，免费模式的创新并不一定是要让游戏效果看起来更像是付费游戏，而是通过鼓励玩家的消费行为，使游戏更好地实现营收。

你认为你们项目的运作情况如何？

我们给开发商的最大定心丸就是我们的努力，我们提供推广策略、公共关系、社交媒体、广告预算等支持，还会投入自己的时间和精力，全力帮助这些游戏打入市场。我们对准备发行和已经发行的产品一视同仁，都会提供全方位的市场营销支持，但只收取营收中的一部分抽成。

跟我们合作的开发商伙伴不需要提交订金，我们主张靠双方的共同努力和信赖，打造成功的应用产品。

Appular下一步发展计划是什么？

除了打败《愤怒鸟》以外！我们将为用户提供最好的手机应用，打入发行市场的头阵，这就是Appular的下一个计划。

我们认为目前在这一市场上，跟我们一样掌握了调查数据、拥有丰富经验、充分了解这一领域的发行商并不多见，这也是我们的最大优势，我们将与合作伙伴和他们的项目共同创造更好的手机游戏体验。（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）

Appular’s Decespedes: Selling a game is the key skill publishers have and developers need

Formed with principals from game studio Freeverse, US iPhone publisher Appular has slowly been building up its marketing and PR services into something more solid.

Now, with a slate of releases – both games and apps – announced for the end of 2010 and into 2011, it keen to prove the App Store publishing model remains one with plenty of potential.

We caught up with COO, director of publishing, Dino Decespedes to find out more.

Pocket Gamer: It’s taken Appular time to fill out its slate as a publisher, so what’s the process been like?

Dino Decespedes: The process has been incredibly exciting. The partnerships built over the past six months have easily been the best part of the entire initiative.

Brainstorming, problem solving and coming together on projects with some of the most talented developers around has been amazing. We’re confident that the hard work put in by everyone involved will show when these titles hit the store.

What do you think are the key attributes a publisher brings to developers?

In Appular’s case, first and foremost, we bring an unparalleled level of market experience and expertise. We understand the market. We understand the user. And we know how to turn an idea or concept into something that will have success in the space.

We recognise that it takes a particular skill set to design and build a great app, and in many cases, a completely different skill set to communicate the finer details of an app and get it sold to the end user. We bring that specialised skill to the table.

How do you choose the games you publish?

We like to think that we choose each other. Instead of choosing the right games or apps, the focus is on choosing the right development partner.

We are aligning ourselves with developers that are committed to their projects, are open to new ideas, and interested in and committed to long-term, mutually beneficial partnerships.

What sort of input can you have on games that are still in development?

We have provided all types of input including art, functionality, pricing, and game mechanic feedback. Our most valuable contribution, however, is user experience input. We approach every title from the perspective of an individual who is using his device for the very first time. We ask ourselves what their experience is like.

In most cases, developers come to us for this type of input. Developers are confident in their product or concept but are still looking for a new experienced set of eyes to look their project over and provide some unique feedback.

What’s your take on moving away from publishing on iOS to other mobile devices?

It very much depends on the app store situation. The Apple App Store is king because it’s the leading mobile software buying experience. Screenshots, rankings, testimonials, scale, and simplicity all make iTunes the leader.

We obviously follow all of the Android, Windows Phone 7, Palm and Nokia news, but until a store that can attract a critical mass of shoppers arises, we’re on the sidelines.

What’s your take on paid versus freemium?

Paid and freemium are two entirely different models. I don’t necessarily think one is versus the other. I liken freemium to a casino experience. It’s mindless, it’s simple, it’s rewarding, it’s addicting, but it isn’t a game, as we’ve come to think of games. It’s a slot machine.

In my opinion, paid gaming will continue to evolve one way, and freemium will evolve another way.

Freemium will always be about monetising – not necessarily about turning – freemium experiences into more traditional gaming experiences. I don’t believe the two models need to converge. Freemium innovation won’t come from making freemium look more like paid. It will come from figuring out how to better monetise obsessive behavior.

What can you say about how you structure your deals?

We structure our deals very fairly. Each deal is on a case-by-case basis and highly dependent upon our level of investment and the nature of our partnership.

The biggest guarantee we can offer a developer is that of commitment. We are bringing strategy, PR support, social media support, and advertising budgets to the table and investing our own time and effort to fully back these titles coming out of the gate. We are providing full marketing support, both pre-launch and post-launch, for only a share in the revenue.

There are no upfront costs to our development partners, only a joint commitment by both parties to produce the best possible title.

What’s next for Appular?

Aside from toppling Angry Birds from the top of the charts…! bringing the best apps to consumers and staying at the forefront in terms of understanding this marketplace is what’s next for Appular.

We feel there are only a handful of companies out there with the data, experience and understanding that we have in this office. It’s our single biggest advantage and one that we are committed to sharing with our partners and their projects for the sake of a better mobile gaming experience.（source:pocketgamer）