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推特游戏部门主管谈不同地区热门游戏趋势差异

发布时间:2019-12-04 14:10:11 Tags:,,

推特游戏部门主管谈不同地区热门游戏趋势差异

原作者:Brendan Sinclair 译者:Willow Wu

近几年来,推特一直在追踪其平台上讨论的游戏,并在E3和年终总结中分享他们的一些调查成果。

事实证明,这些数据非常受玩家欢迎,推特的游戏部门主管Rishi Chadha告诉GamesIndustry.biz,他们从今年早些时候就开始固定每月收集这些数据,并公开其中的一部分。

这是Chadha发布的其中一张图,展示了十月份各地区玩家在推特上讨论最多的游戏。

除了这张图表,推特还给GamesIndustry.biz提供了一份十月份各地区玩家在推特上讨论最多的游戏列表。

巴西

1.《英雄联盟》
2.《堡垒之夜》
3.《我的世界》
4.《侠盗猎车手》
5.《使命召唤》

加拿大

1.《堡垒之夜》
2.《火焰纹章》
3.《英雄联盟》
4.《使命召唤》
5.《侠盗猎车手》

日本

1.《怪物弹珠》
2.《Fate/Grand Order》
3.《偶像梦幻祭》
4.《第五人格》
5.《舰队收藏》

英国

1.《堡垒之夜》
2.《FIFA》
3.《使命召唤》
4.《英雄联盟》
5.《On Air!》

美国

1.《堡垒之夜》
2.《使命召唤》
3.《超级马里奥》
4.《火焰纹章》
5.《守望先锋》

Grand Theft Auto V (from gamesindustry.biz)

Grand Theft Auto V (from gamesindustry.biz)

“玩游戏是一种全球现象,但值得注意的是,不同地区的人玩的游戏是不同的。”

他说这就像传统运动一样,足球是世界主流运动之一,但是美国人并不怎么玩,而美国的橄榄球则是完全相反的情况。

我们可以从列表中得知那些经典大作一般都能在世界范围内引发广泛关注,在国际市场获得好口碑。

“《堡垒之夜》在不同地区的列表中排名都很靠前——除了日本,这就要说到游戏的覆盖率之广,”Chadha说。“《堡垒之夜》在多个平台都可以玩,玩家也很容易上手。”

日本看起来或许会让人觉得“很不合群”,榜单里都是手游,这一定程度上要归因于它是其中唯一的亚洲市场。Chadha说在主机游戏不太流行的某些亚洲地区,手游在推特上更能引发人们的热烈讨论。至于推特游戏相关内容最多的日本为什么也是这样,Chadha说榜单上的游戏吸引用户的方式各有不同。

“关于《Fate/Grand Order》,我们注意到的一点就是开发团队能够有效地激励用户分享、谈论游戏,”Chadha说。“所以人们就会分享游戏截图、解锁的各种成就……很多类似的分享内容都是关于这个游戏的,而游戏也会奖励这样做的人。”

为什么西方市场列表中很少有手游,Chadha有一些推论。

“根据目前的情况来看,人们对手游内容的消费热情并不怎么高,”他说。“你可以看人们玩《堡垒之夜》《使命召唤》或者《英雄联盟》,观赏别人的游戏体验。但是手游就不一定了,部分原因在手游直播并没有PC/主机那么容易——现在难度已经有所下降,但在移动设备上仍然存在困难——围绕手游创造内容仍然是一个较新的前沿领域,我认为内容是引发讨论的根本原因。”

西方国家的榜单上更多是PC/主机游戏,这还有其它几个原因:相比移动平台,他们在这些平台上玩的时间更多。另外,新生的手游电竞无法像PC/主机游戏那样引起广泛关注和讨论。

Chadha表示,我们还应观察分析列表中这些经久不衰的热门游戏。比如说,多年来地位都很稳固的《使命召唤》,还有《怪物弹珠》《Fate/Grand Order》《偶像梦幻祭》,自跟踪以来它们在日本榜单的排名就没怎么变过。

另一些游戏则倾向于在有明确的驱动力的情况下才成为社交媒体的热点,例如游戏发行或营销造势。上个月《堡垒之夜》团队为第二章策划的黑洞宣传活动让他们赚足了关注,Chadha还说多亏了2019年的世界锦标赛,《英雄联盟》比往常引发了更多的讨论,热度持续了一整个月。

通常来说,找出热度激增的原因并不难。但是像明星声优养成游戏《On Air!》登上英国榜单前五,背后的原因就有点复杂。Rishi说团队仍在调查是什么引发了关于这个游戏的热烈讨论。不管怎样,单凭一个月的数据不大可能得出准确的结论,因为你只需要一或两天的狂热讨论就能对整体数据产生影响(然而有趣的是,尽管电竞选手Blitzchung因支持香港暴徒而被禁赛引发热议,但Twitter的追踪工具并没有将《炉石传说》列入前五名)。

“显然,互联网的发展非常迅速,游戏产业也是如此,新事物层出不穷,”Chadha说。“我认为关键在于你能把关联度维持在哪种程度,你能展示出多少新东西,或能维持这种新鲜感多久。”

虽然最受关注的游戏和最成功的游戏之间有很多重叠之处,但Chadha说公司还没认真研究过讨论热度和收入增加之间的相关性。

“诚然,这有点像是移动的靶子,”他说。“尽管很多人都在讨论,但我并不认为他们现在就会购买或者说推动游戏收入,尤其考虑到有些讨论内容是围绕游戏活动发生的,而且还不一定是跟交易有关的活动。”

这并不是说开发人员无法从这些数据中收集到什么有用的信息。Chadha说,从每一种类型的游戏中找出哪些产品能够吸引用户成为粉丝,或者分析游戏是如何创造并保持相关性,我们可以推论出很多东西。最后,懂得如何根据不同的市场调整战略也是非常重要的。

“要了解不同地区的粉丝文化是怎么样的,如果你的游戏是面向全球用户的,你需要考虑如何应对不同的市场,”Chadha说。“就比如说针对加拿大市场的策略肯定跟日本的非常不一样。不同地区的流行趋势是不一样的,你得去了解它们,这非常重要。”

本文由游戏邦编译,转载请注明来源,或咨询微信zhengjintiao

For a few years now, Twitter has been tracking the games being discussed on its platform and sharing some snippets of them in E3 and year-end recap forms.

Those dips into data proved popular enough with gamers that Twitter head of gaming Rishi Chadha tells GamesIndustry.biz the company started compiling them on a monthly basis and releasing snippets of information from them earlier this year.

Here’s one graphic Chadha posted covering the most talked about games on Twitter worldwide from late October:

Separate from Chadha’s publicly posted excerpts, Twitter also provided GamesIndustry.biz with lists of the five most discussed gaming franchises on Twitter for five different regions from October.

Brazil

League of Legends
Fortnite
Minecraft
Grand Theft Auto
Call of Duty
Canada

Fortnite
Fire Emblem
League of Legends
Call of Duty
Grand Theft Auto
Japan

Monster Strike
Fate/Grand Order
Ensemble Stars
Identity V
Kantai Collection
UK

Fortnite
FIFA
Call of Duty
League of Legends
On Air!
US

Fortnite
Call of Duty
Super Mario
Fire Emblem
Overwatch

“Gaming is a global phenomenon, but it’s worth recognizing that people play different games in different regions,” Chadha says.

He likens it to traditional sports, where football is a major sport around the world but not so much in the United States, while American football is nearly the opposite.

Twitter’s charts show that many of the industry’s biggest hits have wide appeal and are well-appreciated around the world.

“Fortnite is number one or two on many of these lists, except for Japan, and that speaks to the ubiquity of the game,” Chadha says. “It’s available on multiple platforms so you can play it on anything and the accessibility is truly there too.”

And while Japan may look out of place here with its bevy of mobile titles in the chart, that’s in part because it was the only Asian market included in the snapshot Twitter provided. Chadha said mobile titles are more likely to dominate the conversation on Twitter in Asian countries where consoles are less common. As for why they would be so regularly talked about in Japan — the country that tweeted most about gaming last year — Chadha said the games on the chart engage with their audiences differently.

“One of the things we noticed about Fate/Grand Order is they really incentivize their audience to share and talk about their game,” Chadha says. “So people are sharing screenshots of them playing the game, different achievements they’ve unlocked… A lot of that stuff is happening almost exclusively with that game, and in turn, the game is rewarding individuals for doing that.”

As for why there aren’t more primarily mobile games on the Western markets’ charts, Chadha has some theories.

“Right now as it stands, people aren’t necessarily consuming mobile games content,” he says. “You can watch people play Fortnite, Call of Duty, or League of Legends, and you’re consuming content of them playing. But people aren’t necessarily doing that with mobile games yet. Part of it’s because it’s hard to capture that content — it’s getting easier, but it’s something that’s still a bit harder [on mobile] — and it’s still a newer frontier when it comes to creating content around mobile games, and I think that [content] lends itself to conversation.”

Other factors he mentions as contributing to the PC/console skew of the Western markets include Western gamers playing more on those platforms than mobile, and a relatively nascent mobile esports scene in the West that isn’t driving discussion the way its PC and console counterparts do.

Another thing Chadha says should be considered is the tenure of these chart toppers. For example, Chadha says Call of Duty has shown staying power and Monster Strike, Fate/Grand Order, and Ensemble Stars haven’t really budged from the Japanese list since they’ve been tracking it.

Others tend to “pop” from time to time when there’s a clear driver for online discussion, like game releases or marketing beats. Fortnite in particular benefited last month from its blackout tease for Fortnite Chapter 2, while Chadha says League of Legends sparked more discussion than usual thanks to the 2019 World Championships, which ran throughout the month.

Usually it’s easy to pinpoint the reason for such surges. Sometimes, as with the anime mobile game about aspiring voice actors On Air! ranking fifth on the UK chart, the reasons are less clear. Having compiled the results just prior to our discussion, Rishi says the team is still investigating what happened to spark discussion for that game. Regardless, looking at a month in isolation can warp the results anyway, as all it takes is one or two days of fevered online discussion to skew the overall results. (Interestingly though, Twitter’s tracking tools did not place Hearthstone in these top five charts despite the month’s much-discussed ban of pro player Chung “Blitzchung” Ng Wai for his support of Hong Kong protesters.)

“The internet moves obviously very quickly and so does the games industry, so new things are popping up consistently,” Chadha says. “I think it’s about how much relevancy you can maintain, how much you’re able to showcase something new or sustain what you’re talking about over extended periods of time.”

While there’s loads of overlap between the most talked about games and the most successful ones, Chadha says the company has yet to seriously research how tight a correlation there is between being generating discussion and generating revenues.

“Admittedly it’s a bit of a moving target,” he says. “Just because people are talking about stuff, I don’t necessarily think people are buying into it or driving revenue for that just yet, especially because some of these things are taking place around events, and not necessarily transactional events.”

That’s not to say there isn’t useful information for developers to glean from such figures. Chadha says there’s much to infer from identifying which games in each genre are generating fandom, or figuring how titles establish and maintain their relevancy. Finally, understanding how those tactics need to be adapted by market can be key.

“Get that understanding of the regional fandom, because if they have a global strategy, they’re going to need to be thinking about what they’re going to do for different markets,” Chadha says. “The plan for what to do in Canada for example, will be very different from what they do in Japan. Understanding those trends at a regional level is going to be important.”

(source: gamesindurty.biz


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