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OSC 第 95 期高手问答 —— 开发引人入胜的手机游戏
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OSCHINA 本期高手问答( 10月27日- 11月2日) 我们请来了 Countly 开发者 @ar2rsawseen 为大家解答关于 如何开发引人入胜的手机游戏 方面的问题。

可以使用中文提问,Arturs 会以简单的英文回复

Arturs Sosins(@ar2rsawseen )是来自拉脱维亚的开发。 他在 2011 年共同创立 Jenots.com,从事游戏开发和游戏设计的工作。 他在 2013 年加入了 Gideros,一个开源跨平台的游戏引擎。他写了一本关于手机游戏开发的书《使用 Gideros 引擎开发手机游戏》

Arturs 在 2014 年加入了 Countly,一个实时和开源的移动数据分析方案。他参与许多功能开发如插件系统、转介归属和崩溃分析。他继续在开发有趣的小游戏,在博客(http://waterbreadinternet.com)分享。

Arturs 认为目前的手机游戏的主要问题之一是太专注于转化率,忽视玩家的乐趣和体验。因此,手机游戏玩家不愿意花钱玩手机游戏。只有一些公司,如 SpryFox、PopCap、 Vlambeer 和 HalfBrick 比较专注玩家乐趣,从而创造社区。社区跟随者愿意花钱玩此公司所开发的游戏,因为玩家知道这些游戏将是值得的。

Arturs 认为恰当使用移动分析工具可以建立强大的参与循环、适当的引入游戏流程和游戏发布后的监督,能提高用户保留率。

为了鼓励大家踊跃提问,Countly 会在问答结束后抽取 5 名幸运提问者赠予 Arturs 的《Gideros Mobile Game Development》 e-book 一本。另外还有一位超级幸运提问者可以获得 500 元亚马逊优惠券!

OSChina 高手问答一贯的风格,不欢迎任何与主题无关的讨论和喷子。

可以使用中文提问,Arturs 会以简单的英文回复

下面欢迎大家就 如何开发引人入胜的手机游戏 方面或者 Countly 相关的问题向 @ar2rsawseen 提问,请直接回帖提问。

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叶秀兰
发帖于3年前 57回/5K+阅
共有57个答案 最后回答: 3年前

Hi everyone, I noticed that game quality, acquisition and retention of users as well as in-app purchase seem to be hot topics. Some of you tried to point to specific examples to illustrate these points. 

Therefore, I have downloaded "Summoners War", a popular game in China. I am currently playing this game. I welcome your questions in relation to this game!

  

@ar2rsawseenHello, if you have questions on game development, improving engagement or using analytics and different metrics to track game performance, let me know :)
--- 共有 1 条评论 ---
ProgramCatHTML5 is growing in performance and popularity every day. I want to become a HTML5 mobile game developer and make some distinctive games.How should i start. 3年前 回复

引用来自“ar2rsawseen”的评论

引用来自“稻草鸟人”的评论

@ar2rsawseen : 作为一家公司,从来都是以赚钱为导向,作为一款好的游戏,用户体验必然是最重要的(个人理解),但是就这样的一款游戏未必能给公司带来多大的利润,您认为这是为什么呢?

@稻草鸟人There are different ways to monetize the game, and each of the way could be applied to specific case. For example, for simple games, time killers, advertising is the best way to monetize. It works even better, when you incentivize showing advertisements, like give a power up or a boost at the next try.

For game purchases, you really need to have a quality game with a story, narative and beautiful graphics, because what you are selling to users is the experience (think of The Cave, for example, http://store.steampowered.com/app/221810/)

In-app purchase mostly work for long commitment games, where users knows he will spend lots of time to have fun and buying something, would make the life easier for him. You can usually gain a lot on impulsive buys there, like he has some time to finish the one-time available event/mission and he knows he can’t make it, he can make an impulsive buy to help him with mission, so he would not lose it.

So monetization boils down to what type of game do you develop. But great user experience is a base, a much needed foundation. Without it, all others simply collapses.

So you need to figure out, why your users do not convert, and Analytics is the great way to understand that. Do you retain users, for how long? How much time do they spend in the app? Maybe they stuck on specific mission/level? On which screens they usually exit, etc.

Maybe you can provide more information about your use case, and I could try to provide more insightful answers? :)

大家好!我是Arturs的同事。每天,我将把最有意思的回复翻译成中文以便你们理解。

====

手游可采用不同的赚钱方式,并且每个的方式可以适用于不同情况。例如,对于简单的游戏,时间杀手(Time killers)和广告是最佳方式。当你采用激励展示广告,就像给功能提升,效果会更好。

对于游戏内购买,手机游戏需要有一个故事和漂亮的图形。手机游戏所提供给用户是经验(例如Cave,http://store.steampowered.com/app/221810)

应用内购买通常善于战略游戏,用户知道他得花大量的时间才玩得开心,买些东西会让他的生活更轻松。通常这些游戏会有许多冲动购买,例如当在一定的时间完成不了任务,就冲动购买以帮助他的任务。

因此,应用内购买归结为你开发什么类型的游戏。但是,良好的用户体验是基本条件。没有它,所有其他的细节都没意义。

你需要弄清楚,为什么你的用户不转化。应用数据分析能帮你理解用户行为。你的用户保留能持续多久?他们在应用内如何花钱?他们停留在哪些具体任务/游戏层?他们在哪些应用页面退出?

也许你能提供更详细信息,我们可以共同研究? :)

引用来自“ar2rsawseen”的评论

引用来自“今朝有酒今朝醉”的评论

@ar2rsawseen :你好,您觉得游戏质量、游戏的生命周期和公司盈利该如何取舍?我说明一下有些游戏质量虽然不高,但是通过宣传不断吸引新用户但同时被老用户所抛弃,这类游戏并不是通过游戏质量来吸引用户。就拿《刀塔传奇》和《极品飞车17:最高通缉》对比解答下我的问题好吗?

@今朝有酒今朝醉: I think this decision has to be made before you start releasing games as a company. You need to decide, whether you are going to make one big game and try to make the most of it. Or concentrate on multiple smaller games and try to build your user base through them. Your game’s lifecycle depends on it.

If you go with a single game, you must update it periodically, provide new levels and tasks, make some timed events, like change its skin during holidays, all to keep current users interested. All while doing promotions and attracting new users.

For multiple games approach, you release the game, and basically you forget about it. You will do some maintenance, like fixing important bugs and maybe even adding some levels after some time, but you do it mostly not to retain users, but only to attract new ones. Because your main goal is not to have lots of users in this one game, but to get existing users to play your other games too. So with every new game you publish, you gain, let’s say 100 new users. Imagine if you could drive all those new users to try all the games you previously created. Then it makes sense for you to release new games and do it periodically, if you can make new users to download your other games through power of cross-promotion. With each new game, your older games will have more users.

In both cases, I believe, if you are going for a long-term income, you should first concentrate on getting more users, and only then try to monetize them. Thus quality goes before profit. And by quality I do not mean just graphics, because it can be based on different tastes, as not everyone likes pixel art. What I mean by quality is the process of how you on-board your users and provide them fun and entertaining gaming experience. That is a real challenge.

Unfortunately, I cannot compare the strategies used by your mentioned games, I tried to download them, but did not succeed. Maybe you can try to compare them and let us know what you think? Do they only try to get new users, or do they also try to retain existing ones? How is the quality, are they fun? And what do they do for monetization? :)

大家好!请看今天的译文。欢迎您的意见。谢谢!

===

我认为公司开发游戏之前得决定如何建立用户群。公司有两个选择:(1)开发一个大的游戏,或(2)集中在开发许多小游戏。你的策略就决定了游戏的生命周期。

如果你选择 一个大的游戏,你必须定期更新、加入新等级和任务,也做一些应季节活动,如节日期间改变皮肤以维持当前的用户兴趣。你同时做促销活动以吸引新的用户。

对于许多小游戏模式,你发布的游戏后,基本就忘掉它。你还是会做一些保养,比如修复重要的bugs和一段时间后添加一些 新等级,但你这样做不是为了保留用户,而是吸引了新用户。因为你的主要目标不是有很多用户玩一个游戏,而是让现有的用户玩其他游戏。因此,每一个新游戏的发布,你获得比方说,100个新用户。试想一下,如果你能吸引所有新用户来尝试以前开发的游戏:每次发布新的游戏,你的旧游戏也会有更多的用户。

在这两种情况下,你应该先集中精力获取更多的用户,再尝试赚钱。说白了先把质量放在利润前。谈起质量,不能只关注图像,你得提供卓越的游戏体验。这才是真正的挑战。

对不起,我目前无法下载你提到的游戏。也许你可以尝试作比较,让我们知道你的反馈?它们是否只侧重吸引新用户,或者也尝试保留现有用户?游戏质量如何?能为用户提供乐趣吗?它们如何赚钱 ? :) 

引用来自“ar2rsawseen”的评论

@ar2rsawseen : For "Summoners War", I will provide my review in separate postings for easy reading. I will start with the onboarding process, followed by gaming experience and ending with monetisation on the day after. Feel free to jump in with your opinions and highlight if your games are doing better. 

The onboarding process is just brilliant. You are introduced to a character Ellia to take you through the basics. The story is that you had been away but back where you belong. Your friend believes in you more than you do and you accomplish tasks with such ease or do you think it is your skill that made first three summoned monsters to be a golden star monsters? :) 

This provides a really immersive experience. The game guides you through each detail via pointing arrows, to see the purpose of each action. This is skillfully integrated as part of the story. 

This integration of story, emotion and information is what makes this onboarding process great. This game teaches you all the requirements and does it without overloading you with information. This teaching is also related to the story.

早!请看译文。

===

对于<Summoners War 魔灵召唤>,我将把评论分成几个帖子以方便阅读。我将从Onboarding process 新玩家引导开始,稍后讨论游戏体验和赚钱模式。欢迎大家发表你的意见,或指出你的游戏在哪方面做的更好。

入游戏流程做得很出色,结合故事、情感和信息,提供了一种贴心的体验以让玩家深投入游戏游戏巧妙按照故事融入轻松地教玩家所需要的知识。

游戏把人物Ellia介绍给玩家传递基本知识。这故事说玩家之前离开,但回到属于自己的地方。玩家的朋友对他有绝对信心,看他轻松完成起步任务。当然,游戏也安排让玩家三只特别牛的恶魔 :) 

游戏也通过指向箭引导玩家完成每一个动作,而且了解动作的目的。总而言之,这个游戏很成功的做到了新手引导的各种设计,通过吸引人的故事融入,稍有成就感的初级任务完成,同时让玩家能顺利了解游戏的主要内容,轻松教新手所有的要求,并执行它,而不会加重新手的信息负担,从而对游戏产生更多兴趣



@ar2rsawseen : Hello! I will review Summoners War's gaming experience in this post. 

We want to make games fun and engaging, making users spend as more time in our game, which will increase our monetization options.

Usually, we can think of gaming experience in terms of engagement loops, where there is a task users start to do, as users go through different steps and complete it and get to the start of the loop, where new tasks awaits:

  • If the loop is too big, users might not be motivated enough to complete it.
  • If the loop is too small, users will get bored.
You will usually use Mobile Analytics to determine how your users behave in your engagement loops and if you need to change or add new ones to make users more engaged.

That is why it is important to have multiple loops so users could chose what to do, and in the beginning it is important that users are close to completing some specific task, And Summoners War does it perfectly.

Let me first explain by a simpler example. So we have a standard physics puzzler (see other examples), like Angry Birds. Where we can think of 2 main engagement loops, the levels that users complete and the level packs that users complete. A user
may play this game for a while, and now it is close to midnight and he is tired and wants to sleep.

If user is at the start of the level pack, he will probably simply go to sleep. But if there is one level left to finish the pack, he will probably try to finish it. Why? Because people love completing stuff. Even more, last levels are usually more difficult, so if user wants to complete it before going to sleep, he might as well buy a power up :) 

So now imagine if, when user completes a level pack and is closer to ending some other engagement loop, like finishing a set of collectibles. He wanted to go to sleep 2 hours ago, but is still playing because he is one step from finishing another engagement loop.

This is exactly what Summoners War does. Users have so many options to accomplish taks. And it keeps them engaged all the time. Users will level up soon, their monster will level up soon or get enough mana stones to buy something soon.

What if users have lost to a monster? The game gives a summoning scroll or mana stones. So users either upgrade runes or power up a monster. Either way, their monster becomes stronger and they will have better chances of winning the monster who just defeated them, so why not try again? 

This kind of thing keeps users in the game and provides great gaming experience and that is probably what makes Summoners War so popular.


@ar2rsawseenMorning! I have been reviewing Summoners War but there has been no feedback so far. If you would like to see my review on this game's in-app purchase, please drop me a note or post on this forum =) 
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