《超級馬里奧跑酷》爲什麼賣得不好?

作者:Motoi Okamoto

上週,《超級馬里奧跑酷》同時在150多個國家發行了。當然了,我也馬上就購買並嘗試了這款遊戲。並且我認爲這款最新超級瑪麗授權遊戲是最佳手機平臺遊戲之一!

所以我想在此分享自己對於這款遊戲的看法。

super mario run(from gamasutra)

super mario run(from gamasutra)

這款遊戲是手機平臺遊戲的一大進步,它的誕生是具有里程碑意義的。遊戲概念非常明確。就像我的前老闆宮本茂所說的,我希望所有人都可以在一隻手忙着吃漢堡的時候另一隻手還可以玩遊戲。而任天堂的遊戲設計師便想到手機遊戲的最大優勢之一便是能讓玩家用一隻手玩遊戲。

所以現在我們擁有這麼一款可以用一隻手來玩的全新超級馬里奧遊戲。它也提供給了玩家包括熟悉的敵人以及像GOOMBA,KOOPA TROOPA,BULLET BILL等等在《新超級瑪麗兄弟》等遊戲中出現過的優秀內容。

這是從兩手遊戲玩法(手動運行)到一手遊戲玩法(自動運行)轉變的一個典型例子。這款遊戲中的馬里奧只能向右奔跑。遊戲中的創新機制讓玩家可以在自己想要的任何位置重新開始遊戲。

同時玩家也可以通過Mario Spinning去延伸跳躍距離並通過像Stop Block等全新機制去控制前進時間。馬里奧能夠使用像Arrow Block和Long Jump Blok等全新方式去進行像Backflip和長距離跳躍等不同跳躍方式。

《超級馬里奧跑酷》的快速成功

這是一款獲得了傑出成就的優秀平臺遊戲!它出現在包括美國和一些歐洲國家等50多個國家的最暢銷iOS遊戲排行榜單上。

根據AppAnnie,這款遊戲在發行後的短短3天時間裏在全世界範圍內創造了超過3700萬的下載量以及1400萬美元的收益。遊戲的免費玩家到付費玩家的轉換率爲4%。換句話說,這款遊戲擁有將近150萬的付費用戶。

(遊戲邦注:在日本,也就是馬里奧的家鄉,《超級馬里奧跑酷》在第一天的暢銷遊戲榜單中位列第6。)

GrossingRanking(from gamasutra)

GrossingRanking(from gamasutra)

但是這也不是說這款平臺遊戲便獲得了意料之中的成功。爲什麼呢?

《超級馬里奧跑酷》的理想目標

雖說《超級馬里奧跑酷》將帶給任天堂更多收益,但其實它的潛能卻不止如此。首先,任天堂希望在iOS和Android平臺上能夠賣出多少《超級馬里奧跑酷》呢?

讓我們看看下面內容:

需要注意的是,售價50美元的《新超級瑪麗兄弟》(面向NDS)在全世界範圍內共賣出3000多萬份。面向Wii的《新超級瑪麗兄弟》也是如此。

任天堂計劃在春天發佈既面向掌機也面向主機的全新遊戲平臺。但如果《超級馬里奧跑酷》能夠賣出超過3000萬份,該公司便能夠擁有一個和NDS或Wii同樣重要的遊戲平臺。也就是《超級馬里奧跑酷》的銷量將影響者該公司的遊戲平臺測策略。

如此看來他們的最終目標便是獲取3億的下載量和3000萬的銷量。這會不會太有野心了?好像是這樣的,但是在2006年和2009年的時候該公司曾銷售過高出5倍價格的超級馬里奧授權遊戲。

免費遊戲和免費開始的區別

其實不用想也知道,《超級馬里奧跑酷》要想賣出超過3000萬份遊戲並不輕鬆。除了硬核馬里奧玩家外,這款遊戲還需要吸引更加休閒的玩家。所以他們需要鼓勵更多人去關注遊戲並通過各種病毒媒體傳播去吸引更多人的注意。

從根本上來看,手機開發者可以使用“免費遊戲”策略去最大化遊戲參與者。而任天堂選擇了他們所謂的“免費開始”策略。

我想在此強調的是,儘管“免費遊戲”策略和“免費開始”策略看起來一樣,但它們其實並不相同。這也是關於如何去利用用戶免費遊戲的時間。

《超級馬里奧跑酷》只提供給所有玩家3個免費遊戲階段。換句話說就是所有玩家只能免費遊戲5分鐘左右。但這樣的時間卻不足以讓他們去考慮是否要購買所有遊戲內容。

也就是說該公司不能有效利用90%的參與者去執行市場營銷。相反地,只有10%的玩家購買了遊戲內容,而剩下90%的玩家只是在不同社交媒體上散佈一些有關該遊戲的負面評價。

在AppStore評論以及像Twitter等社交媒體上有很多人在抱怨這款遊戲的價格以及糟糕的演示版本。同時也有一些購買者對沒有多少可供持久遊戲的階段進行抱怨。這真的是一次糟糕的市場營銷。

所以任天堂該如何做?

在《超級馬里奧跑酷》發行後,任天堂和DeNA的估價都出現下跌。也有一些分析預測《超級馬里奧跑酷》不會提前達到自己的期待值。

同時也有些開發者認爲,如果遊戲是作爲一款付費應用發行(沒有演示版本),結果可能會更好。我也對此表示認同。即如果遊戲最好能夠創造多出兩倍的遊戲階段並提供2至4個作爲免費遊戲階段。

因爲通常停止遊戲的玩家都不會在社交媒體上發佈遊戲的正面評論。所以最關鍵的還是玩家能夠維持多長時間的免費遊戲。在一些手機戲中,至少2至4個人實時多人遊戲以及簡單的階段編輯器等都能有效延長玩家的遊戲時間。

我認爲任天堂如果要創造《超級馬里奧跑酷》的續集就需要將“免費開始”策略改成“免費遊戲”或“付費遊戲”並擴展更多內容。

本文爲遊戲邦/gamerboom.com編譯,拒絕任何不保留版權的轉發,如需轉載請聯繫:遊戲邦

Super Mario Run is the best model of the mobile platformer and the worst model of selling.

by Motoi Okamoto

Super Mario Run launched at the same time in about 150 countries last week. Of course, I purchased, played and beat it in hot haste. Definitely, I’m confident that the latest Super Mario franchise is one of the best mobile platformer!

I recently responded to some interviews, including the WSJ and so I would like to note my impressions here.

The game is a brilliant advance of the platformer genre in mobile games and a historical milestone. The concept of the game is clear. My former boss Miyamoto said that everyone can play with one hand while eating a hamburger with one hand. I know that some Nintendo game-designers have thought that one of the great advantages of mobile games is playing with one hand.

So now we have the New Super Mario Bros we can play with one hand. It offers many gamers keening the series an excellent play feels like NEW Super Mario Bros, including familiar enemies and gimmicks like GOOMBA, KOOPA TROOPA, BULLET BILL, fire bar, lift and so on.

It is a wonderful example of conversion from two-hand gameplay (manual run) to one-hand gameplay (auto run). Mario in this game can only run to the right. The bubble, the excellent, innovative mechanic relaxes that frustration, allowing players to restart from the place they want

Also, players can extend the jump distance by Mario’s Spinning in the air and control the timing to advance by the new gimmicks like Stop Block. Mario uses new gimmicks such as Arrow Block and Long Jump Block to do various jumps like Backflip and long jump.

The instant success of Super Mario Run

This excellent platformer accomplished the brilliant achievement! It got top of iOS grossing ranking in about 50 countries, including US and some European countries.

According to the AppAnnie, the game accomplished more than 37 millions downloads and more than $14 million worldwide in just three days after its release. The conversion rate from free download to paid user is roughly 4 percent. In other words, the number of paid users is roughly 1.5 million.

(In Japan, Mario’s home ground, Super Mario Run was ranked 6th on the first day grossing ranking. )

Nevertheless, it is not to say that this excellent platformer reached the expected success. Why is it?

The ideal goal of Super Mario Run

Super Mario Run would bring huge “earning extra money” to Nintendo, but its potential might be even larger. At first, how many Nintendo as ideally want to sell Super Mario Run on iOS and Android?

Let me explain the following facts:
It should be noted that New Super Mario Bros (for NDS) sold nearly 30 millions worldwide at a price of around $50. New Super Mario Bros. Wii, too.

Nintendo plans to release of Nintendo Switch, a new game platform with aspects of both handheld and console, in this spring. It might lead to a shrinking business. But, if Super Mario Run would sell over 30 millions, the company could get “one more game platform” equal to NDS or Wii. How much Super Mario Run sells might affect the company’s game platform strategy.

From this point of view, the final ideal goal is to achieve 300 millions downloads and 30 millions sales. Is it too ambitious? Sure, but the company sold New Super Mario franchises despite the price 5 times, in 2006 and 2009. The ideal goal for Super Mario Run is to sell 300 million downloads and 30 millions.

The difference between free-to-play and free-to-start

Needless to say, it is not easy that Super Mario Run would have a great success to sell more than 30 millions. Naturally, the game needs to attract more casual gamers beyond core Mario-gamers. So, It needs to encourage more people to pay attention to it and to get interest it through various viral media.

In general, mobile developers choose a “free to play” strategy to maximize participants int their games. Nintendo chose a “free to start” strategy named by the company.

I would like to note here. Although the “free to play” strategy and the “free to start” strategy seem to be nearly equal, there is a large clear difference.It is how to utilize time of users playing for free.

Super Mario Run offers all players only 3 free-to-play stages. In other words, all players are permitted free-to-play for about 5 minutes or so. Whew. It is not enough time to consider purchasing the right to play all the stages.

So, the company isn’t able to utilize 90 percent of participants as collaborators of buzz marketing. On the contrary, while 10 percent of players purchase, the remaining 90 percent of players are spreading negative comments through various viral media.

Many many many complaints with the price and poor demo of this game are overflowing in AppStore reviews and social media like Twitter. Also, never few purchasers complain about the too few stages for sustained play. It is nothing but a large NEGATIVE buzz marketing.

So what should they do?

The share prices of both Nintendo and DeNA have dropped after Super Mario Run was released. Never few analysts forecast that Super Mario Run will not reach their own expectations in advance.

Never few developers say that Super Mario Run would have been better if it was released as a paid App without free demo. I agree, too. As an alternative, the game should have twice the number of stages and offer at least stages up to 2-4 as free-to-play stages.

Because usual players stopped playing don’t post positive comments about the game to social media. It is crucial how long players can continue to play for free. In some mobile games, real-time 2-4 people multiplayer, simple stage editor and so on are introduced to extend playing time.

I believe that they change “free to start” strategy to “free to play” or “Paid” and expand the amount of contents if there are the sequel to Super Mario Run.

Acknowledgment

Thank you for reading this to the end. I hope this article gives you valuable insights. Ask me in the comments If you have questions about this article.(source:gamasutra)