Sybo Games談Subway Surfers上架五週年的演變

原文作者:Matt Suckley 譯者:Megan Shieh

在F2P遊戲開發的世界裏人們常說“遊戲的發佈是開始,而不是結束。”

它們並不是在商店貨架上擺着的、再也不會被改進的盒裝產品,而是需要好幾年的時間,持續運營和更新的“games-as-a-service ”(遊戲服務)。

pocketgamer.com . biz長期以來一直在熱門遊戲發佈不久後對它們進行調研,但在遊戲發佈很長時間以後又發生了什麼?

subway surfers(from venturebeat.com)

subway surfers(from venturebeat.com)

爲了找到答案,我們訪問了在線遊戲背後的開發者們。

在這篇文章中,我們訪問了《地鐵跑酷》聯合開發商Sybo Games的總經理Mathias Gredal Nørvig。《地鐵跑酷》是有史以來下載數量最多的手機遊戲之一,今天是它的五週歲生日。

PocketGamer.biz: 《地鐵跑酷》今天已經5週歲了,你如何看待它從最初發布到現在的表現?

Mathias Gredal Nørvig: 《地鐵跑酷》仍然是一個穩固的遊戲。它是2017年第一季度下載量最大的遊戲,也是每個聖誕節下載量最大的遊戲。

我們的粉絲很喜愛這個遊戲,並且也會關注我們每三週推出一個新城市更新的‘世界之旅’,我們對此感到非常開心。

《地鐵跑酷》就像是一瓶美酒,隨着時間的增長越來越成熟,越來越好。

《地鐵跑酷》目前的在線運營團隊有多大?

總共25人。其中有15個成員負責內容創新,功能開發和優化;另外10個成員負責發行;聯合開發商(Kiloo)方面負責用戶支持,社交整合,插頁式廣告和功能開發。

你認爲用戶支持和更新有多重要?玩家們對重大更新的反響如何?

負責用戶支持的是Kiloo。我們每天都有超級多的玩家,所以我知道他們正在盡最大的努力來掌控流量。

許多新舉措在過去幾年裏被引入,我認爲玩家們真的很享受這個遊戲。

作爲遊戲世界的創造者,在Sybo,我們盡最大的努力以新鮮的內容、幕後故事和有趣的剪輯來維持我們的粉絲基礎。每天早上叫醒我們的不是鬧鐘,而是粉絲!

你如何確保《地鐵跑酷》在發佈很長時間以後,還可以保持一個巨大的、活躍的玩家基礎,並繼續生成大量的下載?

有趣的遊戲核心!趣味永遠是最重要的。

其次,我們確保自己塑造出的高辨識率角色能購吸引玩家。

每三週推出一個新城市更新的‘世界之旅’也是在哥本哈根展示我們才能的關鍵。

你願意分享任何KPI嗎?例如下載量,DAU或留存數據。

我們的下載量達到了15億。就是說世界上每4部手機中,都有1部下載了《地鐵跑酷》。

這是驚人的成就。獨有的日活躍用戶徘徊在2000萬左右,而且我們的留存數據在同類遊戲中保持最好。

你從《地鐵跑酷》中學到了什麼?你是否還在從中學習?事後來看,現在的你會不會對遊戲的某些地方進行改動?

我們一直都很有野心,成功是一個很動人的目標。

我們有很多的開發點子,這些點子會讓我們的玩家在未來持續喜愛我們的遊戲。

五年對於快速發展的手遊市場是很長的一段時間。你怎麼看待手機遊戲在這段時間內的演變,《地鐵跑酷》如何保持不落後?

top-grossing-iphone-us-subway-surfers(from app-annie)

top-grossing-iphone-us-subway-surfers(from app-annie)

從《塗鴉跳躍》到《皇室戰爭》,手機遊戲在過去的五年裏日漸成熟。玩家們變得越來越老練,而遊戲也必須得跟上。

趣味始終是遊戲成功的關鍵,但核心設計必須得和變化平行。

在Sybo,我們從未間斷過學習,並且引進了一些國際人才以跟上狂熱粉絲和玩家日益增長的慾望。

《地鐵跑酷》在整個開發過程中就像是一顆常青樹,我們在照料它的同時也爲此感到自豪。

《地鐵跑酷》的未來規劃是什麼?

新城市版本就快推出啦。我們開始向中國提供更本地化的內容,爲《地鐵跑酷》的中國粉絲訪問更多精彩的中國城市。

我們目前正在準備《地鐵跑酷》的動畫內容,今年將會推出短篇動畫,明年還會推出一個完整的長篇動畫系列。

我們從各個方面推進,鞏固粉絲和內容的互動,並將努力繼續爲他們帶來樂趣。

本文由遊戲邦編譯,轉載請註明來源,或諮詢微信zhengjintiao
It’s often said in the world of free-to-play development that launching a game is the beginning, not the end.

These aren’t boxed products released onto shop shelves, never to be worked on again. These are games-as-a-service that require constant operation and updating, often over a period of several years.

PocketGamer.biz has long been investigating theMaking Of notable games soon after their launch, but what happens long after a game is released?

In an attempt to find out, this regular feature will talk to the developers behind maturing live games about their experience so far. You can read all previous entries here.

In this entry, we speak to Mathias Gredal Nørvig, Managing Director ofSubway Surfers co-developer Sybo Games. Subway Surfers is one of the most downloaded mobile games of all time, and today it celebrates its fifth birthday.

PocketGamer.biz: With Subway Surfers now more five years old, how do you reflect on its performance – from launch to the mature title it is now?

Mathias Gredal Nørvig: Subway Surfers is still a solid game. It was the most downloaded game in Q1 of 2017, and is the most downloaded game every Christmas.

We really love the fact that our fans keep enjoying the game – and they follow us on our journey visiting new cities every three weeks on the world tour.

Subway Surfers is maturing like a good bottle of wine, only getting better every year.

How big is the team currently handling live ops on Subway Surfers?

25 high-fiving people in total.

15 on our team are doing creative content, feature development and optimisation, and there are 10 on the publisher and co-developer (Kiloo) side doing player support, social integration, interstitials and feature development.

How important do you consider customer support and updates to be? How have significant updates been responded to by players?

Kiloo is handling the customer support. We have huge numbers of players every day, so I know they are doing their utmost to handle the traffic.

Many new initiatives have been introduced over the last years, and I think the players are really enjoying it.

As creators of the universe, at Sybo we do our best as well to support our fan base with fresh content, behind-the-scenes insight and fun clips. Our fans are the reason we get up in the morning!

How have you gone about ensuring that Subway Surfers maintains a sizeable and active player base long after its launch, and continues to generate a huge number of downloads?

Fun core gameplay. Fun always comes first.

And then we make sure to have cool, recognisable characters you want to engage with.

Visiting new cities around the world every three weeks is also key in showcasing our talents in Copenhagen.

Any KPIs such as downloads, DAU or retention you’re willing to share?

We’ve reached 1.5 billion downloads. That’s every fourth phone in the world.

It is an amazing achievement. Unique daily active users hover around 20 million players and our retention remains best in class.

What lessons have you learned/are you still learning from Subway Surfers? Is there anything about the game that, in hindsight, you’d now handle differently?

We will always be ambitious and success is a moving target.

We have many ideas for development and will keep our players and fans happy in the years to come.

Five years is a long time in the fast-moving mobile games market. How have you seen mobile games evolve in that time, and how hasSubway Surfers kept up?

Mobile games have really matured in the last five years, from Doodle Jump to Clash Royale. The players are becoming increasingly sophisticated and games have to follow.

Fun is still essential in a game’s success, but the core needs to be designed in parallel to a clever and deep meta.

We are constantly learning at Sybo and we bring in international talents to keep up with the growing desires from avid fans and players.

Subway Surfers is like an evergreen in that whole development – a position we are proud of and nurse to keep.

What’s next for Subway Surfers in 2017 and beyond?

New cities coming up. Always. We are starting to source more localised content to China, visiting more of their wonderful cities for our Chinese fans.

The universe of Subway Surfers is being prepared for animated contentas we speak, with short-form animation coming this year, and a full fledged long-form animated series coming out next year.

We are pushing on all fronts to keep our fans engaged with content and will continue our efforts to bring fun to their favourite screens. (Source: pocketgamer.biz