從產品測試角度聊Crazy Taxi: Gazillionaire是如何盈利的

原文作者:Matt Suckley 譯者:Megan Shieh

歡迎回到In-App Purchase Inspector,在這裏我們會以消費者的視角,定期測評一些F2P遊戲。

每期文章,我們都會考慮遊戲中IAP的誘因、壓力、它們的感知價值、IAP帶來的擴展內容還有整個遊戲體驗的評估。

最終目的就是看看這遊戲究竟值不值得我們砸錢,不花錢的遊戲體驗是否也能讓玩家感到滿足。

這次就讓我們來看看F2P手遊——《瘋狂出租車:億萬富翁》(暫譯,遊戲原名:Crazy Taxi: Gazillionaire)。

Crazy Taxi: Gazillionaire(from pocketgamer.biz)

Crazy Taxi: Gazillionaire(from pocketgamer.biz)

世嘉和旗下的Demiruge工作室最近再次將曾經最受喜愛的DC輕遊戲《瘋狂出租車》搬到了移動設備上。

再現經典

世嘉顯然看到了該系列在F2P移動領域的發展潛能。

此前推出過支持iOS和安卓系統的遊戲《瘋狂出租車:都市狂奔》,在這個以車道爲基礎的駕駛遊戲中,世嘉選擇了一條更傳統的路線。該遊戲於2014年1月份測試發行,這個名字中帶有‘瘋狂出租車’的移動輕遊戲確實吸引了一些眼球。

儘管一開始要配合《瘋狂出租車》如此純粹的街機風格有些困難,它只不過是通過時不時地點擊屏幕來收集虛擬錢幣,但《億萬富翁》卻帶來了驚喜。

與原作不同,玩家在遊戲中不是扮演出租車司機的角色。遊戲場景設置在一個由的機器人出租車主導的城市,玩家扮演出租車公司的老闆(運營商),升級他們的車隊,並通過累積車費來僱傭新的司機。隨着遊戲的推進,玩家在遊戲中將獲得越來越多的司機。

儘管《億萬富翁》與經典的《瘋狂出租車》系列遊戲存在差異,但它保留了原作中深受用戶喜愛的特色。

公平遊戲

與所有的放置類遊戲一樣,《億萬富翁》是圍繞着軟貨幣的積累而建立起來的,而軟貨幣反過來又被投入到升級中,以提高累積的效率,無限循環。

新作中的軟貨幣和原作一樣,都是美元。

遊戲的主要場景是一個俯瞰城市的地圖,代表乘客的圖標會出現在玩家的視野中,當乘客被選中的時候,出租車公司老闆就會發配一輛車來接送該乘客,將TA載到目的地。

每次運載得到的現金回報都會被累積到一起,而這些累積起來的錢會被用來升級車輛,以提高收費標準。

比較複雜的部分是招聘司機。與《皇室戰爭》中的Units(單位)一樣,Driver Card(司機卡)可以使用副本進行升級,從而生產更高的車費。每張司機卡只能在一個特定的區域內使用。

通往億萬的道路

這些卡片通常是在車輛升級到一定程度的時候給出的獎勵,但也可以通過Scratch Tickets來獲得。就像現實生活中的彩票一樣,每張彩票都提供6個隨機獎勵。

彩票偶爾也會被作爲完成任務的獎勵,或激勵玩家觀看廣告的鼓勵(稍後將詳細介紹)。但是解鎖A級彩票需要等待4個小時,而解鎖S級的彩票需要等待8個小時。

跟《皇室戰爭》裏的規則一樣,一次只能解鎖一張彩票;除非玩家願意通過觀看視頻廣告來減少一個小時的等待,或支付硬通貨來完全繞過計時器。

鑽石是遊戲中的硬通貨,價格從1.99美元(80個)到19.99美元(1,100個)不等。

這些鑽石可以用來購買A級,S級和瘋狂級彩票,售價分別爲50,250,和750個鑽石。鑽石還可以用來購買即時現金或限時的Cash Doubler(現金翻倍器)。

通過觀看廣告來玩遊戲

19.99美元與其他當代免費遊戲IAP中的最高價格比起來,相對較低,這在很大程度上說明了該遊戲對F2P貨幣化的態度。

遊戲中的免費獎勵非常多,也很大手筆,免費彩票、助推器、甚至鑽石,都相對多很多。

與普遍的F2P不同,《億萬富翁》建立於大規模的視頻廣告整合之上,激勵用戶觀看視頻廣告。

爲了讓視頻廣告成爲核心迴路的一部分,一些飛艇會週期性地飛過城市上空,點擊它們以後,你會得到一些觀看視頻廣告的回報,要麼是現金,要麼就是現金翻倍器、鑽石、或彩票這類較大的獎勵。

Crazy Taxi: Gazillionaire(from pocketgamer.biz)

Crazy Taxi: Gazillionaire(from pocketgamer.biz)

其他方面,如果玩家在一段時間後回到遊戲中,他們缺席期間生成的全部收穫可以通過觀看視頻廣告來進行翻倍。

這些回報足以保證廣告視頻的彈出不會有打擾的感覺;並且每個廣告中都包含一個虛假的閃屏廣告,以向世嘉往日的其他遊戲致敬——從《戰斧》到《獸王記》。

這種爲建立貨幣化機制所付出的關心和關注,在遊戲世界並不多見,它的影響力不容小覷。

面面俱到

放置類遊戲的貨幣化機制似乎不太有傾略性,《瘋狂出租車:億萬富翁》的設計也並未與此產生任何衝突。

免費鑽石的資源很充裕,因此花錢的壓力幾乎不存在;觀看視頻廣告被認爲是一種值得花時間的投資,而不是降低遊戲體驗的苦差事。

再加上《瘋狂出租車》系列一如既往充滿活力的特色,即使是原作最鐵桿的粉絲也不會排斥這個經典再造。

總結:一個既迷人又慷慨的輕遊戲,它以實質性的獎勵推動了廣告視頻的價值,使其超越IAP。

本文由遊戲邦編譯,轉載請註明來源,或諮詢微信zhengjintiao

Welcome back to the In-App Purchase Inspector – our regular look at free-to-play games from the consumer’s perspective.

In each instalment, we consider the incentives or pressure applied to make in-app purchases, their perceived value, the expansion offered by IAPs and the overall value of the experience.

The end goal is to see whether the game makes a good enough case for us to part with our cash, or whether players are content – or engaged enough – to ‘freeload’.

This time we’re taking a look at Crazy Taxi Gazilionaire, Sega and Demiurge Studios’ free-to-play clicker revival of the madcap Dreamcast favourite.

All I Want

Sega clearly sees Crazy Taxi as a franchise with potential in the free-to-play mobile space.

Having previously gone down a more traditional route with lane-based driving game Crazy Taxi: City Rush in 2014, it certainly raised a few eyebrows when an idle clicker with the Crazy Taxi name was soft-launched in January.

But though it was initially difficult to reconcile Crazy Taxi’s arcade purity with a genre that involves little more than racking up virtual currency by occasionally tapping the screen, Gazillionairepleasantly surprises.

Rather than playing the role of the cabbie themselves, here the player is cast as the operator of a taxi firm in a city dominated by driverless robo-cabs, upgrading their fleet and hiring new drivers by racking up fares.

It’s certainly a different Crazy Taxi, but it retains the personality for which the original was so loved.

Fare game

Like in all idle games, Gazillionaire is built around the accumulation of soft currency, which is in turn ploughed into upgrades to make that accumulation more efficient, ad infinitum.

Here, as in the original, this currency is represented simply in dollars. Icons representing passengers appear on a top-down view of the city, which when tapped sends a car out to collect and deliver them to their destination.

Each of these adds cash to the kitty, which is spent on upgrading vehicles for higher fares.

More complex is the act of recruiting drivers. Acting like units in Clash Royale, driver cards can be upgraded using duplicates, thus enabling them to generate higher fares. Each can only be used in one specific region.

Road to Gazillion

These cards are often given as rewards for levelling up a vehicle to a certain point, but can also be earned through Scratch Tickets. Presented like a scratch card, each of these offer six random rewards.

They too are occasionally given as rewards for meeting objectives or as part of an incentivised ad offer – more on that later – but Class A Tickets take four hours to unlock and Class S Tickets take eight hours.

Like in Clash Royale, only one can be unlocked at a time, unless the player is willing to either watch video ads to reduce the wait by one hour or pay hard currency to circumvent the timer entirely.

Diamonds are the hard currency, with bundles ranging from $1.99 for 80 to $19.99 for 1,100.

These can be used to buy Class A, Class S and Crazy Tickets – 50, 250 and 750 Diamonds respectively – as well as either instant cash or a cash doubler for a fixed period.

View to play

$19.99 is rather low for an upper tier in a modern free-to-play game, and this says a lot about the game’s attitude to free-to-play monetisation.

Rewards are plentiful and generous, with the number of Tickets, boosts and even Diamonds you can receive for free relatively high.

Instead, the game builds around extensive incentivised video ad integration.

Making it part of the core loop, there are blimps that periodically fly over the city. When tapped, they either offer a cash reward up-front, or they offer something much larger – a cash doubler, Diamonds, or Tickets – in return for watching a video ad.

Elsewhere, when the player returns to the game after a period away, the entire haul that’s generated in their absence can be doubled with a video ad.

The rewards are more than sufficient to ensure that these ads never feel intrusive, and each is also preceded with a fake splash-screen ad that pays loving homage to other titles in Sega’s back catalogue – from Golden Fax to Altered Beets.

This is the kind of care and attention that’s so rarely paid to the establishment of monetisation mechanics within the game world, and it goes a long way.

Crazy Through

Idle games don’t tend to be aggressive with monetisation, and Crazy Taxi Gazillionaire doesn’t buck this trend at all.

Diamonds are abundant, pressure to spend is pretty much non-existent and video ads are made to feel like a worthwhile time investment rather than a chore that takes away from the experience.
Add to that a vibrant personality worthy of Crazy Taxi’s legacy, and it’s hard to imagine even the most die-hard of fans taking exception to this F2P reimagining.(Source: pocketgamer.biz