東西方市場中三消遊戲間的區別

作者:Junxue Li

最近我們團隊爲一家加拿大三消遊戲開發商創造了圖像內容,並且這款在不久前剛剛發行。我非常高興並迫不及待地將遊戲分享給身邊的朋友(我在中國)。

一個女生朋友說道:“但是遊戲的角色並不可愛。”然後我便讓她看看《天天愛消除》,即中國開發商騰訊所創造的一款三消遊戲。

我問她:“這裏的角色可愛嗎?”

她答道:“可愛!”

於是我便跟她解釋,我們遊戲中的角色設計是符合西方用戶口味的。而韓風則更加迎合亞洲女性用戶。

只要看一眼你便能夠清楚東西方遊戲間的視覺差別。現在讓我們進一步比較東西方几款最受歡迎的三消遊戲並總結出它們之間的一些區別。

我敢保證你肯定對《Candy Crush》,《Cookie Jam》和《Gummy drop》這幾款西方市場中大受歡迎的遊戲很熟。而爲了更好地比較,我將向你介紹兩款中國市場中最受歡迎的三消遊戲,並且它們都是由中國開發商所創造的:

手機巨頭騰訊所創造的《天天愛消除》

I love daily match(from gamasutra)

I love daily match(from gamasutra)

樂元素所創造的《開心消消樂》

happy match(from gamasutra)

happy match(from gamasutra)

從本質看來它們沒什麼區別

不管是從外觀,遊戲玩法,還是社交性和盈利性來看,東西方的遊戲都是一樣的。它們擁有消除3或4個組件,清除果凍等同樣規則以及同樣設置,並且都需要玩家使用自己的真錢去購買升級道具。但是對於不同市場來說,它們的“標準”是不同的。

一般的視覺風格

當你面向多款遊戲並只着眼於圖像作品本身時,你都能夠大概判斷出這是來自美國,俄羅斯,還是東歐國家的遊戲。來自不同地方的美術師都有屬於自己的特殊風格。就像《Candy Crush》便非常西方化。

而對於《天天愛消除》和《開心消消樂》,它們看起來都不像是中國人所創造的,更像是韓國開發者的作品。在中國,年輕人都喜歡跟隨韓風,即追捧着韓國的時尚,妝容,動畫等等。所以這樣的風格可謂是爲中國市場量身打造的。

更多角色

通常在西方開發者所創造的益智遊戲中都沒有太多角色。就像在《Cookie Jam》中只有一個熊貓主廚和薑餅人。

而在《天天愛消除》和《開心消消樂》中都有許多角色。因爲中國用戶更喜歡熙熙攘攘的場景,所以當《Cookie Jam》面向中國市場進行本土化時便添加了更多角色。所以最終的遊戲設計能夠有效吸引中國市場的注意。

不同主題

在西方市場,三消遊戲被甜食掌控着:點心,糖果和水果。

但是在中國卻沒有一款來自知名開發商的甜食主題的遊戲。當然了你也可以在蘋果的App Store找到這類型遊戲,但它們通常都是基於廉價的開發成本或者複製別人的遊戲。

我所列出的兩款中國三消遊戲的主題都是關於“可愛的動物在一個奇幻世界中的冒險。”

而在西方的三消遊戲中,遊戲組件通常是伴隨着非常簡單的設計以及精心製作的圖像,並且遊戲中通常都有蛋糕,水果和寶石。

在上述兩款中國遊戲以及許多韓國三消遊戲中,遊戲的組件都是可愛的動物頭像。

不過這兩種不同類型的設計都有其各自的吸引力。而如果從遊戲玩法和圖像平衡的角度來看,更簡單的遊戲組件形狀可能更有優勢。

簡單的地圖

在西方市場中我們可以看到許多三消遊戲都在奢華的地圖領域展開競爭。

map(from gamasutra)

map(from gamasutra)

而不管是《天天愛消除》還是《開心消消樂》,它們都是使用更務實的地圖設計。就像在《開心消消樂》中,地圖會沿着Jack的豆莖無限延伸,但都是基於同樣的圖像內容。

儘管我們的團隊一直都在爲休閒遊戲創造地圖,但我仍然不清楚具體原因:爲什麼西方開發者會在地圖上投入這麼多?因爲比起社交功能,似乎在真正的遊戲玩法中關卡地圖沒有那麼重要。如果你知道原因的話歡迎和我分享。

登錄社交媒體

在西方市場,大多數遊戲都會讓玩家登錄Facebook。而在中國,遊戲所連接的通常都是QQ,微信和微博等最受歡迎的社交媒體。

大多數西方遊戲都擁有中國版本。但是大多數遊戲也仍未改變其藍色的f按鍵(遊戲邦注:即Facebook)。所以這些遊戲往往因爲它們在社交功能上的疏忽而在此慘遭滑鐵盧。因爲在中國Facebook是禁用的。但是我卻驚訝地發現這麼多年過去了還是有那麼多開發者忽略了這一事實。

facebook button(from gamasutra)

facebook button(from gamasutra)

一次根本的本土化需要考慮許多情況。例如在中國版本的《Cookie Jam》中,f按鍵便被網易自己的社交媒體登錄按鍵所取代了。

音樂

在西方市場那些最暢銷的三消遊戲通常都會使用管絃樂,而中國遊戲則更多地使用電子樂。

聲音

如果你玩過《Candy Crush》,你肯定不會忘記那聲低音的“Sweet”。在《Cookie Jam》中,聲音都非常相像。而在本文列出的兩款中國遊戲中,聲音都是來自一個年輕女聲,並且使用的都只是一些簡單的英文單詞,如Ready,Go之類。

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

Difference Between East and West Match 3 Games

by Junxue Li

Our team recently makes artwork for a Canadian Match 3 developer, and the game was released just a few days ago. I was so excited, and I shared it to my close friends circle at once (I’m in China).

“But the characters are not cute.” A girl said. Then I asked her to look into天天愛消除, a Match 3 game made by Chinese developer Tencent.

“Are the characters cute?” I asked her.

“Yes, yes!”

Then I explained to her, the character design in our game is OK for a western audience. And Korean style would have more appeal to Asian women.

Only by a glance you can see the visual difference between the games made in East and West. Now I would make close comparison of a few top Match 3 games made in both worlds, and sum up a few differences.

I’m sure you’re already familiar with the big titles in the West: Candy Crush, Cookie Jam, Gummy drop. To make the comparison, I would first introduce to you two top Match 3 games in the Chinese market, and they are also made by Chinese developers.

天天愛消除 (I love Daily Match, let’s call it Daily here)made by the mobile giant Tencent

And 開心消消樂(Happy Match, let’s call it Happy)made by Happy Elements.

Essentially they are the same

Games made in the two worlds, no matter how different they look, in terms of game play, social and monetization, they are all the same. They have the same rule of matching three or four pieces, cleanup jellies, the same contraptions and use your real money to buy power up items. Only the “valves” are tuned differently for different markets.

General visual style

If you take up any game, by looking at the art work alone, you can roughly tell this game is made in US, Russia, or an East Europe country. In everyplace the artists have unique style. For example, look at Candy Crush, it’s quite West, right?

And look at Daily and Happy, they don’t look exactly Chinese. They are more like those made by a Korean developer. In China young women have deep love for the Korean wind, fashion, make-up, cartoon, anything. So this style is well tailored for the market.

More characters

Generally, in puzzle games made by west developers, there’re very few characters. For example, in Cookie Jam! there are only the panda chef and the gingerbread man.

In both Daily and Happy, there are a whole bunch of characters, you can see from the title screen. Chinese people prefer more bustling mood, so when Cookie Jam is localized to China, many characters are added. You can see the design appeals to this market.

Different Themes

In the west, Match 3 genre is dominated by sweet food: desserts, candies, fruits.

There’s no single one sweet food themed game made by reputable developers in China. Of course you can find a whole bunch of these in the Apple Store, they’re either cheaply made or rip-offs.

The main theme of the two Chinese games could be expressed as “Adventure of cute animals in fantasy world”

And in Western Match 3 games, the gaming pieces are typically with very simple design, and elaborately made graphics. They’re mostly made into cakes, fruits, gems.

And in the two Chinese games, and a whole bunch of Korean Match 3 games, the game pieces are cute animal heads.

Both type of design have their appeals. And I think from the angle of game play and graphic balance, simpler shapes for gaming pieces is better.

Simple maps

In the western market, we can see Match 3 games are actually vying in sumptuous map art.

And both Daily and Happy games adopt more pragmatic approach to map art. For example, in Happy, the map is infinitely going up Jack’s beanstalk, with one same piece of graphic used in loops.

Although our team makes map for causal games all the time, I still can’t work out the myth: why western developers would invest so much in map art? As the level selection map has little meaning in actual game play than social function. If you know the answer, please kindly leave your comments, thanks!

Login with social media

In the west, most games ask you to login with Facebook. In China, the most popular social media are QQ, Wechat, Weibo.

Most games of the west have decently translated Chinese version. But most of them still have the blue f button unchanged. These games are essentially lame, for they have no social function. Because Facebook is blocked in China. I’m amazed, that after this many years, some developers still ignore the fact.

A thorough localization would give more consideration. For example, in the Chinese version Cookie Jam, the f button is replaced with Net Ease’s own social media login.

Music

In the west, those top Match 3 games generally use orchestra, while the Chinese games use electronic music.

Vocal

If you have played Candy Crush, you would not fail to recall the bass voice “Sweet”. In Cookie Jam the vocal is pretty much the same. While in the two Chinese games, the vocal is ringing young gril’s, pronounced in simple English words, such as Ready, Go.(source:gamasutra)