從產品體驗的角度談Golf Clash是如何做盈利模式設計的

原作者:Matt Suckley 譯者:Willow Wu

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,我們要測評的是Playdemic旗下的實時多人遊戲Golf Clash.。

開球

Golf Clash的核心本質可以用這樣一個問題來描述:如果《部落衝突:皇室戰爭》的流暢metagame遇上體育類手遊常見且易上手的PvP遊戲玩法,那會是一個什麼樣的結果?

Golf Clash發行於2016年九月,這遊戲是慢慢火起來的。TT Games在2017年2月收購了Playdemic,表面上他們看中的是樂高手遊項目,但是實際上他們看中的是前景大好的Golf Clash。

確實,這遊戲在近期創造了一項里程碑式的超強記錄:單日收益達到110萬美元。2017年7月4號,這是創紀錄的一天,距離遊戲發行日已經過去了九個多月。

所以Golf Clash爲什麼還能攀上新高?

golf clash reward offer(from pocketgamer.biz)

golf clash reward offer(from pocketgamer.biz)

流暢&簡潔

如果要說哪個公司的作品和Golf Clash最接近,那就是Miniclip了。

貼心的配對系統加上快節奏回合制,搭配容易上手而富有技巧的玩法,這就是從大熱門遊戲8 Ball Pool和Archery King提取出來的,方案雖然複雜,但是Playdemic成功地把它簡化了。

這就是遊戲的核心魅力所在,也是它成功的關鍵因素。

Miniclip的遊戲有個通病就是它們難以說服玩家爲遊戲花錢,儘管他們近期的遊戲對這個問題多少有點起效。

而Playdemic的解決辦法就是效仿《部落衝突:皇室戰爭》的獎勵機制以及升級系統,幾乎是整體照搬到自己的遊戲中去。

這麼一說你應該能對這遊戲有個大概的瞭解了:玩家獲得勝利後會得到寶箱獎勵,主菜單有四個寶箱空位,玩家需要打開寶箱才能空出這個位置。一次只能解鎖一個寶箱,價值比較高的寶箱需要等待更長時間才能解鎖。

寶箱裏提供的就是卡片——在Golf Clash中卡片並不是單獨存在的個體,它代表着球具和球。當某一種卡片收集到一定數量以後,玩家可以使用遊戲中的軟貨幣升級道具。

等待遊戲

遊戲的盈利方式對玩家來說也並不陌生。說到《部落衝突:皇室戰爭》所擅長的延時獎勵系統和其他常常被效仿的部分,我的觀點依舊沒變——這絕對是非常優秀的設計。

當然,這種設計的目的就是鼓勵玩家使用寶石(也就是硬貨幣)縮短遊戲流程,更早地拿到獎勵,就像是聖誕節急於拆禮物的小孩子。

寶石也可以用來買卡片,從Common級別到Epic級別都有。任何時候在球具商店你都能找到這三個級別的道具,雖說每過幾個小時就會換成不同的道具。

這就在無形中給玩家的購買慾增加了一點壓力,遊戲表明了那些令人垂涎的卡片是不會一直都等着你的,是有時間限制的。

寶石禮包有好幾種,從0.99美元買80個到99.99美元買17000個。

花錢要謹慎

對於《部落衝突:皇室戰爭》的玩家來說,他們肯定知道Golf Clash的金幣要怎麼用,作爲軟貨幣,它的基本作用就是升級卡片。

但是,它和《部落衝突:皇室戰爭》相比,在掙金幣的方法上還是有所區別。《部落衝突:皇室戰爭》的metagame在一定程度上依賴的是軟貨幣短缺,而Golf Clash選擇從Miniclip那邊汲取靈感,在遊戲中加以延伸。

Golf Clash中包含了投機的元素,玩家可以解鎖、參加多個巡迴賽。難度比較小的巡迴賽需要的入場費比較少,獎品也比較少,比較難戰勝的對手就需要高額的入場費,但是相對的,獲勝獎品也會更多。

作爲遊戲的軟貨幣,金幣的基本功能之一就是交入場費,這就意味着你的接下來會賺還是會虧完全是由你的比賽表現所決定的,玩家可能會輸掉他們所有的金幣,也有可能在短時間內就屯了一大堆金幣。

這就形成了一種趣味滿滿的玩法,玩家需要冒險去爭奪獎勵。Playdemic很聰明,他們不會把玩家逼到交不起入場費而放棄遊戲,玩家也不是完全沒有辦法彌補他們損失的金幣。遊戲中經常會出現有獎廣告視頻,看完你就能拿到50金幣,新手級別的巡迴賽入場費就是這個數。

和《部落衝突:皇室戰爭》一樣,金幣也可以用來升級卡片,一般的玩家很快就能發現這些軟貨幣的價值其實是和寶石一樣珍貴。

實際上,花寶石最划算的的方法之一就是買金幣,金幣禮包從60寶石買2000金幣到20000寶石買2百萬金幣。

向優秀的作品學習

Golf Clash鼓勵玩家花錢的另一種方式就是提供限時折扣,當玩家進入到下一階段的巡迴賽時,限時折扣就會被作爲獎勵提供給玩家。

最開始出現的是新手禮包,只要花0.99美元就能得到一個金寶箱,80個寶石和4000金幣,原來的價格要比這個折扣價貴整整五倍。

但是除此之外,其他就沒有什麼地方特別的了。Golf Clash成功的主要原因並不在於它的新創意,而是它借鑑了別的遊戲,然後合理地運用到自己的遊戲中,從而得到了非常不錯的效果。

Miniclip和Supercell的熱門遊戲使用的就是基於核心爲PvP框架的metagame設計,Playdemic見證了他們的成功,利用了同樣的設計收穫了自己的成功。

這遊戲受玩家歡迎,讓玩家欲罷不能。IAP折扣價值讓人一目瞭然,也沒有給玩家過大的壓力,催他們花錢。

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 Playdemic’s real-time multiplayer game Golf Clash.

Tee off

There appears to be just one simple question at the heart of Golf Clash: what would happen if the slick metagame of Clash Royale met the broad, accessible PvP gameplay of a sports title?

Launched in September 2016, it’s been a slow burner. TT Games acquired Playdemic in February 2017, ostensibly to work on mobile LEGO games, but has found that the real gem it’s acquired is the buoyant Golf Clash.

Indeed, the game recently hit a massive milestone by generating $1.1 million in a single day – a record sales day, more than nine months after its launch on July 4th 2017.

So what is it about Golf Clash that keeps propelling it to new heights?

Slick and simple

If there’s one company’s work that Golf Clash feels closest to, it’s Miniclip.

Its combination of fuss-free matchmaking and quick bouts of simple, skill-based gameplay is cut from the same cloth as the likes of 8 Ball Pool and Archery King, and Playdemic makes that complex formula look easy.

This is key to the game’s central appeal, and understanding its success.

But what Miniclip’s games have often lacked – although recent releases have gone some way to remedying this – is a compelling reason to spend.

Playdemic’s solution to this was to crib Clash Royale’s rewards and upgrade systems almost wholesale.

You know what this means by now: chests are rewarded for victories, which occupy one of four slots in the main menu until they are unlocked. Only one can be unlocked at a time, and more valuable chests take longer.

Chests yield cards – in Golf Clash’s case representing not units, but clubs and balls – which are eligible to upgrade using soft currency when a certain number of the same card has been accumulated.

Waiting game

This means that the game’s monetisation is also rather familiar, and on the timed reward system pioneered by Clash Royale and oft-imitated elsewhere, my position is unchanged – it’s an incredibly smart piece of design.

Of course, the idea behind it is to encourage the use of hard currency Gems to skip the timer and get your rewards early, like an impatient kid at Christmas.

Gems can also be used to buy cards, which range in classification from Common to Epic. A selection of three is available at any time in the club shop, though the stock rotates every few hours.

This adds a sense of urgency to any purchases, making clear that a particularly coveted card won’t stick around forever.

Gems come in bundles ranging from $0.99 for 80 to $99.99 for 17,000.

Look after the pennies…

Golf Clash’s Coins will also be familiar to Clash Royale players, with the soft currency’s primary function being to upgrade cards.

However, there are some key differences in how the currency is earned through gameplay. Clash Royale’s metagame relies to a certain extent on scarcity of soft currency, but Golf Clash’s splash of Miniclip inspiration puts a different spin on this.

There’s a gambling element to Golf Clash whereby the player can unlock and enter multiple Tours. The easier Tours have a smaller entry cost and yield smaller rewards, while others offset tougher opponents and a higher down-payment with larger rewards for a win.

This then becomes the primary function of Coins as a currency, and means that – purely as a result of performances in games – the player can either lose all their coins or build an impressive hoard relatively quickly.

This leads to a lively risk-reward dynamic. Playdemic is obviously keen that nobody is priced out of the game and given no chance to recoup their losses, which is why a rewarded video ad is always on hand to make a quick 50 Coins – exactly the cost of entering the Beginner Tour.

But with Coins also in demand for Card upgrades, like in Clash Royale, the average player will quickly find that this ‘soft’ currency is just as valuable as Gems.

In fact, one of the best uses of Gems may actually be to spend them on Coins, with bundles available from 2,000 Coins for 60 Gems to two million Coins for 20,000 Gems.

Learning from the best

Another way Golf Clash encourages spending is through the use of timed offers, which are presented as rewards for progressing to a new Tour.

The first, the closest the game comes to a starter pack, offers excellent value at $0.99 for a Gold Chest, 80 Gems and 4,000 Coins – which are accumulatively worth five times their asking price.

But other than this, it’s a simple affair. Golf Clash’s triumph isn’t in the new ideas it brings to the table, but the way it implements those taken from elsewhere so effectively.

Playdemic has seen what the likes of Miniclip and Supercell have been able to achieve with metagame design around a competitive PvP framework, and has used that to great effect.

The result is a game that is welcoming and engaging, with the value of IAPs clearly communicated without the application of undue pressure.(source:pocketgamer.biz