開發者從4個角度探討遊戲開發路徑和市場路徑

原文作者: Abhinav Gupta  譯者:Megan Shieh

(一)優質產品

開發商應該致力於爲終端用戶創造高質量產品。記住,市面上的遊戲數不勝數,而唯一能夠捕捉到用戶注意力的就是華麗、簡潔的高質量圖像。一個乾淨整潔的圖標、高質量的屏幕截圖,甚至令人不可思議的視頻簡介,都可以驅使用戶按下“下載”按鈕。在如今的應用世界裏,光是免費(F2P)已經不夠了;你需要脫穎而出,其次,好的ASO(應用商店優化)也是非常重要的。

(二)習慣迴路

大多數的終端用戶都想免費獲得高質量的東西,而開發者則希望他們的辛勤工作能夠得到回報。這是一個兩難的情況,唯一的解決方案就是給用戶提供一些免費的東西,足夠讓他們體驗到遊戲中的樂趣,但是不要把全部的東西都免費送出。

在《The Power Of Habit(習慣的力量)》一書中,作者Charles Duhigg談及的“習慣迴路”表明:我們人類會尋找‘觸機/信號’,這個‘觸機’有點類似一個外界或內在的刺激,一旦觸發,習慣性行爲就會出現,而我們則可以從中獲得獎賞(快樂)。然後在等待和渴望快樂的同時,我們會開始尋找另一個觸機/信號。”

遊戲邦注:觸機(鬧鐘響了)——慣性行爲(按掉鬧鐘繼續睡)——獎賞(可以多睡一會兒的愉悅感)——重複。

如果你能把這種思維方式帶入到自己的遊戲中,留存肯定就有保障啦!我建議你去讀讀這本書,嘗試將這些強大的知識整合到你的遊戲中,爭取讓用戶對你的手遊感到欲罷不能。同時,嘗試去下載一些同類手遊,看看它們是如何運用“習慣迴路”知識的。

dark age of camelot(from sports.eastday)

dark age of camelot(from sports.eastday)

(三)推式廣告 VS 拉式廣告

多年來,開發者一有機會就會在遊戲中彈出廣告。大多數的用戶會怎麼反應?按下大大的 “X” 按鈕!這麼做不僅無法提高你的收入,而且還會形成一種糟糕的用戶體驗。是的,在某些特殊情況下,這種做法可能會產生作用(但我個人認爲,在2017年就完全沒有理由這麼做了);在我看來,植入廣告的未來不再是推式廣告,而是拉式廣告。

拉式廣告的意思是:用戶自願請求觀看一個視頻廣告,作爲回報他們可以解鎖一個本來需要付費購買的物品或特性。這個物品或特性可以是一個新的盾牌,或某個高級功能的試用權,等等。大多數用戶都原意通過觀看廣告來獲取高質量的東西。這麼做不僅能夠提高你的eCPM和實際收入,而且還能提高用戶的整體體驗,他們再也不會被無處不在的彈出廣告壓得喘不過氣來了。(遊戲邦注:eCPM指的是每一千次展示可以獲得的廣告收入。)

話雖如此,推、拉式廣告之間有着一種微妙的平衡。我仍舊會在某些特殊的部分使用推送式廣告,比如暫停菜單,但是我會通過各種分析來做出相關的最終決策。

(四)使用分析工具

如今,絕大多數的開發人員都沒有最大程度地利用這款強大的工具。分析工具可以幫助你更好地瞭解你的遊戲和用戶,因此,確保你已經集成了一個分析工具,比如谷歌分析或Unity分析。從各種分析中獲取的信息可以說是價值連城,因爲它可以幫助你構建一款更爲出色的遊戲。根據實際用戶數據來更改遊戲中的某些內容,這種做法可以幫助你大大提高留存率,使越來越多的用戶更加喜愛你的遊戲,從而驅動他們向自己的朋友介紹這款遊戲。

隨着近幾年設備類型、操作系統以及終端用戶的指數增長,分析工具的作用變得越發重要。此外,瞭解用戶所面臨的問題可以幫助你趕在用戶卸載遊戲之前,解決掉遊戲中所存在的問題。

以上就是我在2017年給大家提的意見和建議。

本文由遊戲邦編譯,轉載請註明來源,或諮詢微信zhengjintiao

1. Quality product

Focus on creating high quality and impact for end users.  Remember that users are swiping through the various marketplaces and the only thing that can catch them is flashy, clean and high quality graphics! A clean neat icon, high quality screenshots and even incredible video of your app can all get the user to click the coveted download button!  Being free is no longer enough in today’s App world! You need to stand out and good ASO is important!

2. Habit Loops

Lets face it, most end users want things for free with the highest quality and developers want to make a return on their hard work! It’s a tough balancing act and it only works well when you give users enough of a taste to allow them to experience things but not so much that you’re giving everything away for free.  In his book, “The Power Of Habit”, Charles Duhigg goes over the habit loop that basically shows that we as humans look for a cue/trigger, then we follow a routine, obtain a reward (pleasure) and then while waiting and craving that pleasure again, we are looking for another cue/trigger. If you can make use of these methods within your app/game you will keep users coming back for more!  I recommend you pick up a copy of the book and see how you can integrate this powerful knowledge into your app/game to keep users coming back for more!  Try downloading some other games and apps that are similar to the one you are making and see how this same method is being used in those games and apps.

3. Pull Ads vs Push Ads

Over the years developers have been pushing ads on users at every corner.  What do most users do? BIG “X” button! Not only is this not helpful in revenue generation, but it makes for a horrible user experience!  Yes there are places where pushing ads on users at every corner may make sense (I personally in 2017 no longer believe there should ever be a reason to do this anymore), however the future of ads in my opinion is all in pull ads.  Pull ads occur when a user specifically requests an ad in exchange for a feature or unlock of a consumable item in your app/game.  Be it a new shield or a single use of an advanced feature of your app, users are willing to sit through an ad to obtain usage from a quality app/game.  Not only is this better for your eCPM and revenue, it also makes for a better experience for your users overall who are no longer bombarded at every corner with ads being pushed at them.  That being said there is a fine balance between push ads and pull ads.  I still use push ads in things like pause menus but I also use analytics to help me…which brings me to my final tip!

4. USE ANALYTICS!!!!!

Far too many app developers today do not use this powerful tool to their advantage! This one method can help you understand your app/game better and your users.  Make sure you have integrated an analytics tool be it Google Analytics or Unity Analytics.  The information is invaluable as it will help guide you on building a better app/game for your end users.  Being able to change parts of your app/game based on actual user data can help you increase your retention and thus make more users happy and more inclined to spread the word about your app/game.  Over the years analytics has become even more important, especially with the exponential increase in devices, operating systems and most importantly, end users!  As the app marketplace continues to grow, knowing what your users are having trouble with can help you to fix issues in your app/game before they become the reason for users to uninstall your app!

Okay so there you have it, my tips and advice for all of you in 2017.(Source: gamasutra.com