以產品體驗的角度談Supercell新作Brawl Stars是如何盈利的

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。

這次我們測評的是Brawl Stars,這是由《部落衝突》《皇室戰爭》的開發團隊Supercell發行的3v3對戰遊戲,Supercell位列我們發表的2017年度50大遊戲開發團隊首位。

值得注意的是,Brawl Stars目前還處於測試發行階段,只有部分國家的用戶可以玩,遊戲特色以後還有可能會做出改動。因此,遊戲在全球正式發行之前,我們不會給出一個肯定結論。

brawl stars (from tencent games)

brawl stars (from tencent games)

新作準備上架?

《部落衝突》是一個F2P模式的基地建設遊戲,Supercell爲它創造出了 一種具有重複性的盈利機制。

同樣地,這個芬蘭工作室利用《皇室戰爭》向世人展示瞭如何用利用定時獎勵機制讓PvP遊戲盈利。

以3v3對模式爲主的實時對戰遊戲Brawl Stars又是一次革新,現在它已進入到測試發行階段。

Brawl Stars在加拿大盈利榜單的表現相當不錯,但是Brawl Stars 是否能夠像Supercell之前的作品一樣,在盈利機制上發揮到極致?這個遊戲將來會不會成爲後續作品爭先效仿的對象?

講講改變

Brawl Stars跟一般的F2P手遊不一樣。相比《皇室戰爭》,它的遊戲節奏更快、更瘋狂、對技巧要求更高,儘管開發者們盡力想把這個遊戲做得容易上手,但遊戲本身的特性多多少少會增加新手的難度。

對於《皇室戰爭》的粉絲來講,遊戲中也有一些令人熟悉的部分。比如,遊戲角色是通過卡片展示的。Brawl Stars也有各種等級的寶箱,可以從寶箱中獲得角色卡片。

當然,遊戲中也有硬貨幣和軟貨幣。金幣屬於軟貨幣,可以在對戰中獲得。100個金幣可以得到一個寶箱(Brawl Box),這是遊戲中最基礎的寶箱,可以得到一個角色(Brawler)或者是藥劑(Elixir),後者可以用來升級遊戲角色。

Brawl Stars的升級系統跟《皇室戰爭》有很大的區別,《皇室戰爭》是利用複製的方法升級角色卡片。

而Brawl Stars用的是一種特定的道具:藥劑,抽到重複的角色會轉化成籌碼(Chips),反過來它也可以用來購買新角色。

花錢搞事情

寶石是Brawl Stars中的硬貨幣,遊戲一般不會送寶石給玩家。

玩家可以購買禮包,從2.79加元買30個寶石到139.99加元買1850個寶石,寶石可以用來購買不同等級的寶箱。

Rare Brawler Box要30個寶石(2.79加元),Super Rare要80個寶石(6.99加元),Epic 要170個寶石(13.99加元)。無論是哪種寶箱都會包含一張角色卡片。

開寶箱得到新角色或者是把重複的角色轉化成籌碼,這就是遊戲中僅有的盈利手段。這就是爲什麼遊戲角色的獨特性那麼重要,你可以看到大多數遊戲也是這麼設定的。

Supercell 成功地做到了這點,所有的角色都個性鮮明,有自己的戰鬥風格。

拋棄寶箱

在盈利機制方面,Brawl Stars最讓人驚訝的地方大概就是上文說到的:遊戲中沒有《皇室戰爭》中的定時獎勵寶箱,但是從其他遊戲中可以看出這確實是非常有效的盈利手段。

從Brawl Stars的3v3賞金模式(Bounty Mode)和10人的決鬥模式(Showdowns)來看,更重要的是保證在線玩家的數量。

從這個角度來說,定時獎勵寶箱系統可能會讓一些玩家產生放棄對戰的念頭。就算這個機制很賺錢,在這個遊戲中可能就不算是個完全有益的設計。

雖說Supercell的寶箱系統對玩家來講就像是能量閥(energy gate),激勵着玩家,但是Brawl Stars中沒用這種機制反而增加了自由度,玩家能夠享受更長的遊戲流程,同時又不會受到付費的壓力或者是面臨道具流失的風險。

當然,在Brawl Stars全球正式發行之前,開發者們還是有可能會對遊戲做出更改。在未來幾個月的關鍵時期中,盈利將會成爲Supercell的關注焦點。

但是目前看來,Brawl Stars還算是個不太注重盈利的PvP遊戲,這在手遊行業中確實是比較少見。

如果它在全球發行了(不出意外的話應該是會),我會非常期待它的未來表現。

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 Brawl Stars, the three versus three arena combat game by Clash of Clans and Clash Royale developer Supercell, which just took number one spot on our Top 50 Developer 2017 list.

But it’s first worth noting that Brawl Stars is still in soft launch for testing in selected countries, and as such its features are subject to change. Thus, we will not be assigning a full verdict until the game’s global launch.

Next in line?

With Clash of Clans, Supercell established an oft-repeated formula for monetising free-to-play mobile base-builders.

With Clash Royale, the Finnish studio showed the world how to monetise PvP games with the introduction of timed rewards.

And now it has Brawl Stars in soft launch, a game which shakes things up once again with real-time battles between two teams of three players.

It’s performing well in Canada’s grossing charts, but does Brawl Stars contain within it the same influential monetisation design as Supercell’s previous efforts? Will this be the game that we’ll see developers taking inspiration from in the months and years following its launch?

Ring the changes

Brawl Stars doesn’t play like your average free-to-play mobile game. It’s fast, frantic and skill-based – more so than Clash Royale – and while there’s been every effort to make it accessible, this inevitably means that some will simply bounce off it.

But there are some comfortably familiar aspects for Clash Royale fans. For one, characters are presented in card form. They also come in various levels of Boxes, Brawl Stars’ equivalent of Chests.

There is also, of course, hard and soft currency. Coins are the soft currency, earned through playing brawls. 100 of them gets you a Brawl Box, the most basic box which yields either a Brawler, or Elixir (used to upgrade brawler).

Upgrading a brawler using Elixir

This upgrading system is one of the key differences between Brawl Stars and Clash Royale, which allowed you to strengthen cards by using duplicates.

Brawl Stars instead uses a specific resource, Elixir, for upgrading while duplicate brawlers are converted into Chips, which in turn is used to buy new ones.

Buy-to-brawl

Gems is Brawl Stars’ hard currency, and the game doesn’t make a habit of gifting it.

They’re available in bundles ranging from $2.79 CAD (Canadian dollar) for 30 Gems to $139.99 CAD for 1,850, and can be used to buy various tiers of Brawler Boxes.

A Rare Brawler Box costs 30 Gems ($2.79 CAD), Super Rare 80 Gems ($6.99 CAD) and Epic 170 Gems ($13.99 CAD). All are guaranteed to contain a brawler.

Getting new brawlers from Boxes, or duplicates to generate Chips, is the only real monetisation hook in Brawl Stars. This is why, as with any competitive game, designing these characters to be sufficiently different to one another is crucial.

Supercell has managed this, with a cast of characters that are suitably differentiated from one another and are each tuned to their own play styles.

Out with Chests

Perhaps the most surprising omission from Brawl Stars’ stripped back monetisation is the aforementioned timed reward Chests from Clash Royale, which have proven so influential elsewhere.

But with Brawl Stars’ three versus three Bounty Mode and 10-player Showdowns, it is more important to ensure a high number of concurrent players.

From this perspective, a system that limits the inclination to play – even if it monetises well – is not a real benefit.

Some yet-to-be-purchased brawlers, priced in Chips

And while the Chest system was comparable to a full-on energy gate, its absence here is even more freeing and allows the player to enjoy longer sessions without facing either pressure to spend or the prospect of losing something.

Of course, this could all change before Brawl Stars makes it worldwide, and the monetisation will be a particular area of focus for Supercell in these formative months.

But so far, it’s been an experiment in relatively light PvP monetisation of a kind that’s rarely seen on mobile

If it launches worldwide – and it looks likely that it will – it will be fascinating to see how it performs.(source:pocket gamer