玩家選擇拋棄F2P遊戲的10大原因及其應對方法

原文作者: Guest Author 譯者:Megan Shieh

(一)遊戲體驗的早期階段難度太大

平衡遊戲難度是一件非常棘手的事情。由於開發人員對遊戲的運作方式有着非常透徹的瞭解,因此他們常常把難度定得太高。

在beta測試、公測和正式發行的過程中,開發者需要進行大量的思考同時密切監視玩家的行爲和進展速度。如果你發現遊戲太難或者玩家不是很明白自己該做些什麼,因此直接影響到留存的話,就應該要進行適當的調整。

我們時常會看到開發者利用難度峯值作爲一種驅動玩家掏錢的手段,這種手法時常發生在遊戲體驗的早期階段,尤其是在線性遊戲中。在面臨挑戰之前,玩家得先感受一下游戲的趣味和體驗。如果遊戲在一開始就很難的話,那麼玩家肯定會拍拍屁股走人。

小結:過早地要求玩家掏錢可能會對留存產生重大的不利影響,尤其是用難度在逼玩家花錢的時候。如果不確定的話,就把你的遊戲做得簡單一點,這樣的話會有更多的玩家選擇留下來。先找一個地區來做測試發行,使用這些寶貴的玩家數據分析來調整你的遊戲,然後再正式發行。

(二)免費資源不夠

大多數遊戲會通過資源的可用性來限制或促進進度,無論是能源、虛擬貨幣還是經驗值。這些資源通常都與真錢交易緊密聯繫在一起。

資源管理是遊戲中最需要平衡的部分之一。免費資源給得太少會對留存產生不利影響,而太大方的話又會妨礙LTV(生命週期總價值),因爲玩家會發現自己根本沒有必要花錢。

這其中的關鍵就是寸步不離地監視玩家的進展,根據玩家的行爲將他們分類,然後結合LTV和留存預測對潛在的補救措施進行A/B測試。

小結:謹慎地處理遊戲中的資源發放,因爲離開了的玩家幾乎都不會再回來,更別說回來花錢了。此外你還需要明確一點:花真錢購買資源只是一種加快進階的方式,而不是完成進階的必需品。

floppy fish(from gamasutra)

floppy fish(from gamasutra)

(三)上手的體驗不咋地

我們都有過這種經歷:讀了評論,看了截圖,然後興奮地下載了這款遊戲。你想要沉浸這款遊戲中無法自拔,但是遊戲中總是有那麼一兩個常見場景阻止了你這麼做。

上手的過程要麼既造作又費時間,要麼就是幾乎/完全沒有任何指南。

一些設計師可能會認爲他們的受衆不需要太多幫助,讓他們直接開玩就可以了,這一點我們理解。但是作爲開發者我們需要認識到,並非每個玩家都是一樣的。

何不提供多種選項,讓玩家展現他們的能力或表達他們期望獲得的指示程度?

你還可以使用獎勵作爲誘餌,鼓勵所有用戶耐心地通過遊戲的初級階段,並且從中學習關於遊戲的基本知識。

但是要記住遊戲體驗的早期階段必須是好玩的、有趣的,最重要的是要吸引人。沒有人原意閱讀大量的文字,也不想每學習一個機制都要花上好幾分鐘。

小結:採用一個出色的任務系統來引導玩家上手,而不是提供一個婆婆媽媽的入門教程。這種做法還可以隨着時間的推移逐步揭示遊戲的複雜性,並且爲玩家的耐心學習提供獎勵。

(四)獎勵機制不夠完善

完成了一項任務或是提高了自身的水平,無疑會爲玩家帶來滿足感;但是除了滿足感之外,你還需要爲玩家的成就提供其他形式的獎勵。

在玩家前進的過程中,爲他們提供逐漸增值的獎勵,從而保持他們參與的積極性。詳細地說明即將到來的獎勵,以此來驅動玩家過關斬將的決心。

對於不包含獎勵機制的遊戲,玩家可能會失去繼續遊玩的動力,或者優先考慮其他能夠提供更多成就感的遊戲。

小結:讓每一次的成功和獎勵都成爲一次有趣的經歷,這麼做能夠給玩家帶來一種巨大的成就感以及繼續遊玩的動力。引導玩家去嘗試酷炫好玩的新物件,把可以解鎖的物品或強化裝備擺在顯眼的位置從而鼓勵玩家去獲取這些物件。

(五)差勁的第一印象

第一印象是至關重要的!開發者應該儘早、儘量地展示遊戲中將會出現的東西。

新手教程必須極具吸引力,不要用大量的信息去轟炸玩家,使用清晰的指示,最重要的是確保玩家玩得開心。

總結:如果你的遊戲中有一些非常酷炫的特性,找對時機將它們展現出來,不要等到90%的玩家都放棄這款遊戲以後再把它們展示出來。

(六)缺乏任務系統

任務系統是一個用來引導玩家的極佳方案,讓玩家知道他們該做些什麼。設計出一系列要求玩家完成的任務,確保玩家永遠不會無事可做。

部分任務可以是基於玩家的成就,比如通過X關卡,達到XX分或者嘗試某種遊戲模式。

而其他任務則可以用來鼓勵玩家去探索遊戲世界中的不同部分或剛剛引入的新特性。

小結:玩家們應該無時不刻地受到系統的引導,這樣他們才能獲得獎勵貨幣並且學會如何在遊戲中取得進步。將各種任務作爲一個持續性的教程系統,通過一個與獎勵機制緊密相連的結構來推進玩家進步,保持玩家參與並幫助他們克服難度曲線。

(七)缺乏激勵機制

你的遊戲裏需要有一些能夠確保用戶會每天回到遊戲中的激勵機制。給玩家一些值得期待的東西,用具有價值的獎勵來回報玩家的參與。

每日獎勵、遊戲聯賽、定期的內容更新、每週的優惠IAP和按期推出的挑戰模式都是可以激勵玩家頻繁回到遊戲的好方法。

每日獎勵是被一個廣泛使用的機制。而且你還可以增加額外的選項,比如說在特定的日子或時間段裏提供加倍獎勵,給那些選擇迴歸的玩家提供真正的價值。

小結:你的目標是要確保玩家在關掉了遊戲以後,還會再次回到遊戲中來。一定要在遊戲的早期階段就給玩家提供每日獎勵,確保這些獎勵能夠爲玩家提供良好的價值。沒有人喜歡那種不痛不癢的小獎勵,確保你的獎勵會讓玩家覺得值得爲它再次回到遊戲中來。

(八)不好玩!

這一點就不言而喻啦。你需要提供一種會讓玩家上癮的體驗。

小結:總的來說,你的遊戲應該既好玩又能讓玩家獲得成就感,同時讓他們感覺未來還有更多、更有趣的東西在等着他們。如果一款遊戲要求玩家反覆地刷任務,但是在獎勵方面卻又非常吝嗇,而且還無法提供成就感,那麼玩家基本上是不會回來了。

(九)非原創內容

一定要有一些能夠讓你的遊戲脫穎而出的東西。市面上已經有太多模仿《Flappy Bird》和《部落衝突》的遊戲了。

小結:市面上的原創概念其實少之又少,你的遊戲需要給人一種新鮮的感覺,而不是簡單地複製已經存在的東西。如果你的遊戲內容和玩家已經在玩的另一款遊戲差不多,那麼玩家很有可能會直接回去玩自己已經熟悉的遊戲。

(十)缺乏可重玩性

允許玩家以不同的難度等級或目標/任務來重玩遊戲中的部分,這是可以提高可重玩性的好方法。

你的遊戲應該是永無止境的,而不是制定一個結束點來限制玩家能走多遠。正是因爲如此,所以敘事遊戲很難在F2P領域闖出一片天。最爲適合F2P模式的遊戲是那些可以一直重複遊玩的、簡單的街機遊戲。

當然啦,也有某些遊戲模式本身就可以重複遊玩,比如在線PVP和PvE模式。

總結

更好地理解玩家的行爲,爲每個特定的玩家類型提供個性化服務。根據玩家的遊戲習慣,給他們帶來更好的遊戲體驗,同時確保他們一直都有繼續玩下去的動力。

本文由遊戲邦編譯,轉載請註明來源,或諮詢微信zhengjintiao

Game difficulty isn’t balanced

Balancing the game difficulty is a very tricky situation. Developers often set the difficulty too high as they are very close to the game and have a vast knowledge of how the game plays.
It requires a lot of thought and close monitoring of how your players are progressing through your game during beta, soft and hard launch, with the capacity to make changes to the game if a dip in retention is discovered as a direct result of difficulty or players not fully understanding what to do.

Spiky

We often see, particularly in linear games, that difficulty spikes are used as a means of trying to monetize players and often happen early in their gameplay. Players need to have fun and experience what the game has to offer before feeling challenged. Players will simply leave if they find that a game is too difficult, too early.

So it is essential that you ensure players progress through the game at a steady pace and communicate difficulty clearly.

Top Tip

Pushing too early for payment can have a major adverse impact on retention, especially with difficulty blockers. If in doubt, make your game easier as more players will stick around. Try soft launching in one region and use valuable player data to analyse and fine tune your game before releasing it into the wild.

Running out of resources

Most games limit or enable progress through the availability of resources, whether it’s energy, virtual money or experience. Often these are tightly linked to real money purchases.

Management of resources is one of the most finely balanced parts of a game. Not providing enough resources will adversely affect retention, while being too profligate can hamper LTV, as players find themselves with no need to spend.

The key to this is maintaining a vigil on player progress, segmenting players by behavior and A/B testing potential remedies in combination with LTV and retention forecasting.

Top Tip

Err on the side of caution as lapsed players rarely ever return and monetize. It’s also important to make it clear that spending real money on resources is simply a progression aid, rather than being a necessity for completion.

On-boarding process

We’ve all been there. You’ve read the reviews, seen the screenshots and in a crescendo of excitement downloaded the game. You want to get stuck into the game, but one of two commonly occurring scenarios stops you.

The on-boarding is either too contrived and time consuming, or you are just dumped into the game with little or no guidance.

Don’t force it

We understand some designers may like to think their audience won’t need much help and let players get on with it. However, we need to realise that not every player is the same.

Why not provide options for players to express their ability or desired level of guidance?

Otherwise, use rewarding as a carrot to encourage all users to progress through the onboarding process and learn the fundamentals of your game.

One thing to keep in mind though is to keep the early stages of the game fun, interesting and above all engaging. Nobody wants to sit through reams of text or have their hand held through every step for several minutes.

Top Tip

The use of a good task system to continue the onboarding journey works particularly well, rather than dragging out your tutorial. It’s also a good way to unveil the complexity of your game over time and reward players for learning.

Lack of rewards

There’s innate satisfaction in completing a task or levelling-up, but players also need to be rewarded for their achievements.

Providing players with increasing rewards as they make progress keeps them motivated and detailing upcoming awards can help keep players moving through the levels.

For games that don’t have this mechanism, there is the risk that players will lose the motivation to keep coming back, or they may prioritize other games that give them a greater feeling of success.

Top Tip

Making every success and reward a fun experience will boost morale and give the player a great sense of achievement. Be smart and direct players to cool new items, location unlocks or boosters in a clear way to encourage use of such items or to direct gameplay.

Poor first impressions

First impressions are vital! Ideally the game should give as much of a taste of what there is to offer as soon as possible.

Keep the tutorial engaging, don’t bombard the player with information, use clear signposting and above all, make sure the player has a good time.

Top Tip

If you have some cool gameplay features further into the game, don’t wait until 90% of players have abandoned before showing them off.

Lack of task system

A task system is an extremely good way to help players understand what they need to do to progress. Hosting a selection of tasks to complete at any given time will ensure players are never stuck with nothing to do.

Some of the tasks can be achievement based, such as complete level X, reach Y score or try a certain game mode.

Others can be used to encourage players to explore parts of the interface or to introduce a new feature

Top Tip

Players should always be steered so they are gaining currency and learning how to progress in the game. Use tasks as an ongoing tutorial system, linked to rewarding that progresses players through a structure to keep players engaged and help with the difficulty curve.

Lack of appointment settings

It is important to host incentives to bring players back to your game each day. Give players something to look forward to that offers good value to reward their engagement.

Daily rewards, tournaments, regular content updates, weekly sales and scheduled challenges are all good ways to keep your players coming back on a regular basis.

Daily bonuses are a widely used mechanic to encourage players to come back on a regular basis. However, it is also good practice to add extra options such as specific days or hours where rewards are doubled to give real value to returning players.

Top Tip

The goal is to get your players to remember to return to the game once they have left it. Make daily-rewards explicit on their first session, ensure they offer good value to the player and integrate them into the theme of the game. Nobody likes a generic pop-up with a tiny reward that grants just a few more seconds of gameplay, make it worth coming back for.

Not fun!

This is a no brainer. The game ultimately has to be fun, it needs to make players want to come back and play again.

You need to deliver an experience that players will become addicted to.

Top Tip

Ultimately. the game should be a fun and rewarding experience with a sense of bigger and better things to come. If a game requires an endless task of repetitive grinding with little reward or sense of achievement it’s only going to put your players off coming back.

Unoriginal content

There has to be something that sets your game apart.

We have seen enough Flappy Bird and Clash of Clans clones to last us a lifetime!

Top Tip

There are very few original concepts, you need to make your game feel fresh and not simply a copy of something that is already available. If your game doesn’t differ enough from another that the player already has, then they’ll likely revert back to the original.

Lack of repeat play opportunities

Being able to repeat parts of your game at different difficulty levels, or with new tasks or objectives, is a great way to enhance the replay-ability of your game.

Players who enjoyed a level the first time around will get even more from it by adding a twist or making the level a little harder than before.

Idealy, your game should be endless, as having a defined end limits how far a player can go. This makes it hard for narrative games to become successful in the free to play space. The games that work the best in F2P are simple, arcade games that can be played forever.

Top Tip

Although a larger development effort, multiple game modes, online PvP and PvE lends itself to repeat play

Summary

Of course, the above reasons are largely down to good game design, but if you already have a good game, then there is a real opportunity to improve the in-game experience for all.

Gain a better understanding your players’ behaviors and personalize the gameplay for each specific player segment. This gives players an enhanced experience based on their playing styles and will ensure they stay motivated in-game.

The deltaDNA big data analytics platform allows game designers to maximize player retention and engagement, by using active segmentation and in delivering live in-game engagement campaigns that have been tested and proven to work. (Source:pocketgamer.biz  )