手遊的成功之道(四):建立社區

手遊的成功之道(四):建立社區

原作者:Will Freeman 譯者:Willow Wu

手遊成功的根源還是在於玩家,這就意味着服務社區是你的首要任務。本篇中有三家工作室跟我們分享如何利用Unity建造社區、完善用戶服務以及樹立質量口碑。(前文參閱:篇目1篇目2篇目3

在之前的文章,我們深入分析了F2P遊戲的基本設計、付費遊戲的潛力以及用戶獲取。

然而,在本文我們會講到一些更具人情味的東西來幫你獲得成功——它就是你的玩家社區。

無論你是打算利用玩家傳播遊戲,還是打算長期鑽研社區服務,你對待玩家的方式將會直接決定遊戲的成功與否,也許這種方式所帶來的正面效果跟業內數一數二的用戶獲取平臺所帶來的效果差不多。而且在通常情況下,你可以用最少的預算和人力來做這件事。

對很多開發者來說(尤其是那帶着新遊戲初見世面的小團隊),管理好社區是收穫大批玩家的關鍵所在,自熱也和遊戲的成功掛鉤。

《彩獨》就是這樣,兩個來自洛杉磯的開發者利用Unity引擎製作出這款解謎遊戲,如今的下載量已超過430萬。據兩位開發者說,他們剛開始還以爲這遊戲不會引起什麼反響,差不多就是任它自生自滅了。但是看到一些積極的玩家評價後,這對搭檔開始行動起來了,竭盡所能建立社區。

Lonely Few的合作創始人&開發人員Rod Green說:“我們計劃差不多每隔幾個月就發佈更新,我們還加入了一些季節性內容,比如說冬季限定內容。

我們對玩家採取了非常私人化的做法,每一封郵件我們都會親自回覆。我們沒有設置自動回覆,如果你給我們發求助郵件,那麼你會在幾個小時內收到Yeong-Hao [Han]或者是我本人的回覆郵件。

這對於擁有30萬活躍玩家的兩人團隊來說真的不是個容易的事情,但是時間的投入(而且並沒有藉助要價高昂的技術平臺)換來的是口碑的形成,社區中的玩家願意分享他們的遊戲經驗,下載用戶在一週之內猛增到90萬。

Green繼續說:“有很多玩家會遇到跟遊戲不相關的問題,比如設備問題,但我們也會給予幫助。我們的想法是如果玩家遇到麻煩,想方設法聯繫到了我們,那我們一定會盡自己所能幫助他們解決問題。我們所做的一切能讓玩家感覺到遊戲變得越來越好,我們也一直在傾聽玩家的聲音,提供最佳的遊戲體驗。”

Lonely Few用時間來投資社區,但同時也要保證效率。在這方面,Unity就向Green和他的同事證明了它的價值。

Green解釋說:“作爲一個藝術設計工具,Unity編輯器的特性以及可定製功能可以讓我們跳過工具開發這一難熬的過程。我得再強調一下,我們是兩人團隊,如果其中有一人必須要等另一個人的工作做完才能繼續下去,那麼效率就剩下50%了。Unity編輯器的可擴展性真的幫了我們很大的忙。”

在地球的另一邊,以色列工作室Jelly Button也在移動行業收穫了成功,《海島冒險》的各方面數據呈現的是滾雪球式增長。遊戲玩法簡單,主要是靠社交驅動。

Avengers Alliance(from insidesocialgames)

Avengers Alliance(from insidesocialgames)

這樣一個注重社交互動的遊戲(遊戲還會獎勵分享遊戲的玩家),自然不用說社區支持對於它的成功有多重要。Jelly Button也很清楚這一點,它對一個下載量高達1400萬的遊戲有不可忽視的影響。《海島冒險》鼓勵玩家去攻擊朋友們的私人島嶼,目的是利用社交媒體將遊戲擴散出去,玩家們發出的好友邀請曾經高達一天9000萬次。這數字確實驚人,尤其是考慮到遊戲背後的團隊只有20多人,能獲得這麼好的成績很大程度上要歸功於他們對社區的關注。

談到《海島冒險》的成功因素,Jelly Button的合作創始人&CTO Ron Rejwan說:“我認爲歸根結底還是關於人與人之間的聯繫,遊戲本身或許看起來很簡單,但我認爲真正有趣的東西是來源於遊戲之外的社交層面,它是隱形的。當玩家被他們的朋友偷了東西,甚至是攻擊了,他們在情感上真的會受到不小的打擊,人們會因爲這種行爲受到多大的影響,這就是我們覺得有意思的地方。”

Jelly Button的合作創始人&Co-CEO MOR Shaniand補充說:“社區對我們來說真的很重要,它幫助我們的遊戲獲得成功。即使人數少,我們也覺得應該有人專職於社區服務,於是團隊中就有了社區管理員。作爲一個公司來說,沒有什麼比社區更重要了。它對遊戲的未來也有十分關鍵的影響。”

Shani建議說:“把你能做到的事情都做了,只要是能接觸到的玩家,我們就想方設法讓他們知道我們的遊戲,我們也舉辦有獎競答活動,歡迎人們加入用戶討論組。雖然只有20幾個人,但是我們一直都和社區保持着緊密聯繫,幫助社區成長起來。”

Jelly Button在成功的道路上付出了很多努力,他們的遊戲之所以能發展得這麼好就是因爲他們把社區當作核心。這種策略並不複雜,所有工作室都適用。
關於社區和產品成功之間的聯繫,還可以從另一個角度來看——認識到特定用戶羣體的不同需求,提供高質量的產品。瑞典開發團隊Toca Boca就在一個很多人都遭遇失敗的領域中站穩了腳跟,這個地方就叫做孩子和家人的APP(教育類APP)。Toca Boca不僅僅是一家成功的商業公司,他們也是一家受人尊敬的工作室,他們開發的兒童遊戲創意十足而且積極向上,讓業內的評論人士和家長們讚不絕口。他們最新的作品是《淘卡寶卡:大自然》(Toca Nature),同樣也受益於Unity。

簡單地說,Toca Boca很在意他們的玩家(也就是孩子們),在家長、教育人士和媒體中樹立了優秀兒童遊戲開發團隊的良好形象,而這就能給工作室本身以及他們的產品加分。

Toca Boca的遊戲設計師Mårten Brüggemann說“我們想要打造一個值得信賴、長壽的家庭品牌,對此我們投入了大量的熱情,讓我們的產品既有趣又安全。我們希望每個玩遊戲的孩子都能感覺像是在家裏一樣安心舒適。我們的產品理念是不讓任何孩童或家長因爲我們的營銷方式、產品設計或APP整體體驗而認爲這些遊戲不適合他們。”

Toca Boca的首席程序員Lucas Kampmann Duroj說:“我們向家長們做出的重要的承諾之一就是不讓孩子接觸到IAP或外部廣告。免費模式加內購確實可以掙到很多錢,但從我們的經驗來看,現在的模式是成功的,因爲它有利於長久地維繫我們與父母、孩子之間的良性合作關係。”

對於Toca Boca來說,Unity就是滿足用戶質量需求的關鍵所在。

“Unity完美地契合了我們的遊戲,” Duroj說,“我們可以做2D項目,也可以做3D項目,或者介於這二者之間的任何東西。它支持我們所有的目標平臺,還有其它的。Unity爲我們所需的大部分技術提供了工具,後續我們再對遊戲進行擴展也不會很難。Unity還爲我們所有的APP開發團隊提供了一個共同的開發平臺,我們隨時隨地都可以共享新知識,這很方便。

Toca Boca所採取的策略將我們帶回了核心觀點——無論你是做免費遊戲還是付費遊戲,無論你的重點是服務社區還是吸引玩家,要想在移動領域獲得成功,你的遊戲必須要跟你的用戶定位相匹配。或許有人會覺得事情哪有那麼簡單,但你可以把Unity當作基石,它能幫助你找到通往成功大門的正確道路。

本文由遊戲邦編譯,轉載請註明來源,或諮詢微信zhengjintiao

Meeting with a success on mobile is ultimately about your players, which means serving a community is of prime importance. Here three studios that use Unity share insights into building community, customer service and building a reputation for quality.

In our previous pieces looking at making your Unity mobile game a success, we’ve considered the basics of designing a quality free-to-play game, the increasing potential of premium, and getting your creations discovered by users.

In this installment, however, it’s time to look at a rather more human element of making your Unity project a success on mobile; namely your player community.

Whether harnessing the power of your player base to engender discoverability and virality, or embracing the longstanding art of customer service, the way you deal with your players will define the success of your game, perhaps as much as the most advanced user acquisition platform. And often, it’s something you can do with a minimal budget and nominal headcount.

For many, especially as a new game by a small team first emerges in the public spotlight, managing community is essential in gaining the critical mass needed to secure a hit.

That was the case for Blendoku, a Unity-built puzzle game from two-man Los Angeles-based team that has to date enjoyed over 4.3 million downloads. By the studio’s own confession, the pair initially presumed the game wasn’t going to make an impact on launch, almost leaving it unattended. But after seeing some positive user reviews, the developer duo began to do all they could to build a community of players.

“Once things took off, we put out a plan to release updates every couple of months or so, we also came up with some seasonal content – [such as a] winter pack,” explains Lonely Few Developer and Co-founder Rod Green, on the subject of building momentum around the game.

“We also took a very personal approach to our customer support,” he continues. “We answer every single support email personally. We don’t have canned responses; if you email us for support you’ll get an email back from either Yeong-Hao [Han] or myself within a few hours.”

That is no small task for a team of two with over 300,000 active users, but the time invested – without the need for expensive technology platforms – means positive word of mouth and a player community happy to share their experience of the game, which has lead to download spikes of 900,000 users in a single week.

“We often help people with issues that aren’t related to the game, but maybe issues with their device,” continues Green. “Our mindset is if someone goes to the effort to contact us then we’ll make the effort to make sure we resolve their issue. All this combined meant that people who play the game feel like the game is getting better, we’re listening and trying to make it the best experience we can.”

And when time is the commodity that lets Lonely Few support its community, there needs to be efficiency in the studio. In that regard Unity has proved a powerful asset for Green and his sole colleague.

“The strength and customizability of the editor as an art and design tool meant we were able produce the content for our games without the usual bottlenecks in tool development,” explains Green. “Again, being a two-man team, if one of us is waiting on the other we’re running at 50 per cent efficiency. The Unity Editor has been built with the mindset of extensibility and for that I’m very thankful.”

Half-way around the world another team finding success on mobile is Israeli studio Jelly Button, which is currently experiencing snowballing growth with its simple, socially driven free-to-play title Pirate Kings.

When a game is social, and its mechanics encourage and reward sharing, community support is more paramount to success than ever. It’s a fact the Jelly Button team well knows, and one it has put to incredible effect with a game downloaded by some 14 million people. Pirate Kings encourages users to attack the custom islands of their friends, and is conceived to create viral loops that have seen 90 million invites sent a day on social media. The numbers are staggering – especially when you consider the game is developed and maintained by a team of around 20 staff – and the phenomenon owes much to Jelly Button’s focus on community.

“I think it’s all about connections between people,” offers Ron Rejwan, Jelly Button Co-founder and CTO, pondering why Pirate Kings has succeeded on mobile. “The game itself might seem very simple, but I believe the real fun of the game comes from an invisible social layer outside the game. People actually get really emotional about their friends attacking and stealing from them, and it’s quite amazing how great of an effect this can have on people.”

“Community is really important to us, and it helps make our game succeed,” adds MOR Shani, Jelly Button Co-founder and Co-CEO. “Even with a small team we think it is worth having staff in a customer support role, and we have a community manager coming onto the team. For us as a company, almost nothing is more important than community. It’s so important to our game, and the future of our game. We are only 20 people, and we have managed to build our community.

“You just have to do everything you can,” Shani advises. “We reach out to every user we can, we run giveaways, we welcome people to come and join our user groups. We are around 20 people, but we manage to do a lot to connect with our community, and that helps the community grow.”

Jelly Button has worked hard for its success, but the community-focused methods that form the spearhead of its drive for growth are simple models applicable to all studios.

There is also an alternative perspective on serving the community to succeed in the mobile space; one of delivering a quality product that recognizes the distinct needs of a particular audience. It’s a strategy that has seen Swedish team Toca Boca meet with lasting success in a space where many get it wrong; namely kids’ and family apps. Toca Boca has built a commercially successful, well-respected studio that makes creatively exciting, positive children’s games that wow the critics as much as the parents of their players; most recently with Toca Nature, which uses Unity to dazzling effect.

Put simply, Toca Boca cares about the players it serves, and has thus built a reputation among parents, educators and press as a leading brand for children’s games, which in turn has made a success of the studio and its releases.

“We want to create a trustworthy and durable family brand and as such we put a lot of passion into making our products both fun and safe,” states Mårten Brüggemann, Play Designer at Toca Boca. “Part of that is making every kid feel at home with our product. Our motto is that ‘no kid – or parent – should feel that a Toca Boca app is not for them because of gendered signals in marketing, packaging or the overall feeling of the app’.”

Toca Boca, then, is an ethics-lead studio, which has helped it form a reputation with parents that in turn has seen the studio prosper.

“One important part of our promise to families is that we don’t expose kids to in-app purchases or external advertising,” says Lucas Kampmann Duroj, Lead Programmer at Toca Boca. “We could earn a lot of money by having a freemium model with loads of in-app purchases, but we know from experience we are as successful with our current model because it gives us a durable relationship with parents and their kids.”

And for Toca Boca, Unity is core to giving that audience the quality they demand.

“Unity is a perfect match for Toca Boca games,” says Duroj. “It lets us both do 2D and 3D projects and anything in between. It supports all of our target platforms and more. Unity provides the tools for most of the technology we need yet still is easy enough to expand upon when we need to. Unity also provides a common development platform for all of our app teams, making it easier for us to share knowledge both in house and outside the studio.”

Toca Boca’s broad approach to its games brings us back to that core tenant that defines mobile success across the Unity-using teams, whether targeting freemium or premium, and whether serving a community or attracting users; make a good game that suits your audience. It might be naïve to think that’s all there is to it, but with Unity as a foundation, you’re on the right track to finding your own mobile success story.(source: unity)