開發商談遊戲盈利設計的典型套路及對消費者的建議
開發商談遊戲盈利設計的典型套路及對消費者的建議
原作者：Kevin Daum 譯者：Vivian Xue
幾乎所有人都知道電子遊戲會使人上癮。可想而知遊戲公司正是通過讓玩家沉迷來賺錢。但少有人能走進這個行業的內部一探究竟，瞭解遊戲設計者是如何通過研究玩家行為的各個方面來榨取他們口袋裡的錢。
而現在你將有機會了解這一點。
約翰·韋爾奇（John Welch）是線上遊戲行業內的一名先驅，也是數字娛樂分銷的領軍人物之一。他是Making Fun, Inc.，一家成立於2009年集研發與發行一體的遊戲公司的總裁兼CEO。在此之前，他同人合作創立了PlayFirst並擔任CEO，這家遊戲公司的成名作《美女餐廳》（Diner Dash）擁有上百萬的玩家。
韋爾奇作為一名活躍的YPO（青年總裁組織）成員，堅信遊戲行業應對社會負責。儘管他認為遊戲公司以營利為目的無可厚非，但他相信他們可以以一種透明、道德的方式向大眾提供盈利性的娛樂產品。
Candy Crush Saga(from deconstructoroffun)
韋爾奇認為玩家們對自己購買的物品要有清醒的認識並且進行明智的消費，確保他們所花的錢為自己帶來最佳的娛樂體驗。消費者需要衡量產品的娛樂性和其價格，並且謹慎規避商家設下的消費陷阱。如今行業內玩家只要有需求，商家立馬就能為他們呈上，因此消費者在通過智慧手機付款之前，格外需要了解一些商家的“套路”。韋爾奇從一個業內人士的角度為我們介紹一些典型的遊戲設計套路，並且給出提醒和規避方式。
“免費”並不是真的不要錢
韋爾奇解釋道，遊戲裡一般有“軟”貨幣和“硬”貨幣。軟貨幣可以通過玩遊戲獲得，而硬貨幣需要用現金購買。哪一種更好呢？沒有那麼簡單。一些遊戲裡只有軟貨幣並且獲取它們需要很長時間，這會讓玩家感覺很失落。韋爾奇認為只要你在遊戲裡玩的開心，並且遊戲對於你付出的時間和金錢給予了合理的回報，那麼它就是公正的。你可以思考一下這點。
注意：如果你因為遊戲表現不佳受氣而往裡面大把撒錢，那麼你可能被這遊戲耍了。
2. 有時遊戲真的是“免費”的
一些桌面卡牌和桌遊的愛好者會經常發現，這些遊戲的電子版比實體版要划算的多。家長們，這些是您希望孩子們玩的遊戲，並且他們一起玩時會很開心！這些所謂的“選擇性遊戲”包含了深度的策略元素，是市面上例外的真正免費的遊戲。
舉個例子，獲獎遊戲《皇輿爭霸》（Dominon）的基礎售價是45美金，而要買齊9套擴充套件卡牌需要300美金以上。但是它的線上版本的基礎卡牌是免費的，你可以一個人玩或交新朋友一起玩，即使你想買齊所有的卡牌，也只需要85美金，同時如果和你打比賽的人購買了這些卡牌，你也可以免費使用它們。
注意：像《皇輿爭霸》這種所有人持有的牌都相同的“套牌遊戲”和大熱的卡牌收集遊戲有很大的區別，在後者中買卡組可能挺燒錢的，當然一些人很喜歡這種模式——《眾神之戰》（ BloodRealm）和《爐石傳說》都屬於這種。這些都是很棒的遊戲，只不過你要注意它們的花費要比《皇輿爭霸》這種費用固定的遊戲要高的多。
3. 令你“淪陷”的初次購買促銷
一些遊戲會為首次消費使用者提供一些看上去划算的令人難以置信的特殊物品和禮包。那是因為在這個免費的世界裡，一個哪怕只消費了0.99美元的玩家也是極為有價值的。開發者希望你感覺自己很強大、感覺很興奮，這樣你就更有可能繼續玩遊戲。
韋爾奇以3D地牢潛行遊戲《魔法與爪牙》（ 遊戲邦注Mage and Minions）為例，指出了玩家如何能獲得最大的價值：“我們的這款動作RPG手遊類似於《黑暗破壞神 2》，最出色的PC遊戲之一。你可以免費玩它，但你真應該花0.99美元買Stormblade。它花費了你一美元，但它是遊戲裡價效比最高的武器。”關鍵是瞭解你所購買的東西。Stormblade之所以是很划算的武器是因為它能升級你的角色，並且在遊戲全程中都能發揮作用。
注意：在一些遊戲中，一款剛開始很強大的物品可能在你升級過後變得毫無用處。一些遊戲公司經常以這種物品為誘餌引你上鉤然後希望你不停地升級。
4. 開發者可以控制你的速度
許多遊戲通過“體力”機制來避免內容消耗過快。遊戲本身是免費的，但是玩遊戲需要體力，體力恢復有兩種選擇，免費恢復過程很慢，立即恢復需要你掏錢。這種簡單而公平的設計既能讓玩家免費玩遊戲，又能讓想繼續玩的玩家自願付費。這種設計可以是道德的，韋爾奇解釋道，“讓玩家尋找最划算的方式。等待、購買體力包或者觀看廣告，我們最近在遊戲Hidden Express中加入了這種機制。”
注意：選擇最划算的方式。簡單地購買恢復體力並不划算。優秀的F2P遊戲會為玩家提供多種選擇，其中一些相比之下會更經濟。
5. 計時制控制著你的節奏
在現實世界建造一座城堡需要幾年，而在遊戲中只需毫秒。但在遊戲中，這個過程常常會被人為地延緩，常用的方式便是設定“時間槽”（sink）。你可以通過支付軟貨幣或硬貨幣來加速完成某事項並使用產出。這種加速機制，或被稱作“加班工人”（workers）是韋爾奇最喜愛的設計，它為遊戲增加了合理的付款選擇。如果人們需要，他們可以通過一次性付費來加速整個遊戲。而那些不願花錢的人可以通過更頻繁地上線操作來進行遊戲，不過效率相對低一些。
注意：瞭解這些加速道具的實用性——它們真的能持續地在遊戲中發揮作用嗎，還是會被廢棄掉？韋爾奇提醒，在你購買加速道具之前，先確認是否存在其他能讓你一次完成兩件事的更加經濟的加速道具——再決定讓額外的 “工人”在你睡覺時為你加班加點地造城堡。
6. 購買組合包來避免過度消費
正如商場貨架上物品的擺放一般，遊戲消費介面的設計也是有講究的——並不是每次購買介面出現時，上面都會呈現所有的選擇。那些最容易買到的物品對消費者來說往往不是最划算的。設計它們的目的通常是獲取最大的利益，而不是為消費者提供更經濟的選擇。
注意：在你需要時購買單個增強道具或幾枚貨幣比購買組合包要貴的多。如同在現實生活中一樣，提前做購買計劃可以為你省下不少錢。
7. 一些遊戲是值得你為它們消費的
你也許會好奇為什麼免費遊戲也常常要氪金。這些遊戲之所以免費，是因為開發者們希望讓更多人接觸它、喜歡上它，從而產生擴充套件包和新版本的需求。開發高質量的遊戲需要大量人力和時間。遊戲設計師、美術和程式員都是要吃飯的，如果沒人為遊戲付款，他們是無法維持生計的。
韋爾奇解釋道並不是所有的免費遊戲甚至是低成本遊戲的娛樂價值都是相等的。比如，在遊戲《聖誕老人村》（Santa’s Village ）中，你可以花15美金購買所有的付費道具。你可以花更多的錢來加速，但你也不一定要這麼做。在大部分遊戲中，想要得到所有的道具需要的資金遠遠大於15美金，因此韋爾奇認為這款遊戲和別的比起來很值。
注意：韋爾奇建議，鑑於遊戲之間差異性很大，你需要評估你所投入的時間和資金的潛在價值。在準備投入資金和時間前，通過關注遊戲提供的購買選項來判斷它的氪金力度以及你對此的感受。如果你特別珍惜時間，花點錢有時能為你帶來更好的體驗。睜大雙眼，別被坑錢了。
本文由遊戲邦編譯，轉載請註明來源，或諮詢微信zhengjintiao
Most everyone knows video games are addictive. It’s certainly understood that the companies want to make money off your habits. But rarely do you get an inside look at the mechanics of the industry and how game designers work to exploit every aspect of your behavior to extract money from your pocket.
Until now.
John Welch is a veteran leader of the online games industry and one of the early pioneers of digital entertainment distribution. He is the president and CEO of Making Fun, Inc., a game developer and publisher he founded in 2009. Prior to forming Making Fun, John was co-founder and CEO of PlayFirst, famous for the best-selling “Diner Dash,” played by hundreds of millions of people.
Welch, an active member of Young Presidents’ Organization (YPO), is a big believer in applying a socially responsible approach to gaming. While he doesn’t vilify profit-oriented gaming companies, he does believe they can provide profitable entertainment in a transparent and ethical manner.
Welch believes gamers should be aware of what they are buying and make knowledgeable choices to make sure they get the best entertainment for their buck. Consumers need to weigh entertainment versus cost and be wary of tricks designed to take money out of habit. Now that the industry is focused more towards on-demand entertainment, it’s even more important for consumers to know these tricks before they start sending dollars through their smart phone. Welch gives an insider look at typical game techniques with some warnings and remedies.
1. Often “free” isn’t really free.
Welch explains that games often have “soft” and “hard” currencies. Soft currency can be earned by playing, while hard currency requires cash payment. Which is better? It’s not that easy. Some games with only soft currencies dole it out so slowly that it’s frustrating to play without buying in. Welch believes that practice is fair – as long as you are really having fun, and if the game is reasonably generous in what you get for your investment of time and money, which you can assess with a little thought.
Beware: If you are pumping money into a game out of frustration with the game’s performance, chances are the game is playing you.
2. Sometimes “free” really is free.
Fans of tabletop card and board games can often find great deals in their electronic counterparts. Parents, these are the games you want your kids to play, and they are fun to play together! These so-called “choice games” present deeper strategies and tend to be the exception in a marketplace where games look free but are not.
For example, the award-winning game Dominion costs $45 for the retail box and purchasing all nine expansions costs over $300. But in Dominion Online, the $45 base set is free. In the online version, you can play alone or make new friends. Even though buying all of the card sets would cost $85, you can still play with any or all of the cards available for free by entering a match with someone who has already purchased the cards.
Beware: There’s a big difference between a “deck building” game like Dominion, where everyone plays with the same cards, and the increasingly popular collectible card games, where buying packs to collect can get quite expensive. Some people love that model–The game BloodRealm uses it, as does Blizzard’s popular Hearthstone. Those are great games; just realize the costs can be much higher than in a more flat-fee situation like Dominion offers.
3. New-buyer promotions can suck you in.
Games often offer a special item or bundle to new buyers that seems almost too good to be true. That’s because in the world of free, a person spending even just $.99 is extremely valuable. The developer wants you to feel powerful and excited so you are more likely to keep playing.
Welch points to 3D dungeon-crawler Mage and Minions as an example of how you can get great value: “We created a mobile action role-playing game reminiscent of Diablo II, one of the most amazing PC games ever. You can play for free, but you really should spend $.99 to buy Stormblade. It costs a dollar, but it is the best value in the game.” The key is to understand what you are buying. What makes Stormblade a great deal is that it levels up with your character, remaining relevant throughout the game.
Beware: In some games, an item that seems very powerful at first glance might become obsolete within a day or two as you progress in the game. Some companies may bait and switch expecting that once you start, you can’t stop upgrading.
4. Developers may manage your speed.
Many games use an “energy” mechanism to keep players from playing too quickly. Playing is free, but it costs energy, which recharges for free slowly over time–or instantly with a purchase. This is a simple and fair way to keep the game free while also allowing people to pay to play more if they wish. This can be done ethically, Welch explains: “Look for your best deal. That could be waiting, paying for a big value-pack of stored energy, or watching an ad in exchange for more gameplay, which we recently started offering in Hidden Express.”
Beware: Look for the best bargain. Simply paying for an energy refill is probably not a great deal. The better free-to-play games offer players many choices, and some are more economical than others.
5. Timers control your pace.
It takes years to build a real castle but just a microsecond in a video game. Adding an artificial delay is a common currency “sink.” You can pay soft or hard currency to instantly complete something and start using its benefits. Speed enhancements, known as “workers,” are Welch’s favorite way to add reasonable payment options to a game. People can pay a one-time price to progress faster for the entire game if they desire. People who don’t can still play and compete on a relatively level playing field just by playing more frequently.
Beware: Understand the utility of the “worker”–will it truly last for the entire game, or will it become obsolete? Welch cautions, “Before paying for a speed-up, check first to see if it might be more economical to buy another ‘worker’ that lets you do two things at once–then let the extra worker build that castle while you sleep (you should sleep).”
6. Look for a bundle to avoid over-purchasing.
Space is at a premium on the interface for a game, just like on the shelves of a store–not every option can be on display every time a purchase is relevant. The quickest purchase isn’t always the best deal for the consumer. It’s often designed to extract the most profit versus more economical options available.
Beware: Buying one unit of a power-up or a few pieces of currency right when you need it might cost you a lot more than a considered volume purchase. Just like in life, a little advanced planning can save you money.
7. Some games are worth paying for.
You may wonder why you are often asked to pay for free games. These games are free because the developers are hoping that enough people will play it and like it so there will be demand for add-ons or future versions. High-quality games take teams of people years to launch. The designers, artists, and programmers need to eat, and they don’t make a living if nobody is paying.
Welch explains that not all free games or even low-cost games are equal in entertainment value. For example, in Santa’s Village you can buy every premium item in the game for $15. You can spend more to speed things up, but it isn’t necessary. Most games require a lot more than $15 to get everything, so Welch sees this game as a great value compared to others.
Beware: Welch advises, “Evaluate the underlying value for your time and money spent, since there is a vast difference from game to game. By paying attention to the payment options presented, you can determine where a game falls on the scale of generous to greedy and decide how you feel about that before you invest too much time or money. Depending on how you value your time, it can be worth it to pay for a better experience. Just go in with your eyes open so you don’t get ripped off.”（source： ofollow,noindex" target="_blank">Inc.com ）