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红楼&游戏

一位红楼爱好者&游戏策划的blog

 
 
 

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关于我

我们身处在一个悲哀的国家, 我们同胞的血脉中流动着短视的劣根性, 我所从事的行业正处于黑暗的时代, 我没有热血,但一息尚存。

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网络游戏设计的四大要素之二 Four elements of online game design (II)  

2006-12-04 23:46:12|  分类: 游戏设计 |  标签: |举报 |字号 订阅

  下载LOFTER 我的照片书  |

国外的朋友抱怨用google翻译出来的东西没法看,所以游戏相关的一些blog,如果时间允许的话,会尽量附上英语的版本。

卖点

电脑游戏不仅仅是程序,而是软件产品,这意味着它需要所有市场上商品的附属性质,用户吸引、卖点和销售计划。从商业角度而言卖点可以说是最重要的一部分。举例来说,如果游戏开发者制作一款在当前配置的机器上跑不动的游戏,他们希望玩家掏钱的想法显然没有指望,可以说是彻底的商业失败。

如今的游戏行业中,一般是开发者撰写游戏的概念文档,然后让代理商提出最大化卖点的建议。新的工作室通常会给代理商展示demo来证明自己的实力。而目前一线的开发团队基本上都是发行者自己建立的,如网易。游戏的开发周期根据游戏类型通常是6个月到3年。游戏上市前6个月,发行商/运营商便开始市场运作。很多新游戏选择节假日上市,主要就是利用季节性因素加强市场推广。

尽管很多人觉得一个游戏耗费时间多是好事,但很难通过游戏需要玩多少时间来判断游戏好坏。网游非常特殊,因为玩家一旦没兴趣,收入就没了。国内很多策划喜欢加一堆磨玩家时间的游戏内容来增加游戏“卖点”,没办法,大家都想把玩家留在游戏中,希望他们在游戏里跑遍所有地方,不断要求更多的游戏内容。我不清楚这样的设计方式会不会得到改变。话说回来,搞网游绝对是有钱人的事,这么大的开发费用最后必然是要用点卡、月卡、虚拟道具之类的方式来收回。虽然说一年花几百块玩个网游也不是难事,但对于有些人来说,花同样的钱买衣服也不会在网游上花一分钱。这么一想,网游还是很不好卖的。

我不是市场人员,对市场运作也完全没概念。对于卖点而言,还是多向市场学习吧。经常上上17173,去网吧逛逛之类的。如果有什么好的建议,欢迎留言。


Saleability

A computer game is not just a program, it is a software product. That means it needs all the auxiliary details of a marketable product--user appeal, saleability and a sales plan. From a commercial perspective a games' saleability is naturally the most important criteria. For example,if developers make a game (they actually want people to pay for) which can’t run on current hardware, it would be commercial suicide!

It is usual in today's market for developers to set up game concept, allowing the publisher to suggest changes to the game concept in order to maximise saleability of the final product. New development houses usually use demo to prove their abilities to potential publishers. First party development teams are generally created by the relevant publisher, such as Netease. The development cycle of a game depends on the type of game being produced, and can range from six months to as long as three years.  Approximately six months before the game is released, the publisher/operator will begin the marketing effort. A large percentage of new games target release dates to correspond  to the holiday season, which  adds  an element of seasonality to this process.

Given that many consider it a good thing if a game demands a lot of time, it's always difficult to judge a game based on the amount of time it requires, but MMORPGs are unique in that when players lose interest, the money stops flowing. In China, many designers added lots of time consuming contents to increase the game's 'saleability' - after all, they do want to keep people in the game, and hardcore players, as they race through every corner of the world, are continually demanding more content. I don't know whether this design style can be fixed? Running a MMORPG is a fairly expensive product after all, and this cost is typically passed on to the consumer in the form of subscrible fee, monthly fee or virtual treasure sales. It's not hard to spend a couple hundred RMB a year playing a premium online game. This may seem like a bargain to some, but considering that one can purchase clothes that have no subscription fee for a similar price, MMORPGs are still a tough sell.

I'm not marketing executive and have no idea about marketing. As far as saleability, study the marketplace. Go up on 17173.com(mmorpg.com), visit the Internet Bars, or something else. Who can give me some more advice? please comment.

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