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从业者谈制作广告游戏时需避免的50个错误vip8455新葡萄娱乐官网

时间:2020-05-02 16:49

从业者谈制作广告游戏时需防止的48个错误原版的书文者:Herman Tulleken 译者:Willow Wu固然是经营出售人才有的时候也会错用了娱乐,进而不恐怕如愿落到实处他们的小购销指标。大家列出了铺面在委托或支付广告游戏时所犯的54个最致命的不当。假设正在读随笔的你是一名开辟者,那么本文的大部剧情对您来讲应该是旧调重谈了,尤其是你也支出广告游戏的话。一、商业指标错误1:重点于长时间相较于别的媒体成品,游戏制作起来更目不暇接,耗费也更加高。因而,用游戏来满意长期目标就跟浪费钱没差。游戏能够运转更加长日子,成功的一日游能够一而再强大越来越多的内容。错误2:商业目的冲突广告游戏的生意目的恐怕持续三个,但即使指标之内有冲突,那么游戏的效果对中间任何二个来讲都会大降价扣。如果你想升官品牌辨识度,游戏者数据当然是越多越好。如若你想征集顾客新闻,这里面部分客商恐怕就不会一而再玩乐。所以说那七个对象正是冲突的,不应当是同三个游玩的服务对象。错误3:在缺乏年足球够客户得到路子的情事下抉择广告游戏要是你的主见是把嬉戏上架到有些集团,然后就能够有数千人蜂拥而入,你的心愿注定会落空。纵然没有惊人的经营出售预算,你还是得要有多个的水道接触指标客商,让他俩知晓您的游戏、知道什么地方能够找到。二、游戏设计不当4:忽略趣味性要让游戏者感觉你的游艺能推动喜悦,而不只是抱着推销产物和品牌的指标。通过发行三个风趣的玩耍(并向游戏者提供真正的股票总市值),你能够在品牌和游戏发烧友之间创设一种积极的关系。假诺您的二十六日游很无聊,那何人都不会去玩了。错误5:用你个人的主张你的主见不太可能是原创的,也不肯定能支持公司落到实处商业目的、升高品牌价值,并改为三个富有集中力的娱乐产物。所以,交给职业职员吧。错误6:委托一家通常的媒体公司做游戏即便游戏跟其它媒体产物也可能有协同点(比如摄像),不过守旧的传媒职业室并非常长于制作游戏。原因有多少个,但总计来讲就是她们会犯这几个项目清单中的超多不当。别那么干。错误7:不从游戏者角度出发设计游戏在为您的顾客安顿游戏时,最来的不轻巧的工本就是您对她们的问询。要让游玩设计共青团和少先队询问指标客户的消息,更多越好。此外配套的经营出卖活动也是如此。错误8:未有原型测量检验要创立一款有意思的游戏,最保证的法门是遵循迭代进程,并限制时间与真的的游戏的使用者一齐测量试验游戏。建构多少个beta小组,在公开荒行前先让她们测验游戏。错误9:盲目效仿畅销产物模仿火爆付加物是能给您带给一些优势,可是也许有宿疾:·广告游戏平常会与原版大相径庭,特别是在预算好低的情事下。·做出来的游戏恐怕跟你的品牌有违和感,也许不利于落实商业目的。·模仿热点游戏的人非常多,你的游乐也会被视为山寨的一员。·老练的娱乐游戏者或者会对您打算动用他人创新意识捞金的做法时有发生嫌恶。错误10:不用KPI来评估工应战果除了专门的学问KPI之外,你还亟需入眼游戏KPI来追踪游戏的营业景况。借使您的游戏不能在玩乐市镇立足,那就更毫不说达成商业指标了。追踪这么些数量能支援你不断调动校订游戏,最后也会听得多了就能够说的详细到您的事务KPI。错误11:内容收取费用不常候,公司会想通过游戏付费或许额外内容付费的措施来抵消游戏支付的财力。盈利游戏的商业格局与您的例外,在放大珍视专门的学业时那样做会让广告游戏的助攻效果大优惠扣。错误12:通过广告让游戏毛利这种做法有一些像是您营造三个电视机广告,又向别的厂家收取工资,让她们的广告牌出未来录像中,一点都不创设。除却,二级广告也会负气游戏的使用者。游戏用户单次游戏的平分时间长度会日渐滑坡,留存率也会随着下降。错误13:先挂号工夫玩大家事前做的某些游戏正是那般,结果正是有四分之二的游戏的使用者进入游玩后就退出了,不愿填注册表。先挂号能力玩,这样您就得冒着失去比非常多游戏者的危机。此外,这几个注册游戏的使用者提供的数量平日也是假的。错误14:供给访谈越来越多新闻只搜集那些由于娱乐体验酌量的必备音信。供给访问的数额越少,游戏的使用者玩游戏的障碍就越小,游戏对黑客的重力就越低,你须要为《通用数据爱戴条例》做出的折衷也就越少。错误15:让游戏者分享那些不酷的事物一旦您想让游戏发烧友分享游戏剧情,那就得保障它们在游戏的使用者看来是特别惊艳的。让品牌声名显赫,与消费者树立严密的维系。游戏内容应该是非同凡响的、制作精良、具备娱乐性的,是游戏发烧友能够美化的资金。错误16:不选择设想奖赏物质奖赏确实是三个很好的扶持花招,但借使把里面一部分记功设置成设想的,你就足以博得此外的机会。但设想奖赏发挥功能的前提是您的娱乐充裕杰出。magicka(from tutsplusState of Qatar错误17:无法静音游戏用户想要静音的由来大概有三:·游戏音乐让人不可能忍受。·他们玩游戏之处无法外放(举例工作场馆)。·他们想在玩游戏的时候听别的音乐。借使不可能关掉音乐/声音,他们或然就能够放弃那款游戏。错误18:采取与品牌价值相冲游戏项目、主旨或机制若是您想要的黑白暴力游戏,那就不要制作第一人称TCG游戏。假若你不期待大家把付加物大卸八块,那就无须模仿《水果忍者》那样的嬉戏。非常多品牌在决定克隆当下看好游戏时都并未有虚构到后续的震慑,那么些人最轻便并发这种错误。有了第一个错误就能吸引第3个谬误:为了与品牌保持一致,删除游戏中最关键的编写制定。但是不可能砍东西的《水果忍者》乐趣全无。错误19:选取与经贸目的相冲游戏项目、核心或机制譬如:若是您的事务目的是传达品牌价值,博彩游戏并不能够公布有益的功用,虽说它对其余国商人业目的来说也许是十一分管用的。错误20:在嬉戏中用纯文字辅导游戏用户大家不会在玩乐(只怕其余应用程式)中做读书。游戏是用来玩的,通过游戏设计和体制告他们你想表明什么。错误21:太过依赖物质表彰借使您想在娱乐中步向奖赏,必定要明白它们的着实功能。游戏自个儿应当丰富风趣,奖励不是用来照拂游戏用户的,它也不能够用来弥补游戏不佳的规划破绽。错误22:制作不对目的客商食欲的游艺接收对象客户相比较心仪的游乐项目。你能够不囿于于特定的年龄组,设计二个对指标客户有不可胜道吸重力的玩耍。运动服装品牌能够付出活动游戏,汽车品牌可以支付卡牌游戏,依此类推。错误23:不清楚小程序游戏和独立性游戏的得失分别是怎么着内嵌在应用程式中的小程序游戏是一种提高利用留存率、沉浸度和App Store/Google Play Store正面评价数据的好办法。然则小程序游戏设有相当多节制,对少数商业目的的话,独立性游戏只怕会更加好。错误24:未有任何时候间升高游戏的充分性人们到结尾总是会玩腻,混合内容——甚至席卷你所采用的嘉勉花招——是延长游戏寿命并树立老实观众根底的简约方法。错误25:过于重视外围功用涉及到外围功效(分享、记录、排行的榜单、成就)时要小心些。小编并不是说您不须要重申它们,但它们应该对娱乐起到扶持功能,并不是太阿倒持。错误26:不知底掂量平台每种平台皆有那三个成功的广告游戏。假设您想在网页平台做多个主机等级品质的游戏,或许是想用Flash游戏的预算去制作三个3A游玩,经常会获得正剧性的结果,更别提浪费了广大钱。错误27:未有排行的榜单排行的榜单是一种相对简单的娱乐个性,但它能给游戏的使用者带给众多股票总市值。你应该针对区别的内容推出不相同系列的排名的榜单。错误28:未有交代清楚游戏法则假若游戏用户误解了游戏运营情势,他们会认为游戏bug非常多,恐怕更糟——感觉你在耍人。交代清楚游戏法则是如何,你就会掩盖那一个误解。错误29:没玩过游戏你恐怕不是十六日游的指标受众,但是,光看人家玩游戏是回天无力真正领会游戏的运转意况的。若是您未有玩游戏,你只会把集中力放在这里些看得见、听获得的直观内容上,并不是你主导游戏世界时体会和设法。错误30:把嬉戏做得太复杂风趣和复杂性之间不是成正比关系。保持轻松,在预算范围内确定保障游戏设计流畅、画面精美、音乐抓耳。技巧卓越的广告游戏也能在商海中找到一矢之地,但独有在你投入丰富的本金时它才有时机得到成功。错误31:在娱乐中做四个迷你游戏很四个人都感觉这么能够让游玩更加有趣,这是一个大面积的误会。不过实际并不是这么,不但费用会扩充,而且还恐怕有相当的大希望惹恼游戏发烧友,心劳日拙。错误32:基于自个儿对游乐个性的推断来评估游戏的可玩性判别叁个玩耍天性是否风趣的正确性方法是洞察对象客商在心得游戏时的表情。(此措施的前提条件是游戏用户数据丰盛多,这样技能越来越搜罗数据作深入分析,由此做出更漫漫的裁断)三、制作错误33:未有把品牌因素融入到娱乐中只要您的游乐是2D手绘风格,那么你的logo和产品都须要改成雷同的风骨。若是那跟你的牌子法规相冲,那最棒选拔一种无需对logo或制品进行业作风格化的艺术风格。可是7-Up集团能不负职分,你也能。错误34:未有管教游戏的技巧上面运维优秀技术功效也是一种品牌推广格局。假如您的游艺有许多漏洞、bugs,牌子也会受到消极的一面影响。跟游戏相关的技巧产物也是如此,举个例子说用来兑换奖赏的相干网址还是应用程式。错误35:艺术方面投入缺乏游戏是您品牌的三个拉开,要是它看起来很恶劣,那么客商会对你的品牌爆发相像的记念。除了这几个之外,假若画面雅观的话游戏发烧友享受截图的私欲也会越来越高。错误36:音乐和音响效果方面投入远远不足游戏里的音乐是循环播放的,所以它就成了最轻巧让游戏者认为胸口痛的片段,音响效果更是如此。错误37:不要过分施用logo你的指标应该是制作二个以品牌为着力的世界,但不必要把logo弄得无处不在。从集团标志中接受此外的准备因素,有总统地应用logo。这样能够促使游戏的使用者越来越好地沉浸在品牌的世界中。四、经营贩卖错误38:经营出售远远不足要是游戏不错,它很有超大只怕会化为你最受迎接的营销内容。为了让更四个人看见它,你必要做些营销工作:·把嬉戏宣传图设置成主页的主图。·在交际媒体上公开游戏时附上一小段玩的方法演示录制。·联系游戏播主。·使用非电子门路:商铺内张贴海报、包装宣传、印制广告。错误39:过度宣传只要你把嬉戏夸口得比真实情状好过多,那会显得你很傻。经营发售要把握规范。别牵挂,你的嬉戏未有须求成为史上拔尖。如若加大得好,一款有意思的、与您的品牌紧凑关系的游戏或然会抢先娱乐游戏。错误40:游戏名字不完美就和其余娱乐相仿,你的广告游戏名字应该:·有必然的独天性·易读·易写·易记·有关联性·能令人想到你的品牌·便于搜索(举个例子,不分包非字母字符卡塔尔国五、运维错误41:不能够手动给与积分奖赏当事情现身难点时,你期待能够通过某种渠道消除它。假若游戏者(恐怕是因为bug)遗失了积分,及时复苏积分正是一种留存游戏发烧友、防止恶毒钻探的简易方法。错误42:未有把嬉戏作为是额外的经营发售路子游戏者沉浸于玩乐中后,你能够把嬉戏作为是关联媒介,还能够经过它向游戏用户推送新闻和降价消息。可是要再三考虑——应当要确定保证这一个是游戏的使用者关心的音信,并取得了游戏者的推送准予。要是你滥用这几个路子,游戏的使用者会搜索枯肠地卸载游戏。错误43:游戏上线后不做A/B测量试验你能够透过测量检验进一层升级游戏的各州点表现。你也应有A/B测验游戏的持续校订,以管教它们不会对游戏的别样一些形成负面影响或引进新的bugs。错误44:未有为社区独当一面体系有举世无敌社区增援的游戏能够更加长寿,现有社区成员会自发地为游乐宣传,由此它们能够引发越多游戏的使用者。让游戏发烧友更便于地汇聚在协同,然后开展保管。若无这么的系统,社区想必会退出协会的掌握控制,以至做出侵凌品牌形象的事。错误45:没有报告机制你会参照他事他说加以考查各个有关KPI来评估运转状态。然则,KPI只是展现在那之中的一有的。从娱乐中收获原始反馈能够让你询问到更加的多消息。错误46:未有客商协理陈设游戏也许会现出难题,你应该集体一个集体,随即构思参预修复。你也急需应对客户的难点,依据他们的表现做出调治。错误47:未有虚构作弊行为有个别游戏的使用者会作弊,破坏了别的人的七十31日游乐趣。作弊缩短了风险,让排行的榜单和完毕变得聊无意义。你须求八个能监测常用作弊手腕的系统,而且想好怎么应对徇私枉法行为。错误48:未有假造哄骗行为诈骗正是以骗取物质表彰为目标的作弊行为。除了上一些所波及的舞弊带给的消极面影响,诈欺还可能会触发到您的底线以至影响游戏的营业。你需求谨严思索对应攻略以平衡损失、挽救品牌形象。错误49:未有设想到顾客生成内容的顽固的病魔有键盘的地点就有网络喷子,同理,当游戏者能够团结编写开始和结果的时候就有无聊的剧情现身。构思内容创作的下线在何地,以至哪些监测、应对这几个不当的内容。错误50:未有动用合适的深入分析&反馈机制剖判工具能够每个核查改造漏斗的柔弱环节。为何人们不愿意注册接受游戏的最新音信?是因为那她们打不开那些页面吗?也许是他俩在半路就退出了?这一个音信对游戏设计共青团和少先队和很有用,他们能够在那幼功上调节游戏,进一层晋级游戏用户留存率和沉浸度。错误51:未有阐明白游戏的调动变化游戏者心爱新剧情,但她俩并不希罕开垦人士退换本来就有的游戏特色(特别是关乎到实际的表彰时卡塔尔国。因而,你应当防止改换游戏准则。当你不能不如此做的时候,应当要讲领会改了何等,否则你会迎来一批游戏者的显眼抵制。错误52:没有为玩乐退市、保存做筹算游戏比另日媒体产物更难保存,有广大多年前才发行的广告游戏现在已经不能够玩了。思忖游戏在运转甘休时该往哪儿去跟何人,你能够阻挡这种命局惠临到你的游玩上。六、结论设计一款相符的广告游戏再增添使用方便,你就足以获取鲜明战果。避开本文所列的乖谬,给和煦最好的中标机缘。本文由游戏邦编写翻译,转发请注脚来源,或咨询WechatzhengjintiaoEven savvy marketing people sometimes misunderstand how to use games properly to accomplish their business goals. We made a list of the 50 biggest mistakes businesses make when commissioning or building an advergame.This is a condensed version of the original article. The original gives a bit more explanation and includes three resource links for each tip.If you are a developer reading this, most of this will be old hat to you, especially if you have made advergames yourself.Business GoalsMistake: Thinking short-termGames are more complex and expensive than other media to produce. Therefore, using games for short term goals is a waste of money. Games can perform over longer periods, and successful titles can be expanded with more content.Mistake: Going for conflicting business goalsIt is possible for an advergame to have more than one business goal, but if goals work against each other, the game will be less effective in accomplishing any of them. If you want to raise brand awareness, you want as many players as possible. If you want to collect information, some consumers will not engage; these goals are in conflict and should not be the purpose of the same game.Mistake: Using an advergame when you do not have sufficient channels to reach the required audienceIf you upload your game to a store and expect thousands of people to play it, you’re setting your project up for failure. Without a huge marketing budget, but you need a sufficient number of channels to reach your target audience, to tell them about your game and where to find it.Game DesignMistake: Ignoring the funUse your game to delight your customers; not just to promote your products and brand. By making the game fun (and providing real value to playersState of Qatar, you can create a positive association with your brand. If the game is not fun, no-one will play it.Mistake: Using your own game ideasIt is unlikely that your idea is original, supports the business goals and brand values, and works as a cohesive entertainment product. Get the experts in.Mistake: Using a plain media company to build the gameAlthough games share some aspects with other media such as video, traditional media houses are not good at making games. There are several reasons; in short: they are prone to many of the mistakes on this list. Don’t do it.Mistake: Not using your customer insight to inform game designWhen designing a game for your audience, the most important asset is your knowledge about them. Prepare as much of this knowledge as possible for the game design team. The same background that goes into your other marketing activities must also shape the game; otherwise, it will miss the mark.Mistake: Not prototypingThe most sure-fire way to arrive at a fun game is to follow an iterative process and test the game regularly with actual players. Form a beta group, and get them to test the game before you release it to the general public.Mistake: Blindly cloning popular titlesCloning existing popular titles has some advantages, but there is a downside:The advergame will often compare poorly with the original (especially when it has been made on a lower budgetState of Qatar.The game may be ill-suited to your brand or business goals.Popular games get cloned al lot, and your game will be perceived as a “me too” product.Sophisticated gamers may frown on your attempts to capitalize on the success of others’ creativity.Mistake: Not using KPIs to measure the success of the campaign to reach the business goalIn addition to business KPIs, you need to look at game KPIs to monitor the health of the game. You are not going to achieve your business goals if your game does not perform well as a game. Monitoring these will help you adapt and improve, which will ultimately also affect your business KPIs.Mistake: Charging for contentBusinesses sometimes try to offset the cost of developing an advergame by charging for it or additional content. Monetizing games is a business different from yours; trying to do this while trying to promote your main business reduces the chances of your advergame being effective.Mistake: Trying to monetize your advergame through advertisingThis is a bit like making a TV ad and charging other companies to have their billboard displayed in the ad. It does not make sense. Besides that, the secondary ads will annoy players and reduce the average session length and retention of your game.Mistake: Making players sign up before letting them playIn one project we did, half the players that entered the game exited the game instead of moving through the signup form. You risk losing a lot of players by making them sign up first (and often those that do sign up provide false dataState of Qatar.Mistake: Asking for more information than you absolutely needAsk the minimum information you need to give the player the best experience. The less data you ask, the less friction there is for users to play the game, the less attractive your game is for 红客s, and the fewer hoops you have to jump through for GDPMurano.Mistake: Trying to get players to share things that don’t make them look coolIf you want players to share game content, make sure it is the coolest thing in their feed. Keep branding light and relevant. The content should be unique and entertaining, and allow the player to brag. It should have high production quality.Mistake: Not using virtual rewardsPhysical rewards are great to help you get ahead in line with all the other things that interest people. But you are missing out on an opportunity if some of the rewards are not virtual.Virtual rewards only work if your game is cool enough.Mistake: Not making it possible to mute sound and musicThere are three reasons why players may want to mute sound or music:·It drives them crazy.·They are playing in an environment where they cannot play sound (such as work卡塔尔国.·They want to listen to other music on the device they are playing on.If they cannot switch off the sound or music, they may stop playing altogether.Mistake: Choosing a game genre, a theme or mechanics that conflicts with your brand values.If you want a non-violent game, do not make a first-person shooter. If you don’t want your products sliced up, do not make a Fruit Ninja clone. Brands are especially prone to fall into this trap when they decide to clone an existing popular title without considering the implications.The first mistake leads to the second: removing the most important mechanic from a game to correct the incongruity. Fruit Ninja without slicing things up is not fun.Mistake: Choosing a game genre, a theme or mechanics that conflicts with your business goalFor example: if your business goal is to communicate your brand’s values, a casino slots game will not be effective, even though it may be very effective for other business goals.Mistake: Using text inside the game to educate customersPeople do not read inside games (or other apps卡塔尔. Games are for playing, not reading. Show what you want to tell players through game design and mechanics.Mistake: Relying on physical rewards too muchIf you want to use rewards with the game, understand the role they play. The game should be fun enough to play without needing to bribe players to do it. Rewards cannot make up for bad game design.Mistake: Making the wrong game for your target audienceChoose a game type that is popular with your target audience. Beyond demographics, appeal to a common of your target audience. Sports games are a good fit for sportswear; racing games for cars; and so on.Mistake: Not understanding the pros and cons of embedded versus standalone gamesGames embedded in your apps are a great way to increase app retention, engagement, and positive reviews in the App Store or Play Store. But embedded games have many limitations, and for some business goals, standalone games may make more sense.Mistake: Not adding variety over timePeople get bored with anything eventually. Mixing up content and even the rewards you use is an easy way to extend the lifetime of the game and build a loyal fanbase.Mistake: Making peripheral features too importantBe stingy when it comes to peripheral features: sharing, recording, leaderboards, achievements. I am not saying you should neglect them, but they should support the game, not overshadow it in their complexity and production value.Mistake: Misunderstanding the platform tradeoffThere have been advergames that were very successful on every platform. The problem is when you try to make a console-level title in the browser or try to use a flash game budget to make a AAA title. The result will typically be poor, and you will waste a lot of money.Mistake: Not implementing a leaderboardLeaderboards are a relatively simple feature to implement and provide a lot of value to players. You should include different leaderboards measuring different things.Mistake: Not communicating game rules clearlyIf players misunderstand how the game works, they will think the game is buggy (or worse, that you are trying to trick them卡塔尔(قطر‎. By communicating clearly how your game works, you can avoid these misconceptions.Mistake: Not playing the gameYou are probably not the target audience for the game. However, you cannot really understand how it works from looking at how other people play. If you don’t play the game, you will focus on things you can see or hear, instead of the feelings and thoughts you have as you navigate the game world.Mistake: Making a game too complex for the technology or your budgetFun is not proportional to complexity. Keep it simple, and spend to budget to make sure the game design is slick, the art pretty and the music catchy. Technically advanced advergames have their place, but they only have a chance to succeed if you spend enough money.Mistake: Making a mini-game inside a gameIt is a common misconception that this will make a game more fun. It won’t; it will increase the cost and annoy the player.Mistake: Evaluating the fun of a game in production based on your judgment of the featuresThe correct way to judge whether a feature is fun or not is to watch the faces of players from your target audience. (This is true until you have enough players so that analytics kick in and you can make further decisions based on data.State of QatarExecutionMistake: Not stylizing your brand elements to fit the gameIf your game is a stylized 2D drawing style, then your logos and products need to be stylized 2D drawings. If this goes completely against your brand rules, it is better to stick to an art style that does not require stylizing the logo or products.If Coca-cola can do it, so can you.Mistake: Not making sure the game works well technicallyTechnology is branding. If your game is glitchy, it affects your brand negatively. That also goes for any technology that surrounds the game, such as a web site or app used for redeeming rewards.Mistake: Not spending enough on artThe game extends your branding; if it looks tacky, so will your brand.Besides this, players are more likely to share screenshots when the art looks great.Mistake: Not spending enough on music and soundBecause music inside a game plays on a loop, it is one of the things that most easily irritate players. Sound effects can be even more grating.Mistake: Don’t overuse your logoAim for building worlds that radiate your brand without your logo needed everywhere. Use other design elements from your corporate identity, and use your logo sparingly. This will help keep the player immersed in the brand universe.MarketingMistake: Not marketing the game sufficiently.If the game is decent, you may easily become your most popular marketing content. To maximize the number of people exposed to it, you need to market it:·Make it the hero image on your home page.·Announce the game with a short video-clip showing gameplay on social media.·Contact streamers.·Use non-digital channels: in-store posters, packaging, printed advertising.Mistake: Overhyping the gameYou will look like a fool if you pretend your game is better than it is. In your marketing, be measured. And don’t worry, your game needs not to be the best game to do well. A game that is fun and tied in with your brand in thoughtful ways, can outperform entertainment games when promoted well.Mistake: Choosing a poor nameLike all names, the name of your advergame should be:·Reasonably unique·Easy to pronounce·Easy to spell·Memorable·Relevant·Evoke the brand·Searchable (for example, not include non-阿尔法betic characters卡塔尔国OperationsMistake: Not having a mechanism in place to award players with credits manuallyThings go wrong, and when they do, you want to be in a position to correct. If a player loses credits (perhaps by a bug卡塔尔国, restoring the lost credits is a simple way to keep them playing and prevent a nasty review.Mistake: Not using your game as an additional marketing channelOnce a player is engaging with your game, you can use it to communicate with the player and the game can be a great vehicle to deliver news and promotions. Push notifications or an in-game dialog or newsfeed are the typical strategies. But be careful — make sure it is relevant and with permission. If you abuse it the player will simply uninstall the game.Mistake: Not doing A/B testing to optimize the game once it is liveYou can improve the performance of the game by doing tests once the game is live. You should also A/B test changes to the game during the campaign, to ensure that you do not harm the game’s performance or introduce bugs that affect conversion.Mistake: Not putting a system for a community in placeGames that are supported by strong communities live longer; they attract more players since existing community members will be advocates for the game. Make it easy for players to get together, and then manage it. If you don’t, the community may get out of hand and hurt your brand.Mistake: Not providing a feedback mechanismYou will measure the success of your campaign with whatever relevant KPIs you identified. However, KPIs show only a partial picture. Asking for raw feedback from within the game gives you an opportunity to learn much more.Mistake: Not planning for supporting the gameThings can go wrong. When it does, you should have a team ready to jump in and fix things as soon as possible. You also need to respond to customer questions or implement changes based on their behavior.Mistake: Not thinking of cheatingSome players will cheat and spoil the fun for all the other players. Cheating reduces the stakes and renders leaderboards and achievements meaningless. You need a system to detect the most obvious forms of cheating, and a way to respond to cheating and perceived cheating.Mistake: Not thinking of fraudThis is cheating with the purpose of getting physical rewards. In addition to all the problems with cheating stated above, this actually affects your bottom line and the effectiveness of the game campaign. The actions you take need to be considered carefully to balance loss against your brand image.Mistake: Not considering the downsides of user-generated contentWhere people can type, someone will put a dirty word; where they can build something, someone will build something vulgar. Think about where the line lies between acceptable and unacceptable content, and how you will detect and deal with unwanted content.Mistake: Not implementing suitable analytics and feedback mechanismsAnalytics point out trouble spots in the conversion funnel. Why are people not signing up for the newsletter inside the game? Are they not reaching that page? Or do they quit the level before they finish it? The information will also be useful for the game design team to adjust the game and improve player engagement and retention.Mistake: Not communicating game changes clearlyPlayers love new content, but they despise existing features changing (especially when there are real-life rewards involved卡塔尔(قطر‎. Therefore, changes to the rules of the game should be avoided. However, when you cannot, you need to make what is happening obvious to players, or you will face a lot of negative backlash from them.Mistake: Not planning for retiring and preserving the gameGames are harder to preserve than other media, and as a result, many advergames made even a few years ago are not playable today. By thinking about the fate of your game when the campaign ends, you can prevent this fate from befalling your game.ConclusionAdvergames, when made and used right, can have spectacular results. Avoid the mistakes listed here to give yourself the best chance of success.Did we miss any? Please let me know in the comments.(source:gamasutra.com)

The pyramid of elements

Around this pyramid, is the experience of the game.

  • Dynamics: is the big-picture aspects; "grammer"; including:
    • Constraints
    • Emotions
    • Narrative
    • Progression
    • Relationships
  • Mechanics: is the processes that drive action forward; "verbs"; including:
    • Challenges
    • Chance
    • Competition & Cooperation
    • Feedback: let player know how they are doing and thus go further
    • Resource Acquisition
    • Rewards
    • Transactions: exchange resources with system or other players
    • Turns
    • Win states
  • Components: is the specific instantiations of mechanics and dynamics; "nouns"; including:
    • Achievements
    • Avatars
    • Badgets
    • Boss Fights
    • Collections
    • Combat
    • Content Unlocking
    • Gifting: giving to others
    • Leaderboards
    • Levels and Points
    • Quests and Instructions
    • Social Graph
    • Teams
    • Virtual Goods

More about this pyramid: Robin Hunicke, et al. MDA: A Formal Approach to Game Design and Game Research

Self-determination theory

The motivational spectrum

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  • Amotivation: means you have no motivation one way or the other. You are totally indifferent to the activity.
  • Extrinsic motivation
    • External reguation: you really don't want to do something, or maybe you are indifferent to it. The only thing that makes you do it, is someone tells you to.
    • Introjection: the idea here is sometimes, we take external motivators, and make them our own. So, this is typically where we would find status, which, as mentioned above, is an important kind of motivator. Status says, I may not really want to do this, but other people will value me. They'll think I'm cool, they will like me. So, I'm going to do it for that reason.
    • Identification: the idea here is, at this point, I've taken the external motivator, and I've somehow made it my own. It's not just because other people will think I'm cool, It's because I can see some value in it. For example, I don't really enjoy learning math, but I can see that knowing something about math is important to success and achieve my goals in the future so I will do it.
    • Integration: there's a complete alignment internally, between my goals and the thing. For example, the way many people feel about exercise. I really want to exercise because it's good for me and I know I should do it. I can say, yeah, I want to exercise, and yet I don't like exercising. It's just not fun for me. I still need some push. I still won't do it just because of love of the thing itself.
  • Intrinsic motivation: I like do it! Like eating...

With the motivational spectrum, we can know why many workout apps are using gamification: I really want to exercise because it's good for me and I know I should do it. Yet I still won't do it just because of love of the thing itself. I'm in the state of integration, but with a push of gamification, I can jump into the intrinsic motivation category!

Breaking games down

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Think what elements are in Tic Tac Toe

  • The board
  • Tokens (X and O)
  • Two players
  • Competitive
  • Turns
  • Win and drae states
  • No progression or scoring

Tic Tac Toe's a pretty bad game. Incredibly popular for centuries of human history, and yet, a game that is so simplistic, and so easy to draw, that it's not going to hold any adults interested for very long. And again, you can see that from the elements that are there and some of the elements that are missing, the ability to progress and advance in the game and the ability to get feedback from scoring, certainly not necessary, but things that tend to produce more engaging games, than games with out them.

This is really a fun coursera course to study and I truly recommend this course for learning gamificaiton.

The complete course notes is composed of two blog posts:

  • Gamification - 1 focuses on the basic knowledge of gamification concepts, game elements and behaviorism.
  • Gamification - 2 (to be released) focuses on how to deisgn gamification, more about practical experience.

Definition of gamification

Gamification is the use of game elements and game design techniques in non-game contexts.

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Nike plus

What they do with Nike Plus was they developed a device, uses a piece of equipment called an Accelerometer, that fits into the sole of your shoe. And it tracks every single step you take when you're running. And so therefore, the device knows how far and how fast you're running and it communicates wirelessly with a Smartphone or your PC, which can aggregate together all of that data. And then what Nike did was build a set of applications around it, that made the experience of running more game-like:

  • telling you how far you've run
  • the fastest run you've ever had
  • the longest run you've ever had
  • compare yourself to previous times and so forth to track how you're doing
  • establish goals and challenges
  • get a trophy or a medal once finished the goals

It help to encourage you and to make that whole experience of running feel somehow richer and more rewarding.

Game design techniques

  • More to games than just elements
  • Think like a game designer

Where gamification can be used?

  • External
    • Marketing
    • Sales
    • Customer engagement
  • Internal
    • Productivity enhancement
    • Crowdsourcing
  • Behavior change
    • Health and wellness
    • Sustainability
    • Personal finance

An example of behavior change: Fun theory

Additional Resources

[1] Jane McGonigal, Reality is broken[Book], TED talks

[2] 1980, What Makes Things Fun to Learn? — A Study of Intrinsically Motivating Computer Games

[3] How fun can change people behavior — Fun Theory

[4] Nicole Lazzaro's 4 keys of fun: poster, white paper

[5] Marc LeBlanc's 8 kinds of fun

[6] Robin Hunicke, et al. MDA: A Formal Approach to Game Design and Game Research

[7] Mozilla open badge framework

[8] Professor Werbach's book For the Win: How Game Thinking Can Revolutionize Your Business

[9] Deci, Edward L.; Koestner, Richard; Ryan, Richard M., A meta-analytic review of experiments examining the effects of extrinsic rewards on intrinsic motivation

[10] Zichermann, SAPS categorize the extrinsic rewards

The PBL triad

PBL: Points, Badges, and Leaderboards

There's just a fundamental attraction to using these elements in gamification and part of that is because they serve a variety of different functions, more so than one might expect.

Points

What can points do in a game?

  • Keep score: fundamental use of points is to keep score
  • Determine win states: score 1000 wins score 500
  • Connect to rewards: higher points means higher rewards
  • Provide feedback: showing how you are doing in the game
  • Display of progress: how to display progress in number?
  • Data for the game designer
  • Fungible: Points can used anywhere with numbers

Badges

What can badges do in a game?

  • Representations of achievements
  • Flexibility: Because the gamified system is trying to motivate certain behavior. It's trying to result in certain outcomes that are relevant to the business or the other context. The badge can be a great way of conveying that by linking to exactly what it is that the gamification designer wants to motivate.
  • Style: because badges are graphical, they can have their own kind of graphical style and the design elements, the pattern of those badges, can represent and communicate the vibe, or the overall aesthetic of the gamified system.
  • Signaling of importance
  • Credentials
  • Collections: if you have a bookcase that can hold a variety of different badges, then that's often seen by players as an invitation to fill it up.
  • Social display (status symbols)

Mozilla open badge framework:

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Leaderboards

What can leaderboards do in a game?

  • Ranking: feedback on competition.
  • Personalized leaderboards: friend-relative variant, you can only see your friends' ranks because the over world ranking is too scaring

Becareful to use leaderboards: in many cases researchers have found that seeing things in those leaderboard terms, zero sum game, it's all about competition, actually will make people less willing to engage.

Gamification is the application of game elements and digital game design techniques to non-game problems, such as business and social impact challenges. This course will teach the mechanisms of gamification, why it has such tremendous potential, and how to use it effectively. This coursera course is taught by Kevin Werbach, Associate Professor of Wharton College in University of Pennsylvania.

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Game Elements

Think like a game designer

  • "I am a game designer"
  • Different than being a game designer: you don't have to draw, paint, or do any professional hard things like game designers
  • Different than thinking like a gamer: don't think that you are just a gamer playing a game, cause when you do so, you don't think about the structure of the game

Your participants as players

  • players are the center of the game
  • players feel a sense of autonomy / control
  • players play: what is the game maker want players to do? They want them to play.

Goal

  • Get your players playing
    • This is about how to attract new users
  • and keep them playing
    • This is about how to keep old users

Behaviorism

Dangers of behaviorism

But as illustrated above, reward mechanism like slot machine is addictive and even brings some dangers. Here are three of them:

Danger 1: Potential for abuse / manipulation

There is a danger in going down this path of a behaviorist approach that it tends to make us see everything like a casino owner and maybe that's not necessarily, the right way to approach all business situations.

Danger 2: Hedonic treadmill

It means, once you start focusing on giving people rewards in order to give them pleasure that feedback loop effect (based on the way the dopamine system works in the brain), you'd better keep doing it because if people learn to respond to the reward, then they're only going to respond when the reward is there.

But if rewards are designed in this way, the designer needs to keep putting in more rewards to keep people interested and come up with new rewards. More interesting rewards. More challenging objectives to achieve the rewards and so forth. This could put a significant burden on the gamification designer to keep up.

Danger 3: Overemphasis on status

Status is a very powerful motivator. It's not something tangible but we do lots of things to get status.

But the fact is, We're not all constantly looking for that social approval and looking for people to think that we're cool in every walk of life. We do things for lots of other reasons. We do things for tangible reasons. We do things for altruistic reasons. We do things for social reasons with our friends. There are lots of reasons we do things that status doesn't explain and the behaviorist approach has a tendency in gameification to reduce down to a heavy status focus, which tends to lead to missing of some of the other kinds of benefits that can be delivered from a gamified system.

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