玩家生命周期如何设计?_分析与玩家生命周期

玩家生命周期如何设计?

Using data to improve your game’s retention and revenue

使用数据提高游戏的保留率和收益

The innovations which have elevated the games industry over the last year haven’t just been about the free to play model. In fact, arguably the most important change has been the rise of games as a service and in particular the use of Data.

在过去的一年中，提升了游戏产业的创新不仅涉及免费游戏模式。 实际上，可以说最重要的变化是游戏即服务的兴起，尤其是数据的使用。

I’m lucky that for much of my career I was the games guy in Telecom companies so I was exposed to the love of data very early; but for many this topic is still new. In this post I plan to give you a quick starters guide to practical ways to use data to reduce player Churn and improve both revenues from Ads and in app purchases. More than that though I want to show how important it is to use data to create a dialogue with your players and allow you to respond to their changes as they become more engaged with your game.

我很幸运，在我的大部分职业生涯中，我都是电信公司的游戏人，所以我很早就接触到了数据的热爱。 但是对于许多人来说，这个话题仍然是新的。 在这篇文章中，我打算为您提供一个快速入门指南，指导您使用数据来减少玩家流失并提高广告收入和应用购买收入的实用方法。 不仅如此，我还想展示使用数据与您的玩家进行对话并允许他们响应他们对游戏的参与而做出的回应的重要性。

First thing to understand is that players’ reactions and choices aren’t static; they fluctuate over time. There are patterns but these are specific to each game. If we want to understand how to motivate players effectively, we need to understand where in that journey they are and how different groups of people react at those lifecycle stages. I break these down into four sections, Discovery, Learning, Engaging*. Understanding what (and why) players actually do at these stages is key to determining our best response. In this session I will also go into more detail on the Engaging stage itself and look at the specific of Super-Engagement and Re-Engagement as well. A video of the webinar recorded on Tuesday, May 3rd 2016 can be found at the end of this blog.

首先要了解的是，玩家的React和选择不是一成不变的。 他们会随着时间波动。 有模式，但这些模式特定于每个游戏。 如果我们想了解如何有效地激励玩家 ，我们需要了解他们在旅途中的位置以及不同人群在生命周期各个阶段的React。 我将其分为四个部分：发现，学习，参与*。 了解玩家在这些阶段的实际行为(以及原因)是确定我们最佳React的关键。 在本次会议中，我还将详细介绍“参与”阶段，并探讨“超级参与”和“重新参与”的具体内容。 您可以在此博客的末尾找到2016年5月3日星期二录制的网络研讨会视频。

职权范围 (Terms of Reference)

Before we dive into the player lifecycle, we need to make sure we have a common set of terminology and an understanding of the kinds of data we can access and what they mean.

在进入玩家生命周期之前，我们需要确保我们拥有一套通用的术语，并了解我们可以访问的数据种类及其含义。

Type of Data	What is is?	How we can use it?
Geodemographic	Age/Gender/Location/Household type	Knowing who our players are
Behavioural	Events recorded within the game	Knowing what players did
Operational	Performance data of our systems	Knowing how stable the game is
Cohort Data	A group of players with similar set-up	Creating a common base-line
Funnel Analysis	A way to monitor stages of play	To locate where we can improve
Qualitative	Personal feedback from players	Understanding Rationale of Behaviour

资料类型	什么是	我们如何使用它？
地理人口学	年龄/性别/位置/家庭类型	了解我们的球员是谁
行为的	游戏中记录的事件	知道球员做了什么
操作	我们系统的性能数据	知道游戏的稳定性
同类群组数据	一组具有相似设置的球员	建立共同的基准
渠道分析	监控比赛阶段的方法	找到我们可以改进的地方
定性的	玩家的个人反馈	了解行为原理

我们如何捕获事件？ (How Do We Capture Events?)

In order to get the behavioral data we need, we capture the events or activity the player actually did in our game. Unlike qualitative research, we aren’t looking for opinions or vague memories of players; we need to know what specific actions/choices they actually made. To do that, we create a series of events which are typically player initiated trigger points which tell the game to capture some values.

为了获得我们需要的行为数据，我们捕获了玩家在游戏中实际进行的事件或活动。 与定性研究不同，我们不是在寻找玩家的观点或模糊的记忆；它只是在寻找游戏者。 我们需要知道他们实际做出了哪些具体动作/选择。 为此，我们创建了一系列事件，这些事件通常是玩家触发的触发点，它们告诉游戏捕获一些值。

For example, we might wish to capture that a player was shot in a FPS game. We might give that a name, say PlayerShot, and then store a range of variables with that event. This could include the Date and Time that the hit was resolved, an anonymized PlayerID, the X,Y,Z coordinates of their Avatar, the damage taken, and the anonymized Player ID of who fired the shot as well as the Session ID for that game.

例如，我们可能希望捕获某个玩家在FPS游戏中被射击。 我们可以给它起一个名字，比如PlayerShot，然后在该事件中存储一系列变量。 这可能包括解决命中的日期和时间，匿名的PlayerID，其头像的X，Y，Z坐标，遭受的伤害以及触发射击的匿名玩家ID，以及该会话的会话ID游戏。

Importantly we don’t have to capture everything. There are some kinds of data which are static reference information.  For example, the specific position in a specific map. As long as the version of the map used at that time is known, then X,Y,Z coordinates alone can be used to create a heatmap l