电力工程设计手册第一部分_使您的手机游戏成功。第一部分：F2P游戏设计-CSDN博客

电力工程设计手册第一部分

In the first of a series of pieces sharing advice from Unity users that have that found success in the mobile space, we look at the basic concepts of designing for the free-to-play realm.

在分享了在移动领域获得成功的Unity用户的建议的系列文章的第一部分中，我们介绍了针对免费游戏领域进行设计的基本概念。

You don’t need to be an expert in the latest form of the user acquisition funnel to know that the world of free-to-play games is a complex one.

您无需成为最新形式的用户获取渠道的专家即可知道免费游戏的世界是一个复杂的世界。

There exists a vast industry built around turning free games into successful ones, and a host of bewildering phrasing around the likes of retargeting, ad bidding networks and effective cost per paying user.

将免费游戏转变为成功游戏的行业非常庞大，围绕着重新定位，广告竞标网络和每位付费用户的有效成本等诸多令人困惑的措辞。

It can feel as intimidating as it can be bewildering, but making your game free can also serve as a gateway of discoverability, and potentially bring millions of customers to see your creation.

它虽然让人感到困惑，但却令人生畏，但是让您的游戏免费还可以充当可发现性的门户，并可能带动数百万客户来观看您的作品。

And for those unsure about the best way forward, fortunately there are some realistic, practical things you can do to give your free game the best chance of success, both critically and commercially. Speak to the various studios that have seen their Unity-authored F2P games enjoy both healthy chart position and revenues, and while they all have a lot of different ideas about how to monetize, one concept is universal.

对于那些不确定最好的前进方式的人，幸运的是，您可以做一些现实，实际的事情，使您的免费游戏在关键和商业上都有最大的成功机会。与已经看到其Unity创作的F2P游戏享有健康排行榜和收入的各个工作室进行交谈，尽管他们都对如何货币化有很多不同的想法，但一个概念是普遍的。

Make the decision to go with free before you design a single thing, build it into your game’s very core, and be sure that, above all else, you have a good playable game.

在设计一件事物之前，请决定免费使用它，并将其构建到游戏的核心中，并确保最重要的是，您拥有一款不错的可玩游戏。

That is all easier said than done, of course, but it’s a lesson that has led to many studios meeting with remarkable mobile success, and brought some back from a point where games were not making anything like enough money.

当然，这说起来容易做起来难，但这是一个教训，导致许多工作室在移动方面取得了巨大成功，并从游戏赚不到钱的角度带回了一些教训。

“Free-to-play can only be decided on before you start any development, as it includes every single thing in the game that follows,” offers Jakob Lykkegaard, Co-Founder and CEO of Pocket PlayLabs, which saw its puzzle hit Juice Cubes picked up and published under Rovio’s own Rovio Stars banner, before it went on to secure over 25 million downloads and a still sizable 2 million daily active users.

Pocket PlayLabs的联合创始人兼首席执行官Jakob Lykkegaard表示：“免费游戏只能在您开始任何开发之前就决定，因为它包括随后游戏中的每件事。”在Rovio自己的Rovio Stars旗帜下获得并发布，之后又获得了2500万次下载和每天仍然有200万活跃用户。

“We had – before Juice Cubes – made a big mistake with Lost Cubes, as we tried to make a premium game free-to-play in the middle of the production,” continues a reassuringly frank Lykkegaard. “We ended up with a ‘free premium game’ that didn’t monetize at all.”

“在Juice Cubes之前，我们曾因Lost Cubes犯了一个大错误，因为我们试图在制作过程中免费制作一款高级游戏，” Legkegaard坦率地说。 “我们最终开发了一款完全无法获利的'免费高级游戏'。”

But what exactly is designing for free-to-play? For some of the most successful studios, it about the kind of design a number of Unity users will likely warm to.

但是，免费游戏的设计究竟是什么？对于一些最成功的工作室，它涉及许多Unity用户可能会喜欢的设计类型。

“We concentrate on hardcore gameplay and our visual quality still remains top-notch,” says Marek Rabas, CEO and Co-Founder of Madfinger, which continues to enjoy much success with its Dead Trigger 2 title, now downloaded 80-million-plus times.

Madfinger首席执行官兼联合创始人Marek Rabas说：“我们专注于硬核游戏，而视觉质量仍然保持一流。” Madfinger的首席执行官兼联合创始人Marek Rabas表示，该游戏凭借其Dead Dead 2称号继续获得巨大成功，现已下载超过8000万次。

And according to Rabas, designing for F2P success stems from delivering “great core gameplay and visually stunning environments, high quality models, motion capture animation, all built around F2P mechanics.”

根据Rabas的说法，成功实现F2P的设计源于“围绕F2P机制构建的出色的核心游戏玩法和视觉震撼的环境，高质量模型，动作捕捉动画”。

What Mad Finger and the Dead Trigger IP have shown is that, if paired with workable freemium mechanisms, traditional game design values and concepts can still make for a significant mobile success story. There’s a misconception that free-to-play success demands designing a game built from the likes of microscopic core loops and roulette-style spinners. Those concepts can work too, but the point is this; as long as you are thinking how to apply your gameplay to free from day one, and what monetization model you choose, almost any genre or form can thrive.

Mad Finger和Dead Trigger IP所显示的是，如果与可行的免费增值机制配合使用，传统的游戏设计价值和概念仍然可以成为移动成功的重要故事。一个误解是，免费游戏的成功需要设计一款由微观核心循环和轮盘式旋转器等游戏构建的游戏。这些概念也可以工作，但重点是这一点。只要您正在考虑如何从第一天开始免费使用游戏玩法，以及选择哪种获利模型，几乎任何类型或形式都可以蓬勃发展。

The monetization methods can vary wildly, of course, and today while pay wall timers continue to remain popular, in-game ads, character customization IAP, cross-promotion for external apps and the established unlockable content remain viable options.

当然，货币化方法可以千差万别，如今，尽管付费壁垒计时器仍然很受欢迎，但游戏内广告，角色自定义IAP，外部应用的交叉促销以及已建立的可解锁内容仍然是可行的选择。

But however you monetize your mobile game, one thing is clear; pestering your player to spend – or making obstacles to progressing for free too aggressive – is not the way forward, and can ultimately be financially counterproductive.

但是，无论您通过手机游戏获利，还是很明显的。困扰您的玩家花钱-或阻碍免费进步太过于进取-并非前进之路，最终可能在经济上适得其反。

Yet there is much you can do without disgruntling your player base. “We tried avoid using pay walls, but instead try to create scenarios where the player would want to spend money in our game, even though he doesn’t have to,” explains Moti Novo, Co-Founder and Creative Director at Jelly Button; a studio seeing its recent Unity-authored release Pirate Kings enjoy some 930,000 daily active users, despite the team being a relatively new entity.

但是，您可以做很多事情而不会分散您的玩家群。 Jelly Button的联合创始人兼创意总监Moti Novo解释说：“我们尝试避免使用付费墙，而是尝试创建一种场景，即使玩家不必花钱在我们的游戏中花钱。” 尽管该团队是一个相对较新的实体，但一家看到其最近由Unity创作的发行版《海盗王》的工作室每天却有约93万活跃用户。

“We wanted to make a place where payers and non-payers would have identical experiences and a balanced progression,” continues Novo. “We trusted that a beautiful environment, and a fun enough interaction with friends we would keep people involved in the game regardless of whether they want to pay or not.”

“我们希望创造一个让付款人和非付款人拥有相同经验和均衡发展的地方，” Novo继续说道。 “我们相信，优美的环境以及与朋友的足够有趣的互动关系，无论人们是否愿意付费，我们都能让他们参与到游戏中来。”

As Jelly Button demonstrates, you needn’t commit to pay-to-win and aggressive pay-walling to meet with success. In fact, for the Israeli team and many of their contemporaries, quite the opposite is true.

正如Jelly Button所展示的那样，您不必致力于赢得胜利和积极的薪酬壁垒来取得成功。实际上，对于以色列团队及其许多同时代人而言，情况恰恰相反。

Similarly – the experts agree – if you are relying on ads for revenue in your free game, it’s about integrating them into the design if the game in a way that feels natural, and won’t aggravate the player.

同样，专家同意-如果您依靠免费游戏中的广告来赚钱，那么如果游戏以一种自然的方式出现并且不会加剧玩家的负担，那就是将它们集成到设计中。

“Our business model is ‘free plus ads’,” states Nicolas Sorel, CEO of Magma Mobile, which has turned to Unity for all of their games such as the wildly popular Burger, and enjoyed 380 million downloads across its catalogue. “Sometimes we implement some in-app purchases, but majority of our model is ads monetization. When we build a game, we try to put ads at a good place and at the right moment. We try to find the right balance not to annoy our users and so we don’t ruin their Magma Mobile experience.

Magma Mobile首席执行官Nicolas Sorel表示：“我们的业务模式是'免费加广告'。” Magma Mobile已将Unity的所有游戏(例如广受欢迎的Burger)转向Unity，并在其目录中获得了3.8亿次下载。 “有时候我们会进行一些应用内购买，但我们的大多数模式是广告获利。制作游戏时，我们会尝试在适当的时候在适当的位置放置广告。我们试图找到适当的平衡点，以免惹恼我们的用户，因此我们也不会破坏他们的Magma Mobile体验。

“But I want to be clear,” continues a clearly passionate Sorel. “We avoid intrusive ads; we try to make a clean integration of banners that don’t annoy our users. When we integrate in-app purchase in a game to buy something, we automatically remove ads. If a user buys something in-app, our way of thanking the user is to remove advertising in the game.”

“但我想明确一点，”索雷尔充满激情地继续说道。 “我们避免插入式广告；我们尝试将横幅广告进行干净的整合，以免打扰用户。当我们将应用内购买集成到游戏中以购买商品时，我们会自动删除广告。如果用户购买了应用内商品，那么我们感谢用户的方式就是删除游戏中的广告。”

Well-placed ads can certainly work well in free games – as case in point being the Unity-authored hit Crossy Road, which made two-man studio Hipster Whale a global success story. Harnessing the Unity Ads ecosystem, Crossy Road integrated commercials into its gameplay without ever forcing them on players, and only ever promoted other games: something that worked for both Hipster Whale and its players.

摆放得当的广告肯定可以在免费游戏中很好地发挥作用-例如，由Unity创作的热门Crossy Road就是一个例子，它使两人工作室Hipster Whale成为全球成功的典范。 Crossy Road利用Unity Ads生态系统，将商业广告整合到其游戏玩法中，而从未强迫他们玩游戏，只推广了其他游戏：这对Hipster Whale及其玩家都有效。

Ads, it is clear, offer an option available to studios of every size, even if they don’t have a seven-figure user acquisition budget. And they can be used in myriad different ways.

很明显，广告可以为各种规模的工作室提供可用的选项，即使他们没有七位数的用户获取预算。它们可以以多种不同的方式使用。

“We chose to release Blendoku for free with the core of the game – so all levels are free,” offers Rod Green, Co-Founder and Developer of Lonely Few, a team of two that saw a mobile hit with their minimalist puzzler. “You could call it ‘unlimited trial’. It’s ad supported and […] we added purchasable expansions over the course of development.

“我们选择免费发行带有游戏核心的Blendoku –因此所有级别都是免费的，” Lonely Few的联合创始人兼开发人员Rod Green提供了帮助。Lonely Few是一个由两人组成的团队，他们的极简主义益智游戏在手机上引起了轰动。 “您可以将其称为“无限试用”。它具有广告支持，并且[…]我们在开发过程中增加了可购买的扩展。

“A key thing for us was to make any purchase remove ads. We figured if you want to pay for some extra content then we’ll treat it like it’s a premium paid product. We also don’t have any consumable purchases as we feel they don’t fit the ‘unlimited trial’ concept.”

“对我们来说，关键的一点是制作任何购买的移除广告。我们认为如果您想为某些额外的内容付费，那么我们会将其视为优质产品。我们也没有任何耗材购买，因为我们认为它们不符合“无限试用”的概念。”

Lonely Few selected the model as they didn’t expect to have access to a big marketing budget; they were developing a distinct concept and thus wanted to be able to capitalize on grassroots support. “The initial paid barrier to entry would have seriously hindered Blendoku’s ability to be shared and enjoyed by so many people,” concludes Green, taking us back to the opening point. Whether you’re a big-budget powerhouse or a small, creatively bold start-up, free can offer a gateway to you’re game that can bring players – some of them paying – pouring in.

寂寞的人很少选择该模型，因为他们并不希望获得大量的营销预算。他们正在开发一个独特的概念，因此希望能够利用基层的支持。格林总结道：“最初的付费进入壁垒将严重阻碍Blendoku被如此众多的人共享和享受的能力。” 无论您是预算巨大的企业，还是规模较小，创意大胆的初创企业，免费游戏都可以为您提供通往游戏的门户，使玩家(其中一些人付费)进入游戏。

If you handle it right and design it into your game from day one, free can be an important part of making your game a mobile success story.

如果您从一开始就正确地处理它并将其设计到游戏中，那么免费将是使游戏成为移动成功故事的重要组成部分。

Those that want to harness the potential of free-to-play to make their creation reach more people – or make them more money – can design it into the game from the start, without sacrificing gameplay standards or ideas. Consider the monetization model that best matches your design, and avoid irritating your users with your ads, IAP or pay-walls, and matching the success of some of the most bankable Unity-authored projects is far from impossible.

那些希望利用免费游戏的潜力来使他们的创作覆盖更多人或使他们赚更多钱的人，可以从一开始就将其设计到游戏中，而无需牺牲游戏标准或想法。考虑最适合您的设计的货币化模型，并避免使您的广告，IAP或付费专区激怒用户，并使一些最受资金支持的Unity创作项目的成功匹配绝非不可能。

There’s rather more to it than that, of course, which is why this is just the first in a series of blog posts looking at how to make your mobile game a success, with advice from Unity users that have done it themselves.

当然，它还远远不止这些，这就是为什么这只是一系列博客文章中的第一篇，这些博客文章根据自己做的Unity用户的建议，着眼于如何使手机游戏成功。

Other blog posts in this series:

本系列中的其他博客文章：

Making Your Mobile Game a Success. Part Two: The Premium Option

使您的手机游戏成功。第二部分：高级选项

Making Your Mobile Game a Success. Part Three: Acquiring Users

使您的手机游戏成功。第三部分：获取用户