ADM-201 dump PMP dumps pdf SSCP exam materials CBAP exam sample questions

免费游戏是如何盈利的 – 译学馆
未登录,请登录后再发表信息
最新评论 (0)
播放视频

免费游戏是如何盈利的

How free games are designed to make money

Pokemon Go于美国发布后
After Pokemon Go was released in the US,
不到一天的时间内它赚到的钱
it took less than a day before it was making more money
比苹果和谷歌应用市场里其余所有应用都要多
than all the other apps in both Apple’s and Google’s app stores.
“自上周三发布以来 它已获得一千四百万刀的收益 然而还不满一个星期”
“It’s already earned fourteen million dollars in revenue since launching last Wednesday-not even a full week.”
但是用户不必为此花一分钱
But users didn’t have to pay a cent for the game.
所有的游戏收入都来源于玩家游戏时的选择性消费
All that money was coming from optional purchases people were making as they played.
这就是应用的”免费增值模式”
This is the word of “freemium” apps
一种在几年前就大面积横扫付费游戏市场的商业模式
a business model that, in the past few years, has largely wiped out the market for paid games.
如今 游戏设计师要让游戏增值
Now game designers have to monetize the game play.
有一种方法就是
And one way to do that is by
采用行为心理学的基本原理
applying some the fundamental lessons of behavioral psychology.
[音乐播放中]
[Music playing]
这些游戏做的第一件事就是创立虚拟货币
The first thing these games do is set up a virtual currency,
这样你就不会有花现实货币的感觉了
so that it doesn’t feel like you’re spending real currency,
哪怕你真的花了
even though you are.
数十年来我们发现了这样一种变化
This is a variation on something we’ve known for decades
就是比起用卡支付 人们在用现金支付时花钱更困难
which is that people find it harder to spend money when they’re paying in cash than if they’re using a card.
“所以当你现金付帐的时候 你看到钱离手
“So when you pay cash for something, you see it leave your hands
会立即察觉到你的现金储备少了多少
and you get a very immediate sense of like how much your cash reserves have dropped,
你的财产少了多少”
how much your wealth has dropped.”
游戏则添加另外一层
Games add yet another layer.
你用金条买了棒棒糖助推器
You pay for lollipop boosters with gold bars
而你的金条是用信用卡支付的
and you pay for gold bars with your credit card,
这就远离了现实消费
which is already distanced from the actual payment.
除此之外 他们让汇率复杂化
And then on top of that, they don’t make the exchange rate simple.
并不是50美分就能买50个宝石
It’s not 50 gems for 50 cents.
那些汇率总是很奇怪的 像是
They are always something weird like
花费一美元会给你十二个紫宝石
one dollar would give you twelve purple diamonds.
和那种 呃 失衡的汇率是一样的
And that sort of, um, off kilter exchange rate is the same thing
你看到人们花钱 呃 比如说游客
you see with people spending, um, like tourists
在他们不熟悉的国家消费
spending money that they’re not familiar with in foreign countries.
如果一个香炉要花费80个poke币
If incense costs 80 pokecoins
而一组550个poke币花费4.99美元
and a batch of 550 pokecoins cost $4.99,
那么买一个香炉真正要花多少钱呢
how much real money does incense cost?
好吧 我也不知道
Yeah, I don’t know either.
所以你使用虚拟货币
So you’re spending money that doesn’t seem real.
只需一秒
And it only takes a second,
因为应用市场有你的信用卡账户
because the app store already has your credit card.
整个支付过程被设计得毫无痛感
The whole payment process is designed to be painless.
而游戏的另些部分被设计的十分棘手
Other parts of the game, however, are designed to be painful.
一个关键的行为研究发现人们更愿意体验
A key finding of behavioral research is that people tend to experience
意想不到损失 会比类似的收益更加的兴奋
unexpected losses more intensely than comparable gains.
那能够告知时间提示购买
That can inform the timing of purchase prompts.
在智龙迷城这款游戏中 玩家在见到大boss前要通过地牢
In Puzzle & Dragons, players progress through a dungeon before facing a boss.
如果玩家死了 那么会失去获得的所有奖励
And if they die, they stand to lose all the rewards they just earned.
这时候会显示一个选项
That’s when they’re presented with the option
通过使用魔法石来挽回硬币还有分数
to save their coins and their points by spending magic stones,
魔法石可在商城里用现实货币购买
which you can buy in the store with real money.
其他开发者会频繁设置麻烦 将其嵌入游戏中
Other developers actively embed inconvenience into the games
所以你能够购买便利道具
so that you can purchase convenience.
在列王的纷争和战争游戏中 你所建造的所有东西
In Clash of Clans, and Game of War, everything you try to build
都需要等待 且等待时间逐渐增加
has wait times that get progressively longer
但是花钱可跳过
but are skippable for a price.
所以你要设立奖励机制来略微
So they build incentives to sort of
清除游戏中的痛点
remove pain points into the games.
如果他们想要这么做的话 那么他们会故意
And then if they want that, then they’ve the incentive to
在游戏中插入痛点
insert pain points into the game.
然而 最后仅有极少比例人真正成为了付费玩家
Ultimately though, only a tiny percentage of players actually become payers.
还有一小部分的付款人就是所谓的”鲸鱼”
And a small percentage of payers are those so-called “whales”-
就是那些会花费数百
people who will spend hundreds,
偶尔数千美元在应用软件上的人
sometimes thousands of dollars in the app.
营销公司Swrve估算手机游戏中大约有一半的收入
The marketing firm Swrve estimates that about half of the revenue for mobile games
来自于不到0.5%的玩家
is coming from less than a half of a percent of all players.
这说明对于有些游戏
Which means that for some of these games,
非付费玩家 也就是大多数人
non-paying users, which is most people,
最终投入大量的时间于
are essentially pouring time into a game designed to hit
直击一小部分易感人群痛点的游戏中
the pain points of a small susceptible group of players.
如果你玩的开心 那就很好啊
If you’re really having fun, that’s great.
但是发现另类玩法的游戏是值得奖励的
But it might be worth rewarding games that find another way.
到目前为止 Pokemon创立货币并不唐突
As of now, the monetization in Pokemon Go is unobtrusive.
它略微藏起来了
It’s kind of tucked away.
而且操控的不足
And that lack of manipulation is a pretty good reason
给购买诱饵组件或是香炉一个很好理由
to buy some lure modules or some incense.
[音乐播放中]
[Music playing]
其中一个支持免费游戏和应用内付费的观点
One argument in favor of free-to-play games and in-app purchases
给了开发者持续更新游戏的理由
is that they give develpers a reason to keep updating the game.
为了通知更新 他们收集大数据
And they are collecting tons of data in order to inform those updates.
像是玩家会在哪个地方卡住 在什么地方你会结束游戏
Things like where you get stuck, where you close the game,
哪种产品特征最受欢迎
which features are most popular?
所有的数据都有助于他们制作一款
All that data can help them keep making a game
你想要继续玩下去的游戏
that you wanna keep playing.
但是这也意味这他们能够调整价格
But it also means that they can tweak the prices
这依据你的个人文档和习性而定
based on individual profiles and behavior.
所以如果你看起来像是要退出
So if it seems like you’re about to quit,
嗨 就会有折扣
hey, here’s a discount.
又或者你是出手阔绰的那种类型的话
Or if you’re the type of person that will spend a lot of money,
那么他们可能会把价格提高一点
maybe they bump up the prices a little bit.
他们甚至能了解你手机多贵
They can even look at how fancy your phone is
还有你住在哪个国家
and what country you live in
并依此来对应地定价
and set the prices accordingly.
据一份调查显示 40%的游戏开发者
According to one survey, 40% of game developers
曾透露他们会为不同的玩家设定不同的价位
said that they were setting different prices for different players.
但是这个调查鲜为人知
But the survey was anonymous
很难判断到底是哪些游戏咧
and it’s pretty hard to tell which games those are.

发表评论

译制信息
视频概述

我们平常玩的手机游戏大多是免费的,那么它们是如何盈利的呢,?请看这期

听录译者

BinWeber

翻译译者

毫无干劲的鱿鱼

审核员

A

视频来源

https://www.youtube.com/watch?v=fKK9nVLvhGM

相关推荐