商业休闲游戏.docx
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商业休闲游戏.docx
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商业休闲游戏
外文原文
CasualGamesasaBusiness
Unityisuniquelysuitedforuseasacasualgamedevelopmenttool.ThisarticlewilldiscusswaysinwhichUnitydeveloperscancapitalizeonthatandfindsuccessascasualgamedevelopers.
Author:
TomHiggins
Summary
Casualgamesarearapidlygrowingsegmentoftheoverallgamesindustry,andit'sasegmentinwhichasmallteamofdeveloperscanbecompetitiveandsuccessful.Thereareanumberofpublishinganddistributionoptionsavailablethatwillallowdeveloperstoquicklyintroducetheirgamestoalargeandwaitingaudienceofcustomers.Inworkingwiththosepublishersandportals,youasthedevelopershareintherevenuegeneratedbyyourgame.WithUnity,acareerasacasualgamedeveloperiswithinreach,it'suptoyoutogogetit!
1.Whatare"CasualGames"?
Theterm"casualgames"meansdifferentthingstodifferentpeopleasthetermisstillonlylooselydefinedatbest.Despitethat,theterm"casualgames"canstillbeusedtodescribearatherlargeandrapidlygrowingsegmentofthegameindustry.Casualgamestendtobethosethathavesimplergameplayandengaginggamedesign,theyalsotendtoofferuserstheabilitytostepinandplayagamewithinminuteswithoutrequiringanylong-termskillsdevelopmentorgamecommitment.Thegoalwithcasualgamesistoappealtoaswideofanaudienceaspossible,includingthosethathavenormallyfallenoutsidethetraditional"gamer"profile(anyoneoutsidetheteentotwentiesmaledemographic).Aswithanydefinitiontherearegreyareaswherecertaingamesblurthelinesbetweencasualandserious,buthopefullythebasicgistofthedefinitioncomesacross:
small,funandeasytoplayseemtobethreecommonalitiesworthremembering.
2.WhyYouShouldMakeCasualGames
CasualgamesareanexpandingsegmentofthegamesindustrythatoffertheindividualUnitydeveloper,orsmalldevelopmentteamusingUnity,averycompetitiveopportunityforsuccess.Theincreasedchancesforsuccessarebasedonanumberoffactors,buthereareafewofthemorenotablereasons.
CompetitiveOpportunityCasualgamestendtobesmallerinscopeandmorelimitedintermsofgameplaycomparedtoconsoleorAAAdesktoptitles,andwiththatcomeslowerend-userexpectationsaboutthecasualgameexperience.Thosefactsleadtomuchlowertimeandresourcerequirementsinordertodevelopatop-tiercasualgametitle,puttingthemwithinreachofdedicatedindividualsorsmalldevelopmentteams.AvailableDistributionChannelsThereareavarietyofpublishersandonlinegameportalwebsitesthatyoucanusetopublishyourcasualgametitle.Thetruthisthatmostindividualsorsmalldevelopmentteamsdon'thavethemanpowerandexperiencetoeffectivelymarketandpromotetheirgame,nordotheyhavealargeexistingusercommunitiesattheready,theavailablepublishersandgameportalsdo.RevenuePotentialThecasualsegmentofthegameindustryisexperiencingrapidgrowth,it'sgonefromaside-showforthelargerconsolemarkettoamulti-billiondollarayearindustryonitsown.Thatgrowthhasresultedinacasualgamesmarketthatallowssmallteamsofdevelopers(1-3developers)todevelopatop-tiercasualgameinafewmonths(3-9months),andapremierecasualgamecanearn$100,000USDormore.
Soasyoucansee,thecasualgamesmarketofferssmallerdevelopmentteamsagreatchancetobecompetitiveandprofitable.Belowyouwillfindsometipsthatwillhelpdevelopersrealizetheirownsuccessinthecasualgamesindustry.
3.TipsforCreatingSuccessfulCasualGames
Thereareentirecoursesandevenuniversitydegreeprogramsthatcoverthetopicofgamedesignandwhatelementshelpmakefora"goodgame".Thisbriefarticlewon'tattempttocoversuchabroadtopicasawhole,ratheritwillshareafewgeneralguidelinesthathavebeengleanedfromfirst-handexperiencesofdevelopers,publishersandgameportalwebsites.
ØThinkAboutYourTargetAudience
Thinkaboutyourgameanditsintendedaudiencewhenchoosingadistributionpath.Freebrowser-basedwebgamesappealtomalesintheirteensandtwentieswhotendtopreferaction,adventureordrivingstylegameswhereasdownloadedexecutablesappealtoanolderandincreasinglyfemaleaudiencethattendstopreferstory-basedorpuzzletypegames.
ØKeepitSimple
Makesurethegameisrelativelyeasytolearnandunderstand,yetstillchallengingtomasteroverall.Instructionsshouldbealmostignorableandkepttoaminimum,afewsentencesatmost.
ØMakeitFamiliar
Theuserinterfaceandcontrolsshouldbeasstandardaspossible.Don'timposealearningcurveonthosewantingtoplayyourgameasthatreducesthechancesofthemenjoyingtheexperience.
ØRewardYourPlayer
Keepplayersinterestedandengagedwiththegameexperience.Forexample,inanactiongameyoumightofferanewweapon,power-uporenemyevery30secondsorsoforthefirstfewminutes,theneveryfewminutesforthenextfivetotenminutes,andsoon.Orinastory-basedgameoffernewitemsorcharactermodificationsonsimilartimescalestokeeptheplayerinvestedinthestoryandthegame.
ØConsiderReplayability
Designyourgamesothatitisfuntoplayrepeatedly,trytokeepuserscomingbackformore.Youcandothisbyofferingalternategameplaypaths,differentweapon/itemselectionsforrepeatplayersorevencharacterdialogchoicesthatresultinuniquegameexperienceseachtimethrough.
ØReachForaWideAudience
Designforaswideofanaudienceaspossibleasitincreasesthenumberofpotentialplayers.Thiscanbedoneinmanyways,butyoucandefinitelyavoidreducingyouraudiencesizeandincreaseportal/publisherappealbyavoidingtheuseofbloodandgore,human-on-humanviolenceandprofanity.
ØFocusYourEfforts
Maximizeyourworkeffortandavoidspendingtoomuchtimeandresourcesonthingstheuserwilllikelyskipthesecondtimethrough.Forexample,don'tspendexcessivetimeonacomicbookopeningoracutscene,insteadfocusonthecoregameplayitself.Similarly,avoidspendingtoomuchtimeonartproductionvalue,thattimemaybebetterspentfocusedondevelopinguniqueandinterestinggameplay.
ØTestEarlyandOften
Haveyourgametestedbystrangersthatfallintoyourtargetuserbase,andhavethatdoneatvariousintervalsduringthedevelopmentprocess.Youshouldhavethemtestyourgameonallplatformsandtargetconfigurations(operatingsystems,browsersand/orpublishformatsforexample).Itiscriticaltogetoutsiderstotestthegame,unpromptedandwithoutinstructions,whileyouwatchovertheshoulderstoseewhattheyenjoyandwhattheydon't,onlytalkwiththemafterthegameplaytestingiscomplete.
Pleasenotethattheabovearecertainlynotstrictrulesthatyoumustadhereto,rathertheyaregeneralguidelinesthatcanbeusedtohelpsteeryourowneffort.Learnfromtheprioreffortsofothersandusethatinformationasyoucarveoutyourownpathasacasualgamedeveloper.
4.HowtoMakeMoneyWithCasualGames
Therearealargenumberofwaysinwhichdeveloperscanmakemoneywiththeircasualgametitles,thisdiscussionwillfocusontheeasiestentrypointforcommercialgamesandthat'sworkingwiththeexistingpublishersandgameportalwebsites.Thereasonforthisisbecausemanyindividualsorsmalldevelopmentteamslackthetime,resourcesandexperiencetoeffectivelymarkettheirowngamestoalarge-scaleaudienceandmostlackalargeexistingcustomerbasereadytotrytheirlatestgame.Bothpublishersandgameportalwebsitesofferthosecriticalelements,developersinturnbringtheirtop-qualitygametothetableandtogetheryoucancreateandpublishgamesthatgeneraterevenueforyouthedeveloper.
ØBrowser-BasedWebGames
Freebrowser-basedwebgamesgeneraterevenuebasedontheadvertisingshowninconjunctionwiththegame.Asthecontentdeveloperyoureceiveapercentagethetotaladvertisingrevenuegeneratedbyyourgame.Developerstypicallyreceive20-40%oftheadvertisingrevenue,buttheexactpercentagesharedwiththedeveloperwillvaryforavarietyofreasons.Theprimaryreasonsthepercentagewillvaryaretheportalwebsitechosen,thetypesofadvertisingshownandwhetherornotyourgameisexclusivetotheportalwebsite.
ØDownloadableGames
Downloadableexecutablestypicallyofferfreetrialgameplayandthenhastobepurchasedtounlockthefullgame.Asthecontentdeveloperyoucanreceiveapercentageoftheadvertisingrevenueand/orapercentageofthesalesrevenuegeneratedbyyourgame.Developerstypicallyreceive20-40%oftheadvertisingrevenueand/or15-30%ofthesalesrevenue,butoncemoretheexactpercentagessharedwillvary.Theprimaryreasonsthepercentageswillvaryarebasedonadvertisingversussalesrevenueshareandwhetherornotthegameisexclusivetothatportalwebsiteorpublisher.
ØPremiumGamePlay
Additionally,bothbrowser-basedanddownloadablegamescanearnadditionalrevenueiftheyparticipateinanyportalwebsitepremiumfeatureofferings.Somewebsitesunlockadditionalgameplayforpayingwebsitesubscriberswhileothersofferend-usersvariouschallengeandratingsystemsorothercommunitybuildingfeatures.Participatinginthosesortsofprogramsquiteoftenprovidesadditionalrevenueshareand/orincreasedgameplaynumbers.
ØFixed-MediaPublishing
Gamespublishedasdownloadableexecutablesoronfixed-media(CD/DVD)throughpublishersmayormaynotofferfreetrialgameplayandtheyhavetobepurchasedtounlockthefullgame.Asthecontentdeveloperyoucanearnrevenueinafewways,eitherviasalesrevenuesharingorfromthepublisherfundingdevelopment.Therevenueshar
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