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业内人士对数据分析改变游戏设计的看法

2018-11-05 09:23:54

业内人士对数据分析改变游戏设计的看法

业内人士对数据分析改变游戏设计的看法 |爪游控 首页多彩生活娱乐八卦汽车世界科技产业数码新品游戏动漫体坛风云军情解码社会万象健康养生 首页 / 游戏动漫 / 业内人士对数据分析改变游戏设计的看法 业内人士对数据分析改变游戏设计的看法 Posted on 2014年1月19日 by eva in 游戏动漫 作者:Aaron Lee好数据,坏数据,大数据。在当今这个络时代,数据是一个横跨工程、政治及其之间领域的热词。但知道如何获取数据,尤其是从数据中获取什么信息,才是受关注的问题。追踪和监测在我们的文化中出现频率越来越高,它也一直不太受欢迎。但,如果你乘坐公交车穿越一个繁忙的城市所需的行程时间削减10%又会怎样?这与你从桌前疾冲出去赶上车可是有区别的。这正是IBM研究团队在象牙海岸通过监测数据所执行的任务。显性利益可以消除人们对科技侵犯隐私的疑虑。数据可能很繁重,可能令人疲倦,数据也可能令人彻底上瘾。在游戏领域,在一定程度上说,系统几乎可以追踪任何情况。如今,早在游戏问世之前,遥测技术就已经运用于指导游戏设计。但对 开发者来说,乍一看,数据搜集和分析所需的成本和资源相比它们可能产生的收益,实在是太高了。无论你是在创造社交游戏,游戏还是主机游戏,都不可否认数据和分析在开发过程中正发挥日益重要的作用。Engagement Strategy(from )数据泛滥分析公司Setgo联合创始人Clemens Wangerin表示,“有许多跟我们交流过的开发者均表示,他们很难通过分析提升技能,并投入资源、时间和金钱以便真正掌握和利用可操作的观察结果。”“这一情况的主要原因是,他们优先关注的是其他领域,许多开发者关心自己游戏在数字世界的曝光度甚于自己对用户的了解。”首次将数据分析的概念引进游戏领域的是社交游戏。Zynga、Playfish等早期采纳者由于根据自己所搜集的信息采取对策而获得巨大收获,并通过增值性的调整而留存了更多玩家,掌握了吸引新用户的方法。现在行业关注的是移动领域,尽管这个领域的数据分析发展并没有人们所希望的那样神速。数字、移动和社交领域的整合营销及PR代理机构Dimoso总监James Kaye表示,“由于游戏快速向免费模式转向,数据分析的运用也愈加重要。VisionMobile近的Developer Economics 2013调查发现,仅有28%的应用开发者使用过用户分析法,这一比例相当之低。Kaye解释称游戏行业的分析可以一分为二:应用商店(苹果、谷歌、亚马逊等)以及数据分析师,向开发者提供数据服务的第三方公司。Kaye认为数据分析的潜力在于那些需要引导的小型移动开发者,他称“现在的劣势并非‘靠数据来设计’,而是中小型游戏开发者可能还缺乏合理分析和破译数据,以便引进新功能或进行关键设计调整的技术。”“许多大型和高端的移动发行商也许拥有Flurry Analytics(注:这是一款热门的应用分析工具)创造‘漏斗’和‘事件’,并从中提取观察结果的技术和知识,而小型开发者仍然对此所知甚少。他们只想制作好游戏,而不是成为分析师和市场营销人员。”利用数据但也有些领域的开发者不同意Kaye的观点,他们并不仅仅关心制作好游戏。Mark Robinson是GamesAnalytics首席运营官,该公司宗旨是为游戏开发者提供更好的工具以便了解体验游戏的玩家类型。其提供服务包括Engage,可在实时状态为玩家打分,将其划分为相应的群体,从而向游戏中不同的玩家发送相关信息。换句话说,这意味着富有攻击性的玩家将得到弹药包,而没耐心的玩家则获得加速道具。Robinson称这一切都要取决于理解玩家行为和个性化游戏体验。其服务以图表向用户呈现数据,显示游戏表现,留存率以及盈利率。但要了解玩家为何及何时离开游戏或者购买道具,则需要更深度的分析。据GamesAnalytics所称,其技术可以令开发者获得玩家操作习惯,将游戏留存率增长到%,令游戏收益增加%。“在近一次合作中,我们分析了游戏经济状况,以便了解在死亡模式游戏中的奖励结构对玩家粘性的影响。”“我们发现拥有高死亡率、富有攻击性的玩家所得回报颇为可观,而更老练、成绩更好的玩家却有较高的流失率,因为该游戏奖励系统并不鼓励他们的行为。”“通过平衡不同玩家类型的奖励机制,我们极大降少了高手玩家的留存率,并提升了富有攻击性玩家的收益水平。确保刷任务机制与花钱购买的交易之间保持平衡是分析工具能够从根本上解决的重要设计功能之一。”Wangerin的公司Setgo发布了Pingflux这款数据分析工具,便于开发者查看多种不同情境下的许多事件。Wangerin称对于那些使用分析工具的开发者来说,它的优势在于允许你在用户进入游戏时就“倾听”他们的行为。“我们一直将其比作一个站在台上的艺人,并使用笑声和掌声来评估其群众反响。在我看来,任何游戏开发者都应该好奇为何人们会玩他们的游戏,即使他们并不打算迭代这一款游戏。但它对于设计下一款游戏时仍然极有指导价值。”有些公司关注核心游戏指标,而像GameGenetics等其他公司却更重视玩家留存率。GameGenetics游戏主管David Mohr表示,“重要的是,当今游戏开发者需大力增加其营销组合的成本效益,以便保持长期竞争力。这需要开发者透彻了解他们的游戏追踪和转变漏斗,这正是GameGenetics所提供的核心服务。”麻木的效应数据分析的功能应该是提升游戏的整体质量。但是有评论瞄准Zynga及其他社交和移动领域因此而得名的公司,并指责这是一种“靠数据来设计游戏”的方法,并以此有预谋、洗脑式地反复压榨用户的金钱。在免费游戏中,我们更常见到这种情况,Kaye认为这类游戏具有成为“令人讽刺的摇钱树”的危险。例如,EA游戏《实况赛车3》发布时就从《实况赛车2》时的付费模式转向了免费模式。该游戏初发布于澳大利亚和新西兰以便测试其付费模式的成效。但在随后的游戏全球发布中,它收到了来自铁杆粉丝的诅咒评论和骚动,这真是滥用免费模式的一个深刻教训。Mohr表示,“涉及真正的游戏内指标时,这在一定程度上是真实的。游戏开发者总要平衡冷冰冰的数据与创意决策的关系。但是,涉及市场营销活动等影响成功的外部因素时,智能分析工具才是开发者要优先重视的东西。”但Setgo的Wangerin认为这过度简单化了分析工具的作用,这当然也不能反映处于这一领域前缘的公司的情况:“分析工具有多种不同用法,我认为使用分析工具就是在‘靠数据开发产品’的说法是正确的。我实际上认为这是一种过时的想法,它并不能反映成功的开发者使用这些工具的高明之处。”“你的基本理念和游戏设计仍然需要具有吸引力,趣味性和能够找到用户。分析工具在此方面无法提供帮助 但如果你推出了好产品,你当然就有‘靠数据调整游戏’的优势,这意味着你不必在暗中瞎摸,可以有理有据地调整游戏。”Kaye同意Wangerin的说法:“我理解这种说法,但要指出的是《CSR Racing》、《Hay Day》、《Clash of Clans》以及《Subway Surfers》一开始都是质量极高的游戏,它们的产品价值和可玩性设计都很出众。这些游戏找到了成功的X因素。”数据有帮助要记住过犹不及这个道理。但在用户开始在多个平台玩游戏时,数据和分析就可以为开发者提供许多帮助。Supercell和King等公司目前正处于春风得意之时,吸引了成百上千万玩家。他们的成功要素之一就是明智的数据搜集方法。Wangerin表示“我认为,也许我们还将在游戏领域之外,看到使用聚类分析、用户分析以及预测性分析方法创造商业机制,以及借此找到其他从用户身上盈利方法的趋势。”“对于那些更轻量级、休闲用户,我们也会在不久的将来看到真正简单、托管的分析解决方案,其中包含95%的普遍KPI,令开发者仅需点击一个按钮就几乎可以立即看到游戏的整体情况。”对于分析服务供应商本身而言,跟进开发者的需求意味着调整他们的服务,这正是Wangerin的Setgo公司所经历的情况:“我们不久前发布了Pingflux,初市场反应颇为乐观,但这个市场现在竞争十分激烈了。对许多开发者来说,免费使用的工具几乎是其默认选项。重要的是找到你的问题,然后去找能够提供答案的解决方案。”GameGenetic的Mohr也相信自己的公司能够为开发者提供类似的帮助:“我们的挑战是在追踪和提升客户的用户获取营销活动中,为其提供指导和支持。我们尽量整合客户系统,以确保化效率和优化。”即便该领域本身的竞争已经十分激烈,终也将有助于开发者更好地探索数据和分析提升游戏的空间。正如Robinson所言:“在了解玩家这一方面存在许多机遇。这是一个的位置,许多其他领域的公司也希望以些同客户保持密切关系。我们能够以分析工具帮助开发者传递娱乐游戏体验,但关键在于从数据中提取出有助于修改游戏的信息。”(爪游控)Game design by dataBy Aaron LeeDevelop finds out what data analytics can do for your studio and its games[This feature was published in the July 2013 edition of Develop magazine, which is available through your browser and on iPad.]Good data. Bad data. Big data. In today’s connected age, data is the buzzword that’s being bandided around from engineering to politics and everything in between. Knowing how to actually get at it and, more importantly, what you can take from it, is what’s acking and monitoring is something that is becoming more frequent in our culture, and it’s something that isn’t always welcomed. But, what if your journey time across a busy city on public transport could be reduced by ten per cent? That could be the difference between having to make a mad dash straight from your desk to catch the bus that will arrive in time for your connecting train. This is precisely what a team of IBM researchers did in the Ivory Coast by monitoring mobile phone cognising tangible benefits can dispel reservations about technology invading privacy. Data can be taxing. Data can be tiring. And data it can be outright en it comes to games, pretty much anything can be tracked to some degree. Nowadays, telemetry is being used to inform game design long before a game comes out. But for developers, on the face of it, the cost and resource requirements for data collection and analysis appear too heavy for the benefits they could ether you are creating social games, mobile games or full-fat console titles, data and analytics are becoming a bigger part of the development process, and they need to be TA DELUGE“So many of the developers that we speak with are finding it very difficult to skill-up and to invest the resources, time and money into really getting to grips with generating and leveraging actionable insights through analytics,” Clemens Wangerin, co-founder of analytics firm Setgo, tells Develop.“A lot of that stems from the fact that they have other priorities, as many developers are seriously struggling with the notion of discovery for their titles in the digital world much more than they are with understanding their audience.”Where data first started to get noticed in the games was in social space. Early adopters such as Zynga and Playfish made huge gains thanks to acting on the information they collect, and making incremental adjustments to retain more players as well as adopting mischievous methods of attracting new users. And now the focus is on mobile, though even in this area things aren’t moving as quickly as some would wish.“As mobile games move heavily towards the freemium model, the use of analytics is becoming more and more important. VisionMobile’s recent study ‘Developer Economics 2013’ found that user analytics are used only by about 28 per cent of developers in mobile apps, which is still pretty low,” says James Kaye, director of Dimoso, an integrated marketing and PR agency that specialises in digital, mobile and ye explains that analytics in the mobile games industry can really be split into two halves: the app stores (Apple, Google, Amazon and so on) and the data analysers, the third-party firms that supply data services to d Kaye believes that where data’s potential is going unused is with smaller mobile developers, who are in need of guidance.“The biggest disadvantage now is not ‘design by data’ but the fact that small and medium mobile game developers may not have the skills to properly analyse and interpret the data they have in order to introduce new features or make key design changes” he says.“Whilst many of the large and sophisticated mobile publishers may have the skills and knowhow to create ‘funnels’ and ‘events’ in Flurry Analytics [a popular free-to-use analytics tools for mobile apps] and extract maximum insight, smaller developers are still in the dark. Rather than be analysts and marketers, all they want to do is make a good game.”MAKING DATA WORK FOR YOUThere are few developers in the mobile space or elsewhere that would disagree with Kaye’s view about wanting to produce the fun before anything rk Robinson is COO of GamesAnalytics, which aims to provide games developers with better tools to understand the types of players that are playing their game. It offers services such as Engage, which provides intelligent messaging based on scoring players in real-time into treatment groups for targeted messages to be delivered in the game. In other words, this means the aggressive players get the ammo packs, while impatient players gets binson says it is all about understanding player behaviour and personalising the experience. Its service displays data to users in the form of dashboard diagrams, which show you game performance, retention and monetisation t deeper analytics are needed in order to understand why and when players are leaving, or, on the other hand, why they’re buying. Using its technology to gain an insight into players actions, GamesAnalytics claims to have increased retention rates by 50-to-70 per cent and revenues by 20-to-30 per cent for developers its worked with.“In a recent collaboration we analysed the game economy to understand how the reward structures where affecting engagement in a deathmatch game,” Robinson explains.“We found that aggressive players who had high death rates were being very well rewarded; whereas more expert players who had better outcomes had high defection rates as the reward system was not orientated towards this behaviour.“By balancing the rewards mechanic across different player segments we were able to dramatically increase retention in the expert players and also monetise persistent and aggressive players at higher levels. Making sure the grind economy is well balanced against real money economy is one of the most important design features that analytics can fundamentally address.”Wangerin’s company Setgo released Pingflux, a data analytics tools that enables you to see many events in many different contexts. For developers who use analytics, Wangerin says the advantage is that you are “listening” to what your audience does once they’ve brought the game.“We always liken it to an entertainer who stands on stage and uses laughter and applause as a way of measuring how their material is going down with the crowd. In my mind, any game developer should be naturally curious about how people are playing their game, even if they do not intend to iterate on this particular title. It would still inform their thinking when they’re designing their next game,” he ile some companies focus on core game metrics, other, such as GameGenetics, are involved with player retention.“The bottom line is that games developers nowadays need to heavily focus on increasing the cost-effectiveness of their marketing mix to survive and secure a competitive position in the long-run. This requires a thorough understanding of their game-specific tracking and conversion funnel, which is a core service offered by GameGenetics,” says the company’s head of games David Mohr.A NUMBING EFFECTImprovements to the overall quality of games is, or at least should be, what data analytics is about. However, criticisms levelled at the likes of Zynga and other companies that have made a name for themselves in the social and mobile space is that this is ‘game design by numbers’, readied, rinsed and repeated to unduly squeeze more cash out of the hands of consumers, even if it takes the creativity out of the ’re seeing this more of late with freemium mobile games, which Kaye says have the danger to become “cynical money machines”.For instance, the launch of Real Racing 3 from EA saw a shift from Real Racing 2’s premium mode to freemium. The game was initially launched in Australia and New Zealand to test the payment model, which would have been driven by wever, following the game’s global launch it received damning reviews and caused uproar from it’s the most vocal players, which is a sharp reminder why the freemium model can push things too far.“This might be true to a certain extent when it comes to actual in-game metrics. There will always be a need to balance cold, hard data with the creative decisions of game makers. However, when it comes to metrics that measure the success of external influences like marketing campaigns, smart analytics should be your top priority,” offers t Setgo’s Wangerin argues that this is an overly simplistic way to judge analytics, and is something that certainly isn’t reflect of the companies at the forefront of the sector: “Analytics can be utilised in so many different ways that I don’t think it’s right to say that anyone who uses them operates in a ‘developing by numbers’ way. I actually think that’s archaic thinking and does not reflect the sophistication of how the most successful developers make use of these tools.“Your fundamental ideas and game design still need to be attractive, be fun to play and find an audience. Analytics won’t help you with that but if you get those things right, you certainly put yourself in a good position to ‘tweak by numbers’, which means you are able to make changes with a map and not blind, as you would without the insights data will provide.”Kaye agrees with Wangerin: “I can understand the sentiment, but would argue strongly that top earning freemium mobile games such as CSR Racing, Hay Day, Clash of Clans and Subway Surfers are very high quality titles to begin with both in terms of their production values and their playability and design. These are games that have the X factor.”GOD IS IN THE DATAToo much of anything can be a bad thing. But data and analytics have much to offer developers at a time when audiences are fragmenting and flitting between platforms so s such as Supercell and King are currently riding high on their titles that have attracted the attention of millions of players. Part of their success comes from a judicious approach to data collection.“For those who have been able to integrate analytics and data-driven thinking into their organisations, I think we’ll continue to see a trend of utilising cluster analysis, user profiling and predictive analytics to drive commercial opportunities via direct-messaging and to help identify other ways to monetise the audience, perhaps outside the game,” says Wangerin.“On the other end of the scale, where the more lightweight, casual users sit, I think it won’t be long before we’ll see a really simple, hosted analytics solution out there that will cover 95 per cent of the most common KPIs to developers at the click of a button, which delivers an almost instant health check of your game.”For the analytics specialists themselves, keeping up with developers needs means adapting their offerings, as Wangerin’s Setgo has had to endure: “We launched Pingflux a while ago, which has seen some good initial uptake, but it’s a pretty crowded space now. For many developers, the ones that are free to use are almost the default choice. The important thing is to start with identifying what questions you have and then looking at which solution will help you get those answers.”GameGenetic’s Mohr is similarly resolute about how his firm can aid developers: “Our challenge is to educate and support our clients when it comes to tracking and improving their user acquisition campaigns. We try to integrate as closely as possible with our client’s system, to ensure maximum efficiency and optimisation.”Even as the sector itself is become more competative, ultimately, it should lead to better exploration of how data and analytics can be used to improve Robinson concludes: “There are only opportunities to understand players better. This is a great position to be in and many other sectors would love to have this close relationship with their consumers. We are in a great place to use analytics to help deliver entertaining gaming experiences, but let’s extract knowledge from the data that changes the game.”( develop-online) 文章导航Previous Previous post: 手游和主机游戏研发应互相学习什么?下一条 Next post: 张柏芝、谢霆锋和王菲,怎么都能在一起! 本站CDN由UPYUN又拍云强力驱动. 关于我们 | 加入我们 | 联系我们 | 版权声明 © 爪游控 版权所有. 陕ICP备号-1 Top

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