分析《Flappy Bird》的成功因素和社交性

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作者:Brian Peterson

《Flappy Bird》于2013年5月24日在iOS平台发布,上线三天后在美国应用榜单排名迅速下滑。

但在2014年1月17日以来,该游戏跃升至美国iOS游戏及应用两个榜单双双登顶。

它在榜单上的杰出表现令我想到了许多问题:这就是大型广告营销的结果吗?PR活动会产生名人效应,以及影响热门应用网站的评价吗?它适时地获得了苹果的推荐?这款简单的游戏如何在默默无闻中脱颖而出?所以我决定深入研究这款游戏,找到它的成功因素。

Game Over screen(from huffingtonpost)

Game Over screen(from huffingtonpost)

口头传播

《Flappy Bird》是一款非常简单同时又极具难度的跑酷游戏。其中不含任何IAP盈利机制,只有一些条幅广告。玩家在游戏中只能做一件事情,即点触屏幕拍打。这一点人人都懂,并且玩家所需投入的时间也非常少。这种简洁性极易令其获得推荐,同时又降低了大家首次尝试游戏所需投入的时间门槛。

游戏的主菜单有一个“为应用打分”的按钮。《Flappy Birds》目前平均得分是4.0颗星,总共获得了24万544次打分。这是《Candy Crush Saga》所获得的评价次数的一半左右。这款游戏在过去2个月中就收获了诸多评价,可谓是个相当了不起的成绩。这表明人们真的很喜欢讨论这款游戏。在Twitter上关于这款游戏的讨论次数更是证实了这一点:本周的某一分钟内,我就算出有361条推文提到了“Flappy Bird”这个字眼。与之相比,“Candy Crush”仅出现12次,“Clash of Clans”出现频率为3次。许多玩家针对这款游戏发表了搞笑的评论,并在Twitter上分享这些内容,从而产生出更多评论和更多与之有关的推文。

社交分享

在《Flappy Bird》的Game Over屏幕上,你可以点击“分享”,用“Oh My God!我在#flapflap中赢了5分!!!”这种格式来发布自己的分数。

这个分享提示并不是独立的窗口,而是位于重玩按钮旁边的按钮。你可以忽略它,直到击败自己的史上最高分为止,因为此时这一按钮才会成为最重要的元素。人们乐于分享自己得到的2分,因为这很有趣,而其他人分享自己得到的20分是因为这花了他们很多时间,这两者都是因为骄傲而公开分享这一信息。

这款游戏所引发的关注和抓狂在玩家之间创造了不少有趣的个人经历:

“我向这款游戏尖叫了”

“要跟着音乐节拍玩《Flappy Bird》真是太困难了”

“我是因为《Flappy Bird》很滑稽才会遇到这么多人,哈哈”

多数推文分享的内容是关于这款游戏频频出现Game Over画面这种令人抓狂的感觉,其中也不乏脏话。这种情绪化分享体验可以创造强大的社区,尽管该游戏没有任何官方社区支持(游戏邦注:它没有官方网站、Facebook或Twitter帐号)。

我们可以从这款游戏中学到什么经验?更重要的是,我们能否从中获得学习?

《Flappy Bird》在榜单登顶有许多运气元素。该游戏自去年7月份以来一直在澳大利亚榜单底端徘徊,直到12月份才在全球范围内一飞冲天。我无法查明到底是哪条推文或哪篇文章成就了它,它直到最近才获得应用商店推荐。这款游戏刚出道时也并没有立即跻身榜单前列,这就可以排除它采用大规模广告营销手段的嫌疑。这正是我为何将口头传播广告视为其成功因素的原因。

除了在自己的游戏上下功夫之外,我们没有其他控制玩家行为的方法,但为了鼓励玩家讨论你的游戏,还需牢记以下理念:

即时简洁性

要在短暂的数秒内呈现可玩性,便于人们将自己的手机拿给好友试玩新游戏。没有人希望让自己的好友去试玩教程。该游戏的简洁性还证实手机游戏玩家并不一定需要大量的内容,只需富有吸引力的玩法即可。

有意义的分享

滥用“分享”成就的提示并不是有意义的行为,可能会导致玩家久而久之地忽略这种提示。玩家通常不会无缘无故地讨论一款游戏,无论是在首天还是第5天玩游戏,都要给予他们讨论游戏的理由。

清晰、即时和公平的挑战

在玩《Flappy Bird》的头几秒中,每名新玩家都会失败并因此而Game Over。他们选择继续玩游戏,因为他们清楚自己为什么会失败,以及需要改进的方向。这种清晰度着实极令人上瘾,因为成功看似触手可及,尽管要成功还需要不断训练技能。(本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

What is Flappy Bird, and how did it get to be #1?

by Brian Peterson

The following blog post, unless otherwise noted, was written by a member of Gamasutra’s community.

The thoughts and opinions expressed are those of the writer and not Gamasutra or its parent company.

Released for iOS on May 24, 2013, Flappy Bird dropped off of the US app charts 3 days after its launch.

Since January 17, it’s been the #1 game and #1 overall app on the US iOS charts.

After seeing its lofty place on the charts, I had so many questions: Was this the result of a big advertising campaign? Did PR efforts result in celebrity endorsements and reviews on top app sites? Was it a well-timed featured promotion from Apple? How did this simple game come out of nowhere and take over the app store charts? I decided to look into the game more and find out what made it so engaging.

Word of Mouth

Flappy Bird is a very simple and very difficult endless runner game. There are no in-app purchases – just some banner ads. There’s only one thing you can do in the game: tap to flap. Everyone can understand it, and the time investment needed for a single game is minimal. This simplicity makes it very easy to recommend, and it lowers the time-investment required to try the game for the first time.

There’s a “rate this app” button on the main menu. Flappy Bird currently has a 4.0 rating, with 240,544 total ratings. This is around half the number of ratings that Candy Crush Saga has. This is amazing, considering almost all of these reviews came in the past 2 months. The high number of reviews in such a short time suggests that people really love talking about this game. The volume of tweets talking about the game confirms this: in a single minute this week, I counted 361 tweets containing the phrase “Flappy Bird”. In comparison, “Candy Crush” had 12, and “Clash of Clans” had 3. Many players are writing comical reviews for the game and sharing them on Twitter, generating even more reviews and more tweets about the game.

Social Sharing

On Flappy Bird’s Game Over screen, you can click “Share” to post your score in the following format:
“OMG! I scored 5 pts in #flapflap!!! -> http://itunes.apple.com/app/id642099621”

The share prompt isn’t in a separate window; it’s just a small button next to the replay button. You can easily ignore it until you beat your all-time high score, at which point this button becomes the most important thing in the entire world. People are sharing high scores of 2 because it’s funny, while others share high scores of 20 because it took them hours, both because they’re proud and because they think it’s funny to admit that publicly.

The focus and frustration caused by the game create personal stories that are shared by its players:

“I’m screaming at the game”

“It’s so hard to play flappy bird to songs with good beats omg”

“The amount of people I’ve ran into or almost ran into because flappy bird is ridiculous haha”

Most of the tweets about this game share the frustration of the game’s frequent Game Overs, and are usually accompanied by a lot of profanity. Sharing emotional experiences in this way creates a strong community, even though the game lacks any official community efforts, like an official website, Facebook, or Twitter account.

What can be learned from this game? More importantly, can we learn from this game?

There’s a lot of luck involved in Flappy Bird’s rise to the top of the charts. The game hovered around the bottom of the Australian charts since July before exploding in popularity worldwide in December. I couldn’t pinpoint any specific tweet or article that could be credited for its success, and the game was not featured in the app store until yesterday. The game did not immediately shoot up the charts, which most likely rules out a big advertising push. This is why I credit word-of-mouth advertising with its success.

We can only exert so much control over our players’ actions outside of our games, but here are a few ideas to keep in mind for encouraging players to talk about your games:

Immediate Simplicity

Being playable in mere seconds makes it very easy for someone to hand their phone to a friend to try a new game. Nobody wants to make their friend play a tutorial. The game’s simplicity also proves that players on mobile do not necessarily require a ton of content – just engaging gameplay.

Meaningful Sharing

Overusing “share” prompts for accomplishments that are not meaningful can train players to ignore these prompts in the future. Players should also have a reason to talk about the game, whether it’s their first day playing or their fifth.

Clear, Immediate, and Fair Challenge

Within the first few seconds of playing Flappy Bird, every new player will fail and get a Game Over. They choose to continue playing because they have a clear idea of why they failed and what they need to do to succeed. This clarity is so addictive because success seems very attainable, even though the skill needed to succeed requires practice.

If you have any additional insight into Flappy Bird’s success, post a reply in the comments below!(source:gamasutra

http://world.kankanews.com/w/2014-02-08/0014184038.shtml


Brian Peterson 2014-02-09 00:45:31

[新一篇] Flappy Bird:萌賤游戲日進斗金的煩惱

[舊一篇] 被過度解讀的Flappy Bird
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