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  • After Pokemon Go was released in the U.S., it took less than a day before it was making more money than all the other apps in both Apple's and Google's app stores.

    Pokemon Go 在美國上市之後,不到一天的時間,

  • - It's already earned $14 million in revenue since launching last Wednesdaynot even a full week.

    它就已經賺入比其他在 Apple 或 Google 商店裡的應用程式更多的錢。

  • But users didn't have to pay a cent for the game.

    「自上周三發行以來,它已經賺進 1400 萬美元了-到今天還不到一個禮拜耶!」

  • All that money was coming from optional purchases people were making as they played.

    但使用者們卻不用花錢下載這款遊戲。

  • This is the world of Freemium apps — a business model that, in the past few years, has largely wiped out the market for paid games.

    所有的收入都來自人們在玩遊戲過程中的「選擇性購買」行為。

  • Now game designers have to monetize the gameplay, and one way to do that is by applying some fundamental lessons of behavioral psychology.

    這就是免費增值應用程式的世界,這種商業模式在過去幾年間已經大舉入侵了付費遊戲的市場。

  • The first thing these games do is set up a virtual currency so that it doesn't feel like you're spending real currency, even though you are.

    現在的遊戲設計者們必須為遊戲量身打造貨幣,

  • This is a variation on something we've known for decades -

    而應用一些行為心理學的基本概念就是其中一個方法。

  • Which is that people find it harder to spend money when they're paying in cash than if they're using a card.

    首先,這些遊戲要先設定虛擬貨幣,所以即使你在花的其實是真實的錢幣,感覺起來並不像。

  • - So when you pay cash for something, you see it leave your hands, and you get a very immediate sense of like how much your cash reserves have dropped, how much your wealth has dropped.

    這個道理其實我們早就知道,

  • Games add yet another layer.

    那就是,當人們發現自己是用現金而不是信用卡付款時,他們就更不願意花錢。

  • You pay for lollipop boosters with gold bars and you pay for gold bars with your credit card, which is already distanced from the actual payment.

    「當你付錢買東西的時候,你看見錢從你的手中被拿走,

  • And then on top of that, they don't make the exchange rate simple.

    然後你馬上就感覺到你的現金數量變少了,你的總財產也隨之減少了。」

  • It's not 50 gems for 50 cents.

    然而,遊戲還增加了另一個層次。

  • - They're always something weird like 1 dollar will get you 12 purple diamonds, and that sort of off-kilter exchange rate is the same thing you see with people spendingtourists spending money that they're not familiar with in foreign countries.

    你用金條來買棒棒糖,然後你用信用卡來支付這些金條,這樣的過程其實已經遠離實際的購買行為了。

  • If incense costs 80 pokecoins and a batch of 550 pokecoins costs $4.99, how much real money does incense cost? Yeah I don't know either.

    除此之外,遊戲中的匯率並不單純。

  • So you're spending money that doesn't seem real, and it only takes a second because the app store already has your credit card.

    不只是單純 1:1 的關係而已。「比率總是很奇怪,例如 1 美元可以換到 12 個紫鑽石,

  • The whole payment process is designed to be painless.

    這種奇怪匯率就像你看見人們花錢買-

  • Other parts of the game, however, are designed to be painful.

    就像觀光客用他們不熟悉的錢幣在國外買東西一樣。」

  • A key finding of behavioral research is that people tend to experience unexpected losses more intensely than comparable gains.

    如果一個香氛器(用以吸引更多神奇寶貝)要價 80 神奇寶貝幣,然後一份共 550 元的神奇寶貝幣值 4.99 美金,

  • That can inform the timing of purchase prompts.

    這個香氛器在現實生活中要花多少錢?呃,我也算不出來。

  • In Puzzle & Dragons, players progress through a dungeon before facing a boss...

    所以你正花著感覺不真實的貨幣,

  • and if they die, they stand to lose all the rewards that they just earned.

    花錢的時刻也相當短暫,因為 app 商店早就有你的信用卡資料了。

  • That's when they're presented with the option to save their coins and their points by spending magic stones, which you can buy in the store with real money.

    付款的過程完全不痛不癢。

  • Other developers actively embed inconvenience into the games, so that you can purchase convenience.

    然而,遊戲的其他部分卻是要設計來讓玩家有感的。

  • In Clash of Clans and Game of War, everything you try to build has wait times that get progressively longer but are skippable, for a price.

    在行為心理學研究中,一項重要的發現是,人們對於意外的失敗感受會比勝利的小確幸強烈。

  • - So they build incentives to sort of remove pain points into the games, and then if they want that, then they have the incentive to insert pain points into the game.

    這就是促銷廣告登場的時機了。

  • Ultimately though, only a tiny percentage of players actually become payers.

    在《龍族拼圖》這款遊戲中,玩家在面對大魔王之前會經過一個地牢,

  • And a small percentage of payers are those so-called "whales" — people who will spend hundreds, sometimes thousands of dollars in the app.

    如果他們在魔王關中失敗,他們剛贏得的所有獎勵都會付諸流水。

  • The marketing firm Swrve estimates that about half of the revenue for mobile games is coming from less than a half of a percent of all players, which means that for some of these games, non-paying users, which is most people, are essentially pouring time into a game designed to hit the pain points of a small, susceptible group of players.

    這時候,他們面前會出現一個選項:購買魔法石以保存所有的金幣和積分,而這些神奇石頭可以在商店裡用真實的貨幣買到。

  • If you're really having fun, that's great, but it might be worth rewarding games that find another way.

    其他開發商則讓遊玩的過程變得更不方便,這樣一來,你就可以花錢買方便了。

  • As of now, the monetization in Pokemon Go is unobtrusive. It's kind of tucked away.

    在《部落衝突》和《戰爭遊戲》這兩款 app 中,你想蓋的每棟建築物都有等待時間,而且它們會越來越耗時。但你卻可以花錢跳過整個等待程序。

  • And that lack of manipulation is a pretty good reason to buy some lure modules and some incense.

    「所以他們在遊戲中植入誘因來移除痛苦點,

  • One argument in favor of free-to-play games and in-app purchases is that they give developers a reason to keep updating the game.

    當他們想的時候,他們就有誘因來嵌入痛苦點了。」

  • And they're collecting tons of data in order to inform those updatesthings like where you get stuck, where you close the game, which features are most popular.

    但最終也只有少部分的玩家真正轉換成買家。

  • All that data can help them keep making a game that you want to keep playing.

    然後其中又只有一小撮的買家是所謂的「鯨魚」- 也就是會花上百元,甚至千元美金在應用程式上的人。

  • But it also means that they can tweak the prices based on individual profiles and behavior.

    根據行銷公司 Swrve 的預估,手機遊戲大約一半的收入是由不到 0.5% 的玩家所貢獻。

  • So if it seems like you're about to quit, hey, here's a discount.

    這代表著,非買家的使用者-也就是大多數人,

  • Or if you're the type of person that will spend a lot of money, maybe they bump up the prices a little bit.

    本質上是大量傾注時間,在玩一個設計來刺激一小群容易衝動的玩家的遊戲上。

  • They can even look at how fancy your phone is and what country you live in and set the prices accordingly.

    如果你玩得樂此不疲,那就好啦。但不妨試試其它採取不同盈利方法的遊戲/應用程式。

  • According to one survey, 40% of game developers said they were setting different prices for different players.

    目前, Pokemon Go 的貨幣設計還不太有侵略性,還算蠻收斂的。

  • But the survey was anonymous and it's pretty hard to tell which games those are.

    而這樣的無為而治,其實也足以構成購買一些吸引器和香氛器的好理由。

After Pokemon Go was released in the U.S., it took less than a day before it was making more money than all the other apps in both Apple's and Google's app stores.

Pokemon Go 在美國上市之後,不到一天的時間,

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