Tian, general manager of Zynga China, said at the http://www.aliyun.com/zixun/aggregation/36233.html > Mobile Developers Conference in 2012 that mobile social game development had three elements: environment, gameplay and data analysis.
Tian to explain the three elements, the first is the environment: everyone will be carrying a mobile phone, no matter where, whether it is meeting, eating, home, or even in the bathroom everyone will use the mobile phone, but when to use it? Everyone is very different.
second is the play: To do everyone can play the game, the core cycle becomes a very important piece, how to integrate social elements, so that a lot of people every day to play.
Third is the data analysis: the operation of any one hand tour after the line is polished out, the game data are modified to modify, optimize the optimization of large-scale transfer out, the general on-line after the game to pass two months or so the optimization period before starting to promote.
The following is a transcript of the speech:
Tian: It's a great honor to come to the Mobile conference for a second time to share ideas about mobile gaming. Zynga was founded five years ago, headquartered in San Francisco and employs about 2000 people. We are a global company and have been here for more than two years in Beijing.
today is the mobile convention, a simple talk about Zynga mobile social gaming business, now in less than three years, but now daily active has been to 20 million, the game is only about 20, the user volume and the proportion of the game we may be among any mobile game provider is the largest, We have the least amount of games but the maximum number of users, which is the result of social games.
Do you think you are a social gamer? Please raise your hand, it seems that we are very professional here, all the time at work do not play games. How many people have played poker? How many people have played killing? Social games are very early in ancient times from Chinese chess has been a lot of history, social games is a basic behavior, someone in the communication is a social game. What do we do with our cell phone? Mobile phone playing social games should be a matter of fact, a pure social tool, a game, the two together is a big outbreak, it is easy to do, everywhere is, in fact, difficult. It's hard to be able to move social games now and have small scale. In Zynga, we have the most social games here, including Scrabble and "I guess" games, why is it so difficult to do mobile social games? Is it difficult to design a small screen game? In fact, there are two points, mobile phone users to get up is very difficult, there are many companies in order to brush the list of behavior to do the first, This is very difficult for the entire handset user to obtain. Online user access, via Facebook channels, various ways to achieve a very critical concept, is viral, quickly spread through the Internet, send a request to you, you can affect the next user, can be doubled to two, three, four users, this is the Internet can bring the behavior and benefits. But mobile is now very difficult to present, in fact, the viral nature of mobile phones is to do any social games first to how to achieve viral. does not reach the virus sex, the scale does not go, this is very simple, but how achieves the virus sex, must take advantage of each kind of platform the characteristic. Zynga is using Facebook's viral features, fast to 300 million users, and many games are spread through Tencent and Sina Weibo platforms, reaching a sizeable user base, including now micro-letters. The key point is that mobile games and other different forms of viral transmission are the most common between people and real communication, most of the viral sources of the most successful mobile social games in Zynga are not by texting or asking, but through you and your friends, through the original viral definition of people and people, One person to affect another person, let him participate in the game, which mobile phone mobile games can be achieved and online games are not achieved.
Currently in the social application rankings, Facebook is Integram and Words with friends, the top 10 in all of Facebook's apps, and both applications rely on communication between people. How do you think about it? Three elements, the first is the environment, in what environment use this application, what environment to set up this game, the second is to play, social scene change people's behavior, today we are in this Congress, next to the staff, our goal is to listen to share, carry out a variety of exchanges, access to new information, Others are my peers, everyone has a basic understanding of the mobile industry and views, the relationship may be that colleagues may be competitors, but also may be pure friends. So you need different games in different environments, and your application design takes into account that each environment is completely dissimilar. In the bar suitable for the application in the office environment is very different, first of all, your communication power, mobile phone communication is in the scene of the real people interact, spread together, this is the first scenario. The second element is the core cycle. What does the loop mean? is a game, the characteristics of mobile games is too difficult to design, too complex, too slow. The whole experience is not good enough for users to give up easily. We have a standard in the design of the game, you start to play in the first 20 seconds to understand the game's core cycle is what the core play is what, any core play can be represented in a circular manner.
For example, this is the building game of a city in our mobile phone, is the network version of the mobile phone version, its core cycle is very clear, from a farm you can grow all kinds of goods, harvest after the supply of business, trafficking into money, you can build more housing, population, increase your business. This is a simple core loop that users can understand when playing for 20 seconds, and he can say one or two words to the user. Here the whole game revolves around the core cycle of continuous development, can continue to grow more farms, more business, more houses, this type and the content of the understanding is relatively easy. On top of that, you can expand the game. Here we add some social layers, each link can be with the user, can have a social interaction, the train in the game, to the other players in the city to bring goods, can chain stores in other users of the city to open a chain, each core function is a direct social element, Play with each user interaction and the city organically combined, if the core cycle is not clear enough, social can not do. We see a lot of apps come down again, a flash in the pan, in the user played one weeks, two weeks later, on the phone will be the next game, this is the mobile social game is a big problem, is how to grasp the life cycle. The life cycle is the assurance that you continue to add a wide range of features and content to a very clear core cycle. At the same time can add tasks, at each level, each link can add more tasks, so that users can in-depth understanding of each direction, but the premise or the core cycle is very clear. When a lot of games are tried, the user plays the game without all the next steps or what to do tomorrow, what should be done next week, this is the lack of the goal of the game, and the core mechanism lies in the core of the cycle does not tell clearly, not timely to the core of the cycle of exposure to users, so that users know exactly what I should do next. You can add a variety of patterns to this core loop, this is designed for advanced gamers who can build a factory that can produce a variety of advanced goods, can bring more business, you can build your shopping center, you can combine several departments of goods and stores, and can construct more advanced landmark buildings. , which can be done on the phone. In the primary player is not visible, but to a certain extent, advanced players can use. In every function, every building can be combined with friends, with social integration.
