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腾讯贺飏:厘米游戏开放平台让游戏和自媒体文章一样触手可得

2017-11-9 15:08| 发布者: admin| 查看: 15768| 评论: 280

119日,2017腾讯全球合作伙伴大会QQ分论坛在成都举办。以新青年 新社交为主题,QQ分论坛推出“百万新青年计划”,计划投入60亿资金以及丰富的平台资源,扶持100万名年轻内容创作和创业者。厘米秀作为QQ年轻内容生态的重要一环,推出厘米游戏开放平台,将QQ的社交能力通过游戏的形式开放给众多游戏厂商以及个人游戏开发者,将成为一个连接游戏与用户的连接器。

大会上,腾讯公司社交网络事业群QQ支付联合产品部总经理贺飏分享了厘米游戏开放平台的发展状况以及对社交+游戏进行诠释,并表示希望通过厘米游戏开放平台,在未来让游戏和自媒体文章一样变得触手可得又极具生命力。

腾讯公司社交网络事业群QQ支付联合产品部总经理 贺飏)

 

以下为演讲实录:

    大家好,我今天分享的主题是《泛游戏人群的社交新形态》,这个主题的内容不仅关于游戏,更关于社交。游戏不仅仅是娱乐,社交也不仅仅是聊天,游戏实际上并不只出现在单一的娱乐场景,它更多的是出现在家庭、朋友约会。

    我们会去了解用户们喜欢玩什么。以我的儿子为例,他的聊天群里边的内容在我看来非常无趣——基本上都是图,一翻十几页全是图和表情。实际上这也很正常,为什么呢?因为这些同学们在一块儿日常的生活轨迹高度重叠,平时有很多高度见面的机会,那还在网上干什么呢?

    根据这样一个洞察,我们推出了厘米秀,既能装扮自己的形象,也能更好的发动作去互动,发出的厘米动作有70%得到了回复。厘米秀在去年的7月份发布,它是采用了非常严格的邀请制,就是说你只有获得了邀请码之后才能开通厘米秀,可以说厘米秀集中了年轻人中的年轻人,他们玩得火热,而在座的大家可能对厘米秀是毫无感知的,其实这也是我们希望的一个结果。

    我们在做厘米秀的时候,我们会思考怎样让这个动作更加直接和更好玩?之前我们还做过一个很简单的H5游戏《逃离精神病院》,结果它在几天之间玩了6.62亿次,这是一个非常惊人的数据,我们就有兴趣研究一下,感觉这个还是有路可做,但怎么在社交平台经营一下社交休闲游戏呢?我们看到,社交休闲类游戏在移动时代是处于一个窘境,为什么这样说呢?我们可以从几个方面去看,如果从厂商去看,会发现这一类游戏如果要做到高质量,其实它的研发成本并不低,同时它的拉新成本是很高的,几乎是和手游不相差多少。但是这种游戏的生命周期短,这样就不划算。再回头来看用户侧,用户的成本也不低,用户想找到一款适合的游戏,就要在游戏市场当中去翻、去甄选。同时,他们要玩游戏,还要(离开聊天场景)切换到另外一个场景,但用户还是要想去专心的去玩一个游戏,在这个碎片时间当中,很多人会选择可能去看一两分钟短视频,但游戏因为无法随时停下,所以(在这些碎片时间里)可能他们会不想去玩。所以整体来看,这个可能是投入高产出低的事,所以好的作品少。

    我们就想,实际上机会是有的,因为有需求在。第一我们能不能去降低用户的成本。一个合适的游戏它应该是什么样呢?我们的思路是第一这个游戏应该是与社交融合的,玩这个游戏的时候不需要脱离社交场景,不要让人感觉是专门去玩这个游戏。第二这个游戏是免下载安装的,而且还可以跟好友一起玩,和好友玩(需要双方都去下载)是一个比较麻烦的事情。第三它的单局时间短,随时可以停下来。第四是用户可以很方便的找到适合自己的游戏。

    这就是厘米游戏,它是在聊天窗口可以玩的游戏,玩游戏的时候没有离开聊天窗口,不用切换到新的场景。你的聊天信息在你的游戏场景里边可以通传,在整个玩游戏当中你没有离开聊天,这个不耽误事儿。另外我们采用了一些微创新的方法,能够非常高地实现好友之间的实时游戏的成局率,如果玩游戏最好是能朋友一起玩。比如说我们在发出游戏邀请的时候,你可以随时切换退出游戏场景,不用在一个单一的游戏里边去等待,在你发出游戏邀请之后可以继续去做别的事,有好友进入游戏之后,系统会告诉你回去玩,所以成局率达到70%

    我们还可以看到发出游戏邀请之后,厘米游戏它在消息流里边是动态的消息,发出游戏是邀请还是正在游戏,还是围观,这些都是融入在社交的信息流里边。厘米游戏也支持好友玩、陌生人玩、单人玩,自由度非常大。

    很重要的是,厘米游戏的分发是去中心化的。在很多其他的游戏平台,采用的是各种分类和排行榜,但是排行榜还是有限的,只有排在最前面才会有更大的曝光。厘米游戏是采用去中心化的分发,实际上我们会去选出一些种子给它开放入口,由于社交游戏的天然性,用户就会自己去找好友玩,这样游戏就通过人际社交传播开了。就像厘米秀最开始的传播一样。

    这个是已经上线厘米游戏开放平台的两个案例《咕咚大作战》、《迪斯尼过马路》。在过去半年,通过这种去中心化的传播模式,我们已经培养了1.5亿用户在聊天窗口玩游戏的习惯。我们还尝试过玩得更尽的——《有喵气大冒险》我们只放了一个1个种子,这个种子是我们的一个同事,就是说他只有一个入口,通过这个入口邀请人进来玩,结果在一天内,这一款游戏的日活达到了4万,传播达到了近10万人。我们放种子出去,如果它的留存率比较好的话,我们会追加种子。两天之后这款游戏日活达到了200万。

    游戏界还有一个问题,你的上一款作品的游戏再成功,你要想开发下一款的时候,你还要重新去做拉新工作,还要付出很大的拉新的成本。用户永远记得你的作品,而记不住作品的制作者是谁。在厘米游戏开放平台上,用户是回归厂商的,我们通过整个体系的的配合,会配服务号、兴趣部落、热聊房间,把粉丝迁移到公众号,这样就可以通过公众号从一款作品引入到下一个产品当中。

    研发对于一些个人工作室后台也是相当复杂的,我们的游戏是配发的服务器,还有一键配置运营活动,免登陆打通。我们有一个非常强大的厘米的引擎Bricks,它有很强大的中层的模块,可以一键的调动里边的东西,渲染、网络、物理引擎都可以调这个模块来实现。我们可以获得腾讯前沿黑科技的支持,我们不需要研发,就有多人语言、人脸识别、AR、实时视频、体感等等统统都有支持。

我们还有可以多样的商业模式,如果是内购还可以通过内购来赚钱。如果你有手游,你也可以去为手游进行引流。我们这里有一些案例,数据非常的惊人。我们所想要的就是要内容,用游戏的内容来丰富整个社交的形式。而通过服务好的商业模式来回报优秀内容的生产者。

未来游戏和自媒体文章一样,具有极强的生命力。谢谢!

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