tag:blogger.com,1999:blog-23047426303215361812024-03-13T05:52:49.370-07:00愛德話遊戲歡迎大家跟我一起來話遊戲吧!
這裡專門討論遊戲產業的各類議題, 不定時分析探討最新市場動態,有喜歡的文章也請幫忙分享或是按讚喔!愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.comBlogger99125tag:blogger.com,1999:blog-2304742630321536181.post-70338462318626989632014-10-21T12:59:00.000-07:002014-10-21T13:24:41.860-07:00[感想]從世界某個角度看看台灣...<div class="separator" style="clear: both; text-align: center;">
<a href="http://2.bp.blogspot.com/-RZGHn_5btFA/VEa6K2SPWqI/AAAAAAAAIGs/VFVjJinUczM/s1600/BAR.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://2.bp.blogspot.com/-RZGHn_5btFA/VEa6K2SPWqI/AAAAAAAAIGs/VFVjJinUczM/s1600/BAR.JPG" /></span></a></div>
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<span style="font-size: large;">好久沒打文章啦,換了工作之後就開始變得非常忙碌,這次想打一篇文章完全跟專業知識無關的文章,所以也許你不會那麼想睡覺。我想要講的東西稍微感性一些些。</span><br />
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<span style="font-size: large;">首先要嘆口氣,當年想的事情其實都差不多成真了。大陸公司與資金似乎已經統治台灣市場,多數廠商存活卻極度缺乏內容,受限於體質的關係很多廠商依然死守著台灣市場。不要會錯意,台灣是塊精華肥肉,很小、很好進入、報酬率也相對算高的市場。但正因為如此,死守台灣的廠商會面臨極多的挑戰:一、世界一流內容中文化與在地化。二、中國大陸的內容進入台灣的門檻很低。三、競標式的廣告投放趨於主流,行銷費用的高漲。四、符合中華文化的產品不見得適合除了中國其他市場,但中國市場相對混亂,台灣廠商掌握度很低。真正適合國際市場的主流產品,台灣真的很缺乏一個成功典範。</span><br />
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<span style="font-size: large;">另外,相對來說,對台灣廠商來說機會也開始變少:一、兩三年前Mobile剛起步大家同時都在摸索期,其實進步速度差不多,現在日韓在遊戲方面以及歐美在應用方面的學習能力與進步速度和中國廠商的集資速度是台灣廠商無法追上的,而我個人感覺距離只會越拉越開。二、人才的出走,過去台灣廠商還有很多不錯的人才,開發能力還算稍微足夠,但近年來面臨對岸大公司或是外商的台灣分公司挖角,現在剩下來的開發人員又少了一大半,未來要開發出好的產品,關於教育這方面就很重要。三、代理權的競爭優勢大幅削弱,現在只要內容夠好,很多遊戲都是全球統一發行一個版本、多國語言,在地化的操作容易取代,FB、Youtuube、Admob等主流媒體都可以跨國購買。甚至是直接在台開設分公司、或請Agency代為操作都可以取代代理授權這個模式。四、資本競爭,先撇開中國資金如何透過海外管道進到台灣來並且規避金管會與工業局的稽查,光是其他任何海外做出名堂的遊戲公司的資本都是可以輕易砸死台灣廠商的,如果要靠資本競爭,以前台灣還有點封閉的時候行得通,大型的發行商的確有那麼點優勢,現在台灣最大的發行商面對國際上的強者頂多是個小蝦米。不是要妄自菲薄,而是應該想想其他的戰略方式。拿自己的短槍去硬碰別人的洋屌是不會贏的。(謎:我們東方人的是比技巧的!)(鄉民:還有膨脹率)</span><br />
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<span style="font-size: large;">第三段來談談我覺得開發商要重視創造價值與捕獲價值:</span><br />
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<span style="font-size: large;">第一點、別再開發遊戲平台了,台灣這個地方,做遊戲平台很難成。原因很簡單:相信我準沒錯。不然你看看國際上也有前例,DeNA、GREE,這種要跟大平台搶Distribution的事情做了難成,就算成了難長久。平台始終會設法保有獨佔性,除非你做出一個超強的平台可以獨佔市場,如果沒那個idea就別勉強。而就算你想把Kakao或是Line視為平台,那也是建立在產品之上,本身這個IM軟體不成功,管你上面有多少遊戲也都是會Fail。</span><br />
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<span style="font-size: large;">作平台需要有四個特性:一、強有力的取得用戶(Acquire User) 二、留存用戶(Retain User) 三、Engage User(不知道中文怎麼說才好,黏著?) 四、付費模型Monetize。台灣大部分現在的平台都沒有以上這些功能,取得用戶是靠下廣告的,下完廣告後產品本身留不住客戶,而服務本身沒辦法持續Engage用戶,付費模型通常已經不重要。舉例來說,LINE、Kakao模型為什麼會成功,免費訊息對早期取得用戶很有力,產品本身特形很吸引人,LINE有可愛貼圖、產品有的服務也算滿足大部份需求。而產品特性是IM,所以很容易Engage用戶去使用這個產品,一收到心儀的女生傳來的貼圖,馬上就會打開這個產品。(實在很不想舉LINE,超級老掉牙,但我覺得最平易近人。)</span><br />
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<span style="font-size: large;">反之,為什麼人家要安裝/打開你的平台?如果你無法回答這個問題,就把專案砍了吧。</span><br />
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<span style="font-size: large;">第二點、別再只想開發出好遊戲這件事情了。喔,我不是說要開發爛遊戲啦,我是說,要想想格局問題,台灣廠商接下來會遇到的問題完全跟Scalability有關。譬如說,對於連線速度的穩定性,大量仰賴台灣在地的IDC,那麼當你要拓展到東南亞的時候呢?或是你的商業模式大量的獲利來源來自點卡,那麼沒有點卡的國家,你可以運行的好嗎?內容文化上符合嗎?提供的解決方案有這個需求嗎?同樣關於Scalability,看過許多國外的產品在設計之初就已經想好很多事情了。像我曾經看過兩個App,都是航班資訊,UI介面、技術、服務都差不多,一個卻是僅限於香港地區,一個卻是國際任何機場都可以查,這一種狀況是產品本身就限制自己的Scalability。</span><br />
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<span style="font-size: large;">另外一種是心態,有的開發商很喜歡搞鬼,有的開發商是想搞鬼又不知道怎麼搞比較好,有的是沒心思搞鬼,有的是真的知道怎麼搞卻已經發現不搞鬼的好處。像是有聽到某人跟我說XGG公司的老闆曾說不需要再搞鬼了,他們現在是放眼做全球的生意。這種心態是一種格局問題,心態會造就你的格局。不相信嗎?我舉個例子,有的遊戲喜歡搞一堆Spam,把User的通知畫面Spam的亂七八遭,好像因為誤擊所以Engagement變高,但認真看,這種應用的反安裝率都超級高,品牌、評價也會爛掉。有的遊戲喜歡刷榜,刷一刷到很高的名次,玩家進去也是發現很爛,久了玩家也不會相信排行榜這種東西,刷了也等於白刷。有的遊戲喜歡搞一些腥羶色,認為這樣很有效,你覺得這種東西出得了台灣中國嗎?走得進先進國家嗎?</span><br />
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<span style="font-size: large;">你有發現那些真正具有Scalability的公司,不搞這套的嗎?今年可以繼續這樣搞,明年還可以這樣搞,兩三年之後,你會發現台灣被這些有Scalability的公司給統治。台灣最大的戀愛交友網,台灣最大的美食網,台灣最大的新聞網,台灣最大的音樂網,RIP。想想當年的洋芋片波的多...</span><br />
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<span style="font-size: large;">第三點、內容為王,通路是神,金流只能當個見錢腿開小婊子。認真認為,台灣還是需要更重視內容的開發,台灣還是有極少數的專心作內容的廠商有取得國際級的認同,像是雷亞科技 (耶,又是老掉牙),但我要說得很簡單:通路為了取得/留存/Engage用戶,會非常注重通路裡面提供的內容品質,所以呢?就會很看重能夠開發出優質內容的開發者。通路如果包含商店,就會連金流都自己做掉了。近期蘋果整合自己的錢包之後,擋者披靡啊。金流商未來只靠攏平台商或是強勢內容、服務,但平台商假設擁有的整合能力比較強就沒有理由使用台灣任何金流商的Solution,舉例來說,Apple Pay會去整合台灣那些銀行推出的NFC結帳功能嗎?而當內容商需要面對平台商與金流商的利益衝突,強勢的內容商會選擇誰呢?當第三方支付法案通過後,Apple Gift Card與Google Play Gift Card進來之後,台灣點卡商的生意呢?難道認真以為可以像大陸一樣經營APK市場與JB市場?尤其是當Android跟Apple已經開始水平整合所有Device時,真的可以跟上腳步?尤其是當內容都已經全球化之後呢?這是一個規模戰爭啊,沒那麼等級別推這個副本啊。</span><br />
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<span style="font-size: large;">想想看,SUPERCELL會接MXCARD嗎?Candy Crush會需要接Beanfux登入嗎?以前挾帶網路會員平台優勢的時代已經過去了,擁抱認真做內容的時代吧!到時候要真的是設備商統一金流,那也是無可奈何的事。</span><br />
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<span style="font-size: large;">第四點、重視UX/UI,我不是這方面的專家,但也因為工作的關係接觸不少Case。先撇除掉複雜的遊戲體驗與介面設計。光是登錄流程,台灣廠商就問題一大堆。這種東西是初期轉換率最指標性的東西,卻完全沒有聽過有廠商有在追蹤這個Funnel,有些大概知道的也對於A/B Testing的科學化優化鮮少下功夫。這都不知道,到底要以甚麼為依據決定要不要Scale呢?(Guts?)</span><br />
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<span style="font-size: large;">關於UX/UI的優劣又非常用台灣人的眼光看待,這又會回歸到Scalability的問題:也許台灣人看很習慣,出了台灣呢?</span><br />
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<span style="font-size: large;">我記得有一次貼了我們公司新產品的介紹網站,非常精簡的設計,我一個朋友就說:這網站設計怎麼這麼爛?除了標價、一張圖片和購買按鈕以外甚麼都沒有!</span><br />
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<span style="font-size: large;">這真的是品味問題,台灣人去看中國大陸網站也會覺得頭昏眼花,西方人看台灣的網站也會覺得如此。但大陸市場封閉且很大阿,台灣呢?你依然要堅持自我嗎?</span><br />
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<span style="font-size: large;">最後一個段落:啊靠杯,我是代理商怎麼辦呢?</span><br />
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<span style="font-size: large;">一、趁你現在還很有錢,買很多開發商,開始規劃你的全球布局。但中國大陸廠商能開比你更高的價錢。</span><br />
<span style="font-size: large;">二、開始招人養團隊。但你要跟中國大陸廠商搶人才。</span><br />
<span style="font-size: large;">三、進軍東南亞,去跟大陸人打架。但你的武器還是要跟中國大陸進口。</span><br />
<span style="font-size: large;">四、與強力開發商策略性投資結盟,保護產品線。但這有正反兩種例子,不見得有好事。</span><br />
<span style="font-size: large;">五、卸甲歸田,去賣油。可以跟大陸的地溝油一分高下。</span><br />
<span style="font-size: large;">六、繼續代理,然後只能越代理越爛的遊戲。大陸廠商可以出的價錢永遠比你多一點。</span><br />
<span style="font-size: large;">七、日據時代,日本廠商目前相對性信任台灣廠商,保持關係很重要。但錢更重要(?)</span><br />
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<span style="font-size: large;">不是針對你啦,你去看看成熟市場的發行商,沒有挾帶內容產能的都會死掉。看看Zynga那時候IPO那麼多錢,還好有買下CSR Racing不然早掛了。看看當年很邱的6 waves,現在在哪裡?也是一個從零開始的概念,一點優勢也沒有。聰明一點的像是Happy Elements搞了一些日本產品的開發,現在成績很好。</span><br />
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<span style="font-size: large;">總結:雖然有些人感覺到冬天回暖了,那也只是因為外國內容商暫時妥協與裝置市場爆發行成長的假象。本質上台灣的經濟體系是沒甚麼改善的,核心能力提升的速度明顯落後。我替沒內容控制權的台灣廠商感到憂心,然後對內容開發者的學習速度感到不樂觀,對於1 to 100擴增規模這件事情除了資本與技術方面來說,更懼怕的是台灣廠商的心態與格局。然後對於很少看到Zero to one的創意與創業家覺得可惜。最後關於創造價值與捕獲價值這件事情,我想分享這段影片:</span><br />
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<span style="font-size: large;"><iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/5_0dVHMpJlo" width="560"></iframe></span>愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com1tag:blogger.com,1999:blog-2304742630321536181.post-62339185567112157712014-05-19T17:57:00.002-07:002014-05-28T02:32:57.326-07:00[遊戲產業][論壇]GooglePlay PlayTime後記<div class="separator" style="clear: both; text-align: center;">
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<span style="font-size: large;">昨天抱持著湊熱鬧的心態跑去W Hotel參加Google Play的活動Playtime,是一個整天的活動,內容從大觀園性質的Keynote到Google Policy都有一些解說,事後還有喝到飽的Happy Hour,我花了點時間跟GooglePlay的每個人聊聊天,也許有得到一些會中其他人沒有得到的細節,在這裡分享一些我覺得開發者或是營運商Maybe會有興趣的,最後來炫耀一下去參加的好康XD</span><br />
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<li><span style="font-size: large;">2014年數據大轟炸:</span></li>
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<li><span style="font-size: large;">Android Device達1B</span></li>
<li><span style="font-size: large;">一天增加1.5M Android用戶</span></li>
<li><span style="font-size: large;">過去六個月增加了75M Google Play User</span></li>
<li><span style="font-size: large;">Google Play已累計50B下載、超過1M個App</span></li>
<li><span style="font-size: large;">分享給開發者的獲利年成長4倍</span></li>
<li><span style="font-size: large;">ARPU年成長2.5倍<br />
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<li><span style="font-size: large;">第三方支付如果利用Google Play進行上架的話,是完全不允許的。但如果自己想辦法去散播你的APK則是默許的。另外Google Play也接了遠傳的Billing Service,而美國前一陣子也接了PayPal,未來台灣應該會有更多的官方支付管道。<br />
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<li><span style="font-size: large;">如果想要被Feature看似有兩三種主要規則:一、你的遊戲是大作,獲利能力好。二、根據Google Play各種Design guideline針對Android優化你的App。三、使用Google Play旗下Play Service的一些新功能,像是多人連線對戰等新功能。如果沒有根據Guideline,被Feauture的可能性會降低。另外Google Play審核Feature的方式是這樣:先找到最佳選擇(Top Picks),從這中間再請Reviewer去針對各種Googleplay的guideline進行測試。測試OK,就可以Feature。測試不OK,在Feature日期前改善完畢才會被Feature。<br />
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<li><span style="font-size: large;">Google推出蠻多Service,像是Leaderboard、多人連線、Gaming Gift、Tag Manager、App Engine、新的Analytics等等。雖然很多服務其實很多自己遊戲的Server就已經提供這類的服務,尤其是現在多數都是連網的遊戲,GooglePlay這方面算是慢了一步。但我想介紹其中三個我覺得感覺最棒的。</span></li>
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<li><span style="font-size: large;">Tag Manager,可以即時觀測、微調Web或App中的Value,對於Marketer或是初期產品調校蠻有幫助的,利用這個功能可以即時微調一些Value,就不需要重新包版本、上傳、審核、上架。<br />
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<li><span style="font-size: large;">App Engine與Cloud Service,聽起來最新吸引Memory Cache (MemCache)這個功能,小愛不是技術人員,不過大致上這個功能是可以直接在Memory上執行一堆東西而不用資料放到儲存空間。MemCache不僅處理速度更快,在一定的流量內因為是共用的所以免費。SnapChat就是善用這點來管理他龐大的流量與服務。另外就是PaaS僅需要管理App與Data,人力上可以大幅節省,這點聽起來也很不錯。最後我覺得也很吸引人的就是Scalability的能力,能快速的對應突然增加的流量即時增加運算能力。<br />
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<li><span style="font-size: large;">Google Play、Analytics、AdMob整合,這個點是我看到最棒的,我還特地跑去跟主講人Dan Galpin聊天,畢竟ARM Model (a.k.a. RRR model, Build Grow Moenetize,...etc)是我最有興趣的研究主題了,目前聽起來是因為這三個之前都沒整合,所以他們內部也互相拿不到對方的數據,更別說是分析了。但現在有逐漸整合在同一個技術平台上了,算是目前最接近ARM Model的平台了。主要的功能就是當你在Google Play上架你的產品之後,你可以利用Google AdMob的服務(應該現在流行的DSP <a href="http://wiki.mbalib.com/zh-tw/%E5%B9%BF%E5%91%8A%E9%9C%80%E6%B1%82%E6%96%B9%E5%B9%B3%E5%8F%B0" target="_blank">Demand Side Platform</a>)來下各種廣告,以最好的eCPM計算出最優化的投放方式,這個Campaign導入的用戶群,最後可以在Analytics中追蹤他從Google Play下載你家產品後的表現,Retention、Sessions、甚至到Monetization都可以。另外如果是靠廣告賺錢的,Google Admob現在透過他們自己即時eCPM去跟其他聯播網比價,找出當時價錢最好的廣告,放到你的版位上。<br /><br />小愛也有跟Dan提到Analytics還如果追蹤病毒指數(K Factor)會更好,他說現在沒有,不過有另外一個折衷的辦法,就是把每一個segment分享的URL當作成另外一個新的Campaign去追縱,但這處理上會複雜許多,期待之後他跟Analytics的PM討論出一個好的Solution。</span></li>
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<span style="font-size: large;">最後就是小小的炫耀時間:</span></div>
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<span style="font-size: large;">安卓機器人高爾夫球 </span></div>
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<a href="http://2.bp.blogspot.com/-mzrcUQUGAjs/U3qU6c7cFTI/AAAAAAAADf4/o0EyHpVr2a4/s1600/2014-05-19+10.08.44.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://2.bp.blogspot.com/-mzrcUQUGAjs/U3qU6c7cFTI/AAAAAAAADf4/o0EyHpVr2a4/s1600/2014-05-19+10.08.44.jpg" height="320" width="240" /></span></a></div>
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<span style="font-size: large;">超高級礦泉水喝完就補</span></div>
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<a href="http://2.bp.blogspot.com/-OJFcc4_a5HA/U3qU7o60RJI/AAAAAAAADgM/f2gBCuGuWIo/s1600/2014-05-19+11.41.01.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://2.bp.blogspot.com/-OJFcc4_a5HA/U3qU7o60RJI/AAAAAAAADgM/f2gBCuGuWIo/s1600/2014-05-19+11.41.01.jpg" height="240" width="320" /></span></a></div>
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<span style="font-size: large;">中午當然是W Hotel的Buffet啦</span></div>
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<a href="http://2.bp.blogspot.com/-QfdoD77HpB0/U3qU77q5wiI/AAAAAAAADgI/2KjgJC7TjvU/s1600/2014-05-19+12.04.53-2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://2.bp.blogspot.com/-QfdoD77HpB0/U3qU77q5wiI/AAAAAAAADgI/2KjgJC7TjvU/s1600/2014-05-19+12.04.53-2.jpg" height="320" width="320" /></span></a></div>
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<span style="font-size: large;">下午茶也是一定要的!</span></div>
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<a href="http://4.bp.blogspot.com/-xXlXHFa1uLY/U3qU8oJt8sI/AAAAAAAADgQ/9P8hh4ru0u0/s1600/2014-05-19+15.03.08.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://4.bp.blogspot.com/-xXlXHFa1uLY/U3qU8oJt8sI/AAAAAAAADgQ/9P8hh4ru0u0/s1600/2014-05-19+15.03.08.jpg" height="240" width="320" /></span></a></div>
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<span style="font-size: large;">可以用一套Avatar的App客製化專屬的馬克杯喔</span></div>
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<a href="http://1.bp.blogspot.com/-sr0MaIorLxM/U3qU-S2ASnI/AAAAAAAADgY/I3Nx9zNm9tc/s1600/2014-05-19+15.20.49.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://1.bp.blogspot.com/-sr0MaIorLxM/U3qU-S2ASnI/AAAAAAAADgY/I3Nx9zNm9tc/s1600/2014-05-19+15.20.49.jpg" height="320" width="240" /></span></a></div>
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<span style="font-size: large;">現場拍照留念,硬要拍一張很宅的。</span></div>
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<a href="http://4.bp.blogspot.com/-wxOUr1EXAI8/U3qnehr0dRI/AAAAAAAADgk/DkgL_jfhPNA/s1600/2014-05-19+19.43.12.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://4.bp.blogspot.com/-wxOUr1EXAI8/U3qnehr0dRI/AAAAAAAADgk/DkgL_jfhPNA/s1600/2014-05-19+19.43.12.jpg" height="240" width="320" /></span></a></div>
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<span style="font-size: large;">走的時候紀念品是隨身電源</span><br />
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<span style="font-size: large;">最後還有Happy Hour,Tapas、紅白酒隨你用,算是誠意十足的活動啊!</span></div>
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愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-58199042670018453792014-05-19T16:05:00.002-07:002014-05-19T17:59:53.629-07:00[遊戲產業][產業趨勢]2014行動暨遊戲產業市場概況 Update3<div class="separator" style="clear: both; text-align: center;">
<a href="http://1.bp.blogspot.com/-jf32FaDD2qY/U3qJ4QLnBwI/AAAAAAAADfA/7BdIcCueuts/s1600/Newzoo_Global_Games_Market_2012-2017_Total_Mobile_V3_Transparent.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://1.bp.blogspot.com/-jf32FaDD2qY/U3qJ4QLnBwI/AAAAAAAADfA/7BdIcCueuts/s1600/Newzoo_Global_Games_Market_2012-2017_Total_Mobile_V3_Transparent.png" height="466" width="640" /></span></a></div>
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<span style="font-size: large;">參考一下2014年Newzoo剛出爐的遊戲市場報告 ,2014年全球遊戲市場將成長8.1%至814億美金,其中行動遊戲占27%。(行動遊戲包含中國大陸Android市集、網路渠道以及日本Feature Phone遊戲。)</span><br />
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<span style="font-size: large;">中國遊戲市場2013年年成長達35%,市場規模來到了137億美金。</span><br />
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<span style="font-size: large;">2013年行動遊戲營收已占App整體市場80%。2012年為65%。</span><br />
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<a href="http://1.bp.blogspot.com/-XLqZc1__Zlc/U3qJ57gpDPI/AAAAAAAADfQ/YxnVH3tAJF8/s1600/Newzoo_2013_Global_Games_Market_by_Region_May2014_Transparent.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://1.bp.blogspot.com/-XLqZc1__Zlc/U3qJ57gpDPI/AAAAAAAADfQ/YxnVH3tAJF8/s1600/Newzoo_2013_Global_Games_Market_by_Region_May2014_Transparent.png" height="462" width="640" /></span></a></div>
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<a href="http://2.bp.blogspot.com/-crNRXxxiQrQ/U3qJ58lNhFI/AAAAAAAADfI/kN9KIcWhlT8/s1600/Newzoo_2013_Global_Games_Market_by_Screen_May2014_Transparent.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://2.bp.blogspot.com/-crNRXxxiQrQ/U3qJ58lNhFI/AAAAAAAADfI/kN9KIcWhlT8/s1600/Newzoo_2013_Global_Games_Market_by_Screen_May2014_Transparent.png" height="460" width="640" /></span></a></div>
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<a href="http://4.bp.blogspot.com/-puROPFVis4I/U3qJ5y0TVFI/AAAAAAAADfM/50WBVVjR11A/s1600/Newzoo_2013_Global_Games_Market_by_Segment_May2014_Transparent.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://4.bp.blogspot.com/-puROPFVis4I/U3qJ5y0TVFI/AAAAAAAADfM/50WBVVjR11A/s1600/Newzoo_2013_Global_Games_Market_by_Segment_May2014_Transparent.png" height="458" width="640" /></span></a></div>
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<span style="font-size: large;">延伸閱度:可以參考2013年的報告,Segmentation有些不同。</span><br />
<iframe allowfullscreen="" frameborder="0" height="356" marginheight="0" marginwidth="0" scrolling="no" src="http://www.slideshare.net/slideshow/embed_code/22292348?startSlide=15" style="border-width: 1px 1px 0; border: 1px solid #CCC; margin-bottom: 5px; max-width: 100%;" width="427"> </iframe><span style="font-size: large;"> </span><br />
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<span style="font-size: large;"><strong> <a href="https://www.slideshare.net/fatality1117/arm-speech-06011300" target="_blank" title="產業分析與ARM模型應用@TGADC, June 2013">產業分析與ARM模型應用@TGADC, June 2013</a> </strong> from <strong><a href="http://www.slideshare.net/fatality1117" target="_blank">Edward Hwang</a></strong></span> </div>
愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-43579080048647291402014-03-12T09:11:00.000-07:002014-03-12T09:23:38.301-07:00[遊戲產業][產業論壇]TGC互動分享會:關鍵時刻之部落客下午茶時間<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-2Mzy2PYCc6w/UyBva-skFHI/AAAAAAAADco/hhc4pR9KzLo/s1600/1509277_746565722029548_1227665710_n.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://4.bp.blogspot.com/-2Mzy2PYCc6w/UyBva-skFHI/AAAAAAAADco/hhc4pR9KzLo/s1600/1509277_746565722029548_1227665710_n.jpg" height="332" width="640" /></span></a></div>
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<span style="font-size: large;">前幾天受到TGC的邀請去到資策會那邊與部落客前輩<a href="http://www.sfoxstudio.com/">銀狐</a>和<a href="http://wawogame.blogspot.tw/">阿涼</a>開了一個小型的座談會,原本還有Q龍,可是他在日本被妹子耽誤了時程,體力不支,無法參加。(咦?) 其實我一開始對於兩個小時的開放性座談會有點擔心,畢竟主題有點開放,針對遊戲產業、市場趨勢、手機遊戲等主題都有很多開放性的問題,範圍很廣,似乎有些超越能夠應付的範圍。不過總體而言,算是不錯,有說有笑。因為我自己也在講,我沒能記住其他講者說甚麼,如果有人有做筆記,歡迎提供給我。</span><br />
<a name='more'></a><span style="font-size: large;">Some Keynotes of my point of view:<br /><br /><b>1. 從阿涼的財報分析看台灣遊戲產業</b><br /><br />台灣上市櫃公司走入手機時代,大部份依然在做經驗複製。client->web->mobile,商業模式依舊不變,只是Revenue Stream多了一條。營收與成本都從從舊的項目轉到Mobile。金流場商如智冠的營收提昇并非代表台灣遊戲產業獲得突破性的發展,如果是的話每家公司應該都要大幅提昇才是,畢竟Payment認列的營收是代收,實際上毛利低。但不可至否的是這可能代表非上市櫃的遊戲公司已經正在發展。<br /><br /><b>2. 手機遊戲是否只剩F2P?2014是手遊年,哪些產品會紅?有人說是ARPG...未來的市場趨勢是什麼?</b><br /><br />全世界來說F2P與Premium model手遊佔的營收佔比大幅拉開,2013年僅7%的手遊營手來自F2P,2012年還有十幾%,但是營收是持平的,意謂著2013年F2P大幅上昇導致相對比例拉開。<br /><br />雖然我也是F2P的擁護者,但並非唯一之道。<br /><br />ARPG是產品來源問題,那是因位台灣大量仰賴代理,別人都出什麼也就只能從中選擇,並非真正的市場趨勢。另外也可以參考Client的ARPG,賣相都很好,人氣很旺,像是龍之谷由新幹X再次發行還是能紅大賺一票,但看看C9、TERA...(嗯)<br /><br />遊戲類型並沒有辦法主導市場趨勢。市場看得永遠是產品本質,而你的Core game play好不好玩才是重點。<br /><br />補充:其實關於AppStore、GooglePlay遊戲類型分佈的統計很多可以參考,但那就算是較受歡迎的類型中也是失敗產品多、成功產品稀。<br /><br /><b>3. 關於手機遊戲行銷的想法?是否只能跟著大環境制定的規則走,而只能follow產業鏈中握有優勢者呢?是否代表病毒行銷就不存在呢?獨立開發者該如何生存?另外,關於行銷方面如何設定TA與如果檢視分析,除了性別、年齡等等要怎麼去找到這些用戶?找到用戶之後又該怎麼分析他的價值?</b><br /><br />在座有玩Flappy Bird的舉手?(約有一半)即使是俱有優勢者也不可能阻止Word of mouth的發生啊!<br /><br />不過這個生態圈中的上帝就是Google跟Apple,如果你想要做手遊你很難逃脫他們的規則,尤其是當你想要獲得自然成長時,最有效的方式還是透過AppStore和Googleplay的排行榜,但它的演算法裡面含有大量「下載量」的因子,而現在大量的媒體都可以買到下載數,自然而然在排行榜的能見度就比較高,小型開發者或獨立開發者應該找到自己的方向,譬如說像雷X科技他們就著重社群經營,從音樂遊戲的論壇經營用戶。<br /><br />Well,綜合前面提到的關於行銷、TA、數據分析所有問題,我想要用ARM Model的邏輯來解釋:最終你需要証明的是你的User lifetime value > User acquisition cost。所以你需要去檢視每個環節,像是TA那也只是其中一小部分。<br /><br />「請問你幾歲?」我問隔壁第一位觀眾。<br /><br />「32歲。」<br /><br />「好!那有人可以猜出這位32歲的觀眾喜歡玩什麼樣的遊戲嗎?」<br /><br />「H Game」有人回答。<br /><br />「我又沒說他是男的。」<br /><br />總之Demographic也就是那些關於人的事實真的是關鍵嗎?幾歲、性別等資料你就可以知道他的喜好?<br /><br />我舉同樣的例子,是用Persona的方式描繪TA「看起來30多歲的都市男性,打扮的很潮流,應該也小有成就($_$)開的車有改裝,可能喜歡追求刺激感。可能喜歡玩賽車遊戲吧?那我們要怎麼接觸他呢?從汽車相關媒體......,這類型的思考邏輯也是存在,不是死板板的把用戶用年齡性別堆成一堆就是行銷。<br /><br />另外,關於用戶取得的路徑也很複雜,我之前舉過一個例子:「今天之所以我會下載一款遊戲是因為A告訴我,我上網google之後跑出一個影片,這個影片下面有一個連結,我點選之後打開Itunes下載到電腦,接著我把手機插上去同步,才進到遊戲。」<br /><br />這些路徑是複雜但某些環節是可以檢視的。<br /><br /><b>4. 關於寫部落格的起心動念...</b><br /><br />一開始是研究市場出身,發現台灣關於遊戲產業的資訊非常少,但國外的資訊則是多到看不完,這中間的落差太大。<br /><br />常常聽產業的人抱怨:「台灣的產業環境跟國外差很多」、「台灣的競爭力弱」、「薪水低、福利不好」等等,但卻很少人想要爲改變環境而有所貢獻。<br /><br />所以就從自己做起,也許哪天你因為寫了什麼,啟發了某個人,而這個人成功了也不一定。<br /><br />(其他講者部分待續)</span>愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-79108435670130429472014-03-11T18:53:00.002-07:002014-03-11T20:55:03.096-07:00[遊戲產業][產業趨勢]2014行動暨遊戲產業市場概況 Update2<div class="separator" style="clear: both; text-align: center;">
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<span style="font-size: large;">這次分享的主題比較偷懶,主要是剪貼來自AppAnnie的資料,最後加上自己的一點見解,等到一些硬體安裝量與行動上網用戶安裝率的分析報告出來可以比較全面性的做一些分析。另外當然我也還欠缺各平台遊戲的營收估值,估計2013年mobile的營收應該可以與Console一較高下,今天如果有下午茶大家可以邊喝茶邊看看我的分析吧!</span><br />
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<span style="font-size: large;">這份報告也恰好是2012年與2013年的比較,很適合加入我要做得這一系列分析,主要想要分享這篇報告也有一些自己工作上小小的感概,舉例來說去年底很多廠商說要來做手遊平台,但實際上手遊的散播平台是不Work的,於是大家看到CPI廣告的需求,很多人也一股腦的加入,甚至直接忽略媒體這塊而直接做獎勵示廣告(Incentivized Ads、Offer Walls),短期內的市場也許乍看之下是往這個方向走,但實際上這不是長遠之道。</span><br />
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<span style="font-size: large;">一個完整的生態體系不應該會有這些狀況,我們看看Facebook的遊戲生態體系,3-4年前還乍看之下有非常美好的前景,現在哪些內容提供商能靠Facebook遊戲生存的呢?Facebook現在對於遊戲產業的功能只剩下[登入]、[廣告導入]、[粉絲團經營]三個功能了,已經不是內容發佈平台了。</span><br />
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<span style="font-size: large;">另外一個感概是台灣市場不小,這個我已經講過N遍了,但世界上的市場更大,光是前三大國的市場規規模就是金磚四國的十倍之大。而台灣90%以上的廠商做得生意仍是跟十年前一樣:<span style="font-family: 新細明體, serif;">『</span>從韓國、日本代理內容來台灣市場上市、販售。<span style="font-family: 新細明體, serif;">』</span></span><br />
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<span style="font-size: large;">只是現在更簡單:版本更新、鋪貨、收帳有Apple、Google幫忙。行銷也只要打打電視廣告,效果一樣好,另外手機媒體直接轉換到下載的路徑也比Client更快速了。簡直是作夢也沒想過生意會這麼簡單啊!!實在舒適無比。</span><br />
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<span style="font-size: large;">最後手機方面軟、硬體、通信與網際網路的產業合作在台灣還是看不出來有甚麼起色,這點是落後於中日韓非常多的,雖然看到台灣市場營收狀況非常好,但實際上那些錢都去哪裡了呢?香港、大陸、日本。台灣的產業整合在不加快腳步被吃光光是遲早的事情。而內容開發商如果死守這塊土地,存活的空間只會越來越小。</span><br />
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<span style="font-size: large;">2013年AppAnnie的報告可以到這裡下載:<a href="http://inbound.appannie.com/2013-retrospective-report">下載</a></span><br />
<span style="font-size: large;">裡面包含各國營收、下載排行榜分析,還有主要的發行商等等。</span><br />
<br />愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com2tag:blogger.com,1999:blog-2304742630321536181.post-17377386102280667382014-01-09T02:25:00.002-08:002014-03-11T20:55:45.826-07:00[遊戲產業][產業趨勢]2014行動暨遊戲產業市場概況 Update1<div class="separator" style="clear: both; text-align: center;">
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<span style="font-size: large;">繼去年年中的<a href="http://edwardgame.blogspot.tw/2013/06/armtgadc-june-1st.html">[遊戲開發][演講]ARM模型完結篇@TGADC, June 1st</a>一文中提到的市場趨勢,我打算分成幾篇慢慢寫下去,每一篇就輕鬆一點5張以內簡報結束,大家看得也輕鬆,我自己壓力也小一些。</span><br />
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<span style="font-size: large;">本次主題將先從台灣地區的行動上網人口與智慧型裝置的市場概況切入,簡報如下:</span><br />
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<span style="font-size: large;"><span style="font-family: Wingdings; mso-special-format: bullet;">u</span><span style="color: #19426b; font-family: Verdana;">2012-2013</span><span style="color: #19426b; font-family: 新細明體;">年,台灣地區增加</span><span style="color: #19426b; font-family: Verdana;">3</span><span style="color: #19426b; font-family: 新細明體;">百萬行動上網用戶,年成長</span><span style="color: #19426b; font-family: Verdana;">47%</span><span style="color: #19426b; font-family: 新細明體;">。</span></span></div>
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<span style="font-size: large;"><span style="font-family: Wingdings; mso-special-format: bullet;">u</span><span style="color: #19426b; font-family: 新細明體;">全台目前統計有</span><span style="color: #19426b; font-family: Verdana;">956</span><span style="color: #19426b; font-family: 新細明體;">萬手機上網用戶</span></span></div>
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<span style="font-size: large;"><span style="font-family: Wingdings; mso-special-format: bullet;">u</span><span style="color: #19426b; font-family: 新細明體;">與去年</span><span style="color: #19426b; font-family: Verdana;">KPCB</span><span style="color: #19426b; font-family: 新細明體;">預估的</span><span style="color: #19426b; font-family: Verdana;">60%</span><span style="color: #19426b; font-family: 新細明體;">年成長,達</span><span style="color: #19426b; font-family: Verdana;">1200</span><span style="color: #19426b; font-family: 新細明體;">萬用戶尚有待努力。</span></span></div>
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<span style="font-size: large;"><span style="font-family: Wingdings; mso-special-format: bullet;">u</span><span style="color: #19426b; font-family: 新細明體;">此為上網資費用戶,並非智慧型手機用戶,購買智慧型手機卻未申請上網者將被排除在外。</span></span></div>
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<a href="http://2.bp.blogspot.com/-CRCh9dRBz68/Us54hiktp3I/AAAAAAAADaE/knox9IQPaPQ/s1600/%E8%9E%A2%E5%B9%95%E6%88%AA%E5%9C%96+2014-01-09+18.22.31.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://2.bp.blogspot.com/-CRCh9dRBz68/Us54hiktp3I/AAAAAAAADaE/knox9IQPaPQ/s1600/%E8%9E%A2%E5%B9%95%E6%88%AA%E5%9C%96+2014-01-09+18.22.31.png" height="400" width="640" /></span></a></div>
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<span style="font-size: large;"><span style="font-family: Wingdings; mso-special-format: bullet;">u</span><span style="color: #19426b; font-family: 新細明體;">根據</span><span style="color: #19426b; font-family: Verdana;">FB</span><span style="color: #19426b; font-family: 新細明體;">廣告後台,全台智慧型裝置達</span><span style="color: #19426b; font-family: Verdana;">1200</span><span style="color: #19426b; font-family: 新細明體;">萬用戶,</span><span style="color: #19426b; font-family: Verdana;">2012
</span><span style="color: #19426b; font-family: 新細明體;">年底統計為</span><span style="color: #19426b; font-family: Verdana;">770</span><span style="color: #19426b; font-family: 新細明體;">萬用戶,年成長</span><span style="color: #19426b; font-family: Verdana;">55.8%</span><span style="color: #19426b; font-family: 新細明體;">。</span></span></div>
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<span style="font-size: large;"><span style="font-family: Wingdings; mso-special-format: bullet;">u</span><span style="color: #19426b; font-family: 新細明體;">今年</span><span style="color: #19426b; font-family: Verdana;">iOS</span><span style="color: #19426b; font-family: Verdana;">:
Android</span><span style="color: #19426b; font-family: 新細明體;">來到</span><span style="color: #19426b; font-family: Verdana;">1
: 2.9</span><span style="color: #19426b; font-family: 新細明體;">,</span><span style="color: #19426b; font-family: Verdana;">2012</span><span style="color: #19426b; font-family: 新細明體;">年底統計為</span><span style="color: #19426b; font-family: Verdana;">1
: 2.3</span><span style="color: #19426b; font-family: 新細明體;">。</span></span></div>
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<span style="font-size: large;"><span style="font-family: Wingdings; mso-special-format: bullet;">u</span><span style="color: #19426b; font-family: 新細明體;">智慧型裝置穿透率達</span><span style="color: #19426b; font-family: Verdana;">51.3%
(</span><span style="color: #19426b; font-family: 新細明體;">分母:</span><span style="color: #19426b; font-family: Verdana;">2013</span><span style="color: #19426b; font-family: 新細明體;">年</span><span style="color: #19426b; font-family: Verdana;">11</span><span style="color: #19426b; font-family: 新細明體;">月行政院主計處人口資料</span><span style="color: #19426b; font-family: Verdana;">)</span></span></div>
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<span style="font-size: large;"><span style="font-family: Wingdings; mso-special-format: bullet;">u</span><span style="color: #19426b; font-family: 新細明體;">資料來源是</span><span style="color: #19426b; font-family: Verdana;">Facebook</span><span style="color: #19426b; font-family: 新細明體;">,缺陷</span><span style="color: #19426b; font-family: Verdana;">:</span><span style="color: #19426b; font-family: Verdana;">
</span><span style="color: #19426b; font-family: Verdana;">1.
</span><span style="color: #19426b; font-family: 新細明體;">智慧型手機用戶有少數不使用</span><span style="color: #19426b; font-family: Verdana;">FB
2.</span><span style="color: #19426b; font-family: 新細明體;">可能有少數人使用</span><span style="color: #19426b; font-family: Verdana;">2</span><span style="color: #19426b; font-family: 新細明體;">個以上帳戶。</span></span></div>
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<span style="font-size: large;">2012-2014 Takeaways:</span><br />
<span style="font-size: large;">1. 根據KPCB 2012年 智慧型手機用戶年增長高達80%,而根據NCC今年放緩至47%,個人預計2014年可能不到30%。</span><br />
<span style="font-size: large;">2. 1200萬與950萬兩個數字相減,可推估非手機的智慧型裝置(tablets, ipod等)全台約250萬台。</span><br />
<span style="font-size: large;">3. 相對Android的110%年增長,iOS陣營成長明顯放緩230萬台成長至340萬約47%。</span><br />
<span style="font-size: large;">4. 按Facebook後台數據,總體智慧型裝置從770台增加到1200萬台,年增長55.8%,也尚未達到KPCB的推估。</span><br />
<span style="font-size: large;">5. 關於手機上網人口方面,2012年佔總手機用戶的28.7%,2013年穿透率成長至38.9%。</span><br />
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<span style="font-size: large;">小結:</span><br />
<span style="font-size: large;">2013年是Android在本土市場大發利市的一年,台灣的Android市場份額也在全球名列前茅,未來隨著低價高規的中國手機、裝置打入市場,Android的市場佔比將會逐漸提高。這一年若未將重點放在Android的開發者需要更謹慎考慮平台選擇上的優先考量。而台灣市場尚年輕,距離成熟市場韓國和日本的85%及95%手機上網穿透率(KPCB 2012年)來說,台灣還有140%~150%的成長空間,這部分也得靠電信公司與政府的推動,尤其是4G LTE的推動更需要加速才能迎頭趕上。</span><br />
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<span style="font-size: large;">(待續)</span>愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-50465495332092032402013-11-27T21:10:00.002-08:002013-11-27T21:29:51.550-08:00[遊戲產業][產業趨勢]GDC Taipei又來了!小愛帶你回顧去年市場預測!<div class="separator" style="clear: both; text-align: center;">
<a href="http://3.bp.blogspot.com/-5mjBJmfS7Y4/UpbQEaFx5CI/AAAAAAAADYw/5ElOuPsgMH0/s1600/GDC.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" height="112" src="http://3.bp.blogspot.com/-5mjBJmfS7Y4/UpbQEaFx5CI/AAAAAAAADYw/5ElOuPsgMH0/s640/GDC.JPG" width="640" /></span></a></div>
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一年一度的</span><span lang="EN-US">GDC Taipei</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">即將來臨,回顧去年此時的市場概況,社交遊戲轉戰行動平台,網頁遊戲方興未艾,行動遊戲才剛進入摸索期,家庭主機面對前所未有的衝擊與挑戰,一股時代正在劇烈變動的氛圍環繞整個產業,大家都迫不及待搭上這股熱潮,好似錯失此天賜良機那就必須再等十年的感覺。這讓我想起去年</span><span lang="EN-US">GDC Taipei</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">由</span><span lang="EN-US">Ben
Cousins, GM| Ngmoco Sweden</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所帶來的</span><span lang="EN-US">Key Note</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,主題是『全球遊戲產業五大趨勢</span><span lang="EN-US">|The 5 Big Trends in the Global Games Industry</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">』,其中的五大趨勢預測如下,我們來看看哪些預言成真了:</span><span lang="EN-US"><br />
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">Mobile Gaming Kills Console Game<o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">Mobile Gaming Kills Browser Game<o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">Freemium Dominates Worldwide<o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">3D Graphics becomes a commodity<o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">Asia Rises (Again)<o:p></o:p></span></span></div>
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">環顧今天的市場,市場現況到底是怎樣呢?</span><span lang="EN-US"><br />
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以網頁形式盛行在</span><span lang="EN-US">Facebook </span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的社交遊戲成功找到出路流向行動平台,其中最有名的有</span><span lang="EN-US">Candy Crush Saga</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,網頁遊戲與休閒遊戲的成功模式也已經快速複製到行動遊戲,打開台灣地區營收排行榜不乏都是來自中國網頁遊戲類型或是成功休閒遊戲的延伸產品,而一時蔚為風行的網頁遊戲則逐漸式微。此外,行動遊戲也發展出不少結合觸碰螢幕延伸出來的獨特玩法,例如時下最流行『轉珠』類型的卡牌遊戲,這種以</span><span lang="EN-US">Touch Screen</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為主體的</span><span lang="EN-US">Casual
Gameplay</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">結合</span><span lang="EN-US">Hardcore Meta-game</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的產品也成為時下的市場主流。</span><span lang="EN-US"><br />
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">至於家庭主機方面呢?銷售量不減反增!近日內新發售的新一代次世代主機</span><span lang="EN-US">Xbox One</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">與</span><span lang="EN-US">Play
Station 4</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">首日皆賣出了百萬台以上,</span><span lang="EN-US">Play Station 4</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的單日銷量甚至破紀錄超越</span><span lang="EN-US">Play Station</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,但是不少新聞報導品管出了問題,後勢如何有待觀察。然而,現在</span><span lang="EN-US">Console</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">市場已經今非昔比,許多內容可以不用出門直接透過網路下載、甚至在網路上多人對戰,其遊戲體驗已經與網路遊戲無異,在畫質與聲光效果上仍然有其難以取代的地位。而原本開發這些重量級內容的開發商也挾帶品牌、產品、開發能力等優勢進攻行動遊戲市場,像是老牌的</span><span lang="EN-US">SEGA</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">EA</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">Square Enix</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">等等知名廠商來勢洶洶,推出不少受玩家愛戴的行動遊戲。</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">前些年還有少數世界級的產品以</span><span lang="EN-US">$0.99</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">美金的低價襲捲全球,今天打開</span><span lang="EN-US">AppStore</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的暢銷排行榜前五十名全部都是免費</span><span lang="EN-US">Freemium</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">模式的遊戲,電腦遊戲花了二十年的時間演進的商業模式,在一、兩年的時間內就已經進化完成了。需要網路連線型的遊戲逐漸興盛,相對於產品</span><span lang="EN-US">(Game as a Product)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">本身,服務</span><span lang="EN-US">(Game
as a Service)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的重要性也提升,許多公司逐漸跨海設立公司佈局或是與當地營運商結盟合作深耕在地市場,雖然</span><span lang="EN-US">ECFA</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">還沒有簽署完畢,但不少對岸的產品與服務都已經透過全球性的通路成功登陸寶島台灣。</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">至於</span><span lang="EN-US">3D</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">繪圖技術是否已經商品化這塊目前還沒有定論,但是逐漸越來越多人加入這個戰局,本來以</span><span lang="EN-US">2D</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">引擎為主的中國觸動科技日前也發布</span><span lang="EN-US">Cocos 3D</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">引擎,正式與</span><span lang="EN-US">3D</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">引擎</span><span lang="EN-US">Unity</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">Unreal</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">等大老正面交鋒。這意味著未來的確有機會有更多的資源可以共享,但我個人還是得持一些保留態度,畢竟『繪圖』不等於『藝術』,隨著市場成熟,對於美的要求只會更高而已。</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">無庸置疑的,亞洲地區已經成為最重要的戰場。以行動遊戲、網路遊戲來說,不管是產能、產值或是市場大小都應該已經超越其他地區,其中成長最劇烈且多元性發展以中國為代表,但令我眼睛為之一亮的,反而是原本以傳統家庭遊戲為主且在線上遊戲失利的日本,在手機遊戲這塊的發展意外的成熟穩健。韓國廠商則是從手機裝置、應用市集、通訊軟體、遊戲等整體產業生態都非常健全,競爭優勢最強。東南亞市場也有跳過</span><span lang="EN-US">PC</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">Notebook</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">時代直接進入手機與平板的趨勢,雖然市場還年輕,但也逐漸演變成兵家必爭之地,許多適合全球性的應用早已開始插旗。</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">小愛看了一下今年的演講,偏向於趨勢分析的主題偏少,但更扎實的落在各類技術的分享,分成各個專業的主題,像是</span><span lang="EN-US">Design & Production</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">或是</span><span lang="EN-US">Visual
Arts & Audio</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,其中我個人最有興趣的主題是想要聽聽看騰訊所謂的開放平台是甚麼,畢竟騰訊以前從來都不開放阿!本年度的中國講者比去年多,也可以看得出來對岸整體產業的突飛猛進。另外『植物大戰殭屍』或是『</span><span lang="EN-US">JOJO</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">冒險野郎相關</span><span lang="EN-US">(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">未定主題</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">』,身為小粉絲應該也要去聽一下。最後,未看先猜『神魔之塔』這場一定會爆滿,不知道舉手提問會不會有火辣</span><span lang="EN-US">Show Girl</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">送魔法石呢?</span><span lang="EN-US">(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">笑</span><span lang="EN-US">)<o:p></o:p></span></span></div>
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<a href="http://2.bp.blogspot.com/-YUoa83TbUlE/UpbQL1ILHbI/AAAAAAAADY4/dRj_9jjAK9g/s1600/shut-up-and-take-my-money-9299-1280x800.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" height="200" src="http://2.bp.blogspot.com/-YUoa83TbUlE/UpbQL1ILHbI/AAAAAAAADY4/dRj_9jjAK9g/s320/shut-up-and-take-my-money-9299-1280x800.jpg" width="320" /></span></a></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">還沒報名嗎?還不快點</span><span style="font-family: 新細明體, serif;"><a href="http://gdc.taitra.org.tw/zh-TW/Registration">連結</a>!</span></span></div>
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<!--[if !supportLineBreakNewLine]--><br />延伸閱讀:<br /><o:p></o:p></span><br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012.html"><span style="font-size: large;">[遊戲產業][心得分享]GDC Taipei Summit 2012 (二) 全球遊戲產業五大趨勢| Ngmoco</span></a><br />
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愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-82902304983958585752013-09-04T21:16:00.000-07:002013-09-04T21:40:32.623-07:00[商業模型][金流支付]第三方支付 V.S 遊戲產業?<div class="separator" style="clear: both; text-align: center;">
<a href="http://2.bp.blogspot.com/-gxHZsue0rBg/UifKgTziRBI/AAAAAAAADWU/ZpkYvH8ynWU/s1600/%E6%93%B7%E5%8F%96b.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" height="292" src="http://2.bp.blogspot.com/-gxHZsue0rBg/UifKgTziRBI/AAAAAAAADWU/ZpkYvH8ynWU/s640/%E6%93%B7%E5%8F%96b.JPG" width="640" /></span></a></div>
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<span style="font-size: large;">其實我對於金流、政策、法令其實沒有特別大的興趣,尤其是每次都要搞懂一堆這種流程圖,實在是很龜覽趴會~換成是UU圖解說不是很好嗎?(咦?)</span><br />
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<span style="font-size: large;">在看這篇文章之前首先你可能必須對於B2C與C2C有一定的了解,雖然就市場而言是兩個完全不一樣的Segment,但這篇文章裡會夾雜這兩個概念。不過這是我為了圍繞遊戲產業並以三個切入點說明第三方支付之故:一、法律規範。二、產業結構。三、未來應用與市場。</span><br />
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<span style="font-size: large;">(p.s. 我先說明我沒有任何法律相關的背景,所以我解釋法律的方式可能會盡量以大家能聽懂,並就我自己的了解法律程度與網路上的資料來解釋。)</span><br />
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<b><u><span style="font-size: large;">法律規範:</span></u></b><br />
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<span style="font-size: large;">其實沒有法律位階明文限制第三方支付,法律賦予金管會監理權力。透過各種的行政規則、解釋函令、行政慣例、自律公約來解釋。在這些繁文縟節鬆綁之前被限制的東西主要有三種:一、保管(金額)後有條件轉付,二、信用卡付款相關規定,三、接受預先儲值。</span><br />
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<span style="font-size: large;">我們先來談<b><u>儲值</u></b>,這個是大家最熟悉的。你一定會想問:啊~我明明就都有儲值Mycard,為什麼說這個有限制?</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">根據行政慣例解釋用途<b><u>僅限於付款給保管人</u></b>,意思就是你儲值給Mycard,最後收到錢的也只能是Mycard,對遊戲公司來說也就是所謂的扣點。像是遊戲點數、百貨公司禮券、7-11儲值卡都是這種概念, 之前比較可以跳脫這個模式的應該只有悠遊卡。</span><br />
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<span style="font-size: large;">接下來談<b><u>信用卡</u></b>,你會說:現在我玩遊戲也都用信用卡刷一刷啊~騙我沒買過Candy Crush的愛心嗎?</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">在之前,法規命令解釋<u><b>信用卡受款人必須為特約商店,自律公約要求營利事業登記證,另外收款單位必須直接付款給特約商店</b></u>。意思就是假設你在暗黑破壞神上面想要賣一把祖父,然後對方說:嘿~我刷卡付給你好不好? </span><br />
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<span style="font-size: large;">拍謝,你得先去申請營利事業登記證成為某信用卡集團(Master、VISA等)的特約商店。你說我刷卡給8591,然後它在幫我付給賣家行不行? 理論上看起來是不行,但也許有一些路可以繞,我就不知道。</span><br />
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<span style="font-size: large;">最後來談最複雜的<b><u>保管(金額)後有條件的轉付</u></b>,但我想要很簡單的解釋這個概念,就是中間商做擔保,擔保雙方履行義務,賣方誠實的將貨物交到買方手上,買方將金額完整的付給賣方。最大的問題就是原本沒有法律定義誰可以做這件事情,而我查了一些行家的說法,似乎勉強能夠解釋的大概只有兩種:一、信託契約,二、消費寄託契約。(關於契約與義務履行,我實在沒有研究透徹,大家可以上網Google一下。)</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">但實際上發生的事情是,你又只能透過ATM、郵政劃撥、匯款、Kiosk等方式來付款,這樣錢都已經出去了,自然變成是只有銀行、郵局、甚至是便利超商等可以來承擔這個中間人的角色,但實際按照對交易流程上來說,他們卻對這些交易的掌握程度很低。舉例來說,如果你遊戲點數卡儲值遇到問題,你想要跟賣你的便利商店退貨,可行嗎?</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">加上儲值的限制,於是消費必須逐筆逐筆完成付款,而不能使用預先付一筆固定金額並從中逐筆扣除,造成消費上的不便利性。</span><br />
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<b><span style="font-size: large;">產業結構:</span></b><br />
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<span style="font-size: large;">終於跳脫我最不擅長的法律規範了,喔耶!對於我們產業來說,B2C還是最大宗、C2C根本就沒有在我們這個產業上面有很卓越的成效,雖然綠色征途、甚至是世紀大作暗黑破壞神三都有這樣的模式,但說不上有決定性的改變,可是看看8591等寶物交易網站卻又是穩穩在市場佔有一定的地位。</span><br />
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<br />
<blockquote class="tr_bq">
<span style="font-size: large;">這幾年我們看到哪些產業結構的改變呢?</span></blockquote>
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<span style="font-size: large;"><br /></span>
<span style="font-size: large;">1. 行動裝置+信用卡支付的爆發與成熟:</span><br />
<span style="font-size: large;">當人們原本非常仰賴便利商店繳費/支付、或不得以使用超級難用的WebATM時,突然出現另外一種廣受歡迎的消費行為,這使得很多遊戲廠商眼睛一亮,找到一個與如豺狼虎豹的便利商店脫鉤的機會,可惜的是卻得撞上一個更大的鐵板,這一段支付完全被挾制於統制全球手機支付的兩大狠角色Apple與Google手上,想要從他們身上討到一些便宜,可說是非常辛苦。</span><br />
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<br />
<blockquote class="tr_bq">
<span style="font-size: large;">如果我有一個錢包可以用來買酒、刷公車卡又可以用來買遊戲寶物,我會選擇刷卡,還是用這個錢包?玩家:嗯,我也不知道,我還是習慣買點卡(眼神死)</span></blockquote>
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<span style="font-size: large;">2. 跨國際營運收款能力的重要性與需求:</span><br />
<span style="font-size: large;">這之中我們看到幾種現象:第一個是中國營運商跨海營運可以賺到錢的能力,第二個是Apple與Google打開世界的大門,第三個可以從淘寶的例子類推,台灣消費者對於好的產品沒有國籍差別,但是需要支付。</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">這意味著兩個故事:一、台灣廠商一定想要串接國外各種類似的支付,而且這些支付使用起來要一樣方便,希望自己的做出來的那個錢包有很多地方可以花,我相信很多廠商都是瞄準中國大陸龐大的電子商務市場。二、希望國外的這些廠商也知道自己的錢包比台灣其他家的方便,你接我的準沒錯。別說要做到像Apple或Google這麼強大的垂直整合,但至少自己的商業模式可以更活絡一些,把自己的門打造的寬敞舒適一些。</span><br />
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<span style="font-size: large;">3. ARM模型失去自主性,遭受挾制的營運模式:</span><br />
<span style="font-size: large;">如果沒有看懂ARM模型,那我覺得這點你可能會看不懂,請參閱ARM模型一系列文章。總之,以前遊戲廠商的競爭優勢相對國外廠商利害的原因不外乎:一、擁有不錯的遊戲產品留存用戶(Retention),二、藉由玩家想要玩這個產品取得會員(Acquisition),三、最後,透過認證會員資格,給予付費的資格,使其消費(Monetization)受到保障並獲得相對的服務。</span><br />
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<br />
<blockquote class="tr_bq">
<span style="font-size: large;">而到底甚麼發生了?</span></blockquote>
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<span style="font-size: large;"><br /></span>
<span style="font-size: large;">一、會員這個概念濫觴了,以前ID=登入=消費,所有的紀錄都要綁在同一個ID下才能管理。但最後,以User導向來說,Facebook登入取代所有的遊戲登入方式。慘了,Game Data是沒問題,可是那我的消費相關的東西怎麼貫通?怎麼服務?這都要感謝Social Game的閃電進擊。</span><br />
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<span style="font-size: large;">二、消費被綁架了,原本Facebook試圖綁架全球遊戲的金流,失敗了,鞍馬也沒練成,DDDDD舞力全開也沒用。現在付費的管道根本就不在意你遊戲登入用甚麼ID,反正你都得吃我的Apple和Google的IAP,售後服務、金流弊端你自己想辦法。</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">三、所以呢?你握有好產品還活得下去,你只要顧好Retention和K-Factor就好了,你還有飯吃。如果產品普普通通,你想要去搞一些會員來洗,真還不知道洗哪邊,Web Game時代還行,Mobile Game時代似乎不管用,很不幸的連Distribution也被綁架了,這些擁有會員的平台說穿了現在只是一個帳號密碼可能都被忘記的登入服務。</span><br />
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<br />
<blockquote class="tr_bq">
<span style="font-size: large;">於是,現在是被掐頭掐尾,於是開發商崛起,大呼口號:回歸產品本質!!</span><span style="font-size: large;">卻不知道這是一場自欺欺人。我相信沒人是不重視產品本質的...</span><span style="font-size: large;">花了很多錢砸在行銷費用,結果會員是A拿去、消費紀錄與消費者資料都在B手上。</span><span style="font-size: large;"><br /></span><span style="font-size: large;">認清楚這個現實,假設如果好的產品也被外國人都綁架的時候,整個市場就拱手讓給別人來做吧!(咦,好像發生了?)</span></blockquote>
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<span style="font-size: large;">==</span><br />
<span style="font-size: large;">題外話,我認為Crowd Funding也有足以改變遊戲產業部分的結構,但也是受制於信用卡等第三方支付的關係,使得台灣Crowd Funding平台的便利性遠遠輸給美國。另外還有P2P Funding/Loaning 這塊也一塊我覺得很有影響力的市場。</span><br />
<span style="font-size: large;">==</span><br />
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<b><u><span style="font-size: large;">未來應用與市場:</span></u></b><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">我們想要解決的問題是甚麼?</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">1. 最後一哩的收款能力:</span><br />
<span style="font-size: large;">可以期望以後有各式各樣的電子錢包可以來遊戲上面消費,不需要以點數卡的形式存在,然後被便利超商分取大量的獲利。</span><br />
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<span style="font-size: large;">2. 遊戲點數卡本身的多元應用:</span><br />
<span style="font-size: large;">可以期望遊戲點數卡以後可以被更廣泛的被拿去做其他商品的支付,成為遊戲族群用來在網路上消費的其中一種選擇。</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">3. 商業模式上的多元發展:</span><br />
<span style="font-size: large;">除了賺對岸的錢之外,未來應該還有很多有趣的事情會發生。(嘿嘿~不負責任Ending+真心祈禱~逃)</span><br />
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<blockquote class="tr_bq">
<span style="font-size: large;">p.s. 我實在不想拿96年Bill Gates就看到的手機LBS付費來說嘴。我要對現在人innovation的能力抱持更大的希望XD</span></blockquote>
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<span style="font-size: large;"><br /></span>
<span style="font-size: large;">我有一個朋友有一天就說:<b><u>這塊餅真的有那麼大嗎?夠吃嗎</u></b>?</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">我現在來丟一些數字閃光彈、看到你都瞎掉(反正看得到、也不一定吃得到?)</span><br />
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<span style="font-size: large;"><br /></span>
<span style="font-size: large;">根據資策會調查,台灣2012年電子商務總值6,605億元新台幣,其中C2C網拍市場佔2,780億元新台幣。2015年預計總值突破1兆元新台幣。(遊戲產業年總值.....嗯!)</span><br />
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<div>
<span style="font-size: large;">"Global B2C E-Commerce grows at 20% annually, boosting the expansion of online and mobile payment methods." --The Wall Street Journal, July 8, 2013</span><br />
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<span style="font-size: large;">"China Third-party Online Payment Market Hits 1.12 Tn Yuan" --iResearch Aug 12, 2013</span></div>
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<span style="font-size: large;">剩下有一些透過一個叫做China Internet Watch轉貼過來的圖,有興趣自己研究看看吧!</span></div>
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愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com2tag:blogger.com,1999:blog-2304742630321536181.post-31095864190248829662013-08-20T11:56:00.001-07:002013-08-20T12:19:16.049-07:00[遊戲無關]賓妹傳奇 Lost in Boracay<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-DtlZBPdBfAU/UhOqxjriCZI/AAAAAAAADPo/PCJ9-nbq1xU/s1600/861251_4488044284763_228990095_o.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" height="360" src="http://4.bp.blogspot.com/-DtlZBPdBfAU/UhOqxjriCZI/AAAAAAAADPo/PCJ9-nbq1xU/s640/861251_4488044284763_228990095_o.jpg" width="640" /></span></a></div>
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<span style="font-size: large;">我寫這篇的原因是每次有類似的故事在新聞上出現,朋友就會傳連結給我看,但實際上我覺得他們的故事都沒有很屌,我自己的遭遇屌多了,到底是不是這樣你們看完自己判斷。</span><br />
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<span style="font-size: large;">在長灘島某一個晚上,我在一個叫做<a href="http://www.tripadvisor.com.tw/Restaurant_Review-g294260-d3849599-Reviews-Charlh_s_Bar-Boracay_Visayas.html">Charlh's Bar</a>的地方遺失我的iPhone 4S,隔天去詢問所有店員,所有人皆表示沒看到。</span><br />
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<span style="font-size: large;">那天,我們一人大概也付了100-200 Peso的小費,其中一個女生還給一位男服務生500 Peso以上的小費,那個晚上的花費也超過8000多 Peso,當然該付的也沒有少付,而且還很熱情跟他們工作人員一起跳舞、合照。隔天詢問時,自然而然的他很熱心的幫我詢問,我也沒有多疑心,只好聳聳肩繼續旅行。</span><br />
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<span style="font-size: large;">因為工作的關係,從事手機遊戲相關的工作,回國第一天上班就是去買一台iPhone 5,接上Wifi開始用iCloud同步我的資料,每次同步聯絡人隔沒多久又被刪掉,當時正流行<a href="http://www.techbang.com/posts/12561-iphone-address-book-cant-do">聯絡人自動消失</a>的Bug,我也沒多想。有一次無意打開照片串流這個功能,沒想到........</span><br />
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<span style="font-size: large;">在朋友央求下,我暫時就沒關掉這個功能或是換iCloud密碼,陸陸續續每天都有一些照片傳進來,我就很無聊的想一些有的沒有的故事幫她寫一小段貼在Facebook上,女主角我只好命名她叫[<a href="https://www.facebook.com/photo.php?fbid=4532826644294&set=a.1898071497062.2094147.1399885818&type=1&relevant_count=1&ref=nf">麻哩壓</a>],故事大概如下,請大家看圖說故事笑一笑,僅為搏君一笑而已,甚至我還無聊發想了一些電影劇本:</span><br />
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<span style="font-size: large;">當然你以為劇情這樣結束了嗎? 其實麻哩壓的學習能力很強,她接著開始使用我的Instagram等App,並起直接使用我的帳號。</span><br />
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<span style="font-size: large;">當然你會問為什麼你不用Find My iPhone的功能把她鎖起來,其實我做過,但悲劇就發生了。怎麼刪都刪不到她那隻。</span><br />
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<span style="font-size: large;">在這個鬧劇越演越大的同時,我常常被問:那你找到麻哩壓了嗎?</span><br />
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<span style="font-size: large;">答案是肯定的,我有一個朋友無比的細心,仔細看過那天喝酒的照片結果發現......</span><br />
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<span style="font-size: large;">突然我腦袋靈光一閃:對耶!她是我們的Waitress,那天去找手機也有問她啊!! 唉~切心啊!我現在對菲律賓人非常感冒,這個Po文期間又恰巧經歷<a href="http://www.moj.gov.tw/ct.asp?xItem=306186&ctNode=27518">菲國射殺我國漁民事件</a>,對於菲律賓人真的很感冒,何況我當時從馬尼拉轉機到長灘時攜帶機場買的Whiskey,因為拆封就被沒收然後公然索賄80美金,我也很不爽。 原本我對菲律賓人的評價還不錯。好吧!大家看看其他麻哩壓的照片集吧!</span><br />
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<span style="font-size: large;">她兒子超萌,人氣最旺,然後很多人都覺得麻哩壓是Lady-Boy,你覺得呢?你以為故事結束了嗎?最妙的事情是Line的好友建議關聯性導致麻哩壓在有了自己的Line以後,加了我一個十年沒見面的國中同學Line,大家有興趣可以去跟她當當朋友吧!</span><br />
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<span style="font-size: large;">P.S. Charlh's Bar的 Mango Daiquiri很好喝,是用一整顆新鮮的芒果加Rum去調的,另外他的吧檯是半圓形的木頭高腳吧,中間是Live Band表演,非常近、很有臨場感,有機會去長灘島就去喝一杯吧!順便幫我跟麻哩壓打招呼,問問:"Hey! How's the iPhone?"</span><br />
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<span style="font-size: large;"> </span> Ariel's Point @Boracay, a must-go for cliff diving! jump!</div>
<br />愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com7tag:blogger.com,1999:blog-2304742630321536181.post-59029440919687444182013-06-02T09:42:00.001-07:002013-06-03T10:54:38.590-07:00[遊戲開發][演講]ARM模型完結篇@TGADC, June 1st<iframe allowfullscreen="" frameborder="0" height="486" marginheight="0" marginwidth="0" mozallowfullscreen="" scrolling="no" src="http://www.slideshare.net/slideshow/embed_code/22292348?rel=0" style="border-width: 1px 1px 0; border: 1px solid #CCC; margin-bottom: 5px;" webkitallowfullscreen="" width="597"> </iframe> <br />
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<strong> <a href="http://www.slideshare.net/fatality1117/arm-speech-06011300" target="_blank" title="產業分析與ARM模型應用@TGADC, June 2013">產業分析與ARM模型應用@TGADC, June 2013</a> </strong> from <strong><a href="http://www.slideshare.net/fatality1117" target="_blank">小志 黃</a></strong> </div>
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<span style="font-size: large;">ARM有太多可以講了,案例太多、問題太多、解決方法也應每個Case而異,我一直在想到底怎麼替這個主題Ending。今年六月一號,有幸受到徐人強社長的邀請來到Taiwan Game App Developer Community演講,決定一口氣把ARM一次講完。以下我希望分享一些簡報上沒講到的KeyNotes:</span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">捨棄舊式的管理理方式:別再受到營收預估、策略規劃、市場報告數據的迷惑,但這些對於新創事業都沒有幫助,現在誰也沒有辦法準確預估市場。台灣的</span><span lang="EN-US">APP</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">遊戲產業全部都歸納在新創事業裡面,誰也沒有做出穩定的商業模式。</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">全世界包含台灣的手機遊戲都還在早期,明年預估成長更劇烈,可預期依然還是會有很強的新手效應</span><span lang="EN-US"> (Novice Effect)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。台灣成長全球第一,國內市場看好,知道這件事情就夠了,沒有成功的產品一切都是枉然。</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">2011-2012</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年,台灣上市櫃公司合併營收計算,扣除數字科技與育駿,總營收</span><span lang="EN-US">0</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">成長。以代表性幾家遊戲公司的非合併財報</span><span lang="EN-US">[</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">遊戲點數收入</span><span lang="EN-US">]</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">計算</span><span lang="EN-US">2011</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上半年對比</span><span lang="EN-US">2012</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">下半年,推估整體衰退</span><span lang="EN-US">20-30%</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span><span lang="EN-US">(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">排除智冠科技,因為</span><span lang="EN-US">2012</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年上半年有暗黑破壞神這種十年一次的市場大變動</span><span lang="EN-US">)<o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">初創事業失敗的原因:</span><span lang="EN-US"> <o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">『第一個問題在於,人們往往會被一個完善的創業計畫、紮質的經營策略和看似聰明的市場調查所迷惑,因為過去這是成功的指標。有太多人仍然熱衷於將這些指標應用在現在的初創公司</span><span lang="EN-US">(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">事業</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">身上,這樣是行不通的</span><span lang="EN-US">…</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">』</span><span lang="EN-US"><br />
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">『必須要有長期、穩定的經營歷史與風平浪靜的環境這兩個先決條件,企劃與預測才有可能準確無誤,可惜這兩者初創事業都沒有。』</span><span lang="EN-US"><br />
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">『第二個問題是,有些創業者和投資人眼見傳統的管理方式解決不了問題,他們索性雙一攤,加入了做了再說</span><span lang="EN-US">(Just do it)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">學派。這個學派相信,如果管理事問題所在,混亂就是問題的答案。很不幸的我以第一人證的身分告訴大家:第二條路一樣行不通。』</span><span lang="EN-US"> --The Lean Startup by Eric Ries<o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">產業結構、價值鏈改變,角色扮演的職責也改變,以前開發者只要向發行商、或是老闆賣一個美夢就可以生存。現在開發者的老闆是千千萬萬的消費者,已經不能再用以前的『我覺得這樣遊戲才會好玩</span><span lang="EN-US">…</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">』的心態開發產品了,而是必須更直接且數據化的將消費者的反應蒐集分析,擬定成開發方向,證明產品價值。</span><span lang="EN-US"><br />
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這就是</span><span lang="EN-US">ARM</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的用處:找到屬於你的成功之道。</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">ARM</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">是每個人的責任,大至千人以上的企業體、小至</span><span lang="EN-US">indie Developer</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、不分角色</span><span lang="EN-US">PM</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">MKT</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">RD</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">IT</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">ART…</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,</span><span lang="EN-US">ARM</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">都與你們習習相關。例:假如你是一名</span><span lang="EN-US">ART</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,以前的工作環境,你畫完一張圖,主管、</span><span lang="EN-US">PM</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、行銷等同仁會拍拍你的肩膀說:『你畫得好棒喔!</span><span lang="EN-US">Good Job</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">!』</span><span lang="EN-US"><o:p></o:p></span></span></div>
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">真的是</span><span lang="EN-US">Good Job</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">嗎?</span><span lang="EN-US"><o:p></o:p></span></span></div>
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">現在不一樣了,你畫得好不好,都應該是用數據來呈現,這個圖的點擊率高不高呢?甚至是</span><span lang="EN-US">AB Testing</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,這個</span><span lang="EN-US">A</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">圖形和</span><span lang="EN-US">B</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">圖形,多數消費者到底喜歡哪一個?現在不管你是甚麼職業,你都會需要知道消費市場對你工作的反應是如何,你的工作成就感再也不應該來自於主管的一句話,而是市場反應。</span><span lang="EN-US">(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這段是有業界同仁私底下詢問我:那怎麼該讓公司的大家都有這個意識呢?</span><span lang="EN-US">)<o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">開發產品不管是</span><span lang="EN-US">Lean Startup</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的軸轉、或是敏捷開發的</span><span lang="EN-US">PDCA</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,只要是遊戲產品都脫離不了</span><span lang="EN-US">ARM Model</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的檢視,絕對不是老闆和高層的一句話可以決定產品方向,而是真正的數據。</span><span lang="EN-US"><br />
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">真正的老闆永遠是消費者,何況現在的環境,開發商可以很輕易的將產品遞交到消費者手中。</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">ARM</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">模型講求一件事情:顧客終身價值</span><span lang="EN-US">(LTV)></span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">顧客取得成本</span><span lang="EN-US">(UAC)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,藉此確認所提供給消費者的價值存在,並確保獲利。</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">Acquisition</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">講得不只是廣告媒體,講得是用戶取得的方式、過程、技術、美術風格等,一切相關事務,這是遊戲運營上成本控管裡面最重要的一環。講得是檢視你花多少力氣,而實際上得到多少用戶,別把力氣花在不該花的地方,一切都是機會成本。</span><span lang="EN-US"><br />
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">Retention</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">證明產品價值存在與假設正確的指標,玩家可以容忍一直斷線、</span><span lang="EN-US">Bug</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、不穩定的產品,卻沒有辦法容忍一個遊戲無聊、想想暗黑破壞神</span><span lang="EN-US">Error37</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">!</span> <span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果玩家願意一玩再玩你產品,就相對證明一件事情:核心玩法是好玩的、產品是有價值的。反之,你花在多的時間包裝美術、</span><span lang="EN-US">3D</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">動畫、下廣告、請明星都是枉然,這些對於留存玩家是不可能有幫助的。</span><span lang="EN-US"><br />
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Retention</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">不只是留存率這件事情,是玩家願意留下來或是流失的原因,包含玩家喜歡的內容、最常做的事情、流失在哪一環節都是</span><span lang="EN-US">Retention</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個環節應該去改善的。</span><span lang="EN-US"><br />
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">數值都是相對,我沒有辦法跟你說這個數值應該是怎麼樣才最好,那個數值怎樣才會好,唯有你經過假設、實驗,並且比較差異後才能抓出問題、找出事實。</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">Acquisition</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">跟</span><span lang="EN-US">Retention</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">哪個比較難做到?</span><span lang="EN-US"><br />
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">先來說</span><span lang="EN-US">Acquisition</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">好了,它是複雜的流程,難以全盤掌握。舉例來說</span><span lang="EN-US">Luke</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">今天會前跟我說:</span><span style="font-family: "新細明體","serif"; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">『某某遊戲超好玩,快去下載。』</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">於是我回到家、打開電腦</span><span lang="EN-US">Google</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">關鍵字</span><span lang="EN-US">: </span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">某某某</span><span lang="EN-US">, App</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,跑出來一個介紹它的部落格,我順著看完,發現有一個</span><span lang="EN-US">Youtube</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的</span><span lang="EN-US">Trailer</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,於是我點進去看,看完之後,我終於點了</span><span lang="EN-US">youtube</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">影片下面的下載連結,於是我被導到了</span><span lang="EN-US">AppStore</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,這時候我點了下載,輸入帳密之後下載完成,把手機連上電腦</span><span lang="EN-US">iTunes</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">同步</span><span lang="EN-US">…</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span><span lang="EN-US"><br />
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">呼</span><span lang="EN-US">……</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">終於可以玩了!</span><span lang="EN-US"><br />
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">另外一方面</span><span lang="EN-US">Retention</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">相對要做的事情只有兩件,一、提供玩家價值,二、持續延續或提升其價值,看似容易卻是最難做到的。</span><span lang="EN-US"><br />
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">Monetization </span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">就是要從玩家手上得到更多的錢,這件事情不是邪惡的。你們可以很清高的說是要免費提供給玩家一款會感動人心的遊戲,但是你能一直無止盡的提供下去嗎?這些錢你不賺,也是會被其他廠商賺走。如果你是有良心的事業,應該要花更多力氣把該是你的錢搶回來,然後拿這些錢去開發更多優質的內容。邪惡的事情是,你答應了很多事情,最後因為你賺不到錢,倒閉了,不負責任的留下許多想要玩續作的玩家感嘆。</span><span lang="EN-US"><br />
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">別再用</span><span lang="EN-US">ARRPU</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">Pay Rate </span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">等平均值將玩家一以概之,這些數據不是沒有意義,只是往往被用錯地方,</span><span lang="EN-US">ARRPU</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在界定</span><span lang="EN-US">UAC</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">時非常有有用,必經用戶進到遊戲之前是公平的,進入遊戲之後,卻會因為對遊戲的貢獻而不平等。</span><span lang="EN-US"><br />
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">是的,請開始將你的用戶分類,並且不平等的對待他們。沒有理由要給一個只願意花</span><span lang="EN-US">15</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">塊錢搭公車的人,賓士禮車接送這種高級服務。</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">關於</span><span lang="EN-US">K-Factor</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,提出</span><span lang="EN-US">Candy Crush Sage</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">並不是要分析其成功原因,我不相信有人的分析是有意義的,不信你照著做看看會不會成功。我提出的原因是:大家對於這款遊戲的架構熟悉,很適合拿出來當例子,尤其是關於</span><span lang="EN-US">K-Factor</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,畢竟我想全場的人都應該有被要過愛心吧?!</span><span lang="EN-US"><br />
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i</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">與</span><span lang="EN-US">c</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">是兩回事情,</span><span lang="EN-US">i</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">你可以指得是如何刺激你的玩家發送適量的邀請,這到簡單一些,可能給他一些好處就會願意。可是</span><span lang="EN-US">c</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">就複雜很多,為什麼他要同意這個邀請呢?這其中的原因可能不可考,可能是邀請他的是一個正妹,那如果你的邀請沒有附上大頭貼就失敗了,可能是因為這個故事他也覺得有趣、好玩。</span><span lang="EN-US"><br />
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">請問有多少人有收到過</span><span style="font-family: "新細明體","serif"; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">『嘿~我遺失一頭牛了,請幫我找到牠。』這種邀請?你心裡面難道不會覺得:『靠!干我屁事?』<span lang="EN-US"><br />
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</span></span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">請問有多少人有被</span><span lang="EN-US">Line Pop</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">邀請吵醒的經驗?適量這件事也是很重要的,</span><span lang="EN-US">K-Factor</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">會證明這數值。</span><span lang="EN-US"><br />
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">ARM</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">階段性任務,我也以</span><span lang="EN-US">Candy Crush Sage</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">舉例。</span><span lang="EN-US"><br />
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Beta</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">階段,應該只需要證明一個假設:動腦的連三消除加上關卡的核心玩法,即可提供給玩家不一樣的價值。大部分的連三消除都是考驗反應與手眼腦協調速度。這也許在網頁版就已經先被驗證過了。</span><span lang="EN-US"><br />
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Launch</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">階段,加入可愛的小女孩和糖果圖像、愛心能量消耗與邀請補充、</span><span lang="EN-US">Facebook</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">朋友地圖等元素,應該就可以確保</span><span lang="EN-US">Acquisition</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有人願意下載、也有人願意分享。這個階段之所以</span><span lang="EN-US">Retention</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">沒有打勾的原因是因為:這個階段</span><span lang="EN-US">Retention</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">應該要被</span><span lang="EN-US">Fix</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">下來,不能</span><span lang="EN-US">Beta</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">結束之後應該就要改善所有問題,否則</span><span lang="EN-US">Beta</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">完全就白搞了。</span><span lang="EN-US"><br />
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Build Audience</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">階段,這是最難的階段,絕大部分的公司都是失敗在這個階段,請回想</span><span lang="EN-US">DataCo V.S.
CowboyCo</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一圖。這時候要同時做很多事情,你必須把蒐集到的玩家反應建立成很好的用戶取得流程、你必須按完家反映改善內容與提供更多新內容,以留存用戶、必須管理你的社群與病毒感染力藉以自然成長。不然就無法維持在排行榜之上,也無法滿足客戶,這時候客戶就開始流失。</span><span lang="EN-US">ARM</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">早期的加入規劃將可以有效改善你在</span><span lang="EN-US">Build Audience</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">非常重視</span><span lang="EN-US">Scalability</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個階段。</span><span lang="EN-US"><br />
<br />
Maturity</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">階段,最重要的除了消費分析與銷售策略之外,最重要的又回歸到</span><span lang="EN-US">Retention</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,畢竟你的</span><span lang="EN-US">Reach</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">可能已經很廣了、病毒也被免疫了,譬如</span><span lang="EN-US">Luke</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">今天又跟你說:</span><span style="font-family: "新細明體","serif"; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">『我今天開始玩一款超棒的遊戲,叫做暗黑破壞神<span lang="EN-US">III</span>!』<span lang="EN-US"><br />
<br />
</span>你現在聽到會有感覺嗎?你搞不好一、兩年前就聽過了,甚至已經練滿全破所以不玩了。<span lang="EN-US"><br />
<br />
</span></span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但</span><span lang="EN-US">Retention</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">永遠都是重要的,你現在最重要的目的就是保持顧客忠誠度,並誘使持續消費,甚至使其期待下一款產品。</span><span lang="EN-US"><br /></span></span><br />
<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></div>
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<a href="http://4.bp.blogspot.com/-s5EVItagpwM/UazYTUzI1VI/AAAAAAAADMY/q4GkiMKAXJY/s1600/yoda.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://4.bp.blogspot.com/-s5EVItagpwM/UazYTUzI1VI/AAAAAAAADMY/q4GkiMKAXJY/s1600/yoda.JPG" /></a></div>
<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">最後我想要講的事情是星際大戰中<span style="font-family: 新細明體, serif; text-indent: -32px;">『</span>大師尤達如何教會天行者路克使用原力<span style="font-family: 新細明體, serif; text-indent: -32px;">』</span>的橋段,學會舉起石頭之後,尤達大師要天行者路克舉起他墜落的X戰機...<br /></span><br />
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<span style="font-size: large;"><span style="font-family: Wingdings; mso-special-format: bullet;">Ø</span><span style="color: #19426b; font-family: Verdana;">LUKE:
Oh, no. We'll never get it out now. </span></span></div>
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<span style="font-size: large;"><span style="font-family: Wingdings; mso-special-format: bullet;">Ø</span><span style="color: #19426b; font-family: Verdana;">YODA:
So certain are you. Always with you it cannot be done. Hear you nothing that I
say? </span></span></div>
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<span style="font-size: large;"><span style="font-family: Wingdings; mso-special-format: bullet;">Ø</span><span style="color: #19426b; font-family: Verdana;">LUKE:
Master, moving stones around is one thing. This is totally different. </span></span></div>
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<span style="font-size: large;"><span style="font-family: Wingdings; mso-special-format: bullet;">Ø</span><span style="color: #19426b; font-family: Verdana;">YODA:
No! No different! Only different in your mind. You must unlearn what you have
learned. </span></span></div>
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<span style="font-size: large;"><span style="font-family: Wingdings; mso-special-format: bullet;">Ø</span><span style="color: #19426b; font-family: Verdana;">LUKE:
All right, I'll give it a try. </span></span></div>
<span style="font-size: large;"><span style="color: #19426b; font-family: Verdana;">YODA:
No! Try not. </span><span style="color: #19426b; font-family: Verdana; font-weight: bold;">Do. Or do not. There is no try</span><br /><br />事情在你先在心裡面產生了改變,所以你無法做到,拋棄那些你已經會的、那些會形成你的成見。如果你現在還以為ARM是要很大的工程、或是你以前的作法才是對的,那你永遠也做不到,如果你認為它是只能幫助你舉起小石頭,那你也永遠沒有辦法舉起你的X戰機成為絕地武士。<br /><br />ARM是不管現在你是小開發商或是大企業都應該運用的方法。<br /><br />願原力與你同在!</span><br />
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相關文章:<br />
<a href="http://edwardgame.blogspot.tw/2012/10/arm.html">[遊戲開發][閱讀心得]半路出家的遊戲人- ARM模型(一)</a><br />
<a href="http://edwardgame.blogspot.tw/2013/01/arm.html">[遊戲開發][閱讀心得]ARM模型(二) 關於留存率、流失率、生命週期的那檔兒事</a><br />
<a href="http://edwardgame.blogspot.tw/2013/04/arm.html">[遊戲開發][閱讀心得]ARM模型(三) 最後一步:淘金,關於賺第一桶金的問題</a></div>
愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-3191973472889287572013-04-23T02:41:00.001-07:002013-04-23T04:01:03.456-07:00[遊戲開發][閱讀心得]ARM模型(三) 最後一步:淘金,關於賺第一桶金的問題<br />
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<a href="http://1.bp.blogspot.com/-71hH8fZbMW4/UXZWpgSPWSI/AAAAAAAADHU/7SPeVoZ0rhI/s1600/ColoradoGoldRush1859.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="424" src="http://1.bp.blogspot.com/-71hH8fZbMW4/UXZWpgSPWSI/AAAAAAAADHU/7SPeVoZ0rhI/s640/ColoradoGoldRush1859.jpg" width="640" /></a></div>
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<span style="font-size: large;">今天這篇文章會是這個系列最後一篇,我希望這個ARM的模型架構能夠給予大家設計/營運遊戲時的一些新的啟發。截至目前幾乎所有遊戲相關的Business Model, ARM模型都是最核心應該要檢視的流程。還沒有看過這系列文章的讀者,我強烈建議必須依序閱讀完下列文章再讀此篇:</span><br />
<span style="font-size: large;"><a href="http://edwardgame.blogspot.tw/2012/10/arm.html">[遊戲開發][閱讀心得]半路出家的遊戲人- ARM模型(一)</a></span><br />
<span style="font-size: large;"><a href="http://edwardgame.blogspot.tw/2013/01/arm.html">[遊戲開發][閱讀心得]ARM模型(二) 關於留存率、流失率、生命週期的那檔兒事</a></span><br />
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<span style="font-size: large;">當然大家會說:「Monetization這有甚麼好講的?」</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">不就是「<strike>逼迫</strike>誘導消費者掏錢出來嗎?」講完了,結束!</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">好吧!如果你認為是這麼一回事,那我今天的演講到此完畢,謝謝大家!</span><br />
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<span style="font-size: large;">如果你現在手邊工作不多,或是恰巧有些空,我希望你可以花點時間聽聽Josh Williams, Kontagent在2012 Casual Connect演講的影片,雖然他全部都是英文,但我想會對你受益無窮。他所講的主題是Data-Driven Game Dev,裡面闡述著數據化開發與ARM模型一體的兩面。(<a href="http://casualconnect.org/lectures/monetization/acquisition-retention-monetization-josh-williams/">連結</a>)</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">數據化這件事情如果沒有ARM模型所支持的時候是很危險的事情,這就像是一個改車的飆仔少年,只顧著把最高時速衝高,犧牲了穩定性和持續性。最後原本一台很帥氣的勁戰150噴射引擎版,卻只能跑6個月就報銷了。</span><br />
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<span style="font-size: large;">身為營運人員的你,是否有一早進辦公室就被劈頭問「昨天營收多少?」、「昨天營人數怎麼樣?」、「昨天那包賣得好嗎?」等諸多問題使你不勝其擾,但這又是你的Daily Job Description,你甩也甩不掉? 啊,不好意思,我又多問了一個問題。</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">你難道沒有質疑過:「我回答完這些問題之後呢?有改變什麼嗎?」</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">我這邊要引用一個Mike Sego, CEO of Gaia說的一個故事:</span><br />
<span style="font-size: large;">Mike有一天去滑雪,教練就跟他說:『你的滑雪板會往你眼睛注視處去。』</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Mike表示這跟數據分析和遊戲開發一樣,你一直看著某一個數據,你的遊戲就會往那個數據顯示的地方前進。意味著如果你盯著跟獲利相關的數據一直看,你遊戲的獲利相關數據會變好。但是,這有另外一面,也許像是用戶參與度會下降、留存率會受到波動、病毒擴散會趨於緩和,這些你卻沒有注意到。</span><br />
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<a href="http://1.bp.blogspot.com/-3YznrfVk_mc/UXZYwnn0HcI/AAAAAAAADHk/xrR18hPYX_s/s1600/ARM.PNG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="470" src="http://1.bp.blogspot.com/-3YznrfVk_mc/UXZYwnn0HcI/AAAAAAAADHk/xrR18hPYX_s/s640/ARM.PNG" width="640" /></a></div>
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<span style="font-size: large;">最後他說:「知道甚麼時候去看對的數字並且試著最佳化很重要。」</span><br />
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<span style="font-size: large;">常常有人問我:「小愛,那你覺得我們現在該怎麼改變?」</span><br />
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<span style="font-size: large;">數字應該會給你答案,但你有沒有問對數字?是在對的時候問嗎?</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">我再問一遍,你有沒有問對數字嗎?是在對的時候問嗎?</span><br />
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<span style="font-size: large;">我們重新複習一下真正的營收獲利公式:</span><br />
<span style="font-size: large;"><br /><i>營收(Revenue)=人數(Users)×付費比例(Pay Rate)×平均貢獻金額(ARPPU)</i></span><br />
<span style="font-size: large;">所以,沒錯阿!那剛剛問的問題都問對啦!不不不…這個公式你得要用ARM架構分析之後,你才能得到真正的公式。</span><br />
<span style="font-size: large;"><br /><i>人數(Users)=(新取得用戶)+留存用戶</i></span><br />
<span style="font-size: large;"><i><br />人數(Users)=(自然成長用戶+病毒傳染用戶+付費取得用戶)+留存用戶</i></span><br />
<span style="font-size: large;"><i><br />病毒傳染用戶=上個月用戶×病毒擴散率(K Factor)</i></span><br />
<span style="font-size: large;"><i><br />病毒擴散率(K Factor)=用戶送出邀請的比例×收到邀請的轉換率</i></span><br />
<span style="font-size: large;"><i><br />付費取得用戶=Impressions×CTR×CVR≤用戶終身價值(ULV)</i></span><br />
<span style="font-size: large;"><i><br />自然用戶=免費資源導入漏斗+上天燒香拜拜囉!</i></span><br />
<span style="font-size: large;"><i><br />留存用戶=上個月用戶×月留存率</i></span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">這樣也只是溫習了Acquisition和Retention那兩檔兒事,那關於付費這件事情呢? 我用掏金這件事情在解釋的原因也在這裡,大家想想看掏金這們行業的商業模型是甚麼?</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">把好多的沙礫放入篩子最後掏選出含有金屬質地的部分,90%可能都是矽這種沒有屁用的東西。最後的10%裡面,又可能有9%的金屬屬於低價值的銅、鉻,最後1%才是金、銀等高價值的貴金屬。</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">所以在ARM的架構中,你應該要問的是,這些人到底是誰?我該怎麼樣從用戶取得(Acquisition)就找到這樣的人,並且不斷的留存(Retain)這些人,進而讓他們付費。首先你必須開始分類你取得的金屬(用戶),並且分析他們的價值與屬性。</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">「只要會付錢的貓就是好貓?」我可以想像你一臉疑惑著看著我。</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">當然不是,我講一個我自身的例子,曾經我做過一款產品,我試著導入這樣的想法,找到一個測試的市場,市場環境的條件不錯。不過老闆在上品上架的第二天就問我:「甚麼時候要打廣告?要做廣宣?」</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">我說:「現在的留存狀況非常不好,幾乎每天都流失一半以上的會員。」</span><br />
<span style="font-size: large;">那時候的狀況是這樣的,改版的導入狀況很好,大概一天可以衝個3000到9000不等,如果沒有改版,每天新增的人數約莫是200,每天流失的人數比200還多,於是人數越來越少。我們試著針對Retention調整,解決穩定性,增加遊戲黏著度,並適度的調整商業模式提高留存下來的少數會員的終身價值。</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">老闆這時候就說:「你現在該開始要做營收活動了!」</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">但在穩定度不足的狀況下我們頻頻遇到玩家付費上的問題,被玩家罵得狗血淋頭,被玩家罵完之後,被淋狗血的頭再被老闆罵一次。</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">所以到底哪些時間、該看哪些數據呢? 我們下回分解。(咦!?不是說最後一篇了!!)</span>愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-29427028904391142042013-01-28T03:15:00.000-08:002013-01-28T03:23:25.878-08:00[遊戲開發][閱讀心得]ARM模型(二) 關於留存率、流失率、生命週期的那檔兒事<br />
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<a href="http://3.bp.blogspot.com/-H5VoOMEYqQg/UQZcinudjWI/AAAAAAAADGI/huCFZmZGMiA/s1600/acquisition-vs-retention.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" height="502" src="http://3.bp.blogspot.com/-H5VoOMEYqQg/UQZcinudjWI/AAAAAAAADGI/huCFZmZGMiA/s640/acquisition-vs-retention.png" width="640" /></span></a></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">前一陣子公務繁忙,開了許多空頭支票,最近會趁著過年這段期間慢慢補齊,文章接下來會先把</span><span lang="EN-US">ARM</span><span style="font-family: 新細明體, serif;">模型寫完,接下來應該會想寫一篇</span><span lang="EN-US">2012</span><span style="font-family: 新細明體, serif;">年的</span><span lang="EN-US">Review</span><span style="font-family: 新細明體, serif;">,切入點應該會以產品營收、商業模型、基本財務分析為主。</span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">今天我又想要講講</span><span lang="EN-US">Nicholas Lovell</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所提出來的</span><span lang="EN-US">ARM</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">模型中</span><span lang="EN-US">R</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的部分,也就是</span><span lang="EN-US">Retention(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">留存率</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,繼上一次講到</span><span lang="EN-US">Awareness</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的部分</span><span lang="EN-US">(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">請參考:</span><span lang="EN-US"><a href="http://edwardgame.blogspot.tw/2012/10/arm.html">[<span lang="EN-US" style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span lang="EN-US">遊戲開發</span></span>][<span lang="EN-US" style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span lang="EN-US">閱讀心得</span></span>]<span lang="EN-US" style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span lang="EN-US">半路出家的遊戲人-</span></span> ARM<span lang="EN-US" style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span lang="EN-US">模型</span></span>(<span lang="EN-US" style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span lang="EN-US">一</span></span>)</a></span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一文</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,今天緊接著講一些關於</span><span lang="EN-US">Retention</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">真正的內涵與精神。</span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">要講</span><span lang="EN-US">Retention(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">留存率</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這件事情,這計算方式眾說紛紜,到底要怎麼樣計算才有參考價值?這個問題,也是我心中疑惑很久的問題,在面試某外國知名大廠時,不斷被對方的營運總監問到</span><span lang="EN-US">Retention</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">等數據追蹤相關的題組,面試到最後也沒有很明顯的答案,於是我趁著最後問問題的機會反問:</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">「關於剛剛</span><span lang="EN-US">Retention</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">的算法,請問怎麼算才對?換做是你,你會怎麼算?」</span></span></div>
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<span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-size: large;">對方對我笑了笑,她提出了兩個概念我到現在還是非常受用:</span></span></div>
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</span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">沒有絕對的衡量方式,數據研究的意義在於研究出相關性最高的,所以剛剛那些題組每個都有不同適合用來檢視的數據。</span></span></div>
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</span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">單就</span><span lang="EN-US">Retention</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而論,最重要的核心概念就是打卡</span><span lang="EN-US">(Check box)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的概念,在兩個相同固定時間都有打卡</span><span lang="EN-US">(Check)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">就算是留存會員。舉例來說:這一週打過一次勾、下一週也打過一次勾,那我們就算是</span><span lang="EN-US">Weekly</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的留存會員。</span></span></div>
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<span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-size: large;">現在通常大家都會計算幾種不同的留存率、流失率、生命周期等:</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US">1.
</span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">按時間計算:前</span><span lang="EN-US">7</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">天內、第</span><span lang="EN-US">8-14</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">天內、第</span><span lang="EN-US">15</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">天</span><span lang="EN-US">-28</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">天內,以此類推。這種方式會是以指定日期的</span><span lang="EN-US">Unique Login Users</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">追蹤有多少比例在該期間內有再進行打卡</span><span lang="EN-US">(Check)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個動作。</span><span lang="EN-US">EX: 7/1 </span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">登入</span><span lang="EN-US">100</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個帳號,在</span><span lang="EN-US">7/2-7/8</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有</span><span lang="EN-US">80</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個再次登入,那麼前</span><span lang="EN-US">7</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">天,留存率即為</span><span lang="EN-US">80%</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,以此類推。有些計算方式會有複數條件,譬如說系統設計方式是必須滿足</span><span lang="EN-US">[</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">前</span><span lang="EN-US">7</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">天內留存用戶</span><span lang="EN-US">]</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,才會納入</span><span lang="EN-US">[</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">第</span><span lang="EN-US">8-14</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">天內</span><span lang="EN-US">]</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的計算,意即需要打兩次卡。兩者之間各有優缺,沒有一定的對錯,大家可以想想看差在哪邊。這些數據通常是重要的營運指標,實際上的應用範圍與核心精神在於檢視遊戲各種短期內變動對玩家行為的影響,舉例來說:各種週期性活動舉辦後是否能刺激提昇玩家留存、或是內容改版後的影響等等。</span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US">2.
</span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">因應特殊需求產生:遊戲上線前幾天留存率、長週期留存率、特定族群留存率。這部分因為分析的需求不同,常常也會產生一些非常態的需求。這些數據之中有一種週期是很重要的指標,</span><span lang="EN-US">Monthly Retention</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,意即當月留存率,定義:第一個月的</span><span lang="EN-US">Unique
Login Users</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在第二個月還有多少</span><span lang="EN-US">%</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的人登入。應用範圍在於快速推估生命週期,如何檢視生命週期呢?晚點揭曉。</span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US">3.
</span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">流失率 = </span><span lang="EN-US">1-</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">留存率,相當簡單。</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US">4.
</span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">生命週期 = </span><span lang="EN-US" style="font-family: Calibri, sans-serif;">1/</span><span style="font-family: 新細明體, serif;">流失率</span><span lang="EN-US" style="font-family: Calibri, sans-serif;"> X </span><span style="font-family: 新細明體, serif;">單位時間</span></span></div>
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<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">舉例來說,如果第一個月有</span><span lang="EN-US">100</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個玩家,這</span><span lang="EN-US">100</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個玩家當中有</span><span lang="EN-US">80</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個玩家在第二個月仍然有上來玩遊戲。留存率</span><span lang="EN-US">=80%</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、流失率</span><span lang="EN-US">=20%</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、玩家的平均生命週期</span><span lang="EN-US">=5</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個月。</span></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">知道生命週期是很重要的一件事情,你會知道導入人口消退速度、你會知道這樣的</span><span lang="EN-US">Gameplay</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">與內容足以支撐多久、你會知道營收延續或衰退。最重要的是:找到新的客戶的手續非常的複雜,從各渠道倒入到實際上的消費的關係錯縱複雜,但是從消費人口中滿足客戶需求進而留存客戶之道卻是明確的。</span><span lang="EN-US">(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我說的是明確,並不是簡單。可以參考上圖,哈哈哈。</span><span lang="EN-US">)</span></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我原本想要花一些篇幅寫寫遊戲中應該設計甚麼樣的機制去留存客戶,這種五花八門,有人會說要做每日登入送、有人會說要做一個寶箱可以定時去領取、有人會說就抄</span><span lang="EN-US">Line Pop</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的愛心、或是學中國大陸遊戲內建機智問答等等。這些可以是對的、也可以是錯的。我只有一個答案:</span><span lang="EN-US">1</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">種好的方法、抵過</span><span lang="EN-US">10</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">種爛方法,而找尋答案的方式就是企劃、測試、數據分析、改善的一個</span><span lang="EN-US">PDCA</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">過程。</span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">下一篇我會寫整個</span><span lang="EN-US">ARM</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">模型完成之後,應該要能做到的效果就是檢視整個</span><span lang="EN-US">Customer Lifetime Value(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">顧客終身價值</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">與</span><span lang="EN-US">User Acquisition Cost(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">用戶取得成本</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的概念,當作這系列議題的</span><span lang="EN-US">Ending</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span></span></div>
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延伸閱讀:<br />
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<a href="http://www.gamesbrief.com/2011/11/retention-rate-churn-and-duration/">RETENTION RATE, CHURN AND DURATION</a></div>
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愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com3tag:blogger.com,1999:blog-2304742630321536181.post-71527380050292351732012-10-21T16:25:00.001-07:002012-10-21T19:17:09.264-07:00[遊戲開發][演講心得]敏捷開發Agile Scrum的核心精神<div class="separator" style="clear: both; text-align: center;">
<a href="http://newsimg.bbc.co.uk/media/images/44181000/jpg/_44181384_eng_sa_scrum416.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Arial, Helvetica, sans-serif;"><img border="0" src="http://newsimg.bbc.co.uk/media/images/44181000/jpg/_44181384_eng_sa_scrum416.jpg" /></span></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">This is the spirit of Scrum</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 13.5pt;">昨天很開心的去上了</span><span lang="EN-US"><a href="http://www.scrumalliance.org/profiles/70813-tehsin-maxwell-peng"><span style="font-size: 13.5pt;">Maxwell
Peng</span></a></span><span style="font-size: 13.5pt;">的敏捷開發<span lang="EN-US" style="font-size: 13.5pt;">Agile
Scrum</span><span style="font-size: 13.5pt;">課程,總共六小時,聽起來很長可是我還是意猶未盡想要多深入實作幾次。關於</span><span lang="EN-US" style="font-size: 13.5pt;">Scrum</span><span style="font-size: 13.5pt;">到底是甚麼?</span><span style="font-size: 13.5pt;"> </span><span style="font-size: 13.5pt;">這我想了很多次,剛好</span><span lang="EN-US" style="font-size: 13.5pt;">Maxwell</span><span style="font-size: 13.5pt;">課程一開始就點名我,於是我就下了這樣的註解,希望這個個人的註解有助於各位了解</span><span lang="EN-US" style="font-size: 13.5pt;">Scrum</span><span style="font-size: 13.5pt;">的精神:</span></span><span lang="EN-US" style="font-size: 13.5pt;"><o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 13.5pt;">『</span><span lang="EN-US" style="font-size: 13.5pt;">Scrum</span><span style="font-size: 13.5pt;">源自於橄欖球</span><span lang="EN-US" style="font-size: 13.5pt;">(</span><span style="font-size: 13.5pt;">上圖</span><span lang="EN-US" style="font-size: 13.5pt;">)</span><span style="font-size: 13.5pt;">的陣行,想像一下橄欖球的打法,有一位四分衛負責調度人員配合教練下達的戰術,每結束一次</span><span lang="EN-US" style="font-size: 13.5pt;">10</span><span style="font-size: 13.5pt;">碼推進就會再重新由四分衛與團隊溝通重新調整再往目標前進。』</span></span></div>
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<a name='more'></a><span style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">基本上這就是</span><span lang="EN-US" style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">Scrum</span><span style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">的精神。當然另外一個重要的精神就是<b>確立團隊目標-把球帶到對岸達陣</b>。另外還有一個重點就是<b>因應環境</b></span><b style="font-family: Arial, Helvetica, sans-serif;"><span lang="EN-US" style="font-size: 13.5pt;">(</span></b><b style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 13.5pt;">對手</span></b><b style="font-family: Arial, Helvetica, sans-serif;"><span lang="EN-US" style="font-size: 13.5pt;">)</span></b><b style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 13.5pt;">而適時的改變</span></b><span style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">戰術,</span><span lang="EN-US" style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">Scrum</span><span style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">團隊裡面擔任假想敵</span><span lang="EN-US" style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">(</span><span style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">對手</span><span lang="EN-US" style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">)</span><span style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">角色的人就是</span><span lang="EN-US" style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">Stakeholders(</span><span style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">下圖會一一解釋</span><span lang="EN-US" style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">Scrum</span><span style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">團隊內外的角色扮演</span><span lang="EN-US" style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">)</span><span style="font-family: Arial, Helvetica, sans-serif; font-size: 13.5pt;">。</span></div>
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<a href="https://fbcdn-sphotos-e-a.akamaihd.net/hphotos-ak-prn1/559364_3792402574155_1310942787_n.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Arial, Helvetica, sans-serif;"><img border="0" height="480" src="https://fbcdn-sphotos-e-a.akamaihd.net/hphotos-ak-prn1/559364_3792402574155_1310942787_n.jpg" width="640" /></span></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Agile Game Development with Scrum(Clinton Keith) Figure 3.5</span></div>
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<span lang="EN-US" style="font-size: 13.5pt;">Scrum</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">團隊裡面主要有三個重要的角色:</span><span lang="EN-US" style="font-size: 13.5pt;"><o:p></o:p></span></div>
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</span></span><!--[endif]--><span lang="EN-US" style="font-size: 13.5pt;">Scrum
Master(</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">此後簡稱會</span><span lang="EN-US" style="font-size: 13.5pt;">SM)<o:p></o:p></span></div>
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</span></span><!--[endif]--><span lang="EN-US" style="font-size: 13.5pt;">Product
Owner(</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">此後簡稱為</span><span lang="EN-US" style="font-size: 13.5pt;">PO)<o:p></o:p></span></div>
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Team(</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">泛指程式開發、美術、企劃等實際參與的</span><span lang="EN-US" style="font-size: 13.5pt;">RD</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">人員</span><span lang="EN-US" style="font-size: 13.5pt;">)<o:p></o:p></span></div>
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<span style="font-family: 新細明體, serif; font-size: 13.5pt;">外部也有三個重要的角色:</span><span lang="EN-US" style="font-size: 13.5pt;"><o:p></o:p></span></div>
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</span></span><!--[endif]--><span lang="EN-US" style="font-size: 13.5pt;">Executives
</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">老闆們</span><span lang="EN-US" style="font-size: 13.5pt;"><o:p></o:p></span></div>
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</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">負責發行的製作人</span><span lang="EN-US" style="font-size: 13.5pt;"><o:p></o:p></span></div>
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<span lang="EN-US" style="font-size: 13.5pt;">(</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">以上兩者稱之為</span><span lang="EN-US" style="font-size: 13.5pt;">Stakeholders)<o:p></o:p></span></div>
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</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">消費者</span><span lang="EN-US" style="font-size: 13.5pt;"><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以橄欖球來說,</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">SM</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">就是四分衛,</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">PO</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">是教練,</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Team</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">就是每個球員,</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Stakeholders</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">就是球隊老闆,</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Customers</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">就是球迷。</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這邊有一個小細節也是大重點,那跟一般的專案管理有甚麼不同?</span><span style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"> <span lang="EN-US">S<b>M</b></span></span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><b>是團的一員,不是老闆或主管</b>。他的角色在於鼓勵球員並提振士氣、洞悉問題並鼓勵隊員提出問題、最後檢討並且改進,最後的最後就是<b>達陣</b>。另外</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">SM</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">也代表團隊與教練溝通設法找出可執行方案,當團隊表現不佳、或是老闆有不合理要求,要代表團隊表達問題的所在,並請</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Stakeholders</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">給予合理的資源與相對期望。</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">PO</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的角色則是清楚的了解到</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Return
of Investment(ROI)</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,獲得報酬除以投入資源,以籃球為例教練也可以下達極致的人釘人戰術,防禦的壓迫能力會提高,但很可能大量消耗球員的體力,導致後其體力不支。這就是</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">PO</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">要決定的事情。決定該做甚麼、甚麼先做並隨著每個</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Scrum</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">重新安排新的</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Priority</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">岔開話題</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">3</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分鐘,我認為</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Scrum</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有一個很重要的概念在橄欖球中比較抽象的就是</span><b><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">TimeBox</span></b><b><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">時間盒</span></b><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。這個概念用籃球來想比較簡單,五名球員,一節</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">12</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分鐘、每次球換手即必須在</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">24</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">秒內進攻。這個概念就是要讓產出得以評估量化,不信我提一個問題:</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">『假設雙方命中率都是</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">100%</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,每次進攻都使用</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">24</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">秒,請問一節可以得幾分?』</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><o:p></o:p></span></div>
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<span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">12 x 60 / 24 = 30</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分(每球1分的話)</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><o:p></o:p></span></div>
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<span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個就是時間和的概念,<b>固定時間與人力,基本上能夠產量是比較容易評估的</b>,當然會因為團員的努力程度</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">/</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">天分</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">/</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">工作態度</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">/</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">生理狀況等等有所差異,這也是為什麼需要</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Scrum Master</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的原因,確保團員對於這些問題都能夠正視、面對、改進。</span><b><span style="font-family: 新細明體, serif; font-size: 13.5pt;">以實際開發周期來說一個</span><span lang="EN-US" style="font-size: 13.5pt;">Sprint(10</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">碼推進概念</span><span lang="EN-US" style="font-size: 13.5pt;">)</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">的</span><span lang="EN-US" style="font-size: 13.5pt;">TimeBox</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">約為</span><span lang="EN-US" style="font-size: 13.5pt;">2-4</span></b><span style="font-family: 新細明體, serif; font-size: 13.5pt;"><b>週,整個專案也會化成好幾個時盒間。</b></span></div>
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<a href="https://fbcdn-sphotos-b-a.akamaihd.net/hphotos-ak-ash3/525063_3792540137594_1388176308_n.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://fbcdn-sphotos-b-a.akamaihd.net/hphotos-ak-ash3/525063_3792540137594_1388176308_n.jpg" width="480" /></a></div>
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<span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;">Agile Game Development with Scrum(Clinton Keith) Figure 3.4</span></span></div>
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<span style="font-family: 新細明體, serif; font-size: 13.5pt;">回到角色扮演,這裡面擔任假想敵的就是</span><span lang="EN-US" style="font-size: 13.5pt;">Stakeholder</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">,他們會一直不斷加入新的</span><span lang="EN-US" style="font-size: 13.5pt;">idea</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">、要求更高的品質、追求更高的效率等等左右團隊的前進。透過每個時間和結束後</span><span lang="EN-US" style="font-size: 13.5pt;">Review</span><span style="font-family: 新細明體, serif; font-size: 13.5pt;">的方式,團隊得以跟所有人(含老闆)溝通一次、確認目標、檢討改進。</span></div>
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<span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這次課程還有好多精采的內容像是</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Planning Poker</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Product Backlog Items</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">User
Story</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Burndown Chart</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Retrospective</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">等,有興趣的可以先</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Google</span><span style="font-family: "新細明體","serif"; font-size: 13.5pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">看看,以後有機會再分享我的心得。</span><span lang="EN-US" style="font-size: 13.5pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><o:p></o:p></span></div>
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<br />愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com3tag:blogger.com,1999:blog-2304742630321536181.post-42444058410041831222012-10-10T11:40:00.001-07:002012-10-11T09:53:00.933-07:00[遊戲開發][閱讀心得]半路出家的遊戲人- ARM模型(一)<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-mt64fj1BiMs/UHWjM9jipjI/AAAAAAAADB4/wuUVaRuzxAI/s1600/545611_452978444745767_106997412_n.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://4.bp.blogspot.com/-mt64fj1BiMs/UHWjM9jipjI/AAAAAAAADB4/wuUVaRuzxAI/s1600/545611_452978444745767_106997412_n.jpg" /></span></a></div>
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<a href="https://www.facebook.com/VERNAverna"><span style="font-size: large;">她到底是誰?</span></a></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;"><a href="http://edwardgame.blogspot.tw/2012/10/blog-post.html">續前文</a>,其實我一直想要寫寫</span><span lang="EN-US">ARM</span><span style="font-family: 新細明體, serif;">模型,趁著半路在半路叛逃的預熱分享會中提到這玩意兒,我也忍不住技癢也來發表我的看法。</span></span><span style="font-size: large;">ARM</span><span style="font-family: 新細明體, serif; font-size: large;">這個模型是一個再簡單不過的</span><span lang="EN-US" style="font-size: large;">idea<span style="font-family: 新細明體, serif;">,</span></span><span style="font-family: 新細明體, serif; font-size: large;">由</span><span lang="EN-US" style="font-size: large;">Nicholas
Lovell</span><span style="font-family: 新細明體, serif; font-size: large;">所提出,他是一位知名的遊戲產業顧問,也是一位國外的知名部落客,在當西方一面倒的抨擊</span><span lang="EN-US" style="font-size: large;">Free to Play(F2P)</span><span style="font-family: 新細明體, serif; font-size: large;">的邪惡時,他是少數站出來分析</span><span lang="EN-US" style="font-size: large;">F2P</span><span style="font-family: 新細明體, serif; font-size: large;">優缺的產業人之一,他提出了一個很簡單的模型供</span><span lang="EN-US" style="font-size: large;">F2P</span><span style="font-family: 新細明體, serif; font-size: large;">遊戲設計者參考,這個模型被稱之為</span><span lang="EN-US" style="font-size: large;">ARM</span><span style="font-family: 新細明體, serif; font-size: large;">。</span><span lang="EN-US" style="font-size: large;">(</span><span style="font-family: 新細明體, serif; font-size: large;">詳情可參考原文:</span><span lang="EN-US" style="font-size: large;"><a href="http://www.gamesbrief.com/2010/11/arm-yourself-in-a-post-viral-world/">http://www.gamesbrief.com/2010/11/arm-yourself-in-a-post-viral-world/</a></span><span lang="EN-US" style="font-size: large;">)</span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所謂的</span><span lang="EN-US">ARM</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">模型就是</span><span lang="EN-US">Acquisition(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">用戶取得</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">Retention(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">用戶留存</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">Monetization(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">經濟來源</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。首先我要申明一個,以下的解釋純粹是我個人針對</span><span lang="EN-US">ARM</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的見解,如果想要知道原著者的概念請參考其原文。</span><span lang="EN-US"><o:p></o:p></span><b><span style="font-family: 新細明體, serif;">接下來我想用</span><span lang="EN-US">ARM</span><span style="font-family: 新細明體, serif;">模型來解說半路這本書中對於</span><span lang="EN-US">App</span><span style="font-family: 新細明體, serif;">的見解。(如果你還沒有聽過半路對於</span></b><b><span lang="EN-US">ARM</span></b><b><span style="font-family: 新細明體, serif;">的分享,請<a href="https://speakerdeck.com/u/halflucifer/p/ban-lu-pan-tao-zhi-you-xi-appmo-yao-xue">點擊這裡</a>。)</span></b></span></div>
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<span style="font-size: large;"><b><u><span lang="EN-US">Acquisition</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">不完全等於行銷</span></u></b><span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">對於遊戲產業來說,行銷是一個非常簡單概念,在某種管道</span><span lang="EN-US">(Channel)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">透過一種媒體</span><span lang="EN-US">(Media)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">散播一種訊息</span><span lang="EN-US">(Message)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,這個訊息就是:</span><span style="font-family: "新細明體","serif"; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">『</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">來玩我的遊戲吧!</span><span style="font-family: "新細明體","serif"; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">』</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而對於遊戲來說,如何建構這個策略?對我來說答案只有一個</span><span lang="EN-US">Conversion
Funnel(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">轉換漏斗</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,轉換漏斗是甚麼?我引用幾個圖片來解釋比較快,請參考下圖:</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上圖左將這個漏斗按消費者心理去解析,切割成四個步驟</span><span lang="EN-US">Awareness(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">知曉</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">Interest(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">興趣</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">Desire(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">慾望</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">Action(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">行動</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。如果是對照網路行銷可以用很多簡單的方式來檢核這些事情。</span><span lang="EN-US">Awareness</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的檢核點就是</span><span lang="EN-US">Impression</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">Interest</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的檢核點就是看到廣告素材之後的點擊率</span><span lang="EN-US">Click Though Rate(CTR)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、而</span><span lang="EN-US">Desire</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的檢核點則是點擊之後看到你真正產品的跳出率</span><span lang="EN-US">/</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">轉換率</span><span lang="EN-US">(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我認為</span><span lang="EN-US">Desire</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">是最難檢核的</span><span lang="EN-US">)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、最後</span><span lang="EN-US">Action</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的檢核點就是實際轉換成功的活躍會員</span><span lang="EN-US">/</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">付費會員。</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">可惜對於</span><span lang="EN-US">F2P</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的遊戲來說,我們</span><span lang="EN-US">Conversion
Funnel</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的最終點只能到達</span><span lang="EN-US">Acquisition</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而非</span><span lang="EN-US">Purchase</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,行銷到這裡就算是停了,剩下只能交給營運</span><span lang="EN-US">(Operation)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">與遊戲設計</span><span lang="EN-US">(Game Design)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">本身了。</span><span style="font-family: 新細明體, serif;">上圖右邊的模型已經將漏斗中的訊息</span><span lang="EN-US" style="font-family: Calibri, sans-serif;">(Message)</span><span style="font-family: 新細明體, serif;">切個出來了,而探討另外一個層面的漏斗我們則可以按照管道</span><span lang="EN-US" style="font-family: Calibri, sans-serif;">(Channel)</span><span style="font-family: 新細明體, serif;">切成數個區塊,下圖簡單的切成幾塊,當然按照你的行銷策略所投放的管道應該有所調整。</span></span></div>
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<a href="http://3.bp.blogspot.com/-Tsv4RIzgoqw/UHWzixwmsxI/AAAAAAAADDQ/d3rjxgpEwuU/s1600/Funnel2.PNG" imageanchor="1" style="margin-left: 1em; margin-right: 1em; text-align: center;"><span style="font-size: large;"><img border="0" src="http://3.bp.blogspot.com/-Tsv4RIzgoqw/UHWzixwmsxI/AAAAAAAADDQ/d3rjxgpEwuU/s1600/Funnel2.PNG" /></span></a></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">另外我想要講一個是</span><span lang="EN-US">Post-First-Seeds-Acquisition</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,這是我自己胡亂取的英文,中文簡單解釋就是取得第一批種子用戶後。你應該要做甚麼?我看了</span><span lang="EN-US">Agile/Scrum</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的書之後,我覺得應該就是要給他們一個<a href="http://en.wikipedia.org/wiki/User_story">使用者故事</a></span><span lang="EN-US">(User Story),不過這邊的</span></span><span style="font-size: large;">User Story與Scrum中提到的</span><span style="font-size: large;">User Story完全不一樣,其實是接近Word of Mouth(口耳相傳)</span><span style="font-family: "新細明體","serif"; font-size: large;">。我這邊要提的</span><span style="font-size: large;">User Story到底是甚麼?</span><span style="font-family: "新細明體","serif"; font-size: large;">簡單來說,給予使用者一種經驗,多半這個功夫需要在遊戲設計之初就加入,無法打動人心的遊戲,是無法煽動人跨出幫你說故事的第一步,接著並明確地、簡單地讓他可以說出一個故事,並且提供用戶說故事的空間、媒介與途徑,</span><span lang="EN-US" style="font-size: large;">EX. </span><span style="font-family: "新細明體","serif"; font-size: large;">『</span><span style="font-family: "新細明體","serif"; font-size: large;">我最近迷上了一款種香菇的遊戲,裡面的香菇實在太可愛了,快點來下載!它叫做</span><span lang="EN-US" style="font-size: large;">XXXXX</span><span style="font-family: "新細明體","serif"; font-size: large;">!</span><span style="font-family: "新細明體","serif"; font-size: large;">』</span></div>
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<span style="font-family: 新細明體, serif;">註:User Story本指出如何在Scrum團隊內有效的溝通,簡單點出Who、What、Why來描述工作任務。</span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">最後</span><span lang="EN-US">Acquisition</span><span style="font-family: 新細明體, serif;">不等於行銷,雖然我上圖畫了好幾個漏斗,但是用戶取得真的只有</span><span lang="EN-US">Conver</span>sion Funnel<span style="font-family: 新細明體, serif;">嗎?當然不是!還有一大堆阿!我隨便舉起個例子你就知道我的意思</span><span lang="EN-US">…..</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><b><u>半路叛逃之我見</u>:</b></span><span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">其一,對於行銷策略方面的過度單純,我並不認為火箭是那樣堆疊出來的,過度於著重</span><span lang="EN-US">Channel</span><span style="font-family: 新細明體, serif;">跟</span><span lang="EN-US">Media</span><span style="font-family: 新細明體, serif;">,但我認為行銷就像是超級瑪莉一樣,你經過了重重的挑戰最後要跳那面旗子,前面所有的鋪陳才是最重要的,而最後那一跳更是要一氣呵成。缺乏關於行銷綜性</span><span lang="EN-US" style="font-family: Calibri, sans-serif;">(</span>Synergy)<span style="font-family: 新細明體, serif;">的考量,無法一口氣突破最高點,當然以半路叛逃中的案例<span lang="EN-US">[</span>邦妮的早午餐<span lang="EN-US">]</span>其實是</span><span lang="EN-US">Happy Ending<span style="font-family: 新細明體, serif;">,得到許多意外的媒體報導與網站散播</span>,現在國產</span><span lang="EN-US">App</span><span style="font-family: 新細明體, serif;">已經太多了,要得到媒體的爭相報導實在是更困難。</span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">其二、目標市場</span><span lang="EN-US">(Target Segment)</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的確立與資源分配。雖然遊戲產品一開始定位在於歐美市場,但是分布到歐美市場的力氣很少、也缺乏攻佔非台灣的</span><span lang="EN-US">App Store</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">排行榜的策略與資源,另外一方面當然也是是人力不足。這故事告訴我們不是盡力就可以。</span></span></div>
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<span style="font-family: 新細明體, serif;">跳過旗子得五千分</span><span style="font-family: 新細明體, serif;">之後就.....</span></div>
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<span style="font-size: large;"><span lang="EN-US"><<</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">待續</span><span lang="EN-US">>><o:p></o:p></span></span></div>
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延伸閱讀</span><br />
<a href="http://edwardgame.blogspot.tw/2012/10/blog-post.html"><span style="font-size: large;">[遊戲開發][閱讀心得]半路出家的遊戲人</span></a><br />
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<a href="http://blog.monkeypotion.net/writing/lucifer-jheng-first-book"><span style="font-size: large;">《半路叛逃》App遊戲製作人的1000日告白:致謝與自序</span></a></div>
<a href="http://www.saadkamal.com/sales-funnel-in-google-analytics/"><span style="font-size: large;">Conversion Funnel in Google Analytics</span></a><br />
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<a href="http://www.datadrivesmedia.com/two-ways-performance-increases-targeting-precision-and-response-rates/"><span style="font-size: large;">Two Ways Performance Increases Targeting Precision and Response Rates</span></a></div>
<a href="http://www.gamesbrief.com/2010/11/arm-yourself-in-a-post-viral-world/"><span style="font-size: large;">ARM YOURSELF IN A POST-VIRAL WORLD</span></a>愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-73587528997315854042012-10-09T02:04:00.002-07:002012-10-09T03:18:33.427-07:00[遊戲開發][閱讀心得]半路出家的遊戲人<span style="font-size: large;"><br /></span>
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<span style="font-size: large;">以下是讀了[半路叛逃App遊戲製作人1000日告白]之心得:</span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">其實某種程度上來說,幾乎所有的遊戲產業人都是半路出家。大部份的我們並沒有上過一門課叫做</span><span lang="EN-US">[</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">遊戲設計</span><span lang="EN-US">]</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">[</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">遊戲營運</span><span lang="EN-US">]</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">[</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">遊戲心理學</span><span lang="EN-US">]</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,大部分的人都是外行人轉過來的。與其說是半路出家,不如說是十足的門外漢。</span></span></div>
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</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但實際上管理遊戲產業的專案,並不如同一般的工商業專案那麼有條有理。現在遊戲的專案管理也在轉型,從瀑布式的專案開發形式轉向敏捷式的開發。</span></span></div>
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<span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-size: large;">就是因為這一切都不是顯學,所以大家更應該討論、教學相長,這就是為什麼我會認識半路,我們在部落格上以文會友,互相交換心得。</span></span></div>
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<span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-size: large;">我的破題很簡單,喜歡結果論的人應該可以如此認同,你如果問我說那半路這一段期間到底做了甚麼?</span></span></div>
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<span style="font-size: large;"><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我會這樣說</span><span lang="EN-US">……</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><b><span lang="EN-US">1.<span style="font-weight: normal;"> </span></span></b><!--[endif]--><b><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">結婚了!恭喜他,這大概是他這陣子最大的成功</span><span lang="EN-US"><o:p></o:p></span></b></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">誰說清交都是阿宅,沒有美女!誰又說死阿宅追不到正妹!</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><b><span lang="EN-US">2.<span style="font-weight: normal;"> </span></span></b><!--[endif]--><b><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">完成</span><span lang="EN-US">1</span></b><b><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">款名為「</span><span lang="EN-US">Bonnie’s Brunch</span></b><b><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">」的商業化遊戲</span><span lang="EN-US">App</span></b><b><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">程式開發</span><span lang="EN-US"><o:p></o:p></span></b></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">售價</span><span lang="EN-US">$0.99</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,占銷售量</span><span lang="EN-US">5%</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。售價</span><span lang="EN-US">$1.99</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,占銷售量</span><span lang="EN-US">95%</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">蟬連台灣排行榜第一名約兩週,但實際營收沒有破</span><span lang="EN-US">100</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">萬新台幣</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">付出成本估算約</span><span lang="EN-US">130</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">萬台幣</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">開發了跨平台版本,卻無取得相對應獲利。芒果銷售量</span><span lang="EN-US">1600</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">套。安卓的</span><span lang="EN-US">Freemium</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">付費轉換</span><span lang="EN-US">1%</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,還換來許多負評。</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">行銷</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US"> i. </span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">部落格行銷,自己來!</span></span></div>
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ii.
</span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">遊戲專業社群網站行銷,自己來!</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US"> iii. </span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">購置</span><span lang="EN-US">FAAD</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">限時免費版位</span><span lang="EN-US">2500</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">美金,非常貴。</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US"> iv. </span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">購買</span><span lang="EN-US">PocketGame.biz Banner</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,轉換率低於</span><span lang="EN-US">0.07%</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,點擊數約</span><span lang="EN-US">1000</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,效果很鳥。</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US"> v.
</span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">買</span><span lang="EN-US">Review</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,</span><span lang="EN-US">250</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">美金,效果奇差無比。</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US"> vi. </span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">自己錄製</span><span lang="EN-US">1</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分鐘的</span><span lang="EN-US">Trailer</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">影片</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US"> vii. </span><span lang="EN-US">Promotion code + </span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">新聞稿,國內</span><span lang="EN-US">ok</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,國外回應很少。</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><b><span lang="EN-US">3.<span style="font-weight: normal;"> </span></span></b><!--[endif]--><b><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">兩款失敗專案的經驗</span><span lang="EN-US"><o:p></o:p></span></b></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">「</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">忍者聯盟</span><span style="font-family: "新細明體","serif"; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">」</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">:遊戲核心出了問題</span><span lang="EN-US">……</span></span></div>
<div class="MsoListParagraph" style="margin-left: 48.0pt; mso-list: l1 level2 lfo1; mso-para-margin-left: 0gd; text-indent: -24.0pt;">
<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">「</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當個遊戲製作人吧!</span><span style="font-family: "新細明體","serif"; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">」:遊戲<span lang="EN-US">Scope</span>太大,<span lang="EN-US">2</span>人的獨立團隊難以完成。</span></span></div>
<div class="MsoListParagraph" style="margin-left: 18.0pt; mso-list: l1 level1 lfo1; mso-para-margin-left: 0gd; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-size: large;"><b><span lang="EN-US">4.<span style="font-weight: normal;"> </span></span></b><!--[endif]--><b><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為創投</span><span lang="EN-US">/</span></b><b><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">政府的資金搏鬥?</span><span lang="EN-US"><o:p></o:p></span></b></span></div>
<div class="MsoListParagraph" style="margin-left: 42.0pt; mso-list: l0 level1 lfo2; mso-para-margin-left: 0gd; text-indent: -24.0pt;">
<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">何苦?</span><span lang="EN-US">(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">誤</span><span lang="EN-US">)</span></span></div>
<div class="MsoListParagraph" style="margin-left: 42.0pt; mso-list: l0 level1 lfo2; mso-para-margin-left: 0gd; text-indent: -24.0pt;">
<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">價值難以被認定,公司資本額太小、獲利小。公司發展的價值難以被衡量。</span></span></div>
<div class="MsoListParagraph" style="margin-left: 42.0pt; mso-list: l0 level1 lfo2; mso-para-margin-left: 0gd; text-indent: -24.0pt;">
<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">「</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以產品為前提的共組投資公司</span><span style="font-family: "新細明體","serif"; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">」的方式</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在目前國內尚不盛行,也許是唯一一條可以兼顧</span><span lang="EN-US">Indie</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">發展性,與投資方獲利的合作模式。</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">政府對於遊戲開發不了解,以為所有</span><span lang="EN-US">SPEC</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">寫好,按著開發就會成為一個賣錢的產品。事實上為因應市場變動的速度,敏捷開發逐漸盛行,這樣</span><span lang="EN-US">Big Documentation Up Front</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的做法已經不適用了。創意產業不應該以傳統的</span><span lang="EN-US">MileStone</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">與達成率來檢視,這樣會扼殺小型開發斷的最大優勢:靈活型。</span></span></div>
<div class="MsoListParagraph" style="margin-left: 42.0pt; mso-list: l0 level1 lfo2; mso-para-margin-left: 0gd; text-indent: -24.0pt;">
<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">Crowd Funding</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">對於</span><span lang="EN-US">App</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">產業也許另外有所幫助</span><span lang="EN-US">(</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">好像沒提到?)</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><b><span lang="EN-US">5.<span style="font-weight: normal;"> </span></span></b><!--[endif]--><b><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">新專案的製作</span><span lang="EN-US"><o:p></o:p></span></b></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">勾玉忍者:砍掉忍者聯盟泰半的</span><span lang="EN-US">Gameplay</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,去蕪存菁的產品。</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><!--[endif]--><span lang="EN-US">Bonnie’s Brunch2</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">:希望不要悲劇了</span><span lang="EN-US">……</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。記得</span><span lang="EN-US">Learning Curve</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的教訓,別另開視窗了~</span></span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><b><span lang="EN-US">6.<span style="font-weight: normal;"> </span></span></b><!--[endif]--><b><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">陪小愛喝酒</span><span lang="EN-US">(</span></b><b><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">誤</span><span lang="EN-US">)<o:p></o:p></span></b></span></div>
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<br /></div>
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<span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-size: large;">其實故事這樣差不多就結束了,但這是我們想要知道的嗎?是嗎?</span></span></div>
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<span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-size: large;"><br /></span></span></div>
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<span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-size: large;">雖然我們嘴巴說不是,但是每次開會、每次的信件、工作中每件事情、甚至是生活中的大小事不都是這樣下註解的嗎?</span></span></div>
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<br /></div>
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</div>
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<span style="font-family: "新細明體","serif"; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;"><span style="font-size: large;">『我們要的重點,到底是不是真正的重點?』</span></span></div>
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<span lang="EN-US"><span style="font-size: large;"><br /></span></span></div>
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<span lang="EN-US"><span style="font-size: large;">“There’s always more than meets the eyes.”</span></span></div>
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<span style="font-size: large;"><span lang="EN-US"><<</span><span style="font-family: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">待續</span><span lang="EN-US">>></span></span></div>
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<h3 style="background-color: white; font-family: Georgia, serif; font-size: 21px; font-weight: normal; margin-top: 0px;">
<u><strong>書店連結</strong></u></h3>
<u style="background-color: white; font-family: Arial, Verdana, sans-serif;"><strong></strong></u><br />
<div style="background-color: white; font-family: Arial, Verdana, sans-serif; line-height: 24px;">
<u><strong></strong></u></div>
<span style="background-color: white; font-family: Arial, Verdana, sans-serif;"></span><br />
<blockquote style="background-color: white; background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/quote.png); background-repeat: no-repeat no-repeat; border-bottom-color: rgb(221, 221, 221); border-bottom-style: double; border-bottom-width: 3px; border-top-color: rgb(221, 221, 221); border-top-style: double; border-top-width: 3px; font-family: Arial, Verdana, sans-serif; margin-left: 1.5em; padding: 1px 0px 0px 40px;">
<ul style="margin: 0px; padding: 0px;">
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://www.books.com.tw/exep/prod/booksfile.php?item=0010559438" style="color: #fa4949;">博客來書籍館</a></li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://www.eslite.com/product.aspx?pgid=1001122232174274" style="color: #fa4949;">誠品網路書店</a></li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://www.kingstone.com.tw/book/book_page.asp?kmcode=2014941188220" style="color: #fa4949;">金石堂網路書店</a></li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://www.tenlong.com.tw/items/9861993649?item_id=481232" style="color: #fa4949;">天瓏網路書店</a></li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://www.book4u.com.tw/book_Detail.asp?goods_ser=kk0332649" style="color: #fa4949;">華文網網路書店</a></li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://www.silkbook.com/book_post1.asp?goods_ser=kk0332649" style="color: #fa4949;">新絲路網路書店</a></li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://www.iread.com.tw/ProdDetails.aspx?prodid=B000211360" style="color: #fa4949;">灰熊愛讀書</a></li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://www.cite.com.tw/product_info.php?products_id=26089" style="color: #fa4949;">城邦讀書花園</a></li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://books.shop.rakuten.tw/0010559438/" style="color: #fa4949;">樂天書城網路書店</a></li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://www.sanmin.com.tw/page-product.asp?pf_id=99u155l7e103G63y109r68a113m125PXYqARz78YbH" style="color: #fa4949;">三民網路書店</a></li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://www.wunanbooks.com.tw/product/9789861993645" style="color: #fa4949;">五南網路書店</a></li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://shopping.pchome.com.tw/?mod=item&func=exhibit&IT_NO=DJAD0E-A68760980" style="color: #fa4949;">PChome 24h 書店</a></li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://www.momoshop.com.tw/goods/GoodsDetail.jsp?i_code=1770950&mdiv=411412" style="color: #fa4949;">momo 富邦購物網</a></li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://www.gohappy.com.tw/shopping/Browse.do?op=vp&sid=6&cid=124141&pid=2637984" style="color: #fa4949;">Gohappy 快樂購物網</a></li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://2-floor.dyndns.org/item_detail.php?pro_id=630683" style="color: #fa4949;">香港二樓書店</a>(香港)</li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://www.superbuy.my/shop/p-121157-chinese-book.aspx" style="color: #fa4949;">Superbuy</a>(馬來西亞)</li>
<li style="background-image: url(http://blog.monkeypotion.net/wp-content/themes/stardust/images/list.png); background-position: 0px 4px; background-repeat: no-repeat no-repeat; font-size: 16px; letter-spacing: 0px; line-height: 24px; list-style: none; margin: 0px; padding: 0.2em 20px;"><a href="http://www.yesasia.com/us/%E5%8D%8A%E8%B7%AF%E5%8F%9B%E9%80%83-app%E9%81%8A%E6%88%B2%E8%A3%BD%E4%BD%9C%E4%BA%BA%E7%9A%841000%E6%97%A5%E5%91%8A%E7%99%BD/1031638511-0-0-0-zh_TW/info.html" style="color: #fa4949;">YesAsia</a>(美國 & 加拿大)</li>
</ul>
</blockquote>
愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-52567574254607544002012-09-20T20:04:00.002-07:002012-09-21T02:22:47.677-07:00[神秘禮物]Testing Facebook Offer功能<div class="separator" style="clear: both; text-align: center;">
<a href="https://www.dropbox.com/s/v33p2ka9h5tgcwr/%E7%87%9F%E6%94%B6%E5%8D%A0%E6%AF%94.zip" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><br /></a><a href="https://www.dropbox.com/s/v33p2ka9h5tgcwr/%E7%87%9F%E6%94%B6%E5%8D%A0%E6%AF%94.zip" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://i.gbc.tw/gb_img/5/001/029/1029975.jpg" /></a></div>
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神秘禮物在此.....<br />
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密碼請至粉絲團索取:<a href="https://www.facebook.com/Edwardgame">https://www.facebook.com/Edwardgame</a><br />
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<a name='more'></a><span style="font-size: x-large;">點此:</span><a href="https://www.dropbox.com/s/v33p2ka9h5tgcwr/%E7%87%9F%E6%94%B6%E5%8D%A0%E6%AF%94.zip" style="font-size: xx-large;">領取神秘禮物</a><br />
p.s. 密碼是全部小寫<br />
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<br />愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-50578104507221140752012-08-08T10:03:00.000-07:002013-07-05T03:17:07.087-07:00[遊戲產業]給予遊戲產業應徵者的一點忠告(履歷篇)<div class="separator" style="clear: both; text-align: center;">
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<a href="http://4.bp.blogspot.com/-03KGmkTtKuU/UQk94lvYf_I/AAAAAAAADGs/dlwVdtsiqyY/s1600/cvknifeSM.GIF" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="592" src="http://4.bp.blogspot.com/-03KGmkTtKuU/UQk94lvYf_I/AAAAAAAADGs/dlwVdtsiqyY/s640/cvknifeSM.GIF" width="640" /></a></div>
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“When you get in the door don’t wear a suit and tie. I turned up for a warehouse job wearing a suit and tie and they knew that I didn’t ‘get the job’.<br />
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If you show up for working in a game company wearing a suit, they aren’t going to trust you. Show up in character. Be real. People want real. The game industry is about being real — not only about being real but staying real.”<br />
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- Paul Steed, art design for Quake series. RIP.<br />
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<span style="font-size: large;"><br />
</span> <span style="font-size: large;">這一年當中由於業務需求,常常會需要過濾一些履歷,甚至經常代人轉發履歷。時不時就會收到一些讓人不知所措的履歷,網路上教別人寫履歷的網站多的是,所以我也不想很攏統的跟大家講一樣的事情,我這邊要教大家怎麼做好到遊戲業求職的準備,不管你是業界的中生代、新鮮人甚至是老鳥,我都希望這篇簡短的文章可以幫助你們在產業中求職更順利。</span><br />
<a name='more'></a><span style="font-size: large;"><br />
</span> <span style="font-size: large;">Case I : 使用人力銀行求職</span><br />
<span style="font-size: large;"><br />
</span> <span style="font-size: large;">如果你沒有驚人的學歷,那請你把下面的功夫作紮實:</span><br />
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<ol>
<li><span style="font-size: large;">拍一張專業一點照片,也許可以是學士照、穿西裝的照片、或是工作、演講、記者會、展覽時拍的照片等都是不錯的選擇。外表可以看出許多軟性資訊,千萬不要草率了事。</span></li>
<li><span style="font-size: large;">將自己的經歷條列清楚後,仔細把你曾經參與的專案、遊戲寫出來,把執行的工作項目清楚交代清楚,在不揭露公司機密情況下詳載Track Record。<br />
EX: 規劃每月人數、營收活動以達公司制定目標,經營某產品時曾達成季度目標200%以上。 商城與數值設計企劃,曾設計某某遊戲某次改版的商城與數值,改版後因某某道具銷售策略成功,使得該遊戲營收有20%顯著成長。身兼數款產品的專案管理,每款都是按照計畫準時上市。負責遊戲QA,協助降低錯誤產生數量23%。以上這些例子都寫的還很粗糙,這是你想要的工作,你應該要寫的比這個更好很多!</span></li>
<li><span style="font-size: large;">附件作品很重要:不要一直狂說你多厲害、或是多熱愛遊戲。用實際例子證明,附上你最棒的分析報告、產品企劃書、作品等,不然就列出最喜歡的數款遊戲,並給予簡單幾句評語。</span></li>
<li><span style="font-size: large;">最後,好好的寫好求職信,短短用一句話寫出下列幾點:</span></li>
<ul>
<li><span style="font-size: large;">Who are you?</span></li>
<li><span style="font-size: large;">Where did you see this job offer</span></li>
<li><span style="font-size: large;">Why do you want this job? </span></li>
<li><span style="font-size: large;">What makes you think you can do this job well? (Why do you deserve an interview?)</span></li>
<li><span style="font-size: large;">最後,一定要強調你的履歷上的亮點或是有檢附作品等額外資訊。</span></li>
<li><span style="font-size: large;">EX: 貴公司的公司理念為競技遊戲,而我個人從學生時代就一直熱衷參予電子競技,所學專長雖然與資訊或是行銷無直接相關,但請參考附件[我對於貴公司電子競技的看法與未來展望]後給予指教。最後,希望貴公司能給予面試機會。(P.S.是你要的工作,認真寫吧!請不要跟我一樣草率,隨手寫寫。)</span></li>
</ul>
</ol>
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<span style="font-size: large;">大部分的人力銀行的履歷都是雞肋資訊,沒有人會花太多時間過濾你的自傳,假設你前面的求職信就沒有抓到用人主管的眼球,學經歷也沒有太多亮點,那你的履歷很容易就被忽略掉。我只有一句話:Impress Me!</span><br />
<span style="font-size: large;"><br />
</span> <span style="font-size: large;">針對新鮮人或是資歷尚淺的產業同仁:</span><br />
<span style="font-size: large;"><br />
你們求職的第一個責任就是釐清工作內容是什麼,熟讀並理解其要求是甚麼。了解哪些條件自己符合,並針對這些條件舉出實際例子強化這些項目。了解哪些條件自己不符合,但設法用其他的方式加以彌補。譬如說工作內容要求地區性實體活動推廣,那麼應該在履歷中加入大學時曾經跨校籌辦過電影節活動等等。或是對方要求英文,雖然自己目前沒有證照,但是已經補習多時,預計近期內將能通過考試等等。</span><br />
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</span> <span style="font-size: large;">大部分面試官想要看到的只有幾個東西:</span><br />
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<ul>
<li><span style="font-size: large;">能力/條件(需具有可信度)</span></li>
<li><span style="font-size: large;">積極態度,是否用心想要這份工作</span></li>
<li><span style="font-size: large;">可塑性,是否願意/嘗試持續學習並願意面對自己的缺失並加以彌補</span></li>
<li><span style="font-size: large;">額外加分:拿出你的壓箱寶吧!</span></li>
</ul>
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<span style="font-size: large;"><br />
</span> <span style="font-size: large;">Case II: 透過其他管道,得到用人主管或HR的e-mail</span><br />
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</span> <br />
<ol>
<li><span style="font-size: large;">千萬要寫好求職信(Cover Letter),如果不知怎麼寫,請問Google大神!</span></li>
<li><span style="font-size: large;">千萬不要直接Copy人力銀行的格式,尤其如果你是要應徵的職位不是基層,或你不想再當基層員工了。既然人家給了一個很open的方式,認真的想一個呈現自己最佳的方式。目前我看過比較簡單又紮實的方式就是做10頁以內的PowerPoint,簡單解釋自己做過的事情。另外,如果有不錯的作品一定要附上。</span></li>
<li><span style="font-size: large;">最後還是一句話:IMPRESS ME!了解自己的亮點,把自己的亮點強化到最大之外,千萬把自己拉回來,確認對方的人力需求是甚麼,設法去滿足對方的需求。</span></li>
<li><span style="font-size: large;">拿出你對遊戲的專業見解,你的專業表現如果超越HR能夠理解的範圍,基本上你就成功一半了!</span></li>
</ol>
<span style="font-size: large;"><br />
</span><span style="font-size: large;">CASE III: 友人介紹</span><br />
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<ol>
<li><span style="font-size: large;">我只有一個忠告:對得起你朋友,別讓他擔保你,你卻給他亂來。好工作不難找、真友誼難尋。當然,自己的招牌也不要輕易就這樣砸掉。遊戲圈子很小,修度ㄟ丟!</span></li>
</ol>
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<span style="font-size: large;"><br />
</span> <span style="font-size: large;">最近小愛身邊親自遇到幾個狀況,大家多注意千萬不要犯這些錯:</span><br />
<span style="font-size: large;"><br />
</span> <br />
<ul>
<li><span style="font-size: large;">沒有看清楚應徵的必要條件就投信,並且沒有設法在Cover Letter或是履歷中彌補不足。</span></li>
<li><span style="font-size: large;">幫朋友的朋友轉發履歷,但是對方直接copy某人力銀行的履歷。</span></li>
<li><span style="font-size: large;">釋出應徵管道,但是對方求職信只寫了三件事情:我短暫的做過遊戲、我很喜歡遊戲、希望給我一個面試機會。信中大概只有類似的字眼約30字,假設你是面試官,你會想要打開他的附件嗎?</span></li>
<li><span style="font-size: large;">照片亂七八糟的一堆。</span></li>
<li><span style="font-size: large;">學經歷寫完之後,下面敘述非常模糊。你可以在更精確一點表達,想像你是要跟情人告白吧!告訴她,你有多愛她!你會為了她做多瘋狂的事情!</span></li>
<li><span style="font-size: large;">別讓附件變成扣分。作品、履歷、自傳裡面錯字連篇、標點符號不正確、文法謬誤。寫自己英文優,但是英文自傳不堪入目。</span></li>
<li><span style="font-size: large;">把所有作過大大小小的事情全部寫進去,竟然都已經透過專屬的信箱寄信了,相信你對這份工作的重視程度應該稍為高一些,麻煩你為這份工作將你的履歷量身訂做,去蕪存菁,發揮亮點,強調最相關的學經歷。</span></li>
<li><span style="font-size: large;">規規矩矩,毫無特色,平淡無奇。</span></li>
</ul>
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<span style="font-size: large;">希望今天寫的這些意見能夠幫助大家求職更順利,當然我也希望自己未來收到的履歷能夠更切入重點一些:D</span><br />
<span style="font-size: large;"><br />
</span> <span style="font-size: large;">最後,提供大家一些網路上找到的<a href="http://www.webdesigndev.com/freebies/10-creative-resume-templates-for-web-designers">範本</a>,大家自己可以去Google搜尋看看,關鍵字:Resume, Template, Creative</span><br />
<span style="font-size: large;"><br />
</span> <span style="font-size: large;">最後的最後,小愛要工商時間一下徵求<a href="http://www.104.com.tw/jobbank/custjob/index.php?r=job&j=6a684b74664e475e393a426b34364021948784a315e6446292929292640592e2d008j97&jobsource=">Web Game PM</a>,如果你覺得你符合以下條件,歡迎<a href="mailto:edward.hwang@gigamedia.com.tw">與我聯繫</a>:</span><br />
<span style="font-size: large;"><br />
</span> 1.須具備1年以上網頁遊戲營運經驗,對於網頁遊戲營運操作有高度信心者。<br />
2.對網路遊戲產業具有熱忱、重視團隊合作及勇於創新突破。<br />
3.熟悉網頁遊戲推廣上市與行銷規劃,對於數字敏感及具網頁遊戲KPI追蹤分析能力。<br />
4.熟悉國內外各大網頁遊戲平台介接流程及規劃。<br />
5.熟悉各種網頁遊戲產品類型與特性,擅長分析產品優缺點。<br />
6.須具備提案規劃與結案分析能力。<br />
7.須具備跨部門資源溝通與整合能力。<br />
8.具專案管理經驗者,優先錄取。<br />
9.具Web game成功上市之產品管理經驗者,優先錄取。<br />
10.熟悉各大網路社群媒體及粉絲團操作者佳。<br />
11.具網路媒體行銷經驗者佳。<br />
12.精通第二外語者佳。<span style="font-size: large;"><br />
</span><br />
<span style="color: red;">(已截止)</span><br />
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愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-14136665022525137602012-07-11T05:00:00.002-07:002012-07-12T03:12:24.244-07:00[遊戲產業][心得分享]GDC Taipei Summit 2012 (七) 以社群為本進行設計:Media Molecule如何將Share植入Play. Create Share | Little Big Planet<div class="separator" style="clear: both; text-align: center;">
<a href="http://farm4.static.flickr.com/3272/2806720893_dd97fed4b7.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" height="640" src="http://farm4.static.flickr.com/3272/2806720893_dd97fed4b7.jpg" width="550" /></span></a></div>
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<b><span style="font-size: large;">2012/06/27</span></b><br />
<b><span style="font-size: large;">以社群為本進行設計:Media Molecule如何將Share植入Play. Create Share</span></b><br />
<span lang="EN-US" style="font-size: large;"><b>James Spafford, Social Manager, Media Molecule</b></span><br />
<span lang="EN-US" style="font-size: large;"><br /></span><br />
<span lang="EN-US" style="font-size: large;"><b>What is sharing?</b></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">很多時候</span><span lang="EN-US">Sharing</span><span style="font-family: 新細明體, serif;">就是那顆小小的按鈕,將某個內容分享到你的社群平台。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US">Sharing</span><span style="font-family: 新細明體, serif;">對於技術面來說就是:</span><span lang="EN-US">upload
& download </span><span style="font-family: 新細明體, serif;">內容</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">這種情況下就像是</span><span lang="EN-US">Youtube</span><span style="font-family: 新細明體, serif;">一開始提供的功能,大家重視頻寬、讀取速度、支援規格等等。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">接下來,技術面問題解決之後,大家注重的是內容發掘</span><span lang="EN-US">(Content
Discovery)</span></span></div>
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<span lang="EN-US" style="font-size: large;">Enable users to discover contents, without
discovery it’s painful</span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">想像一下</span><span lang="EN-US">youtube</span><span style="font-family: 新細明體, serif;">有不知幾億的內容,可是你卻找不到你想要的影片</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">另外要考慮一下</span><span style="font-family: 新細明體, serif;">『</span><span style="font-family: 新細明體, serif;">分享模型</span><span style="font-family: 新細明體, serif;">』</span><span style="font-family: 新細明體, serif;">的大前提:</span></span></div>
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<span lang="EN-US" style="font-size: large;">Content Ownership! </span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">個人資產</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">會想要到處炫耀</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">需要永久保存</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">現在</span><span lang="EN-US">Content</span><span style="font-family: 新細明體, serif;">的使用也能鑒定一個人,像是</span><span lang="EN-US">Facebook</span><span style="font-family: 新細明體, serif;">上面你對甚麼東西按了</span><span lang="EN-US">Like</span><span style="font-family: 新細明體, serif;">,你分享了哪些圖片等等。進入你的</span><span lang="EN-US">Facebook</span><span style="font-family: 新細明體, serif;">專頁時,那就是你。你擁有的東西不見得是你創造出來的。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">小小大星球的主要架構為:</span><span lang="EN-US">Play</span><span style="font-family: 新細明體, serif;">、</span><span lang="EN-US">Create</span><span style="font-family: 新細明體, serif;">、</span><span lang="EN-US">Share</span></span></div>
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<a name='more'></a><span style="font-size: large;"><br /></span><br />
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">除了官方內容之外,官方釋出編輯器供玩家設計關卡,並上傳分享給其他玩家玩。</span><span lang="EN-US">Players</span><span style="font-family: 新細明體, serif;">能從</span><span lang="EN-US">Creators</span><span style="font-family: 新細明體, serif;">創造的遊戲關卡獲得樂趣,而</span><span lang="EN-US">Creators</span><span style="font-family: 新細明體, serif;">則從玩家遊戲之後的</span><span lang="EN-US">feedback</span><span style="font-family: 新細明體, serif;">獲得成就感,是一個雙贏的策略。</span></span></div>
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<span lang="EN-US" style="font-size: large;">TAKE 1</span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">於是他們針對這個架構規畫了以下的</span><span lang="EN-US">Feature</span><span style="font-family: 新細明體, serif;">:</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">瀏覽功能:</span><span lang="EN-US">30</span><span style="font-family: 新細明體, serif;">個關卡</span><span lang="EN-US">/</span><span style="font-family: 新細明體, serif;">星球</span><span lang="EN-US">(Page)</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">結果:失敗,第一個月就有</span><span lang="EN-US">100</span><span style="font-family: 新細明體, serif;">萬個關卡被上傳,等於有</span><span lang="EN-US">30</span><span style="font-family: 新細明體, serif;">萬頁,瀏覽功能等於廢掉。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US">Cool Levels</span><span style="font-family: 新細明體, serif;">:電腦按固定條件篩選出比較酷的關卡進行推薦</span></span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">結果:失敗,玩家試驗出判斷規則,並加以利用。</span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">反饋功能</span><span lang="EN-US">(</span><span style="font-family: 新細明體, serif;">愛心</span><span lang="EN-US">)</span><span style="font-family: 新細明體, serif;">:據有書籤</span><span lang="EN-US">(Bookmark)</span><span style="font-family: 新細明體, serif;">功能與</span><span lang="EN-US">Like</span><span style="font-family: 新細明體, serif;">功能</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">結果:失敗,因為不知道玩家到底是否喜歡,還是只是因為沒時間玩所以先記錄下來。另外因為任務需要</span><span lang="EN-US">30</span><span style="font-family: 新細明體, serif;">顆愛心可以解鎖成就,所以產生大量垃圾訊息</span><span lang="EN-US">(SPAM)</span><span style="font-family: 新細明體, serif;">,玩家到處去別人的地方留言說:</span><span lang="EN-US">”</span><span style="font-family: 新細明體, serif;">拜託給我一顆愛心,如果你給我一顆愛心,我也會回禮給你。</span><span lang="EN-US">” </span><span style="font-family: 新細明體, serif;">於是整個系統就失效了。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">反饋功能</span><span lang="EN-US">(</span><span style="font-family: 新細明體, serif;">星級評價</span><span lang="EN-US">)</span><span style="font-family: 新細明體, serif;">:像是</span><span lang="EN-US">App Store</span><span style="font-family: 新細明體, serif;">一樣</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">結果:失敗,遊戲設計玩家玩完一關之後一定要平價,於是大部份的玩家都會直接按</span><span lang="EN-US">X</span><span style="font-family: 新細明體, serif;">同意並跳過,導致原本設計的</span><span lang="EN-US">Default</span><span style="font-family: 新細明體, serif;">是上一個評分者留的評價,於是如果第一個平價超高,接下來有很高的機率評價一直都會很高。因為使用者是懶惰的。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">標籤</span><span lang="EN-US">(TAGS)</span><span style="font-family: 新細明體, serif;">:形容詞與分類混雜</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">結果:失敗,最後因為每個玩家都可以隨便亂貼,於是有</span><span lang="EN-US">90%</span><span style="font-family: 新細明體, serif;">標籤每個關卡都被貼上,毫無鑑別度。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">原本他們構想大概只有</span><span lang="EN-US">5%</span><span style="font-family: 新細明體, serif;">左右的人願意分享,結果最後有</span><span lang="EN-US">30%</span><span style="font-family: 新細明體, serif;">的玩家都上傳了關卡,最後數個月之後,關卡已經成長到</span><span lang="EN-US"> 380</span><span style="font-family: 新細明體, serif;">萬個,龐大到他門的團隊也不知道如何管理。</span></span></div>
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<span lang="EN-US" style="font-size: large;">Take 2</span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">他們針對以上所有問題進行了改善:</span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">關卡用</span><span lang="EN-US">List</span><span style="font-family: 新細明體, serif;">取代</span><span lang="EN-US">Browser</span><span style="font-family: 新細明體, serif;">,</span><span lang="EN-US">List</span><span style="font-family: 新細明體, serif;">可以有無限延伸性。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">標籤只能貼五個,最多人貼的五個會顯是在上面。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">保留</span><span lang="EN-US"> Cool levels(</span><span style="font-family: 新細明體, serif;">講者認為應該要去除</span><span lang="EN-US">)</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">加上官方精選關卡:費時費力</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">取消星星評價</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">取消愛心:改成哭臉跟笑臉</span><span lang="EN-US"> + </span><span style="font-family: 新細明體, serif;">播放清單</span><span lang="EN-US">Playlist</span><span style="font-family: 新細明體, serif;">兩個功能。</span></span></div>
<div class="MsoListParagraph" style="margin-left: 24.0pt; mso-list: l0 level1 lfo2; mso-para-margin-left: 0gd; text-indent: -24.0pt;">
<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">加入</span><span lang="EN-US">Activity Stream</span><span style="font-family: 新細明體, serif;">:像是</span><span lang="EN-US">Facebook</span><span style="font-family: 新細明體, serif;">可以看到好友的動態,玩、評價、記錄哪些關卡等等。</span></span></div>
<div class="MsoListParagraph" style="margin-left: 24.0pt; mso-list: l0 level1 lfo2; mso-para-margin-left: 0gd; text-indent: -24.0pt;">
<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">加入</span><span lang="EN-US">Review</span><span style="font-family: 新細明體, serif;">:結果還是被</span><span lang="EN-US">Spam</span><span style="font-family: 新細明體, serif;">,但是</span><span lang="EN-US">Review</span><span style="font-family: 新細明體, serif;">當中有</span><span lang="EN-US">Like</span><span style="font-family: 新細明體, serif;">,最多</span><span lang="EN-US">like</span><span style="font-family: 新細明體, serif;">會被移到最上面。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">增加了</span><span lang="EN-US">Web Portal</span><span style="font-family: 新細明體, serif;">:核心概念是</span><span lang="EN-US">Enable the Data to go out</span><span style="font-family: 新細明體, serif;">,所以所有</span><span lang="EN-US">Data</span><span style="font-family: 新細明體, serif;">都</span><span lang="EN-US">open</span><span style="font-family: 新細明體, serif;">出去,另外也提供了許多嵌入其他網頁需要的簡易</span><span lang="EN-US">widget</span><span style="font-family: 新細明體, serif;">或</span><span lang="EN-US">API</span><span style="font-family: 新細明體, serif;">,提供</span><span lang="EN-US">Web </span><span style="font-family: 新細明體, serif;">便利功能,網路上看到好玩的關卡馬上可以加入</span><span lang="EN-US">playlist</span><span style="font-family: 新細明體, serif;">,回家之後開機立即就會同步。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US">Take 2.1 </span><span style="font-family: 新細明體, serif;">小改善</span></span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;"><span lang="EN-US">Empower the players </span><span style="font-family: 新細明體, serif;">給她們更多的工具</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">測試關卡難易度的工具:使得</span><span lang="EN-US">create content</span><span style="font-family: 新細明體, serif;">的難度降低,品質提升</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">管理自己</span><span lang="EN-US">review</span><span style="font-family: 新細明體, serif;">的工具:降低</span><span lang="EN-US">Spam</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">取消哭臉:</span><span lang="EN-US">Negative rating is no help in a
creative community.</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">關卡膨脹到</span><span lang="EN-US">670</span><span style="font-family: 新細明體, serif;">萬個,每天有</span><span lang="EN-US">5000</span><span style="font-family: 新細明體, serif;">個關卡被上傳。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US">T-Rex hate push-ups</span><span style="font-family: 新細明體, serif;">:爆龍討厭做伏地挺身。部要讓玩家做他做不到的事情,提供他們工具,替她們解決問題。</span></span></div>
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<span style="font-size: large;"><br /></span></div>
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<span lang="EN-US" style="font-size: large;">UGC is everywhere, so is share.</span></div>
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<span lang="EN-US" style="font-size: large;">Share the same thing or we share different
things. There’s a lot of forms of sharing.</span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">你可以讀一本書,分享給朋友,朋友不需要看過這本書也能體會你要分享的意義。</span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">你可以揪朋友到</span><span lang="EN-US">party</span><span style="font-family: 新細明體, serif;">同樂,雖然每個人可能做不同的事情,有的把妹、有的喝酒、有的跳舞,在同一個環境下共享同一種氣氛,也是一種分享。</span></span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">你可以跟朋友去看電影,兩個人看同一個東西,卻是各自有不同的體驗與感受。</span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">甚至可以是一起織毛線,你織你的、他織他的,你們共同分享同一種動作的經驗。</span></div>
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延伸閱讀:<br /><a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_603.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (六) 通過智慧型手機服務為全球市場鋪路:移動訊息應用LINE的策略及可能性| Line </a><br /><a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_3135.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (五) 利用AAA電腦/遊戲機遊戲開發經驗來獲得智慧型手機/平板電腦遊戲的成功| Rabbx </a><br /><a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_4862.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (四) 次世代技術和遊戲展望| EPIC Games </a><br /><a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_11.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (三) 在智慧型手機市場成功建立豐富內容| SEGA </a><br /><a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (二) 全球遊戲產業五大趨勢| Ngmoco</a><br /><a href="http://edwardgame.blogspot.tw/2012/06/gdc-taipei-summit-2012-day-one.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (一) </a>
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<br /></div>愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-79435338357835624752012-07-11T04:59:00.001-07:002012-07-12T03:13:14.632-07:00[遊戲產業][心得分享]GDC Taipei Summit 2012 (六) 通過智慧型手機服務為全球市場鋪路:移動訊息應用LINE的策略及可能性| Line<span style="font-size: large;"><a href="http://moonpoet.com/wp-content/uploads/line_pc.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em; text-align: center;"><img border="0" src="http://moonpoet.com/wp-content/uploads/line_pc.jpg" /></a>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;"><b>2012/06/26</b></span></span><br />
<span style="font-size: large;"><span style="font-family: 新細明體, serif;"><b>通過智慧型手機服務為全球市場鋪路:移動訊息應用LINE的策略及可能性</b></span></span><br />
<span style="font-size: large;"><span style="font-family: 新細明體, serif;"><b>Masuda, Jun, CSMO, NHN Japan</b></span></span><br />
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">針對</span><span lang="EN-US">Line</span><span style="font-family: 新細明體, serif;">數據的解讀,下面簡報很清楚,我就不多說。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">全球</span><span lang="EN-US">4000</span><span style="font-family: 新細明體, serif;">萬用戶</span><span lang="EN-US">(</span><span style="font-family: 新細明體, serif;">最新數據</span><span lang="EN-US">4500</span><span style="font-family: 新細明體, serif;">萬用戶、日本約</span><span lang="EN-US">2000</span><span style="font-family: 新細明體, serif;">萬</span><span lang="EN-US">)</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">成長率:</span><span lang="EN-US">500</span><span style="font-family: 新細明體, serif;">萬用戶</span><span lang="EN-US">/</span><span style="font-family: 新細明體, serif;">月</span></span></div>
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<span lang="EN-US" style="font-size: large;">MAU 82% Peak May 2012</span></div>
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<span lang="EN-US" style="font-size: large;">50~60%</span></div>
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<span lang="EN-US" style="font-size: large;">8 Million Users Smart Phone TW</span></div>
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<span lang="EN-US" style="font-size: large;">5 Million Users= 62.5% Penetration</span></div>
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<span lang="EN-US" style="font-size: large;">8/28 29, 2011, Kuwait Saudi Arabia Qatar,
Bahrain submitted App Store</span></div>
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<span lang="EN-US" style="font-size: large;">10/13 2011 Hong Kong, and SEA</span></div>
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<span lang="EN-US" style="font-size: large;">Feb 17 2012, Taiwan TVCF</span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">主要他們提出一個概念是:</span></div>
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<span style="font-size: large;"><span lang="EN-US">Free call + Message</span><span style="font-family: 新細明體, serif;">這個服務並不是他們第一個提出來的商業模式,但是為什麼能夠如此成功呢?</span>
<span style="font-family: 新細明體, serif;">這是大家值得思考的問題。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">追究起原是日本前一陣子的大地震,造成輻射外洩、民眾流離失所,無法通信,所以</span><span lang="EN-US">NHN
JAPAN</span><span style="font-family: 新細明體, serif;">那時候想要找到一個身為<b>網路服務提供者</b>所提供的服務。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">這個契機也許是偶然,但我覺得他們很快速的花了</span><span lang="EN-US">3</span><span style="font-family: 新細明體, serif;">個月左右的時間就把這個服務推上線了。我覺得倒不是他們悲天憫人,而是他們看準市場切入時機與自己的強項,避免與NTT DOCOMO等Telecom正面衝突,以行動<b>3G+WIFI網路</b>短信為主打<b>。</b></span></span></div>
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<span lang="EN-US" style="font-size: large;">WHY this free service success? Essence of
Line</span></div>
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<span lang="EN-US" style="font-size: large;">1. Smart Phone </span></div>
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<span lang="EN-US" style="font-size: large;">2. Real & Closed</span></div>
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<span lang="EN-US" style="font-size: large;">3. Emotions</span></div>
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<span lang="EN-US" style="font-size: large;">Smart Phone revolution</span></div>
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<span lang="EN-US" style="font-size: large;">Women/ordinary People</span></div>
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<span lang="EN-US" style="font-size: large;">Leading Marketing Players</span></div>
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<span lang="EN-US" style="font-size: large;">Unlike PC lead by IT geeks</span></div>
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<span lang="EN-US" style="font-size: large;">SmartPhone = Hi spec Computer + 365/24/7
Connection</span></div>
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<span lang="EN-US" style="font-size: large;">Smartphone Native App</span></div>
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<span lang="EN-US" style="font-size: large;">Real & Closed</span></div>
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<span style="font-size: large;"><span lang="EN-US">Human relation parallel transition SNS Platoform (Semi open) -> Real Graph
& closed group. </span><b><span style="font-family: 新細明體, serif;">人與人之間不是等距離</span></b></span></div>
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<span style="font-size: large;"><span lang="EN-US">Stickers-> Enhance communication </span><span style="font-family: 新細明體, serif;">建立一些不需要語言的溝通</span>
<span style="font-family: 新細明體, serif;">關係好才能夠理解的語言</span></span></div>
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<span lang="EN-US" style="font-size: large;">NEXT STEP-> Business Model</span></div>
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<span lang="EN-US" style="font-size: large;">Smartphone Communication tools ->
Smartphone service platoform</span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">移動圖中是否能夠善用這個</span><span lang="EN-US">Smartphone platform</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">於是誕生了</span><span lang="EN-US">Line Camera</span></span></div>
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<span lang="EN-US" style="font-size: large;">5Million Camera in first Month</span></div>
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<span lang="EN-US" style="font-size: large;">Line Official Account</span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">明星等官方帳號</span> <span style="font-family: 新細明體, serif;">使用者可以追蹤消息</span></span></div>
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<span lang="EN-US" style="font-size: large;">1Miilion users in 3 months</span></div>
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<span lang="EN-US" style="font-size: large;">Sticker Shop open</span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">蘑菇人</span><span lang="EN-US"> domo</span><span style="font-family: 新細明體, serif;">君</span></span></div>
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<span lang="EN-US" style="font-size: large;">Line Top Grossing Rank Thailand, Taiwan,
Japan</span></div>
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<span lang="EN-US" style="font-size: large;">Android the same rank</span></div>
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<span lang="EN-US" style="font-size: large;">Line Music, Line Books, Line Games, Line
Shopping.</span></div>
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<span lang="EN-US" style="font-size: large;">Not bound to device nor telecom carrier</span></div>
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<span lang="EN-US" style="font-size: large;">To become information Gateway</span></div>
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<span lang="EN-US" style="font-size: large;">GAME!!</span></div>
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<span lang="EN-US" style="font-size: large;">Talk</span></div>
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<span lang="EN-US" style="font-size: large;">Friend List</span></div>
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<span lang="EN-US" style="font-size: large;">Comparing to Facebook and twitter stronger</span></div>
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<span lang="EN-US" style="font-size: large;">Game Type play with friends, based on
closed friends interaction</span></div>
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<span lang="EN-US" style="font-size: large;">API and how to connect, 7/3 will be
released.</span></div>
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<span lang="EN-US" style="font-size: large;">Hello Friends in TYOKO 2012.</span></div>
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<span lang="EN-US" style="font-size: large;">Line.Naver.JP/Hello</span></div>
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<span lang="EN-US" style="font-size: large;">Not Silicon Valley, Innovation from Asia</span></div>
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<span lang="EN-US" style="font-size: large;">Low cost to push Global</span></div>
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<span lang="EN-US" style="font-size: large;">Aiming for 100M Users, hard in Japan</span></div>
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延伸閱讀:</div>
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<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_1615.html" style="text-align: -webkit-auto;">[遊戲產業][心得分享]GDC Taipei Summit 2012 (七) 以社群為本進行設計:Media Molecule如何將Share植入Play. Create Share | Little Big Planet </a><br style="text-align: -webkit-auto;" /><a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_3135.html" style="text-align: -webkit-auto;">[遊戲產業][心得分享]GDC Taipei Summit 2012 (五) 利用AAA電腦/遊戲機遊戲開發經驗來獲得智慧型手機/平板電腦遊戲的成功| Rabbx </a><br style="text-align: -webkit-auto;" /><a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_4862.html" style="text-align: -webkit-auto;">[遊戲產業][心得分享]GDC Taipei Summit 2012 (四) 次世代技術和遊戲展望| EPIC Games </a><br style="text-align: -webkit-auto;" /><a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_11.html" style="text-align: -webkit-auto;">[遊戲產業][心得分享]GDC Taipei Summit 2012 (三) 在智慧型手機市場成功建立豐富內容| SEGA </a><br style="text-align: -webkit-auto;" /><a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012.html" style="text-align: -webkit-auto;">[遊戲產業][心得分享]GDC Taipei Summit 2012 (二) 全球遊戲產業五大趨勢| Ngmoco</a><span style="text-align: -webkit-auto;"> </span><br style="text-align: -webkit-auto;" /><a href="http://edwardgame.blogspot.tw/2012/06/gdc-taipei-summit-2012-day-one.html" style="text-align: -webkit-auto;">[遊戲產業][心得分享]GDC Taipei Summit 2012 (一) </a>
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<br /></div>愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-68188237751262404362012-07-11T04:55:00.003-07:002012-07-12T03:13:43.755-07:00[遊戲產業][心得分享]GDC Taipei Summit 2012 (五) 利用AAA電腦/遊戲機遊戲開發經驗來獲得智慧型手機/平板電腦遊戲的成功| Rabbx<span style="font-size: large;"><br /></span><br />
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<a href="http://api.ning.com/files/w2Kl-Y5ZdnAWrpT*tWhiHbAi9OARhA1mlv6AAn*BYVzfaaIkQVSTNEuu4uRC-inhS*xucDCFgqUvIAKexL1scX8yt0GIK9Ln/akpuwinkprofile.jpg?width=184&height=184&crop=1%3A1" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://api.ning.com/files/w2Kl-Y5ZdnAWrpT*tWhiHbAi9OARhA1mlv6AAn*BYVzfaaIkQVSTNEuu4uRC-inhS*xucDCFgqUvIAKexL1scX8yt0GIK9Ln/akpuwinkprofile.jpg?width=184&height=184&crop=1%3A1" /></span></a></div>
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<a href="http://images.eurogamer.net/2011//network/companies/company-17239-160x160-23-35-07.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="http://images.eurogamer.net/2011//network/companies/company-17239-160x160-23-35-07.png" /></span></a></div>
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<span style="font-family: 新細明體, serif; font-size: large;"><b>2012/06/26</b></span><br />
<b><span style="font-size: large;"><span style="font-family: 新細明體, serif;">利用</span><span lang="EN-US">AAA</span><span style="font-family: 新細明體, serif;">電腦</span><span lang="EN-US">/</span><span style="font-family: 新細明體, serif;">遊戲機遊戲開發經驗來獲得智慧型手機</span><span lang="EN-US">/</span><span style="font-family: 新細明體, serif;">平板電腦遊戲的成功</span></span></b></div>
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<span lang="EN-US" style="font-size: large;"><b>Aaron Pulkka, CEO, Rabbx</b></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">講者本身以前待過許多大公司,參與製作許多產品,如馬達加斯加、捉鬼大隊、</span><span lang="EN-US">Prototype</span><span style="font-family: 新細明體, serif;">等等產品。他希望可以解說現在行動遊戲當紅的時代,以前遊戲開發的經驗上有甚麼地方現在是通用的。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">先定義甚麼是</span><span lang="EN-US">AAA</span><span style="font-family: 新細明體, serif;">遊戲</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">大量預算</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">大型團隊</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">長時間開發</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">需要達到</span><span lang="EN-US">AAA</span><span style="font-family: 新細明體, serif;">遊戲又需要具備甚麼樣的條件呢?</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">很大的</span><span lang="EN-US">Scope</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">很多功能、模式等等</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">很長的總遊玩時間</span><span lang="EN-US">(</span><span style="font-family: 新細明體, serif;">包含重複可玩性</span><span lang="EN-US">)</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">高度品質與磨亮</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">也許有一些些的創新</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">受限於</span><span lang="EN-US">AAA</span><span style="font-family: 新細明體, serif;">的市場環境,必須瞄準大眾市場,所以需要創立大家各式各樣的功能、內容、遊戲模式滿足各式各樣不同的玩家族群,市場才足以大到支援這樣的開發方向。而有這樣的開發方向也是因為受限於整個產業環境:如果你不瞄準大一點的市場、發行商就不會願意替你花廣告預算</span><span lang="EN-US">(</span><span style="font-family: 新細明體, serif;">大多數的狀況行銷預算大於開發預算</span><span lang="EN-US">)</span><span style="font-family: 新細明體, serif;">、通路商就不會給你足夠的上架空間與進貨量,價錢也會想要壓得很低。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US">(</span><span style="font-family: 新細明體, serif;">編按:據資料像是現代戰爭開發費用</span><span lang="EN-US">50M</span><span style="font-family: 新細明體, serif;">,但行銷費用就高達</span><span lang="EN-US">200M)</span></span></div>
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<b><span style="font-size: large;"><span style="font-family: 新細明體, serif;">所以在以前的時代,市場是沒有中間地帶。但這適用在行動遊戲市場嗎?</span><span lang="EN-US"><o:p></o:p></span></span></b></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">講者提出一個概念</span><span style="font-family: 新細明體, serif;">『新奇效應』<span lang="EN-US">(Novelty Effect)</span></span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">他舉了之前他在</span><span lang="EN-US">Disney</span><span style="font-family: 新細明體, serif;">做互動娛樂機台時候的例子,他們做了一個阿拉丁魔毯的體感遊戲,</span><span lang="EN-US">5</span><span style="font-family: 新細明體, serif;">分鐘的遊戲時間要價</span><span lang="EN-US">5</span><span style="font-family: 新細明體, serif;">美金,即使這麼昂貴的金額,每天還是排隊排滿滿,但逐漸回流的用戶對他失去興趣。</span></span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">新奇效應具有以下特質:</span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">以短期來說休閒玩家會遊玩並且消費,但長期來看卻不會。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">休閒玩家願意付出時間但比較不願意花錢,但當新奇效應失效之後,也不願意時間。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">核心玩家是較小的族群,但</span><span lang="EN-US">ARPU</span><span style="font-family: 新細明體, serif;">較高。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">每個平台成立之初都會有大量的新奇效應出現,乍看之下品牌不重要,甚至核心玩家的需求也不明顯。現在</span><span lang="EN-US">Mobile</span><span style="font-family: 新細明體, serif;">的市場也是如此,至於為什麼一直看不出來這個新奇效應遞減呢?</span></span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">因為每個季度都有新型的智慧型手機大量輸入市場,產生大量的新玩家,這些玩家都會重新創造一次新奇效應。所以市場資料現在是難以閱讀的。</span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">接下來講者提出幾個要點在開發</span><span lang="EN-US">/</span><span style="font-family: 新細明體, serif;">營運遊戲時應該注意的要素:</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">高品質的用戶體驗</span><span lang="EN-US">(User Experience)</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">不止是</span><span lang="EN-US">UI</span><span style="font-family: 新細明體, serif;">,大致上可以從五個大方向去檢討</span><span lang="EN-US">UX</span><span style="font-family: 新細明體, serif;">這件事情:表達</span><span lang="EN-US">(Presentation)</span><span style="font-family: 新細明體, serif;">、畫面</span><span lang="EN-US"> (Graphic)</span><span style="font-family: 新細明體, serif;">、音效音樂</span><span lang="EN-US">(Sound)</span><span style="font-family: 新細明體, serif;">、</span><span lang="EN-US">Gameplay(</span><span style="font-family: 新細明體, serif;">遊戲內容</span><span lang="EN-US">)</span><span style="font-family: 新細明體, serif;">、長期吸引力</span><span lang="EN-US">(Lasting Appeal)</span><span style="font-family: 新細明體, serif;">,其中</span><span lang="EN-US">Presentation</span><span style="font-family: 新細明體, serif;">與</span><span lang="EN-US"> Lasting Appeal</span><span style="font-family: 新細明體, serif;">是比較抽象且最難的課題。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">針對高品質的</span><span lang="EN-US">Mobile</span><span style="font-family: 新細明體, serif;">遊戲</span><span lang="EN-US">Presentation</span><span style="font-family: 新細明體, serif;">,當然首重的還是</span><span lang="EN-US">UI</span><span style="font-family: 新細明體, serif;">設計,尤其是受限於小小的螢幕,</span><span lang="EN-US">UI</span><span style="font-family: 新細明體, serif;">的設計更顯得重要。其中幾個重點:一貫性</span><span lang="EN-US">(Consistent)</span><span style="font-family: 新細明體, serif;">:按鈕樣貌、</span><span lang="EN-US">layout</span><span style="font-family: 新細明體, serif;">位置、顏色等等都要有一致性。反應</span><span lang="EN-US">(Responsive)</span><span style="font-family: 新細明體, serif;">:</span><span lang="EN-US">0.1</span><span style="font-family: 新細明體, serif;">秒以內、</span><span lang="EN-US">0.5</span><span style="font-family: 新細明體, serif;">就太慢。表達要清楚、乾淨。需要有寬容性,雖然按鍵圖案是比較小,但是按到</span><span lang="EN-US">(</span><span style="font-family: 新細明體, serif;">劃過</span><span lang="EN-US">)</span><span style="font-family: 新細明體, serif;">周圍時應該也要能夠判斷,不能太過絕對。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">Lasting Appeal</span><span style="font-family: 新細明體, serif;">,以往傳統遊戲的做法就是不斷的增加</span><span lang="EN-US">Scope</span><span style="font-family: 新細明體, serif;">,多增加一些關卡、怪物、內容等等。但這樣的缺點就是必須一直不斷的投入研發資源,而且這些</span><span lang="EN-US">Scope</span><span style="font-family: 新細明體, serif;">必須在一開始產品設定之初就決定,不然事突然說:</span><span lang="EN-US">”</span><span style="font-family: 新細明體, serif;">加個五個關卡吧!</span><span lang="EN-US">”</span><span style="font-family: 新細明體, serif;">,這五個關卡可能會會是很突兀的。講者提出兩個直得參考的概念:</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">重複可玩性</span><span lang="EN-US">(Replayability)</span><span style="font-family: 新細明體, serif;">:這不只是多加</span><span lang="EN-US">3</span><span style="font-family: 新細明體, serif;">種難度、或是加入一些隨機機率因素、加入更多報酬而已,除此之外更要提供玩家不同階段的目標與遊戲經驗,如果沒有設定這些目標,玩家會覺得自己傻傻的被騙到這個階段,而不願意繼續下去。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">雲霄飛車興奮曲線</span><span lang="EN-US">(Rollercoaster Excitement Curve)</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">多人同樂與社交體驗也有助於遊戲的長期吸引力</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">Quality Assurance</span><span style="font-family: 新細明體, serif;">:不止是在修</span><span lang="EN-US">Bug</span><span style="font-family: 新細明體, serif;">、磨亮遊戲的工作量應該勝於</span><span lang="EN-US">debug</span><span style="font-family: 新細明體, serif;">。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">100</span><span style="font-family: 新細明體, serif;">個小</span><span lang="EN-US">bug</span><span style="font-family: 新細明體, serif;">比</span><span lang="EN-US">1</span><span style="font-family: 新細明體, serif;">個大</span><span lang="EN-US">bug</span><span style="font-family: 新細明體, serif;">來得嚴重:因為當你有很多小錯誤時,你很難得到正確的</span><span lang="EN-US">feedback</span><span style="font-family: 新細明體, serif;">,玩家可能只會覺得:</span><span lang="EN-US">”</span><span style="font-family: 新細明體, serif;">不好玩、不流暢</span><span lang="EN-US">” </span><span style="font-family: 新細明體, serif;">卻不會說出倒底是哪裡出了問題,反而大</span><span lang="EN-US">Bug</span><span style="font-family: 新細明體, serif;">很容易就抓到。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">多平台的挑戰</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">開發與行銷力量分散,像是分期付款,必須良好的規劃針對個平台不同的對應方式,最後需要有一個又效統合的方式,難度比單一平台高很多。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">針對平台做原生品種設計</span><span lang="EN-US">(Building game as Native to each platform)</span><span style="font-family: 新細明體, serif;">:</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">u<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">Meet Cultural Expectation</span><span style="font-family: 新細明體, serif;">:每個平台的文化不太相同,像是</span><span lang="EN-US">iPhone</span><span style="font-family: 新細明體, serif;">多點觸碰後拖曳,可以下達放大</span><span lang="EN-US">/</span><span style="font-family: 新細明體, serif;">縮小指令,其他平台不盡相同,玩家會期待這些反應都跟他使用過的</span><span lang="EN-US">App</span><span style="font-family: 新細明體, serif;">一樣。多去研究這些平台上面其他</span><span lang="EN-US">App</span><span style="font-family: 新細明體, serif;">有哪些設計。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">u<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">針對每個平台特殊的設計做調整,</span><span lang="EN-US">Android</span><span style="font-family: 新細明體, serif;">、</span><span lang="EN-US">iOS</span><span style="font-family: 新細明體, serif;">等各種不同的平台都有一些不盡相同的小功能,針對這些小功能做</span><span lang="EN-US">Tunning</span><span style="font-family: 新細明體, serif;">,上面的玩家會期待你的</span><span lang="EN-US">app</span><span style="font-family: 新細明體, serif;">有這些功能。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">u<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">Launch/updates </span><span style="font-family: 新細明體, serif;">需要精密的計劃,為了跨平台版本能夠統一,需要經過細膩的規劃,因為每個平台的門檻不盡相同。手機上的用戶要求時效性更高,可能會希望一周內就改善問題。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">社群管理</span><span lang="EN-US">(</span><span style="font-family: 新細明體, serif;">別歸類在</span><span lang="EN-US">PR or Marketing)</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">社群管理不是把你要講的事情以往是透過官網,現在則透過</span><span lang="EN-US">FB</span><span style="font-family: 新細明體, serif;">、</span><span lang="EN-US">Twitter</span><span style="font-family: 新細明體, serif;">、人人網等等告訴用戶。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">現在最有效的行銷手法還是口耳相傳</span><span lang="EN-US">(Word of Mouth)</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">玩家不喜歡被推銷或病毒</span><span lang="EN-US"> (Spam to)</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">頃聽他們的聲音、花時間經營並與他們互動,他們會是你最好的行銷媒體。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">別完全聽信他們的話,相信數字</span><span lang="EN-US">(Metric Tracking)</span><span style="font-family: 新細明體, serif;">、設法追蹤各種數據驗證玩家意見的真實性與重要性,別因為他講話比較大聲就信以為真。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">媒體也是社群的一部分,試著與他們溝通,了解他們的需求,給他們更多有趣的報導。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">App Store is your gateway to Community</span><span style="font-family: 新細明體, serif;">,發覺上面用戶的需求。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">u<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">建立良好的關鍵字,讓顧客更容易找到你。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">u<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">試著在</span><span lang="EN-US">App Store</span><span style="font-family: 新細明體, serif;">中強調你的特色,另外一方面跟</span><span lang="EN-US">Apple</span><span style="font-family: 新細明體, serif;">的人員進行溝通,</span><span lang="EN-US">Apple</span><span style="font-family: 新細明體, serif;">現在就是你的經銷商。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">投資並善用工具</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">除開發工具之外,按團隊規模投資適用的工具。不是所有的工具都是軟體,也許是協助團隊效率的溝通方式或是管理人員的工具。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><b><span style="font-family: 新細明體, serif;">談創新時需要平衡的三角型:</span><span lang="EN-US">Innovation</span></b><b><span style="font-family: 新細明體, serif;">、</span><span lang="EN-US">Evolution</span></b><b><span style="font-family: 新細明體, serif;">、</span><span lang="EN-US">Proven<o:p></o:p></span></b></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">Proven</span><span style="font-family: 新細明體, serif;">:已被證明可行的方式</span><b><span lang="EN-US"><o:p></o:p></span></b></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">Innovation</span><span style="font-family: 新細明體, serif;">:創新,以前沒做過。</span><b><span lang="EN-US"><o:p></o:p></span></b></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">Evolution</span><span style="font-family: 新細明體, serif;">:改良,以前有做過,針對缺點改進、優點強化。</span><b><span lang="EN-US"><o:p></o:p></span></b></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">n<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">針對這三個切入點設定比例,掌握有限的資源,按計畫投入發展,以免某一種元素被無限制的放大而無法收尾。</span><b><span lang="EN-US"><o:p></o:p></span></b></span></div>
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<span style="font-size: large;">2012/06/26</span><br />
<span style="font-size: large;">Keynote: Technology and Gaming in the Next Generation|次世代技術和遊戲展望</span><br />
<span style="font-size: large;">Tim Sweeney, Co-Founder, CEO and Technical Director, EPIC Games</span></div>
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<span style="font-size: large;"><span lang="EN-US" style="background-color: white;">Epics Games</span><span style="background-color: white; font-family: 新細明體, serif;">我想我不需要多介紹,就是</span><span lang="EN-US" style="background-color: white;">Unreal
Engine</span><span style="background-color: white; font-family: 新細明體, serif;">這家公司,這次來分享的事他們的共同創辦人之一</span><span lang="EN-US" style="background-color: white;">(</span><span style="background-color: white; font-family: 新細明體, serif;">技術背景</span><span lang="EN-US" style="background-color: white;">)</span><span style="background-color: white; font-family: 新細明體, serif;">,他們是一家走在時代尖端之前的公司,現在甚至是他們的技術成長逼迫著硬體廠商必須跟上。他舉了一個例子,像是</span><span lang="EN-US" style="background-color: white;">Unreal 3</span><span style="background-color: white; font-family: 新細明體, serif;">當初的</span><span lang="EN-US" style="background-color: white;">demo</span><span style="background-color: white; font-family: 新細明體, serif;">需要</span><span lang="EN-US" style="background-color: white;">3</span><span style="background-color: white; font-family: 新細明體, serif;">顆</span><span lang="EN-US" style="background-color: white;">CPU</span><span style="background-color: white; font-family: 新細明體, serif;">與數片最高規格顯示卡的電腦才能夠</span><span lang="EN-US" style="background-color: white;">real-time Rendering</span><span style="background-color: white; font-family: 新細明體, serif;">,現在這樣的畫面已經能在在一顆</span><span lang="EN-US" style="background-color: white;">CPU+1 GPU</span><span style="background-color: white; font-family: 新細明體, serif;">的電腦上運作了,光光這個短短</span><span lang="EN-US" style="background-color: white;">3</span><span style="background-color: white; font-family: 新細明體, serif;">分鐘的展示影片就花了</span><span lang="EN-US" style="background-color: white;">20</span><span style="background-color: white; font-family: 新細明體, serif;">人</span><span lang="EN-US" style="background-color: white;">/4</span><span style="background-color: white; font-family: 新細明體, serif;">個月的時間完成。如果當年他們想要用這樣的技術開發出</span><span lang="EN-US" style="background-color: white;">Gear of Wars</span><span style="background-color: white; font-family: 新細明體, serif;">這種</span><span lang="EN-US" style="background-color: white;">Scope</span><span style="background-color: white; font-family: 新細明體, serif;">的遊戲可能至少</span><span lang="EN-US" style="background-color: white;">50M~60M</span><span style="background-color: white; font-family: 新細明體, serif;">美金的預算,但現在他們已經把這個技術實現了、科技也成熟了,開發成本相對性大量下降。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">他想要表示的事情是,他們開發一款引擎往往需要預測</span><span lang="EN-US">3-5</span><span style="font-family: 新細明體, serif;">年後的玩家需求、廠商需求、硬體設備的進步等等,這些根據非常多的研究與推測來達到精準的判斷,尤其是針對物理運算本身的極限、甚至人類視神經的研究等等。</span></span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">主要重點摘要如下:</span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">硬體設備的發展</span><span lang="EN-US">(Display)</span><span style="font-family: 新細明體, serif;">將在近年內達到人類視神經所能接受的極限。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">但即時物理運算要達到自然光源的多重投射需要至少</span><span lang="EN-US">20-30</span><span style="font-family: 新細明體, serif;">年才能夠達到,意味著我們還有很長一段路要走才能夠滿足人類對於視覺享受的要求。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">未來主流的開發模式是必須慎選工具,最好是一個工具就能支援最</span><span lang="EN-US">High-end</span><span style="font-family: 新細明體, serif;">的</span><span lang="EN-US">DirectX11 </span><span style="font-family: 新細明體, serif;">到</span><span lang="EN-US">Low-end</span><span style="font-family: 新細明體, serif;">的</span><span lang="EN-US">iOS, Flash</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">另外一個趨勢是手持裝置的效能已經接近次世代主機了。講者開玩笑說:我的</span><span lang="EN-US">iPad</span><span style="font-family: 新細明體, serif;">的解析度還比我家的電視還要高呢!我幹嘛玩</span><span lang="EN-US">Xbox</span><span style="font-family: 新細明體, serif;">!</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">市場正在反破碎化</span><span lang="EN-US">(De-Fragementation)[</span><span style="font-family: 新細明體, serif;">小愛編按:我們都認為市場在破碎化,越來越多的</span><span lang="EN-US">Device</span><span style="font-family: 新細明體, serif;">在切割市場,越來越無所適從。</span><span lang="EN-US">]</span><span style="font-family: 新細明體, serif;">:講者表示商業模式正在統一,朝著</span><span lang="EN-US">F2P</span><span style="font-family: 新細明體, serif;">邁進。另外以往的</span><span lang="EN-US">Package Game</span><span style="font-family: 新細明體, serif;">模式受制於通路也被切割小廠商難以進入,現在透過</span><span lang="EN-US">Digital Distribution</span><span style="font-family: 新細明體, serif;">這些力量也被釋放出來。最後就是開發方式的統一,現在越來越多廠商投資工具做跨平台開發,同樣的</span><span lang="EN-US">Content</span><span style="font-family: 新細明體, serif;">支援多個平台、裝置,所以市場反而逐漸被整合。</span></span></div>
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</div>愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-40421410364571542272012-07-11T04:54:00.001-07:002012-07-12T03:19:18.900-07:00[遊戲產業][心得分享]GDC Taipei Summit 2012 (三) 在智慧型手機市場成功建立豐富內容| SEGA<div class="separator" style="clear: both; text-align: center;">
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<a href="http://www.gamesta.com/wp-content/uploads/2012/02/sega-losing-money.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" height="195" src="http://www.gamesta.com/wp-content/uploads/2012/02/sega-losing-money.jpg" width="400" /></span></a></div>
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<span style="font-size: large;"><b>2012/06/26</b></span><br />
<span style="font-size: large;"><b>在智慧型手機市場成功建立豐富內容|Successfully Establishing Rich Content in the Smartphone Market</b></span><br />
<span style="font-size: large;"><b>大野一昭, Project Manager, SEGA</b></span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">小愛心得:</span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">這場演講主要講解</span><span lang="EN-US">SEGA</span><span style="font-family: 新細明體, serif;">內部的曖昧情愫,我所謂的曖昧是在一家又大又傳統的公司裡面要搞創新勢必遇到很多的阻力。首當其衝的就是</span><span lang="EN-US">F2P</span><span style="font-family: 新細明體, serif;">,</span><span lang="EN-US">SEGA</span><span style="font-family: 新細明體, serif;">從來沒有賣過不用錢的遊戲,光是這個</span><span lang="EN-US">Business
Model</span><span style="font-family: 新細明體, serif;">的推展就受到很多的阻礙。再來是沒有這方面的經驗,但是</span><span lang="EN-US">Scope</span><span style="font-family: 新細明體, serif;">卻很大,為了迎合</span><span lang="EN-US">Global Market</span><span style="font-family: 新細明體, serif;">的需求加入了西方人愛的動作元素、中國人愛的車肥羊、日本人愛的卡牌、高水準的畫面並且還要求要</span><span lang="EN-US">3G/Wifi</span><span style="font-family: 新細明體, serif;">連線。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">講者也說這一直以來也是</span><span lang="EN-US">SEGA</span><span style="font-family: 新細明體, serif;">的弊病也是他的優勢,喜歡做很多很多東西,像是當初推出某一款次世代主機的時候,還希望這台主機能與</span><span lang="EN-US">PC</span><span style="font-family: 新細明體, serif;">做連動,因此花了很多功夫,最後卻是失敗的。所以這個產品的成功也讓講者鬆了很大一口氣,證明</span><span lang="EN-US">SEGA</span><span style="font-family: 新細明體, serif;">也許能夠有機會進入這個新市場,公司內部的態度也有很大的轉變。</span></span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">重點摘要:</span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">在</span><span lang="EN-US">2009</span><span style="font-family: 新細明體, serif;">年開發</span><span lang="EN-US">4</span><span style="font-family: 新細明體, serif;">人連線的</span><span lang="EN-US">iPhone</span><span style="font-family: 新細明體, serif;">動作遊戲,開發團隊的野心與慾望克服了這項艱難的挑戰。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">高品質</span><span lang="EN-US">/</span><span style="font-family: 新細明體, serif;">低成本,利用許多</span><span lang="EN-US">SEGA</span><span style="font-family: 新細明體, serif;">長年累積的資產拼湊而成。</span><span lang="EN-US">(</span><span style="font-family: 新細明體, serif;">推測為:卡牌、圖像等等素材</span><span lang="EN-US">)</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">穩定的改版與營運計畫,定期推出新卡片等改版與活動,此舉屢創營收新高,證明</span><span lang="EN-US">MMO</span><span style="font-family: 新細明體, serif;">的營運模式可在</span><span lang="EN-US">APP</span><span style="font-family: 新細明體, serif;">上獲得成功。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">針對各地區特性,提供適合的內容。</span><span lang="EN-US">(</span><span style="font-family: 新細明體, serif;">編按:這點太難了,包山包海,</span><span lang="EN-US">Scope</span><span style="font-family: 新細明體, serif;">真的很大!</span><span lang="EN-US">)</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">成功的營收模式,卡片</span><span lang="EN-US">+RTS</span><span style="font-family: 新細明體, serif;">為主要獲利來源,經營方面設計為遊戲樂趣之一,不列入收費考量。創立初高</span><span lang="EN-US">ARPU</span><span style="font-family: 新細明體, serif;">,另外在社交平台上面也很受歡迎,歸功於早期加入了社交的機制並且事先做好了足夠的研究。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">隨著</span><span lang="EN-US">Device</span><span style="font-family: 新細明體, serif;">與</span><span lang="EN-US">Connectivity</span><span style="font-family: 新細明體, serif;">的進步,他們相信需求產生:渴望真正的線上遊戲經驗,目前</span><span lang="EN-US">Mobile</span><span style="font-family: 新細明體, serif;">無法完全實現。</span></span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">未來重點改進事項:</span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">針對各地區的營運如何產生標準方法</span><span lang="EN-US">(</span><span style="font-family: 新細明體, serif;">編按:主要營運活動等都還是針對日本當地,較難以延伸到世界各地。</span><span lang="EN-US">)</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">適當的客戶服務</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">RMT(</span><span style="font-family: 新細明體, serif;">現金交易</span><span lang="EN-US">)</span><span style="font-family: 新細明體, serif;">問題的降低</span></span></div>
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延伸閱讀:<br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_1615.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (七) 以社群為本進行設計:Media Molecule如何將Share植入Play. Create Share | Little Big Planet </a><br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_603.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (六) 通過智慧型手機服務為全球市場鋪路:移動訊息應用LINE的策略及可能性| Line </a><br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_3135.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (五) 利用AAA電腦/遊戲機遊戲開發經驗來獲得智慧型手機/平板電腦遊戲的成功| Rabbx </a><br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_4862.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (四) 次世代技術和遊戲展望| EPIC Games </a><br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (二) 全球遊戲產業五大趨勢| Ngmoco</a><br />
<a href="http://edwardgame.blogspot.tw/2012/06/gdc-taipei-summit-2012-day-one.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (一) </a>
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<br /></div>愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-91818097076420954522012-07-11T04:53:00.001-07:002012-07-12T20:17:47.772-07:00[遊戲產業][心得分享]GDC Taipei Summit 2012 (二) 全球遊戲產業五大趨勢| Ngmoco<div class="separator" style="clear: both; text-align: center;">
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<b style="background-color: white;"><span style="font-size: large;">2012/6/26</span></b><br />
<b><span style="font-size: large;">Key Note</span></b><br />
<b><span style="font-size: large;">全球遊戲產業五大趨勢|The 5 Big Trends in the Global Games Industry</span></b><br />
<b><span style="font-size: large;">Ben Cousins, General Manager/ Ngmoco Sweden</span></b><br />
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<span lang="EN-US" style="font-size: large;">P100057:</span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">講者背景是瑞典人到美國工作,結果這家公司被日本公司買下,所以他認為來講國際趨勢很適合。</span><span lang="EN-US">(</span><span style="font-family: 新細明體, serif;">笑</span><span lang="EN-US">)</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">瑞典主要有幾個指標性的新創公司:</span><span lang="EN-US">MineCraft</span><span style="font-family: 新細明體, serif;">、</span><span lang="EN-US">Spotify</span><span style="font-family: 新細明體, serif;">,當然遊戲公司也有製作</span><span lang="EN-US">Battlefield</span><span style="font-family: 新細明體, serif;">的</span><span lang="EN-US">DICE</span><span style="font-family: 新細明體, serif;">。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">他們公司主要設定的目標是;設計</span><span lang="EN-US">AAA Freemium</span><span style="font-family: 新細明體, serif;">遊戲給核心玩家</span></span></div>
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<span style="background-color: white; font-family: 新細明體, serif; font-size: large;">接下來進入主題:</span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">首先定義文中所提到的</span><span lang="EN-US">Mobile</span><span style="font-family: 新細明體, serif;">:意指</span><span lang="EN-US">OS(Android, iOS, Windows Phone 8)</span><span style="font-family: 新細明體, serif;">而非</span><span lang="EN-US">Device</span><span style="font-family: 新細明體, serif;">。講者表示也許這些</span><span lang="EN-US">OS</span><span style="font-family: 新細明體, serif;">未來可能會被搭載到其他的載體,屆時</span><span lang="EN-US">Mobile</span><span style="font-family: 新細明體, serif;">也不一定真的只是</span><span lang="EN-US">Mobile</span><span style="font-family: 新細明體, serif;">。</span></span></div>
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<b><span lang="EN-US" style="font-size: large;">#Trend
1 Mobile Gaming Kills Console Game<o:p></o:p></span></b></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">定義</span><span lang="EN-US">Kill</span><span style="font-family: 新細明體, serif;">:</span><span lang="EN-US">Market Share
Drop to a point of no sign of return(</span><span style="font-family: 新細明體, serif;">市場佔比降到一個地步不可逆</span><span lang="EN-US">)</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">508:iPad</span><span style="font-family: 新細明體, serif;">是世界上銷量速度最快的產品</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">509:</span><span style="font-family: 新細明體, serif;">同期比較</span><span lang="EN-US">Android</span><span style="font-family: 新細明體, serif;">銷售速度比</span><span lang="EN-US">iPhone</span><span style="font-family: 新細明體, serif;">還快</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">510:</span><span style="font-family: 新細明體, serif;">智慧型手機在各個先進國家這兩年的</span><span lang="EN-US">Install Base</span><span style="font-family: 新細明體, serif;">有很明顯的成長</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">511:</span><span style="font-family: 新細明體, serif;">最後同期比較</span><span lang="EN-US">Xbox360</span><span style="font-family: 新細明體, serif;">與</span><span lang="EN-US">iOS gamer</span><span style="font-family: 新細明體, serif;">的</span><span lang="EN-US">user base</span><span style="font-family: 新細明體, serif;">,在</span><span lang="EN-US">8</span><span style="font-family: 新細明體, serif;">個月後</span><span lang="EN-US">iOS</span><span style="font-family: 新細明體, serif;">已超越</span><span lang="EN-US">Xbox360</span><span style="font-family: 新細明體, serif;">的安裝數並持續拉開差距</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">512:DeNA(</span><span style="font-family: 新細明體, serif;">音同</span><span lang="EN-US">DNA)</span><span style="font-family: 新細明體, serif;">是一家以</span><span lang="EN-US">Mobile
Gaming/service</span><span style="font-family: 新細明體, serif;">為主的公司</span><span lang="EN-US">2010, 2011</span><span style="font-family: 新細明體, serif;">的</span><span lang="EN-US">Net Income</span><span style="font-family: 新細明體, serif;">與</span><span lang="EN-US">Revenue</span><span style="font-family: 新細明體, serif;">皆有巨幅的成長。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">513:GREE</span><span style="font-family: 新細明體, serif;">在</span><span lang="EN-US">2011</span><span style="font-family: 新細明體, serif;">年到</span><span lang="EN-US">2012</span><span style="font-family: 新細明體, serif;">年的</span><span lang="EN-US">Net Sales</span><span style="font-family: 新細明體, serif;">與</span><span lang="EN-US">operating Profit</span><span style="font-family: 新細明體, serif;">也有明顯的成長。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">514: </span><span style="font-family: 新細明體, serif;">付出給</span><span lang="EN-US">developer</span><span style="font-family: 新細明體, serif;">的總額有明顯的成長,平均每</span><span lang="EN-US">app</span><span style="font-family: 新細明體, serif;">下載獲得的營收小幅下降。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">515:Console Game</span><span style="font-family: 新細明體, serif;">從</span><span lang="EN-US">2007</span><span style="font-family: 新細明體, serif;">年開始市場逐年萎縮。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">516:</span><span style="font-family: 新細明體, serif;">像是</span><span lang="EN-US">EA</span><span style="font-family: 新細明體, serif;">這種傳統的公司進行轉型需要付出產痛的代價,雖然他們試著把通路及內容轉</span><span lang="EN-US">Digital</span><span style="font-family: 新細明體, serif;">,營收也有明顯成長但還是連續四年虧損。而講者也表示,台灣的基礎不是</span><span lang="EN-US">Console
Game</span><span style="font-family: 新細明體, serif;">在跟上時代趨勢上所需要克服的困難較少,應該可以比較順利轉型成功。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">517:</span><span style="font-family: 新細明體, serif;">未來趨勢:</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">全球手機遊戲的營收和人數都會超越</span><span lang="EN-US">Console Game</span><span style="font-family: 新細明體, serif;">。幾大家用主機廠商生產下一代主機之後將會停止生產主機。大型的傳統發行商像是</span><span lang="EN-US">EA, 2K</span><span style="font-family: 新細明體, serif;">等會被</span><span lang="EN-US">Digitalfocussed</span><span style="font-family: 新細明體, serif;">的公司給買下或是倒閉。</span></span></div>
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<b><span lang="EN-US" style="font-size: large;">#Trend
2 Mobile gaming Kills Browser Game<o:p></o:p></span></b></div>
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<span style="font-family: 新細明體, serif; font-size: large;">兩個重點:</span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">Wintel(Windos+Intel)</span><span style="font-family: 新細明體, serif;">的</span><span lang="EN-US">OS</span><span style="font-family: 新細明體, serif;">市占率低於</span><span lang="EN-US">50%</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">Facebook</span><span style="font-family: 新細明體, serif;">已經無力成為</span><span lang="EN-US">Browser Game</span><span style="font-family: 新細明體, serif;">的載體,尤其是新進入者。</span></span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">導致兩個結論:</span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-US">Casual Game</span><span style="font-family: 新細明體, serif;">用戶將會從</span><span lang="EN-US">PC Browser</span><span style="font-family: 新細明體, serif;">轉移到</span><span lang="EN-US">Mobile</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">以</span><span lang="EN-US">Browser Game</span><span style="font-family: 新細明體, serif;">為主的公司將需要跨平台整合</span><span lang="EN-US">Mobile</span><span style="font-family: 新細明體, serif;">,不然將面臨失敗。</span></span></div>
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<b><span lang="EN-US" style="font-size: large;">#Trend
3 FreeMium Dominates Worldwide<o:p></o:p></span></b></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">不需要多說,免費商城已經統一亞洲,但在歐美尚未完全發酵,但近年來幾個大型的作品像是英雄聯盟已經證明了這件事情。</span></span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">接下來的兩點筆者表示沒有數據佐證,為個人推論,但希望這個想法可以給大家一些刺激與想像空間。</span></div>
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<b><span lang="EN-US" style="font-size: large;">#Trend
4 3D Graphics Become a Commodity<o:p></o:p></span></b></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">定義</span><span lang="EN-US"> Commondity</span><span style="font-family: 新細明體, serif;">:日用品、商品,像是麵粉、鹽、石油、煤礦等等。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">以往</span><span lang="EN-US">Console Game</span><span style="font-family: 新細明體, serif;">或是次世代的</span><span lang="EN-US">MMORPG</span><span style="font-family: 新細明體, serif;">,畫面永遠是最大的賣點。廠商投資非常大量的資源在美術引擎的打造以創造出差異性價值。許多公司也因為這樣的商業模式獲得大成功</span><span lang="EN-US">/</span><span style="font-family: 新細明體, serif;">失敗。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">早期也沒有</span><span lang="EN-US">Middleware</span><span style="font-family: 新細明體, serif;">、也只有少量的</span><span lang="EN-US">Renderware</span><span style="font-family: 新細明體, serif;">來處理畫面,授權金又非常昂貴,於是只好為自己的遊戲量身打造,是一個非常耗資源且高風險的開發方式。</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">現在有很便宜的引擎和</span><span lang="EN-US">Middleware</span><span style="font-family: 新細明體, serif;">可以使用,像是</span><span lang="EN-US">Unreal(UDK)</span><span style="font-family: 新細明體, serif;">、</span><span lang="EN-US">Unity</span><span style="font-family: 新細明體, serif;">,另外</span><span lang="EN-US">Art Assests</span><span style="font-family: 新細明體, serif;">也變得更容易取得,甚至有許多的網路商店可以取得這些資源像是</span><span lang="EN-US">Unity Assests Store</span><span style="font-family: 新細明體, serif;">。講者舉例了一些高品質的山水風景、樹木等等的</span><span lang="EN-US">package</span><span style="font-family: 新細明體, serif;">只要</span><span lang="EN-US">$9</span><span style="font-family: 新細明體, serif;">美金,但是請一個美術來製作的話可能是這個數十倍、數百倍價錢,而消耗資源在這些次要的</span><span lang="EN-US">Assests</span><span style="font-family: 新細明體, serif;">上面並不會讓自己的遊戲或是公司增加太多的優勢。</span></span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">講者推測兩點:</span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">未來最賺錢的遊戲一定會使用第三方引擎開發</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">未來最賺錢的遊戲一定會大量使用這些已經建模好的</span><span lang="EN-US">3D</span><span style="font-family: 新細明體, serif;">資產。</span></span></div>
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<span lang="EN-US" style="font-size: large;">#Trend 5 Asia Rises (Again) </span></div>
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<span style="font-size: large;"><span lang="EN-US">Again</span><span style="font-family: 新細明體, serif;">的原因是因為,小時候</span><span lang="EN-US">ATARI</span><span style="font-family: 新細明體, serif;">到</span><span lang="EN-US">PS2</span><span style="font-family: 新細明體, serif;">時代都還是日本的大廠把持遊戲</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">市場,直到</span><span lang="EN-US">Microsoft</span><span style="font-family: 新細明體, serif;">切入市場之後,西方的開發商才有大量成功經驗。</span></span></div>
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<span style="font-size: large;"><span lang="EN-US">530:</span><span style="font-family: 新細明體, serif;">比較市值之後發現</span><span lang="EN-US">NEXON</span><span style="font-family: 新細明體, serif;">、</span><span lang="EN-US">GREE</span><span style="font-family: 新細明體, serif;">、</span><span lang="EN-US">DENA</span><span style="font-family: 新細明體, serif;">已經超越西方第二大廠</span><span lang="EN-US">EA</span><span style="font-family: 新細明體, serif;">。</span><span lang="EN-US">(DeNA</span><span style="font-family: 新細明體, serif;">最新數據未更新至圖中</span><span lang="EN-US">)</span></span></div>
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<span style="font-size: large;"><span style="font-family: 新細明體, serif;">原因歸咎於亞洲市場切入</span><span lang="EN-US">F2P</span><span style="font-family: 新細明體, serif;">的成功經驗較早,轉型切入新平台時無須付出過高的代價。</span></span></div>
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<span style="font-family: 新細明體, serif; font-size: large;">講者推論兩點:</span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">未來</span><span lang="EN-US">Top 5</span><span style="font-family: 新細明體, serif;">的遊戲公司有</span><span lang="EN-US">4</span><span style="font-family: 新細明體, serif;">家都會是亞洲公司</span></span></div>
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<span style="font-size: large;"><span lang="EN-US" style="font-family: Wingdings;">l<span style="font-family: 'Times New Roman';"> </span></span><span style="font-family: 新細明體, serif;">亞洲公司會買下西方大型的發行商</span><span lang="EN-US">, ex. EA, 2K</span><span style="font-family: 新細明體, serif;">等</span></span></div>
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延伸閱讀:<br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_1615.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (七) 以社群為本進行設計:Media Molecule如何將Share植入Play. Create Share | Little Big Planet </a><br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_603.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (六) 通過智慧型手機服務為全球市場鋪路:移動訊息應用LINE的策略及可能性| Line </a><br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_3135.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (五) 利用AAA電腦/遊戲機遊戲開發經驗來獲得智慧型手機/平板電腦遊戲的成功| Rabbx </a><br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_4862.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (四) 次世代技術和遊戲展望| EPIC Games </a><br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_11.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (三) 在智慧型手機市場成功建立豐富內容| SEGA </a><br />
<a href="http://edwardgame.blogspot.tw/2012/06/gdc-taipei-summit-2012-day-one.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (一) </a>
</div>愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0tag:blogger.com,1999:blog-2304742630321536181.post-88604367792929658882012-06-26T09:22:00.002-07:002012-12-10T14:42:32.668-08:00[遊戲產業][心得分享]GDC Taipei Summit 2012 (一)<div class="separator" style="clear: both; text-align: center;">
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今天去參加人生中的第一個GDC,廢話不多說,馬上進入心得:<br />
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主題一:<br />
The 5 Big Trends in the Global Games Industry<br />
Ben Cousins, General Manager, NgMoco Sweden<br />
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心得:<br />
基本上五大趨勢我大致上全部認同,五大趨勢分別為:<br />
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我覺得他提出兩個很重要的觀點必須要釐清:<br />
a. 關於<b>Kill的定義是市場佔比下降到一個不可逆的程度</b>。 市場佔比的下降又可以分為兩種:其一是市場產生新的解決方案,舊方案被汰換。其二是出現原本不存在的東西並且快速成長,所以舊方案的市場就相對看起來小很多。<br />
b. Mobile指的是OS而非Device,未來會有更多Device可以搭載iOS, Android或是Windows Phone 8,到時Mobile也不是見得是那麼的Mobile。<br />
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EA轉型不易</div>
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簡報檔在這裡,歡迎自取:<br />
<a href="https://www.facebook.com/media/set/?set=a.452772748075515.108197.216291081723684&type=1">https://www.facebook.com/media/set/?set=a.452772748075515.108197.216291081723684&type=1</a>
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主題二:<br />
Technology and Gaming in the Next Generation<br />
Tim Sweeney, Founder and CEO of Epic Games<br />
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心得:<br />
非常專業的解說關於人類視神經與極致畫面的物理原理,真的是值回票價!我很喜歡他很Geeky的演講風格。其中我覺得最受用的就是:<br />
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設備的規格有一天會達到人類以及物理的極限,無法也不需要去被突破,而這件事情很快就會發生。但同步的物理計算(遊戲引擎)要達到完美的表現至少還要20年以上的時間,所以他們還有很長一條路要走。<br />
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另外提供了一個完全打破我想法的觀點,他居然說:市場在<b>反破碎化(De-Fragmentation)</b>!<br />
我一直認為市場逐漸面臨Fragmentation,出來越來越多的Device,越來越不知道市場趨勢是甚麼,然後大家一直在Try & Err的階段,運氣好就挖到金礦、運氣不好就挖到賽。<br />
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聽了他的說法也很有道理,按照研發端來說的確是這樣! Multi-Platform開發,一魚多吃反而可以擴及更大的市場覆蓋率(Market Coverage),另外渠道也逐漸統一,Retail失去優勢,市場力量逐漸被釋放出來。<br />
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簡報檔在這裡,歡迎自取:<br />
<a href="https://www.facebook.com/media/set/?set=a.452775524741904.108198.216291081723684&type=3">https://www.facebook.com/media/set/?set=a.452775524741904.108198.216291081723684&type=3</a>
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待續>><br />
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延伸閱讀:<br />
[巴哈姆特]<a href="http://gnn.gamer.com.tw/4/67464.html">瑞典 Ngmoco 總經理提出全球遊戲產業五大趨勢 亞洲崛起、免費制成主流</a><br />
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[巴哈姆特]<a href="http://gnn.gamer.com.tw/9/67469.html">Epic Games 創辦人 Tim Sweeney 來台分享次世代技術與未來遊戲展望</a></div>
[巴哈姆特]<a href="http://gnn.gamer.com.tw/3/67463.html">NHN 執行長暢談成功經驗 社群通訊軟體「Line」即將進軍遊戲市場</a><br />
<br />
<br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_1615.html">[遊戲產業][心得分享]GDC Taipei Summit 2012 (七) 以社群為本進行設計:Media Molecule如何將Share植入Play. Create Share | Little Big Planet </a><br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_603.html"> [遊戲產業][心得分享]GDC Taipei Summit 2012 (六) 通過智慧型手機服務為全球市場鋪路:移動訊息應用LINE的策略及可能性| Line </a><br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_3135.html"> [遊戲產業][心得分享]GDC Taipei Summit 2012 (五) 利用AAA電腦/遊戲機遊戲開發經驗來獲得智慧型手機/平板電腦遊戲的成功| Rabbx </a><br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_4862.html"> [遊戲產業][心得分享]GDC Taipei Summit 2012 (四) 次世代技術和遊戲展望| EPIC Games </a><br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012_11.html"> [遊戲產業][心得分享]GDC Taipei Summit 2012 (三) 在智慧型手機市場成功建立豐富內容| SEGA </a><br />
<a href="http://edwardgame.blogspot.tw/2012/07/gdc-taipei-summit-2012.html"> [遊戲產業][心得分享]GDC Taipei Summit 2012 (二) 全球遊戲產業五大趨勢| Ngmoco</a> <br />
<a href="http://edwardgame.blogspot.tw/2012/06/gdc-taipei-summit-2012-day-one.html"> [遊戲產業][心得分享]GDC Taipei Summit 2012 (一) </a><br />
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<br />愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com2tag:blogger.com,1999:blog-2304742630321536181.post-64755097551915143062012-06-25T11:18:00.000-07:002012-06-26T07:00:47.745-07:00[遊戲產業][行銷策略]Content Marketing到底是甚麼?(下)<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;"><br /></span><br />
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;">繼上篇<a href="http://edwardgame.blogspot.tw/2012/06/content-marketing.html">[遊戲產業][行銷策略]Content Marketing到底是甚麼?(上)</a>隨著網路時代再一次演進,進入了<span lang="EN-US">Social
media</span>時代,<span lang="EN-US">Content Marketing</span>這件事情完全進入新的世代,這個時代約莫也已經有了三、五個年頭了。讓我們回顧一下<span lang="EN-US">Content Marketing</span>有哪些改變吧!</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;"><span lang="EN-US">1. </span>用戶眼球轉移,原本用戶主要的消息來源是網路<span lang="EN-US">/</span>平面<span lang="EN-US">/</span>電視媒體,取而代之的是各式各樣的社交媒體。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;"><span lang="EN-US">2. </span>用戶<span lang="EN-US">Empowered</span>到一種恐怖的境界,任何一點小小<span lang="EN-US">Piece</span>的<span lang="EN-US">Content</span>經過<span lang="EN-US">Sharing</span>都可以跨越疆界產生巨大的迴響,而且直接D<span lang="EN-US">eliver</span>到人們幾乎每天必經之路:<span lang="EN-US">Facebook Wall</span>、噗浪、<span lang="EN-US">Twitter</span>。你會說<span lang="EN-US">BBS</span>也可以轉信、轉載啊,但<span lang="EN-US">Delivery</span>的深度還是差遠了。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;"><span lang="EN-US">3. </span>各式各樣的工具變得更方便且簡易上手。想想十年前,如果你在東區的咖啡廳偶然看到一個明星在吃下午茶,你需要花多少力氣才能把這樣的獨家『內容』散播出去?<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;"><span lang="EN-US">4. </span>另外,你又要花多少時間呢?<span lang="EN-US">Mobile + App +Wireless Internet</span>的時代,這件事情已經幾乎是同步發生的了。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;">於是現在Content Marketing的Model其實非常多樣化,小愛畫花了筆記本試著描繪出幾種樣貌,但好像太過細膩了,反而像是Marketing Campaign的架構。所以我打算用一個更粗枝大葉的模型表示:</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;">另外一方面,實際上的數據也指示使用者的行為改變了,根據BBC的調查現在17%的為Intense User,我們可以把他們視為Creators,而60%願意去產生互動甚至是主動發動,只剩下23%是被動的潛水者了。</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">有高達44%的人會主動發起內容、16%的人會與之互動喔!</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;">最後的結論是甚麼?以前我們只需要產生高質量的內容吸引消費者替我們的品牌或是產品第一印象拋光表面。現在我們需要深入使用者族群,供給他們真正關心的事物誘發互動。現在我們需要找到誰是種子散播者,把這些具有散播力、有發揮空間的內容首先拋給他們,請他們幫我們完成故事,並成為最有說服力的Story Teller。現在我們不只是要『製造』內容了,我們必須滿足那60%的族群提供他們超低入門門檻的『生產工具』以及超快速、超直接的『傳遞媒介』。我們必須清楚界定TA的Tiers,每一圈的人丟給他們不同的飼料,再也沒有辦法用大眾傳播、大眾行銷的規則來玩了。我們最後需要規劃一連串的Hook導引他們進入消費模式或是開放TA的心門讓我們進去。我們需要做的改變實在太多!</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;">不然BrainStorming一下,我們想兩個簡單的問題:</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;">有多少時候你在Facebook網站上面看到一個美麗的風景照片然後心裡面想說:『哇賽!這地方棒透了!有機會我一定要去!』<br />
或是朋友貼了一張最新去吃的某某日本料理,肥美的鮪魚腹肉令你食指大動,你心裡面想說:『哇賽!假設有錢我一定要去吃吃看!』</span></blockquote>
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<span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: large;">如果你的朋友(Story Teller)稍微再加以指點迷津,也許你就上鉤了。就</span><span style="background-color: white; font-size: large;">以往的Content Marketing來說,廠商只會把風景照片拍下來說:『日本賞櫻花,每人$19,999起,兩人同行第二人半價。』</span></span><br />
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你覺得有人會Share嗎? Change your mind!<br />
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同理可證,拍下一段超帥氣的打Boss畫面然後說:『6月15日,火爆公測、伺服器加開!』</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;">你真的覺得這個Contents有人想要互動嗎?<br />
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<span style="font-family: Arial, Helvetica, sans-serif;">P.S. 如果你還意猶未盡想要知道更多,請看下面這張InfoGrapic:</span></div>
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<a href="http://4.mshcdn.com/wp-content/uploads/2012/02/ContentMarketingExplosionFinal.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: large;"><img border="0" src="http://4.mshcdn.com/wp-content/uploads/2012/02/ContentMarketingExplosionFinal.jpg" /></span></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">延伸閱讀:</span><br />
<a href="http://www.bbc.co.uk/blogs/bbcinternet/2012/05/bbc_online_briefing_spring_201_1.html"><span style="font-family: Arial, Helvetica, sans-serif;">BBC Online Briefing Spring 2012: The Participation Choice</span></a><br />
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<a href="http://mashable.com/2012/02/08/new-content-marketing-tactics/"><span style="font-family: Arial, Helvetica, sans-serif;">Marketers Who Share Content Drive Traffic, Gain Customers [INFOGRAPHIC]</span></a></div>
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<a href="http://www.gamesbrief.com/2012/05/the-age-of-interaction-the-rule-of-1990-doesnt-work-any-more/"><span style="font-family: Arial, Helvetica, sans-serif;">THE AGE OF INTERACTION: THE RULE OF 1/9/90 DOESN’T WORK ANY MORE</span></a></div>
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</div>愛德華http://www.blogger.com/profile/14846274131845344303noreply@blogger.com0