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【棋牌案例】解读《网易棋牌》

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图:网易四川麻将宣传图

文章来源:棋牌智囊团 / ID :qipaiznt

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背景2017年中旬,网易宣布针对成都市场推出全新手游“代号:火锅”,产品未发布便受到了众多玩家的关注和期待。2017年10月,这盘“火锅”终于揭开神秘面纱,“代号:火锅”正式命名为《网易成都棋牌》,即日起在安卓平台开启精英不删档首测,这也意味着,网易游戏正式进军棋牌手游市场。时至今日,长达10个月的运营,棋牌智囊团发表本文,主要以理性的角度探讨网易四川在产品上的五大主线,以此推衍网易在产品上的战略布局和构思。


在这之前,我们先来了解下网易棋牌的一个对于运营非常重要的板块

第一部分:【兑换商城】

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里面的品种很多,包括了生活用品,粮油食品,数码产品,家用电器,手机话费5个板块,兑换的道具均为易卡,来源主要是比赛及少量活动。


解读

网易通过游戏设置,让免费玩家和付费玩家均可以获得易卡,免费玩家通过完成每天的休闲场任务,获得钻石参赛券,然后去比赛场赢取钻石,然后通过钻石打比赛,赢取易卡,形成了一套合理合规的流程,即游戏行为——游戏道具——比赛行为——游戏虚拟货币——比赛行为——实物兑换券——兑换实物,流程对于新手玩家不是非常友好,但是却很好的规避了可能存在的风险,其中的优化及变形,值得大家思考。

付费玩家可以直接充值购买钻石,直接参加比赛(1元的门槛),获得易卡,赢取兑换券,兑换实物。

看起来琳琅满目,但是通过流程分析,比赛体验及比赛奖励配置,我们很容易的看出,哪怕是付费玩家,想要获得实物奖励,都很难,这也是制约棋牌比赛发展的一个很总要的因素(付费比赛观念,非付费玩家的获利支出,实物的溢价等等)。


网易棋牌游戏五大主线

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第二部分:【比赛场】

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每一位玩家都可以参与到这一赛事之中,与各路麻神雀圣一决高下,用实力赢取海量壕礼,争夺决赛入场券,一举夺得黄金终极大礼!在参赛的过程中,玩家不仅能赢取诸多线上线下福利,还能领略到纯正棋牌玩法,体验原汁原味的成都乡音、乡景,在方方面面感受《网易四川棋牌》的匠心所在!不论玩家是否与成都远隔千里,只要进入游戏,即可深入了解这一古都的城市气质,感受它的深厚人文底蕴!


解读

最早发明棋牌比赛的公司是竞技世界。他把棋牌项目从最早的几个人进行胜负交换,转变成了几十人或者几百人交互的一个项目。参与人数和组织形式发生了变化,就导致用户对棋牌游戏有了新的认识和追求。


网易四川比赛场中一共有3个类型比赛,类型相对于其余大厂(腾讯,JJ)较为薄弱。

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首先是班车赛:奖励是5元话费,每20分钟一场,游戏玩法是血战到底 报名条件免费。

第二个是锦标赛:  7月麻将雀王争霸赛,有日赛和周赛,日赛报名免费,周赛需要道具。

第三个是道具类比赛:每天固定时间段基本上是一场,报名需要元宝和钻石。

以其中的5元话费场为论,1.说话配音较为柔软,节奏感不强。2.淘汰赛机制很慢,赛制设计上不太合理。一个比赛从头玩到能获得奖励时间太长。这种比赛适合作为回馈玩家的赛制,如果做用户体验的第一个赛事,留存率可能会偏低。

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1元的报名费,32人开赛,第9~12名才获得3易卡(10元话费卡兑换需要140张易卡,也就是说1元=14张卡,3张卡才2毛钱),亏本,5~8名才保本,这个比赛的吸引力,可想而知。

玩比赛要做到以下两点:赛事专业性和趣味性需求。从赛制设计逻辑来说需要更强调棋牌的竞技性,玩家需要玩的好,在比赛平台上更加容易赢取奖品。

棋牌智囊团初步判断线上比赛不是网易这款棋牌产品的主要卖点。目前的线上赛事,赛制的可玩性不高。尽管奖励配置还比较丰厚,短时间说服玩家体验游戏较难。


第三部分:【休闲场】

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休闲场即为金币场,作为网易棋牌的主要游戏板块,每一位玩家可以根据自身携带的金币数量,选择不同倍数的游戏场进行游戏,金币场满足了游戏玩家最基本的游戏需求,无视时间,无视地域,只要自己想摸一把麻将,在这里都可以即点即开,体验最纯正的川麻。


解读

现在看,网易的休闲场还处于最初的阶段,即单纯的玩,目前玩法只有血流成河,血战到底,听用和川味斗地主,其他类型的并没有上线,且智能程度还有很大的提升空间。

不过休闲场通过设置不同倍率及任务目标,可以让休闲用户略有乐趣,在日积月累的过程中,最好有一些人因为川麻的输赢特性,不满足救济金,不满足从高到低的倍率差,能够购买金币,能够去体验比赛,最后成为付费玩家,或者是转成亲友房玩家,但是就智囊团的体验来说,这一种转换较困难,所以,网易棋牌休闲场就目前来看,只是个休闲场,针对的只是休闲玩家,期待网易棋牌之后的休闲场运营。

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第四部分:【剧情线】

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为了能够让玩家在游戏过程中,深入体验成都之美,《网易成都棋牌》还独创性地加入了剧情模式。玩家可以从成都知名的熊猫基地出发,与小熊猫易娃一起,穿过宽窄巷子,前去锦里看戏,在春熙路、IFS等地感受成都的现代化气息,于杜甫草堂、都江堰触摸它沉淀千年的厚重历史。

在每一段剧情中,《网易成都棋牌》更是根据真实场景,绘制了多幅精美场景原画,并为这些场景设计了不同身份的NPC,他们可以是活跃于春熙路上的蓉城美女,也可以是青城山中的道士,而在杜甫草堂、武侯祠等地,玩家还能邂逅杜甫、诸葛亮等与成都结下深厚缘分的历史名人。即便玩家无法亲临成都,也能通过这些原画感受成都之美!


解读

剧情线存在的目的是为了增加游戏黏性,让玩家与游戏的剧情节奏产生共鸣。在此基础上,玩家的时间和消费投入,就被赋予了情感价值:用户在用心经营一个他放不下的世界。

而剧情线调整则说明玩家对网易设定的世界并不买账,这不是他们内心所需要的世界。(智囊团注:剧情与任务是两个概念,少数人一起手就是名著,而大多数人只能写流水账,通过后期不断的磨炼才能写出精品。流水帐与名著不相同,而剧情则与任务不等同)

当然,智囊团并不否定剧情线的存在价值,相反剧情是游戏生态里必不可少的一环,一个优秀的剧情线需要和人物本身的特性相结合,赋予人物在虚拟世界的性格,如果没有和游戏本身完美的结合,穿插其中,则更像是酒会上不经介绍,强行多了一份碗筷,突兀得很。


第五部分:【约牌房】

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开发组先从南充、达州、自贡、内江、广安五个城市入手,通过实地深入调研来收集信息,更新了血战到底、三人两房等多种玩法。通过游戏开屏的大地图来选择偏好或所在区域,就可以匹配到地区性正统玩法。

除去应该有的玩法之外,约牌房还对本地场景进行了高度还原,从进入约牌房的背景画面可以感受到通过不同的地区性场景的转换,背景画面也会随之不同,浓浓的地方特色、独特的街景地标都将会给玩家带来亲切感。所有的背景原画都是画师在实地描绘出的当地景色,都是以“匠心”精神极大程度的进行还原。


解读

从网易官方的约牌房的官方介绍可以提炼出以下2点:地区性+全时背景,全时背景的主要构成是约牌画布及本地场景。在约牌上,房卡有一个特点,地区性:游戏只针对于当地人的打牌习惯设置。网易在打牌上的亮点有2个:1.设置了全时麦克风,防止作弊和及时打牌沟通交流。2.全局计分板,可以明确的知道每一局的输赢情况。

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全时背景这块是为了让玩家在游戏里能身临其境,减少与现实打牌环境的不同之处。在全国市场上网易棋牌并不是独一家,乐享旗下的北京麻将,从登录至游戏界面再到约局画布,都有浓浓的北京特色气氛。

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第六部分:【直播间】

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有别于许多棋牌手游,《网易成都棋牌》还在其中引入了强大的社交体系。玩家可以通过游戏直播功能,在直播间直击成都棋牌高手的对局,看他们如何大摆龙门阵。当然,若是玩家想要与其他玩家分享自己的游戏感想,也可以走到聚光灯下,自己成为明星游戏主播。 

更值得一提的是,《网易成都棋牌》在游戏内设置视频投稿专区。玩家可以上传自己原创的游戏、生活视频,分享自己对于成都棋牌乃至成都的点滴情感。也许凭借着《网易成都棋牌》这个纽带,玩家能够因此而找到自己的最佳牌友。

我们提到一个优秀的社交游戏,它需要具备3点:

1.制造群体感情,提供用户的自我表达诉求发泄:约定机制、身份与影响力、进度机制、社区机制

2.以休闲为核心,更普适性的玩法。

3.有合适的病毒渠道拓展性。


直播间存在的目的是为了打造社交生态,使玩家有平台展示自己。调整说明网易棋牌在直播社交遭挫,玩家通过分享视频让其他用户了解自己,而其他用户没有有机的和分享者产生互动,这是一个单向的反馈,而非一个完整的闭环生态。

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