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当下玩家们对于一款手游的评价标准,很大程度上取决于这款手游的氪度和肝度,而通常,大部分的玩家对于肝的容忍度要高于氪度,若一款游戏过度氪金,那凉凉基本是板上钉钉的事了。
所以游戏厂商就整天在琢磨如何让游戏显得不那么氪金,但又能平衡土豪和平民玩家,毕竟土豪是游戏收入的重要来源,而平民玩家则是游戏人气和土豪是否愿意继续氪金的重要因素。
近期,《逆水寒》手游在其官方微信公众号上发布公告,称游戏将不再以玩家氪金为主要赢利点,而是以广告赞助商的方式。通俗的说,就是在游戏中植入广告,赚广告费。按照《逆水寒》手游官方的计算,假如公测有500万玩家参与,则每月的广告收益就可以达到6000万。
先不论这种方法是不是会成功,也不知道网易最终会不会遵守承诺不逼肝逼氪,但这确实是一种比较新颖的尝试。玩家们估计大概率不会在意游戏里的广告植入,比如某某餐馆是品牌餐馆、喝的是脉动或是红牛,但若游戏广告的植入真能给网易带来较可观的收入,这确实不乏是一个“双赢”的方法。
但可以预想的是广告植入也会有几个比较明显的问题,首先,按照《逆水寒》手游官方的估计,若有500万人参与公测,则能够创造6000万左右的广告收入,然而对于一个刚上线的游戏来说,首月6000万的收益显然太不够看了。对比一下网易其他几款游戏的首月流水:《哈利波特:魔法觉醒》首月流水20亿、《永劫无间》前三个月流水14亿,而6000万的收入不过是这几款游戏流水的零头,剩下几亿甚至十几亿的收入还得靠玩家们来氪,这么一对比,广告收入显然杯水车薪。
除此以外,就算网易能够吸引巨量的广告商达到一个较高的广告收入水平,但此时的游戏大概率已经被广告供应商们控制,而广告商们为了得到更大的曝光度和更长的游戏留存度,必然让游戏变得巨肝无比,只为了让玩家们在游戏中驻足更多时间,看更多的广告。
所以,或许在游戏中吸引广告赞助商是一个比较大胆且创新的尝试,但最后是否能成功,改善当前游戏逼肝逼氪的环境,依然值得商榷啊。
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