15

Understanding Monetization Techniques
理解貨幣化技術

Running a game development business has never been easy, and our industry is as competitive and hit-driven as ever. With game development and marketing costs growing ever higher, building, maintaining, and repeatedly monetizing a dedicated fanbase has become a top priority.
經營遊戲開發業務從來不容易，我們的行業依然競爭激烈且以熱門作品為主導。隨著遊戲開發和行銷成本不斷攀升，建立、維持並反覆從忠實粉絲群中獲利已成為首要任務。

For players, on the other hand, the landscape is more inviting than ever! The abundance of high-quality Free-to-Play (F2P) titles means that players can try as many games as they like, and often play them for hundreds of hours without spending a penny.
然而，對於玩家來說，這個環境比以往任何時候都更具吸引力！大量高品質的免費遊玩（F2P）遊戲讓玩家可以隨心所欲地嘗試多款遊戲，並且經常可以在不花一分錢的情況下玩上數百小時。

F2P might be the dominant business model for the mobile gaming market, but it has also gained huge popularity and mainstream acceptance in Western PC and console markets due to huge multiplayer hits such as League of Legends, Fortnite, Dota 2, Apex Legends, and many more.
F2P 可能是移動遊戲市場的主流商業模式，但由於《英雄聯盟》、《Fortnite》、《Dota 2》、《Apex 英雄》等大型多人遊戲的成功，它也在西方的 PC 和主機市場中獲得了巨大的人氣和主流認可。

Not all F2P games are alike, though; their methods of monetizing players vary widely, and often a single game will utilize several different monetization techniques. Evolving business models present great (and sometimes controversial) design challenges, but tackling them head-on may be your only chance of making a world-class hit (or, at the very least, breaking even).
並非所有的免費遊戲都一樣；它們變現玩家的方式差異很大，且一款遊戲通常會使用多種不同的變現技術。隨著商業模式的演變，設計上出現了巨大的（有時是具爭議的）挑戰，但迎難而上可能是你打造世界級熱門作品的唯一機會（或至少是收支平衡的機會）。

In this chapter, we’ll dive deep into the techniques and knowledge required to thoughtfully, ethically, and effectively monetize your F2P games.
在本章中，我們將深入探討如何深思熟慮、合乎道德且有效地變現你的免費遊戲所需的技術和知識。

We will cover the following topics in this chapter:
本章將涵蓋以下主題：

• Basics of F2P monetization
  免費遊戲變現的基礎
• Vectors of monetization  變現的向量
• Establishing a game economy
  建立遊戲經濟
• Using season passes for monetization
  使用季票進行貨幣化
• Why do some games fail to monetize?
  為什麼有些遊戲無法實現貨幣化？
• Monetization tips and tricks
  貨幣化的技巧和竅門

Basics of F2P monetization
F2P 盈利模式的基礎

Setting up and balancing the game economy, player progression rate, and monetization model can be a daunting and time-consuming job. In well-staffed teams, these duties are addressed by a dedicated specialist, often known as an economy designer. In smaller, less specialized teams, the heavy burden of creating a successful game economy will often fall onto the generalist game designer.
設置和平衡遊戲經濟、玩家進度速度和盈利模式可能是一項艱鉅且耗時的工作。在人員充足的團隊中，這些職責通常由專門的專家負責，通常被稱為經濟設計師。在較小、專業化程度較低的團隊中，創建成功遊戲經濟的重擔往往落在通才遊戲設計師的肩上。

In theory, the business model of F2P games is simple. Lower the barrier to entry (free download) to attract a large audience, retain your players with fun gameplay, and provide them with ample opportunities to express themselves, save time, and enhance their gameplay by paying.
理論上，F2P 遊戲的商業模式很簡單。降低進入門檻（免費下載）以吸引大量觀眾，通過有趣的遊戲玩法留住玩家，並提供充足的機會讓他們表達自我、節省時間並通過付費提升遊戲體驗。

In practice, it’s a huge challenge, especially since you’re operating within a saturated market and with an increasingly savvy audience that often expects to get most of their content for free, even after playing your game for months or even years. To have any hopes of succeeding in this difficult market, you’ll need to develop a strong monetization strategy that reinforces an already strong gameplay loop.
實際上，這是一個巨大的挑戰，尤其是因為你在一個飽和的市場中運作，面對的是越來越精明的觀眾，他們通常期望即使在玩了幾個月甚至幾年後也能免費獲得大部分內容。要在這個困難的市場中取得成功的希望，你需要制定一個強大的盈利策略，以強化已經很強的遊戲循環。

While the F2P business model is likely to leave a big impact on game design, you should not let monetization drive your prototypes and strip you of your creativity. Gameplay has to come first, since without it, you’ll have no users to convert.
雖然免費遊玩（F2P）商業模式可能對遊戲設計產生重大影響，但你不應該讓貨幣化驅動你的原型設計，從而剝奪你的創造力。遊戲玩法必須放在首位，因為沒有它，你將無法吸引用戶進行轉換。

Do not blindly copy/paste monetization models from other successful games. You may not have the brand, breadth of content, and audience size to make them work. As an example, League of Legends’ monetization works on a multi-million-strong user base that retains for years, but with its tiny average revenue per user (ARPU), it likely won’t work for you!
不要盲目地從其他成功的遊戲中複製/貼上貨幣化模式。你可能沒有品牌、內容廣度和受眾規模來使其奏效。例如，《英雄聯盟》的貨幣化依賴於數百萬的用戶基礎，這些用戶多年來一直保持活躍，但由於其每用戶平均收入（ARPU）很低，這種模式可能不適合你！

Vectors of monetization  貨幣化的向量

Buying a knife skin in Counter-Strike: Global Offensive and purchasing a lollipop hammer in Candy Crush are two entirely different experiences. The first is driven by desire, the other by frustration. Knife skins give players a way to express themselves and provide visual variety, but they have no effect on gameplay.
在《絕對武力：全球攻勢》中購買刀具外觀和在《糖果傳奇》中購買棒棒糖錘子是兩種完全不同的體驗。前者是由渴望驅動的，後者則是由挫折驅動的。刀具外觀讓玩家有表達自我的方式並提供視覺上的多樣性，但它們對遊戲玩法沒有影響。

The value of the lollipop hammer, on the other hand, is almost entirely dependent on its gameplay impact, since it is a useful tool that helps you get past difficult situations. Your offering has to closely match your game and the desires of your players.
棒棒糖錘的價值則幾乎完全取決於其在遊戲中的影響，因為它是一個有用的工具，可以幫助你度過困難的情境。你的產品必須緊密貼合你的遊戲以及玩家的需求。

There are five distinct vectors used to drive in-game monetization models, as follows:
有五個不同的向量用於推動遊戲內貨幣化模式，如下所示：

• Time
• Difficulty
• Playable content
• Non-playable content  非可玩內容
• In-game advertisements  遊戲內廣告

We’ll explore these vectors one by one and pay close attention to their effect on gameplay, progression, structure, and the player’s emotional state.
我們將逐一探討這些向量，並密切關注它們對遊戲玩法、進程、結構以及玩家情緒狀態的影響。

Time

This monetization vector is reinforced by the following emotions: anticipation (positive) and impatience (negative).
這種變現向量受到以下情緒的強化：期待（正面）和不耐煩（負面）。

Time and game progress are strongly intertwined, and F2P games often purposely (and gradually) slow down a player’s progression rate in hopes of monetizing it. This can be done in two ways, as follows:
時間與遊戲進度密切相關，F2P 遊戲通常會故意（並逐漸）減緩玩家的進度速度，以期從中獲利。這可以通過以下兩種方式實現：

• Explicitly via timers: A centralized server-based clock can support a range of progress-gating mechanics, from timers on crafting, building, training, upgrading, and unlocking your units, skills, and structures, to energy mechanics (which directly limit the playtime), and more subtle daily and weekly objectives that grant players important rewards (without which progress slows down significantly).
  通過計時器明確實現：基於中央伺服器的時鐘可以支持一系列進度限制機制，從製作、建造、訓練、升級和解鎖單位、技能和建築的計時器，到能量機制（直接限制遊戲時間），以及更微妙的每日和每週目標，這些目標為玩家提供重要獎勵（沒有這些獎勵，進度將顯著減慢）。
• Implicitly via resources: The prices of in-game content and experience points (XP) required to level up your avatars are often growing at an exponential rate. In these scenarios, players are given an option to continue playing the game for free, or to spend money and either accelerate resource generation or buy the item outright.
  通過資源隱含實現：遊戲內內容的價格和升級角色所需的經驗值（XP）通常以指數速度增長。在這些情況下，玩家可以選擇繼續免費遊玩，或者花錢加速資源生成或直接購買物品。

The effectiveness of progression-based monetization depends on game balancing and your ability to maintain an array of escalating goals for players to aspire toward.
進度型貨幣化的效果取決於遊戲的平衡性，以及您能否為玩家設立一系列逐步升級的目標以供追求。

However, do not rush the pace of a player’s journey. Highlighting end-game content to a beginner will either scare them off (it’s just too much work) or devalue everything else (this is all a stepping stone to me getting that one thing I really want).
然而，不要急於推動玩家的旅程。向初學者強調終局內容要麼會嚇跑他們（這實在是太多工作了），要麼會讓其他一切失去價值（這一切只是我獲得那個我真正想要的東西的墊腳石）。

Difficulty

This monetization vector is reinforced by the following emotions: mastery (positive) and frustration (negative). By carefully increasing the challenges presented by your in-game tasks (but not the actual complexity of your game mechanics), you’re able to create friction—that is, a pre-planned reduction in a player’s rate of progression that is designed to encourage players to spend money.
這種貨幣化向量由以下情感所強化：掌握（正面）和挫折（負面）。通過謹慎地增加遊戲任務的挑戰（但不增加遊戲機制的實際複雜性），你能夠創造摩擦——這是一種預先計劃好的減緩玩家進度的方式，旨在鼓勵玩家花錢。

Friction can be introduced in the form of difficulty spikes (sections that are much harder than their surroundings) or by steeply increasing the overall difficulty curve at a rate faster than a player’s growth in power. Difficulty spikes and rises in difficulty curves are not mutually exclusive, and you can combine both solutions.
摩擦可以以難度尖峰的形式引入（即某些部分比周圍的部分要困難得多），或者通過以比玩家能力增長更快的速度急劇增加整體難度曲線。難度尖峰和難度曲線的上升並不互相排斥，您可以結合這兩種解決方案。

Once you settle on a method for introducing friction, you can monetize the solutions to the newfound problem by providing the following:
一旦你確定了一種引入摩擦的方法，你可以通過提供以下解決方案來將新發現的問題貨幣化：

• Band-aids to the temporary problem of a difficulty spike, most likely in the form of consumable goods: premium ammo, powerful boosts, extra moves, lives, and so on
  創可貼用於解決難度激增的臨時問題，通常以消耗品的形式出現：高級彈藥、強力增益、額外移動、生命等
• Long-term solutions that help facilitate a player’s growth and progression to match the increasing difficulty: permanent upgrades, powerful items and characters, and so on
  長期的解決方案有助於促進玩家的成長和進步，以應對不斷增加的難度：永久升級、強大的物品和角色等等。

Monetizing difficulty is risky! In some cases, friction can motivate players and keep them going (and potentially spending), but in others, it will cause players to rebel and leave in frustration. Frequent and obvious difficulty spikes will end up feeling jarring and unfair, and the relentlessly growing difficulty curve can tire your audience and make them feel like everything they do is in vain, removing any satisfaction from in-game progression.
將難度貨幣化是有風險的！在某些情況下，摩擦可以激勵玩家並讓他們繼續前進（並可能花費），但在其他情況下，這會導致玩家反抗並因挫折而離開。頻繁且明顯的難度激增最終會讓人感到震驚和不公平，而不斷增長的難度曲線會讓你的觀眾感到疲憊，並覺得他們所做的一切都是徒勞的，從而剝奪了遊戲內進步的任何滿足感。

The consequences of monetizing friction can vary between genres and audiences. Soft launching your game and monitoring the progression, spend, and retention of real players is the best way of analyzing and optimizing your friction.
將摩擦貨幣化的後果可能因不同的遊戲類型和受眾而異。軟啟動你的遊戲並監控真實玩家的進程、消費和留存率，是分析和優化摩擦的最佳方式。

Playable content

This monetization vector is reinforced by the following emotions: curiosity (positive), joy (positive), and boredom (negative). New stories, missions, characters, equipment, environments, and even game modes are all examples of playable content that can be locked behind a pay gate.
這種貨幣化向量由以下情感所強化：好奇心（正面）、喜悅（正面）和無聊（負面）。新的故事、任務、角色、裝備、環境，甚至遊戲模式，都是可以鎖在付費門檻後的可玩內容範例。

To increase the effectiveness of this vector, you’ll need to increase the necessity, desirability, and perceived value of your goods, and do it all without pushing the non-paying users out of the game. You can classify your playable content by its lifespan, as follows:
要提高這個向量的效能，你需要增加商品的必要性、吸引力和感知價值，並且做到這一切的同時不將不付費的玩家排除在遊戲之外。你可以根據內容的壽命來分類可玩內容，如下所示：

• Permanent: Game trials, premium expansion packs, and new story episodes have been around for years. Nowadays, we are more likely to get a skeleton of the entire game for free and spend to build up our virtual collections of goods, be it cars, weapons, or heroes. The utility of permanent goods has to be closely planned and monitored.
  永久性：遊戲試用、優質擴充包和新故事章節已經存在多年。如今，我們更有可能免費獲得整個遊戲的框架，並花費金錢來建立我們的虛擬商品收藏，無論是汽車、武器還是英雄。永久性商品的效用必須仔細規劃和監控。

On one hand, satisfying a player’s needs permanently removes the chance for repeated sales in that sector of monetization. On the other hand, making a premium item feel useless and obsolete after 30 minutes will have an equally negative outcome.
一方面，滿足玩家的需求會永久性地消除該貨幣化領域中重複銷售的機會。另一方面，讓一個高級物品在 30 分鐘後感覺無用和過時，將會產生同樣負面的結果。

• Consumable: Satisfying the implementation of non-permanent goods (such as item rentals, game subscriptions, or time-limited access to premium areas) is a great way of maintaining a healthy, long-lasting economy. That said, make sure to diversify your offering! A significant portion of your audience will expect their money to have a long-lasting impact and showcase an inherently adverse reaction to spending on non-permanent content.
  消耗品：滿足非永久性商品（如物品租賃、遊戲訂閱或限時進入高級區域）的實施，是維持健康且持久經濟的絕佳方式。話雖如此，務必確保多樣化您的產品！您的受眾中有相當一部分會期望他們的花費能產生長期影響，並對於非永久性內容的消費有著本質上的反感。

Non-playable content  不可玩內容

This monetization vector is reinforced by the following emotions: pride (positive), amusement (positive), jealousy (negative), and shame (negative). This category includes content and services that may be useful, desirable, and amusing but do not directly influence or expand a player’s gameplay options and capabilities. The two most common categories are presented here:
這種貨幣化向量由以下情感所強化：驕傲（正面）、娛樂（正面）、嫉妒（負面）和羞愧（負面）。此類別包括可能有用、令人渴望且有趣的內容和服務，但不會直接影響或擴展玩家的遊戲選項和能力。這裡介紹了兩個最常見的類別：

• Cosmetic items: Costumes, skins, decorations, icons, companion pets, visual effects, sound effects, animations, and any other content with no utility use and value based solely on the back of look and feel, scarcity, and subjective taste.
  裝飾性物品：服裝、外觀、裝飾、圖標、伴侶寵物、視覺效果、音效、動畫，以及任何其他僅基於外觀和感覺、稀有性和主觀品味而無實用價值的內容。
• Optional services: Account name changes, server migrations, private chat channels, additional character or loadout slots, and even automatic handling of some chores (such as clearing up inventory space). These are all examples of potentially monetizable perks and services that do not have a visible effect on gameplay.
  可選服務：帳號名稱更改、伺服器遷移、私人聊天頻道、額外角色或裝備欄位，甚至是自動處理某些瑣事（例如清理庫存空間）。這些都是潛在可盈利的特權和服務範例，對遊戲玩法沒有明顯影響。

By its very nature, non-playable content is the dominant monetization vector for any game that tries to maintain a level playing field between spenders and non-spenders.
非可玩內容本質上是任何試圖在付費玩家與非付費玩家之間維持公平競爭的遊戲中，最主要的變現途徑。

In-game advertisements  遊戲內廣告

Mobile games sometimes feature an additional method of directly monetizing time (or, more aptly, player attention) that deserves its own mention—in-game advertisements! There are two main types of in-game ads, as follows:
手機遊戲有時會採用一種直接變現時間（或更準確地說，玩家注意力）的額外方法，這值得特別提及——遊戲內廣告！遊戲內廣告主要有兩種類型，如下所示：

• Rewarded ads: Where players willingly opt in to watch an advert in exchange for bonus rewards, extra lives, a chest of goodies from the shop, and so on
  獎勵廣告：玩家自願選擇觀看廣告以換取額外獎勵、額外生命、商店中的寶箱等。
• Interstitial ads: Where players are forced to watch an advert to continue playing—a far more intrusive and frustrating move, but potentially critical for games that cannot monetize effectively with other vectors
  插頁廣告：玩家被迫觀看廣告才能繼續遊戲——這是一個更具侵入性和令人沮喪的舉動，但對於無法通過其他途徑有效變現的遊戲來說，可能是至關重要的。

Mobile ads were the de facto method of monetizing players for some quick, gameplay-driven arcade games in the hyper-casual genre, which has since diminished greatly due to privacy regulations introduced in 2021. Despite these tough circumstances, rewarded ads are still a viable source of secondary income and can help bring revenue from players who are unlikely or unable to spend.
移動廣告曾是超休閒類型中一些快速、以遊戲玩法為驅動的街機遊戲變現玩家的既定方法，但自 2021 年引入隱私法規以來，這種方法已大大減少。儘管面臨這些嚴峻的情況，獎勵廣告仍然是一個可行的次要收入來源，並且可以幫助從不太可能或無法消費的玩家中獲得收入。

Moving on, after you’ve settled for what (the vectors of monetization you’re going to utilize), it is time to establish the how. We will now look at what it takes to establish and run a successful in-game economy.
接下來，在您確定要使用哪些（變現途徑）後，是時候確立如何實施了。我們現在將探討建立和運行成功的遊戲經濟所需的條件。

Establishing a game economy
建立遊戲經濟

At the heart of many games lies an in-game economy, which encapsulates all of the resources (including items, weapons, characters, XP, and so on) that players amass, exchange, and expend during play.
在許多遊戲的核心中，存在著一個遊戲內經濟體系，這個體系包含了玩家在遊戲過程中累積、交換和消耗的所有資源（包括物品、武器、角色、經驗值等）。

In a F2P game, the main goals of the economy are to both maintain a balanced and fun experience and maximize the lifetime value (LTV) of an average player in the most sustainable and positive way possible. This means we need to do the following:
在免費遊戲中，經濟體系的主要目標是既要保持平衡和有趣的遊戲體驗，又要以最可持續和積極的方式最大化普通玩家的終身價值（LTV）。這意味著我們需要做到以下幾點：

• Adjust the monetization strategy
  調整貨幣化策略
• Control the rate of player progression by managing difficulty, content burn, resource generation, and resource removal
  通過管理難度、內容消耗、資源生成和資源移除來控制玩家進度速度
• Create and adjust real money offerings
  創建和調整真實貨幣商品

Adjusting the monetization strategy
調整貨幣化策略

You may have a nifty shortlist of items and services to offer, but before you put a single number against them, you need to ask yourself these questions:
在你列出一份精選的商品和服務清單之前，你需要先問自己以下這些問題：

• Who will be playing the game?: Can your game aspire to create a strong, dedicated fanbase with high retention and LTV, or is it more of a casual affair in a highly competitive genre? What is the age of the average player? People over 25 have more disposable income than teenagers and may be ready to pay for their hobbies. Young audiences are very hard to convert, and we should actively try to prevent any purchases from minors (for example, by creating an age gate during their first boot-up).
  誰會玩這款遊戲？：你的遊戲是否能夠創造一個強大且忠誠的粉絲群，並擁有高留存率和終身價值，還是它更像是一個競爭激烈類型中的休閒遊戲？平均玩家的年齡是多少？25 歲以上的人比青少年擁有更多的可支配收入，可能更願意為他們的愛好付費。年輕的受眾很難轉化，我們應該積極防止未成年人購買（例如，在他們第一次啟動時設置年齡門檻）。
• How much can you get out of your game content?: Is the potential LTV for a D365 player capped at $100, or is it $100,000? The former highlights a huge problem if you can’t acquire a massive number of users, while the latter is often a sign of being either too optimistic or too stingy.
  你能從遊戲內容中獲得多少收益？：D365 玩家的潛在終身價值是被限制在 100 美元，還是 100,000 美元？如果是前者，當你無法獲得大量用戶時，這是一個巨大的問題，而後者通常是過於樂觀或過於吝嗇的跡象。
• Is the audience willing to spend?: Are there any preconceptions around your genre or brand that may add value or potentially hurt your offering?
  受眾是否願意花錢？：你的類型或品牌是否有任何先入為主的觀念，可能會增加價值或潛在地損害你的產品？

A PC or console brand used in a mobile game will likely aspire to attract players who are used to spending $60 for a finished product. Be careful not to infuriate them with your monetization strategy!
在手機遊戲中使用 PC 或主機品牌，可能會吸引那些習慣花費 60 美元購買完整產品的玩家。小心不要因為你的貨幣化策略而激怒他們！

On the flipside, brands such as Marvel, DC, Star Wars, and Transformers lend themselves to a market that accepts the need to spend to collect their favorite characters, be it in a physical or virtual form.
另一方面，像是 Marvel、DC、星際大戰和變形金剛這樣的品牌，則迎合了一個接受為收集他們喜愛角色而花費的市場，無論是實體還是虛擬形式。

• Are you primed to deliver value?: Back in Transformers: Earth Wars, we put incredible effort into tweaking and polishing our character models, animations, preview screens, and the gacha experience. Our aim was to deliver the best digital toys we could, a set of faithful (and sometimes much improved) characters that our players remember from their childhood toys, cartoons, and comics. Thanks to this effort, our game became a legitimate way to collect digital Transformers characters, one that requires no shelf space and offers quite a lot for free.
  你準備好提供價值了嗎？在《變形金剛：地球之戰》中，我們投入了極大的努力來調整和完善我們的角色模型、動畫、預覽畫面和扭蛋體驗。我們的目標是提供最好的數位玩具，一套忠實（有時甚至是大幅改進）的角色，讓玩家回憶起他們童年時的玩具、卡通和漫畫。由於這些努力，我們的遊戲成為了一種合法的方式來收集數位變形金剛角色，不需要佔用展示空間，並且提供了相當多的免費內容。

Knowing the basics, you can now adjust your aspirations. For example, a World War II strategy game may lean toward a mature audience and have the content needed to establish a healthy, long-lasting economy.
了解了基本知識後，你現在可以調整你的期望。例如，一款二戰策略遊戲可能會傾向於成熟的觀眾，並擁有建立健康、持久經濟所需的內容。

A mobile endless runner, on the other hand, will skew toward younger players and have a hard time converting players and extracting revenue without strong upselling techniques. Moreover, if the nature of the game gives little hope for a high D30 retention stat, you might as well try to burn through your content and maximize the average revenue per paying user (ARPPU).
相較之下，手機無盡奔跑遊戲則更傾向於吸引年輕玩家，若沒有強力的追加銷售技巧，將很難將玩家轉化並獲取收益。此外，如果遊戲的性質使得高 D30 留存率的希望渺茫，那麼不妨嘗試快速消耗內容並最大化每位付費用戶的平均收入（ARPPU）。

Remember—it’s always good to look at successful games within your genre, but there is no guarantee of translating that success onto a game with a different audience, brand, or scale.
記住——觀察同類型中成功的遊戲總是好的，但這並不保證能將那份成功轉化到擁有不同受眾、品牌或規模的遊戲上。

Balancing player progression
平衡玩家進程

Pacing and balancing F2P games is a very delicate process. Slow things down too much, too early, and you risk your players growing bored or giving up in frustration. Maintain a quick and steady pace, and you’ll burn through your content and remove any time and effort-based incentives to spend.
調整和平衡免費遊戲（F2P）的節奏是一個非常微妙的過程。若過早地放慢速度，可能會讓玩家感到無聊或因挫折而放棄。若保持快速且穩定的節奏，則可能會迅速耗盡內容，並消除基於時間和努力的消費動機。

The only way out of this conundrum is to employ a degree of exponential growth in your economy, but blindly multiplying the costs and requirements can quickly get out of hand. By using a critical vector of progression (described in detail back in Chapter 3, Scoping a Game Project and Chapter 11, Balancing Your Content and Systems), you’ll be able to model your economy with paying and non-paying players in mind, and better understand the longevity of your content.
解決這個難題的唯一方法是對經濟體系進行一定程度的指數增長，但盲目地增加成本和需求可能會迅速失控。通過使用一個關鍵的進程向量（詳見第三章《遊戲項目範圍》和第十一章《平衡內容和系統》），您將能夠在考慮付費和非付費玩家的情況下建模您的經濟體系，並更好地理解內容的持久性。

Let’s see how this process looks in practice! We’ll base our example on PlanetSide 2, a F2P massively multiplayer online (MMO) shooter from 2012, available on PC and PS4. It boasts a healthy economy that has managed to endure and engage for over a decade!
讓我們看看這個過程在實踐中是如何運作的！我們將以 2012 年推出的免費大型多人在線射擊遊戲《PlanetSide 2》為例，該遊戲可在 PC 和 PS4 上遊玩。它擁有一個健康的經濟體系，已經成功地持續並吸引玩家超過十年！

Example – PlanetSide 2

PlanetSide 2 is an MMO first-person shooter (MMOFPS), a game where thousands of players, divided into three factions, engage in enormous, open-world battles over territory.
PlanetSide 2 是一款大型多人線上第一人稱射擊遊戲（MMOFPS），在這款遊戲中，數千名玩家被分為三個陣營，參與龐大且開放世界的領土戰鬥。

The critical vector of progression in PlanetSide 2 is a resource called certification points (CP or certs). CP are primarily acquired through gameplay and spent on the most desirable game content—that is, unlocking and upgrading weapons, vehicles, and the abilities of your soldiers.
在 PlanetSide 2 中，進展的關鍵向量是一種稱為認證點（CP 或 certs）的資源。CP 主要通過遊戲過程中獲得，並用於解鎖和升級武器、載具以及士兵的能力等最受歡迎的遊戲內容。

Therefore, if we were to balance the economy of PlanetSide 2, we’d need to do it by achieving the following:
因此，如果我們要平衡《PlanetSide 2》的經濟，我們需要通過實現以下目標來達成：

• Establishing baseline CP generation
  建立基準的 CP 生成
• Approximating CP income over time for different types of players
  估算不同類型玩家隨時間變化的 CP 收入
• Modeling the prices for game content based on the desired progression rate
  根據期望的進度速度來模擬遊戲內容的價格

To begin with, let’s tackle the biggest CP source—that is, XP! In PlanetSide 2, players accumulate XP for most gameplay actions such as killing enemies, supporting allies, and capturing territory. The rate for CP generation is set at 1 CP per 250 XP. This is one of our most powerful variables.
首先，讓我們來處理最大的 CP 來源——也就是 XP！在《PlanetSide 2》中，玩家可以透過大多數遊戲行為來累積 XP，例如擊殺敵人、支援盟友和佔領領地。CP 的生成率設定為每 250 XP 產生 1 CP。這是我們最強大的變數之一。

Knowing this, we can begin predicting the number of CP generated per day by different types of players, from non-spenders to light spenders (who subscribe to the premium program and increase their XP generation), and high spenders (who also spend on various XP boosters).
了解這一點後，我們可以開始預測不同類型玩家每天生成的 CP 數量，從不花錢的玩家到輕度消費者（訂閱高級計劃並增加他們的 XP 生成），以及高消費者（也在各種 XP 增強器上花費）。

The best way of informing our CP calculation would be to use player performance and engagement analytics from closed Alpha and Beta builds, but for the purpose of this example, let’s use hypothetical approximations. After all, you’ll often have to model your economies with no real data to begin with and wait for more final adjustments until soft launch:
告知我們 CP 計算的最佳方式是使用封閉 Alpha 和 Beta 版本中的玩家表現和參與分析，但就這個例子而言，我們使用假設的近似值。畢竟，您經常需要在沒有實際數據的情況下建模您的經濟，並等待更多最終調整直到軟啟動：

	Non-spender	Low spender	High spender
XP and CP per hour	10,000 XP = 40 CP	12,000 XP = 48 CP	14,000 XP = 56 CP
XP bonus	0%	50% = 24 CP (Premium program bonus)  （高級計劃獎勵）	100% = 56 CP (Premium program + XP boosters) （高級計劃 + 經驗值加速器）
Daily retention bonus  每日留存獎勵	48 CP/day	96 CP/day	96 CP/day
Daily totals for the average level of engagement 平均參與水平的每日總計	88 CP (1h) 128 CP (2h) 168 CP (3h)	168 CP (1h) 240 CP (2h) 312 CP (3h)	208 CP (1h) 320 CP (2h) 432 CP (3h)

On top of certs coming from the XP and the daily retention CP bonuses (up to 96 CP per day), players are awarded 100 CP for each battle rank (XP level), up to rank 15 (which requires 120,000 XP).
除了來自 XP 和每日留存 CP 獎勵（每天最多 96 CP）的證書外，玩家每升一個戰鬥等級（XP 等級）還可獲得 100 CP，最高可達 15 級（需要 120,000 XP）。

This means we give out an extra 1,500 CP during the first 10 or so hours of gameplay, a meaningful bonus that should help increase engagement and D7 retention without sacrificing the longevity of our economy. Players can also grab additional CP from various performance and engagement-based medals, but their significance as a source of CP is minimal.
這意味著在前 10 小時左右的遊戲時間內，我們額外發放了 1,500 CP，這是一個有意義的獎勵，應有助於提高參與度和 D7 留存率，而不會犧牲我們經濟的長期性。玩家還可以從各種基於表現和參與的獎章中獲得額外的 CP，但作為 CP 來源，其重要性微乎其微。

Now that we know how many certs are generated per day, we can better understand that a 1,000 CP weapon requires over a week of highly engaged play for a non-spender, but only 3 semi-engaged days from a high spender. If our soft-launch data indicates that a lack of variety is hurting retention, then we might want our players to try around 5-10 weapons within their first week. This means we’ll need to make sure to include several 100 CP and 200 CP options in the economy.
現在我們知道每天產生多少證書，我們可以更好地理解，一把 1000 CP 的武器對於不花錢的玩家來說需要超過一週的高度投入遊戲時間，而對於高消費者來說只需三天的半投入時間。如果我們的軟啟動數據顯示缺乏多樣性正在影響玩家留存，那麼我們可能希望玩家在第一週內嘗試大約 5 到 10 種武器。這意味著我們需要確保在經濟中包含幾個 100 CP 和 200 CP 的選項。

In PlanetSide 2, control over players’ progression is given to the players themselves. There are very few requirements in play, and players have the freedom to choose what to spend their certs on. F2P users can spend minimal amounts of CP on unlocking a wide variety of basic weapons and utility perks across the entire game, but thanks to the exponential pricing strategy, the economy still provides ample room for those who wish to dedicate months of gameplay or hundreds of dollars on specialized equipment and heavily upgraded abilities.
在《PlanetSide 2》中，玩家的進度控制權交給了玩家自己。遊戲中幾乎沒有什麼要求，玩家可以自由選擇如何花費他們的證書。免費玩家可以用少量的 CP 解鎖整個遊戲中各種基本武器和實用特權，但由於指數定價策略，經濟仍然為那些願意投入數月遊戲時間或數百美元購買專業設備和高度升級能力的玩家提供了充足的空間。

To illustrate this with an example, let’s look at the CP sink provided by a single weapon on a flying vehicle. The M18 Needler is a free weapon that can be kitted out for a couple of hundred CPs, but the upgrade costs tend to add up quickly:
為了舉例說明這一點，我們來看看一個飛行載具上單一武器所提供的 CP 消耗。M18 Needler 是一種免費武器，可以用幾百個 CP 進行裝備，但升級成本往往會迅速累積：

Optics	Magazine size	Reload speed	Max ammo
Free (1.25x zoom )	100 CP	150 CP	1 CP
50 CP (1.5x)	200 CP	200 CP	10 CP
150 CP (1.75x)	400 CP	400 CP	30 CP
500 CP (2x)	1,000 CP	500 CP	50 CP
		1,000 CP	100 CP
Alternative optics			150 CP
50 CP (night vision)  50 CP（夜視）			200 CP
200 CP (thermal vision)  200 CP（熱成像）			400 CP
			500 CP
			1,000 CP

As you can see, even the default weapon can sink over 7,300 certs and puts the fully upgraded gear out of the range of non-paying customers. The monetization potential of this particular vehicle is further reinforced by secondary weapons, tools, and a variety of vehicle perks. By all accounts, this looks like an economy with strong long-term potential.
如你所見，即使是預設武器也能消耗超過 7,300 個認證點，並使得完全升級的裝備超出非付費用戶的範圍。這款特定載具的貨幣化潛力進一步由次要武器、工具和各種載具特權所強化。從各方面來看，這似乎是一個具有強大長期潛力的經濟體系。

With CP generation and pricing under wraps, we can set up the relationship between certs and the premium currency. Let’s say that 1,000 CP translates to ~6 hours of playtime, and each hour equals 100 units of premium currency. By pricing the premium currency at $1 per 100, we can effectively translate the value of a 1,000 CP item into $6. With this information at hand, we can estimate the dollar value of the entire economy. To begin with, upgrading the M18 Needler alone would cost over $40!
在確定了 CP 的生成和定價後，我們可以建立證書與高級貨幣之間的關係。假設 1,000 CP 相當於約 6 小時的遊戲時間，每小時等於 100 單位的高級貨幣。將高級貨幣定價為每 100 單位 1 美元，我們可以有效地將 1,000 CP 物品的價值轉換為 6 美元。有了這些資訊，我們可以估算整個經濟體系的美元價值。首先，僅升級 M18 Needler 就要花費超過 40 美元！

While this kind of calculation is hardly scientific and rarely translates into exact dollar value, it helps you in establishing your pricing strategy and understanding the value of your content. Ultimately, it’s up to the players to decide what to spend their time and money on.
雖然這種計算方式幾乎不具科學性，且很少能轉化為精確的金額，但它有助於你建立定價策略並理解內容的價值。最終，玩家會自行決定要將時間和金錢花在哪裡。

Most will try to get the things they like for free; some will spend a few dollars for the weapons they like, and others will drop a hundred to treat themselves to a full set of exclusive skins. In the early stages of economic design, the most you can hope for is to create a long-lasting economy that appears approachable but encourages spending.
大多數人會嘗試免費獲得他們喜歡的東西；有些人會花幾美元購買他們喜歡的武器，而另一些人則會花上百美元來犒賞自己一整套獨家造型。在經濟設計的早期階段，你所能期望的最多就是創造一個看似親民但又鼓勵消費的持久經濟。

It’s important to note that there are three playable factions in PlanetSide 2, and veteran players are likely to have multiple characters on their account, each with their own rank and cert balance. This simple treatment multiplies CP sinks and the long-term appeal at the cost of a diminished sense of personal investment in each particular character.
在《PlanetSide 2》中，有三個可玩陣營，值得注意的是，老玩家的帳號上可能會有多個角色，每個角色都有自己的等級和認證餘額。這種簡單的處理方式增加了 CP 的消耗和長期吸引力，但代價是對每個特定角色的個人投入感減少。

Gacha

In Chapter 3, Scoping a Game Project, we described gacha as an extreme method of randomized reward distribution. We also mentioned the Japanese origins of gacha - the gachapon toy capsules distributed by various vending machines.
在第三章《遊戲項目範疇》中，我們將扭蛋描述為一種極端的隨機獎勵分配方法。我們還提到了扭蛋的日本起源——由各種販賣機分發的扭蛋玩具膠囊。

What originated in the East is now a common practice in Western markets, especially in mobile games. But before you base your F2P economy on loot boxes, you have to fully understand the requirements and implications of such systems.
源自東方的做法，如今在西方市場中已成為常見的現象，尤其是在手機遊戲中。但在你將 F2P 經濟模式建立在戰利品箱上之前，必須充分了解這類系統的需求和影響。

The reception toward gacha varies between platforms, genres, and territories, with some countries introducing regulations to restrict or even ban them. Evaluate your audience! Are they familiar with the concept of gacha, or will you have to teach them the ropes and constantly manage their expectations? Putting loot crates into any premium product can be seen as a very controversial move, and usually has to be reserved for cosmetic rewards only.
對於扭蛋的接受度因平台、類型和地區而異，有些國家甚至引入了法規來限制或禁止它們。評估你的受眾！他們是否熟悉扭蛋的概念，還是你需要教導他們並不斷管理他們的期望？將戰利品箱放入任何高級產品中都可能被視為一個非常有爭議的舉動，通常只能用於外觀獎勵。

As with all facets of monetization, taking inspiration from top games when designing your gacha is a good practice, but it hardly guarantees success. Every gacha model needs to be tailor-made to your game and audience. You may not have the audience, content, or brand required to make your gacha work.
如同所有的變現策略一樣，從頂尖遊戲中汲取靈感來設計你的扭蛋系統是一個不錯的做法，但這並不保證成功。每一個扭蛋模式都需要根據你的遊戲和受眾量身打造。你可能沒有足夠的受眾、內容或品牌來讓你的扭蛋系統運作。

To help you better understand and increase the effectiveness of this monetization model, we’ll delve into the five pillars of gacha design, and follow them with additional information, tips, and tricks.
為了幫助你更好地理解並提高這種變現模式的效能，我們將深入探討扭蛋設計的五大支柱，並隨後提供更多資訊、技巧和竅門。

Pillar 1 – Quantity and quality
支柱一——數量與質量

Since a loot table with 10 rewards won’t last for long, the very first step in gacha design is to ensure that you have enough content to make gacha a viable monetization strategy.
由於擁有 10 個獎勵的戰利品表不會持續太久，設計扭蛋的第一步就是確保你有足夠的內容，使扭蛋成為一個可行的盈利策略。

How many unique pieces of content can you offer? You may not know the final quantities, but it is important to look at both pessimistic and optimistic estimates. It’s best to aim for at least 100 unique rewards, but it’s possible to get away with fewer, especially if you can make duplicate rewards useful (or even desirable). More on duplicates later!
你能提供多少獨特的內容？你可能不知道最終的數量，但重要的是要考慮悲觀和樂觀的估計。最好目標是至少 100 個獨特的獎勵，但即使數量較少也有可能成功，特別是如果你能讓重複的獎勵變得有用（甚至是令人渴望的）。稍後會詳細討論重複獎勵！

Divide your content into three to five tiers, signifying its quality and rarity. Why three to five? Anything below three tends to be too shallow, and anything above five tends to be too fragmented and confusing. Find suitable names for the tiers (Common, Uncommon, Rare, Epic, and so on), or mark them with symbols (such as stars) or grades (D, C, B, A, S).
將你的內容分為三到五個等級，表示其品質和稀有度。為什麼是三到五個？少於三個往往過於淺薄，而多於五個則容易過於分散和混亂。為這些等級找到合適的名稱（如普通、不常見、稀有、史詩等），或者用符號（如星星）或等級（D、C、B、A、S）來標記。

When it comes to naming and color-coding your content tiers, do not try to reinvent the wheel; the higher the chance some players are familiar with parts of the system, the better.
在為您的內容層級命名和設計顏色時，不要試圖重新發明輪子；系統中有些部分越是讓玩家熟悉，效果就越好。

Speaking of tiers, they are a great way of multiplying your content and expanding your gacha offering. All you need to do is create several versions of the same character/weapon/vehicle (often with the exact same art and gameplay) but with different starting stats and progression curves.
說到層級，它們是倍增內容和擴展扭蛋提供的絕佳方式。您所需要做的就是創建同一角色/武器/載具的多個版本（通常具有完全相同的藝術和遊戲玩法），但起始屬性和成長曲線不同。

In this way, 40 unique elements can become 120 entries in your gacha economy. Of course, this process has limits and diminishing returns, but I find that sticking to three or so variants works well without muddying the waters too much.
這樣一來，40 個獨特元素可以在您的扭蛋經濟中變成 120 個條目。當然，這個過程有其限制和遞減效益，但我發現堅持三個左右的變體效果不錯，且不會過於混淆。

Another way of stretching your rewards is to divide them into pieces, such as asking players to collect 50 fragments/shards/blueprints to unlock an item instead of granting it right away. Be very careful when doing this, as fragmenting rewards delays the payoff and essentially reverses the frequency of content unlocks, as players need to get the exact same gacha reward multiple times to get anything out of the system.
延展獎勵的另一種方法是將它們分成多個部分，例如要求玩家收集 50 個碎片/碎片/藍圖來解鎖一個物品，而不是立即授予。這樣做時要非常小心，因為分割獎勵會延遲回報，並且實質上逆轉了內容解鎖的頻率，因為玩家需要多次獲得相同的扭蛋獎勵才能從系統中獲得任何東西。

As a result, seasoned players (who have accumulated progress on multiple items, over a long time) have a much higher chance of receiving something new than newcomers (who have little hope of actually unlocking something valuable early on). If you decide on using fragmented rewards, it’s best to provide a healthy stream of new content early on, maintaining gameplay variety and keeping players on the optimal path of progression.
因此，經驗豐富的玩家（長時間累積了多項進度）比新手（早期幾乎沒有希望解鎖有價值的物品）更有機會獲得新物品。如果你決定使用碎片化獎勵，最好在早期提供豐富的新內容流，保持遊戲多樣性，並讓玩家保持在最佳的進度路徑上。

After you’ve established how much content you have to offer and how it’s distributed, you have to analyze the speed and price of burning through it. Start by adding up your content and extracting two numbers: the minimum amount of reward drops needed to unlock all available content, and the total drops needed to unlock and upgrade everything.
在確定你能提供多少內容及其分佈方式後，你需要分析消耗這些內容的速度和價格。首先，將你的內容加總並提取兩個數字：解鎖所有可用內容所需的最少獎勵掉落數量，以及解鎖並升級所有內容所需的總掉落數量。

Now, estimate the number of boxes opened per day by different types of players (non-spenders, low spenders, and high spenders). Using these numbers, you can estimate how long it will take to extinguish your gacha economy, and how much money it will take if you were to accelerate it.
現在，估算不同類型玩家（不花錢的玩家、小額消費者和高額消費者）每天開啟的箱子數量。利用這些數據，你可以估算出你的扭蛋經濟需要多長時間才能耗盡，以及如果你想加速這一過程需要多少資金。

To get a more realistic estimation, try restricting the content to an amount that will satisfy most players. After all, there may be 300 unique weapons in the game, but you may actively use just a few at a time, and your needs may be entirely satisfied with a set of five, heavily upgraded ones. With this point, we segue into the next pillar of gacha design.
為了獲得更現實的估算，嘗試將內容限制在能滿足大多數玩家的數量。畢竟，遊戲中可能有 300 種獨特的武器，但你可能一次只會積極使用其中的幾種，而你的需求可能完全可以被一套五件、經過大量升級的武器所滿足。藉此，我們進入扭蛋設計的下一個支柱。

Pillar 2 – Player capacity
支柱二 – 玩家容量

The long-term appeal of your content is connected to the size of a player’s loadout and the utility of growing one’s collection.
內容的長期吸引力與玩家裝備的大小以及擴展收藏的實用性息息相關。

Imagine a game where players collect various hero characters but can only take a single one into battle. This will likely create situations where players become completely satisfied with just a few high-class characters, reducing the appeal of unacquired content dramatically.
想像一個遊戲，玩家可以收集各種英雄角色，但只能帶一個上戰場。這可能會導致玩家對少數高級角色感到完全滿足，從而大幅降低未獲得內容的吸引力。

To keep gacha relevant, you’ll need to constantly encourage players to expand their collections. Here are a few ways of doing that:
為了保持扭蛋的相關性，您需要不斷鼓勵玩家擴展他們的收藏。以下是幾種方法：

• Introduce special game modes or missions that require a particular set of characters or equipment
  引入需要特定角色或裝備的特殊遊戲模式或任務
• Implement unit cooldowns (penalties for repeated use) or daily bonuses (a more positive take) to encourage interaction with a wider palette of content
  實施單位冷卻時間（對重複使用的懲罰）或每日獎勵（更積極的方式），以鼓勵玩家與更廣泛的內容進行互動
• Create counter-strategies in your metagame balance, and consider more explicit, capacity-expanding mechanics such as elemental strengths and weaknesses
  在你的元遊戲平衡中創建反制策略，並考慮更明確、能擴展能力的機制，例如元素的強弱
• If you come to rely on selling equipment, break it down into multiple pieces (helmet, chest, gloves, shoes, and so on), and maybe even add a few extra rings and trinkets
  如果你開始依賴於出售裝備，將其分解為多個部分（頭盔、胸甲、手套、鞋子等等），甚至可以添加一些額外的戒指和飾品

Regardless of the solution you go for, your main objective is to protect the longevity of the economy. Ensure that the appetite for new gacha content cannot be quenched by a few lucky pulls!
無論您選擇哪種解決方案，您的主要目標是保護經濟的長久性。確保玩家對新扭蛋內容的渴望不會因為幾次幸運的抽取而消退！

Pillar 3 – Desirability
支柱三 – 吸引力

Is your gacha content desirable? Can you imagine spending $10 on it? How about $10,000? Strong, recognizable brands will help raise the value of your virtual collections, but ultimately, the success of your gacha often depends on utility. It’s best if you can make your gacha content an essential element of player progression. Completing an in-game collection should be hard, and upgrading it to its full potential should be near impossible.
你的扭蛋內容是否具有吸引力？你能想像花 10 美元購買它嗎？那麼花 1 萬美元呢？強大且易於辨識的品牌將有助於提升虛擬收藏的價值，但最終，扭蛋的成功往往取決於其實用性。最好能讓你的扭蛋內容成為玩家進程中不可或缺的元素。完成遊戲內的收藏應該是困難的，而將其升級到完全潛力幾乎是不可能的。

As for cosmetic content, cheap texture swaps may get you part of the way, but players can often tell if you made the effort or not. Take the time to make premium cosmetics truly outstanding. Go beyond textures and models, and into particle effects, animations, sound effects, and icons.
至於外觀內容，便宜的材質替換或許能讓你達到一部分效果，但玩家通常能分辨出你是否用心製作。花時間讓高級外觀真正出色。超越材質和模型，進入粒子效果、動畫、音效和圖示的領域。

Pillar 4 – Sustainability
支柱四 – 永續性

Releasing your game with a decent amount of gacha content is one thing, but sustaining it for many years to come is another (especially with a smaller, leaner team). If it takes you 2 months to make a new character, but you need to release at least 1 character per month to maintain healthy monetization, you’re heading into trouble.
發佈遊戲時，擁有適量的扭蛋內容是一回事，但要在未來多年中持續維持下去則是另一回事（尤其是對於一個較小且精簡的團隊而言）。如果製作一個新角色需要兩個月，但你需要每月至少發佈一個角色以維持健康的盈利，那麼你將面臨困難。

This is why you must regularly evaluate your content creation capacity and look for ways to optimize the pipeline, be it with tools, processes, training, or outsourcing. The ultimate goal is to turn content creation into a pleasant and risk-free endeavor.
這就是為什麼你必須定期評估你的內容創作能力，並尋找優化流程的方法，無論是透過工具、流程、培訓或外包。最終目標是將內容創作轉變為一個愉快且無風險的工作。

To further reduce the stress of live operations, hold back some of your initial lineup and try to establish a backlog of unreleased content. A safety net of at least a month (ideally, 3 months) will prove essential for all the unforeseen issues that are almost sure to sprout up.
為了進一步減少即時運營的壓力，保留一些初始陣容，並嘗試建立一個未發佈內容的備用庫。至少一個月（理想情況下是三個月）的安全緩衝將對幾乎肯定會出現的各種意外問題至關重要。

Pillar 5 – Duplicate handling
支柱五 – 重複處理

Allowing duplicate rewards is often essential to maintaining longevity and stretching your content. Unfortunately, receiving dupes repeatedly can make spending money a downright infuriating experience. It also creates a negative feedback loop where spending money lowers the chances of receiving a valuable reward—hardly an ideal scenario.
允許重複獎勵通常對於維持遊戲的壽命和延展內容至關重要。不幸的是，反覆獲得重複獎勵可能會讓花錢的體驗變得極其令人惱火。這也會形成一個負面反饋循環，因為花錢降低了獲得有價值獎勵的機會——這絕不是理想的情況。

To alleviate the problem of meaningless duplicates, we need to create a set of secondary rewards that are granted for duplicates. These often take the form of crafting materials that can be exchanged for rewards of higher rarity. The ultimate goal is to maintain the value of gacha by ensuring that each individual pull is a step toward building up one’s collection and accessing more desirable content. Let’s look at a couple of interesting examples of successful duplicate handling.
為了緩解無意義重複獎勵的問題，我們需要創建一套次要獎勵，這些獎勵會在獲得重複獎勵時授予。這些通常以製作材料的形式出現，可以用來兌換更高稀有度的獎勵。最終目標是通過確保每次抽卡都是邁向建立個人收藏和獲取更理想內容的一步，來維持扭蛋的價值。讓我們來看看幾個成功處理重複獎勵的有趣例子。

To start with, we have Hearthstone’s dust system. This collectible card game sells cards in packs of seven, and even with hundreds of cards at hand, duplicates are a very frequent occurrence. However, only two copies of the same card can be used in any deck (one for legendary cards). This renders the third copy of each card effectively useless.
首先，我們有《爐石戰記》的粉塵系統。這款集換式卡牌遊戲以七張卡包的形式出售卡牌，即使手中有數百張卡牌，重複卡牌仍然非常常見。然而，在任何牌組中只能使用兩張相同的卡牌（傳說卡牌只能使用一張）。這使得每張卡牌的第三張副本實際上變得毫無用處。

Fortunately, any spare or unwanted cards can be disenchanted in exchange for magical dust; the higher the rarity of the card, the more dust you get. A legendary card will net you 400 dusts; gather 1,200 more and you’ll be able to afford any legendary card you want! By returning between 5% and 25% of a card’s value back to the player and allowing them to pick the card they want to create, Hearthstone has created a very effective and player-friendly system.
幸運的是，任何多餘或不需要的卡牌都可以被分解以換取魔法之塵；卡牌的稀有度越高，獲得的魔法之塵就越多。一張傳說卡牌可以讓你獲得 400 塵；再收集 1,200 塵，你就能買到任何你想要的傳說卡牌！通過將卡牌價值的 5%到 25%返還給玩家，並允許他們選擇想要創造的卡牌，《爐石戰記》創造了一個非常有效且對玩家友好的系統。

Clash Royale, on the other hand, treats its cards differently. Premium chests are chock-full of cards, with over 300 cards in a single giant chest. At the time of writing, there are only around 70 unique cards in the economy, and getting a new type of card is not a frequent occurrence for the player. Therefore, at first glance, there seems to be an issue of flooding players with a massive number of duplicates.
《Clash Royale》則對卡牌採取不同的處理方式。高級寶箱中充滿了卡牌，一個巨型寶箱中就有超過 300 張卡牌。截至撰寫本文時，經濟體系中只有大約 70 種獨特的卡牌，玩家獲得新類型卡牌的機會並不頻繁。因此，乍看之下，似乎存在著讓玩家淹沒在大量重複卡牌中的問題。

However, in Clash Royale, unlocking a new card is just the beginning! Upgrading cards is the primary means of player progression, and it can only be done via duplicate copies of each individual card. And it takes quite a lot of copies, too… Upgrading an epic card to its limit takes over 386 duplicates, while a common card, on the other hand, requires a total of 9,586 copies of the same card! With a duplicate-driven economy in place, the cards in Clash Royale maintain their value for many months. Clash Royale chests are chock-full of card stacks and interesting mechanics. In this case, you can select between different card types as you open the box!:
然而，在《Clash Royale》中，解鎖新卡牌僅僅是個開始！升級卡牌是玩家進步的主要手段，而這只能通過每張卡牌的重複副本來完成。而且需要相當多的副本……將一張史詩卡牌升級到極限需要超過 386 張重複卡，而一張普通卡牌則需要總共 9,586 張相同的卡牌！在這種以重複卡牌為驅動的經濟體系中，《Clash Royale》的卡牌能夠保持其價值長達數月。《Clash Royale》的寶箱中充滿了卡牌堆疊和有趣的機制。在這種情況下，您可以在開箱時選擇不同類型的卡牌！

Figure 15.1 – Clash Royale chests
圖 15.1 – Clash Royale 寶箱

There are many more examples of duplicate handling, but the key lesson is one of maintaining or even reinforcing the long-term effectiveness of your gacha boxes.
有許多處理重複項目的例子，但關鍵的教訓在於維持甚至加強你的扭蛋箱的長期效益。

It’s true that the 100th pull of a premium gacha will never be as rewarding as the first couple—full of new, exciting rewards, and endless potential. But it’s important we do what we can to maintain the value proposition for as long as possible!
的確，抽取第 100 次高級扭蛋永遠不會像前幾次那樣充滿新奇的獎勵和無限的潛力。但我們必須盡力維持其價值主張，盡可能地延長其吸引力！

Now that we’re finished with the five pillars of gacha design, let’s take a look at some further tips and insights on the subject!
現在我們已經完成了扭蛋設計的五大支柱，讓我們來看看一些進一步的技巧和見解吧！

Weight-based loot tables
基於權重的戰利品表

As players, we often think of probability in games as flat percentages—this action has a 5% chance of success, that item has a 20% chance to drop, and so on—but assigning actual percentage values to rewards is a very problematic and ultimately futile endeavor. After all, adding a single new reward may require modifications to the entire loot table. Let’s look at a simple example!
作為玩家，我們常常將遊戲中的機率視為單純的百分比——這個動作有 5%的成功機率，那個物品有 20%的掉落機率，諸如此類——但將實際的百分比值分配給獎勵是一個非常棘手且最終徒勞的工作。畢竟，新增一個獎勵可能需要修改整個掉落表。我們來看一個簡單的例子！

In a loot table of 5 items, we have 4 common rewards and 1 rare reward, which we want to be 10 times harder to get. Calculating the exact percentage value for our rare item is not an easy task unless we use weights, in which case it becomes trivial.
在一個包含 5 個物品的掉落表中，我們有 4 個普通獎勵和 1 個稀有獎勵，而我們希望稀有獎勵的獲得難度是普通獎勵的 10 倍。除非使用權重，否則計算稀有物品的確切百分比值並不容易，而使用權重則變得簡單。

In our weighted probability system, each item is assigned a number, which represents its relationship to other items. An item with a weight of 250 is 25 times more likely to drop than an item with a weight of 10. To get a percentage chance, we simply divide the weight of one item by the total weight of the entire loot table, as follows:
在我們的加權概率系統中，每個物品都被分配了一個數字，這個數字代表它與其他物品的關係。一個權重為 250 的物品比權重為 10 的物品更容易掉落 25 倍。要獲得百分比機率，我們只需將一個物品的權重除以整個掉落表的總權重，如下所示：

Item	Weight	Percentage
A	10	10/41 = 0.2439 = 24.4%
B	10	10/41 = 24.4%
C	10	10/41 = 24.4%
D	10	10/41 = 24.4%
E (rare)	1	1/41 = 0.024 = 2.4%
Total	41	100%

By adding more items to the table, we automatically lower the chances of other items. An empty reward entry with a weight of 500 would make all rewards scarcer by reducing the chances of getting any item at all.
在桌上添加更多物品時，我們自動降低了其他物品的機率。一個權重為 500 的空獎勵項目會使所有獎勵變得更稀有，因為獲得任何物品的機率都會降低。

We can also nest reward sets together. Our A, B, C, D, and E items could all contain further reward sets with weights of their own, which is exactly how most gacha loot tables operate. You may have a static 10% chance to get a rare item, but the rare reward set itself may contain dozens of entries with varying degrees of probability.
我們也可以將獎勵組合嵌套在一起。我們的 A、B、C、D 和 E 項目都可以包含各自權重的進一步獎勵組合，這正是大多數扭蛋掉落表運作的方式。你可能有固定的 10% 機率獲得稀有物品，但稀有獎勵組合本身可能包含數十個具有不同概率的項目。

Packaging and opening  包裝與開啟

Gacha is not just about the reward—it’s about the entire experience of receiving it. The design of your packaging and opening sequences can have a big influence on your financial performance.
扭蛋不僅僅是獎勵本身——而是整個獲得獎勵的體驗。包裝設計和開啟序列的設計可以對你的財務表現產生重大影響。

How do you envision your gacha? Is it a pack of cards that fans out in front of the player? Is it a magical crystal that bursts into a pillar of light? An egg that has to be cracked? A box bursting with treasures? Make sure to set aside ample time to implement and polish both the gacha packaging and the opening experience.
你如何想像你的扭蛋？是一包在玩家面前展開的卡片嗎？是一顆爆發出光柱的魔法水晶？是一顆需要敲開的蛋？還是一個充滿寶藏的箱子？務必預留充足的時間來實施和完善扭蛋的包裝和開啟體驗。

Delivering a good gacha opening experience is a dual-faceted challenge. To start with, you want to build anticipation, raise expectations by improving the sequence for higher reward tiers, and culminate in a celebratory reveal. On the other hand, you need to be efficient and build a sequence that isn’t overly long and annoying when seen for a hundredth (or thousandth) time.
提供一個良好的扭蛋開啟體驗是一個雙重挑戰。首先，你需要建立期待感，透過提升高獎勵層級的序列來提高期望，並最終以一個慶祝性的揭示作為高潮。另一方面，你需要有效率地構建一個不會過於冗長且在第百次（或千次）觀看時不會令人厭煩的序列。

If you do your job particularly well, you will have players who try to open 100 boxes in a row. Make sure that doing so is neither problematic nor boring. By implementing an Open 10 option for your reward boxes, which allows players to open 10 boxes at the same time and receive a summary of their rewards, you can streamline the experience without completely devoiding it of its charm.
如果你把工作做得特別好，會有玩家嘗試連續打開 100 個箱子。確保這樣做既不成問題也不會無聊。透過為你的獎勵箱實施一個「開啟 10 個」的選項，讓玩家可以同時打開 10 個箱子並獲得獎勵摘要，你可以簡化體驗而不完全失去其魅力。

When offering multiple rewards from a single gacha pull, it’s wise to implement a guarantee of some sort. For example, Hearthstone’s pack of seven cards contains at least one card that’s rare or better. Such a guarantee increases the perceived value and offsets the risk of bad luck on the player’s part.
當從一次抽卡中提供多個獎勵時，實施某種保證是明智的。例如，《爐石戰記》的七張卡包至少包含一張稀有或更好的卡。這樣的保證增加了感知價值，並抵消了玩家運氣不佳的風險。

But remember—guaranteed rewards may inflate your value proposition and might require you to lower the average quality of remaining rewards.
但請記住——保證的獎勵可能會抬高你的價值主張，並可能需要你降低其餘獎勵的平均品質。

Maintaining consistency  保持一致性

You want your customers to easily decide between different types of reward boxes based on their theme and contents alone. Constantly shifting the percentage chances for different reward-tier chances and introducing ambiguous value propositions will lead to confusion and discourage players from spending.
你希望你的顧客能夠僅根據主題和內容輕鬆決定選擇不同類型的獎勵箱。若不斷改變不同獎勵層級的機率並引入模糊的價值主張，將導致混淆並使玩家不願意花費。

Set up rules around the distribution of reward tiers inside your premium gacha boxes (for example, a 2%/12%/86% split between legendary/rare/common items) and stick to them! Inconsistent tiers will not only make your life harder (more variables to set up and balance), but they’ll also make for less satisfied customers.
為你的高級扭蛋箱內的獎勵層級設置規則（例如，傳奇/稀有/普通物品的分配比例為 2%/12%/86%），並堅持這些規則！不一致的層級不僅會讓你的工作更困難（需要設置和平衡更多變數），也會讓顧客不滿意。

With a consistent offering, a player who wants a new warrior class character can instantly choose a warrior box over a gunner box without second-guessing themselves. After all, the chances of getting a legendary character are the same in every premium box. The decision comes down to what I want to spend on, and the value itself never comes into question.
有了一致的提供，想要新戰士類角色的玩家可以毫不猶豫地選擇戰士箱而非槍手箱。畢竟，每個高級箱中獲得傳奇角色的機率都是相同的。決定取決於我想花費在哪裡，而價值本身從未受到質疑。

Loot box consistency does not mean you cannot have scarce rewards within a certain rarity tier (for example, a common character that’s much less likely to drop than other commons), nor does it prohibit free boxes with different reward tiers or boxes that guarantee a certain tier. It’s all about ensuring that a certain class of premium box offers consistent reward tiers across the entire game, even if the loot tables themselves differ in contents.
戰利品箱的一致性並不意味著您不能在某個稀有度等級中擁有稀少的獎勵（例如，一個比其他普通角色更不容易掉落的普通角色），也不禁止具有不同獎勵等級的免費箱子或保證某個等級的箱子。這一切都是為了確保某一類高級箱子在整個遊戲中提供一致的獎勵等級，即使戰利品表本身的內容有所不同。

Kompu gacha

Kompu or complete gacha refers to a practice of compounding multiple randomized prizes into powerful sets (which can be extremely hard to complete). For example, imagine an armor set that comprises six pieces (three common, two rare, and one legendary—with an incredibly small drop chance). Thanks to a set bonus (for having all six pieces), the power of a complete set is much greater than the sum of its individual parts.
「Kompu」或稱「完整扭蛋」是指將多個隨機獎品組合成強大的套裝（這些套裝可能極難收集完成）。例如，想像一套由六個部件組成的盔甲（其中三個是普通的，兩個是稀有的，一個是傳奇的，掉落機率極低）。由於套裝加成（擁有全部六個部件），完整套裝的威力遠大於各個部件的總和。

By diminishing the value of base components and making the ever-elusive grand prize the ultimate goal of spending money, the model has turned an already popular gacha model into something even more lucrative, but not for long...
透過降低基礎組件的價值，並將難以捉摸的頭獎作為花錢的終極目標，這種模式已將本已受歡迎的扭蛋模式變得更加有利可圖，但這種情況不會持續太久……

Note

In 2012, Japan’s Consumer Affairs Agency declared that the disproportionate gap between risk and reward in kompu gacha models puts them dangerously close to gambling, and subsequently banned the use of kompu gacha in Japan. China and South Korea have also followed with a set of restrictions.
2012 年，日本消費者廳宣佈，kompu gacha 模式中風險與回報之間的不成比例差距使其接近賭博，隨後在日本禁止使用 kompu gacha。中國和韓國也隨之制定了一系列限制措施。

As for the legal status of gacha (be it kompu or otherwise) in Western markets, as of May 2023, we do not have any major restrictions, but you may be required to fully disclose the chances to acquire each reward. Make sure you track current legislation, avoid randomized rewards that can be sold and taken out of the game (that could be perceived as gambling), and try to protect minors from exposure to paid gacha content.
至於 gacha（無論是 kompu 還是其他形式）在西方市場的法律地位，截至 2023 年 5 月，我們尚無任何重大限制，但可能需要完全披露獲得每個獎勵的機率。請確保追蹤當前的立法，避免可出售並可從遊戲中取出的隨機獎勵（這可能被視為賭博），並嘗試保護未成年人免受付費 gacha 內容的影響。

If you plan on creating sets of loot box rewards and avoid falling into the kompu gacha category, try to observe the following rules:
如果你打算設計一系列的戰利品箱獎勵並避免落入「kompu gacha」類別，請嘗試遵循以下規則：

• Set components have value on their own, outside the context of the complete set
  套件的組成部分在完整套件的背景之外也具有自身的價值
• Individual pieces are not deceptively rare in comparison to everything else
  單個部件的稀有度不會比其他所有東西都顯得過於稀有
• The complete set is seen as a bonus, and not the sole purpose of that entire offering
  完整套件被視為一種額外獎勵，而不是整個提供的唯一目的

Box gacha

As in normal gacha, the rewards from box gacha come from a randomized loot table, but with one big design change. The box contents are finite, and each reward can only be pulled once. If there are 20 items on the loot table, they will all be distributed within exactly 20 pulls, and even if 1 item has a tiny 0.1% chance of dropping, you can be certain that, in the worst-case scenario, you’ll only need to pull the other 19 items before receiving your grand reward.
如同一般的扭蛋，箱型扭蛋的獎勵來自隨機的戰利品表，但有一個重要的設計改變。箱子的內容是有限的，每個獎勵只能被抽中一次。如果戰利品表上有 20 個物品，它們將在 20 次抽取中全部分配完畢，即使有一個物品只有 0.1%的微小機率掉落，你也可以確信，在最壞的情況下，你只需抽取其他 19 個物品後就能獲得你的最終獎勵。

The mechanics of box gacha bring a great level of comfort to the players and make it the perfect solution for parts of the economy that have a fixed number of duplicates, or wherever a duplicate would be deemed inappropriate. For example, imagine that your players have to spend hundreds of hours and thousands of dollars for a chance of grabbing a box with one of five legendary artifacts. A duplicate, in this case, would not only be inappropriate but would also infuriate the most valuable players.
盒裝扭蛋的機制為玩家帶來極大的舒適感，並成為解決經濟中固定數量重複品問題的完美方案，或是在重複品被視為不合適的情況下。例如，想像一下，玩家必須花費數百小時和數千美元，才有機會獲得一個包含五件傳奇神器之一的盒子。在這種情況下，重複品不僅不合適，還會激怒最有價值的玩家。

Bundles and targeting  套裝和目標

The more steps you put between players and the content they desire, the higher the chance they’ll stop partway through the process. The purchase flow in most online games is a multi-step adventure that’s not very user-friendly at all since our players usually have to do the following:
在玩家與他們渴望的內容之間設置的步驟越多，他們中途停止的機會就越高。大多數線上遊戲的購買流程是一個多步驟的冒險，對用戶來說並不友好，因為我們的玩家通常必須執行以下操作：

• Identify something they need
  識別他們需要的東西
• Check how much currency is required
  檢查所需的貨幣數量
• Navigate to the premium currency shop
  前往高級貨幣商店
• Decide between different packages, bundles, and offers
  在不同的套裝、組合和優惠中做出選擇
• Complete the purchase of the premium currency
  完成高級貨幣的購買
• Go back and spend their new resources on the item
  返回並將他們的新資源花費在該物品上

In this example, we are assuming that players need to purchase premium currency since very few users stockpile premiums without a clear spending goal in mind. Now, vast improvements to the flow can be made by simply directing players toward the exact currency pack they need once they attempt to purchase the item (thus effectively removing steps 2, 3, and 4).
在這個例子中，我們假設玩家需要購買高級貨幣，因為很少有用戶會在沒有明確消費目標的情況下囤積高級貨幣。現在，只需在玩家嘗試購買物品時直接引導他們選擇所需的貨幣包，就可以大大改善流程（從而有效地移除步驟 2、3 和 4）。

However, not everyone attempts to purchase something they clearly can’t afford in the first place, and so the long shop funnel (along with its many drop-off points) lives on.
然而，並不是每個人都會嘗試購買他們明顯無法負擔的東西，因此漫長的購物漏斗（以及其眾多的流失點）依然存在。

Can we make things simpler? The bright minds at Valve suggest that developers use real money purchases across the entire game economy—that is, to remove the proxy of premium currency. This might be a solution for you, but many game economies still attribute an important role to premium currency.
我們能讓事情變得更簡單嗎？Valve 的聰明才智建議開發者在整個遊戲經濟中使用真實貨幣購買——也就是移除高級貨幣的代理。這或許對你來說是一個解決方案，但許多遊戲經濟仍然賦予高級貨幣重要的角色。

After all, they are great for tiny, incremental purchases (such as time skips), which can be given out in controlled amounts and are an elegant way of letting players decide what kind of reward they want.
畢竟，它們非常適合用於微小的增量購買（例如時間跳過），可以以受控的數量發放，並且是一種優雅的方式，讓玩家決定他們想要什麼樣的獎勵。

What if we packed our content into bundles and sold it directly (for real money) to the receptive user base? The short answer: it works. The long answer: themed content bundles at accessible price points are one of the most effective sales techniques in F2P video games.
如果我們將內容打包成套件，並直接（以真實貨幣）出售給接受度高的用戶群呢？簡短的答案是：這行得通。詳細的答案是：在可接受的價格點上提供主題內容套件，是 F2P（免費遊玩）電子遊戲中最有效的銷售技術之一。

There is no simple answer as to what you should put in your bundles; after all, every game economy is different. But there are a few guidelines to follow:
至於應該在套件中放入什麼，並沒有簡單的答案；畢竟，每個遊戲經濟體系都不同。但有一些指導方針可以遵循：

• Timing matters: Bundles are more effective if they are time-limited and receive the exposure caused by engaging events.
  時機很重要：如果套件是限時的，並且因為參與活動而獲得曝光，效果會更好。
• Less is more: Do not spam your players or flood them with different options. Give them a few different bundles to pick from, and they’ll be able to make up their mind in seconds. Give them 15 bundles with varying themes and price points, and they’ll very likely be paralyzed by the sheer quantity of choices and the fear of picking a sub-optimal offering.
  少即是多：不要對玩家進行過度推銷或讓他們面對過多的選擇。提供幾個不同的套組讓他們選擇，他們就能在幾秒鐘內做出決定。如果提供 15 個主題和價格各異的套組，他們很可能會因為選擇過多而感到不知所措，並擔心選擇了不理想的方案。
• Do not put excessive amounts of premium currency in your bundles and sales: Doing so will lead to players stockpiling premiums, sitting on it for weeks, and spending it all at once on new game content. Bulk purchases of this kind tend to be a disappointing experience for the user and further shorten the lifespan of your content.
  不要在你的套裝和促銷中放入過多的高級貨幣：這樣做會導致玩家囤積高級貨幣，幾週都不使用，然後一次性花在新的遊戲內容上。這種大宗購買對用戶來說往往是令人失望的體驗，並進一步縮短了你內容的壽命。
• Do not discount heavily and maintain a steady expected value (EV): You’ll find all the information on using and calculating EV in the following section. As for discounts, the likes of Black Friday may be a good excuse to put on a lot of quality content for sale, but it doesn’t require that you devalue it. Try to prevent your offerings from ever going more than 30-40% off. The only exception for insane deals is highly limited (one per user) starter bundles.
  不要過度打折，保持穩定的預期價值（EV）：關於使用和計算 EV 的所有信息，你可以在接下來的部分找到。至於折扣，像黑色星期五這樣的活動可能是推出大量優質內容的好藉口，但不需要因此貶低其價值。盡量避免你的產品折扣超過 30-40%。唯一的例外是極限優惠（每位用戶限購一個）的新手套裝。
• Want before need: I may need more fuel, but what I really want is a new car. Look at usage and purchase data to determine the most desirable content and shortlist it for your most important bundles. Avoid diminishing returns by intertwining less desirable offers at off-peak times (in days with lower daily active users, or DAU), and try not to use your best content back-to-back.
  想要優於需要：我可能需要更多的燃料，但我真正想要的是一輛新車。查看使用和購買數據，以確定最受歡迎的內容，並將其列入你最重要的套裝中。避免在非高峰時段（每日活躍用戶較少的日子）推出不太受歡迎的優惠，並儘量不要連續使用你最好的內容。
• Targeting is everything: Thanks to machine learning (ML) and automatic bundle targeting, it’s possible to customize your offerings toward individual players based on their spending patterns and current game state. If you’re in no position to deploy such tools, then you can always fall back on manually creating a series of bundles and toggle them based on several profile requirements such as player level, already unlocked content, and past spending (more on that later on).
  目標是關鍵：得益於機器學習（ML）和自動化組合目標設定，您可以根據個別玩家的消費模式和當前遊戲狀態來定制您的產品。如果您無法部署這些工具，那麼您可以始終依靠手動創建一系列組合，並根據多個資料要求來切換它們，例如玩家等級、已解鎖內容和過去的消費（稍後會詳細說明）。

Utilizing EV in bundle creation
在組合創建中利用期望值（EV）

Are your bundles comparably attractive? Are you giving away too much content for too little money? The EV is a simple calculation that helps compare your premium offerings and understand the percentage gain (or loss) of value between them. This is best explained with a simple example.
您的組合是否具有相對吸引力？您是否以過低的價格提供過多的內容？期望值（EV）是一個簡單的計算方法，有助於比較您的高級產品並了解它們之間價值的百分比增益（或損失）。這可以通過一個簡單的例子來最好地解釋。

Let’s say your premium currency store offers 100 units of premium currency for $4, and a value of a rare character is estimated at 500 premium ($20). A special bundle with 200 premium and 2 rare characters is therefore worth an estimated $48. If you were to put this bundle on sale for $29.99, you’d create an offering with an EV of 160% (48 ÷ 29.99 = 1.6), a 60% growth in value when compared to your baseline offering.
假設您的高級貨幣商店提供 100 單位的高級貨幣售價為 4 美元，而一個稀有角色的價值估計為 500 高級貨幣（20 美元）。因此，一個包含 200 高級貨幣和 2 個稀有角色的特別組合包估計價值為 48 美元。如果您將此組合包以 29.99 美元的價格出售，您將創造一個 EV 為 160%的產品（48 ÷ 29.99 = 1.6），相較於基準產品價值增長了 60%。

This is a good deal, but is it too good a deal? That depends on the average lifespan of your players. If the game is designed to support a year-long player progression, you might want to keep the EVs within 100% and 160%. However, if players are easy to acquire but the very nature of your game makes it hard to retain them for more than a few weeks, the EVs could, in theory, go up to 200%.
這是一個不錯的交易，但是否太划算了呢？這取決於玩家的平均壽命。如果遊戲設計支持一年的玩家進程，您可能希望將 EV 保持在 100%到 160%之間。然而，如果玩家容易獲得，但由於遊戲的本質使得很難將他們留住超過幾週，理論上 EV 可以提高到 200%。

Pay close attention to the EVs of all premium goods, and don’t think of the EV as something you put up or down to sell more stuff. The ultimate objective is to maintain a stable offering across the entire lifespan of your game, with a few exceptions reserved for the likes of highly limited goods such as anniversary sales or starter bundles.
密切關注所有高級商品的 EV，不要將 EV 視為一個可以上下調整以賣出更多商品的東西。最終目標是保持遊戲整個生命週期內的穩定供應，僅在少數情況下例外，例如周年慶銷售或新手包等高度限量商品。

A stable EV prevents inflation of your economy and saves your customers the effort (and anxiety) of having to constantly evaluate and calculate your offers in search of good and bad deals.
穩定的 EV 可以防止經濟通脹，並節省顧客不斷評估和計算優惠的精力（和焦慮），以尋找好壞交易。

Adjusting your offering based on individual player spending
根據個別玩家的消費調整您的供應

If you have a player who is willing to spend $10 but is offered a $5 bundle, you’re potentially leaving $5 on the table. Likewise, if your player is looking for a $1 or $2 transaction and you’re flashing $50 and $100 offers in their face, the monetization potential dwindles, and you may even evoke a cynical response to your offerings.
如果有一位玩家願意花費 10 美元，但只提供了一個 5 美元的包裹，您可能會損失 5 美元。同樣地，如果玩家尋求 1 美元或 2 美元的交易，而您卻在他們面前展示 50 美元和 100 美元的優惠，貨幣化潛力會減少，甚至可能引發玩家對您提供的優惠產生憤世嫉俗的反應。

We need to make it easy for our players to support the game and consume the content we’ve crafted for them. To help us cater to player preferences, we need to discover what each user wants to spend on, and how much. First, you’ll need to cast your net wide. Present a few extremes and adjust future offers based on the purchasing pattern.
我們需要讓玩家能夠輕鬆支持遊戲並消費我們為他們精心設計的內容。為了迎合玩家的偏好，我們需要了解每位用戶想要花費在哪些方面，以及他們願意花多少錢。首先，你需要廣泛撒網。呈現一些極端選擇，並根據購買模式調整未來的優惠。

Let’s say a user is given a choice between $4.99 and $49.99 versions of the same bundle (that is, the same content but in different quantities). If they go for $4.99, we should try to monetize at $9.99 and $19.99 next. Should they go for $49.99, we are given a signal that a $99.99 offer may be approached with enthusiasm.
假設用戶可以選擇購買價格為 $4.99 和 $49.99 的同一套組合（即相同內容但數量不同）。如果他們選擇 $4.99，我們應該嘗試提供 $9.99 和 $19.99 的選項。如果他們選擇 $49.99，這就表示 $99.99 的優惠可能會受到熱烈歡迎。

This kind of targeting is fertile ground for ML algorithms, but huge progress can be made by putting a simple set of requirements based on the last five purchases and the top price tier ever achieved. Just make sure to not put a user in the high-spending corner and cut them off from smaller offerings permanently just because they made a once-in-a-blue-moon purchase for their birthday.
這種針對性的策略是機器學習算法的沃土，但只需根據最近五次購買和曾經達到的最高價格層級設置一組簡單的要求，也能取得巨大進展。只需確保不要因為用戶在生日時偶爾進行了一次高額消費，就將他們永久置於高消費者的角落，從而切斷他們獲得較小優惠的機會。

It’s also entirely viable to host several different bundle offerings in your in-game shop simultaneously, even if you only choose to highlight one.
在你的遊戲商店中同時提供多種不同的組合包也是完全可行的，即使你只選擇突出其中一種。

Purchase rationalization
購買合理化

Be it culturally or genetically, we are predisposed toward dedicating a large portion of our day to gathering and protecting our resources. For any adult who appreciates the value and purchasing power of money, spending it can be a highly complex behavior. Our decisions originate as emotional and visceral reactions, which are then rationalized before execution.
無論是文化上還是基因上，我們都傾向於將大量時間投入到資源的收集和保護上。對於任何了解金錢價值和購買力的成年人來說，花錢可能是一種非常複雜的行為。我們的決策起源於情感和本能的反應，然後在執行前進行合理化。

By acknowledging and embracing the differences in spending habits and patterns, you can consciously expand your offering and cater to a wider portion of your player base. Let’s explore a list of common emotional contexts and internal rationalizations used to enable spending:
通過承認並接受消費習慣和模式的差異，你可以有意識地擴大你的產品供應，迎合更廣泛的玩家群體。讓我們來探討一份常見的情感背景和內部合理化清單，這些用於促進消費：

• Curiosity: I really want to find out how this works or what’s going to happen next.
  好奇心：我真的很想知道這是如何運作的，或者接下來會發生什麼。
• Necessity: I need to purchase this to play the way I want to play.
  必要性：我需要購買這個才能按照我想要的方式來玩。
• Exclusivity: There is simply no way I can get this now other than paying, so I might as well spend.
  獨佔性：現在除了付費之外，根本沒有其他方法可以獲得這個，所以我不妨花錢。
• Opportunity: I don’t want to miss out on this deal. It’s 50% off, so there’s no time to hesitate!
  機會：我不想錯過這個優惠。現在打五折，所以沒有時間猶豫！
• Long-term value: I want to maximize my gains and minimize my losses. With a VIP program or premium subscription, the sooner I start, the better. This is even more appealing if the rewards scale and grow with my progress.
  長期價值：我希望最大化我的收益並最小化我的損失。透過 VIP 計畫或高級訂閱，越早開始越好。如果獎勵能隨著我的進展而擴大和增長，那就更具吸引力。
• Permanent value: I don’t want to feel like I have to keep spending repeatedly, but if a single purchase can get me 50% more XP and coins for life, I’m on board!
  永久價值：我不想感覺必須不斷重複花費，但如果一次購買就能讓我終身獲得 50%更多的經驗值和金幣，我願意接受！
• Peer pressure: My friends have all purchased this boost, and I feel like I should give back and contribute too.
  同儕壓力：我的朋友們都購買了這個增益，我覺得我也應該回饋並貢獻一份力量。
• Consumer behavior: A lot of people seem to enjoy this and say it’s good. I guess I can give it a try too!
  消費者行為：很多人似乎都很喜歡這個，並說它很好。我想我也可以試試看！
• Recognition: This thing will bring me respect and popularity!
  認可：這個東西會帶給我尊重和人氣！
• Altruism: I can provide benefits to my friends and contribute to the community I care about!
  利他主義：我可以為我的朋友提供幫助，並為我所關心的社群做出貢獻！

Evaluate your audience!  評估你的觀眾！

Spending behaviors are often influenced by cultural differences. To provide an example based on my colleague’s many years of experience, American players tend to be more impulsive and lacking in self-control but are also quick to write customer support tickets if they’re not fully satisfied.
消費行為往往受到文化差異的影響。以我同事多年經驗為例，美國玩家往往較為衝動，缺乏自制力，但如果不滿意，他們也會迅速提交客服工單。

German players, on the other hand, tend to be very analytical; they do their math, internalize their decision, and often blame themselves if they’re not happy with their choice. Evaluate the target demographic when planning your monetization strategy; what works in one region won’t necessarily translate elsewhere!
另一方面，德國玩家則傾向於非常理性分析；他們會計算數據，內化決策，若對選擇不滿意，通常會責怪自己。在規劃你的貨幣化策略時，評估目標受眾；在一個地區有效的方法不一定能在其他地區奏效！

Players have limited budgets
玩家的預算有限

Most players have a set amount of money they are willing to spend on gaming in a set period (usually monthly because of paycheck cycles). It’s best if players spend consistently over the month, getting small rewards for each individual action. Releasing a high amount of highly desirable content back-to-back will force players to quickly use up their limit or even go past it.
大多數玩家在一定期間內（通常是每月，因為薪水週期）願意花費在遊戲上的金額是固定的。最好是玩家能在整個月中持續消費，為每個個別行動獲得小獎勵。連續釋出大量極具吸引力的內容會迫使玩家迅速用完他們的限額，甚至超出限額。

Neither of these outcomes is going to help you sustain the game or your spenders. Should they spend their whole mental cash allocation on the first day of the month, the rest of it may feel very disappointing and bleak in comparison. Similarly, if we put a lot of great content on sale, we’ll force some players to spend more than they planned to. Players who overspend are likely to feel angry at the developer, not at their own lack of self-control.
這兩種結果都無法幫助你維持遊戲或是留住消費者。如果他們在月初就把所有的心理預算花光，接下來的日子可能會顯得非常失望和黯淡。同樣地，如果我們將大量優質內容打折出售，會迫使一些玩家花費超出他們的計劃。超支的玩家很可能會對開發者感到憤怒，而不是對自己的缺乏自制力感到不滿。

To sum things up, spender behavior can vary from highly logical to completely irrational. We need to expand our offering to appeal to a variety of spending patterns and rationalizations and control the release cadence to prevent overspending.
總結來說，消費者的行為可以從非常理性到完全不理性。我們需要擴大我們的產品供應，以吸引各種消費模式和理由，並控制發布節奏以防止過度消費。

Since we’re well past the halfway point of this (rather big and complex) chapter, let’s take a tiny break to reflect on our learnings. So far, we’ve explored the five vectors of monetization, learned how to establish a monetization strategy, and used PlanetSide 2 to understand methods of balancing player progression.
由於我們已經過了這個（相當大且複雜的）章節的一半，讓我們稍作休息，反思一下我們的學習成果。到目前為止，我們已經探討了五個變現向量，學會了如何建立變現策略，並利用《PlanetSide 2》來理解平衡玩家進程的方法。

We then dove deep into the design pillars of gacha and its many variants, covered bundle creation, and spoke about matching your offering to your audience, their capabilities, and motivations. Coming up, we will build on the knowledge from Chapter 14, Mastering Games as a Service, as we revisit season passes with a newfound focus on monetization.
接著，我們深入探討了扭蛋設計的核心理念及其多種變體，涵蓋了組合包的創建，並討論了如何將您的產品與受眾、他們的能力和動機相匹配。接下來，我們將基於第十四章《掌握遊戲即服務》的知識，重新審視季票，並以全新的角度專注於貨幣化。

Using season passes for monetization
使用季票進行變現

Standard season passes are great at two things: conversion to spend (due to high EV) and engagement (play to earn rewards; once players make the investment, they have more reasons to return and get value back).
標準季票在兩方面表現出色：轉換為消費（由於高預期價值）和參與度（遊玩以獲得獎勵；一旦玩家進行投資，他們就有更多理由回來並獲得價值回報）。

If your game has a relatively small but highly dedicated and engaged community and relies on high average revenue per DAU (ARPDAU), the season pass will likely be a retention, not monetization feature—pass sales won’t make up a meaningful chunk of sales in a game such as Star Trek Fleet Command, which relies on engaged players repeatedly purchasing $99 in-game resource and item bundles.
如果您的遊戲擁有相對較小但高度忠誠和投入的社群，並依賴於每活躍用戶的高平均收入（ARPDAU），那麼季票可能更像是一個留存功能，而不是變現功能——在像《Star Trek Fleet Command》這樣的遊戲中，季票銷售不會構成銷售的主要部分，該遊戲依賴於投入的玩家反覆購買 99 美元的遊戲內資源和物品包。

For games with low ARPDAU but a large player base (for example, Fortnite, League of Legends), passes can represent a meaningful chunk of the revenue. Still, at the time of writing, the seasonal item store in Fortnite made up for the majority (over 60%) of the revenue, with season pass sales comprising the remainder.
對於擁有低 ARPDAU 但玩家基數龐大的遊戲（例如《Fortnite》、《League of Legends》），季票可以代表收入的顯著部分。然而，在撰寫本文時，《Fortnite》的季節性物品商店佔據了大部分（超過 60%）的收入，而季票銷售則構成了其餘部分。

In general, skipping tiers (that can be achieved by normal play) on a recurring season pass is not a great value for players and is rarely done. Why pay for something you can get if you play a bit more? Moreover, the most engaged players (who are usually monetizing the most) are coincidentally the most likely ones to finish the pass and thus do not require any premium tier skips.
一般來說，在循環的季票中跳過可以透過正常遊玩達成的階段，對玩家來說並不是一個很划算的選擇，因此很少有人這麼做。為什麼要為了可以多玩一點就能獲得的東西付費呢？此外，最投入的玩家（通常也是消費最多的）恰巧是最有可能完成季票的人，因此他們並不需要任何高級階段的跳過功能。

As a rule of thumb, think of season passes as primarily an engagement and conversion feature, not a direct monetization feature. In fact, a poorly balanced pass with a very high EV can hurt your economy and disincentivize users from additional spending.
一般來說，季票應被視為主要的參與和轉換功能，而非直接的貨幣化功能。事實上，一個平衡不佳且期望值過高的季票可能會損害你的經濟體系，並使用戶對額外消費失去興趣。

But as always, there are exceptions that manage both exceedingly well. Dota 2 is the best example of a highly monetizing battle pass and one we have touched upon briefly in the previous chapter. Let’s get into some details!
但如往常一樣，總有一些例外能夠同時管理得非常出色。《Dota 2》就是一個高度貨幣化的戰鬥通行證的最佳例子，我們在前一章中已經簡單提到過。讓我們來深入了解一些細節吧！

The battle pass in Dota 2 is released ahead of one of the biggest eSports events in the world—The International. Part of the proceeds from the pass sales (usually 25%) goes directly into the prize pool. The excitement around the tournament, coupled with each purchase boosting the prizes, creates a lot of goodwill in the community.
《Dota 2》的戰鬥通行證是在世界上最大型的電子競技賽事之一——國際邀請賽之前發布的。通行證銷售收入的一部分（通常為 25%）直接進入獎金池。比賽的熱潮，加上每次購買都能提升獎金，為社群創造了大量的好感。

In 2021, the prize pool was a record-breaking $40 million, out of which $38 million came from 6 million players contributing via battle pass sales. To understand the scale of this event, the prize pool for Riot’s League of Legends World Championship tournament in 2021 was “only” $2 million.
2021 年，獎金池創下了 4,000 萬美元的紀錄，其中 3,800 萬美元來自 600 萬名玩家通過戰鬥通行證銷售的貢獻。要了解這個事件的規模，Riot 的《英雄聯盟》世界錦標賽 2021 年的獎金池“僅”為 200 萬美元。

A new battle pass in Dota 2 is a big deal, and a rare event too! Season passes appear once or twice a year; they last for over 3 months and feature many highly desirable reward milestones. Most importantly, there is no free reward track—it is impossible to progress without purchasing access. This leads to a stronger value proposition and creates an incentive to buy the pass on the day of its release.
在《Dota 2》中推出新的戰鬥通行證是一件大事，而且也是罕見的事件！季票每年出現一到兩次，持續超過三個月，並包含許多極具吸引力的獎勵里程碑。最重要的是，沒有免費的獎勵路徑——不購買通行證就無法進行進度。這導致了更強的價值主張，並激勵玩家在發行當天購買通行證。

The lack of free track may seem restrictive, but their passes don’t come around often and are full of amazing content: new game modes, character skins and cosmetics, announcer voices, map reskins, exclusive hero models full of new VFX, ability icons, voiceovers, and more.
缺乏免費路徑可能看起來有些限制，但他們的通行證並不常見，且充滿了令人驚嘆的內容：新的遊戲模式、角色皮膚和裝飾品、播報員聲音、地圖重製、獨家英雄模型，充滿新的視覺效果、技能圖標、配音等。

Here, you can see a new persona reward for an existing character with exclusive models, animations, icons, effects, and even over 600 voice lines:
在這裡，你可以看到一個現有角色的新個性獎勵，擁有獨家模型、動畫、圖標、效果，甚至超過 600 條語音台詞：

Figure 15.2 – One of the high-value battle pass rewards in Dota 2
圖 15.2 – Dota 2 中高價值戰鬥通行證獎勵之一

Unlike in most games, the battle pass in Dota 2 features unlimited levels and hundreds of reward tiers. Significant progress can be made via weekly quests (you can reach levels 100-150 with strong engagement), but the supply of battle pass points is limited. Buying battle pass tiers is an established practice, with limited, highly discounted bundles providing 50 or 100 levels being released close to the end of the season.
與大多數遊戲不同，《Dota 2》的戰鬥通行證具有無限等級和數百個獎勵階段。透過每週任務可以取得顯著進展（若投入大量時間，可以達到 100 至 150 級），但戰鬥通行證點數的供應是有限的。購買戰鬥通行證等級是一種既定的做法，並且在賽季結束前會推出有限的、折扣力度很大的 50 或 100 級的套裝。

There is no chance (nor expectation from players) of finishing the pass and obtaining its best rewards unless you spend money on purchasing battle pass points. And since there’s no level limit, we’ve got some record numbers to share! In 2022, the highest battle pass tier achieved was over 120,000, meaning that the player spent over $50,000 on their battle pass.
除非花錢購買戰鬥通行證點數，否則玩家幾乎不可能（也不期望）完成通行證並獲得其最佳獎勵。而且由於沒有等級上限，我們有一些創紀錄的數字可以分享！在 2022 年，最高的戰鬥通行證等級超過了 120,000，這意味著該玩家在戰鬥通行證上花費了超過 50,000 美元。

Tips for creating a high-performing season pass
創建高效能季票的技巧

Now that we understand what a best-in-class season pass can look like, let us dive into a handful of best practices for creating a high-performing pass. As always, design choices you make around your season pass will come with trade-offs—an extremely strong season pass offering may take a long time to prepare and cost a lot to sustain.
現在我們已經了解一個頂級季票的樣貌，讓我們深入探討一些創建高效能季票的最佳實踐。正如往常，您在設計季票時所做的選擇將伴隨著取捨——一個極其強大的季票方案可能需要很長的準備時間並且維持成本高昂。

Price your pass

While it may be clear that the actual price of your pass (be it $5, $10, or $15) should always be proportional to the duration and EV of the premium track rewards, the more difficult decision you need to make is around the method of acquisition. Is it a real money transaction (via an in-app purchase), or is it a premium currency one?
雖然季票的實際價格（無論是 5 美元、10 美元還是 15 美元）應始終與高級路線獎勵的持續時間和預期價值成正比，但您需要做出的更困難的決定是獲取方法。是通過應用內購買的真實貨幣交易，還是使用高級貨幣？

A real money transaction presents a clear choice—if a player wants the pass, they need only to decide between which version to buy, and that’s only the case if you’re offering a season pass at a few price points (the basic one and a premium offering that features some additional discounted tier skips).
現金交易提供了一個明確的選擇——如果玩家想要通行證，他們只需決定購買哪個版本，這僅在您提供多個價格點的季票時才會發生（基本版和包含一些額外折扣級別跳過的高級版）。

This is usually an easy decision to make, especially if the benefits of the pass and the rewards within are clear. A few games that use real money transactions include Dota 2, Clash Royale, Genshin Impact, and Gardenscapes.
這通常是一個容易做出的決定，特別是當通行證的好處和其中的獎勵很明顯時。一些使用真實貨幣交易的遊戲包括《Dota 2》、《Clash Royale》、《原神》和《Gardenscapes》。

On the other hand, charging premium currency for your season pass is an equally popular and perhaps more player-friendly solution (as players can use previously purchased or accumulated currency on the pass), but it vastly complicates the value proposition, introduces additional steps to the purchasing process (buy the currency before you buy the pass), and reduces the incentive to monetize (I may be able to get the pass later if I grind a little bit of currency first).
另一方面，對於季票收取高級貨幣同樣受歡迎，甚至可能更符合玩家的利益（因為玩家可以使用先前購買或累積的貨幣來購買季票），但這大大複雜化了價值主張，引入了購買過程中的額外步驟（在購買季票之前先購買貨幣），並減少了貨幣化的動機（如果我先稍微累積一些貨幣，可能之後就能獲得季票）。

Some games that feature premium currency season passes include Brawl Stars, Fortnite, Rocket League, and Apex Legends. In many of these games, players are able to accumulate significant amounts of premium currency from the premium pass itself, which creates a feedback loop and allows them to reinvest by either outright purchasing the next pass or making good progress toward it.
一些包含高級貨幣季票的遊戲包括《Brawl Stars》、《Fortnite》、《Rocket League》和《Apex Legends》。在這些遊戲中，玩家能夠從高級票本身累積大量的高級貨幣，這創造了一個反饋循環，讓他們可以重新投資，無論是直接購買下一張票，還是為其取得良好的進展。

This may be a good retention and engagement play, but it vastly diminishes your ability to monetize your pass and should only be done if you’re aware of these consequences.
這可能是一個良好的留存和參與策略，但它極大地削弱了你對票的變現能力，只有在你意識到這些後果時才應該這樣做。

Plan ahead for unique and highly desirable rewards
提前規劃獨特且極具吸引力的獎勵

This goes without saying, but a pass that does not offer unique and desirable rewards is doomed to fail. The first season of Apex Legends is, in my opinion, a prime example of a failed battle pass. The unique cosmetics offered in the premium track seemed like an afterthought and were arguably much worse than anything else players already had access to.
這是毋庸置疑的，但如果一個通行證沒有提供獨特且令人渴望的獎勵，那麼它注定會失敗。我認為，《Apex Legends》的第一季就是一個失敗的戰鬥通行證的典型例子。高級路線中提供的獨特外觀似乎是事後才想到的，並且可以說比玩家已經擁有的任何其他東西都要差。

Do not diminish the importance of planning—these situations can be avoided! As you go into soft launch or global release, chances are you already have some very strong content ready for release, or in the pipeline. You must fight the natural urge to release your best content. Holding on to some of your best rewards will pay dividends in the future and ensure the next several months are covered.
不要低估計劃的重要性——這些情況是可以避免的！當你進入軟啟動或全球發布時，很可能你已經有一些非常強大的內容準備好發布，或正在籌備中。你必須抵抗釋放最佳內容的自然衝動。保留一些最好的獎勵將在未來帶來回報，並確保接下來的幾個月都有所保障。

Seasonality, theming, and breaks
季節性、主題化和休息

A good battle pass makes your game feel different; it is tied to the lore of your game and expands it, and, most importantly, it is not a carbon copy of the previous season. So, unless you’re using the season pass as your core vector of progression, you should ensure there are some breaks between the seasons.
一個好的戰鬥通行證能讓你的遊戲感覺與眾不同；它與你的遊戲背景故事緊密相連並加以擴展，最重要的是，它不是上一季的翻版。因此，除非你將季票作為核心進度向量，否則應確保季節之間有一些間隔。

As a rule of thumb, the longer the seasons, the longer the breaks. These gaps will give players time to recover and develop a hunger for more content. They will also lighten your schedule and let you align the season start or end date with real-world events such as Halloween, winter holidays, or even the Olympic Games.
一般來說，季節越長，間隔也應越長。這些間隔將給玩家時間恢復並激發他們對更多內容的渴望。它們也會減輕你的日程安排，讓你可以將季節的開始或結束日期與現實世界的事件如萬聖節、冬季假期，甚至奧運會對齊。

Perks that reward early conversion
獎勵早期轉換的福利

Your best performing days are likely to occur at the start of the season. The longer your players wait with their purchase, the less likely they are going to convert. Despite being presented with a long list of unlocked but unclaimed rewards on the premium track, if they’ve managed to go halfway into the season without converting, they may as well wait and see if the next season will be better.
你的最佳表現日可能發生在季節開始時。玩家等待購買的時間越長，他們轉換的可能性就越小。儘管在高級路線上有一長串已解鎖但未領取的獎勵，如果他們已經在季節中途而未轉換，他們可能會選擇等待，看看下一季是否會更好。

Placing an awesome reward at the very start of the premium track is a good move, but in order to better avert this situation, you need to create a series of unique perks that premium pass holders can enjoy from the very beginning. This can include XP and soft currency boosts (to you, and preferably, in a team-based game, also your teammates), golden nameplates, premium mission slots (that make your pass progress faster), early access to new playable content, or even exclusive access to a time-limited game mode or minigame.
在高級通行證的起始階段放置一個極具吸引力的獎勵是一個不錯的策略，但為了更好地避免這種情況，你需要創造一系列獨特的特權，讓高級通行證持有者從一開始就能享受。這可以包括經驗值和軟貨幣的提升（對你來說，最好是在團隊遊戲中，也對你的隊友有幫助）、金色名牌、高級任務槽（讓你的通行證進度更快）、新可玩內容的提前體驗，甚至是限時遊戲模式或迷你遊戲的獨家訪問。

Offer discounted tier skips and even passes near the end of the season
在賽季結束前提供折扣的階級跳過甚至通行證

There’s little worse than feeling you didn’t get your money’s worth. There will be plenty of players who got the premium pass but are struggling to keep up and make significant progress before the end of the season.
沒有什麼比感覺自己沒有得到應有的價值更糟糕的了。會有很多玩家購買了高級通行證，但在賽季結束前卻難以跟上進度，無法取得顯著的進展。

Consider offering your players a set of highly discounted (and limited) tier-skip bundles. You can even go a step further and discount the pass itself in the last few weeks of the season.
考慮為玩家提供一組大幅折扣（且數量有限）的階級跳過套組。你甚至可以更進一步，在賽季的最後幾週內對通行證本身進行折扣。

Why do some games fail to monetize?
為什麼有些遊戲無法實現盈利？

We spend a lot of time highlighting best practices, but it’s equally valuable to learn from failure and inspect some of the most common issues that can cause a game to underperform.
我們花了很多時間強調最佳實踐，但同樣重要的是從失敗中學習，並檢視一些可能導致遊戲表現不佳的常見問題。

Poor goal setting

Players need to have a clear goal that they’re working toward (for example, I want to build a team of all-star footballers; I want to rescue Optimus Prime; I want to build a city as good as this). If a player cannot understand what they wish to achieve, they will not understand why they should keep playing, what content they wish to acquire, and why they should care about any of the rewards and offers on hand.
玩家需要有一個明確的目標來努力達成（例如，我想組建一支全明星足球隊；我想拯救 Optimus Prime；我想建造一座像這樣好的城市）。如果玩家無法理解他們想要達成什麼，他們就不會明白為什麼要繼續玩，想要獲得什麼內容，以及為什麼應該在意手上的任何獎勵和優惠。

Aspirations and long-term goals often shift over time. What starts as the main goal on day 1 is likely to evolve by day 7 and is almost guaranteed to change by day 30. For example, in many competitive multiplayer games, early on, players are driven by the desire to explore, make progress, unlock new content/playstyles, and learn the game’s mechanics.
抱負和長期目標往往會隨著時間的推移而改變。第一天的主要目標很可能在第七天就會演變，幾乎可以肯定在第三十天會改變。例如，在許多競技類多人遊戲中，早期玩家是被探索、進步、解鎖新內容/遊玩風格以及學習遊戲機制的渴望所驅動。

As they grow accustomed to the game, they gradually shift their motivations toward mastery, collection/completion, personal expression, social interaction, and competition. While goals shift and the motivations of your players evolve, it’s essential to help them establish a clear goal—a signpost to aspire toward.
隨著他們逐漸習慣遊戲，他們的動機逐漸轉向精通、收集/完成、個人表達、社交互動和競爭。雖然目標會改變，玩家的動機會演變，但幫助他們建立一個明確的目標——一個值得追求的指標是至關重要的。

Content is not desirable
內容並不令人渴望

If you can’t imagine why someone would spend their hard-earned money on some of your in-game offerings, chances are you’ll end up being right. Some game makers are so focused on delivering content that they forget to ensure it is up to scratch. It’s usually better to create 2 unique items that players really want and are ready to grind or pay for than 15 recolored weapon skins that nobody cares about. Some of the causes include the following:
如果你無法想像為什麼有人會願意花他們辛苦賺來的錢購買你遊戲中的某些商品，那麼你很可能會發現自己是對的。有些遊戲製作者過於專注於提供內容，以至於忘記確保其質量達到標準。通常，創造兩個玩家真正想要並願意努力獲得或付費購買的獨特物品，比創造十五個沒人關心的重新上色武器外觀要好。造成這種情況的原因包括以下幾點：

• Poor asset quality.
• Putting the player at a disadvantage (for example, a bright yellow hat in a military shooter where players try to stay hidden).
  將玩家置於不利位置（例如，在軍事射擊遊戲中，玩家試圖隱藏自己，但卻戴上了一頂明亮的黃色帽子）。
• Players do not understand the utility.
  玩家無法理解其效用。
• Content not immediately usable (for example, you unlock a unit that starts at level 1 but your entire collection is at level 50 and the new unit is useless without considerable effort; it’s even worse if attempting to play it puts you at a disadvantage and can lower your competitive ranking).
  內容無法立即使用（例如，你解鎖了一個單位，該單位從 1 級開始，但你的整個收藏已經達到 50 級，而這個新單位在不付出相當努力的情況下毫無用處；如果嘗試使用它會讓你處於不利地位並降低你的競技排名，那就更糟糕了）。
• No social reinforcement—players are not able to see themselves or receive recognition. You may have cool cosmetic items to offer, but their value falls dramatically if players can’t see themselves and if they cannot be seen and recognized by others.
  缺乏社交強化——玩家無法看到自己或獲得認可。你可能有很酷的外觀物品可以提供，但如果玩家看不到自己，並且無法被他人看到和認可，其價值將大幅下降。

Poor balancing (too easy or too hard)
平衡不佳（太簡單或太難）

A badly balanced difficulty and underpowered or overpowered content will wreak havoc on your economy. Moreover, if you’re attempting to sell power or monetize difficulty, make sure that your target audience is not one that prides itself on rising to a challenge. In those cases, spending can be seen as an admission of defeat, and trying to circumvent monetization becomes a goal in itself.
難度平衡不佳以及內容過弱或過強會對你的經濟造成嚴重影響。此外，如果你試圖出售力量或將難度貨幣化，請確保你的目標受眾不是那些以迎接挑戰為榮的人。在這些情況下，花錢可能被視為承認失敗，而試圖繞過貨幣化本身就成為一個目標。

Monetization works but is inherently low performing
貨幣化有效但本質上表現不佳

An economy that relies entirely upon cosmetics for monetization is likely to lead to very low ARPDAU and will never work without scale. Again, do not attempt to copy the likes of League of Legends unless you can almost guarantee a community of millions of active users.
一個完全依賴外觀裝飾進行貨幣化的經濟體系可能會導致非常低的 ARPDAU，並且在沒有規模的情況下永遠無法運作。再次強調，不要試圖模仿《League of Legends》這樣的遊戲，除非你幾乎可以保證擁有數百萬活躍用戶的社群。

Now that we’ve warned you about mistakes to avoid, let us focus on what you can do to make your live games more successful!
現在我們已經提醒過您要避免的錯誤，讓我們來專注於如何讓您的線上遊戲更加成功！

Monetization tips and tricks
盈利化技巧與竅門

Before we close this chapter, we wish to share a wide array of tips and tricks that can help you monetize and run your live games. Let’s begin!
在結束本章之前，我們希望分享一系列可以幫助您盈利並運營即時遊戲的技巧和竅門。讓我們開始吧！

Earn an opportunity to spend
賺取花費的機會

What is more satisfying than getting a great deal on a premium currency pack? It is the accomplishment of earning it! There are a few ways in which you can offer your players both. To start with, you could implement a piggy bank feature. During regular play, players fill up the piggy with premium currency or any other valuable resource. When the piggy is sufficiently full, players can choose to break it open to retrieve the reward.
有什麼比以優惠價格購買高級貨幣包更令人滿意的呢？那就是賺取它的成就感！有幾種方法可以同時提供給玩家這兩者。首先，您可以實施一個存錢筒功能。在正常遊戲過程中，玩家可以用高級貨幣或其他有價值的資源填滿存錢筒。當存錢筒足夠滿時，玩家可以選擇打破它以獲取獎勵。

The price can be scaled depending on how full the piggy is, but in general, piggy banks offer a very high value and are limited to one per player in any given week or month. Putting a time limit on the piggy ensures that players remain engaged if they want to maximize their gains; it will also encourage them to pay to not miss out on the amassed rewards. Here’s an example of a piggy bank from Hero Wars.
價格可以根據存錢筒的滿度進行調整，但一般來說，存錢筒提供的價值非常高，並且每位玩家在任何一週或一個月內僅限一個。對存錢筒設置時間限制可以確保玩家如果想要最大化收益就必須保持參與；這也會鼓勵他們付費以免錯過累積的獎勵。以下是《Hero Wars》中的存錢筒範例。

Figure 15.3 – Piggy bank feature in Hero Wars
圖 15.3 – 《Hero Wars》中的存錢筒功能

Another successful example of an earned opportunity to spend can be found in some merge games such as Merge Dragons and Merge Magic. In these titles, after successfully completing a standalone level, players can choose to spend to double their rewards or bring some of the merged artifacts back to their home base.
在一些合併遊戲中，例如《Merge Dragons》和《Merge Magic》，可以找到另一個成功的花費機會例子。在這些遊戲中，玩家在成功完成獨立關卡後，可以選擇花費來雙倍獎勵，或將一些合併的神器帶回他們的主基地。

Player spending should build up your community, not divide it
玩家的花費應該是為了建立社群，而不是分裂它

Avoid splitting your audience based on their ability to spend. While early access to new content is fine, introducing things such as premium map downloadable content (DLC) is going to split friend groups, reduce matchmaking opportunities, and ultimately hurt both paying and non-paying players.
避免根據玩家的消費能力來分割受眾。雖然提前獲得新內容是可以的，但引入像是高級地圖可下載內容（DLC）這類的東西會分裂朋友群體，減少配對機會，最終對付費玩家和非付費玩家都造成傷害。

Spending should feel good, but the gratification should not come from gaining unfair advantages and penalizing everyone else. In Western markets, most players will quickly rebel against a game that’s 100% pay-to-win (where skill, experience, or strategy mean nothing, and the only way to stay competitive is to outspend their rivals).
花錢應該讓人感覺良好，但這種滿足感不應來自於獲得不公平的優勢並懲罰其他人。在西方市場，大多數玩家會迅速反抗一款完全依賴付費取勝的遊戲（在這種遊戲中，技巧、經驗或策略毫無意義，唯一保持競爭力的方法就是花更多錢超越對手）。

Turn premium content into something that makes the game more fun for everyone else, as follows:
將高級內容轉化為讓遊戲對其他人更有趣的東西，如下所示：

• Everyone likes to hang around a player with cool-looking gear, impressive visual effects, and amusing animations, and this turns spending on cosmetic content into a good experience for everyone.
  每個人都喜歡圍繞著擁有酷炫裝備、令人印象深刻的視覺效果和有趣動畫的玩家，這使得在化妝品內容上的花費成為一種對每個人都有益的體驗。
• While unfair advantages can be very damaging in head-to-head scenarios, the same does not apply to cooperative efforts. Teaming up with someone strong and having them lead the charge makes it rewarding for spenders and non-spenders alike.
  雖然在一對一的情境中，不公平的優勢可能會造成很大的傷害，但在合作努力中則不然。與強者組隊並讓他們帶頭衝鋒，對於付費玩家和非付費玩家來說都是有回報的。

Try to embrace reciprocity and drive positive reinforcement within your community by doing the following:
嘗試在您的社群中擁抱互惠並推動正向強化，方法如下：

• Make a spender feel helpful by making their 100% XP boost extend a smaller 10% bonus to their teammates.
  讓消費者感到有幫助，方法是讓他們的 100%經驗值提升效果也能為隊友提供小幅的 10%加成。
• If an area of the game is locked behind paid access, you can ensure that only one player has to spend or grant them a way to sponsor their friends.
  如果遊戲中的某個區域需要付費才能解鎖，你可以確保只有一名玩家需要支付，或者給他們一個贊助朋友的方式。
• Players spending on big bundles could receive a couple of free gifts to distribute among their peers. This will not only make both sides of the gift exchange feel good but also increase the chances of the recipient returning the favor (the power of reciprocity). Some people really enjoy giving. In Team Fortress 2 (TF2), a gift box that grants a reward to a random person on the server (excluding the owner) was apparently one of the most popular items.
  購買大禮包的玩家可以獲得幾個免費禮物，分發給他們的朋友。這不僅會讓禮物交換的雙方感到愉悅，還會增加收禮者回贈的機會（互惠的力量）。有些人真的很喜歡送禮。在《Team Fortress 2》（TF2）中，一個可以給伺服器上隨機玩家（不包括擁有者）獎勵的禮物盒顯然是最受歡迎的物品之一。

Disappointments and regrets cost dearly!
失望和後悔的代價是昂貴的！

As you drive desire and curiosity behind your high-end game content, you must ensure that the payoff is worth the hype. Having weeks and even months of hard work and anticipation ending up in disappointment is a sure way to destroy any trust between you and the player. Regrets over spending are even more damaging and will prompt your players to want a refund.
當你在推動高端遊戲內容的渴望和好奇心時，必須確保回報值得這些炒作。數週甚至數月的辛勤工作和期待最終以失望告終，這無疑會摧毀你與玩家之間的信任。對於花費的後悔更具破壞性，會促使你的玩家要求退款。

Think of technical performance holistically
全面考量技術效能

Does the user spend ages on the initial loading screen? Are you respectful of their time and custom? Make sure that players can get to the game as quickly as possible, or you might make them miss their short window of opportunity to spend some quality time with you as an entertainment provider.
使用者是否在初始載入畫面上花費了大量時間？您是否尊重他們的時間和習慣？確保玩家能夠盡快進入遊戲，否則您可能會讓他們錯過與您這位娛樂提供者共度美好時光的短暫機會。

Does the game download only what it needs and when it needs it, or are you charging your players dearly in their bandwidth? Be efficient with what assets you need to download and respect the space your players loan you on their devices. If you don’t, your game might be the first to be uninstalled when storage gets low.
遊戲是否只在需要時下載所需的內容，還是讓玩家在頻寬上付出高昂的代價？請有效率地下載所需的資源，並尊重玩家在其設備上借給你的空間。如果不這樣做，當儲存空間不足時，你的遊戲可能會是第一個被卸載的。

Does the performance of the game remain stable and smooth even at the most intense and climactic moments? If players spend a lot of time and effort getting to the hardest part of the game and it suddenly crashes or starts to jitter, then they are likely to lose faith in you and your game.
即使在最激烈和高潮的時刻，遊戲的性能是否仍然穩定流暢？如果玩家花費大量時間和精力到達遊戲中最困難的部分，而遊戲突然崩潰或開始卡頓，那麼他們很可能會對你和你的遊戲失去信心。

Scarcity influences value
稀缺影響價值

As players grow more experienced and familiar with a game’s content, any new findings are sure to excite them. Some goods, no matter how mundane, can increase in value just on the back of being rare and hard (or maybe even impossible) to obtain.
隨著玩家對遊戲內容越來越熟悉和有經驗，任何新的發現都必定會讓他們感到興奮。有些物品，無論多麼平凡，僅僅因為稀有和難以（甚至不可能）獲得，就能增加其價值。

The value and prestige of limited rewards can grow in time. A simple icon or badge may start as a worthless aesthetic reward and later evolve into a rare and powerful sign of a respectful tenure. However, this is only true if you stand firm and keep scarce rewards truly scarce. Introducing an accessible venue for obtaining content later (for the sake of a small revenue spike) will forever diminish the value of the entire lineup of content.
限量獎勵的價值和聲望可以隨時間增長。一個簡單的圖標或徽章可能最初只是毫無價值的美學獎勵，但後來可能演變成一個稀有且強大的尊敬象徵。然而，這只有在你堅持並保持稀有獎勵真正稀有的情況下才成立。若為了小幅度的收入增長而在後期引入一個可輕易獲得內容的途徑，將永遠削弱整個內容系列的價值。

Focus on daily retention
專注於每日留存

Increasing your stickiness and developing gaming habits translates to weekly and monthly retention. Daily rewards can be a powerful mechanic for increasing your retention and pacing progression. Focus on rewarding gameplay (for example, by giving out daily tasks) rather than simply showing up (daily login bonuses, calendars, and so on).
提高遊戲的黏著性並培養遊戲習慣可以轉化為每週和每月的留存率。每日獎勵可以成為提高留存率和推進進度的強大機制。應著重於獎勵遊戲玩法（例如，通過提供每日任務），而不僅僅是簡單的登入獎勵、日曆等。

Optimize your newsletters and notifications
優化您的電子報和通知

Do not spam your users! When it comes to email newsletters and social media posts, quality beats quantity. Work with your community and customer support team (CCS) and social and marketing staff to provide players with engaging content such as videos, sneak peeks of upcoming features and events, community highlights, surveys, and Q&As. Localize as much as you can and send the material according to a player’s time zone (no one wants an email notification at 2 A.M.).
不要對用戶進行垃圾郵件轟炸！在電子郵件通訊和社交媒體帖子方面，質量勝過數量。與您的社群和客戶支持團隊（CCS）以及社交和行銷人員合作，為玩家提供引人入勝的內容，例如影片、即將推出的功能和活動的搶先看、社群亮點、調查和問答。盡可能地進行在地化，並根據玩家的時區發送資料（沒有人想在凌晨 2 點收到電子郵件通知）。

On mobile platforms, you’ll also have access to push notifications (sent by the server) and local notifications (scheduled from within the app itself). It’s often up to the game designer to decide on the frequency and content of this messaging. Aspire to create a smart solution that does not produce 5 notifications within 30 minutes of leaving the app.
在行動平台上，您還可以使用推送通知（由伺服器發送）和本地通知（從應用程式內部排程）。通常由遊戲設計師決定這些訊息的頻率和內容。力求創造一個聰明的解決方案，不要在離開應用程式後的 30 分鐘內產生 5 個通知。

The most successful communications are context-aware and actionable, inviting players to come back and check on the game just as they become ready for their next session.
最成功的通訊是具備情境感知且可行的，邀請玩家回來檢查遊戲，正當他們準備好進行下一次遊戲時。

The network effect can make and break your game
網絡效應可以成就或摧毀您的遊戲

The network effect can be described as a positive feedback loop where the value of a product or service increases with the rising number of users.
網路效應可以描述為一種正向反饋循環，隨著使用者數量的增加，產品或服務的價值也隨之提升。

Having your game grow exponentially on the back of its current popularity is great, but the implications of so-called demand-side economies of scale are not always positive. Let’s say a player spends a few hours crafting a new hat for their character in an MMO game such as Second Life. The next day, said hat gets them lots of attention from other players.
讓你的遊戲在現有的受歡迎程度上指數增長固然很好，但所謂需求方規模經濟的影響並不總是正面的。假設一位玩家在一款如《Second Life》的大型多人線上遊戲中花了幾個小時為他們的角色製作了一頂新帽子。隔天，這頂帽子讓他們獲得了其他玩家的極大關注。

This kind of positive reinforcement encourages the player to spend the next 2 days making a whole smoking outfit. Following that, they will be naturally drawn toward highly populated places in the hopes of gaining the most amount of recognition. Other like-minded players are inadvertently encouraged to follow the same behavioral pattern.
這種正向強化鼓勵玩家花接下來的兩天製作一整套吸引眼球的服裝。隨後，他們自然會被吸引到人潮眾多的地方，希望獲得最多的認可。其他志同道合的玩家也不自覺地被鼓勵去遵循相同的行為模式。

As a result, the more crowded the location, map, or server, the more popular it becomes. Without sufficient planning, the game may become unplayable due to frame-rate issues or server failures and collapse in disarray, leaving thousands of disappointed customers and falling victim to its own success.
結果是，地點、地圖或伺服器越擁擠，就變得越受歡迎。若沒有充分的規劃，遊戲可能因為幀率問題或伺服器故障而變得無法遊玩，最終陷入混亂，留下成千上萬失望的顧客，成為自身成功的犧牲品。

Put yourself in the consumer’s shoes
設身處地為消費者著想

It’s easy for us designers to try to think of individual features that we should and should not monetize based on what other similar products do. It’s far more challenging to take a look at our game through the eyes of multiple players and to identify what they’ll actually enjoy spending money on and why.
對我們設計師來說，根據其他類似產品的做法來思考哪些功能應該或不應該貨幣化是很容易的。然而，更具挑戰性的是，從多位玩家的角度來審視我們的遊戲，並找出他們真正樂於花錢的地方以及原因。

By embracing a variety of player archetypes and looking at their motivations and desires, we can hope to better cater to their needs. Ultimately, the most sustainable communities are formed on the backs of players who spend money because they want to, not because they have to.
透過擁抱各種玩家類型並觀察他們的動機和需求，我們可以更好地滿足他們的需求。最終，最可持續的社群是由那些因為想要而非必須花錢的玩家所組成的。

It’s essential for every member of the game team to try to play the game for real, including undercover, next to normal players, spending their very own money, and experiencing the same highs and lows as everyone else.
遊戲團隊的每一位成員都必須嘗試真正地玩遊戲，包括在普通玩家旁邊隱藏身份，花自己的錢，並體驗與其他人相同的起伏。

Maintain tight control over your rewards
保持對獎勵的嚴格控制

Anything you give out to players will be remembered and evaluated against everything else you do. Inconsistent policies and sparks of random generosity will ultimately lead to an unhealthy economy and unhappy players. This is as true for live ops (in regard to event rewards, bundles, and gacha offerings) as it is for customer support.
你給予玩家的任何東西都會被記住，並與你所做的其他一切進行比較。不一致的政策和隨機的慷慨最終會導致不健康的經濟和不滿的玩家。這對於即時運營（關於活動獎勵、套裝和扭蛋提供）以及客戶支持都是如此。

Customer support representatives need to have a coherent policy on compensating players and assuaging angry spenders. Break the rules for one player and you’ll set a precedent that sows the seeds for mass discontent.
客服代表需要有一套一致的政策來補償玩家並安撫憤怒的消費者。若為某位玩家破例，將會樹立一個可能引發大規模不滿的先例。

Beware of stockpiling resources
小心囤積資源

Overabundant resources are one of the biggest threats to any resource-based economy. Put limits on the maximum number of resources and consumable items players can hold, and be ready to enforce them!
過多的資源是任何以資源為基礎的經濟體系中最大的威脅之一。應限制玩家可以持有的資源和消耗品的最大數量，並準備好執行這些限制！

Start strong and hook players onto the long-term premise
一開始就要強勢出擊，讓玩家沉浸於長期的遊戲主題中

Remember, a F2P game is as easy to pick up as it is to let go. With zero investment required to install, there is no loss aversion preventing players from uninstalling it at the drop of a hat. After all, there’s no need to rationalize your monetary investment and get your money’s worth. The first-time user experience is everything, an equivalent to a trailer for a Hollywood action film, where you only have a few minutes to win over the audience. Don’t worry about naming the player profile, selecting servers, or adjusting difficulty settings. Get players straight into the gameplay and tackle the mundane bits later.
記住，一款免費遊玩的遊戲就像它容易上手一樣容易被放棄。由於安裝不需要任何投資，玩家在一瞬間卸載它時不會有損失厭惡。畢竟，沒有必要去合理化你的金錢投資並獲得你的價值。首次用戶體驗至關重要，相當於好萊塢動作片的預告片，你只有幾分鐘的時間來贏得觀眾的青睞。不要擔心命名玩家檔案、選擇伺服器或調整難度設置。讓玩家直接進入遊戲，將繁瑣的部分留到後面再處理。

Use the little attention you may have (5-15 minutes) to showcase a strong gameplay hook and establish a clearly defined long-term premise—a dream scenario, an aspiration for players to get behind, a reason to return. The premise could be collect all characters, uncover the mystery, build up your own city, or explore uncharted lands. In some cases, you can use onboarding to highlight and perhaps even let the players try out the end-game content.
利用你可能擁有的短暫注意力（5-15 分鐘）來展示強有力的遊戲吸引力，並建立一個明確的長期前提——一個夢想的場景，一個讓玩家支持的願景，一個讓他們回來的理由。這個前提可以是收集所有角色、揭開謎團、建造自己的城市或探索未知的土地。在某些情況下，你可以利用入門引導來突出甚至讓玩家嘗試最終遊戲內容。

For example, if your sports game has the name and likeness rights to world-class stars, then give me a chance to play with them for a match or two, to appreciate their value, and only then give me a set of no names and set me on a long path to rebuild that dream team.
例如，如果你的運動遊戲擁有世界級明星的姓名和肖像權，那麼請給我一個機會與他們進行一兩場比賽，以欣賞他們的價值，然後再給我一組無名小卒，讓我踏上一條重建夢之隊的漫長道路。

Do not worry about polishing the first-time user experience until you’re well into production. Onboarding segments require tons of iteration and are best made when the game mechanics are nailed down and the team has a lot of experience in making content for the game.
在進入製作階段之前，不必擔心打磨首次用戶體驗。新手引導部分需要大量的反覆調整，最好在遊戲機制確定下來並且團隊在製作遊戲內容方面有豐富經驗時再進行。

Preview content to spark a desire
預覽內容以激發渴望

To build value and desire around your content, the user needs to understand what makes it good. However, in some cases, text, images, and even videos may not be enough to fully showcase the unique qualities of a sleek new weapon, vehicle, or character.
要讓使用者了解您的內容價值與吸引力，必須讓他們明白其優點所在。然而，有時候，文字、圖片，甚至影片都不足以完整展示一件嶄新武器、載具或角色的獨特特質。

Some things can only be appreciated (and appraised) when you try them for yourself. After all, nothing can explain the taste of a dish as effectively as tasting it!
有些事物只有在親自體驗後才能被欣賞（和評價）。畢竟，沒有什麼能比親自品嚐更能有效地解釋一道菜的味道！

Do not be afraid to preview and showcase your content. Should the entire value rest on the novelty of trying it for the first time, it means there’s little longevity in your content—a symptom of a much bigger problem.
不要害怕預覽和展示您的內容。如果整個價值僅依賴於首次嘗試的新奇感，這意味著您的內容缺乏持久性——這是一個更大問題的徵兆。

Summary

From shaping up your business model to running a healthy economy and monetizing your product in an ethical, sustainable way, we hope that this penultimate chapter has provided you with the necessary context and practical guidance on how to approach making and running F2P games.
從塑造您的商業模式到運行健康的經濟體系，以及以道德、可持續的方式將您的產品貨幣化，我們希望這倒數第二章已為您提供了必要的背景和實用的指導，幫助您了解如何製作和運營 F2P 遊戲。

Even the biggest opposers of the F2P market ought to agree that the games industry is incredibly competitive. As designers, we ought to constantly expand our skill sets and step into the shoes of economists, salespeople, community agents, and players themselves. It’s beneficial to learn about and explore all sides of our industry, even if you do not agree with some of its aspects!
即使是 F2P 市場的最大反對者也應該同意，遊戲產業競爭異常激烈。作為設計師，我們應該不斷擴展自己的技能，並站在經濟學家、銷售人員、社群代理和玩家的角度思考。即使您不同意其中的一些方面，了解和探索我們行業的各個方面也是有益的！

In the next—and last—chapter, we’ll aptly look at what it takes to take your game across the finishing line. Expanding deadlines, the diminishing returns of polishing your product, and the dread of heading full speed toward a release—it’s time for Chapter 16, The Final 10%.
在接下來的最後一章中，我們將恰如其分地探討如何讓您的遊戲衝過終點線。延長的截止日期、產品打磨的收益遞減，以及全速衝向發行的恐懼——是時候進入第 16 章，最後的 10%了。