身處遊戲行業 營銷比質量重要

周焯華-身處遊戲行業 營銷比質量重要-洗米華

譯文： 　　This makes absolute complete and utter sense. People buy perceptions, not reality. And people are far more concerned about peer pressure than they are concerned about their own judgement. 　　There is a make of car that is distinctly average. In fact some of the smaller models are not very good at all. Yet it manages to sell extremely well despite selling at a premium price. Because people want to be seen behind the badge. They will pay thousands of dollars in premium to buy just a few dollars worth of chrome and enamel badge. And most people buy silver and grey ones, because that is what everyone else does. All due to the power of marketing. The brand is presented as sporty which is just the image every housewife wants when she does the school run. Customers just don’t realise when they are victims. 　　If you are a game developer and you tell your mum about the game you are working on then that is marketing. Marketing is any communication. So it is a fact that a game with zero marketing will have zero sales. 　　Over the years I have never seen a game get the sales that it deserved just for its quality. Yet I have many times seen a game get far more sales than it deserves because of its marketing. And I have also seen many good games fail because of bad marketing. 　　Just look at the five games I was writing about yesterday. They are virtually identical yet they have massively different numbers of players. The difference is just the marketing. Marketing is more important than the game, this is a self evident truth. 　　Yet still there are very many game publishers who do not understand this. Many self and small publishers on the iPhone App Store, for instance. There you can see that marketed games sell well, non marketed games sell badly. It has precious little to do with the quality of the game. （Unless it is a total dog）。 　　Now EEDAR has done research in the game marketplace from which they say Marketing influences game revenue three times more than quality scores。 And actually the difference is even bigger than that, because the scores form part of the marketing! 　　So there you have it. If you want to sell more games and make more money then send me an email and I will come and sort it out for you! 　　這麼說是絕對具有現實意義的。人們要買的並不是真實，而是感覺。所以比起自己的判斷，人們對同齡人壓力要在意得多。 　　有種牌子的車很出名，但質量明顯很一般。事實上有些中小型車的質量並不怎麼樣，但即使售價高也能賣得很好。因為人們把它的牌子當作一種身份象征。他們願意多花幾千美金去買一塊價值幾美金的上瞭搪瓷釉的鉻合金商標牌。多數人買銀灰色的車，就因為大傢都買銀灰色。這些都是營銷的力量。一個牌子以傢庭主婦接送孩子上下學的代步車的概念推出，消費者就意識不到自己落入瞭營銷者的圈套。 　　作為遊戲開發者，如果你告訴你媽媽你在做什麼樣的遊戲，那就是營銷。任何形式的交流都可以成為營銷。所以，遊戲的零營銷必定導致零銷售。 　　多年來，我從未見過哪一款遊戲的因為質量好而賣得好，卻多次見到一款遊戲因為營銷做得好而獲得瞭遠遠超出它本身價值的銷售業績，也見過很多好遊戲因為營銷不好而失敗。 　　看看我在昨天的文章中提到的5款遊戲就知道瞭。它們其實都差不多，但是玩傢的數量卻有天壤之別。其區別就在於營銷。營銷比遊戲本身更重要，這是不證自明的。 　　然而，仍然有很多的遊戲開發者不明白這一點，比如iPhone應用商店上很多的個人開發者和小型開發商。從那裡你就能看到，營銷做得好的遊戲銷售也好，沒有進行營銷的遊戲銷售情況就很糟。這跟遊戲的質量幾乎沒有關系（除非那款遊戲真的爛透瞭）。 　　近來，電子娛樂設計研究院（EEDAR）對遊戲市場做瞭調查，得出結論營銷對遊戲收益的影響是遊戲質量評分的三倍。而事實上，營銷的影響甚至更大，因為質量評分也是營銷的一部分！ Tags:周焯華,洗米華