Jagex and the invention of Living Game Such As Runescape rsgp from OrvilleHeyman88's blog

advertisement

2017年初首席执行官菲尔曼塞尔的晋升标志着Jagex新时代的开始。该工作室在其17年的历史中多次重新定位自己,Mansell开玩笑说他统治了公司的第三纪元。正如所有托尔金的粉丝都知道的那样,第三纪元始终是最好的时代。


在那段时间里,有一件事情一直保持不变:RuneScape rsgp的持续成功。曼塞尔计划继续这样做,但Jagex的未来将多样化,并将新的焦点放在成为“生活游戏”的家园。该公司的这个新方向来自该工作室被一家中国公司收购后的广泛市场调查和分析。


“I was made CEO at the beginning of 2017. ” Mansell explains. “It was a great point for all of us, not just our Chinese purchasers, but everyone at the studio to really assess what we wanted to do as a company. Because our new owners were saying ‘This is great, but where are you guys going next?’. Which is an awesome situation to be in. So we did a good amount of introspection, but we also looked out at the market as well. What do we think we’re good at? What do we want to do in the future, and how does that map to trends in the runescape buy gold market?


“What came out of that was insight about ourselves as well as what the market was doing. To really distillate them down. The market insights told us that it costs more to make game with every year that passes. Even the quality of indie titles now is crazy, let alone where you see triple-A game going. It’s incredibly expensive to stay competitive. What that means is. If you’re going to survive and be competitive, you need to capture as much value and revenue from your users as possible.


“Over the last five years traditional game publishers have more and more moved to live game. Obviously people like us have been getting it a long time, but now you see, for example, FIFA Ultimate Team. FIFA, one of the most stalwart, traditional game, being almost completely rebooted with a free to play, collection, gatcha, panini sticker model. Post-Clash of the Clans, everything is social. All of these things are consistent.”


BEYOND LIVE GAMES

This shift in the industry is becoming practically ubiquitous. To the extent that there is an outcry lamenting the ‘death of single player game’. Things are perhaps not that drastic yet, with the likes of Mario Odyssey, Zelda: Breath of the Wild and Horizon Zero Dawn selling very well in 2017, but there’s a large, hungry percentage of gamers who are desperate for more League of Legends, PUBG and Rainbow Six: Siege.



“The other thing we realised was that players are in this trip as well. We all believe that it anecdotally, but there’s a lot of analyst research that backs it up. Players are putting more time and more, money into fewer and fewer games. I feel it as well and we see it from our players, you want the game to bring you something back. You want the game to recognise your time investment, you want it to help you make friends, to give you lots of cool things to be in.


“On the player side, you’ve got that demand. I think that’s why you’re seeing the rise of live game. Over the last two or three years, everyone’s was talking about it. However, certainly over the last five years the foundations were laid. EA has it as its main strategy. Ubisoft has it as its main strategy. More core gaming parts of Activision have it. And then if you look over at China with Tencent and others, that is their business.


“For us that was really interesting, there’s this wave that is progressively moving forward. We’ve been in that race and we’ve been innovating in our own way here and there, we’re one of the first UK devs to build a proper broadcast studio in our office. We do live streaming, we sponsor esportsy kind of events, we try to do competitive gaming with MMORPGs, which is a bit weird, but we’ve figured out a massively accelerated way for 2,000 people to compete for a grand prize. We’ve figured out a way to do that.”


With all this market research, Jagex started trying to figure out ways to position itself less as just another company investing in the live game trend, but instead leapfrogging into the evolved version of the phenomenon. Its the solution? Living game.


“There’s live game, but if you can push it, then you’re into ‘living game. ” explains Mansell. “That’s the next level. That’s the way we’re describing it and that’s aspirationally what we want Jagex to be done. The home of ‘living game’. So if you are a player – and there are a lot of players who want this kind of experience – you know

You can come to see what Jagex has to offer.


“We’ve not got there yet. We’ve got quite a lot to be done. A very small number of other companies are pushing on that wavefront as well, but there’s no one else who is specialising in it, I Don’t think, and we think that’s where we can really focus. Building the skills ourselves.”


FIVE PILLARS

According to Jagex, There are five key pillars for creating living game experience and they are all areas where the studio has been building its expertise since the launch of RuneScape. But areas that need to be taken to the next level.


“So that was in our head. ” Mansell says. “why should we not only adapt, but jump the queue? How do we get to the front of that wave of live game that’s going ahead? And that grew into our aspiration for living game. The idea that if you look at what people would call a live game at the moment... For some people, that’s how they market it, maybe being more digital first, using influences, and so on. For devs, maybe it’s having updates to the game. Having social features. There’s a wavefront of what is accepted as a live game. We said ‘This is our thing, we want to really lead the market on it’. So why should you push each of those to the next level? That’s become our credence.


“We have five pillars of that. The first is designing a game to be evergreen. It’s a changed mindset if you’re a game designer. Really just thinking about a game that is fundamentally inexhaustible. You have content and you have systems that can be there indefinitely, but still have depth and satisfaction for players.”


“Then there’s having really meaningful social features. Not just asynchronous trading of items, but talking with people, making friends, having rivalries. The emotional connection that keeps you coming back. Because you want to speak to these people, they’re part of your social circle. It’s been around for a while in MMORPGs, but it’s starting to proliferate out. There’s more design considering around making that work.


“Then there’s keeping a game that feels truly alive, updating it all the time, where things are constantly changed in the world. You’re not just waiting for a monthly content drop. Making it feels like a world that is alive.


“There’s also the idea that in order to promote a community, you first of all give them a real say. That’s also a bit of a change in thinking, being more customer centric. We pushed the boundary on that with our old school RuneScape game. We require a majority vote for any change to the game.


"Players are putting more time and more money into fewer and fewer games."

Phil Mansell, Jagex


“Anything that’s not a bug fix. If we haven’t got a 75 per cent voting majority, it doesn’t go in the game. That’s pretty radical. And that’s a relatively conservative game, so our constitution matches that. But we use it in all the things we do, Whether it’s surveys, players visiting us, our user insight and analytics. Really understanding the player and giving them a voice forms part of this credence.


“最后一件事是接受你的培养不应该存在于你的游戏中的社区。无论他们是在制作关于游戏的内容,还是流出到互联网上,都需要以真正关于玩家的行为的方式来支持。这可以成为运行现实生活事件的方式。我们在我们的办公室举办大型球员聚会,我们在世界各地举办聚会,我们在伦敦举办了我们在伦敦举办的一年一度的大型粉丝大会,这个大会在九月份召开,名为Runefest。成千上万的玩家来了,我们所有的员工都来了,我们谈到即将到来的事情,他们都有一个大型派对。还有其他一些MMO公司可以这么做。“


所有这些都与RuneScape具体相关,这就是Jagex在这些领域削弱了自己的力量,但对于公司即将到来的项目来说更重要,他们将从这里开发出这些活生生的游戏想法up.runescape gprunescape gp


“我们有一个下一代的MMO,我们正处于建设的初期阶段。“曼塞尔说。“我们拥有了我们称之为车间团队的团队,这是一个快速,快速的原型构思团队。这是一个很酷的想法。我们正在与开发合作伙伴一起构建出原型阶段的一些想法。你将无法搜索Jagex并找到它们,但我们可能有八到九场比赛正在进行中。“


     Next post
     Blog home

The Wall

No comments
You need to sign in to comment

Post

By OrvilleHeyman88
Added May 30

Rate

Your rate:
Total: (0 rates)

Archives

advertisement

Advertisement

advertisement
ga('require', 'GTM-54BJJXZ');