简约至上:交互式设计四策略
要建立并维持玩家的参与度，您需要在宏观和微观两个层面上进行操作：在全游戏范围内遵循最佳实践，并在逐个玩家的基础上量身定制消息。 (To establish and maintain player engagement, you need to operate on both the macro and the micro levels: adhere to best practices game-wide and tailor messages on a player-by-player basis. )
The right engagement is what sets games up for long-term success. Without using intelligent engagement strategies to put players first, even the greatest game concepts that boom at launch may bust not long after.
正确的参与才能使游戏取得长期成功。 如果不使用智能的互动策略将玩家放在首位，即使是在发布时大放异彩的最伟大的游戏概念也可能在不久后破产。
The good news is that you can implement a number of measures and personalize your messaging without completely redesigning your game. You can build intelligent long-term relationships with your players simply by following data-driven advice and using advanced engagement technology to optimize your targeting.
好消息是，您可以实施多种措施并个性化您的消息传递，而无需完全重新设计游戏。 您只需遵循数据驱动的建议并使用高级参与技术来优化您的定位，即可与玩家建立智能的长期关系。
Because our technology has been used to analyze and optimize thousands of games, Unity has unique insights on what keeps players happy and engaged over weeks, months, and even years. We’ll be sharing some of our expertise in an upcoming webinar, “Best Mobile Engagement Practices in 2020,” led by Franco Spina, a senior game design consultant and expert user of deltaDNA.
由于我们的技术已被用于分析和优化数千种游戏，因此Unity在使玩家在数周，数月甚至数年的时间内保持快乐和参与的独特见解。 我们将在即将举行的网络研讨会“ 2020年最佳移动互动实践”中分享我们的一些专业知识，该网络研讨会由资深游戏设计顾问兼deltaDNA的专家用户Franco Spina领导。
什么是deltaDNA？ (What is deltaDNA?)
Unity’s deltaDNA provides sophisticated player engagement tools for game-makers, powered by deep data analytics. With cross-platform and rich data capability, this end-to-end solution enables publishers and developers to better understand different player behaviors and create personalized experiences, targeting individual players in real-time. Anyone can get a full-feature 30-day free trial of deltaDNA.
Unity的deltaDNA通过深层数据分析为游戏制作者提供了完善的玩家参与工具。 凭借跨平台和丰富的数据功能，此端到端解决方案使发布者和开发人员可以更好地了解不同的玩家行为并创建个性化的体验，从而实时针对各个玩家。 任何人都可以免费获得30天 的deltaDNA免费试用版 。
是什么让玩家留在更长的时间？ (What keeps players around for longer?)
Developers can implement a variety of mechanics and techniques to make their games more appealing in the long term. It comes down to basic human psychology.
从长远来看，开发人员可以实施各种机制和技术，以使其游戏更具吸引力。 它可以归结为基本的人类心理学。
Humans are sociable, competitive, habitual, quick to get bored, and always looking for value in our interactions. As a developer, you can embed mechanics to your games that play to these characteristics. Here are some examples of features and mechanics that make games more engaging and sticky.
人类善于交际，富有竞争性，习惯性，容易厌烦，并且总是在我们的互动中寻找价值。 作为开发人员，您可以将机制嵌入发挥这些特征的游戏中。 以下是一些使游戏更具吸引力和粘性的功能和机制示例。
Regular tasks and tournaments
常规任务和比赛
Any event, task, or reward that you can tie to a certain cadence will encourage healthy habitual play. If a daily task or weekly tournament becomes part of your players’ routine, they will be far less likely to churn after having a frustrating session or being distracted by other games.
您可以与特定节奏关联的任何事件，任务或奖励都将鼓励健康的习惯游戏。 如果每天的任务或每周的比赛成为玩家日常工作的一部分，那么他们在经历令人沮丧的比赛或被其他游戏分散注意力后，就不太可能流失。
Seasonal content
季节性内容
Whether in the form of unique assets, time-limited offers, or special events, seasonal content is great on multiple levels. For dedicated players, it gets them excited ahead of time. For lapsed players, something special could be what tempts them back from the brink of abandonment.
无论是以独特资产，限时优惠还是特殊活动的形式，季节性内容在多个层面上都是很棒的。 对于敬业的球员，这会让他们提前兴奋起来。 对于失职的球员来说，一些特殊的事情可能会诱使他们从被遗弃的边缘退缩。
Guild/clan mechanics
公会/氏族力学
Community and sociability are incredibly powerful motivators. Encouraging players to join teams and make alliances brings with it extra prestige and achievement, but it also serves to bring players back through a certain loyalty. When mood alone can’t get a player logging on, team spirit just might.
社区和社交能力是令人难以置信的强大动力。 鼓励玩家加入团队并结成联盟可以带来额外的声望和成就，但同时也可以通过一定的忠诚度吸引玩家。 当仅靠情绪无法让玩家登录时，团队合作精神就可以。
Status items
状态项目
Items that have status and prestige attached to them are extremely desirable. Players will perform many tasks and put in a lot of effort to be the envy of their peers. Developers must be careful here, though. If players feel that an item bringing competitive advantage is available for purchase, they may brand the game as “pay-to-win” and will churn in droves.
具有地位和声望的物品是非常可取的。 玩家将执行许多任务，并付出很多努力才能使同行羡慕不已。 不过，开发人员必须在这里小心。 如果玩家认为可以购买带来竞争优势的物品，他们可能会将该游戏称为“付费赢”，并会成群结队。
什么是有针对性的参与？ (What is targeted engagement?)
Targeted engagement involves messaging and interacting with your players in a personalized way. By giving players bespoke experiences based on their individual preferences, play styles, and behaviors, you can massively reduce the likelihood of churn.
有针对性的参与涉及以个性化方式与玩家进行消息传递和互动。 通过根据玩家的个人喜好，游戏风格和行为为他们提供量身定制的体验，可以极大地减少流失的可能性。
Sophisticated engagement tactics can yield more successful results than a generic approach. Here’s how all the campaigns run in deltaDNA break down:
与一般方法相比，复杂的参与策略可以产生更多成功的结果。 以下是所有在deltaDNA中运行的活动的分解方式：
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48% hit all active players, with no specific targeting
48％击中了所有活跃玩家，没有具体定位
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15% target players based on milestone events and significant actions
根据里程碑事件和重大行动，确定15％的目标玩家
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35% target players based on specific behaviors and complex profiling
基于特定行为和复杂分析的35％目标玩家
It turns out that the “sophisticated” 35% is shared between an even lower percentage of games. This is because good campaigns target small subsets of similar players, so you need more of them to cover your total audience.
事实证明，“复杂”的35％在更低比例的游戏之间共享。 这是因为优质的广告系列会针对类似参与者的一小部分，因此您需要更多的才能覆盖整个受众群体。
Looked at another way, the data shows that:
从另一种角度看，数据显示：
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85% of games use basic targeting, with typical uplift of 11%
85％的游戏使用基本定位，通常提升11％
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15% of games use sophisticated targeting, with typical uplift of 47%
15％的游戏使用复杂的定位，通常提升47％
This massive difference in uplift demonstrates the power of targeted engagement. Any event that you choose to track in your game can be used to create player segments, improve your understanding of what those players want, and give them a bespoke experience to keep them playing.
这种巨大的提升差异证明了有针对性的参与的力量。 您选择在游戏中跟踪的任何事件都可以用来创建玩家细分，提高对这些玩家想要的了解，并为他们提供量身定制的体验，以保持他们的游戏状态。
Check out our upcoming webinar to find out more about engaging your players. You’ll learn how to:
观看我们即将举行的网络研讨会，以了解有关吸引玩家的更多信息。 您将学习如何：
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Time your messages for peak performance
时间安排您的消息以获得最佳性能
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Target based on player behaviors
根据玩家行为进行定位
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Optimize your in-game ads
优化您的游戏内广告
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Keep players interested for the long term
长期保持玩家兴趣
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Reactivate lapsed players
重新**失效的玩家
翻译自: https://blogs.unity3d.com/2020/05/15/player-first-engagement-learnings-from-deltadna/
简约至上:交互式设计四策略