HackMD講者介紹
Philomena Schwab 是來自瑞士蘇黎世的遊戲設計師和社群經理。她的碩士論文探討了「獨立開發者的社群建立」主題，並於 2016 年共同創辦了獨立遊戲工作室 Stray Fawn。2017 年，Philomena 被富比士評選為歐洲科技界 30 位 30 歲以下優秀人才之一。她目前擔任 Kickstarter 社群顧問委員會，以及 WINGS 遊戲基金的選委會成員。作為 Swiss Game Hub 的共同創辦人和副主席，她也戮力於協助當地遊戲產業的發展。
議程介紹
營運獨立遊戲工作室是一項艱鉅的挑戰。Steam 上每個月推出大約 1,000 款新遊戲，我們很容易被大家所忽視。
在連續推出三款實際獲利的 PC 遊戲後，Stray Fawn Studio 分享了及早驗證專案潛力、作品預熱以及在發布時集中火力的實戰心得。他們的最新遊戲《The Wandering Village》在上架的首週銷售超過 10 萬套。來聽聽這場關於群眾募資、社群媒體、社群新聞、玩家群體建構和線上活動相關策略的深入討論吧。
這場演講適合所有經驗程度的聽眾，因為當中的案例包含從我們工作室創立之初到現在（成立七年後）。當然，希望聽眾至少對於市場行銷和商務開發會感到興趣。
聽眾將獲得決定下一個遊戲專案要怎麼開的洞見。我們會介紹 Stray Fawn Studio 在數個專案中發展出來的低風險「階段性開發」方法。各位也會聽到《The Wandering Village》的行銷策略概述，包括願望清單的分析和評估。
內容筆記
第一款遊戲：Niche
- 來自學校期間，大學畢製的作品
- 三個月的原型：棋盤上排列、生物學、遺傳等
- 很害怕做不完：同時間推出另一款商業作品到手機遊戲市場，然而慘烈失敗
- 叫好不叫座(每個人只賺了600美?)
- 講者決定先去獨立遊戲工作室實習 (BlindFlug Studios)
- 雖然學到很多，但還是決定繼續學業：撰寫了碩論
- 碩論題目：獨立遊戲開發者的社群建立 3E (評估、建立、參與) Image Not Showing Possible Reasons
- The image was uploaded to a note which you don't have access to
- The note which the image was originally uploaded to has been deleted
- 碩論題目：獨立遊戲開發者的社群建立 3E (評估、建立、參與)
- 過程就是不停地帶遊戲到展場上讓玩家遊玩
- 紙本收集玩家的意見回饋(對比較積極的玩家會給邀請連結)
- 然後邀請他們加入 Facebook 社團（對當時開發者來說最重要的社群）
- 甚至跟一些生物機構（？）合作，多了許多狗/貓/馬飼主玩家在社群中(也加入了開發自然科學遊戲的開法者交流的群組，在那裏大家會彼此宣傳自製的遊戲)
- 最終創造不錯的成功 (75k 美金)
- 很多宣傳來自自然科學知識粉專或媒體
- 募資成功，決定宣布上線
- 一年之後決定正式發售
- 來自玩家社群的建議(可用投票表決重要度)以及粉絲圖對開發者來說很有參考價值
- 講者撰寫了 for 玩家/社群的「你可以做什麼」指南
- ex. 撰寫評論
- Image Not Showing Possible Reasons
- The image was uploaded to a note which you don't have access to
- The note which the image was originally uploaded to has been deleted
- 並提供了教學合作：「如果你認識喜歡生物學的老師，他們可以在課堂上免費使用該遊戲」
第二款遊戲：Nimbatus
- 來自 ??? 的興趣專案
- 原先想用 Imgur 宣傳，但顯然已經落伍了
- 嘗試 KickStarter
- 與第一款遊戲最大的不同：沒有既有的玩家社群。要嘗試不同的作法
- 專注在「推出試玩版」 from 電子報
- 「我們不會直接說『到 KickStarter 支持我們』，我們說『下載試玩版玩玩看吧』。試玩連結來自於訂閱電子報」
- 將遊戲的demo貼到各大論壇，且求助於網紅宣傳
- 還設定社群目標 ex. 達到多少讚，會解鎖遊戲第二階段
- 對社群玩家來說，這很有成就感
- 最終在pc上賣了20萬套
- 先打造在這個時間點下，遊戲能運行的 最小規模版本
Image Not Showing
Possible Reasons
- The image was uploaded to a note which you don't have access to
- The note which the image was originally uploaded to has been deleted
三個階段：Validate, Hype, Release
Image Not Showing
Possible Reasons
- The image was uploaded to a note which you don't have access to
- The note which the image was originally uploaded to has been deleted
以 "The Wandering Village" 為例：
Validate 階段
- Trailer 影片：前半段看似經營村落，爆點來自「其實這個村莊在一支巨大生物的背上」
- 受到風之谷啟發，是個會不斷強制更換環境的生存建造遊戲
- 社群互動：在概念期間，每個開發者會提供一些想法和意見設計圖的頭腦風暴
- ex. 貼文詢問「可以為這隻生物取名叫什麼」
- 行銷費用來自前兩款遊戲的積累
- 確定受到注目、社群感興趣後，就進行 Steam 頁面發佈
- 「這代表我們宣布正式要來做這款遊戲了」
Hype 階段
Image Not Showing
Possible Reasons
- The image was uploaded to a note which you don't have access to
- The note which the image was originally uploaded to has been deleted
Image Not Showing
Possible Reasons
- The image was uploaded to a note which you don't have access to
- The note which the image was originally uploaded to has been deleted
- steam的願望清單對開發者前期測試來說非常重要
- 開發者在各種社群都有經營宣傳，但不同論壇也有自己的風氣要照顧
- Reddit, 9gag, Imgur, TikTok, Instagram, YouTube, …
- Reddit行銷特別困難(需要活躍的帳號才能在大版面上發文)。但講者認為很值得
- tiktok在歐美似乎是很重要的宣發平台?
- Image Not Showing Possible Reasons
- The image was uploaded to a note which you don't have access to
- The note which the image was originally uploaded to has been deleted
- Digital Events: 有點可惜，但也是轉機
- ex. 東京電玩展，不必親自出席也能展示你的活動
- 講者並且聯合了一些獨立開發者進行促銷活動
- ex. 聯合所有瑞士開發者促銷，促成了上 Steam 首頁。部分團隊的銷售表現甚至比他們首發還要好
- 做更多的 Trailer!
- 講者工作室花費了 2-3 個月準備這些 Trailers
- 花了一萬美金左右參加各種宣傳活動(也有免費的)
- 抖音帳號目前是最常經營的
- 發布宣傳片時會請一些遊戲媒體也一併報導
- 和 YouTuber 合作：
- 雖然不能提供試玩版，但有精美 Trailer
- 如果有人是做xx類型遊戲集錦的頻道，請他們一定要把我們遊戲的預告片放進去
Image Not Showing Possible Reasons- The image was uploaded to a note which you don't have access to
- The note which the image was originally uploaded to has been deleted
- Steam 上的每日優惠、交叉宣傳：都帶到 The Wandering Village
- 建立 YouTuber 和 Twitch 實況主清單：
- 當遊戲有試玩版時推播給所有這些人，讓他們試玩
- 成果：作品在新品節中受到了非常注目
Release 階段
Image Not Showing
Possible Reasons
- The image was uploaded to a note which you don't have access to
- The note which the image was originally uploaded to has been deleted
-
review: 花費大量時間做了 trailer
-
瘋狂聯絡時間：YouTuber, Twitch 實況主，各種寄送 email 聯絡。
-
和實況主聯絡要有禮貌，禮尚往來，以下是個連絡對方進行商業合作的範例:
Image Not Showing Possible Reasons- The image was uploaded to a note which you don't have access to
- The note which the image was originally uploaded to has been deleted
-
首發：一週 10 萬套。（滿成功的欸）
- 供參考的本作的成本
- 開發成本：
- Image Not Showing Possible Reasons
- The image was uploaded to a note which you don't have access to
- The note which the image was originally uploaded to has been deleted
- 行銷成本：
- Image Not Showing Possible Reasons
- The image was uploaded to a note which you don't have access to
- The note which the image was originally uploaded to has been deleted
- Image Not Showing Possible Reasons
- The image was uploaded to a note which you don't have access to
- The note which the image was originally uploaded to has been deleted
- 開發成本：
- 供參考的本作的成本
-
美國、德國、中國玩家對獨立遊戲的支持貌似很高
結尾
- 最後，如果有遊戲開發上的問題，歡迎與他們Stray Fawn Studio 團隊的philomena schwab保持聯繫
Image Not Showing Possible Reasons- The image was uploaded to a note which you don't have access to
- The note which the image was originally uploaded to has been deleted
samuelchou 基本上就是投入精力拍trailer和瘋狂聯繫社群。其實不需要噴太多資金，但真的要對自己的遊戲有愛。
ShenTw某種層面上蠻勵志的? 最早期的一款花兩年爆死，但後來調整方向，強化行銷方面的作法，最後找到一個可行的長期開發流程。
