鉴别网游2.0产品的八大标准
                               By 吴锡桑 Fishman， 2007.12.12

    估计过一段时间，有很多新型的网络游戏都会加入网游2.0的理念。那
么，运营商在洽谈游戏代理时，要面对众说纷纭的网游2.0特性，该如何鉴
定、辨别和选择呢？我总结了以下八大标准。

    标准一、用户创造内容
    用户创造内容(UGC)是网游2.0的两大关键词之一。在游戏中，哪些内容
可以由玩家创造呢？例如：角色外形、宠物外形、坐骑外形、建筑外形、地
图素材、室内家具、武器装备、物品道具、游戏职业、职业技能、游戏玩法、
游戏任务、游戏活动等等，可以通过开放美术、策划制作工具，给玩家自行
创作。

    标准二、玩家亲手设计
    玩家亲手设计(DIY)也是网游2.0的两大关键词之一。在游戏中，玩家可
以亲手设计哪些内容？例如：职业技能、宠物养成、坐骑养成、地图拼装、
建筑升级、家具摆放、家园种植、武器改造、物品打造、庆典场景等等，可
以提供编辑的功能给玩家，让他们自行定制，产生不同的结果。

    标准三、社会关系传递
    社会关系传递(SNS)是游戏中社交系统的重要组成部分，很多游戏中已
经有了组队、帮派、阵营、结拜、结婚、拜师等玩法。不过，我还没见过一
款已经把社会关系做得很棒、并支持SNS理念的游戏。“朋友的朋友也是我的
朋友”，朋友之间的关系传递，可以把关系线变成关系网，有助于在线人数
的稳定和提升。

    标准四、虚拟价值分享
    虚拟价值分享(VBS)是游戏中经济系统的重要组成部分，玩家辛辛苦苦
创造的内容，除了外观炫丽之外，还需要赋予一定的价值。例如：创作了一
把极品宝剑，除了耀眼的外观之外，还必须有它的实用价值：杀敌或者增强
自身能力。只有解决了虚拟价值的问题，玩家才会分享和交易，对经济系统
产生良性循环。

    标准五、游戏内置广告
    游戏内置广告(IGA)是一种全新的游戏商业模式，在游戏中可以植入广
告，把游戏变成一种传播平台，因而获得广告主的青睐。目前国内有几家
公司开始做了。游戏内置广告分为企业和玩家两个级别，企业级IGA，可以
获得企业的广告赞助，例如：游戏内墙壁上的广告、地图上的汽车模型、喝
可乐可以回血等；玩家级IGA，玩家可以付钱在游戏中登广告，例如：大幅求
婚广告、帮派胜利庆典、帮派招人广播等等。

    标准六、游戏嵌入社区
    游戏嵌入社区(GES)是把Web2.0的社区嵌入到游戏中。玩家在游戏内可
以书写博客、上传相册、论坛回帖、阅读新闻、交接朋友、收听电台、观看
视频等。逐步把互联网的诸多内容链接到游戏中，让玩家“足不出户”即可
获得互联网的内容信息，把游戏演变成一个互联网内容平台。

    标准七、新闻事件对接
    新闻事件对接(NEC)是指现实生活中喜闻乐见的八卦新闻、娱乐事件等可
以实现到游戏中。例如：芙蓉姐姐主题的休闲小游戏、刘德华的主题活动、
超级女声的游戏内选秀等，把玩家感兴趣的新闻和事件制作成游戏内玩点，
让玩家获得新奇的游戏体验。

    标准八、虚拟现实对接
    虚拟现实对接(VRC)是指在游戏内可以连接现实社会中的生活行为，包括
了游戏与商业的对接窗口。玩家在游戏中，可以获得现实生活的服务。例如：
特定的游戏内会议厅，可以给企业的员工开会；游戏内的银行，对接真实的网
上银行；游戏内的商店，就是一家“淘宝店”等等。

    这已经是第4篇关于网游2.0的博文了，我还要继续思索，会继续写下去的。

Fishman的网游2.0系列文章：

06. 网游2.0产品的各大门派简评

05. 谈谈网游2.0的阶段性发展

04. 鉴别网游2.0产品的八大标准

03. 网游2.0，一种未来的生活方式

02. 第三只眼看网游2.0

01. Fishman的网游2.0狂想曲

Fishman的IT人物系列文章：
10. 杨京--遭遇EA之祸

8 Standards to Identify Online Game 2.0

         By Fishman Woo,2007.12.12, Firestone CEO, www.wanku.com

    As I mentioned in my last blog, online game 2.0 is the result

    In a very near future, the idea of online game 2.0 will be added
into many new online games. So when the online game agencies disucss
the game dealing, facing the chracteristics described in many diff-
erent ways, how can they identify, evaluate and choose? Here I arti-
culate the following 8 standards.

    Standard 1 The players create the game contents
    UGC is one of the 2 key words of online game 2.0. In these games,
what contents can be created by the players? For example, roles image,
pets image, rides image, constructions image, map material, in-house
furnitures, weapons and equipments, articles and properties, game car-
eers, career skills, game playing methods, game quests, game activi-
ties etc,. These can be created by players through open the arts and
designer tools.
 
    Standard 2 Designed by players themselves
    DIY is also one of the 2 key words of online game 2.0. In these
games, what contents can be designed by the players? For example,
career skills, pet raising, rides raising, map combination, construct-
ions upgrade, furnitures display, home planting, weapons alteration,
goods creation, celebration scenes etc,. These can be tailormade by
the players to bring out different results by providing editor fun-
tions to the players.
 
     Standard 3 Social relationship transfer
     SNS is an important part of the social relationship system in
these games. Many games already have the playing methods like team,
party, camp, swearing, marriage, obeisance. But I’ve never seen a
game that makes very good social relationship and also supports SNS
idea. “My friend’s friend is also my friend.”The relationship
transfer among friends can make relation line into relation net and
help stabilize and increase the online numbers.

     Standard 4 Simulant value sharing
     VBS is an important part of the economic system in these games.
Besides the splendid images of the contents created by the players,
certain values should be added inside. For example, a precious sword
has been created, besides the sparkling image, it must have the pract-
icality value – killing enemies or enhance self capabilities. Only
if the problem of simulant value is well solved, the players can share
and trade and bring healthy circulations to the economic system.

     Standard 5 Inside game advertisment
     IGA is a brand new business model. Advertisment can be put into
the game and make the game platform into a communication platform
hence be favoured by the advertisment clients. Currently some local
companies have started this bussiness. IGA can be divided into 2 lev-
els, corporations and players. Corporation IGA can obtained the adver-
tisment sponsers from the corporations, such as, the advertisment on
the wall of the game, the car models on the map, blood can be re-
filled when drinking cola. Player IGA can let players to pay and post
the advertisment in the game, such as, big marriage proposal advertis-
ment, party victory celebration, party recruitment broadcasting etc,.

    Standard 6 Game embed community
    GEC is to embed the web2.0 community into the game. Players can edit
blog, upload album, reply BBS, read nes, make friends, listen to the
radio and watch videos. Gradually link the internet contents into the
game and the players can obtain the internet information without going
out and make the game into an internet contents platform
 
    Standard 7 News event connection
NEC is to make those popular entertainment news and events actually
happen into the game. For example, casual games about Furong sister,
theme event of Andy Lau, election of Super Girls inside the game etc,.
Make the news and events that interest the players into the playing points
inside the game and let the players get the fancy game experience.
 
    Standard 8 Virtual and reality connection
    VRC is that the real social life activities can be connected in the
game, including the connection window of game and business. The players
can obtain the service of real life inside the game. For example,
certain meeting room inside the game for the meetings of the corporation
employees; banks inside the game connecting real online bank; shop sinside the game are "Taobao.com shops" etc,.

    This is the 4th blog of online game 2.0. I’ll keep on thinking and
writing.