导　　师： 陈有青

学科专业： 081202

授予学位： 硕士

作　　者： ;

机构地区： 中山大学

摘　　要： 网络游戏自2000年进入中国市场以来发展飞速, 2010年中国网络游戏玩家数已超过1.2亿,年营业收入高达323亿人民币,已大大超过电影产业,网络游戏逐渐成为一种常规的娱乐方式而被人们接受。 从2008年1月开始,作为网络游戏的分支——网页游戏进入了玩家们的视线,从《部落战争》开始,玩家们开始接触较为完整的网页游戏,随后《武林英雄》、《明朝时代》、《热血三国》这三款网页游戏更是将这一领域彻底引爆。至2009年底,《热血三国》正式上线运营1年半共营收3亿元人民币这吸引了全国上下无数的开发者和投资商进入这个新兴的游戏领域——网页游戏。 截止至2010年12月10日,全年在全国范围内共有285款网页游戏正式上线运营,而全年申请国家软件著作权的网页游戏超过4000款,这意味着每100个立项的网页游戏项目中只有约7/%的游戏能完成开发并最终上线。而在上述的285款新网页游戏中,截止至2011年2月底,仅有6款营收达到“成功”标准,即月收入超过1000万元人民币,可见国内研发网页游戏的公司之多,风险之大。因项目规模大小不同,研发一款网页游戏的投资成本约为100~500万元人民币不等。 作者非常有幸地获得广州菲音信息科技有限公司的信任与支持,作为主策划兼项目负责人之一参与新网页游戏项目《真王》的全程开发,经历了从项目立项、人员招聘、申请版权、设计、研发、测试的完整过程,目前已经入上线运营阶段,《真王》现处于稳定运营中,用户评价良好,已经达到了上述“7/%”的标准。 作者研究了大量国内外最前沿的策划理论及文献资料/(仅书籍就超过15本,总计5000余页/),对网页游戏策划与设计的核心内容与关键环节进行整理总结与详细解释。正文中需要举例或详细讲述细节之处,均以《真王》的游戏内容作为案例。 在将近半年的开发过程中,作者主要负责游戏主策划和部分项目管理的工作。首先,制定了游戏的背景为中国古代战国、游戏的类型为即时战斗角色扮演游戏,并规划了由44个子系统构成的系统框架,撰写了所有子系统文档的基础架构和独立完成超过30个子系统的系统说明文档,每个文档平均约3000-5000字,并实现部分主要功能的逻辑设计,如战斗系统、技能系统等;第二,负责游戏整个数值系统和经济系统的设定,包括战斗数值、技能数值的设定和经验、金钱、道具的产出和消耗规划;第三,通过对市面上超过30款同类型游戏的仔细研究,对《真王》中的上百处细节进行调整和优化;第四,作为项目负责人之一,负责制定项目的进度和计划安排,具体到每人每日的工作内容和资源分配;第五,从立项至今,仅撰写的策划设计文档/(含上述提到的系统说明文档/)就超过50篇,逾10万字,数值设计表20余张;最后,在项目上线后,我兼任游戏运营总负责人,负责与各游戏运营平台之间的联系与沟通,如服务器架设、开服宣传、广告活动设计等工作。 此外,作者通过对国内外30余款知名成功游戏的细节数据,总结并挖掘其中在设计上的共同点,如市面上广泛采用的引导方式的三类模型/(在2.4中介绍/)和对市面上广泛采用的三类战斗公式的研究/(在3.2中介绍/)等,包括部分因游戏题材差异而尚未在《真王》中被采用的设计理念未在文中提及。 《真王》目前处于正常上线运营中,拥有注册用户10万余人,截至到2011年4月22日零点,《真王》在新网页游戏排行榜上以72349票高居第二,玩家流失数据教同类游戏更低,满足设计要求。 The online games have developed rapidly, since they entered the Chinese market in 2000.By the time of 2010, the number of online game players had exceeded 120 million, and the annual revenues of the online game industry were up to 32.3 billion yuan, which were much more than that of the movie industry. The online games have gradually become a regular form of entertainment accepted by individuals. Since January 2008, the web games as a branch of online games have started to appear into the players’sight. Start with the , the players came into contact with the relatively more completed web game, and the following and even triggered a bigger boom in this area. By December 10,2010,there had already been 285 web games officially launched to the market across the country all year round, whereas the number of web games applying for the national software copyrights had exceeded 4000 ,implicating the fact that only 7 percent of the web games that applying for the copyrights had finished developing and ultimately got on line .And there were only 6 web games of which the monthly income had reached 10 million ,regarded as successful games according to the standard outlined above .It reveals the fact that the number of domestic web game R/&D companies is large and the risk of this industry is extremely high. And the costs invested in a web game are ranging from 1 million to 5 million according to the scales of the projects. The author has had the honor granted by the Guangzhou Feiyin Information Technology Co., Ltd. to take part in the whole development process of a new web game the as the lead strategic planner and the project manager. The author has participated in the process of setting up the project, staff recruitment, application of copyright, design, development and testing. And this project has entered the phase of online operation, which indicates that the has lived up to the standard of success mentioned above. The author has researched on numerous cutting-edge domestic and foreign strategic planning theories and the relevant documentations /(the number of the books referenced only is more than 15, totaling 5000 pages/), as well as summarizing and explaining the core contents and key sessions of the web game strategic planning and design. The examples and details involved in this essay are all based on the . During the development process of half a year, the author was mainly responsible for main game planning and some of the project management work. Firstly, the author has set the background of the game as in the Warring States period in ancient China, and the type of game as role-playing game for the real time combat. Moreover, the author has planned the framework system consisting of 44 sub-systems, drafted the basic frames for all the sub-systems and accomplished the illustrating documents of above 30 sub-systems independently with every document containing approximately 3000-5000 words on average, and additionally, has implemented the logic design of some part of the key features, such as combat system, skills system; Secondly, the author was responsible for the whole value system and economic system settings, including the setting of fighting value, skills value and the planning of the experience ,money as well as the output and consumption of props; Thirdly, adjusted and optimized more than one hundred details of the , by studying 30-plus games of the same type in depth; Fourthly, as one of the project leader, the author was in charge of scheduling the project and arranging the plans, specific to everyone’s daily work content and resource allocation; Fifthly, from setting up the project so far, the planning and design documents /(including the above mentioned system documentations/) written by the author are more than 50 pieces, containing over and above 10 million words, and the numerical design tables are more than 20 sheets ;Last but not least, after the launching of the project, the author is serving as chief of game operations, in charge of contacting and communicating with all the operating platforms of the game, for example, setting up the server, publicizing the launching , designing the advertising campaigns, etc.. The author has explored in depth and compared the details and data of thirty-plus renowned and successful games, in order to summarize and dig out the common points in the design that they shared, for example, researched the three different models that were being used largely to guide the players /(presented in 2.4/) and discussed the three formula of fighting that enjoyed large popularity/(illustrated in 3.2/) and so on ,and due to the difference in the themes, some design concepts that have not be adopted by the are not mentioned in this essay. The is now in the normal on-line operation, with 10 million registered users .By 0:00 on April 22, 2011, the had ranked the second highest in the ranking list of new web games by 72,349 votes, and the loss rate of players was lower than the similar games, meeting the design requirements.

关 键 词： 网络游戏 网页游戏 游戏策划 游戏数值系统 游戏经济系统

分 类 号： [F49]

领　　域： [经济管理]