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抢先体验

概览

什么是抢先体验?

Steam 抢先体验让您能在产品尚处于开发阶段时就在 Steam 上销售游戏,并让顾客了解该产品应被视为“未完成”。抢先体验适用于处于封闭或开放测试阶段、当前具有相当可玩性,并有计划继续开发到发行阶段的可玩游戏。

抢先体验有助于潜在顾客了解产品内容,并在您“正式”发行前为他们提供关于您的计划与目标的信息。

抢先体验不能承担的任务

抢先体验并不是产品众筹开发的手段。
您不应该只是为了募集开发资金而利用抢先体验。 如果您必须依赖达到某个具体销售量来完成您的游戏制作,那您必须慎重考虑一下若没有达到该销售量,这对您与您的团队意味着什么。 您愿意在没有营业额的状况下继续开发吗? 您会去寻求其他形式的投资吗?

抢先体验并不是预购。
抢先体验的用意并不是作为一种预购方式,而是用来将您的游戏呈现于 Steam 用户面前、一边获得意见反馈一边完成游戏。

抢先体验产品必须在顾客购买时就提供可玩的游戏或可用的软件,而预购则是在未来才提供可玩游戏。 请参见在 Steam 上进行预购,了解更多信息。

我适合采用抢先体验吗?

抢先体验是一种工具,让社区在游戏正式发行以前进行体验,并一同参与游戏开发。 您该认真考虑这种做法是否确实适合您的游戏。 我们建议您观察 Steam 上的其他抢先体验游戏,浏览开发者讨论区,并阅读下方的一些案例研究,了解更多有关开发者使用抢先体验的经验。

在 2014 年 1 月的 Steam Dev Days 上,四位开发者分享了他们在抢先体验上所学到的东西,包括这对开发过程的影响、销售情况,以及适合使用抢先体验的情况。

https://www.youtube.com/watch?v=JRDwA3cQmlc
发言者包括:Justin Bailey(Double Fine)、Bob Berry(Uber Entertainment)、Jamie Cheng(Klei Entertainment)、Mark Morris(Introversion)

https://youtu.be/xXeoByO-OFE

规则

1. You must include Steam Early Access branding and information about the current state of your game on any third-party sites where you are distributing Steam keys for your Early Access game. We work very hard to make sure that customers understand what they are buying when they get an Early Access title on Steam, and this expectation continues wherever Steam keys are distributed. You must include the Steam Early Access branding as well as current information on the state of your game, and a link to the Steam Early Access FAQ on any site where you are selling Steam keys for your Early Access title. Additionally, you should also include a copy of the Early Access questionnaire. You can read more in the Steam Branding Guidelines.

2. Do not make specific promises about future events. For example, there is no way you can know exactly when the game will be finished, that the game will be finished, or that planned future additions will definitely happen. Do not ask your customers to bet on the future of your game. Customers should be buying your game based on its current state, not on promises of a future that may or may not be realized.

3. Steam Early Access titles need to be available to customers through Steam. If Steam enables your Early Access game, we expect you to have the Early Access game available for sale on the Steam store. Do not offer it for sale on Steam any later than you offer it anywhere else.

4. Don't overcharge Steam customers. The Early Access price of your game should be no higher than that offered on any other service or website. Please take care of your customers on Steam.

5. Make sure you set expectations properly everywhere you talk about your game. Be transparent with your community. For example, if you know your updates during Early Access will break save files, make sure you tell players up front. And say this everywhere you sell your Steam keys.

6. Don't launch in Early Access without a playable game. If you have a tech demo, but not much gameplay yet, then it’s probably too early to launch in Early Access. If you are trying to test out a concept and haven't yet figured out what players are going to do in your game that makes it fun, then it's probably too early. You might want to start by giving out keys to select fans and getting input from a smaller and focused group before you release in Early Access. At a bare minimum, you will need a video trailer that shows gameplay. Even if you are asking for feedback that will impact gameplay, customers need something to start with in order to give informed feedback and suggestions.

7. Don't launch in Early Access if you are finished with development. If you have all your gameplay defined already and are just looking for final bug testing, then Early Access isn’t right for you. You’ll probably want to send out some keys to fans or do more internal playtesting instead. Early Access is intended as a place where customers can impact the final game.

抢先体验问卷

Below are some suggested guidelines for completing the Early Access questionnaire. You know your product best, so treat the answers below as guidelines. More than anything, you should try to be detailed and transparent with customers. This is your opportunity to talk about your plans, set overall expectations, and start the conversation with your community as you work towards a final release. You may also find it helpful to find inspiration from the products or developers you admire.

为什么要采用抢先体验?
What are your goals? Hopefully you will have the answer to this question before creating your store page. Early Access is a marathon, not a sprint. Make sure you are ready for the commitment of continuing to work on your product, receive feedback, and see your project through to completion.

这款游戏的抢先体验时间大概会持续多久?

Be as specific as you can. If you don't have a target date range, explain why.

计划中的完整版本将与抢先体验的版本有什么不同?
Again, think about your goals. "Full version" means different things for every product, and this is something only you can decide. Be specific about what you plan on adding, or the data you hope to collect. Don't worry if you end up changing your mind later - that's the point! If you are transparent and listen to your community, you'll be in good shape.

抢先体验版本目前情况如何?
What can a customer buy and use today? Be specific in terms of modes, features, levels, etc. You might need to update this section every few weeks or months, to make sure it reflects your progress.

抢先体验期间前后,售价会改变吗?
There is no rule on how you price your final product, or official best practice. Many successful developers have raised the price, and many have ultimately lowered the price. In general, try to think of things from an Early Access customer's point of view. How would they feel about this decision. You should aim to reward your early supporters and make them feel like their time and effort was worth it. That doesn't necessarily mean your Early Access price is lower than your final release, but try to provide some kind of value to your Early Access community.

开发期间,您计划如何让社区参与其中?
The Community plays a crucial role in Early Access development. How will you communicate with your users? On a forum? Your website? How often? This is your chance to tell your users how they can shape your product's development.

开启抢先体验

These steps need to be taken prior to the release of your game. If you need to go back and enable the Early Access section on a released game, contact Valve .

To enable Early Access on your product, complete the following steps:

  1. 在您产品的商店页面配置区域的“抢先体验”选项卡下,勾选“抢先体验”复选框。
  2. 完成抢先体验问卷。 请点击此处,对问卷了解更多。
Once your product page and Q&A have been completed and reviewed by Valve, you may release your title in Early Access. For more information on releasing your title, see Release Process.
注意:如果您的产品已经有了即将推出页面,您可自行启用抢先体验。 但在发行前,您的商店页面需要再审核一次。

最佳实践

抢先体验定价

Pricing decisions depend on the nature of your game and what behavior you'd like to encourage. Most developers have chosen to start out with lower price than their target launch price. This establishes a price that is fair for the content being provided at that time, with the intention that the price will rise over time as more content is added and the game becomes more polished.

Conversely, some developers have chosen to set their Early Access price higher than the target launch price so that they can reach a smaller group of more dedicated fans.

Note that you will not be able to run a discount within 30 days following a price increase. This includes a launch discount when your title transitions from Early Access to fully released. If you have raised your base price within 30 days of this transition you will not be able to run a launch discount.

Please see Early Access Pricing FAQ for more information.
请务必向社区透明地解释您的定价决定,尤其是在您计划在未来涨价的情况下。 抢先体验的价格不能一直打折。 如果您想要为抢先体验产品设置较低价格,应设置较低的基准价。

从抢先体验到正式发行的过渡阶段

When you consider your product "feature complete" and no longer in a significant state of change, you may transition from Early Access to 'Released.' It is worth noting this does not mean you should stop adding features or updating your product--you should keep adding content or fixing bugs as is appropriate for your title.
注意:如果您的产品已不再标为抢先体验,顾客便会期望产品能提供稳定完整的游戏体验。

When you are ready to remove the Early Access context from around your product, complete the following steps:


  1. 上传并发布已更新的游戏或软件生成版本。
  2. 点击产品登录页上方的“查看发行选项”以准备正式发行您的游戏。 当您按下“发行”按钮时,将更新游戏的发行日期、移除商店页面上的 Steam 抢先体验标示,并使用设定好的首发降价折扣。
  3. We recommend publishing an announcement on your Community Hub notifying customers that the game has been released from Early Access.

抢先体验的营销与曝光

In many ways, Early Access titles are treated the same as "fully released" titles. You will still be able to run discounts, featured in promotions, and be organically recommended to other customers. However, you will not receive your full launch visibility until you are fully released. See Visibility on Steam for more information.

常见问题

  • 问:我的抢先体验游戏可以被列为即将推出吗?
    答:可以,只要您的产品尚未开放购买。 一旦您的抢先体验产品开放购买,该产品就无法再同时被列为即将推出。 如果您想告知抢先体验将在近期停止,请使用抢先体验问卷。

  • 问:停止抢先体验后,可以提高售价吗?
    答:可以,但涨价后,您必需等待 30 天才能再次调整售价或进行折扣。

  • 问:如果我未能完成游戏会怎样?
    答:有时候,事情就是无法如期进行,您或许需要中止游戏的开发。 这样的话,您应联系 Valve 并想出后续的对策。 但在此之前,请花一点时间仔细衡量撤下游戏是否确实为正确的选择。 是因为受到负面反馈的影响,而做出了情绪化的决定?还是因为撤回游戏真的是恰当的选择? 我们非常重视与顾客之间的关系,所以如果您决定中止开发一款游戏并将其撤出商店,我们今后不会再重新发行这款游戏,并可能会向已购买的顾客提供退款。 公平地对待顾客,对我们来说是最重要的事情。 You can learn more by reading Removing a Product From Steam.

  • 问:我的抢先体验产品如何得到营销? 抢先体验在商店里能获得曝光吗?
    答:抢先体验游戏同样可以进行打折、在促销活动中推广,也会被逐步地推荐给其他顾客。 但抢先体验游戏将不会作为 1.0 发行版获得与完整版本游戏同样的曝光。 参见在 Steam 上曝光,了解更多信息。