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搶先體驗

概覽

什麼是搶先體驗?

Steam 搶先體驗讓您能在顧客了解產品還未完成的前提下,於開發階段就開始讓顧客了解遊戲內容。搶先體驗適用於尚處測試階段但可提供遊玩內容、值得目前可遊玩組建的價值,並有計畫繼續開發到發行階段的遊戲。

搶先體驗能幫助累積未來潛在的顧客,並能讓他們了解您在「正式」發行前的計畫與目標。

搶先體驗不適用的目的

搶先體驗不是為產品開發集資的手段。
您不應該利用搶先體驗來募集開發資金。 如果您必須仰賴達到某個銷售額來完成您的遊戲,那您必須慎重考慮若沒有達到銷售額,對您與您的團隊代表著什麼。 您願意在沒有營業額的狀況下繼續開發嗎? 您願意尋求別種形式的投資嗎?

搶先體驗並非預購。
搶先體驗的用意並不是用來當作一種預購方式,而是用來將您的遊戲呈現於 Steam 使用者面前、一邊獲得意見回饋一邊完成遊戲。

搶先體驗必須在顧客購買時就提供可玩的遊戲或可用的軟體,而預購則是在未來才可遊玩。 更多資訊請見game_server_stats一文。

我適合採用搶先體驗嗎?

搶先體驗是一種工具,讓社群在正式發行以前遊玩您的遊戲,並一同參與遊戲開發。 您該認真考慮這樣的做法是否真的適合您的遊戲。 要了解更多有關開發者使用搶先體驗的經驗,我們建議您觀察 Steam 上別的搶先體驗遊戲、瀏覽開發者討論區,和閱讀下方的一些案例研究:

在 2014 年 1 月的 Steam Dev Days 上,五位開發者分享了他們在搶先體驗上所學到的東西,包括對開發過程和銷售狀況的影響了,以及何種狀況適合使用搶先體驗。

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

https://youtu.be/xXeoByO-OFE

規定

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.

搶先體驗問與答

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.

為什麼要採用搶先體驗?
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.

這款遊戲的搶先體驗時間大概會持續多久?

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

計畫中,最終完成的版本將與搶先體驗版有什麼不同?
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.

搶先體驗版目前的狀態為何?
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.

搶先體驗前後,售價會改變嗎?
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.

開發期間,您打算如何與社群互動?
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.

啟用搶先體驗

These steps need to be taken prior to the release of your game.

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

  1. 前往商店頁面設定區域的「搶先體驗」分頁,並勾選「搶先體驗」。
  2. 完成搶先體驗問與答。 請按此了解有關問與答的詳情。
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.
備註:如果您的產品已經有了即將推出頁面,您可自行啟用搶先體驗。 商店頁面前發行前須先通過審核。

最佳作法

搶先體驗定價

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.
向顧客透明地解釋您對售價的決定是一件很重要的事,特別是將來預期會調漲售價時。 搶先體驗的價格是無法一直保持折扣的。 如果您想要較低的搶先體驗價,必須設置較低的基本售價。

從搶先體驗到正式發行的過渡階段

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.
備註:如果您的產品已不再標為搶先體驗,顧客便會期望產品是穩定的,所帶來的體驗也是完整的。

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


  1. 上傳並發佈您更新好的遊戲或軟體組建。
  2. 點擊產品登陸頁面上方的「檢視發行選項」以準備正式發行您的遊戲。 當您按下「發行」按鈕時,將更新遊戲的發行日期、移除商店頁面上的搶先體驗標示,並施行設定好的上架折扣。
  3. 我們建議您從搶先體驗轉為正式發行時,在社群中心發佈公告讓您的顧客瞭解這項轉變。

搶先體驗的行銷與曝光

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.

常見問答

  • Q: Can my Early Access Game be listed as Coming Soon?

    A: Yes, as long as your product isn't already available for purchase. Once you have an Early Access title up for purchase, there is no notion of a product as being available to purchase in Early Access and coming soon at the same time. If you want to communicate that you will be leaving Early Access soon, use the Early Access Q&A.

  • Q: Is it okay to raise my price after leaving Early Access?

    A: Yes, though if you raise your price, you must wait at least 30 days before changing your price again or running a discount. If you increase your price within 30 days of your transition from Early Access to fully released, your launch discount will not apply.

    If you're planning on raising your price at or around the time of releasing out of Early Access and want to run a discount to celebrate your V1.0 release, you may want to consider these scenarios:
    • You could leave your price as is, run a discount as you release V1.0 out of Early Access and then raise your price after that.
    • You could raise your price as you transition out of Early Access and not run a discount.
    • You could raise your price more than 30 days before you release out of Early Access, and then run a discount to go with your V1.0 release.

  • Q: What happens if I don't complete my game?

    A: Sometimes things don't work out as you planned, and you may need to discontinue development of your game. If this happens, you should contact Valve to figure out the next steps. Before reaching out, take a moment to carefully consider whether or not pulling your game down is actually the right choice. Are you acting based on an emotional response to negative feedback, or is retiring your game the appropriate next step? We take our relationship with customers seriously, so if you choose to cancel development of a game and retire it from the store, we will not republish it again later and we may offer refunds to any users who purchased it. Treating customers fairly is the most important thing to us. You can learn more by reading Removing a Product From Steam.

  • Q: How will my early access launch be marketed? Do early access games get visibility on the store?

    A: Early Access titles are still able to run discounts, be featured in promotions, and be organically recommended to other users. Early Access titles do not receive the same launch visibility as a v1.0 release. Check the Visibility on Steam documentation for more details.

  • Q: Do Early Access titles get "launch visibility"?

    A: Early Access titles will appear in the "All New Releases" tab in the Early Access section and if users have your title on their wishlist, they will receive an e-mail notification of its Early Access release. Also, Early Access titles may be recommended to specific users in various sections of the home page based on those users' preferences and tastes, it may appear on the "New and Trending" section on the Early Access page if the title is doing well and it can appear on 'top sellers' list on store home page and on relevant genre and tag pages if it has achieved sales rank.

    Once you're ready to fully release your titles, additional visibility areas apply. More can be found in the "Full Release Launch Visibility" section here: Visibility on Steam

  • Q: How can I make my transition out of Early Access successful?

    A: Whether this is successful depends very heavily on your game and details about your game, so it’s very hard to give any sort of generalized advice. Think about factors like your game's performance while in Early Access, how satisfied players have been, and how much pent up demand there is. If your Early Access experience was already very polished & satisfying, there may not be a lot of pent up demand and therefore you may not see a big spike on launch without doing a larger launch campaign or huge difference in quality of the game on launch, it would simply be reflected in steady sales over time. You’ll probably be able to estimate your Early Access to 1.0 exit better than anyone else, because you know how you’ve been using Early Access best.

  • Q: I forgot to enable Early Access, what do I do?

    A: If you already have a Coming Soon page for your product, you can enable Early Access yourself. Your store page will need to be reviewed again prior to release. If your game is already released, then it's not possible for a game to move backwards from "Released" to "Early Access". Steam has different launch visibility, displays, and reviews for when a game starts in Early Access. If you wish to communicate details about your development plans, please use the Community Hub (a pinned post can be very helpful) or consider adding the relevant information to the About The Game display section.

  • Q: Once my game is released in Early Access, can I set my V1.0 launch date?

    A: Unfortunately there is not a field for you to enter your intended full release date (V1.0 release date). What we would suggest is once you know what that date is, create an Announcement with that information, including the date and any upcoming updates that will ship with V1.0.