关于《旅行青蛙》游戏流行的一点分析

先看一组数据:

据日媒《朝日周刊》报道,《旅行青蛙》在全球AppStore的总下载量已经达到1000万次,而按地区分其中日本占2%,美国为1%,而中国则达到了惊人的95%。也就是约950万的下载量归功于国内玩家,然而,该游戏在App Store和Google Play上却没有官方中文版。

这是二月初的数据。

而且也有数据显示,这款游戏在女性用户群体中最受欢迎,《旅行青蛙》开发商Hit-Point也表示在策划之初就是以女性玩家为目标的。但是对于《旅行青蛙》在中国的走红,Hit-Point一开始也是“一脸懵逼”。

关于Hit-Point公司,报道其实也相当多,该公司在2014年推出过热门游戏Neko Atsume,即猫咪后院。关于《旅行青蛙》的玩法,相信也无需我多言:一只青蛙坐在石屋里吃东西、看书,你则负责收集前院里的三叶草。三叶草可用来购买青蛙旅行时需要的食物。青蛙去旅行后,它会消失多久不确定。有时它会旅行几个小时,有时甚至几天。回来时,它会展示旅行时拍的照片和纪念品。

关于这款游戏在中国走红的原因,既有意外的偶然性,也有其必然性。偶然性不用说,下文将探讨几个方面的必然性。

  • 情感寄托这一点从该游戏刷屏微信、微博各大SNS可以看出。很多玩家都亲切地称青蛙为“蛙儿子”,很多90后女性会自称“老母亲”,甚至有玩家表示“不过养蛙算是体会到了我妈的心情,蛙在家的时候盼着它出门,出了门又盼它回来,大概跟我假期在家被我妈念是一样的。”
  • 佛系生活自从去年12月“佛系”这个概念走红社交网络之后,越来越多的年轻人都把这个词当做了自己的标签。这一次的《旅行青蛙》恰好就踏准了这个点,因为作为一款放置类游戏,《旅行青蛙》没有任何养成元素,也没有任何游戏目标。这款游戏也没有什么“升级过关”的概念,一切都是那么随缘,是不是听上去就很“佛”系?说得再过一点,游戏也是迎合了当前年轻一代不争不抢、无欲无求的“丧”文化。
  • 社交媒体痴迷于日文ACG文化的微博/微信博主和这种亚文化的消费主体早期针对该游戏的自发宣传和推波助澜作用明显。这一点从微信指数搜索关键词“旅行青蛙”可以看出,针对该游戏的讨论在微信公众平台上于1月下旬达到了峰值。
  • 膜文化由于“青蛙”和“蛤”高度相似,有一些玩家甚至将养蛙游戏跟“膜文化”联系在了一起。“膜”是网络喜爱前国家领导人J现象的特定说法。“旅行青蛙”玩家中不乏“真正的粉丝”,他们给蛙取了各种跟J相关联的名字。膜文化属于一种中国当前特定Censorship制度下的地下Politics亚文化,这种文化曾被美国《NYT》、英国《BBC》、香港《端》、德国《DW》等各大外媒报道过,它在国内有多火呢,大概随手翻一翻任何带青蛙图片的微博下的评论便知。

有其他分析者认为游戏的角色和逻辑设计简单易上手也是一个爆红的主要原因,我不是很同意,简单的设计可以说是一个必要因素却不是充分原因,毕竟设计简单的游戏多了去了。

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