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专栏 - 从华尔街到硅谷

红杉资本看好网游打包销售?

Dan Primack 2011年04月26日

Dan Primack专注于报道交易和交易撮合者,从美国金融业到风险投资业均有涉及。此前,Dan是汤森路透(Thomson Reuters)的自由编辑,推出了peHUB.com和peHUB Wire邮件服务。作为一名新闻工作者,Dan还曾在美国马萨诸塞州罗克斯伯里经营一份社区报纸。目前他居住在波士顿附近。

    根据提交给监管部门的一份文件显示,网游创新销售商Humble Bundle已募集470多万美元风险资本。

    红杉资本(Sequoia Capital)看来是主投资者,因为红杉资本的合伙人林君睿(前Zappos 首席财务官/首席运营官)被列为Humble Bundle唯一的外部董事。日前我与Humble Bundle的共同创始人约翰•格雷汉姆进行了非常简短的交谈。他对红杉资本投资一事未置可否,只是要求我将采访问题通过电子邮件发给他,但截至发稿时我并未收到回复。

    在我们等待回复的过程中……

    Humble Bundle的经营模式是选择几款游戏打包,为用户提供一次下载“包”。用户可自行定价,甚至明确有多少钱是付给哪个游戏开发商或慈善机构。游戏包限时供应,但不受数字版权管理(DRM)限制。

    第一款游戏包中有5个独立游戏,包括粘粘世界(World of Goo, 由2D Boy开发)和Luguru (由Wolfire Games开发,格雷汉姆和Humble Bundle的另一位共同创始人杰夫•罗森也服务于该公司)。第二款游戏包去年12月推出。最近一款游戏包是上周推出的,由芬兰游戏开发商Frozenbyte 的5款独立游戏组成。

    根据该网站统计,Humble Bundle已售出147,000个游戏包(平均每个游戏包4.96美元),获得销售收入超过730,000美元。Linux用户的支付金额最高,平均每个游戏包11.72美元;Mac用户居中,6.31美元;Windows用户居末,3.95美元。

    当然,一个大问题是Humble Bundle自己计划如何赚钱。买家在购买时可给予该公司“小费”,但显然这不是商业模式。可能他们将来会从游戏开发商处分成(或早已如此),并扩张进入手机和游戏机领域。或者,这些游戏包只是验证上传/下载技术的一种方式。

    Humble Bundle, an innovative distributor of online games, has raised over $4.7 million in venture capital funding, according to a regulatory filing.

    Sequoia Capital would seem to be the lead investor, given that Sequoia partner Alfred Lin (former CFO/COO at Zappos) is listed as the company's only outside director. I spoke very briefly yesterday with Humble Bundle co-founder John Graham, who neither confirmed nor denied Sequoia's involvement. He simply asked me to send questions via email, but has not yet replied.

    While we wait...

    Humble Bundle chooses several games to package together, and then offers the "bundle" to users as a single download. Users get to name their own price, and even allocate percentages of their payment to the specific game developers or select charities. Bundles only last for a limited time, but come free of digital rights management (DRM) restrictions.

    The first bundle included five games, including World of Goo (developed by 2D Boy) and Luguru (developed by Wolfire Games, where Graham and fellow co-founder Jeff Rosen both also work). A second package launched last December, while the most recent one came out last week featuring five offers from a Finnish game developer called Frozenbyte.

    According to a counter on its website, Humble Bundle has generated over $730,000 in sales on 147,000 bundles ($4.96 per bundle). Linux users pay the most at $11.72 per bundle, Mac users are in the middle at $6.31 and Windows users bring up the rear at $3.95.

    The big question, of course, is how Humble Bundle itself plans to make money. Buyers can "tip" the company when making purchases, but clearly that isn't the business model. Perhaps they'll take a cut from the developers (or perhaps do already), and expand into mobile and console games. Or maybe the bundles are just a way of proving out the upload/download technology.

 

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