The emergence of the Internet and the emergence of video games were both in the late 1960s, but video games have been popular since their appearance, and the Internet only gradually entered the general public's field of vision in the 1990s.
Although the paths of the two are different in the process of development, games, especially the current Internet games, are also a kind of Internet products. If the user stickiness of a product is measured from the time users use the product, the game can be said to be one of the products with the highest user stickiness and one of the products with the highest single use time.
Why is the game so special in the product? Can occupy such a large amount of continuous time for users?
Because the game is cultivating your habit of using the product from the moment you enter, helping you to learn, helping you to deeply explore the characteristics of the product, adding some surprises to your expectations, and then adding self-propagation means, in the game The achievements obtained in the game can be self-made and shared, and self-propagation can be completed, and the paid link can be added to let you experience different product levels.
Is this very similar to the user augmentation model proposed by Eric Lex?
That's right, the game uses the sticky growth model to attract new users and retain them, and uses the viral growth model to achieve user self-propagation, and then opens the payment model to give users different levels and depths of product experience.
The game is a product born from the deep combination of these three models.
Simply take the glory of the king as an example:
After registering to enter the King of Glory, there will be an introduction to the game mode, familiarizing you with the game operation, completing the basic levels, and giving you certain rewards (take you to understand the product in depth)
After passing the novice teaching, there will be some periodic rewards, such as a small gift package for completing XX games, a skin for completing XX games, etc., which encourages you to stay rooted in the game for a long time. At the same time, rewards are distributed at some fixed time points, such as logging in with courtesy from 12:00-14:00 noon, etc., to encourage users to log in to the game at a fixed time point. (Develop user habits through fixed time points).
Help users to share (self-propagation) through specific methods such as record charts, shared charts after purchasing skins, and video records
Through the difference in skin feel and the way members distribute inscriptions every day, users are encouraged to consume to obtain a different experience from non-paying users (paid growth model).
To a certain extent, the commonality of successful games is that they greatly occupy the user's time, allowing users to spend time and energy on the product.
1. User activation and retention of game products
Why do game products occupy so much time and energy of users?
The design of most game products is inseparable from the study of user self-drive, and according to the theoretical framework of "self-determination" that appeared in the 1970s, a person's continuous participation in an activity is inseparable from the following key points: Autonomy, Mastery and Purpose.
Autonomy, which can be understood as a feeling of being in control of one's own destiny;
Mastery, usually defined as approaching the state of being more adept at a skill;
Goals, which we can generally interpret as connecting with something greater than ourselves
If we discuss the three together, we can simply interpret the state of an individual's continuous participation in an activity as: within his control, through a skill he is familiar with and good at and something greater make contact.
What if this concept was put into the game to see?
In the game world, through learning to complete the accumulation of game skills, become strong in a controllable and expected direction, and finally launch an impact on an event that seems to be out of reach
We can take the existing popular games on the market as an example: take the glory of the king as an example, the "king rank" seems to be an unattainable goal for beginners, but with the improvement of game skills, choose the heroes you are familiar with and are good at, will slowly move towards this goal.
Going back to the question we asked at country email list the beginning, why do so many products imitate the design concept of the game?
Quite simply, user activity.
To understand from the AARRR model of user growth, the AARRR model refines the process into user acquisition - user activation - user retention - earning revenue - recommendation propagation. The sorting of the model is based on the order of users in the entire business process, activation and retention are stored. The second and third places in the whole set of processes are ranked before the benefits, indicating that these two processes provide a solid foundation for the product operator to obtain benefits.
Affected by the epidemic, a large number of offline businesses have been transformed into online businesses, and a large number of users have poured into the Internet market. In the current Internet market, the benefits brought by the demographic dividend are approaching the end. On November 14, the former Minister of the Ministry of Industry and Information Technology Miao Wei also proposed. The view that the demographic dividend period has passed. Activation and retention are even more important when there is a bottleneck in user acquisition. The method of user activation and retention in game design can be used in product design and operation.
2. Gamification of User Activation Retention
First, let's restore the process of the game from user activation to retention:
Users will try to play the game after downloading the game. At this time, most games will have a mechanism similar to novice tutorial and novice protection, which will lead you to experience some game functions in depth, encourage you to participate in certain activities through rewards, and give users clear information. You can get certain rewards by participating in many activities. At the same time, you can set some hidden goals to help users determine the goals of the next stage.
For example, like Pokemon, some rewards will be issued in the early stage, and then after completing the first round of the game (the first stage of customs clearance) following the guide, there will be some hidden levels set in the first round, with tips for special Pokemon habitats, encouragement The user chooses an in-depth experience among multiple hidden targets.