An Analysis of the Addiction Mode of the glory of the king

When it comes to user retention, the highest level is to make users addicted. When it comes to making users addicted, the most powerful thing is the game. When it comes to addictive games, the glory of the king is the best. So I choose HOOK mode to do some summary and analysis on the glory of the king, so as to test my recent learning achievements.

References:

1, Addiction: Four product logics for users to form habits, Nir Eyal,? Ryan Hoover (Ryan Hoover)

2. Aurora Big Data: Research Report of the glory of the king in May 20 17.

3. Speech data: 20 17 the glory of the king mobile game industry hot reports.

(1) payment trigger

●? KPL professional league

By holding offline competitions, we will promote the development of the e-sports industry, continuously improve the influence of the game, attract more players and guide users to take further actions.

●? Offline launch.

The glory of the king has been offline in shopping malls, subways, bus stops and other channels, as shown in the figure:

●? online advertising

The glory of the king put advertisements on some information flow products, WeChat friends circle and other online channels.

(2) Feedback trigger

●? Cooperate with live broadcast platform to promote games through anchors.

Cooperate with the game live broadcast platform to help the live broadcast platform sign more anchors, and provide media resources to help the live broadcast platform promote anchors, further enhance the influence of the game and attract users' attention.

●? Cross-border cooperation with other brands (overlapping user groups)

The glory of the king often cooperates with some popular brands among young people, including McDonald's, Didi, mobike and so on.

●? Hold an online "Black Festival"

By holding the Black Festival, players will be given benefits, including skins and runes, and some thresholds will be set for old players to help recruit new players and recall old players.

(3) Interpersonal trigger

●? Linked WeChat and QQ friends.

The glory of the king's social relationship chain based on WeChat and QQ. You can see that many of your friends are playing the same game.

(4) autonomous triggering

●? Push the application

The glory of the king has built-in message push settings. The user actively sets the notification type (sign-in, welfare, gift package, etc.). ), in the application, combine push to arouse users, and cooperate with WeChat and QQ message push to guide users to take further actions.

●? Boredom-induced

●? Triggered in scenes such as "break", "evening relaxation period" and "after school period"

●? Triggered when meeting with friends offline.

●? Triggered by commuting location (subway station, bus station, railway station, etc.). )

(1) Pursuing happiness and avoiding pain

●? Game confrontation mechanism

The real world is painful, and the virtual game world is happy. If you are a game god, you can kill the quartet in the game to vent your dissatisfaction with reality. Even if your skills are not good, you can vent your negative emotions by hanging up and spraying (of course, the game company does not encourage this way, which will affect the game environment).

(2) Pursuing identification and avoiding rejection.

●? Playing the glory of the king has become a fashion. If you don't play, you are not sociable.

In recent two years, the glory of the king has become a popular group of young people, and they are dragged by their relatives and friends to play in the glory of the king on holidays, especially during the Spring Festival, which is exactly the same as when students go to school. Internet cafes are opened together to integrate themselves and get rid of xenophobia.

●? Five-person team game

Looking back at the history of game development, we can find a trend. More and more games have introduced the team cooperation mode, and more and more single-player games have joined the multi-player cooperation mode.

Everyone has a desire to express, and this eye-catching behavior stems from the instinct of human sexual selection. Just as birds are born to care for their feathers, humans are born to attract others' attention. In teamwork, players can gain the recognition of their teammates in various ways (single killing, arresting people, protecting teammates, helping the team win, etc.). ).

(3) Pursuing hope and avoiding fear

●? Segmentation mechanism

Even if you fail in reality, your status is low and the promotion channel is closed, you can get a higher level through technology in this game. A higher level can make you feel the difference in status, bring you the hope of getting a higher social status, and at the same time get more people's recognition.

●? Ranking table

There are many kinds of rankings in the glory of the king, such as the list of great gods, the list of stars, the list of heroes and so on. If your rank is higher than that of a star, an invisible sense of identity will bring you psychological satisfaction and inspire your inner hope. Although the number of people is not enough to be included in the rankings, it at least gives people a goal to strive for and provides opportunities.

(1) Reduce time cost

●? Shorten the game time

In order to shorten the whole game time and speed up the game rhythm, the glory of the king team made many changes. Including: shortening the cooldown time of skills and improving the economy of the game (no need to make up the knife, the economy of each wave of soldiers is very high, and the economy is improved every second). ), shorten the line of soldiers, reduce the strength of defensive towers, improve the refresh time of wild buff, and reduce the strength of big dragons and small dragons.

Normal competition, basically 15 minutes or so, all the equipment is ready. After the equipment is fully equipped, as long as there is a team battle, it basically determines the success or failure of the whole game.

●? Reduce queuing cost

Because I don't know the glory of the king's matching mechanism in detail, I guess the construction of matching mechanism must consider queuing time besides the player's level. For example, in order to ensure the matching speed, people with similar strength are matched together through a simple algorithm. Because the algorithm is simple and the error probability is high. The following are the search results given by Zhihu's "the glory of the king Matching Mechanism" keyword:

At the same time, some news talked about the new ELO ranking matching mechanism in S 1 1 season, which led to a significant increase in the waiting time of high-level players. Although this new matching mechanism is only for ranking, we still come to the conclusion that if we want to speed up the matching, we must reduce the complexity of the algorithm.

(2) reduce the cost of capital

●? This game is free.

Today, free games are popular because they fit users' psychology, reduce users' worries and urge users to act.

●? Provide weekly hero immunity

Like League of Legends, heroes are a very important element of this game. There are hundreds of heroes in the glory of the king, and different combinations of heroes provide rich diversity. However, heroes in the glory of the king need to be purchased before they can be used, instead of directly adopting the free mode of all heroes like Blizzard. This mode has a high threshold, and players always have concerns about the expenses in the game. Reasonable weekly free mode not only provides free heroes for players, but also lowers the psychological threshold of players' consumption.

●? Provide free game coins for the purchase of heroes.

In addition to providing free heroes for players to experience, players can also give away game coins in various ways, so that players can not only spend money to use heroes, but also spend time earning game coins to buy heroes.

(3) reduce physical cost

●? Reduce the difficulty of game operation

In order to reduce the operation difficulty of mobile games, the glory of the king adopted the operation mode of virtual rocker, double roulette wheel and locking.

(4) reduce the psychological cost

●? Simplification of equipment integrated system

The game has a built-in equipment recommendation system and recommends different styles of equipment. Even if the novice doesn't know the equipment properties, he can synthesize according to the recommended equipment.

●? Simplification of tool compensation system

Where do I know about the knife repair system? When DOTA started, you had to die until the last minute to get the economy. A can suppress the opposite economy by killing his own soldiers. DOTA mending the knife is the same basic skill, and it is obvious that the great god player suppresses the novice. Then, in League of Legends, although A died his pawn to gain the economy, he could not suppress others' economy by mending the knife.

Finally, in the glory of the king, the knife patching system was basically cancelled. Whether I can patch Batman or not, I can get the economy, but the economy I get is only three-quarters of Batman's, and the gap here is already very small.

1, social reward

●? close

Intimacy can be established in the game. Intimacy can be improved by playing games or other interactive ways (giving away gold coins, heroes, skins, etc.). ).

Meet the corresponding conditions to get birth effects, and upgrade to the corresponding value to get the exclusive avatar box.

2. Resource incentives

●? Game token

The glory of the king game currency is a very important resource and an important way to buy heroes for free in the game. Even civilian players can still get game money through continuous fighting, and then buy their favorite heroes.

The game is set to the first winning mode, and you can get considerable game money by winning the first game every day. At the same time, each game can get a small amount of game money, in addition, there are quite a few other ways to get game money.

●? Ownership system

After each game, according to the performance of the game, the hero used can get some glory and fighting power, and can get the title through the total fighting power value. Professional titles can be divided according to different regions such as districts, cities and provinces, as shown in the above figure.

●? Skin system

You can get a treasure chest through games during the activity. The treasure chest has a low chance of opening the skin, and it can also open the skin fragments to get enough fragments for the corresponding skin.

3. Self-emotional reward

●? Hierarchical system

With the improvement of the level, you can get rune slots and improve your ability by embedding runes.

The glory of the king operation is not difficult. With the longer playing time, the deeper understanding of heroes, equipment and skills, players can feel that their strength has also improved significantly.

●? Team red envelope

Team red envelopes can promote the interaction between team members. By setting the minimum activity and segment requirements of the receiver, the captain can also reward outstanding team members through red envelopes. At the same time, players who distribute red envelopes will also get certain team activity points rewards.

(1) Content with storage value

●? Virtual products: heroes, skin, rare skin, etc.

Heroes, skin, special rare skin, etc. These are virtual objects with storage value, and it takes a lot of time or money to get them.

●? Data: titles, rankings, game scores, etc.

For example, titles, rankings in various leaderboards, game scores and so on. , all need considerable time investment, even need a certain game talent, of course, can also be obtained through tricky means (such as paid training).

●? Virtual relationships: mentoring, lovers, girlfriends.

In the glory of the king's whole game career, it takes a lot of time to make some friends, best friends, find a master, or bring a few novice apprentices to maintain the relationship.

(2) Load the next trigger

●? first prize

I have talked about a very important resource in the glory of the king's games before: game coins, and winning the first prize is the only way to get a lot of game coins every day. For any player who wants to buy a hero for free, this is an irresistible temptation, which will constantly attract you to log in and start fighting.

●? Kill sound effects, victory special effects, etc.

The glory of the king, like other MOBA games, has special killing sound effects and special effects of base explosion when winning. These sound effects and special effects are effective means to stimulate dopamine secretion in human brain, which is also the reason of game addiction, that is, the reason why users are willing to continue to log in to the glory of the king to play games.

I am not a game addict myself, so some functions may not be fully understood. For example, a unique LBS game in the glory of the king is not in the addiction model. Time is limited and there are many omissions, but the whole framework is still satisfactory, and that's all for the time being.

Through the analysis of the whole HOOK model, I think the glory of the king's success lies in its great efforts to reduce the cost of users' time and energy. After all, the addiction of MOBA games has been verified on the PC side, and how to better transplant it to the mobile phone side is the challenge it faces, and the the glory of the king team has solved this problem well. However, we have all noticed that the heat in the glory of the king today is far less than that of a year ago, and now it faces enormous challenges.

In this way, the shelf life of the glory of the king is only three or four years, or even shorter. All games are facing the same problem, and League of Legends solved this problem well by holding a professional electric competition, which is why League of Legends is still evergreen. Every competition can attract quite a few people. Careful, you can find that this year, whether RNG won the MSI mid-season championship or LPL won the Asian championship, it attracted tens of millions of people to watch. After the game, the Internet cafe was full. All these phenomena can show that League of Legends is still very popular, which is incredible for a game that has been born for 7 years. I don't even remember the game released in the same year as League of Legends.

The glory of the king definitely wants to replicate this success, which is the main reason for the birth of KPL. Today, KPL has a considerable influence in China, and the number of people watching the games has exceeded10 million. But the real problem is that KPL's global influence is far less than League of Legends. After all, I don't understand the e-sports industry, so I won't express my opinions. I believe the the glory of the king team will make further efforts, and we will wait and see.