According to the "2020 China Game Industry Report", the actual sales revenue of the Chinese game market in 2020 will reach 278.687 billion yuan, a year-on-year increase of 20.71%, which is the fifth consecutive year of growth in the Chinese game market.
At the same time, the number of game users in China reached 665 million in 2020. In 2020, game application downloads and consumer spending reached record levels, and one after another explosive game was born, witnessing mobile games. Apps "dominate the world".
The user incentive system that chooses to dismantle the game is not to analyze the reasons for its popularity, but to analyze and understand the common user incentive methods through disassembly.
If you play games often, you will find that there are task systems for games of all sizes, such as time-limited benefits, holiday task benefits, etc. In fact, different tasks have corresponding reasons. for example:
Daily repetitive tasks: Develop fixed habits of users;
Festival tasks: create benefits and increase user activity;
The first charge task: use high rewards to promote users to pay for the first time.
And in different games, the design of each task is still different, so the task system in the game is a very typical systematic way, and this system will be generated along with the user experience process; at the same time, it will always be accompanied by As the user leaves, as a game, such a task system will accompany the entire life cycle of the user, and even more, such as achievements.
We often say that a product is launched to meet a certain core demand of users; however, when the product itself does not meet the demand enough to attract users, it needs to be stimulated by "external factors", which guide and stimulate users to complete the The practice of the expected behavior of the product, we call it user behavior management, or country email list it can be directly called "user incentives".
1. Why use user behavior incentives?
For users, short-term value can be used to stimulate users to complete certain behaviors, which can increase the user's stickiness and activity, and then convert them to other behaviors; for example, increase stickiness through check-in, and then purchase items through the Points Mall. exchange.
For products, on the one hand, behavioral incentives can allow users to complete the core path of the product earlier and discover the value of the product as soon as possible; on the other hand, it can be used as a means to stimulate users to complete key behaviors, the more times users complete key behaviors of the product. , the more likely it will stay.
Second, how to create "external causes"?
1. Eight driving forces
We said that the main body of the incentive system is the user, so how to motivate the user? All kinds of incentives need to be created here, so how to create incentives?
Here we use the octagonal model in "Gamification Practice" - the theory of eight driving forces; the eight driving forces are: sense of mission, creation & feedback, social influence, unknown & curiosity, fear & fear, scarcity, possession sense, development & achievement.
1) A sense of mission
When a person is doing something of great significance beyond himself, he will show bravery and full drive.