How to design large-scale game operation activities?

Preface: In Southeast Asia MOBA game project for 8 months, had been responsible for 8 different types of operational activities interaction design, participate in the research of Southeast Asia's mainstream games, to understand the design of cutting-edge trends in the process of generating part of the thinking and exploring, trying to establish a set of exclusive game operational activities design reference framework, to help access, improve efficiency and reduce costs, a quick understanding of the following two dimensions of the problem: ① how to design How to design large-scale game operation activities? (Anniversary / Spring Festival / large tournaments, play activities, parties) ② event design points of attention? First, how to design large-scale game operation activities? Anniversary, Spring Festival, large-scale tournaments, game activities, party main interface? How to make the event design package "high-end atmosphere, fun and interesting grounded"? How to make the design more valuable and maximize the commercial interests?1. How to choose the theme and package it with game activities and gameplay? ① Find traditional festivals related activities to expand, according to the regional cultural judgment, targeted selection of certain festivals as a large-scale operational activities node Note: Do not violate some of the taboos of the local players. Then based on the keywords to expand the corresponding visual design elements and visual design style (such as national style, Europe and the United States, cartoon, magic, electro-acoustic, etc.) ② with event-related topics, such as "anniversary, a variety of themed tournaments, IP themed linkage, current events," to expand. 2, shoot the face of the map how to guide players to click, and make a difference in the ordinary activities? ① How to make a difference in large-scale activities, before players enter the game activities, a common practice is to use party letters or mysterious characters / IP characters produced by the face picture, to attract the attention of the players, so that players have curiosity, resulting in click behavior. Note 1: Click to enter the event CG animation or the main interface of the event (CG animation according to the situation to determine whether the cost of manpower to support, can be based on the development of the situation do not want). Note 2: can be a few days in advance in the game for warm-up preparations, early exposure of the event, drive the atmosphere and operational rhythm of the event. ② animation human resources can be set according to the situation after playing CG animation into the main interface of the event, no directly skip into the main interface can be. Lens display: often show the background of the story with local lenses, similar to playing a slide show, larger events or parties, will use some of the elements of the stage combined with reference to the head of the party game, reference to the interface layout and scene performance. Reduce the cost of trial and error. ③ After playing the CG animation, it is best to have a display of IP characters or props about the core rewards. Let players understand the theme of this activity, there is a psychological expectation, through the display of role details and special effects, the first impression of the player automatically set a psychological account. Let players feel that this prop resource is in line with this value, willing to pay for it. Note: in Southeast Asian games, pay for the first few games, rarely use the CG video way of publicity, but the use of shooting face pictures, direct contact, such as Endless Duel (MLBB), the original God, the Universal Awakening, I want to live (GarenaFreeFire), the Goddess of Victory, all to the long-term card draw, multiple linkage draw for the business of the core direction of the payment (which did not use the CG video) The reason, presumably, is the high cost of manpower, the lack of high-level animation and kinetic effect talents, the long R&D cycle, and the low input-output ratio), but instead, using simple and powerful sweepstakes and card drawing activities can maximize the value of manpower. Note: The form of game CG animation or scenario-based design, on the other hand, needs to focus on ease of use, learning costs, the input cost of development, and whether performance can support it. Analyze whether the input-output ratio is positive.3. How to choose the scene of the main interface of the activity? What kind of frame layout can be chosen for the main interface of the activity, and what are the references? What are the classifications? What are the feelings of high-end atmosphere? Lens sense, different perspectives? Two types of scenes: 3D scene / 2D scene, generally 3D scene is the main, 2D scene is relatively less. Three types of viewpoints: elevation / top view / front view, generally focusing on the front view and top view, elevation is relatively less, and low recognition. Suggestion: The choice of lens perspective type can be based on the size of the scene, emotional expression as a reference dimension for selection. Looking down on the lens relative to the front view lens, the scene is larger, looking up at the mood of the lens compared to other lenses, more prominent scene of the sense of oppression or majestic mood. Reference cases are as follows: 4, fun and interesting grounding strategy? ① according to "their own game characteristics, customized fun activities", such as puzzle, leisure, competition, etc. After combing YouTube and Beili Beili platform, the representative works of the player's spontaneity, observed that the commercialization of paid items of a variety of games (such as: I want to live / Jedi Survival / Call of Duty / Infinity Duel / Goddess of Victory /), and the commercialization of the game. Operation Wilderness / Original God is biased towards card drawing, the fifth personality is biased towards puzzle solving, and the original God's H5 activity is biased towards leisure), and players are willing to share out, indicating that this activity to a certain extent meets the player's identity ② The use of social mini-games in different regions, the common mini-games implanted in the Internet e-commerce, because they are often seen in life, players are relatively familiar with the player, which can reduce the player's cost of learning and comprehension To allow players to quickly get started, take domestic as an example (folk pot throwing game and the Internet tree planting, stealing vegetables and other games implanted) 5, how to maximize the commercial value of the design? ① use "story plot + puzzle" way, let players understand the background of the new IP, let players pay for their favorite characters, let players through the puzzle to promote the development of the plot, resulting in the plot to unlock the power and decryption of the sense of achievement, thus improving the player's understanding of the background of the skin and recognition to enhance the degree of payment. ② the use of social existing head of film and television / game IP, cause players *** Ming, so that players pay for childhood kill, sentiment, such as the King of Fighters, Kung Fu Panda, the World Cup, Comic Con ③ learn from the mainstream e-commerce product design of the highlights of the function, the use of human nature's weaknesses (such as greed for small bargains) so that the commercial value of the maximization of the group, discounts, demo game, etc. ④ the use of the "active and commercialization fusion "In the process of combing, the most ingenious design was found to be the original God, which satisfies both PC and mobile users by placing small casual activities on the webpage, and all the rewards of the activities have the original stone, which is relatively valuable and can be used as virtual currency for lucky draws in the game. Currency, players participate in this activity, cleverly meet the commercialization of the active, payment, retention; activities also meet the psychological motivation of players want to save money, to achieve a win-win situation. The following are the operational activities of Harajuku in the past two years: Activity List - Harajuku WIKI_BWIKI_BWIKI_BWIKI Activity List - Harajuku WIKI_BWIKI_BWIKI_BWIKI, and through subdividing and combing the activities, we found an interesting phenomenon, which is easy to understand by looking at the picture: ⑤ Focus on highlighting the value that can be gained from the activities. 01. Information design: emphasize on the expression of the details of the discounts and rewards to convey, enhance the attractiveness, and let players know at a glance what rewards are available in the activities. Information design: pay attention to the details of the discounts and rewards to enhance the attractiveness, so that players can know what rewards there are at a glance, and enhance the click rate 02. dynamic effects design: for the dynamic effects when getting rewards, there will be different rhythms and colors to show, to give the player different expectations, the use of a large number of gold and purple, suggesting that the quality of props extracted from the resource quality and the value of the sense of accomplishment to the player to shape a different sense of lucky draw; special important rewards need to be emphasized by the special effects of the prompt 03. visual design: in the background and border processing, the use of special material expression and Processing, the use of special material performance and borders, labels, to strengthen the attractiveness of the props. Cause players to pay attention to, enhance the payment 6, how to make users cognizant that you do a marketing campaign is the year's strongest, the most cost-effective, the most worth grabbing? Attention: (in what details and daily marketing activities to make a difference)? For example, special effects, CG, previews, sets, etc. ① Create a tense promotional atmosphere with limited-time special offers, time countdown focuses on allowing players to see the comparison between the discounted price and the delineated price, as well as the countdown to the event and the remaining number of discount quotas, creating a tense promotional atmosphere, enhancing the sense of scarcity and urgency, and stimulating the desire to buy. The short time limit will give customers a stronger sense of urgency, creating an atmosphere of "no time to lose, no time to lose". The core lies in the time, the number of scarcity created by the atmosphere, resulting in the scarcity effect, and ultimately affect the user. ② emphasize the limited number of activities must be limited to the total number of high-value products and diversion effect is very good if you can set the number of less, and vice versa, you can consider increasing the number of discretion. Even if there is room for profit, do not set too much, because the smaller the number, the more it reflects the scarcity, which is the same as some people buy limited edition is a reason. From a psychological point of view, hunger marketing not only creates anxiety, but also increases the value of the product in the minds of consumers. For example, "386 people have participated, only the last 15 seats left", "the first 100 people to buy 40% off" and so on. Many users are in a wait-and-see state, is to tell the player, your decision is wrong, can not hesitate, to decisive order. The purpose is to let the user know that the scarcity of this spike, this time do not grab, next time you have to buy at a higher price. ③ Emphasize the loss of non-participation (not very recommended) emphasize the loss, often attract attention, but also wake up the player's anxiety. The greater the loss, the greater the anxiety. The most common type of copywriting, we often receive tips that the offer is about to expire, such as "your coupon expires in 1 day" "activities have 1 day to expire" buy now to save XXX. It should be noted that when the time is over, even if the goods are not finished, but also resolutely shelved the promotional activities to set off the goods in order to set off the goods in the hands of the end of the activity, the goods in a period of time will no longer be created in this activity. After the event, the product will not be created for a period of time. This will give people a feeling of "no chance to lose, no chance to lose". ④Enhance the excitement of the activity through preheating, when the player loads the game, slap the face to preheat the activity/preheat the activity in the game video platform and the community, to avoid users missing the spike activity, and inform the activity time point in advance, so as to lay the foundation for creating the atmosphere of coaxing to snatch. ⑤ According to the theme, develop a color scheme in line with the design style E-commerce promotional activities, publicity are dominated by red and yellow tones? Because this part of the hue represents exuberance and passion, can mobilize people's emotions, the hue is more eye-catching. Games, on the other hand, need to be judged according to the theme of the game and activities, according to the title keywords to adjust the corresponding design style appropriately. (6) Combining psychology and human weaknesses to write emotional copy, mobilize players' emotions, and guide players to produce behavioral posters use "carnival", "crazy rush", and large cashback such as inciting words, in addition to words such as "hurry up", "fast", "immediately", "right away", "fast", "fast", "fast", "fast", "fast", "fast", "fast", and so on, Fire this kind of words in the tone of urgency, more mobilization of customers single purchase emotions. (7) preferential promotional activities to have a legitimate reason, such as festivals or topics, events to expand the game activities to convince players "the boss's wife ran away, the boss is not interested in business, all commodities at the price of dealing with the skyscraper, all discounts." The opening of new stores, Christmas, the school season so that users will feel that the business is not because of product quality problems / inventory clearance and price reductions. (8) to the preferential promotional activities to increase the scarcity of free/no threshold/no limit to participate in, users often do not care too much about, and even white gifts are not necessarily to. Need to give certain restrictions, and clearly inform the player. ⑨ use of psychology to influence the mobilization of the player's emotions 1. Comparison of the psychology of the most classic principles of consumer psychology, simply put, a 2000 yuan of products and a 1000 yuan seems to be almost the same product, the two put together you will feel 1000 yuan this super cost-effective, it is easy to generate the impulse to buy. Similar to Starbucks' coffee and mineral water comparison, KFC's set meal and a la carte comparison, KFC's SVIP and ordinary user's rights and benefits comparison.2. Herd mentality is because in the pursuit of a sense of security, to avoid mistakes and low decision-making scenarios dominate our choices. The feeling of gambling with a small amount of money is a strong addictive experience, and people only think of leaving when they lose, and rarely leave when they win. This is the essence of the casino profit model. 4. take advantage of the cheap and changeable surprises through the uninterrupted "preferential" to attract users to produce the desire to pay, need to pay attention to: the first must be preferential, the second must be sustained can not be interrupted. Continuous and intensive activities are done to the user to see, the continuous transmission of information will leave a deep impression, uninterrupted and varied surprises so that the user is always in mind. With the countdown, remind users to seize the opportunity, time is running out. Third, the attention of the event design? 1, copy design need to pay attention to streamlined and focused, attractive: ① activity theme: is used to disseminate, copy combined with the theme of the content, need to be concise enough easy to read (try not to have secluded words), easy to disseminate. Ask yourself: what makes you buy props, the use of props, participate in activities that attract you in the end, what is the outstanding selling point of the event, pay attention to the most important, the most selling point, the most appealing information should be bolded and weighted to show that the focus is prominent ② Subtitle: you can do to supplement the props related to the introduction of the information needs to be vivid and specific, concise, interesting, easy to understand, easy to disseminate ③ operation of the guide word: guide Users click/participate to increase the verb to guide, stimulate players to click into ④ activity time: do not let the player to think about how many days to clearly inform the countdown between XX days X hours X minutes X seconds, more specific and clear. ⑤ activity play & rules: 01 perfect the core rules of the activity, simple words, a sentence to summarize the key points: to be able to speak clearly in a sentence, and can make most users hear and understand. 02 on the activity rules for the division of the classification: for a certain type of problem, will be divided into a number of rules of the rules of the activity, each rule describes only one problem, and then presented in the form of a list of the user is easy to understand. 03 good at giving examples. 03 Good at giving examples: Use dynamic or actual cases to demonstrate. Reduce the learning cost of the player's understanding.04 Pursuit of interesting rules: too standardized playing rules are too rigid, so they should be pursued as interesting. Provide players with emotional value when reading. There are two ways to do interesting: one is random, the other is interactive. (The most common is random, because the process and results are unknown and interesting, such as playing cards, scratching lottery tickets, etc., with the most common words, the Chinese people are good at gambling, we need to take advantage of. But in fact, it is not that people are good at gambling, it is the nature of all human beings, the brain's mechanism is determined) When we have a pleasant emotion for a thing, the brain will store this memory, until the next time we face this thing, it will quickly release dopamine, bring us a pleasant signal. And once a large amount of dopamine secretion to make this impulse object, slowly become a very important to us "source of pleasure" when the dopamine will quietly distract the brain, until relying on the rationale is also very difficult to control the point. 05 users like the sense of surprise. The randomness of the setting, undoubtedly let the user in the process of using the product, experience a lot of fun beyond the expected. The use of randomness in product design is helpful for both user promotion and retention.06 According to the habits of different regions, develop local activity texts, so that players can easily understand the rules and gameplay of the activity.07 Use more short sentences, simple and powerful verbs, and less jargon and adjectives.2. 2, the design process and design principles need to pay attention to: ① Reducing the cost of understanding for the user Activity rules and forms are simple and easy to understand, the rules and forms are simple and easy to understand. For complex activities whether the need for novice guidance, good rules design, can make the two sides of the transaction becomes more efficient, and maximize the output of user value. ② reduce the user's monetary cost of the benefits of the user to clearly inform the amount of money saved, whether the price is acceptable, whether in line with the psychological price of the player. ③ Reduce the user's time cost and implementation of the path of activity operation in pursuit of minimalist, pay attention to the removal of cumbersome redundant links. ④ Reduce the user's trust cost, whether the quality of the resources meets the player's psychological expectations, whether it is attractive enough, whether the most attractive elements need to be placed in the most eye-catching position, and whether it is worth the money after purchasing - an evaluation system can be added according to the situation. ⑤ Reduce the threshold of user participation design needs to be consistent with the majority of user habits and perceptions, taking into account the various types of users in the game, to reduce the learning cost of the players, the simpler the better the way to participate in the activities, so that the user is more likely to accept, complete; the lower the threshold, the greater the number of participants. (6) the interaction of activities to reduce the human thinking in the activities of the interaction of more effort, for example, after the registration of activities you guide the player to the lottery, the lottery on the completion of the jump to the next link; step by step, the system takes the user to go. (7) pay attention to the closed-loop design of the game each reached a stage, the need to give players timely feedback and rewards, and continue to guide the player's actions. ⑧ The landing page needs to convey information from the user's point of view to capture the user's psychology (convey relevance, demonstrate product value and provide a clear call to action.) Note 1: the core logic of the value of goods is the product, price, service, cost, efficiency, need to focus on designing how to guide users to participate in activities and achieve business transformation: 1. Time - the time required to complete this activity. 2. Money - engaged in this activity Physical strength - the physical strength required to complete the activity. 4. Brain power - the brain power required to engage in the activity. 5. Social bias - acceptance of the activity by others. 6. acceptance of the activity. Note 2: Clear interaction 5 elements: scene, medium, user, goal, behavior 3, design performance, need to pay attention to: ① interface structure to highlight the main content, highlight the visual center of gravity (the principle of two-eight), the quality of the illustrations should be high, the color scheme is comfortable, and the hue is as uniform as possible to reduce the interference factor. The following is "Endless Duel" "I want to live" "PUBG Jedi Survival" "Operation Wilderness" "Awakening of the Nations" "Original God" interface can be observed that the quality of the picture is high, the first glance can be observed corresponding to the main content, and the background is mostly in dark and advanced gray, highlighting the content of the front, the interference elements are relatively small ② interface content can focus on the performance of the important preferential values, highlighting the benefits, visual progress logo ②Interface content can focus on the performance of important preferential values, highlighting the benefits, buttons can be added special effects. 01 performance of preferential values & highlighting the rewards and benefits 02 visual progress logo, buttons with special effects 03 important rewards special effects to emphasize ③Copywriting is concise and clear, the location and layout should be focused to avoid repetitive expressions. ④The theme style and rules of play of the event must be combined with the product itself. Well-produced theme materials are needed to accentuate the atmosphere, and the design elements need to fit the symbols, behaviors, and plot scenes of the worldview to create a specific atmosphere. Let players have a sense of identity, cause players to ****ming, produce part of the emotional value. Trigger desired business behavior. Combination of visual elements based on the theme of the game activity, expanding for each link to enhance the sense of immersion and immersive atmosphere.1. Bring in scenes, characters and elements related to the worldview, associate memory with reality, touch players' emotions, and cause *** chirping.2. Incorporate the information into the game world, which is easier for the user to learn, and is in line with social experience and behavioral cognition, and the art design is designed with a strong visual impact and the integration of IP storytelling The art design, with strong visual impact and IP storytelling integration, better highlights the IP style and features. For example, in the IP linkage of Endless Duel, the performance of each linkage will be designed with the corresponding IP elements: ⑤ In the rules of activities and instructions of gameplay, you can also use the flow of pictures, which is simple and intuitive to describe the activities. For slightly more complex activities, the corresponding newbie guide can be added. (6) The design style of the operation game needs to convey a simple and easy and interesting feeling (similar to the casual games on the market, no pressure, fast and interesting).4. Emphasis on transposition: the user's perspective and the designer's perspective are exchanged ① The user's perspective: Is this what I want? What can I get from it? How do I participate in the activities? ② Designer perspective: what attracts players to participate in activities? What aspects of the activity will make it memorable? What aspects of the activity will make players feel good? Does it meet the psychological expectations of the users? Does it create unexpected excitement in the event? If you want users to order and buy, what are the specific reasons and conditions for users to order and buy? How to combine the real-world business operation model to implant this activity? For example: A: Attention (Attention) I: Interest (Interest) D: Desire (Desire) M: Memory (Memory) A: Action (Purchase) 5, activities to the player to bring the value of the dimension of judgment: the essence of the society, can not be separated from the "value exchange" of the four words. "Value exchange" does not only refer to the material level, but also includes emotions, cognition, spirit and other aspects (emotional value, wealth value, thinking value, aesthetic value, etc.). It's as if you need to have at least one core competency in order to gain a foothold in society. Of course, it's better to have multiple core competencies, which can make you more competitive. Users through the output value (such as money, time, energy, psychological learning costs, physical operation costs), the operation of the activity corresponds to what rewards can be provided (such as props, gameplay experience, services), to provide users with the common value contains: ① sense of value, value for the user to bring the value of the emotional value, aesthetic value (of which the value of the wealth, the value of the thinking of the general game activities will not appear). ② usability, the user can effectively achieve the goal ③ easy to read, the user can quickly GET the focus of the activity, easy to understand ④ brand, so that the user trust 6, the activity can draw on the weaknesses and desires of human nature: ① the seven deadly sins of human nature: arrogance, jealousy, rage, laziness, greed, overeating, lust. ② seven weaknesses of human nature: inferiority, vanity, jealousy, fear, paranoia, follow the crowd, free. ③ Fourteen original desires of human nature: food, sex, hatred, curiosity, entertainment, ego, family, civil rights, status, honor, socialization, prestige, authority, so that the audience is moved to mobilize the player's emotions are also around the fourteen original desires. ④ Eight basic human desires: survival, enjoyment of life, and prolongation of life; enjoyment of food and drink; freedom from fear, pain, and danger; seeking sexual partners; pursuing comfortable living conditions; comparing oneself with others; caring for and protecting one's loved ones; and obtaining social approval. ⑤ Note: Because people are lazy, people are impatient, and people do not like to learn. It is precisely such seemingly near-unusual truths about people that are the core underlying logic and the hardest part of making a product. Therefore, it is necessary to pursue the depth of user participation (similar to the addiction model, so that players get higher rewards according to the difficulty): the expectation that the depth of user participation, not the design of the process is deep, but through the user's continuous input to give their willingness to participate, so that players get positive feedback, so that players continue to invest in the generation of the heart flow. Produce a deeper experience. (*This content represents the author's personal understanding. Some pictures and texts are collected and organized from the Internet, and are only used for learning and communication purposes.) -end- Purpose of writing - to create value 1.With the help of external pressure, to improve their own writing standards 2.With the help of external feedback, to optimize their own writing skills 3.With the help of external incentives, to drive their own long-term writing