The user active "play" out, Flow network to create explosive mini game to help marketing

After the wave of mobile Internet, major banks have started digital transformation. In the face of the major challenges of user operation in the process of turning to the Internet, Flow provides a new way of thinking for major financial APPs: through the way of gamification marketing, the user active "play" out.

Promoting user activity through games, Flow opens a new way of operating

With the rapid rise of Alipay and WeChat Pay, banks are gradually being backgrounded in the payment scene, and fewer people are applying for or using credit cards. Although the major banks have begun to carry out intelligent transformation, fully embracing the online, but how to understand the user's mindset, attract users, retain users, is still the banking industry in the process of turning to the Internet to face the biggest problem.

A deep insight into the digital marketing market has always been Flow Network's strength, and its gamified marketing team has nearly 10 years of experience in the Internet operations industry, with core members from first-tier Internet companies such as Perfect World, Ali, Huawei, and other top-tier Internet companies, which has accumulated deep strength in user operations, marketing and IT solutions.

In 2018, Flow built a game operation system "Points Playground" for "Palm Life" APP, which is an important tool to attract users and increase the length of time they use the APP.

("Points Amusement Park" interface)

In this project, Flow customized a number of explosive marketing games, such as Raise Meow Meow, Meow Meow Run, Catch Meow Meow, etc., which not only attracted more than 10 million players in the APP, but also set off a lot of discussions on the Internet, and to date, various tips on how to play the games are still scattered in Baidu. The gameplay strategies of various small games have shown people the huge potential of small games in attracting traffic and user activity.

Gamification marketing is still in the blue ocean, and creative triggering is the key

At the end of last year, the fire of the whole network of "synthetic watermelon" can be called "leverage to pry the earth" model, by virtue of the subtle creativity and interesting gameplay, on-line only a week to wildly attract 40 million players. The game is a great example of "leveraging the earth". This lightweight game is used in the marketing field to promote user activity and attract user retention, which is the category of "gamification marketing", and is still in a blue ocean for platform or brand marketing.

"The creativity of the game to attract users is a very important prerequisite for gamification marketing, which requires the game production team to have a certain insight into the market." According to the person in charge of Flow's gamification marketing, the "Hot Pot Challenge" game created by Flow in December 2019 caused a heated discussion when it was launched. "At that time, the game was launched in December, and we discussed it many times before and after, but in the end, we chose the game plan with hot pot as the core element, because the realistic scene of winter and hot pot match very well."

By the time it was December 2020, the Flow team had produced the Island New Year's Eve series, where users could draw a trip to Sanya by completing game tasks within the APP. The starting point of the design is that most people are forced to stay at home due to the 2020 pandemic, and there is a strong desire to "travel", which makes it easier to mobilize people's enthusiasm for participation.

(Island New Year's Eve activity interface)

and the platform of the depth of the combination of gamification marketing there are more possibilities

from the current market experience, the game is indeed the best to attract the user flow of the hand, but for the platform, the user experience and operational needs of the combination of the ultimate purpose of the game marketing

the game is the best way to attract the user flow, but the user experience and operational needs of the combination of the user experience and operational needs of the platform, the ultimate purpose of the game.

Therefore, in the process of the game through a variety of tasks and gameplay settings within the game, buried a variety of user conversion contacts, to improve the user conversion rate is also an important part of the can not be ignored. For example, by connecting the game operation system with the points mall, vouchers, and other functions within the end, and integrating these businesses with the rules of the game, user stickiness can be enhanced. The flexible setting of sharing and inviting new users in the game tasks will also achieve the effect of feeding the APP.

In the "cloud payment" APP served by Flow, the platform also sends out some phone bills, red packets and other small rights through small games, and users can directly consume in the APP, thus feeling the richness of the platform services. Flow's significant advantage in the supply chain of equity goods can be combined with game marketing capabilities to activate more users' digital consumption scenarios.

(Cloud Payment APP mini-game page)

In addition, when gamified marketing and other functions of the platform are connected, it is necessary to pay attention to the issue of wind control, in order to avoid damaging the platform's main business. Flow's accumulated technical capabilities can guarantee that all kinds of anomalies can be identified during game operation, and irregularities such as brushing and woolgathering can be detected in a timely manner to safeguard user experience and platform security.

Conclusion

As the online transformation of the banking industry gradually enters a refined stage, banks and financial APPs are bound to further grasp the user's mindset and cultivate user value in the future. Currently, Flow has served many banking head enterprises, and will also serve as a partner of banking organizations, with its own deep insights and many advantages in digital marketing scenarios, to help banks with efficient user operations.