The growth formula, dismantling the growth path of the whole people

Recently there is a more popular small program game, called the whole people to untie the rope, at first in the vibrato to see someone in the process of posting this game, triggered a lot of people's "enthusiastic initiative" comments, with a curious attitude, retrieved the "national untie the rope" small program, found that there are only two on the whole network, through screenshots, we can see a lot of friends have recently played.

But what surprised me was that this explosive little program was actually developed by a person, and the idea was really great.

Small games that can drive growth are really good ideas

01

PART

The lightness of the development cost of the mini game is its biggest driving force, and the creativity is his driving force.

First of all, the mini program game "Untie the Rope for all" is very lightweight, even very simple, almost no planning, almost no functional design, almost no user behavior behavior analysis, no behavior path guidance design, and all page interaction design is fixed. In other words, translated in the vernacular, "the whole people untied the rope" is equivalent to the PC era, and the 4399 web game epitomizes many simple and interesting games.

So where did the really great idea of "untie the rope for all" come from? It's actually still simple. Simplicity is the main reason for this game to become a quick and fast fission, don't rush to deny and surprise, because "simple" is a double-sided mirror, and it is also the most headache for small games to face the bottleneck of growth in the future.

Simplicity is the creativity of this game, simple, but also an indispensable principle within human nature, looking back at the games in the WeChat Mini Program, simple and explosive mini games are not in the minority, such as WeChat's first Mini Program game to hit the plane, jump a jump, 2048, etc., are called the classic of dissemination.

The linear logic and prominent problems behind the national unraveling

02

The most important feedback for gaming is immediacy. For puzzle games, a step-by-step sense of challenge and feedback are important components between level levels.

"National untiing the rope" is also well aware of this principle, in the handling of the first level, the difficulty brought to the player is very low, but there is a sense of challenge (in the later review, I think this challenging feeling is only a psychological phenomenon caused by my first contact with this thing), in the 1-10 level difficulty challenge will be very easy, let me involuntarily throw myself into this game, because I always think that the next level may have a different way of untangling, maybe it will be more difficult, in order to constantly force myself to meet the challenge, when experiencing the game, Flow is in a very awkward state, half-in-and-out.

The problem is that as the number of levels increases, the difficulty of the game does not seem to have changed at all, or the same layout, the same number of ropes, the same method, and even the same way to pass the level. While the difficulty does not change, the sense of feedback will gradually be lost, and even at one point I felt that the game was (bullying my IQ).

Looking back at the game "Jump a Jump", at the beginning of the game, the difficulty value is simpler, but the higher the score, the higher the difficulty of jumping in the game, which will be more difficult for the challenge, but it will be more sticky. In front of the challenge, human nature will have two choices, the first is to challenge the past, and the other is to choose to lie flat and give up.

Challenge is a double-edged sword, it can make the game, let the product instantly enhance the vitality, but also can make a product fall quickly. In human nature, the typical anti-human nature, the challenging things may be reading and learning, of course, fitness and weight loss. At this time, there must be good guidance, through feedback, triggering, to make the challenge more sticky, and then there is addiction.

The little game "Untie the Rope for All" is also very "unconventional", so that I lack a lot of fun to compare, if I add this mechanism at the time of the development of this game, this mini-game may be more active, and this is the leaderboard. In the challenging game, when you are fighting monsters to upgrade, or krypton gold upgrade equipment, is it not the most important thing for others to see your identity level or your number of levels, such as the kryptonite level with the most status value in the list of friends of the glory of the king, and the number of level stars. But this "national untiing" is bare, completely immersed in its own level, unable to share, unable to show off, and over time, the continuous power that exists in the game disappears at any time.

If it is developed by a company, this game may bring us a different scene.

How to copy this simple mini-game?

03

This topic is actually a long time I want to write, before I want to start a business, the aim is the direction of the mini program game, the planning and theme has been very clear, the growth path is also planned, but the lack of Dongfeng, because the technology is delayed to meet the demand, can only regret to give up.

It's actually very simple to replicate this little game. First of all, we plan the basic preparation of the game's direction, genre, user portrait, etc., and secondly, we must plan the triggers in the game, maintain stickiness and sharing desires, which is important.

For example, we set that this game is casual, and user portraits are classified among the workplace people in the subway. At this time, we will know that time is more fragmented, the completion of the action in the game should be "short" or "overall simple", 30 seconds -1 minute to produce a sense of feedback, complete a certain action, how many enemies have been destroyed, how many mines have been stepped on, etc. The design, because we must remember that the time of the game is not only vibrato, but also the opening and getting off the subway.

Secondly, it is to set the leaderboard, must be to design the leaderboard, in this society, the leaderboard has become a fact recognized by the public, the big, Forbes rich list, the small class score ranking, are an important basis for the ranking performance. Don't forget, all products of Tencent have rankings, WeChat reading has reading time, WeChat sports have exercise step rankings, QQ has level rankings, and so on. This ranking needs to be customized according to your game product, which is the desire to dominate user sharing, which is the core of your product game.

The last point is simple, the game design should not be too complicated, the more streamlined the game, the easier it is to catch fire. It can also be understood from another perspective, the more complex the development cost will be higher, the surrounding cost will also increase, simple games, not only reduce the development cost, but also let the game run up, get the user data, and then further optimize and improve.

Finally, play more mini-games to see which function of this game can make you find the "aha" moment, for example: remember a game that was very popular in the past few years called "cut watermelon", this game is not only to make children recognize different fruits, but also to make adults feel the comfort of understanding pressure at the moment of cutting watermelon, and this is the "aha" moment.

Finally, I hope that the aspects of growth can communicate more and interact more.