In recent days, a WeChat mini-game [Yang Le Ge Yang] has become popular in social circles and has been on Weibo’s hot searches. The popularity even caused the server to crash several times. This article analyzes it from a product perspective. Why is this small game so popular?
Seemingly simple and easy game rules
The essence of the game is to arrange three cards with the same pattern together to eliminate them, and then clear all the cards in the card pool. Unlike traditional games, "Sheep" stacks the cards that need to be eliminated according to certain rules. Players need to move the cards in the card pool from top to bottom and eliminate the upper cards to unlock the lower layer. of cards. Players need to follow the rules and patterns, select each card from the card pool and complete the elimination to pass the level.
The first level of the game is very simple, and the user only needs to click on the card to pass it easily. The main purpose of this level is to train users to learn the rules of the game and allow new users to experience the casual atmosphere.
The second level is relatively simple at the beginning, but as the cards are eliminated, the number of cards to choose from becomes smaller and smaller and the difficulty gradually increases. Watching the cards become fewer and fewer after being eliminated, it gives the user the tangerine feeling that victory is in sight and they can clear the level immediately. Once you pass and fail, the frustration will further make you want to continue the challenge.
A humorous and provocative sharing guide
There are three auxiliary props in the game, and users can obtain corresponding props by sharing. User sharing is the best way for the game to promote fission, and the price for the game is only to provide an auxiliary prop.
In the sharing process, guide words play a key role in user conversion. For example: "Do you dare to play this game before going to bed?" "If you don't have enough intelligence, don't challenge this game!" "It is said that only 0.01% of people can pass the level" "What are you playing when you go to the toilet with pay?" Friends Sharing and such a guide make most users want to try what kind of game this is.
The friend ranking function combines the social nature to capture the user's comparison mentality.
The friend ranking function is the best embodiment of the combination of WeChat mini-games and social interaction, from the earliest "Jerk Off" to "Jump" to the current "Sheep". There are two rankings in "Sheep". One is the regional rankings based on provinces. After clearing the level, you can enter the regional sheepfold and contribute to the region. The other is the circle of friends function in the game. The number of times a user plays and the passing status are expressed in different forms in the circle of friends in the game. You can directly check the game status of your WeChat friends.
The ranking function not only allows users to create a comparison mentality among friends, but also gives users a sense of collective honor after passing the ranking.
Proper ad placement
At present, the main monetization method of the game is to watch advertisements. After failing to clear the game, users can get a chance to revive by watching advertisements.
Why are you prompted to watch ads only after failing to clear the level, instead of obtaining auxiliary props through watching ads? Mainly from the perspective of user psychology and the cost paid by the user, as the cards are eliminated in the game, the number of cards to choose from becomes smaller and smaller, and the difficulty gradually increases. Seeing the cards becoming fewer and fewer after being eliminated makes the user feel that victory is in sight and they can complete the level immediately. However, at this critical moment, users hit a wall, and users obtained auxiliary props through sharing to tide over the difficulties. At this time, the price for the user to obtain the props is sharing. Sharing is not a troublesome action for the user and can be completed in two seconds. For the user, in order to pass the level and satisfy the comparison mentality, this cost is completely acceptable. After all three props were used up, the result was still a failure. For the user, this was the closest opportunity to pass the level, and the cost of sharing had been paid many times before. The user's frustration has already arisen. At this time, it is prompted that they can get a chance to be revived by watching the advertisement. I believe many users will seize the last chance to make a comeback. This is why this function of viewing ads is placed in an appropriate position, just like the situation in real life where people who have been defrauded of money want to recover their losses but are defrauded again.
