To promote Internet finance products, how to plan and develop H5 mini-games?

If a product is created to solve a certain pain point, then the optimization and iteration of a product is to provide a better user experience. In order to make users more willing to use your product and make them addicted like playing games, you need gamification thinking.

Designing Internet finance products with a gamification mindset can increase the frequency of interaction between users and products, increase product usage time, and improve user stickiness. Therefore, many products now like to add development-type mini-games, hoping to increase product fun and user activity in this way.

So how do you design a development game that’s suitable for your own product? You can find design ideas from the following points.

1. Game scene and character settings

You can choose scenes and characters that are related to your own products. This will make them more brand-relevant and memorable to users.

For example, JD.com’s “planting beans”, Xiami Music’s “raising shrimps”, and Suishuiji’s “picking up the bargains”.

In order to avoid dull images, attention should also be paid to visual dynamics when designing specific game scenes and characters. The character's appearance changes in various scenes and at various growth levels.

2. Plan a clear growth path

At each stage, there are some conditions for reaching the next stage, such as collecting energy to a specified value to upgrade. Then the consumption and acquisition of resources are subject to certain expectations. Players will think for themselves in this process and look for the best strategies to grow quickly.

The growth line is accompanied by the setting of output and consumption. The value setting is very important for whether a game is attractive. However, as an H5 mini-game, it does not need to be too complicated. The development should be gradually opened up along with the previous growth line.

For example, in "Ant Farm", users obtain feed by completing tasks, and then feed chicks to generate love. When the amount of love reaches a certain amount, they can make donations for charity. The user's growth path is the change in honor value reflected by donating love. The path from the "Helping Others" medal to the "Benevolent is Invincible" medal is a complete growth path.

When designing a user growth path, you must pay attention to several points:

• The score values ​​for each stage should be clear;
• The tasks required to move from one stage to another should be clear;
• The user growth path should not be too short, which limits the user's growth ceiling.

3. Set rules based on the operation indicators of mutual financial products

For users, all games, including simulation and development games, always have a goal, which is why they upgrade their levels. Some games are for unlocking nice props, or achievements, or new forms, etc. But for operators, everything is based on KPIs, so the setting of game rules must be combined with operational indicators. In other words, break down the KPI into the user's tasks and guide the user step by step in the form of rules to help you achieve the KPI.

Of course, if you tell users right away that they need to complete tasks such as paying an order, investing a sum of money, etc., they will definitely not buy it. You need to let users taste the sweetness of rewards first, then tell them the results (benefits) of completing more tasks, and then tell them how to achieve these results.

After clearly announcing the benefits that users can obtain, you can then inform users of which behaviors can earn points and how many points each behavior can earn. This is actually the task system that we often come into contact with. Tasks are generally set as sign-ins, sharing, invitations, and product-related behaviors .

For example, "Ant Forest" gains energy points by using Alipay for payment, travel, and daily life; Weibo's "Panda Guardian" gains energy points through sharing, following, forwarding, and other behaviors.

4. Introduce social elements

A small game, after adding social elements, will play a great role in motivating users.

When it comes to socializing, stripping away all the fancy forms, the core essence can actually be summed up in one sentence: socializing is time. Socializing is the process of communication between two people. Why should we spend time doing this? The answer to this purpose is actually quite simple, which is to obtain equal value exchange.

Generally speaking, conventional value exchanges include the following: exchange of interests, exchange of ideas, sharing of values, food and sex, loneliness, social factors, life needs, sense of existence, sense of honor , etc.

For example, the ranking list of Ant Forest is an equivalent exchange for a sense of existence and glory. Because the ranking reflects each person's contribution to the public welfare project, everyone generally competes for the ranking.

On the other hand, friends can interact with each other by stealing energy, watering, helping to collect energy, etc. They can also plant trees together, with several friends working together to grow their own trees.

Creating a lot of interactions between users can increase user activity and retention rate.

5. Public Welfare Module

Doing charity meets the public's spiritual needs of "altruism" . As long as you find the right angle, charity has the chance to become a hit.

For example, Alipay’s “Ant Forest” embeds public welfare activities into users’ travel and payment scenarios. In order to plant a tree, many people get up early to "steal" their friends' energy, increasing the frequency of opening Alipay. Similarly, Weibo’s “Panda Guardian” has already had one million daily active users, and the user return rate on the second day has reached 60%.

summary

An excellent development game can not only increase the frequency of use of Internet finance product functions and users' enthusiasm for interactive participation, but also allow users to complete the operational goals set by operators in a relaxed gaming atmosphere.

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4. From 0 to 1, how to engage in product operations in the field of Internet finance?

5. Internet Finance Tips | 4 stages to help you quickly increase your repurchase rate

6. Beginner's Guide to Internet Finance Operations: 2 cases to teach you how to master Internet finance activities!

author: Internet Finance Marketing Research Institute

author: Internet Finance Marketing Research Institute ( ITFINLAB )