Analysis of the fission gameplay of Pinduoduo activity!

These two days, I couldn't get around the "greed" in human nature and participated in Pinduoduo's cash withdrawal activity. Fortunately, I finally made a profit of 100 yuan. But I think I am relatively lucky, most users must have been ripped off. Today, I will review the details of Pinduoduo’s gameplay and share them with everyone.

The main content includes 4 parts:

1. Endorsement by friends – building trust;
2. Gameplay design – locking in users;
3. Incentive mechanism - attracting users to continue to invest;
4. Simple design——interaction and copywriting design.

1. Endorsement by friends

This is what happened.

In the afternoon, I suddenly received a WeChat message from a friend.

I was quite resistant to Pinduoduo's approach before. Although I was asked to help a few times, I basically did not participate in it in depth.

Because everyone has a basic consensus that this is a "scam" and most users are unable to successfully withdraw cash.

But this time, the personal experiences of friends were very inspiring, and they said that it was particularly easy to withdraw cash today. After Pinduoduo's assistance was completed, I also unconsciously wanted to give it a try.

Social networking among acquaintances is more likely to generate a sense of trust and motivate users to take action.

Pinduoduo uses WeChat to endorse the event intentionally or unintentionally during the process of user self-propagation.

There are indeed successful cases around us, so when discussing these activities, people often mention "I withdrew cash last time" or "I have a friend who successfully withdrew cash."

Perhaps these cases happened a long time ago, but due to their scarcity or envy, they have become a symbol in the minds of users and are constantly mentioned by friends around them, making more people feel that withdrawing money is not impossible.

So many people say that it is impossible to succeed, but at the same time they are unwilling to give it a try, just in case they succeed. After participating, you will find that the gameplay design is really a series of links.

2. Gameplay Design

This kind of operation activity needs to rely on good gameplay design to capture users in the initial stage and motivate users to continue sharing and attracting others. There are mainly the following aspects:

1. Magnify the benefits and narrow the gap

I don’t know if Pinduoduo was the first to invent the cash withdrawal method, but it has played it most thoroughly. The gameplay of other e-commerce platforms is basically shopping coupons and gold coins. The amount is relatively small and will eventually flow back to the e-commerce platform.

When it comes to cash withdrawals, and when the amount is relatively large, the "greed" in human nature is more easily aroused.

In addition, Pinduoduo gives users a very high initial deposit, and they only need to deposit 0.1 yuan to withdraw cash. The huge difference between benefits and costs makes users who are unaware of the truth think that the task can be completed easily, which greatly increases the enthusiasm of users to participate.

2. Create a sense of luck and strengthen value

Pinduoduo's large amounts of cash are not given directly to users, but are multiplied through a process. Various copywriting and gameplay are used to enhance users' sense of luck and make the withdrawal amount more valuable.

3. Psychological gameplay, creating illusions

1) Lower the user's psychological threshold

There is a term called "golden time" in various rescue activities. Pinduoduo also firmly grasped users through various gameplays at the beginning of the game.

For example, gifts, doubling cards, direct cash-in cards, exclusive privileges, etc., continuously reduce the task amount, and bring users into the gameplay, creating the illusion that withdrawals are particularly easy, to ensure that users will not leave easily.

2) Strengthen the sense of gain

During the event, Pinduoduo also added experience-based gameplay. When users are not paying attention, they may think that the withdrawal is successful. The excitement at that moment will stimulate the user's desire for a successful withdrawal and attract the user to share more actively.

3) Positive Incentives

Everyone knows the story of "looking at the plum to quench thirst", which is about giving others hope. Pinduoduo’s “prediction gameplay” is probably similar to this effect.

Through a series of visual scenes, users are told that if they invite one more person within 10 minutes, they will have the opportunity to withdraw cash, helping them build confidence and hope.

4) Negative Emotion Guidance

For users who have played the game before but failed to withdraw cash successfully, Pinduoduo has specially set up a time-travel gameplay. Inform the user that if they had tried harder last time, they would have been able to successfully withdraw the money.

We hope to use the negative emotions of missing out to encourage users to cherish this opportunity and not give up easily.

After this series of operations, users have basically been brainwashed by Pinduoduo.

At this point, the amount is almost equal to the withdrawal limit. The sunk costs plus the temptation of large sums of cash laid a solid foundation for the subsequent recruitment of new people.

After entering the sharing session, Pinduoduo added various redemption props, from gold bars to gems, and then to red envelopes, layer by layer.

In order to win cash, users need to constantly seek help from friends to get the opportunity to smash the wooden boards. However, this kind of sharing requires favors, and it becomes increasingly difficult in the later stages. Users alone may not be able to persist.

Based on the user behavior model, Pinduoduo motivates users to continue playing by lowering the behavioral threshold and improving user capabilities .

1) Lowering the behavioral threshold - Gifting gameplay

Pinduoduo’s method is to smash two wooden boards and give away a hammer. Through this gameplay, the difficulty of user behavior is reduced, the withdrawal target is constantly approached, and ultimately the user's behavioral motivation is enhanced.

2) Improving user capabilities - targeted incentive gameplay

Targeted incentives are when users share with designated users, and can receive up to 10 hammers. In order to withdraw cash as quickly as possible, users are likely to actively share with these users in the hope of obtaining more hammers. As for whether it is possible to obtain the highest reward, that is another matter, but the purpose of encouraging sharing has been achieved.

3. Interaction and copywriting

1. Interaction Design

Game design is the core of this type of gamification operation, so the interactive operation should be as simple as possible, and the same is true for Pinduoduo's interaction.

For operations that require user execution, the operations are automatically completed through a 3-5S countdown, ensuring that users can proceed directly to the next step after completing content reading.

In some scenarios, the pop-up window only provides an execution button and does not display a close button. If the user does not kill the program process, he cannot exit the game at all and can only passively receive information.

2. Copywriting skills

In addition, Pinduoduo has also put a lot of effort into copywriting. The game is full of words that tempt users, such as "direct withdrawal", "good luck", "withdraw 800 yuan", "only 0.01 yuan difference", "get an extra 300 yuan", etc., and they are all emphasized and displayed. Ambiguous hints such as "there is a chance" and gameplay rules have been weakened.

Many users may not understand the rules of the game until the end. Just knowing to share will give you a chance to get cash.

Pinduoduo does have a unique gameplay design, which is especially attractive to users in the lower-tier markets. I heard from a colleague that his parents and relatives and friends set up a special WeChat group to get some benefits, and they would get something from time to time.

But I believe Pinduoduo has gained more...

Author: Mr. Zimu

Source: Mr. Zimu