The most powerful user psychology analysis: How does "Honor of Kings" make people addicted to it step by step?

According to statistics, the main audience for traditional e-sports games is 21-30 years old, but Tencent's browsing index points out that the main audience for the MOBA game "Honor of Kings" has been pushed forward to 11-20 years old (53%).

Have you noticed that your friends and colleagues, regardless of whether they have played games before, are attracted to a game - Honor of Kings.

Maybe you are on the subway or in a small restaurant during lunch time, you will see someone holding a mobile phone, and the phone will make a "Double kill" sound from time to time.

‍Even colleagues in the company who often play Honor of Kings will form a Honor of Kings playing group.

You know that Lu Han is playing Honor of Kings. Contestants in " The Debaters " even use Honor of Kings as an example for debate. Unknowingly, Honor of Kings has become a national game.

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If you happen to be playing King of Glory, you may find that this game is really addictive. I used to watch TV series and read books when I got home from get off work, but now I start playing games as soon as I get home. I originally wanted to relax after a day of work, but I accidentally played until 2 or 3 in the morning...

Although it is fun to play games, it seems to have begun to affect your normal life. I wanted to read some books and improve myself during my rest time, but ended up devoting all my time to playing Honor of Kings. I wanted to have a good sleep early, but ended up always staying up until 2 or 3 am.

Maybe you have uninstalled Honor of Kings many times, but downloaded it again on your phone when you get home from get off work.

Why is Honor of Kings so popular, with people of all ages playing it? How does Honor of Kings become addictive step by step?

– 01 –

Bundled Social

"In the game, if he gives you a blue, it's as good as a candlelight dinner."

The most successful aspect of Honor of Kings, which is something other games cannot do, is that it maximizes its social attributes. In addition to destroying towers and killing people in the game, people can also complete functions such as keeping in touch with others and flirting with girls.

I didn’t have much contact with my colleague in the company, but I accidentally found out that he was also playing Honor of Kings. After playing a few games, I found that the relationship between us became closer.

After graduation, you may seldom contact your college roommates and friends, but after discovering that they are also playing Honor of Kings, you often team up with a few people to play together. You might not even talk to each other on WeChat for a month before, but now you play together every day through voice chat. It feels like "we are missing one person, and you are the only one missing."

In the past, you and your boyfriend often did your own things, he read novels while you watched TV series, but now, King of Glory has become your common activity. You will find that you spend more time with your boyfriend, and in the game, the romance of him helping you to get a blue and giving you a kill to cover you is no less than the candlelight dinner and flowers in real life.

You can become an apprentice to a master in the game, or you can establish relationships with others such as lovers , girlfriends, good friends, and best friends in the game.

You can uninstall Honor of Kings on your phone with just a click, but you can’t easily clear your social relationships. When you finally make up your mind to uninstall Honor of Kings, but find that when you get home from get off work, your significant other is playing the game enthusiastically and showing off his MVP to you, and your friends start voice chats and tempt you with "five missing one", would you think that not playing the game would be unsociable? Is that inconsiderate? So you have no choice but to answer: Wait a few minutes, I will reinstall Honor of Kings.

– 02 –

Players can easily enter the "flow" state

“I’ve never been so focused.”

When you are playing Honor of Kings, do you feel that time passes by in a flash? Hours felt like tens of minutes. When playing Honor of Kings, you will find that your attention is more focused than ever before, and neither the plot of the TV series nor the food on the table can distract you.

Psychologist Mihaly Csikszentmihalyi defines flow as a feeling of complete mental focus on an activity; when flow occurs, there is a simultaneous high degree of excitement and fulfillment.

Mihaly Csikszentmihalyi believes that activities that enable flow to occur have the following characteristics:

—Activities we tend to engage in

—Activities with clear goals.

—Activities that provide immediate feedback.

—We have a sense of control over this activity.

—Our anxiety disappears when we engage in activities.

- Altered subjective sense of time – for example, the ability to work for long periods of time without noticing the passage of time.

—Continuously optimized obstacles. The activities we are engaged in are within our capabilities and have certain challenges. We can increase our ability to complete obstacles through continuous practice.

Isn’t this what we do when we play Honor of Kings?

He believes that there are four prerequisites for people to enter the "flow" state:

• Intrinsic Reward

When we win a game, we gain a sense of identity and control.

• Clear and accessible goals

When playing Honor of Kings, our goal is to push down the opponent's crystal together with teammates. You can earn gold coins by working hard to kill soldiers and monsters. You can buy equipment with the gold coins you earn. You can improve your attack and defense capabilities by buying equipment... The goal is clear.

The long-term goal is to upgrade through ranking. King of Glory has set up different ranks: Stubborn Bronze, Orderly Silver, Gold, Platinum, Eternal Diamond, and Strongest King. Each rank is divided into levels from 1 to 5. Each level has five stars, and you can get one star by winning a ranking match.

• Instant feedback results

When you finish a game, you can clearly see your own and others' scores, as well as your contribution to the team. If you have the most assists, you can get the honor of the best assist. If you kill 7 people in a row in the team, you will be given the title of Super God. If you have the most output and contribution in a game, you can get MVP.

• Balanced skill levels and challenges

Many people are used to practicing heroes in battle mode. Every time we buy a new hero, we are often beaten badly at the beginning. However, through practice games, we gradually understand the skills of the new hero, kill more and more people, and enjoy the pleasure of counterattack.

The game mechanism of Honor of Kings allows players to quickly enter a "flow" state, where they forget about time and do not feel tired. Instead, they become more and more excited as they play, and can play for hours at a time...

– 03 –

Chicony Effect:

"The system will match you with bad teammates, making it more difficult for you to level up."

Anyone who has played Ant Forest should have had this experience. At the beginning, they were full of enthusiasm and would get up early every morning to collect energy and steal energy from friends in order to plant a tree. However, once a tree was planted, they lost interest and would only remember to collect energy every now and then. Both the frequency of use and the interest decreased after the first tree was planted.

You can clearly remember the movie with a tragic ending that you watched a month ago, but you have long forgotten the TV series with a happy ending.

The Zeigarnik effect is a memory effect that states that people tend to remember things that have not yet been completed more deeply than things that have been completed.

When we are playing the King of Glory ranked matches, players in the bronze rank hope to be promoted to the silver rank, and the silver players hope to be promoted to the gold rank. However, when it comes to the crucial game (when you can be promoted by winning one more game), the system will match you with teammates with extremely low winning rates, so you will find that after playing for a whole night, your rank is still stagnant.

In this way, players will not be able to upgrade to the highest rank - the strongest king - quickly. The system will increase the difficulty of your upgrade, that is, match you with bad teammates. When you play for a night and find that you are still in the original rank, you can only continue the unfinished goals of the previous day tomorrow or the day after tomorrow.

In Honor of Kings, those who drown are often players who have not yet reached the highest level, while those who have reached the highest level, like the Ant Forest that has successfully planted a tree, have already reached shore.

– 04 –

The law of individual characters

How did "Honor of Kings" become popular across the country?

Why did you start playing Honor of Kings?

Most people probably downloaded the game because of recommendations from friends, or because they saw their favorite celebrities playing it, or because they saw discussions about it on a public account they followed.

The law of individual characters that cause trends was mentioned in "The Tipping Point", among which connectors, insiders and salesmen are the three types of people who cause trends.

In the process of spreading Honor of Kings, your friends, celebrities, public accounts, and Weibo KOLs all played certain roles. Maybe you don’t believe in advertisements and think that big accounts have received money, but it is difficult to resist the games recommended to you by your good friends.

Maybe you are not interested in games, but when you find that your favorite Lu Han is also playing King of Glory, you also download a game...

In the roles of liaison, expert, and salesman played by friends, celebrities, and KOLs, you are inevitably influenced. With multiple exposures, Honor of Kings has become a national game.

Final Thoughts

As a heavily addicted player of Honor of Kings, the happiest thing when I get home every day is to lie on the bed, turn on the TV series, and then call friends to play Honor of Kings together. This happy and decadent feeling lasted for half a year.

During this period, I uninstalled Honor of Kings 5 ​​times. The reasons for uninstalling were varied. One time was because I was late for work due to playing Honor of Kings, another time was because I didn’t submit a manuscript due to playing Honor of Kings on the weekend, and another time was because I was reported for no reason and said goodbye to Honor of Kings in anger...

What, you asked me how I successfully quit playing Honor of Kings?

I won’t say any more, I’m going to go play a few rounds first.

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