"Honor of Kings" mobile game product analysis report: The rise of Honor of Kings, victory or defeat is so simple!

1. Document Overview and Analysis Purpose

• Experience model: Xiaomi MIX
• System version: 6.0.1MXB48T
• App version: 1.17.1.23
• Experience time: 2017.3.25
• Purpose of analysis:

1. Understand the product characteristics of " Honor of Kings " such as product strategy, product functions and product performance;
2. Understand the competitive situation and development direction in the mobile game market;
3. Analyze the reasons for the success of "Honor of Kings" and its corresponding strategies.

2. Product Introduction

• Product Name: King of Glory
• Product Type: MOBA massively multiplayer online competitive mobile game
• Supported platforms: IOS/Android
• Product logo:

Product slogan: 5V5 hero fair battle mobile game

• Charging model: Selling points in exchange for heroes, skins and other small props
• Operation mode: touch and touch remote sensing
• Product introduction: "Honor of Kings" is the world's first 5V5 hero fair battle mobile game, including 5V5 Canyon of Kings (including fog mode), 5V5 Abyss Brawl, as well as 3V3, 1V1 and other diverse modes. There are also many heroes to choose from, and you can experience pushing, supplementing soldiers, pentakill, and team battles. The game time is short and tests personal operation and team cooperation ability. There is no development and physical strength setting, and the victory or defeat is determined by technology.
• Product positioning: MOBA mobile games based on WeChat and QQ social relationship chains
• Product Features:

1. 5V5 classic map, three-way tower pushing, presenting the most authentic battle experience;
2. Start a group at any time and have fun for 10 minutes;
3. Fair competition, no training, no physical strength, victory or defeat is determined by skills;
4. The economy is on your palm, you can start playing anytime, and match with hundreds of millions of players at the same time.

3. Market Analysis

Since "Honor of Kings" was launched in the third quarter of 2015, we will first focus on analyzing the market overview at that time.

According to the 2015Q3 China Mobile Game Market Quarterly Monitoring Report released by iMedia Research, as of 2015Q3, the number of mobile game users in China reached 497 million, a month-on-month increase of 1.2%. The growth rate continued to slow down, and the scale of mobile game users has gradually peaked. In fact, this is indeed the case, because by the end of 2016, the scale of mobile game users in China had only reached 523 million, with a growth rate of less than 5%. The user dividend of domestic mobile games has reached its ceiling.

In terms of player payment ratio, in the third quarter of 2015, the payment ratio of mobile game players was still extremely low, and the acceptable single payment amount was mostly below 50 yuan.

In terms of game types, iMedia Consulting data shows that red ocean market game types such as chess and cards, cool running, turn-based RPG, cards, casual, and role-playing games have become saturated, while blue ocean markets such as MOBA, 3D action, and sandbox have yet to be explored.

The top three game types in terms of player proportion are casual puzzle games, parkour racing games, and poker and board games, with a proportion of more than 50% each.

It was also around the third quarter of 2015 that Hero Entertainment took the lead in establishing the China Mobile Esports League. At this time, the growth trend and number of global esports enthusiasts remained unstoppable, and China accounted for more than 50% of the global esports enthusiasts.

From the above data, we can basically see that in the third quarter of 2015, MOBA mobile games were still a blue ocean market, which is unimaginable for most people, because the world influence of PC games such as " League of Legends " and "Dota2" had reached its peak. Data shows that more than half of the PC game players in the world play MOBA games. The two products "League of Legends" and "Dota2" alone have cultivated more than 1.5 billion MOBA users worldwide, but on mobile phones, MOBA games are not even popular. This is certainly related to the level of mobile phone hardware at the time and the difficulty of developing MOBA games, but it is undeniable that with the increase in mobile phone screens and the improvement in hardware levels, as well as the high user stickiness and strong player interactivity of MOBA mobile games, coupled with the development trend of mobile games becoming more serious and high-quality, in the future, MOBA mobile games are likely to make great progress.

Moreover, MOBA games are different from most other games in that MOBA is a type of game in which content is completely generated by users. When the number of users reaches a certain level and the momentum has been formed, there may not be rivals that can match it in the foreseeable future. "League of Legends" is such a precedent.

Tencent also saw this opportunity at the time, so it released two new MOBA games, namely " King of Glory " and "Honor of Kings". Interestingly, when "King of Glory" was initially tested, it was purely competitive, focusing on 5V5, without a development line, while "Honor of Kings" had a development line, focusing on 3V3, and no 5V5. Therefore, the internal test results of "King of Glory" were far better than those of "Honor of Kings". However, in the subsequent development direction, both of them changed in opposite directions. Finally, with the efforts of Tianmei Studio and the self-destruction of "King of Glory", "Honor of Kings" came from behind and far surpassed "King of Glory" in game mode and product quality.

Finally, in the fourth quarter of 2016, real-time strategy/MOBA mobile games topped the list of the most popular game types. At this time, the red ocean has been formed and the pattern has been determined. Game companies can either choose to fight with "Honor of Kings" until they are beaten to a pulp, or they can only look for the next blue ocean.

However, both of these paths are difficult.

4. User Analysis and Demand Analysis

4.1 Analysis of target user groups

First, let’s take a look at who the main user group of League of Legends is. The data obtained by searching "League of Legends" using Tencent Browsing Index shows that the majority of League of Legends users are aged 11-20, followed by 21-30. This also shows the age distribution and proportion of mainstream game players in society. What is more worthy of attention is the gender ratio of League of Legends. Tencent Browsing Index shows that women account for less than 10%, which fully demonstrates that League of Legends is a more challenging and difficult game to get started, excluding a large number of female users .

Therefore, in the face of the user population statistics of "League of Legends", "Honor of Kings" actually has two choices for the users it wants to target. One is to develop a mobile game that has sufficient playability but is slightly more difficult to get started and operate, like "League of Legends", mainly to attract the already huge MOBA end-game players, which can also make a lot of money; the second is to combine the characteristics of mobile games and the advantages of Tencent's social networking, taking into account the team attributes, extremely high playability and inherently popular characteristics of MOBA games, and expand the user group again, fully considering factors such as ease of getting started and the gaming foundation of female players, and develop a game that almost everyone can get started quickly. While ensuring that the threshold is low enough, use some game systems such as matching players of the same level and customizing operating methods to retain high-level players and hold e-sports competitions.

If this were you, what choice would you make? Or do you have a third option?

But the fact is that the "Honor of Kings" team made the second choice. They could not give up the social features of mobile phones and the wider group of newbies and female users cultivated by mobile games over the years. They would not ignore the large number of male players that the increase in the proportion of female players in MOBA games could bring, and they would not ignore the decisive advantages of traffic and social interaction that WeChat and QQ could bring to "Honor of Kings". Therefore, their final target group is:

• Original MOBA game users such as League of Legends;
• New players who have experience in mobile casual games but almost no experience in MOBA games;
• The majority of female mobile game players.

The final result is that according to the data released by QuestMobile on March 7, 2017, the main age of "Honor of Kings" players is under 24 years old, and female players have reached 40%. As a MOBA mobile game, with so many female players, how can men escape? Therefore, after accumulating the first batch of old MOBA PC game players, "Honor of Kings" has a growing user base due to its low difficulty to get started and exquisite painting style. No matter if you were a newbie, a beautiful girl or a middle-aged uncle before, you can quickly get started with this game with the introduction of others, unlike "League of Legends", where you are played by the game in the novice tutorial stage.

4.2 Core User Group Positioning and Demand Analysis

After all, "Honor of Kings" is a MOBA game, and since its release, it has been promoted under the banner of restoring the essence of the end-game MOBA. Therefore, the players who entered and stayed at "Honor of Kings" at the beginning are basically the core players of "Honor of Kings", that is, the core players who switched from end-game MOBAs such as "League of Legends". Their characteristics are:

• They are heavy players of MOBA games and have many years of experience in MOBA PC games;
• They have developed a preference and impression for MOBA games, and even have clear preferences for heroes and positions;
• Their demands for mobile games are simple and clear. In short, it can be summed up in one word: "like". Whether it is the interface style, hero skills, operating habits, maps, wild monsters or lanes, they have already liked a set of fixed modes. You only need to make the game quality good and provide them with these modes as much as possible on the mobile phone, and they will buy your account.
• In the fragmented time when they cannot play "League of Legends", they hope that "Honor of Kings" can be a temporary substitute.

4.3 General User Group Positioning and Demand Analysis

As for the general user group, that is, those who downloaded and played King of Glory because of friends’ introduction or because everyone knows about it, their characteristics and needs are also very obvious:

• Young people are willing to try new things and games;
• Have experience in mobile games, but have basically never played MOBA mobile games before;
• I am not a heavy gamer, I just treat games as a pastime;
• Usually they don’t play games alone. They like to find people to play and discuss games with, and have a need for social interaction.
• Usually, people play games when they are bored or have fragmented time, such as when they are waiting for someone, during class breaks, while traveling, after get off work, before bed, or during leisure time.
• In the process of socializing with others, it would be great to have a simple, convenient and universally accepted game to bring people closer together and enrich the form of social interaction.

4.4 User Demand Analysis

1. Demand for high-quality mobile games: With the development of smartphones and the weakening of PC power, more and more users own smartphones and spend more time using them. However, most mobile games are still poorly made, and there is a lack of high-quality mobile games.
2. The demand for fragmented entertainment: The development of smartphones has resulted in more fragmented time for users. One of the biggest characteristics of smartphone use is time fragmentation. Users cannot engage in in-depth and coherent activities during fragmented time, so they hope to find a way to use their phones to "kill" fragmented time. This method should preferably be entertaining and shallow. Games are arguably the best way, because compared to news, videos, and chats, games are a more immersive experience. Therefore, users have a basic need to play games on their phones during fragmented time.
3. The need for social interaction: Even in the era of PC games, various online games and even stand-alone games are trying to add social and real-person confrontation elements into the game, because only the interaction between people has the most user stickiness. However, in the era of PC, people play games either at home or in Internet cafes. It is difficult to gather enough people you know to play the same game together, and it is difficult for strangers in the game to start socializing and interacting with each other. Unlike the traditional PC era, the places and times where users play games on their mobile phones are more diverse. Playing games is no longer a private, fixed-place online activity that only benefits people with the same interests. When playing games on their mobile phones, users not only hope to have a good gaming experience, but also hope to communicate with others and get feedback due to the popularity of mobile phones and the diversity of places and time periods where mobile phones are used to play games. They are eager to show off, learn or collaborate with others immediately.
4. The need for fairness: Most users not only want the game to be well designed, but also want the game system to be fair and able to guarantee the individual's right to life and development within the small society of the game.
5. Demand for "League of Legends"-like games: "League of Legends" and other MOBA competitive games have dominated the world on the computer side, which fully demonstrates the user's demand for such e-sports games. MOBA games have many competitive elements, high playability, high player involvement, user stickiness and loyalty. The high confrontation, sense of accomplishment and belonging brought by teamwork can increase user stickiness and facilitate subsequent and surrounding continuous marketing . At the same time, the boundaries of responsibility of the game are blurred, which ultimately makes players get a sense of accomplishment several times more than other games when playing such games, and the frustration encountered can be ignored. Compared with PC games, mobile games can balance competition and entertainment, take up relatively less time, and are easier for players to get started and make use of fragmented time. Moreover, there is no game on mobile phones that is similar to "League of Legends" in terms of game quality and influence. Users are likely to want to play games such as "League of Legends" on mobile phones.

Summarize:

Although "League of Legends" is a simplified version of "Dota", it is essentially a game that requires a long time and intensive play, so its target audience can only focus on those heavy male gamers with strong comprehension, fast hand speed and quick reaction. As "Honor of Kings" is positioned on mobile phones, the limitations of mobile phone hardware and screen make it difficult for the game settings to completely restore the gaming experience of "League of Legends", so it must be simplified. Since it needs to be simplified, its user base will definitely expand. Since the user base will expand, and the user base is all from Tencent, the ratio of male to female players will be close to 1:1, and social factors can easily appear between players. Since social factors are to appear, the difficulty of getting started in the game must be further reduced until it can allow novices and female users to get started, thereby meeting the requirements of a socialized user base. So maybe the "Honor of Kings" team didn't want to make a game with such easy operating difficulties at the beginning, but based on the development status of mobile games at the time, they made a relatively reasonable choice and have benefited from it to this day.

5. Product Analysis

5.1 Product Function Structure Diagram

5.2 Product version update route

2015.8.18——2015.10.26

At that time, the game was still called "Heroes of War". The detailed game situation is unknown. We only know that it focuses on 3V3 and levels, adventures, development and other modes. The interface looks like this. In short, it was crushed by "King of Glory" in all aspects and was eventually remade.

2015.10.28

It was renamed "Honor of Kings" and officially began promotion . Its main slogan was "The world's first 5V5 hero fair battle mobile game". It mainly promoted the 5V5 mode and features such as no physical strength, no equipment sales, no development, and fair competition.

2015.11.26

A new 5V5 map "Flame Mountain Battle" has been added, a new 5V5 competition system "Bounty League" has been added, and a new double ranking has been added.

2015.12.15

A new honor growth system and a new credit points reward and punishment mechanism have been added. You can send messages through mobile QQ/WeChat to invite friends to open a room together.

2016.1.19

A new limited-time clone war has been added, as well as a new friend intimacy and spectator system. A new LBS system has been added to allow you to view nearby people to form a team, and a new honor for ranked competitions has been added [Glory King].

2016.3.23

New features include top player rankings, player profile signatures, historical record query, team interface for adding friends, and opening a room to watch the game.

2016.5.11

A new team competition mode has been added, the unmanned ranking function is enabled for all ranks in the ranking competition, a new fog mode has been added, and more equipment has been added.

2016.6.28

New master-apprentice system, lover and best friend system, and hero points system have been added.

2016.8.23

Added multiple sets of customized equipment options, revamped the BO system, and provided a better match viewing experience.

2016.9.26

The map scenery has been greatly updated, the team can recruit people across servers, the "reservation" friend function has been added, and the Domination and Tyrant gameplay have been greatly updated.

2016.11.23

Ranked communication system update, chat system update.

2017.1.11

Added Honor Battle Zone system: brand new LBS gameplay; started the new S6 season.

In summary, from the version iteration records, we can see that the "Honor of Kings" team makes major updates to the version and functions almost once a month, plus the gameplay needs to be optimized and updated, and new heroes and skins are added. It can be said that although this game has only been released for more than a year, it has been updated quite a lot. It seems that their team can make timely adjustments and improvements to the market and game goals. No wonder they can achieve good results in a short period of time.

Looking at the updates over the past year or so, it can be seen that in addition to updates to the game itself, the main updates for "Honor of Kings" are in the direction of social interaction, gameplay, and e-sports. In terms of gameplay, it imitates various game features of MOBA-type PC games such as "League of Legends", such as double rows, five rows, clone warfare, fog of war, BAN/PICK, and even hero skills and equipment, game map settings, etc. On the other hand, it has not completely abandoned the PVE adventure mode that is very popular in mobile games. It seems that the "Honor of Kings" team still firmly believes that the adventure mode can be a good supplement to the PVP mode in mobile games. In terms of social aspects, although this is a MOBA mobile game, the team has added various social functions to it. These social functions are completely absent in all previous MOBA games. They have long discovered the importance of social interaction for mobile games. In the traditional PC game era, social interaction was confined to the game, and it was impossible to meet friends met in the game in real life. However, game social interaction in the mobile game era is very different. Social interaction in mobile games not only includes in-game interactions, but also has a very high possibility of bringing social interaction outside the game, and ultimately making this game a part of the social interaction between people in real life. "Honor of Kings" is going to take this path of game + social interaction.

5.3 Analysis of product core functions

5.3.1 Simplified King's Canyon Battle Mode

The first thing every player who has played "League of Legends" says when entering "Honor of Kings" must be: "Oh my god, why is it so similar to League of Legends?" Yes, when you think of this in your heart, the goal of the "Honor of Kings" team has been achieved. They hope that every player who has played "League of Legends" on the computer will be able to seamlessly access the game "Honor of Kings", thereby obtaining the first batch of core users, just like QQ selflessly directed traffic to WeChat back then. What’s even more coincidental is that, just like QQ back then, "League of Legends" thought it was just adding a little brother on the mobile terminal, but it didn’t expect that this little brother would be on par with the big brother in just about a year. After another year or two, it’s hard to say who will be the big brother.

Let’s talk about the core function of “Honor of Kings” again - the 5V5 King’s Canyon battle function. The "Honor of Kings" team hopes to expand its user base. Although it needs to rely on "League of Legends" players to develop its popularity when it is first released, its ultimate goal is to have a large mobile user base and become a part of social networking. Based on this goal, the strategy adopted by "Honor of Kings" should be to maintain a game experience similar to "League of Legends" as much as possible, while simplifying the entry difficulty for novices as much as possible and shortening the average length of a game, so as to adapt to the user characteristics of mobile devices.

"League of Legends" has attracted a large number of novice players by simplifying the operating mode of "Dota", but in essence, "League of Legends" mainly attracts players, not people who don't play games at all. Once again, Honor of Kings has attracted a large number of female users and low-level users who do not play games at all by simplifying the operating mode of League of Legends.

So, looking back, what exactly is preventing most ordinary users from entering League of Legends? We can roughly think of a few points, that is, the complexity of operation brought about by the liberalization of character operation in "League of Legends", the complexity of operation brought about by the darkness of the map vision, and the choice phobia brought about by the diversity of the equipment system and the store.

Therefore, the specific strategy adopted by "Honor of Kings" is:

• It uses a double wheel plus lock operation mode. Although it involves infringement, it is indeed a very suitable operation mode for novice users. Normal attacks do not require selecting targets, just click, because it will automatically attack the nearest target. Moreover, whether it is a pointing skill or a non-pointing skill, you do not need to select a target, just click, because it will automatically select the enemy within the range. Compared with the point-selection mode of the mobile game "Vainglory" and the non-pointing skills of "League of Legends", it is very suitable for novice players to get started;
• Purchasing equipment is simplified. You don’t need to go back to the city, you don’t need to know which equipment you should buy, and you don’t even need to open the equipment store. The system directly presents the currently recommended equipment to the player. All the player has to do is click it, eliminating the anxiety of novice players when facing a large amount of unknown equipment information.
• Cancel the fog of war. It is unlikely that new players will understand what "ward insertion" is, let alone quickly use this very important function on the PC. Therefore, "Honor of Kings" directly canceled the "ward insertion" function for new users.
• Provide quick chat methods such as marking, voice and preset sentences to simplify the communication cost between players;
• The number of skills is simplified. Compared with the QWERDF in League of Legends, King of Glory only has three hero skills and two general skills, one of which is a health recovery skill in non-combat state, which further reduces the number of times players return to the city, thereby speeding up the pace of the game;
• Removing the crystal setting in League of Legends further shortens the game duration;

In addition to the strategies listed above, there are also many small functions to reduce the difficulty of entry for novices. I will not list them one by one here, but I want to emphasize that "Honor of Kings" only reduces the difficulty of entry for novices. It is still a game highly similar to "League of Legends". It has not reduced the core gameplay and operation requirements of MOBA games. It has completely retained the 5V5 mode and the diversity of heroes. There is no obvious change in the game map. It is still a game that requires operation and teamwork, and it is still expanding its playability through the diversity of heroes.

The most obvious changes are in the operation method and game duration. So, if you are a high-end player, you can change your operation type through the operation settings to make your operation more free. The system defaults to operation settings for novice players, which are simple but not comfortable. Therefore, they are not very useful in high-end games. For example, you cannot manually select the target you want to attack in a team battle. In other words, "Honor of Kings" actually only raises the operating level of novices, but does not lower the operating space of high-end players. If you are a core player, you can still customize the operation and show off.

5.3.2 Game Mode and Number of Players

Has anyone ever thought about why MOBA games on PC are 5V5, not 3V3 or 4V4? Has anyone ever thought about why they are still 5V5 on mobile phones? Why didn’t “Honor of Kings” give up the adventure mode that doesn’t exist in “League of Legends”?

Although "Honor of Kings" seems to be a complete copy of "League of Legends", we also need to analyze clearly why it is 5V5 instead of 3V3, and why the adventure mode with no sense of existence has always existed in "Honor of Kings". In fact, the starting point of all analysis is the user.

Why 5V5?

1. Early map designers considered two prerequisites when considering the number of players in the battle. One is that there will be three lanes on the map, and the second is that there must be a character that roams the map for a long time. There are three paths on the map, which is the conclusion we came to after fully considering the playability of the game. One or two paths can bring too little change, and four paths will bring too many changes. Three paths look better, so we tried three paths first. Unexpectedly, the user feedback was really good.
2. Under the premise of determining three lanes and having one person roaming, whether it is 3V3 or 4V4, it will appear that there are too few people and lack of variety, because on a line, if it is 1V2, then this person will not be able to develop at all, but if it is 2V3, then these two people can survive relatively well.

Why did "Honor of Kings" start out as a 3V3 game with only one jungle area and one lane? I don't believe they didn't do user research before developing the game, but this seems really hard to explain. Obviously users are most receptive to 5V5, but they went straight to 3V3 at the beginning, but it is very likely that:

• At first, they didn’t think that 10 people could play together on a mobile phone, because playing games on a mobile phone is easily disturbed by real life and the Internet. If one person is disconnected or the network is not good, the gaming experience of all 10 people will be very bad.
• What they actually wanted to do at the beginning was a development-type game similar to "Heroes of the Storm", making profits by having players spend money to upgrade hero attributes, so 3V3 is a better hero division in development-type games. This also explains why there is still an adventure mode in "Honor of Kings". This adventure mode seems to be incompatible with the main line mode, but this may be the direction of the game that the "Honor of Kings" team wanted to go at the beginning.

5.3.3 Lightweighting the Game Time of a Heavy Mobile Game

"Honor of Kings" is a high-quality and heavy mobile game both in terms of the nature of the game and the average monthly usage time of users. Its average monthly usage time has reached 329 minutes, second only to "Happy Match" among mobile games. However, compared with lightweight games like "Happy Match", such a heavy mobile game has significantly higher playability and development space. Moreover, compared with other heavy mobile games ranked at the top, such as "Fantasy Westward Journey Mobile Game", it is unusually not to actively occupy your daily time. Most other development and role-playing games will give users heavy daily tasks every day, which are basically impossible to complete without a few hours. If you can't finish it, you will fall behind others. Although these games have their own considerations for doing so, this kind of active behavior of causing trouble for users is obviously not a good idea. No wonder users have to push most of these games out. Under this kind of behavior that actively annoys users, if mobile games want to become popular, they need to put more effort into gameplay. Otherwise, once users feel that their time is being kidnapped, they will immediately escape from the game. Moreover, this model of hijacking users' time, which has been passed down from the PC gaming era, is completely inconsistent with the most basic characteristics of smartphones and mobile games. I remember Zhang Xiaolong once said that a good game should be one that you can play and then leave.

If we look at "Honor of Kings" again, we will find that the average length of "Honor of Kings" is only about 20 minutes. Although 20 minutes seems a bit long, these 20 minutes are predictable. It is rare to have a bladder game that lasts for an hour. However, it is impossible for a development-type mobile game to set each activity within 20 minutes. If you want to participate in gang activities and fight bosses, you must ensure that you are online for at least one hour. In terms of daily tasks, "Honor of Kings" is so lightweight that you can do it or not. Even if you don't go online for a month, as long as your operating level is still there, you will not fall behind others.

5.3.4 Social functions inside and outside the game

Compared with other types of games, MOBA games have an incomparable advantage in terms of sociality, that is, MOBA games are very easy to bring newcomers into the game. Because if you are playing "Fantasy Westward Journey", how difficult would it be for a level 150 account to play with a level 1 newcomer?

"Honor of Kings" discovered the advantages of MOBA games in socialization, and also found that on mobile phones, extensive socialization is the cornerstone of a game's success, because veteran game enthusiasts will certainly not be satisfied with the performance and picture limitations of mobile games, and will definitely turn to the computer. Therefore, mobile phones are not currently suitable for those exquisite and high-depth games developed for veteran players. Even if there are such games, they are unlikely to gain a huge influence.

What exactly is social interaction and what is its essence? A common saying is that social interaction is necessary for humans to judge the value of their own existence, position themselves, and identify themselves. When humans are separated from the most basic survival needs, this sense of exhaustion without reference will bring immense pain to intelligent creatures, making thinking itself an obstacle to self-identity, and causing anxiety and loss of direction.

As for traditional PC online games , the games are played completely on the Internet. Players can be the king and rule the world in the game, and they can create gangs and make many friends. However, in real life, he is essentially just a person, a person whose social relationships around him have not changed at all. Players have a position in the virtual world and a completely different position in real life. When you exit the game and return to reality, there are not many people around you who will express their recognition and admiration for you because you rank first in the server. It is difficult for the two to intersect, so the social interaction in traditional online games is disconnected from the social interaction in real life. This essential sense of disconnection is the reason why traditional PC online game social interaction has not been very successful.

"Honor of Kings" is different. It is more realistic, or in other words, it is an extension of real social interaction rather than a new virtual world. It makes full use of the two major social platforms, WeChat and QQ. When a new player enters, even before starting the first game, he already has hundreds of game friends. He can see which of his real-life friends are playing "Honor of Kings". Such social influence is almost dominant for a novice. If the game itself is not very difficult to get started, then the retention rate of this novice will be very high compared to other games.

One of the most important directions for improvement after the launch of "Honor of Kings" is to increase social possibilities, open up connections between Android and IOS, and add a series of social functions such as "WeChat friends", "LBS Honor Battle Zone", "People Nearby", "Best friends, lover system", etc., which are not available in MOBA PC games or even most mobile games, and these social functions are basically designed for social interaction in real life. Honor of Kings can be compared to games like basketball. Playing Honor of Kings is equivalent to a social activity. People who play well will be labeled as "this person is very good at playing Honor of Kings". Through the spread of social platforms that connect online and offline, such as WeChat and QQ, this label can be brought into real life.

Therefore, "Honor of Kings" is a close combination of game and social interaction. This was unheard of in previous video games.

5.3.5 Charging Model

A game is just a game. Only when a game truly returns to the essence of the game can it be recognized by the most people. What is the essence of the game? Is it more about experiencing the pleasure brought by the game by showing off money and crushing others, or is it about allowing players to constantly solve problems in the game to deepen their impression of the system, and then obtain results and quantified feedback to obtain the joy of the game itself.

Some people like the first one, some people like the second one, but for those players who don’t have enough money, the second mode often means more fairness in their worldview.

This brings up an important issue in today's mobile gaming industry, which is the issue of fairness. In general development games that charge for props, such as "Fantasy Westward Journey Mobile Game", civilian players rely on long online time and completing tasks every day to get close to the strength of rich players. Civilian players have no money but they have plenty of free time. When they complete a day's tasks in the game and earn 20 yuan, they will feel very happy and will not consider the time cost; while rich players have money but most of them are unwilling to waste so much time on repetitive tasks every day, and if just spending money can make them invincible, then this game will not attract many rich people. So after observing the needs of both sides, the game company came up with the strategy of civilian players exchanging time for money, and rich players using money for time, and at the same time slightly favoring rich players a little bit. As long as you spend enough money, civilian players can only approach you but not catch up with you. The remaining time of the game company can be used to polish the quality of the game. Such a strategy has never been able to compete with MOBA games that truly emphasize game fairness, such as "League of Legends" and "Dota" in the era of PC games. At a time when user time is more fragmented on mobile phones, it is even less likely to pose a huge threat to mobile MOBA games.

Therefore, "Honor of Kings" eventually decisively abandoned this profit model and turned to a charging method similar to "League of Legends". By setting up heroes, skins and inscription charges, the game can make players enjoy enough without spending money or even spending a lot of time doing tasks every day. What it really uses to attract users' time is also to constantly polish the quality of the game itself, but it creates a world for users to spend more time and your game level is high enough, and you can crush other people and have nothing to do with money.

Although "Honor of Kings" is also to make money from users, it gives users space for choice and gives users enough time to control the user's own payment rhythm. It does not force users to pay, but only requires users to play time through the content of the game itself. After all, the more time the user spends in your game, the more likely it is to generate consumption behavior in the game.

However, such a free game that can become stronger without paying money will inevitably be more respected by users.

5.3.6 Heroes and Skins

(1) The tolling ideas for heroes and skins

After confirming that this game cannot be used to affect the fairness of the game itself, the target user group of the game will naturally come up with the idea of ​​charging through heroes and skins. This idea is already a good charging idea proven by League of Legends, because hero charging is a necessity, while skin charging is a profound insight into players' demand for beauty and show off. However, why does the skin of "Glory of Kings" have attribute bonuses? And why do different skins in "Honor of Kings" have the same attribute bonus for the same character?

This also reflects the subtle differences in the "Honor of Kings" team and the "League of Legends" team's understanding of game charges. The "League of Legends" team believes that they are making an e-sports game with world influence. They have enough users from different countries and cultures, and they must ensure the fairness of the game for zero -paying users . The "Honor of Kings" team may think that "Honor of Kings" is just a lightweight MOBA game on mobile phones, and the game is more social and casual. They found that Chinese mobile phone users are not that resistant to small-scale game payments, so in fact, it only needs to ensure that rich players will not affect the fairness of the game, and at the same time, the protests from zero-paying players will not be too high. This also explains why "Honor of Kings" have modified the system of obtaining the inscriptions of "League of Legends", allowing users to directly draw inscriptions in RMB.

Users are not incompatible with the small payment of mobile games, and the beauty and show-off needs brought by the skin, so adding a little attribute to the skin is like the last straw that crushes the user. Because most people don’t like many heroes and skins, so this little bit of money can get the complete experience of the game, which is worth it for them.

(2) Ideas for choosing a hero's background

"League of Legends" originated in Europe and the United States, and its style is deeply influenced by European and American game styles, so it fictionalizes an epic and complete backstory. All heroes are extensions of this story, but then its users are spread throughout the planet. They have different values ​​and ways of thinking, but they are connected together through such a game. Therefore, the entire story and hero setting of "League of Legends" must consider the global cultural level and create several heroes representing the culture of that region for almost every region. But in the end, "League of Legends" still incorporates all these characters into the backstory it created at the beginning.

However, "Honor of Kings" is different. It originated in China. It is positioned as socialization and leisure, so it can weaken the story background, and the target group it targets are young people or even teenagers, and both men and women, so it only needs to think about what kind of heroes and backstory is suitable for these indigenous people in the Internet era:

• First of all, if all Chinese are familiar to young Chinese;
• Secondly, considering the scalability, there are many characters, and these characters cannot have different copyrights;
• Third, we must take into account the psychology and aesthetics of female users;
• Fourth, characters cannot be controversial or negative;

Based on the above principles, we can quickly eliminate some unsuitable design ideas, such as not being able to use a single popular IP, such as the Three Kingdoms, Naruto and Journey to the West. These IPs are very popular, but not all young people like it, and the pattern is not big enough; for example, like Civilization 6, some famous figures from ancient and modern times, China and abroad, such as Caesar and Plato, etc., Chinese young people do not have a high sense of identity with celebrities around the world.

: : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : :

In summary, after thinking about the wide range and taste of the target users of "Honor of Kings", as well as the expansion of characters and copyrights, there are not many hero design ideas to choose from, among which the use of traditional historical and mythological characters has become the best choice.

In fact, "Honor of Kings" did choose characters who are not limited to a popular IP, but instead downplayed the background of the game, so that all characters in ancient China can be reasonably incorporated into it. They even carefully expanded three limited King of Fighters characters, trying to directly capture King of Fighters fans. At the same time, because the gap between King of Fighters fans and the original target users of "Honor of Kings" is not big, so this expansion seems to be successful at the moment, which may be a tentative step for the future internationalization of "Honor of Kings".

(3) Design ideas for hero skills

For players who have played "League of Legends", their hero skills requirements for mobile MOBA games, that is, like "League of Legends", and for novice players who have never played MOBA games, all they need is the simplicity of skill release.

So after determining the character image of a hero, the design of hero skills becomes very simple. You only need to set its basic hero positioning based on the image of the character, and then go to "League of Legends" to learn from it. The design and combination of original skills are left to the team of "League of Legends" to worry about. "Honor of Kings" only needs to adapt to the mobile terminal features. Occasionally, if you need it, you will create one or two skills, or mix the skills of several heroes together to form a new hero's skill, of course, it is also for the purpose of adapting to the mobile terminal. For example, Houyi only needs to be sure that he is a long-range shooter and can shoot a sun, so his ultimate move should be a full-screen skill. Then you can naturally think of Han Bing in "League of Legends". Han Bing's operation is not very difficult, so it can be used directly without any changes. So when we played Houyi, we had no sense of incongruity. As we were playing, we suddenly thought of, isn't this the Ice Shooter in "League of Legends", and the skills are exactly the same.

(4) Design ideas for hero's skin, lines and style

For a game where a target user includes a large number of female players, it is also very important whether the game's picture is exquisite. Just like when choosing a boyfriend and girlfriend, the first thing you see is the face. When choosing a hero, unless you are a veteran player, the first thing you see is the face and figure of the hero. This is also one of the reasons why the proportion of female players in Honor of Kings is much larger than that of "League of Legends" and so on.

Diao Chan is beautiful, Daji is sexy, Han Xin is handsome, Li Bai is cool, this is the impression of the picture of "Honor of Kings" in the hearts of ordinary users. The skin and style of "Honor of Kings" that was carefully polished by a team of more than 150 people was finally loved by users, especially taking into account the aesthetics of both male and female users.

To be honest, the style of "The Great God" is more like "League of Legends". However, the style of "League of Legends" is not designed specifically for Chinese people. Most young people in China may prefer exquisite and Q-version styles. "Fantasy Westward Journey" is more successful than "A Chinese Odyssey" is an example, but this is just my observation and guess. The actual situation still requires detailed user research.

What is really precise is that the skins and lines provide each hero with an expandable image and story . For example, Zhao Yun's skin includes the Heart of Engines, Hip Hop King and Ninja Skin, etc. Each new skin represents a new image and a new line. Although this is different from the real image characters in history, users are not serious. They have long been accustomed to this mixed style, and this also enriches the content of the entire game in another dimension, directly hitting users with specific feelings and preferences, and at the same time makes the entire game have infinite scalability. These expansions always have one that will capture the hearts of the audience and let the audience pay. Because if the hero only has a fixed angle, it is difficult to produce continuous attraction, and even users who like it will gradually get bored, and the expansion and insight into human nature provided by the skin and lines satisfy this very well.

Product function analysis summary:

Functions come from demand. Although the game "Honor of Kings" seems to have many functions, the core needs it targets and the goals it hopes to achieve are very clear from the beginning. After sufficient market research and confirming the needs of the target users, what they have to do is to discover what specific functions the target users need under their hidden needs, and then do these functions as much as possible. If each function of a mobile game is to solve user needs and truly put user experience first, it can ensure the quality and reputation of the game. What we need to do next is to launch it to the market and let the market test it.

VI. Product operation analysis

As the saying goes, a dominant product requires three carriages, namely product, operation and luck. In this section, we will analyze the promotion and operation strategies adopted by the team after the good product form of "Honor of Kings".

6.1 Product Starting Stage—October 2015 to May 2016

No matter how large the user base of a product has developed, at the beginning of this product, it is targeting only a small group of core users who have a strong demand for this product. For "Honor of Kings", its initial core user is the game players who want to play "League of Legends" on their mobile phones.

Therefore, the initial promotion and operation are the simplest, because your target group is very clear. If you are indeed a good product, then you only need to target targeted promotions where "League of Legends" players may appear. When more and more players of "League of Legends" enter, your initial promotion and operation activities will be successfully completed.

The specific promotion and operation methods adopted by "Honor of Kings" are:

• Invite celebrities and professional players from "League of Legends" to do activities and play "Glory of Kings" live , allowing fans of "League of Legends" to directly see the operation and gameplay of the game "Glory of Kings". Finally, the Baidu index was ignited with 2.6 million live broadcasts, and also allowed the brand new name "Glory of Kings" to successfully enter the players' attention;
• The modified product's market positioning is "5V5 Hero Battle Mobile Game", and the promotion of slogan is "all the world's masturbation friends are starting a group", which directly allows players who have played "League of Legends" to know the gameplay and mode when they see this slogan;
• Incorporate "Honor of Kings" into the TGA Mobile Game Star Competition and the TGA Winter Grand Prix of that year, providing bonuses to let e-sports enthusiasts know about this new game;
• Increased the construction of databases and video centers, increasing the daily UV from 100,000 to 1 million, setting a classic case of mobile game official website traffic counterattack. The micro-official website has gone through 3 versions. With the launch of the "Winning Book", the proportion of DAU visits has increased by nearly 500 times;
• In terms of community content construction, the team built a dual-end video center based on the behavior and habits of MOBA users to achieve efficient unified distribution and management, providing more than 1,850 pictures, texts and video content for mobile QQ, WeChat dual-platform game center, game micro-community and other platforms, and at the same time building a hero database and providing customized special support;
• The WeChat & Mobile Q dual platforms have provided strong support in big data testing. From the initial layered user testing and data verification to gameplay adjustment and commercialization strategies, the dual platforms combine platform user characteristics to provide active support and professional advice to the project team with big data;
• During the entire period of limiting the number and not deletion of files, AppTrea has carried out continuous refined data guidance, bringing a large number of new users to Honor of Kings. Even after entering the stable operation stage, Honor of Kings maintains the most conversion rate in AppTrea;
• Continuously experimenting with new user outbound operation models, building more external channel paths, and in-depth operation through channels has brought fruitful results: more than 4 months of outbound promotion have introduced nearly 20 million new products to "Honor of Kings", and the DAU of "Honor of Kings" in the outbound release exceeded 500, helping "Honor of Kings" to consolidate the market position of the first MOBA mobile game;
• Some other media promotion methods, such as WeChat official accounts , Weibo, etc.;
• Set up daily check-in gift packages and a lot of daily activities and limited-time activities in WeChat Game Center, QQ Game Center, game interior and other places to increase the number of times and time of players online;
• You can log in with WeChat and QQ, and you can know who is playing this game by logging in. You can also directly invite friends on WeChat and QQ to play with one click. Moreover, the influence of WeChat and QQ in third- and fourth-tier cities is unmatched, so the heavy responsibility of down-to-earth promotion in third- and fourth-tier cities is entrusted to WeChat and QQ.

In fact, with a big tree like Tencent, as long as the quality of a game itself passes, there is no need to worry about its early promotion channels . The power of WeChat, QQ, and AppTrea has become a major product distribution channel, and there will be no other companies to hinder the release of Tencent games in the short term.

6.2 Product maturity stage—May 2016 to present

After the product has reached its mature stage and has accumulated considerable users, "Honor of Kings" can develop in the direction of UGC, socialization and e-sports. At this time, the first batch of core users that the product can win over has almost been won over, and there is no explosive growth of core users again, so the next batch of main target users must be targeted at ordinary novice players and female players.

It was from May that the update content of the version of "Honor of Kings" crazily added various social functions, including teams, lovers, masters and apprentices, and the latest LBS gameplay, completely eliminating users' social barriers in the game, and pushing users to turn "Honor of Kings" into a part of their real social interaction. Therefore, from May to the present, "Honor of Kings" has continued its original activities to increase user activity, and on the other hand, it has increased social activities, allowing old players to successfully bring new players into the trap. At the same time, various "Honor of Kings" events, live broadcasts and communities have also been established. The essential purpose of these activities is to expand the user group and make "Honor of Kings" gradually become a platform, where users themselves generate content and socialize until they integrate into users' daily lives.

Product operation analysis summary:

The following picture is the Baidu index trend chart of "Honor of Kings" since its release. From this we can clearly see that the popularity of "Honor of Kings" is continuing to rise, but in the process of rising, there are still several relative highs such as ABCDEFGH. If you go deeper, you will find that these highs correspond to: A, game public beta; B, Spring Festival in 2016; C, Qingming Festival + King of Glory TGA Grand Prix; D, May Day holiday + new version + King of Glory Kings City Competition; E, Dragon Boat Festival; between E and F, summer vacation; F, Mid-Autumn Festival; G, National Day; H, Spring Festival in 2017.

I have no experience in how to run a game, but I think the most important thing is to be clear goals and follow the trend. Don’t let operations confuse you. Always remember that the quality of the product and whether it solves real user needs are the most critical factors for its success. Operation and promotion only require the power of momentum and follow the trend. For example, on each holiday, it is the best trend of game products. If it is promoted in a concentrated manner during holidays, it can achieve better results than usual.

Looking at the operation and promotion activities of "Honor of Kings", we can find that it has not actually made too many eye-catching or extraordinary activities. It is more popular because of the reputation between players and players. The "Honor of Kings" team is doing more than reducing the difficulty of players spontaneously promoting and spreading the game, allowing new players to play with old players more quickly.

7. Competitive product analysis

7.1 Scope and objectives of competitive product analysis

The first step in competitive product analysis is to determine the scope of competitor products. Theoretically, all the products that compete for time with "Honor of Kings" are its competitors. From WeChat, QQ to Toutiao , or other types of games in the mobile game market, they are competing for user time. But specifically, mobile games are still a special product category and are not easily squeezed into the living space by other forms of products. Therefore, the competitors selected in this article are direct competitors, which are several other MOBA mobile games.

7.2 Market Analysis

In 2016, the number of mobile game users in China reached 523 million, and the market size was 78.32 billion yuan, and the growth rate continued to slow down. Domestic mobile game users’ bonuses are gradually touching the ceiling, and the range of users that can be developed is gradually shrinking. In addition, over the years, mobile game products have been seriously homogenized, lack of innovation, and are increasingly attractive to users, making it difficult for the industry to achieve a major breakthrough in the number of users in a short period of time. Therefore, in the future, mobile games will surely evolve towards high-quality and heavy-duty directions, and creating phenomenal brands to attract user attention is the best way out for mobile game manufacturers.

Among the top ten popular games in 2016, there is only one MOBA mobile game, "Honor of Kings". On the one hand, this shows that MOBA mobile games can be recognized by users in the mobile game market, and on the other hand, it shows that "Honor of Kings" is already invincible in MOBA mobile games.

7.3 Typical Competitive Product Analysis

Therefore, we selected mainstream MOBA mobile games such as "Freedom War", "Summoning Time and Space", "Blade of Heroes" and "Vanity" to compare and analyze why "Honor of Kings" can stand out among MOBA games.

The picture above shows the characteristics of each game I observed after trying out the other four mainstream MOBA games. Although they seem to be all MOBA games, they are still very different in many aspects.

• : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : :
• Different ways of socializing: Among the other four games in "Honor of Kings", I did not find any game that has put in special efforts in socializing. They did not win the support of social platforms for them. The stories that happened in the game can only stay in the game forever, and cannot be converted into communication in real life. Even the other four games cannot directly invite people who are not friends of the game to play the game, let alone know how many of their WeChat and QQ friends are playing this game;
• The difference between profit and game mode: Because they target different users, the profit and game modes they naturally adopt are slightly different from "League of Legends" and "Glory of Kings". There is "Summoning Time and Space" which completely copy the "League of Legends" game and profit mode, there is "Freedom War" that wants to expand its profit ideas by selling hero exclusive weapons attributes and rune lottery, and "Vanity" that wants to come up with a new mobile MOBA game idea and insists on only doing 3V3.

Although these four games are many different from "Honor of Kings", one thing is the same, that is, they can no longer shake the status of "Honor of Kings" in the MOBA mobile game industry, because once a MOBA game goes far enough in the social field, it will be difficult for other games to replace it through the quality and advanced technology of the game itself.

Another thing worth mentioning is that when I saw the main creators of "Vanity" say that they will add four contents in 2017, the most important of which is the development of the 5V5 map, but it cannot guarantee that it will be completed in 2017, I suddenly thought of the "Honor of Kings" team's version update that is nearly a month-only. I instantly admired the development speed of the "Honor of Kings" team. Although it means that slow work produces meticulous work, in a market like mobile games, slow work is likely to not see the day when meticulous work appears, so in this regard, I agree with the practice of "Honor of Kings".

8. Summary of reasons for success and suggestions for shortcomings

8.1 Summary of the reasons for the success of "Honor of Kings"

After summarizing the whole article, it is found that the main reasons for the success of "Honor of Kings" are mainly concentrated in the following points:

1. We discovered the demand for MOBA games on the mobile terminal, and the quality and balance of the game itself are very good, allowing MOBA players to recognize the gameplay and balance of the game itself after getting used to high-quality games like "League of Legends";
2. After establishing the target users to attract as MOBA PC players such as "League of Legends", he used Tencent's powerful publicity channels and used the mobile version of "League of Legends" as a promotional selling point, so that most players who play "League of Legends" know the existence of "Glory of Kings", thus attracting the first batch of core users;
3. Do not use daily tasks to kidnap players’ game time, and do not allow rich players to significantly destroy the game experience of other players. Focus on improving the quality of the game, cultivating the reputation of the game, and preparing for the second stage of publicity;
4. After attracting the first batch of core players, "Honor of Kings" has launched a lot of social functions to expand the user base, which can facilitate core users to bring other ordinary users to buy;
5. In order to attract ordinary users, the game continues to reduce the difficulty of getting started, reduce the duration of a game, etc., and remove the last bezel that hinders new users from starting;
6. With the help of WeChat and QQ dual platforms, we further confirmed the path of mobile games + social networking, and made full use of the dual platforms to divert traffic for ourselves;
7. Finally, let me talk about a more emotional understanding, that is, "Glory of Kings" can make a little boy who used to be only dared to like it in the Goddess's circle of friends grow up to a glorious king who sticks to you every day to ask you to take her to score. There are not many stories like this, but it seems that there are them every day in "Glory of Kings".

Looking at the development history of "Honor of Kings" in just one and a half years, you will be surprised at its speed and the few mistakes it has made. It all comes down to it having figured out what its users need as a product, what it needs to do to meet the needs of users, and how it can best make users perceive after making these functions. For many games on the market now, due to various complex reasons, they focus more on making money, and they can circle as much as they can, and then make the next game after the circle. However, there are still very few real high-quality games, and only large platforms and large companies can be willing to patiently wait for the growth of products in the current Chinese gaming environment.

8.2 Summary of the Disadvantages of "Honor of Kings"

Let’s talk about the shortcomings of "Honor of Kings" that are generally believed on the Internet:

• There are too many elementary school students and are often cheated by teammates, and the players' quality is poor;
• The server is too bad and it is often stuck when playing;
• The game is not balanced, and some heroes are too strong;
• The operation is too brainless and affects the performance of technical level;
• The game quality is not as fine as the masterpiece.

Before continuing to list more shortcomings of "Honor of Kings", we should actually think about one question first, that is, a team of more than 100 people in "Honor of Kings" has not discovered the shortcomings we listed? I think it is impossible, so we can change from simply listing the shortcomings of "Honor of Kings" and giving some painless suggestions to thinking about why these shortcomings exist and have not been solved. In fact, the main reasons why "Honor of Kings" did not solve these shortcomings are as follows:

(1) Poor servers, poor networks, game cards, etc. are all related to the overall environment and technology of the mobile game . No team would expect that their games would have such basic problems. So if these problems really occur, the reason can only be that there are bottlenecks in the technical strength of the team or the mobile game industry itself, but these problems will improve with the passage of time and technological progress;

(2) There are too many elementary school students and are often cheated by teammates, and the players' quality is poor. These problems between players are essentially about the quality of Chinese people. As a game becomes more and more popular, its users' quality level will inevitably become closer to the average quality level of Chinese people. Therefore, these problems are not solved by the "Honor of Kings" team, but need to rely on the guidance of society and education. What can be solved by "Honor of Kings" is to increase the punishment of hang-up, and try to match you with players with the same level as your game, and you can no longer measure your moral level and match all moral levels together;

(3) The operation is too brainless, which affects the performance of technical level, and the game picture quality is not as fine as the masterpiece. These problems are essentially caused by the target user positioning of "Honor of Kings". The target users are novice users and female users, and the target population is extremely large. Therefore, based on the operation level of these target users and the hardware level of the mobile phone, it is inevitable that they cannot design very precise operation requirements and very exquisite picture performance. "Honor of Kings" is not that they cannot design it, but they selectively gave up some of the operations and pictures because they have to consider it for their target users.

Therefore, it is easy to discover the shortcomings of "Honor of Kings", but it is very difficult to analyze and think about problems from their perspective and give effective suggestions. If you have to make a suggestion, it is that they do not have enough understanding of the role of big data and the advantages of data mining in the road of socialization, because social interaction is divided into acquaintance social and stranger social. The fields of acquaintance social, WeChat and QQ have done well enough, and their methods are indeed effective. However, in the field of stranger social, Tencent does not have a very successful model. I once wrote a "Toutiao Product Analysis Report". In that report, what I saw is not only the successful application of data mining in the field of news, but also saw that in the field of stranger social, big data also has a very big role, and isn't games one of the best places for stranger socialization.

If Tencent can use the data generated by users on the Tencent platform to fully define the person's social preferences. For example, because you like Korean wave, werewolf killing , makeup, buying clothes and climbing at the same time, you will produce corresponding content on Tencent's related platforms. Tencent platform can also help you find users who are highly matched with your interests through its user base and data mining technology advantages. In "Honor of Kings", the commonality between you and the strangers and friends recommended to you by the system will no longer just like to play "Honor of Kings". You will have a lot of common hobbies. In this way, your social interaction will become much easier from the beginning.

9. The final summary

Since I need to investigate the entire mobile game market, I downloaded and played a lot of mobile games, but one of the main problems I found is that there are really too few good games in mobile games. Compared with the game team with hundreds of people with a team of hundreds of people, even a team of 100 people in mobile games is considered a big production. Since the project was established, "Honor of Kings" has a team of nearly 150 people, which is destined that the games they produce will not be bad. On the premise of ensuring that the quality of the game itself is passed, as long as you can deeply understand the most fundamental characteristics of mobile game users, and at the same time, combining your own technology or platform advantages, you can produce a popular game.

The "Honor of Kings" team faced two major choices in the initial stage of the game. One is what their game mode should be, and the other is who the target user they are targeting should be. In the end, they made the choice, but in fact they were not them, but users. The only thing they needed to choose was whether to follow the user's needs or forcefully change the user's habits to adapt to them. In the end, they chose the first one, and in the countless subsequent choices, they insisted on following the user's needs.

At this point, all the choices have been made, and the winner is decided. Yes, it's that simple.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生生Site Map