How to design a good online h5 game?

This article mainly analyzes online mini -game cases such as Tiantian Ptu's "Primary School Graduation Photos", "Everyone Cosplays Wu Meiniang", "Surround the Nervous Cat" and Durex 's "One Night N Times", and summarizes the elements that a good online mini-game should have, as well as how to start designing an h5 mini-game.

Application Scenario

First of all, you need to understand the application scenarios of online h5 games. In fact, h5 games are just a branch of online h5 marketing . The difference from other h5s is that they are presented as games, so they are more interactive with users. So what makes a good online h5 game? In fact, it is nothing more than being able to fulfill the expectations we have given it, such as increasing the number of new users, or improving the user activity of a certain function or activity. So what are the general characteristics of a good online h5 game?

Features of a good online h5 game

Interpretation:

The first is "three clarifications", namely, to clarify the positioning or tone of one's own product, to clarify the purpose of this h5 mini-game, and to clarify which user groups it is targeting . Taking Tiantian Ptu as an example, its h5 mini-games are generally designed to allow users to discover the new Ptu effects it provides, thereby acquiring new users, and the user group it targets is the entire potential Tiantian Ptu target user group.

Secondly, from the user's entire path from seeing, to participating, and then sharing, in order to get users to see and then participate, this requires our mini-games to be attractive . Users usually participate in the mini-games we design because of curiosity, fun, profitability, or to follow the crowd. These factors are some of the points we can use when designing. "Elementary school students' graduation photos" mainly attract users by taking advantage of their curiosity and herd mentality, and "riding on the hot spot" is also a commonly used method, such as "Everyone cosplays Wu Meiniang". This part is usually based on the title of the result page shared by the user .

If the user can be successfully converted after participation, such as downloading our products, signing up for our events, etc., is it completed? In fact, this is not the case. In order to make the mini-game spread to a wider range, that is, to let users go from participation to sharing, we need to add points in the design that can promote users' sharing behavior , consider the timing of users' sharing, sharing scenarios, and sharing motivations such as showing off ("Surround the Crazy Cat"), fun ("N Times a Night"), following the crowd, profitability (sharing has rewards), personal identification (such as a very simple game of choosing different words according to birthdays to form a sentence), etc.

The last point is creativity, which is also the most difficult to explain and quantify. This creativity is reflected in the name of your game/theme of the activity, the form of the game, the title of the link shared, the copywriting and other presentation-level content. It largely determines whether users will buy it and whether it can leave a deep impression on users . Below, we will use Durex’s “N Times a Night” case to explain the general design process and feel its creativity.

Design Process

1. Clarify the purpose

The general purpose of Durex’s h5 is to promote the brand and deepen the position of the Durex brand in the minds of users.

2. Clarify product positioning/tone and target audience

Durex, condoms, and adult products generally have an old-timer style of operation , and their target users generally have a driver's license or will have a driver's license in the future.

3. How to attract users

The creativity starts in the copywriting. "xxx did it 50 times in one night, beating 30% of Chinese people" not only fits the tone, but users can also understand its meaning and arouse their interest.

4. How to get users to share and what are their motivations for sharing?

Conformity is only one factor that affects user participation when the game spreads. It is not enough to just follow this one factor. So we need to think about how to motivate users to share. Here, Durex's "xxx 2250 times a night, beating 30% of Chinese people" is a common routine, which is to use the user's love of showing off and playing to get users to share.

5. What kind of game?

If we only look at Durex's "One Night, Many Times", the game format is similar to "Don't Step on the White Blocks", except that the black and white blocks are replaced with Durex in different colored packaging, and the stepped blocks are turned into condoms, and finally the game score is replaced by the number of times a night. It will be easier for users to get started by using a game format that they are more familiar with, but the specific game needs to be modified, otherwise it will be uncreative.

Speaking of "Surround the Nervous Cat", it involves more game planning (including the game form and the design of game rules). Due to space constraints, it will not be discussed here. Interested readers can learn about it on their own.