When operating mobile game activities, there are 7 minefields that you must avoid!

An unreasonable operation plan and poorly implemented activities will hurt users and damage products, which is definitely a self-defeating approach. 7 major minefields in event design, see how many you have stepped on?

1. Rewards for playing hard

If you give too little reward, players will call you stingy. If too many rewards are given, it may seem that players are very happy on the surface and no one complains, but if you look deeper, there will be worse effects! To put it in a more lofty way, a game is a small ecosystem with planned resource output and planned resource consumption.

Activities are something outside the ecological plan and they affect the entire ecology. It’s like you can get 100 diamonds by working hard to clear dungeons every day, and suddenly one day you get 10,000 diamonds. The player calculated that it was equivalent to clearing the map for 100 days! So I felt that the value of my own map-clearing was too low, so I might as well wait for activities. As a result, players' interest in game content decreased and their focus shifted to activities. Go to the forum every day to clamor for activities. If the player goes as planned, the consequences mentioned in point 2 will occur. If we don't give in to the players, they will be greatly disappointed and will transfer their complaints about the official staff to the game, which may easily lead to loss of players.

2. Addicted players

First of all, we need to clarify one question: Who can represent the users?

The player feedback we received is all about a specific person, so what are the attributes of this person? The players you can get feedback from are basically the three types of players mentioned above. These three types of players have different needs and different gaming habits. So when you get feedback from players, you must know which players' needs these are. Don't take the needs of individual players as the needs of all players.

No matter what type of players they are, if our operations are truly based entirely on player feedback, players will think that the official is very obedient. So these players will keep asking for it, and it will be terrible once it becomes a habit! It's like a child who keeps asking his parents for toys. The more he asks for toys, the more expensive they become and the more frequently he asks for them. If one day you don’t want it anymore, the child will definitely throw a tantrum!

When players collectively "lose their temper", the consequences can be very serious! So we must never give players whatever they want. We must have our own judgment and our own pace.

3. Random settings of props and equipment

Each prop has a positioning, some are for all players, and some are for big spenders. The positioning of props is mainly controlled by two factors: production method and price. For example, rare props obtained by ranking first in the arena are exclusive to big spenders! If this item were sold directly in the mall, the former No. 1 in the arena would be very unhappy! For example, an item was previously sold for 500 RMB, and it is positioned in the medium and large R category. Suddenly one day this thing was sold for 10 RMB. It will be everywhere in an instant!

Therefore, when organizing an event, you must clearly define the positioning of the props and do not arbitrarily change the production channels and pricing of the props.

4. Prices change every day

It’s 20% off today, 50% off in two days, and 30% off a few days later… Frequent price fluctuations are also very hurtful to users. Just imagine that the price of a Coke at your doorstep changes every day. How would you feel? Frequent price changes will make players feel uneasy and will seriously affect their desire to buy, because players will think about whether it is cost-effective to buy now and guess what the price will be tomorrow.

Don't make players feel like they are buying stocks when purchasing props.

The price must be relatively stable. Even if there are occasional activities that lower the price of props, it must return to its original level after the activity. The next activity should be similar to the last time. Occasionally there will be a sense of disruption, such as Double 11, but such price disruptions should not be too frequent. Even more so, the price does not keep falling, making players feel that they will lose money if they buy it. After the price is reduced, it must be stable for a period of time, and there should not be a feeling of rapid depreciation.

5. Poor effect but good quantity

An activity was launched online, and it was found that the effect was not good on the same day, so another activity was urgently added the next day, and it was found that it was not working either, so another one was added... This situation is very scary! As shown in the picture above, if the activities are superimposed in this way, the players will be divided into at least 3 parts.

User 1: only participated in Activity 1. He was the first to participate in the activity, but was also the one who was cheated the most (User 1 should be the user with the strongest paying ability in the game)
User 2: I participated in activity 1 and activity 2, but I never expected there would be activity 3.
User 3: The user who takes the most advantage

When an event is held like this, players will feel that "the sooner you spend money, the sooner you get cheated". If it is held several times in a row, players will even leave. Therefore: no matter how poor the effect of an event is, do not temporarily add another event, as this will hurt the richest users. You can wait until the event is over to add more activities.

6. The event stole the spotlight from the product

Activities are a supplement to products. The product itself is the main thing and activities are only auxiliary. It can be dangerous if the pricing of the campaign is much lower than the pricing of the product itself. For example, a prop in the product costs 100 yuan, but only 10 yuan through the event. Then those who spent 100 yuan will feel cheated.

Therefore, there must be some control over the intensity of the activity, if the rebates or discounts are too high. So when there are no activities, players dare not recharge or make purchases. When the intensity of the activity is too great, the activity becomes the primary focus and the product becomes the secondary focus.

7. The idea is great but the execution is weak

Many people think that organizing an event is like designing, and that innovation and ideas are important. In fact, the most important thing about an event is not creativity, but execution! If the swivel chair on "The Voice of China" never turns when filmed, or the microphone is intermittent, or the lights on the scene often break down. Then even the best ideas will be ruined!

Therefore, the focus of the event is not how to make a different event, but whether your event can be carried out smoothly and whether players can have the best experience throughout the entire process of participating in the event. These are all physical tasks, which require constant thinking about the entire process and going into every detail: Can this be done, how should it be done, what tools are needed, what might happen...

It’s good to have creativity, but it must be implemented and executable! Many people think that activities can make product revenue soar and make up for product defects, so they frantically carry out various activities, but the results are getting worse and worse. In fact, activity is not a solution, it is just a painkiller. If the wrong medicine is prescribed, it will make the wound more painful! Maybe sometimes it’s better not to do anything.