King of Glory with 80 million daily active users: How to build a user system

Honor of Kings , a mobile game that is very popular in China, has users ranging from those who are 99 yuan to those who can just walk, and its user base covers all levels of men, women, young and old. The author has been immersed in Honor of Kings recently and cannot extricate himself. Whenever he encounters stupid teammates and noobs fighting with each other, he has an urge to delete the game , but the game is still intact in his mobile phone.

As a star-level mobile game with 80 million daily active users and 3 billion monthly revenue, in addition to being addicted to it, from a product perspective, we can see how it builds user mechanisms to create a social system.

The above picture shows the AppStore trend of Honor of Kings in the past year. It has always been in a leading position both in the overall list and the game list. It can be seen that although there are continuous emergence of star-level mobile games such as Onmyoji and Royal Clash, Honor of Kings still maintains its dominant position. The social attributes and user system design play a key role in this. It can be said that Honor of Kings has become another major social platform. This article will review and analyze the user social system of Honor of Kings.

1. Review of the King of Glory User System

1.1 User System

Through the game login interface, it can be found that Honor of Kings only supports WeChat or QQ login methods. The advantage of this is that users can have a friend relationship chain based on the social platform as soon as they enter the game, so that users no longer have to worry about who to play the game with.

At the same time, as a product based on the Tencent system, it has never lacked problems like other products in the initial cold start and finding seed users . Relying on Tencent's user relationship chain, Honor of Kings gained a large number of users as soon as it went online.

1.2 Social Friends

The author logged into Honor of Kings through WeChat. In the friend system, social relationships are ranked first, through which you can see your friends' information and status.

As a MOBA game that requires collaboration, playing with acquaintances will definitely add more fun, so Honor of Kings directly imports user relationships in Tencent’s social system to reduce the cost for users to find friends.

1.3 Game Friends

There are two definitions of game friends in Honor of Kings. The first type is social friends who are added as game friends by default after playing the game together. Another way is to add friends through user search, nearby people, people you recently played games with, etc., who will also become your game friends.

What are gaming friends for? If there is no great significance, then there is no need for users to add game friends. Here, Honor of Kings has designed a friend intimacy system to encourage users to become game friends and stimulate interaction between users.

Intimacy is divided into 4 levels, from 1 to 4. Intimacy points are increased by the interaction between friends in different game modes. When a certain intimacy point is reached, the intimacy badge will be displayed on the loading interface when playing games with friends. When you reach a higher intimacy score, you will receive an exclusive avatar frame.

At the same time, for users who have not interacted for a period of time, the intimacy will be reduced to a certain extent, in order to stimulate continued interaction between friends.

1.4 Find friends

The design of the function of finding friends is a key step in opening up social interaction with strangers. By designing two functional modules, namely, dating business cards and friend search, the success rate of users finding target friends can be increased.

It can be seen that based on the specific factors of the product, Honor of Kings has designed key conditions that are different from the general user search functions, such as the target friend's rank, frequent time periods, and friend search goals.

1.5 People nearby

When it comes to the nearby people function, the first thing that comes to mind is a series of products such as WeChat and Momo. Honor of Kings, also created by Tencent, has also perfectly integrated this location-based function into itself. You can see that just like the people nearby on WeChat, it supports gender filtering, viewing user information and the user’s current status. Of course, I don’t know whether anyone has used Honor of Kings to fulfill appointments made through playing games.

1.6 Mentor-apprentice system

It can be said that the master-apprentice system has already appeared in the design of various game products, and it is no exception in Honor of Kings. King of Glory encourages the formation of a master-disciple relationship between friends by building a master-disciple relationship between them, and allowing both parties to obtain certain benefits by completing specific tasks together.

After becoming master and apprentice, the two users can gain certain experience, gold coins, titles and rewards by completing tasks. These game factors stimulate interaction and relationship building between users to varying degrees.

2. Analysis of King of Glory User System

2.1 Social Mode

Honor of Kings is different from traditional social products, and is different from traditional products with strong social attributes such as WeChat and QQ. Honor of Kings drives the weak social attributes among users through the game, and establishes social relationship chains among users, including acquaintances and strangers, through the game.

Regarding social interaction among acquaintances, Honor of Kings relies on Tencent's huge social ecosystem to seamlessly integrate the friend relationship chain into the Honor of Kings relationship chain.

Regarding stranger social interaction, Honor of Kings has also made good use of the friend search function in QQ and the nearby people function in WeChat, transplanting previous successful experiences into Honor of Kings.

Currently, many products only support login via accounts on third-party large social networking platforms such as WeChat and Weibo in their early versions. This has the advantage of reducing the user's registration cost in the early stages, and also of importing the user's existing relationship chain into the product, thereby increasing user interaction within the product. However, there is a problem in this situation. If the application scenario of your product is something that users do not want to be known by acquaintances, then please be careful when designing the product and do not use this model to build a user relationship chain.

2.2 Gamification Mechanism

In an era where big data is king, the success of a product is determined by data. During the product launch process, various data indicators will appear, such as the number of registered users, the number of daily active users, the average online time of users, etc. Among them, for Honor of Kings, 80 million daily active users can be said to be a very competitive data indicator.

You should know that the daily activity indicator effectively illustrates the user interaction and user retention of the product. In this regard, Honor of Kings uses the design of gamification mechanisms to allow users to stay in Honor of Kings longer and allow more interactions between users. Among them, there are two more important functional points: the intimacy system and the master-apprentice system.

Intimacy is an original gamification scenario design for Honor of Kings. It is driven by users completing specific tasks in specific game scenarios together. It aims to stimulate user activity and retention, increase the time users spend using the product every day, and also increase the cost of user churn so that users will not easily give up the product.

Whether a game is fun or not depends on whether it can allow users to find more fun in it. As a MOBA game, cooperating with friends to win the game is a relatively important point. Therefore, in the design of gamification mechanisms, Honor of Kings constantly stimulates users to play more games, stay in the game longer, and complete more tasks through gamification factors such as intimacy badges, photo frames, master-apprentice titles, and rewards. This kind of scenario-based design of gaming elements can also be applied to non-gaming products. The essential goal is to increase user activity and retention rate through gamification, making the product more fun.

3. Socialization of Games

Finally, let’s talk about whether Honor of Kings can become China’s largest social platform. Of course, this is not an affirmative statement, but just a question or discussion. In the era of fragmented Internet, the threshold and cost of mobile games are extremely low. Unlike the overly homogeneous game user group in the traditional PC era, men, women, young and old can all become users of Honor of Kings. In the era of mobile Internet for mass groups, users can enhance their social experience and social fun through games.

After replacing WeChat and Momo, can Honor of Kings become the new generation of "social platform"? In a sense, there is such a trend or potential. Of course, one last reminder: try not to get addicted to games and lose your ambition!

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The author of this article @记小忆 compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map