How did Honor of Kings, which has over 50 million daily active users, become so popular?
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On the bus, on the subway, after company dinner, and during Spring Festival class reunions, you can see people playing Honor of Kings everywhere. Obviously, Honor of Kings is super popular. Have you ever thought about how you became a fan of Honor of Kings? Have you ever wondered how Honor of Kings became popular? Honor of Kings is very popular. I remember on the bus going home for the Spring Festival, I took out my phone and opened Honor of Kings, ready to have some fun. What’s interesting is that I heard the familiar Timi voice from Tencent Games intermittently around me, and then I saw several people around me were also playing Honor of Kings. So, the sentence "So you also play King of Glory" opened up the topic between them, and they added each other as friends and started playing together. King of Glory has gradually become a new way of socializing and the common choice of 200 million young people. As long as they all love this mobile game , they can have something to talk about. Over the past six months, I have discussed this mobile game on Weibo Moments every day. This is not just a short-lived popularity. Judging from the data from Baidu Index and Appstore , the mobile game Honor of Kings is extremely popular. So the question is, why is Honor of Kings so popular? This article will attempt to discuss from multiple perspectives how Tencent promoted this game and what is worth pondering. The highlights discussed below can also be used as a reference for the operation of other games. To put it simply, I think there are three main reasons why Honor of Kings is so popular: good timing, good products, and good promotion. 1. Choose the right time window With the development of mobile Internet and smart hardware, the domestic mobile game industry has experienced crazy growth in 2014 and has matured rationally in 2016. The market has gradually shifted from an incremental market to a stock market. The demographic dividend has almost disappeared, the competition in the mobile game industry has become more intense, and product differentiation is actually not that great. After the games have been crudely produced, the phenomenon of quickly making money online is difficult to reproduce. Instead, high-quality and heavy mobile games will be deeply loved by players. The deeper reason behind this is the ever-changing needs of players and the increasingly high requirements for product quality. The Moba mobile game Honor of Kings just meets the attributes of being heavy and high-quality. It is centered on multiplayer online competition and emphasizes both sociality and competitiveness. 2. Ultimate gaming experience Four points of core Moba games 1. Gameplay: The game is fast-paced and highly competitive. A game lasts about 15-20 minutes, which tests the team's command, the rhythm of leading the line, the coordination of group battles, etc. These player behaviors are based on the desire for the ultimate victory, allowing players to deeply experience the tension and excitement of e-sports. In addition, the gameplay is also diverse. Different heroes have different gameplays. Every game has a fresh lineup battle, which makes it difficult to get bored. The official will update new heroes or skins from time to time to keep players fresh at all times 2. Balance: Moba players are very concerned about whether the game is green and whether there will be a crushing situation because of the money spent by RMB players. At the same time, it is crucial to ensure that the matching mechanism is appropriate and that players can be matched with teammates and opponents of similar level, so that all players can compete fairly and justly. 3. Polished with care: The team continuously polishes the game with a craftsman spirit, including adjusting the basic attributes of each character, and bringing the game's graphics, character design, and dubbing to the extreme, allowing players to feel that this is a work of care. 4. Sociality : MOBA is a multiplayer competitive game. Whether you have friends to play with you in a team determines the direction of the game. It is lonely without friends, but you will have fun with friends. The friend relationship chain has always been Tencent’s best point. Not only can you play with your WeChat and QQ friends, you can also invite nearby players based on LBS to play together. Introducing the design of communication motivation For the dissemination of games, in addition to the strong support of the marketing department, it is very important to think about how to get players to recommend and share on their own, and to introduce dissemination motivation designs into the game, so as to rely on word-of-mouth communication and mutual recommendations among players. A core point of communication motivation is to give users the opportunity to show off and gain a sense of accomplishment. Some people have never played MOBA games before, so their performance is not very high. This group of people is easy to leave. How can we make these people feel a sense of accomplishment? King of Glory does this very well. If players perform the best or have a winning streak or get promoted in the game, there will be cool and shiny screenshots, making players feel really good! At the same time, you will get various achievement labels from time to time while playing the game: best teammate, fashion expert, life winner, team elite, return with all victories... These will be displayed in the player's basic information, bringing a sense of accomplishment and fun to the player. Easy entry and low threshold for participation At that time, there were not only Honor of Kings but also King of Glory, Freedom Fight, Vainglory, etc. in China. Most of the domestic Moba games are based on League of Legends. Unlike the complexity of PC games, how can the games be simplified and improved to be suitable for mobile devices? Compared with other Moba mobile games, the advantage of Honor of Kings is that it is easy to get started. Even if you have never played a Moba game, people who just started playing Honor of Kings will feel that this game is too damn simple and wonder if the people on the other side are elementary school students. This also means that my family can have fun in this game. I used to play Vainglory at the same time, but I felt that this game was too difficult and required too much skill. I couldn't play it and was always beaten badly by the opponents, so I quit the game. 3. Powerful Operation and Promotion 1. The popularity of "King of Glory" is inseparable from the hype created by live broadcast . In terms of channel exposure, Tencent took advantage of the huge traffic of the game live streaming platform to quickly and accurately attract a group of game players. On the one hand, Tencent has in-depth cooperation with live broadcast platforms , such as providing anchors with generous game gift package rewards and jointly broadcasting KPL League, TGA, QGC and other events. On the other hand, after seeing the potential of mobile game live streaming, the live streaming platforms also stepped up their exploration of mobile game live streaming categories. By signing anchors of this category at high prices and hosting live broadcast events, the development of the Honor of Kings category has been greatly promoted. For example, at that time, Huya Live joined forces with eight major gaming media to host the " YSL King of Glory League ". Well-known teams such as Super Play Club, Xiange, and Estar also signed up to participate. The entire game league had an exposure of more than 10 million through major media, live broadcast platform special pages, and live commentary by well-known anchors. After both parties worked together, live streaming in this category became popular. At present, in the mobile game category of major live streaming platforms, Honor of Kings can be said to be the most popular category. The high playability and watchability make this mobile game a popular choice for many mobile game anchors. At the same time, popular anchors from other categories would occasionally play a game together, bringing a large number of player users to Honor of Kings. 2. Tencent’s promoter system In 2016, the official "King's City Tournament" went to 16 cities in the first half of the year. It also cooperated with Honor V8 to hold campus competitions covering 18 provinces, attracting a large number of players who love Honor of Kings to participate offline. It not only produced a large number of strong college players, but also triggered a large-scale college participation boom and sublimation of urban hotspots. At that time, when you walked into major universities, you could see the promotion of this game everywhere, and King of Glory was gradually accepted and recognized by the majority of college students. They used city competitions, campus competitions and other means of promotion to conduct offline exposure and popularization, which quickly increased brand awareness and made more people know about the game "Honor of Kings". 3. Create professional mobile eSports events In 2016, the "Honor of Kings" capital released an e-sports development plan with the theme of "Hi E-sports", dedicated to building a competition system in which everyone can participate. In addition to hosting city and campus competitions, the first KPL professional league was also held in September of the second half of the year. The prize money for the competition was as high as 1.85 million, far ahead of other domestic mobile competitions. The entire event is conducted in accordance with the ideas and industrial structure of e-sports. The overall e-sports industry chain mainly includes three core points: events, celebrities, and media. The 12 top teams that emerged from the KOC, QGC, TGA and WCG divisions in the first half of 2016 will go through three parts: the regular season, the playoffs and the finals. It took three months to present players with the top professional league viewing experience. Players can watch the live broadcast on the live broadcast platform and the event entrance within the game, which has attracted many players to watch the live broadcast of the event. At the same time, the official will cultivate high-quality commentators and star packaging and promotion of the event, and use official channels, live broadcast platforms, media and other channels to fully expose these high-quality players and make them into stars. The popularity of Honor of Kings will then be increased through live broadcasts of star players and the export of high-quality videos to Youku and Tencent. In addition, a professional content production team is introduced in advance of the event to produce rich content such as comprehensive event information, event strategy teaching, and basic event videos. The highly popular news is also well received by the gaming media. During the KPL event, special sections of major gaming media outlets participated in exposing the progress of the KPL event. 4. Topic Marketing The diversity of Weibo users can spread word-of-mouth from professional groups to the general public, so Weibo has also become a major operating platform for online marketing. The official Weibo topics surrounding the game by Honor of Kings allow players to interact with game content directly online, using game stars and KOLs as important outbreak points for topic dissemination. For example, the topic #Honor of Kings Guide# has a reading volume of 110 million, and the topic #Honor of Kings Think Tank# has a reading volume of 72 million. Thanks to its excellent quality, Honor of Kings has formed a "tap water" group on Weibo. Many players and Weibo comedians have created a lot of high-quality content on their own based on the pain points of players, such as Honor of Kings jokes and emoticons, which have a very good dissemination effect on Weibo, with an astonishing amount of user interaction, forming a good word-of-mouth spread. In short, the game Honor of Kings appeared in the right time window. Thanks to its ultimate user experience and the strong promotion support from Tencent, the game continued to gain popularity and reached today's DAU of over 50 million. However, the game cycle of mobile games is generally short. Can Honor of Kings continue to be as popular as LOL? Let’s wait and see! Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @Levin compiled and published by (Qinggua Media). 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