"Happy Candy Crush" APP Operation Analysis

Happy Match 3 is a strategy game developed by Tencent Computer Co., Ltd. The game has fresh and bright graphics and pleasant music; there are rich levels and many challenges, constantly bringing new fun. The main characters of the game include bear, chicken, frog, fox, owl, hippopotamus and so on. On January 29, 2016, "Happy Match 3" was recommended as a popular game by Apple App Store.

Target market and user positioning: popular. It targets users of all ages and is oriented towards the general public, without any segmented positioning. You can see that each level setting and art UI and other effects are easy to understand. This is also an important reason why people of different ages in your circle of friends are playing this game.

Market data: The PC version was launched in 2013 and quickly rose to prominence on major platforms in 2014. The web version won the favor of more than 50 million players within 5 months of its launch, and currently has over 500 million users. On the IOS platform, the app performed impressively within one month of its launch, and was recommended as a featured product by the App Store for two consecutive weeks, ranking first on the iPad free list and fifth on the iPhone free list. Moreover, it has maintained a good ranking among the top free apps in the App Store for more than a year since its launch.

Product experience analysis:

Ease of use: The guidance route for novices is clear, with three eliminations>straight line special effects>L-shaped and T-shaped special effects>same color special effects>special effects exchange as the main line. At the same time, according to the difficulty of the level, a more difficult level is given every once in a while to guide the novice to continue to pass the level.

Usability: Capture the players' excitement and focus on user experience.

Interface form: cartoon Q version style, the overall style is cute, generous, novel and energetic. The game interface design is humorous, lively and very individual, creating a good game atmosphere.

Cartoon character features:

Operation and promotion strategy

Product operation: Continuous innovation to achieve differentiation according to players of different ages

Product promotion: Continuously attract new users through new media interactions

1. Brand promotion: By connecting to Tencent's social relationship chain, users from different platforms have the opportunity to integrate. Users can compete with their friends or even all players. They can also publish their competition rankings in the social circle and let their friends know. Colleagues can also ask their social friends for help, which greatly improves the user activity and installation volume of the game.

2. Advertising: TV advertising, movie advertising, subway advertising, Jia Ling MV, etc.

3. Online activities: Weibo and WeChat fan interactions, community activities with millions of players participating, holiday activities, etc., fully focusing on utilizing the role of fans.

4. Cross-promotion: Dota Legends teamed up with Happy Candy Crush to send out gift packs, and Happy Candy Crush teamed up with Xiami Music to create a music album for 200 million players, etc.

Operation effect: as shown below

Profit model: 1. Paid packages (free play package, level-breaking package, momentum package), paid props (various level-clearing props, details can be downloaded and experienced), windmill coins, etc., 2. Platform advertising, other APP advertising implantation.

Reasons for success: Why it has more than 500 million players. In theory, such a match-3 game is easy to be copied. Mobile game players who are used to getting bored with the old and liking the new will abandon an old mobile game in a matter of minutes and turn to something new of the same kind.

The reason why "Happy Match 3" can retain users and attract a large number of new players to join is mainly due to its level design and visual effects that stand out from competing products. The carefully designed levels not only have rich gameplay, but are also continuously updated; the fresh and bright pictures, scenes, and explosion effects create an attractive visual effect.

As a match-3 game with richer gameplay and larger content, smooth player experience also plays a crucial role in the continued popularity of "Happy Match 3".

The reasons can be simply summarized as follows: 1. The gameplay is "simple" and easy to get started 2. Fresh and cute HD picture quality 3. Rich levels, many challenges, and constant impact of new fun 4. The gameplay is constantly innovative and has established its own social system. 5. Weakly connected games can be played in places without an Internet connection. At the same time, stand-alone casual products save more traffic, have low requirements for the network environment, and cost less. This is undoubtedly very suitable for the vast number of novice casual game users in China. 6. The entry threshold is low and no registration is required, making it a permanent software on the phones of many novice users. 7. Channels are king. Happy Match has strong channels

Author: Corgi

Article source: Activity Box