Pinduoduo’s addictive cash withdrawal activity, I have summarized these four major gameplay designs!

In the past two days, I participated in the Pinduoduo cash withdrawal activity, and fortunately I got 100 yuan in profit in the end. But I think I am lucky, and most users must have been cut off. Today, I will review the details of Pinduoduo's gameplay and share them with you.

The main content includes 4 parts:

• Friend endorsement - building trust
• Gameplay Design - Locking in Users
• Incentive mechanism - attracting users to continue investing
• Simple design——interaction and copywriting design

Endorsement by friends

This is what happened.

In the afternoon, I suddenly received a WeChat message from a friend.

I was quite resistant to this kind of gameplay of Pinduoduo before. Although I was pulled to help a few times, I basically did not participate deeply. Because everyone has a basic consensus that this is a "scam" and most users cannot successfully withdraw cash. But this time, my friend's personal experience was very inspiring, and he said that it was particularly easy to withdraw cash today. After helping Pinduoduo, I also unconsciously wanted to give it a try.

Social networking among acquaintances is more likely to generate a sense of trust and motivate users to take action. Pinduoduo uses WeChat to endorse activities intentionally or unintentionally during the process of self-propagation by users. And there are indeed successful cases around us, so when discussing these activities, we often mention "I withdrew cash last time" and "I have a friend who successfully withdrew cash."

Perhaps these cases happened a long time ago, but due to their scarcity or envy, they have become a symbol in the minds of users, and are constantly mentioned by friends around them, making more people feel that cash withdrawal is not impossible. So many people say that it is impossible to succeed, but they are unwilling to try it, just in case it succeeds. After participating, you will find that the gameplay design is really a series of links.

Game Design

This kind of operation activity needs to rely on good gameplay design to attract users in the initial stage and motivate users to continue to share and attract people. There are mainly the following aspects:

1. Magnify the benefits and narrow the gap

I don’t know if Pinduoduo was the first to invent the cash withdrawal method, but Pinduoduo has played it the most thoroughly. Other e-commerce platforms basically use shopping vouchers and gold coins, and the amount is relatively small, and eventually all of them will flow back to the e-commerce platform. When the cash withdrawal method is used, and the amount is relatively large, the "greed" in human nature is more likely to be aroused.

In addition, Pinduoduo gives users a very high initial amount, and they can withdraw cash by completing only 0.1 yuan. The huge difference between the benefits and the costs makes users who are unaware of the truth think that it is easy to complete the task, which greatly improves the enthusiasm of users to participate.

2. Create a sense of luck and strengthen value

Pinduoduo's large amounts of cash are not given directly to users, but are multiplied through a process. Various copywriting and gameplay are used to enhance users' sense of luck and make the withdrawal amount more valuable.

3. Psychological gameplay, creating illusions

Lowering the user's psychological threshold

There is a saying of "golden time" in various rescue activities. Pinduoduo also firmly grasps users through various gameplays at the beginning of the game. For example, gifts, double cards, direct withdrawal cards, exclusive privileges, etc., constantly reduce the task amount, and bring users into the gameplay, creating the illusion that withdrawal is particularly easy, ensuring that users will not leave easily.

Strengthen the sense of gain

During the event, Pinduoduo also added a way to experience the game. When users are not paying attention, they may think that the withdrawal is successful. The excitement at that moment will stimulate the user's desire for the withdrawal to be successful, and attract users to share more actively.

Positive Incentives

Everyone knows the story of "looking at the plum to quench thirst", which is to give others hope. Pinduoduo's "prediction gameplay" is probably similar to this effect. Through a series of visual scenes, it tells users that within 10 minutes, if they invite one more person, they will have the opportunity to withdraw money, helping users build confidence and hope.

Negative emotion guidance

For users who have played the game before but failed to withdraw cash, Pinduoduo has specially set up a time-travel gameplay. It tells users that if they try harder last time, they can withdraw cash successfully. It hopes to use the negative emotions of missed opportunities to motivate users to cherish this opportunity and not give up easily.

After this series of operations, the user is basically brainwashed by Pinduoduo, and the withdrawal limit is almost there. The sunk cost plus the temptation of large amounts of cash fully paves the way for the subsequent recruitment of new users.

Incentive Mechanism

After entering the sharing phase, Pinduoduo added various redemption props, from gold bars to gems to red envelopes, one layer after another. In order to win cash, users need to constantly find friends to help them get the chance to smash the wooden board. However, this kind of sharing requires the consumption of favors, and the difficulty will increase in the later stages, and users may not be able to persist on their own.

Based on the user behavior model, Pinduoduo motivates users to continue playing by lowering the behavioral threshold and improving user capabilities.

1. Lowering the behavioral threshold - gifting gameplay

Pinduoduo uses the method of smashing two wooden boards and giving away a hammer. Through this gameplay, the difficulty of user behavior is reduced, the withdrawal target is constantly approached, and ultimately the user's behavioral motivation is enhanced.

2. Improving user capabilities - targeted incentive gameplay

Targeted incentives are when users share with designated users, and can get up to 10 hammers. In order to withdraw cash as soon as possible, users are likely to actively share with these users in the hope of getting more hammers. Whether they can get the highest reward is another matter, but the purpose of incentive sharing has been achieved.

Interaction and copywriting

1. Interaction Design

Gameplay design is the core of this type of gamification operation, so the interactive operation should be as simple as possible, and the same is true for Pinduoduo's interaction. For operations that require users to perform, the operation is automatically completed through a 3-5S countdown to ensure that users can directly enter the next link after finishing reading the content.

In some scenarios, the pop-up window only provides an execution button, but no close button. If the user does not kill the program process, he cannot exit the game at all and can only passively receive information.

2. Copywriting skills

In addition, Pinduoduo has also put a lot of effort into the copywriting. The game is full of words that provoke users, such as "direct withdrawal", "good luck", "withdraw 800 yuan", "only 0.01 yuan away", "extra 300 yuan", etc., and they are all emphasized. Ambiguous prompts such as "there is a chance" and the rules of the game are weakened.

Many users may not understand the rules of the game until the end, but they just know that if they share, they will have a chance to withdraw cash.

Final Thoughts

Pinduoduo does have a set of gameplay design, which is very attractive to users in the sinking market. I heard from a colleague that his parents and relatives and friends at home specially set up a WeChat group to get some benefits, and they also get some benefits from time to time. But I believe that Pinduoduo must have gained more...