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Research products, “King of Glory” why so popular? What is its user growth system? How do users become addicted? As a product manager, what can I learn from you?


From the Hooked addiction model, this article takes a look at how Honor of Kings is getting Hooked.




Kingglory and Hooked models


King glory


It has been said that there are already three categories of people based on how much they play King of Glory:

  1. People who don’t play King of Glory;

  2. Play king of Glory, but not seriously affect the study and work of the people;

  3. Play king of Glory, but can not extricate themselves, the consequences of serious people.


Let’s start with a few numbers:

  • According to data released by Tencent Interactive entertainment, “Honor of Kings” has more than 200 million registered users and more than 80 million daily active users, with one out of every seven people playing it. The mobile game “Honor of Kings” has become the king game in China.

  • According to aurora big data show: you have 200 million comrades, also have 200 million enemies! Today, the penetration rate of King of Glory reaches 22.3%, among which 54.1% are women and 52% are under 24 years old.

  • Honor of Kings is now the world’s most downloaded game, with first-quarter revenue of 6 billion yuan, the world’s highest grossing game, according to domestic and foreign data agencies. The registered users of the game broke 200 million, and one skin sold 150 million in a day. Tencent reported revenue from smartphone games of 12.9 billion yuan in the first quarter of 2017, up 57 percent year on year.


If you happen to be playing King of Glory, maybe you will find that this game will really make people addicted, before going home from work to watch TV, reading fitness, and now as soon as you go home, you start to open black team to play the game, originally wanted to let yourself relax after a day of work, the results…


Inner OS: Sleep when you win a game. The results… … Won the good cool, come again, beat lost unwilling, come again! But it was two or three in the morning.


While it’s fun to play games, it’s starting to affect your normal life.

Honor of Kings, like a king pesticide ~


Hooked model




Above is a map of the Octalysis: Complete Gamification Framework by Yu-kai Chou, author of a recent book called Actionable Gamification: Badges Beyond Points, Badges, and Leaderboards, Human Behavior × Game Mechanics, Building Product Appeal


The Hooked Model chart has 8 keywords in the middle and the distribution represents 8 different core drivers. User motivation, in plain English, is getting users to “volunteer” to do what the product or service wants them to do. The word “voluntary” here comes from games.


The user growth system is a gamification of the product, with motivation (M) corresponding to our exit and trigger (T) corresponding to our entrance. In fact, gamification is a human-focused Design that maximizes the consideration of emotions, motivation and other Human psychological factors in the Design process. No matter what product, no matter how powerful the function, if the user does not want to use, then it is a failure. MEDALS, red flowers, awards, trophies and belts are actually “symbols of achievement”. They don’t have any meaning in themselves, but they represent the sense of achievement after people have gone through untold hardships and overcome numerous challenges. So games don’t have any real function (a “waste of time”), but they have the magic of making people spend a lot of time and energy.


Included in the HOOKED Model is another BJ Fogg’s Behavior Model: B= MAT — Behavior = motivation * ability * trigger (or trigger). Any behavior depends on three variables of the formula.

The core of this set of theories lies in “A” (Ability) and “T” (Trigger), which enable users to make Desired actions smoothly by simplifying the process of completing A certain behavior and timely reminding users. Eventually, this behavior solidifies into a “habit,” which is to make users use your product or service without thinking about it (expected behavior).


Hooked model is an integral part of the product system in the user growth system, an operation and product mechanism to improve user engagement.

Glory of Kings addiction is just Hooked and Hooked!


Core Drive 1: Epic Meaning & Calling

Do things that can influence The Times or benefit others!


1. Team fun

Play king glory must be melee, have you ever met a very united group, a wipe, you have already open group, and the pig teammates playing field, have you ever done a meat shield, on behalf of his teammates injury, save a teammate life, what you do good for others, is good for the team, this is a kind of emotional mission, this is a team of personal important competitive games.


2. Psychological control

Psychology has a term for the flow zone, and King of Glory keeps the game experience in the flow zone to the greatest extent. Flow is a feeling that occurs when an individual is completely focused on an activity, and it is easy to experience psychosis when in flow and not be aware of the passage of time.


Core Drive 2 shows a review

The development and achievement of goals achieved


1. Achievement satisfaction


Every time the tower strong kill feeling, every time to get the FEELING of MVP, every time to get the feeling of super god, finally not easy to get five kill what feeling? That’s a sense of accomplishment. And this sense of achievement is not easy, it needs to constantly complete the goal, to achieve development and achievements, so that people are full of challenges, to strive to get this sense of achievement.


Users like to understand, think, and be aware of the game, which gives them a great sense of satisfaction, a sense of intelligence over others. The same game, I rely on the agile hand speed and rapid operation of the brain, I rely on the strength to beat the opponent.



2. Game balance

There are a lot of factors that determine the winner in King of Glory: great individual maneuvers, great teamwork, matchups between heroes, and all kinds of unexpected factors. In contrast to these conditions, paying players can buy inscriptions and special heroes in real time without breaking the balance, and most non-paying players can still play well, which is the essence of PVP.


3. Daily tasks

Daily quests are an integral part of Honor of Kings, such as “Daily Login”, such as: “Beat 10 heroes and win”, complete missions to send experience, activity, or a hero experience, and set activity in the daily mission treasure box, are very good user growth system, good guide users to do what the product wants them to do, worth learning from us.



Core Drive 3: Empowerment of Creativity & Feedback

DIY, refactoring, immediate feedback


1. Time fragments

League of Legends reduced the time required for Dota to play a game from 60 minutes to 40 minutes, while Honor of Kings again reduced the game time to 10-20 minutes, directly using the fragmented time, players can finish the game in a short time, or even serve food for 10 minutes to play a game after school lunch break.


Everyone is easy

Honor of Kings is easy to operate, league of Legends requires two hands to operate the mouse and keyboard at the same time, and Honor of Kings only requires two thumbs. The strategy complexity is reduced, and the overall difficulty of playing the game is reduced, which not only takes care of the traditional male gamers, but also attracts many women’s interest.


Ps: See this picture, do you want to click the plus sign, yes! Do you have any! This is the inertial loop.


Core Drive 4: Ownership & Possession

Possession, control over objects, desire to possess


1. Section titles

Every user who plays “King of Glory” has the heart of a king. Some have already become a king, while some are still on the way to become a king. From bronze to king step by step, is a long and arduous process. Reasonable use of the product segment grade to attract users to rank, enhance the user’s viscosity.


Different ranks and levels represent your level of play, which in turn determines your level of match and skill, providing a great incentive to rank higher.



Core Drive 5: Social Influence & Relatedness

Status in society, relationships and connections with others!


1. Mobile games

As a mobile game, it has a more convenient platform to enter than web games, lower participation conditions, today almost everyone a mobile phone, king of Glory for mobile configuration requirements are not high, almost every mobile phone can play, when you see someone horizontal phone, he is likely to play King of Glory.


2. Social kidnapping

After all, King of Glory is Tencent’s game, with Tencent and wechat two major social channel advantages, but also to achieve the Apple system and Android system with the same service competition, as long as the other side has an account, as long as the login game, you can see all play the game QQ and wechat friends. You can import players’ wechat or QQ friends to fight in a group, which can show intimacy, recognize students from teachers, and join teams. The number of players has exploded, forming a herd effect. The social explosion is the main channel for the success of King of Glory.


This is the core value of Tencent: social connection to everything, to own everything.



Core Drive 6: Terse & Skin

The more rare people cherish!


1. Game time limit

Honor of Kings has added a playtime alert to keep players from getting too caught up in the game. In addition, if in the team, did not click “enter” will limit 1min can not match or be matched, lingzi is restricted every time, will arouse me to “king of glory” “angry” heart, unwilling, dead, etc., must play.



2. Scarce hero skills

Not all heroes can be acquired by all players. Users need to earn gold coins or buy them with money, but they need to pay for them. The rarer heroes and skills are, the more they are willing to treasure and strive to acquire them.


Core Drive 7: Unpredictability & Curiosity

Curiosity and the unknown future will drive human beings to explore!


1. Curiosity and exploration

The world is playing king of Glory, friends around are saying that playing glory, you will also be full of curiosity to download a king of Glory, to explore. In addition, king of Glory’s “will play” is also a need to explore and think, there are many many unclear heroes, there are different types of heroes, mage, rush, archer, tank… Every hero needs to be explored and every skill needs to be learned.


Those who only know how to rush forward with Xiang Yu will only die under the tower. Only by sneaking around behind the enemy and pushing him under your tower can you counter-kill. Xiaobian play “Angela” more, send a circle dozen small soldiers, send a fireball to fix each other, send a big recruit bombardment each other, but after fumbling, how to use these three skills, to play a role? First use fireball to freeze the opponent, and then zoom in to bombard the enemy


This is the joy of inquisitiveness, and as users explore, they discover the understanding, thinking, and awareness of the game, which is great fun.


2. Inertial loop

The deepest human skull bottom there is a place called the basal ganglia, stable, muscular tension control of voluntary movement, sensory afferent impulses of ontology information processing have relations, there is a word called “habit loop”, a popular speak is “habit”, when you play in king glory, you play games, do you think they are in fact you have been in control of the game. In your familiar environment, turn on your phone, see the king of Glory picture or hear the king of Glory sound, you will have a kind of inexplicable excitement, you can not control yourself.


Ps: Play 2 king of Glory before going to bed every day, resulting in me often sleepily before going to bed to see each other almost no blood, I chase “dozen”.


Core Drive 8: Loss & Avoidance

Fear, fear, anything negative


1. No sense of frustration

Have you met a pit, are you very uncomfortable, want to call people names? Lose, is not immediately summed up the reason, and then fight again. Team vs. team mode and game designer’s optimization eliminate “frustration and anti-addiction”, in multiplayer projects, can blame teammates, and the product is humanized to add “report” mechanism, reasonably let users less blow to their self-esteem.


2, off the fear

Play the ranking, when you lose, will increase a star, won will reduce a star, accumulated to 3 stars will rise a section, play the ranking, the product to stimulate users, let users fear falling star or off, so as to psychologically stimulate the user off the section, to play back.




conclusion

The success of any product is not a few words can put its success clearly, nor an article can describe its secret of success, this article is a king of Glory rookie players from her perspective on the king of pesticide addiction to the road of small one-sided overview analysis.


As an excellent and successful product, King of Glory has a lot to learn from. We should learn to explore the advantages of successful products and apply them to our own products. All above, welcome to supplement, welcome to ridicule, welcome to exchange learning, welcome to king pesticide yo ~^_^