“Obsessive-compulsive disorder, desire for completion, and sense of gain are the three core elements that induce users to pay!

What is obsessive-compulsive disorder? As you can see from this example, the game "Guard Home" has a total of thirteen upgrade lines. Basically, each upgrade line corresponds to its own upgrade props, but there is space for placing these props.

It is limited, which determines that all players must make choices during the game, which props need to be retained more and which ones need to be discarded.

But in the early stages, players don't realize the importance of certain props at all, so at the beginning, they often throw away some items that seem useless now, but have to use them later based on their own judgment or preferences.

props.

In this way, when they encounter such a situation in the later stages of the game, especially when some people have invested considerable time, energy and even money in this game, it is what we call a situation where sunk costs are very high.

Under this situation, most of them will have a very strong sense of irritability, regret, and struggle about this situation.

This struggle will basically bring about three results. First, they give up the game. Second, they charge money to speed up the progress of the game, or buy game props to get back what they accidentally threw away by spending money.

But the scariest thing is the third one, the third one is to play again..."

Kang Ming was frothing at the mouth and used the various concepts Liang Xin taught him to show off in front of Teng Zengsui and the others. He pressed the remote control and the "Reset Game" option appeared on the projection screen behind him.

button.

"This reset of the game will instantly return the player to the original state of the game. So what does this state mean? Does it just mean starting from scratch? No, no, no..." Kang Ming looked at the audience and said proudly, "

This means that players who reset the game think that they have mastered the essence of the game and think that if they start over again, they will definitely get a better gaming experience. They will rearrange the game according to their own ideas.

The entire prop system will seriously use what they think is, 'I'll make all the preparations first', and then I can kill everyone in the way, and then enter the game again.

But! This is precisely the trap we designed for them.

After they enter the game, they will quickly find that even if they have mastered some game routines, the time invested remains basically the same, so if they want to have fun, they still have to top up their money.

And this time, their determination to recharge will be even greater than the first time.

Because first, they are already obsessed with this game and think they have mastered the trick, and the sunk costs have made it impossible for them to look back. Second, in planning, we have also retained some parts that do not require repeated recharge.

After the reset, they will continue to use the props. That is, some gift packages are recharged once and used for life.

In this case, users will have an emotion that is difficult to let go of the game. I have already spent money, and this money has been kept here, and now I give up. Am I very sorry for this money?

Then, they fell into our second trap.

That is to say, after they reset, they will inevitably have the idea that they have reset before. If they mess up again this time, I will reset again and start over again. And this situation will definitely happen.

It happens to the same person repeatedly until he fully realizes that the only necessary contribution to playing this game is time.

Only then did they get rid of the obsessive-compulsive mechanics of this game..."

"Wait a minute." Someone in the audience suddenly interrupted, "In this case, if everyone wakes up, wouldn't there be no one to recharge? How can the game make money? Aren't you putting the cart before the horse and not distinguishing between priorities?"

Kang Ming raised his eyes and looked over, and found that it was the person who had returned to the headquarters to perform his duties after the completion of the certain project of the group. The guy who was currently at the same level as him suddenly cursed in his heart, but he could only force a smile on his face: "Uh... That's it.

Yes, because before I went to Sanjin Technology, this game was already in the production process. According to Mr. Liang Xinliang’s original design, this game was not for profit, but mainly to retain users. So in

Regarding how to retain users, the design of the game is quite biased.”

"Mr. Kang, don't blame me for speaking outright. If that's the case, then what you just said were all Liang Xin's meaning?"

The other party is unwilling to give up.

Under the stage, there was a burst of laughter.

Everyone is watching the fun and doesn't think it's a big deal.

Kang Ming's face turned green and he could only grit his teeth and persist: "This game is the result of the joint efforts of Sanjin Technology's decision-makers."

"Ha! Wasn't it Liang Xin's fault?" The opponent pressed forward step by step.

Seeing that Kang Ming was beginning to feel at a loss on stage, Teng Zengsui slowly said: "Xiao Liu, please pay attention to the order of the venue."

"Sorry, Mr. Teng, Mr. Kang, please continue."

A young man named Liu Hao said to Kang Ming with a smile.

Kang Ming rolled his eyes inwardly and continued, "Then let's talk about the desire for completion and the sense of gain..."

But after being interrupted like this, his momentum was completely incomparable to what it was before.

Many young people in the audience looked at each other.

Liu Feng looked at Kang Ming, his eyes filled with gloating.

It's still because of Zhou Hexuan. If someone comes down from such a high position, the vacant position will definitely not be the same one.

The movement of one of the above people definitely means that the entire ecological niche is likely to be reshuffled.

Therefore, veterans like Cheng Gang and Chen Honor are keeping an eye on the position of successor, and Kang Ming, Liu Feng, and Liu Hao, who just kept putting pressure on Kang Ming, are not like this.

It's just that they are not old enough to compete with Cheng Gang and others for positions. What they need to do now is to suppress their colleagues of similar age.

As for Kang Ming, who has been very popular recently, in this current situation, he is definitely the first target of people using a magnifying glass to focus their fire.

So don't say that Kang Ming endured the humiliation and was disgusted by Liang Xin so many times, but still insisted on staying at Sanjin Technology and refused to leave. How could he endure the humiliation and bear the burden? He simply had no choice.

As long as there is a position that can provide him with upward competitiveness, Kang Ming will leave Liang Xin without hesitation. Anyway, the shares have been sold almost completely. Whether he stays in Sanjin Technology will make no difference at all in terms of income.

.

The problem is, there is no similar position now.

"The desire for completion is easy to understand. The first is what I just said, the game's long-term hidden missions and thirteen upgrade lines. As users experience the game longer, they will slowly become aware of it.

The existence of a system mechanism, combined with the obsessive-compulsive disorder mechanism, the combination of the two can encourage them to spend time until they finish the game.

According to our planning and calculations, if you don’t recharge, it will take about eighteen months to completely play this game. If you recharge rationally, that is, just like in the game of stealing vegetables, you only spend a part of the money that seems necessary.

, then the time will be shortened to twelve months, saving half a year. If there is no limit to the recharge, it will only take two months. But this will cost a lot of money, about three hundred thousand yuan, which is

Just spend money to buy time.

In addition, including the cost of repeatedly resetting the game, a very patient but poor student player will spend at least two years on this game seriously. If not so serious, some Buddhist people can just play it casually.

In order to reach the full level of play, it will take three to four years, which is their entire university study cycle...

Our design here is mainly about the sense of 'proximity' in the data, that is, every time a user feels that he will be able to complete the task quickly today, he will most likely find that in fact, he is still a little short. And this

Diandian, he could either spend time and wait until the next day for the game system to automatically accumulate enough energy, or he could only spend money to buy energy or game currency.

In fact, it is a kind of mental trap, it depends on how deep the player becomes addicted.

Players who are deeply addicted will have a 'complete withdrawal effect', that is, the feeling that if I can't beat this level tonight, I won't be able to sleep, then there is a high probability that he will really be unable to sleep, and his brain will

I will always think about it.

I experienced it very clearly when I first started playing the game."

"Hahaha! Mr. Kang is also addicted?" Liu Hao shouted again.

Kang Ming paused for a moment, then ignored him this time and continued, "Finally, there is the sense of gain mechanism. This thing is relatively simple and is in the same vein as ordinary game design. After completing the task, you will receive rewards, which motivates you to

The player continues to move up.

The difference between our game and other games is that "Guard Home" is particularly easy to create a sense of gain, because the game's operation is so simple that it is almost impossible to control. People from kindergarten to 80 years old can play it. In addition,

First, our reward items will be linked to the free props given by the system and the props purchased by players, so the more they are obtained, the more their desire for completion and obsessive-compulsive disorder will be further strengthened.

For example, in this last example, when I reached the third level of the game, a certain upgrade route was about to reach full level, but I still needed to pass two levels to get the corresponding reward and complete the level. But what happened?

,At this time, my game resources had a breakpoint.

On the one hand, my game energy has been exhausted. On the other hand, the amount of energy and mission props required for this mission are extremely large. Moreover, this mission prop will only be released with a certain probability, which means it depends on

Luck. But if you want to say that it depends on luck, that’s not it. The probability is not very low, about 5% or 6%. It always leaves players with a lot of hope. Based on these reasons, if I don’t recharge

, you have to stay in this particularly heart-wrenching place for at least five or six days, or even seven or eight days, which is definitely unacceptable to many people.

Especially in the previous levels, with the help of the props given by the system, it has been smooth sailing for a long time. When you get here, you will have a sense of gap in harvest. Things that you could get after spending an hour or two before are now

It takes several days at once. And many players may not realize this until they have finished it patiently for two or three days.

In this process, the dawn of hope and victory has been tempting them not to give up, but at the same time, the increasing anxiety will force them to find shortcuts. In the end, the three results I just mentioned will occur, and some people will give up.

In the game, some people reset the game, while others will choose to spend money. The cycle repeats and there is no way to escape.

The most fundamental reason why I can't escape is because the classmate network itself is a social platform.

As long as you click on it every day, check WeChat, read the jokes on "School Foolish Things", and take a look at the beautiful girls of Charity Angel, you will naturally click on the game again and again.

People who give up the game will soon have to rejoin because there are still a large number of people playing around them.

If things go on like this, we will not only anchor the user's person, but also anchor the user's social relationship, squeeze out their free time, and earn a lot of profits from their pockets..."

When Kang Ming said this, the whole audience fell silent.

"What kind of beast designed this..." Cheng Gang in the audience couldn't help but muttered.

There was silence in the conference room.

After a while, Teng Zengsui stood up and walked to the stage.

Kang Ming hurriedly took a step back and gave up his position on the podium.

Teng Zengsui said in a deep voice: "You should have understood that what Sanjin Technology currently masters is a very novel market operation method, but this set of things has never been involved in our group before.

It is not impossible to start a new business, but it will definitely take a lot of time to learn and improve, and it will compete with Sanjin Technology for the market. But our current shareholding in Sanjin Technology is 16%, which is not the case.
To be continued...