Chapter 593 He An: Three Levels of Satisfying Needs
The h4 club and the dge club played a three-day training match before, so many people left each other's contact information. Team leader Su thought Huang Wang was an interesting player, so he also added him as a friend.
Later, dge club went to other clubs in Huohuo.
As a result, today, Huang Wang posted a status to celebrate!
Although there are no pictures, just the words "booking a table at an unknown restaurant" are enough to make people feel unbalanced.
After the previous food blogger incident, Dianping.com launched a wave of promotions for Wuming Restaurant, which made Wuming Restaurant famous and Team Leader Su also heard about it.
And he even reserved the place for dinner?
This is a treatment only available to Tenda internal employees!
As for why a celebration banquet was held, is there any need to ask?
The dge club defeated all the bigger gog clubs in the country. They beat the invincible players all over the country and beat them to death one by one. This kind of achievement really requires a celebration banquet to celebrate.
But from the perspective of these beaten down clubs, this state of affairs means something else.
Leader Su felt that he had been provoked, and the memory of being beaten once again resurfaced.
"The competition is coming soon, so increase your training intensity!"
"Practice the tactics we learned from the dge club again!"
"When it comes to the weekend competition, our h4 club must not be embarrassed!"
Team leader Su was simply furious.
On the other side, the members of the ioi club were training in solo queue while suppressing the smiles on their faces.
The two team members discussed quietly.
"Team Leader Su seems to be furious again, what's going on at the Gog branch?"
"I don't know. It's probably because of being beaten by that new club before. I heard that I was severely abused during that time."
"I can only say that those people in the GoG branch are too bad and they are embarrassing our club."
"Forget it, just say a few words. Warm up your hands quickly. We will be playing training matches with other clubs soon."
"It's okay, we are not rookies like the GoG branch. We are bound to win the ioi competition held by Tenda this time!"
…
…
Thursday, July 21st.
Cafe near Handong University.
It’s time for the monthly teaching again.
He An took a sip of coffee and began to explain today's teaching content.
"The successful experience I want to talk about today is the theory of supply and demand, which is not only suitable for the gaming field, but also for other fields."
"The content of today's class is a summary and summary of the previous content. Before that, Mr. Ma, let me test you first. Do you still remember the content of the previous three classes?"
Pei Qian thought for two minutes and replied: "Choose a marketing method for the game content, choose a game type with a high market share, and appropriately include private goods in the game."
He An was very happy: "Well, not bad! I remember it very clearly!"
Pei Qian said in his heart, hehe, can you remember clearly? Most of them are related to my bloody lessons...
He An continued: "The previous three lessons ranged from easy to difficult, and they were all about the production process of a game."
"First choose the correct game type based on market demand, then express your thoughts correctly in the process of making the game, and finally choose the corresponding marketing method based on the specific situation of the game."
"And what I'm going to talk about today will be a little more difficult: how to analyze market demand."
"The content of today's lesson is the premise and the most basic step of the previous three lessons."
"Mr. Ma, you must remember that every step in the process of making a game is important, and the first step, correctly analyzing the market demand and choosing the right direction, is the most important!"
Pei Qian nodded and listened carefully.
It must be admitted that although many of the cases Teacher He talks about are Tenda cases, the content of the lecture is indeed full of practical information. It is equivalent to telling all the key content of each link of the game from conception to production.
This kind of systematic knowledge may not be bought with money.
Pei Qian feels that it is still very rewarding. Of course, it would be better if Teacher He didn't always use Tenda's games as examples...
He An continued: "A good producer must learn to analyze the needs of players and produce corresponding games to sell to them."
"But the point is, sometimes players just don't know what they want."
"They think they want a, but in fact what they really need is b. If you give them a, they will feel that what you are doing is not the real a in their minds, and they still won't buy it."
"So the concept of 'I will give the players whatever they want' is not wrong in itself, but if you really follow this concept honestly, you will still fail miserably!"
Pei Qian was silent for a moment: "What if it's 'I won't give the players whatever they want'?"
He An was speechless for a moment, and after a moment of silence he said, "Then I can only say that you are great."
Pei Qian asked: "Teacher He, I am serious. Is it because 'I won't give the players what they want'? Is it bound to fail?"
He An thought carefully and shook his head: "There is a very small possibility that what you think the player doesn't want is exactly what the player says he doesn't want, but is very eager for in his heart. In this case, not only will it not fail,
On the contrary, it will be a great success!”
"It's just that this kind of situation... is too rare. It happens only once but not unexpectedly!"
Pei Qian: "..."
Too rare?
Can be met but not sought?
So how come I can run into every game?
He An continued: "If you want to understand this problem deeply, you must understand the three levels of meeting needs."
"The first level is to interpret the needs."
"The second level is to dig deep into the needs."
"The third level is to create demand."
"Most producers cannot even reach the first stage. They are still stuck in the stage of 'repeat needs'."
"The so-called 'replay demand' means that whatever the player wants, he will provide it. But this kind of producer often fails because sometimes the players themselves don't know what they want."
"What they think they want is often misaligned with their real needs. Moreover, each different player has a different position, different tastes, different preferences, and naturally different demands."
"If you just 'reread' the demands put forward by players, then you will lose control of the entire project, which is the next best thing."
"To give a simple example, some players have seen the existence of epic weapons in other games and feel that these items are very expensive and sell well, so they make suggestions to you, hoping that there are epic weapons in your game.
"
"At this time, if you just 'reread' the needs of players and feel that players need this thing, and this thing happens to be able to make money, then go for it, and the outcome will often be failure."
"Have you ever considered whether it's just a small group of players who want epic weapons, while the majority of players hate them?"
"Perhaps what this player wants is not an epic weapon, but a good-looking appearance, or special privileges that are different from other players?"
"Maybe you made the epic weapon, but you didn't make it look satisfactory to him, so he didn't buy it?"
"Obviously, if you don't think about these issues, you will inevitably face failure."
"You must first distinguish clearly which players' needs are available and which are not available. If you can't even do this step, you will never make progress."
"So, the first level is to interpret the needs. From the many needs of the players, interpret their true demands, subdivide and dismantle a general desire, and carefully analyze whether these demands are related to the game itself or the overall situation.
Most players have conflicting demands."
“Only after carefully demonstrating its safety can we actually do it.”
"The next level up is to dig deeper into demand."
"Sometimes, players can't even express what they want, or even realize what they want."
"For example, through data analysis, we may find that a particularly large number of players are lost on the third day, but after conducting a questionnaire survey, no useful opinions were collected at all."
"At this time we have to analyze why so many players were lost on the third day? Why are they dissatisfied? What do they need?"
"Through various clues, we can dig out the hidden needs in the players' hearts that they themselves may not be aware of. This is the second level."
"If you can achieve this level, you are considered a successful game producer in the general sense. This means that you are on the right track and have the ability to make a game better and better."
"As for the third floor..."
"Creating needs that players don't have in the first place is the ultimate level!"
"As for this, I won't go into details. It's too profound and complicated, and the cases often cannot be replicated."
"Because the new needs that are created are no longer new needs after they are widely accepted by players."
"On this point, I have only just begun to get a glimpse of the way. If I talk too much, it will easily mislead you and make you think of taking shortcuts to achieve success in one step."
"Mr. Ma, as long as you learn not to reread the requirements, but to interpret them carefully and dig deep into the requirements, it will be enough."
Pei Qian was silent for a moment and asked tentatively: "Then...Teacher He, can you tell me who has achieved this level of creating demand?"
He An: "Mr. Pei from Tenda Games."
"Mr. Pei's ability to make something that most people don't like into something that most people like is unique among domestic game producers!"
"Mr. Ma, you are a good friend of Mr. Pei. If it is convenient, you can ask for some experience in this area. But again, don't learn it rashly, it is very dangerous."