After playing mobile games for so many years and experiencing various games, I don't know if you have ever had such a question - how exactly their event operation was conceived?
For the majority of game operators, this is actually a rather metaphysical problem. Sometimes, they will give positive evaluations because of the generous rewards brought by the event, but sometimes even if the rewards are average and the content is awkward, players will suddenly show great enthusiasm, just like the "otherworldly encounter and delicious" that "Original God" linked with KFC before. The elusiveness of this audience preference can be said to have exacerbated the difficulty of the operation of the event.
After studying various blockbuster activities, I have found a common feature - good activities must be activities that understand people's hearts.
Only activities that just touch the player's inner needs will make people burst with great vitality. An event like the "Ghost of a Woman" mobile game at the beginning of this month has well mobilized the psychological needs of players in terms of food, which is a typical example of small and broad that is worth studying.
The event is called "Food Quest" and the theme revolves around the game's newly launched cooking gameplay, which includes two parts: in-game and reality.
In the game, players will be around a chain of missions to find and make a number of dishes recorded in the "Four Seasons Drinking And Eating", which will involve multiple links such as dungeon battles and dish making. Outside of the game, a different theme of food collection activities was launched, calling on players to share reviews of their own food.
On the surface, this is nothing more than an ordinary activity that goes online with the new gameplay, but it has exerted extraordinary influence on the player group of the "Ghost of a Woman" mobile game, triggering a frenzied "food tide". Among them, some people are trying to cook for the first time, there are also "Michelin chefs" who show their cooking skills in person, and even players have restored the dishes in the game 1:1.
Behind this high enthusiasm, it is not difficult to see the exquisite psychological design used in the design of the event.
In the "Food Hunt" quest chain, the first step for the player is to collect recipes, which are actually derived from a variety of classic local delicacies and are familiar in reality. The second step is to collect materials, and then exert subjective initiative to constantly explore the combination and cooking methods of ingredients, and then try out the real recipe.
Through this process, the player actually uses the "kitchen" in the game to grasp the theoretical knowledge of these dishes, just to be practiced. At this time, a food collection activity is launched outside the game, so that the player's restless mood can be put into practice. After all, for humans is a keen to learn and try, more like to share and praise the animal, grasp the two points of imparting knowledge and sharing results, and then encourage with appropriate rewards, so that many players have the idea of hands-on practice, and then participate in the submission activities.
(Excellent player work)
With the increase in submissions, a variety of strange or exquisite dishes have entered the eyes of other players, giving rise to ideas such as "I am definitely better than this" or "this dish is so good", thus attracting more players to participate. As for those players who have received praise and satisfaction in the event, they will become the sharers of the event, posting the event to their social circles, further spreading the influence of the event and making the event more attention.
In response to this phenomenon, there is actually a more general explanation in psychology, that is, Marlos's hierarchy of human needs. In his theory, human needs are in a pyramid structure, the most basic is physiological needs, and the highest is self-actualization.
Nesting this activity of the Ghost of a Woman mobile game can be found that the players involved in it actually meet the needs of social (sharing their own work) and respect (getting praise from others), and a small number of players who do not understand cooking may even meet their own needs in the process. Therefore, with the gameplay of cooking as the fulcrum, the "Ghost of a Woman" mobile game has planned this very exciting activity.
This kind of operation can be said to use the "gastronomic psychology" to find a balance between human nature and operation, which contributed to the success of this event. As for the most important thing, it is still the operator's concern and concern for the player group, after all, if you don't care about the player's feelings, it is difficult to make such a plan, and this is also the core competitiveness of the "Ghost of qiannu" mobile game can become the core competitiveness of the mobile game Evergreen.