There are also some "near failure" cases, and the judges' comments are also very exciting. Although the article is very long, I still share it with you: Case: Starbucks "Speaking with Stars": Jiang Meilan: Create a high level of Action (O2O, performance, platform attention, topics) and maintain the image of the brand.

The "Honor of Kings" team may think that "Honor of Kings" is just a lightweight MOBA game on mobile phones, and the game is more socialized and casual. They have discovered that Chinese mobile phone users are resistant to paying for small games. The psychology is not that high, so in fact, it only needs to ensure that the rich players will not affect the fairness of the game, and at the same time, the protests of zero-paying players will not be too big. This also explains why "Glory of the King" is so important to "Heroes" The system for obtaining inscriptions in "Alliance" has been modified, allowing users to directly extract inscriptions with RMB.And it is from May that the version update content of "Glory of the King" has added a variety of social functions crazily, from clans, lovers, mentors, and up to the latest LBS gameplay, which completely eliminates the social barriers of users in the game. , urging users to turn "Honor of Kings" into a part of their real-life social life.

Why did "Honor of Kings" have to do 3V3 at the beginning, and there is only one wild area and one road? I don't believe that they didn't do user research before developing the game, but it seems really hard to explain. Obviously, users have the highest acceptance of 5V5 , they went straight to 3V3 at the beginning, but it is very likely that: they didn't think that the mobile terminal could gather 10 people to compete in the same field at the beginning, because playing games on the mobile terminal is easy to be affected by real life and Interference from the network, if one person is disconnected midway or the network is not good, then the game experience of these 10 people will be very poor; what they actually want to do at the beginning is to develop a game similar to "Heroes of the Storm", through the player's spending Money is used to upgrade hero attributes to make profits, so 3V3 is a better hero branch in development games.Social needs: Even in the era of PC games, all online games and even stand-alone games are trying to add elements of social interaction and real-person confrontation into the game, because only interaction between people is the most user-friendly. , but in the era of PCs, games were played either at home or in Internet cafes. It was difficult to frequently gather enough people who knew each other to play the same game, and it was difficult for strangers in the game to start socializing and interacting with each other. .The "Honor of Kings" team faced two major choices in the initial stage of the game. One was what their game mode should be like, and the other was who their target users should be.

Therefore, in the future, mobile games will definitely evolve towards high-quality and heavy-duty games. Creating a phenomenal brand to attract users’ attention is the best way out for mobile game manufacturers.Don't let the operation confuse your eyes, and always remember that the quality of the product and whether it solves the real user needs are the most critical factors for its success.

According to the "2015Q3 China Mobile Game Market Quarterly Monitoring Report" released by iiMedia Consulting, as of 2015Q3, the cumulative number of mobile game users in China has reached 497 million, a quarter-on-quarter increase of 1.2%. The growth rate continues to slow down, and the scale of mobile game users has gradually peaked .

When we look at "Honor of Kings" again, we will find that the average duration of "Honor of Kings" is only about 20 minutes. Although 20 minutes seems a bit long, these 20 minutes are predictable, and there is rarely a game. Hours of bladder control, and it is impossible to set each activity within 20 minutes in development mobile games. If you want to participate in gang activities, break through levels and defeat bosses, you must be online for at least an hour.Secondly, during the implementation of hunger marketing, it is necessary to ensure that the product or service must be unique and irreplaceable and replicable. The product has irreplaceable advantages for other similar products. Only in this way can hunger marketing be implemented.

So in this case, the strategy of "hunger marketing" should not be used (this is also one of the reasons why Xiaomi's hunger marketing does not work now).  2. Conditions for the implementation of hunger marketing (1) Insufficient market competition. If competition within a company's market segments is fierce, it will be difficult to apply "hunger marketing".

  3. Hungry Marketing of Xiaomi Mobile Phones At 10 a.m. on August 23, 2012, the first round of purchase of Xiaomi mobile phone 1S officially began. The official announcement showed that all 200,000 Xiaomi 1S units had been sold within 29 minutes and 36 seconds. After all the sales, as of October 10, 2012, Xiaomi's total sales exceeded 5 million units.It took less than ten months for these more than 5 million mobile phones to be launched from the time when the first one was opened for purchase. Every time it was opened for purchase, it was sold out in about a minute. This is because Xiaomi mobile phones are available online before the opening day for purchase. If you make an appointment service, if you really go to buy it when it is open for purchase, there is basically no chance.