After playing 500 times a sheep, I found the addiction logic behind it

Source | Bohufn

Author | Chen Ping'an

"Last night" The Sheep had a sheep "collapsed."

"Yes, I played more than 100 in a little bit."

I came to the office early in the morning. I heard the conversation of my colleagues by accident. I know that so far, the rule of "Sheep" is still continuing.

Yes, if you want to say what is the hottest since the Mid -Autumn Festival, it is not an Internet celebrity punching place such as Yongqingfang Moon Bridge, nor is it the cool and violent dragon in "The Family of the Dragon", but the one to make the number. Thousands of young people chose sheep who fought all night.

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After the Mid -Autumn Festival, this game quickly completed the spread of virus on the Internet. As of press time on Weibo topic#中 中 中#has been read 2.63 billion, 283,000 discussed, and 11 hot search.

Due to the popularity of popularity, the server collapsed for two days, and the game maker Jianyou Technology even publicly rewarded the reward on Weibo. It is recommended to get 5,000 yuan awards for admission and self -recommendation.

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In the game level settings, "Sheep has a sheep" with the first level of "the first level cannot be lost" and the second level "impossible to win" made countless netizens unhappy.

Late -night EMO's Internet with writers has a lot of poetry, leaving famous sayings in the circle of friends:

"Everything will pass, except for the second level of a sheep."

"Is this game so difficult? I have spent more than a thousand times the first level."

"This can't be played blindly, I have to move my mind. I have to think about the next step. It is not difficult. It is not difficult.

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However, in terms of game content, this mini -game on the entire network is not complicated. The core of the gameplay is to gather the elements of the same pattern through operation, and then eliminate the three disappearances of these patterns.

Some people in the game industry have analyzed that "Sheep has a sheep" does not have a special innovation in terms of gameplay. Aside from the traffic side, the product itself can not be deeply analyzed.

Why can I stand out and spread rapidly from it? Through the entire process of "a sheep with a sheep" from launch to the popularity, Bohu Finance discovered the grass snake ash line hidden behind him.

A tracefulness can be popular

The fire of "Sheep with a Sheep" is not accidental.

According to the data of Sky Eye Inspection, the production team behind "Sheep with a Sheep" Beijing Jianyou Technology (hereinafter referred to as "Jianyou Technology") Although it was only established in January 2021, it only got the investment in Thunder Network in just 5 months later. Essence The Thunder Network is a subsidiary of Gibit. Last year, "Moore Manor", which also set off a boom on the Internet last year, was produced by Gabit.

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Jianyou Technology's 2021 annual report shows that the number of participants is only 7. Although the team is not large, its core team has a number of mini -game development experience. According to relevant data, Jianyou Technology has been approved by more than 10 gaming software copyrights, including sheep, home of stray pets, villages of the moon, crazy wipe, and rescue big watermelon.

Among them, "Pirates Coming" is the first product of WeChat mini -game, which has exceeded 100 million yuan, and has reached 25 million.

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In other words, this is an old player of a group of casual games.

It should be noted that, from the perspective of the total amount of launch, the number of "Sheeps" is not only offered, but it is very small, but the volume strategy is quite clever.

There is a famous stalk about "A Sheep" -100 million sheep millennium. This means those millennial players who have contributed 100 million points to the hot search of "Sheep" to the hot search. This also points to most users of "Sheep" from the side.

This time, the launch of "Sheep" undoubtedly made a targeted layout in the consumer group.

First, the launch is mainly short videos.

According to Dataeye report, September 8th "Sheep" was launched on the Star Map X game issuer plan. The budget is expected to be 5 million (this is a very amazing number for mini games), There are currently more than 200 million playback.

On September 14, the task of 220,000 bonuses was further launched. The task also appears on the homepage.

Secondly, the soldiers are divided into two roads.

One category is based on game display, attracting the audience through the content of the game itself (that is, the "first level cannot be lost" and the second level "cannot win") mentioned above.

The other category works on the title of copywriting and video. Most of these launch on WeChat platforms, such as linking games and IQ- "It is said that customs clearance can reach Einstein's IQ"; Heart.

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In addition, during the promotion process, the phenomenon of entertainment star gossip also appeared. Including platforms such as Weibo, the names of Yang Mi, Luhan, Na Ying, Wu Lei and other stars appeared on the title, but the content has nothing to do with it.

Through the combination of various marketing strategies, Jianyou Technology ignited the explosion of "Sheep".

Social currency of young people

As mentioned earlier, from the perspective of the game content, "A Sheep" did not innovate on the basis of the traditional three -elimination model. Because of this, "A Sheep" has been questioned by many people to copy the same type of game "3 Tiles".

According to Zhongxinwei report, the relevant person in charge of "Sheep with a Sheep" said that the game of "Sheep with a Sheep" uses the most basic gameplay. Too much, the company will not reason about this, and users naturally have their own judgment. However, in the perspective of Bohu Finance, the success of "Sheep with a Sheep" is not in the core gameplay, but in the traditional three -way game, it has some unconventional qualities.

The essence of triple games is insight into human nature.

It is found that when people take a certain behavior, they will get some pleasant results from the outside, which can promote them to repeat the behavior to get more pleasant feelings.

This is why the three -categorian game will play more and more addictive.

The difference is that the intensive process of conventional three games will be smooth, and the difficulty improvement is stepped. But "Sheep's Sheep" has been adjusted on this basis. It gives you a very simple first level, and a second level that has risen suddenly.

In the words of netizens, the first level is kindergarten, and the second level is across professional postgraduate entrance examinations.

This is very effective for young users.

By linked the game and IQ during the promotion process, the difficulty of the second level of users, especially young people, ignited the desire to ignite the combat desire, and stimulate the player's "more and more want to play" psychology.

However, relying on this alone cannot support users to continue to participate in the game. Here we have to mention the social attributes of "A Sheep".

According to "Chinese Entrepreneurs", Zhang Jiaxu, the founder of Jianyou Technology, said in an interview:

"The team spent 3 months to make" Sheep with a Sheep ", and made many adjustments during the period. Because I have been doing social, I have also created some topics and laid the foundation for the spread of" A Sheep "."

"A Sheep" not only sets up the player rankings on the homepage of the game page, but also distinguishes the IP of the game users. The province is the team as the team. Each successful player will be reflected in the total ranking.

My colleagues often ask the soul in the group: "Are you the pride of Guangdong Province today?"

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In addition to launching the RANK mode between the provinces, for each individual player, "Sheep with a sheep" launched the "strong king" (the first sheep that cleared the customs without using props and resurrection), "Autumn famous goat gods "(Time to take the shortest users)," National Leader "(the first clearance sheep), including the three honorary titles, and launched many skin with popular elements.

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These special contents have no doubt the attributes of social currencies to the game, and they have become "human rights cards" for young people to gain recognition for a while.

As the industry insiders are evaluated, "" One Sheep "is not necessarily the best understanding of game development, but its team must know humanity."

The difficult game content and the attributes of their own social currency together constitute the root cause of the fire of "Sheep".

"A Sheep with a Sheep" is hard to escape the fate of explosion

According to previous experience, the virus -type spreading small game often accompanied by a characteristic -fast fire, cool and fast. For example, no one inquires in five months.

"A Sheep" is facing the same problem.

At present, three props that can reduce the difficulty of the game, and these three props are required to watch the designated advertisement, and it can be obtained after reading it.

As an IAA (advertising monetization mode) game, this setting is understandable.

But the problem is that the extremely high game difficulty makes users often tired from advertising time.

According to the estimation of Big V@, according to the use of 3 props in one game, the game is about 75 minutes of advertisement.

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Some players questioned that "A Sheep with a Sheep" means not allowing the player to pass the level, so that the players can let the players look at advertisements.

Social media once also flowed out of the screenshot of September 14, with a screenshot of 4.68 million yuan in September 14 and a monthly income of 25.65 million yuan.

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There are also barriers to the game that are not high.

Due to the low threshold for production of such mini -games, some imitations have appeared on the market; there are bugs that can stuck unlimited props on the idle fish, and the difficulty of the game may reduce the straight line.

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From the perspective of the overall IAA leisure game track, the current version number is distributed, but IAA can currently be released without the version number, so a considerable part of the R & D team that cannot be obtained by the version number is "passive". Mode) The medium -to -heavy game track is transferred to the IAA leisure game track, so IAA leisure games are more and more rolled.

The latest report of Gamma data shows that China's mobile leisure game market share is only 0.1%year -on -year in the first half of this year.

(Figure source game gyro))

At the same time, the essence of IAA leisure games is still the game. At present, how long can this state of this number not need to be maintained? Although it is reported that Jianyou Technology will produce an independent app, the operation of the APP is undoubtedly more complicated. After all, the Sanlie Top Stream "Happy Low" has been updated to the 5325 level.

And if the traditional logic of the multi -level gradual level has fundamentally changed the core competitiveness of "Sheep".

In an interview in August this year, Sun Ding, the person in charge of the issuer of leisure IAA game publishers, said that the future leisure IAA games, like medium -weight games, will develop in the quality and IP.Although the sheep with a sheep with the human nature can usher in the fire, but in the face of the current situation of the game, it may not be able to escape the fate of "fishing and leave".

Reference source:

1. The mobile game: "The Sheep with a Sheep" rushed to the hot search first. I haven't seen a small game for a long time.

2. Sina Technology: Why does "Sheep with a Sheep" pushed behind the scene and the moon flowed over 100 million

3. Dataeye Research Institute: "Pusher" behind the hot search, how does "Sheep with a Sheep" operate?

4. MingChaoyan: Some points about IAA casual games

5. Game gyro: I posted more than 200 games, how do Ohayoo think of the status, break and future of leisure games?

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