Why do you draw me guess is so short-lived?

Social Games "You draw I guess" (Draw something) once hot streets and alleys, mobile internet do not know the word seems to need not to mix down. After a 180 million-dollar takeover by Zynga in March this year, a variety of successful analytics articles are full of technology-media pages. But its brilliance seems to stop there, daily active users since the acquisition of the 14.6 million sharp drop to May 10 million, and now shocking 1.9 million, proved that the game is not necessarily worth so much money, perhaps just its godfather Zynga management to do good business bad, and the ability to spend money is stronger.

Aside from financial, in terms of products, how long have you not touched this icon, or have already deleted? Occasionally open, the other side is not a drawing guessing words, but directly to write the word on the screen on the display of gold coins, it will be a big disappointment. So why is Zynga so "short-lived"? If you are its product manager, what improvements should be made to restore the downturn? The following is a comprehensive understanding of the Netizen Liu and Litiuyang answer:

Why is it short-lived?

Liu: First of all, we want to see what players play in the process of the game. Whether it is strategy class, business class, action class, shooting category, role play class, I think the pursuit is a sense of satisfaction, gongchenglvede pleasure, sincere to the pleasure of meat, archery pleasure, the pleasure of the line, because this is the nature of human desire.

After thinking that the high viscosity of the game is linear, as the designer paved a road, you go along this road will have pleasure. I also play draw something, and have a time to enjoy, now back to think, I feel that this game belongs to the point of the game, a point ended and can not from the game settings to guide you to another point up.

At the same time, this game is too high for the player, imagine your painting scrawl you want to die, others old also guess not, you deeply into the inferiority complex, this and play the mentality of the game is contrary (this is not to say my own yo, I draw or can), on these two points will lose a lot of players.

In short, the game lacks the viscosity, the player request is too high.

For the moment, we are discussing the situation of "bad currency expelling good currency", Draw something is also the case, the player for this game experience is basically from your opponents, because there are a lot of bad paintings, and even a lot of direct word out of the situation, this seriously destroys the game experience, And the game itself can hardly regulate this situation, the maintenance of the game environment depends on the quality of the players, this is simply a disaster. When draw something is filled with bad graffiti and written words, it's not far away.

Litiuyang:

1, lack of growth: this is the user continued to play the source of interest. Most social games have a certain growth, such as the management of the city/farm, based on growth to talk about the interaction in the game, the user usually to grow and interact. Gold coin System is also the embodiment of growth, such as Temple Run, but draw something inside the gold coin export is obviously narrow, can buy items unattractive. The Samsung/Perfect system in casual games and the achievement system also belong to the growth of a kind, such as Angry Birds, small crocodiles love to bathe, but draw something is not easy to learn from such systems.

2, lack of freshness: poor growth of the game usually has a more lasting freshness, this is the lack of growth to obtain a sense of achievement, stimulate users to play the basis, such as Texas Poker, the Three Kingdoms Kill, Dota, its basic play although the same, but each game is different, is its charm. Draw Something's play is simple, each game although not the same, but a lot of poor quality painting diluted the user's freshness.

3, random matching and one-to-one system limited: I roughly divide the user requirements into two categories: one is to play with the familiar, the user does not mind the quality of their paintings, simply to interact with the other side, the second is a random match, regardless of the user's own painting level, he always wanted to be able to see the high level of the painting ( PS: One of my deepest impressions is that the spinage--each other to draw me a vivid Popeye, which is not satisfied by random matching.

Because of a one-to-one system, when a friend is not available and the user is idle, a random match must be chosen without any other game mode. With the increasing number of users, so that I see a bright picture is becoming less, let alone those who write words directly users, users in this case gradually leave.

4, high-level users and low-level users of the fragmentation: Of course, any game should pay attention to this problem. In the usual game settings, users have more rewards for interacting with higher-level users, in order to enhance user interaction with low level users, game planning usually takes two approaches: one is to set up a number of Team/band practice system to attract high level users to help low level users; the second is to set a threshold so that low level users can only interact with each other. But neither of them can be implemented in draw sth. More seriously, the level of painting is growing very slowly, and most users are likely to maintain a lower level of painting (like me). When users start rejecting low-quality paintings, the situation is already under control.

"You Draw Me guess" (Draw something) the trend of active users decreased (to May 2012)

How to make it more sustainable?

Liu: For the above problems, I think the product level improvement, can add the following features:

1. Scoring System. Whether guessed or not, after the word is finished, guess the word to score the previous painting (0-5 stars), for example, the other side is directly to write words, although I guess right, three gold coins, but on the score of 0 points, the writer received more duck eggs (System set continuous or cumulative number of duck eggs were kick), was withdrawn , good initiative to expel inferior, reshape the game environment.

See here may be Sir will ask, malicious bad comments how to do (Pro, package mail OH)? Taobao malicious bad comment is profitable, receive money to change the evaluation. As for draw something, have you ever had a situation like this, see the opponent of a good painting, and accurate guess, the corners of the mouth rose a smile, so that you give other people's eggs, I tongue-tied, I think that in the absence of financial entanglements at the same time can bring us the enjoyment of beauty, human nature is pure.

2. Achievement System. Dot game to increase viscosity, you can use the achievement system to string up, but more than tired.

3, the picture storehouse system. This is my first hand this game is very tangled place, the game has no painting to save, I am every time in others guessed the instant (must be fast, or immediately be page), with the phone screenshot saved, two times tongue-tied.

Just in the knowledge of another problem to learn a word "mummy complex", people like to take a photo to leave a wonderful moment, looking back over a look, infinite sense. Increase the library system not only to solve the player's positive needs, but also to increase the viscosity of the game (sometimes want to open to see, and since all open, then draw two more).

4. Temporary system. When you and your opponent work together to the 10th round of the 20th round, there may be a variety of reasons you suddenly feel tired, and then continue to become out of a responsibility to not let the number of rounds to zero, for the responsibility to play the game? Oh,on! can be directly left to ignore, but this for your partner, suddenly heard is a very bad experience, add a temporary function, with each other dour Hi,let ' s fight up next Time,i ' ll be back! So full of love, how wonderful it is when your little paintbrush lights up on his screen again ...

Litiuyang: Sharing and commenting on the system is a good improvement of the original game, in addition, I think you can consider the following several ideas:

1, Guess good painting: Based on the sharing system or other ways to score the painting, get a good reputation of the painting automatically into the excellent library, users can choose to guess the best library paintings.

2, Racing mode: Similar to the model, in a certain period of time to guess the largest number of users can enter the day ranking. The gallery can select the user's "friend Library" or "good library" or all the paintings.

3, Aftertaste mode: To disrupt the user's original painting, let the user guess again. This is in itself a timeline.

4, the combination of crossword puzzles: can be combined with the word play, using pictures to replace the text to the other tips, but it may be slightly complicated.

(from the Netizen Liu, Litiuyang answer, finishing: Ya Nan)