In the past few days, many people's circle of friends have been flooded with the screen by a small game "Sheep, Sheep". Simply put, it is a game that eliminates the level-breaking game. Players can eliminate it by selecting three identical icons. However, in the game interface, the icons are stacked layer by layer. Only by removing the previous layer can the next layer be lit up and the game continues.
Game interface
When the user encounters obstacles and cannot continue the game, he or she or "resurrects" by watching the ad. "Sheep, sheep" claims to have extremely low pass rate. Some players say that this is a setting that makes most players unable to unlock it. They use the desire to win and lose to watch advertisements repeatedly, and eventually make profits through advertising.
Does the development of casual games require rules and supervision? How do we view the advertising incentive model in games?
Open this game applet, and different flocks appear on the page. After users join according to their region, they can start this game that eliminates the level. The rules of the game are similar to previous elimination music. After players choose a certain number of the same patterns, they can be eliminated. In the past few days, this game with simple gameplay has suddenly become popular in the circle of friends.
Henan player Chen Chen (pseudonym) said: "At the beginning, my friend and classmate sent me a message. Its page said that it had the IQ of the page, and I didn't click. I felt like he was testing the IQ. Later, another classmate told me to let me play this, and he said he couldn't pass the game and was very tired. I said I would try it, and then I started playing. I feel like running a triathlon with no end. "
Netizens joked that
According to the game settings, the elimination of the first level is very simple, but when it reaches the second level, the pattern arrangement of the elimination becomes very complicated. Liu Bing from Liaoning said that his friend forwarded the game to her at night and was ready to go to bed, but after a few challenges, he became energetic.
"A friend sent a message saying that he found a particularly difficult game, and then my curiosity came and I finished playing it. Because the first level of it is very simple, telling you how to play it, but the second level suddenly increased a lot of difficulty." Liu Bing said.
According to the game settings, if you can't pass the level, you either start over or you can "resurrect" by watching the ad.
Liu Bing believes: "I think this game is actually quite rough. After playing it 5 times, I found that I couldn't get through it at all, so I gave up. Yesterday, someone analyzed that its program should be randomly released from the beginning, and it may not be able to pass the level. It is not the kind of combination that can guarantee that you can pass the level every time." With the continuous popularity of
, "Sheep is a sheep" began to appear abnormally. At noon on the 16th, the game was repaired, and by the evening, many users reported that the server could not log in.
On the one hand, it is difficult to pass the level, but on the other hand, the player's mentality of not admitting defeat. Some netizens have summarized the so-called "clearance secrets", prompting users to eliminate the patterns at each step in different interfaces to pass the level; in addition, many clearance programs and plug-ins about this game have appeared online.
Pussy strategy made by netizens
However, When a game that claims to test IQ becomes a lucky setting, it is more about the confusion and doubts of users , and there are user comments On—
"This kind of game underlying pattern is set based on the pattern in the hands of the player, and the pass rate is controlled by the probability method. The remaining users who cannot pass the level can watch the advertisement repeatedly in exchange for the opportunity to continue the game because of their winning or losing heart";
"Attract traffic by ranking and sharing unlocking props, and then attract capital by using advertising to serve the advertisement."
has players estimate that if you play 50 games of "Sheep" and exchange them for props and opportunities, you will need to watch about 75 minutes of advertisements.
user Chen Chen said: "The quality of that ad is very low, and when you look at that ad, if something happens temporarily, you can't exit that page at all. As a game, it's not good." Luo Peiyu, a game developer and author of "Million Online: Large Game Server Development", believes that from the perspective of the game itself, the settings and gameplay are very common. On the one hand, the popularity is that the casual game itself is large in the market; secondly, the game rules are simple and easy to get started, and it is easy to form topics among acquaintances; the most important thing is the use of psychological mechanisms and marketing mechanisms of this game.
Luo Peiyu explained: "On the one hand, the casual game market itself has a relatively high share; in terms of game design, this is a relatively simple game, so it is easy to get started and it is easy to understand the rules of the game. The difficulty is more suitable, and players will have the mentality of passing the level if they seem to be a little short, so they will not feel very frustrated and have the motivation to continue playing. Similar design elements are also reflected in other games, so I personally believe that becoming popular has a lot to do with marketing. If we need to look at the game level, it may be more likely to be the atmosphere formed after the popularity of the game. Friends around us are contacting and discussing various rankings in the game. "
has data predictions. The market size of China's casual game market in 2022 is 34.4 billion yuan, of which advertising monetization revenue accounts for more than 75%. After "Sheep, Sheep" became popular, the profit of this mini game has also become a hot topic. Some pictures show that the developer made a profit of more than 25 million in just a few days, but this statement was later denied by many parties. How profitable is this mini game? The reporter called the developer of the game, Beijing Jianyou Technology Co., Ltd., but was unable to contact us as of press time. An investment company told the media that money cannot be used to measure the quality of the game. Another topic behind the game of
is whether it is necessary to find a balance between entertainment experience and advertising profits? Do ads embedded in the game require supervision?
Co-director and researcher Pan Helin, the Center for Digital Economy and Financial Innovation Research at Zhejiang University International United Business School, believes: "From the industry perspective, small games like cannot have a built-in recharge port, and the way of advertising to exchange for game clearance is also a relatively reasonable compromise. However, one thing to note here is whether advertising is necessary to pass the threshold, just like the application software that does not view advertisements must retain basic functions. There should also be a possibility that the play can pass without watching advertisements. At the same time, some mini games have too much advertising content and the ad time is too long, which seriously affects the player's gaming experience. Some advertising content is false and there is a suspicion of inducing and misleading users to click. Therefore, the content and length of the embedded advertisements in mini games should be strengthened. "
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Source | China Radio International, China Radio and Television China Voice (Reporter Zhou Yifan)
user Chen Chen said: "The quality of that ad is very low, and when you look at that ad, if something happens temporarily, you can't exit that page at all. As a game, it's not good." Luo Peiyu, a game developer and author of "Million Online: Large Game Server Development", believes that from the perspective of the game itself, the settings and gameplay are very common. On the one hand, the popularity is that the casual game itself is large in the market; secondly, the game rules are simple and easy to get started, and it is easy to form topics among acquaintances; the most important thing is the use of psychological mechanisms and marketing mechanisms of this game.
Luo Peiyu explained: "On the one hand, the casual game market itself has a relatively high share; in terms of game design, this is a relatively simple game, so it is easy to get started and it is easy to understand the rules of the game. The difficulty is more suitable, and players will have the mentality of passing the level if they seem to be a little short, so they will not feel very frustrated and have the motivation to continue playing. Similar design elements are also reflected in other games, so I personally believe that becoming popular has a lot to do with marketing. If we need to look at the game level, it may be more likely to be the atmosphere formed after the popularity of the game. Friends around us are contacting and discussing various rankings in the game. "
has data predictions. The market size of China's casual game market in 2022 is 34.4 billion yuan, of which advertising monetization revenue accounts for more than 75%. After "Sheep, Sheep" became popular, the profit of this mini game has also become a hot topic. Some pictures show that the developer made a profit of more than 25 million in just a few days, but this statement was later denied by many parties. How profitable is this mini game? The reporter called the developer of the game, Beijing Jianyou Technology Co., Ltd., but was unable to contact us as of press time. An investment company told the media that money cannot be used to measure the quality of the game. Another topic behind the game of
is whether it is necessary to find a balance between entertainment experience and advertising profits? Do ads embedded in the game require supervision?
Co-director and researcher Pan Helin, the Center for Digital Economy and Financial Innovation Research at Zhejiang University International United Business School, believes: "From the industry perspective, small games like cannot have a built-in recharge port, and the way of advertising to exchange for game clearance is also a relatively reasonable compromise. However, one thing to note here is whether advertising is necessary to pass the threshold, just like the application software that does not view advertisements must retain basic functions. There should also be a possibility that the play can pass without watching advertisements. At the same time, some mini games have too much advertising content and the ad time is too long, which seriously affects the player's gaming experience. Some advertising content is false and there is a suspicion of inducing and misleading users to click. Therefore, the content and length of the embedded advertisements in mini games should be strengthened. "
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Source | China Radio International, China Radio and Television China Voice (Reporter Zhou Yifan)
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