Introduction
With the rapid development of the Internet, e-sports and mobile games, various sports, business and card games have become one of the main choices for people to spend their time. At the same time, derivative consumption such as playing games and practicing on behalf of others grew quietly. Adults who pay attention to their own interest training begin to roll up in the game. What is the scene of King+Training and Chicken+Training? When playing games also has KPIs, do adults give up games or "training classes"?
01
Interest training "king enters"
Recently, the Mobile Market Report 2023 released by mobile data company Data.ai shows that the global mobile game consumption expenditure will reach 110 billion dollars in 2022, and China's mobile game consumption expenditure will rank first with 42.38 billion dollars. In addition, according to the data released by SensorTower, the game "Glory of the King" from Tencent ranks first in the revenue list all month long, basically maintaining an average monthly income of 200 million dollars. The gold absorption ability and daily life are amazing.
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Nine years ago, the concept of "E-sports education" was put forward; In 2016, e-sports and management became one of the supplementary majors of the Ministry of Education, and then several schools opened e-sports majors, colleges... e-sports and mobile e-sports gradually developed towards the formal direction. Minors with e-sports dreams can be found everywhere in this environment.
At the same time, in 2021, the State Press and Publication Administration issued the Notice on Further Strict Management and Practical Prevention of Juvenile Addiction to Online Games, requiring all online game enterprises to provide one hour online game service to minors only from 20:00 to 21:00 every day on Friday, Saturday, Sunday and legal holidays, No online game service shall be provided to minors in any form at any other time.
E-sports training for minors has ended, and e-sports has been clearly classified as "games" for adults. The relevant training on the market today is aimed at the adult market. In addition to the professional track, interest training has become one of the important directions for the development of mobile e-sports training. Adults are willing to invest in this field of interest to stimulate derivative consumption.
02
You play games in the king,
I do my homework in the canyon
Unlike teenagers with e-sports dreams, adults who are able to pay for such "e-sports training" are more likely to take such games as entertainment and want to gain a sense of achievement. Of course, there are many people who want to use their income to create game accounts. They regard it as an introductory vocational training.
Play time pays attention to company, practice on behalf of pay attention to win, one-on-one training is "self-improvement". Nowadays, advertisements such as "King Glory one-on-one training" and "Chicken eating instructor" can be found on multiple Internet platforms. There are corresponding sales links of training courses on Taobao, Tiaoyin, Xianyu and other platforms. Words such as training skills, improving the overall view, and aligning details frequently appear.
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At a price of more than ten yuan, you can get one-on-one teaching opportunities from senior coaches (players). This experience course mode is the same as the other track acquisition modes in the education and training industry. In the follow-up courses, the stage courses divided by age and difficulty are divided by segment, and the price naturally rises with the increase of "stars". The course is usually valid for two years.
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According to the merchant, we can analyze the content of the course according to the players' current problems, such as one-on-one voice, document text, training and improvement, live broadcast explanation, review explanation, material explanation, practical teaching, double row cooperation, real-time version map explanation, thinking and playing method explanation, hero combo teaching, hero skill use, lineup playing method explanation Advanced talent matching, advanced high-level segmentation ideas, etc. Each class lasts 70 - 90 minutes.
After the course, the coach will also assign "homework" for students, such as practicing a hero, and recording the game video as the content of the next lesson. Entertainment games that seem unrelated to learning are also like schools and training institutions. They teach, review and analyze students' homework on live platforms such as Tencent conferences. However, all businesses agreed not to sell such courses to minors.
03
"KPI is attached to any game
It's not a game "
Many students talked about their training experience that the assigned coach will forward the game blogger's game video from short video and other platforms as a supplement to learning and training. At present, game anchors are flooded with major online media, which has gradually become saturated. In order to attract users' attention and maintain fans, they usually explain the playing methods of different heroes, and output the so-called overall view in. Watching such blogger videos has also become a major way for many game players to learn skills. Similarly, this is one of the ways of "one-on-one training".
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If it is acceptable to have classes in actual combat, then writing a test paper seems particularly perverse. "Please list a set of line-up matches that you are familiar with, and analyze them from the reasons for the match, the strong period, the restraint relationship, etc.". Homework, explanation, tasks... multiple learning factors add up, and the entertainment and social attributes of this kind of games become stale. Some of the "rigorous" training has turned their interest into a burden. This may also be a problem faced by many so-called "training institutions". The multi training teaching method is not accepted by users. In the final analysis, they just want to carry the whole audience.
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In the case of more than 100 million users of King Glory Daily, take Taobao Data as an example, and select less than 1000 people for one-on-one training. Players are more willing to spend money in such aspects as playing for others, playing with others, changing their names, and filling their skin at low prices. It is the psychology of most players at present that they would rather spend 2000 yuan to draw skin than 800 yuan to train heroes. "Any game with KPI is not a game".
epilogue
Whether it is King Glory, Peace Elite, League of Heroes and other mobile games or end games, training business has gradually developed from old players. It does not involve e-sports, and it can provide training services for game players who want to "learn internally" without e-sports membership card.
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After careful study, compliance is in doubt, and a relatively complete interest training industry chain has been formed between buyers and sellers. However, it is still difficult to achieve large-scale development.
(Statement: This article only represents the author's view, not Sina.com's position.)
