Here’s the new Monument Valley, new Clash of Clans, new Secret Garden – I Try First #2

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I Try First is a column where I try apps and share with you their taste. It updates at least one time each week.

This time I tried four new apps. They are all either recent releases of former hot app makers or new apps which gained popularity in similar ways as former hits.

They are:

Yo Polls: New app produced by the same team who created the simple but unbelievably popular social app “Yo.“.

Clash Royale: Phenomenal new mobile game produced by Finnish game company Supercell, who made the extraordinary Clash of Clans.

Agar.io: New favourite of President Underwood in House of Cards Season 4. In Season 3 he played Monument Valley, which gained huge success after showing up in House of Cards.

Recolor: An mobile version of color filling book Secret Garden. Much more sophisticated.

 

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Yo Polls

Cost: free

I still remember Yo. (yes, with a dot). That simple app, which can do nothing except send a “Yo” to my friends, raised $1.5 million in funding after gaining crazy popularity two years ago. After Yo., its developer released another app Yo Status, with its only function to send emojis to others.

Now, here comes Yo Polls. Same design style and a new game play. This time I’m not sending “Yo” or emojis, but a poll.

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Once logging in, I was asked to lock my screen – it was telling me I can play Yo Polls on a locked screen. After several either-or questions, I was obsessed. I remember the teenage years when I opened my diary at night but couldn’t think of anything specific to write. These simple polls are great that they can exactly break the deadlock of mind.

Just like Yo. and Yo Status, these polls can be sent to friends via Message or Twitter. The success of the former two apps has proved even a simple “Yo”can be a very good conversation launcher. Yo Polls provides more topics to talk about. I tried sending a poll to my friends, and then surprisingly, none of them kept asking “why”, but all started pleasant conversations as I wished. So amazing!

There are a huge variety of polls, created by anonymous users. I can choose from “Fun”, “Sports”, “Music”, “Tech”, … to control the themes.

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So, Yo Polls is not only about polls. As its previous apps, Yo Polls provides a more playful way to start socialising. Sometimes communicating can be easier and more effective when it is without a clear purpose.

Click here to download Yo Polls.

 

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Recolor

Cost: free (in-app purchase)

Secret Garden was absolutely one of the hottest things in 2015. Yes, people do need some ways to help them release pressure, but for me, I don’t think I can have enough space to open Secret Garden and color it in some really stressful occasions, such as a crowded tube.

Then I found this new app named Recolor.

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Once opening it, I saw a countdown on the top. If I could finish any one of the pictures before it ends, all the pics would be unlocked for 24 hours. Of course you can spend money to unlock them instantly.

Good news is that all the free pictures, in rich categories such as human, animals and food, are already enough for me to find one I like.

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It’s very easy to color by a simple click. I can also use two fingers to zoom in/out, so iPhone 5/5s/SE users won’t find some blocks too small. Auto-saving is another useful function that enables me to finish part of a picture on the way and continue next time.

Once finishing, I can apply filters, save it or share it to social media. So, don’t worry if you can’t shoot a perfect photo of your Secret Garden work, Recolor is better.

To make it more playful, a “scan” function lies in the upper left corner. It allows me to scan any pictures to color. I tried with 3 ugly birds I drew, and it really worked. Since every Secret Garden is the same, I prefer Recolor.

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Click here to download Recolor.

 

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Clash Royale

Cost: free (in-app purchase)

Finnish game company Supercell’s last hit Clash of Clans is already well-known, but Clash Royale still wowed me. Being a new game famous even before its release, Clash Royale only spent 12 hours to climb to No.1 in the US app store. After trying it, though I haven’t spent any money on in-app purchases, I have a strong feeling that Clash Royale represents an ultimate form of mobile game today.

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First, Clash Royale combines several hottest game types. It is a tower rush game, with 3 towers on each side and the only goal is to destroy the opponent’s towers. It is a card game, containing various cards of roles, which can be unlocked, updated and grouped into a battle deck. It’s also a real-time strategy game played by multiple players. These 3 most popular types are combined very well in one system.

In Clash Royale, each round is within 4 minutes. A proper pace for a mobile game. There’s not much punishment for loss, so I can keep playing again and again. I think this is a key factor contributing to a mobile game’s success. It needs to satisfy users’ desire to play it on and on, at any time anywhere. That’s why many games can earn money by charging users after a number of free entries. Such a “fast food” pace making users wanna keep playing is a must for an ultimate mobile game in my eye.

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Clash Royale is friendly to both starters and senior players. For starters, it is very easy to be familiar with through the first 3 matches. For veterans, it’s still full of challenges because of a variety of roles and skills. Every time two players are matched, the system will make sure they are at close levels, avoiding gaps of fighting forces. So players at any stage can enjoy the game.

Click here to download Clash Royale.

 

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Agar.io

Cost: free

Do you remember this 10-sec scene in House of Cards Season 3? The game President Underwood is playing is Monument Valley.

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Not only playing by himself, the president also recommended it to his staff. “We need something that will capture the imagination,” he said. After his recommendation, the app soon became a worldwide hit and dominated app stores in many countries.

And now, in the new season of House of Cards, the president is playing a new game, named Agar.io.

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It’s very simple to play Agar.io. Basically I just need to control a ball representing myself to swallow up smaller balls and avoid being eaten by bigger ones.

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It seems pretty simple, but just like House of Cards, you only get more when you think more.

Each ball is given a nickname by its player. Since Agar.io is a multi-player online mobile game, I can always figure out interesting things due to these nicknames. Within the several days since I started, I have already seen “McDonald” chasing “KFC”, “Obama” surrounded by “China” and other Asian country names (certain key words will trigger certain patterns on the balls eg. China, Mars, Doge). I can even see a group of balls in one language battling balls in another language.  Really an eye-opening experience.

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Although the rule is pretty simple, it doesn’t mean that large balls can eat up everything. Agar.io keeps a good balance between different players. Smaller balls move faster. Larger ones can only reach a lower speed, but have the ability to ejaculate half of themselves to attain temporary high speed. Smaller players can also make use of tricks on the screen to avoid bigger balls or even settle them.

The best part of Agar.io is that it is interesting in both game plays and players’ states of mind. A nickname can lead to a sense of familiarity, unity or hostility. Very House of Cards.

Click here to download Agar.io.

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I Try First is a column where I try apps and share with you their taste.

For other posts, please click here.

 

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iPhone SE is boring, so are Apple’s ads

My friend Léa received her new iPhone SE yesterday. She sent me a photo of her former iPhone 5S lying next to the new white box. It suddenly reminded me it had been only 10 days since Apple announced this (not very) new iPhone in Town Hall. It was the last time they held release meeting there, as Apple has scheduled to move to its new headquarter building (in a weird spacecraft shape) this winter.

I didn’t “like” her photo. Instead, I typed “Dislike” with a “waving hand” emoji. The iPhone SE is boring. An updated iPhone 5S can’t be a qualified newbie in Apple’s crowded enough product line. We are expecting something more revolutionary.

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On March 22, Apple announced new products including iPhone SE. Photo/Mark Prigg

For Apple, “Mass market” is no longer a forbidden term. Obviously iPhone SE is targeting a larger market. With a more developed mobile industry today, Tim Cook needs to look for new customers, or grab some from their competitors’ hands.

This is not a secret any more. Since at least two years ago, I’ve been seeing Apple focus a lot on “public aesthetic”. In Apple’s advertisements, especially its TV commercials produced by advertising agency TBWA, we can see them not only introduce new products, but also reflect what’s in this tech giant’s mind.

 

1. Trying to be emotional, but super superficial

Early this year, a new Apple commercial came before I watched the Chinese new year gala. In it I saw 58-year-old pop singer Jonathan Lee. He was also featured in New Balance’s TV commercial, produced by a new advertising agency named W. W is famous for its advertising ideas emphasising a lot on feelings, memories and dreams. But sorry, I don’t see any relation between dreams and a pair of New Balance sneakers.

Similarly, I don’t understand how Apple customers can feel they’re buying cool technology products by watching Jonathan Lee and two young people singing Chinese “happy new year” song with an iPad in the girl’s hand. There’s no story and no plot in it. The 1-minute commercial, if without the Apple logo in the end, could be easily used by any other brand. It could be ended by a “Coco-cola wish you a happy new year!” and still make sense.

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Click here to watch iPad 2016 Chinese New Year Commercial

I understand Apple’s goal to attract more customers by building some certain “common feelings”. They want new users to go to Apple Stores with the idea “Apple is not just for tech-loving young people”.

Yes, everybody can watch their commercial and sing “happy new year” together, but then, APPLE IS NOT COOL ANY MORE.

 

2. Changes after Steve Jobs was gone

If looking back, we could see how Apple fell down step by step.

In between 2013 and 2014, Apple started to communicate with customers in a softer way (similar to how I feel about Tim Cook).

Why? The recent generations of Apple products carried hardly any real innovation. Apple needs a new perspective to inform customers what Apple means to them.

Ken Segall, creative director of advertising agency TBWA, Apple’s long term partner, made the iconic “Think Different” Apple commercial with Steve Jobs. He said that Apple’s TV commercials in 2014, including iPhone 5S “Powerful” commercial and iPad “Robin Williams” commercial, both carried common feelings and thus can inspire audience. What they tried to show was very simple: With Apple products, you can achieve your dreams and change your life.

In the “Robin Williams” iPad commercial, Apple used a variety of scenes to show customers how great it is. And the copies are form Dead Poets Society.

Robin Williams Apple iPad Commercial

Yes, these commercials can provoke a sense of identity, but that could never be turned into a “Wow”.

But Apple used to keep wowing us.

 

3. Apple’s advertising team

Apple’s three most influential commercials must be “Get a Mac”, “1984” and “Think Different“. In 1984’s Super Bowl, the commercial of Macintosh shouted out a war against traditional PC. That directly leaded to a boost of $150 million sales.

Let’s read the copy of “Think Different”. You can still clearly feel Apple’s fearless innovation.

Here’s to the crazy ones.

The Misfits.

The rebels.

The troublemakers.

The round pegs in the square holes.

The ones who see things differently.

They’re not fond of rules

And they have no respect for the status quo.

You can praise them, quote them, disagree with them,

disbelieve them, glorify or vilify them.

About the only thing that you can’t do is ignore them.

Because they change things.

They push the human race forward.

While some may see them as the crazy ones, we see genius.

Because the people who are crazy enough to think that they can change the world, are the ones who do.

These commercials were all collaboration of Steve Jobs and TBWA. In 2006 TBWA even founded TBWA/Media Arts Lab(MAL), to exclusively provide service to Apple.

Apple “Think Different” Commercial

However, after more than 10 years’ stable collaboration, everything started to change when Steve Jobs left. He used to attend every regular meeting of TBWA/MAL, and took part in any advertising idea.

Like Apple products, those iconic commercials reflected Jobs’ style and pursuit of quality. However, this couldn’t be sustained after his leaving.

Apple is now planning to separate from TBWA. Since 2013, they have formed an advertising and marketing team of more than 1000 people – but it’s still useless.

The 40-year-old company, without Steve Jobs, started to feel strenuous.

 

4. Why “shot on iPhone” commercials everywhere?

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Photo/Apple World Gallery

Why?

I see these huge “shot on iPh one” commercials in almost every city I’ve been to.

They tell you you can shoot fabulous photos with your iPhone. But just like those gym commercials, they make you feel you can get great bodies as fitness trainers. However, actually you can’t.

 

And I miss Steve Jobs.

 


 

If you are interested, here’s some other views on iPhone SE :

http://daringfireball.net/2016/03/the_iphone_se