Open Rug 23 - Understanding the PVP Generation
In 2024, the enrollment rate for new students at Australian universities dropped by 9%, a 15% decline since 2016.
In 2023, China stopped releasing youth unemployment data, while the number of university graduates reached a historic high.
Ten years ago, graduates from the landscape design program at the University of Sydney could only hope for an offer from one of 25 local companies or change careers to make a living.
The vast world you think exists has already entered the PVP era. The generation born after 2005 has never experienced any era of dividends; concepts like China's rise and the internet boom were exhausted before they came of age, and local competition is unprecedentedly fierce. Non-zero-sum games seem as distant to this generation as a brick phone (smartphones are innate to them).
Before the emergence of the crypto space, this generation found that live streaming and becoming TikTokers were the only ways to break out of their living environment, essentially transferring money from others' pockets into their own.
Economic activity has not expanded as a result; even China's export e-commerce merely appropriates the revenue of local small businesses abroad. Young people under 20 today are the true PVP generation.
The predatory nature of PVP is not exclusive to the crypto space; traditional sectors are even more cutthroat, but due to the existence of a "compliance framework," the slippage is larger and less smooth. This aligns with observations of human history, as the periods of war have far outlasted those of peace.
It can be safely said:
- Zero-sum or even negative-sum games are the true mainstream of history.
- A generation raised in a PVP environment will destroy all "universal frameworks" of the previous generation.
- The behavioral expressions of various groups will become increasingly extreme.
What does this mean?
First, from the audience perspective of the three-pan theory, the PVP generation is almost naturally adapted to crypto. They are accustomed to zero-sum game environments and have no moral judgment or aversion to the concept of PVP.
Second, since it is PVP, everyone seeks to accelerate the speed of "other people's money going into their own pockets." Any design that is slow or has delayed feedback will be eliminated, while products that can enhance PVP speed and win rates will be popular.
Finally, the instant and intense feedback brought by PVP makes this generation's attention span short, leading them to disregard things that are not stimulating enough. TikTok user behavior reflects this logic. Therefore, attracting them requires extreme ideas, projects, and visual expressions.
Recently, those expressing disdain for Pump live streams are mostly not from the PVP generation, as only sufficiently bizarre and stimulating content can capture their attention and participation. They are indifferent to "right or wrong," and even expressing negative views on Pump is often just a way to garner attention for themselves.
Regardless of how one laments the "moral decay," generational change will inevitably destroy "universal values." The bell-bottoms of the 1980s were seen as a crime, and in the future, Pump-style live streaming may become commonplace. Even if it’s not Pump, others will take its place.
This is the worst era for Boomers and the best era for Zoomers.
So, what should the reapers of 2025 do?
- Audience Selection: Precise Matching
Either target old users (born before 2000): who can accept long cycles, complex logic, and large capital transactions. These users are suited for DeFi or DeFi products packaged as new narratives. Drawing on the strategies for large clients in exchanges, the methodologies from the previous cycle remain effective.
Otherwise, your target will be the PVP generation directly.
- Design Strategy: Combining Ponzi and Gambling
High-Dimensional Design: The three-pan theory remains effective. For example, the essence of Pump Fun is a mutual assistance splitting scheme, repeatedly allowing profits to change hands between the house and the players through high-speed splitting of targets - on-chain developers are also just as much "leeks" in other coins, perpetually. This process initially requires platform intervention to be deemed complete, using project-generated customer losses and transaction fees to retain developers and KOLs as community leaders to continuously attract investment (this is essentially the nature of conspiracy groups, a form of collusion).
To C Design: If targeting the PVP generation, the product must: have a very short process, with profit and loss results quickly visible. Exaggerated sensory stimulation of profits and losses, rejecting complex narratives about payback periods and profit margins. Essentially, what is presented is a product heavily infused with gambling elements.
- Execution Strategy: Flash Sales
Create a First Impression: Only 30 minutes to capture user attention, which requires: issuing tokens as marketing: generating traffic and attention through token issuance. First comes the meme, then the project: using memes and curiosity culture to attract attention, while the project logic becomes secondary.
Simplify Processes: Hide complex mechanisms in the backend, highlighting only the "quick in and out" experience in the first phase. For PVP users, spectacular stimulation may even outweigh explanations of mechanisms. The likelihood of a developer rushing in to show off and gaining their following is greater than hosting a space.
Finally, if you, like me, are a reaper from the old era, do not be discouraged; we will eventually be eliminated by the market.
But before that, we will popularize the fact of "harvesting others," this de facto "manipulation of the masses," to the younger generation, liberating them from the hypocritical constraints of "moral judgment" imposed by the ruling class, decriminalizing various zero-sum games before the middle of this century, allowing everyone to engage in equal PVP and outsmart others. I believe this is already a significant advancement for human civilization.
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