TT Voice: The social chaos in the game is hard to calm down.

Games occupy more and more time in people's lives, and users' experience in games is becoming more and more abundant. Sometimes they will play "the glory of the king" with friends in groups of three or five, but most players are in a state of playing games alone, which also alludes to the loneliness of the current Z generation.

People will have strong social needs after loneliness, and the lonely social interaction of Generation Z also makes more social platforms emerge one after another. Different types of social activities perform different duties. The social activities of WeChat and QQ are more comprehensive. Weibo and Post Bar are often more popular after classification. Later, some relatively unpopular tribes and phonetic communities have become places for ethnic minorities to communicate.

Different social activities have different States, but with the continuous growth of social traffic, problems such as management loopholes and content mechanisms within the platform have also been pointed out. In the future, new social ways also need new systems to restrain them.

Game socialization is actually a very large but not fully assembled group in social life. Some friends have experienced it personally. He resigned at the beginning of the epidemic and had nothing to do. It is inevitable that a person will feel lonely when playing games at home for a long time. After Tik Tok discovered the voice of TT, he downloaded and used it, and later entered a state of making friends with most players.

Game socialization is also lonely socialization. The purpose of users downloading TT voice is very clear, one is game socialization, and the other is to achieve profitability.

Game socialization is the most important ecology of TT voice, and it is also an important scene for its traffic retention.

The early game socialization was in Internet cafes, games and friends circle, but the centralized social model was not mature enough. If some people are unwilling to communicate with each other, social progress cannot be carried out. For this reason, voice assistant may be a good product for game socialization.

Before TT voice appeared, YY voice had cooperated with some game officials, and the valuation of American voice social platform ClubHouse exceeded 10 billion, which also made the popularity of game socialization jump out of the market. The outbreak of voice social platform makes TT's voice bold. According to the data of Tian Yue and Lan Xin Asia, Tencent Investment and 3W Fund Management completed the pre-IPO financing of TT Voice on June 0, 20265438 and July 7, 205438.

Tencent's admission game is not only optimistic about voice socialization, but also because TT's main game socialization is based on mobile games such as the glory of the king, Peace Elite and Crossing the Line of Fire. Of course, the original gods of Netease series are also included, such as Harry Potter and Silver Shi Yang.

A variety of external games are combined with TT voice internal games to form a variety of game social communities, and more people with lonely social needs begin to join this group, making the traffic of the game itself more sticky.

Game socialization has two-way heterogeneity to the traffic of game and voice platform. First of all, users who socialize in the game will put the game in the first place, generally in a state of blackening and ranking. After the social demand is generated, users will transfer their lines, add game friends as offline QQ friends, or enter the voice social circle through various channels.

Socialization is more cohesive and cohesive, and it is generally a common scene between groups. The formation of a voice community based on TT voice, or the formation of a game team in QQ and WeChat groups, is actually more like deepening the shackles between games. Therefore, game socialization first strengthens the quality of game traffic, and then the value of social traffic will appear.

Based on the most basic games and social behaviors, the voice community also has commercial behaviors such as playing, practicing, buying and selling accounts. Although the platform has strengthened the inspection of team room names in order to prevent the fraudulent behavior of players in their personal business activities, players who initiate business activities will also use homophonic words or some "slang" to suggest other players to continue this behavior, so it is difficult to stop this spontaneous behavior.

All kinds of problems in the development of phonetic community are more or less encountered in exploration, so at first we will keep the attitude of finding problems and then solving them, but at this stage, phonetic community is becoming more and more mature, so we should put an end to this situation instead of letting it go.

The hidden part of the ash production acquiesced by the player is the most terrible and the most difficult to rectify.

According to the People's Daily, on the People's Daily's "People's Complaints" platform, some netizens said, "Children often see unhealthy content on game social platforms and even sell pornographic videos. I hope that relevant departments can standardize the responsibility of the platform and protect minors from vulgar information. "

Some users said that TT voice registration mechanism still can't prevent minors from surfing the Internet. In the voice of TT, minors can be seen everywhere, and students from "small, medium and high" groups can meet them, and some vulgar trends can also be seen in its dynamic square. In the player's view, TT voice is not a pure game social platform, but various gray products can be seen everywhere.

Some old TT players told me that behaviors such as playing with others and taking orders can be seen almost everywhere. After all, many players have the psychology of "admiring vanity", and the demand for great gods is very strong. Sometimes there are five yuan or more in a single bill, and several hundred yuan in a month. Most people who take orders to accompany them are actually minors, so this shows how chaotic the market dynamics are.

Some people want to know that most games are restricted by minors at this stage, so how can minors spend a long time socializing in TT voice?

After the limited time runs out, there may be two situations that can explain the voice status of TT minors. The first is to play the internal games of TT platform with people in the room, such as Monopoly, Werewolf Academy and other new social games, or enter the state of chatting and making friends, which is also the most vulnerable stage for some young players.

If you search for TT voice scams in the browser, you will find that some scams are set for minors, and scammers may induce players to enter family members' bank cards, account passwords of payment software, and so on. Cheat money and cause losses. There are also minors who enter the sexual suggestion room to contact with bad information, and some people borrow money from players under the guise of making friends, forming scams and so on.

The second is that players buy and sell accounts and rent accounts on platforms such as Taobao and Pinduoduo, and then play games for a long time. Or buying, selling or renting TT Voice's account, but this scam is too risky and rarely found.

TT Voice's minor registration, pornography, vulgarity and fraud will all affect its long-term development, resulting in difficulties affecting the social market of games.

The most direct manifestation is the slow growth of TT's voice traffic at present. Many old players said that although the platform games increased significantly during the epidemic, the retention rate of players was getting lower and lower, because many minors were rapidly destroying the social environment of the platform, making some old players or new players reluctant to continue using TT voice.

For example, in order to pursue an ideal social environment, some players usually transfer TT friends to QQ or WeChat development, or soul's voice group for game socialization. After all, compared with TT Voice, the management of these platforms is more mature and perfect.

Low platform supervision ability or poor platform environment due to passive management will lead to slow traffic growth or difficulty in retention. TT Voice hopes to prepare for IPO through voice socialization, so it is difficult to get rid of the improvement of traffic volume and quality screening in the future commercialization process.

It is obvious to all that the big Internet companies are finally moving towards traffic realization. There is no doubt that the voice of TT is also taking the road of realizing traffic, but how to take this road and whether it is good or not is another story.

In my opinion, the commercial realization of TT voice can be roughly divided into two directions, one is to meet the needs of game manufacturers and enter the game community on their own, and the other is to provide users with accurate services to realize realization.

On the basis of game socialization, TT voice can establish e-sports relationship with big manufacturers. Of course, TT Voice also established its own the glory of the king team through acquisition and self-construction, which enhanced the fetters and professionalism of the game industry.

Providing users with accurate services is to improve the internal environment of the platform. TT voice has the gift-giving function and the special effect of entering the room. Avatar photo frame, background picture, etc. All this needs to be done or paid. You can refer to the internal functions of QQ, which is also an important part of its income.

In recent days, TT Voice has launched a friend-binding function to deepen the stickiness of traffic, but it needs to be opened in the form of gifts, and paid gifts will also be used. In the eyes of many players, although this behavior leads to the emotional fetters established by players, it will also cause controversy because of payment.

In the player's view, the commercialization of TT voice will not achieve a leap in a short time, whether it is to deepen the game construction or deepen the traffic stickiness through the social level. In the long run, improving the infrastructure will be more stable, but there is no problem, but there are many details in the infrastructure that have not been paid attention to or even existed by default. These details are destroying the reputation of TT Voice like moths.

Generally speaking, as the leading game social platform in China, TT Voice should understand that game social interaction is not simply to establish groups to communicate, but also to purify the community environment in time, strengthen the management of minors and the quality review of users, and should have a sound background service guarantee to endorse the platform itself.

After all, game socialization is not an ordinary socialization, and there will be a lot of good and bad communication because of the game. If the platform allows this trend to continue, word of mouth will decline one day.