If a game voice product is actively abandoned by users, it must be that the product itself has a big problem, because no user likes to migrate, unless forced to do so.

Reading Entertainment | yiqiduyu

Text | Garlic jelly corner

"There is no free voice forever, but there will always be free voice". This phrase is mentioned by users whenever a game voice product begins to advance to commercialization. This time, it was Oopz Voice's official post B station that dynamically expressed its own commercialization dilemma, which attracted "comments" from some netizens.

As a strong demand of online game users, there have always been people in the game voice market, from the earliest UC TALK, YY voice, to KOOK, UU voice, DoDo voice, Oopz, black box voice, etc., there are countless game voice products on the market, and even in addition to the products that have been shut down, there are still certain users in each voice.

The environment of the game voice market is a bit special, most of the users have white blood, but the high operating costs force the product to be commercialized, and it is difficult to find a suitable monetization incision for the instrumental attributes, and as a result, there are friends standing aside waiting for you to fall. The most interesting thing is that the industry that can be seen at a glance is difficult to develop, but there are always companies rushing in one after another, which is rare in this era.

Of course, for users, if a product doesn't work, change it, and it's always nice to see it, but in the long run, if there is no next better option, what will players do?

1

No user wants to migrate

Although users will joke that there will always be free voices, in fact, the migration of users in the game voice market has never been active.

In the early years, YY voice once dominated the game voice market, but with the development of commercialization, the voice entertainment business and live broadcast business that can bring considerable revenue make the company ignore the user's game voice experience, pop-up ads, live broadcast recommendations, etc. have long made many gamers dissatisfied, until the emergence of Kaiheila voice, with free high-quality voice calls, more concise and beautiful UI to attract more and more young players, users began to move out of YY.

If it can be regarded as the player's independent choice from YY to Kaihei, then users are more forced to flee when they leave Kaiheila. Two years ago, we wrote about Kaiheila Voice, which had just changed its name to KOOK, and the plan was to add more product features to expand the product boundary, but in essence, we were looking for possible commercialization directions.

There is nothing wrong with wanting to make money, but KOOK has caused great dissatisfaction among users because it is "ugly". The original high-quality voice service has been adjusted unconsciously, and the original free noise reduction function has been changed to a limited-time free function, and a large number of users said that when the time-limited noise reduction is over, even if the teammates close the microphone, they can still hear the bottom noise, and it is suspected that KOOK officially added a noise floor to attract users to pay for noise reduction. When this statement came out, more and more users were dissatisfied and began to flow to products such as black box voice and Oopz.

The commercial development of KOOK has hurt the basic experience of users using voice, just as YY ignored users at the beginning, which is also the fundamental reason for the flow of users in the game voice market. And if you put aside the wrong behavior of these products, it is difficult for the users of the game voice themselves to flow.

To put it simply, the use of game voice is a group behavior, when a person proposes to change the product to use, there is a certain resistance, and it is not easy to persuade others to change with it, which is why YY still has active users, why TeamSpeak, which has the best experience but has the threshold to get started, is still not the mainstream.

No user likes to migrate, unless they have to. So if any game voice product is actively abandoned by users, it must be that the product itself has a big problem.

2

Is it difficult to commercialize it with user acceptance?

Now, Oopz, who doesn't want to have a big problem, has come up with a new trick, rather than being scolded for what he does and causing user loss, it is better to throw out the problem and let users empathize with it first.

Half a month ago, Oopz officially released a blog station dynamics saying that "the current user volume is facing millions of monthly losses", and the previous commercialization attempt was difficult to break even, so it proposed a new payment plan, for more than 5 people's domains, one person needs to open a membership, and solicit user opinions.

Surprisingly, a large number of users wrote their thoughts in the comment section to express their support for Oopz. Some people say that the value-added content of paid members is not attractive enough, some people give their own standards for the number of paid domains, some people say that they accept non-pop-up ads, and there are all kinds of suggestions.

Judging from the feedback from the comment area and the video of station B on related topics, as long as it does not harm the free experience of most ordinary users, users basically do not object to the commercialization of game voice products, which is probably good news for Oopz and other products.

In fact, whether it is YY, KOOK or Oopz, their commercialization resistance basically comes from two points, one is user habits, and the other is the difficulty of mining value-added services caused by instrumental product attributes.

For user habits, it is free to use initially, so it is best to use it for free for the rest of your life, and it is very difficult to reverse user cognition and habits. If the game voice product wants to rely on paid members to support its revenue, it also needs all products in the industry to reach a consensus, but obviously the current game voice field is far from such a stage.

For tool-based products such as game voice, the best experience for users is "no feeling", open the voice program and go to the background, no jamming, no pop-up window high-quality voice can make users satisfied, the current praise of voice products free services have reached this level, so the value-added functions and services related to the product itself are difficult to support the value of user payment.

Therefore, the key to the commercialization of game voice is to rely on each product to find the intersection of user demand and commercial realization.

Oopz's previous attempt at the game accelerator business is a direction, players can use the game accelerator function when they purchase product members, eliminating users from paying for game acceleration alone, that is, combining the user's player attribute extension to find potential needs. It's just that game acceleration is only a demand for some users, which can increase product revenue but cannot become a pillar.

As a brother product of the small black box game community, black box voice does not need to be too anxious about the commercialization of the voice business, and regards serving the voice of players as an extension of the game community service, so that the products that are better at making profits in the small black box product matrix support revenue, and the operation will be relatively easy. However, for companies that start with voice products, such a development method requires greater investment and is probably difficult to achieve.

So having said that, when it comes to game voice products alone, it is indeed difficult to make a commercialization direction that satisfies players, and the best way is to let the wool come out of the sheep, as for when users will face the situation of "no payment, no good experience", we don't know.

In addition, with the re-emphasis on the development of terminal games, more and more large manufacturers have begun to pay attention to the construction of game communities, for example, QQ channel has had a lot of actions this year, and has also reached cooperation with many game manufacturers, forming a circle community collection of real-time interaction between players. If a big company wants to build a complete game community, it is likely that new voice products will come out, and it will be even more difficult to say where the products of these small companies with dreams will start with love to generate electricity.

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