QQ folded the QQ show, officially opening the Discord-style transformation

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    Report from GameLook: Recently, QQ tried a new feature internally called “QQ Channel,” which caused a lot of talk in the outside world. It is said that the QQ channel is a “new way of entertainment and cooperation” where people can find others who share their interests and chat, live stream, hack, create, etc. in the same channel.

    It might sound like the QQ channel is the “PLUS version” of the QQ group at first, but they are not at all the same. For instance, there is no maximum number of people who can join the QQ channel, and users do not have to be approved by an administrator. There are also many sub-channels for text, voice, live broadcast, and applications. As a result, the QQ channel is seen as the start of QQ’s “Discordization,” which means that this mature product that has been around since Web1.0, 2.0, and 3.0 has truly started a new journey.

    A new way for leisure companies to work together is QQChannel.

    To put it another way, the QQ channel is seen as a way for QQ to change.

    Tencent’s business report for the third quarter showed that 574 million people used QQ every month. WeChat and WeChat, on the other hand, had a total of 1.2128 billion monthly active users. When you look at the number of monthly active users over the past few years, you can see that since the second quarter of 2019, the growth of monthly active users on QQ has not been positive enough. This is a chance to make things better.

    Ma Huateng, Chairman and CEO of Tencent, wrote a piece called “Choices” in the most recent issue of Tencent Culture Annual Special. In it, he talked about three things that make an Internet product good. The first is the use value that comes from the application case. The second is the more people use the new value that comes from iteration. And the third is the value that Tencent found when they did cross-border QQ and WeChat value.

    Ma Huateng thinks that Internet services will move on to a new level, starting with helping users (C), then industry (B), and finally society (S). He calls this “the trinity of users, industry, and society (CBS).”

    It has been known for a while that QQ would change. Tencent’s Platform and Content Business Unit (PCG) made some changes to its internal organizational structure and staff in April of this year. The vice president of Tencent and head of Tencent Interactive Entertainment (IEG) Tianmei Studio Group is Yao Xiaoguang. Two of the most important goods that took over the PCG social platform business are QQ and Qzone.

    Let Yao Xiaoguang, who knows a lot about the game business, run QQ. This will show that Tencent has included QQ in its plan for the “super digital scene” of games. This not only shows that QQ’s social features are getting better, but it also shows that QQ’s interactive events are becoming more varied. There are also many interactive QQ channels, such as text, voice, and live show apps, that came about because of this.

    QQ even caused a “memory killing” across the network a week ago. Some Internet users said at that time that the most recent PC version of QQ was offline, which meant that users could no longer see their QQ show outfits. After the rumors spread, QQ reacted by saying that the QQ show on the PC was only folded in front of the chat window and that “there was no sudden offline, only a surprise evolution.” They also told netizens to look forward to the next QQ show, which would show “a more realistic and three-dimensional “you.”

    It is tough not to think of “more real and three-dimensional.” This year, QQ added a new show called “Cimeter Show” to its mobile app. The QQ channel, on the other hand, is more like a remake than an upgrade of the QQ show by Cimeter Show. What it is trying to rebuild is not just a QQ show, but the whole QQ.

    The chat room station is C, which meets identity wants that are not the same as reality.

    QQ gives the QQ channel a lot of attention and even added a separate “channel” button to the bottom Tab bar as a way to get to it.

    Some users who took part in the internal test of the QQ channel said it was a lot like a QQ group, but there were no limits on the number of people who could be in it. It was also more open-form. Users can join the channel they are interested in whenever they want, without having to think about the cap on administrators, the number of people who can join, or other issues.

    In some ways, the QQ channel is also like a separate offering that relies on QQ for now. To join, it needs to connect to the user’s QQ account. However, users can show different identities in different channels. As an example, in a two-dimensional channel, users can talk and blow water at a scrapped cute avatar. In a channel for military fans, users can become pros and give advice.

    As the QQ channel has grown, different sub-channels have grown with it. The experience is a lot like the different ways you can play platform games. Text channels, for example, let users do normal social things like chat, fight pictures, and send red envelopes; voice channels let 99 people connect to the microphone, making it a big chat room; live broadcast channels have basic live broadcast functions, and viewers can give gifts while watching live broadcasts; and the application channel supports small programs like blackouts, voting, and more.

    It is clear that QQ wants to become more like Discord, even though it talks about itself as a “new way of entertainment cooperation” and has many sub-channels.

    As we all know, the “Chinese Discord” is just one example of how advanced social platforms have become. One thing they all seem to have in common is that they all stress the chat room, which is an old way of providing service. Take founder Zhang Qian’s “good idea” that Discord is “not Discord, but a large open chat room” as an example. He suggests using a more casual and open type of chat room to “have a totally different network identity from the real world.” Call for.

    It is interesting that Tencent PCG released “Q Dimension,” an interest-based chat group app, in July of this year, before the QQ channel. It had both text and voice lines at that time. Of these, the text channel is more like the text chat feature of modern social apps, while the sound channel is more like a chat room.

    The main force behind the plan to land on the moon, using the Metaverse ticket

    There is a need for a “network identity different from reality,” which goes hand in hand with the famous idea of the Metaverse.

    Alexis Rolland, who is in charge of the Ubisoft China Data Lab, recently said in an interview that Metaverse is seen as an improved virtual world within Ubisoft. Players can create their own images and use them to enter a world that is similar to real life and do real life things. It has anything in it.

    Alexis Rolland thinks that six main ideas are needed for Metaverse to be real. They are continuity, user-generated material, own economic system, social attributes, and the ability to grow.

    But QQ does not have its own “own economic system” that lets users make money. Other than that, it is almost the right answer for Metaverse. As early as 2003, QQ launched the QQ show, which lets users change how their picture looks. You could say that 18 years ago, QQ was ready to join the Metaverse.

    The United States got Metaverse’s “first piece” of Roblox in March of this year. It is now worth US$45 billion, which is more than 10 times what it was worth at the same time in 2020. Roblox is worth US$67.2 billion on the market right now.

    After that, Metaverse spread around the world, and big companies in the United States have also grown Metaverse and related businesses. For example, it is said that ByteDance paid 9 billion yuan to buy the Chinese VR company Pico. People from all over the world will be able to live in Mihayou. NetEase recently said that it is ready for planning and technology relating to the Metaverse.

    Tencent also officially filed for the registration of the “QQ” trademark in September, which showed that it was ready to enter the Metaverse. The senior vice president of Tencent, Ma Xiaoyi, told GameLook that Tencent had started a private “moon landing project” at this year’s Tencent Game Annual Conference. The Metaverse is this “moon” that you will land on.

    “I hope to spend five to eight years” making sure that one of Tencent Games is on the list of “Global 8–10 Crown Metaverse Products” one day. Yes, Ma Xiaoyi said so.

    It is just as strong as Tencent, and it is also set up a long-term fight. It is clear that Metaverse is hard, and it needs almost every product to build a world by itself.

    Tencent’s five- or eight-year plan makes it clear that QQ will not be the only moon landing project partner. With the right amount of technical reserves, human resources, material resources, and lofty goals, Tencent can build a Metaverse. But it can be different from the others and really become a virtual world of parallel reality. Is QQ going to happen? We still do not know everything.

    This article is curated from Source and we only provide the English version of the Story.


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