When it comes to the family of buried love, we probably think of a group of young people who kill Matt. As an Internet buzzword, “bury your love family” actually first appeared in a music dating game called Jinwutuan. Back then, in and out of the game, a group of flamboyant young dancing enthusiasts formed a group. For many of the post-80s generation, the era of “burying love in the family” is a youthful memory. But for music dating games, the “bury the love family” era is at its peak.
Music dating games were born in time, and “buried love Family” grew
When the circle culture led by “burying love family” is the most intense, online games represented by Jinwutuan and QQ Xuanwu can capture the hearts of players the most. If you went into an Internet cafe at that time, you would find that there were a lot of people playing these two games. There are two reasons for the rapid spread of music dating games such as Jinwutuan and QQ Xuanwu.
First, there were fewer kinds of game carriers and fewer categories of game products. Between 2005 and 2006, dance bands came to the fore. After the dance group slowly took the market to fire, Tencent launched QQ Daoyu once again to bring the hot music dating game to a climax. But in the early 21st century, before smart phones were popular, people played online games on PCS. Of course, there are also some people who buy game discs to play games on consoles. At the time, however, there were fewer kinds of games, and the only electronic devices that could carry games were computers and game consoles.
Because the game carrier type is less, the corresponding development of the game category is also less. Back then, there were two categories of games. One is the single-player game, mainly to minesweeper, Tetris and so on; The other is large-scale competitive online games, world of Warcraft is one of the most popular large-scale online games at that time. Under the monotonous pattern of game products, Jinwutuan and QQ Xuanwu have amazed countless players with their exquisite game graphics, rich music resources and colorful costume changing experience. As a result, the number of registered people of music dating games such as Jinwu Group and QQ daowu increased rapidly and became the head product of the game market at that time.
Second, there was an unmet need for online social networking, and the two music dating games, Jinwutuan and QQ Xuanwu, met that need. At the beginning of the 21st century, online social software was still underdeveloped. At that time, QQ was the social software commonly used by users. Due to the 2G network era, QQ could give users very limited social scenes. Users can only use QQ for simple text communication, but their hearts yearn for a richer network social scene.
The emergence of Jinwu group and QQ dazzledance makes this idea come true. In the game scenarios designed by Jinwu and QQ Xuanwu, players can create their own personas and then meet strangers through the game platform. In this kind of “life-like” music game, people can make friends, “fall in love” and even have their characters “marry” in the game. Music dating games like Jinwutuan and QQ Xuanwu are like a giant social network, allowing players to “dance” and say whatever they want in beautiful scenes. It is because of capturing the hearts of players that music dating games represented by Jinwutuan and QQ Xuanwu developed rapidly at that time. Parasitic in the dance group and QQ dazzle dance “buried love family” also popular.
After the “buried love family” retired, the music dating game gradually fell into disuse
Too bad it didn’t last long.
With the continuous iteration of electronic devices and the continuous upgrading of the Internet, the mobile Internet finally appeared. As mobile intelligent terminals enter our lives, profound changes have taken place in the game industry. In addition to computers and game consoles, mobile smartphones have become the new and most popular vehicle for gaming. With the smartphone as a new vehicle, the gaming market has also begun to show surprising explosive power. More and more quality games are coming into everyone’s life. “Buried love family” slowly retired, to jinwu group and QQ xuanwu as the representative of music dating games also gradually fade out of the sight of everyone.
On the one hand, the post-80s generation, who once led the growth of Jinwu and QQ Daowu, have basically settled down, and their social identity has changed. Those born in the 1980s, who used to be obsessed with matt’s style and dance with each other whenever a word was said, have entered a stage of life where they have their parents and children. Therefore, they have been difficult to spend extra time in the dance group and QQ dazzle dance and other games. Furthermore, things like “dancing”, “dressing up” and “falling in love” looking up at the sky at a 45° Angle can no longer satisfy the psychological needs of this generation.
On the other hand, the post-90s generation, who grew up after the 1980s, are deeply influenced by the mobile Internet, and their entertainment time has almost been occupied by various apps. In terms of games, compared with music dating games such as Jinwuteuan and QQ Xuanwu on PC, the post-90s tend to experience more convenient mobile games. Moreover, with the development of technology, there are more and more high-quality games on the market. For example, the most popular chicken eating mobile tour, and then for example, King of Glory. On top of that, every now and then there are new mini-games that explode overnight. Travel frogs, for example. These have become strong competitors for music dating games.
In general, the loss of focus of user groups has led to the gradual demise of music dating games such as Jinwutuan and QQ Xuanwu. “Buried love family” also slowly retired from the historical stage of the game. But the music dating game hasn’t stopped short of frustration. After perceiving the strong vitality of mobile Internet, music dating games also begin to move from PC to mobile terminal. It is understood that dance group and QQ dazzle dance have launched a mobile tour. In addition, many mobile music dating games are also growing up.
Tencent’s Rhythm Master is one of the most popular music dating mobile games. In addition, hatsune Miku, Destiny Song Hime and so on. Music dating games have been struggling, but they’re never quite as good as they were. Although music dating games have been aware of their shortcomings in the era of mobile Internet, they can not fully recognize their own situation and make a correct response to it.
Aware of their own shortcomings, music dating games are struggling to change
In an era of deeply empowered online games on the Internet, music dating games can be accused of cannibalizing other competitive mobile games. Alternatively, music dating games can blame short video platforms that take up a lot of entertainment time. But music dating games need to be aware of this fact. It is that the strength of the opponent is never the root cause of one’s defeat. The reason why music dating games have failed is largely due to a poor grasp of the product and a wrong understanding of the target audience.
First of all, the product positioning of many music dating games has been disconnected from the market demand to some extent. In other words, the days when people wanted to socialize online because the Internet was underdeveloped are gone. Users’ needs have changed dramatically. At this stage, users have higher requirements for the game, and only the beautiful game scenes and pictures can no longer meet the demands of users. Users want games to be fun as well as beautiful. Users will care more about the gameplay than the former. However, the original positioning of music dating game products makes the game simple in terms of gameplay. This is why the audience has become detached from the game.
Second, many music dating games don’t keep up with the iterative pace of their audience, so they can’t be updated to suit their new target audience. To put it bluntly, music dating games appeal to a very young audience. However, users are maturing, so a younger generation of users will be replaced by a younger generation of users. Because these two generations of users grew up in different times, they have different characteristics, so they have different demands for games. In the past, what worked for the post-80s generation in music dating games didn’t always work for the post-90s generation. In the same way, games that bring happiness to the post-90s generation may not be entirely suitable for the post-00s generation. As a result, the lack of proper tuning of the music dating game is also the cause of its demise.
Finally, the content updates in music dating games don’t make the game more fun, but make the game more bloated. Take QQ Daowu as an example. Originally, QQ Daowu was only for players to listen to music, dance and shop. After numerous updates, the game added many miscellaneous functions such as lottery, garden, pets and KTV. This makes a simple game very complex, and users don’t like the complexity of the game. To a certain extent, the bloated content of the game also leads to a large loss of users.
Therefore, after entering the era of mobile Internet, although music dating games are aware of their own shortcomings, there is still a lack of effective methods in seeking change.
How about a music dating game for space?
In fact, when music dating games realize their shortcomings, a lot of problems will be solved. In today’s competitive game market, it’s the user who wins, and music dating games are no exception.
First, music dating games should be product-oriented, and then optimize the quality of products on the basis of finding the correct product positioning. This requires music dating games to keep pace with the development of the Internet and constantly polish and optimize their own products. In these processes, there is one link that is particularly important. That is, music dating games should always lock the right target user group, and improve the quality of the game based on the preferences and requirements of this group. That’s how users get engaged and become loyal fans of music dating games.
Second, in addition to the product itself, music dating games should also make more efforts in game promotion. There’s no shortage of great games these days. But some of them grow up and some of them die out. Admittedly, the part that was eliminated may have been of poor quality later on. But the lack of promotion is also another important reason for the game to be eliminated. To put it bluntly, no matter how good a game it is, nobody knows about it. Therefore, game promotion should also be taken seriously.
In any case, the music dating game’s glamorous past has faded. If music dating games want to make a dent in the gaming market of the future, perhaps the best thing they can do is create a new layer of culture, a new generation of “buried love families”.
Article/Liu Kuang public number, ID: Liukuang110, this article first kuang Venture capital network