The live broadcast of the game has already started.
Editor’s note: This article is from WeChat public account “Every video” (ID: Meijingyingshi), reporter Yuan Dong Xu love, editor Du Yi.
As an important branch of the live broadcast industry, the live broadcast of the game has already started.
With the emergence of new games and the emergence of e-sports and professional teams, the two head games live platforms, Tiger Tooth and Fighting Fish, have been listed in the US stock market. The live game was contested by the capital of all parties. According to iResearch data, the size of China’s game live broadcast market grew by more than 60% in 2018, reaching 13.19 billion yuan, and is expected to grow to nearly 25 billion in 2020.
Before the Mid-Autumn Festival, the betta AI virtual anchor brushed a sense of presence during the Apple conference, and it also made people see the exploration of diversified content beyond the game live.
The profitable road of the game live broadcast platform itself has already become clear when the wind is up: explore the more possibilities outside the live broadcast revenue and optimize the profit structure. However, every reporter (meijingyingshi) noticed that the constantly updated financial reports prove that on the road of diversified revenue, regardless of fighting fish, tiger teeth, or other small and medium-sized platforms, the current dependence on the live structure is still relatively low. The effectiveness of large, diversified income exploration is not obvious.
01 Revenue still depends on live broadcast,Exploring paid viewing on each platform
The rise of this emerging entertainment method goes back to the YY voice of the 2008 gathering era. This game communicates with instant messaging software, and the first live broadcast of the game is the first, and gradually becomes a live video platform.
In 2014, after 80, Chen Shaojie and Xiao Zhang Wenming changed the live broadcast of AcFun (A station) to betta fish TV, focusing on live games. When Boutou was established, it won the investment of 20 million angels from Aofei Animation, and soon it rose in the industry. The financing took another round. In order to welcome the fighting fish, YY Live has set up a separate live broadcast of Tiger Tooth, and also deeply cultivated the field of live games. This also paved the way for the battle between the two giants of the game live broadcast in the future.
The live platform revenue is relatively simple and not uncommon. Whether it is live game or live entertainment, live broadcast revenue is big. As the growth rate of users in the live broadcast industry slows down, users’ attention is becoming more and more fierce, and the platform is also changing. We want to find a way to do large traffic pools on the one hand, and deepen existing traffic on the other hand, and explore more liquidity models.
At present, the revenues of betta and tiger teeth are still dominated by live broadcasts. The Betta Prospectus shows that from 2016 to 2018, the proportion of live broadcast revenue in betta fish revenueRevenues of advertising and games accounted for 22.3%, 19.3% and 13.9%, respectively, at 77.7%, 80.7% and 86.1%. Betta has begun to try in e-commerce, advertising, offline activities, artist brokerage and so on.
Bettafish listing source: each data map
Compared with fighting fish, tiger teeth are more dependent on live broadcast revenue, accounting for more than 90%. In the second quarter of the past, Tiger’s revenue from live broadcasts was RMB 1,921.5 million (approximately $279.9 million), an increase of 93.7% from $991.8 million in the same period in 2018. The total revenue was 2.005 billion yuan (about 292.9 million US dollars).
A live broadcast industry frankly stated that the pay-per-play rate of the game is not high compared to the show. For the platform, in addition to the user’s reward, how to use the platform’s traffic to make more cash-realization attempts will be the next platform. Key breakthrough direction.
Shenzhen Securities pointed out that from the development of overseas live leader Twitch, the live broadcast of the game is a fast-growing track around the world, and paid subscriptions have also proved to be viable overseas. Betta and Tiger are also constantly exploring the possibility of paying for viewing. With the fiery market of e-sports, users’ demand for watching e-sports is gradually strengthened, and paid viewing in the future is possible. At that time, the performance and valuation of the live broadcast platform will usher in a great room for improvement.
02 Market size exceeds tens of billions,but user growth slows down
The game industry has more than 200 billion market size, and the segment of the game live broadcast has long been in the face.
Irei Consulting believes that the game live broadcast industry is in the process of deepening commercialization, establishing several platforms for head positions, and constantly exploring innovative paid services (such as barrage draws, anchors, match quiz, etc.) to pull fans. Water friends pay rewards and promote the continuous improvement of the industry scale.
From the data of 2018, 88.7% of the game live broadcast industry revenue comes from rewards, while game intermodal and advertising revenues account for only 6.1% and 5.2% of total revenue, respectively.
In 2018, the number of users of China’s game live broadcast platform reached 260 million, an increase of 21.6% over 2017. New e-sports games and e-sports competitions have emerged and improved, and short video platforms have developed game live broadcast services, which have become the driving force for the growth of game broadcast users.