In the second half of the game live track, the old players have their own embarrassment, and the latecomers are also struggling.
Editor’s note: This article is from WeChat public account “Reading Entertainment” (ID: yiqiduyu ), Wen | Lin not two sons.
Anxiety is born with the desire to grow, there is anxiety, and our industry will have a future.
On November 22nd, the week-long betta fish top ten anchors finals finally got results. As the first anchor of the domestic DNF game, Xu Xu baby became the champion of the year without any suspense, despite the results. After Xu Xuu baby boarded the microblogging hot search, but really want to talk about the hottest peak of this matter, but also look back at the election of the top ten peak anchors on the 21st night.
Because at that time, he almost advanced into the top ten betta CF anchor white shark, exposed his dissatisfaction with the betta fish official.
Starting in 2017, in order to further activate the user’s payment power, Betta has started its own annual broadcast of the anchor broadcast, and the most influential anchor in the platform is determined by the amount of user gifts. It can be said that this annual anchor influence has become the standard action of the game live broadcast platform. However, because of the direct relationship with the money, it has gradually derived the tacit understanding of the platform, the guild, and the anchor. – The anchor/guild will save money for the list, and then the official will return the money to the relevant account.
This year, the white shark is dissatisfied with the platform and negotiated with 5 million support to rush into the top ten, but failed to receive funds at key points, which also led him to invest 15 million. Still missing the opportunity to punch the list due to insufficient funds, the eleventh position.
Through the white shark’s expression, we can clearly see the entire anchor In the annual battle, the fighting fish platform is both a referee and a player. The self-entertainment model has earned popularity and flirted with the funds of retail fans. Anyone involved in it has the right to blame the platform, but in the end, this is not the case. The bug of the betta is one, but it reflects the anxiety disorder that every player in the game live broadcast.
Betta Fish: Solving the Urgency of Emergency,Re-consolidation of Revenue and Out of Circle
As both fighting fish and tiger teeth trying to play the anchor game of the year, they basically do this in order to increase the revenue of the live broadcast revenue and the activity of the platform users. After all, no matter how to promote the pan The pace of entertainment, live broadcast revenue is still the most important source of income for the current two major game broadcast platforms, and in this regard, fighting fish should be more valued.
Button users have been paying less than their competitors, which is one of the reasons for their relatively late earnings. In the first quarter of this year, fighting fish achieved profit for the first time, but from the financial report data, the most important reason for profit is interest income and foreign exchange gains; the second quarter financial report shows that the revenue capacity has indeed increased, but in this quarter, the fighting fish also tried. A “grand” card draw game, encourage users to spend a small amount of money to send gifts, through the means of operation in the short-term to give users a strong consumer stimulus, the head anchor Xu Xu baby held a card sweepstakes to harvest nearly 230,000 Yuan’s gift. It can be seen that the ability of betta fish in live broadcast revenue has not yet been truly “real hammer”, and every time there are other unstable factors to influence.
When it comes to head anchors, it is also a big anxiety point for fighting fish.
The looting of the head anchor between the tiger tooth and the fighting fish has become the norm, and the more dependent on the head anchor, the greater the loss when the head is lost, and the fighting fish has never been able to Have a stronger head anchor retention ability.
Although betta has a stronger means of operation than competitors, with the help of pan-entertainment offline activities to help some head anchors out of the ring, Feng TiFrom the anchor to the artist’s identity change, can not do without the support of fighting fish, but as of now, there are only very few relative cases such as Feng Timo, Chen Yifa, Zhou Shuyi, etc., and the anchors suitable for pan-entertainment often do not come from The game area is the show area, so when it comes to the attraction of the platform to the head game anchor, the fighting fish is not much stronger than the peers, so this anxiety is transformed into a “top ten” to retain the head. The behavior of the anchor.
As a player who has already been at the forefront of the industry, Betta has a sufficient advantage in the basic market of the live broadcast market, but as the entire industry enters the second half, the platforms must start to maintain their existing advantages and further Big market cakes, so whether it is to use the annual activities to spread the influence outside the circle, or to further stimulate the platform’s existing users’ desire to pay, is the anxiety of fighting fish, which makes this year’s anchor annual war broke out. The inside story of “motion distortion”, and whether this will affect the user’s trust in the platform is not known.
虎牙: The market is still the market,Left-handed entertainment right-handed esports on both sides
As mentioned above, the live broadcast of the game into the second half, the main point of development is to expand the market, which is the focus of the second half of the anxiety of the MAU looming behind the fighting fish.
Last year, the topic of the price of the Tigers and Waters has become a hot topic in the circle. The reason is that Tiger Tooth wants to use the power of the Water Force to expand the influence of the platform anchors outside the station. The development of entertainment has long been put on the agenda by Tigers. However, the previous pan-entertainment attempts of Huya were more targeted at users in the platform, and did not attract more non-live users like the betta, so this year, Tigers further penetrated the pan-entertainment.
Firstly, he made a kind of pan-entertainment content such as “Idol Sparring Group”, and invited Ouyang Nana, Li Guangjie, Hu Xia and other film and television artists to the platform; then in September this year, Huya and South Korea SM company teamed up to create “SM Super Idol League” invites members of the EXO team to participate in the live broadcast, and really brings the idol to the field of live games. It is indeed a big step forward.
But it’s important to note that the pan-entertainment attempt to bring a celebrity entertainer into a live game will bring something to the platform.
The star artists who appear on the tiger’s teeth, their own integration with the game is not deep, there is no obvious game tag, and occasionally open a tourThe drama may attract fans to the platform to watch, but the fans who do not play the game after the artist leaves will be lost immediately. That is to say, such a cross-border attempt can only be carried out once for brand promotion, but for the platform. Pulling new may not be too much help.
No matter whether it is tiger teeth or fighting fish, non-game live broadcast is also a major source of live broadcast revenue. According to Tiger’s data, non-game content contributes about 45% of live broadcast revenue, if Huya can bring cross-border star artist sustainability. Pulling the platform to the platform, exploring the entertainment forms outside the game, forming a resident pan-entertainment content, may open a new market for it, but the cost of this may not be to let the star play a game. More than that. Therefore, this year, Tiger Tooth also began to try to expand into the secondary field, holding the Dimension E-sports Festival, and expanding the market by impressing the second-yuan users who are more accepting the game.
In addition to cross-border in other areas, Huya also pays more attention to cooperation in the field of e-sports in 2019. The FPX club that won the LOL S9 global championship, and the RNG club that has always had a large number of fans, including the overseas veteran e-sports club Team Liquid, have already settled in Huya this year, and there is a strong e-sports head content related to the game live broadcast. Laxin is indeed a good choice, but in this respect, Huya also has new reasons for anxiety.
Since the fast-acting officially entered the live broadcast of the game, the latecomer showed super strength. First, it announced that the game live mobile terminal reached 35 million daily, more than the fighting fish + tiger tooth, and then bought this year LOL The copyright of the S9 competition, the total number of live broadcasts was announced to reach 72 million. The live broadcast of the fast game to the field of e-sports directly affected the tiger’s teeth.
According to the tiger’s financial report, the sales and marketing expenditure of Huya reached 132 million in the third quarter of this year. Yuan, a year-on-year increase of 98.2%, which includes e-sports activities and promotional expenses generated by various marketing channels.
At the same time, the content of the fast game live broadcast is mainly concentrated in mobile games. This is also a market that Huya has grabbed from the mouth of the fish. Nowadays, the fast-handed person carrying a large number of users has to grab the market, which undoubtedly increases the tiger’s teeth. To expand the anxiety of new markets.
New and old players have their own difficulties,but anxiety is always accompanied by growth
The second half of the game live track, the old players have their own embarrassment, and the latecomers are also struggling. At present, among the newcomers, the most influential players in the industry are likely to have a variety of good results, but as they go deeper into this field, they have to face a lot of problems.
The first is the anchor. After deciding on the field of game live broadcast, the fast hand made a hundred