This article is from the WeChat public account: Understand notes (ID: dongdong_note) , author: understand to understand the deity, from the cover: Oriental IC
“I think station B won this LOL exclusive live broadcast, and it will not affect us too much. Our Douyu users have more mobile phones, especially iOS, and they do not overlap with station B. The fish anchor said when talking about the hottest topic in the current circle.
“This is definitely a big news for the circle. So many domestic LOL players in the next three years will only be able to go to station B to watch the live broadcast of the S match. I wonder if the server can handle it at that time?” Speaking of LOL On the topic, old users of station B “Xiduoduo” laughed and said that “little broken station” should count the money and be soft.
In the past few days, whether it ’s Douyu, Huya, Kuaishou anchors, or UP hosts and users at station B, as long as they follow LOL, they may be discussing the big news in this circle. Recently, at the auction of the exclusive live broadcast rights of the League of Legends Global Finals, Huya, Douyu, Kuaishou and other mainstream platforms participated in the auction, and the outside world once thought that the final agency right would fall on one of Douyu or Huya.
Whoever thought of it, suddenly a dark horse was killed halfway, Station B even signed an exclusive live broadcast right at an amazing price of 800 million yuan, which also surprised many people.
B stop and let go 800 million bets worth it?
The traffic value of “League of Legends” is self-explanatory. It can be said that the live broadcast right of LOL has always been the scramble for the major game live broadcast platforms.
On December 3rd, Bilibili (Station B) won the League of Legends Global Finals for 800 million yuan span class = “text-remarks” label = “Remarks”> (S 赛) Exclusive live streaming rights in China for the next three years, and also made other participating live broadcast platforms sigh “too unstoppable” (too stubborn to take too long to stop) .
In the e-sports industry, people in the industry said that they understand that the price of 800 million is indeed high, because the rewards and conversion of the event are not high, and the earnings in the future are uncertain. Within 100 million yuan, “800 million has exceeded this reasonable price too much, it feels like a loss-making trade.”
But judging from the various factors behind the B station’s sky-high price to win this agency right, they obviously intend to let it go in the field of e-sports ecology with sufficient ammunition.
According to the third quarter 2019 financial report of station B, net income increased by 72% year-on-year to RMB 1.859 billion. Monthly active users (MAU) reached 127.9 million. To say that the income is really a lot, but the loss is also very large. Net loss was 406 million yuan, compared with 246.1 million in the same period last year, which was still larger than the same period last year. “B station is still in the stage of burning money to expand the user base, and now it is releasing water to raise fish.” Relevant industry insiders said to understand the notes.
The reason why Station B is willing to spend a lot of money to buy the solo rights is also because it has tasted the sweetness in the new business section-live broadcast. The financial report shows that the live broadcast and value-added service business revenue of station B in the third quarter reached 450 million yuan, an increase of 167% year-on-year, and became one of the key factors for station B to achieve a balanced income source.
From the layout of station B in recent years, e-sports has also become an increasingly important business for station B. As early as 2017, Station B established Bilibili Gaming
In January 2018, Station B obtained the live broadcast and on-demand rights of the 2018 LPL, Global Finals, and Intercontinental. In September of the same year, Station B won a permanent OWL seat in the Blizzard Overwatch League. After a month, station B reached a strategic cooperation with the Houston Rockets and established a subsidiary of e-sports. On October 10, Station B announced the establishment of Bilibili e-sports subsidiary.
Obviously, the community platform covered by this “two-dimensional” label is looking at the game field that overlaps with its user attributes. The B station directly won the three-year exclusive live broadcast rights of the League of Legends S China, which will prompt many players who care about e-sports games, especially those who care about the League of Legends, to “migrate” to station B. The B battle also hopes to rely on high-quality video and UP main resources to allow more gamers to stay at the B station, thereby robbing some users of Douyu and Huya.
For the e-sports and game live broadcast industry, Station B has long been ambitious, but it is still unknown whether this time can complete the strategic transformation with the exclusive right of LOL.
The game ’s live track may be “four-legged”
The competition of domestic game live track is still very fierce. In addition to the entry of station B, another cross-border giant has always wanted to share a piece of cake and stir up the two patterns of fighting.
On December 3rd, according to media reports, Kuaishou is about to complete a new round of financing. It is understood that in parallel with the financing, there is also a cooperation discussion between Faster and Tencent. In mid-November, the two parties abandoned the previously discussed joint venture plan on gaming pan-entertainment products and switched to exclusive gaming cooperation.
Since this year, the fast-handed game action can be described as fast, accurate, and ruthless: first it won the broadcast right of the “League of Legends” S9 event, and gained a total of 74 million viewers, and the number of user-created videos was 304,000. At the same time, at the “Photosynthesis Plan” Creators Conference held by Kuaishou, a related game creator support plan was also proposed, and the well-known game anchor “His” was signed in September.
From the data released by Faster, as of the first half of 2019, its daily usage of game video users reached 56 million, the number of game-related content on the site reached more than 500 million, the number of likes exceeded 10 billion, and the number of work reviews exceeded 1.5 billion , More than 120 million content sharing.
Like station B, live streaming of games has also become a strategic move with high hopes for fast players. Behind it is the Matthew effect of the live streaming platform is further intensified. According to the “sport class =” text-remarks “label =” Remarks “> (Live) ” released by Gamma Data in the first half of 2019, Huya, Douyu, and Quick Start The four live broadcast platforms at stations B and B account for nearly 90% of the major game live broadcast platforms.
Since the panda live broadcast was closed in March of this year, the market structure of domestic game live content has changed from “three kingdom kills” to “four-legged stand”. In addition to the B-station and quick start, the battle for “One Brother” between Douyu and Huya is also undergoing subtle changes.
According to the third quarter financial report data, Douyu ’s total revenue was 1.859 billion yuan, an increase of 81.3% over the same period last year, and net profit reached 72.2 million yuan, while Huya ’s third quarter revenue was 2.265 billion, an increase of 77.4% The net profit was 123 million yuan. Except that the growth rate is slightly lower than Douyu, Huya’s revenue and profit performance are even better.
But in terms of monthly active users, paying users, and cost control, Douyu is even better. Huya had 146 million monthly active users in the third quarter, lower than Douyu’s 164 million. Huya has 5.3 million paying users, which is also lower than Douyu’s 7 million. BesidesIn terms of revenue, Douyu was 1.541 billion yuan, and Huya reached 1.859 billion yuan.
From all aspects, there is no clear-cut end to the game live broadcast battle. This time, station B has bought the competition rights in a big way, and the fast ammunition has also been loaded with ammunition. Who can stand out from the four platforms? .
How does the “spoiler” turn traffic into cash?
For stations B and fast players who are new to the game live broadcast, how to monetize is always an inevitable topic.
The B station that just took the exclusive broadcast right. In the future, if you want to use the live broadcast of the game to make a profit, the main model may still need to rely on advertising and membership fees. However, despite the huge user base of the League of Legends game, domestic viewers have formed the habit of watching the game for free. If the platform buys out the live broadcast rights, it will be easy for users to resist the payment of test water, which has the opposite effect.
On the other hand, copyright distribution is also a common monetization model. However, live broadcast of games is different from traditional TV live broadcasts. Station B is a new media platform. In addition, it is not easy to obtain exclusive live broadcast rights in competition with Huya, Douyu, Kuaishou and other platforms, so the possibility of re-distribution of copyright Not big.
“B station may not be concerned about whether the 800 million can be earned back, but rely on this exclusive copyright to win users, so as to occupy a dominant position in the game live broadcast, to achieve transformation, this is the current emphasis The most important thing. “The relevant game broadcast industry insiders said to understand the notes.
For fast players, when doing live game streaming, the traffic of the main station can bring advantages. At the same time, massive traffic can also allow many light users and new users to quickly understand the game content and generate consumption.
It is understood that at present, Qiaoshou has been signing excellent anchors in the station. At present, there are more than 100 anchors signed each month. quick worker