Author: Tan Xiao Han, the original title: “Tencent has organized a coalition, but could not stop the beating took byte half-game advertising,” head of FIG sources : IC photo
After several years of investment, Tencent gradually formed a game alliance. In addition to the game business itself, the game live game track, this alliance sits on the game advertising track of Huya, Douyu, Kuaishou and Station B. In addition to Tencent and the above companies, you can also add Zhihu.
Across the league, the familiar byte beating.
Despite the common leader of Tencent, it is only Tencent ’s strategic investment that links the companies together, and there is basically no synergy between allies. However, under the pressure of ever-increasing byte beating, integrated collaboration is becoming a more realistic option . At the beginning of April, Tencent bought 16.5238 million Class B common shares of Huya for US $ 263 million, becoming Huya’s largest shareholder, and the voting power rose to 50.1%.
It ’s hard not to reminiscent of Tencent ’s shareholding in Douyu, or even the possibility of Tencent ’s integration of Huya and Douyu—after the public offering last year, Tencent ranked Douyu with a 37.2% stake The largest shareholder.
According to “LatePost” report, in March last year, Tencent IEG established a new division of the game live broadcast business department, one of the main tasks is to coordinate the three e-sports of Douyu, Huya, and Penguin, with the intention of balancing the competition of the three mutually digging host Control overall consumption. Tencent has also discussed the possibility of integrating betta and tiger teeth in a small area, but it is too early to really land.
Holding is not Tencent’s previous investment style. Everyone is more familiar with Tencent’s wide-ranging investment of 20%, so that some people think that Tencent’s investment is not like strategic investment, but more like financial investment. However, since 930, Tencent realized its own problems and changed its investment style. “Now it’s