Author |Anbula (Hangzhou).
On December 1, Douyin's marketing service platform Giant Engine revealed that it will upgrade its game publisher plan next year.
On the same day, at the Giant Star Map Talent Festival held in Xiamen, Wu Hao, the customer product leader of the Giant Engine Star Map, announced this plan in his speech. He said,In 2024, more mission modes and gameplay will be introduced for game publishers.
Giant Star Map is a service platform for influencers under Douyin, which mainly helps brands with advertising needs to match with influencers and MCN institutions. At the Star Map Talent Festival, Giant Engine announced a variety of new initiatives to help influencers monetize.
The Xingtu game publisher plans to launch in July last year to help game manufacturers match with pan-game talents in the Xingtu ecosystem, help the cold start of the game to drive increments, and talents with more than 1,000 fans can participate in the plan.
This year, Xingtu has upgraded the plan, allowing manufacturers to ensure the transformation and transformation of the effect of the post-link by recruiting talents and counter-selection.
In addition, when Wu Hao introduced a model called Xingguang Liantou, for example, he said that after adopting this model, the self-developed game "Planet Restart" of Chaoxi Lightyear reached 4,000 yuan.
Although this number is not much for the head experts, it is very considerable for the waist and tail talents. In this mode, the ** of the influencer can automatically get income in the advertising traffic, and the platform will subsidize the influencer according to 3% of the advertising consumption.
In addition to the Game Publisher Program, Big Engine also has a series of solutions for manufacturers' marketing needs in the game field.
For example, at the event on the same day, Huang Mengmeng, the technical director of the giant star map, introduced that through visual recognition technology, it can identify which games the anchor played during the live broadcast, with an accuracy rate of 90%.
Just a few days ago, on November 27, ByteDance's game brand Chaoxi Lightyear announced an adjustment, cutting almost all the games under development, and it is generally believed that Byte has given up the game self-development business and shifted its focus to the first traffic of game manufacturers.
In addition to ByteDance's own adjustment to focus more on its core business, another effect of the layoffs is that the competition pattern between Byte and Tencent, two former rivals, in the game field has come to an end.
Even if the two sides are still competing in the direction of the mini-game, butIn the future, the overall relationship will become more cooperative, and Tencent Games can be more free to buy and place on Douyin and Bytes.
Earlier, some of Tencent's ** or published games have been launched in bytes. Tencent**, which is also under the Tencent system, has publicly cooperated with Douyin in various forms such as second creation this year.
Another recent signal worth paying attention to is that on December 2, Zhang Daxian, the former Huya top "Glory of Kings" anchor, transferred to Douyin to start broadcasting. Although due to copyright restrictions, Zhang Daxian did not broadcast the best "Glory of Kings", but in addition to Dota 2 that day, he also focused on the broadcast of Tencent TiMi's latest party game "Yuan Dream Star".
Before Zhang Daxian, Douyu's top anchor Xu Xu Bao had already passed Douyin. As the controlling shareholder of Douyu and Huya, there is a high probability that Tencent has acquiescence behind this change. If "Glory of Kings" appears in the Douyin live broadcast next, it will not be surprising.
Interestingly, the game Wu Hao mentioned in the Talent Festival, in addition to the self-developed "Planet Restart" by Chaoxi Lightyear, another case that was used as a case is NetEase's party game "Egg Boy Party". He revealed that in the tasks released by "Egg Boy Party", the highest income of the talent reached 400,000 yuan, and 60% of the top 100 creators in terms of income were tail talents.
And after Tencent and Byte reached a "tacit understanding" in the direction of the game,Tencent's increased procurement efforts within the byte traffic system will inevitably have a knock-on impact on customer acquisition for competing games like "Egg Boy Party".
But for bytes, it can travel lightly, make friends, sell higher traffic, and get more income.
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