On the eve of the Spring Festival holiday, the news about the merger of Douyu and Huya was so loud that Douyu had to stand up and refute the rumors that there was business cooperation between Douyu and Huya, but there was no merger plan, and the relevant rumors were not true. Now the cooperation between Douyu and Huya has also been announced, Huya, Douyu, bilibili, Kuaishou, **hao, Tencent**, Weibo and other platforms have reached cooperation, and since February 23, they have jointly held the "Live E-sports All-Star New Year Match".
The E-sports All-Star Spring Festival will be divided into three major arenas, namely the League of Legends field on February 23, the King of Glory field on February 26, and the Peace Elite field on February 28. As the first blockbuster event at the beginning of the new year, the lineup of participants in the live e-sports All-Star New Year Tournament can be called a "luxury group", including well-known anchors such as Uzi, Theshy, Puff, JJKING, Ning, etc., as well as popular artists to join.
But the most interesting thing this time is that the huge "Live E-sports All-Star New Year Match" almost includes the current mainstream game live broadcast platforms, but only Douyin live broadcast is nowhere to be seen. And each family organized an e-sports all-star game, but did not find the current Douyin, which is very popular, and the meaning behind this is self-evident. Many people in the industry believe that this time it is Huya, Douyu, Station B, ** and other platforms to warm up, in order to fight Douyin together.
After all, this time is different from the past, and the market competition pattern of the game live broadcast track today is completely different from that when the merger of Douyu and Huya led by Tencent was rejected two years ago. At that time, the merger of Huya and Douyu became the first rejected merger and acquisition case in the domestic Internet industry in the past 20 years, because the two almost formed a two-power market pattern in the game live broadcast market at that time.
It's just that no one could have imagined that just three years later, with the help of short **, Douyin's game live broadcast will soon soar. Not to mention Tencent's "Peace Elite", "Glory of Kings", and "League of Legends", the three popular games have all entered Douyin in just one month, as well as Huya's first brother Zhang Daxian, Douyu's first brother Xu Xu Baobao, and Kuaishou's head anchor Chen Ze has "broken up" with his former club and held hands with Douyin.
Among them, Xu Xu Baby won the first place on the Douyin popularity list and the newcomer list on the first day of entering Douyin. In the 3-hour live broadcast that night, the number of ** people reached 60.11 million, the number of likes exceeded 600 million, and the number of fans increased by 29640 thousand.
It is worth mentioning that compared with the sky-high signing fees that are standard when poaching head anchors on other game platforms, Douyin signing these anchors can be called "a dime a dozen". Why do these top anchors join "visa-free"? Undoubtedly, the biggest advantage of Douyin to attract these top streamers is its huge traffic pool.
Previously, at the 2023 China Game Developers Conference, the person in charge of Douyin game operations revealed that Douyin games have covered more than 300 million users, with an average monthly per capita game content consumption time of more than 9 hours, and an annual increase of 100% in game content creators. You must know that it is also a live broadcast, and the way game anchors make money is completely different from that of show anchors and anchors with goods.
The essence of the anchor with goods is that he is an online salesman who needs to make money by selling commissions, while the show anchor relies on rewarding, and it is performance and interaction that provides emotional value for the audience to make money, while the game anchor actually relies on traffic to make money. It's a well-established fact in the industry that users are less likely to pay for game streamers. So why did platforms such as Douyu, Huya, and Panda TV spend a lot of money to poach each other's head anchors during the Qianbo War, obviously because they took a fancy to the influence of these head anchors.
The game live streaming platform hopes to attract the audience of the top anchors to the platform, and then slowly figure it out. If the basic salary provided by these platforms is a guaranteed income and the gift is an unexpected surprise, then advertising is the core channel for game streamers to make money. At present, when opening Douyu, Huya, and Douyin, as long as the live broadcast room of the game with high popularity is high, there will often be advertisements for other games to attract traffic. For game manufacturers, advertising to players is obviously much more effective than non-players.
Then the problem comes, the platform with the most abundant traffic at the moment is **, which is naturally Douyin. Since the commercialization method of game anchors is advertising, it is natural to find a platform with more traffic, which is the key to the yearning of many leading game anchors for Douyin. Here is also a Douyin live broadcast function - small controller, which is a game promotion tool launched by Douyin, which can be regarded as a game distribution channel built by Douyin.
Eligible Douyin anchors can launch a small handle in their own live broadcast room, and the audience can install the corresponding game after clicking, and the anchor will get the corresponding share of the audience's consumption in the corresponding game. This is also why quite a lot of Douyin anchors will emphasize that in order to qualify, they need to reach a certain level in a certain game. The games emphasized by the anchor are often the games promoted by the small handle in the live broadcast room, and a certain level is required because it is inevitable to pay to reach the corresponding level.
Essentially, Douyin's small handle is to direct users of popular game live broadcasts to other games, and then earn advertising fees from them. Although the logic is very simple, the scale of the Douyin mini game market is too large. According to the estimation of relevant institutions, the monthly active users of Douyin Mini Games have exceeded 400 million, and the marketing volume of Mini Games has accounted for 30%.
Compared with the unstable tipping and the sky-high signing fees that have become a thing of the past, the set of monetization models with small handles as the core provided by Douyin is obviously a trickle, so it is no wonder that game anchors with a certain volume will flock to it. When the top anchors take the lead and the middle-waist anchors lose a large number of them, platforms such as Douyu, Huya, and Kuaishou are not like a fish in the throat.
Dominated by the trend of focusing on the main business, Tencent and Douyin's ice release has made the situation of Douyu and Huya quite embarrassing. If indifference continues, platforms such as Douyu and Huya will have to sit back and wait under the siphon effect of Douyin.
If Douyu, Huya, Station B, Kuaishou, and ** are taken out separately, the traffic is obviously much lower than Douyin, but together they can still break their wrists with the latter. Therefore, joining forces to fight against the increasingly influential Douyin live broadcast is the last card that these game live streaming platforms can play.
February** Dynamic Incentive Program