What is the "law of survival and development" under stock competition? The answer is "content".
In the past two or three years, the industry has frequently discussed and studied "content-based products" and "content marketing", but the threshold for content-based products (such as two-dimensional) is relatively high, and content marketing, due to the vigorous development of short-term products, has become very easy.
Relying on a huge traffic pool and strong ecological capabilities, Douyin has become the main marketing position of major manufacturers, such as NetEase Games, miHoYo, Tencent Games and other leading manufacturers are making great efforts.
According to relevant information,Douyin's game manufacturer cooperation platform has attracted more than 1,000 developers, covering more than 400 million game usersThe number of active searches by game users exceeded 1.6 billion per day, and by the end of 2023, the number of active creators of game content on Douyin had increased by 100% year-on-year.
Behind these figures, Douyin Games has continuously upgraded its content management gameplay and platform capabilities, linking game manufacturers, gamers, and game content creators to produce interesting, good-looking, and unique content in a fission-like way, creating a content ecosystem that empowers the full-cycle operation of game products.
Well, exactlyHow to make content on the Douyin game platform, and what are the advantages of the Douyin game platform? Every year, the Chinese New Year marketing war is a window to study the gameplay of mainstream platforms. This year, the "2024 Chinese New Year Travel" is undoubtedly a model of Douyin's game content ecological capabilities.
The event runs from January 20th to February 9thDouyin Games, in conjunction with boutique game manufacturers, gathered "Egg Boy Party", "Peak Speed", "Rush! More than 20 games such as Cookie Man: Kingdom and "White Thorn Corridor" have launched "New Year Non-stop".The program, with the blessing of a large number of resources on Douyin and across the end, joined hands with celebrities and popular anchors to stage a New Year ceremony, and the number of New Year travel topics has also reached nearly 600 million times.
Through "live broadcast + watch the multi-content management gameplay of Douyin games
Based on the two core scenarios of live streaming + Douyin Games, it has built a strong platform capability, built a resource matrix with multiple traffic entrances, and realized diversified content management gameplay.
Let's talk about the live broadcast scene first. While the game live broadcast industry tends to be rational, Douyin game live broadcast is expanding and opening a new era of game live broadcast.
Since the second half of last year, two major events have occurred in Douyin game live broadcast that shocked the live broadcast industry and the game circle: first, a large number of head anchors migrated to Douyin games, such as Xu Xu Baobao, Ke Jie, Zhang Daxian, Mengxi, Chen Ze, Wanyu and other big bulls have started live broadcasts on Douyin; The second is that Tencent's two leading Hua Dan - "Honor of Kings" and "League of Legends" have started live broadcast cooperation with Douyin Games.
In-depth analysis will find that the contrarian take-off of Douyin game live broadcast is both unexpected and reasonable.
First of all,Douyin Games continues to grow and develop its streamer lineup. In addition to the above-mentionedIn addition to the introduction of head anchors, Douyin Games also helps anchors grow by maintaining long-term cooperation with anchorsFor example, anchors such as "Egg Boy Party", Xiao Hei Fan, Koo and Carp. When these two anchors broadcast "Egg Boy Party" live on "2024 New Year Travel", the number of people in the live broadcast room exceeded 21 million and more than 16 million respectively.
2024 Chinese New Year Travelogue: Little Black Fan (left), Koi and Carp (right) live broadcast "Egg Boy Party".
Secondly,Based on the rich author activities of Douyin games, such as "live ACU ranking", "live broadcast sharing", "live broadcast check-in", etc., the developer attracts users to start broadcasting and realizes a wider range of products. For example, the live broadcast event of "Egg Boy Party" "Family Celebration of the Year of Egg Boy" set up the activities of "Receiving Props for the Broadcast" and "Getting Bonuses on the List", and as of February 26, the highest activity values of the potential list and the talent list in the live broadcast popularity list reached 150,000 and 180,000 respectively.
In addition,The income of Douyin game anchors has been diversified, in addition to live broadcast gift income, there are also game third-party account sharing (mounting small controllers), e-commerce (mounting small yellow cars) and Xingtu business orders. At the same time, in today's era of focusing on personal IP building, a comprehensive content platform is easier to break the game circle, which is conducive to the precipitation of anchor IP and enhances business value.
Douyin Games has formed a new live broadcast model based on the platform and connecting game manufacturers, anchors, MCNs and users. When the platform's live broadcast ecology is strong enough, it becomes a natural thing to take off.
In terms of scenarios, developers can also rely on the ecological capabilities of Douyin games to create a large number of ideas to achieve the explosion of product volume, user conversion and brand power.
There are two cores in the content marketing of the ** scene on the Douyin game platform: quantity and quality, that is, the quantity of output should be large, the output of ** content should be continuous, and the output content should be interesting, qualitative and creative.
At present, there are two outputs of marketing content: one is the official output, such as gameplay strategies, event content, news information, derivative short dramas, etc., and the other is relying on the platform's content management gameplay, through in-depth game author activities - creator list activities, **carving, **punching cards, etc., to inspire creators to continue to create diverse and interesting high-quality content, reaching multiple circles of users.
In the "2024 Chinese New Year Travel Notes", "Rush! The "Cookie Man: Kingdom" New Year's Wish Prosperity event has set up a multi-dimensional contribution form, including submission check-in and receiving props, submission sharing awards, popular author lists, and high-quality content traffic support to motivate creators to output content.
In fact, whether it is a live broadcast or a submission event, many manufacturers will have a hard requirement, which requires the small controller of the game corresponding to the content to be mounted. When users are interested in the game shown in the live broadcast, they can click on the game handle, and through the pop-up game details page (such as game introduction, comments, benefits, strategies, etc.), they can have a more comprehensive understanding of the game, and then ** the game to complete user conversion.
Live + has become an important means of publicity and distribution at the whole life cycle nodes of many games, such as warm-up, debut, version update, important festivals, and flat push periods. In the environment of multi-path entertainment, live broadcast + ** can build momentum for the product, promote the volume, reduce the cost of effect-based customer acquisition, and realize the benefits of attracting new users, promoting activity, returning to the market, and paying for it.
The "three-board axe" of business tools helps to improve content transformation
Marketing in Douyin games is effective, not only can leverage traffic, but also complete efficient conversion, such as user conversion, user payment, user precipitation, etc., to achieve brand value enhancement and long-term operation. Behind the efficient conversion is the "three axes" of the Douyin game platform's business tool.
The first board axe is a content management tool.
In the two major scenes of live broadcast and **, Douyin games were launchedCloud-based gameplay,Dramatically shortens the path for players to experience the game. The "one-click boarding" function in the live broadcast scene realizes the competition between players and anchors. In the same way, the "same challenge" of the short scene allows the audience to quickly experience the same game in the first game, and realize rich game content without **, installation, and hardware requirements.
In the "2024 New Year Travel", the live broadcast room of "Peak Speed" uses the "one-click car" function, and the number of participants has increased by nearly 500% year-on-year, and the cloud game has the highest** year-on-year increase of more than 40%, and finally achieved a total of nearly 44 million live broadcast rooms and more than 5,200 players in a single game.
In addition,"Task Interoperability".The function opens up the Douyin game terminal and the game task system. This product capability greatly empowers game operation and marketing, because after users bind game accounts, they can receive direct hair rewards on Douyin after completing in-game tasks, thus realizing the function of direct delivery of props or terminal game props sales, helping to attract new users, promote activity and pay improvement, such as in the construction of game details pages, live broadcast rooms and other gift package collection, preferential recharge, props sales, etc. In the "2024 New Year Travel", the cumulative GMV sales of props in the 48 hours of the live broadcast of "Crystal Nucleus" reached nearly one million yuan.
2024 Chinese New Year Travel: The anchors of "Crystal Nucleus" sell props live.
The second board axe is a marketing and management tool.
A good presentation can often effectively improve the marketing effect.
The Douyin game platform cleverly uses search traffic to help manufacturers accurately target interested groups. For example, when users search for "New Year Travel", they can provide users with personalized sorting and display of relevant content. At the same time, the game search product is specialized, attracting users through novel style design, helping manufacturers accurately lock the first contact point of potential users, and realize the demand for functions such as **, reservation and gift package collection. At the same time, the cleverly set search easter eggs bring unexpected surprises to users.
Egg Boy Party" search product special style.
The third board axe is a tool for position management.
Douyin Game's position management tool has allowed it to get rid of the marketing effect of "wave flow", build a communication bridge between manufacturers and players, and achieve user precipitation and brand promotion. Position management tools, including game detail pages, Douyin accounts (enterprise accounts), etc.
Among them, the detail page is a private domain open to manufacturers, including game promotion, game benefits, game evaluation, game strategy and other module content, aiming to help users fully understand the game, stimulate game interest, and form game conversion. Users can click to enter the details page through the game name search, the small handle & explanation card in the live broadcast room, the short ** anchor, and the game center link.
Egg Boy Party game detail page.
If live streaming and ** provide manufacturers with scenarios to reach users, then major business tools help a wider range of **, accurate crowd mining, player ** conversion, activity and payment ability to improve.
"Content symbiosis, long-term management", analysis of the advantages of Douyin games
We analyzed the specific content management gameplay and management tools of Douyin games. So for the majority of game manufacturers, what are the advantages of Douyin games?
In one sentence,It is the Douyin game that has formed a content ecosystem of "content symbiosis and long-term management". Specifically, it is divided into three levels:
The first level is pluralistic content. The game types of "2024 New Year Travel", such as party games, two-dimensional, shooting, casual, etc., also confirm the diversity of themes and users on the platform.
The diversified game content of the Douyin game platform can meet the needs of users in all circles of the game. For example, hot game content, interesting and fun content, and new cross-border gameplay can attract the attention of pan-users and satisfy their emotional value; For example, game version updates, event content, game creation, game community, etc., meet the content needs of sub-core users and provide them with information value; Specific to learning operations, new gameplay, roles, props, etc., are the focus of core users' attention, such as the character background story, game world view and plot, etc., which can bring them emotional satisfaction.
In the environment of stock competition, pay attention to long-term operation, and the marketing goals of each node of the product are different. For example, new game reservations need to focus on trapping core users, and while building momentum to attract core users again at the time of launch, they hope to break through the circle to the pan-user circle, and continue to attract new users when they are pushed, while paying more attention to return, activity and payment ability improvement. For game manufacturers, they can use the diversified content and users of Douyin games to reach and maintain users in various circles at different product stages, so as to achieve breakthrough and long-term operation of products.
So how, exactly? Here I have to mention the advantages of the Douyin game platformThe second level is "exclusive authorship".
In simple terms,The platform can help manufacturers cultivate and operate long-term exclusive author groups, and provide a foundation and guarantee for the continuous production of high-quality content. Game manufacturers and platforms work together to recruit, guide, and continuously communicate and coach "budding authors" to quickly grow into "self-created authors", and then potentially develop into exclusive authors for game stability. For example, from the dismantling of the outline of the creative theme, to the prediction of the direction of hot content, to the stimulation of topic heat, the platform has corresponding operational actions to help manufacturers cultivate authors and help them grow at each stage of hot topic declaration. Taking the "dismantling of the creative theme outline" as an example, by dismantling the version content requirements of game manufacturers at different stages, the platform can anchor and communicate with the author group, and jointly provide them with a reference direction for content creation.
Through the platform's diverse creative business models, such as the sharing model of CPS and CPA, the ranking and special area model, and the signing of creators by three parties and four partiesGame manufacturers can build a creator ecosystem covering UGC creators, middle-waist creators, and top super head creators. After analyzing the content in the early stage, the structure of creators, and the content needs of different stages, manufacturers incentivize different creators to continue to produce content through a variety of operational activities on the platform, such as creator incentive activities, reservation activities, and bounty programs, thus forming a stable content output ecology centered on the platform and linking game manufacturers, game creators, and content institutions.
The in-depth operation of players is the third level of the advantages of the Douyin game platform. Players have turned to Douyin games as a platform to get game information, socialize, experience and interact. In other words, players are highly sticky and loyal to the Douyin gaming platform.
So how does TikTok Games do it? There are four aspects: first, accurate recommendation, so that players can find interesting and valuable content on the Douyin game platform; the second is position management, which enriches the communication experience between players and the official; The third is the cloud-based gameplay mentioned above, which allows players and creators to enjoy the fun of the game in a timely manner; Fourth, interactive tools (one-click black, one-click sharing) make the interaction between players more interesting.
In general, Douyin Games has a sound and strong ecological capacity, fully mobilizing every protagonist in the ecology - game manufacturers, creators, and players, to continue to operate the content ecosystem, forming a "community of interests". For game manufacturers, it is important to achieve the "core goal" of long-term product operation in this ecosystem.