Tik Tok live streaming is accelerating its “land grab”: lowering the threshold for starting broadcasts and developing gameplay…

Douyin live broadcast has come up with a new trick, launching a barrage interactive gameplay. In this article, the author introduces this "game" in detail and analyzes the advantages and disadvantages of this track. Let's take a look.

Recently, Douyin has made two major adjustments to the interactive gameplay of barrage: first, the anchor can broadcast directly without reporting (applying for permission); second, it has launched a barrage gameplay ranking list, providing an entrance to public domain traffic.

Since the beginning of this year, more than half a year has passed, and the entire barrage interactive gameplay track is already full of smoke. Platforms are competing to lay out, taking Douyin as an example, there are nearly 160 barrage gameplays in the background, more than 120 game manufacturers have settled in, and the official even personally develops the gameplay.

As the hottest live streaming track in the past two years, barrage interactive live streaming is considered to be the perfect combination of live streaming and games. It provides new interactive and revenue-generating tools for anchors, and also brings new growth and possibilities to the entire entertainment live streaming track.

However, with the relaxation of rights and the influx of players, this track is becoming more and more crowded and the competition is becoming more and more fierce.

1. Open entry and online rankings

The new broadcast site discovered that Douyin has now opened up a barrage gameplay track, and the anchor can start broadcasting without having to say anything.

On August 17, the "New Policy Regulations" released by the official account of Douyin's barrage interactive gameplay "Douyin Live Mini Gameplay" showed that for anchors, the gameplay mounting permissions have been fully liberalized without the need for separate application. As long as the anchor opens the live broadcast partner permissions, it can be mounted. The requirements for opening the partner permissions and applying for permissions are the same as the current show permissions broadcast process.

Previously, anchors needed to join a guild and ask the guild to report the gameplay of Danmu, which also led many guilds to develop paid reporting services. Xinbochang once learned that the guild reported the fee for each gameplay, which was 200 yuan, and some guilds would also take a share of the anchor's turnover.

Moreover, Xinbochang discovered in the background of the live broadcast companion that when the live broadcast gameplay is mounted, some gameplays no longer need to be downloaded, and can support "cloud gameplay" to achieve one-click broadcast.

Compared to a few months ago when barrage interactive gameplay was highly dependent on computer configuration, many barrage gameplays now support "cloud gameplay", eliminating the dependence on computer equipment and greatly lowering the entry threshold.

Not only that, the host of the barrage interactive gameplay finally has a new public domain traffic entrance.

Recently, Xinbochang discovered that Douyin Live has launched a "barrage gameplay list", which is divided into "whole site", "battle list" and "cute pet list". Among them, the "battle list" counts all types of barrage gameplay of battle type, which is also the most common type of barrage gameplay on Douyin; the "cute pet list" is the most popular barrage gameplay on Douyin, "Cute Pet Battle".

At present, the list should still be in the preliminary stage, but it can be expected that other gameplay and other types of rankings will be launched online in the future.

The ranking rules show that the list is a comprehensive statistics based on the special gift giving and other interactive data of the current hour's gameplay. The first place on the list will be given a reward announced in the live broadcast room, which will only be released in the live broadcast room with the barrage gameplay.

At 5 pm on August 22, the new broadcast site saw on the list that the top ten were almost all occupied by the two gameplays of "Cute Pets Battle" and "Cavalry Charge", in addition to other gameplays such as "Lolita Battle" and "Donut Battle".

The anchors on the list will show the barrage interactive gameplay they use and the corresponding type of the gameplay, such as "Battle of Cute Pets" and "Cavalry Charge" for "Battle", "Lolita Battle" and "Donut Battle" for "Competition", in addition there are also offense and defense, competition, leisure and other types.

The significance of launching a separate ranking list for the interactive barrage gameplay is to truly turn it into an independent live broadcast track and provide a stage for anchors to compete on the same stage.

2. Crowded interactive live broadcast

Opening up an independent track for barrage interactive gameplay and lowering the threshold for anchors to start broadcasting reflects the crowded and hot barrage of the entire barrage interactive live broadcast, which requires more guilds and anchors to participate.

From the perspective of manufacturers entering the market, taking Douyin as an example, the new broadcast field has counted in the background that as of August 23, Douyin has launched 158 live broadcast mini-games, covering 125 game manufacturers. Among them, the one with the largest number of online games is "Shenzhen Fengxiang Technology Co., Ltd.", which has launched a total of 6 online barrage interactive games including "Nightmare Night" and "Dawn Frontline".

Moreover, manufacturers are continuously developing new gameplay, and new gameplay is launched almost every day. Moreover, in order to keep the gameplay hot, manufacturers are constantly innovating, updating versions, and launching activities. For example, "Cute Pets War" launched a highlight video competition activity, during which the top 3 videos can receive "hot" support; "Earth Island Occupy" public beta activity rewards cash, and "Animal Alliance" internal beta limited-time challenge, anchors can receive Douyin coins rewards based on their ranking.

Previously, the barrage interactive game "Enemy at the Gates" which was very popular on Kuaishou and Video Account also broke the barriers between platforms, allowing anchors from different platforms to achieve "cross-server PK".

Not only are manufacturers competing with each other, but platforms and manufacturers, and platforms and platforms are also competing for the cake.

It is reported that "Cavalry Charge", a popular interactive barrage game on Douyin, is a product made by Douyin itself.

Xinbochang learned that the manufacturer of "Cavalry Charge" is "Beijing Zhiyu Zhishan Technology Co., Ltd." According to Qichacha, the company is a mobile game developer, the legal person of the company is Zhang Yiming, and it is a subsidiary wholly owned by ByteDance.

Some manufacturers are dissatisfied with the official decision to create interactive barrage gameplay, but they can do nothing about it.

Platforms are also quickly seizing this new trend.

According to Xinbochang, the top players in the barrage interactive gameplay are mainly Douyin, Kuaishou and Video Account, as well as old live broadcast platforms such as Momo Live, YY Live, Kugou Live and Kuaishou.

Among these platforms, Douyin is the most powerful. Several manufacturers have revealed to Xinbochang that Douyin requires exclusivity and that the gameplay cannot be released on other platforms after it is released on Douyin. Therefore, some manufacturers will modify the name and picture of the gameplay before releasing it on other platforms.

3. Entering a new stage of competition

Xinbochang has discovered that there are not many veteran anchors participating in the current interactive live broadcast track of barrages. Most of them are used as tools for creating new accounts or for anchors who were not very good at broadcasting on the show to transform themselves.

At around 4 p.m. on August 23, Xinbochang saw on Douyin’s “Bullet Screen Gameplay List” that the top three anchors on the entire site had less than 10,000 fans. Among them, the anchor “yami” ranked first was a small anchor with only more than 3,000 fans. The gameplay he was currently playing was the new gameplay “Color Wars” that had just been launched recently.

Her Douyin homepage has only published 18 works, all of which are clips of live interactive barrage. The anchor does not have a fixed game to broadcast. Before "Color Wars", she also broadcast three other interactive barrage games including Loli Wars.

The operator of a live broadcast guild believes that the number of live broadcast accounts with bullet screen interaction is indeed fast, but the ceiling is limited. As for whether it can be replicated on a large scale, they are still exploring.

“Once a streamer has a certain size, he or she is actually tied to the gameplay. If the gameplay is changed, the original big brother may be lost. But if the same gameplay is broadcast for a long time, the streamer and the users will actually get tired of it.”

More than half a year has passed since the beginning of this year, and now the entire barrage interactive gameplay track is already full of smoke. With more and more players entering the market, the next competition is about products, content and operational capabilities.

Nowadays, manufacturers have to compete with each other in products, and they have to polish each barrage interactive gameplay as a game product. They need to put a lot of effort into whether it is fun, good-looking, mechanism setting, promotion and publicity, etc.

As for the product itself, as users have gotten past the initial novelty, the top barrage gameplay manufacturers need to iterate and upgrade their products to meet user needs, provide a better live broadcast experience, and thus extend the product life cycle; new gameplay needs to quickly gain popularity and seize the market.

In terms of promotion and publicity, Xinbochang learned that the share of revenue received by manufacturers is fixed, which is 8% of the revenue of the live broadcast room. However, as competition becomes more and more fierce, in order to snatch guilds and anchors, some manufacturers even give up rebates and increase revenue first; some manufacturers invest in traffic and use the logic of traditional game purchases to promote barrage gameplay.

"It's very popular, and it's getting more and more popular." A manufacturer once told Xinbochang that the entire interactive live broadcasting is changing very quickly. Some manufacturers have already started to set up guilds and recruit anchors, but due to the lack of experience in live broadcasting operations, the overall effect is not stable.

As one of the hottest live streaming tracks in the past two years, the interactive barrage gameplay has indeed brought incremental growth and new possibilities to the entertainment live streaming gameplay.

With the lowering of thresholds and the influx of manufacturers, policies and gameplay are also changing. Players in the barrage interactive track have entered the next stage of competition.

Author: Field sister

Source: WeChat official account: "New Broadcasting Field"