"Top mushrooms, eat mushrooms, two-stage jump, here is a perfect parabola..." After dinner every day, some fans watched a live broadcast of "Mario Domi" on their mobile phones, which has become the norm.
Fans call "Mario Domi" Lao Mi, born in 1984 from Yantai, Shandong, a Mandarin with a Shandong accent is often praised by fans as "good sound". In the two-and-a-half years of career as a nostalgic game anchor, Lao Mi can be said to have experienced ups and downs, won the world championship, and changed platforms many times.
Today's lao mi has not only opened its own live broadcast company, but also increased its income by ten thousand times. Recently, Lao Mi was interviewed by the Blue Whale TMT reporter and told the story of his becoming a game anchor.
Being a game anchor is purely accidental, and I won the world championship less than 4 months after its launch
Lao Mi has been engaged in P2P industry related work, but in 2018 P2P companies have thunderstormed, Lao Mi because the company ran away, offended many customers and relatives and friends. "Later, my friend introduced me to a few jobs, including parking lot security, property manager, but I didn't want to define myself that way."
In May 2019, when his work was depressed, Lao Mi accidentally saw a game anchor broadcasting the games he had played when he was a child, so a seed of a game anchor sprouted in Lao Mi's heart.
Soon, Lao Mi became a host game anchor, but at that time, Lao Mi as a "novice" could not get traffic and recommendation bits, and often encountered improper adjustment of screen and sound, and his income in the first month was only 17 yuan.
When all his feelings were mixed, Lao Mi met the "Bo Le" in his live broadcast career. "Another relatively small platform, a union operator, thought I was playing a good game and wanted to dig me up, but I was particularly troubled, because the previous platform was relatively large, and in half a month he approached me several times and said that he could accumulate some fans on the small platform, and I was convinced by him."
On June 1, 2019, Lao Mi officially launched on the new platform, the income of Lao Mi reached 7,000 yuan in the first month of broadcasting, with more and more fans, Lao Mi's income has become higher and higher, from the second month, the monthly income of more than 10,000 yuan makes Lao Mi feel that it can be deeply cultivated in this industry. As a result, Lao Mi began to update the live broadcast equipment, adding monitors, game consoles, and cameras.
The road of Lao Mi's game anchor can be described as "open and hanging" all the way. In August 2019, his platform led a world-class competition on the game Mario, and Lao Mi participated with a mentality of focusing on participation. "Probably because I played this game for a long time, when it was broadcast live for 12 hours a day, from 12 noon until the early morning of the next day, my ranking quickly reached the top few."
At this time, the super administrator of Lao Mi's platform (hereinafter referred to as "Super Pipe") contacted Lao Mi. "Super management is the official personnel of the platform, there are many permissions, including internal resources, traffic permissions, they can manage the anchor in the background." The super tube asked me if I had any hope of taking the world number one, and I didn't think it was a big problem. ”
As a result, the Lao Mi live broadcast platform is officially prepared to push the stream to Lao Mi in an all-round way, and in this way, Lao Mi has obtained a large amount of traffic and recommended bits. In prime time on the evening of September 25, Old Mi won the world championship of Mario Games.
"At that time, many big Vs who knew and didn't know each other, who had millions and tens of millions of fans, were putting 'gift flowers' for me, which was very touching."
Old rice is well known to more people, harvests a lot of iron powder, and becomes more hardworking. In order to generate income for himself, after 12 o'clock in the evening, every time he received a gift of 100 yuan from fans, Lao Mi worked overtime for an hour, and the daily live broadcast time was about 15 hours, and his handle had to be replaced once a month.
"The only idea at the time was to stay online, and when people wanted to see me, I had to be there. Since I started live broadcasting, there has been no fixed day off, new year's day, Chinese New Year's Eve, and the first day of the new year. ”
At that time, Lao Mi's monthly income from fan tips could be maintained at about 20,000 yuan, and if the monthly cumulative live broadcast time reached 120 hours, Lao Mi could also receive 10,000 yuan of "basic salary" from the platform, adding up to about 30,000 yuan.
However, the good times lasted only half a year.
The main income changed from tipping to advertising, facing the problem of choosing between new and old fans
In March and April 2020, the super pipe of the laomi live broadcast platform suggested that he switch to the big platform.
"At that time, I had no fans on the new platform at all, and I didn't dare to go, which was very resistant. However, the opinions given by Super Pipe are very pertinent, and also reveal the strategic direction of the platform, so I decided to try 'double open' first, that is, live broadcast a piece of content, and publish it on both platforms at the same time. ”
The problem also appeared immediately, as the number of fans of the big platform increased, Lao Mi often received gifts from fans of the two platforms at the same time. "At this time, I want to thank the two platform fans for the gifts, and many people have questions, saying 'what lao Mi is saying, who sent what gifts I didn't see'."
It can be said that Lao Mi is very lucky, there are several fans in the live broadcast room who keep sending red envelopes, brushing gifts, and encouraging other fans to download the big platform, this situation lasted for more than half a month, in June of the same year, Lao Mi closed the account of the previous platform and comprehensively switched to the big platform.
June 1, 2020 is the day when Lao Mi officially launched on the new platform, and on this day, Lao Mi also made an important decision to transfer from the original live host game to the nostalgic game live broadcast area of the platform.
"The number of online broadcast console games is always not going up, and gifts are always sent by a few fans, and it will hurt fans for a long time." Later, I found out that everyone wanted to see Mario and Adventure Island, so I decided to switch to nostalgic games. ”
At the beginning, the old rice live broadcast room implemented the "on-demand system", fans sent a "big sunglasses" or a "balloon" can be ordered, this state lasted for half a year, until the end of 2020, the new platform super pipe again to find the old rice, said that 300,000 fans can open a function. Subsequently, Lao Mi, who opened this function, found a door to the new century - advertising revenue.
"Advertising revenue is just horrible and completely crushes the income from gifts. The advertising cost of a day is about two or three thousand, sometimes a live broadcast can reach 20,000 yuan, and the manufacturers are lined up to find me to advertise. ”
But at the same time, Lao Mi found that after having advertising revenue, live content can not be free to do as it pleases, because it needs to increase traffic. So Lao Mi began to change his strategy, canceling the "on-demand system" and broadcasting some nostalgic games with higher traffic, and the live broadcast content was no longer decided by the fans, but became decided by Lao Mi himself.
Soon, this transformation was problematic again, and Lao Mi's old fans quickly lost. "Adventure Island everyone knows, there may be more people to watch, but FC games have a total of more than 1200 models, play a particularly unpopular game, certainly no one to watch, advertising costs can not come up." After the abolition of the 'on-demand system', 10 iron fans will be lost a day, but there will be 1,000 new fans a day. ”
At this time, Lao Mi began to face the problem of choosing between new fans and old fans. Forced by the pressure of income, Lao Mi chose to broadcast high-traffic games in prime time and rebroadcast the games that fans wanted to see late at night. Lao Mi will change the live broadcast time from 6 pm to 12 pm, many fans will also shout Lao Mi overtime in the live broadcast room, and after the broadcast, Lao Mi will also communicate with fans in the group, help game manufacturers to do publicity, and lead fans to play games.
He became friends and apprentices with fans, and earned up to 500,000 or 600,000 yuan a month
In the 2 and a half years of live broadcasting career, Lao Mi not only made more and more money, but also met a lot of fans and friends. He often receives gifts from fans from all over the country, including souvenirs, fruits, enemas, sausages, etc., and Lao Mi will mail local specialties to fans as a thank you.
Lao Mi has a lot of male fans, and he affectionately calls fans "Big Brother". "My 'big brother' flew to play with me when he had time, and served this 'big brother' away, and another 'big brother' came again." Old Mi said proudly.
A 27-year-old Dalian "big brother" has given gifts of more than 100,000 yuan in the old rice live broadcast room, and is currently engaged in import and export trade work, and has gone to Yantai four times to meet with old rice, mail boxes of toothpaste to old rice, and also send their own toothpaste, toothbrushes, air fresheners, etc. to laomi's fans for welfare.
Lao Mi said, "Dalian's 'big brother' is also doing live streaming with goods now, there are many problems will be exchanged together, and it is likely to become a partner in the future." ”
Some fans have become lao mi's apprentices. Lao Mi recalled that the first apprentice he received online was a northeastern girl, who earned more than 10,000 yuan through live broadcasting in the first month, and reached more than 30,000 yuan in the second month, even higher than Lao Mi's income.
"Because the girl is beautiful, her voice is good, and she plays games well, she quickly accumulated a large number of fans, and the fans of my family are 'hooked' away, but I am also very happy that the apprentice can have some achievements, she is also quite good, and when the live broadcast room received the carnival, she also sent a sports car to my live broadcast room."
The German version of Mario is the most popular game in the live broadcast room of Lao Mi, because the game is very difficult, so many fans question whether Lao Mi is really live or playing a video, Lao Mi in order to dispel the concerns of fans, and fans reached a consensus - every time fans give a lollipop, Lao Mi let the game character jump in place.
In Lao Mi's live broadcast room, the total number of viewers of a live broadcast remained at an average of about 300,000, and the largest was 10 million. In general, the average number of real-time viewers is around 2,000, and the worst data is 100.
"When there were 10,000 people and 100 people online in real time in the live broadcast room, my mentality was very peaceful. The live broadcast of the game and the number of fans of the account do not have much to do with it, many nostalgic game anchors have millions of fans, I only have a few hundred thousand, but their playback volume is not as good as mine. Some streamers have account fans who are fans of their videos, and these fans do not necessarily watch their live streams. ”
The interaction between Lao Mi and the fans in the live broadcast is also very relaxed, full of humor. When fans ask Lao Mi if he is handsome, Lao Mi will answer "Handsome, definitely handsome!" When fans ask lao mi how old he is, lao mi will answer" This question is asked, the answer is 18 ah! When fans ask some sensitive questions such as monthly salary, Lao Mi does not shy away from "more than 1 million!" ”
"More than 1 million is definitely not earned, the income is better can have five or six hundred thousand a month, and when it is not good, two or three hundred thousand, but if I say more than 1 million, the fans will not resent me, and they will think that I have some humor." Old Mi told reporters.
According to the "2020 China Network Performance (Live Broadcast) Industry Development Report", as of the end of 2020, the cumulative number of anchor accounts in China's network performance (live broadcast) industry has exceeded 130 million, and from the perspective of revenue, most anchors have a monthly income of 3,000 to 5,000 yuan.
It can be seen that Lao Mi can be described as the leader in the group of game anchors. Lao Mi believes that there are two differences between him and other anchors, one is that he has a good reputation, and the other is that he spends most of his spare time on game research.
When creating a game live broadcasting company, the most important thing is fan stickiness
At the end of 2020, with more and more revenue and resources, and more and more popularity, Lao Mi considered opening a live broadcast company.
Soon, he invested in a live broadcast union that was about to go out of business, and after renovation and equipment updates, the union was immediately revitalized. Lao Mi also introduced a lot of yan value anchors to join the union, and in less than half a year, the union began to achieve profitability. Lao Mi played a crucial role in this, and the union decided to allocate 40% of lao mi's shares.
"I actually didn't spend much money to own a live streaming company, and it's doing better at the moment. In October of this year, I registered a separate game branch. ”
Lao Mi said that the union's help to anchors is not "squeezing", although it may be 10%, but in the anchor's traffic, resources, game selection, psychological construction and other aspects will be guided and helped.
Nostalgic game live broadcast has an eyeball effect, Lao Mi said, "just entered the live broadcast room fans to see, what is this thing, how so fancy, then the audience will stay more in the early stage of the broadcast, the number of viewers will easily rise." ”
For the current life, Lao Mi used three words to describe it - particularly tired. "Before playing games at home, I didn't feel tired after 12 hours, but now I am much more tired during the day than at night, and I relax by live broadcasting at night." Eat only two meals a day, eat one at 12 o'clock if you are not busy at noon, and eat one meal at 12 o'clock in the evening, and there is no time to eat the third meal. The more money is earned, the more effort is doubled. ”
Lao Mi admitted that in the future, it may be forced by income pressure to transform. But if you must transform, you must also lead to the point of nostalgic games, and advertising implants will not be too blunt. "At present, the most important thing is to improve the stickiness of fans, and only when the stickiness of fans increases, the number of game downloads can be improved."
Sometimes, in order to better let fans experience the advertiser's game, Lao Mi will take out a part of the income to reimburse fans for the cost of recharging the game.
"If you don't recharge, these mobile games may not move, and the reimbursement of recharge costs will trigger fans to download the game in the live broadcast room." First, this ensures the number of game downloads between live streams; second, game manufacturers can also get feedback on revenue. ”
Nowadays, Lao Mi still likes to delve into the game, nostalgic games need to be studied frame by frame, in fact, a frame is only 0.033-0.042 seconds, it must be considered in advance, and some levels also need to be tried repeatedly.
"Although the game cannot be changed, the map in the game can be changed, and the content of my daily interaction with fans can also be changed." Lao Mi, who has achieved a small success, is still doing research and innovation for the live broadcast of nostalgic games.
This article originated from Blue Whale Finance
![When applying for a divorce certificate, the staff asked a couple: Are you divorcing voluntarily? The woman said: Yes. The man said: No. The staff asked the man and said: Then why did you come back? Man said[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)