Editor's introduction: The Football Cup can be described as a grand event in the hearts of fans, when the B station that has deeply cultivated the second dimension begins to do the live broadcast of the Football Cup, what kind of sparks will collide? This article analyzes the product experience of the B Football Cup event in detail from multiple angles, let's take a look at it together.
Device: iPhone 11
System version: ios 14.2
Experience version: 6.5.0
Experience time: 20:45 and 23:00 on December 4th
(1) Product positioning
This is a live sports event function based on the exclusive copyright of the FA Cup after three consecutive years of winning the B station, which focuses on the live broadcast of the FA Cup event and can be viewed in the schedule.
(2) The needs of all parties
Company side
According to the 12th anniversary speech, it can be seen that the company's strategy needs to further break the circle of content and break the circle of users, expand the content ecology, and enrich the commercialization channels. The sports area adjusted to the first-level partition can become a major direction for the community to break the circle and establish the ecology.
User side
Football fans among B station users often have feedback on the "football desert", and this year, there is no shortage of high-broadcast football manuscripts on the station, and even named by the stars and officially picked. In addition, the upcoming 2022 Qatar World Cup and the 2023 Asian Cup are bound to attract the attention of fans inside and outside the station.
(3) Relevant background analysis
Macro background: The number of domestic sports population continues to grow, and the growth space is huge
In the past 5 years, China's sports population has continued to grow, and by 2020, it will be at a historical high, while the proportion of sports population in the total population is still lower than that of developed countries, and there is still a large room for growth. In the future, as the sports population continues to grow, it is expected that the sports industry will continue to develop, and the industrial scale will exceed 3 trillion. (Data source: Bohai Securities, "Sports Industry Special Report: Online Terminal Ushered in a Period of Rapid Growth, Segmentation Demand Gradually Appeared")
Event IP background: the oldest football tournament, the cross-level national carnival and the hotbed of unpopular champions
The oldest football tournament: The FA Cup, founded in 1871, predates the premier league by a full 120 years, and the winner was presented by the Queen herself in the early days.
Cross-level national carnival: The FA CUP is open to 10 levels of the English Football Association, including the Premier League, Championship, League One, League Two, etc., and a total of 92 teams participate in the main stage every year. Even amateurs have the potential to challenge the country's strongest pros in terms of rules. The emphasis is on participation and inspiring all football lovers across the country.
Hotbeds for underdog champions: The English Football Association has even set up a "giant killing award" to reward teams that win stronger than the weak across levels. This kind of cross-level competition with a weak victory over the strong shows not only the result of the upset, but also the courage and fearless spirit of challenge, so the game is more volatile.
"Thermos Cup" stem: Previously, when Wenger was coaching Arsenal, he repeatedly relied on winning the FA Cup to survive, which made the FA Cup get the nickname of "Thermos Cup".
(4) Copyright value and significance
Watching the game is the fundamental need of fans, and copyright is the main factor for fans to choose the platform
A. Although different types of football new media can provide fans with a large number of football-related content such as game reports, news information, event data, column articles, event highlights, team/player highlights, etc., the "ultimate demand" of the fan group for football events still has to return to "watching the game", the reason is that the fans' love for football stems from the sensory stimulation such as tension, excitement, pain and even anger obtained during watching the game.
Therefore, for the football video live broadcast platform, it is crucial to obtain the copyright of high-quality football events with a large number of fans in the five major European leagues, the Champions League, the Chinese Super League and so on. In the overall industrial chain of football event dissemination, event copyright is the basic element and core resource, only by grasping the game copyright, can we truly grasp the fan group and related UP owners.
Opportunity to build the rights of the football tournament in Station B
A. After the FA Cup enters the third round, the Premier League team will participate in the main game, and there is no shortage of Premier League giants with many fans and C Ronaldo fans will begin to pay attention to the event, whether it is a smooth promotion or an unexpected upset, it will generate heat. At the same time, the unique bullet screen culture and community atmosphere of Station B will be different from other live event platforms and bring users a more different experience.
b. Based on copyright, the official can combine the draft activities, specially invited UP main commentary, and produce original programs to do more ways of playing, more effectively pull production capacity and consumption, and even play platform differentiation to maximize the ip value; at the same time, according to user feedback and actual live broadcast effects to improve and optimize the live broadcast product functions, in order to undertake the high-value event copyright of more audiences in the future.
C, the above can be concluded that the FA Cup event copyright is a cost-effective exploration, there is a certain degree of heat to attract user consumption, according to the consumption of user feedback to optimize the operation, for the introduction of follow-up football event copyright to make as much preparation as possible, and gradually establish a football ecology.
(1) Basic functions
Mainly based on the live broadcast of the FA Cup matches, the live broadcast room is 22 channels, and there is a sense of "TV channel" déjà vu
https://live.bilibili.com/22
(2) Featured features
Replays of relevant competitions; Collection
For some football enthusiasts, amateur teams and semi-professional team athletes in the station, it is speculated that the tactical reference value of the previous rounds of matches is higher.
FA Cup Feature Page (app)
The banner includes a component that guides the official FA Cup account, promotes the event schedule for other sports divisions, and can watch recent rounds of fixture highlights and subscribe to matches.
(1) App side
Live tab
Pay attention to the official number will have bubble light resource bits
Home tab
a. After booking the competition, the jump component will appear under the focus chart on the homepage
b. During the competition, there will be main feeds resources
Motion partitions
The focus chart of the first page of the section is displayed, and you can jump to the special page of the event
(2) Web side
Live streaming page
a. Event homepage - carousel schedule: The components are affected by the real-time competition situation, and other tabs look for the entrance to the event is deeper, and it is speculated that the later focus events will be displayed and promoted in the banner of the web live broadcast homepage.
b. Team: The current display under the tab is all related to the League of Legends event, waiting for the Premier League team to enter, or the page entrance of the relevant team can be added.
c. Prediction: After the Premier League team enters, it may increase the guessing prediction gameplay of the game result, improve interaction and enrich the user experience.
The resource bits in the station currently have home page banners, partition banners and main feeds, and the follow-up focus sessions can try the bd splash screen (if there is a Manchester Derby or the final and other S-level matches), live home page banner, push and other resource bits
The off-site resource bit currently has a WeChat public account, an official number Weibo, and the follow-up focus scenes that reach the s-level may try to link the video number for live broadcasting
The promotion of the football UP master in the station and the interpretation of the UP master in the private domain promote the number of live viewers
Linking friendly forces through small prizes and large members (eg, tiger punch, etc.)
(1) The web end has an exclusive background for the FA Cup, which has a more sense of event atmosphere than other ordinary live broadcasts on the main station. And at the bottom of the screen for the star UP commentary to recommend and guide attention, for the audience, according to the content of the up home page to make their own preferences. At the same time, it is more convenient for the web to interact and communicate during the live broadcast. (Personal feelings, opinions)
(2) Due to screen space limitations on the app side, the atmosphere of the football event will be lighter than that of the web side, but due to the high portability of the device, it is more convenient for fans to watch. At the same time, the lineup, data, technical statistics and game conditions related to the game and other product functions do not know whether they will be added in the future, which is convenient for fans to check.
(3) The game's commentary UP master (listening to Yuxuan and Xiao Ke Nai) all have positive feedback from users during the live broadcast process (eg. professional, with an inner taste), and there are also user recommendations and related reasons for the commentary, which can be used as a reference and trade-off for the platform. At the same time, the self-recommendation of the up owner himself also lived up to expectations and ushered in praise; and Xiao Ke Nai's detailed awareness of clearly marking "minors are prohibited from tipping" on the live broadcast screen reflects the basic professionalism of the platform anchor.
(4) Since there is no shortage of football depth fans in Station B and free time on weekends, the overall viewing atmosphere and interaction are relatively warm. As far as the individual live broadcast rooms of the two events experienced are concerned, there are questions and answers among fans, there are comments on the game, and there are also technical and tactical exchanges, and at present, there is no bad lead behavior with scale, and the atmosphere is even better in the up main commentary. (Perhaps related to the reason explained by the bullet screen in the following figure, the number of sessions with low attention may be more vertical for users who are willing to invest in watching)
a. The live broadcast screen is clear (except for the objective factors that cannot change the lens rain), in terms of community discussion and the main visual of the web, the atmosphere of watching the ball is very good, and for a football dog like myself to watch the ball, the sense of companionship is very strong.
b. The professionalism of the UP master of the commentary (eg. whether he has his own special and unique views on the technical and tactical aspects of the game, the understanding of the rules and expertise of the football game) and the sense of network and the degree of emotional commitment will affect the user's feedback. There are relevant comments both during the live broadcast and in the post-match replay, so it is crucial to choose the up of the commentary and the cultivation of the quality and awareness of sports commentary.
c. Product features such as lineups, data, technical statistics, and race conditions related to the event and the post-match match are not known whether they will be added or operated in the future.
d. Whether there will be a reminder similar to Tencent Sports commentators in the schedule, so that users can choose, subscribe and watch in advance.
e. Rewards and gifts in sports events may add football-related elements later, such as 2233 niang doing some soccer shots or cool soccer technical moves, 2233 niang shouting and cheering call, etc. (the risk point is that underage users need to avoid screen swiping in the situation of popular teams)
"White Paper on User Insights of Football Spectators on China's New Media Platform", iResearch Consulting
"Research on the Profit Strategy of New Media Live Event Broadcasting Platform", Yin Sheng, Chengdu Institute of Physical Education
The first time I posted, there are still many deficiencies, and I hope that you haihan are also welcome to discuss in the comment area.
Welcome students who love sports and are engaged in sports to communicate with me
This article is published by @Vega with permission from Everyone is a Product Manager. Reproduction without permission is prohibited.
The title image is from Unsplash, based on the CC0 protocol.