Penguin e-sports, which was born with a golden key, was once given high hopes by the industry, and was rumored to be about to "shock", which also represents the difficulty of entrepreneurship within the super platform.
Reading entertainment | yiqiduyu
Text | Zhao Er knife
When popular anchors such as Xiao Zhi, De Yun se, Di Shi, Sky Li Xiaofeng, Han Paopao and other popular anchors have stopped broadcasting or even left Penguin E-sports, it also represents that the live broadcasting industry has once again entered an important shock moment. After all, as the most advantageous asset of the live broadcast platform, the flow trend of the anchor is undoubtedly the "wind vane" of the operation of the live broadcast platform; and the change from the platform to the anchor directly reflects the hard power and centripetal force of the live broadcast platform...
Recently, with the news that the "platform sister" has stopped broadcasting and switched to other platforms, the penguin e-sports with its back to the tree has also been rumored to be about to stop operating. In the history of game live broadcasting, Penguin Esports has also made a special contribution. In the huge penguin territory, penguin e-sports, as a direct platform, has played a very important role in supporting and accommodating anchors and mcn institutions, as well as in tilting mobile projects, etc., in order to maintain the Tencent system and the domestic game live broadcast ecology, "blood and guns".
Although Penguin E-sports has had the experience of carrying the crown, it still has not overtaken the two "relatives" of Douyu and Huya, and perhaps it is really time to say goodbye.
1
A sister ran
Mozi is a first-line game streamer. In Penguin E-sports, Mozi has 3.71 million fans; on Weibo, its fans have more than 1.12 million; on Douyin, Mozi's attention has exceeded 10 million, and the number of likes has reached 190 million.
In the array of game anchors, There may be a big gap between Mozi and the "three illusions", but at the level of female anchors, it is definitely a "top card". Mozi was once a professional player of overwatch, became the anchor and began to fight chicken, but also became a tianba (former snake team) signed player and anchor, its live broadcast style is lively, the scale of speech is large, in the live broadcast has ridiculed the name of pdd, but also often with Chen He (Chen He is also the owner of his team and guild) and other stars to open a group, after entering the penguin e-sports soon became a "platform sister", won the best anchor of penguin e-sports for several consecutive years.
The platform sister is going to run, both unexpectedly but also in reason:
Unexpectedly, at the end of 2021, Mozi also talked about not changing platforms in the live broadcast. In that live broadcast, she said that although she has many Douyin fans, she will not go to Douyin live, on the one hand, because eating chicken is limited in Douyin live broadcasting, and on the other hand, the environment of Penguin E-sports is more relaxed and the income is also quite rich.
It is reasonable that before announcing the suspension of broadcasting, Mozi also talked about the whereabouts in the live broadcast. Chunjiang Plumbing Duck Prophet, as a big anchor of a well-known MCN organization, especially in the case of many colleagues who have switched platforms, will naturally feel the changes in the platform. Mozi has mentioned several live broadcasts that Huya Douyin b station has been contacted by it, but the chances of Huya and Douyu are greater...
In the analysis of the outside world, the whereabouts of the foam have been clear - tiger teeth. Why not Fighting Fish? In addition to conditions such as salary and treatment, the Huya Chicken Eating Area lacks more powerful female anchors, and the head female anchors in the Fighting Fish Eating Chicken Area have small groups of dumb sisters Ye Zhiqiu Fruits and so on, which is obviously excessive. Just on March 9, the rumors came true, Andiko officially announced that she would enter Huya and premiere on March 11, not surprisingly, it would become a sister of Huya Chicken Eating District.
Before the foam, the big anchor lineup of penguin e-sports has already run away, ruofeng and so on to go to douyu, Deyun color settled in the b station, Xiaozhi and other stop broadcasting, there are many anchors to douyin and kuaishou, from the movement of these big anchors can be seen, penguin e-sports or into the countdown.
2
or a dignified exit
After Mozi announced the suspension of broadcasting, the rumors about Penguin E-sports will soon stop operating within the year are even more boiling, in the face of media inquiries, Penguin E-sports Center's response to this is: in normal operation, everything is subject to the official notice.
But the exit of Penguin Esports may be inevitable.
Entering March, many penguin e-sports anchors issued parting remarks on Weibo: Han Paopao, who has 7.567 million fans, wrote in an article: "5 years, 4 months, 22 days, 1972 days and nights, although there is a parting day in life, the mountains and rivers should meet." Goodbye, the best penguin esports. Tianba Manson, a medium-sized anchor with 649,000 fans who belongs to the same club as Mozi, wrote on Weibo: "The contract with Penguin expired, the time passed quickly, thank you to the staff of the Penguin platform for their support." ”
According to self-media reports, Penguin E-sports is retiring anchors in a large area, which may mean that the business has entered the final stage.
Comparatively speaking, Penguin Esports is indeed kind to anchors. At the time of the collapse of Panda Live, the salaries and gifts of many anchors were owed, and a large number of disputes between anchors and guilds were also caused; when the tentacle live broadcast platform collapsed, it was the same as Panda Live...
In fact, from 2021 onwards, Penguin E-sports will not have a contract to re-card anchors, nor will there be other excessive measures, which is indeed much thicker than other platforms. This may be the lack of wolf nature of penguin e-sports, but at the same time, it can be seen that penguin e-sports, which is backed by the big ecology, has not caused adverse effects on the industry when it may exit the market - for the game live broadcast ecology, penguin e-sports is worthy of the word "decent".
For the penguin ecosystem, penguin e-sports, which is rumored to be about to be "shocked", also represents the difficulty of entrepreneurship within the super platform.
3
Swing genes determine destiny
Penguin e-sports, which was born with a golden key, was once given high hopes by the industry.
Since its establishment, Penguin E-sports has once invested a lot of resources and energy in the cultivation and excavation of e-sports anchors, and the traffic has also risen, but the pace of Penguin's expansion in the field of game live broadcasting has never stopped:
On March 6, 2018, Douyu announced the completion of a new round of financing of US$630 million, which was completed exclusively by Tencent; just a day later, Huya also announced the completion of a US$461.6 million Series B financing, also invested by Tencent. In 2020, after the listing of Huya and Douyu respectively, Tencent acquired 16.5238 million ordinary shares of Huya for US$262.6 million, and after the completion of the transaction, Tencent became the largest shareholder of Huya and had 50.1% voting rights.
In October 2020, under the impetus of Tencent, in the "Merger Agreement and Plan" signed by Huya and Douyu, Tencent plans to transfer the game live broadcasting business under Penguin E-sports to Douyu and deepen cooperation with Douyu, and also plans to integrate the business of Penguin E-sports with the merged Huya Douyu - Penguin E-sports is considered to play a "bridge" role in this process.
Penguin esports is seen as a bridge, but also related to its own weakness. In the eyes of industry observers, although born noble, Penguin E-sports has never achieved the unity of the three views.
Why? Because Penguin Esports is swinging between the two major BU of SNG and IEG. It is understood that Penguin E-sports has three founders, namely Ma Li, who represents Tencent OMG (which has been spun off and merged into other BU), Hou Miao, deputy general manager of the marketing department of IEG, and Liu Xiankai, general manager of the SNG value-added product department, on behalf of the media, e-sports and qq, respectively, the support of penguin e-sports, and then OMG spin-off, but SNG and IEG have not fully let go of penguin e-sports - which also makes penguin e-sports, although it contains a golden key, it does not have a gold finger.
Founded in July 2016, Penguin E-sports is a mobile e-sports content platform under Tencent, including mobile game events, live broadcasts, video content, etc., covering QGC, KPL, CF mobile game super league, LPL and other mobile games, terminal games of professional e-sports events. Compared with other live broadcast platforms, Penguin E-sports naturally owns the live broadcast rights of Tencent-related games such as "Glory of Kings", "Peace Elite" and "League of Legends", and at the same time has a series of Penguin products to drain it.
Slow expansion: After the Panda Dragon Ball tentacles and other folds, players in the game live broadcast field were once left with only Fighting Fish Tiger Tooth and Penguin E-sports, all three of which have penguin genes. Among them, Douyu and Huya were the most competitive at that time, and were considered by the industry to be the internal friction of the penguin system, so the integration of mergers and acquisitions was also considered to be an inevitable move.
After the news of the merger, a number of popular anchors and guild leaders also told the readers that the information they came into contact with from their respective platforms showed that if the merger could be complete, the live broadcast management of e-sports events, the salary of anchors and standardized management would be strengthened - that is, the anchors and guilds may not have a good life.
It's just that the merger wasn't done. In July 2021, the merger of Huya and Douyu was stopped by the State Administration for Market Regulation, which pointed out that the combined live broadcast market share of Huya and Douyu exceeded 70%, which will form a monopoly situation, which is "not conducive to fair competition in the market, may detract from the interests of consumers, and is not conducive to the healthy and sustainable development of the online game and game live broadcasting market" - although the merger was rejected, the content duplication and redundancy of the three platforms of Douyu, Huya and Penguin E-sports have gradually become clear. The fate of Penguin Esports also seems to have been foreshadowed.
Only the smallest one can be sacrificed. According to the "2020-2021 China E-sports Live Streaming Industry Development Special Research Report" released by Ai Media Consulting, penguin e-sports MAU in the third quarter of 2020 was 5.46 million, while Huya and Douyu were 74.2 million and 59.6 million, respectively, and the active users of Penguin E-sports were less than one-tenth of the other two platforms - which also coincided with the active users of its live broadcast revealed by Mozi in the live broadcast, and although there was copyright advantage and traffic support, Penguin E-sports has never really "risen" It is not surprising that you have fallen prey.
Of course, there are also analysts that penguin e-sports may still exist, but the role is very marginal, similar to the existence of spare tires.
4
Change and change
After the Thousand Broadcasts War, game live broadcasting entered the integration stage; the collapse of the ambitious Panda Live Broadcasting made the game live broadcasting field enter the penguin era. So, will Penguin Esports, or go into shock, change the game live broadcasting industry again?
The answer is no. Douyu and Huya are strong, and it is possible to become the receiver of Penguin E-sports, which is also the flow within the Penguin ecology - and Douyu and Huya have considerable initiative, and also represent the orientation of the market and the choice of users.
In recent years, b station, Kuaishou and Douyin have also made efforts in the field of game live broadcasting. Different from Douyin, b station, Kuaishou and Huya and Douyu are more similar, all have penguin investment, and can also undertake penguin e-sports game anchors and event resources.
Let's look at the b station first, which has become the preferred choice for many game streamers. It is understood that in terms of the live broadcast copyright of the event, Station B can be described as a big deal, spending 800 million yuan in 2019 to obtain the exclusive live broadcast copyright of the three-year S Race, and it has returned to the original within 3 years. In terms of Kuaishou, in 2019, it launched the "Million Game Creators Support Plan" to strengthen the professional management and support of game creators in the middle waist and tail, which aroused the attention of the game industry. On the e-sports side, Kuaishou hosted the PEGI Summer 2019 Global Invitational Online Trials, and became the approved partner of the League of Legends S9 Global Finals, with 25 million spectators on the first day and 74 million spectators. Entering 2020, Kuaishou has won the KPL event copyright and won the leading mobile e-sports event.
For Penguin, as long as the competitiveness of its e-sports projects is guaranteed, it naturally has a voice in the field of live broadcasting.
In addition, some voices believe that the WeChat video number may also become a potential target for Penguin E-sports. Some self-media broke the news that they saw Xiao Zhi, the head anchor of Penguin E-sports, broadcast on the video number, and search for "Penguin E-sports" on the video number, there will be a large number of penguin e-sports anchor accounts - of course, having a video number does not necessarily mean that they are live on the video number, but this possibility is not ruled out.
In the field of short video, WeChat video number has become the most important latecomer in the industry, as well as the winner of short video internal horse racing; after the video number stood firm on the short video track, it began to gradually pay attention to the live broadcast business. It is understood that from October 2021, the video number began to recruit the game guild, and issued the "Video League of Legends Mobile Game Anchor Recruitment Order" - the data shows that as of April 2021, the daily active volume of WeChat video accounts exceeded 400 million households, and the huge active users represented unlimited possibilities.
Therefore, whether Penguin Esports stops operating or becomes a backup, the pattern of the game live broadcasting industry will not change significantly.
5
Together towards the future
Whether it is the capital-related Douyu Huya b station Kuaishou, or the vibrato outside the system, as well as the weChat video number and other platforms with a huge user base, the emphasis on the field of game live broadcasting is to see this huge track with a wide space for growth: although the control of minors playing games and participating in e-sports events is getting stronger, e-sports games are being recognized by the mainstream, e-sports has become a nationally prescribed sport from 2019, and has also become an official competition project of the Asian Games, and it is more likely to enter the Olympic Games in the follow-up. According to third-party data, 58.4% of e-sports users believe that e-sports is an e-sports sport.
Especially when the post-80s and post-90s have become the mainstream of society, and after the gradual growth of the post-00s and post-10s, the prospects of e-sports and games are amazing, and game live broadcasting will accompany their growth - standardized development, the future can be expected.
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