The secret of the net of fighting fish is hidden in the rhythm

The author | Maureena

Editor| Li Chunhui

You can always trust the netizens' word-making ability, such as: with rhythm.

In esports circles, those experienced players can take the lead and organize their teammates to attack or defend effectively, which is called "bringing up a wave of rhythm". With the expansion of e-sports, the term "with rhythm" has been given the meaning of "leading public opinion" by netizens.

The Internet has made it more difficult for each of us to process information, and we have more or less experienced being "rhythmic". Wrapped in the center of the "rhythm" vortex, there are those anchors who communicate with hundreds of thousands or even millions of netizens through live broadcasts every day. Some of them have suffered from the "rhythm" and were once afraid to face the Internet; some people have chosen to re-examine these "rhythms" that bother them after escaping fruitlessly.

"Rhythm is a word, a pun. On the one hand, it symbolizes the sense of control that comes to carry the whole stadium in esports, and on the other hand, it also refers to the disturbing, less positive effects. Xiong Xiaomiao, head of the production of douyu PGC program, explained to Hard Candy Jun the origin of the name of the self-made documentary on the popular platform. "Rhythm" is the glory and attention of the anchor in front of the anchor, and it is also the attack and doubt that the anchor suffers.

As the largest game live broadcasting platform in China, Douyu, in the name of "Rhythm", starts from the perspective of the interviewer Fawn and focuses the camera on a group of "Glory of the King" anchors. They love esports and make it their career, but they also face countless rhythms. The program recorded their mentality and coping methods in the face of rhythm and turmoil, allowing people to see the e-sports teenagers outside the live camera, and also let us see that on the road of PGC, Douyu is stepping out of its own "rhythm".

Break down barriers and walk into Rhythm

The first two episodes of "Rhythm" were DL, Tommy and MrGemini, nicknamed "Uncle Ge". From gym owners to professional players to e-sports anchors, Tommy found his own happiness and position in the live broadcast, and also opened his new identity - the team boss because of the live broadcast. Gemini is also an N-player, a coach and an e-sports anchor, and in the face of identity conversion, he can always find the most suitable work model to play to his strengths.

Compared with the first two issues, perhaps the protagonist of the third issue of "Rhythm", the king anchor" "Ignorance is not a sister", has touched the audience, especially the water friends in the live broadcast room. His career experience is not as legendary as that of Toomi and Uncle Ge, but more like the ordinary "he" around us, or "me".

The obscurity in the live broadcast room is the anchor of the new generation of gods who glorify the king of fighting fish; the obscurity in life is a shy and introverted ordinary 18-year-old boy.

He was born in a dual-career family in a small town in Lianyungang, Jiangsu Province, where the pace of life is very slow and comfortable. Originally, the life of ignorance should be like the parents expected, go to a good high school and go to a good university, then find a job with a structure or do a small business, follow the steps, get married and have children, and live an ordinary and stable life. But this expectation was disappointed by the obscurity of the contact with the game.

The "rhythm" of the ambiguous face comes not only from the live broadcast room, but also from his life. Except for games, He is not too interested in anything, perhaps he has nothing but games. He has never been out of the town, he chose to be a game streamer, and at the same time, he and his family also created an invisible wall, separating the two sides.

"Don't you ever eat together?" It was supposed to be dinner time for a family of four sitting around the table talking and laughing, but it was less ambiguous. The mother's tone was a little complaining: "He doesn't eat with us", the father took over the conversation to defend his son: "He started the live broadcast relatively early, and we can't meet with the time, usually he calls takeaway, and we will eat together at noon on weekends." ”

During the day, the family goes to work and makes up for sleep; at night, the family goes home, the family goes home, the family goes live, lives in the same room, and the ignorance and the parents are like two parallel lines. Even if his father reveals the idea of communicating, he will choose to avoid and hide back in his own small world.

However, ignorance is not the kind of child who does not care about the outside world and only focuses on playing games. The treadmill on the balcony was bought because "I wanted to add something to my home". He actually loves his family very much, but at the age of 18, he does not know how to express his love and is clumsy in communicating with his parents.

The filming team of "Rhythm" is an "intruder" and a "wall-breaker" in terms of obscurity. Under the influence of his peers, he was finally willing to sit down and communicate with his family. It turned out that his father was not opposed to him being the anchor, but was afraid that this job was just a youth meal, worried that his future life was not guaranteed; and his mother wanted to eat with him, not to "control" him, but to let him go out and walk around after the live broadcast, exercise his body, and feel the beauty that the virtual world in real life could not give.

"I'm doing live streaming now, which is something I like and something I can stick to doing. In the future, I will also think about it slowly. Mom said, I will try to notice it in the future. Hearing the ambiguous words, my mother smiled and said, "That Sunday, our family will go out and play together." "The e-sports teenager who once closed himself has ushered in reconciliation with his family and life.

For small and medium-sized anchors, the significance of "Rhythm" is not only to bring them a wave of traffic exposure and strengthen the interaction with water friends. Just like the ambiguous story, the "rhythm" of small and medium-sized anchors exists in the live broadcast room, and it exists in life, and they need "wall breakers" to help them face the problems that they intentionally or unintentionally avoid.

"Mom and Dad are really listening to (ambiguous inner words) Hey" "Listen to the views of different people, some things can also be thought of", it is not difficult to find from the bullet screen, the story of obscurity has aroused the resonance of many water friends, "this wave of rhythm has been brought up."

Live broadcast of the secret escape, water friends set the rhythm

Not only the self-made documentary "Rhythm" has aroused heated discussion among water friends, but douyu's self-made live escape variety show "The Great Escape at the Speed of Light" has also met the needs of many water friends to "take the rhythm".

As a favorite offline entertainment method for young people, escape rooms have also become a popular theme for variety show creation. Xiong Xiaomiao told Hard Candy Jun that when Douyu was doing the escape variety show, there were already successful recordings and broadcast escape variety shows such as "Star Detective" and "The Great Escape Room", so Douyu chose to take the existing theme chamber on the market as the base, using cloth control hd cameras to cut in from the perspective of live broadcasting, which is also more in line with the viewing habits of platform fans.

In the live broadcast of the secret room, the anchor's every move is immediately presented to the audience, which puts forward higher requirements for the anchor's sense of variety and ability to play on the spot. And because it is a live broadcast, water friends also trust the anchors to make a knee-jerk real reaction, rather than the so-called "program script".

More importantly, for the audience, the protagonists of the recording and broadcasting of the secret escape variety show are of course the guests; and for the water friends, the protagonists of the live escape variety show are actually themselves.

In "The Great Escape at the Speed of Light", whether the anchor decryption can be successful or not depends more on the water friends. In the face of common sense decryption, digital decryption and other decryption links beyond the scope of the anchor's knowledge, the water friends commanded the anchor to break through the real-time bullet screen of the computer, and the psychology of "per capita understanding of the king" was greatly satisfied, and also gained an unprecedented sense of variety show participation.

Some water friends are good at decryption, and some water friends love the whole work. In addition to interacting with the anchor through the bullet screen, the water friends in the live broadcast room also have the right to vote on the single-line task, and the anchor with the largest number of votes will accept the next single-line task.

That is to say, to some extent, water friends can determine the direction of variety shows and the fate of anchors, and they can also catalyze unexpected program effects. Perhaps compared with the platform and variety show producers, Water Friends is the one who knows the anchor better. Which anchor is good at what and who will have unexpected moves are all within the calculation range of water friends.

In the "Special Edition of the Great Escape of the King at the Speed of Light", the king anchors Toomi, Gemini, Tatsu Ghost, XiaoLu, and the second-dimensional sister Wang Yushan team up in the secret room. The girls carried the whole field, especially the fawn is absolutely the brain. And the water friend selected to open the single line of the tommy seems to be strong in fact timid, the single action staged a scene of "can't stand the torture and sell teammates", the effect is full, but also proves that the water friend is the person who knows the anchor best.

In Xiong Xiaomiao's view, unlike the absolute advantage of female users of Taiwan network variety shows, the audience of Douyu PGC content is mainly male, which also opens up the road to variety shows for different men of Douyu. Male users like content with a strong sense of competition, but also have a stronger desire to manipulate. In addition to watching to meet the demands, they also have a strong interactive appeal to good content.

"The Great Escape at the Speed of Lights" meets the needs of water friends to decide the fate of anchors and participate in puzzle solving adventures through strong content interactivity, and in addition to being highly respected by platform users, it has also achieved the effect of going out of the circle.

Fighting fish PGC, its own rhythm

On March 16, Douyu released its unaudited financial report for the fourth quarter and full year of 2021. According to the financial report, the total revenue of Douyu in 2021 reached 9.165 billion yuan. Gross profit for the fourth quarter was $245 million, up 34.3% year-over-year.

The growth of Douyu is related to the continuous development of the content side in recent years. Cao Hao, vice president of finance of Douyu, said: "In the future, Douyu will continue to upgrade the content linkage of live broadcast, video, graphics and community, and continue to strengthen investment in the content side and investment in research and development. At the same time, we will continue to explore new monetization methods in addition to live rewards. ”

Starting from the upgrade of version 7.0 in December 2020, Douyu proposed a trinity strategy of "live broadcast + video + community". In Q4 2020, Douyu established the PGC Content Department, emphasizing that self-made content in the future is the top priority of Douyu's content ecology. In more than a year, Douyu has launched more than 40 PGC programs, covering variety shows, documentaries, game reviews, etc. After watching these programs, it is not difficult to find that they are different from the homemade content of other platforms, and the taste of "fighting fish" is quite strong.

Platform self-made content, the beginning will often use the star traffic, but the fighting fish is different. Looking at the dozens of PGC content of Douyu, the anchor is the protagonist of the show. This is directly related to the characteristics of the Douyu platform itself.

The ability of the Douyu anchor to go out of the circle is obvious to all on the network. From PDD, YYF, Dasima and Zhou Shuyi to a small group of newcomers, Gemini, Tommy and other rookies in recent years, Douyu has a large number of high-quality anchors with strong interaction with water friends, who are rich in content creation and the core assets of Douyu.

Xiong Xiaomiao said that Douyu has made meticulous planning for different styles of anchors. PGC content like Gemini and Tommy is mostly related to the event and magnifies their professional advantages; while a small group of anchors who are known for their talents will focus on music content.

Just like "Rhythm", the big anchors have big exposure, and the small and medium anchors have not been forgotten. On the one hand, such documentaries that are directly involved in their lives show their B-side to the outside world. On the other hand, small and medium-sized anchors will also get more exposure by appearing with big anchors.

At the same time, Douyu also pays attention to "grasping medicine according to the prescription" according to the characteristics of the platform, not only to meet the needs of users in the station, but also not to turn away users outside the station.

First of all, in the station, Douyu is a live broadcast platform and game community, and the user portrait is naturally different from the Taiwan network. As mentioned above, male users do not emphasize image quality, but more on interactive experience. Douyu's PGC content provides interactive points to meet the sense of manipulation of male users.

For the station, the game variety show that is too vertical is "catching up with the guests". Therefore, the Douyu PGC content mostly appears in the form of pan-entertainment and pan-game, on the one hand, to meet the needs of the water friends in the station for game elements, on the other hand, there is no too high threshold for the public to understand, and everyone has their own place. For example, "Uncle Ge Intelligence Station", both event predictions and other content, but also Uncle Ge's whole work, do not understand the KPL does not prevent the audience from harvesting a bunch of Uncle Ge emojis.

Self-made content on live broadcasting platforms has long existed, but many contents have fallen into the big and general trap, failing to grasp the target users and lacking appeal to ordinary passers-by. Douyu's PGC content provides another way to solve the problem, starting from the core assets, in the form of pan-game pan-entertainment, radiating more game lovers across the network. These game lovers themselves have the characteristics of being willing to speak out and be willing to create two, and the Fighting Fish PGC content has the ability to break the circle from the game circle to the public field, and the game lovers outside the station will also be absorbed because of the "circle" and become a part of the Fighting Fish.

It is said that "the end of the content is the game", and the Douyu PGC content, which targets game lovers, obviously has a wider imagination space.