Editor's guide: Now the live broadcast room will be more and more alive, in addition to the traditional singing and dancing, now also popular bullet screen interactive game live broadcast. The author of this article has analyzed the live broadcast of the bullet screen interactive game, and hopes to help you.
This year's young people are playing more and more wildly in the live broadcast room.
After the self-cultivation club became popular, the story of 600,000 puppies jumping together swept the entire live broadcasting industry, and now the bullet screen interactive game has also mushroomed, quickly entering the "diversification" stage.
In the live broadcast area of station B, even in the column of the stand-alone game can find the bullet screen interactive game partition, the game inside is not only a nightclub bungee, squeezing the subway, flushing the toilet and other nonsensical small games are also quite popular, some anchors themselves develop small games will even modify bugs while live broadcasting, and "Werewolf Killing" and other competitive games, but also fully mobilize the enthusiasm of players, with 20,000 viewers to participate together.
This is not a new way of playing, as early as 2014, someone tried on the Twitch platform, the live broadcast audience can jointly operate the game by sending bullet screen instructions, rather than the host to operate, this game mode is called "Twitch Plays" on the Twitch platform, and in China it is named "Bullet Screen Interactive Game".
In addition to the special partition, in the B Station Creator Center, game developers can also find the development documents of the bullet screen interactive game function provided by the B station.
Liu Yang, an employee of the back-end program development department of a game company, is actually not very difficult to develop a small game used in the live broadcast room, and after the B station gives the relevant development documents, the development difficulty is greatly reduced, he gave a more superficial example, "It is as if the B station has set up a framework, and the developer only needs to decorate it." In his opinion, this kind of game is, "it's not difficult, it's hard to be creative." ”
From the 10,000-person bungee jump to the full participation in the battle, the gameplay of the bullet screen is constantly enriched, but the freshness is precisely the opposite of time, and the gameplay with a bit of "whole life" meaning in this belt is still unable to support more complex projects. However, the mode of "playing games" by firing bullet screens in the live broadcast room may allow the anchors of the live broadcast area of Station B to have a new idea.
01 Was snubbed in Douyin and favored at Station B
The game hall between live broadcasts probably appeared in Douyin at the earliest.
In September 2021, a game of "Summoning Wukong" in the vibrato live broadcast turned out to be out, and the reward krypton gold can improve the level attack power of the character, many viewers "krypton gold" on the head, and then at the end of the year, they were banned by douyin for cheating krypton, and now there is no news.
In the mouths of many sellers who sell software, "Summoning Goku" is a drainage money-making artifact. According to Tuoka Technology, the seller of the earliest batch of software, after testing, a new account can earn about 800 yuan a day, while the anchor only needs to hang up, no other operations. According to reports, each set of game software is 6800 yuan, which can only be used in one live broadcast room.
In the conversation with Tuoka Technology, it was learned that these bullet screen interactive games are at a certain risk in the vibrato live broadcast, and only square dance is relatively stable at present, and the software price of this kind of "cloud bungee" is 500 yuan a set. However, when asked why the game "Summoning Goku" disappeared, the other party only responded that Douyin would not let it be broadcast.
After this kind of "krypton" game, xiugou nightclub's popularity on douyin is more like a firework, leaving more decent.
Because the Douyin platform determined that there was "interest inducement" in the live broadcast room, and many violations, the overall "relocation" of the Xiugou nightclub was "relocated" to station B, opening a new round of carnival.
Before the Douyin blocking case, Xiao Liu, who also opened a "disco" in Kuaishou, also said that the Kuaishou official does not seem to welcome this hang-up live broadcast model, and his team's income from "Cloud Bundy" is not ideal.
However, the interactive live broadcast of the bullet screen that jitter does not love is unexpectedly popular in the B station.
In November 2021, a resource sharing platform such as illustration, Live2D, modeling and other resource sharing platforms operated by Qianyu Network was upgraded and officially renamed "Bilibili Creative Workshop", and three months later, according to Tianyan, the company has been wholly owned by Station B, and has also launched two beta plates of creator service center and rice seller, and the anchor can directly find some live plug-ins and live interactive games in the rice seller plate.
In the actual experience, it can be found that these bullet screen interactive games can be downloaded and used for free, but after the use of the live broadcast room revenue will be 10% of the hands of the producer, which probably means that the B station official has clearly shown a supportive attitude, and even opened a special live broadcast partition - bullet screen interactive game.
Nowadays, in Station B, not only Xiugou nightclubs, but also other discotheques such as Xiu cat nightclubs, mushroom heads, Q version characters and other images have also been "opened".
Even in the live broadcast area, you can find a place for square dancing. It seems that Bundy has been unable to meet the needs of contemporary young people, and the interactive function of the bullet screen is being tapped out of more ways to play.
The simplest is the unzipped game. The gameplay is similar to "Summoning Goku", such as "Three-dimensional Pinball", "Ring Fight", etc., after the player sends the bullet screen to create a character, it is controlled by the AI, the player can only increase the character attributes by sending gifts, get higher rankings, and there are not many operations that can be controlled.
More complex gameplay of the integral game, such as the current hottest "Exploding Planet", the audience only need to send a bullet screen, you can "launch" missiles, and finally defeat the core of the planet player, will become a new planet, in the course of the game, the player can get a certain number of points, but also directly through the brush gifts to obtain points, and these points can also be exchanged for the corresponding game props, stimulate the audience's desire to participate and get points.
More popular is the competitive game, such as "Werewolf Kill", "Tank Battle", "Ball Age", etc., players join different factions, can send more commands, and even need to rely on group wisdom to complete the game together.
Subject to the form of bullet screen control, bullet screen interactive games are usually simple to play, often can be completed in a few minutes, and there are very few game props that can be purchased, but the audience can find the joy of "playing together" in the ancient game hall.
02 month into 200,000, live interactive game counterattack?
It's a corner that's not too private, but not lively enough.
The appearance of the interactive game area of the B station is not short, it has appeared before June 2021, and this category has gradually begun to recover in the live broadcast area of the B station until the popularity of the Xiugou nightclub. The source of related programs is also mostly written by the anchor personally, many of the UP masters who appear in the bullet screen interactive game area, from its home page can see the traces of self-learning unity and programming, in some live broadcast exchange groups, there are also many group friends in the exchange of game programming experience, and most of them are amateurs.
As a business, bullet hell interactive games are really profitable. Prior to this, Beijing Brainhouse Technology Co., Ltd. launched a large-scale live interactive game "Interactive Party" in October 2021, which is not so much a game as a collection of several games, the anchor can choose a variety of games, break through with the audience in the live broadcast room, and the audience only needs to send the corresponding bullet screen to "help" the anchor, or make trouble.
This game has been targeted tested on live broadcast platforms such as Huya, Station B, Douyu, Kuaishou, etc., nearly 40 anchors have tried in their own live broadcast rooms, and Wang Qiang, CEO of Brainhouse Technology, said that basically every anchor participating in the test has increased its income during the live broadcast period by four to five times, and the enthusiasm of the audience to send bullet screens is also higher than before.
According to statistics, in the live broadcast room of the 38 anchors participating in the test, the average weekly single hour of gift income increased by 461%, and the average weekly growth rate of 484% in a single hour. There have also been UP masters who have counted the income of the owner of the xiugou nightclub, only look at the live broadcast income, the boss's income can reach 135,000 within a month, if you count the income obtained by the boss in cooperation with some brands, then its monthly income will probably exceed 200,000.
The live broadcast of bullet screen interactive games may seem like a good business to make money, but it is not.
This kind of small game can be "kryptonite" form is not much, in addition to a few people more live broadcast room, most of the anchors may receive gifts of less than 100 yuan, want to rely on bullet screen interactive games to achieve profitability, I am afraid it is more difficult.
At the same time, even if the B station official "shelter", bullet screen interactive game live broadcast has not gone out of the niche label, now in the corresponding live broadcast section, the same type of game has begun to appear in a pile, several live broadcast rooms are unified screen, the number of viewers is also concentrated in individual live broadcast rooms, most of the number of live broadcast rooms are below 10,000.
Many live broadcast rooms have launched "tip sets", "brush gifts off skin fragments", "send gifts to props" and other operations, some of the live broadcast rooms of the list of one, the second list can also get certain privileges, more and more "in-house purchases" appear, the future bullet screen interactive live broadcast may also face the embarrassing situation of "Summoning Wukong", judged by the platform as "interest inducement" and thus closed.
Freshness will always be eliminated, and how to prolong life has become a top priority for bullet screen interactive games.
The owners of xiugou nightclubs, who were the first to catch fire, are constantly adding new elements on the basis of nightclubs, such as new character images and more interactive functions, trying to extend the life cycle of nightclub live broadcast rooms. But no matter how hard you try, the excitement that began with hundreds of thousands of people is gone, and only a hundred thousand people are still nostalgic for the time with the "puppies".
The bullet screen interactive game with a freshness greater than entertainment seems to be doomed to not go to the public, but the emergence of this form may represent a larger imagination space in the live broadcast area of Station B.
03 How far is it from the game meta-universe dream?
As early as when Xiugou nightclub became popular, some people thought that this was the prototype of the "game meta-universe", but in essence, Xiugou nightclub is just a virtual bungee organized by individuals, which is no different from the virtual concert planned by the previous platform, but what is valuable is that the bullet screen interaction has developed into a game mode, adding new possibilities for game live broadcasting.
According to the official statistics of Station B, as of November 29, 2021, the cumulative total number of bullet screens of Station B has exceeded 10 billion, and the average number of bullet screen users has exceeded 166 bullet screens. Through the bullet screen, different users, across time and space, communicate with words in a specific video, and it is also the existence of the bullet screen that allows station B to form its own unique social interaction atmosphere, which is different from other video platforms.
However, in the live broadcast area of station B, the social attributes of the bullet screen are weakened a lot, and more is to provide real-time feedback for the anchor of the live broadcast content. In the vision of Station B CEO Chen Rui, the live broadcast business of Station B is not only a revenue business, but also a necessary ability of Station B, in the blank period of video creation, UP owners can interact with fans through live broadcasting, enhance stickiness, so that live broadcast and video creation form a two-way cycle, and promote overall content growth. And the best way to interact with fans and enhance stickiness, the bullet screen must be on the list.
As early as 2014, a young man launched a "sociological experiment" on the game streaming platform Twitch, relying on the bullet screen of the audience in the live broadcast, although the process was tortuous, but finally passed the game Pokémon, according to statistics, more than a million viewers participated in the game. At the 2014 E3 Game Show, this "experiment" was recognized and certified by the Guinness Book of World Records, achieving the achievement of "the most participated single-player online game".
In 2016, this bullet screen interactive game already had its own partition on Twitch called "Twitch plays", which also has nearly 500,000 followers. Compared with the regular game live broadcast, the strong interactivity of the bullet screen interactive game and the randomness brought by the audience participation make the game live broadcast more interesting and naturally attract more viewers.
When this game is introduced to China, there are also many anchors who try, especially the "leader" of bullet screen culture, Station B, which naturally will not be missed. In July 2021, UP owner Lin Yi LYi launched a game of a thousand people in the live broadcast room, where the audience sent instructions through the bullet screen to control the car in the game "Cyberpunk 2077" in an attempt to "reproduce" the classic group decision-making experiment of thirty years ago. More than 5500 people participated in the peak of this live broadcast, but unfortunately, when the car was close to the end, the B station platform collapsed, and the experiment also ended in regret.
Three months later, on the day of Programmer's Day, Lin Yi launched a 10,000-person game again at the official invitation of Station B to challenge the game "Original God". It was a successful experiment in which the game characters were manipulated to move and unleash their skills in a barrage of 10,000 people, and finally successfully completed the previously set goals.
Compared with the traditional live broadcast mode, the bullet screen interactive game can undoubtedly more fully mobilize the enthusiasm of the audience, so that the audience is not only watching, but also able to truly participate in it, this mode of deep interaction can enhance the fan stickiness more than the previous mode of "verbal interaction" with the anchor only through the bullet screen, and the live broadcast room is no longer the stage of the anchor alone, but has become a game platform, allowing more people to participate in it.
In the future, the game mode of bullet screen interaction is bound to develop more gameplay, and the interactivity will continue to become stronger with the development of technology, perhaps Station B also believes that this mode will even become the next outlet for game live broadcasting, and will open a live broadcast section for it, disclose the development documents of related functions, and "escort" the development of this game live broadcast form.
However, the most important issue for the anchors of the bullet screen interactive game area at present may be how to keep this interactive live broadcast fresh, continue to produce fresh content, and maintain the popularity of their live broadcast room.
After all, although the Xiugou nightclub still opens on time every night, how long will the crowd crouching in the live broadcast room shouting "create a role" maintain enthusiasm, and perhaps the store manager does not have an answer.
This article was originally published by @新 entropy and is not reproduced without the author's permission.
The title image is from Unsplash, based on the CC0 protocol.