Another year's "May 5th Open Black Festival" was launched, but the difference is that "Glory of kings" this year will fully upgrade this comprehensive game festival to "May 5th Friends Festival". Not only is the activity cycle longer, but it also brings players many rich benefits such as teaming up without dropping points, free skins, limited skins, etc.
As an important partner of the "May 5th Friends Festival", the Kuaishou platform has also been heavily upgraded on the basis of the ip linkage of previous years, bringing more interesting gameplay and wonderful content.
In this year's "May 5th Friends Festival" activity, Kuaishou opened up the game channel for the first time, combined with platform tasks and game props, and presented players with a series of benefits such as customized game props. In addition, Kuaishou linkage game live broadcast and entertainment side stars brought a series of competitive performances and wonderful linkage in the 5-day live broadcast event.
Kuaishou breaks the circle of content achieved by linking multiple resources such as game side, platform side and entertainment side, jumping out of the limitations of previous game IP linkage, and achieving deeper exploration in depth and breadth.
Looking back at the performance of the "May 5th Friends Day" Kuaishou, its unique brand tonality is more and more obvious.
Kuaishou builds the "panoramic ecology" of the May 5th Friendship Festival
In the past, the linkage of games and content platforms, the creation of derivative content and the dissemination of activity nodes were the preferred mainstream forms of major platforms. In order to enhance the immersive experience of users during the event, Kuaishou combined with rich derivative content and various interactive forms such as completing platform tasks to obtain game props, and built a "panoramic ecological theme activity" for users.
For example, during the event, users can obtain the "Oath Energy" in "Glory of Kings" by completing platform tasks and redeem high-value skin items in the game. Or post videos and watch live streams to get rare items like the game's "Kuaishou Custom Avatar Frame" and custom voice.
Generous benefits combined with fun gameplay, Kuaishou provides more choices in user engagement. In addition to experiencing the event content as an audience, users can also be content creators who become co-builders of the event. Kuaishou further deepens the user's immersive experience by allowing users to form a more effective and direct interaction between them and the activity.
At the same time, in the case of meeting the diversified forms of user participation, it will drive the creative willingness of gamers and platform users from 0 to 1, and massive self-created content will continue to flow in, helping the game IP content ecology to continuously expand the boundaries.
The content ecology with high plasticity has always been one of the core competitiveness of Kuaishou, and this "May 5th Friendship Festival" activity fully reflects the advantages of Kuaishou. In the five-day "May 5th Friends Festival" activity, the head anchor of the platform "Glory of the King" linked up with entertainment stars, and different wonderful self-made content was presented every day.
On the first day of the event, Kuaishou "Glory of the King" section anchor "Ah Chen" took the lead in pulling up the curtain of the wonderful content of the "May Fifth Friends Day". The streamer uses the game character, the Sable Cicada, to engage in a 1v1 challenge with the audience and send out the game skin as a reward. At the same time, the anchor also opened the two-hour challenge of guarding the family, and every 60 minutes in the live broadcast, 10 sets of mink cicada spirit ghost skins were given, and the interaction between the anchor and the player presented a wonderful performance.
On May 1st, around the theme of "Friends Day", Kuaishou invited anchors to form five rows of teams to impact the game competition position - glory king, and bring the audience a highly competitive viewing experience on the basis of entertainment.
In addition to the competitive experience, the event also invited stars Yang Mi and Zhou Bichang to appear at the event site, in addition to communicating around multiple topics such as games and life, they also had a dimensional collision with the game anchor, adding a completely different point of view to the game festival of "May Fifth Friends Festival".
First of all, the exploration around the competitiveness and linkage entertainment side of the game itself undoubtedly makes the expression of the game IP linkage content more diverse. It gives users higher participation, stimulates the creative willingness of users in the two major channels of games and platforms, and expands the content ecology in all aspects.
In addition, the black live broadcast of Yang Mi and Zhou Bichang of the May 5th Friends Festival attracted more than 12.12 million people to watch in the station, and the topics related to the May 5th Friends Day were read by up to 1 billion. From the data level, it can be seen that the influence of game content produced by Kuaishou is no longer limited to the scope of the platform itself and the game, but to achieve more cross-border dissemination. Breaking the circle of game content has explored a new direction.
Looking back at the "May Five-Year Friends Festival" activity, Kuaishou relies on its huge game content creator ecology and resource mobilization ability, and cooperates with the highly malleable content ecology of the platform, which has produced higher value for the "May Five-Year Friendship Festival", a comprehensive entertainment festival.
How does Kuaishou play a differentiated competitiveness?
The reason why Kuaishou can establish a close cooperative relationship with game manufacturers, and achieve multiple innovations and explore more practical value at the level of game IP linkage is because of the advantages and brand uniqueness of the Kuaishou platform itself.
First, let's take a look at the advantages of the Kuaishou platform itself. The data shows that the MAU in the field of Kuaishou game live broadcasting exceeds 220 million, and the MAU in the field of game short video exceeds 300 million. At the same time, the number of creators of game content is also quite large, with the number of monthly active game anchors reaching more than 1.6 million, and the number of monthly active game short video creators exceeding 9 million. This is only the data of Kuaishou in 2020, and the number of active users and creators of Kuaishou has maintained rapid growth in the past two years.
The advantages in data make Kuaishou stand out among many content platforms. According to the "2021 Five-Five Black Festival Data Report" released by data agency Xiao Hulu, during the "May Five-Year Black Festival" activity last year, Kuaishou was higher than other platforms in the four dimensions of the number of anchor broadcasts, the length of live broadcasts, the number of fans, and the number of broadcasts. Among them, it is worth noting that the number of broadcast anchors of Kuaishou accounts for 62.62% of the platform, which is more than the number of anchors on each platform combined.
The advantage of data provides Kuaishou with the hard power to create a good event, and the uniqueness of Kuaishou game live broadcasting is the key to building its differentiated core competitiveness.
If the content ecology with high plasticity is described as the first core competitiveness of Kuaishou, then Kuaishou's powerful KOL matrix is an important force to promote the continuous growth of the content ecology.
In the support of game streamers and guilds, Kuaishou has always spared no effort. In 2019, Kuaishou first launched the "Million Game Creators Support Plan", investing 1 billion yuan worth of traffic, resources, funds and other resources to introduce a large number of head content creators for the platform. By 2020, Kuaishou will once again launch a 5 billion yuan capital support and a 100 billion traffic exposure plan, and announce the cancellation of the entry threshold for game anchors and guilds, and make every effort to build MCN business.
For content creators Kuaishou is also a comprehensive training, in addition to different resource support and professional guidance, the most obvious embodiment is Kuaishou's "equal and inclusive" proposition. Not only the head anchor, but also more middle-waist and grassroots content creators have also received development opportunities from it, becoming the backbone of Kuaishou's construction of content ecology.
With all-round support and cultivation, users and content creators trickle down to the Kuaishou platform. As a result, Kuaishou has created a huge "content creator library" as the core competitiveness of the platform itself.
In addition to creating a huge KOL matrix, Kuaishou has also continuously introduced entertainment top streams to help break the circle of content ecology in the past few years. From inviting Jay Chou to settle in and debut a new song MV, to Huang Zitao, Yang Mi and other stars interacting with fans in Kuaishou, it can be seen that Kuaishou is determined to break the circle of content.
But for Kuaishou, the entry of entertainment stars is not the end of the circle, but a new beginning.
In the past game activities held by Kuaishou, such as the first "Kuaishou Game Starlight Award" and the "Kuaishou Game Super Tiger" during the Spring Festival, it can be seen that Kuaishou has led the deep integration of the game field and the entertainment field, and the real realization has broken the circle of game content and injected more fresh blood into the game content ecology.
At the same time, based on the "game IP" to link the game side and entertainment side and other multi-party resource innovation of the unique gameplay, but also fully explains the "sensitivity" of Kuaishou in the form of content expression, highlighting its unique "planning advantages".
Under the concept of "all-round empowerment", the Kuaishou platform not only gives the game a diversified content ecology, but also commercial value.
Last year, Kuaishou officially launched the "Cactus Plan", focusing on its core business - "e-commerce" linkage games, to achieve close cooperation between game manufacturers, content platforms, and game anchors, so that content platforms can realize the commercial value of games.
In short, by opening up the consumption channels of the platform and the game, the audience can understand, buy, and even pre-order game props through the live broadcast room of the game anchor, thereby directly converting revenue for the game manufacturer.
Since it is a tripartite cooperation between game manufacturers, platforms, and game streamers, it is natural that it is not only platforms and game manufacturers that benefit, but also "content creators". Previously, "tipping" has always been the main form of monetization for game anchors, and the game live streaming mode has opened up a new monetization path for the creator group, making it more convenient to convert game traffic into actual value. This will undoubtedly further enhance the creative passion of content creators.
In this year's "May Fifth Friends Festival", Kuaishou once again deepened the gameplay of live game with goods. In addition to users purchasing new skins of "Glory of Kings" on May 4, the day of the "Friends Sharing Gift" can get additional opportunities for the game props lottery, game anchors who sell new skins will also make ranking recommendations and get more resource support. Combined with a series of wonderful content presented during the event, Kuaishou achieved a double harvest of content and business at the level of "game IP linkage".
Kuaishou game anchor, is breaking the circle "going out"
The annual financial reports disclosed from major content platforms are enough to show that the internal volume in the field of game live broadcasting is fierce. With a huge KOL matrix and content plasticity advantages, as well as creating a "content + business" dual empowerment core competitiveness of Kuaishou, forming a stable ecology that cannot be impacted by externals. And around the game IP linkage to constantly innovate new forms of expression, to explore the value of the game community to lay a solid foundation, thick accumulation and thin hair among the first echelon of game live broadcasting.
In the process of Building a Virtuous Circle Content Ecology in Kuaishou, game anchors are also growing with Kuaishou's actions.
According to the data released by the top list in August 2021, three of the top ten anchors in the list of popular anchors in the "Glory of the King" category are from the Kuaishou platform. In the field of "Peace Elite", 5 of the top 10 popular anchors on the network are game anchors on the Kuaishou platform.
Like the Kuaishou platform, the growth achieved by game streamers is not only to have greater influence in the industry, but also to break through the circle and release their value and ecological influence externally.
It can be seen from this "May Five-Year Friendship Festival" activity that the value brought by the kuaishou game anchor is multi-faceted, whether it is the content ecology or commercial value, the anchor is an indispensable and important bearing object for the marketing activities of the game landing content platform.
In addition, in the linkage between Kuaishou game anchors and entertainment stars, a strong out-of-the-loop effect has also been formed. In last year's "May 5th Open Black Festival" Kuaishou "Glory of the King" game anchor Tianqi linkage Zhang Jie kaihei, the number of live broadcast online exceeded 5 million. Subsequently, Tianci released records that attracted widespread attention in the field of games and entertainment. This year, Kuaishou has carried out a deeper integration in the linkage of the game side and the entertainment side, and the influence of Kuaishou game anchors is bound to be further expanded.
Kuaishou game anchor Tianci released his first single "We Are One"
It is worth noting that the ecological influence of Kuaishou game anchors is also reflected in social value. In 2021, 15 game anchors of Kuaishou participated in the "99 Charity Festival" activity launched by Kuaishou Games and Tencent Public Welfare, and the Kuaishou game anchors contributed to the disaster areas and poor areas through the form of short video + live broadcast room, combined with their own influence, and empowered public welfare undertakings.
In general, as an important co-builder of the ecosystem, Kuaishou game anchors can provide more high-quality content for the platform, make the content forms more diversified, and achieve in-depth interaction with users. When its status in the industry continues to improve and it has a certain influence in different circles, it can also be fed back for society, platforms, game manufacturers and other parties, so that the ecology of game live broadcasting is more virtuous.
epilogue
In this "May 5th Friends Festival" activity, Kuaishou provides users with more diversified novel experiences, empowers game IP stereoscopically, and opens up more practical value for content creators, making us realize that as a brand with unique brand tone, Kuaishou has the possibility of tapping more unexpected value for the field of game live broadcasting.
With continuous exploration and innovation, Kuaishou will provide more new solutions for the industry.
![The small elephant goose has become the gathering place of the head anchor, and the monthly report results are the first on the multi-platform, and the potential is unlimited[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)