"May 5th Friends Festival" new gameplay Douyu's "diversified content ecology" advantages are highlighted

This May, the annual Glory of Kings carnival arrives as scheduled. The difference is that this year's player conference has been fully upgraded to the "May 5 Friends Festival". Thanks to the huge user base and unique social attributes, "Glory of the King" has long become an indispensable new social way in the lives of young people.

As the official partner of "Glory of Kings", Douyu focuses on the core concept of "friends" and arranges a carnival activity between anchors, users, platforms and manufacturers in advance. Douyu has brought players a series of wonderful programs and novel interactive gameplay such as Happy Friends Bureau, Anchor 1 Hour with Powder Five Rows, and Cross-Regional Linkage.

As the first game vertical live broadcasting platform in China, Douyu, which has a strong audience base and a high user stickiness, is no longer a single live broadcast platform, but more like a game community where anchors and players gather, which is highly in line with the theme of "Friends and Social" in the "Glory of the King" May 5th Friends Festival.

The person in charge of the Douyu project explained: "Users have formed a new type of social, interactive and dating mode between young people today by watching the anchor play games and interacting with the live broadcast on a daily basis, which is in line with the core concept of the May 5th Friends Festival." ”

Because of this, Douyu has planned a series of program contents around the "May Fifth Friends Festival". For example, the platform first invited Xu Zhisheng and his talk show artist friends Tuti, Uncle Chang, Zhao Youcheng, and Douyu anchors Toomi and Li Zhien to form the "Happy Friends Bureau". Discuss around life, games, and fight fish super pipe happy five rows, to open the May 5 Friends Festival.

In recent years, the popularity of talk shows has become an indisputable fact, and the topics and stories conveyed in laughter have aroused strong resonance among young people many times. The project leader said frankly: "In a sense, the content display of the anchor's live broadcast form is actually similar to that of talk shows. The game anchor shares some game operations and fun things in ordinary life to everyone through live broadcasting. Stand-up comedians observe the details of life and form interesting passages through artistic processing to share with the audience. The meme culture of live games and the strips of talk shows are also 'social currencies' among young people. ”

In the next five days of live broadcast activities, Douyu further launched a series of activities and interactive gameplay around the theme of social networking and friends. In addition to the anchor and star, anchor and cross-division anchor, anchor and player and other programs, such as Li Xian and three estar professional players, as well as gemini together with five rows; the king anchor and entertainment anchor cross-regional "friendship"; Saobai welfare special session and water friends together to team up on the score, etc.

Douyu also innovated the interactive gameplay of "light up friends" and the "team up" function in the live broadcast room. The former is similar to Alipay's "Set Five Blessings" gameplay, in which players can accumulate friend-themed activity cards after completing specific tasks such as watching and sending bullet screen interactions. Once assembled, you can light up the main KV "Friend Map" of the entire event and receive a generous reward. It is also through a series of incentive mechanisms that greatly enhance the user participation of interactive gameplay and even the entire event.

According to the person in charge of the project, "The acquisition, gift and request of cards in this link are equivalent to some interactions between us and the water friends in the station, and everyone can make more friends through the social play of this product function." ”

Also repeatedly mentioned is the new feature "Team up" produced with the official. The project leader further explained: "During the May 5th Friends Festival, we added this new experience of 'teaming up on the bus' by connecting with the official products: the anchor can drive the 5 rows of water friends in their live broadcast room to form a team and start the game very quickly. ”

Compared with previous years, Douyu has obviously completed some breakthrough attempts this time. It not only strengthens the social attributes between the host and the player, the player and the player, and the player and other users. At the same time, through the new product function of the team, the anchor and the player are linked, which further fits the theme of the May 5th Friends Festival.

As the project leader mentioned many times: "This year's May Fifth Friends Festival, we raised the concept of playing games together to the concept of mutual influence between friends and creating a good interactive game atmosphere to socialize, which is also in line with the official change of the entire packaging upgrade." ”

However, the identity of the game vertical live broadcast platform that continues to be limited to the game is obviously unable to satisfy Douyu, and as early as the end of 2020, the platform business began to transform into a new strategic transformation of the "video + live broadcast + community" trinity. In this regard, the project leader described it as "a one-stop experience that allows game live users to achieve in the station", that is, a shift towards a comprehensive game community.

From this point of view, even compared with the traditional game information community, Douyu's trinity strategy has more advantages, that is, it can display visual game content in a more time-effective manner, such as live broadcasts, videos, graphic strategies, etc. produced by KOLs. At the same time, after the content is produced, it can also be quickly precipitated, forming a community platform that is convenient for players to gather and discuss.

"When users can understand all the relevant information and content of the game more comprehensively, the traffic can all remain on the Douyu platform, truly forming a one-stop experience." The project leader said.

In depth, under the role of the "video + live broadcast + community" trinity, users not only have a good two-way viewing experience, but also have a sense of interaction with the host such as distributing skins, props, lottery, or participatory with the anchor. It can greatly improve the intimacy between the host and the gamer, thereby ensuring a high degree of user activity.

At the same time, Douyu daily also prepared a rich and diversified live broadcast and video content and hot topics around "Glory of the King". Users can learn all the information about this game in the Douyu community, and truly become a "one-stop diversified content ecological platform with the game as the core" in charge of the population.