Image source: Tuworm Creative
Recently, PDD, Zhang Daxian and other game anchors are still playing the mini game "Goose and Duck Kill" live, and the popularity on the live broadcast platform is basically millions, or even more than 10 million.
From the end of 2022 to the present, the party mini-game "Goose and Duck Kill" has been hot, and has been on the hot search many times because of server crashes.
On major live broadcast platforms, many game streamers are addicted to it, which has driven a large number of fans to be enthusiastic about the game.
It can be said that this small game, which has been online for more than a year, has gained a lot of attention driven by the game anchor. "Goose Duck Kill" has also become another game led by the anchor after "Space Werewolf Kill", "Jelly Guys: The Ultimate Elimination", "Animal Party" and so on.
The game streamer is addicted to "Goose and Duck Kill", which drives the game to explode
According to public information, "Goose and Duck Kill" is a party-type social game, similar to werewolf killing, produced by Gaggle Studios, a small foreign team.
"Goose and Duck Kill" was launched in October 2021 and did not attract much attention until the end of 2022, because of the live trial of a group of game streamers, ushered in a turnaround.
The influx of Chinese players has also led to multiple crashes of the game server. Players who could not log in to the game led to the search for "goose and duck kill", which has been on the hot search for many times, and even once rushed to the top of the hot search list.
On January 10, "Goose Duck Kill" issued an announcement announcing that due to a cyberattack on the server, the team will temporarily shut down the server for maintenance, and it is expected to resume at 6 a.m. Beijing time on Thursday.
On January 2, Herbert, a member of the game's development team, posted a response saying that although they were trying their best to prepare, they still underestimated the pressure on the server caused by the influx of players into the game.
On January 12, "Goose and Duck Kill Open Service" once again attracted a lot of attention, and many users said: "No need to commit goose addiction" and "I want to watch others play".
Looking back at the popularity process of "Goose and Duck Kill", the promotion role of game streamers is worth mentioning.
At the beginning, because of the trial play of anchors such as Dasima and Doinb, coupled with the entertainment effect caused, many players were interested in this game. Subsequently, more and more streamers joined, which also made the popularity of this game continue to rise.
In December 2022, the development team Gaggle Studios also issued an announcement to thank the anchor that it will launch the exclusive skin of "Goose and Duck Kill" for Xiaotuantuan, Dasima and PDD.
In the past month, many big game anchors have been playing "Goose and Duck Kill" live, including Da Sima, Xiaotuan Tuan, Doinb, PDD, Cave Owner/Kaige, YYF, Zhang Daxian, etc., driving the goose and duck killing boom in dota2, Hearthstone, KPL, League of Legends and other anchor circles.
In the late night of the day "Goose and Duck Kill" reopened on January 12, PDD, Zhang Daxian and other game anchors were still playing the mini-game "Goose and Duck Kill" live, and there were millions of popularity on the live broadcast platform, even more than 10 million.
Huya held the Duck King Cup Competition, and Station B released the goose and duck killing live broadcast specifications
Under the enthusiasm of anchors for live broadcasting, the platform has also taken action.
Huya recently issued an announcement that it will organize many cross-category star anchors to compete on the same stage, carry out the Duck King Cup competition, and determine the final duck king from January 15 to January 17. During the event, gifts such as goose and duck killing props and Qi You Accelerator members will also be given.
Station B issued relevant regulatory notices to ensure the health of the live broadcast content.
On January 12, Station B issued a notice of the Goose Duck Kill live broadcast specification, saying that due to the frequent occurrence of illegal IDs in the Goose Duck Killing game recently, Station B required the anchor to set a hidden room number ID when broadcasting the game, and try not to group up with strangers. If it is not hidden, the live stream will be cut off according to bilibili specifications.
Under the heat, due to social attributes, the live broadcast content of Goose and Duck Killing is still worried.
It is understood that in recent days, many malicious players have tried to spread illegal content by entering the host's room, including player IDs or voices that do not meet the specifications, and if the relevant content touches the red line, the live broadcast room will be banned.
One by one, the different trends of popular games in the field of live streaming are revealed. To a certain extent, it also shows that the supervision of live content has become stricter.
In June 2022, the State Administration of Radio and Television and the Ministry of Culture and Tourism jointly issued the Code of Conduct for Online Anchors, which clarifies 31 behaviors that online anchors must not exhibit in the process of providing online performance and audiovisual program services. Among them, it is explicitly prohibited for online anchors to hype scandals, scandals, and bad deeds, spread low-style content, and display sexually suggestive and sexually provocative content in costumes and makeup, language behavior, and live broadcast room sets.
The industry generally believes that the introduction of the new regulations is a continuation of the past supervision of the live broadcast industry. In November 2020, the State Administration of Radio, Film and Television issued the Notice on Strengthening the Management of Online Show Live Streaming and E-commerce Live Broadcasting, aiming to strengthen the responsibility of anchors to review and implement related topics.
With the strict management of policies, the living space of online anchors in recent years has gradually tightened. Under heavy pressure, perhaps some anchors led the fire of "Goose and Duck Kill", but also because of the popularity of this game, it attracted a large and small number of anchors, and the competition became more and more fierce.
The content of game streamers is homogeneous, and the phenomenon of substitution is obvious
In recent years, with the development of live streaming and the rapid development of esports games, game streamers have also risen. According to the "2022 China Game Live Streaming Industry White Paper" released by TalkingData, the market size of China's game live streaming in 2021 reached 94.8 billion yuan, a year-on-year increase of 11.8%; In 2022, the market size is expected to reach 110.8 billion yuan, and the number of users will reach 382 million, maintaining a rapid growth momentum.
However, at the same time, problems such as serious homogenization of content by game streamers, dependence on the life cycle of games, and lack of core competitiveness are becoming more and more obvious. The Matthew effect in the live broadcast industry is obvious, and it is not easy for small and medium-sized anchors to survive and continue to lose.
In March 2022, Xiaohulu Data Research Institute released the "2021 Game Live Streaming Industry Insight Report", showing that in 2021, the data indicators of China's game live broadcast industry shrank significantly, and the number of game streamers dropped from 13.958 million to 11.974 million.
It is understood that the activity of real people in the live broadcast room and the number of barrages released by users constitute the popularity of the live broadcast room, which is particularly important for anchors. "But this heat is a metaphysics. Even if the number of fans is very large, the popularity of the live broadcast room is not necessarily high. In the live broadcast industry, there is this kind of uncertainty, even if the anchor spends a lot of time live broadcasting, the activity of the live broadcast room may not necessarily increase steadily, or even decline. A game anchor told Blue Whale Financial Reporter.
In recent years, the gaming industry has not had a good time, and it has seen its growth decline for the first time in 2022. Domestic game policies have been tightened, version numbers have been tightened, and restrictions such as "preventing minors from indulging in online games" have allowed game manufacturers to stock up on food for the winter.
As a major branch of the game industry, game live streaming is also inescapable. "LOL", "PUBG", "Honor of Kings" and other games that can bring huge traffic are limited, and streamers are caught in constant involvement.
The imminent discontinuation of Blizzard's games has added to the fire, making streamers who have been working on these games for many years face the dilemma of unemployment.
Perhaps, the game streaming industry is still nostalgic for the days when you could dance by stepping on the wind. Until now, the demand of anchors for the opportunity to make good content brought by "Goose Duck Kill" has not decreased.