Since the beginning of this year, live interactive games have been broadcast on the platforms of Douyin, Huya and Douyu.
After the self-repair hook nightclub previously came out of the circle at Station B, the live interactive game (or bullet screen interactive game) is now heating up again.
Previously, the live interactive game "Summon Wukong" was banned by Douyin for "deception of Krypton" on Douyin (at present, there are still media questioning the "deception of Krypton");
Now, Douyin has personally come to the scene, and has launched many official bullet screen interactive games since last year, such as the popular "Forest Party".
From "scam and krypton ban" to "Douyin personally ends", the 180-degree transformation may mean the spring of live interactive games?
Will this be the first new opportunity in 2023? Or a "pseudo-vent"?
Today, DataEye Research is talking about live interactive games.
First, live interactive games, why is it popular again?
(1) The latest situation of live interactive games:
Recently, live streaming interactive games on the Douyin platform has become the focus of attention of many anchors and viewers.
On Douyin, the topic of "bullet screen game" has been played 29.3 million times;
Search for "interactive games", "forest party", "forest marathon", you can search for a large number of related host accounts.
In addition to Douyin, search for WeChat public accounts, there are also many articles to report on it, and all of them use titles such as "popularity has increased dozens of times" and "monthly income 3W+" to attract attention.
Live interactive games have become a new outlet?
(2) Different development stages of live interactive games: Last year, the official ban was banned, but this year it will be played in person
(1) Starting from overseas
Live interactive games, this gameplay is not new, as early as 2014 there were people on the Twitch platform to try, the live broadcast room audience can send barrage instructions to operate the game together, not the anchor to operate, this game mode is called "Twitch Plays" on the Twitch platform, in China is named "Barrage interactive game".
The early representative product is "Pokémon Red Blue" backed by "Pokemon IP", which uses novel interactive gameplay + the blessing of big IP products to make "Twitch Plays" popular in overseas markets.
(2) Domestic enlightenment point: B station
In 2021, [Xiugou Nightclub] caused a wave at Station B, when 600,000 people gathered in the live broadcast room to open the cloud bungee, which may be the origin of domestic live interactive games.
Today, live interactive games have formed an independent section at Station B, in addition to [Yun Bungdi], [Squeeze the subway], [Flush toilet] and other mini games are also very popular with users. Even a competitive game set in Werewolf Kill can attract 20,000 users.
Many practitioners and anchors also saw the potential value under this wave, and it was from this time that live interactive games began the [Barbaric Growth] mode.
(3) Barbaric growth period: TikTok ban
In September 2021, a live interactive game called "Summon Wukong" appeared on Douyin, in which players can increase the combat power value of "Wukong" by giving gifts and rewards, and there is no other content to experience. Therefore, the game was quickly characterized by Douyin as a "tricked to pay" scam mobile game and was quickly banned.
(4) Official end: Douyin, Douyu, and Huya have increased their weight
In October 2022, Douyin has begun internal testing to try to broadcast interactive games with bullet screens. This move shows that Douyin has faced up to the track of live interactive games and personally "operated". In January this year, some streamers entered the field to broadcast live interactive games. On Douyin, this type of game has an exclusive name - live broadcast gameplay.
In addition to Douyin, traditional live broadcast platforms, including Douyu and Huya, have also set their sights on the live interactive game sector.
As early as 2020, Huya CTO Lai Ligao said that "in the future, audiences will participate in the digital scene of the anchor to interact, real-time production, real-time distribution, and real-time interaction", which represents Huya's emphasis on this model.
And Douyu also tried to start live interactive games in 2022, such as letting "Female Flow 66" live broadcast "Sandstone Town Time" and let the audience participate in it, which has achieved great results.
In general, compared with the traditional live broadcast mode, live interactive games can undoubtedly improve the user's sense of participation, let users get rid of the "bystander" component, and become a "participant" playing with the anchor, which can actually greatly improve fan stickiness, and then indirectly improve the user retention rate of the platform. This is also an important reason why many parties are paying attention to live interactive games.
Second, live interactive games, simple, but make money!
(1) The current general characteristics of live interactive games
DataEye Research Institute observed that at present, live interactive games on Douyin present several major features:
1. The quality of the game is not high.
For example, the current popular "Forest Party", "War of the Four Kingdoms", "Ancient Battlefield" and other games are based on emphasis on interactivity, and in terms of game fun, they mostly rely on the user's self-imagination.
2. The gameplay is diverse, but there are fewer popular games.
Even the current popular live interactive games such as "Forest Party" and "Interactive Party" are in a low order of play on Douyin.
3. Games tend to rub the popularity of popular games.
For example, there will be developers who use the Genshin character as the avatar in the game, allowing players to "operate" the Genshin character to interact.
4. It is often a beautiful anchor, especially the mode of "double beauty anchor confrontation".
For example, "Forest Party" is where two female anchors stimulate the protective desire of male users through suggestive words and body movements, and then help the anchor win by giving gifts/sending barrages.
In general, the current live interactive games are still in their infancy, and there is not too much in-depth gameplay, but more relying on the freshness that users have not seen and played, as well as the attractiveness of the anchor, so that users can participate in it.
(2) Why are live interactive games gradually popular in 2023?
1. From the perspective of the platform.
Douyin officially launched related games, as well as the entry of Huya and Douyu, so that such games got rid of the stigma of "cheating Krypton". And within the platform, similar products will be pushed to further expand the audience of live interactive games.
2. From the user's point of view.
First, the live interactive game combines multiple factors such as games, barrage, watching broadcasts, social networking, and competition, which are fresh and refreshing;
Second, a large number of viewers who watch live interactive games are not necessarily gamers, they may just like the anchor, and the live interactive game allows the two anchors to converse, so that the audience has a sense of game participation, and at the same time can reward the anchor, bringing a new experience to the fan-oriented audience of the anchor;
Third, affected by the epidemic, live interactive games were popular in 2021 and 2022, and a large number of entertainment venues were closed, and live interactive games met users' needs for social content.
3. From the perspective of the anchor.
In recent years, the live broadcast of the show has been seriously involved and strictly controlled, and the industry has been saturated, resulting in a large number of show anchors "unemployed".
The live interactive game gives these anchors the opportunity to "re-employ", and the threshold is extremely low: there is a face, simple operation, and simple words.
What's more, this live interactive game, away! Money! Near! ——The audience can't tell whether it is the anchor's appearance Krypton? Or for the game competitive krypton? Or both? Krypton is it.
In addition, for streamers, fan stickiness = anchor value, and live interactive games allow anchors to deeply interact with fans, improve fan stickiness, and indirectly enhance the potential value of anchors.
4. From the perspective of the entrant.
Most of the live interactive games are individual developers, and the games are aimed at the host group, and will not be restricted by the version number. At the same time, the production cost is low and there is a certain profit margin, and many developers have the mentality of giving it a try and conducting research and development.
In general, platforms, anchors, and users all have a good impression of live interactive games. But the problem now is that the current live interactive game, the content is simple, the gameplay is insufficient, players are very easy to lose the freshness, so there is an urgent need for a product that is deep enough and interesting enough to stabilize the market.
Third, the impact of the game industry research and judgment
(1) The industry side, for the game live broadcast industry
1. It really allows the anchor and audience to have a new experience and interactive mode;
New content, for live broadcasting, is often the best glue to retain users. The emerging content of live interactive games has given the anchor a new try, and also brightened the audience's eyes, greatly improving the interaction between the two.
2. Short videos have always been the "competition" of live broadcast in terms of user time and attention, so that live broadcast has the opportunity to "rejuvenate".
According to the 51st Statistical Report on Internet Development in China released by the China Internet Network Information Center, as of December 2022, the number of short video users exceeded 1 billion for the first time, and the user utilization rate reached 94.8%.
The increase in the usage time of short video apps will obviously reduce the usage time of other apps, and the live broadcast platform is one of the impacts.
However, the rise of live interactive games has also increased the exposure of [live broadcast] to a certain extent, allowing users' attention to once again shift from short videos to live broadcasts, which has played a positive role in the "revival" of the live broadcast industry.
(2) On the product/marketing side, for APP game marketing, it may be an opportunity point
The rise of live interactive games has also brought new opportunities to the marketing industry.
For example, you can refer to the rise of "sub-gameplay marketing", embed a similar gameplay in the game APP, and then go to Douyin live streaming to divert traffic.
Secondly, it can also be directly interacted with players through the mode of live broadcast interaction, so as to eliminate the gap between users and allow users to participate in the game content, which in the long run can greatly increase the user's recognition of the game, and make users curious about the product with interesting content, thereby increasing the user's download rate.
(3) On the enterprise/developer side, since most of the current live interactive games are of low quality, it is also a major opportunity.
At present, live interactive games are still in their infancy, and problems such as low product quality and insufficient game depth are potential problems. But for enterprises, this may be a new opportunity to use mature R&D technology to produce products that are deep enough and interesting enough to seize market share.
Overall, there is still a lot of room to be mined in live interactive games, which is a new opportunity for the industry.
IV. Summary
In Q1 2023, live interactive games are heating up.
1. The latest situation: There are nearly 30 million plays on Douyin's "bullet screen game", a large number of experts have entered the game, and some articles claim "monthly income of 30,000";
2. Live interactive games are divided into four stages: "starting overseas", "B station explosion", "Douyin banning" and "platform entry";
3. The current characteristics of live interactive games: the game quality is not high, the gameplay is diversified but there are few popular games, often familiar with the game, and often beautiful anchors;
4. Live interactive games are heating up mainly because: from the perspective of the platform, Douyin officially launched relevant games, and Huya Douyu entered the game; From the user's point of view, the freshness is refreshing, and the audience has a sense of participation; From the anchor's point of view, the threshold is low, close to money, and reemployment; From the perspective of entrants, the cost is extremely low and there are many attempts.
5. Research and judgment on the impact of the game industry: live broadcast has a new experience and interactive mode; Referring to the rise of "sub-gameplay", live interactive games have new possibilities; On the enterprise/developer side, there are still huge opportunities in terms of products.
On the whole, live interactive games are indeed in the ascendant, and the threshold is low, and the "certainty and potential value" are strong.
The nature of live interactive games is more inclined to "modern live broadcast" than "new game", so there are still not many restrictions on regulation, and (there will indeed be regulatory problems in the long run) is currently or in the window.
DataEye Research Institute predicts that there will be phenomenal products and events this year (refer to the original "Sheep and Sheep" made WeChat mini games explode). The DataEye Research Institute has repeatedly posted articles to pay attention to the mini game track before "Sheep is a Sheep", and everyone knows the following things, and the mini game 2022 is surging.
Will live interactive games be the next "mini-game"? See you in the comment area.
In any case, for the industry, it is more important that the audience watching live interactive games is not necessarily the gamer. The development and growth of live interactive games may cultivate new player increments in the long run - new traffic, new opportunities, and new user habits.
Where will live interactive games go and what will they bring to the gaming industry? The DataEye Institute will continue to pay attention.