Recently, Kuaishou Live has launched a number of barrage gameplay products, and started cooperation related to recruiting developers to access products.
As a new content track direction that is emerging in 2023, the barrage gameplay in the live broadcast room has attracted the attention of developers at the beginning of its emergence in China.
The launch of Kuaishou live barrage gameplay means that Kuaishou, which has 366 million DAUs, will make efforts to entertain barrage interactive live broadcast gameplay, and barrage gameplay is also expected to become a new powerful growth point for entertainment live broadcast.
Source | Rosky
Live barrage is a new direction for content development
Barrage gameplay refers to an interactive gameplay form in which users participate in the camp duel opened by the anchor by sending barrage or liking and giving gifts in the live broadcast room.
If for the sake of easy understanding, you can regard the barrage gameplay in the live broadcast room as a form of content plug-in for the service host, of course, this is also a type of traffic monetization method in the live broadcast scenario.
(Kuaishou anchor is broadcasting barrage gameplay products)
At present, Kuaishou Live has launched 5 barrage gameplay products such as "Fat Can Fight", "Messing Around the Heavenly Palace", "Ice and Fire War", "Soldiers Coming to the City" and "Pet Showdown", and a number of other products are about to be launched.
Although as a novel form of content, everyone is still observing and groping, but from the several barrage gameplay methods that Kuaishou Live has launched, it is not difficult to see that the purpose of users entering the live broadcast room is to entertain interaction, and how to meet the interactive needs of users in the live broadcast room is the core of this type of content form.
In addition, barrage gameplay is very friendly to rookie streamers. It is understood that on Kuaishou, the first day of new anchors can basically easily break 10,000, which greatly shortens the time span required for rookie anchors to go from zero to 10,000, and even some anchors have achieved a single turnover of 100,000+ for the first time they test the water. The friendly content format and growth potential are bound to attract more and more streamers to participate.
At this stage, Kuaishou Live's barrage gameplay has just opened for developer cooperation and guild qualification applications, which means that many traffic resources and user needs have not yet been tapped, and the entire market and Kuaishou Live are still in a relatively early stage of dividends. Developers should choose whether to enter the content track at the right time, taking into account their own team.
User needs and traffic scenarios determine the content, and the development of live barrage gameplay is very different
So in the traffic scene of the live broadcast room, is there anything special about the development of barrage gameplay? In fact, over the past few months, Rosky has spoken to multiple development teams that have transitioned to live barrage gameplay tracks. First of all, everyone is unanimously optimistic about the general direction of live barrage gameplay:
- The market for live barrage gameplay is in its early stages, and everyone is still figuring it out, whether it's platforms, streamers, or developers. This means that there are not many product cases and experience data accumulation that can be used for reference, and everyone is at the same starting line in content development;
- Cost advantages. Compared with the development of the APP and the staffing of the team, the production cycle and investment cost of the barrage gameplay have obvious advantages. Weekly planning proposals and demo production, a team of 2-3 people is enough. And judging from the feedback of the barrage gameplay data launched on various live broadcast platforms, there is an opportunity for the market to "fight big with small";
- Domestic live streaming platforms are opening up one after another, and more and more live streaming traffic and platform resources will be activated. At the same time, the barrage gameplay is friendly to newcomer anchors, easy to get started with live broadcasting, and is expected to become a new powerful growth point for platform entertainment live broadcasting. In the future, with the entry of the platform's head-level anchors, we believe that there will be phenomenal barrage gameplay products in the industry.
But at the same time, we also need to note that there are some differences in the development of live barrage gameplay:
1. The barrage gameplay is not a game, so the original game and tool development experience is not suitable. The project of barrage gameplay must start from the perspective of the anchor and be based on the interaction needs between the service anchor and the user. Due to the diversity of entertainment anchors, simple and easy to get started is the foundation, and it is also necessary to take into account the performance of the host's computer configuration. As shown in the picture, it is the computer desk of a live barrage gameplay anchor, and when broadcasting barrage gameplay, the anchor usually adjusts the computer screen to an upright style. The perspective of content development determines the experience of anchors;
(Interactive screen of the barrage from the host's perspective)
2. The barrage gameplay seems simple, but it does not mean that it is shoddy. The live barrage gameplay needs to be reviewed by platform proposals and demos, and it is difficult to pass the overly crude art and non-innovative gameplay. Although it is in the early stages of the market, the platform has put forward high requirements for the artistic quality of the barrage gameplay. Moreover, under the requirements of platform live broadcast compliance, some themes such as Three Kingdoms, Xiuxian, Doomsday, Military, History and other themes and painting styles such as ghosts and animals, legends, and fairy tales are not suitable, and developers need to avoid them early;
3. Continuous update and maintenance capabilities, the review and listing of the platform is only the first step, and the continuous iteration according to live broadcast and data feedback can be continued. However, many developers are stuck in the review, and it is important to carefully study the platform review requirements and maintain information exchange with peers;
4. Based on the consideration of live broadcast and acquisition scenarios, it is necessary not only to have development thinking, but also to consider from the distribution and acquisition side. The current live barrage gameplay market has not yet formed a complete distribution concept, and it still relies on developers to access the platform for cooperation, and the anchors are also natural diversion of the live broadcast room. Rosky believes that if the live barrage gameplay really wants to become bigger and stronger, it is also necessary to open up the large-scale starting link, and the next stage may be the development team's own live broadcast + live broadcast room investment strategy.
Interpretation of the cooperation mechanism of Kuaishou live barrage gameplay
For the cooperative access issue of Kuaishou live barrage gameplay that developers are concerned about. According to Rosky's observation, Kuaishou Live Barrage Gameplay has opened up cooperative access to developers, and the Kuaishou platform expects developers to combine the needs of anchors to provide barrage interactive products close to the tone of entertainment live broadcast.
In addition, developers also need to note that the current Kuaishou live broadcast barrage gameplay is based on entertainment broadcasting, and currently only supports the video single live broadcast room start scenario, does not support microphone, voice room, multi-person video room, etc., but supports group broadcast in a single live broadcast room.
Rosky suggested that when developers develop content related to Kuaishou live barrage gameplay, the core design concept should meet the requirements of the platform:
l When designing the gameplay, it is necessary to fully consider the position of the host's face screen, comment area, and command interaction in the interface to ensure the aesthetics and presentation integrity of the overall interface;
l In order to improve the creativity and art quality of gameplay, the theme style should have a clear audience group (such as: cyberpunk), the art quality is significantly higher than the gameplay on the market, and the eye-catching gameplay proposal of the theme style is easier to pass;
l High art quality, bullet screen gameplay does not limit 2D or 3D pictures.
In addition, Kuaishou has also shown full sincerity in the sharing mechanism that the live broadcast guild is most concerned about, in order to encourage anchors to enter the game and start broadcasting, Kuaishou Live now has quite attractive policies and traffic tilts for the policies of cooperative guilds.
A guild leader, who did not want to be named, revealed that as long as the anchor with not too bad ability is arranged to add white, it is very easy to double the turnover volume. At the same time, the developer cooperation process for Kuaishou live barrage gameplay has also been very clear and mature, basically submitting materials that week, and it is expected that content review can be conducted next week, but in fact, the speed is much faster than promised, and many developers feel good.
Finally, if you want to know more about Kuaishou Live's barrage gameplay cooperation, you can check the following materials:
Kuaishou official cooperation access data introduction:
https://docs.qingque.cn/d/home/eZQBC2n8n33hptDFWHl8OBAKm?identityId=1oE1av67E83#section=h.qyf9tsnk2ay7
External Cooperation Email:
[email protected] (Demos and developer materials can be sent)
(Click "Read Original" to get the Kuaishou Live Barrage Gameplay Registration Link (Registration Cooperation) entrance)