"That year, I had my hands in my pockets and I didn't know what an opponent was."
At the end of last year, this sentence suddenly became a terrier on the whole Internet, and in just fifteen words, he brushed off the matter, and the temperament of the terrier king who hid his achievements and fame was fully displayed.
According to relevant statistics, the exposure of this out-of-circle hot meme has exceeded 10.03 billion on the whole network. Not only that, but it was also selected into the official terrier hall of Tianmei.
Why did the grape lord revisit the old stem? Because I think you, like me, may not have known its origin before - Kuaishou's "Honor of Kings" signed anchor Listen An. With this out-of-the-loop topic, he gained 500,000+ followers in a week, and his live broadcast ACU also increased by 86.2%.
At last week's 2023 Kuaishou Photosynthetic Creator Conference, the relevant person in charge of Kuaishou Games said that they quickly customized an exclusive voice template for the anchor in this event, which covered multiple vertical categories such as games, sports, appearance, and entertainment, so as to promote the content out of the circle. It is not difficult to see from Tencent's inclusion in the Tianmei Terrier Hall how influential this content is.
Another news that surprised me at the meeting was that Kuaishou Games' daily content activity has exceeded 200 million, an increase of 30% year-on-year; Kuaishou game live streaming DAU reached 118 million, an increase of 22% year-on-year.
If you look at the data and meme-making ability released above, Kuaishou is now a content platform that cannot be ignored in the game industry. Especially in today's environment where everyone is shouting that they can't buy, Kuaishou has a good chance of becoming a growth outlet for content marketing, and even has the ability to help game makers build a user community.
01
To understand Kuaishou, you must first re-understand Kuaishou's content ecology.
I don't know how many people started knowing Kuaishou from "Lao Tie Double Click 666", for a long time, this seemed to be the label that automatically appeared when Kuaishou was mentioned, and it represented the old iron culture that sank in the early days of the platform.
"Golden Shovel Battle" anchor Brother Hang reveals sincerity in simplicity, he has gained tens of millions of fans in Kuaishou, and every time you enter the live broadcast room, you can feel his passionate worship.
"Brothers believe me or not, believe me on the left, I will give everyone a whole wave of great benefits. 3,2,1, seal!" A loud and broken roar, this is Brother Hang's opening of a new round of audience quizzes. Audience interactions like this can happen hundreds of times a day.
Judging from the enthusiasm of the barrage discussion, everyone likes the anchor's energy. Especially when Brother Hang "makes a big fuss" at his opponent, but is soon slapped in the face, stunned in place or angry, the atmosphere in the live broadcast room often ushers in a wave of climax.
There are many more such funny anchors on Kuaishou, and the spicy anchor of "Honor of Kings" is very contrasting. She obviously looks sweet, and can make people call the goddess when participating in offline activities.
But in the usual live broadcasts and short videos, she a mouthful of plastic Trump, and every time she uses Zhong Wuyan, she will boldly shout: "Eighty!" Very brainwashing.
These contents are in line with our previous understanding of Kuaishou - down-to-earth, warm and approachable. Day after day screw workers in factories, seafarers who have been running boats at sea for many years, or antique appraisals, wild fishing in the countryside... At Kuaishou, you can always see all kinds of people recording their real lives here.
These contents are certainly worth seeing, but many times, it is also easy to misunderstand, misunderstanding that there is only simple old iron here.
In fact, if you look closely, you will find that Kuaishou's inclusiveness has been unconsciously beyond your imagination: if you want to see art content, Lao Tie will take you to the Louvre Cloud exhibition; Like the second dimension, there are also various anime IP derived virtual people and cosers...
Virtual humans can also link content with game manufacturers
Specific to the field of games, take "Honor of Kings", in addition to entertainment and hardcore strategies, Kuaishou also has a lot of derivative content that young people love to watch. For example, on the May Fifth Friends Day before, Zhu Tiexiong, the "cross-dressing ceiling of the cyber national tide", made a short video about Liu Guanzhang's limited skin with a story line of brotherhood.
The video garnered 22 million views and 790,000 likes, which in part shows that Kuaishou's game content has become diversified and users are happy to buy it.
You may say that "Honor of Kings" is a national game, and according to statistics, Kuaishou's "Honor of Kings" content volume ranks in the top 1 among various platforms, which is not uncommon for all kinds of creators and users. If I am just a vertically segmented game product, go to Kuaishou, can it still have such an effect? In this regard, I think your thinking may change after watching Kuaishou's single-player and console game content.
"Under the Legend", launched in 2015, is definitely a masterpiece in the indie game industry, but in the public circle, it is obviously only a niche product with high and low songs. According to the past understanding, the temperament of this game should be incompatible with Kuaishou, but in fact, its related topics have received more than 800 million views on the platform. In 2021, the relevant person in charge said that "the consumption volume of "Under the Legend" on Kuaishou can even reach the level of "The Fifth Personality"."
Nowadays, on Kuaishou, no matter how niche the game is, it seems to have its own creator and a stable user ecology. For example, "The King of Fighters 97", a game at the end of the last century, along with the increasingly rare arcade halls, has gradually stepped out of our field of vision. But on Kuaishou, many creators still insist on live streaming and producing its content, and even organize their own competitions.
Professional gamer Yefeng is riding the east wind of game live broadcasting, the first batch of popular "King of Fighters 97" anchors, he has previously traveled 3 platforms until Kuaishou. He once said that although the traffic of this game is now incomparable to other e-sports games, there is always a group of friends in Kuaishou who come to Kandashan, which is a very rare atmosphere.
For example, open Kuaishou's "Ark: Survival Evolution" section, you can see creators working tirelessly to make videos showing the themed world of various mods. Anchor Wei Xiaochen has gained nearly 2.5 million fans here, and Kuaishou is said to be the largest "Ark" community in the whole network.
Kuaishou Games is intentionally creating a diversified user ecosystem. After the explosion of "Under the Legend", they launched the first game short video subsidy policy, which is specifically for single-player and console games, and many hardcore game explanation videos can obtain good playback effects.
On the occasion of Kuaishou 11th anniversary last year, Kuaishou Games held an anniversary celebration with 11 games from Tencent, Netease, Xindong and other manufacturers, including players of various categories within the scope of the event.
According to the person in charge of Kuaishou game-related business, the number of active creators of Kuaishou game content has reached 50 million, an increase of 42% year-on-year, and the game IP coverage has exceeded 5,000. And it is worth noting that among the creators of 10,000 fans, young people account for 54%.
"Egg Party" for young users
Have already eaten the dividends of Kuaishou
This once again shows that whether you are a mass-oriented casual game or a stylized two-dimensional new game, you have the opportunity to find your own creators and users in Kuaishou.
02
So the question is, the competition between short video and live streaming platforms has intensified over the years, how can Kuaishou Games help all kinds of games build a community?
The answer to this question may stem from Kuaishou's unique user ecosystem. In my opinion, there is a special emotion between Kuaishou creators and users - they are closer and stickier.
As the creator of hardcore fighting games, Ye Feng's fans may have been admired by his skills at first. But in his live broadcast room, few people will really learn those complicated and tricky operation skills, and Yefeng will rarely do teaching. Because he knows that everyone comes in to watch "The King of Fighters 97", more rushing is a feeling, so in the live broadcast room, Yefeng chatted more about stories from his childhood, such as what he liked to eat before, what he met in the arcade hall, and what songs everyone listened to.
Occasionally, he and his fans organize offline gatherings. More than 30 men gathered to drink together, both in the south and north of the world, chatting happily, the southerners were directly drunk and laid down, and the others carried him back.
In other words, in Kuaishou, users are more likely to have a lively atmosphere. What they value more is the vivid and real anchor standing in front of the stage.
Kuaishou's other anchor, Fireline Girl, is a case in point. From her name, you can probably know that her first game was "CrossFire", but unlike other platform streamers, from FPS to MOBA, auto-chess, she will try any game, and the live broadcast data is not bad. In her own opening words, "I am Kuaishou's game universal anchor Fireline Girl, I can play any game, as long as you have seen the game." ”
This situation is actually rare on other platforms, not because there are few all-round game streamers, but when the anchor broadcasts other games, fans often complain impatiently in the live broadcast room, "I'm not here to see you broadcast xxx." In the end, streamers can only open the game they want to play after the broadcast.
But in Kuaishou, this kind of concern is rare, and the interaction between fans and the fireline girl often revolves around the anchor, "You are fat again today." "Are you a bazooka?" ...... It's like a family member who talks to each other without saying a word.
To a large extent, this provides the soil for all kinds of games to enter Kuaishou. The rise of "League of Legends Mobile Game" in Kuaishou is a sample.
In terms of game live broadcasting, although Kuaishou cooperated with "League of Legends" in 2017 and broadcast the S9 Global Finals in 2019, there is still a question mark about how many old players there are on Kuaishou. This makes the ecological construction of "League of Legends Mobile Game" may lag behind other platforms in the initial stage.
Therefore, Kuaishou lowered the signing threshold for "League of Legends Mobile Game" anchors in the cold start stage, as long as it is a creator who conforms to the tone of the platform, even if he has not played the game before, the platform will provide support. During this period, there are many famous anchors such as Fireline Girl who will also switch to "League of Legends Mobile Game", and users will naturally become interested in the game out of trust and emotion for the creator.
According to statistics, within a week of the undeleted test of "League of Legends Mobile Game", the number of related works on Kuaishou exceeded 1 million, and the number of views exceeded 10 billion. And most of the audience in the live broadcast room are users who have not played the "League of Legends" end game before.
03
We all know that creators are the core assets of a content platform. For today's game manufacturers, there is no need to repeat how important content creators, KOLs, and KOCs are.
In this regard, Kuaishou has always been praised, based on its principle of equality and inclusiveness, every life of the old iron can be seen. On this platform, we have heard too many stories of grassroots counterattacks, which is the basis for the continued growth of Kuaishou creators.
In addition to the most direct traffic incentives, Kuaishou Games is also helping creators incubate content in a variety of ways. At the 2023 Kuaishou Photosynthetic Creator Conference, the business leaders of Kuaishou Games used three words to summarize the role played by Kuaishou Games - creative tips, combustion boosters and material libraries.
When it comes to helping creators keep track of the latest hot spots, Kuaishou is timely enough. For example, based on the recent hot topic #Gears of Destiny on the whole network, the platform quickly derived the #Game version of Gears of Destiny and #电竞版命运的齿轮等多个游戏话题. Under these topics, many games can spawn new hot content.
Sometimes, Kuaishou Games also curates some PUGC content based on the personal characteristics of the streamer. For example, when the head anchor of "Honor of Kings", Shao Bai, came to Kuaishou for his debut, they set a Guinness World Record challenge, breaking a new record for the number of people online at the same time as the game live broadcast.
Moreover, when Kuaishou helps creators, it will not overly consider the barriers between platforms, and it is more inclusive. During the previous May Day period, Kuaishou's "Peace Elite" anchor Shepherd Boy launched a number of interactive fun competitions such as 50v50 with anchors on other platforms, and its related topic VV (daily video views) exceeded 860 million, and off-site topic VV reached 83.86 million. To some extent, this also provides convenience for game manufacturers to open up their own content ecology.
In terms of e-sports, which young people like, Kuaishou has won various copyright events such as KPL and PEL in recent years, including on-demand rights for the upcoming Asian Games. At the same time, they have also signed several esports teams, including the EP team that recently won the CFML championship. These copyrighted contents should provide creators with a lot of creative inspiration, materials, and exclusive creative ecology.
Of course, what can really help every creator in the end is more practical commercial monetization. In 2023, more than 200,000 game creators on Kuaishou achieved monetization, an increase of 76.7% year-on-year. In addition to the traditional live streaming reward, gift-giving, and short video game partner programs, Kuaishou has cooperated with game manufacturers early on and made various commercialization attempts, such as moving live streaming goods to the game field.
As early as 2 years ago, Kuaishou game streamers have already opened their own e-commerce store on the homepage. This initiative stems from Kuaishou's "Cactus Project", where game manufacturers hand over some of the rights to sell virtual items, and streamers can promote and promote them in the live broadcast room and provide discounts to viewers.
In my opinion, this business model can be said to kill three birds with one stone. For streamers, this naturally provides additional income; For the audience and players, I like the anchor, I can buy affordable goods while supporting him, why not; For manufacturers, this is not just a new sales channel, through this cooperation method, the anchor makes money, the audience pays, then the content ecology and user ecology of the game will become more sticky.
In other words, Kuaishou has formed a benign ecology in terms of game content. Imagine when platforms, creators, users, and game manufacturers can all make a profit, and the snowball will naturally get bigger and bigger.
04
At this year's Kuaishou Photosynthetic Creator Conference, the relevant person in charge of Kuaishou game business shared the outlook of Kuaishou Games in the coming year: invest about 1 billion worth of cash and traffic resources to help creators grow; In terms of the categories covered by games, Kuaishou already has a variety of games such as competition, two-dimensional, and casual, and will continue to introduce more IPs in the future; In the face of partners such as guilds and institutions, they are also launching more favorable sharing policies, and continue to iterate service platforms and operation management tools...
Now more and more people can see that Kuaishou is full of imagination in terms of games. It's an off-the-beaten-path content platform, and it's hard to understand it with past knowledge. It is aimed at mass users, with exaggerated traffic, and carries 654 million monthly active users. At the same time, it has a very private domain feeling.
Here, anchors attach importance to the shaping of their real personalities, will actively maintain the relationship with fans, in addition to creation and live broadcast, they will chat with fans, occasionally skewers together, drink. As we said before, Kuaishou's old iron culture is actually a trust community behind it.
In many cases, this means that users will be more inclusive of creators, content, and unit fan value will be higher. Any new game can suddenly explode here - Valorant, which was launched last month, has gained a lot of incremental users in Kuaishou.
This reminds me of the saying, "Increment is a guarantee that a product and a platform can go further." Today, Kuaishou Games has formed a benign content ecology, which can harvest a steady stream of creators and bring them opportunities, while also providing players with rich content. The value of this to the gaming industry, I think is already self-evident.