The more I get to the end of the year, the more I feel that this year's game industry is not simple, and the big things are really coming one after another.
Whether it's company trends, product trends, or industry trends, we have basically talked about everything we can talk about. However, there is one area that seems to have been overlooked: the game live streaming world. This circle is relatively not eye-catching in ordinary times, but when there is a major event, it can also be called an undercurrent.
At this time, the movement of the head anchor has set off a lot of turmoil: Zhang Daxian, one of the most well-known anchors in the game industry, has stopped broadcasting for more than three months since the last live broadcast on Huya on August 14. During this period, many people are speculating about where he will go after that, whether it is Douyin, Kuaishou, Station B or Video Account. With his national-level size and influence, no matter which head platform he goes to, it will bring a lot of changes to the game live broadcast circle.
It wasn't until November 26 that Zhang Daxian finally officially announced that he would join Douyin Live. Some people think that such a choice is reasonable, and some people are very surprised. But the less controversial point is that his premiere on Douyin on December 2 was really good.
That night, he first chatted with the audience for an hour, and then played "Dota 2" and played "Yuan Dream Star", which was still testing at the time. After the whole show, the live broadcast data can be said to have exploded - more than 60 million people watched it that night, the highest number of online people was 2.48 million, the average number of online users exceeded 1.3 million, and the number of likes exceeded 1.28 billion...... In terms of the number of fans, he also increased his followers by more than 2.8 million that night, and from the official announcement to the second day of the premiere, the number of fans increased by more than 5 million.
If you compare Douyin's similar data, you can understand that he has achieved the first place in the game anchor track in terms of the number of fans and live broadcast data; even if you don't talk about games, Zhang Daxian is already in the absolute forefront among the top anchors of Douyin.
What's even more interesting is that after coming to Douyin, he also tried PK gameplay a few times, but those amateur anchors instantly poured into hundreds of thousands of people in the live broadcast room when they saw it...... only to find out that this is the "wealth of the sky" to find him.
More than 20 days have passed now, Zhang Daxian's live broadcast popularity has stabilized at the head level of the platform, and in the Douyin Carnival on the 20th, his live broadcast data also exploded - the total number of viewers exceeded 26 million, and the number of likes was nearly 1.7 billion. With the crazy help of fairy friends, he easily won the first place in the game venue. After the live broadcast, his fans also exceeded 50 million, and since the broadcast on December 2, the net increase in fans has exceeded 7 million, which is not much in the entire Douyin, and it is the only one among game anchors.
And don't forget, such popularity is still on the premise that he has not broadcast "Glory of Kings". Even if he starts the very hardcore "Dota 2" late at night, the average number of online people in the live broadcast room can be maintained at about 100,000, which is a very rare spectacle.
01 With a new platform, why is Zhang Daxian still so popular?
Judging from these data and circumstances, although Zhang Daxian cannot broadcast "Glory of Kings" yet, his prospects in live broadcast are still considerable. At this time, the regular game content in his live broadcast is "Yuan Dream Star", and sometimes he plays "DOTA2", and the popularity and live broadcast effect are online;
In any case, Dasen's influence as an anchor has not declined. After entering Douyin, there is even a further improvement. If it is possible to broadcast better games in the future, his live broadcast popularity is bound to usher in another explosion.
Why is it that in the eyes of some people, he, who was originally strongly bound to "Honor of Kings", can also achieve this effect when broadcasting other games? This is first of all because his identity has changed from a simple game anchor to a head "personal IP", which makes him no longer decide the success or failure of a certain game. To put it in layman's terms, everyone likes to watch this person's live broadcast, as long as they can watch it happily, it doesn't matter what they broadcast.
This truth is also well reflected in other head anchors. For example, Dong Yuhui is also a strong personal IP, and what the audience is particularly concerned about is most likely not what goods he brought today, but whether he can appear on the camera and output content with his characteristics. We always say that the key core of IP lies in values, and the reason why personal IP is strong is not only because of the effect of the program, but also because the real self and values of these anchors can infect a large audience.
If you flip through the relevant comments, you will find that the keywords mentioned most by fans are "emotional stability", "don't swear" and "good character".
And he really cares and cares about the audience and the little anchor. A few days ago, "Yuanmeng Star" was launched, and a small anchor with tens of thousands of fans planned to start broadcasting casually, but he didn't expect Zhang Daxian to pay special attention to him, and sent a private message "Hang the handle, you", reminding him to use the small handle function of Douyin to earn the money he should make. After the anchor was moved, he also made a video thanks.
Screenshot from @胡八一joke about the game
Recently, there have been frequent earthquakes, and he has been silently donating money and doing charity in a low-key manner, and he has also been praised by many netizens.
So I have always seen today's fans, maybe they entered the pit from "Infinite Connection Under the Moon", or they entered the pit from the stalk of "Zhang Bingxin", but in the end, they were able to stay, most likely because they agreed with his charm. When this identification becomes a Xi, live streaming becomes companionship, and it is not surprising that so many people have been guarding it.
In addition, in terms of content such as long and short videos, he also has a lot of attempts that are not limited to games. For example, in addition to the regular strategies and interpretation videos, his funny, lively, and daily content, including nagging, recording of his weight loss process, imitating popular actions on Douyin, and celebrating 50 million fans jumping subject three and other videos, all have good popularity. After the accumulation of content, there will be more possibilities for his development.
So no matter from all aspects, Zhang Daxian's current popularity can be called a match for virtue and position. Even in the future, he may be one of the biggest cakes in the game live streaming industry.
02 The wind direction of game live streaming has quietly changed
At the beginning, many people may not believe that Zhang Daxian will enter Douyin. But his experience during this period does reflect some changes in the field of game live streaming to a certain extent - as a latecomer, Douyin has become a new force in the game live broadcast platform in recent years.
On the one hand, their advantage comes from a solid user base. Data shows that on Douyin, there are more than 300 million people interested in games, and only 24% of them have been converted within 90 days. The scale of this group of liquidity users is getting bigger and bigger, and the quality is not low, and it is very important to open up this land today when new and old products have to find ways to grow.
On the other hand, Douyin has also made more tricks in terms of commercialization model, content ecology and live broadcast gameplay. For example, through the way of small handles, the anchor can get income, and use the form of private domain to manage a group of audiences, this benign and active model is easier to monetize, and can also solve the problem of high signing fees to a certain extent;
In such a situation, the development of game streamers is even more important.
In the past few years, the anchor's help for the product is obvious to all. Not only Douyin, but you can also find on many platforms that even amateurs can have very strong energy. For example, some technical anchors, around a small game, can also rely on the audience's fancy on-demand to maintain revenue; from another point of view, many games seem to be not loud, but they can still form a counterattack by operating the anchor lineup and finding talent to cooperate. This kind of ecology, no matter how big or small, has a way out, which was difficult to achieve before.
Of course, it is difficult for most streamers to achieve the level of personal IP. In the era of live broadcasting, there are a lot of activities on the Internet, and if you want people to understand you, you must first attract the audience through continuous program effects, which is already a very difficult level. To achieve a volume like Zhang Daxian, it is probably impossible to replicate it at all, you can only take one step at a time, after all, there are often only a few head personal IPs in an era, and their impact on game live broadcast and even the industry is huge.
That's why I think that Zhang Daxian's entry into Douyin this time may be a microcosm of the changes in the industry, and it is not an exaggeration to say that it is even a vane in the game live broadcast industry.
For the gaming industry, the importance of Douyin as a content front has become more and more obvious. In terms of live broadcasting, after top anchors like Zhang Daxian settled in, Douyin has gradually proved its advantages as a platform.
After this battle, it is difficult to say whether Zhang Daxian has probed the ceiling of his influence on Douyin through one or two live broadcasts. But Douyin does prove that if you give it the right anchor, it can make a lot of effort to make you really see such an exaggerated figure as 50 million. Many of these audiences may be on a whim, but this "silent majority" is a group that we all need to tap out through long-term operation in the stock era.
In the future, such a live broadcast platform may be a must for game manufacturers, and even the whole process from product project approval to user landing must consider how to adapt.