There has never been a domestic game with such expectations, and China's own triple-A game, "Black Myth: Wukong", is finally coming! In the pre-sale stage not long ago, "Black Myth: Wukong" has already set off a frenzy on Douyin. On June 8, #黑神话悟空开启全球发售#话题登顶抖音热榜TOP1, the content consumption video VV on the first day exceeded 100 million, and the consumption scale rushed to the second place in the whole console area, and the number of reservations on Douyin games has exceeded 1.1 million.
The cooperation between this domestic boutique game and Douyin Games has also brought new possibilities to the game market with a constant market. On the upcoming global release on August 20, players can also purchase the game with one click on Douyin Games and enjoy domestic masterpieces.
How to find new fields in the game industry and leverage user activity and obtain additional revenue is a problem that many manufacturers continue to discuss. Now, Douyin Games' ability to directly purchase games and sell items provides us with a new perspective.
Game direct purchase, props sales, what is the next game of Douyin game?
The so-called "direct purchase of games" and "sale of props" in Douyin games are the ability provided by the platform to manufacturers and game promotion creators to sell game bodies, DLC and in-game virtual props, so that players can directly use their game accounts to purchase in the process of content consumption on the platform. In the process of watching the game content on Douyin, the grass is planted, and you can buy it with one click if you are excited.
While the number of manufacturers and products entering the game is growing rapidly, the explosive power that this game can provide for new products has also begun to appear. On July 20th, the national server of "Beast Party" was launched, and it jointly launched a live broadcast sales activity with Douyin Games, achieving more than 24 million PV exposures, and the game sales also achieved good results, and drove a number of potential console game authors to enter Douyin's "Playing List" TOP5 for the first time.
Where does the passion of content writers come from? In essence, the prop sales of Douyin games are a kind of revenue capacity transformation of traditional terminal games, especially buyout products, and Douyin mobilizes content authors to participate in this transformation process to the greatest extent and share the dividends of the nascent track. Content creators at the head, waist, and tail can get a generous share through the sale of items, and this revenue covers the entire cycle of the game from pre-order, release to subsequent updates, and authors can see the sales share and revenue at any time.
During the release of the national server of "Beast Party", the anchor's sales performance was very eye-catching, with a single video income of more than 6,000 yuan in the video scene and a single anchor income of more than 4,000 yuan in the live broadcast scene, compared with daily data, the PV exposure increased by more than 30 times month-on-month. The entire Summer Travel IP event also has long-term value for the game and the author's ability to open up traffic during peak transportation periods and stabilize income.
In the summer hot Douyin game "Summer Travel" project, with the opening of the linkage version of "Mobile Ultraman", the sci-fi survival RPG "Planet: Reboot" innovated the live streaming mode of advanced pre-sale fashion and preferential props gift packages for the first time on Douyin. In order to get involved in the viewing of vertical players and Ultraman IP fans, the streamers staged a whole live content that combined with linkage gameplay, such as "Beauty Ultraman Fights Monsters" and "Classic Ultraman Character COS Gameplay". Xiahuan's live broadcast program continued to maintain more than 1,000 simultaneous online interactive viewing, with an exposure of more than 2200W.
It is worth mentioning that the prop sales of "Planet: Reboot" on Douyin are open to all creators, and creators who meet the requirements of mounting small handles can sell props externally and get a share, which is the first innovative attempt of "Planet: Reboot" and Douyin games, which not only leverages creators to produce a large amount of high-quality content through videos and live broadcasts, drive game exposure and income, but also improve their own monetization capabilities.
Also in Xia Huan, Douyin Games and the magic punk RPG game "Crystal Nucleus" have teamed up to create a special item sales event, "Crystal Nucleus" brings players an unprecedented discount - the Relic Core Gift Pack is sold exclusively on Douyin Games at a super value price of 20%. Players only need to log in to Douyin to purchase the gift package and enjoy the unique items and rich resources in the game. Not only did the sale offer attractive discounts, but it also leveraged the convenience of Douyin games to make the shopping experience smoother and more enjoyable for players. The event also linked up with the well-known Douyin anchors of "Crystal Nucleus", such as Sao Fan, Ah Choba, Kaka and more than 100 middle-waist anchors, to bring players wonderful game strategies and interactive experiences.
Open items for sale, the value is far more than just generating income
The value of Douyin game open prop sales to manufacturers and products has to be viewed from two perspectives.
In the short term, the direct value of the props sales function is to generate revenue, and some relatively mature game brands, with the help of the good ecology and influence formed by long-term cultivation in Douyin games, can take the lead in the game props sales track and obtain a lot of income. In the past few years, many manufacturers have attracted a lot of fans in Douyin's game account matrix and brand self-operated KOLs, which have a natural basis for prop sales activities.
It is not difficult to imagine that in the future, manufacturers will further develop the potential of Douyin game prop sales. For example, combine in-game activities with live broadcast room sales, or jointly launch limited-time items to increase the popularity of discussions and stimulate players' demand for props. Another example is to choose anchors with a wider audience under the brand to test the waters and activate the potential of KOLs to grow grass and bring goods. For console games with a majority of buyout products, the revenue generation value may be more obvious by cooperating with streamers trusted by players to broadcast game content, and selling props in conjunction with the game experience and live programs.
On the whole, the more important value of the ability to sell props is to promote the vitality of the game and create an ecology.
In the short term, through the selection of props that reflect the core demands of players, combined with the uniqueness and high cost performance of props sales channels, and jointly create topicality, it can promote the attraction of new players, enhance the activity of players, and stimulate the return of old players. In the long run, this form is ultimately good for the game ecosystem. Many manufacturers and products, while deeply linking with large-scale IPs such as Douyin Game Summer Travel, to jointly build new product capabilities, greatly increase game exposure, drive revenue, and strengthen the content ecology of games, forming a positive cycle of "content-revenue-ecology".
With the joint efforts of game manufacturers and platforms, content authors and players, Douyin Games may open up a win-win future that encompasses revenue growth and ecological support, providing rich revenue methods for authors in each track to focus on the long term, and the long-term business value of the game content ecology is becoming more and more prominent. Of course, the ecology of Douyin game props sales is still in the development stage, and more manufacturers and creators are needed to join and develop the platform's capabilities. However, many achievements show that this track is indeed growing rapidly, and the future development deserves our long-term attention.