It's May again, and the annual Glory of Kings carnival arrives as scheduled. The difference is that this year's inter-player event has been fully upgraded to the "May 5th Friends Festival".
It is not difficult to understand that thanks to the huge user base and unique social attributes, "Glory of the King" has long become an indispensable new social method in the lives of young people. Because of this, this comprehensive game festival has advanced from a simple marketing campaign to an annual festival of old friends meeting.
For the same reason, the fully upgraded May 5Th Friends Festival also revolves around the theme of socialization. Similarly, as the official partner of "Glory of Kings", Douyu focuses on the core concept of "friends" and arranges a carnival between anchors, users, platforms and manufacturers in advance.
It can be seen that during the May Day period, Douyu has brought players a series of wonderful programs and novel interactive gameplay such as happy friends bureau, anchor 1 hour with powder five rows, and cross-regional linkage. Now, with surprise and curiosity, GameLook has a dialogue with the project leader of the Douyu 55 Friends Festival to try to gain a deeper understanding of this social carnival of "friends for all".
The game of friends is in full swing and can't stop
Strictly speaking, as the first game vertical live broadcasting platform in China, Douyu, which has a strong audience base and a high user stickiness, is no longer a single live broadcast platform, but more like a game community where anchors and players gather, which is highly in line with the theme of "friends and socialization" in the "Glory of the King" May 5th Friends Festival.
The person in charge of the Douyu project explained to GameLook: "Users have formed a new type of social, interactive and dating mode between young people today by watching the anchor play games and interacting with the live broadcast every day, which is in line with the core concept of the May 5th Friends Festival." ”
Because of this, Douyu has planned a series of program contents around the "May Fifth Friends Festival". For example, on April 27, the platform first invited Xu Zhisheng and his talk show artist friends Tuti, Uncle Chang, Zhao Youcheng, as well as Douyu anchors Tuomi and Li Zhien to form the "Happy Friends Bureau". Discuss around life, games, and fight fish super pipe happy five rows, to open the May 5 Friends Festival.
In the impression, Tuti and others have had the experience of team games, and participated in the recording of the "New Year Comedy Night" program of The Glory of kings, and have a certain game foundation. What's more, cross-border linkage with the artists under the well-known talk show label Xiaoguo Culture can achieve a good out-of-the-loop effect.
In recent years, the popularity of talk shows has become an indisputable fact, and the topics and stories conveyed in laughter have aroused strong resonance among young people many times. The project leader said frankly: "In a sense, the content display of the anchor's live broadcast form is actually similar to that of talk shows. The game anchor shares some game operations and fun things in ordinary life to everyone through live broadcasting. Stand-up comedians observe the details of life and form interesting passages through artistic processing to share with the audience. The meme culture of live games and the strips of talk shows are also 'social currencies' among young people. ”
In the next five days of live broadcast activities, Douyu further launched a series of activities and interactive gameplay around the theme of social networking and friends.
In addition to the anchor and star, anchor and cross-division anchor, anchor and player and other programs, such as Li Xian and three estar professional players, as well as gemini together with five rows; the king anchor and entertainment anchor cross-regional "friendship"; Saobai welfare special session and water friends together to team up on the score, etc. Douyu also innovated the interactive gameplay of "light up friends" and the "team up" function in the live broadcast room.
The former is similar to Alipay's "Set Five Blessings" gameplay, in which players can accumulate friend-themed activity cards after completing specific tasks such as watching and sending bullet screen interactions. Once assembled, you can light up the main KV "Friend Map" of the entire event and receive a generous reward. It is also through a series of incentive mechanisms that greatly enhance the user participation of interactive gameplay and even the entire event.
The project leader specially introduced for GameLook: "The acquisition, gift, and request of cards in this link are equivalent to some interactions with the water friends in the station, and everyone can make more friends through the social play of this product function." ”
In the interview, it was also repeatedly mentioned that there was also a new function produced with the official" "Team up". The project leader further explained: "During the May 5th Friends Festival, we added this new experience of 'teaming up on the bus' by connecting with the official products: the anchor can drive the 5 rows of water friends in their live broadcast room to form a team and start the game very quickly. ”
Indeed, in the "1 Hour of Anchor Pet Fan" event on May 2, players can use the "team up" function in the live broadcast room, or participate in the lottery in the community to get the opportunity to play games with their favorite anchors.
Compared with previous years, Douyu has obviously completed some breakthrough attempts this time. It not only strengthens the social attributes between the host and the player, the player and the player, and the player and other users. At the same time, through the new product function of the team, the anchor and the player are linked, which further fits the theme of the May 5th Friends Festival.
As the project leader mentioned many times: "This year's May Fifth Friends Festival, we raised the concept of playing games together to the concept of mutual influence between friends and creating a good interactive game atmosphere to socialize, which is also in line with the official change of the entire packaging upgrade." ”
Refined operation to create a one-stop game community experience
I have to admit that this may fifth friend festival, Douyu has made leapfrog progress in the anchor lineup, program content and other fields. In the interview, GameLook became more and more aware that this change was obviously due to Douyu's intensive cultivation in the "Glory of Kings" section in recent years.
At that time, for the cultivation and incubation of technical anchors, Douyu built an exclusive training system, and established a refined operation strategy through grading to increase incentives and support. Outside the station, the "anchor-guild-market" will be pulled through to enhance the establishment and operation of the personal account, and the high-score materials of the anchors in the station will be submitted to multiple vertical video columns to introduce greater traffic.
It is precisely by using this mature anchor incubation system that Douyu has successfully cultivated a large number of technical anchors such as Shackles, Yi Hitomi, Xia Tong Lulu, and Yun Tianhe. Not only that, at present, more than 70% of the new peak gods in the peak competition have signed up for Douyu, and the iOS hand q channel and daily TOP10 Douyu anchors account for more than 60%. With many head technology anchors and more refined interactive gameplay, the ecological layout of Douyu in the field of king glory has begun to surpass other platforms.
However, the identity of the game vertical live broadcast platform that continues to be limited to the game is obviously unable to satisfy Douyu, and as early as the end of 2020, the platform business began to transform into a new strategic transformation of the "video + live broadcast + community" trinity. In this regard, the project leader described it as "a one-stop experience that allows game live users to achieve on the site." ", that is, a shift towards a comprehensive gaming community.
She further explained: "This one-stop content service can not only allow users to participate in highly time-sensitive live broadcasts; but also make up for the lack of content in live broadcasts through video; and also through community gatherings, interactive postings and discussions, so that players have a gathering place where they can express their opinions and ideas, and enrich the user's experience from all levels." ”
From this point of view, even compared with the traditional game information community, Douyu's trinity strategy has more advantages, that is, it can display visual game content in a more time-effective manner, such as live broadcasts, videos, graphic strategies, etc. produced by KOLs. At the same time, after the content is produced, it can also be quickly precipitated, forming a community platform that is convenient for players to gather and discuss.
"When users can understand all the relevant information and content of the game more comprehensively, the traffic can all remain on the Douyu platform, truly forming a one-stop experience." The project leader said.
This is also intuitively reflected in the May 5th Friends Festival, through the deep linkage of game manufacturers, the Douyu "Glory of the King" section with the help of anchor interactive pet fans, cross-regional linkage and other rich content activity output, as well as friend cards, "team up on the car" and other novel social interactive gameplay, in the refined operation continues to create a user's favorite game community.
In depth, under the role of the "video + live broadcast + community" trinity, users not only have a good two-way viewing experience, but also have a sense of interaction with the host such as distributing skins, props, lottery, or participatory with the anchor. It can greatly improve the intimacy between the host and the gamer, thereby ensuring a high degree of user activity.
At the same time, for some cloud players and light gamers, cross-border cooperation with stars such as Li Xian and Xu Zhisheng can also produce great attraction, and they can't help but spontaneously spread, expand the exposure of activities and even the game community, and accelerate the joining and precipitation of more circle users.
Similarly, Douyu has also prepared a rich and diversified live broadcast and video content and hot topics around "Glory of the King". Users can learn all the information about this game in the Douyu community, and truly become a "one-stop diversified content ecological platform with the game as the core" in charge of the population.
····· End ·····
GameLook Daily Game Industry Report
Global vision / depth is material
![How to "cheer" live broadcast of the B station without relying on "big brother"[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)