This celebrity is too rich

Chapter 195 The Dilemma of Game Live

Li Chuan has been useless for a long time since the nickname "A Root of Wood".

Previously, he created a small trumpet on Kuaishou, named it "Yi Ji Tuo". Because he helped Li Kun defeat Tongtong, who was at its peak at the time, he was called "the rich man" by many netizens.

The word "democratic" is a bit unworthy of its name, because Li Chuan used the account "Yi Ke Tou" to spend money, but the total amount of money did not exceed 300,000... Such a consumption level is obviously not as high as a "democratic".

The reason why many netizens agree is that he defeated Tongtong and was then hyped up by some gossip and news anchors, and his own mysteriousness led to this rhythm.

However, the rhythm is only temporary.

When Li Kun just defeated Tongtong, Kuaishou's discussion on "a piece of wood" was still very popular, but later, Li Chuan took the number too few times, and as time went by, he was gradually forgotten.

At first, the purpose of this account created by Li Chuan was to support Li Kun. Later, when he saw the photo of Cheng Lulu, he became flirtatious and used it to catch a girl.

Now, Li Kun has moved to Douyin and has become the top player among Douyin entertainment anchors; Cheng Lulu has also been hooked up and signed with her.

The account "A Root of Wood" has completed its historical mission and it is time to retire.

However, Li Chuan took out the retired account and reactivated it today.

While waiting for Feng Timo to start the broadcast, Li Chuan strolled on Douyu.

Douyin does not work hard on signing contracts with anchors. If any anchor wants to sign contracts with them and express sincerity, they will accept it, but they will not pay the contract fee and will not provide additional care. They focus all their energy on building their own content ecosystem and try every means to generate traffic.

Think about it, Douyin has achieved this point, how can other platforms compete with it?

Although game anchors can also accept gifts, their desire for gifts is generally not high because they have a fixed salary.

This is the way Douyin provides money to game anchors.

Due to the introduction of national policies, the proposal to merge "Huya, Douyu and Penguin Esports" was aborted. Since then, the stock prices of Huya and Douyu have begun to fall all the way, completely becoming the abandoned sons of capital.

What are "little windmills" and "little handles"?

To understand it simply, it is the game download link.

The fact is just as they thought. Many anchors on the platform went to Douyin after the contract expired; some anchors were willing to bear huge compensation and went to Douyin to live broadcast... Douyin never spent a penny on all these actions.

First, TikTok is too strong.

Feng Timo has not started the broadcast, so he has no choice but to click to follow first and then wait until Feng Timo starts broadcasting.

However, entrepreneurs and investors at that time did not think so. They simply thought that "with traffic, there is money", and they all joined this pit, which triggered a platform war.

Due to the lack of guidance, most of the audiences of live game broadcasts are "free fans"... The gift flow of a game anchor of ten thousand people may not be as good as a entertainment anchor of a hundred people (free gifts do not count). This is not an exaggeration, but a fact, a very common fact.

Li Chuan operated his mobile phone and returned to Douyu's homepage.

With its traffic advantages, Douyin has minimized its operating pressure.

However, the result of persistence... is not very good.

Second, the "game live broadcast" track is not very good at all.

Douyin’s layout in the live broadcast industry is smarter than any platform. They generally do not sign anchors unless it is due to extreme strategic needs.

Indeed, this is a profit model, but not a stable profit model.

The answer is also very simple, which is to purchase goods at a low price, sell goods at a high price, and earn the difference.

If it is a "little windmill", someone downloads and registers, the anchor can get the money; if it is a "little controller", not only needs to download and register, but also recharge in the game so that the anchor can get the money.

Moreover, accepting advertisements and promoting is not a patent for game anchors. Entertainment anchors can also do it, and e-commerce anchors can also do it (doing less). Many short video bloggers may do more than game anchors.

Later, Penguin Esports was eliminated, Douyu was lying flat, but Huya was still insisting, but many scandals were also exposed.

As a major category in the live broadcast industry, game live broadcast can attract a lot of traffic, which is undoubtedly the disadvantage of game live broadcast, but the lack of game live broadcast is also very obvious, that is, the monetization ability is too poor.

The data says it all.

Therefore, this profit model can allow some anchors to make some money, but it is not sustainable and universal, and it cannot support the entire game live broadcast ecosystem.

Search results show: Feng Timo has not started broadcasting yet.

When the game anchor starts broadcasting, hangs the "little windmill" or "little handle" under his live broadcast room, and then guides the audience to download during the live broadcast.

Without competition, they can dominate the entire family and lower the salary of anchors, bring the game live broadcast industry back to normal track, and then turn around and squeeze the anchors.

During this period, Bilibili felt that it had seen an opportunity and entered the "Game Live" track and launched a new round of competition with Douyu and Huya. However, they had been struggling for several years, and although they had some effects, they were not ideal.

Li Chuan himself, there is no need to say more.

If things really come to that point, Huya and Douyu will basically enter the countdown to death. At that time, we can only expect a hero to stand up and save them... And from a realistic perspective, this possibility almost does not exist.

Li Chuan is an example.

In 2022, the situation in the live broadcast industry has become clearer and clearer - Douyin will become the final winner.

By relying solely on gift flow, the platform cannot afford these game anchors.

Excessive competition has laid many hidden dangers on the game live broadcast platform. "Duration contract" is just one of them, but it is not the most important one.

Some people may say that game anchors often receive some advertisements or game promotions and earn some business fees, which are divided by the anchor, platform and trade union. This is also a profit model.

He has never watched Douyu much in his previous life or later life. He is also quite curious now. After all, Douyu is an old live broadcast platform and is still well-known in society.

This is the charm of traffic!

How to make profits in e-commerce live broadcasts?

The situation in Huya and Douyu in 2022 is extremely harsh. Users and anchors have lost a lot of users and anchors, and their stock prices have fallen to the center of the earth. They are basically on the verge of death. The reason why they can still breathe a sigh of relief is that Tencent, the big boss behind them, is still insisting and has not opened up live broadcast permissions for ace games such as Honor of Kings and League of Legends to Douyin.

Other platforms spent money, but the anchor couldn't keep it. TikTok didn't spend a penny, and the anchor came... It's a big deal! Let's just wait to die!

As long as all parties can make money, the cause can continue and have the opportunity to grow and grow.

A gift of 100 yuan, half of the anchor, half of the platform, and at most a union... Although this profit model is simple, it is particularly sustainable because all three parties involved can make money.

The most important thing is the high-priced contracts of game anchors.

If he named him "Mr. Sen", Feng Timo would know that he gave it to him, but in this way, the audience in the live broadcast room would also know that it was not in line with his original intention.

The so-called "duration contract" is to set the anchor how many hours a month to broadcast, and if it is enough, you can get the corresponding salary.

It is really difficult to find a stable, sustainable and inclusive profit model for game live broadcasts. If you can find platforms such as Huya and Douyu, you will not fall into the field of later generations.

The game live streaming is just high in traffic, but it is very difficult to monetize. This is a track that is not very profitable.

Competitors can't compete for this. Along the way, Douyin has been fighting against God and killing Buddha, and no one can come. Even if it is as powerful as Tencent, it is no exception.

In the game live track, the three remaining companies: Huya, Douyu, and Penguin Esports are all Tencent’s genes.

The platform war back then was very fierce, and all platforms were desperately snatching anchors and users. The result was that the game anchors' worth was inflated, and even a monster like "long-term contract" was born.

Once this kind of contract appears, it will inevitably cultivate a large number of mixed anchors. Once there are more mixed anchors, the content quality of the platform will decline, and what follows is the loss of users.

Well... I don't seem to be very prepared to say this. If you check the account information on the official Kuaishou, you can also know his true identity. In addition, when Zheng Lingfang checks the company's funds, you can also draw the same conclusion... From this point of view, you know far more than three people.

How to make a profit from live game broadcasts?

However, the idea is beautiful and the reality is cruel.

This is normal. Game live broadcast is Douyu's main business. Douyu started out with game live broadcast back then, and he has been persisting in it later.

Everyone knows the answer to this question, and it depends on gifts.

Feng Timo was also very clear, because when Li Chuan helped Li Kun defeat Tongtong, Feng Timo sat in his arms and witnessed all this with his own eyes.

Some larger anchors will be noticed by game manufacturers and become full-time anchors of a certain game... Such anchors can get a salary of varied amounts, which may be hundreds of thousands a year, tens of millions a year, or even hundreds of millions a year... However, this is a cooperation between anchors and game manufacturers, and it has little to do with Douyin. Douyin does not have to pay any cost, and can even make some money from it.

Why do this?

From the perspective of 2022, whether it is e-commerce live broadcast, entertainment live broadcast, or game live broadcast, Douyin will become the final winner.

Tencent originally wanted to merge Huya, Douyu and Penguin Esports to avoid competition and internal friction.

In this way, "a piece of wood" is a particularly good choice.

In fact, Douyu's system mechanism is different from short video platforms such as Douyin and Kuaishou. If the anchor has not started broadcasting, he can enter the live broadcast room to send gifts. However, this operation is too stupid. Li Chuan is not a fan of sentiment and will not do such a stupid thing.

There are two main reasons why tiger teeth and Douyu fell into such a field in later generations.

The live broadcast industry can be roughly divided into three categories: game live broadcast, entertainment live broadcast, and e-commerce live broadcast.

The three words "Mr. Sen" are the pillars of Douyin's live e-commerce business, and their influence is extraordinary. Even so, Douyin has never thought about signing a contract with him... Well, it is not accurate to say this. Douyin has never thought about it. He doesn't know, but Fan Han has never mentioned this to him.

This profit model is relatively complex, but it can also make money from all parties involved, such as manufacturers, brands, anchors, trade unions, platforms, etc., and it also involves a wide range and has a very high upper limit. It has a very obvious driving effect on the social economy. It is not only sustainable, but also highly explosive, that is, it grows rapidly in a short period of time.

Douyin's policy is the same for the "game live broadcast" business. They do not sign contracts or pay wages, but only provide two conversion tools - "little windmill" and "little handle".

The answer to this question is rather vague.

Game anchors obviously cannot create so much value, but they all receive a very high salary. The platform cannot make money back. If you want to survive, you can only try your best to attract investment.

The recommendation algorithm of Douyin is simply unstoppable for ordinary people, and most of them can only sink into it and become their loyal users.

Traffic defeats everything, the world of the Internet is so cruel.

The home page displays basically the game live broadcast screen.

However, the capital is also limited. When all the capitals saw that the signs were wrong, they ran away, and in the end they were the powerful Tencent.

Note that it is the live broadcast industry, not the live broadcast of the game.

But no matter what, few people know about it, at least ordinary netizens and viewers are kept in the dark.

However, before Li Chuan was reborn, there had been rumors in the market that it was said that the live broadcast permissions of games such as Honor of Kings, League of Legends, and would be open to Douyin... Regardless of whether the news is true or false, it can be seen that the boss behind the scenes is about to be unable to hold on.

How to make a profit from entertainment live broadcast?

Entertainment anchors can broadcast and receive gifts every day, and e-commerce anchors can also broadcast and sell goods every day. However, can game anchors receive advertisements every day and do promotions?

Even if they want to do it, there are not so many advertising and promotional activities for them to take on, so they can only come every few days, and it is limited to some big anchors, and small anchors are not qualified at all.

Their strategic choice is only one: as long as their traffic is large, the anchor will come uninvited.

Li Chuan said intimately, quite helpless.

Except for the above three people, everyone else knows the true identity of "A wood", even Li Kun is no exception.

Cheng Lulu and Li Chuan used this account to hook up with her before, and of course she knew it very well.

If he just named a name and then sent a WeChat message to Feng Timo privately, Feng Timo would know that he gave it to him, but this approach was too bad. He really couldn't afford to lose this person as if he wanted credit.

Because he doesn't want to reveal his true identity in front of the audience.

Douyin's operating model is its patent and cannot be imitated by other platforms.

He wanted to give Feng Timo a gift. When the gift was given out, he had to let Feng Timo know who gave it.

The game live broadcast world has been in a melee for several years, but in the end, it has been all cheaper than Douyin. It is really sad and lamentable to say.

In addition to gifts and advertisements, how can game anchors monetize?

Li Chuan has created an account, click on the search bar on Douyu's homepage, enter the three words "Feng Timo", and then click "Search".

For the "game live broadcast" business, it may develop slowly, but it will definitely not follow the old path of platforms such as Huya and Douyu.

‘It’s been ten minutes. Have you changed your clothes for so long?’

Of course, this is not the fault of those platforms. They didn’t want to do this. The main reason was that the competition environment was too fierce at that time. If you don’t give good conditions, the anchor would not come; if the anchor would not come, the user would not be able to grow. The final result was only two words - "exit".

In this world, there are only three people who know that "a piece of wood" is Li Chuan: Li Chuan, Cheng Lulu, and Feng Timo.

Douyin can do it because it has a large traffic and is attractive to anchors. If other platforms dare to imitate, they will definitely die on the spot.

In a few years, if platforms such as Huya, Douyu can no longer hold on, Douyin will have a great harvest.

At that time, Douyin's profit model may become the end of the "game live broadcast" track.

Of course, this is all a story.

As of now, Li Chuan still cannot see through the end of the "Game Live" track, which is one of the reasons why he has never gotten involved in it.

(End of this chapter)