Huya brings "Street Fighter: Duel", and the ecology of live broadcast and distribution will change again

12月8日，几位虎牙主播在客厅里带来货物。与我们的理解不同，这次我们带来的商品是手机游戏《街头霸王：决斗》中的"虚拟道具"。

On December 8, several anchors of tiger tooth brought goods in the live room. Different from our understanding, the goods we brought this time were "virtual props" in the mobile game "street bully: Duel".

直播游戏和游戏之间的互动越来越强

The interaction between live games and games is getting stronger and stronger

自2014年直播游戏平台爆发式发展以来，我们看到直播游戏平台对中国游戏产业的巨大影响。

Since the explosive development of live game platform in 2014, we have seen that live game platform has a huge impact on China's game industry.

电子竞技迅速发展的一个重要原因是游戏直播平台的出现，它提供了电子竞技用户与电子竞技赛事之间的双向通道。

One of the most important reasons for the rapid development of E-sports is the emergence of live game platform, which provides a two-way channel between E-sports users and E-sports events.

除了电子竞技，在产品方面，从几年前的《狼人杀戮》和《绝地生存》到《糖豆侠》和《氨我们》，直播游戏平台的影响力开始全方位体现今年，从像《地下城与勇士》这样的老游戏，到像《国王的荣耀》这样的全国性游戏。

In addition to e-sports, in terms of products, the influence of the live game platform began to be reflected in all aspects, from "werewolf kill" and "survival of the Jedi" a few years ago to "sugar bean man" and "ammonia us!" this year, from old games like "dungeons and Warriors" to national games like "glory of the king".

推广新游戏、维护老游戏、培养深层核心玩家、建立游戏深层内容矩阵、让其他内容抢占用户时间、让游戏始终停留在用户视野中，都是直播游戏平台对游戏产品的影响。

Promoting new games, maintaining old games, cultivating deep core players, establishing deep content matrix for the game, allowing other content to grab users' time, and keeping the game in the user's field of vision are all the influences of the live game platform on the game products.

在这样的影响下，在唐豆人今年推出的社交游戏浪潮中，关键一点是游戏设计的主要目标之一就是与游戏主机深度绑定；国内一款名为互动派对的游戏，让观众通过屏幕和礼物直接参与游戏。

Under such influence, in the wave of Social Games launched by tangdouren this year, the key point is that one of the main goals of game design is to deeply bind with the host of the game; a domestic game called interactive Party allows the audience to directly participate in the game through screen and gift.

这一次，将有虚拟道具的第四个场景。无论产品是否适合直播，用户是否喜欢，主播都会自发产生直播的动力。因为，这背后产生了直接的商业行为。

This time, there will be a fourth scene for virtual props. Whether the product is suitable for live broadcasting or whether users like it or not, the anchor will spontaneously generate the power of live broadcasting. Because, behind this has produced the direct commercial behavior.

众所周知，游戏主播的商业结构主要由两部分组成：一部分是平台的签约费，即固定工资，另一部分是用户的奖励分享。

As we all know, the commercial structure of game anchors mainly consists of two parts: one is the signing fee of the platform, that is, the fixed salary, and the other is the reward sharing of users.

由于游戏主播的特殊性，他们的固定工资在收入中所占比例较大。但随着行业逐渐回归理性，收入多元化正成为大多数主播的必经之路。

Due to the particularity of the game anchor, their fixed salary accounts for a larger proportion of their income. But with the industry gradually returning to rationality, the diversification of income is becoming the road for most anchors.

直播显然是实现收入多样化的一种方式。事实上，很多游戏主播已经开始送货了，就像短视频平台一样，它是实际送货。

Live delivery is obviously a way to diversify revenue. In fact, many game anchors have started to deliver goods, just like the short video platform, it is the delivery of actual goods.

而游戏主播的受众主要是男性用户，这与短视频的女性用户不同。商品直播的消费用户多为女性，这就导致了游戏主播在实际商品带来过程中的作用并不是特别突出。

However, the audience of the game anchor is mainly male users, which is different from that of the female users of short video. Most of the consumer users of live broadcast with goods are female, which leads to the fact that the effect of the game anchor in the actual process of bringing goods is not particularly prominent.

以前优酷+淘宝模式的游戏视频制作商主要是卖"肉蛋糕"，"电脑外设"也不是没有道理的。

Before the Youku + Taobao mode of game video producers are mainly selling "meat cake", "computer peripherals" is not without reason.

但虚拟道具是不同的。从消费观念的角度看，男性用户比女性用户更倾向于为自己的兴趣付费，而且他们普遍有更高的付费欲望。游戏显然是最重要的兴趣分支之一。

But virtual props are different. From the perspective of consumption concept, male users are more likely to pay for their interests than female users, and they generally have a higher desire to pay for them. Game is obviously one of the most important branches of interest.

从游戏方面看，手机游戏的发布经历了三个阶段：第三方渠道为王、数据为首、当前购买量。

From the game side, the release of mobile games has gone through three stages: the third-party channel is the king, the data is the leading, and the current buying volume.

但我们会发现，无论三种模式中的哪一种，专注于中国最核心玩家群体的直播游戏平台都是缺位的。

But we will find that no matter which of the three modes, the live game platform, which focuses on the most core group of players in China, is absent.

也就是说，虽然虎牙和贝塔拥有近2亿Mau用户，而且他们是最核心的游戏用户，但他们在游戏发行中的存在感非常低。

In other words, although tiger teeth and Betta have nearly 200 million Mau users, and they are the most core game users, they have a very low sense of existence in the game distribution.

这种带有实物的虚拟道具似乎是解决这一问题的思路之一。

This live virtual props with goods seems to be one of the ideas to solve this problem.

对比短视频的直播，我们会发现，在这个过程中，主播成了一个接一个的节点，类似于电子商务平台孵化的小平台。

Compared with the live delivery of short videos, we will find that in this process, the anchor has become one node after another, similar to the small platform of e-commerce platform incubation.

在流量日益稀缺的今天，以货为锚形成的小平台带来增量，在平台上形成闭环，以量的方式推动电子商务市场整体规模的上升。

In today's increasingly scarce traffic, the small platforms formed by the anchors with goods bring increment and form a closed loop on the platform, which promotes the rise of the overall scale of the e-commerce market with the mode of volume.

这就向游戏市场反映出，对于虚拟道具的锚定是否也能与商品形成一个小的分销平台，从而带来增量，为产品分销注入新的活力？

This reflects to the game market, whether the anchor for virtual props with goods can also form a small distribution platform, so as to bring incremental, to inject new vitality into the product distribution?

这种可能性是普遍存在的，因为与购买模式相比，主播以带货的方式介入游戏的发布阶段。一方面流量更精准，另一方面打折产品可以刺激用户的下载购买欲望。

This possibility is widespread, because compared with the purchase mode, the anchor intervenes in the release stage of the game in the way of bringing goods. On the one hand, the traffic is more accurate, and on the other hand, the discount products can stimulate users' desire to download and buy.

在游戏产品购买之前，市场成本的目标是购买平台，这种市场成本的模式被放到主播、直播平台和用户身上。

Before the game product purchase, the target of market cost is the platform of purchase, and this mode of market cost is put to the anchor, live broadcast platform and users.

从这个角度来看，如果这种模式不是简单的动作，而是一种机制已经逐步建立起来，那么直播游戏平台将真正开始涉足游戏的发布阶段，这也将有助于游戏市场的持续上升。

From this point of view, if this mode is not a simple action, but a mechanism has been gradually established, then the live game platform will really start to set foot in the release stage of the game, which will also help the game market continue to rise.

例如，某FPS主播在直播室聚集了一群FPS游戏迷。当新的FPS上线并开始直播时，主播可能会自发参与，因为粉丝和主播都会受益。

For example, a certain FPS anchor has gathered a group of FPS game fans in the live broadcasting room. When a new FPS goes online and initiates live delivery, the anchor may spontaneously participate, because both the fans and the anchor will benefit.

Link：https://new.qq.com/omn/20210101/20210101A029A500.html

update time：2021-01-01 10:36:56