Mobile live streaming faces challenges with the help of outdoor live streaming and other forms may break through the problem

What was the hottest thing in the Internet in 2016? It was not a papi sauce that produced sky-high cooperation fees, but a live broadcast that attracted half of China's netizens. In China, there are now nearly 200 live broadcast platforms and nearly 800,000 anchors. It really feels like a battle between thousands of groups in the group buying market back then.

Original title: The live broadcast industry is so popular, mobile mobile live broadcasts can't hold back.

In 2016, what was the hottest thing in the Internet circle? It was not a papi sauce that produced sky-high cooperation fees, but a live broadcast that attracted half of China's netizens. In China, there are now nearly 200 live broadcast platforms and nearly 800,000 anchors. It really feels like a battle between thousands of groups in the group buying market back then.

Why is live broadcasts so popular? It's very simple, it's low threshold + you can make money. Don't believe there is such a good thing?

Seeing that live broadcasts are so popular, major corporate brands have joined the live broadcast industry, and live broadcast marketing has begun to enter everyone's vision.

For example, although Durex's 100-person live broadcast was criticized crazily in the end, it was fundamentally a matter of content and did not affect the fact that live broadcast as a marketing channel began to be valued by well-known companies.

Another example is Xiaomi Max's long and boring standby live broadcast. During the 17 days and 21 hours of standby, a total of 371 million bullet screens were generated. Even at 3 o'clock in the night, there are tens of thousands of people online, and the influence is not great.

With the popularity of live broadcasts and the attention of major brands such as Durex and Xiaomi, more and more industries have begun to join the live broadcast camp, and mobile games are one of them. The two most popular pan-entertainment content in the past two years are live broadcasts and mobile games. The combination of the two is also reasonable and natural. However, the calm performance of mobile games live broadcasts did not meet industry expectations, and some people even believed that "mobile games cannot gain a foothold in the live broadcast market." So, what challenges do mobile live streaming face? How to find a breakthrough?

The hot live broadcast industry welcomes the era of national live broadcast

According to the data of "Market Development Survey of China Online Live Broadcast Industry in 2016", the market size of online live broadcast in China in 2015 was approximately 9 billion. On nearly 200 online live broadcast platforms, the number of users has reached 200 million. The number of online users on large live broadcast platforms during peak daily hours is close to 4 million, and the number of rooms conducting live broadcast at the same time exceeds 3000. As mentioned above, the threshold for live broadcasting is getting lower and lower. From live broadcasts in live broadcast rooms to live broadcasts anytime and anywhere on mobile phones, all walks of life are also testing the live broadcast market, ushering in a true era of national live broadcasting.

The most popular live broadcast content can be roughly divided into two major directions: entertainment live broadcast and game live broadcast. Among them, the representatives of entertainment live broadcasts are Internet celebrities and passers-by from all walks of life. They share their joys and sorrows anytime and anywhere, not only relaxing themselves but also entertaining everyone. As an emerging traffic platform, game live streaming has become an important channel connecting manufacturers, media, users and other links. According to the iResearch report, it is estimated that by 2018, the scale of China's game live broadcast market will reach 5.12 billion yuan. However, there are more and more games on the mobile side nowadays, and mobile games live broadcasts have also poured into the live broadcast market. However, mobile games in the live broadcast industry have not shown its attitude of blooming flowers in the game industry. Its calm performance has made many people think that mobile games live broadcasts cannot gain a foothold in the live broadcast market.

What caused the collapse of mobile games in the live broadcast industry?

Mobile live streaming faces challenges and has inherent disadvantages in live streaming.

Challenge one: user viscosity is not high and there is a lack of fan base. As we all know, the operating time of mobile games is generally short, ranging from two to three months to half a year. Users rarely indulge in a mobile game for a long time. Therefore, compared with other forms of mass entertainment, mobile games are much less user stickiness. Lack of user stickiness means lack of fan base, and fan base is just one of the necessary conditions for live broadcasting. It is precisely because of the characteristics of mobile games themselves that mobile games have inherent disadvantages in the field of live broadcasting. This challenge still plagues many mobile game manufacturers and anchors who hope to bring mobile games to the audience.

Challenge 2: The game content is not enough to support the thickness of the program. Mobile games are not like MOBA online games such as "League of Legends" and "Overwatch Pioneer" that are full of competitive attributes, and mobile games are not like 3D large-scale online games such as "Sword Spirit" and "Tianya Mingyue Knife" that have rich plots and colorful pictures. Live programs emphasize the richness of content. Mobile games lacking content are undoubtedly difficult to hold sway in the live broadcast field, and are not as attractive as other PC games.

Challenge 3: Fragmentation complementary positioning is difficult to attract players 'attention. Mobile games are positioned as fragmented replenishment in mass entertainment. What is fragmented replenishment? Only when players can't play computers, watch variety shows, or wait in line for other times will they play mobile games. This determines that users will not spend a lot of time on the surrounding content of the mobile game, and the ensuing impact is that no one watches the live broadcast. Players go to the live broadcast rooms of "League of Legends" and "Overwatch" because they can learn skills and watch the gods there, but mobile games cannot do this.

So, what should I do about mobile live broadcasts?

Innovation, finding breakthroughs is the key.

If mobile games do not solve the above problems, it will confirm the voices that mobile games cannot gain a foothold in the live broadcast market, and finding breakthroughs has become the key to innovation! At present, most of the presentation techniques of live games on the PC side are presented in the form of games played by anchors. Computer + microphone + camera are standard features for game anchors. Game anchors only need to play games in the room to attract a large number of fans. The form of live games has made players generally believe that live games can only achieve this extent. Making a fuss about the live broadcast format, innovative forms may be able to solve problems and achieve breakthroughs.

With the update of live broadcast equipment and the rise of outdoor live broadcasts, I believe that mobile live broadcasts can use outdoor live broadcasts to achieve more live broadcast forms that are compatible with the content, so as to make up for the lack of game content. Why can outdoor live broadcasting make up for the shortcomings? First of all, outdoor live broadcasting can concretize the scene of the game. It is like a mobile game with a dressing theme being broadcast outdoors in a fitting shop. The game itself may not have so many eye-catching highlights, but when combined with outdoor live broadcasting, the audience will have a specific sense of picture in their minds, and the plot and story of the game can also be extended in outdoor live broadcasting, creating malleability. Secondly, outdoor live broadcasts have a variety nature. The current variety show craze across the country has shown that variety shows are very attractive to the audience. Audiences are happy to accept relaxed and cheerful programs, and outdoor live broadcasts can just meet the audience's need for relaxation.

Well, everyone knows the truth, but what the hell is outdoor live broadcasting? This, simply put, is a live broadcast done outdoors.

Play it any way you want. There are live group fights, live celebrity meet-and-greet meetings, and live travel by celebrities themselves.

Outdoor live broadcasts such as this are diverse in form and rich in content, which can be effectively combined with mobile live broadcasts in content. It's just that when the two cooperate, they need to pay attention to the compatibility of the theme. A combination of incompatible content can easily make players feel vulgar and boring.

I feel shallow at the end of the paper, and I absolutely know that this matter must be implemented in practice. Whether the malleability and variety nature of outdoor live broadcasts can make up for the lack of game content still needs to be tested. Just recently, I heard that Netease Games would invite four game anchors of "Murderous Fairy Tales" to conduct outdoor live broadcasts at Shanghai Disneyland to compete for the title of the strongest princess. Well, everyone is a cute girl ~

This "Murderous Fairy Tales" is an action RPG game that contains many fairy tale characters and fairy stories that we are familiar with. For example, the cutest team composed of Little Red Riding Hood and Snow White, the evil team composed of the queen and the witch, etc., are simply fairy tales. However, the fairy tale elements in the game are combined with Disney, a fairy tale park, which is in line with outdoor live broadcasts in terms of content compatibility. This is also a meaningful attempt in terms of form-the integration of entertainment live broadcasts and game live broadcasts. Whether the on-site effect is good or bad cannot be judged at present, so we can only wait and see. If this attempt of "Murderous Fairy Tales" is a great success, mobile live streaming will also take a significant step.

Mobile live streaming is still in the stage of development and exploration. Only by trying can we discover shortcomings, and only by discovering shortcomings can we make progress. If mobile live streaming wants to gain a foothold in the live broadcast industry, it must continue to innovate and explore to explore more content and live broadcast forms that attract fans 'attention.

Editor: yvette