Douyu began to sell authentic games in live broadcast rooms or use game distribution to gain profit shortcuts

How to allow the large number of users who have accepted and accustomed to live broadcasts to continue to contribute more revenue and create as much economic value as possible in live broadcasts is an issue that the live broadcast platform must consider.

Original title: Can Douyu make profits through game distribution?

Following the launch of the PC prepaid game sales function on overseas game live broadcast platform Twitch, Douyu recently announced a cooperation with overseas platform Steam to officially start selling authentic games in the live broadcast room. The two games,"Back to School" and "Home to Different Way", have become the first batch of cooperation projects and are sold by selling game keys. Currently, 25 game anchors have participated. Douyu has also begun to try to use live broadcast platforms to divert the profit model of digital game sales.

Compared with direct distribution on the Twitch platform, where the developer gets 70% for every game successfully sold by the anchor, the Twitch platform gets 25%, and the anchor gets 5%. Users on the Douyu platform still need to jump to the Steam platform for download after purchasing the game. Moreover, the number of games currently provided by Douyu is small, and the anchor share is unclear. There is no separate area for purchase links and snacks sold in other anchor online stores.

The biggest feature of online live broadcasts is that they are quickly realized. Among them, in addition to the same reward share and platform advertising as other live broadcasts, the profits of game live broadcasts also include game peripheral sales and anchor personal Taobao store link promotion based on the characteristics of game players themselves. Moreover, major live broadcast platforms have spent a lot of money signing up for many game anchors. In addition, through cooperation between the live broadcast platform, resources in terms of content and channels can complement each other and promote each other. Therefore, it seems logical to distribute games through live broadcast platforms.

However, some industry insiders pointed out that the better choice for live broadcast platforms at this stage is cost control rather than relying on selling games to realize profits. At present, live broadcast platforms generally invest a large amount of money in anchor signing fees, bandwidth fees and event buyout rights. In particular, anchor signing fees can often reach several million yuan or tens of millions of yuan. In fact, the emergence of many high-priced anchors is the result of market competition and is not really that valuable. If high-paying anchors are not profitable, it will easily drag down the overall revenue of the platform. Therefore, when the market environment is not mature enough, selling games in live broadcast rooms is a way to try to monetize, but it is not a large-scale profit model. At the same time, how to allow the large number of users who have accepted and accustomed to live broadcasts to continue to contribute more revenue and create as much economic value as possible in live broadcasts is an issue that the live broadcast platform must consider.

Editor: Nancy