Text/Liang Lotte

In recent years, the dividends of the gaming industry have been gradually disappearing, and the industry as a whole is facing a series of challenges: slower growth, more difficulty in user acquisition, and lower user retention......

In such an environment, are there new opportunities?

Maybe there really is, Grape Jun recently discovered that Douyin may be one of the few remaining dividends.

I guess you might say, how many years have everyone been doing it, how can Douyin still have dividends? However, the publishing director of a company on CJ admitted to Grape Jun that many manufacturers now know how to do Douyin, but they don't know how to do a good job of the official account, and they miss out on a very important traffic conversion.

From July 11 to August 4 this year, Douyin held the "Summer Travelogue", which had a total exposure of more than 4 billion and a core viewership of more than 1 billion, which may give everyone some inspiration.

01

Douyin games solve the three major pain points of manufacturers

Every Spring Festival or summer hot spot, Douyin will hold a "Travel" event. During the event, the platform will introduce some new features and invite content creators to participate. At the same time, game manufacturers such as Tencent, NetEase, and miHoYo will also take this opportunity to use new features to attract users to their products.

In this event, Douyin set up three major sections: "Interactive Douyin to Play", "Game Purchase is Cost-effective", and "Program Tour is Good-looking", covering services such as game playing, prop sales, and high-quality content event viewing, corresponding to the three major pain points of game manufacturers.

The first challenge faced by game manufacturers is how to promote user conversion and engagement through content marketing.

For manufacturers, they may update their videos regularly, and even start streaming whenever the game is undergoing a major update, but how to convert these viewers into loyal users of their products is also a challenge. In order to solve this problem, Douyin provides two interactive modes in "Interactive Shake to Play" and "One-click Ride" and "Interactive Instruction".

The "one-click boarding" function, simply put, means that when the anchor initiates a team invitation in the live broadcast room, the audience can quickly start the game by clicking the "Join Team" button, automatically join the team, and play with the anchor.

It's worth noting that this feature also supports cloud gaming technology, which simplifies the process of accessing the game, which means that users can play without the need to download or install the game, regardless of the hardware configuration of the phone.

For example, after the public beta of "Need for Speed: Assemble" this year, Douyin organized several "one-click car" live broadcast activities, including inviting Xu Xu Baobao and Chen Bo to participate in racing competitions, and car beauty anchor Nie Xiaoyu live to play, with a cumulative exposure of more than 80 million in the live broadcast room and more than 10 million viewers. In Chen Bo's live broadcast room, the audience can click "Join Team" to directly join the room and race with the anchor.

The other mode of interaction is called "interactive command". After the streamer turns on the "Interactive Command", he can enter the "Streaming Challenge" map in the game. In the map, viewers in the live broadcast room can play tricks or protect the anchor's game character by giving specific gifts, sending designated comments and likes.

On July 12th, Douyin Games held a special event for the "Interactive Instruction" gameplay of "Egg Boy Party", inviting Chen Ze and other anchors, and the audience in the live broadcast room continued to input instructions and send out props "Little Snowball" on the field. These interesting interactions also attracted more than 40 million exposures and more than 3 million viewers for the live broadcast room.

In the past, we have seen mini-games in the live broadcast room represented by "Yun Bundi", but they are often relatively simple and have a relatively single type. Douyin's "interactive instructions" further link this gameplay with real gameplay, making it easier for manufacturers and platforms to link.

Further, this model can help manufacturers and anchors create more content with memes and program effects, enhance the audience's interest in watching, run out in many conventional game live broadcasts, and improve the influence of products. At the same time, it also lowers the requirements for the game operation of the anchor, so that manufacturers can link up with those anchors who are good at interacting with the audience despite mediocre game technology, expanding the range of options for manufacturer cooperation.

If vendors succeed in acquiring traffic, they will then face a second problem: how to convert that traffic into real revenue.

In order to solve this problem, Douyin Games provides a prop sales service, allowing players to jump directly to the product page to purchase games or props while participating in live streaming and playing.

On July 20th, Douyin Games held a live broadcast event of "Beast Party", while the anchor was playing the new map kart mode of "Beast Party", the audience in the live broadcast room could directly click on the lower right corner to buy the game's redemption code, and the total exposure of the whole live broadcast exceeded 23 million and the number of viewers was nearly 800,000.

The much-anticipated masterpiece "Black Myth: Wukong" has exceeded 1.1 million pre-orders on Douyin games, and pre-sales have been opened, and it will be sold online on August 20.

For non-buyout games, manufacturers can create a buying atmosphere by playing with games, providing special offers through exclusive channels, and props that meet the core needs of players, so as to enhance users' purchase intentions and increase sales.

For example, Douyin achieved 660,000 viewers in the 30-hour sales activity of "Crystal Nucleus", and the sales rate of props on the shelves was 98%. It is worth noting that ninety percent of the users who buy game items are not Douyin channel users, which shows that with the help of Douyin's national influence, the campaign will help drive omni-channel game consumption.

The third pain point for game manufacturers is how to improve content efficiency.

For many manufacturers, opening an account and publishing content may just follow the trend, out of a "others have it and I have it" mentality, and do not care about the actual effect. However, if you can find the right way, content marketing can also be a cost-effective way to bring more attention to your product.

In this summer travel event, Douyin also launched the "Program Tour Looks Good" section, allowing players to watch exciting programs and various e-sports events just like watching the World Cup.

Not only e-sports events, but basically all game content and new news can be exposed in this way, such as the "Daxian Cup" and the League of Legends "Chen Ze Cup" led by the well-known anchor Zhang Daxian in the hot ongoing Honor of Kings recently, all of which have brought super popularity through wonderful competitions.

By providing services such as self-hosted tournament tools, Douyin can use these tools to help manufacturers and streamers lower the barrier to entry for PGC, so as to more effectively attract players and improve the quality of interaction.

02

5 sessions in 3 years,

What else can Douyin bring to manufacturers?

As mentioned above, Douyin has hosted many "Travel Notes".

As early as the summer of 2022, Douyin held the first "Summer Travelogue". In the process of continuous evolution, Douyin games also bring more new features, new ways to play and new surprises to manufacturers and players.

Compared with the past, in the summer of '24, the "one-click boarding" and "interactive instructions" gameplay based on cloud gaming technology helped convert the audience into players. In the past, the use scenarios and types of interactive gameplay were relatively simple, mainly to enhance popularity; But now, thanks to cloud gaming technology, new ways to play can be directly tied to popular games, simplifying the process of transitioning viewers to players.

Secondly, this is the first time that Douyin has sold in-game items on the platform on a large scale. In the past, they focused more on mobile games; But now, Douyin is starting to turn its attention to PC games and console games, which have been difficult to find conversion links on the platform. For manufacturers, now that they can improve conversion efficiency through the sale of props, they can try more boldly in the content management of console games in the future.

In addition, in terms of exciting programs and event viewing, this event inherited the consistent advantages of Douyin, integrating resources such as short videos, live broadcasts, influencers and interactive topics to display content in a diversified form. And compared to the past, the number of blockbuster titles on display has increased, and the focus is on popular games. This strategy may be an attempt to build momentum more effectively, attract more attention from players, and increase their attention to the event.

In the past, when it came to Douyin, the first thing that came to everyone's mind was probably the words "traffic" and "exposure". For game manufacturers, they chose Douyin because it not only helps them expand their player base, but also serves as a stage to showcase their R&D capabilities. Douyin has indeed always played the role of a content platform, providing all parties with more and more abundant and perfect business product capabilities.

However, if we think about it from a different perspective, we will find that Douyin can do much more than that. In addition to cooperating with game manufacturers for content operation, Douyin can also use content to increase the activity of games, which is why Douyin decided to hold the "Summer Travel" event.

We can imagine that if "Travelogue" can continue to be held, what will the game content operation on Douyin be like in the future?

In my imagination, the first is more and fresher ways to play. For example, can manufacturers extract specific gameplay or story clips in the game for the audience to experience, and stimulate players to download and experience more.

In addition to this, the scale of the event can also be further expanded. In the future, more small and medium-sized manufacturers and even indie game developers may join the event. Douyin may be able to provide suitable solutions for different types of games and manufacturers of different sizes.

Today, Douyin has become an indispensable part of game content operations. As it continues to evolve, the future Douyin may bring more imagination to the industry on this basis.

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