Nowadays, more and more games are beginning to fully tap the fruits of the game ecology accumulated by content platforms for a long time by holding events.

This month, "Peace Elite" and Kuaishou Games jointly created the first Metro Escape Anchor Challenge, which includes 3 consecutive days of online competition and 1 day of offline finals, this challenge gathered Kuaishou Games' Kuergou, Unspeakable, Shuai Yu, Mangquan and other popular anchors, and the competition process is quite intense, and the final has attracted more than 59 million Kuaishou users to watch online, with a peak popularity of 190,000.

In fact, the popularity of this challenge has been foreshadowed for a long time.

In June this year, "Peace Elite" launched a subway escape gameplay, after the mode was launched, the whole network set off a wave of "subway" craze, which is most vividly reflected in Kuaishou, and the data of the Peace Elite Edition began to soar, not only a large number of high-quality content output, but also the consumption of content by players, making the popularity of the entire edition area to a higher level.

Let's take a look at how exaggerated this wave of traffic is: it is understood that with the launch of the new model and the holding of the event, the current Kuaishou Peace Elite live video data has achieved the first place in the entire Kuaishou game sector, and is in a leading position in the content platform of the whole network.

In Kuaishou Games, from "Honor of Kings", "CrossFire" to "Peace Elite", we have seen too many cases of platforms and game manufacturers teaming up to create popular events. Whether it is a variety of large-scale leagues that last for several months, or short-term events created according to each potential subdivision and content, they can be activated by Kuaishou, so as to play a role in feeding back the game ecology.

What is the magic of Kuaishou games?

The reason why game manufacturers have repeatedly tried and tested the topic and volume of products with the help of Kuaishou is that Kuaishou, as a content platform, has developed a rich enough game ecology that allows manufacturers to continue to tap the value of it - and to analyze its ecology, it is inseparable from content, and it is inseparable from the production and consumption of content.

The first thing to pay attention to is the consumer of the content - the user.

According to Kuaishou's official data, in the second quarter of 2024, Kuaishou's daily active users hit a record high, with average daily active users increasing by 5.1% year-on-year to 395 million, average monthly active users increasing by 2.7% year-on-year to 692 million, and total user time spent increasing by 9.5% year-on-year.

Among the large user base, Peace Elite has a wide audience. According to the data, in July this year, the number of live broadcast consumers in the Peace Elite Edition exceeded 200 million, and the number of anchors on the broadcast exceeded 440,000; The number of game short videos has been played 35 billion+, and the number of creators has exceeded 3.9 million.

Kuaishou's large and active user base may be its most important asset, and at a time when the whole network is anxious about the depletion of traffic growth, the calm growth of Kuaishou's user volume is enough for many manufacturers to see new opportunities.

Equally important is the producer of the content – the creator.

In recent years, Kuaishou has cultivated a group of high-quality and unique anchors through the support of outstanding creators, and many native high-quality anchors and creative experts have jointly built a large-scale and stable Kuaishou game creator camp.

Take the shooting category of Kuaishou Games as an example, in the first half of this year, the number of active influencers in the entire Kuaishou shooting category was as high as 8.69 million, and the number of active anchors reached 1.25 million. Relying on the peace elite, the anchors of Kuaishou Games have also made great progress, with the emergence of super head anchors such as Kuergou, Chao Sleeve, Shuai Yu, and Mangquan, as well as head anchors such as Broken Contract, ANBK, Xiaoxin, and Wang Xiaowei, while potential anchors such as Bohao and Steel Cannon continue to emerge, and have also become the backbone of the live broadcast and content ecology of the active version area.

Behind these figures, there are many high-quality anchors who use their own advantages and characteristics to continuously bring content feasts to the audience, with creative content and rich and diverse topics, which fully activate the passion of the majority of players to consume content and the desire to discuss the game.

For example, under the topic of subway escape gameplay in the "Peace Elite" edition, a lot of related video content has been derived, from detailed new map teaching analysis, interesting whole job gameplay to extreme operation demonstration, extremely rich content is not only ornamental, but also disseminated and topical.

Not only that, in addition to driving the content consumption and creative enthusiasm of users and anchors, at the official level, Kuaishou also actively deploys more game content that users love, including live broadcast copyrights with major game events, establishing cooperative relationships, and establishing its own e-sports team KSG. According to the data, the Peace Elite Professional League PEL has become a top copyright event in Kuaishou. In 2024, in the PEL Spring Match, the viewing time of core users will increase by 15.8% year-on-year, and the average viewing time per capita will increase by 29.4%.

In the end, by ensuring the "golden triangle" of users, anchors and content, and then the official adding fuel to the breadth and richness of the content, Kuaishou ensures that the platform's game content ecology continues to grow upward, and can fully provide nourishment for every potential new content and new gameplay of the product.

Kuaishou X esports, there are more possibilities

From the above objective level, based on Kuaishou's excellent ecology, it is not difficult to understand why this Peace Elite Subway Escape Challenge is so popular. But in fact, this competition is actually just a microcosm of the hot e-sports boom of the Kuaishou platform in recent years, and Kuaishou is still making efforts in this sector.

If you're a player who follows e-sports, or a Kuaishou user who pays attention to game dynamics, it's hard not to notice Kuaishou's frequent layout moves in e-sports in recent years.

The most striking point is that Kuaishou Games has now formed a closer and deeper cooperation with a number of leading products on the e-sports track.

In addition to the above-mentioned Peace Elite Professional League PEL, Kuaishou has also become a short video and strategic cooperation platform for the 2024 Saudi Arabia Esports World Cup, not only live-streaming game events during the competition, but also publishing short video content such as game highlights, highlights and behind-the-scenes stories of players on the platform, and purchasing a number of derivative activities and live broadcast content. The diverse content forms and cross-border attempts not only allow players, but also users outside the circle to pay more attention to the unique significance of this E-sports World Cup.

In addition, Kuaishou has also made full use of its platform's advantages in cultivating and supporting anchors, in addition to playing a long-term booster of the e-sports industry, it has now become a deep "game participant". In June this year, Kuaishou officially announced that it would join PEL (Peace Elite Professional League), and its second e-sports team, Suzhou KSG Peace Elite Branch, will have a fixed seat in the PEL League.

It is also through these positive layout and operation actions that Kuaishou has now reaped many eye-catching results.

For example, at the Saudi Arabia Esports World Cup in July this year, Kuaishou anchor "Kid" beat Japan to win the championship of "Street Fighter 6", which once again ignited the topic of the game circle.

Looking back at the success of the Peace Elite Metro Gameplay Anchor Challenge, it is not difficult to find that Kuaishou can leave a unique impression of "doing one thing into another" in e-sports, so as to continuously inject vitality into the ecology of game products, not only by virtue of the long-established congenital platform game ecological barriers, but also because Kuaishou itself is deeply engaged in game e-sports events.

It is also worth mentioning that with a huge user traffic pool, Kuaishou's game ecological layout and the cultivation of anchors have never been confined to head products or shooting categories, and there is still huge mining potential for various types of game events or activities in Kuaishou in the future.

"Kuaishou X E-sports", there are undoubtedly more exciting possibilities.

epilogue

On the whole, on the development route of the game ecology, Kuaishou has undoubtedly run faster and faster.

On the one hand, Kuaishou relies on its huge user base, numerous and high-quality self-owned anchors, and expanding content territory to build the platform's game ecological barriers. On the other hand, Kuaishou has been deeply cultivating on e-sports and other tracks, using the explosive traffic of the event to activate the game ecology, creating many impressive achievements and bringing amazing attention to many products.

In this way, Kuaishou has played an important role in feeding back many products, which has continued to make Kuaishou more influential in the game industry. I believe that in the future, Kuaishou will continue to prove the power of the game ecology for us.

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