Lin Zhi

In the summer file that has just ended, there are large factories that have earned money by eating crabs in the first wave.

For example, "Egg Boy Party" (hereinafter referred to as "Egg Boy") chose Xiaohongshu as one of the live broadcast positions, and earned enough attention in this summer file.

And their investment is not just as simple as testing the waters, since June last year, "Egg Boy" has launched in-depth cooperation with Xiaohongshu: the functional gameplay has the account binding of the landing live broadcast room - prop drops, customized like effects, and customized gifts for Egg Boy; In terms of resource investment, there are exclusive star cooperation rights, in-game face slapping, and announcement resource opening; "Egg Boy" even set up a platform-exclusive cooperative event for Xiaohongshu. The whole thing may seem a little confusing, after all, Xiaohongshu and game streaming don't seem to be a common combination.

However, the achievements of "Egg Boy" are also very surprising: from the first few hundred people to the current stable broadcast of thousands of people, "Egg Boy" is now the product with the best live broadcast viewing and broadcast data of Xiaohongshu game, and the data has basically equaled the head live broadcast platform.

In addition, games such as "Honor of Kings", "Honkai: Star Dome Railway", "The Fifth Personality", "Obi Island", and "Heartbeat Town" also have stable investment in Xiaohongshu, and the number of broadcasts and views have increased considerably.

From these facts, it is not difficult to see that there is traffic to eat in Xiaohongshu for live game broadcasting. And if you look at the ecology of Xiaohongshu game live broadcast, you will find that the game live broadcast style here is quite different from other platforms: gentle anchors of cultivation and companionship basically constitute the head of Xiaohongshu game live broadcast, and the live broadcast room is highly interactive, and users will also participate in the gameplay of the live broadcast room.

This unique ecosystem not only provides a differentiated development space for anchors, but also brings the possibility of new entrants to explore new opportunities.

01

Xiaohongshu + game live streaming =?

It may still be questionable how the ecology of game live streaming is in Xiaohongshu, but when it comes to the combination of Xiaohongshu and games, I believe many people will not feel unfamiliar.

After all, many people use Xiaohongshu as a search engine, and it has long become a place for many players to search for strategies.

甚至对厂商来说，新游戏在小红书是否有讨论度，也成为宣发成绩的一种判断标准。虽然下载量和预约量能呈现明确的数据，但UGC是一扇更直观感知玩家生态的窗口。

目前各大头部厂商和热门游戏都已经入驻小红书，像《绝区零》《心动小镇》，包括定档九月上线的《如鸢》《三角洲行动》也早早开通了官方账号。

The atmosphere in the comment area of Xiaohongshu is also relatively friendly, and everyone has a desire to express and share. When someone asks, someone will enthusiastically answer.

Since there is already a soil for game content here, what does Xiaohongshu's game live broadcast look like?

The first is the ecology of the initial scale. In this summer vacation, the live broadcast of popular new games and classic IPs has achieved good results. For example, @菅someone's live broadcast of "Black Myth: Wukong", a single live broadcast of nearly one million views; @兔菲 Live broadcast of "The Fifth Personality", with an average viewing time of more than 10 minutes per person; @是阿呜呜 Live broadcast of "Egg Boy Party", ACU stabilized at 1000 and so on.

However, compared with the total number of game users in Xiaohongshu, these attempts can only be regarded as a preliminary scale, and the overall market is not saturated, and there is still a lot of room to be explored.

This is followed by a more interactive, gamified format. Xiaohongshu held a "Summer Game Project" in this summer file, mainly including the main venue of the platform event, and multiple game sub-venues such as "Egg Boy", "Glory of Kings" and "The Fifth Personality".

In addition to live broadcasts that enhance the sense of interaction, such as anchors playing and anchor teaching, there are also many gamified content in the live broadcast room.

On the one hand, Xiaohongshu customized the special effects of game elements for the summer game live broadcast room, so that the effect of likes turned into gamepads and Mario's question mark bricks.

On the other hand, there is also a more interesting way to play in the live broadcast room: fans vote for their popularity under the guidance of the anchor, and when the popularity votes accumulate to a certain extent, fans can open blind boxes in the live broadcast room. Fans can click on the blind box to open a variety of rewards, including live room props and game props.

In this way, Xiaohongshu made the live broadcast a game interaction, making it not only a live broadcast room, but also an "online game hall". According to the interviewed anchors, this blind box game is very active in the atmosphere of the live broadcast room, and the interaction such as live broadcast viewing, per capita time, and popularity tickets has increased significantly.

The third is the content form of intercommunication between notes and live broadcasts: notes can feed back into live broadcasts and convert them into game exposure. This trait is not very common on other platforms.

Most of the other game live broadcasts started with short videos, or even made a fortune from live broadcasts, but Xiaohongshu was originally based on graphics and texts, and its game live broadcasts are bound to not be able to bypass the ecology of notes.

When "Yuanmeng Star" was launched, the number of broadcasts doubled many times on Xiaohongshu Day, and at that time, users would take the initiative to post notes to promote game activities, quickly expanding the scope of influence of the activities, and driving the rapid growth of broadcast volume.

And the notes are also a kind of rhythmic relaxation. Users can also take a break by reading notes in addition to watching live broadcasts, so that the user base attracted will be more extensive. As a UGC channel, notes are a supplement to live streaming, and if what the vendor does is attractive, notes can eat long-tail traffic.

The fourth is that there is a sense of "people" in the live broadcast room, and fans and anchors can "play together". Here, the relationship between the anchor and the fan is not the performer and the audience, but more like an online game partner.

Take the experience of the anchor @是阿呜呜 with 1 million followers as an example. She entered the pit at the beginning of 2023 to try the live broadcast of "Egg Boy Party", and only a few hundred people watched it when it first started, but she persisted because of the enthusiastic interaction in the comment area.

The gentle sister's personality and favorite personality have gained her a wave of loyal fans. When she encountered a traffic trough many times, fans would urge her to start broadcasting. Now she will broadcast every day and be a fixed "egg partner" for fans. Sometimes she and her fans go to the game room to chat, and sometimes she carries them through difficult levels.

From the birthday celebration, it can be seen that the atmosphere in the live broadcast room is relatively warm

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From the above content, we can see that Xiaohongshu's game live broadcast has developed more systematically and has some good results, but it looks a little different in form.

But it also leads to a question, in just one year, why can Xiaohongshu game live broadcast break out of the encirclement? Where does its differentiation come from?

02

How different the ecology is

Next, we can look at the difference between Xiaohongshu's ecology in game live streaming through the growth path of specific game anchors.

Because of the experience of ordinary gamers entering the market to become professional anchors, to a certain extent, it is also the epitome of the development logic of game live broadcast on this platform.

Streamer @温水小开 (hereinafter referred to as Xiaokai) was originally a third-year broadcasting student, and he released a game video of "Egg Boy" in February last year, when he was only a few months into the game, and as a result, he received hundreds of likes and more than 500 followers.

Subsequently, he started the live broadcast with the mentality of trying it out, and with his gentle voice and voice changing talent, he gained a lot of attention and rewards.

At the beginning of the live broadcast, Xiao Kai's live broadcast room could reach about 6,000 viewers, and this data pushed him to continue. In the process of ups and downs and gradually increasing fans, he realized that sincerity is the most touching thing in the live broadcast, so in the live broadcast room, he will show his empathy ability and think about what fans think.

On Monday, Wednesday, Friday, and July of the week, Xiao Kai will tell fans some good night stories at the end of the live broadcast, and the little egg boys from the live broadcast room form a big circle in the room, and Xiao Kai stands in the middle and reads some classic fairy tales.

His original intention to do this was actually because he wanted to become a sleep aid anchor at the beginning, and now he can tell stories to fans in the live broadcast room, which also meets his original desire to a certain extent.

He also encourages young fans to send him their own words or what they saw and heard that day, and he will share these content with more people with a gentle voice.

At present, Xiaokai already has 850,000 fans, with a monthly income of 2-30,000 yuan.

After reading Xiaokai's case, the most direct feeling is probably that this is really a very "little red book" story. There are many features in the story that belong exclusively to Little Red Book.

First of all, in terms of the character design of the game anchor, Xiaohongshu's anchor personality is more three-dimensional, and the fan base is more sticky.

What do you mean by that? Anchors on other platforms may mainly post live slices outside of live broadcasts, and when posting personal life content, the number of views and open data will decline, because everyone's impression of them may be game anchors.

But Xiao Kai told Grape Jun that he usually posts some notes of his daily life, and the traffic of these contents is very good.

And during the live broadcast, fans will take the initiative to chat with him about the notes he recently posted, talking about the blind box figure he opened today or the destination he traveled to a while ago. After coming and going, the psychological distance between the anchor and the fans has been invisibly shortened.

Secondly, in terms of live broadcast style, Xiaohongshu's case proves that game live broadcast can be more humane, and the anchor's feelings can be more delicate.

The popular and popular content on many live broadcast platforms is basically competition or live, but it is more common to see a gentle and gentle live broadcast style like Xiao Kai on Xiaohongshu.

For example, @Pinebi, who often talks to fans and is a fan tree hole, or @YesAwoo, who relies on the personality of a big sister who loves fans to go to the head anchor in the game area, they are all types of anchors who are difficult to run out of other live broadcast platforms.

For vendors, there are many possibilities for mining new traffic.

On the one hand, Xiaohongshu's game live broadcast is far from mature, and on other live streaming platforms, the low-hanging fruits may have been picked up, but there are still opportunities to rush out.

When Xiao Kai was asked why he chose Xiaohongshu, he said that some live broadcast platforms are too sinking, and the tone may not be suitable; Some platforms are too mature and have too many top anchors, so as a newcomer, they may not have the opportunity to be seen.

On the other hand, the audience watching live streaming on Xiaohongshu and the traditional audience of game live streaming that we are discussing may not be exactly the same group of people.

We can use an analogy to understand this matter, watching other live broadcasts, diners open the curtains, and what is presented is red oil hot pot, which is highly competitive and eye-catching; In Xiaohongshu, you open the curtain and take a look, hand over a bowl of hot noodle soup, and the boss slowly tells you a story. And the latter's store has been open for more than a year, and it is still alive and well.

Since they cook differently, is it possible that the people who come to eat may also be different?

At present, the game streamers running out of Xiaohongshu, in terms of style, seem to be difficult to go far on other platforms. Extrapolating this matter, viewers who want to feel the atmosphere of such a game live broadcast, and the anchors who are used to this style of play, may be easier to find a sense of belonging in Xiaohongshu's game live broadcast, and their needs can be met.

This means that opening up live content here may be mining new traffic.

03

epilogue

Looking at it comprehensively, you will find that Xiaohongshu does game live broadcasts, which will be more lively than other platforms. This is partly because there are indeed differences in the direction of the algorithms' efforts.

An analysis article once mentioned that Xiaohongshu's internal thinking is: Data discriminates against the weak, and data with large traffic will drown out small data and become an ecology that is unfavorable to the weak. In Xiaohongshu, one of the most important things about algorithms is to make ordinary people visible, because "algorithms themselves have no values, but the direction of optimization represents values."

So, if a game manufacturer wants to cooperate with Xiaohongshu, how should they consider the strategy?

The first is to identify the target audience.

It is not only necessary to consider whether the game audience is compatible with the platform when publicizing and publishing, but also to carefully consider the plan that is more in line with the tonality of the platform's users in terms of anchor support and official account operation.

As a community with more than 300 million people living a month, Xiaohongshu has a rich user group, among which urban young people aged 18-35 account for a large proportion and contribute a lot of lifestyle-related content. Compared with traditional game forums or hardcore game platforms, Xiaohongshu users pay more attention to the social, entertaining and emotional resonance of games.

In terms of game categories, casual, female-oriented, and socially interactive games are often more likely to spark discussion and spread on Xiaohongshu. Hardcore games that emphasize competition may need to adjust their promotional strategies, such as enhanced social interaction or visual presentation, to capture the interest of users on the platform.

The second is to do long-term content.

Because Xiaohongshu users are more inclined to pay attention to continuous and in-depth content, the platform will also give good content continuous long-tail traffic, and manufacturers should also have a long-term vision at the beginning.

Specifically, manufacturers can extend the life cycle of note content by continuously and stably producing a series of content and increasing the connection with life scenes. In live broadcasting, manufacturers can increase the supply of story content, strengthen interaction with players, and ensure the depth and continuity of live broadcasting.

The third is to achieve both commercial delivery and content ecology.

Xiaohongshu's community culture is centered on "planting grass", and manufacturers can make commercial launches on this basis, so that brand information can enter the user's field of vision in a more natural and unobtrusive way, and enhance the sense of connection with the user. In the process of finding increments, this kind of approach to users is undoubtedly urgently needed by many manufacturers.

But just a few live broadcasts may not be enough, for example, the success of "Heartbeat Town" on Xiaohongshu benefits from its dual consideration of commercial delivery and content ecology. On the one hand, the official account was also broadcast live on Xiaohongshu and received nearly one million views; On the other hand, it has partnered with Xiaohongshu during the beach season to create incentives for players, resulting in a large number of high-quality UGC and successfully attracting the core group of people that game manufacturers want to be: high-tier urban women.

For the industry, Xiaohongshu is still a "new continent" that has not been fully explored.

Xiaohongshu's game live streaming business has only just started for a year, and there are already many categories that have gone through the process, and in the future, they should take more actions and further exert their potential value to game manufacturers.

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