Original title: tentacle live broadcast has achieved a break-even, and will test the waters with Tencent to realize the new model.

Fans in the Fun Night Gala of tentacle Live Music

Live broadcast platform has long been an important part of the product operation of game manufacturers, in the game live broadcast industry, which still has many variables, tentacle live broadcast chooses to continue to strengthen cooperation with game manufacturers.

During the live broadcast of "Le Fun Night" on January 5, CEO Cao Jiangen described the development ideas after the tentacle live broadcast, saying that the future live broadcast and game live broadcast platform will become a role to serve more players and carry out in-depth operations on behalf of game companies.

"Service" is one of the key words-Cao Jiangen hopes that live streaming on tentacles can open up the viewing and playability of games, and help game companies make more money from products, from data, from operators and other dimensional services, "so that ordinary users can enjoy the game. We make a little money in this process."

Tentacle CEO Cao Jiangen

"2019 is actually the most difficult year for us to start a business in four years, and the Internet industry as a whole has more bad news than good news." After his opening remarks, Cao Jiangen confessed his entrepreneurial experience in the past year.

Last year, the game live broadcast industry was not calm. After the collapse of Panda tv, the momentum of small and medium-sized platforms faded, and DouYu International Holdings Limited went public under the pressure of a break. When we thought that the pattern of the two strong players in the live game industry had been set, the strong entry of two new players made the game live war even more exciting.

Kuaishou Technology first released game live data in the middle of last year, saying that the mobile DAU of game live streaming on the site reached 35 million, exceeding the total number of daily active users of DouYu International Holdings Limited + HUYA Inc.. At the end of last year, Kuaishou Technology released data saying that the number of daily active users of live games in the station reached 51 million. At the same time, the news that Bilibili Inc. invested a large sum of money to win the domestic exclusive broadcasting right of "League of Legends" S match caused another round of heated discussion. Titanium media also reported last year that more and more players want to share the game live with this cake.

But the other side of the industry is optimistic. In an interview with titanium media and other media, tentacle CMO Yang Shuyu said that the cake of live games is so big that it is impossible for one company to dominate, and that attracting new players is proof that the live broadcast industry is booming.

Moreover, with the listing of live broadcast companies one after another, malicious competition behaviors such as high-price poaching between platforms and job-hopping of anchors in breach of contract are decreasing day by day. Yang Shuyu believes that one of the reasons is that the financial statements of listed companies will be more important, and the performance-to-price ratio of high poaching is not high. But she said that the signing cost of anchors in 2019 was the same as before and did not fall significantly.

In the new year, the competition of live broadcast platform will continue to focus on differentiated services, commercial cash ability, high-quality content operation and so on. Tentacle live streaming is no exception.

In March last year, tentacle Live announced the recruitment of game anchors, and the play business was officially launched in June. In July last year, 2000 players moved in with more than 4w orders. At present, the highest order volume of tentacle live play anchors is more than 7000, and the total order volume of play business is more than 120000. According to titanium media, the order price of platform play is mostly less than a few dozen yuan. Yang Shuyu said that this year's tentacle live broadcast will introduce a guild system to optimize the training, operation and products of playing anchors.

With the development of cash-out businesses such as user rewards, games, privileged members and brand advertising, Yang Shuyu said that Toushou Live's revenue for the whole of 2019 was about 600 million yuan, and it has now broken even. In early 2018, Toushou received financing from D-round, led by Alphabet Inc-CL C, when Yang Shuyu said that after this round of financing, Toushou was valued at $500m and was preparing for IPO.

In this interview, Yang Shuyu said that Toushou Live is looking for the best way to go public and will consider a domestic listing.

In terms of content, tentacle Live will continue to focus on mobile games. Following the idea put forward by Cao Jiangen, tentacle Live will join staff and anchors to plan more content around the director of the game product. He issued the task requirements directly and clearly at the scene: "our game planner, release, operation, and our anchors, as well as tentacle operation colleagues, strive to plan two activities for each of our game company platforms every day."

In November last year, tentacle obtained the derivative content license of Tencent's full game, becoming the first live broadcast platform to reach a game derivative content cooperation with Tencent through a licensing agreement. The game derivative content involved in this cooperation refers to the production and production of the overall picture of the game based on Tencent's game, and its main content is not separated from the live broadcast, video and graphic content of the overall picture of the game.

The focus is that, in addition to the licensing of game-derived content, the two sides will jointly develop advertising products based on Tencent's game pictures and share relevant commercial benefits. Yang Shuyu said that the docking time of this cooperation took about five months, and tentacle Live will innovate in the original advertising form, and develop different advertising forms to obtain prices according to the live broadcast screen and scene, as well as the characteristics of the anchor. the specific plan is still being discussed with partners such as Tencent.

She used two cases to illustrate:

For example, our gift is called "Ice Coke". If we cooperate with Coca-Cola Company, we will turn this gift into "Coca-Cola Company". In the live screen, such as the cloak in the game of "Game for Peace" and Nike Inc, we will explore various interesting forms. Not just ads. In fact, there can be many forms of cooperation.

To put it more bluntly, tentacles and Tencent will jointly plan marketing plans according to the tone of both brands and game products, in which Tencent game project team may provide greater permissions for the plan, or even make changes in the game. Tentacle platform will use VJ resources for publicity and marketing, and the final advertising revenue will be divided by Tencent, tentacles and anchors. She told titanium media that Tencent set up a separate team to do this business.

Tencent wants to package live streaming platforms such as HUYA Inc., DouYu International Holdings Limited and tentacles to broaden the advertising market for live games, but the other two platforms are still in the process of negotiation.

In the past two years, Tencent has strengthened the integration of the game live track, and its leading position in the game industry has also propped up its strong attitude. In February last year, Tencent Games issued an announcement on the live broadcast code of conduct, proposing 12 prohibited bad behaviors, and said that the announcement applies to all platforms, institutions and anchors based on the game organization, production and distribution of live content operated by Tencent.