Single-game GMV exceeds 10 million, game manufacturers enter live e-commerce

Why are many game manufacturers flocking to live streaming to sell goods? This article will take you to explore the reasons, and it is also recommended for companies or individual operators to read.

Game manufacturers have also begun to flock to live streaming rooms to sell their products.

Recently, League of Legends and CrossFire have launched their first live streaming sales shows, with sales exceeding 10 million yuan each. The various activities in the live streaming rooms have also sparked discussions on related topics across the Internet.

In fact, many game manufacturers have quietly entered the live streaming market to sell game packages and gaming equipment. The live streaming room is becoming an important promotional platform for game manufacturers.

However, from the current perspective, game manufacturers are still in the stage of crossing the river by feeling the stones through live streaming sales...

1. Game manufacturers sell products through live streaming

"3, 2, 1, link up."

At 10:30 pm on June 23, FAKER appeared in the official live broadcast room of League of Legends in the form of online connection, and used specially learned Chinese to live broadcast and sell goods. As soon as FAKER appeared, the number of viewers in the live broadcast room increased rapidly, and the number of online users reached 148,000.

Although there was a language barrier, FAKER tried very hard to cooperate with the live broadcast process and even took the initiative to "make things happen". He took out a cauliflower headgear and put it on his head, replicating the classic scene of broccoli's expression. This also reminded netizens of the relationship between him and cauliflower, and the program effect in the live broadcast room was maximized.

It is understood that the focus of this live broadcast is to promote Riot's new Hall of Fame skin for FAKER: the signature version of Ahri skin. Among them, the signature version skin link priced at 3,269 yuan sold 250-1,000 orders as soon as it was put on the shelves; the second batch of skin links priced at 3,299 yuan were also put on the shelves, and 100-250 orders were sold again. The sales of this single product reached 1.5 million to 3.25 million yuan.

Other products on sale are also related to the game "League of Legends", basically some game props and peripheral products. The best-selling product in the live broadcast room is the skin gift package priced at 6 yuan, with cumulative live broadcast sales exceeding 1 million and single product sales exceeding 6 million yuan.

According to FeiGua data, the GMV of the live broadcast reached 10 million to 25 million yuan, ranking first on the Douyin live broadcast sales list that day.

The topic "FAKER's fifth championship is the sales champion" quickly became a hot search on Weibo.

League of Legends is not the only game manufacturer that enters the live broadcast room to sell products.

On the evening of June 22, CrossFire and Kuaishou Live launched their first live streaming event, and invited well-known game anchors such as Ma Zhe, Hi Shi and Huoxianmei to the live streaming room to interact with players in a "fancy" way. In the following live streaming, the official first released highly anticipated event skins such as Champion Star and Champion Tiger, and returned popular event weapons such as Champion Special.

Official data showed that the live broadcast had a maximum number of online viewers of over 280,000, and the number of viewers in the live broadcast room exceeded 12 million, bringing in a total exposure traffic of 72 million. Sales exceeded 10 million in just 30 minutes after the broadcast, and the number of orders exceeded 600,000 in 3 hours.

At the same time, topics such as "Crossfire's first live broadcast of goods" have exceeded 100 million views across the entire network, bringing a lot of exposure and attention to the game and platform.

League of Legends and CrossFire both delivered impressive results for their first live streaming sales.

2. Game manufacturers’ sales performance

More and more game companies are flocking to live streaming to sell goods. According to third-party data, there are 37 companies on Douyin alone. Xinbochang has compiled data on the top game companies selling goods in May:

It can be seen that "Naraka: Bladepoint" and "Valorant" are far ahead, with monthly GMV of 10 million to 25 million; while the third-ranked "Egg Party" has a GMV of 1 million to 2.5 million.

It is understood that "Naraka: Bladepoint" tried live streaming to sell goods as early as the Double Eleven period in 2022, mainly selling skin appearances and action special effects, and achieved sales of over one million in a single live broadcast.

In the "Super Brand Day" event on March 16, 2023, "Naraka: Bladepoint" achieved a good result of a single-game GMV of 25 million to 50 million, becoming the top of the Douyin live broadcast sales list for a single day, and also setting a new record for the best game sales.

Moreover, the frequency of live streaming and selling goods in "Naraka: Bladepoint" is relatively synchronized with the game progress. When the game starts a new season and carries out various joint activities, the official account will start live streaming and selling goods.

According to FeiGua data, "Naraka: Bladepoint" launched a total of 15 live broadcasts in the first half of 2024, with cumulative live broadcast sales exceeding 100 million yuan and average sales of 10 million to 25 million yuan per show. The single-game data is very impressive, and it has won the Douyin game live broadcast sales monthly list for five consecutive years.

Riot's new shooting game "Valorant" also achieved impressive results.

The first live broadcast of "Valorant" was launched at 7 pm on May 15 this year. At that time, a large number of game points, new skins and exquisite peripherals of 11 game teams were launched.

The live broadcast only had 11 product links, corresponding to the co-branded products of 11 teams, and the price of each link was 129 yuan. Players bought the corresponding game gift packs, and 50% of the income from the gift packs would be used for team building. With the promotion of "buy this gift pack, you can truly support your favorite team", players placed orders one after another.

It is worth mentioning that the gift package sales of the EDG team reached 75,000-100,000, and the live broadcast sales reached 10 million to 25 million yuan, ranking first among all teams. Its live broadcast sales are 10 times that of the second place.

"Valorant" allows e-sports team members to sell goods through live streaming and uses this as a marketing point, taking a different live streaming and selling path from other game manufacturers.

The smurf account of "Egg Party" "NetEase Games Egg Island Master" was first broadcast on Douyin on May 18, 2023. The main products sold are virtual game currency and official game peripherals. Through strategies such as low-price promotions and live broadcast flash sales, it gradually attracted the attention of many players.

From a GMV of 25,000-50,000 in the first live broadcast to a GMV of 250,000-500,000 in the live broadcast in September, the GMV of the live broadcast room increased tenfold in just four months.

Afterwards, the live broadcast focus of "Egg Party" also shifted to the official account, mainly selling 5% off recharged egg coins and new season skin appearances. According to third-party data, the official account of "Egg Party" launched a total of 17 live broadcasts in the second half of 2023, with cumulative live broadcast sales of 10 million to 25 million.

However, starting from 2024, the focus of live streaming sales of "Egg Party" shifted again to the small account "NetEase Games Egg Island Master", and the live streaming sales declined.

3. Innovative game marketing methods

For game manufacturers, live streaming means much more than just selling products.

The first live broadcasts of "League of Legends" and "Cross Fire" were not only about sales, but more importantly about marketing: the promotion of new products and the discussions outside the circle triggered by the live broadcast content have all innovated the way of game marketing.

For game manufacturers, joining hands with live streaming and short video platforms can not only gain new traffic entrances and promotion channels, but also create more exciting content through the platform's unique content ecology, thereby continuously bringing new popularity to the game.

In addition to daily live broadcasts of events, such live broadcasts with products are also a platform for direct dialogue with users. During the live broadcast, when the anchor explains the products, the game concept can be better conveyed, which can not only attract new players, but also further improve the loyalty of old players.

Moreover, live streaming is also a natural content marketing scenario. Whether it is the addition of popular games or the "live streaming" of the platform's top anchors, it will generate exciting content with topicality and help the game go viral.

Similarly, during the live interactive process, players have the opportunity to communicate with game manufacturers in real time.

For the platform, this is also a two-way journey.

On April 20, Kuaishou Live announced that it had officially reached a strategic cooperation with the CrossFire series of products and became the official designated short video cooperation platform for the CrossFire series of e-sports. It is reported that based on this cooperation, Kuaishou Live will invest 10 million in cash and 200 million in resources to launch the "Shining Star" plan and the "Quick Fire Creator" plan. In the future, both parties will also invest high-quality resources and work together to explore new gameplay, and jointly promote the prosperity and development of the CrossFire content ecology and Kuaishou game ecology.

Therefore, game manufacturers need live short video platforms, and the platforms also need more manufacturers to join.

However, from the current perspective, game manufacturers are still in the stage of feeling their way forward when it comes to live streaming sales. First, there are still few manufacturers with high sales volume; second, how to conduct in-depth research based on their own game characteristics and positioning and find a more suitable sales method for themselves also needs to be explored.

Author: Field sister

Source: WeChat official account: "New Broadcasting Field (ID: KOL-TOPKLOUT)"