Competing on products, competing on publicity and promotion...are the barrage manufacturers also "rolling up"?

Recently, a speed-racing interactive barrage product called "Tricky Rush" has attracted the attention of many practitioners. So how did "Tricky Rush" become so popular so quickly? What experiences can we learn from? This article will analyze it, and those who are interested can take a look.

There is another hit product in the barrage interactive track. Recently, a speed-breaking barrage interactive product called "Tricky Rush" has attracted the attention of many practitioners. The product was officially launched after New Year's Day and has been online for only more than a week.

How did "Tricky Rush" become so popular so quickly? What experiences can we learn from? Nowadays, with so many interactive barrage products, what challenges and opportunities do manufacturers face?

While analyzing the rise of “Tricky Go Go Go”, we also saw the changes in the barrage interaction track.

1. Another hit product is produced through barrage interaction

"The barrage gameplay ranked 16th. The trivia vote was too strong, and it easily made the list!"

On January 9, a barrage interactive player shared a screenshot of his live broadcast room in the public beta WeChat group of "Prank Rush".

At this time, it had only been a week since "Tricky Rush" was officially launched. According to the statistics of Xinbochang, on January 7, "Tricky Rush" ranked seventh on the Douyin barrage interactive product rankings.

In the interactive game discussion group of Xinbochang, some practitioners also said: "It has just been launched on Douyin, and the popularity of new games is quite good, and this mode is relatively new compared to the confrontation type."

Why did "Tricky Go Go Go" become so popular in such a short time?

First of all, "Tricky Rush" has some innovations in the product's graphics and gameplay, and is relatively novel overall.

The product is set up as a "frog selling baby" that became popular earlier, running forward to the finish line. The "frog selling baby" is controlled by the anchor, and various obstacles will appear on the track from time to time, requiring the "frog selling baby" to dodge or jump over them. At the same time, the "frog selling baby" is also set up with a variety of performance actions, such as jumping subject three.

As the "Frog Selling Baby" runs forward, users can use bullet comments and gifts to increase the number and types of obstacles on the track to prevent the host from rushing to the finish line. On the other hand, users can also use bullet comments and gifts to make the "Frog Selling Baby" bigger or have a shield to resist obstacles on the track and rush to the finish line faster.

Overall, the "Frog Selling Cub" itself is very recognizable, and coupled with the subjective perspective of games similar to escape and parkour, when the obstacles covering the screen knock the "Frog Selling Cub" away, it can bring a strong sense of satisfaction to the audience in the live broadcast room.

At the same time, in the multiple "Tricky Rush" live broadcast rooms observed by Xinbochang, the anchors do like to use "selling baby frog" actions or words to increase the fun of the live broadcast room and attract users to participate in the interaction. The overall program effect is also very good. Secondly, "Tricky Rush" has a very strong force in publicity and promotion.

According to an insider, as a new product, "Tricky Rush" attaches great importance to publicity and promotion. For example, the live broadcast room that originally broadcast other products only had about 600 daily exposures, but after switching to "Tricky Rush", the exposure increased significantly. Someone in the internal test group also shared that after two hours of live broadcast in the morning, the exposure exceeded 40,000.

Not only that, Xinbochang also found that within just 1-2 days after the internal testing of "Prank Rush", the corresponding internal testing WeChat group expanded from 1 group to 7 groups, covering more than 2,000 target groups.

Finally, the new broadcast field also learned that the manufacturer of "Prank Rush" is not a new gameplay, but Fengxiang Interactive, which created a number of barrage interactive products such as "Nightmare Night".

In other words, mature operational experience and high-quality resources accumulated in the early stages have also become important factors in the recent popularity of "Tricky Rush".

2. Is the blue ocean turning into a red ocean?

After nearly a year of development, barrage interactive gameplay has become a standard feature of many live broadcast platforms in the industry, and many guilds and anchors focusing on the barrage interactive track have been born, as well as an increasing number of game manufacturers focusing on the research and development of barrage interactive products.

However, nowadays there are more and more interactive products based on barrage, and the competition among manufacturers is becoming more and more fierce.

According to the latest data in the industry, in December 2023, the number of barrage interactive products in internal testing on the Douyin live broadcast platform alone reached nearly 100.

While the number is exaggerating, the competition between products is becoming increasingly fierce, even to the point of "closely engaging". Take Kuaishou Live as an example. The two products "Sheep and Wolf" and "Sheep and Sheep Confrontation" that appear on the platform's bullet screen interactive live broadcast list are not only highly similar in name, but also in gameplay and scenes, with only differences in character images and details.

Due to the surge in the number of products and fierce homogeneous competition, the competition among manufacturers in distribution has entered a white-hot stage.

In addition to the aforementioned "Prank Rush", many new barrage interactive products have considerable investment in publicity and promotion.

For example, Xinbochang recently noticed a barrage interactive product called "Go! Little Yellow Duck", and launched a cash incentive gameplay task on the Douyin site. According to the host's live broadcast time and revenue performance, cash rewards of 100-1,000 yuan can be obtained in stages.

Previously, Dongtian Culture, the manufacturer of "Territory Hegemony", also told Xinbochang: "The current situation has become that whoever has the ability to promote will have the traffic, and the manufacturers have become in a state of naked fighting at the traffic level."

Whether it is traffic, cash or profit sharing, manufacturers can use various means in publicity and promotion, largely due to their earlier accumulation in the track. Therefore, the head effect of the barrage interactive track is becoming more and more prominent.

Leading manufacturers rely on their earlier accumulated experience, industry resources and financial advantages to aim high, so after launching new products, they can also replicate their past successful experiences and quickly break through.

For example, Starscape, the manufacturer that created the industry's first hit product "Battle of Cute Pets", currently has two new products, "Sheep Fighting Wolf" and "Star Warriors", both of which are ranked among the top ten popular products with barrage interaction on the Douyin live broadcast site.

Unlike Starscape, which continues to innovate, Jingdan Network, a manufacturer that focuses on one gameplay and one IP, continues to deepen its investment in the operation of "Enemy at the Gates" and launches an upgraded series of products. It currently has a high share in the Kuaishou live broadcast barrage interaction list.

3. Where do the new opportunities lead?

So, with competition so fierce nowadays, what new opportunities are there for manufacturers in 2024?

At the recent Kuaishou Live Partner Conference, Kuaishou Live pointed out that 50% of the revenue from the platform's bullet screen interactive track is incremental, and it is expected to reach 5 billion in 2024. This means that platforms represented by Kuaishou are still optimistic about the development space of the bullet screen interactive track.

Xinbochang also learned that Taobao Live is also focusing on interactive barrage gameplay. Therefore, with the continued efforts of old platforms and the entry of new platforms, it can be foreseen that the market for interactive barrage gameplay will continue to expand.

As for manufacturers themselves, due to the objective reason that the life cycle of interactive bullet screen products is short, high-quality new products are always in great demand in the market. How to innovate and produce high-quality products has become the key for manufacturers to break through the competition.

"There are too many new products now. Douyin and Kuaishou launch new products every day. Therefore, product quality is critical. Innovation in gameplay and sophistication of graphics are very important." The operations manager of a barrage interactive guild said bluntly.

The operations manager also revealed that Douyin is said to be launching a new policy on interactive live broadcasts with barrages soon, which may affect traffic distribution and recommendation mechanisms.

"Manufacturers are competing, guilds are competing, and perhaps this year will also see a reshuffle."

Author: Aligu

Source: WeChat official account: "New Broadcasting Field (ID: New_bc)"