A large number of platforms are organizing interactive exchange sessions on barrage screens. Is this a new trend in entertainment live streaming?

This article starts with the interactive live broadcast of bullet screens, first describing how popular it is on the Internet, and then analyzing how long it will remain popular. This article is suitable for people who want to understand and try interactive live broadcast of bullet screens. You can find the answers you want in the article.

The trend of interactive live broadcast with barrage has been blowing from the beginning of the year to now, and it is getting stronger and stronger.

Recently, Xinbochang found that many platforms have started to hold special exchanges on interactive barrage gameplay, inviting guilds and manufacturers to participate, sending a positive signal that the platform is planning to layout this track. Among them, in addition to Douyin, which has already been deployed, there are new players such as Tencent Music Entertainment Team and QQ Small World. A senior industry insider lamented: "The entertainment live broadcast industry has not been so lively for a long time. This is really the fastest growing live broadcast track in the past two years." Now that the platform has stepped up its layout, what new opportunities will it bring to guilds and manufacturers?

1. How popular is the interactive live broadcast with barrage?

Recently, Tencent Music and Entertainment Live Broadcast Team, QQ Small World and other platforms held an exchange meeting with the theme of barrage interactive live broadcast.

Among them, the activity theme of Tencent Music and Entertainment Live Team is "How to seize the opportunities of the new track of barrage interaction". They believe that the interactive barrage gameplay is still in the early stages of development and there will be broader development space in the future.

In June, just over two months after the barrage gameplay was launched, Kuaishou's Summer Festival opened an independent track for this new gameplay. This track has seen the emergence of many top anchors who interact with barrage, and many barrage anchors are several times more popular than other tracks.

In July, Xinbochang noticed that platforms including Momo Live, Kuaishou, QQ Music, and Kugou Live were rushing into the barrage interaction track.

Interactive live streaming with barrage screens is a new trend in entertainment live streaming and seems to have become a consensus on the platform.

A senior industry insider who has been deeply involved in the live broadcast industry for many years said with emotion: "The entertainment live broadcast industry has not been so lively for a long time. This is really the fastest growing live broadcast track in the past two years."

In addition to the platform, guild organizations and game manufacturers are also rushing into the market.

Old-established live streaming guilds such as Wuyou Media, Yujia Entertainment, Huaxing Brilliant, and Mei Se currently have multiple barrage interactive live streaming rooms on Video Account and Kuaishou; there are also new guilds that have grown up riding the wave of barrage interaction, such as Kuaishou’s barrage interactive guild - Jinqiu Media, which is a new guild established by a senior short video operator after seeing opportunities in the track. After only 2-3 months of operation, it achieved good results in the Kuaishou Summer Festival because it seized the trend of barrage interactive gameplay.

According to Xinbochang, because the barrage interactive track brings traffic dividends and considerable profits, not only many guilds with stable businesses are investing in this track, but also many small and medium-sized guilds, and even independent anchor agents and studios are entering the market.

"One of our anchors started broadcasting on Video Account in early June, and his turnover has reached nearly 100,000 by the end of July." An anchor's agent shared his case.

2. How long will the interactive live broadcast with barrage continue to be popular?

After years of development, many ways of playing entertainment live streaming have emerged from nothing and then become standard. In this process, only platforms and guilds with a keen sense of smell and rapid layout can grab the first wave of dividends.

The interactive barrage gameplay is actually a game in disguise, but it is still an entertainment live broadcast gameplay. It can become popular because of its new gameplay, strong interactivity, and low entry threshold. Many users who are new to the interactive barrage live broadcast will be attracted by the full screen special effects and exquisite game pictures, and then be mobilized to participate enthusiastically.

In the traditional live show track, the requirements for the host's appearance, talent, voice, etc. are very high, but the interactive gameplay of barrage can be said to have lowered this threshold, which is particularly beneficial for small and medium-sized hosts.

The low threshold and rapid growth are important reasons why many guilds and anchors have joined the market.

However, as the track becomes more and more popular, some industry insiders also say that "the barrage interactive track is already very popular now."

The "volume" is obvious to all, especially for TikTok, which was the first to enter the market. Now the review standards for interactive barrage gameplay have become increasingly high.

However, many manufacturers are still optimistic. They are starting to look for opportunities on platforms other than Douyin, such as Kuaishou, Video Number, Momo and other platforms. In order to attract manufacturers and guilds to join, the platform currently has a lot of support for the interactive gameplay of barrage. The platform exchange meetings held recently can show the determination and trend of the platform.

Moreover, some manufacturers are no longer satisfied with being just developers, and have begun to form guilds, recruit and train anchors.

There are also manufacturers who are developing new gameplay in various ways, and have put a lot of effort into product mechanisms and graphics. According to Xinbochang, many manufacturers are developing new gameplay, and the investment is greater than before. Someone in the game industry once revealed that the initial cost of developing a gameplay may be around 200,000, but now some development costs are running towards 2 to 3 million.

How long will the interactive barrage gameplay last? There is no answer to this question yet. Because this track is still in a stage of continuous expansion and is becoming more and more lively.

If you are also interested in the interactive gameplay of barrage and want to communicate face to face with friends from the platform, guild and manufacturers, you are welcome to participate in our barrage interactive live exchange meeting.

For this event, we invited many platforms such as Kuaishou, Tencent, Taobao Live, Baidu Live, KK Live, and many guilds such as OST Entertainment, as well as many manufacturers of interactive barrage gameplay, to discuss and exchange new opportunities for interactive barrage live broadcasts. We hope to build an open communication platform and work together with practitioners to promote the development of interactive barrage gameplay.

Author: Aligu WeChat public account: New Broadcasting Field