2015 game Live pattern: fear ushered in another fight

Game Live business, we intend to invest 700 million yuan, including the bandwidth input, the bandwidth input budget is 260 million yuan, the sponsorship fee will be about 200 million yuan, the marketing aspect is expected to invest 100 million yuan, the market promotion aspect will invest the company's resources to defend the market leading position.

The above excerpt from the early morning of March 6, yy in the release of its 2014 Q4 earnings, YY's CFO Mr. He Zhenyu answered Barclays Capital analyst about the game live business input content. Although before the news has already understood this thing, but I still unavoidably sigh with regret: really self-willed!

The concept of game broadcast actually appeared in the real sense and was discussed by everyone but this year, of course, we would like to thank Twitch, but Twitch may not have thought, this model to China will appear so big changes and cause so great waves.

Twitch's 1 billion dollars were bought when many people think that China's twitch may but also 300 million U.S. dollars to the top, but they ignore China also has 9158 and yy (diversification of the way), they ignore Tencent (beyond the United States, the large user base of the netizens), They also ignore the dau (the peripheral effect of the national game) that LOL may be over 20 million at the moment.

However, in the past 2014, the development of the electric competition industry to thank Twitch and the Chinese twitch, and of course, the investment people behind these enterprises ...

The 15 will probably have to face even more intense competition for the industry's practitioners and the investors behind it, and only the survivors of the battle will be able to stand higher.

Dou Fish

Investor/Resource side: Ogilvy, Sequoia, constructed (rumored, unconfirmed)

15 Keywords: commercialization, financing

From the point of view of the change of flow and financing valuation, Dou fish can be said to be the 14 China TMT industry emerging projects, one of the fastest growing, not even one; At present, it can be said that Dou fish has been in the game live this subdivision direction has achieved a certain stage of victory, its brand value has been preliminarily established; Based on the game, At the same time, the development of other objectives content ecology has been formed; the dependence of the platform on anchors, especially the super anchors, is weakening.

But at the same time, there is no small challenge to fight fish, first, the most direct is the cost of pressure, especially in terms of bandwidth costs and content costs, yy next year in the tiger business bandwidth budget is 260 million, that is one months 20 million +, according to the current business data, dou fish bandwidth cost than this only high. So in the absence of a scale income, the size and pace of the bucket's financing in 15 will become extraordinarily important. Of course at this point Dou fish themselves do not know. In addition to financing, the biggest challenge for the 15 may be the source of commercialization and the pace of implementation.

Tiger

Investor/Resource side: YY

15 Key words: let go of baggage

YY In fact, this should be the game broadcast this market is a well-deserved leader, but because of the burden of the client and the listed company's strategic and financial pressure, yy in the first half of 14 in fact missed this market just broke out of the stage, but the adjustment yy is not too late , the original live broadcast business independent into Tiger brand operation is a very strong signal.

And YY has been in the traditional show business accumulated enough virtual goods business model to a certain extent to help tiger commercialization of cash; but it could be a double-edged sword, too early or a deep commercialization may leave the user, especially the public, out of the platform, and the result is tiger into a game-covered show, I think this is not what YY wants to see. And from the investment point of view, although yy very strong to give 15 years of 700 million budget, but I guess YY may also want to find other investors (strategy or finance are possible) to participate in Tiger. In 2015, Tiger could be the biggest variable in the market ...

Flag

Investor/Resource side: Winger/Zhejiang newspaper

15 Keywords: independent or not Independent

The banner is subordinate to the winger and the winger has been bought by the Zhejiang newspaper before making the banner. What is Zhejiang newspaper? State-owned enterprises, media-newspapers, a-shares listed companies. The Battle banner is one of the most effective new attempts by winger/Zhejiang in the Internet industry over the past year, and the winger's funding and resource support for the banner is not much.

But as an outsider, I personally feel that the bondage of the banner may actually come from this, so from my point of view, the banner of 15 may need to solve the problem of independence before facing the competition with other opponents. Independent development of the company, to give the team enough stock support, to attract outside investors to participate in the development of the company; if not independent, and yy like to determine the goals and expectations of this year, let go do ...

Dragonball

Investor/Resource side: Tencent, SoftBank China (rumored, unconfirmed)

15 keywords: to Tencent?

PLU, TGA, Tencent and now the Dragon bead has countless ties and inheritance; today's domestic live market may have more than half of the content is based on LOL, so Tencent did not formally join this battle before Tencent is the biggest variable , and PLU in the way of third-party companies operating Tencent Power competition, the natural and smooth to get the content of the official event copyright. From the original TGA platform evolved from the Dragon Bead Platform, in 15 the biggest challenge is the diversity of content.

And Tencent's deep binding will let the Dragon bead in the official tournament has the absolute meaning of the content monopoly, but this is also a double-edged sword; LOL/CF/DNF and a lot of hand tour content for the Dragon bead is actually enough, then whether to "Tencent"? When do you want to go? How to dig deep into the value of the official content I think it's important to consider the Dragon Ball and the PLU team behind it. In terms of financing, Tencent's attitude directly determines the trend of this round of financing, the legendary soft silver involved in the new round of the Dragon bead financing; As the PLU moderator, Blessing has been set up more than 10 years, has been adhering to the electric competition industry PLU better.

Fire Cat

Investor/Resource side: Huaxi Village, the perfect World

15 Keywords: LOL

The time of the fire cat on the line from the strict sense to be late in the first four, but the predecessor of the Fire Cat Platform for MARSTV, while the domestic DOTA2 agents of the perfect world participation also to some extent to solve the fire cat's cold start problem. But after the Dota2 Asian Cup, the fire cat again needs to face the plight of the source of traffic.

The problem extends to the difference between the two competitions: the League and the Cup. Dota2 is still taking the traditional cup competition, the advantage of the cup is a short time high exposure, but the continuity is slightly worse, and LOL The current LPL league game is the opposite, but there is no absolute right and wrong between the two competitions. Back to the cat platform, and Dota2 go closer to the need to work out the continuity of the cup system, and whether to open their hands to do lol? When does it start? How's the tempo? I think it's very important for a 15-year fire cat.

Written at the end:

The competition between the five platforms is the theme of the 15 live broadcast field, the electric competition industry may usher in another outbreak period, and due to the intensive participation of capital, in this surface lively behind must be the reign of bloodshed ...