Game commentary revenue geometric pole growth, although the surface of the vanity hidden various crises

Since last year, those who sat in front of the screen "talking" about the game, income in the geometric pole of the growth. According to the latest data, their highest annual income has reached 20 million yuan. This figure is 10 times times the annual income of those star players, even more than Liu Xiang's 2014 earnings.

Friends who are familiar with sports should know that athletes, especially star players, are the core resources in the industry. Those super sports stars are often worth hundreds or even billions of dollars. But in the field of electronic athletics, everything seems to be upside down.

Since last year, those who sat in front of the screen "talking" about the game, income in the geometric pole of the growth. According to the latest data, their highest annual income has reached 20 million yuan. This figure is 10 times times the annual income of those star players, even more than Liu Xiang's 2014 earnings. Titanium Media has previously had those anchors of the detailed income list, see "The sky-high prices of domestic games to dig the platform, looks very beautiful."

Is the world crazy?

Where does "evil" come from?

To explain why the narrator "turned over" overnight, we have to start with the popularity of the game live platform. In the first half of 2014, Twitch this flagship streaming media broadcast platform, by virtue of the high popularity among the electric competition enthusiasts and overnight burst red. The August, when Amazon spent 970 million dollars to buy it, it immediately caused a sensation in the IT field.

In fact, good at capturing trends in the domestic Internet circle has long been getting to this share from across the ocean trend. Almost with the twitch of the red at the same time, tiger, Dou Fish, banner, Fire Cat, seven Huang and other similar sites in the domestic springing up. At the time, however, electric commentators were just game anchors, gathering popularity in a similar way as the show's peers, and sustaining their income with the strength of their fans. Plainly, they are just another form of internet star.

Into the September, with the success of the 1 billion dollar Twitch, Sequoia, SoftBank and other capital forces have begun to layout, hot money poured into the game live field. With the money of the major platforms are like dozen chicken blood, in a fight, they constantly to the opponent to dig a hole set up, even at the expense to rob Resources. In particular, has a large number of popular game anchors, so that the major platforms have a fierce scramble.

As a result, the anchors began to turn to the commentary, the past tens of thousands of to hundreds of thousands of annual income, immediately become the million starting price. See this situation, many well-known electric competition contestants also choose to retire to specialize in explanation. And the former battle of the North-South belt silver also do not hundreds of thousands of compared to the new year, sitting in front of the screen Jiangshan can be fished gold million temptation is too big.

By the end of 2014, perhaps because the platforms had surpluses in their hands, or if they were working ahead of schedule for the new year, an unprecedented battle of commentary began. In particular, tiger and Dou fish two fights the most fierce, first tiger in the contract reversal play won the well-known commentary PiS, after a bucket of gold 60 million even dug 6 people. Affected by this, other platforms have to pay a big deal to sign the commentary, JY, small wisdom and other star commentary has entered the ranks of tens of millions of clubs.

The major platforms for high popularity to sign a well-known commentary, and then to obtain financing, and then continue to hit the money to dig horns to continue to push high site traffic. Live platforms have fallen into a vicious circle of irrational competition, and the money-burning race is still in progress. In this context, it is no wonder that famous commentators have started their annual salary.

Many ways to pick up gold

Although the broadcast platform a lot of money is to explain the main reason for the rise in revenue. But there is no denying that these years of immersion in the field of electric competition or the transformation of well-known players retired star commentary, with a wealth of experience and in-depth understanding of the game; This makes their commentary popular with fans, so it has a very high popularity, in order to get the price of contracts to provide a possibility.

Although have a large platform of heavy power, but they are in addition to the explanation there are two other major income-endorsement and Taobao. Before the start of the money-burning era, these two pieces of income often amounted to more than 80% of the annual income of the commentators.

First talk about the endorsement of the situation, in fact, and other stars of the business endorsement, good resources are the pyramid of those who are pointed away. In addition, they received the endorsement is basically a few months to half a year contract, and is limited to the activities related to electricity competition. But overall, hardware manufacturers, peripheral equipment manufacturers out of the price is quite considerable, in the early years of hard times, endorsement costs can be balanced with the interpretation of income.

Although the commercial endorsement gruel, but the electric competition's explanation circle is not big, uttered achieves the professionalization degree also only dozens of people, among them female explanation that is very few. Beauty economy, eyeball economy has already formed the vogue, the face is good, the sound condition is excellent the sprouting female sisters often can get more income than the male compatriots. For example, there are "electric competition goddess," said Miss, the value has reached 17 million level.

However, some of the female anchors are playing the sex card off. At the beginning of the year, the "locker door" incident broke out on the battle flag TV. A female explanation intentionally and unintentionally "forget to close" the camera, she undressed the process of the strip was live broadcast. So "welfare" so that netizens, the popularity of the value of the natural is also rubbing against the rise. But the official banner of the crown nature can not tolerate the line behavior, the commentary was immediately dealt with.

Then talk about Taobao, this is actually the interpretation of the early income of the bitter forced years to gain an increase in the stunt. According to the small understanding, in each major explanation Taobao store, sale of goods include: electric competition equipment, peripheral products, clothing, snacks and even home specialties. With ultra-high popularity, coupled with the gap between the "forced advertising", the Taobao store's annual income can reach hundreds of millions, and even create a like if the wind of the "middle kill God T-shirt," such as Taobao explosion.

Vanity behind the crisis

The top 30 commentary now has a total annual income of 300 million, and behind the boom, the truth is that other people's lives have been tough except for the pyramid-tipped stars. Aside from the part-time amateurs, many grassroots commentary at the base of the pyramid still has a day on the top of a sack of noodles.

Because grassroots explanations and professional backgrounds, or years of experience explain the differences in business skills, they can only be a gag style to explore a different way. Although a relaxed and humorous style can win a certain popularity, even being sprayed into "bullshit" is also a common occurrence. Lack of access to more popular opportunities for most grassroots interpretation is difficult to develop the space, which will let the interpretation of the lack of fresh blood, and then led to the stars are lying in their own credit books, and stand still. Even now, someone has fallen into the colorful of the night store wine and luxury car beauty after being rich.

In addition to lead to a vicious circle of interpretation circle, the income explosion also affected the operation of the Electric Competition Club. As a large number of retired players have successfully transformed the narrative and earned a doubling of their income, active players have also started to ask for a raise in the club. Although the constructed-led legion of the rich second generation has made the electric competition clubs have a taste of the benefits of the yuan, but they are no longer burning the money they have been difficult to meet the demand for a big increase in wages. In the difficult to talk about the situation, many clubs have chosen the price of a fair Korean players. The narrator enjoyed themselves, but "pit" the former peers.

The most serious hidden danger is the vicious circle between the platform and the commentary. "Red understand said, green platform" is the most highly summarized. To put it in detail, take last year's most popular fighting fish as an example. They have won the Sequoia total of 145 million of the two rounds of investment, coupled with the last year about 30 million of the water, uttered disposable capital of 175 million, can be said to have a huge amount of protection.

But spending is also staggering, with 80 million of bandwidth costs plus the company's other operating costs, with total spending reaching more than 100 million per cent, and at the beginning of this year, they spent 60 million new signings (down payment 50%). In short, the big Burn after the fire did not have any profit-fighting fish, the remaining funds are not much. Once the fish in the follow-up financing process is not ideal, what will happen to the chain reaction we can imagine. As for the narrator of his family, "the fur is not there, the skin will be attached."

In addition, the risks associated with copyright disputes will gradually emerge. Take the most popular lol For example, Tencent is the game's domestic operators, but also through the cooperation of the launch of the Dragon Bead Live platform. Once Tencent intends to hold its own by tightening the live broadcast rights of the tournament, it could be a fatal blow to other platforms.

So, the final conclusion of the small is that "the world is just a god, not crazy." Game to explain the annual income of tens of millions of such a bubble is doomed to not be long, because with the end of the trend of burning money, the industry will certainly usher in a reshuffle, the price of the explanation will return to rationality. As for what "income race Liu Xiang" is only a good memory.

(Titanium Media Author Introduction: "Internet business", hundred net)

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