Panda TV Bankruptcy Game Live Industry Basically Completed Shuffle

Wang Sicong, the game live platform panda TV, founded in 2015, has recently declared bankruptcy.

After the panda who had signed the anchor and gathered many IG fans, the head office of the game live industry only had tiger teeth, fighting fish and B stations.

And behind them there is a common investor, Tencent.

The competition of the live broadcast platform will start from the early stage of the popularity of the anchors, and enter the new stage dominated by the game copyright.

2015, 2016 is the emergence stage of live broadcasting platform, more and more people find the potential of live broadcast, a large number of giants are broadcast live, and the live broadcasting industry has quickly entered the "hundred regiment war" situation.

Since 10% of the head hosts often bring 90% live users and revenue, the major broadcast platforms are scrambling to grab the head anchor resources.

Among them, tiger tooth and fighting fish, panda and so on are very keen on the game anchor.

This greatly boosted the cost of content and sharing of live broadcast platforms.

For example, in 2016, tiger tooth signed the "first goddess" MISS miss Wang Sicong at the price of 3 years and 100 million yuan. After he founded the panda, he signed 20 million Korean female anchor Yin Suwan, 200 million signed the Korean women's group EXID and T-ara and so on.

But the degree of user interaction of live broadcast is obviously weaker than that of live show and so on, because the main focus of users is still concentrated on the game screen.

Therefore, the user payment rate and the per capita fee of the live broadcast platform are relatively low. It is difficult to recover the contract fees and rewards from the users.

Therefore, the live broadcast has always been an industry that earns money and makes no profit. Companies can basically live on financing.

Even the first listed company, tiger tooth, was only first profitable in 2018.

This business is not only hard to make money, but also more and more difficult to do.

In 2018, the watermelon video of today's headlines released the announcement of "watermelon live broadcaster Recruitment", which involved the recruitment of the "King glory" anchor.

Then the Tencent prosecuted the watermelon video on the grounds of copyright infringement and unfair competition.

In January 2019, the intellectual property court of Guangzhou decided that today's headlines and watermelon videos should immediately stop broadcasting the content of "the glory of the king".

This means that instead of playing live games, it is necessary to obtain authorization for game copyright.

Therefore, the main competitiveness of the live broadcast platform is no longer the flow of the anchors, but the authorization of the popular games.

This suddenly changed the ecological environment of the whole industry, because more than 90% of the heat of the live broadcasting platform now comes from the games of heroes League, Jedi survival, and the glory of kings, which belong to the Tencent.

That is to say, as long as Tencent can take the lead in the domestic game industry in the future, almost all games live platforms must be bound to Tencent to get the authorization of hot content. Therefore, a platform with good investment relationship with Tencent or a good partnership with Tencent will have broader prospects for development.

In 2018, Tencent invested $630 million, $460 million and $320 million in fighting fish, tiger teeth and B stations. The upstream and downstream industry chains have already been tied up.

In the new competitive situation, Tencent's game content, fighting fish, tiger tooth and B station undoubtedly have more advantages, though other manufacturers can also provide content.

For example, the perfect world's CS:GO, DOTA2, NetEase's "watchman pioneers" and so on, but the pressure of platforms such as pandas, war flags, dragon balls and so on will certainly be greater.

In just 4 years, the game broadcast industry has changed from the competition dominated by the anchor to the competition led by content licensing, and has completed two rounds of shuffling.