Shulou(Shulou.com)11/24 Report--

On January 9, Douyu platform officially announced that it had won the live broadcast right of League of Legends Professional League (LPL) in 2023. This is when Douyu won the LPL copyright again after retiring from the competition for publishing rights in 2022.

At the same time, Douyu will also receive rights and interests in content such as second-channel live broadcast, anchor OB and review programs, as well as LOL resources to produce promotional videos and text content, such as reruns, highlights, news and comments.

As soon as the news was released, it immediately caused a carnival of League of Legends anchors, contestants and e-sports fans: # Douyu won the copyright of LPL live broadcast # related entries were searched on Weibo, Weibo, Sina, Douyin and other platforms. According to Weibo platform data, related topics were among the top 20 most searched on Weibo and No. 1 in games, with more than 10 million readers in a single day and a total of more than 33 million.

In a word, everyone's mood of jubilation is: "back, LPL copyright is back, all of them are back!"

Why emphasize "back"?

It turns out that before last year, Douyu owned the copyright of LPL broadcasting, and the players were very happy to see it.

However, since the end of 2021, Douyu started the strategy of "selectively buying copyright" for the sake of fine operation, reducing cost and increasing efficiency.

"selective purchase of copyright" means to change the way of extensive purchase of copyright in the past to "fully evaluate the flow of copyright and the realizable value of the cash side of each event, and finally determine whether to purchase the copyright and the purchase price".

After Douyu withdrew from the LPL copyright struggle, the LOL players on the platform wailed, and some netizens even blamed the platform for not buying it.

The entire 2022 LPL and S match schedule may not be enjoyed on other platforms, netizens hope to return to Douyu and anchors to watch League of Legends match has been high.

So when Douyu announced that he would re-buy the copyright of the LPL event and the second Road Live, there was a scene of jubilation throughout the network.

In short, it can be said that Douyu regained the LPL copyright this time is "the will of the people, the expectations of the people", from which we can also see that everyone has a strong demand and deep complex for watching LOL events and commentary content on Douyu.

These reasons, let the LOL players never forget the question of Douyu, why do you want to see LPL on Douyu? What on earth attracts them not to switch to other platforms?

Through the summary of netizens' feedback and speeches, CTOnews.com believes that there are several reasons.

First of all, Douyu has a very luxurious anchorman Tiantuan. In their perennial content operation, they have accumulated a lot of professional and high-quality LOL super popular anchors, such as the official commentary lineup, which includes the Haier brothers of Doll and Miller, Guan Zeyuan and Yu Shuang's "husband and wife", Rain Boy, etc., as well as the OB lineup of professional players such as Doinb, Jin Gong, smile, Ruofeng, xinyi, strawberries, Curly hair and so on. Not to mention the influence and appeal of phenomenal anchors such as PDD and Da Sima in the whole network.

Excellent commentary and anchor explanation can greatly improve the viewing of the whole game, while Douyu has many elder commentator bosses, who have different styles and strong strength, leaving a lot of wonderful and unforgettable moments in the hearts of players. It can be said that they are one of the most important factors to attract players to watch LPL events in Douyu.

Secondly, Douyu has done a good job in diversifying the content of the event. Take the upcoming 2023 LPL event as an example, in addition to the official live broadcast of the game, Douyu also prepared a variety of wonderful second-way commentary, review programs and so on. This is the content that meets the needs of heavy users. At the same time, Douyu also provides a variety of wonderful highlights, picture and text content to meet the needs of moderate and mild users, covering all kinds of user groups as well as all kinds of game scenes and needs.

At the same time, around the content of the event, Douyu also has a variety of wonderful event-derived programs, such as interesting and good-looking pre-event packaging and post-packaging, so that people can have a deeper understanding of the game. There are also a series of self-made derivative programs such as "what to say this", "Anchor hindsight", "Hot Rice" and so on, to let you know all kinds of news, collisions of views, and interactive content inside and outside the field. This content is sometimes even more interesting than the competition itself, but also meets the needs of different users for content.

In short, Douyu's differentiated, refined and diversified content operation of the event is also the key reason why they can make LOL players think that they must go back to Douyu to watch the game.

Third, there is another reason that can not be ignored, that is Douyu's excellent on-screen culture. On-screen comment has become one of the most important carriers for young people to express their feelings and express their views. many well-known stalks throughout the network come from on-screen comments during live games, such as "666", "I split", "who can stand this", "Wuhu take-off", "numb", "Bengbu lives", "yyds" and so on. Douyu frequently goes out of the circle by virtue of many anchors and users who are good at building or even bringing their own obstacles. Barrage and stalks have become an emotional link formed by a long tacit understanding between Douyu and players.

Fourth, Douyu itself is a content community with a strong game atmosphere. Douyu once revealed in the "2020 Game Live 95 crowd Insight report" that the proportion of post-95 Douyu users reached 61%, which is the largest, and more than 50% are distributed in the front and new frontlines. and they are also the core audience of the game e-sports, these young people have a strong social demand for their favorite game culture, and pursue a "personalized" content experience and a good community atmosphere. Douyu's integrated content strategy of "live broadcast + video + picture and text + community" can meet all the needs of users.

Especially in community construction, Douyu has always focused on the demand relationship among "game manufacturers, anchors, video creators and gamers" to build personalized operation scenes for them.

A series of multi-party community operations have greatly enhanced the unique sense of belonging of LOL players in Douyu. In fact, not only LOL players, other gamers also have the same feeling, after all, Douyu is the only platform with the largest proportion of game content, and the strong and cordial game atmosphere has become a pair of "invisible hands" to retain players.

Can the stronger Douyu bring a better LPL content experience? In the past, Douyu formed a strong user stickiness around the game content strategy of "live broadcast + video + picture and text + community" through his strong anchor lineup, high-quality content ecology, unique on-screen comment culture and excellent community operation. So even if it has been missing for a year, it still makes the majority of LOL players keep it in mind.

And the players never forget, Douyu felt, also made a response: decided to re-take the copyright of LPL. Although there is only an one-year interval, everything seems to be a new beginning. Douyu, who can re-accompany users to witness the birth of the champion team, will show in front of the players with what new appearance?

The future may be unpredictable, but one thing can be judged: after adjustment and internal practice in the past year, Douyu has become stronger.

The most intuitive reflection is in the financial statements. Despite the loss of LPL, an important core event, according to Douyu's financial results for the third quarter of 2022, their net profit increased significantly compared with the same period last year, while their MAU remained stable in 57.1 million.

For a content platform and community, the real strength is often reflected in getting rid of the over-reliance on IP resources and having sufficient self-hematopoiesis and value-creating ability. You must do this before you can maximize the value of IP when you own it.

To a large extent, Douyu's ability is reflected in their enhanced ability in self-made content over the past year. For example, in homemade events, betta launched more than 90 own-brand e-sports events in 2022, including the "2022 LBL Autumn Race" launched by League of Legends Anchor Doinb, and the "LOL team Fan Peak Game" for team fans. In terms of self-made variety shows, Douyu launched dozens of programs such as "Speed of Light Escape", "hour Game", "run Bar Anchor", "Best player" and "omnipotent King". Among them, programs such as "run Bar Anchor" and "all-around King" have become popular styles.

At the same time, as a content platform with games as the core, Douyu's ability to create value for the upstream and downstream of the industry has also been significantly enhanced. For example, for the underlying game manufacturers and other content suppliers, Douyu can carry out more in-depth interaction with it, so as to feed the game ecology, for upstream users, they build a richer interactive game.

What is more impressive is that Douyu and the "League of Legends" officials have maintained a deep linkage, often working together to create hot topics related to games, launching self-made events, planning face-to-face activities, such as jointly officially giving skin and heroes, holding Douyu League of Legends's annual meeting for the Spring Festival, holding League of Legends mobile games for colleges and universities, and so on. These activities not only shorten the distance and relationship between game developers, players (users) and Douyu platform, but also create high commercial and entertainment value for developers and players.

In terms of interaction, a good example is Douyu's "cloud game-watching" scene model based on cloud games, which enables viewers to immerse and socialize in the "virtual world". It can also achieve "ten thousand people on the same screen" and gift reward 3D special effects in the live room, and further enhance their user stickiness as a content platform through the super interactive experience.

The enhancement of all these capabilities gives us reason to believe that Douyu, who has regained the copyright of LPL this year, has the ability to run this core IP better than ever before. It is conceivable that Douyu will surely combine more resources to bring a richer and highly interactive content system around LPL competitions. at the same time, we believe that there will be more opportunities and forms of interaction with the platform and League of Legends.

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