The Douyin Creator Conference Was Grandly Opened, And A

"Live up to your passion and keep creating new things", the annual Tik Tok Creator Conference opened grandly on September 20.

On the day of the conference, Douyin Games also held a special exchange meeting for game creators. The theme of this game exchange meeting was "Focus on love, create benefits in a good way". Data from mico coin shows that as of August this year, the number of stable game content creators has increased by 64%, the enthusiasm of game authors continues to grow, high-quality game content continues to emerge, and the Douyin game content ecosystem is booming. Douyin Games shared from the aspects of interpretation of high-quality game content, optimization of creation experience, update of revenue strategy and innovative interactive tools, helping authors grow, escorting their passion, and allowing high-quality content to gain more benefits.

Selected game content definition interpretation, let the high-quality content shine

The core issue that creators are most concerned about is whether their content is "high-quality" enough and whether it is the direction advocated by the platform. What kind of content is considered high-quality content? How should creators polish good creative content? At the scene, the head of Douyin's game author operation business gave a definition of "selected content" and provided indicator references for high-quality content, namely: sense of achievement, sense of surprise, expressiveness and appeal.

1) Sense of gain: It is mainly reflected in two aspects. One is usefulness, that is, the content can meet the needs of users and help users solve problems encountered in the game. The other is to have opinions, which can trigger users' thinking and discussion; for example, the author @此夜灯火长明 creates game content from the perspective of in-depth analysis of LOL laning strategies, providing fans with practical technical guidance; the author @未知老D clearly puts forward his own opinions from the perspective of in-depth analysis of the plot, triggering players' thinking.

2) Surprise: You can start from the video presentation format, game play innovation and novel topics to bring new experience to users. For example, the author @离偏的东仔 reveals the content that players cannot see with novel topics, and the author @金勺勺-哒哒 breaks through the video presentation format and interprets the strategy of the golden shovel in the form of rap.

3) Expressiveness: It is reflected in the ability to explain complex things in simple and concise language, or to make ordinary things interesting. The author @阿零斯奇趣百科 skillfully sorted out the glorious chronicle of the Warcraft IP spanning 20 years in just 7 minutes, and made the complex historical context vivid with clear logic and refined language.

4) Content appeal: This is manifested in accurately capturing the emotional context of players and causing resonance in the hearts of players. For example, the author @龙虾 used the order of the birthdays of 86 characters to sing "Putting Memories Together for You" to arouse strong empathy among players; the author @浅夏QAQ used the Fox Spirit Matchmaker method to open Mingchao. The music of "梦回还" combined with the high-energy game screen instantly ignited the enthusiasm of players.

In terms of specific creation, Douyin Games proposed two major directions, "focus" and "selection", from the two levels of account and content, and gave four detailed suggestions:

1) The account should be focused and focus on a certain game or type of game;

2) Focus on continuous and stable submissions;

3) Focus on personal characteristics and content creation direction to form a personal style, so that fans can form a special memory of the account and content;

4) Follow the selected content standards to create and continuously improve the quality of content.

For example, @清烈 is a frequent guest on the King's Peak List, and his core creative direction focuses on in-depth explanations of game strategies and match ideas; while @糖七 also known as糖九 is keen on exploring the profound historical and cultural elements contained in the game, and is dedicated to presenting game gossip content full of personal insights and emotional colors.

Only by focusing can we create better content. Douyin Games will also focus on the creation of selected content, encourage creators to innovate and grow, provide more valuable game content experience for more game users, and allow high-quality game content to continue to shine.

Diversified support from platform services and incentive policies to help creators continue to grow

With good content, how to leverage the power of the platform to "monetize" is the top priority for creators' growth. In order to create a more ideal growth environment for creators, let them focus on creating high-quality content and thus get the rich rewards they deserve. The person in charge of Douyin Games' author strategy business said that Douyin Games will continue to optimize the creation service system, while actively expanding creators' diversified monetization channels, providing strong support and guarantee for the long-term development of creators.

In terms of optimizing the creative service system, Douyin Games will provide better services to creators and accelerate their growth in five aspects, including creative inspiration support, creative material supply, efficiency improvement of review and appeal links, creative data analysis, and opening of full revenue entrances.

For example, game creators can search the Game Expert Center through Douyin, enter the game creation inspiration channel, and obtain video inspiration and live broadcast inspiration support; through the Game Material Plaza, they can find creative materials more conveniently; in the Game Expert Center-Rule Interpretation Channel, creators can learn about review rules and understand common problems; with the help of content data provided by the Creator Data Center, they can analyze content performance and summarize growth patterns; in the Game Expert Center-Activity Plaza, creators can view all activities of a single game, as well as the progress and income of personal tasks.

In terms of expanding creators' income, Douyin provides game creators with a rich monetization path to achieve revenue growth. Among them, it is worth mentioning the "Creator Partner Program" and "Douyin Select Program" provided by the platform. The Partner Program is a cash incentive program provided by the platform for high-quality and original content creators. As long as the content that meets the requirements is released, the platform will combine factors such as content quality, playback volume, and effective interaction volume to comprehensively calculate the content value and distribute revenue every day; and the Douyin Select Program is a long-term high-quality creation initiative initiated by Douyin. Douyin hopes to continue to discover and encourage more good works that are loved by users, and provide additional traffic support or cash incentives for these works.

At the same time, Douyin Games has also optimized the handle profit-sharing model, from simple new user acquisition revenue to an active incentive model to promote user downloads and a contribution ranking incentive model, distributing revenue based on the content activation value of each work, allowing truly high-quality creators to significantly increase their revenue; in the next quarter, Douyin Games will further upgrade the handle profit-sharing model from a single channel to all official servers, and launch an all-official server activation incentive model, from only depicting the activation value of content to Douyin's single-channel users, to expanding to the activation value to all official server users, achieving more accurate and comprehensive content value depiction, so that content contribution and revenue are no longer mismatched.

Douyin Games will also launch the "Douyin Game Producer Plan" to fully incentivize and serve high-quality content creators. The Producer Plan is an overall upgrade of the Douyin Game Author Incentive System. The platform will work with more than 1,400 manufacturers and invest tens of billions of resources in the next year to incentivize game content creation. The plan will provide multiple incentive forms and cover various major nodes, and provide comprehensive incentives and benefits to high-quality, scarce content and authors that promote user gaming activity. Authors who meet specific conditions will also have the opportunity to sign a contract with the platform and receive more resource support and service upgrades.

Innovative interactive tools make game content more fun

Interaction, as a means for game creators and fans to communicate and build relationships, can not only enhance fan loyalty and stickiness, but also clearly convey the value of game products and allow players to have a deeper understanding of game products.

The person in charge of Douyin's cloud gaming and interactive gaming business gave an in-depth introduction to the interactive gaming tools that the platform has carefully designed for game creators. These interactive tools not only enrich the forms of interaction between game creators and fans, meet the interactive needs of both creators and players, but also make game content more diverse and interesting. Through these novel interactive tools, game creators can bring better content experience to fans, thereby helping to achieve growth in game content data.

Among them, the "One-click Join" tool allows anchors to invite fans to join the game during live broadcasts, enhancing competitiveness and viewing experience. After using this tool, a certain game account's live broadcast viewing time increased by 31.1%, the number of account fans increased by 36.4%, and the live broadcast reward income increased by 25.8%; the new real-time live broadcast gameplay of "Interactive Command" can mount game links in the live broadcast room, turning fans into players in seconds. A head anchor used this interactive tool, and the gift rewards in the live broadcast room increased by 330%, and the interactive data increased significantly.

"Self-organized Tournaments" empower anchors to create their own personalized tournaments and enhance the interaction between anchors and fans. The ACU of a certain all-round anchor's live broadcast room jumped by 82%, and the reward increased by 13.6%, achieving the improvement of personal IP influence. "Video Same Game" attracts users to try the same game through interactive gameplay such as game content x play the same game, exclusive game content x play the same game, etc., to enhance content interaction and promote distribution. In the future, new capabilities such as player highlight slices and endgame challenges will be launched.

Game interactive exhibition area to experience interactive fun and inspire memories and love

At the Chuangda event, Douyin Games also brought the "Douyin Game Park" interactive exhibition area, which set up multiple exciting interactive sections such as "Game Memories", "Interactive Fun Play", "Challenge Destiny" and "Devil Challenge". The Memories Zone linked up with the China Audio-Video and Digital Publishing Association Game Working Committee to bring everyone a classic game console exhibition; the Fun Play Zone linked up with popular games such as Honor of Kings and Egg Party to bring fun gameplay such as one-click boarding, endgame challenges, and command interactions; there was also a live destiny challenge and coser parade for the popular masterpiece "Black Myth: Wukong", allowing all creators to regain the fun of the game through personal experience and feel the innovative products and gameplay of Douyin Games.

"Live up to your passion and create new things." Creators create because they love it, and the platform and authors can go further by working together. From interpreting selected content, optimizing the creation experience to broadening the revenue path, and innovating game interactive tools, Douyin Games continues to improve the construction of the Douyin game ecosystem, converting high-quality content of game creators into commercial revenue, and building an efficient conversion path. At the same time, it also provides more possibilities for the business scenarios of game creators, and many types of creators can achieve efficient conversion of commercial value in Douyin Games. Douyin Games hopes to use continuously iterated and innovative services, policies and product capabilities to escort good content, help creators grow in the long term, and let all game creators "focus on recharge bigo live diamond for love, and create benefits in a good way."