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id="icmaggwiqqs" class="excellent_articles_title">相關(guān)推薦</li> </ul> </div> <p>淺談?dòng)螒蛑辈セ馃岬奈磥?/p> <p> 　　在小編看來，游戲直播在變現(xiàn)能力和內(nèi)容成本方面比網(wǎng)絡(luò)視頻有較大優(yōu)勢(shì)。隨著游戲直播市場(chǎng)用戶數(shù)量不斷擴(kuò)大，行業(yè)發(fā)展前景非常誘人。</p> <p> <strong>　　Twitch成長之路</strong></p> <p> 　　2011年正式成立的Twitch是一個(gè)在線游戲直播的平臺(tái)。隨著現(xiàn)代游戲的觀賞性越來越強(qiáng)，電子競(jìng)技的粉絲不少于籃球、橄欖球、棒球等傳統(tǒng)項(xiàng)目。在許多90后心中，電競(jìng)就是真正的比賽而不是游戲。</p> <p> 　　Twitch變現(xiàn)方式有兩種：會(huì)員費(fèi)和廣告。會(huì)員可訂閱“頻道”并根據(jù)等級(jí)獲得特權(quán)(如去廣告)和表情，廣告收入通過插播及游戲推廣實(shí)現(xiàn)。</p> <p> 　　2013年底，Twitch直播全球英雄聯(lián)盟(LOL)冠軍爭霸戰(zhàn)時(shí)，在線觀看數(shù)達(dá)到數(shù)百萬。Twitch從此聲名鵲起。到2014年一季度末，Twitch平臺(tái)已聚集了100多萬主播和4500萬月活用戶，獨(dú)立IP高達(dá)7000萬!微軟的XBOX One、索尼的Playstation 4都支持Twitch分享，玩家只需按下手柄上的某個(gè)功能鍵，就可以上傳視頻。</p> <p> 　　Twitch的崛起自然引起巨頭們的覬覦，據(jù)傳微軟、谷歌、亞馬遜都有意收購。2014年8月25日，亞馬遜宣布以9.7億美元收購Twitch。</p> <p> 　　2014年一季度，Twitch月度覆蓋人數(shù)已超過5500萬，每月觀看時(shí)長130億分鐘，平均每人每天觀看時(shí)長達(dá)106分鐘!</p> <p> 　　做為游戲大國，韓國游戲直播網(wǎng)站也異�；鸨敿庵鞑ビ绊懥ι踔脸鼍W(wǎng)絡(luò)成為文化名人。目前，AfreecaTV是韓國最著名的網(wǎng)絡(luò)直播平臺(tái)，每天有3500個(gè)頻道同時(shí)播出，內(nèi)容涵蓋游戲、娛樂、體育及電視節(jié)目，主播超過20萬名，PC端加移動(dòng)端日訪問量(UV)超過350萬。</p> <p> <strong>　　臨近爆發(fā)期的狂躁</strong></p> <p> 　　美國一個(gè)不為人知的網(wǎng)站，流量超過了Facebook;創(chuàng)立僅三年的電子競(jìng)技直播平臺(tái)被亞馬遜以近10億美元收購……這些“滾燙”的數(shù)字讓中國的從業(yè)者和風(fēng)投興奮莫名。一時(shí)間，中國冒出一大批Twitch的“表親”，正象虎嗅作者丁鵬gamewower說的那樣：“畢竟一個(gè)10億美元甚至可能更高的創(chuàng)業(yè)項(xiàng)目并不是什么時(shí)候都能發(fā)現(xiàn)并且在合適的時(shí)候進(jìn)入。”2015年，國內(nèi)游戲直播賽道上令人關(guān)注的選手有5位：斗魚、虎牙、戰(zhàn)旗、龍珠、火貓�；⑿�3月13日發(fā)文對(duì)五大游戲直播平臺(tái)進(jìn)行了盤點(diǎn)。</p> <p> 　　艾瑞發(fā)布的《中國游戲直播市場(chǎng)研究》將中國游戲直播市場(chǎng)發(fā)展分為三個(gè)階段：一是初創(chuàng)期(2013-2014年)：核心用戶為PC端競(jìng)技類游戲愛好者，電競(jìng)游戲玩家滲透率非常高，通過游戲直播平臺(tái)，這些用戶尋找到了聚集的網(wǎng)絡(luò)場(chǎng)所，追隨喜愛的電競(jìng)明星;2015年將進(jìn)入沉淀期：依然以電競(jìng)游戲愛好者為主，但是更多長尾游戲內(nèi)容的加入，使得更多小眾游戲用戶加入。2016年將開始進(jìn)入爆發(fā)期。</p> <p> 　　主機(jī)游戲隨著設(shè)備終端的解禁進(jìn)入游戲用戶群體，會(huì)帶來一定規(guī)模的游戲直播用戶，接著游戲直播平臺(tái)向移動(dòng)端的遷移，并且伴隨著移動(dòng)端視頻錄制技術(shù)的提高，手機(jī)游戲直播將會(huì)帶來更大規(guī)模的用戶量。預(yù)計(jì)2016年游戲直播用戶將破億。</p> <p> 　　游戲直播市場(chǎng)巨大的發(fā)展空間吸引了各路資本加入。據(jù)不完全統(tǒng)計(jì)，游戲直播在短短一年間吸引了紅杉、軟銀、騰訊、華西村等機(jī)構(gòu)超過1億美元的投資。</p> <p> 　　值得一提的是，電競(jìng)也是王思聰、孫喜耀等富二代、富三代熱愛的創(chuàng)業(yè)項(xiàng)目。學(xué)習(xí)打理老爸的“磚頭瓦塊”與“邊玩電競(jìng)邊創(chuàng)業(yè)”相比，簡直是一個(gè)在地獄做苦力、另一個(gè)在天堂打游戲。最近，王思聰創(chuàng)辦的iG電競(jìng)俱樂部選定戰(zhàn)旗TV為贊助商，而其投資斗魚TV的消息還有待確認(rèn)。</p> <p> 　　充足的資本總是會(huì)抬高要素成本，進(jìn)而引發(fā)爭奪戰(zhàn)。例如，資本涌入房地產(chǎn)會(huì)造成土地、建材、人力成本上漲。2014年以來，游戲直播平臺(tái)之間的主播爭奪戰(zhàn)達(dá)到白熱化。從2014年初，知名主播身價(jià)暴漲了10倍，主播們數(shù)錢數(shù)到心慌，不相信自己值那么多。這種違背常識(shí)(common sense)的現(xiàn)象令人側(cè)目，成為認(rèn)定泡沫、看淡游戲直播的重要依據(jù)。正象業(yè)內(nèi)人士點(diǎn)評(píng)的那樣，2014年“紅了主播，虧了平臺(tái)，忙壞VC”。</p> <p> 　　其實(shí)，主播身價(jià)高是新進(jìn)資本追求捷徑造成的短期現(xiàn)象，千百萬玩家中會(huì)涌現(xiàn)眾多優(yōu)秀主播，斗魚主張全民參與方向是正確的，而虎牙則繼承了YY主打美女主播的一貫風(fēng)格，平臺(tái)對(duì)主播的依賴會(huì)逐步降低。<span style="color: rgb(255, 0, 0); font-family: 宋體; line-height: 18px;"></span></p> <p> <strong>　　對(duì)版權(quán)問題不必過度擔(dān)憂</strong></p> <p> 　　視頻網(wǎng)站興起之初版權(quán)是白菜價(jià)，各家羽翼豐滿之后開始以版權(quán)做為攻擊對(duì)手的武器。幾乎所有的視頻網(wǎng)站都是原告，同時(shí)又都是被告。高昂的版權(quán)負(fù)擔(dān)造成全行業(yè)虧損，即使經(jīng)歷一番洗牌，優(yōu)土、愛奇藝仍然看不到盈利的曙光。不料，這一幕早早降臨在游戲直播行業(yè)，而且路數(shù)與視頻網(wǎng)站大同小異：千方百計(jì)謀取獨(dú)家播出權(quán)，與盜播自家內(nèi)容的現(xiàn)象做斗爭(包括在適當(dāng)時(shí)機(jī)盜播別家內(nèi)容作為報(bào)復(fù))。</p> <p> 　　由于各游戲直播平臺(tái)內(nèi)容交叉，加之頻道、主播眾多，誰也不敢保證自家網(wǎng)站絕對(duì)不存在盜播。所以，目前各家對(duì)盜播的反抗手段主要還是微博聲討。前一段時(shí)間發(fā)生在Twitch上的盜播事件，更是令游戲直播的版權(quán)問題成為焦點(diǎn)。有分析認(rèn)為，版權(quán)方可以禁止直播平臺(tái)直播某款游戲，從而限制游戲直播平臺(tái)的發(fā)展。</p> <p> 　　這種擔(dān)憂是站不住腳的。</p> <p> 　　游戲直播的版權(quán)分為PGC(賽事資源)和UGC兩種。PGC版權(quán)歸屬賽事主辦方、制作方及賽事品牌保有方所有(Twitch盜播事件中，被盜播的是賽事)，UGC版權(quán)則屬于玩家。</p> <p> 　　游戲直播對(duì)游戲推廣的作用越來越大并已成為游戲生態(tài)的有機(jī)組成部分，收緊游戲直播版權(quán)對(duì)手勢(shì)必乘虛而入，游戲研發(fā)、運(yùn)營商對(duì)此心知肚明。有人根據(jù)騰訊持有Riot 92.78%股份，斷定騰訊可以對(duì)游戲直播平臺(tái)說不。但據(jù)業(yè)內(nèi)知情人士透露，為了國內(nèi)電競(jìng)行業(yè)的生態(tài)建設(shè)，Riot 將會(huì)向游戲直播平臺(tái)提供PGC版權(quán)。</p> <p> 　　玩家創(chuàng)作的內(nèi)容版權(quán)屬于該用戶，直播這些內(nèi)容(UGC)不屬于侵權(quán)行為。2013年，韓國政府頒布法律：任何個(gè)體、組織只要購買正版游戲，均可錄制傳播游戲畫面而不構(gòu)成侵權(quán)。</p> <p> 　　由于版權(quán)費(fèi)用昂貴，視頻網(wǎng)站寄希望于自制劇，但象《紙牌屋》那樣的佳作少之又少。相比之下，采用UGC模式的游戲直播平臺(tái)，壓縮內(nèi)容成本的空間非常大。</p> <p> <strong>　　游戲直播比視頻網(wǎng)站有更好的明天</strong></p> <p> 　　與視頻網(wǎng)站相比，游戲直播的變現(xiàn)能力強(qiáng)得多。除了象Twitch一樣收會(huì)員費(fèi)和賺廣告費(fèi)，各直播平臺(tái)已開始嘗試頁游、手游的聯(lián)運(yùn)。</p> <p> 　　頁游聯(lián)運(yùn)的數(shù)據(jù)顯示：直播平臺(tái)的用戶留存率、付費(fèi)率、ARPU值都遠(yuǎn)高于其他聯(lián)運(yùn)平臺(tái)。在已近飽和的頁游市場(chǎng)，直播平臺(tái)做為新渠道異軍突起，受到廠商追捧。手游聯(lián)運(yùn)前景更加誘人，直播平臺(tái)從中取得的收入將達(dá)頁游聯(lián)運(yùn)的三倍以上。</p> <p> 　　總之，盡管出現(xiàn)天價(jià)主播、版權(quán)大戰(zhàn)等亂象，游戲直播的“錢途”無量。對(duì)于各家直播平臺(tái)來說，吸引高質(zhì)量用戶、搶占游戲運(yùn)營先機(jī)至關(guān)重要。</p> <script>s("content_relate");</script><p>【淺談?dòng)螒蛑辈セ馃岬奈磥怼肯嚓P(guān)文章：</p><p><a target="_blank" 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