Research On The Differences In Live Broadcast Performance Between Domestic And Imported Game

In recent years,China’s online game industry is in a stage of rapid development.As an emerging industry that has only been born for more than 20 years,it has become an important field to stimulate national economic growth,drive surrounding industries and improve social and cultural influence in the new era.With the vigorous development of online games,the market scale of China’s game live broadcasting industry is growing rapidly,and E-sports events are also developing in full swing.And the scale of domestic games has gradually increased,and now it has occupied the main position in the market.This paper focuses on the live broadcast market of online games.Using the game live broadcast data of Huya platform from September to December in 2020,through empirical analysis,this paper studies whether there is a significant difference between the anchor and the audience in the live broadcast market for domestic games and imported games,as well as the important operation means of the game,whether the hosting of international game events has a significant impact on the domestic live game market,and further analyzes the possible impact mechanism of the difference.The conclusions of this paper are as follows:(1)game anchors prefer to live broadcast domestic games.The number and cumulative time of live broadcast of domestic games on the Huya platform are higher than those of imported games.The reasons usually lie in the anchor’s own preference,game popularity,game live broadcasting threshold,audience interaction,manufacturer cooperation and signing,etc;(2)Live broadcast audiences are more willing to give gifts for domestic games.The gift value of domestic game live broadcasts is significantly higher than that of imported games.And different game types and different client games are also have a significant impact on gift value;(3)International game events have a certain impact on the live data.The positive impact on the live platform during the event is more focused on the barrage discussion than the gift reward;(4)The differences in audience characteristics and user participation between domestic games and imported games affect their performance in the live broadcast market.