On December 13, 2024, the Bilibili game industry private sharing session was held in Guangzhou. This is the first industry sharing session held by Bilibili for game customers. The main leaders of Bilibili’s game commercialization and content ecology, UP masters, and representatives of dozens of game manufacturers participated in the meeting. At the sharing session, Bilibili introduced its latest developments in content ecology and a new generation of marketing solutions to the outside world.
At the same time, it also exchanged diverse operation methods for different types of games with representatives of various manufacturers. According to the data disclosed by Bilibili, in Q3 of 2024, Bilibili had 348 million monthly active users and 107 million daily active users, with an average daily usage time of up to 106 minutes. The community has maintained rapid growth for 15 consecutive years, and active duration and interaction times have reached historical highs. As the largest game video community on the Internet, the performance of Bilibili’s game area is particularly eye-catching. Rich game content and a suitable game atmosphere make Bilibili a gathering place for players of different types of games. The monthly active users of the game area firmly rank first among Bilibili’s sections, and the average daily consumption time also ranks first among all media. Specifically at the data level, the scale of Bilibili’s game user population exceeds 123 million, and the daily per capita consumption of 60 minutes is also 4-7 times that of other video platforms. As an important part of the content ecology of the game area, creators also maintain rapid growth in data. The number of monthly creators in the game area exceeds 20 million, and the number of authors with ten thousand fans, one hundred thousand fans, and one million fans has achieved double-digit year-on-year growth compared to last year. The large number of active anchors on Bilibili also transmit the fun of games to the audience more intuitively, frequently, and closely, becoming an important part of the game content ecology. Under the mutual cooperation of the content ecology and the increasingly improved commercialization capabilities, Bilibili has formed a virtuous circle. In recent years, Bilibili has established game full-life-cycle service cooperation with multiple manufacturers from game debut, new game release to long-term operation, becoming an important marketing position for diverse game categories, and achieving a combination of brand and effect in terms of results, breaking the industry’s stereotyped perception that ‘Bilibili can only promote secondary games’. For example, during the launch period of the popular multi-platform shooting masterpiece game ‘Delta Force Operation’ this year, different communication strategies and methods such as IP sentiment awakening and maximizing resonance points were formulated for different groups of people such as core users, heavy gameplay users, and light category users on Bilibili. At the same time, with the help of Bilibili’s O-MATES crowd effect measurement tool and under the support of Bilibili’s multi-scenario heat coverage and Bilibili takeoff heating tools, finally, a considerable number of new users were obtained on Bilibili, achieving a good start for the game.For game clients focused on user acquisition, Bilibili has also upgraded a systematic solution this year, which includes coordinated tools such as native bidding, direct investment for deep conversion, search advertising, live streaming promotion, and takeoff heating. Games like ‘Return to 1999’ and ‘Tide Watcher’ have achieved rapid user growth through this combination of measures. Under the drive of the native bidding model, the consumption of multiple mini-games has increased by 50%. Among them, ‘Tide Watcher’ has achieved a 28% increase in 24-hour ROI and a 38% increase in 7-day ROI compared to non-live streaming through live streaming promotion tools.
As the competition for content attention enters the refined second half, this year, Bilibili has further upgraded its cooperation plan in the game content ecosystem by leveraging its own capabilities in creating high-quality content and IPs. In terms of original platform content, IP programs such as ‘Bilibili Qixi Xianxia Night’ and ‘National Style Roaming Night’ have been created. In terms of co-construction of the content ecosystem, in addition to game connoisseurs and tasting groups that aggregate UP master creation resources, large-scale player co-construction activities such as ‘Game Spring Festival Gala’ and ‘High-Energy Video Game Festival’ have also been organized. After several years of development, the ‘Game Spring Festival Gala’ has become the ‘Spring Festival Gala’ for game players. Bilibili hopes to empower the entire ecosystem construction of game product content in the forms of IP content co-creation, in-game linkage, and player co-construction by connecting platform-level content, UP master content, and game ecosystem content, and continuously and deeply influence the minds of players with the help of good content.
