League of Legends Professional League (LPL) is the highest-level League of Legends professional event in Chinese mainland, and it is also the only channel for Chinese mainland Division to enter the annual mid-season invitational tournament and the global finals. 20 17 League of Legends professional league semi-finals and finals were held in Shanghai and Beijing respectively, and it was hard to get a ticket.
How popular is LPL? According to statistics, not long ago, the League of Legends annual finals attracted 20,000 people to watch the game in Chicago, USA, and 43 million players watched it online around the world, surpassing the audience of 6,543,800+0.2 million in last year's NBA finals.
The popularity of the activity directly led to the high margin for the team to join the alliance. Although the official has never released the relevant data of the deposit, and the team has been tight-lipped about the word "deposit", according to industry estimates, the investment of this time is at least about 30 million yuan. This does not include the later investment in venue construction in the future.
You can refer to JD COM's purchase price for QG team, the data circulating in the market is about 40 million RMB. The e-sports industry is famous for burning money. From 20 15 to 20 16, there was a blowout and many capitals entered, but it is difficult to hide the essence that e-sports clubs do not make money.
Now, Li Li also jumped into this unprofitable "track". We can't help but wonder, today, when other video websites don't make money, where is there so much money invested in the e-sports industry that burns money bottomless? What is the income and profitability of Li Li?
20 17,10 in June, Bloomberg reported that Bi Li Bi Li, a video barrage website, plans to raise $200 million in the US IPO as soon as next year. Officials did not respond to this report.
In June, 5438+065438+ 10, the interface journalist got a report about Bili Bili (the data in the report is as of June 20 17). All the data in the report are provided by Li Li himself.
First, game revenue has accounted for 80%.
According to the financial data, the company's 20 16 revenue was 736 million yuan. From June to April, 2007, Billie Billie has achieved a revenue of 729 million yuan, which is close to last year. The target sales in 20 17 is about 2-2.5 billion yuan.
Judging from the performance in the first four months, Billie Billie has realized the profit of statements: from 20 17 to 0-4 months, the company realized the profit of periodic financial statements of 98.54 million yuan (this has not paid the copyright fee). In 20 17, the company spent 270 million yuan on copyright amortization. The report predicts that Miley Miley will break even in 20 17.
Compared with traditional video websites, we can see that there is a great advantage in purchasing.
Traditional video websites, such as Youtu and Iqiyi. , mainly through the purchase of video copyright from the content distributor to obtain the header content. In the past two years, the price of video has risen, and the competition for head content among major platforms is very fierce. The copyright cost of film and television dramas is very high.
For example, the online copyright price of Ruyi Palace Love released on 20 17 is 9 million/episode, with 90 episodes per episode and a single drama of 8 1 10,000 yuan; 20 17, the single episode price of Langya List 2 is 8 million, with 48 episodes, with a total price of 386 million yuan.
Compared with hundreds of millions of investments. I mainly buy Japanese dramas, and the price is 200,000-300,000, which is only 2% of that of traditional video websites.
From the perspective of revenue structure, game agency/intermodal transport has accounted for more than 80% of revenue, and other categories of revenue account for about 4% of live broadcast revenue; Advertising sales are around 4%; E-commerce sales, annual BML offline activities, B currency income, wealth management income, etc. Divide the remaining income less than 10%.
It can be seen that the hot discussion about patch advertising and the reward for Up are all about nine Niu Yi hairs. In this sense, we can say that Bi Li is a "game company" based on the secondary culture.
Rui Chen, chairman of Bili Bili, was interviewed during 20 17 China Joy, which also confirmed this view. He mentioned that "content consumption and derivative consumption do account for a part of the proportion, and the content in the music area is very healthy", especially mentioning that "as a more interactive digital content, the game itself has more potential to be tapped. Technology will make its content better. The whole game industry is on the rise, and so is the game. There will be changes in the future. "
The game of bi-li bi-li combined transport has achieved great success at this stage, mainly relying on a game-fate/big order (hereinafter referred to as FGO). May 20 17, with the update of FGO national service, xinyingling heizhende entered the card pool, and FGO national service won the first best seller list in the App Store, and even "surpassed" the glory of the king one day.
Interface journalists have reported that the success of FGO, as a niche two-dimensional game, is regarded as the label of the successful intermodal game. The report shows that this game accounts for about 80% of the total revenue of the game every month. Rui Chen thinks that it is obviously not as a means to realize the game, but as the content.
"It may be cautiously realized, but it is still quite healthy. The realization mainly comes from the user's desire for consumption. " Rui Chen believes that "the platform for creating content that everyone likes will not face the problem of real realization. Because of entertainment and content, everyone pays for happiness, which is a natural demand. "
At the end of May, Blue Airlines was launched. At the beginning of its launch, it ranked in the top ten of the best-selling list of iOS. At this stage, it is stable at around 30.
Blue Ocean Route is expected to contribute more than 65.438+0.2 billion yuan in revenue in the first month. The future income scale should be stabilized at around 50 million/month; Masterpieces in this year's distribution plan also include self-developed Brandon Hua Meng Tan and Blood Story, and the annual game revenue may exceed 2 billion. The future game revenue is very considerable.
Secondly, Li Li invested in more than 30 companies.
From the establishment of 20 10 to 20 17, Bili Bili is a company established in Shanghai for more than 7 years, with a total financing of over 500 million yuan. What most users are concerned about is that it has received millions of dollars in financing from the A round of 20 13, and now it has been integrated into the D round. There are excellent capitalists such as IDG and H Capital, cultural media industry resources such as Chinese Cultural Industry Fund, and giants such as Tencent. The listing has also become very popular.
What most users don't notice is that Bili has invested in more than 30 companies, large and small, with investment amounts ranging from one million to ten million. There are not a few people who spent 30 million yuan to buy the LPL team like today. The following investment data are all from IT oranges:
According to the report, the biggest investment is to name it Shanghai Oriental Basketball Team Club. While people are still poking fun at the title of the "Bi Li Bi Li" basketball team, in fact, Billy spent more than 80 million yuan on this investment, accounting for 15%.
Other investments of more than RMB1000000 are aimed at cultural and creative industries, and the order is Nanjing Miman Culture, Shanghai Xinyu Animation Design Company, Xiamen Yifeng Animation, and Zhuhai Hippie Network Technology. Among them, Nanjing Miman culture is also more than 45 million yuan.
Third, improve the e-sports map.
Judging from the estimated sales of RMB 2 billion this year, it seems natural to invest in an e-sports club. The e-sports market is hot, and there is reason to seize the track and cultivate your own team. If the operation is good, it may be profitable by the team.
According to the official website, the operation of the game page has been increased, and live content of many new games has been launched.
There is a group of the youngest users in BiLi. According to the data revealed by Rui Chen at the Fifth Internet Audio-visual Forum, "The user group is the youngest group of Internet users in China, and 90% are users under the age of 25, mainly after 90 s and 00 s."
The user of 10-25 has a population of 260 million in China, and it should be 90 million in the Bili area. We can infer that more than 50% of young netizens in cities and more than 80% of middle school students and college students in first-tier cities are users. This group of users represents the future.
The cumbersome registration process screened out some "pseudo-secondary powder". In the mile mile, the barrage or comment must first pass the "test" of 100 questions. In the past four years, the number of users who passed the "test" reached 30 million, even exceeding the number of people who passed CET-4 and CET-6 in the past few years.
He told the interface journalist, "There are a large number of e-sports enthusiasts among the users. Hey, Up owners and anchors also have a lot of content based on e-sports games, so users like e-sports. "
When the company continues to improve its sub-level and game field, it is getting closer and closer to the market.