Chinese consumers embrace livestreaming apps to access influencers
Implications - A way to play up the social aspect of such games as well as a means of highlighting the fast-growing emergence of livestreaming apps, various products and services are being specifically designed to cater to the culture of eSports in China. Serving to educate users on high-level gaming expertise and rounding out the entertainment function, this progression demonstrates the opportunity for brands to embed themselves into the social gaming experience.
Workshop Question - The advent of social media means that our heroes and favorite stars are more accessible than ever before. How is your brand leveraging this kind of authenticity and accessibility to better connect with the Millennial consumer?
Trend Themes
1. Livestreaming Apps - The emergence of livestreaming apps has allowed consumers to engage in social and gaming experiences in a more interactive way.
2. Regional Esports Platforms - The emergence of regional eSports platforms, such as Longzhu TV, provides gamers with an alternative to Western streaming platforms.
3. Esports Influencer Marketing - The rise of eSports audiences in China has led to a new class of influencers using their expertise to promote various products and services.
Industry Implications
1. Gaming - The gaming industry is poised for disruption by the emergence of livestreaming apps and regional eSports platforms.
2. Social Media - Social media platforms are ripe for disruption by livestreaming apps as they offer a more interactive experience for users.
3. Marketing and Advertising - Influencers have disrupted traditional models of marketing and advertising by using their expertise to promote products and services on livestreaming platforms.
