Host giving away iPhones? Mini-program ranking rewards? Various live streaming platform gift giveaways?
The three things mentioned above, which don’t seem to have much connection, are actually different monetization models for free traffic, with a bit of a financial game feel
Win gifts through platform lottery
In typical scenarios, users reset to obtain platform currency, purchase gifts for their favorite streamers. Each platform also has another gameplay: after users acquire platform currency, they no longer directly send gifts but can spend a certain amount of currency to participate in lottery events and obtain limited-edition, high-value gifts.
The problem has already appeared. Understanding online lotteries simply means the platform is running a casino. With enough participants, it will definitely not lose money. Commoner users are playing with a “give it a shot” mentality, hoping to win a big prize and then send gifts, showing off and acting like they’re in charge!
Gift from streamer (physical item)
The platform’s lottery mentioned earlier is aimed at users’ writing. Anchors have monthly activity and popularity tasks; enabling the gifting lottery feature, fans who send designated gifts or gifts of a specified amount will have the opportunity to participate in the lottery, which could be high-end phones or cash rewards.
For popular streamers, this event is quite profitable; it’s essentially a temporary free gift campaign. With enough participants, the streamer can still make money. This tests the streamer’s operational capabilities.
Of course, there’s another way to play – with high rewards (cash value). Many outdoor streamers use this approach; it’s a disguised form of online gambling. People don’t care about the content of the live stream; users only care whether they can win.
Aside from hosts specializing in fashion shows, ordinary game streamers find it difficult to stimulate player spending through PK mode. Playing games and watching streams are leisure activities; people don’t want to spend extra money, especially with competitive games. Lottery-style promotions can cultivate users’ charging habits and consumption habits, occasionally leading to impulse purchases (with generous rewards, hoping to win).
Mini-program ranking rewards
Design a mini-program with some pointless processes or offer partial game-related support services. All of this is just a cover—to pass Tencent’s review, incorporate a ranking mechanism into the mini-program’s gameplay. Users earn points by browsing incentive ads and completing tasks; the backend sets rankings based on these points, and users with higher rankings receive designated rewards.
Core logic: Advertising revenue > Operating costs + Reward expenses
Mini programs can also operate normally, providing reasonable services, and earning income through appropriate advertising. The earnings may not be much, but a trickle of water can still accumulate.