應用程序開發商提供數百萬——讓遊戲開始

最新 01-25

App makers offer millions - let thegames begin

App makers offer millions - let the games begin

應用程序開發商提供數百萬——讓遊戲開始

By Cheng Yu China Daily Updated: 2018-01-22 07:32

Prize money is the big draw as one- fourth of the country tests their brainpower with online, live quizzes

獎金是最大的吸引，全國四分之一的人通過在線測試和現場測試來測試他們的智力。

Dream of being rich overnight through quiz shows like the one portrayed in the Oscar-winning film Slumdog Millionaire? The rags-to-riches plot has reached China-but it"s much crazier because anyone could be a millionaire.

"Oh my god! I can"t believe it"s true! No doubt, it"s a large sum of money for me," said Rong Ziqi, 22, a graduate from Guangdong province, who received the 1.03 million yuan ($160,000) prize for winning a quiz on a mobile livestreaming app.

Rong"s unexpected experience isemblematicof a current trend in which millions of Chinese are jumping on the bandwagon of livestreaming quiz apps, with local companies scrambling to pop up new, entertaining ideas and moves at a skyrocketing speed to add them into apps.

一夜暴富的夢想就像奧斯卡獲獎影片《貧民窟的百萬富翁》中所描繪的那樣。「白手起家」的故事已經傳到中國，但它更瘋狂，因為任何人都可能成為百萬富翁。

「我的天啊!我不敢相信這是真的!毫無疑問，這對我來說是一大筆錢，」22歲的榮子奇說，他是廣東省的一名畢業生，在移動直播應用程序上獲得了103萬元人民幣(合16萬美元)的獎金。

榮的意外經歷是一種當前趨勢的象徵，數以百萬計的中國人正加入到直播測試應用的潮流，當地的公司競相推出新的、有趣的想法，並以驚人的速度將它們添加到應用中。

The livestreaming or interactive application is a trivia-styled, fast- paced mashup quiz show in the internet era. It broadcasts an online live show and invites a well-known host to ask questions of increasing difficulty.

Those who can correctly answer all 12 questions will share the prize pool, with the largest share topping 5 million yuan as of Wednesday. The questions come from a wide range of topics, including traditional Chinese poems, basic mathematics, physics, chemistry and biology.

Though the format is similar to HQ Trivia, a livestreaming quiz app from the US, the Chinese version is expanding at a far quicker speed, with the prize pool growing increasingly bigger than expected.

在線直播或互動應用程序是互聯網時代的一個瑣碎的，快節奏的混搭測試節目。它會在網上直播節目，並邀請一位知名主持人來提問難度漸增的問題。

那些能夠正確回答所有12個問題的人將分享獎金池，截至周三，其最大的份額將超過500萬元。這些問題來自於各種各樣的話題，包括中國傳統詩歌、基礎數學、物理、化學和生物學。

儘管這種格式類似於美國的一款名為HQ Trivia的實時視頻遊戲應用，但中國版的這款應用正在以更快的速度擴張，其獎金規模也越來越大，超過了預期。

Millions join in

數百萬人參加

Within just two weeks, no matter whether in an office, on the subway, or dining at a restaurant and shopping at a mall, people of different ages can be seen playing livestreaming quiz apps.

When the clock strikes a certain time, people will have their faceaglowand they stare into the mobile screen and play. All of a sudden, the quiz app has become one of the most popular sources of social networking.

"Even if I don"t use the mobile phone often, I am attracted to this quiz show. No entry barrier, no complicated rules, a great chance of reward, tap the screen and play! Why not try?" said Ye Qiang, 57, an electrician from Beijing.

在短短兩周內，無論是在辦公室，在地鐵上，還是在餐館就餐，在購物中心購物，都可以看到不同年齡的人在玩直播遊戲應用程序。

當時鐘在某一時刻出現時，人們的臉會發紅，他們會盯著手機屏幕，玩遊戲。突然間，這個測試應用程序已經成為最流行的社交網路來源之一。

「即使我不經常使用手機，我也會被這個智力競賽節目吸引。」沒有進入障礙，沒有複雜的規則，有很大的回報機會，點擊屏幕，玩遊戲！為什麼不試試呢?57歲的葉強說，他是一名來自北京的電工。

Over 350 million users had joined the quiz app platform Baiwan Yingjia, or Millionaire Winner, by Jan 15, within 10 days of its launch. That"s about one-fourth of the country"s total population.

"We are very confident about this product, as the livestreaming quiz industry is promising in China, no matter from the perspective of content, technology or commercial value. For us, it is an ideal way to increase user loyalty," said Yu Dan, co-founder of live video streaming platform Huajiao, parent company of Baiwan Yingjia. "In the internet industry, gaining more users is the key to winning the second part of the race. Our data proved that a great number of participants can stick to the platform for more than five minutes, leaving a huge development space for this market," she added.

截至1月15日，超過3.5億用戶加入了問答應用平台，百萬富翁。這大約是全國人口的四分之一。

「我們對這款產品非常有信心，因為在中國，無論從內容、技術還是商業價值的角度來看，視頻直播競賽行業都很有希望。對我們來說，這是增加用戶忠誠度的理想方式，」百度在線視頻直播平台Huajiao的創始人兼創始人于丹說。「在互聯網行業，贏得更多用戶是贏得比賽第二部分的關鍵。我們的數據證明，大量的參與者可以在這個平台上堅持超過5分鐘，這給這個市場留下了巨大的發展空間。」

The rising popularity has also prompted a group of companies resembling each other to offer higher incentives to attract users.

Baiwan Yingxiong, translated as Millionaire Hero, backed by online news aggregator toutiao.com, poured over 16 million yuan on Jan 13 and Jan 14, while its major rival Zhishi Chaoren, translated as Cheese Superman, put up over 4.5 million yuan in the same period.

受歡迎程度的上升也促使一群類似的公司提供更高的激勵來吸引用戶。

1月13日和1月14日，由在線新聞網站頭條支持的「百萬英雄」，在1月13日和1月14日期間投入了1600多萬元人民幣，而其主要競爭對手——「芝士超人」則在同一時期投入了450多萬元。

"Breaks new ground"

開闢新天地

"The live quiz show breaks new ground in the livestreaming industry by borrowing inspiration from TV content. Combing mobile apps with a livestreaming quiz broadens potential participants and expands its interactivity," said Wang Chuanzhen, an internet analyst from consultancy Analysys in Beijing.

She said that tantalizing incentives is another reason why it grew so rapidly, since users not only play by themselves, but also draw their families and friends in to participate, which brings them a "reborn card" enabling them to have an extra chance to continue the quiz.

The appealing form also offers lucrative commercial opportunities. Just a few days after Zhishi Chaoren was launched, it received 100 million yuan in advertising fees from Qudian, a Chinese financial technology firm. Its competitor, Baiwan Yingxiong, also cooperated with over a hundred ad agencies to launch a round of games hitting 5 million yuan.

現場問答節目通過從電視內容中獲得靈感，開闢了直播行業的新領域。北京的諮詢公司易觀國際的互聯網分析師王傳振表示:「通過直播測試來梳理移動應用程序，可以拓寬潛在參與者的視野，擴大其交互性。」

她說，誘人的激勵是它發展如此迅速的另一個原因，因為用戶不僅可以自己玩，還可以讓他們的家人和朋友參與進來，這給他們帶來了一張「重生卡」，讓他們有更多的機會繼續這個小測驗。

吸引形式還提供了豐厚的商業機會。就在芝士超人上市幾天後，該公司從中國金融科技公司趣店獲得了1億元的廣告費。其競爭對手百萬英雄也與100多家廣告公司合作，推出了一款500萬人民幣的遊戲。

Analysts point out that the business format is profitable because it uses little money to attract a user but may absorb over 1 million yuan or more in advertising fees later thanks to the huge amount of users.

Wang from Analysys said it is easy to insert ads into such games, whether it is in decorating the livestreaming room, choosing hosts or setting the questions.

While it heated up, several problems were identified. Some companies launched search apps allowing users to play and voice search answers as they played, while some livestreaming apps apologized for their errors, including system crashes.

分析人士指出，這種商業模式是有利可圖的，因為它用很少的錢來吸引用戶，但由於大量用戶的使用，它可能會在以後的廣告費用中獲得超過100萬元的收入。

易觀國際的王旭表示，在這樣的遊戲中插入廣告很容易，無論是在裝飾直播房間、選擇主持人還是設置問題。

在大熱過程中，出現了幾個問題。一些公司推出了搜索應用程序，允許用戶在播放時播放和語音搜索答案，然而一些直播應用程序為他們的錯誤道歉，其中包括系統崩潰。

Lacking transparency

缺乏透明度

"Livestreaming quiz apps also lack fairness and credibility, including the participant number and the winning result, which requires them to invite independentnotaryauthorities to guarantee authenticity," said Li Junhui, senior research fellow of Center for IPR Studies of China University of Political Science and Law.

Li said that whether questions and answers arelegitimateneeds to be considered, noting that the top watchdog in Beijing recently spoke with Baiwan Yingjia for improper questions during the games.

"To avoid these problems, related departments on livestreaming, content checking and advertising regulation are expected to engage to supervise the contests in time to help promote the healthy development of livestreaming quiz apps," he added.

中國政法大學知識產權研究中心高級研究員李俊輝表示:「直播測試應用程序也缺乏公平性和可信度，包括參與者數量和獲獎結果，這要求他們邀請獨立的公證機構來保證真實性。」

李說，問題和答案是否合法需要考慮，並指出北京的最高監管機構最近在奧運會期間與百萬贏家就不當問題進行了交談。

他還說:「為了避免這些問題，有關部門將在直播、內容檢查和廣告監管等方面進行監督，以便及時監督比賽，以促進直播測試應用程序的健康發展。」

Despite rising problems, the battle of livestreaming quiz apps continues, with platforms constantly adding new ideas to stay on top.

Zhishi Chaoren launched a profit-sharing mode, in which, a participant can invite friends to play. If a friend wins, the original participant can also get 10 percent of the prize.

Baiwan Yingjia added an innovation by starting a group mode, allowing four people to play together. The four can share the prize if only one of the group members passes through.

儘管出現了越來越多的問題，但直播測試應用的戰鬥仍在繼續，平台不斷增加新的想法以保持領先。

芝士超人推出了一種利潤分享模式，在這一模式中，參與者可以邀請朋友來玩。如果一個朋友贏了，最初的參與者也可以獲得10%的獎金。

百萬贏家以小組模式的方式增加了一項創新，讓四個人一起玩。如果只有一個小組成員通過的話，這四個人可以分享獎金。

【Vocabulary】

emblematic[?embl??m?t?k]

adj.象徵的，可當標誌的；象徵性；

aglow[??gl??]

adj.& adv.發亮的（地）；發紅的（地）；熾熱的（地）；容光煥發的（地）；

adj.發亮的（地）；

notary[?n??t?ri:]

n.公證人，公證員；

legitimate[li?d?itimit]