Hao Cao: Let me answer your second question about . is our casual interactive mobile game. The game is easy to operate in highly interactive features. For this game, we prepared experienced streamers in advance and adopted a charity incentive method to encourage more players to engage in the game’s livestream. Meanwhile, leveraging the functionality of our user community, we organized various teaming up activities within our community channels. We also provided plenty of in-game items as rewards to increase player engagement and interaction. This helps us effectively promote the game’s popularity and improve our user stickiness on our platform from general tune-up. live streaming volume has ranked at the top of the industry.
More than half of the segment’s users participated in activities within our community channels during the promotional event. In terms of new games that we eagerly anticipated launch of more blockbuster game. For games content platform such as DouYu, high-quality games and there users are the most important for content generation and user growth. Based on game features, we will continue to create premium gaming content with greater interaction — interactive and engaging features as well as wide-ranging selection. We can’t predict the exact schedule of the launch of these games. But according to our practice, we will cooperate with game developers to promote the new games during the pre-launch stage. We will also select experienced streamers, enrich game content for players to watch and discuss and then provide interactive content, such as game tutorials and tournament events to increase user engagement, evaluate, elevate user experience and enhance user stickiness.
Operator: Okay. And our next question today will come from Thomas Chong of Jefferies.
Thomas Chong : Thanks management for taking my questions. My first question is regarding our strategic direction. Given that the company has made a number of strategic assessments in the past two years, how should we think about the industry trend? Or may I put in this way that, how should I think about the management thoughts regarding the game live broadcasting overall industry environment? And my second question is about the user scale for this year, if there’s any qualitative color?
Shaojie Chen : As we mentioned before, the competition we face in our industry has already transitioned from gaming live streaming to gaming content. Gaming content is a much larger market with a broader user base expanding beyond hardcore gamers, watching video game live streaming. This means, users’ needs are evolving, which is both an opportunity and challenge for us. Given the large scale of our existing user base and revenue base, the challenge is how to adjust our products and operations to acquire new users and explore new commercialization channels. We insist on achieving success with premium game content. Specifically, we leverage high-quality game content to acquire new users and build a diversified product system to meet users’ diverse needs and improve user stickiness.
Attracted by wide-ranging content, high-quality users can also generate content through interacting and self-producing, fostering a virtuous cycle on our platform of content production and user development that we have emphasized to build a healthy and sustainable platform. It’s what we’ve done in the past and what we’ll continue to do in the future. Furthermore, for a long time, we paid considerable attention to our revenue scale based on live streaming — based on our live streaming platforms, easing monetization features. However, we think this may harm our platform’s ecosystem and healthy development in the long run. Therefore, we have recently reduced our marketing activities that target revenue growth. Instead, based on our virtual gifting revenue mode, we provided diversified products to cater different users’ paying habits and demand, while also emphasizing our product’s sustainability.
In addition, we are exploring new initiatives, such as a membership business. It took time to make these changes. Therefore, we focus on refining our operations and improving our cost and expenses control. In this way, while making the above adjustments, we still managed to maintain our platform’s long-term profitability.
