On August 22nd, 2022, Moj Live—the video live-streaming feature inside the Moj app—launched a new feature. What we saw next was a sharp increase in the number of gifts being sent to hosts conducting their livestreams on the app. More people started sending gifts to their favorite hosts on Moj Live to show their support, among other reasons. So what were these other reasons? What was this new feature that led to the sudden increase in gift-giving on our platform?

Live-streaming is a popular way for people to connect with others in real time. It's a chance to make friends, gain popularity, and even make money. One way viewers support their favorite creators is by sending them gifts during their live streams. While there are different reasons that make people send gifts—appreciation for someone's talent, personal affinity, events, etc.—let's also try to understand what falls under the 'etc.'

Sending gifts gives instant satisfaction, recognition, and visibility to the sender, especially in front of a large audience. This visibility encourages people to continue supporting their favorite creators. To make gift-giving more fun, Moj Live introduced new features that turned it into a kind of competition. Even before the launch of this feature, people sending gifts were naturally competitive. They would compare the number of gifts they had sent to others and use this information to form a ranking of their own. We noticed this by observing livestreams and through various research projects, leading us to introduce features to tap into this competitive spirit. Let’s take a closer look at two of these features and how they are being used by the live-streaming ecosystem.

Star Gifter Battle

This feature visually showcased the unspoken competition among different supporters of a creator. Through primary research, it became clear that people appreciate the visibility they get when sending gifts—it makes them feel important within the system. So, to make their profiles more visible, we made them the drivers of cute battleships that appeared when people sent gifts.

People already enjoyed gifting to their favorite hosts, but with the launch of this feature, they could now experience both the happiness of supporting video livestream hosts and the thrill of participating in a race. "It's so much fun to see who would emerge as a winner!" was a common sentiment gathered during user interviews.

Additionally, they could extend their interactions with other viewers supporting the same creators. Participants in the race engaged in light banter in the comment section, which also provided entertainment for others watching the livestream. To keep things interesting, people often preferred to send gifts during the last few seconds of the battle to surprise their opponents and ultimately emerge as the winner!

Last but certainly not least, this feature also allowed ardent fans of creators to find new ways to generate support and bask in the spotlight. So how did they do it? These super fans strategized by sending fewer or less expensive gifts, helping new members of the community win. Interestingly, the feature's name—Star Gifter Battle—was inspired by the hosts, who considered the gift senders to be the real stars of their livestreams.

Hosts loved using this feature to hype up the generous gifters with constant commentary, highlighting the race participants. They also made sure to shout out new viewers who joined the fun by sending gifts. Ultimately, this feature wasn’t just about hyping the audience—it was about building connections and community that extended beyond the feature’s runtime on the livestream.

Creator Battle

While Star Gifter Battle added excitement for gift senders, Creator Battles elevated the competition to a new level.

The strong bond between creators and their fans brings people back to watch, participate, and financially support their favorite creators. This is evident in regular live streams and during Star Gifter Battles, where there is one creator. Now, imagine two creators on your screen—each with their own teams engaged in a time-bound competition. Enter the Creator Battle Feature on Moj Live!

The competitive dynamics between creators can be likened to the formation of clans or groups in real life. It embodies the rivalry between two teams, each rallying behind their chosen creator through gift-giving or cheering in the comments.

Besides the competitive aspect, Creator Battles also allow creators to broaden their networks by interacting with others on the platform. This gives them an opportunity to engage with a wider audience and gain visibility among both creators' fans. Additionally, it serves as a platform for new creators to connect with industry veterans, forge friendships, and learn from them.

For supporters, this feature provides a stage to shine in front of viewers from both creators’ audiences, leaving their mark on two livestreams at once.

These new features—Star Gifter Battle and Creator Battles—have made watching livestreams more exciting than ever. They bring fans closer to their favorite creators and create a fun atmosphere of competition and connection. The Creator Battle feature, in particular, enhances the camaraderie on livestreams. Supporters of a common host unite, forming an implicit team to rally behind their favorite during battles with other creators. This dynamic mirrors the fandoms that emerge in the real world, driven by shared adoration and affection for a particular individual or group. Think about the electric atmosphere when M.S. Dhoni steps onto the cricket field, or the fervor of Swifties, whose collective passion can cause mini earthquakes at Taylor Swift's concerts. These examples illustrate the potent bond that forms among fans—both online and offline—fueled by shared admiration for their beloved hosts.

As Moj Live continues to grow, we're eager to see how these features will further elevate the livestreaming experience for our community.

Join us on Moj Live and prepare for an immersive journey, where you can root for your favorite hosts and connect with fellow enthusiasts. 🚀