Should Bilibili prioritize expanding its gaming content or diversifying into new content categories?

Introduction

The trade-off question at hand is whether Bilibili should prioritize expanding its gaming content or diversify into new content categories. This decision is crucial for Bilibili's growth strategy and user engagement. I'll analyze this trade-off by examining the current product landscape, potential impacts, and key metrics, followed by an experiment design and decision framework.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm thinking Bilibili is facing increased competition in the video-sharing space. Could you provide more context on our market position and primary competitors?

Why it matters: Helps understand the urgency and strategic importance of this decision. Expected answer: Bilibili is a top player but facing pressure from both gaming-focused and general content platforms. Impact on approach: Would influence whether we need a defensive or offensive strategy.

• Business Context: Based on Bilibili's current revenue model, I assume gaming content is a significant contributor. Can you share how gaming content currently impacts our revenue streams?

Why it matters: Helps quantify the potential financial impact of expanding gaming content. Expected answer: Gaming content drives substantial ad revenue and user engagement. Impact on approach: High gaming revenue would favor expansion, while lower impact might suggest diversification.

• User Impact: I'm considering the different user segments on Bilibili. Can you provide insights into how our user base is currently split between gaming enthusiasts and other content consumers?

Why it matters: Helps understand potential cannibalization or expansion of the user base. Expected answer: A significant portion of users consume both gaming and non-gaming content. Impact on approach: Would influence how we balance content strategy to serve existing users while attracting new ones.

• Technical Feasibility: Considering our current infrastructure, how easily can we scale to support either expanded gaming content or new content categories?

Why it matters: Determines the technical effort required for each option. Expected answer: Our infrastructure is flexible but may require some adjustments for new content types. Impact on approach: Would affect timeline and resource allocation for implementation.

• Resource Allocation: I'm curious about our current content creation and curation teams. How are our resources currently split between gaming and other content categories?

Why it matters: Helps understand the internal capacity for expansion or diversification. Expected answer: We have a strong gaming content team but limited resources in other areas. Impact on approach: Would influence whether we need to hire, train, or reallocate teams.