Boosting Live‑Stream Dating: Design Secrets Behind 58’s Local Matchmaking

Preface

Live streaming has penetrated every industry, quickly propelling many sectors forward. 58’s local‑version matchmaking product uses real‑time host matchmaking to make online dating more reliable.

Product Background

The local version is in a growth phase, with total revenue as the North Star metric, split into gift revenue and visitor count.

Live rooms are the main venue; attracting male and female participants and encouraging hosts to broadcast are key to increasing activity and revenue.

Product Design

Target users are single or divorced youths aged 25‑45 in lower‑tier markets. Research shows they join live rooms to find partners, satisfy curiosity, or pass time. The product’s value is helping users meet new people and express interests, leading to a design focused on emotion, interaction, and honor.

Emotional Gift System

Gifts satisfy basic expectations and also users’ emotional needs, acting as a bridge between product and user. The system includes three expectation dimensions: pride, admiration, desire. Example: the “Hug” gift, a popular animation priced at 200 diamonds, offers a warm, immersive experience.

Gifts are categorized into three types: regular low‑price gifts (e.g., “thumbs up”), mid‑high‑price gifts with full‑screen effects (e.g., “rocket”), and holiday gifts aligned with events.

PK Gameplay

PK adds competition and entertainment, encouraging gifting. In this product, three video streams (host, male guest, female guest) exist; PK is implemented as a non‑split‑screen mode with a real‑time panel in the corner, preserving interaction among guests. For host‑to‑host PK, visual layout adjustments enable a two‑stream split‑screen PK.

User Incentive System

An incentive system motivates continuous usage. Users are segmented into levels with distinct privileges; higher levels grant titles, entrance effects, exclusive services. The system includes levels, badges, and experience points. Design leverages the “Eight‑Corner” behavior analysis (mission, achievement, authority, ownership, social, scarcity, unknown, loss) to drive engagement.

Conclusion

Continuous exploration of live‑room features is essential; new gameplay consistently lifts gift revenue and UV. Future work will focus on adding scenarios and fresh interactions to meet evolving user needs.