虎牙直播

虎牙直播是中国以游戏与电竞为核心的弹幕式互动直播平台，总部位于广州。它的前身是欢聚时代旗下的 YY 直播业务，2014 年 11 月更名为「虎牙直播」并开始独立运营，是国内最早一批做游戏直播的平台。
2018 年 5 月，虎牙在美国纽约证券交易所上市，股票代码 HUYA，成为中国第一家上市的游戏直播公司。2020 年 4 月，腾讯通过全资子公司收购虎牙股份并成为控股股东，虎牙继续保持独立运营；截至 2025 年 3 月 31 日，腾讯持有约 67.3% 的已发行股份，投票权约 95.4%。
平台内容以游戏直播为主，覆盖电竞赛事、娱乐、综艺、户外与体育等品类，与赛事主办方、游戏开发商和发行商长期合作，并形成了由主播、公会与用户共同参与的互动社区；海外业务以 Nimo TV 进入东南亚与拉丁美洲市场。
对活动营销来说，虎牙的价值在于把线上关系搬到线下：星盛典、曜金年度盛典把颁奖、红毯、家族对抗与海岛嘉年华串成持续多日的活动，主播从直播间走上舞台，粉丝的弹幕与应援也成为现场的一部分。这类年度盛典既是平台对主播与公会的年度交代，也是品牌与游戏厂商合作的固定节点。

Huya Live is a Chinese bullet-comment live-streaming platform built around games and esports, headquartered in Guangzhou. Its origins lie in the YY live-streaming business of JOYY; in November 2014 the service was renamed Huya Live and began operating independently, making it one of the earliest game-streaming platforms in China.
In May 2018, Huya listed on the New York Stock Exchange under the ticker HUYA, becoming the first Chinese game live-streaming company to go public. In April 2020, Tencent acquired shares in Huya through a wholly owned subsidiary and became its controlling shareholder, while Huya continued to operate independently. As of 31 March 2025, Tencent beneficially owned approximately 67.3% of Huya's issued shares and held about 95.4% of the voting power.
The platform's content centres on game streaming and extends to esports tournaments, entertainment, variety, outdoor and sports programming. Huya has held external broadcast rights for leagues such as LCK and works with tournament organisers, game developers and publishers. Its bullet-comment format, virtual gifting and guild system shape how audiences watch and respond in real time, and the platform has built an interactive community of streamers, talent agencies and viewers. Overseas, its Nimo TV product, launched in 2018, has entered markets in Southeast Asia and Latin America.
For event marketing, Huya's value lies in moving online relationships into physical space. Annual events such as the Star Gala and the Yaogold Annual Festival turn awards, red carpets, guild competitions and island carnivals into multi-day programmes: streamers step out of their channels onto a stage, and fans' comments and support become part of the live scene. The 2026 Yaogold festival, for example, stretched a single awards night into a three-day island carnival with guild competitions, seaside activities and a coastal red carpet. These annual galas are both the platform's yearly account to its streamers and guilds, and a recurring moment for collaboration with brands and game publishers.