Live broadcast-based gift processing method and device, equipment, medium and program product

Abstract

The invention provides a live broadcast-based gift processing method and device, electronic equipment, a computer readable storage medium and a computer program product. The method comprises the following steps: displaying a gift giving control in a live broadcast interface of an anchor end, wherein the gift giving control is used for giving an interactive gift to an audience end by the anchor end; and in response to a gift giving operation triggered based on the gift giving control, giving a target interactive gift given by the gift giving operation instruction to an audience terminal corresponding to a target audience, and displaying a display special effect for the target interactive gift in the live broadcast interface. According to the invention, the gift can be given to the audience terminal through the anchor terminal in the live broadcast, so that the audience can get the active attention of the anchor, and the impression experience of the audience is improved.

Description

Technical Field

[0001] The present application relates to human-computer interaction technology, and in particular to a gift processing method, device, equipment, medium and program product based on live broadcast. Background Art

[0002] With the rapid development of the live broadcast industry, more and more users are joining the live broadcast army. In order to improve the interactivity of the live broadcast room, in the related technology, the audience can attract the attention of the anchor by giving gifts to the anchor while watching the anchor's live broadcast in the live broadcast room. However, when there are many viewers in the live broadcast room and many viewers participate in the interaction (such as liking and sending gifts), the gift giving of a certain audience is often drowned out by other interactions. The audience cannot perceive whether they have received the attention of the anchor, which reduces the audience's viewing experience. Summary of the invention

[0003] The embodiments of the present application provide a gift processing method, device, electronic device, computer-readable storage medium and computer program product based on live broadcast, which can send gifts from the host to the audience during the live broadcast, so that the audience can get the active attention of the host, thereby improving the audience's viewing experience.

[0004] The technical solution of the embodiment of the present application is implemented as follows:

[0005] The embodiment of the present application provides a gift processing method based on live broadcast, which is applied to the anchor end, including:

[0006] Displaying a gift giving control in the live broadcast interface of the anchor end, wherein the gift giving control is used for the anchor end to give an interactive gift to the audience end;

[0007] In response to a gift giving operation triggered by the gift giving control, the target interactive gift indicated by the gift giving operation is given to the audience terminal corresponding to the target audience, and

[0008] A display effect for the target interactive gift is displayed in the live broadcast interface.

[0009] The embodiment of the present application also provides a gift processing method based on live broadcast, which is applied to the audience end, including:

[0010] In the live broadcast interface of the audience, the received target interactive gift is displayed, and a display effect for the target interactive gift is displayed;

[0011] The target interactive gift is given by the host end in response to a gift giving operation instructing to give the target interactive gift to the audience end corresponding to the target audience;

[0012] The gift giving operation is triggered by a gift giving control displayed in the live broadcast interface of the anchor end for the anchor end to give an interactive gift to the audience end.

[0013] The embodiment of the present application provides a gift processing device based on live broadcast, which is arranged at the anchor end, including:

[0014] A control display module, used to display a gift giving control in the live broadcast interface of the anchor end, wherein the gift giving control is used for the anchor end to give an interactive gift to the audience end;

[0015] A gift giving module, configured to respond to a gift giving operation triggered by the gift giving control and give the target interactive gift indicated by the gift giving operation to an audience terminal corresponding to the target audience;

[0016] A special effects display module is used to display special effects for the target interactive gift in the live broadcast interface.

[0017] In the above scheme, the control display module is also used to display interaction indication information in the live broadcast interface of the anchor end, and the interaction indication information is used to instruct the target audience to participate in the live broadcast interaction initiated by the anchor end; the interaction indication information is used as a gift giving control, and the terminal corresponding to the target audience indicated by the interaction indication information is used as the audience end corresponding to the target audience.

[0018] In the above scheme, the gift giving module is also used to display at least one candidate interactive gift in response to a trigger operation on the gift giving control; determine the selected candidate interactive gift in response to a gift selection operation; receive a gift giving operation in response to a determination operation on the selected candidate interactive gift, and use the selected candidate interactive gift as the target interactive gift indicated by the gift giving operation.

[0019] In the above scheme, before the gift giving control is displayed in the live broadcast interface of the anchor end, the device also includes: a control configuration module, which is used to display a configuration interface for associating and configuring the gift giving control; in response to a configuration operation triggered based on the configuration interface, the configured gift parameters are displayed, wherein the gift parameters include a target interactive gift to be given and a gift giving condition corresponding to the target interactive gift; in response to the association operation, an association relationship between the gift giving control and the gift parameters is established to obtain a gift giving control associated with the gift parameters.

[0020] In the above scheme, before the target interactive gift given by the gift giving operation instruction is given to the audience end corresponding to the target audience, the device also includes: an operation triggering module, which is used to trigger the gift giving operation in response to the target audience interacting in the live broadcast interface currently opened on the anchor end, wherein the gift giving operation instruction gives the target interactive gift to the terminal corresponding to the target audience, and the target audience includes at least one of the following audiences: audiences who interact at a specified time, audiences who interact with a target event, audiences whose interaction level reaches a level threshold, audiences whose historical interaction heat reaches a heat threshold, and audiences whose cumulative viewing time in the live broadcast interface reaches a target time.

[0021] In the above scheme, the special effects display module is also used to display the playback special effects of the target interactive gift in the live broadcast interface, and to display the anchor logo corresponding to the anchor end and the audience logo corresponding to the audience end at the associated position of the playback special effects; the displayed playback special effects, the anchor logo and the audience logo are used as display special effects for the target interactive gift.

[0022] In the above scheme, the special effects display module is also used to determine the gift attributes of each of the target interactive gifts in response to the number of target interactive gifts given as indicated by the gift giving operation being at least two; and to display the fusion display special effects of the at least two target interactive gifts according to the gift attributes.

[0023] In the above scheme, the gift giving module is also used to match each target interactive gift with an audience corresponding to each audience end in response to the gift giving operation indicating that the number of target interactive gifts to be given is multiple and there are multiple target audience ends; and according to the matching result, each target interactive gift is given to a terminal corresponding to the corresponding target audience.

[0024] In the above scheme, after the target interactive gift given by the gift giving operation instruction is given to the audience end corresponding to the target audience, the device also includes: an announcement sending module, which is used to send a gift giving announcement to the terminal corresponding to other live broadcast interfaces; wherein, the other live broadcast interface is different from the live broadcast interface currently opened by the anchor end, and the gift giving announcement is used to prompt the anchor end to give the target interactive gift to the audience end, and is used for the terminal corresponding to the other live broadcast interface to jump to the live broadcast interface currently opened by the anchor end when receiving a trigger operation for the gift giving announcement.

[0025] In the above scheme, after the target interactive gift given by the gift giving operation instruction is given to the audience end corresponding to the target audience, the device also includes: a feedback receiving module, which is used to receive feedback interaction information sent by the audience end in response to the number of the target interactive gifts exceeding a first quantity threshold; wherein the feedback interaction information is sent by the audience end after receiving a trigger operation for a gift feedback control, and the gift feedback control is displayed by the audience end when the number of the target interactive gifts received exceeds the first quantity threshold.

[0026] In the above scheme, the feedback interaction information includes the interactive tasks required to obtain the feedback interactive gifts, and the feedback receiving module is also used to output the live broadcast content of the anchor corresponding to the anchor end through the live broadcast interface; in response to the live broadcast content matching the reference content associated with the interactive task, the feedback interactive gift presented by the audience end is received.

[0027] In the above scheme, the feedback receiving module is also used to receive the feedback interactive gift presented by the audience in response to the live broadcast content containing a target action performed by the host, and the target action matches the reference action associated with the interactive task; or, in response to the live broadcast content containing a target sentence of the host's answer to the interactive task, and the target sentence matches the reference sentence associated with the interactive task, receive the feedback interactive gift presented by the audience.

[0028] In the above scheme, after the target interactive gift given by the gift giving operation instruction is given to the audience end corresponding to the target audience, the device also includes: an invitation sending module, which is used to send a social invitation request for inviting the audience end to establish a social relationship in response to the number of the target interactive gifts exceeding a second quantity threshold, so that when the audience end receives the social invitation request, the social establishment control is displayed in the live broadcast interface of the audience end, and the social establishment control is used to establish a social relationship between the audience corresponding to the audience end and the anchor corresponding to the anchor end with one click.

[0029] An embodiment of the present application also provides a gift processing device based on live broadcast, which is arranged at the audience end, and the device includes: a gift receiving module, which is used to display the received target interactive gifts in the live broadcast interface of the audience end, and show the display effects for the target interactive gifts; wherein the target interactive gift is given by the host end in response to a gift giving operation on the audience end corresponding to the target audience, which indicates to give the target interactive gift; the gift giving operation is triggered by a gift giving control displayed in the live broadcast interface of the host end for the host end to give the interactive gift to the audience end.

[0030] In the above scheme, the gift receiving module is also used to display the playback effects of the target interactive gift in the live broadcast interface of the audience end, and display the anchor logo corresponding to the anchor end and the audience logo corresponding to the audience end at the associated position of the playback effects; the displayed playback effects, the anchor logo and the audience logo are used as display effects for the target interactive gift.

[0031] In the above scheme, after the display of the special effects for the target interactive gift, the device also includes: a feedback sending module, which is used to display a gift feedback control in the live broadcast interface of the audience end in response to the number of the target interactive gifts exceeding a first quantity threshold; and send feedback interaction information to the anchor end in response to a gift feedback operation triggered based on the gift feedback control.

[0032] In the above scheme, the feedback interaction information includes an interactive task that the anchor corresponding to the anchor end needs to perform in order to obtain the feedback interactive gift. The feedback sending module is also used to receive a verification request for the interactive task sent by the anchor end, and the verification request carries the live broadcast content of the anchor corresponding to the anchor end for the interactive task; in response to the live broadcast content matching the reference content associated with the interactive task, the feedback interactive gift is presented to the anchor end.

[0033] In the above scheme, after the display of the display special effects for the target interactive gifts, the device also includes: a social establishment module, which is used to display a social establishment control in the live broadcast interface of the audience end in response to the number of the target interactive gifts exceeding a second quantity threshold, and the social establishment control is displayed upon receiving a social invitation request sent by the anchor end; in response to a trigger operation on the social establishment control, a social relationship between the audience corresponding to the audience end and the anchor corresponding to the anchor end is established with one click.

[0034] In the above scheme, the device also includes: a record reference module, which is used to display a gift record control in the live broadcast interface of the audience end; in response to a trigger operation on the gift record control, display the gift giving record of the host end giving an interactive gift to the audience end.

[0035] An embodiment of the present application provides an electronic device, including:

[0036] A memory for storing computer executable instructions or computer programs;

[0037] The processor is used to implement the live broadcast-based gift processing method provided in the embodiment of the present application when executing the computer executable instructions or computer programs stored in the memory.

[0038] An embodiment of the present application provides a computer-readable storage medium storing computer-executable instructions or a computer program for implementing the live broadcast-based gift processing method provided in the embodiment of the present application when executed by a processor.

[0039] An embodiment of the present application provides a computer program product, including a computer program or computer executable instructions. When the computer program or computer executable instructions are executed by a processor, the live broadcast-based gift processing method provided in the embodiment of the present application is implemented.

[0040] The embodiments of the present application have the following beneficial effects:

[0041] By applying the embodiments of the present application, the host side actively gives the target interactive gift to the audience side corresponding to the target audience through the gift giving control displayed in the live broadcast interface, and displays the display effects for the target interactive gift in the live broadcast interface, thereby enriching the gift giving methods in the live broadcast room, allowing the audience to experience the host's active attention, thereby improving user stickiness and improving the user retention rate in the live broadcast room; in addition, since the display effects of the target interactive gift given by the host to the audience are displayed in the live broadcast interface, the display content of the live broadcast screen is richer and the utilization rate of hardware resources is improved. BRIEF DESCRIPTION OF THE DRAWINGS

[0042] Figure 1 1 is a schematic diagram of the architecture of a gift processing system 100 based on live broadcasting provided in an embodiment of the present application;

[0043] Figure 2 is a schematic diagram of the structure of an electronic device 500 provided in an embodiment of the present application;

[0044] Figure 3 It is a flowchart of a gift processing method based on live broadcast and object recognition provided in an embodiment of the present application;

[0045] Figure 4 This is a schematic diagram of gift giving provided in an embodiment of the present application;

[0046] Figure 5 is a configuration diagram of a gift giving control provided in an embodiment of the present application;

[0047] Figure 6-Figure 7 It is a schematic diagram showing the display effects of the target interactive gift provided in the embodiment of the present application;

[0048] Figure 8 It is a display schematic diagram of a gift giving announcement provided in an embodiment of the present application;

[0049] Fig. 9 is a schematic diagram of displaying a gift giving record provided in an embodiment of the present application;

[0050] Fig.10 It is a flowchart of a gift processing method based on live broadcast and object recognition provided in an embodiment of the present application;

[0051] Fig.11 This is a schematic diagram of giving an interactive gift provided in an embodiment of the present application;

[0052] Fig.12 is a schematic diagram of displaying feedback interaction information provided by an embodiment of the present application;

[0053] Fig.13 This is a schematic diagram of a receiving prompt for a reward interactive gift provided in an embodiment of the present application;

[0054] Fig.14 This is a schematic diagram of the distribution of action gifts provided in an embodiment of the present application. DETAILED DESCRIPTION

[0055] In order to make the purpose, technical solutions and advantages of the present application clearer, the present application will be further described in detail below in conjunction with the accompanying drawings. The described embodiments should not be regarded as limiting the present application. All other embodiments obtained by ordinary technicians in the field without making creative work are within the scope of protection of the present application.

[0056] It is understandable that in the embodiments of the present application, when data related to user information (such as user trigger operations, team attributes or role characteristics, etc.) is involved, when the embodiments of the present application are applied to specific products or technologies, user permission or consent is required, and the collection, use and processing of relevant data need to comply with relevant laws, regulations and standards of relevant countries and regions.

[0057] In the following description, reference is made to “some embodiments”, which describe a subset of all possible embodiments, but it will be understood that “some embodiments” may be the same subset or different subsets of all possible embodiments and may be combined with each other without conflict.

[0058] In the following description, the terms "first\second..." are merely used to distinguish similar objects and do not represent a specific ordering of the objects. It can be understood that "first\second..." can be interchanged with a specific order or sequence where permitted, so that the embodiments of the present application described herein can be implemented in an order other than that illustrated or described herein.

[0059] Unless otherwise defined, all technical and scientific terms used herein have the same meaning as those commonly understood by those skilled in the art to which this application belongs. The terms used herein are only for the purpose of describing the embodiments of this application and are not intended to limit this application.

[0060] Before further describing the embodiments of the present application in detail, the nouns and terms involved in the embodiments of the present application are explained. The nouns and terms involved in the embodiments of the present application are subject to the following interpretations.

[0061] 1) Client: an application running in the terminal to provide various services, such as video playback client, game client, live broadcast client, etc.

[0062] 2) In response, it is used to indicate the conditions or states on which the executed operations depend. When the dependent conditions or states are met, one or more operations executed may be in real time or have a set delay. Unless otherwise specified, there is no restriction on the order of execution of the multiple operations executed.

[0063] The embodiment of the present application provides a gift processing method, device, electronic device, computer-readable storage medium and computer program product based on live broadcast, which can send gifts to the audience through the anchor end during live broadcast, so that the audience can get the active attention of the anchor, and improve the audience's viewing experience. The exemplary application of the electronic device provided by the embodiment of the present application is described below. The electronic device provided by the embodiment of the present application can be implemented as a laptop, a tablet computer, a desktop computer, a set-top box, a mobile device (for example, a mobile phone, a portable music player, a personal digital assistant, a dedicated messaging device, a portable gaming device), a smart phone, a smart speaker, a smart watch, a smart TV, a vehicle-mounted terminal, various types of user terminals such as augmented reality (AR, Augmented Reality) and virtual reality (VR, Virtual Reality) devices, and can also be implemented as a server. Below, the exemplary application when the device is implemented as a terminal will be described.

[0064] See also Figure 1 , Figure 1 It is an architectural diagram of a gift processing system 100 based on live broadcast provided in an embodiment of the present application. To support an exemplary application, a terminal (terminal 400-1 and terminal 400-2 are shown as examples) is connected to a server 200 via a network 300. The network 300 may be a wide area network or a local area network, or a combination of the two.

[0065] In some embodiments, the terminal can be a smart phone, a tablet computer, a laptop computer, a desktop computer, a smart speaker, a smart watch, a car terminal, etc., but is not limited to this. The terminal is provided with a client with a live broadcast function, such as a video playback client, an instant messaging client, a game client, a live broadcast client, etc. The server 200 is a background server corresponding to the client, which can be an independent physical server, or a server cluster or distributed system composed of multiple physical servers, or a cloud server that provides basic cloud computing services such as cloud services, cloud databases, cloud computing, cloud functions, cloud storage, network services, cloud communications, middleware services, domain name services, security services, content delivery networks (Content Delivery Network, CDN), and big data and artificial intelligence platforms. The terminal and the server can be directly or indirectly connected by wired or wireless communication, which is not limited in the embodiments of the present application.

[0066] In actual application, taking terminal 400-1 as the anchor end corresponding to the anchor and terminal 400-2 as the audience end corresponding to the audience as an example, a gift giving control is displayed in the live broadcast interface of the anchor end, wherein the gift giving control is used for the anchor end to give interactive gifts to the audience end; in response to the gift giving operation triggered by the gift giving control, a gift giving request is sent to the server 200; based on the gift giving request, the server 200 determines the target interactive gift and target audience indicated by the gift giving operation, and sends the target interactive gift to the audience end 400-2 corresponding to the target audience; after the anchor end gives the target interactive gift to the audience end 400-2, the display effects for the target interactive gift can be displayed in the live broadcast interfaces of both.

[0067] See also Figure 2 , Figure 2 is a schematic diagram of the structure of an electronic device 500 provided in an embodiment of the present application, taking the electronic device 500 as Figure 1 For example, the terminal in Figure 2 The electronic device 500 shown includes: at least one processor 510, a memory 550, at least one network interface 520 and a user interface 530. The various components in the electronic device 500 are coupled together via a bus system 540. It is understood that the bus system 540 is used to achieve connection and communication between these components. In addition to the data bus, the bus system 540 also includes a power bus, a control bus and a status signal bus. However, for the sake of clarity, the bus system 540 is not described in detail. Figure 2 Various buses are labeled as bus system 540 .

[0068] The processor 510 can be an integrated circuit chip with signal processing capabilities, such as a general-purpose processor, a digital signal processor (DSP), or other programmable logic devices, discrete gate or transistor logic devices, discrete hardware components, etc., where the general-purpose processor can be a microprocessor or any conventional processor, etc.

[0069] The memory 550 includes a volatile memory or a non-volatile memory, and may also include both volatile and non-volatile memories. Among them, the non-volatile memory may be a read-only memory (ROM), and the volatile memory may be a random access memory (RAM). The memory 550 described in the embodiment of the present application is intended to include any suitable type of memory. The memory 550 optionally includes one or more storage devices that are physically far away from the processor 510.

[0070] In some embodiments, the memory 550 can store data to support various operations, examples of which include programs, modules, and data structures, or a subset or superset thereof, as exemplarily described below.

[0071] The operating system 551 includes system programs for processing various basic system services and performing hardware-related tasks, such as a framework layer, a core library layer, a driver layer, etc., for implementing various basic businesses and processing hardware-based tasks; a network communication module 552 is used to reach other electronic devices via one or more (wired or wireless) network interfaces 520. Exemplary network interfaces 520 include: Bluetooth, Wireless Compatibility Certification (WiFi), and Universal Serial Bus (USB), etc.

[0072] In some embodiments, the live broadcast-based gift processing device provided in the embodiments of the present application can be implemented in software. The live broadcast-based gift processing device provided in the embodiments of the present application can be provided as various software embodiments, including various forms including applications, software, software modules, scripts or codes. Figure 2 A live broadcast-based gift processing device 555 stored in a memory 550 is shown, which may be software in the form of a program or plug-in, and includes a series of modules, including a control display module 5551, a gift giving module 5552, and a special effect display module 5553. These modules are logical, and therefore may be arbitrarily combined or further split according to the functions implemented. The functions of each module will be described below.

[0073] In other embodiments, the device provided in the embodiments of the present application can be implemented in hardware. As an example, the device provided in the embodiments of the present application can be a processor in the form of a hardware decoding processor, which is programmed to execute the live broadcast-based gift processing method provided in the embodiments of the present application. For example, the processor in the form of a hardware decoding processor can adopt one or more application-specific integrated circuits (Application Specific Integrated Circuit, ASIC), digital signal processors (Digital Signal Processor, DSP), programmable logic devices (Programmable Logic Device, PLD), complex programmable logic devices (Complex Programmable Logic Device, CPLD), field programmable gate arrays (Field-Programmable Gate Array, FPGA) or other electronic components.

[0074] In some embodiments, the terminal or server can implement the live-broadcast-based gift processing method provided in the embodiments of the present application by running various computer-executable instructions or computer programs. For example, computer-executable instructions may be microprogram-level commands, machine instructions or software instructions. The computer program may be a native program or software module in the operating system; it may be a native application (APPlication, APP), that is, a program that needs to be installed in the operating system to run, such as an instant messaging APP or a live broadcast APP; it may also be a small program that can be embedded in any APP, that is, a program that can be run only by downloading it to a browser environment. In short, the above-mentioned computer-executable instructions may be instructions in any form, and the above-mentioned computer program may be an application, module or plug-in in any form.

[0075] As mentioned above, the live-broadcast gift processing method provided in the embodiment of the present application can be implemented by various types of electronic devices, for example, Figure 1 The terminal and the server 200 in the embodiment can be executed by either one of them separately, or by Figure 1 The terminal and server 200 in the embodiment cooperate to execute. Figure 1 The example of terminal 400-1 (i.e., the anchor terminal) executing the live-broadcast gift processing method provided in the embodiment of the present application is described as follows. Figure 3 , Figure 3 is a flowchart of a method for processing gifts based on live broadcasting based on object recognition provided by an embodiment of the present application, which will be combined with Figure 3 The steps shown are explained.

[0076] Step 101: Display a gift giving control in the live broadcast interface of the anchor end, wherein the gift giving control is used for the anchor end to give an interactive gift to the audience end.

[0077] In actual applications, the anchor side is installed with a client for the anchor to start live broadcast, such as an instant messaging client, game client, shopping client, live broadcast client, etc. with live broadcast function. When the anchor starts the live broadcast through the client on the anchor side, the anchor side can display a live broadcast interface (i.e., the live broadcast room), and the audience can enter the live broadcast interface opened by the anchor side to watch the anchor's live broadcast or participate in the live broadcast interaction (such as liking, commenting or giving gifts, etc.).

[0078] In order to express attention or welcome to the existing viewers in the live broadcast room, or to attract more viewers outside the live broadcast room to enter the live broadcast room currently opened by the anchor, the anchor can give interactive gifts to the audience end (i.e., the terminal corresponding to the audience) through the gift giving control displayed in the live broadcast interface. Among them, the gift giving control can exist in various forms. For example, the interactive indication information for the audience to participate in the live broadcast interaction in the live broadcast interface can be used as a gift giving control, and the button in the live broadcast interface for the anchor end to give interactive gifts to the audience end can also be used as a gift giving control. Of course, the gift giving control can also be in other forms, and the embodiments of the present application are not limited to the existence form of the gift giving control.

[0079] Step 102: In response to a gift giving operation triggered by a gift giving control, a target interactive gift indicated by the gift giving operation is given to an audience terminal corresponding to the target audience, and a display effect for the target interactive gift is displayed in the live broadcast interface.

[0080] In some embodiments, the gift giving control can be displayed in the live broadcast interface of the anchor end in the following manner: interactive indication information is displayed in the live broadcast interface of the anchor end, the interactive indication information is used as a gift giving control, and the terminal corresponding to the target audience indicated by the interactive indication information is used as the audience end to be gifted.

[0081] Among them, the interactive indication information is used to instruct the target audience to participate in the live broadcast interaction opened by the anchor end. The live broadcast interaction can be the target audience entering the live broadcast room opened by the anchor end, or the target audience interacting in the live broadcast room opened by the anchor end (such as liking, commenting, giving gifts, etc.), that is, the interactive indication information can be prompt information for instructing the target audience to enter the live broadcast room, or it can be indication information for instructing the target audience to interact in the live broadcast room (such as liking, commenting, giving gifts, etc.). When the interactive indication information is used as a gift giving control, the target audience indicated by the interactive indication information is the audience indicated by the gift giving operation. In response to the gift giving operation, the anchor end can give the target interactive gift to the terminal corresponding to the target audience.

[0082] In some embodiments, the host end can give the target interactive gift indicated by the gift giving operation to the audience end corresponding to the target audience in the following manner: in response to a trigger operation on a gift giving control, display at least one candidate interactive gift; in response to a gift selection operation, determine the selected candidate interactive gift; in response to a determination operation on the selected candidate interactive gift, receive the gift giving operation, and use the selected candidate interactive gift as the target interactive gift indicated by the gift giving operation.

[0083] Here, when the interactive indication information is used as a gift giving control, if the host triggers the interactive indication information (such as clicking on the interactive indication information, or clicking on the audience identifier of the target audience in the interactive indication information (such as nickname, account, avatar, etc.)), the terminal responds to the trigger operation, displays a gift selection interface, and displays at least one candidate interactive gift for selection in the gift selection interface. The host can select the candidate interactive gift as the target interactive gift to be given, so as to give the selected candidate interactive gift to the terminal corresponding to the target audience.

[0084] See also Figure 4 , Figure 4 : This is a gift giving schematic diagram provided in an embodiment of the present application. The interactive area (such as the bullet screen area) in the live broadcast interface of the anchor end displays the audience's interactive indication information. For example, the interactive indication information corresponding to audience A is used to indicate audience A's comment on the anchor's live broadcast content (such as the anchor's game is very exciting), and the interactive indication information corresponding to audience B is prompt information for indicating audience B to enter the live broadcast room (such as a rich user entering the live broadcast room). The anchor can select the gift giving object from the interactive area. For example, when the anchor wants to give an interactive gift to audience A, the audience identifier in the interactive indication information corresponding to audience A (such as the nickname of audience A) can be triggered. In response to the triggering operation, the anchor end takes audience A as the gift giving object (that is, takes audience A as the target audience) and displays a gift selection interface, wherein the gift selection interface includes multiple candidate interactive gifts for selection, such as candidate interactive gift 1, candidate interactive gift 2 and candidate interactive gift 3. The anchor can view the detailed information of the corresponding candidate interactive gift by clicking on the candidate interactive gift (taking the candidate interactive gift as fireworks as an example, the detailed information includes the price of the fireworks, the blooming time, etc.) and can view the preview giving effect of the candidate interactive gift. The host can select candidate interactive gifts as the target interactive gift to be given. For example, when selecting candidate interactive gift 2, the host will respond to the selection operation and use candidate interactive gift 2 as the target interactive gift to give the selected candidate interactive gift 2 to the terminal corresponding to the target audience (i.e., audience A).

[0085] In some embodiments, before displaying the gift giving control in the live broadcast interface of the anchor, the gift giving control can also be associated and configured in the following manner: displaying a configuration interface for associating and configuring the gift giving control; in response to a configuration operation triggered based on the configuration interface, displaying the configured gift parameters, wherein the gift parameters include a target interactive gift to be given and a gift giving condition corresponding to the target interactive gift; in response to the association operation, establishing an association relationship between the gift giving control and the gift parameters, and obtaining a gift giving control associated with the gift parameters.

[0086] Here, before applying the gift giving control, the anchor can configure the gift giving control. Figure 5 , Figure 5 5 is a configuration diagram of a gift giving control provided in an embodiment of the present application, wherein a gift selection control 502 and a condition setting control 503 are displayed in a configuration interface 501 of the gift giving control, wherein the gift selection control 502 can be used to select an interactive gift to be associated with the gift giving control (the interactive gift selected by the gift selection control 502 is used as a target interactive gift), and the condition setting control 503 can be used to set the gift giving conditions corresponding to the target interactive gift, wherein the gift giving conditions are used to indicate the giving trigger conditions of the target interactive gift and the audience to be given the target interactive gift (i.e., the target audience), i.e., under what conditions can the automatic giving of the target interactive gift be triggered, and which audiences have the right to receive the target interactive gift (i.e., which audiences have the right to receive the target interactive gift). After the gift giving conditions corresponding to the target interactive gift are set through the condition setting control 503, in response to an association operation (such as being triggered by the host triggering a determination association button), an association relationship between the gift giving control and the gift parameters can be established, and a gift giving control associated with the gift parameters can be obtained, and the gift giving control can be displayed in the host's live broadcast interface.

[0087] In actual applications, the audience that meets the gift-giving conditions include at least one of the following audiences: audiences who interact at a specified time (that is, audiences who interact in the live broadcast room at a specified time meet the gift-giving conditions), audiences who interact for target events (that is, audiences who interact for target events in the live broadcast room meet the gift-giving conditions, where the target event is an event set by the anchor that can trigger gift giving, such as a like event, a gift event, a consumption event, etc., where a consumption event is a purchase event for a product promoted by the anchor in a product promotion live broadcast scenario), audiences whose interaction level reaches a level threshold (that is, only audiences whose interaction level reaches a level threshold meet the gift-giving conditions, where the interaction level can be determined based on the audience's interaction frequency, the number of fans they have, etc., and the level threshold can be determined based on the actual The conditions for gift giving are as follows: audience whose historical interaction heat reaches the heat threshold (i.e., audience whose historical interaction heat reaches the heat threshold meets the gift giving conditions, where the historical interaction heat refers to the interaction heat of the audience in the historical broadcasts of the current host or other hosts different from the current host, which can be determined according to the number of likes, the number of comments, the number of gifts given, the number of consumption times or the amount, etc. The heat threshold can be set according to actual needs), audience whose cumulative audience time in the live broadcast interface reaches the target time (i.e., audience whose viewing time of the host's live broadcast in the live broadcast room reaches the target time (which can be set according to actual conditions, such as the target time is 2 hours) meets the gift giving conditions, or audience whose viewing time ratio reaches the ratio threshold meets the gift giving conditions, where the viewing time ratio is the ratio of viewing time to the host's total live broadcast time).

[0088] After the gift giving control is associated and configured, in some embodiments, before the host end gives the target interactive gift given by the gift giving operation instruction to the audience end corresponding to the target audience, in response to the target audience interacting in the live broadcast interface currently opened by the host end, a gift giving operation is triggered, wherein the gift giving operation instruction gives the target interactive gift to the terminal corresponding to the target audience.

[0089] In the above manner, since the gift giving control is associated with the target interactive gift to be given and the gift giving condition corresponding to the target interactive gift, that is, the gift giving control is associated with the target interactive gift and the gift recipient of the target interactive gift (that is, the target audience that meets the gift giving condition), that is, the target audience includes at least one of the following audiences: audiences that interact at a specified time, audiences that interact with target events, audiences whose interaction level reaches a level threshold, audiences whose historical interaction heat reaches a heat threshold, and audiences whose cumulative viewing time in the live broadcast interface reaches a target time. In this way, when the target audience corresponding to the target audience that meets the gift giving condition interacts in the live broadcast room, the host can give the target interactive gift to the terminal of the target audience without the host triggering the gift giving control, thereby improving the intelligence and efficiency of gift giving.

[0090] It should be noted that after the gift giving control is associated with the gift parameters, the gift giving control can still have the original general functions. The host can select the function of the gift giving control displayed in the live broadcast interface. For example, when the host triggers the gift giving control, the function selection interface is displayed, and the function options are displayed in the function selection interface, such as general function options and associated function options. When the host selects the general function option, under the general function, the host can subsequently select the target interactive gift and target audience to be given by triggering the gift giving control to give the target interactive gift to the terminal of the target audience, that is, the host can arbitrarily select the interactive gift to be given and the target object to be given (that is, arbitrarily choose which audience to give the interactive gift to), which improves the flexibility of gift giving; when the host selects the associated function option, under the associated function, when the target audience who meets the gift giving conditions interacts in the live broadcast room, the host can give the target interactive gift to the terminal of the target audience without the host triggering the gift giving control, which improves the intelligence and efficiency of gift giving.

[0091] In some embodiments, the host end can display the display effects for the target interactive gift in the live broadcast interface in the following ways: in the live broadcast interface, the playback effects of the target interactive gift are displayed, and the host logo corresponding to the host end and the audience logo corresponding to the audience end are displayed at the associated position of the playback effects; the displayed playback effects, host logo and audience logo are used as the display effects for the target interactive gift.

[0092] Here, after the host sends the target interactive gift to the terminal corresponding to the target audience, the playback effects of the target interactive gift can be displayed in the live broadcast interface of the host or the audience, where the playback effects vary according to the gift attributes of the target interactive gift. For example, when the target interactive gift is virtual fireworks, the corresponding playback effects are the burning and blooming effects of fireworks; when the target interactive gift is a virtual luxury rocket, the corresponding playback effects are the rocket take-off effects. In addition, while displaying the playback effects of the target interactive gift, the host logo (used to indicate the host who sends the gift, such as the host logo can be the host avatar) and the audience logo (used to indicate the audience who receives the gift, such as the audience logo can be the audience avatar) can also be displayed, and the displayed playback effects, host logo and audience logo will be used as the display effects for the target interactive gift.

[0093] It should be noted that the display effect for the target interactive gift can be at least one of the above-mentioned playback effects, anchor logo and audience logo. That is, according to actual needs, one of the playback effects, anchor logo and audience logo can be used as the display effect of the target interactive gift alone, or two or three of the playback effects, anchor logo and audience logo can be used as the display effect of the target interactive gift according to actual needs.

[0094] Take the target interactive gift as fireworks as an example, see Figure 6-Figure 7 , Figure 6-Figure 7 is a schematic diagram showing the display effects of the target interactive gift provided in the embodiment of the present application, Figure 6 In the interactive area (i.e., the bullet screen area), the burning and blooming special effects of the target interactive gift "fireworks" are used as display special effects (i.e., the process of fireworks blooming is displayed), and display prompt information for prompting the target audience that the target interactive gift presented by the anchor is about to be displayed can be displayed, such as "The anchor welcomes you, and the fireworks special effects are about to be played"; Figure 7 In the example, when the host sends two target interactive gifts, such as Fireworks 1 and Fireworks 2, the burning and blooming special effects of Fireworks 1 and Fireworks 2 are superimposed and played, and the host logo (such as the host avatar) and the audience logo (such as the audience avatar) are displayed as display effects.

[0095] Through the above method, the display effects of the target interactive gifts are displayed in the live broadcast interface to express the host's attention to the target audience. In particular, the audience avatar of the target audience is displayed together with the host avatar in the live broadcast interface for all users in the live broadcast room to see. The target audience can better appreciate the host's special attention to themselves, which improves the audience's sense of accomplishment and belonging in the live broadcast room, and is conducive to stimulating the audience to stay in the current live broadcast room for a long time and frequently, thereby improving user stickiness and thus improving user retention rate.

[0096] In some embodiments, the host end can display special effects for target interactive gifts in the live broadcast interface by: in response to the gift giving operation indicating that the number of target interactive gifts given is at least two, determining the gift attributes of each target interactive gift; and according to the attributes of each gift, displaying a fusion display effect of at least two target interactive gifts.

[0097] Here, when the host sends multiple target interactive gifts to the audience, the live broadcast interface can display the fusion display effects of the multiple target interactive gifts according to the gift attributes of each target interactive gift. For example, when the target interactive gifts sent by the host include target interactive gift 1 and target interactive gift 2, if target interactive gift 1 and target interactive gift 2 are both fireworks, then the live broadcast interface will display a fusion display effect of the two fireworks superimposed and blooming together; if target interactive gift 1 is a pet cat and target interactive gift 2 is a pet mouse, then the live broadcast interface will display a fusion display effect of the pet cat chasing the pet mouse; in this way, the display content in the live broadcast interface is enriched and the display utilization rate of the terminal device is improved.

[0098] In some embodiments, the host end can give the target interactive gift given by the gift giving operation instruction to the audience end corresponding to the target audience in the following way: in response to the number of target interactive gifts given by the gift giving operation instruction being multiple and the number of target audiences being multiple, each target interactive gift is matched with the audience corresponding to each audience end; based on the matching result, each target interactive gift is given to the terminal corresponding to the corresponding target audience.

[0099] Here, when the number of target interactive gifts indicated by the gift giving operation is multiple, and the target audiences that meet the gift giving conditions are also multiple, such as the target interactive gifts indicated by the gift giving operation include target interactive gift 1, target interactive gift 2, and target interactive gift 3, and the target audiences that meet the gift giving conditions include target audience A and target audience B, each target interactive gift is matched with each target audience, such as extracting gift features from each target interactive gift, and extracting audience features from the target audience, calculating the similarity between each gift feature and the audience feature, taking the similarity value as the matching result, and then giving each target interactive gift to the terminal corresponding to the target audience that matches it (i.e., the audience corresponding to the maximum similarity value) according to the matching result.

[0100] Continuing with the above description, assuming that the similarity values ​​of the target interactive gift 1, target interactive gift 2 and target interactive gift 3 with the target audience A are 0.9, 0.5 and 0.85 respectively, and the similarity values ​​of the target interactive gift 1, target interactive gift 2 and target interactive gift 3 with the target audience B are 0.3, 0.9 and 0.25 respectively, it can be determined that the target interactive gift 1 is suitable for the target audience A, the target interactive gift 2 is suitable for the target audience B, and the target interactive gift 3 is suitable for the target audience A. The anchor end will present the target interactive gift 1 and the target interactive gift 3 to the terminal corresponding to the target audience A, and will present the target interactive gift 2 to the terminal corresponding to the target audience B.

[0101] Through the above method, when the host sends the target interactive gifts to the corresponding terminals of the target audiences, the target interactive gifts received by the target audiences are more suitable for themselves, which not only improves the accuracy and pertinence of gift giving, but also allows the audience to better appreciate the host's special attention to themselves, further improving the audience's sense of accomplishment and belonging in the live broadcast room, which is conducive to stimulating users to stay in the current live broadcast room for a long time and frequently, improving user stickiness, and thus improving user retention rate.

[0102] In some embodiments, after the host end gives the target interactive gift given in the gift giving operation instruction to the audience end corresponding to the target audience, it can also send a gift giving announcement to the terminals corresponding to other live broadcast interfaces; wherein the other live broadcast interfaces are different from the live broadcast interfaces currently opened by the host end, and the gift giving announcement is used to prompt the host end to give the target interactive gift to the audience end, and is used for the terminals corresponding to the other live broadcast interfaces to jump to the live broadcast interface currently opened by the host end when receiving the trigger operation for the gift giving announcement.

[0103] Here, after the host gives the target interactive gift to the audience, it can also send a gift giving announcement to the terminals corresponding to other live broadcast interfaces in the entire live broadcast platform (that is, live broadcast rooms opened by other anchors different from the current anchor). For example, target audience C watches the live broadcast of anchor A in the live broadcast interface opened by anchor A, and target audience D watches the live broadcast of anchor B in the live broadcast interface opened by anchor B. Assuming that anchor A gives the target interactive gift to target audience C, after anchor A gives the target interactive gift to the terminal corresponding to target audience C through the anchor end (the terminal on the anchor A side), a gift giving announcement can be sent to the live broadcast interface displayed in the terminal corresponding to target audience D (corresponding to the live broadcast room opened by anchor B), that is, the gift giving announcement is displayed in the live broadcast interface displayed on the terminal corresponding to target audience D, so as to prompt target audience D that anchor A has given gifts to the audience in his own live broadcast room, so as to attract target audience D to go to anchor A's live broadcast room to watch.

[0104] See also Figure 8 , Figure 8 This is a display schematic diagram of a gift giving announcement provided in an embodiment of the present application. Taking the live broadcast interface display in the terminal corresponding to the target audience D as an example, a gift giving announcement such as "Anchor A welcomes target audience C to set off fireworks, go to his live broadcast room to watch" is displayed in the live broadcast interface. When the target audience D triggers the gift giving announcement, the terminal corresponding to the target audience D responds to the triggering operation of the target audience D, and jumps the current live broadcast interface (that is, the live broadcast room opened by the corresponding anchor B) to the live broadcast interface opened by anchor A (that is, the live broadcast room opened by the corresponding anchor A) to watch the live broadcast of anchor A, that is, the target audience D jumps from the live broadcast room of anchor B to the live broadcast room of anchor A.

[0105] In this way, the anchor can attract viewers from other live broadcast rooms to his own live broadcast room by giving interactive gifts to the viewers in his own live broadcast room, which can improve the popularity and interactivity of his own live broadcast room. In addition, after the anchor attracts viewers from other live broadcast rooms to his own live broadcast room, he can give interactive gifts to the audience, so that the audience can better appreciate the anchor's special attention to them, further improving the audience's sense of accomplishment and belonging in the live broadcast room, which is conducive to stimulating users to stay in the current live broadcast room for a long time and frequently, improving user stickiness, and thus improving user retention rate.

[0106] In some embodiments, after the host end gives the target interactive gift given by the gift giving operation instruction to the audience end corresponding to the target audience, it can also receive feedback interaction information sent by the audience end in response to the number of target interactive gifts exceeding a first quantity threshold; wherein, the feedback interaction information is sent by the audience end upon receiving a trigger operation for a gift feedback control, and the gift feedback control is displayed by the audience end when the number of target interactive gifts received exceeds the first quantity threshold.

[0107] Here, when the number of target interactive gifts given by the host exceeds a first quantity threshold (which can be set according to actual needs, such as set to 3), a gift feedback control is displayed in the live broadcast interface of the audience end to which the gifts are given. Through the gift feedback control, the audience end to which the gifts are given can send feedback interaction information to the host end, wherein the feedback interaction information includes feedback interaction gifts, that is, after receiving the target interactive gifts given by the host end, the audience end to which the gifts are given can directly send feedback interaction gifts to the host end, so as to enhance the interactivity between the host end and the audience end.

[0108] In some embodiments, the feedback interaction information includes interactive tasks required to obtain feedback interactive gifts. After the host end receives the feedback interaction information sent by the audience end, it can also output the live broadcast content of the host corresponding to the host end through the live broadcast interface; in response to the live broadcast content matching the reference content associated with the interactive task, the host end receives the feedback interactive gift given by the audience end.

[0109] Here, in order to further improve the host's interactivity with the audience, the feedback interaction information may include the interactive tasks required to obtain the feedback interactive gifts. When the host receives the feedback interaction information, the corresponding interactive tasks are displayed. The host obtains the feedback interactive gifts by completing the interactive tasks. For example, when the host performs the interactive tasks, the host can output the corresponding live content (which can be voice, action or written text, etc.) through the live broadcast interface. When the live content output by the host matches the reference content associated with the interactive task (such as extracting live features and reference features from the live content and reference content respectively, and matching the live features with the reference features, such as calculating the similarity between the two, and when the similarity value exceeds the similarity threshold, the two are considered to match), the host can receive the feedback interactive gifts given by the audience.

[0110] In some embodiments, the host side may receive a feedback interactive gift from the audience side in response to the live broadcast content matching the reference content associated with the interactive task in the following manner: in response to the live broadcast content containing a target action to be performed by the host, and the target action matching the reference action associated with the interactive task, receiving a feedback interactive gift from the audience side; or, in response to the live broadcast content containing a target sentence for the host to answer the interactive task, and the target sentence matching the reference sentence associated with the interactive task, receiving a feedback interactive gift from the audience side.

[0111] Among them, interactive tasks may include multiple types. For example, the interactive task may be an action type. In this case, the interactive task may include an action pattern that the host needs to complete. The host can perform the corresponding target action according to the action pattern. The host end collects the target action performed by the host in real time, and matches the target action with the reference action (i.e., the action pattern) associated with the interactive task. When the two match, it is considered that the host has completed the interactive task, so that the host can receive the feedback interactive gift from the audience end. For example, the interactive task can be a language type (such as a song, a riddle, etc.). In this case, the interactive task is the interactive question to be answered (such as singing xxx song, or guessing xxx riddle, etc.). The host can answer according to the interactive question. The host end collects the target sentence answered by the host in real time, and matches the target sentence with the reference sentence associated with the interactive task. When the target sentence matches the reference sentence associated with the interactive task (such as the reference singing audio of xxx song, or the answer to the riddle, etc.), it is considered that the host has completed the interactive task, so that the host can receive the feedback interactive gift from the audience end.

[0112] Through the above method, when the audience gives gifts back to the anchor, it brings certain challenges to the anchor. Only after the anchor completes the challenge can he obtain the interactive gifts given by the audience, which promotes the interactivity and fun between the anchor and the audience.

[0113] In some embodiments, after the host end gives the target interactive gift given by the gift giving operation instruction to the audience end corresponding to the target audience, in response to the number of target interactive gifts exceeding a second quantity threshold, a social invitation request for inviting the audience end to establish a social relationship is sent to the audience end, so that when the audience end receives the social invitation request, a social establishment control is displayed in the live broadcast interface of the audience end, and the social establishment control is used to establish a social relationship between the audience corresponding to the audience end and the host corresponding to the host end with one click.

[0114] Here, when the number of target interactive gifts given by the host exceeds a second quantity threshold (greater than the first quantity threshold, which can be set according to actual needs, such as set to 6), the host can automatically initiate a social invitation request, wherein the social invitation request is used for the host to invite the target audience to whom the gifts are given to establish a social relationship (such as a friend relationship). When the audience to whom the gifts are given (i.e., the terminal corresponding to the audience who receives the target interactive gifts) receives the social invitation request, a social establishment control is displayed in the live broadcast interface of the audience to whom the gifts are given. When the audience to whom the gifts are given agrees to the social invitation request, the social establishment control can be triggered. The audience to whom the gifts are given responds to the triggering operation and establishes a social relationship between the host who gives the gifts (the host who gives the gifts) and the audience to whom the gifts are given with one click (i.e., quickly, without the need for the host to authenticate again). Then, the audience to whom the gifts are given can send social establishment feedback information to the host to inform the host that the social relationship between the two has been established.

[0115] Through the above methods, the host expresses his concern for the audience by actively establishing social relationships. The audience can better appreciate the host's special attention to them, which increases the audience's sense of accomplishment and belonging in the live broadcast room, and is conducive to stimulating the audience to stay in the current live broadcast room for a long time and frequently, thereby improving user stickiness and thus improving user retention rate.

[0116] Next, by Figure 1 The present invention is described by taking the example of terminal 400-2 (i.e., the audience terminal) independently executing the live broadcast-based gift processing method provided in an embodiment of the present application.

[0117] In some embodiments, the received target interactive gift is displayed in the live broadcast interface of the audience end, and a display special effect for the target interactive gift is displayed; wherein, the target interactive gift is given by the host end in response to a gift giving operation on the audience end corresponding to the target audience that indicates to give the target interactive gift; the gift giving operation is triggered by a gift giving control displayed in the live broadcast interface of the host end for the host end to give the interactive gift to the audience end.

[0118] Here, the audience end is installed with a client for the audience to watch the live broadcast, such as an instant messaging client, game client, shopping client, live broadcast client, etc. with a live broadcast function. When the audience enters the live broadcast room opened by the anchor end through the client on the audience end, the audience end can display a live broadcast interface (i.e., the live broadcast room), and display the anchor's live broadcast content and the audience's interactive content (such as likes, comments or gifts, etc.) in the live broadcast interface.

[0119] In actual applications, in order to express attention or welcome to the existing viewers in the live broadcast room, or to attract more viewers outside the live broadcast room to enter the live broadcast room currently opened by the anchor, the anchor can give interactive gifts to the audience through the gift giving control displayed in the live broadcast interface of the anchor. Among them, the gift giving control can exist in various forms. For example, the interactive indication information of the audience participating in the live broadcast interaction in the live broadcast interface can be used as a gift giving control, and the button in the live broadcast interface for the anchor to give interactive gifts to the audience can also be used as a gift giving control. Of course, the gift giving control can also be in other forms. The embodiment of the present application does not limit the existence form of the gift giving control; when the anchor triggers the gift giving operation based on the gift giving control, the target interactive gift given by the gift giving operation instruction can be given to the audience corresponding to the target audience. After the audience receives the target interactive gift, the target interactive gift can be displayed on the live broadcast interface of the audience, and the display effects for the target interactive gift can be displayed.

[0120] In some embodiments, the audience end can display the display effects for the target interactive gift in the following manner: in the live broadcast interface of the audience end, the playback effects of the target interactive gift are displayed, and the host logo corresponding to the host end and the audience logo corresponding to the audience end are displayed at the associated position of the playback effects; the displayed playback effects, host logo and the audience logo are used as the display effects for the target interactive gift.

[0121] Here, after the host sends the target interactive gift to the terminal corresponding to the target audience, the playback effects of the target interactive gift can be displayed in the live broadcast interface of the host or all audience ends, where the playback effects vary according to the gift attributes of the target interactive gift. For example, when the target interactive gift is virtual fireworks, the corresponding playback effects are the burning and blooming effects of fireworks; when the target interactive gift is a virtual luxury rocket, the corresponding playback effects are the rocket take-off effects. In addition, while displaying the playback effects of the target interactive gift, the host logo (used to indicate the host who sends the gift, such as the host logo can be the host avatar) and the audience logo (used to indicate the audience who receives the gift, such as the audience logo can be the audience avatar) can also be displayed, and the displayed playback effects, host logo and audience logo will be used as the display effects for the target interactive gift.

[0122] It should be noted that the display effect for the target interactive gift can be at least one of the above-mentioned playback effects, anchor logo and audience logo. That is, according to actual needs, one of the playback effects, anchor logo and audience logo can be used as the display effect of the target interactive gift alone, or two or three of the playback effects, anchor logo and audience logo can be used as the display effect of the target interactive gift according to actual needs.

[0123] Through the above method, the display effects of the target interactive gifts are displayed in the live broadcast interface to express the host's attention to the target audience. In particular, the audience avatar of the target audience is displayed together with the host avatar in the live broadcast interface for all users in the live broadcast room to see. The target audience can better appreciate the host's special attention to themselves, which improves the audience's sense of accomplishment and belonging in the live broadcast room, and is conducive to stimulating the audience to stay in the current live broadcast room for a long time and frequently, thereby improving user stickiness and thus improving user retention rate.

[0124] In some embodiments, a gift record control may be displayed in the live broadcast interface of the audience end; in response to a trigger operation on the gift record control, a gift giving record of the host end giving an interactive gift to the audience end is displayed.

[0125] Here, in actual application, the gift record control can be displayed in the live broadcast interface of all viewers who enter the live broadcast room opened by the anchor. The audience can view the anchor's historical gift giving records through the gift record control, such as Fig. 9 As shown, Fig. 9 It is a display diagram of the gift giving record provided in the embodiment of the present application, and the gift giving record interface displays the relevant records of the interactive gifts given by the host to the audience in the recent period.

[0126] In some embodiments, after the audience end displays the display effects for the target interactive gift, in response to the number of target interactive gifts exceeding a first quantity threshold, a gift feedback control is displayed in the live broadcast interface of the audience end; in response to the gift feedback operation triggered based on the gift feedback control, feedback interaction information is sent to the anchor end.

[0127] Here, when the number of target interactive gifts given by the host exceeds a first quantity threshold (which can be set according to actual needs, such as set to 3), a gift feedback control is displayed in the live broadcast interface of the audience end to which the gifts are given. Through the gift feedback control, the audience end to which the gifts are given can send feedback interaction information to the host end, wherein the feedback interaction information includes feedback interaction gifts, that is, after receiving the target interactive gifts given by the host end, the audience end to which the gifts are given can directly send feedback interaction gifts to the host end, so as to enhance the interactivity between the host end and the audience end.

[0128] In some embodiments, the feedback interaction information includes obtaining the interactive task that the host corresponding to the host end needs to perform to give the feedback interactive gift. The audience end can also receive a verification request for the interactive task sent by the host end. The verification request carries the live broadcast content of the host corresponding to the host end for the interactive task; in response to the live broadcast content matching the reference content associated with the interactive task, a feedback interactive gift is given to the host end.

[0129] Here, in order to further improve the host's interactivity with the audience, the audience who receives gifts can also set interactive tasks for the host to execute, that is, the feedback interactive information may include the interactive tasks required to obtain the feedback interactive gifts. When the host receives the feedback interactive information, the corresponding interactive tasks are displayed. The host obtains the feedback interactive gifts by completing the interactive tasks. For example, when the host executes the interactive tasks, the host can output the corresponding live content (which can be voice, action or written text, etc.) through the live broadcast interface, and send a verification request carrying the live content to the audience. Based on the verification request, the audience matches the live content output by the host with the reference content associated with the interactive task, such as extracting live features and reference features from the live content and the reference content respectively, and matching the live features with the reference features, such as calculating the similarity between the two. When the live content output by the host matches the reference content associated with the interactive task (that is, when the similarity value of the two exceeds the similarity threshold, the two are considered to match), the feedback interactive gift is given to the host.

[0130] In some embodiments, the audience end may send a feedback interactive gift to the host end in response to the live broadcast content matching the reference content associated with the interactive task in the following ways: in response to the live broadcast content containing a target action performed by the host, and the target action matching the reference action associated with the interactive task, sending a feedback interactive gift to the host end; or, in response to the live broadcast content containing a target sentence for the host to answer the interactive task, and the target sentence matching the reference sentence associated with the interactive task, sending a feedback interactive gift to the host end.

[0131] Among them, the interactive tasks may include multiple types. For example, the interactive tasks may be action-type. In this case, the interactive tasks sent by the audience end to the anchor end may include action patterns that the anchor needs to complete. The anchor can perform the corresponding target action according to the action pattern. The anchor end collects the target action performed by the anchor in real time and sends a verification request carrying the target action to the audience end. Based on the verification request, the audience end matches the target action with the reference action (i.e., action pattern) associated with the interactive task. When the two match, it is considered that the anchor has completed the interactive task, so that a feedback interactive gift can be given to the anchor end. For example, the interactive tasks may be language-type ( Such as songs, riddles, etc.), in this case, the interactive task is the interactive question to be answered (such as singing xxx song, or guessing xxx riddle, etc.), the anchor can answer according to the interactive question, the anchor end collects the target sentence of the anchor's answer in real time, and sends a verification request carrying the target sentence to the audience end. Based on the verification request, the audience end matches the target sentence with the reference sentence associated with the interactive task, and when the target sentence matches the reference sentence associated with the interactive task (such as the reference singing audio of xxx song, or the answer to the riddle, etc.), it is considered that the anchor has completed the interactive task, so that a feedback interactive gift can be sent to the anchor end.

[0132] Through the above method, when the audience gives gifts back to the anchor, it brings certain challenges to the anchor. Only after the anchor completes the challenge can he obtain the interactive gifts given by the audience, which promotes the interactivity and fun between the anchor and the audience.

[0133] In some embodiments, after the audience end displays the display effects for the target interactive gifts, it can also display a social establishment control in the live broadcast interface of the audience end in response to the number of target interactive gifts exceeding a second quantity threshold, wherein the social establishment control is displayed upon receiving a social invitation request sent by the anchor end; in response to the triggering operation of the social establishment control, a social relationship between the audience corresponding to the audience end and the anchor corresponding to the anchor end is established with one click.

[0134] Here, when the number of target interactive gifts given by the host exceeds a second quantity threshold (greater than the first quantity threshold, which can be set according to actual needs, such as set to 6), the host can automatically initiate a social invitation request to the audience to whom gifts are given, wherein the social invitation request is used for the host to invite the target audience to whom gifts are given to establish a social relationship (such as a friend relationship). When the audience to whom gifts are given (i.e., the terminal corresponding to the audience who receives the target interactive gifts) receives the social invitation request, a social establishment control is displayed in the live broadcast interface of the audience to whom gifts are given. When the audience to whom gifts are given agrees to the social invitation request, the social establishment control can be triggered. The audience to whom gifts are given responds to the triggering operation and establishes a social relationship between the host who gives gifts (the host who gives gifts) and the audience to whom gifts are given with one click (i.e., quickly, without the need for the host to authenticate again). Then, the audience to whom gifts are given can send social establishment feedback information to the host to inform the host that the social relationship between the two has been established.

[0135] Through the above methods, the host expresses his concern for the audience by actively establishing social relationships. The audience can better appreciate the host's special attention to them, which increases the audience's sense of accomplishment and belonging in the live broadcast room, and is conducive to stimulating the audience to stay in the current live broadcast room for a long time and frequently, thereby improving user stickiness and thus improving user retention rate.

[0136] The following will describe an exemplary application of the embodiment of the present application in an actual application scenario. In the game live broadcast application scenario, the anchor end is provided with a game client and an anchor client (i.e., a live broadcast assistant). The live broadcast room is opened through the live broadcast assistant, and the game screen in the game client is pushed to the live broadcast server. The live broadcast server pushes the game screen to the live broadcast interface of each user (including the anchor and the audience) in the live broadcast room for display, that is, the game process is broadcast live through the live broadcast interface, and the game live broadcast uses the live broadcast of the game process as the main live broadcast content.

[0137] Next, by Figure 1The example of the terminal 400-1 (i.e., the host terminal) and the terminal 400-2 (i.e., the audience terminal) in the embodiment of the present application cooperating to execute the live-broadcast-based gift processing method is described. Fig.10 , Fig.10 is a flowchart of a method for processing gifts based on live broadcasting based on object recognition provided by an embodiment of the present application, which will be combined with Fig.10 The steps shown are explained.

[0138] Step 201: Display a gift giving control in the live broadcast interface of the anchor.

[0139] In actual applications, after the anchor starts the live broadcast through the live broadcast assistant in the anchor end, the audience can enter the live broadcast content of the audience anchor in the live broadcast room. When the audience interacts in the live broadcast room (including entering the live broadcast room and liking, commenting, etc. in the live broadcast room), a gift giving control for the anchor end to send interactive gifts to the audience end can be displayed in the live broadcast interface of the anchor end.

[0140] Among them, the gift giving control can exist in various forms. For example, the interactive instruction information in the live broadcast interface used to instruct the target audience to participate in the live broadcast interaction is used as a gift giving control, such as Fig.11 As shown, Fig.11 This is a schematic diagram of the presentation of interactive gifts provided in an embodiment of the present application. The interactive area (such as the barrage area) 1101 in the live broadcast interface of the anchor side displays the audience's interactive indication information. For example, the interactive indication information corresponding to audience A is used to indicate audience A's comment on the anchor's live broadcast content (such as the anchor's game is very exciting). Another example is that the interactive indication information corresponding to audience B is a prompt information for indicating audience B to enter the live broadcast room (such as a rich user entering the live broadcast room). The anchor can select the gift recipient from the interactive area. When the anchor wants to present an interactive gift to audience A (i.e., the target audience), the audience identifier (such as audience A's nickname) in the interactive indication information corresponding to audience A can be triggered.

[0141] Step 202: The host terminal determines a selected target interactive gift in response to a gift selection operation triggered by a gift giving control.

[0142] like Fig.11 As shown, when the host triggers the gift giving control (i.e., the audience identifier in the interactive indication information corresponding to audience A), the host side responds to the trigger operation, displays a gift selection interface, and displays multiple candidate interactive gifts for selection on the gift selection interface, such as Fireworks 1 to Fireworks 5. The host can view the detailed information of each candidate interactive gift (such as the price of the fireworks, the length of time it blooms, etc.), and can view the preview giving effect of each candidate interactive gift.

[0143] The host selects candidate interactive gifts as the target interactive gift to be given. For example, when Fireworks 5 is selected, the host side responds to the gift selection operation and selects Fireworks 5 as the target interactive gift.

[0144] Step 203: The host terminal responds to the gift giving operation for the target interactive gift and gives the target interactive gift to the terminal corresponding to the target audience.

[0145] For example, the host can trigger a confirmation operation for the target interactive gift by clicking a gift button. In response to the confirmation operation, the host end presents the target interactive gift (i.e., firework 5) to the terminal corresponding to the target audience (i.e., audience A). After the gift, the display effects of the target interactive gift can be displayed in the live broadcast interface, such as the burning and blooming effects of firework 5. All viewers in the live broadcast room can see the blooming effect of the fireworks.

[0146] Step 204: Display the received target interactive gift in the live broadcast interface of the audience, and display the display effects for the target interactive gift.

[0147] Take the target interactive gift displayed on the terminal corresponding to viewer A as an example. Fig.11 In the example, after the terminal corresponding to the viewer A receives the target interactive gift (i.e., firework 5), the burning and blooming special effects of firework 5 are displayed.

[0148] In actual applications, when the number of target interactive gifts received by the audience is multiple (two or more), taking the case where the audience receives two fireworks (i.e., Firework 1 and Firework 5) as an example, the two fireworks superimposed playback effects can be displayed. At the same time, the host avatar (used to indicate the avatar of the host who gave the gift) and the audience avatar (used to indicate the avatar of the audience who received the gift, i.e., the avatar of audience A) can also be displayed, and the above-mentioned superimposed playback effects, host avatars, and audience avatars can be used as display effects. For details, please refer to Figure 7 .

[0149] Through the above method, when the audience enters the live broadcast room or interacts in the live broadcast room, the anchor will send the target interactive gift to the audience after receiving the audience's interaction notification, so as to show the display effects of the target interactive gift in the live broadcast interface to express the anchor's attention to the target audience. In particular, the audience avatar of the target audience receiving the gift is displayed together with the anchor avatar in the live broadcast interface for all users in the live broadcast room to see. The target audience can better appreciate the anchor's special attention to themselves, which improves the audience's sense of accomplishment and belonging in the live broadcast room, which is conducive to stimulating the audience to stay in the current live broadcast room for a long time and frequently, thereby improving user stickiness and thus improving user retention rate.

[0150] It should be noted that after the anchor sends the target interactive gift to the audience, the anchor can also send a gift announcement to the terminals corresponding to other live broadcast interfaces in the full live broadcast platform (i.e., live broadcast rooms opened by other anchors other than the current anchor), such as Figure 8 As shown, taking the live broadcast interface display in the terminal corresponding to the target audience D as an example, a gift giving announcement such as "Host A welcomes target audience C to set off fireworks, go to his live broadcast room to watch" is displayed in the live broadcast interface. When the target audience D triggers the gift giving announcement, the terminal corresponding to the target audience D responds to the triggering operation of the target audience D, and jumps the current live broadcast interface (that is, the live broadcast room opened by the corresponding anchor B) to the live broadcast interface opened by anchor A (that is, the live broadcast room opened by the corresponding anchor A) to watch the live broadcast of anchor A, that is, the target audience D jumps from the live broadcast room of anchor B to the live broadcast room of anchor A. In this way, the anchor can attract viewers from other live broadcast rooms to his own live broadcast room by giving interactive gifts to the viewers in his own live broadcast room, which can improve the popularity and interactivity of his own live broadcast room. In addition, after the anchor attracts viewers from other live broadcast rooms to his own live broadcast room, he can give interactive gifts to the audience, so that the audience can better appreciate the anchor's special attention to them, further improving the audience's sense of accomplishment and belonging in the live broadcast room, which is conducive to stimulating users to stay in the current live broadcast room for a long time and frequently, improving user stickiness, and thus improving user retention rate.

[0151] Step 205: The audience end sends feedback interaction information to the anchor end in response to the gift feedback operation triggered by the gift feedback control.

[0152] Among them, when the number of target interactive gifts given by the anchor end exceeds the first quantity threshold (which can be set according to actual needs, such as set to 3), a gift feedback control is displayed in the live broadcast interface of the audience end that has received the gifts. Through the gift feedback control, the audience end that has received the gifts can send feedback interaction information to the anchor end, and the feedback interaction information includes feedback interaction gifts. That is, after receiving the target interactive gifts given by the anchor end, the audience end that has received the gifts can directly send feedback interaction gifts to the anchor end, so as to enhance the interactivity between the anchor end and the audience end.

[0153] In order to further improve the host's interactivity with the audience, the audience who receives gifts can also set interactive tasks for the host to execute, that is, the feedback interactive information may include the interactive tasks required to obtain the feedback interactive gifts. When the host receives the feedback interactive information, the corresponding interactive tasks are displayed, and the host obtains the feedback interactive gifts by completing the interactive tasks.

[0154] Step 206: The host terminal displays feedback interaction information.

[0155] See also Fig.12 , Fig.12This is a schematic diagram of the display of feedback interactive information provided in an embodiment of the present application. Taking the interactive task as an action task as an example, the host end displays the feedback interactive information sent by the audience end, such as "After selecting an action pattern, you can receive a feedback interactive gift by posing an action posture consistent with the selected action pattern."

[0156] Step 207: The host receives a feedback interactive gift from the audience in response to the target action performed by the host matching the action pattern.

[0157] After the anchor selects an action pattern, he can perform the corresponding target action according to the selected action pattern, such as swinging the target action according to the action pattern and maintaining the target action for more than 1 second. The anchor collects the target action performed by the anchor in real time and matches the target action with the selected action pattern (such as matching the captured image containing the target action with the action pattern in the template library, and analyzing whether the head, hand, and leg postures match the postures in the action pattern). When the two match, it is considered that the anchor has completed the interactive task, so that he can receive the feedback interactive gifts given by the audience, such as Fig.13 As shown, Fig.13 This is a schematic diagram of a receiving prompt for a reward interactive gift provided by an embodiment of the present application. When the anchor completes the interactive task, a receiving prompt message such as "Congratulations, your action is consistent with the action set by the audience, and you get a gift" is displayed. The receiving prompt message can be displayed in the form of a pop-up window in the anchor room or in the form of a system message. When the two do not match, the anchor continues to be reminded that he needs to complete the action corresponding to the gift in order to receive the corresponding gift.

[0158] See also Fig.14 , Fig.14 This is a schematic diagram of distributing action gifts provided by an embodiment of the present application, including the following steps:

[0159] 1. When the audience sends a feedback interactive gift to the anchor through the terminal, the feedback request carrying the feedback interactive gift is first sent to the live broadcast background service.

[0160] 2. The live broadcast background service identifies the feedback interactive gift based on the feedback request. When the feedback interactive gift is identified as an action gift, a notification is sent to the stream screenshot service. When the feedback interactive gift is identified as an ordinary gift (i.e., a non-action gift), the feedback interactive gift can be directly given to the anchor.

[0161] 3. Based on the notification, the stream screenshot service takes frame screenshots of the live stream of the anchor, and sends the frame screenshots and the target template to the corresponding recognition service. Among them, the target template is the action pattern corresponding to the interactive gift set by the audience, and the recognition service can be based on the OpenCv recognition service.

[0162] 4. The recognition service performs recognition based on the frame screenshot and target template, and sends the recognition results to the live broadcast background service.

[0163] 5. The live broadcast background service analyzes the recognition results. When the recognition results indicate that the anchor has completed the interactive task, the corresponding settlement service is sent to the terminal. The terminal tells the anchor that he has received the interactive gift in return. The live broadcast background service will also give the calculation share of the interactive gift in return to the corresponding anchor.

[0164] The above-mentioned action gift distribution process is highly versatile, has clear links, and can be easily expanded to other gameplays, and can be connected to other functional modules at a lower cost.

[0165] Through the above method, when the audience gives gifts back to the anchor, it brings certain challenges to the anchor. The anchor cannot simply sit in front of the camera and broadcast, but must perform interactive tasks and complete the challenges before he can get the interactive gifts given by the audience, which promotes the interactivity and fun between the anchor and the audience.

[0166] Step 208: The host sends a social invitation request to the viewer.

[0167] Here, when the number of target interactive gifts sent by the anchor end exceeds the second number threshold (greater than the first number threshold, which can be set according to actual needs, such as 6), the anchor end can automatically initiate a social invitation request to the audience end to which the gifts are sent, wherein the social invitation request is used for the anchor to invite the target audience (i.e., audience A) to whom the gifts are sent to establish a social relationship (such as a friend relationship).

[0168] Step 209: The audience terminal displays a social establishment control in the live broadcast interface in response to the social invitation request.

[0169] Here, when the audience end to which the gift is given (ie, the terminal corresponding to audience A) receives the social invitation request, a social establishment control is displayed in the live broadcast interface of the audience end to which the gift is given.

[0170] Step 210: In response to the triggering operation for establishing the social control, the audience side establishes a social relationship between the audience corresponding to the audience side and the host corresponding to the host side with one click.

[0171] Here, when the audience who receives the gift (i.e., audience A) agrees to the social invitation request, the social establishment control can be triggered. The audience who receives the gift can respond to the trigger operation and establish a social relationship between the anchor who gives the gift (the anchor who gives the gift) and the audience who receives the gift (i.e., audience A) with one click (i.e., quickly, without the need for the anchor to authenticate again). Then, the audience who receives the gift can send social establishment feedback information to the anchor to inform the anchor that the social relationship between the two has been established.

[0172] Through the above methods, the host expresses his concern for the audience by actively establishing social relationships. The audience can better appreciate the host's special attention to them, which increases the audience's sense of accomplishment and belonging in the live broadcast room, and is conducive to stimulating the audience to stay in the current live broadcast room for a long time and frequently, thereby improving user stickiness and thus improving user retention rate.

[0173] So far, the live broadcast-based gift processing method provided by the embodiment of the present application has been described in combination with the exemplary application and implementation of the electronic device provided by the embodiment of the present application. The following will continue to describe the cooperation of various modules in the live broadcast-based gift processing device 555 provided by the embodiment of the present application to implement the live broadcast-based gift processing solution.

[0174] When the gift processing device based on live broadcast is set at the anchor end, the control display module 5551 is used to display the gift giving control in the live broadcast interface of the anchor end, and the gift giving control is used for the anchor end to give interactive gifts to the audience end; the gift giving module is used to respond to the gift giving operation triggered by the gift giving control, and give the target interactive gift given by the gift giving operation instruction to the audience end corresponding to the target audience; the special effect display module is used to display the display special effects for the target interactive gift in the live broadcast interface.

[0175] In some embodiments, the control display module is also used to display interaction indication information in the live broadcast interface of the anchor end, and the interaction indication information is used to instruct the target audience to participate in the live broadcast interaction initiated by the anchor end; the interaction indication information is used as a gift giving control, and the terminal corresponding to the target audience indicated by the interaction indication information is used as the audience end corresponding to the target audience.

[0176] In some embodiments, the gift giving module is also used to display at least one candidate interactive gift in response to a trigger operation on the gift giving control; determine the selected candidate interactive gift in response to a gift selection operation; receive a gift giving operation in response to a determination operation on the selected candidate interactive gift, and use the selected candidate interactive gift as the target interactive gift indicated by the gift giving operation.

[0177] In some embodiments, before displaying the gift giving control in the live broadcast interface of the anchor, the device also includes: a control configuration module, used to display a configuration interface for associating and configuring the gift giving control; in response to a configuration operation triggered based on the configuration interface, displaying configured gift parameters, wherein the gift parameters include a target interactive gift to be given and an audience that meets the gift giving conditions; in response to the association operation, establishing an association relationship between the gift giving control and the gift parameters, and obtaining a gift giving control associated with the gift parameters.

[0178] In some embodiments, before the target interactive gift given by the gift giving operation instruction is given to the audience end corresponding to the target audience, the device also includes: an operation triggering module, which is used to trigger the gift giving operation in response to the target audience interacting in the live broadcast interface currently opened on the anchor end, wherein the gift giving operation instruction gives the target interactive gift to the terminal corresponding to the target audience, and the target audience includes at least one of the following audiences: audiences who interact at a specified time, audiences who interact with a target event, audiences whose interaction level reaches a level threshold, audiences whose historical interaction heat reaches a heat threshold, and audiences whose cumulative audience time in the live broadcast interface reaches a target time.

[0179] In some embodiments, the special effects display module is also used to display the playback special effects of the target interactive gift in the live broadcast interface, and to display the anchor identifier corresponding to the anchor end and the audience identifier corresponding to the audience end at the associated position of the playback special effects; the displayed playback special effects, the anchor identifier and the audience identifier are used as display special effects for the target interactive gift.

[0180] In some embodiments, the special effects display module is also used to determine the gift attributes of each of the target interactive gifts in response to the gift giving operation indicating that the number of target interactive gifts given is at least two; and display the fusion display special effects of the at least two target interactive gifts based on the gift attributes.

[0181] In some embodiments, the gift giving module is also used to match each of the target interactive gifts with the audience corresponding to each of the audience terminals in response to the gift giving operation indicating that the number of target interactive gifts to be given is multiple and the number of target audiences is multiple; and based on the matching result, each of the target interactive gifts is given to the terminal corresponding to the corresponding target audience.

[0182] In some embodiments, after the target interactive gift given by the gift giving operation instruction is given to the audience end corresponding to the target audience, the device also includes: an announcement sending module, used to send a gift giving announcement to the terminal corresponding to other live broadcast interfaces; wherein, the other live broadcast interface is different from the live broadcast interface currently opened by the anchor end, and the gift giving announcement is used to prompt the anchor end to give the target interactive gift to the audience end, and is used for the terminal corresponding to the other live broadcast interface to jump to the live broadcast interface currently opened by the anchor end when receiving a trigger operation for the gift giving announcement.

[0183] In some embodiments, after the target interactive gift given by the gift giving operation instruction is given to the audience end corresponding to the target audience, the device also includes: a feedback receiving module, which is used to receive feedback interaction information sent by the audience end in response to the number of the target interactive gifts exceeding a first quantity threshold; wherein the feedback interaction information is sent by the audience end upon receiving a trigger operation for a gift feedback control, and the gift feedback control is displayed by the audience end when the number of the target interactive gifts received exceeds the first quantity threshold.

[0184] In some embodiments, the feedback interaction information includes interactive tasks required to obtain feedback interactive gifts, and the feedback receiving module is also used to output the live broadcast content of the anchor corresponding to the anchor end through the live broadcast interface; in response to the live broadcast content matching the reference content associated with the interactive task, the feedback interactive gift presented by the audience end is received.

[0185] In some embodiments, the feedback receiving module is also used to receive the feedback interactive gift presented by the audience in response to the live broadcast content containing a target action performed by the host, and the target action matches the reference action associated with the interactive task; or, in response to the live broadcast content containing a target sentence of the host's answer to the interactive task, and the target sentence matches the reference sentence associated with the interactive task, receive the feedback interactive gift presented by the audience.

[0186] In some embodiments, after the target interactive gift given by the gift giving operation instruction is given to the audience end corresponding to the target audience, the device also includes: an invitation sending module, which is used to send a social invitation request for inviting the audience end to establish a social relationship in response to the number of the target interactive gifts exceeding a second quantity threshold, so that when the audience end receives the social invitation request, the social establishment control is displayed in the live broadcast interface of the audience end, and the social establishment control is used to establish a social relationship between the audience corresponding to the audience end and the anchor corresponding to the anchor end with one click.

[0187] An embodiment of the present application also provides a gift processing device based on live broadcast, which is arranged at the audience end, and the device includes: a gift receiving module, which is used to display the received target interactive gifts in the live broadcast interface of the audience end, and show the display effects for the target interactive gifts; wherein the target interactive gift is given by the host end in response to a gift giving operation on the audience end corresponding to the target audience, which indicates to give the target interactive gift; the gift giving operation is triggered by a gift giving control displayed in the live broadcast interface of the host end for the host end to give the interactive gift to the audience end.

[0188] In some embodiments, the gift receiving module is also used to display the playback effects of the target interactive gift in the live broadcast interface of the audience end, and to display the anchor identifier corresponding to the anchor end and the audience identifier corresponding to the audience end at the associated position of the playback effects; the displayed playback effects, the anchor identifier and the audience identifier are used as display effects for the target interactive gift.

[0189] In some embodiments, after the display of the special effects for the target interactive gift, the device also includes: a feedback sending module, which is used to display a gift feedback control in the live broadcast interface of the audience end in response to the number of the target interactive gifts exceeding a first quantity threshold; and send feedback interaction information to the anchor end in response to a gift feedback operation triggered based on the gift feedback control.

[0190] In some embodiments, the feedback interaction information includes an interactive task that the anchor corresponding to the anchor end needs to perform to obtain the feedback interactive gift. The feedback sending module is also used to receive a verification request for the interactive task sent by the anchor end, and the verification request carries the live broadcast content of the anchor corresponding to the anchor end for the interactive task; in response to the live broadcast content matching the reference content associated with the interactive task, the feedback interactive gift is presented to the anchor end.

[0191] In some embodiments, after the display of the display special effects for the target interactive gifts, the device also includes: a social establishment module, which is used to display a social establishment control in the live broadcast interface of the audience end in response to the number of the target interactive gifts exceeding a second quantity threshold, and the social establishment control is displayed upon receiving a social invitation request sent by the anchor end; in response to a trigger operation on the social establishment control, a social relationship between the audience corresponding to the audience end and the anchor corresponding to the anchor end is established with one click.

[0192] In some embodiments, the device also includes: a record reference module, which is used to display a gift record control in the live broadcast interface of the audience end; in response to a trigger operation on the gift record control, display the gift giving record of the host end giving an interactive gift to the audience end.

[0193] The embodiment of the present application provides a computer program product, which includes a computer program or a computer executable instruction, and the computer program or the computer executable instruction is stored in a computer-readable storage medium. The processor of the electronic device reads the computer executable instruction from the computer-readable storage medium, and the processor executes the computer executable instruction, so that the electronic device executes the above-mentioned live-broadcast-based gift processing method of the embodiment of the present application.

[0194] The embodiment of the present application provides a computer-readable storage medium storing computer-executable instructions, wherein the computer-executable instructions or computer programs are stored. When the computer-executable instructions or computer programs are executed by a processor, the processor will be caused to execute the live-broadcast-based gift processing method provided in the embodiment of the present application, for example, Figure 3 A gift processing method based on live broadcast is shown.

[0195] In some embodiments, the computer-readable storage medium may be a memory such as FRAM, ROM, PROM, EPROM, EEPROM, flash memory, magnetic surface storage, optical disk, or CD-ROM; or it may be various devices including one or any combination of the above memories.

[0196] In some embodiments, computer executable instructions may be in the form of a program, software, software module, script or code, written in any form of programming language (including compiled or interpreted languages, or declarative or procedural languages), and may be deployed in any form, including as a stand-alone program or as a module, component, subroutine or other unit suitable for use in a computing environment.

[0197] As an example, computer-executable instructions may, but need not, correspond to a file in a file system, may be stored as part of a file storing other programs or data, such as in one or more scripts in a HyperText Markup Language (HTML) document, in a single file dedicated to the program in question, or in multiple coordinated files (e.g., files storing one or more modules, subroutines, or code portions).

[0198] As an example, computer executable instructions may be deployed to be executed on one electronic device, or on multiple electronic devices located at one site, or on multiple electronic devices distributed at multiple sites and interconnected by a communication network.

[0199] The above is only an embodiment of the present application and is not intended to limit the protection scope of the present application. Any modifications, equivalent substitutions and improvements made within the spirit and scope of the present application are included in the protection scope of the present application.

Claims

1. A gift processing method based on live broadcast, characterized in that: The method comprises: Displaying a gift giving control in the live broadcast interface of the anchor end, wherein the gift giving control is used for the anchor end to give an interactive gift to the audience end; In response to a gift giving operation triggered by the gift giving control, the target interactive gift indicated by the gift giving operation is given to the audience terminal corresponding to the target audience, and A display effect for the target interactive gift is displayed in the live broadcast interface.

2. The method according to claim 1, characterized in that The displaying of the gift giving control in the live broadcast interface of the anchor terminal includes: Displaying interactive indication information in the live broadcast interface of the anchor terminal, wherein the interactive indication information is used to instruct the target audience to participate in the live broadcast interaction initiated by the anchor terminal; The interactive indication information is used as a gift giving control, and the terminal corresponding to the target audience indicated by the interactive indication information is used as the audience terminal.

3. The method according to claim 2, characterized in that The step of giving the target interactive gift indicated by the gift giving operation to the audience terminal corresponding to the target audience includes: In response to a trigger operation on the gift giving control, displaying at least one candidate interactive gift; In response to a gift selection operation, determining a selected candidate interactive gift; In response to a determination operation on a selected candidate interactive gift, a gift giving operation is received, and the selected candidate interactive gift is used as a target interactive gift indicated by the gift giving operation.

4. The method according to claim 1, characterized in that Before displaying the gift giving control in the live broadcast interface of the anchor, the method further includes: Displaying a configuration interface for associating and configuring the gift giving control; In response to a configuration operation triggered based on the configuration interface, displaying configured gift parameters, wherein the gift parameters include a target interactive gift to be given and a gift giving condition corresponding to the target interactive gift; In response to the association operation, an association relationship between the gift giving control and the gift parameters is established to obtain the gift giving control associated with the gift parameters.

5. The method according to claim 4, characterized in that Before presenting the target interactive gift presented by the gift presenting operation instruction to the audience end of the target audience, the method further comprises: In response to the target audience interacting in the live broadcast interface currently opened by the anchor terminal, triggering the gift giving operation, wherein the gift giving operation indicates that the target interactive gift is given to the terminal corresponding to the target audience; Among them, the target audience includes at least one of the following audiences: audiences who interact at a specified time, audiences who interact with a target event, audiences whose interaction level reaches a level threshold, audiences whose historical interaction heat reaches a heat threshold, and audiences whose cumulative audience time in the live broadcast interface reaches a target time.

6. The method according to claim 1, characterized in that The displaying special effects for the target interactive gift in the live broadcast interface includes: In the live broadcast interface, the playback special effect of the target interactive gift is displayed, and the host identifier corresponding to the host end and the audience identifier corresponding to the audience end are displayed at the associated position of the playback special effect; The displayed playback special effect, the anchor identification and the audience identification are used as display special effects for the target interactive gift.

7. The method according to claim 1, characterized in that The displaying special effects for the target interactive gift in the live broadcast interface includes: In response to the gift giving operation indicating that the number of target interactive gifts given is at least two, determining a gift attribute of each of the target interactive gifts; According to the attributes of each of the gifts, a fusion display effect of the at least two target interactive gifts is displayed.

8. The method according to claim 1, characterized in that The step of presenting the target interactive gift presented by the gift presenting operation instruction to the audience terminal corresponding to the target audience includes: In response to the gift giving operation indicating that the number of target interactive gifts to be given is multiple and the number of target audiences is multiple, matching each of the target interactive gifts with each of the target audiences; According to the matching results, each of the target interactive gifts is presented to a terminal corresponding to the corresponding target audience.

9. The method according to claim 1, characterized in that After the target interactive gift given by the gift giving operation instruction is given to the audience terminal corresponding to the target audience, the method further includes: Send gift giving announcements to terminals corresponding to other live broadcast interfaces; Among them, the other live broadcast interface is different from the live broadcast interface currently opened by the anchor end, and the gift giving announcement is used to prompt the anchor end to give the target interactive gift to the audience end, and is used for the terminal corresponding to the other live broadcast interface to jump to the live broadcast interface currently opened by the anchor end when receiving the trigger operation for the gift giving announcement.

10. The method according to claim 1, characterized in that After the target interactive gift given by the gift giving operation instruction is given to the audience terminal corresponding to the target audience, the method further includes: In response to the number of the target interactive gifts exceeding a first quantity threshold, receiving feedback interactive information sent by the audience terminal; Among them, the feedback interaction information is sent by the audience end when it receives a trigger operation for the gift feedback control, and the gift feedback control is displayed by the audience end when the number of the target interactive gifts received exceeds the first number threshold.

11. The method according to claim 10, characterized in that The feedback interaction information includes an interactive task required to be performed to obtain a feedback interaction gift. After receiving the feedback interaction information sent by the audience terminal, the method further includes: Outputting the live broadcast content of the anchor corresponding to the anchor terminal through the live broadcast interface; In response to the live broadcast content matching the reference content associated with the interactive task, the feedback interactive gift presented by the audience is received.

12. The method according to claim 11, characterized in that In response to the live broadcast content matching the reference content associated with the interactive task, receiving the feedback interactive gift presented by the audience terminal, comprises: In response to the live broadcast content containing a target action performed by the anchor, and the target action matching a reference action associated with the interactive task, receiving the feedback interactive gift presented by the audience; or In response to the live broadcast content containing the target sentence of the host's answer to the interactive task, and the target sentence matching the reference sentence associated with the interactive task, the feedback interactive gift presented by the audience is received.

13. The method according to claim 1, characterized in that After the target interactive gift given by the gift giving operation instruction is given to the audience terminal corresponding to the target audience, the method further includes: In response to the number of the target interactive gifts exceeding the second number threshold, a social invitation request for inviting the audience to establish a social relationship is sent to the audience end, so that When the audience end receives the social invitation request, a social establishment control is displayed in the live broadcast interface of the audience end, and the social establishment control is used to establish a social relationship between the audience corresponding to the audience end and the anchor corresponding to the anchor end with one click.

14. A gift processing method based on live broadcast, characterized in that: The method comprises: In the live broadcast interface of the audience, the received target interactive gift is displayed, and a display effect for the target interactive gift is displayed; The target interactive gift is given by the host end in response to a gift giving operation instructing to give the target interactive gift to the audience end corresponding to the target audience; The gift giving operation is triggered by a gift giving control displayed in the live broadcast interface of the anchor end for the anchor end to give an interactive gift to the audience end.

15. The method according to claim 14, characterized in that The display of the special effects for the target interactive gift includes: In the live broadcast interface of the audience end, the playback special effect of the target interactive gift is displayed, and the host identifier corresponding to the host end and the audience identifier corresponding to the audience end are displayed at the associated position of the playback special effect; The displayed playback special effect, the anchor identification and the audience identification are used as display special effects for the target interactive gift.

16. The method according to claim 14, characterized in that After displaying the display special effect for the target interactive gift, the method further includes: In response to the number of the target interactive gifts exceeding a first quantity threshold, displaying a gift feedback control in the live broadcast interface of the viewer end; In response to a gift feedback operation triggered based on the gift feedback control, feedback interaction information is sent to the anchor end.

17. The method according to claim 16, characterized in that The feedback interaction information includes obtaining the feedback interaction gift and the interactive task that the anchor corresponding to the anchor terminal needs to perform, and the method further includes: receiving a verification request for the interactive task sent by the anchor end, wherein the verification request carries live broadcast content of the anchor corresponding to the anchor end for the interactive task; In response to the live broadcast content matching the reference content associated with the interactive task, the feedback interactive gift is presented to the anchor end.

18. The method of claim 14, wherein: After displaying the display special effect for the target interactive gift, the method further includes: In response to the number of the target interactive gifts exceeding a second number threshold, displaying a social establishment control in the live broadcast interface of the viewer end, wherein the social establishment control is displayed upon receiving a social invitation request sent by the anchor end; In response to a trigger operation on the social establishment control, a social relationship between the audience corresponding to the audience end and the anchor corresponding to the anchor end is established with one click.

19. The method of claim 14, wherein: The method further comprises: In the live broadcast interface of the audience terminal, display a gift record control; In response to a trigger operation on the gift record control, a gift giving record of the host end giving an interactive gift to the audience end is displayed.

20. A gift processing device based on live broadcast, characterized in that: The device comprises: A control display module, used to display a gift giving control in the live broadcast interface of the anchor end, wherein the gift giving control is used for the anchor end to give an interactive gift to the audience end; A gift giving module, configured to respond to a gift giving operation triggered by the gift giving control and give the target interactive gift indicated by the gift giving operation to an audience terminal corresponding to the target audience; A special effects display module is used to display special effects for the target interactive gift in the live broadcast interface.

21. An electronic device, characterized in that: include: A memory for storing computer executable instructions or computer programs; The processor is used to implement the live broadcast-based gift processing method described in any one of claims 1 to 19 when executing the computer executable instructions or computer programs stored in the memory.

22. A computer-readable storage medium, characterized in that: Computer executable instructions or computer programs are stored, and when the computer executable instructions or computer programs are executed by a processor, the live broadcast-based gift processing method described in any one of claims 1 to 19 is implemented.

23. A computer program product comprising a computer program or computer executable instructions, characterized in that When the computer program or computer executable instructions are executed by the processor, the live broadcast-based gift processing method described in any one of claims 1 to 19 is implemented.

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