ChinaJoy revelation: Hand Tour IP Big Bang, small company will therefore be cleaned

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I black Horse Note: ChinaJoy on the company in addition to competition sister, the most important thing is to spell a variety of IP. In almost no barrier to the hand-travel industry, IP seems to be becoming a barrier-small companies have become less opportunities.

This year's ChinaJoy is like a lively IP (intellectual property, the short name of IP) press conference, almost every hand travel companies have announced their own IP plans.

The network writer Tanggu Three Little High-profile said, "I push a game to ensure that your monthly income is tens of millions", "You do my IP will certainly be able to sovereignty is not to lose money." Not only is Tanggu three little, the industry chain all parties are ready--good IP behind a group of potential gamers, their fan attributes will bring more revenue for the game, as the hands of the market outbreak of growth, IP reserves often also determines a mobile phone game manufacturer's competitiveness.

Can contribute IP resources not only network novels, film and television, animation, television programs, even once well-known games have become a major source of high-quality IP. Tencent animation under the "Corpse Brother" will be the right to adapt the phone game to the Qing long map, and the green Tree produced by the animated film "Quebec Pull" also teamed up with the air network launched the movie the same name game, Fei Liu and TV drama writer existed signed cooperation agreement, China Hand tour to get the "Sailing king", "Naruto", "A Smart break", "Boxing Emperor 97 "," Big sailing times 5 "and other IP.

For the value of IP, snail Vice President Sun Dahou told Tencent Technology, "is to drive users to download, the development of new users." This means that a user-familiar IP-produced game will not only attract existing gamers to download, but will also drive those IP fans to become new gamers.

Wang, vice president of Sohu Tour, said on the one hand, IP will make the mobile phone game in advertising benefits to get a higher return, because in the same position, the conversion rate of the game made of mature IP will be greatly climbed, "this is the advertising effect"; On the other hand, Chinese games have been lacking in the construction of the world view, A mature IP will make up for such deficiencies.

For the channel to have IP game is also attractive, a channel person to Tencent technology revealed that such games will make its download conversion rate is higher than the general game 30%.

But there are also insiders believe that IP just for the game to increase the success of the no-fault just, have seen tanggu three small IP game success, but another beginning of the great god of the IP game is not successful, the same, if the game quality excellent, so that the production of high input and play novel, the probability of success will not be less than strong IP game.

But both views are behind concerns about small groups in the industry, with all kinds of strong IP game explosion, related IP prices rise, small game company's original products are difficult to stand out, and with all kinds of IP and the domestic giants signed, small companies rely on pirated IP fame is also less and less likely.

High-quality IP scramble to increase game operation remains key

In the face of such fierce IP competition, high-quality IP resources will be strengthened, good IP conversion games will reduce the cost of early promotion, but whether to achieve long-term income success, but also to see the game development and operation of the team's own ability.

IDC analyst Kang Jialin said, "whether the IP is not too much impact on the quality of the game itself and popularity, IP may be the game industry from the irregular to mature a phased feature, will not be too much change in the market competition." ”

Some sober practitioners are also aware of the importance of the game itself. Zhou Yahui that, whether the Oriental Fairy, or Western magic, all the subject matter at present in the country are very hot, but the core of the game is quality.

Sun Dahou also said that the biggest role of IP is the user's inspiration and willingness to cultivate, and the game is not fun is the key to survival. In his view, select an IP in addition to the fan group factor, must look for a number of distinctive character of the heroic role of IP, in order to transform it into a game role.

As a matter of fact, there are some rules to follow in this industry. For the popular overseas IP, consider whether it will be other manufacturers to play the ball, but also quickly to its operations and game design localization; For a nostalgic style of IP, to consider its audience age, with the ability to buy the time is limited, should play the game design of the more avantgarde to cover more people.

However, there are also some ways of doing business that can cause damage to the added value of IP. Since mobile gaming is an industry in urgent need of breakthrough and fast reading, it is the practitioner's business to think about how to retain the value of the user in the product lifecycle. For now, there are two main ways of doing business.

First, the use of different IP, using the same set of game operation Logic. This is a pattern that already exists on the client side of the game. For manufacturers, this can quickly introduce more different styles of games to meet the needs of different groups of the game. But for players who are keen on a game company's brand, they will be bored with the logic of the game.

Second, in a similar style, and even the same IP launched a variety of products. Tencent Games every day, people and other series is an obvious case. This helps users to transfer internally, increasing the user retention rate.

IP investment should be rational small companies are struggling

Competition, as everyone expected, will drive up the cost of buying. Air network vice President 蒋侃 told Tencent Technology, currently an IP authorization price of tens of millions of yuan, after this game companies have to bear additional research and marketing costs, and even after the profit and the IP copyright party to divide. 蒋侃 quite reluctantly said, "Good IP is so." ”

Shanda literature has also said that many of the works can sell millions of dollars in the authorization of rival tour companies. The beginning of the Chinese network of the top works or even tens of millions of dollars in the high price is the norm, access to mobile gaming can be nearly 10%.

Therefore, some manufacturers have chosen the original IP, but this also means a greater investment. The Ye Xia Army, the vice president of the Rice network at Purcell and Moore's manor operation, said it had invested 300 million in the past five years to create original IP and would accelerate its investment in the next year, expected to reach 1 billion.

However, whether the purchase of IP, or self-research IP, the initial investment for the manufacturer is a huge "pit." Shanda Game CEO Zhang said that the mobile gaming industry's annual revenue growth is real, but there is capital investment, research and development of the risk of too much, poor management will appear problems.

蒋侃 also said that the overheated capital will unconsciously lead to speculative behavior. Many teams invest hundreds of of millions of products to do one or two, maintain about half a year can sell a few billion, which is the success of business, but the game industry is not healthy. Some of the smaller game development teams that were bought last year have now begun to lay off workers, or no new products are available.

Industry analysts said that the growth of the mobile gaming market is not problematic, but it cannot be valued because it has a competitive IP.

The homogeneity of IP is one of the most important reasons. According to the different IP, there are two kinds of situation: first, the need to buy IP, the Japanese market as an example, some of its IP is not a unique enterprise, so Chinese manufacturers to obtain its IP authorization, but also should be wary of other competitors can also be a disguised gain or similar products competition. Second, the public IP does not need to buy, such as "Three Kingdoms" subject to the likes of the players, but its related mobile phone games, so that the number of successful people are few.

Mobile gaming has entered the era of IP king, but the real money is not much, the reason lies in the game itself. Once the operation of the problem, it may lead to the user's passing, overdraft users of their products patience. Therefore, IP is a double-edged sword.

But although IP has not yet become a hand travel company to win the Magic weapon, but with the IP explosion, small companies in the hands of small groups in the development of the industry will become increasingly difficult. In the mobile phone terminal growth slowdown, under the premise of strong IP game streaming effect is obvious, in the channel and distributors, some attempts to rely on play innovation to attract users of the works without a strong capital chain support, it will be difficult to obtain survival opportunities.

A hand-travel developer told Tencent that their team originally wanted to rely on pirated IP to do a product, this is the industry in the past few years, but the general phenomenon, but did not expect in this ChinaJoy, a giant announced the acquisition of IP, regardless of litigation costs or the impact of the channel, their own companies can not compete with the Giants, This means that their own speculation has failed, and now the only possibility is to give the product to the giant agent.

Obviously, the IP big Bang under the surface is the hand tour industry has entered the era of hegemony, in the capital market of the ripening, small companies have become less opportunities.