End-trip IP product performance, may be just a wave of flow

At the end of 2013, the industry used "card game year" summed up the trend of one year, and issued a "2014 is the year of Action game" prophecy. In the early 2015 to review this prophecy, it would feel that it is not entirely correct, "The Legend of the sword" to prove the success of the card game status, and the second half of the hand tour market has indeed changed.

From the June game income rankings released by App Annie, the legend of the tower, "Let go of the Three Kingdoms" is a card game, and the November list is the only "Legend of the Sword Tower" and slipped from the top to the third. In addition, according to the domestic Android channel released data, card games new products on the number of shelves and the proportion is declining.

Beyond the game type, the value of the 2014-day tour of the IP was further amplified. From "Qin Dynasty Moon" to "Naruto", from "Dota" to "Hero League", from "breaking Up master" to "one step Away", animation, games, film and television literature of various types of IP adaptation of the hands of the tour appeared in front of us. In addition to these, we have to mention the second half of the veteran end of the tour manufacturers and with the end of the IP (refers to PC-side network games) adapted products into the market, and achieved better results.

2014 the second half of the end of the tour IP adaptation of the product focus on the prologue, from the July "Magic Baby" and the August "brilliant" officially opened. As of the end of the year, the official online games include "Tianlong eight 3D", The Perfect World "magic Baby", the network "brilliant", Giant network "Journey" pocket version, Kevin British "Miracle Mu", NetEase "World HD" and so on.

Advantages of end-Travel IP

As we all know, a high-quality IP has a large number of fan user groups, this is the first to reduce the cost of the game, followed by the product in the fan group of Rapid Word-of-mouth transmission, a longer period of adhesion, are not IP products do not have the advantage. such as "brilliant" "journey" such well-known end products, nature has such a characteristic--the same name to bring a large number of fans and influence. Second, "Tianlong Eight" "journey" such as the end of the operation time has been long, the players in the year with the growth of most of the work has entered the job, thus having a higher consumption capacity. Similarly, due to work or family reasons, their time spent on the game is significantly less than before, while the hand tour compared to the end of the time spent on the relative reduction and more fragmented game time is very suitable for the needs of these old players.

Beyond this, many gaming experiences are the memories of the player's "youth". As a result, many manufacturers in the promotion of a big play feelings card-nostalgia, youth, blood. For example, NetEase's "World HD", dedicated to a number of old players in the world's stories and comments, hoping to arouse the "world" from the short film of the feelings of the game, and then choose to experience "World HD", the appeal back to the feeling of once. Therefore, the classic end-Travel IP Nostalgia attribute is one of its major advantages.

So, has the quality of IP-side tour of the hand products, the performance of how exactly?

Performance of end-travel IP Products

"Magic Baby" on the line soon achieved the top of the ipad bestseller list, the highest in the iphone bestseller fourth; "Brilliant" from August onwards still stable in the top 10, "Tianlong eight 3D" is to announce the first day of water 12.57 million yuan, November water 230 million yuan; "Journey" "The Miracle of the whole nation" have also released the "Satellite" water. Here, it's worth noting that the list of products in the ipad bestseller list is higher than the iphone bestseller, we take the January 5 16 o'clock in the afternoon table as an example.

For the end of the tour IP adaptation of the hand tour, most of them are continuing the characteristics of the game, such as "brilliant" is the round of the RPG category, "Tianlong eight 3D" "Journey" "World HD" is ARPG class. Because of the IP adaptation of the end, the system design of such products are relatively diverse, relatively complex operation, so the operation of the ipad, such as tablet devices better than the mobile phone experience. In addition, we can also see from the iphone bestseller list of Tencent Leisure games ranked in front of the end of the IP adaptation of the hand tour has full competitiveness.

The limitations behind the end-travel IP Products

These products can achieve such a result and its own high input is inseparable. MMO-type End-travel products adapted to the development of hand travel time is basically 12 months or so, and invested a huge amount of money. At the same time, for the manufacturer, a well-known end of the IP is its own wealth, the choice will be the end of the IP adaptation into the hands of the product itself also undertakes a certain degree of risk. If the adaptation works are excellent, you can attract a large number of users at the beginning of the game, and good Word-of-mouth users will give full play to IP value, however, the end of the IP itself there are certain limitations. For "My name is Mt" IP, before "I call Mt Online" There is no well-known hand tour products, so the player in the experience of the game before the heart does not exist expectations. But like "Tianlong eight", "magic Baby" such as the end of the IP, the player's knowledge of the end products will be potential to adapt to the adaptation of the hand tour, if the two are not in line with the situation, it is likely to adapt the hand tour has a negative impact. For example, the launch of the "Tianlong eight" card game, not only the response is flat and suffered some players "spit".

The development cost of high investment must be accompanied by high cost of marketing. The above products in addition to the "brilliant" not with the channel transport, other games in the game on the online period to get the most of the best recommended position, laying offline advertising, and some of the Games invited star endorsement, such a commitment to the end of the travel period of the spokesperson, the production of CG and other practices of In addition, these games in the early days of the online has achieved a good income performance, IP did play a role, but also with the market of similar competitive products lack of a certain link.

Works after the end of the tour manufacturers

For users to accumulate the end of the tour manufacturers, the successful end of the product transplant transfer products are indeed their own advantages, and the eyeful is the card game market played a certain impact, so that players have some fresh feeling. However, after all, there are not many well-known games, this batch of end-trip IP adaptation after the completion of what?

From the above, we can see some well-known IP adaptation of the hand tour product plans or have launched the product. At the end of the tour, the MMORPG game is the core, but the innovation of such games is very limited. So, how to innovate on the mobile end of the product adaptation? This will also be a big problem. In other words, the current end of the tour IP adaptation of the hand tour is actually the earlier "voice", who will be able to attract more users. Wait until "Dream West Tour" "Fight Sword" and so on launch, end tour IP adaptation Hand tour also entered the "bayonet" stage-product quality contest. Because the first hair of similar products, "dream West Tour" hand-tour of the competition will be "brilliant" so early listing of the round system MMORPG hand tour.

Therefore, the end of the tour manufacturers are only to seize the market category of vacancies, let the product at the right moment into the hands of the market, but the end of the tour to adapt the method is not "snake" tactics, the strength of the market to expand, the last game is still better than the product quality and play innovation contest. So, the end of the IP adaptation of the hand tour how far can go? In fact, just "a wave of flow" of the emergence.