IP is not easy to use and cherish!

IP, IP or IP? 2014 China's most popular hand travel industry words than IP. We can see that there are IP people in high-profile selling IP, no ip people in the low-key "copy" IP. In the end 2015 years of IP market will go, small and medium-sized manufacturers how to play IP?

The Magic of IP: suction and gold absorption

"If there is a very good IP combined with very groundbreaking gameplay, this product's Word-of-mouth and brand orientation is very good." IP itself not only has the stock influence, but also helps the enterprise to promote a level under the fan effect. "--Dragon Chart game CEO Yang San Hui

"Have IP game download conversion rate is no IP 2.4 times times, the overall IP revenue is no IP revenue twice times." --360 Company General Manager Jiangzu

In fact, the role of IP summed up more than two words: "Suction eye" and "suction gold."

Eye-level: classic IP to speed up the convergence of high-quality users of the speed and effect, increase the product to attract users ' ability, especially many people who are not before the hand play home users.

The gold layer: IP on the one hand reduce the cost of the game and cost, at the source of "suck gold", on the other hand, in the game to stimulate the player's consumption also has a natural advantage. The player's psychology is that the game's consumption is not simply buy runes to buy physical strength, but for their own "feelings" to pay.

Two. The eight trends of IP in 2015 hand tour market

2014 is about to pass, the 2015 IP market will show what kind of state? can be summed up as high prices, large quantities, fierce competition. The following eight major trends are specific:

1 IP access costs higher: 2015, the introduction of scarce IP will be generally raised to tens, this year to see the scarce IP competition will be very fierce, the cost will continue to increase with the market competition.

2 The number of suppliers of IP will be significantly increased: The 2014 IP market and media exposure, resulting in a lot of upstream supply to start to focus on IP sales and development, 2015 of the market will have all kinds of IP, is about 2014 2 to 3 times times.

The category of 3.IP is richer: like classic games, anime, cartoons, and online novels, traditional literary works, movies and even individual stars, will become the subject of IP.

4.IP competition is more intense: in the hands of the market in fact there is a large number of IP in the sale, but also in the development, but most of the IP is not actually selected by the developers, so next year the pattern of IP is likely to be some IP become devalued or even death.

5.IP of Cross-border Fusion value will become greater: in the fierce market competition in the brand IP value will be more reflected, for the product to bring more value-added, will dig out greater value.

6.IP Market to planning: whether it is from the government or channel, the protection of intellectual property rights, manufacturers more and more awareness of rights, the cost of infringement will become more and more high.

7.IP is becoming more and more internationalized: With the prosperity of the film market, IP will constantly affect our 00. In the next year's IP industry, in addition to the introduction, there will be more IP games will be exported to the international market.

8.IP degree of specialization deeper: In the next year's entire competitive market, if the hand tour IP can be more professional, that IP owners is more support, with brand integration capabilities of the manufacturers can be more easily achieved success.

Third, how to break through small and medium-sized manufacturers? Strength is the key

IP in the millions of market, small and medium CP in the case of neither resources nor funds to obtain the IP? Small series has the following several suggestions:

1, hug thigh, this is easy to understand, now many distributors and channels are master a large number of high-quality IP resources. And the most important thing is: as long as the product quality is good, these "thighs" of the form of cooperation are free. If the small and medium CP has good quality products and ideas, you can try to contact these hands with the IP "thigh". In this regard, there are rich resources including "360 IP Support Program", "The IP Support Program in hand Tour" "Shanda Literature Free IP Program" and "Lightning Fish IP Open Cooperation Program" and so on.

2, for innovation, now a lot of IP sources are Japanese cartoons or TV movies, modern copyright novels. and "Three Kingdoms", "West Tour" and other classic classics are used rotten. So how do you innovate?

You may wish to pay attention to ancient Chinese myths and legends and martial arts novels. "Twilight" was successful because it relied on the ancient Western culture, the Vampire and the werewolf story; more than 5,000 years of Chinese culture, from the theme, martial arts is our characteristics, myth is our heritage, then from a cultural point of view, our traditional culture is actually more grounded, this is innovation.

3, with hot spots, just like the very popular "Little Red Riding Hood". Immediately there are game manufacturers on the basis of the original name changed to "xxx do not give me", and in the App Store got a good position. Because the news and hot spots in the strict meaning does not belong to any individual and organization, so the current hot news on a good IP. But how to extend the life cycle of a game based on news is also worth thinking about.

Conclusion：

IP is not easy to use and cherish!