How the IP market will change when the traditional operators join the market of hand tour

As early as 2014 of the Hand tour market, plagiarism and homogeneity has not made money, and the scramble for IP rights has become a new industry trend. 2015 IP has become the game's best-selling list of essential elements, close to half of the top 10 of the best-selling list with IP elements. High prices of IP rights to become the market "sweet cakes", but also become a number of small and medium cp "hot potato." With the traditional operators to join, the traditional IP market and what new performance and change it?

The author will combine the recent TFC General Assembly on some points of view for inventory and analysis.

The benefits of IP elements to the game

1. From the perspective of research and development, IP can save product art design time

On the one hand, from research and development point of view to do IP products art design can save a lot of things. For example, a no IP hand tour in the art design, need to do a number of game image design to meet the theme of the game and the preferences of the target group. This design is often repeated repeatedly, and the design of the image once out in the major channel test can only get a class A rating, the reason there is no IP suction. On the contrary, a game with IP can save a lot of time and get a better channel rating.

2. From the operational point of view, IP to pay more than the stimulus

On the other hand, the IP product is very absorbing, it also can be high to pay the stimulation. To the fire before the "Qin Dynasty Moon" example. "Qin Moon" in respect of the original image of the premise, by the two role associated to enlarge the setting of the recruit, stimulated a considerable number of users to pay to obtain the same sensory experience as the original.

3. The brand effect is more pronounced from the fan economy

What's more, the so-called strong fan economy, once had a hand-travel products, "blind lie" for the network based on the novel adaptation, brought by a high degree of awareness. A large part of the network novel users because of the huge appeal of IP play the game and bring huge traffic.

Difficulty getting IP rights

1.IP price rises

Hand tour industry in recent years, IP, especially high-quality IP competition can be used "Rob crazy!" To describe. From the beginning of 2014, hand Tour IP licensing gold all the way up, now even as crazy in the property market, and among them, novels, anime, film and television category hottest. The popularity of IP began in the second half of 2013, when a popular network novel price of about 1 million yuan. Today, the general rise to 200~500 million, some of the hottest novels can even be sold to tens of millions. And in some original comic-book stations, all kinds of original comics hand travel licensing costs also rise.

2. Small and medium CP profit is low, cannot support IP copyright huge expense

Currently in the field of hand travel, the channel is too strong, uneven distribution of profits, so that developers can not get more profits into the copyright and technology research and development. "Just like enough control the price of fish, fishermen can only make the nets more and more fine, the fish roe All play light, the fishery industry chain destroyed." "Game snail CEO once said so. It is obvious that small and medium CP is facing the risk of fine tillage and survival pressure in the eco-industrial chain.

3. The complexity of overseas copyright operations

Domestic IP has been far from meeting the needs of developers, many manufacturers will look to foreign well-known IP. And as the Kingdom of animation in Japan, it became the largest IP supply base. Animation adaptation of the hand tour, although only from the original television tv to move to mobile phone or tablet equipment, but the change is not only the animation display way, more key core of the process is the IP access to ownership and operational issues.

In the case of Japan, in addition to the agreement with the copyright party, but also through the original author or the original author of the work of the Committee's consent to obtain IP authorization. Much of this complexity will require third-party brokers to negotiate, which has even spawned a new segment of the industry IP two-way.

4. Traditional Internet giants and hand tour manufacturers hoarding IP

Traditional tour manufacturers to swim early Jin Yong Martial arts class IP hoarding arms, Tencent, on the one hand, uses its social platform to spread the huge advantages of not only slowly built "brother" category of IP, on the other hand, Japan's top IP "Fire Shadow" and other into the bosom of the big, not to mention the large-hand tour. The effect of Matthew's pressure is to further compress the production space of the small CP.

Operators try to change the pattern of IP game partitioning

IP, in particular, the great advantages of IP has been mentioned above, but for small and medium CP is a "dare not touch the Love", in the final analysis or money problem, on the one hand, IP price high, on the other hand, IP access behind will certainly bring high returns? I'm afraid no one can guarantee it.

In this situation, a new "quartet pattern" which revolves around the partitioning problem is put on the agenda. The sponsors are precisely the mobile Internet in the context of the transformation of the operator-China Mobile microphone game. The future is to share the risk with the developers of the era, this is not only the 360 developer platform, Tencent open platform for the establishment of the reasons, more also for mutual benefit and win, to achieve the starting point of the product. Let's take a look at the traditional product partitioning model under IP vision:

1. Traditional Product Partitioning model

The original China Mobile game Base's "product-channel-operator" three-party partitioning model, has been to promote the growth of the game of the intelligent machine play a positive role. Most of the original IP copyright through the issuer or CP manufacturer one-time buyout, which is a period of 4 years or 5 years, or lifelong buyout, and then through the operator to pay the profit. The one-time buyout copyright not only brings the huge copyright expense pressure to the upstream manufacturer, but also brings the heavy pressure which the game operates. In the new situation is obviously not in line with the matter.

2.IP Game square Divide mode

Recently, the "Copyright party-cp-Channel-operator", proposed by the mic game, is a good way to share the risks of the parties. The copyright party participates in the entire mobile game industry chain, but ceases to be the auxiliary element one-time buyout; the effect is not only the relationship between the sale and purchase is so simple, but also sometimes as a partner in the game design and even the operation of the promotion of the achievements.

For the other three parties, the pattern will completely change the past "channel is king" pattern. "Content is king" will dominate in the new partitioning model. "Copyright party CP" will become a new combination of "content is king", and "channel-operator" will become a channel and realizable and well around the upstream. The new mode of partitioning is expected to create a new industrial chain and mutual benefit model.