"Sky-high" IP era? Hand tour industry Shuffle is imminent

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50 million-this is the current domestic hand March industry known IP authorized the highest price.

Recently, Tencent Animation of a popular comic "corpse brother" to the above sky-high IP transfer. At the time of the Chinese joy, the grand literature of the 6 works of the hand-travel adaptation of copyright, the cumulative auction price also reached 28 million yuan.

"IP" is the abbreviation of "intellectual property", that is, IP. Copyright, that is, copyright is a type of intellectual property. In the game industry, the main concern is copyright, so sometimes the "IP" and "copyright" is equated. Genuine High-quality IP prices continue to improve, so that both inside and outside the industry for a high-quality IP in the game's position more attention. In the eyes of many people in the industry, hand tour industry "The whole environment has come to this step."

And the rising IP prices, disguised as pushing up the industry's entry threshold. "So the IP price rise is an inducement, there will be a considerable number of hand-tour companies are washed to the industry." "Dena China CEO Zingyi pointed out," and the development trend of the industry will be genuine quality. ”

IP Value Burst

During the 2014 Chinese Joy, Shanda literature held an auction of internet-literate IP, the first exclusive game-class copyright auction.

Network writers think of "unbeaten throne" by the auction's highest bid-8.1 million, the total shot out of the 6 works of the hand-travel adaptation of copyright, the cumulative auction price reached 28 million yuan.

It is worth noting that, in the second half of 2013, a popular network of novels in the hands of the copyright only about 1 million yuan. The rise of IP prices highlights the rapid development of China's hand-travel market.

Last year, the game industry total sales of 83.7 billion yuan, of which the hands of the industry up to 11.2 billion yuan, this year the entire game industry will break through hundreds of billions of dollars, hand travel is expected to reach 25 billion yuan. Li Minghui, president of China Green Treasure in July in a game forum to throw such a data.

When it comes to mobile gaming, it is a card game that was born in 2013-"My name is Mt", from 2013 to the present, the card game based on animation has nearly 60 million fans. At the same time, the game has long occupied the major game income list first.

"My name is Mt" success, on the one hand accelerates the capital to the hand travel industry inflow, on the other hand many similar card game also emerges endlessly.

"At present the Chinese Hand Tour market product difference is getting smaller, the same type of game may have hundreds of enterprises are in production, in such an environment each hand travel companies to obtain users more and more expensive." "In an interview with the 21st century Economic report," he said, "This time the diversity of hand-travel products has become the focus of attention, and the most convenient way is to buy a good IP, so IP prices rise." ”

Recently, Shanda Literature chairman and CEO Chu Wenyu frankly: "A lot of works of Shanda's own story strong, attractive enough, and even some of the works of writers, such as Tanggu Three little, Day silkworm potatoes, blood red, Skull Elf, butterfly Blue and so on, they have formed their own brands, Have a great market influence and appeal, then put on the market is also easier to achieve success, such excellent works will naturally arouse the interest of buyers.

Benefits and risks coexist

Spending huge sums to win high quality IP is a first step in the company's success, but does not mean that the next can be developed to sell the game products.

Some people in the industry said: "Hand travel companies must want to know what IP they need, this IP best and their products have a greater degree of fit." Because the general introduction of an IP cost is relatively large, very test a team of research and development, distribution capabilities. ”

Hand tour industry once appeared, Shanzhai IP game company product income is higher than the company has a genuine IP of the game products.

Reporters around a number of hand-play home, the popular IP is able to attract a considerable amount of traffic, but want to make the game's stickiness can leave most of the players, ultimately rely on the quality of the game itself.

In this way, the company is looking for the right IP, that is, low risk IP is very important. As the sale of IP, Dena China, Shanda literature and other companies also hope that through joint efforts to maximize benefits.

Dena China, in addition to game developers, also plays the role of copyright owner. But the price of IP sale is not the only factor that Zingyi cares about, after the game is the key. "Some of the IP prices of overseas gaming companies have not risen very much because they are more interested in working with powerful companies to gain more benefits in the form of long-term gaming," he said. ”

The practice of Shanda literature is similar, Chu Wenyu to reporters, "when the grand literature to sell IP, we will also pay attention to the progress of the company, provide a variety of assistance, the purpose is to ensure that the value of the IP into a valuable game." Our big data support lets the whole hand swims the production process, may the point capture good, can be more personalized, may grasp our player audience habit. This is also a win-win situation, the product success, then the Hand tour company will trust us more, there will be more cooperation. Conversely, the market does not recognize us, our income will be reduced. In a way, our interests are consistent and the risks are shared. ”

Industry shuffle is imminent

The booming IP market allows many companies with resources to get more attention, but in this brought about by the increasing cost of IP, and the continuous promotion of the game, IP value outbreak may become a hand tour industry large area shuffle the last straw.

2013 Hand Tour market outbreak, not only let the game industry insiders excited, a large amount of money is across the border, including a sharp sense of smell of Wenzhou businessmen and the need for transformation of Shanxi coal boss. In the first half of 2014, there are still nearly 80 investment events in the field of Hand tour, the investor not only has Lenovo, the True fund, the Chinese Cultural Industry Investment fund and other institutional investors, and Tencent founder Zeng Liqing and other individual investors, and China Ping An Innovation investment fund such financial capital.

However, in the case of Ren Yi, "after this wave of investment boom, there will be a lot of game products, but the ultimate success of the dozens of." After the failure of many companies should be wary of investing in the hands of the start, to 2015 years after the enthusiasm or cooling of investment.

At the same time, the industry's emphasis on copyright will rise unprecedentedly. In fact, in recent years, the domestic game industry explosion in the process of growth, but also bred the phenomenon of rampant piracy, infringement, in the face of the rampant phenomenon of game infringement, many manufacturers have raised legal weapons rights.

At present, the domestic game industry's copyright application and protection is entering a new stage, respect for copyright, the use of copyright in accordance with the law, is becoming the consensus of practitioners. Recently, Shanda games, giant Mobile, NetEase games, Kunlun games and other mainstream game manufacturers announced jointly, formally set up the first "football game anti-Piracy Alliance", is a very good embodiment.

The

Crackdown on piracy will make it difficult for many small teams or companies to survive. These companies can only be genuine development, or deep into the product, to make a better original. But at the same time legitimate or original to see the cost is increasing, in addition to the increasing number of foreign capital into the less, high-quality IP copyright is not willing to work with a number of smaller companies, "So IP prices are an inducement, the future will be a considerable amount of hand tour companies are washed the industry, China's share of the market will be a large proportion of the top dozens of of the game manufacturers divided, showing an oligopoly trend. "Zingyi said.