2021-2022 mobile game IP market development From Gamma data

The following is the 2021-2022 mobile game IP market development From Gamma data recommended by recordtrend.com. And this article belongs to the classification: Mobile games.

Recently, Gamma data released the 2021-2022 mobile game IP market development report. The report not only summarizes the overall situation of China’s mobile game IP market in 2021, but also analyzes and summarizes the IP layout, mobile game IP value and future development trend of game enterprises such as Shengqu game, Netease, Tencent, China mobile game and perfect world.

The revenue of IP adapted mobile game market accounts for more than 50%, and the growth of novel IP adaptation is strong

From the perspective of the mobile game market, although the revenue of IP adapted mobile game market accounted for more than 50% of the overall market in 2021, due to the weakening of the dividend of “home economy” and the reduction of the number of new products online, the revenue growth slowed down significantly, and the growth rate fell to less than 5% for the first time.

The revenue growth of IP adapted mobile game market slows down

The report shows that “Harry Potter: Magic awakening” is the only new product on the top 10 list of mobile game revenue of IP adaptation in 2021. Except that “Tianya Mingyue Dao” is an online product in the fourth quarter of 2020, other products have been online for more than 2 years, and the head Market vitality needs to be further improved.

Growth of main game IP types

In terms of IP segmentation types, novel IP has increased by more than 40% for three consecutive years. In recent years, a number of novel IP has been made into film and television, animation and game. The joint action of multiple ends has amplified the commercial value of novel IP. In March this year, Shengqu game’s mobile game “Qingnian”, which is adapted from the novel of the same name, was officially launched. It has ranked first in the IOS free list for three consecutive days, ranked in the top 10 of the best-selling list, and became a representative novel IP adaptation product in 2022.

IP game status in top 100 mobile games in 2021

At the same time, old IP has become the leading force in the development of the current IP market. Among the top 100 products in the report in 2021, more than 80% of IP has been in operation for more than 10 years and provides 75.6% of the product flow; More than half of the products have been operated for more than three years, and the overall long-term operation trend of IP products is significant.

In terms of the structure of IP revenue sources, the proportion of domestic IP products in the flow revenue increased slightly, reaching 55% of the overall revenue of the top 100 mobile games, while the proportion of overseas IP products reached 45%. The report believes that this is mainly due to the development of domestic cultural and entertainment industry, which has driven the improvement of the original ability of domestic cultural IP. The improvement of IP originality also accelerated the process of IP products going to sea. In 2021, the flow of IP products going to sea accounted for 23.2% of the flow of mobile games going to sea, with a year-on-year increase of 6.3%.

Cross industry linkage has become the mainstream of IP operation, creating a case of book and film tour linkage

The report focuses on the analysis of the layout of game enterprises in the IP market. It believes that under the development trend of China’s IP adapted game market, game enterprises are required to conduct in-depth operation of IP. At this stage, the high-quality operation mode of IP is mainly cross industry linkage. By launching cross domain IP products, IP can reach more user groups, so as to realize the transformation of IP users and provide more IP related high-quality experiential content for existing users.

Taking Qingnian IP as an example, in the process of expanding Qingnian IP, Shengqu game, Yuewen group, Tencent film and Xinli media have jointly formulated the development direction of tripartite linkage of “shadow book tour”. In the film and television adaptation part, the IP popularity has been significantly improved after the launch of the series. Not only has the TV series accumulated more than 10 billion broadcasts, but also the number of online readers of the original works on the starting point reading app and the online reading revenue of a single book have increased by 50 times.

In the subsequent mobile games, Shengqu game adapts and fills in details on the basis of retaining the original context, and maintains cooperation and communication with all parties in the development process. In terms of product marketing, the game paved the way for the popular role of the film and television drama “Qingnian”, and mobilized the attention of IP fans, TV fans and star fans. Before going online, the game accumulated more than 8 million reservations. After the game went online, it also cooperated with Tencent video and starting point reading to realize the linkage of the game with film, television and novels.

The report further said that Shengqu game has diversified IP reserves and high-quality IP sources, and has cut into multiple segments to grasp diversified market opportunities. Specifically, Shengqu game has many types of IP reserves, such as end game, mobile game and single machine. With the help of end game IP such as “legend” and “Dragon Valley”, Shengqu game grasps the market opportunity of end-to-end transfer and realizes the comprehensive expansion of mobile game business. In the field of mobile games, Shengqu game has won love live The agency rights of global well-known IP games such as radiation shelter have enriched their own product matrix and laid the foundation for the diversification of R & D business.

Representative IP of Shengqu game (part)

At present, the IP of Shengqu game involves themes such as secondary element, national style, magic and waste land. In addition to the game IP reserve, Shengqu game has also obtained a series of IP from different cultural fields such as animation and novels, such as “Qiao Qiao’s wonderful adventure” and “Celebrating more years”. This enables Shengqu game to have the ability to cut into different user groups, and then rely on differentiated products to obtain young users and middle-aged users with mature consumption ability.

In addition, the development of the legendary IP of the game is considered. The report thinks that the supreme law final judgment has been clear in recent years. The game of the charm has the exclusive authorization of legendary IP in Chinese mainland, and it can share more commercial value of IP. It also lays a good foundation for the standardization and healthy development of the legendary IP ecosystem. At present, Shengqu game’s first legendary world created by illusory engine 4 is under development. In the future, legendary IP will also expand around multiple scenes and fields such as film and television, animation, derivatives and tourism, so as to further enhance the value of IP.

Finally, the report summarizes seven development trends of mobile game IP Market: first, cooperative development in multiple fields to meet the needs of users; Second, the refined buying volume strategy promotes the innovation of IP marketing, and data-driven marketing is expected to bring higher value; Third, IP roles may become the focus of future development, and this field has long-term expansion value; Fourth, digital IP has the potential to build a physical brand; Fifth, long-term operation has become the main reason for the improvement of IP value, expanding in many fields and strengthening IP influence; Sixth, global IP is the key to expanding the market, and multinational enterprise cooperation will explore more IP sources; Seventh, the global public culture IP operation has become the focus. More reading: Gamma data: mobile game report in February 2022 Gamma data: the actual sales revenue of China’s mobile game market in February 2022 was 21.627 billion yuan, with a year-on-year increase of 2.03%. Gamma data: mobile game report in July 2020 Gamma data: mobile game report in August 2020 newzoo & Gamma data: report on the competitiveness of Chinese enterprises in the global mobile game market in 2021 Gamma data: glory of the king in February 2019 Download volume decreased by 55% year-on-year Gamma data: domestic mobile game revenue ranking list in May 2021 Gamma data: actual sales revenue of China’s mobile game market in October 2021 was 18.638 billion yuan, up 3.37% month on month Gamma data: mobile game market revenue from January to March 2020 reached 55 billion yuan, up 49% year-on-year Gamma data: mobile game report Gamma data in October 2019: mobile game report Gamma data in May 2019: mobile game report Gamma data in April 2019 Data: the market scale of mobile games in Q1 of 2019 was 36.59 billion yuan, and the revenue increased by 18.2% year-on-year. Gamma data: analysis of the value of two-dimensional mobile games in 2017 Gamma data: Mobile Games increased by 4.18% year-on-year in August 2020

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