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by Camellia on Mar-24-16 15:39
When you look at the top 100 games on board, half of them are IP adapted. Admittedly, in perspective like user absorbing, retention, purchase and exposure, IP’s impact is undoubtedly strong, and that’s why an IP adapted mobile game can has a trading amount of ranging from several hundred thousands to millions. Since IP’s born in 2013 and rising in 2014 and then accumulation in 2015, game workers have already found how to operate IP mobile games. Now in 2016, as a large wave of IP mobile games coming out, it is time to compete by comprehensive strengths.
I Not all IPs are suitable for mobile games
1. Animation&Comics IP: various in genre, lack of high quality products
Animation&comics IP provides game developers with lots of reference in scene, plot, character design, images and storyline. Success of animation&comics IP adapted games like Buliangren, One Piece mobile, Naruto mobile, Swglxh, shixionggame, Legend of Qin inspired game companies to dig the potential value of animation&comics IPs. It is estimated that there will be 46 Chinese animation works published in 2016 covering sci-fi, fantasy, adventure, chivalry and other genres. So in 2016 animation&comics IP adapted mobile games will probably has a climax of development.
2. Film&TV IP: Film-and-game interaction brings considerable turnover
Film&TV acquired rapid growth in recent years. In 2015, film’s total revenue reached 44 billion RMB. Thus, many game companies plan to grasp this precious opportunity and release film&TV IP adapted mobile games. Along with the overall advance of the whole industry, many high quality works also come out, helping to produce brand effect and absorb more users. Huaqiangu, Langyabang and Lara Craft Go set good examples and encourage mobile game developers a lot.
3. Novel IP:has best brand loyalty and not easy to loose users
Even though internet literature has a comparatively smaller scale, but the best brand loyalty. That means, novel IP is better in absorbing higher quality users who may not be very motivated in paying for the game and has lower ARPU value, but they will be more loyal if becoming a gamer. Just see the success of The Legend of Jade Sword, Yongbing Tianxia, Daomu Biji and Douluo Dalu.
4. Client game IP: inborn advantages in adapting into mobile game
Be it NetEase’s Menghuan Xiyou, Changyou’s Tianlong Babu, ZTGame’s Zhengtu, Perfect World’s Cross Gate, or Shanda and Tencent’s Mir, they all won astonishing ARPU shortly after publishing. Menghuan Xiyou’s first day turnover reached 900 million RMB, Mir’s turnover exceeded 1 billion RMB two months after releasing, Tianlong Babu’s turnover two months after debut surpassed 400 million RMB. We can say that mobile games adapted from client game IPs lead the rank of income.
Meanwhile, client game IP has innate advantages: when working in mobile edition development, developers can inherit the original world, design and gameplay, to reinforce gamers’ immersion on the one hand, and prop up the mobile game on the other. As for promotion, since the client game has been operated for years and accumulated abandon users and reputation, it’ll be easy to utilize those established impact on mobile version. Moreover, based on the former payment habit, most mobile games in this type have a comparatively higher in-game payment rate.
II Valuable IPs only take a little portion in the segmentation, how to identify them?
According to analysis from DataEye, in all online games in January 2016, IP adaption takes 39%, while only 11% has the authority of IP owners. While actually only a little part of adapted mobile games has the official authorization, especially in moderate genres where most of games are just wearing the clothes of IP. That means they just own the “IP halo” for a short time, when the IP owners blame their law breaking behaviors, they have to face serous consequence.
Besides, fitness between IP and mobile game is also crucial. Not all IPs are suitable to be adapted into mobile games, and proper IPs are always lacking, a challenge for developers’ insight. What’s more, illegal copy, acquirement, valuation, blindly following and overpaying problems are major obstacles for those who want to develop IP adaptions.
Under the circumstance where IP takes over the whole market, how should mobile game developers and publishers peak up ideal genres to earn more revenue? What details to pay attention to? Which type of IP is better for adapting into mobile games? To help you find the answers, 2016 China International IP Conference, authorized by The State Administration of Press,Publication,Radio,Film and Television of the People's Republic of China, hosted by CAVA , organized by GPO, will soon begin on April 19th.
Undoubtedly, IP continues to be popular in 2016, while produce a fun, real IP game with excellent graphics which satisfy the IP attributes and gamers’ emotion towards the IP is the core to exhibit the IP’sreal value.
Official website: http://igbc.cgigc.com.cn
For more information about the 3rd China International IP Conference, please check back soon with StarGame.