Recently, Gamma data released the 20212022 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 Shengqu game, Netease, Tencent, China mobile game, Perfect World Co.Ltd(002624) and other game enterprises.
ip adapted mobile games account for more than 50% of the market revenue
Strong growth of Novels
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 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.
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.
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 China’s IP product 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 improvement of the originality of Chinese cultural IP driven by the development of China’s cultural and entertainment industry. 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 into the mainstream of IP operation
“Qingnian” to create a book and shadow tourism linkage case
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.
