Excellent IP has become scarce resources, and the linkage of film and tourism has become the hottest mode
In recent years, with many film and television works adapted from novels on the screen, the concept of IP has also been heated. IP, which covers many business models such as movies, games, animation, etc., has gradually become the core factor of the cultural industry in the Internet era
Original title: video game linkage: IP linkage or skin changing game
In recent years, with many film and television works adapted from novels on the screen, the concept of IP has also been heated. IP, which covers many business models such as movies, games, animation, etc., has gradually become the core factor of the cultural industry in the Internet era. This has led to excellent IP becoming a scarce resource that everyone competes for in the market, and the price has also risen. Therefore, relevant parties, including capital, content and developers, are racking their brains to think about how to further develop the more value of their existing IP and the possibility of multi-channel realization
Since 2015, with the popularity of film and television dramas such as "a thousand bones of flowers" and "a smile makes a city fall in love" and the strong repercussions caused by its mobile game of the same name, the linkage between film and game has gradually become a hot development model in the market. We will find that more and more IP works are always "packaged" together to promote their own games of the same name when they are broadcast in cinemas, TV and the Internet
This mode of film and game linkage has been throughout the play. At the same time, the main creator of the play also personally publicized the game platform of the same name, successfully catering to the film and television and game markets, attracting huge traffic for the game market and maximizing the audience. Due to the strong willingness of game users to pay, the liquidity of popular IP is further increased. Finally, the markets in the two areas of video and tourism feed back each other, forming a scale effect of 1+1 > 2, which leads to this model gradually becoming an important channel for investors to obtain income
Strong > behind the linkage of film and tourism is the integration of Pan entertainment resources /p >
In 2016, many video game linkage products not only interacted and coordinated in games and film and television, but also appeared a multi screen linkage IP pan entertainment development mode, with film and television, games, comics and novels blooming in many places. In this regard, the multi screen linkage development with the help of IP, such as "smiling is very attractive", "painting the bad man in the Jianghu", "dog seven" and so on, is very representative
Before the release of the TV series, the film of the same name has been released, and the mobile game of the same name has been tested on the whole platform. Moreover, the IP is jointly developed in five fields: film, mobile games, television, comics and novels
in addition, the original IP of the perfect world is" dog seven " It is also developing pan entertainment in many cultural fields, such as films, TV dramas, games, comics, literature, musicals, and peripheral dolls. It can be said that driven by the concept of Pan entertainment, this multi screen and diversified development mode is likely to become a standard mode of film and tourism linkage in the future. According to this industry trend, some farsighted companies in China have begun to explore further deep integration between the two industrial chains. For example, the core value of the SIP strategy of Huace company is to take IP authorization as the core, based on the traditional media platform, extend the game operation, and realize the commercial linkage in multiple fields and cross platforms such as film, music, animation, e-commerce, etc
Strong > the game of the same name has gradually become a low-quality "skin changing game" / strong >
But this seemingly "money scene" bright shadow travel linkage also encountered a bottleneck after a short period of scenery. The first problem is the low quality of the game. Many IP games are skin changing games that "change the soup without changing the medicine", which lack their own core gameplay and characteristics, especially in the field of Xianxia. There are many reasons
One is that the linkage of film and game has very high requirements for timeliness and linkage. Now the shooting time of popular IP film and television dramas has been shortened again and again due to higher costs and great success. In order to launch the game synchronously, the funds and time left for game development have been compressed again and again, resulting in the popularity of skin changing games that do not have their own core gameplay and lack deep integration with IP content, and the type is very single, either hang up or Parkour, Stereotyped, unable to continue to attract players
The second is the continuous innovation of film and television works, and the game is "backfilled". With the endless emergence of a large number of excellent IPS in the market, the popularity of a single IP is becoming shorter and shorter. New products quickly attract users of old products, lacking user stickiness. The interactivity of the game requires players to spend more time to contact. Game manufacturers hope that players can play as long as possible
But new works always come too much and too fast. Therefore, the words "success and failure" and "fast" are like a double-edged sword, which not only makes the product enter the market quickly, but also makes it decline rapidly
In the early stage, although there were a large number of new users drawn from film and television dramas, as the popularity of film and television dramas passed, these games with the same name were gradually ignored and lacked the stamina for subsequent development, and gradually became abandoned "FMCG" in the IP development industry pursuing short-term benefits. On the other hand, the rise of national phenomenon level mobile games such as "glory of the king" and "Yin and Yang division" is not a small obstacle to the development of games that rely on IP linkage development
to sum up, these failed film and game linkage projects just show that film and television works can only complete the task of basic diversion in the early stage. If you want to maximize the economic value of IP and realize it from the game, the more important thing is the quality of the game itself, which determines whether users retain the content and playability of the game
strong > shadow travel linkage 2.0, change and innovation are on the line /p >
after recognizing the above problems, now more and more industry leading enterprises have begun to gradually solve these bottlenecks. The linkage development of IP, a treasure, requires the cooperation of the whole industrial chain, and each link should be deeply cultivated and carefully worked. However, in all fields of Pan entertainment, the company may not have a team that can be competent. Through the merger and acquisition team or the team that has reached a strategic partnership, the so-called "Technical industry has specialization", which can ensure the quality of works to a great extent
The huge fan group and high production level ensure the attention of the play in the early stage of release. The online platform expands the audience and attention of the play, and also introduces considerable traffic to the mobile game terminal that is released synchronously. The continuous popularity of mobile games has further consolidated the audience stickiness of TV dramas. In this chain, the copyrights of film and television dramas and mobile games are taken by different CPS, and the "excellent" content is the fundamental reason to surround fans and traffic
The accelerated integration of Pan entertainment resources is the overall trend of the whole industry, and the linkage of film and tourism is only one of them. With the increasing scale of the industry and the increasingly fierce competition, it is believed that the standardization of IP linkage development and the quality of derivative products will be greatly improved
editor: Mary