IP game, a false proposition that has been fooled for many years
"Welcome back to Hogwarts."
On September 9, the new game "Harry Potter: Magic Awakened" was officially launched. Countless fans who received the "Hogwarts School Opening Notice" through phone calls, text messages, mini programs and other channels were enjoying the carnival on social media and games. Return to the magical world.
Since pre-downloading started three days before its launch, the game had already reached No. 2 on the App Store’s free games list, and it undoubtedly occupied the top spot on the day of its launch. It also ranked first on the Android site’s popular list, hot play list, and new product list.
With the blessing of IP, "Harry Potter: Magic Awakening" plays a big role in the emotional card. It restores the original elements such as sorting, taking magic classes, playing Quidditch, exploring the Forbidden Forest, and attending dance parties. It has become the favorite of many "Harry Potter fans" Social talk. The number of views on Weibo related topics about the game exceeded 2.5 billion in 3 days, and a total of 10 hot searches were on the list. It is currently an Internet celebrity game that is enough to break out of the industry.
The sentimental trend has concealed the weak reputation. As of press time, the game's rating is 6.3, down from 7.2 before its launch. It is also quite mediocre among new games. The krypton gold issue corresponding to the card gameplay has caused dissatisfaction among some players. Designs that violate the settings such as "first-year students can learn Avada's Kedavra and fight dragons in the Forbidden Forest" have received enthusiastic comments. "Fans of the original novel, run quickly."
This has laid hidden worries for the long-term operation of the game. To use a commonly used "slang" for Internet products: this game has a strong ability to attract new users in the early stage, but the activation ability of subsequent content and operations may affect the stickiness of users attracted by the IP.
"Harry Potter: Magic Awakens" is not alone. Although there are not many high-quality products, IP is still an important driving force for the growth of China's mobile game market. Gamma Data's "Mobile Game IP Market Development Report" shows that in 2020, the revenue of IP-adapted mobile games exceeded 100 billion yuan for the first time.
This year, companies will continue to increase their investment in IP games. Tencent Games announced 21 IP games at its annual press conference, including "Digimon", "One Punch Man", "Nobunaga's Ambition", etc.; NetEase Games' 520 press conference announced 15 IP games, such as "Pokémon Adventure". "Adventure", "Diablo: Immortal", etc.; at Perfect World's strategy conference held for the first time in three years, it focused on promoting classic IPs such as "Legend of Sword and Fairy", "Zhu Xian" and "Dragon"…
Flagship products introduced at the "Perfect World" press conference
However, this year, many IP mobile games have quickly turned from "hot" to "cold" soon after they were launched. "IP games can naturally attract a group of users, but in recent years there have been too many games with different IPs but similar gameplay." An analyst told Dumo.
At present, "Harry Potter: Magic Awakens" will not be the game-breaker.
Can't "Harry Potter" make a good game?
According to statistics in March this year, Harry Potter ranked tenth among the "50 Most Profitable IPs in the World", with revenue reaching US$32.2 billion. However, in a series of derivative developments around IP, game products have always been tepid.
As early as 2001, when the first movie was released, Warner collaborated with EA to release the stand-alone game "Harry Potter and the Philosopher's Stone". Since then, eight works have been released in the order of the movies. This series of games is positioned as an accessory to the movie. In order to match the release time of the movie, it lacks polish and has almost no sense of presence in the game market.
2001 game "Harry Potter and the Philosopher's Stone"
"Lego Harry Potter: Years 1-4" and "Lego Harry Potter: Years 5-7" were released in 2010 and 2011 respectively. The LEGO series has launched multiple IPs such as Marvel Heroes and Star Wars. It has a relatively mature production framework, and the Steam praise rates of these two games reached 84% and 89% respectively. However, due to the presentation method of Lego toys, the audience is relatively narrow.
After years of silence, the 2018 mobile game "Harry Potter: Hogwarts Mystery" brought this classic IP back to players' horizons. The gameplay of this game is too light and its form is close to a text adventure game. Although the revenue in the first month once reached more than 30 million US dollars, its reputation has always been sluggish. When it was first launched, its ratings on the App Store and Play were only 3.0 and 3.9 respectively.
The company that created the phenomenal game "Go" also produced "Harry Potter: Wizards Unite", which uses AR gameplay and can "capture magical animals" in reality. Unfortunately, it did not cause much response. . The $12 million in revenue in the first month pales in comparison to the $28 million in “Go” in four days.
"Harry Potter: Magical Alliance" game interface
It is not difficult to find that in the past, Harry Potter games either matched the movies, or had poor integration with IP, and applied IP to mature gameplay. There was a problem of "IP > Game". Such products will not be available in the game market. Strong competitiveness.
This time, the first authorized "Harry Potter: Magic Awakening" in China, the plot timeline is set after the decisive battle between Harry Potter and Voldemort, and the player enters Hogwarts as a "freshman". After the main line advances to a certain chapter, players can also experience the original story from Harry's perspective. At the setting level, we try to find a balance point that allows players to become involved.
However, the highly restored scenes of "Hogwarts School of Witchcraft and Wizardry" in the game actually lack interactive details and exploration elements. If you download the game with the expectation of "exploring the fantasy open world of Harry Potter", this expectation will still be quickly wiped out.
Some players complained on the Internet: "The passages that look like they can be walked are actually walls of air; the library is completely a decoration for drawing cards, even if there are some books to make people sit down; after leaving the dormitory, you can only run, 24 hours a day The auditorium is filled with food that can only be seen…"
More negative feedback focuses on the core gameplay of the game, "card battle." "Harry Potter: Magic Awakening" has made certain innovations, combining the strategy of deck battles with the operability of real-time battles. Players also need to move and react during the battle, but the underlying design of the card game is limited. The upper limit of gameplay has been reached.
"Harry Potter: Magic Awakens" combat interface
"The dignified Harry Potter isn't just trying to make quick money, he's a greedy IP-destroying suture monster" is a harsh and common negative comment. According to the usual thinking of domestic mobile game design, when it comes to card drawing and development systems, it is almost equivalent to the game containing a lot of krypton gold elements. The quality of the cards is divided into several levels. The drop rate of drawing cards is not high. Upgrading a single card requires consumption. A large amount of resources, and the process of brushing resources without recharging is highly repetitive…
These guide players on the path to "Krypton" or "Liver". If the gap between the strength of the deck and the strength of the characters is too large, it will greatly affect the balance of competitive battles: "When I meet a krypton guy with zero krypton, I almost get slapped. The most fun part of all the sessions is dancing?"
There are a lot of social elements built into the game, and "Dance", which plays like a music game, is one of the representatives. However, since the main gameplay is still focused on single-player experience, the design of dormitories, clubs, and competitions among the four major colleges gave some players a feeling of "forced social interaction", which was ridiculed as "the gameplay is not enough to make up for the social interaction."
This mobile game, which was authorized by Warner in 2019, does not seem to have greater ambitions. It still follows the old path of "taking classic IP and stitching together gameplay", and there is no new breakthrough in the integration of IP and games. If players want to experience the authentic and huge magical world, they may have to wait.
Domestic manufacturers obsessed with IP
Domestic manufacturers have been obsessed with IP for a long time.
According to the division method of the "2021 China Self-developed Game IP Research Report", the development of my country's game IP has experienced two stages before 2015. During the "concept formation period" (before 2000), the Chinese game industry developed many A series of products, such as "Swordsman Love", "Xuanyuan Sword", "Legend of Sword and Fairy" and other high-quality stand-alone games, but due to specific circumstances, the monetization ability of such IP is poor.
"Xuanyuan Sword"
In the following 15 years, the IP concept of games has matured, and games such as "Fantasy Westward Journey", "Journey", "Ask" and "Legend" have been born. Client online games can provide long-term operation services and gradually gather a group of IP fans.
Among them, the representative company Perfect World was early to realize the potential of IP adaptation to attract money, and successively obtained the copyrights of four Jin Yong novels: "The Legend of the Condor Heroes", "The Legend of the Condor Heroes", "The Legend of Heaven and Sword of the Dragon" and "Swordsman", and in 2012 Launched China's first mobile game product adapted from IP, "The Legend of the Condor Heroes".
After the advent of the mobile game era, "IP games" have roughly come into two categories – adaptations of stand-alone games, terminal game IPs and adaptations of IPs in other fields.
The target audiences of these two types of adaptations are not exactly the same. Game IP products focus on retention and iteration of inherent players, and usually have strong user stickiness. Adapted IPs from animation, film and television, and novels are intended to target a wider fan base and focus on External diversion.
Yuan Yu, vice president of China Mobile Games, once mentioned the priority of IP adaptation in an interview: "Game IP is our highest priority, such as "Legend" and "Legend of Sword and Fairy". The second is Japanese comics such as "Naruto" "Ninja". Followed by novels and movies, such as "The Legend of Heaven and Dragon Slaying" and "The Story of Chosen Heaven."
The overlap between the audience and player groups of hot-blooded Japanese comics is relatively high.The picture shows the mobile game "Naruto"
Around 2015, with the migration of game platforms to mobile phones and the rise of the IP concept, IP-adapted games ushered in an explosion. Various manufacturers continue to transform client games, animations, novels, etc. into mobile games. At the 520 press conference of NetEase Games in the same year, NetEase Game Marketing General Manager Wu Xinxin said bluntly: "I think 2015 is the first year of IP marketing for games."
In the IP plan of film and television companies and streaming media platforms seeking to eat more than one fish, games have become an important outlet. During the hottest years of "film-game linkage", film and television IPs such as "Flower Thousand Bones", "The Legend of Chu Qiao" and "The Legend of Miyue" were all adapted into games using the "IP + reskin" model.
From 2015 to the present, IP games have played an important role in China's game industry, and the overall revenue has continued to increase in recent years. In 2020, the number of IP-adapted mobile game products accounted for less than 30%, but the market share exceeded 57%.
"The rapid growth of the industry actually masks the problem of low research and development capabilities for most of China's game products." In a report in Caijing magazine, Analysys Interactive Entertainment Industry Analyst Liao Xuhua mentioned.
The neglect of research and development has resulted in the generally short life cycle of IP mobile games, and "film-game linkage" is even more short-lived. At the 4th China Film and Television Capital Summit, Xie Fei, CEO of Shengqu Games, who has experienced this craze, said, "Later, I found that doing film and game linkage projects is indeed unreliable. In the end, we still have to pay attention to our own products and users. .”
Except for a few successful cases, most IP-based products will encounter the problem of weak long-term revenue. This year, there are a number of IP games that were very popular in the early stage. After they were launched, they fluctuated greatly in the rankings. For example, the MOBA game "Marvel Super War" dropped from the top of the iOS free game list and fell out of the top ten within 10 days. The idle card game "Little Raccoon Hundred" "Jiang Chuan" fell out of the top ten in 5 days.
"The Little Raccoon's Hundred Generals"
In essence, IP games are just a shortcut found by many domestic manufacturers due to insufficient accumulation. The purpose of using IP is to "restore and enhance the experience", but in practice, the value of IP is mainly reflected in the value of traffic. IP adaptation is usually simply combined with mature gameplay, and the publicity threshold to attract users is lower than self-research.
Compared with adapting mature IP in other fields, it is more difficult for domestic manufacturers to form original IP that can be operated in the long term.
Mature game IP can radiate to multiple cultural and entertainment fields, allowing fans to pay for derivative products other than games. However, in order for most games to grow into IP, they require multiple generations of products to enrich content and continuously output influence, which is difficult to achieve in the fast-paced mobile game market.
Overseas mature game IPs such as "Call of Duty", "Final Fantasy" and "Assassin's Creed" have been accumulated for more than ten years or even decades. Among them, the relatively "young" "Assassin's Creed" has launched 12 main games in 13 years. These games not only guarantee stable revenue, but also have a certain cultural influence around the world.
"Assassin's Creed: Hall of Valor"
At last year's TGDC (Tencent Game Developers Conference), Pawel Wojs, the art director of the Total War development team, gave a keynote speech on the "Total War" series, pointing out that through more than 20 years of interpretation of different historical periods, the series has formed a stable style.
In addition, the stand-alone game markets in Europe, America, and Japan are relatively mature. Stand-alone games often require a high level of narrative, as well as a three-dimensional world view and character creation – these are the core of IP. Domestic games are mainly F2P (Free to play, free games), which determines that planning will pay more attention to systems and values.
It is a false proposition that numerical games should be IP-based.
Be wary of the vicious cycle of IP games
Due to historical reasons, in today's market environment, many manufacturers cannot help but fall into a vicious cycle – original IP is too difficult, so a large amount of existing IP is consumed, and there are too many reskinned games, which makes players gradually develop immunity to IP games. .
According to the "China Game Industry Report for the First Quarter of 2021", the number of Chinese game users in March 2021 decreased by 1 million compared with the previous month, a month-on-month decrease of 0.16%. This is the first time that the number of users in China's game industry has dropped in more than 20 years of development. Negative growth. Today's game market has been transforming from an incremental market to a stock market, and players will inevitably put forward higher requirements for game quality.
Data source: "China Game Industry Report for the First Quarter of 2021"
Continuing to make IP mobile games can be regarded as a helpless solution.
First of all, the status of leading products in many subdivided tracks has been relatively stable, such as "Honor of Kings" to MOBA, "Peace Elite" to battle royale, and "Three Kingdoms: Strategy Edition" to strategy. Since it is difficult to innovate the gameplay, "IP trapping" can at least achieve a good traffic diversion effect in the early stage.
Secondly, mastering IP can consolidate the company's top position. The game's code, planning and even art resources are not "unique", but exclusive IP licensing can bring players at least a superficial unique experience. Hoarding high-quality IP is an important way for manufacturers to build their own moats.
At this stage, the status of Tencent and NetEase, which attach great importance to IP, is still difficult to shake. Taking NetEase as an example, the second quarter financial report of this year showed that the game business revenue was 29.5 billion yuan, a year-on-year increase of 7.88%. This is inseparable from "Yu-Gi-Oh: Duel Link" and "Bao". The performance of new IP games such as "Kemon Adventures" also benefited from the stable revenue of flagship IPs such as "Westward Journey Mobile" and "Fantasy Westward Journey Mobile".
Finally, the discussion heat brought by IP games can sometimes become a "social internet celebrity product", which will slightly change the nature of the product. In the first half of the year, "Moore Manor" topped the App Store free list for 15 consecutive days, beating "Honor of Kings" to dominate the list, and became a hot topic in communities such as Weibo, Zhihu, and Douban.
The mobile version of "Moore Manor" in the first half of the year brought back many players' childhood memories.
However, in the long run, over-reliance on IP-adapted games such as stand-alone games, PC games, and film and television novels, without paying attention to early-stage research and development and not giving sufficient time to develop games into IPs, is obviously not conducive to the healthy development of the industry.
IP adaptation is not necessarily easy, and must face the difficult problem of how to restore the world view and how to combine it with specific gameplay. The "Naruto" mobile game has been successfully operating for five years. Cai Xiutong, head of Tencent Interactive Entertainment, once said that ""Naruto" has made great efforts to ensure that the control characters fit the original work." This IP already has a number of fighting works on the console platform, and has been supported by Bandai Namco’s materials in terms of skill design and impact feel. In fact, it has bypassed some technical barriers that need to be overcome.
From an audience perspective, IP games are aimed at loyal fans, outsiders, and "passers-by" at the same time. At present, those who can support domestic IP games are mostly outsiders, that is, players who have "heard of, are interested, but have not tried it." If the restoration is not in place or the gameplay is not suitable, both loyal users and casual players will leave after the novelty wears off. The former will support their beloved IP in other forms, while the latter will quickly invest their time in the next game.
Many players believe that the mobile game "Harry Potter" is "amazing at first sight, but tiring every day"
In recent years, the revenue of self-developed game IP has improved significantly. In 2020, the revenue of the Top 50 self-developed games has reached 145.6 billion yuan. The fundamental solution to alleviate traffic pressure is to start from the source of the content and let the game itself gradually grow into an entertainment IP, rather than covering the game with a layer of IP.
One of the successful examples, "Genshin Impact", has still demonstrated amazing long-term revenue capabilities nearly a year after its release. According to statistics from the "Domestic 2D Mobile Game Observation", the cumulative monthly revenue of each platform of "Genshin Impact" in July this year Still reached 2.3 billion yuan. Although the proportion of original content is still controversial, the three-year research and development cycle and development scale of "Genshin Impact" with a US$100 million investment have opened up a gap with most mobile games.
Companies that focus on self-developed IP have also posed certain challenges to leading manufacturers. According to Qimai Data’s August game developer revenue rankings, MiHoYo and Lilith ranked 5th and 8th respectively.
The explosive period of IP-adapted games has passed, and the mobile game market is entering a period of expansion of the value of self-developed game IP. In a healthy game market, the end point of "IP games" is not to "make quick money", but to become "game IP" and become a cultural symbol that can not only represent the enterprise but also be recognized by players.
Text | Liao Yizhou
Editor | Zhang Youfa