On November 2, the "Xinhua Cultural Industry IP Index Report (2022)" (hereinafter referred to as the report) produced by China Economic Information Service , a subsidiary of Xinhua News Agency, was officially released. It affirmed the positive role of IP in helping the Chinese nation to enhance national self-confidence, enhance national cultural soft power, and create Chinese cultural symbols. The
"Report" mainly focuses on the four dimensions of consumer end, communication end, development end and expansion end, and adapts works from January 2021 to June 2022 in the form of literature, comics, animation, film and television, games, entity derivatives, etc. Or the popular new IPs of the period are ranked, and the top 50 performing IPs are announced. Among the
TOP50, there are 5 game IPs including "Glory of the King", " Genshin Impact ", "Tomorrow's Ark", "Onmyoji" and " Love and Producer ". What's more, the literary IP "Douluo Dalu", which has been adapted into a number of popular games, has successfully ranked first in the comprehensive list of IP values.
At the same time, the number of literary IPs on the list reached 26, accounting for 52%, and online literature is still its largest source. There are not only star works such as " Fighting the Sky ", "Zuofu", " Celebrating More Than Years ", etc., but also popular works such as "Master of Mysteries", "Da Feng Fighting Gengren", "The Stars Change" and so on. IP entered the list for the first time.
It is worth mentioning that, in addition to game IPs, most of the IPs on this list are cross-media IPs. Therefore, in addition to their respective evaluation dimensions, such as the box office of movies, the popularity of TV dramas, the ranking of novels, etc., the "Report" also quantitatively evaluates the potential value of IP adaptation for the first time.
Just as Jia Xudong, professor of from Communication University of China and vice chairman of the Cultural Industry Expert Committee of the Ministry of Culture and Tourism, said, cultural products can add value after IP. GameLook also believes that the real value of IP lies in the charm of crossing the carrier and breaking the circle. A high-quality IP must be able to further tap its potential value through a three-dimensional expansion reproduction method, which is why the head IP adaptation has always been favored by the game industry. The official media
certified the formation of a "double fighting" pattern, and the cumulative flow of adapted games has exceeded 10 billion. The
"Report" pointed out that the value effect of head IP is significant, and the status of the source of IP adaptation of online literature is still stable. This is intuitively reflected in the fact that a number of adapted products have always been at the top of the game market, just like "Douluo Dalu", which has been ranked first in the IP value list.
For a long time, there have been many successful products adapted from "Douluo Dalu" in the game circle. For example, the hit "Douluo Continent: Soul Master Showdown" released by Sanqi Mutual Entertainment and quickly became popular once it was released in July last year. With the outstanding results of 378 million in the first month and over 700 million in the next month, it broke the record of Sanqi Mutual Entertainment's self-developed game and became an important driving force to support its transformation.
In August this year, of Reading Group revealed in a conference call that the game flow adapted from "Douluo Dalu" has exceeded the milestone of 10 billion. Obviously, the head web IP can indeed bring exaggerated money-absorbing ability to the game. And it is hard not to remind people of another representative of the Internet IP in the "Double Fight" phenomenon mentioned in the "Report" - "Double Breaking the Sphere".
mentioned "Breaking the Sky", which most people will not be unfamiliar with. Familiar Internet buzzwords such as "horror like this" and "Don't bully the poor" are all from this work. During the serialization period, "Breaking the Sphere" broke many industry records and gained numerous fans. Most fans started reading novel serializations in middle school and started chasing anime at work.
Today, "Breaking the Sphere" has already become a national-level IP that has accompanied a generation to grow up. In this "Report", it not only ranked 4th in the IP value comprehensive list, but also ranked first in the IP adaptation potential value list - the game list.
Strictly speaking, the game industry is no stranger to the adaptation of "Breaking the Sky". Such as "Breaking the Sphere Web", " Fighting Through the Sphere OLz"4z", "Double Sphere Mobile Games", " Cang Sphere Becomes ", "Double Sphere: Rekindled Fire"... This IP covers almost the entire period of client games, web games, and mobile games.
In 2015, the mobile game adapted from the IP of "Breaking the Sky" broke through tens of millions in the first month of its launch. At the time when there was no version number total control, there were thousands of new products in the game industry a year, and only 70 models could reach tens of millions of monthly sales. Among them, "Breaking the Sky: Rekindled Fire" by Tencent Tianmei Studio Group won the 2020 Top 10 Best Music Award for Chinese Games and won a double harvest in the word-of-mouth market.
Facing the origin of the high popularity of IP, Wang Xiang, a researcher at the Lu Xun Academy of Literature, believes that good online novels such as "Breaking the Sky", "Master of Mysteries" and "Starting from the Red Moon" are always innovative, no matter what kind of art they are adapted for. Style, they can leave their own traces in the human brain, this is the core influence of IP.
In his opinion, the works represented by "Breaking the Sky" inherit the world popular literary tradition of ancient myths, and its basic elements such as world structure, character system, supernatural power upgrade system, plot mode, etc. are clearly related to ancient mythology. inheritance relationship. And through the innovation of the work itself, its story situations, types of superpowers, and ghost characters can always use "new magical powers, new behaviors, and new plots to give us a sense of novelty and excitement."
Academy of Social Sciences "2021 China Internet Literature Development Research Report" believes that the success of "Breaking the Sky" not only satisfies the user's cool point of "reverse attack and change his life", but also the protagonist's pursuit of personal struggle and a better life is in line with the background of the times Relevant, can resonate with most people.
In GameLook's view, the success of "Breaking the Sky" not only stems from the distinct memory points of the work itself, but can effectively attract a steady stream of new fans. More importantly, through the adaptation across ACGN, it has always maintained the continuation of IP vitality and the improvement of activity.
straddles the healthy ecology of ACGN, and continues to maintain the high popularity of IP
In short, after the completion of the original work, the continuous output of IP in comics, animation, film and television dramas, games and other fields can open up the boundaries of works on different carriers. From fighting each other to cooperating, it is possible to form an IP ecological chain that is linked to each other. On the premise of retaining the essence of the original work, maximize the potential value of IP, and continuously maintain and even break through the ceiling of popularity. The success of
originated from web articles and Everbright's animation "Shuangdou", "Douluo Continent" and "Breaking the Sky".
Up to now, the animation "Douluo Continent" has broadcasted 232 episodes, with a cumulative playback volume of over 40 billion. After the animation "Breaking the Sky" was turned into an annual animation in July this year, it also brought the whole album to exceed 10 billion broadcasts, and the IP started a new wave of breaking the circle. It not only effectively enhances the vitality of IP, but also lays a solid foundation for the three-dimensional expansion of cross-media such as audio, comics, film and television dramas, and games.
Especially in the game field, the report of Gamma data mentioned that players' freshness of Japanese comic IP adaptation games has been significantly reduced, but they have high expectations for Guoman IP, which is closely related to online texts. Another survey shows that 40% of viewers have not seen the original work before watching the animation of "Douluo Dalu". For game companies, the accumulation of fans brought about by breaking the IP circle allows adapted products to bring their own traffic and high profits. According to the "2021 China Self-developed Game IP Research Report" by
gamma data, the total revenue of mobile games adapted from literary IP, including web articles, will reach 7.88 billion yuan in 2020, and it still maintains rapid growth. Among them, there are as many as 14 products with annual turnover of more than 500 million.
is not only that, in today's stock market environment that pursues quality and cost reduction and efficiency, IPs that have experience in animation can reduce the trial and error cost of game development to some extent.
As the Report says, movingManga has become a new type of IP value "booster". The animation adaptation has given the literary IP greater imagination space, and its expression form is more likely to present the descriptions in literary works such as fighting spirit and the realm of self-cultivation, bridge the gap between text and vision, and lay the foundation for subsequent game development.
Indeed, after solving the problem of text visualization, animation works can provide the most direct reference for game art design. At the same time, since vivid animations and games belong to the scope of ACGN, the user groups of the two are naturally similar in terms of age structure and preferences. The animation character image that has been verified by the market is more equivalent to helping the game complete the preliminary market research work and delineate the target users in advance.
Taking "Breaking the Sky" as an example, the well-received protagonist characters and scene designs in the animation can be smoothly integrated into the game. While reducing the cost of game development and trial and error, it also forms a linkage effect with animation, and even realizes joint marketing between the two, further boosting the popularity of IP.
On this basis, the "Break Sphere" IP itself has a grand and unique world view, which can create a more favorable space for game adaptation and creation, and the relative output quality can also effectively respond to players' expectations.
From the Jama Empire to the Noire Domain, and then to the Central Continent, the original work depicts the vast Dou Qi Continent, and the intricate sect forces and races in it, building a grand world view that is almost a group drama, and naturally supports the open world the potential of the game. The large amount of blank space outside the main storyline can also help the development team to freely recreate on the basis of retaining the essence of the original work.
At the same time, the unique training system from Douzhiqi to Doudi, as well as the rich power system settings such as Yihuo and Alchemist, have provided strong support for the development of various gameplays of IP games. The 10 main characters and 266 supporting characters, including Xiao Yan, Xiao Xun'er, and Cai Lin, give the IP huge potential for multi-category development such as MMORPG and MOBA.
Of course, there is nothing more appealing to players than the game's lively storyline. The rich content of 5.32 million words of "Breaking the Sky" can undoubtedly provide a prototype reference for the game's battle and level design. In addition to helping reduce development investment, it can also effectively reduce the cost of learning settings for players and fans.
benefited from the IP ecological business matrix including animation, to a large extent to ensure that the future adaptation of "Breaking the Sky" games can form a stronger linkage effect with other carriers, eliminating the need for expensive purchases and acquisitions. A series of industry troubles with difficulty and low conversion.
ensures that the game industry goes through cycles, and head IP has become a key factor Forty Thousand Years in the Stars", "Global High Martial Arts", "Let go of the Witch", etc., the web IPs that are in progress or have a clear animation development plan, obviously all have extremely high potential for game adaptation.
In particular, I would like to mention "Master of Mysteries": as one of the most popular phenomenon-level web articles in 2020, this work is unique in the reading market in a unique fantasy style, setting off a new wave of popularity: the starting point recommendation ticket is 31.72 million, The dazzling data such as the top 10 popular novels on Baidu and the over 100 million readings on Weibo topics all prove its high popularity.
Of course, "Master of Mysteries" itself is also a masterpiece with detailed settings: the world view setting of the coexistence of fantasy magic and steam technology has built a diversified mature framework to facilitate the entry of various types of gameplay. In addition to the text, "Master of Mysteries" has also launched art settings that have been unanimously recognized by the author and fans, plus more than 200 occupations and images in the original work, all of which provide ample room for game development.
All kinds of advantages have gathered, so that "Master of Mysteries" is almost born to be the rough jade of block adaptation games, and it is high in this IP adaptation potential value list-game listsecond. In addition, similar web IPs include "Full-time Master", "Dafeng Fighter", "First Sequence", "Let go of the Witch"...
In fact, the high-quality IP resources that can be adapted for games have increased, right The current game industry can be said to be crucial.
This year, the performance of the game market has been under pressure. Old products are limited by their natural life cycle, and the number of new products is relatively small, and it is difficult to resist the income beam, which has become the main industry pain point. In the "Game Industry Report for the Third Quarter of 2022 (July-September)", Gamma data believes that this year's market size is lower than last year's reason, in addition to macroeconomic and other factors, the main reason within the industry is the performance of new games Not as good as previous years.
is limited by the regulation of the total number of version numbers. As of September, the number of game version numbers issued nationwide is 314, which is also lower than last year. The limited version number resources also make game manufacturers more conservative when developing products. In contrast, the importance of IP adaptation products with more stable performance and higher ceilings has further increased. In this year's new tour first month running water calculation list, 4 of the TOP5 are IP adaptation products.
Jia Xudong, a professor at Communication University of China, believes that the more successful a cultural IP is, the stronger the cultural confidence will be. Therefore, adaptation, especially innovative adaptation, should be encouraged to form a super IP. This "Report" also emphasizes that IP is the confidence of the cultural industry, and it is also a wind vane.
In other words, IP games adapted from popular works such as "Breaking the Sphere" are just such a kind of confidence and weather vane, providing strength for the industry to accumulate strength to meet the new cycle.
