IP adaptation of the new tour “nitrogen” pursuit, full of power
Editor’s note: This article from WeChat public number “Competition” (ID: Coreesports), author of Seven Blades. G.
The game industry started smoothly in the second half.
Gamma data shows that in 2019, Q3, the actual sales revenue of China’s mobile game market was 38.38 billion yuan, close to the second quarter revenue, which was nearly 8% year-on-year, compared with 30.53 billion yuan in the same period last year.
From the distribution of the TOP50 game type, the ARPG and MOBA categories are significantly reduced, and the shooting category is more obvious, similar to the same period in 2018.
The shooting game has increased significantly with the outstanding performance share of “Peace Elite”, which is four times that of the same period of last year. In addition, the share of strategy, competition, tower defense and other sub-categories has increased.
In this TOP50 mobile game, Tencent’s share of the game accounted for more than half.
The mobile games released by Tencent Games accounted for 55.8% of the running water share, while the R&D share is relatively small; Netease continues to maintain the development strategy of R&D and distribution integration. The games entered into the list are self-developed products, issued and The share of research and development is around 17%.
With the release of the version number, the product “empty window period” brought about by the previous lockout is gradually disappearing, and the mobile game market is reviving.
IP adapts new games and the game market is stable
By benefiting from the good market performance of the new tour in the third quarter, market revenue remained stable this quarter.
There are 8 models of the new tour entering the TOP50, with a total flow of up to 5 billion yuan, much higher than the 3 billion yuan in the same period last year.
Among them, the “running kart racing version” of more than 2 billion yuan in a single quarter, “Dragon Fantasy” and “Elves Festival” with a monthly flow of 700 million yuan rushed into the top 10 of this quarter’s mobile game revenue list.
In addition, PRG games continue to work, accounting for up to 60% of the TOP10 mobile game revenue list.
It is worth mentioning that whether it is “running kart official racing version”, “Dragon fantasy” or “elf festival”, are IP adaptation games.
In addition, the TOP5 new tour of the first month of Q3 in 2019 released in the gamma data report was also adapted from IP.
“Running Kart Official Racing Edition” is at the top of the TOP5 new tour list of the running water, “Dragon Fantasy” second, “Three Kingdoms · Strategic Edition”, “Sparkling Warm” and “The Condor Heroes 2” are ranked respectively Three, four or five.
In terms of IP type, in the first month of the first month of the mobile game in January-September 2019, the mobile game running by the end-game IP accounted for 30.0%, and the number accounted for 20.0%, which was higher than other IP types. .
The number of mobile games in the novel and anime IP is more than the mobile game IP, but the running score is not as good as the mobile game IP.
At this stage, client game IP adaptation mobile gameAlthough the share of flow and the number of products have dropped significantly compared with the same period last year, it still dominates the IP adaptation game.
This shows that IP adaptation is still an important way to stimulate game revenue growth.
Place a mobile game with great potential
As everyone knows, since the game version was suspended due to government institutional reforms in March 2018, there has been an “empty window period” in the domestic game market, which has led many manufacturers to invest in overseas markets. The game goes out to the sea “storm.”
According to gamma data, in 2019, the revenue of China Mobile Games in Q3 showed an increasing trend, and the placement of games became an important category of games for the sea.
Among them, some placement games have seen significant growth in overseas market revenue. For example, “Swords and Expeditions” in the US market this quarter has a significant increase in revenue compared to 2019 Q2.
While many game companies still adopt the mainstream mobile games such as strategy, RPG, shooting and MPBA to deploy overseas markets, the placement games as niche games have achieved relatively good results overseas in the past two years.
For example, “Place the Jones” on the line in 2016, “Place the Jones” into the TOP50 in the calculation list in 2017.
By 2018, its ranking rose to the 11th place, and it is the only placement game in the TOP20 of the gamma data calculation list.
After 2019, Lilith’s “Swords and Expeditions” and “The Endless Urala” of the Heart Network began to lay out overseas markets and achieved good results.
The low threshold, light subject, and high return are important features of the placement game.
In the mobile game market dominated by strong competition and strong socialization, these characteristics of placing games areFor the important guarantee of game users.
At this stage, placement games mainly adopt a combination of other game types to reduce the homogenization of the game, and can widely cover users in various fields, expand the influence of the game, and increase the game revenue.
As the game market regains its vitality, the competitiveness of new games in the game market will gradually increase.
The competitive new travel market, ARPG is the darling
The “cake” is big, and there are many natural things to think about. After all, there are only a few that can eat a single food, and the share is still small.
2018 is the year of “chicken eating” and 2019 is the year of “playing chess”. The two are like “cakes” to make large and small manufacturers competing for food. Although Tencent and NetEase, which are in the head of the domestic game industry, have not fully recovered in these two games.
No matter how big or small the factory has the opportunity to get the “cake” of its own share, it can be seen that the game market is fair and reasonable, and the competition is fierce.
In terms of game types, the ARPG-type games accounted for more than 40% of the number of products and the share of the water in the first month of the TOP30 mobile game, which was launched in January-September 2019, far exceeding other types.
The number of cards in the card category is second only to ARPG, but the performance of running cards is not as good as strategy, racing and shooting, and the market share is low.
According to gamma data analysis of the new travel market in the fourth quarter, after the game companies entered the fourth quarter, the promotion of new games began to exert their strength.
Gamma statistics show that about 100 mobile games of nearly forty game companies are known to be online.
Among them, ARPG games are the key research and development direction, and the number of ARPG games on the Q4 plan is over 35.0%.
In addition, other game types on the Q4 line are more dispersed, and multiple types of new games will further promote the variety of mobile game market types.
One of the features of the Q4 game product is the reduction in the number of client IP game adaptations. In terms of the IP of the mobile game, the original IP accounted for 65.3%.For the main components of the Q4 new tour.
In IP-modified mobile games, animation IP and mobile IP adaptation of mobile games are the key layout directions of manufacturers, accounting for 8.3% and 5.6%.
The gradual reduction in IP inventory of high-impact client games has made it possible that it is no longer a key development area for game companies.
From the perspective of some mobile game companies that are expected to go online in the fourth quarter, there are 3 types of domestic head game makers Tencent and NetEase ARPG type games. Among them, NetEase’s self-developed “Xuanyuan Jianlong Dance Yunshan” has been fully platformed. Public beta.
The old game makers such as Shengqu, Giant, Sanqi Mutual Entertainment, etc., as well as new game makers, heroes, middle-aged games and bilibili, all involve ARPG-type games.
The market trend is going, grabbing the “cake” battle is coming soon, no matter which one is the best, it will be a tough hard battle.
I hope that Q4 game makers will continue to work hard and move forward steadily.