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class="spanimg3">2018-12-18 17:58</span> <span class="spanimg4"><a href="#cm">我要评论</a>(<i><a href="#SOHUCS" id="changyan_count_unit"></a> <script type="text/javascript" src="http://assets.changyan.sohu.com/upload/plugins/plugins.count.js"></script></i>)</span> </p> </div> <div> <div class="say"><p>手游IP有多重途径可以选择Q一个是外向型,xq泛的开发衍品,比如p剧、周边玩偶乃至主题公园,但这?.....</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <p style="text-align: center;"> <img alt="3" border="0" src="/uploads/allimg/181122/1Q30B519-0.jpg" /><br /> (囄来源Q?strong>{果资讯</strong>)</p> <p> 手游IP有多重途径可以选择Q一个是外向型,xq泛的开发衍品,比如p剧、周边玩偶乃至主题公园,但这条\鲜有成功者,另一条\则是内拓型,卛_IP中挖_֍Q在游戏里挖玩法Q开游戏的荒?/p> <p> 一个做手游的朋友曾和我调侃2014q的手游市场Q在整个一q_你手上没有一两个高h买来的IP(intellectual property~写Q意为知识?Q你都不好意思和别h说自己是手游公司的,可在整个一q_IP炒热C千万U,真正现象U的手游却没有几个是热门IP?/p> <p> 两句“整个一q?rdquo;形成了鲜明的对照Q而背后却隐喻着手游IP的ؕ战和无奈?/p> <p> <span style="font-size: 18px;"><strong>捷径?仅仅靠IP很难成功</strong></span></p> <p> 或许?013q初大热的《我叫MT online》,不仅掀起了C轮的卡牌热,q引发了所有手怸者的眼红Q让更多的h看到了IPQ即同名动O的媄响力。这被誉为是手游里的_丝l济。爱奇艺创始人、CEO龚宇曾表C,有媄视IP的网游收入是没有pIP??倍?/p> <p> 买热门IP来做手游成了手游从业者集体选择。结果呢Q也不用q多叙述Q就和媄视剧的网l播映权一Pl典动O、网l小说、热门综艺、h气媄视的手游改编权,一下子?014q初开始,节节高,q供不应求?/p> <p> 据最新出炉的?014q中国游戏业报告》显C,2014q移动游戏销售收入达274.9亿元Q首ơ超q网|戏。可另一斚wQ今q上架的C千计的手怸Q盈利的只有3%Q两者悬D之大,昄是冰火两重天。而其中又有多资本,是在购买IP却无法让其盈利上虚耗掉的,则无从考究。业界普遍认为,作坊式手游野蛮生长的时代业或已l结?/p> <p> 没有IP很难从十分拥挤的手游Uv中脱颖而出Q而仅仅靠IPQ花了大价钱Q也未必能够成功。这一现实H境Q让手游企业陷入了左右ؓ隄境地?/p> <p> <span style="font-size: 18px;"><strong>H围?游戏巨头们找到自q节奏</strong></span></p> <p> 走IP之\没错Q关键是看怎么走。手上握着庞大且优质IP库,却大多在走售卖\U,盛大游戏一直没有多成?ldquo;自研”Q而最l在2014q末走向“另一条\”?/p> <p> 除盛大外Q其他如腾讯、网易、畅游、巨人等为首的国?ldquo;|游十强”均在2014q入局手游领域Qƈ开始探ȝ品牌化来ȀzIP的手游研q节奏?/p> <p> 依靠《征途》在端游起家的巨人,在手机游戏领域亦l箋“征?rdquo;。借助征途的品牌号召力,在年末,在手怸一直被认ؓ启动~慢的巨人推Z手游《征途口袋版》,试图借此召回老用戗?/p> <p> 另一端游巨头|易Q拥?ldquo;西游”q一强势品牌Q接q推出《迷你西游》《方块西游》《ؕ斗西游》等手游产品q斩获颇C后,在其UdIMq_易信上,开始尝试定制游戏类型,如和博雅互动联手推出的棋牌类定制游戏《易信斗C》,上线之后立刻引爆了易信朋友圈Q?ldquo;天下pd”“倩女pd”也都谋求在手怸的爆发点Q一个由产品l成的IP矩阵已经初具规模?/p> <p> 但这仅仅是v手式……</p> <p> <span style="font-size: 18px;"><strong>IPҎ论:矩阵不仅在品之?/strong></span></p> <p> 在IP矩阵q营上的认知Q局限在自有IP的固定模块上不可取,仅仅建立在单U的游戏产品之上亦不可取Q寻扑օ新的IP立点必L所依托?/p> <p> 有多重途径可以选择Q一个是外向型,xq泛的开发衍品,比如p剧、周边玩偶乃至主题公园,但这条\鲜有成功者,另一条\则是内拓型,卛_IP中挖_֍Q在游戏里挖玩法Q开游戏的荒?/p> <p> |易选择了开荒这一路数Q既不跟着别h的节奏去q作Q也不去理会外部IP的؜q态,而专注于跳符合自׃贯品曲U的舞步。比?015q??2日,|易正式宣布代理q金񔞮说IP改编而成的《魔天记》同名手游。这一?014q末多有曝光的事gQ在新年伊始埃落定Q其实也凸显Z|易在IP矩阵布局上的匠心?/p> <p> 一斚wQ网易和巨h一P深挖自有_֓IP如西游、天下和倩女的手游品牌号召力QŞ成IP矩阵的基构架Q这让网易除了西游系列、天下系列等Q还有诸多风格的衍生手游Q但同时Q网易也不仅仅是在现有品牌上做IP的细化,更在多个IP上gl网易的_耕细作,形成逐步延的IP矩阵。网易是如此做的Q其实其他游戏巨头们也是如此在布局Q?015Q必然是一个手游IP矩阵元年?/p> <p> 另一斚wQ在原有IP的基上,开始寻找新的IP产品Q来实现“变奏”和拓荒,则是让IP矩阵更加丰满和稳固。选择《魔天记》就是一例?/p> <p> 同时在IP_耕上Q网易也昑և了自w从端游时代延箋而来的思维Q即不唯IP论,更要在品上扑ֈH破口。在庞大的IP手游之中Q选《魔天记》,自然不只是看到其在v点中文网上拥有庞大的_丝Q这只是成ؓ一个IP_֓手游的基条gQ更重要的是Q在游戏?ldquo;刉?rdquo;q程中,原著作者忘语全E参加其中,保了游戏能原滋原味Q而不?ldquo;于正”化?/p> <p> 同时Q创C孕育其中Q除了原滋原呻Iq要让玩家觉得有滋有呻I其游戏中首创法宝对冲战斗形式Q恰恰符合网易一贯不跟风的品风|不仅仅是单的升和打发碎片化旉Q至让玩家能够在游戏中动动脑子Q感?ldquo;{略”游戏带来的冲击,让手游变得不一样一些?/p> <p> 我们不妨回顾下,但凡成功的现象游戏Q靠的都是新颖的玩法和超高品质。好的IP会有_丝效应Q但那都只是一Ӟ如果游戏让玩家觉得老套Q那留下的就只有重温剧情和吐槽Ş了,好IPQ高品质Q这L_֓手游势必为玩家所期待?/p> <p><strong>转蝲h明出处?/strong></p> </div> <!-- 心情 --> <div class="mood"> <div id="cyEmoji" role="cylabs" data-use="emoji"></div> </div> <!-- @心情 --> <div class="tag"> <div class="tagtitle"></div> <a href="/tags.php?/手游IP/">手游IP</a><a href="/tags.php?/游戏巨头/">游戏巨头</a> <div class="share"> <a href="javascript:;" class="sharea1">分n到新微?/a> <a href="javascript:;" class="sharea2">分n到腾讯微?/a> <a href="javascript:;" class="sharea3">收藏</a> </div> </div> <div class="avow"> <div class="avowtitle"></div> <!-- 声明 --> <p>1.本站遵@行业规范QQ何{载的Eg都会明确标注作者和来源Q?.本站的原创文章,误{载时务必注明文章作者和来源Q不重原创的行为我们将q究责QQ?.作者投E可能会l我们编辑修Ҏ补充?/p> <!-- @声明 --> </div> <div class="ad"><a href="/" target="_blank"><img src="/templets/style/html/images/img24.jpg" alt="" /></a></div> <div class="correlation"> <div class="com-title"><span><img src="/templets/style/html/images/symbol-23.png" alt="" />相关文章</span></div> <ul class="ulfix"> <li> 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