What is the value of IP to the mobile game field?

However, with the continuous filling of IP and content, and the accumulation of various technologies and gameplay, mobile games have become more and more attractive and attractive, but players can continue to invest in a game after in-depth experience. (whether in money or time) is getting less and less. It's as if someone said, "Mobile games can't bring me too many surprises, no matter how many gimmicks there are."

Looking at the current mobile game market situation, due to the increasing demands of players, most "template" games It has been difficult to satisfy the appetite of users, and the cost of purchasing users for enterprises has gradually increased, which undoubtedly brings a lot of pressure to marketing. For IPs with a large fan base, they naturally have a large number of developers. ,chase.

In the early stage of IP mobile game production, it can be said that just relying on the theme can instantly capture a large number of fans to enter the game. No matter what kind of gameplay you play, the emotional nature and emotional connection of the IP itself make the game easy to obtain considerable running water, taste The manufacturers who have achieved the sweetness naturally like to use this simple and rude way to continue to make money. However, it is undeniable that IP mobile games will continue to be successful, but this approach of "using existing gameplay as IP" will no longer work in 2017. Developers must clearly see the value of licensed IP and focus on creating customization for fans In the highly competitive market, the cooperation between R&D and operation teams in the primary market is becoming more and more important.

In other words, a mobile game with IP is not just a product, but developers should consider it as a brand to build and operate. If you switch to this perspective, the final transformation of the mobile game in front of the player should be a visual product, a symbolization. Among them, IP belongs to the soul, and the so-called technology, engine, application quality, etc. are usually flesh and blood. The fusion of spirit and flesh is what we should really consider.

First of all, we have to determine what kind of image the existing IP belongs to in the hearts of fans. For example, most end game IPs sell feelings, and the first reaction of many old players is more of a brother who once helped blow water and formed a group for the first time all night. Playing a difficult copy or getting the best for the first time; and for many film and television IPs, it is common to show the emotional image between the male and female protagonists. Then, after having a deep understanding, developers can see the true value of IP, and it is possible to arouse and continue to mobilize the enthusiasm of fans.

After establishing the core foundation, we can develop customized products with its own characteristics, and then add the above example. For the end game IP, the mobile game is more important to restore its classic gameplay, try to technically The screen and running smoothness of the mobile game can be guaranteed, and the gameplay can be shifted to a certain degree according to the characteristics of the mobile game itself (daily and other single-player brainless activities are integrated and reduced, and can be completed by quickly hanging up to achieve resource The purpose of accumulation, the focus is on the operability, gameplay and interaction of team tasks); another example is the film and television IP, take "Slightly Smile" as an example, the focus of this type of mobile game must not be on fighting power and star promotion. , Draw the card, according to the content on the TV, the key to the "Wei" mobile game is to restore online communication, make friends, and carry out some tacit but not tedious activities through some opposite-sex matching to highlight the virtual world. At the same time, a higher self-creation possibility should be developed in the character image, so that all players can create their favorite characters, strengthen the sense of substitution, and build a virtual world system, so that fans can live a "master" addiction. It must be better than the boring routine of fighting monsters and krypton gold upgrades in the name of IP.

After that, we should devote our attention to the fine grinding of the product, especially for the newly formed products, there will be some bugs, and no one can ensure whether these problems have a fatal impact, so the hands Tour testing is also an essential part. At present, it is almost difficult to find mobile games that are launched without testing. Professional third-party testing platforms have also made a lot of contributions to the improvement of the quality control of mobile games. It can be said that testing is not only for application quality. Responsible, in this era when mobile games are just faces, it is directly related to the first-hand perception of brand impressions.

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