游戏：2024中国游戏产业IP发展报告

Industry Investment Rating - The report provides a positive outlook on the gaming IP industry, highlighting its significant growth potential and value [34][35] Core Viewpoints - The gaming IP market in China reached 1960.6 billion yuan in the first three quarters of 2024, with IP products accounting for 82% of the total game market revenue [34] - Original Chinese game IPs contributed nearly 50% of the total market revenue, with new IPs like "Egg Party" generating billions in revenue [40] - Cross-domain IPs, such as those from literature and film, are gaining traction, with a market size of 150.8 billion yuan in the first three quarters of 2024 [65] Market Analysis Chinese Entertainment Market IP Status - Over 90% of surveyed users have used IP-related products in the past year, with gaming IPs being the most preferred [6] - Gaming IPs dominate the revenue share, accounting for 73.3% of the top 10 products in major entertainment fields [9] - Animation and anime IPs have a strong fan base, with some achieving millions of views and high ratings [15] Chinese Game Market IP Scale - The Chinese game IP market achieved a revenue of 1960.6 billion yuan in the first three quarters of 2024, driven by both original and established IPs [34] - Original Chinese game IPs accounted for 48.2% of the market share, while cross-domain IPs contributed 7.7% [40] Chinese Game Market IP Development - Original Chinese game IPs generated 945.8 billion yuan in revenue in the first three quarters of 2024, maintaining a stable market share [46] - Introduced licensed game IPs, such as "Dungeon & Fighter" and "League of Legends," contributed 864.1 billion yuan, showing significant growth [55] - Cross-domain IPs, despite a smaller market share, have potential for growth, especially with the recovery of content creation in related fields [65] Chinese Game Market IP Value Enhancement - Gaming IPs are the most developed, with representative IPs generating over 2000 billion yuan in revenue [22] - Cross-domain IPs, such as virtual idols and collectibles, show strong commercial potential, with future revenue expected to exceed current levels [25] IP Value Assessment - Gaming IPs have the highest development level, with significant revenue generation and strong user engagement [22] - Animation and anime IPs have a large fan base, with high scores in fan base metrics [15] - Literature IPs, while having high attention, need to improve their monetization capabilities [18] - Cross-domain IPs, such as virtual idols, show strong future revenue potential [25] IP Development Strategies - Original Chinese game IPs are seeing increased investment from companies, with a focus on content creation and brand building [48] - Introduced licensed game IPs show significant individual differences, with deeper collaborations leading to higher IP value [59] - Cross-domain IPs are leveraging user sentiment and nostalgia to enhance monetization [67] IP Marketing and Operations - Multi-channel operations are common, with 53.2% of top products using 7 or more channels [42] - TikTok is a key platform for user engagement, with 75.6% of users using it to follow games of interest [43] - Offline events, merchandise, and music are important for IP value enhancement, with high user engagement and willingness to pay [82][86] Future Trends - Game music is becoming more diverse, with a focus on live performances and virtual concerts [89] - Derivative products, especially collectibles and figurines, are growing rapidly, with virtual derivatives showing potential [99] - Cross-domain IPs, particularly in the secondary dimension, are leveraging derivative products for overseas expansion [106]