文 | 游戏茶馆 12月7日，为期两天的DNFU 2025嘉年华在上海西岸落下帷幕。 除了端手游之外，今年在海外上线的《地下城与勇士：卡赞》以及未来格斗方向的新品也在本次嘉年华 上亮相。尤其是《地下城与勇士：卡赞》，据了解即将上线的国服版本将会提供一个绝对良心的首发价 格，而除了原有内容之外，还会加入一些国服独有的定制内容更新，来满足国服玩家的需求。 相比此前的嘉年华，本次最大的变化就是首次将DNF端游、手游、单机游戏以及众多衍生作品共同汇聚 成一个共有IP宇宙。在现场你能够看到不同平台不同受众的玩家欢聚一堂，共同享受DNF所带来的各种 乐趣。 腾讯国内发行支持业务&Nexon合作业务市场负责人李洁露告诉茶馆，直到今年他们才敢把DNF称之为 真正的IP。在她看来，真正的IP应该是一个生态共建的状态，这意味着除了原来的研发团队之外，应该 以IP吸引更多领域热爱的用户进来共同创作不同的内容，由此发挥他们的才华来不断完善这个IP宇宙， 这种价值才能够称之为IP。 借此机会，茶馆以及业内同行也和腾讯国内发行支持业务&Nexon合作业务市场负责人李洁露、DNF端 游发行制作人丁文斌以及DNF手游发行制作人解卅共同聊了聊 ...

该计划定位为以"山河"IP为主题，融合文化传承、潮玩文创与数字创新的全民共创项目，通过结合文创 实体与数字权益，提供沉浸式文化体验。该计划旨在构建一个开放式、多维度的IP生态共建体系，目标 覆盖广泛文旅元素，并鼓励全球参与，面向全球市场销售。首阶段将推出"山河·青年"系列权益型潮玩 卡牌，该卡牌高阶系列绑定文旅权益，并通过NFC芯片与合规联盟链技术实现实体、数字与权益的融 合。未来计划将进一步拓展至"山河·英雄"、"山河·非遗"、"山河·熊猫"、"山河·明星"等多个系列，并涵 盖文创实物、影视、动漫等多种载体，逐步吸纳全球文旅资源，构建规模化文化消费生态。 董事会认为，此次合作符合集团推动文旅数字化的发展战略。借助中国青年报的媒体资源及内容影响 力，结合集团于文旅运营方面的经验，双方可实现资源互补，为该计划提供有力支持。该计划呼应文旅 融合的市场趋势，具备良好发展前景及规模化潜力，有助于集团拓展"文旅+潮玩+数字经济"的高增长 领域，丰富收入来源(包括卡牌销售、权益实现及IP衍生等)，助力集团由"文旅服务商"向"综合文旅文化 消费平台"转型升级。此外，该计划采用开放共创模式，有利于凝聚创意资源，构建高黏性用户 ...

Core Insights - The "Guzi Economy" has emerged as a cultural phenomenon among Generation Z, transcending its origins in the anime and gaming communities to become a significant market force [1][3] - The market size of the "Guzi Economy" in China reached 168.9 billion yuan in 2024, with projections to exceed 300 billion yuan by 2029 [1] Group 1: Generation Z Consumer Behavior - Generation Z, particularly those born in the 1990s to 2010s, is driving a consumption trend centered around emotional resonance with IPs, leading to a surge in "Guzi" product purchases [3][5] - Young consumers are willing to pay a premium for merchandise related to their favorite IPs, viewing these items as social currency [3][5] - Events like ChinaJoy showcase the strong engagement of fans, with attendees often spending over a thousand yuan on merchandise [1][3] Group 2: IP Innovation and Market Strategies - The industry is focusing on how to transition IPs from content to products, with various strategies being explored, including crowdfunding and cross-industry collaborations [8][9] - Successful examples include the use of crowdfunding platforms to gauge emotional engagement and validate market demand before large-scale production [9] - Companies like Aofei Entertainment are leveraging user-generated content and community engagement to enhance the emotional connection between consumers and IPs [5][10] Group 3: Future Trends and Ecosystem Development - The domestic IP landscape is shifting from a "follower" to a "leader" position, with an emphasis on creating a comprehensive ecosystem that integrates various consumer experiences [12][14] - The industry is exploring sustainable models, including the use of AI in character design and collaborative production approaches to enhance efficiency and creativity [14] - Balancing innovation with standardization is crucial for the "Guzi Economy" to evolve from niche markets to broader consumer acceptance [14]