2025年11月7日，"2025年度游戏IP生态大会"上，两场专题会议如期举行，会上邀请了包含游戏、影 视、动漫等领域，日本、法国、英国等地区的行业专家、企业领袖进行了主题分享。 "IP双效驱动：商业价值与文化使命的共生之道"专题会议 在IP开发如火如荼的时代，过度商业化导致用户反噬与文化失语的矛盾愈发尖锐。部分顶级IP经改编后 项目生命周期远未达到预期，部分优质文化IP也因变现乏力而陷入"叫好不叫座"的困局。这一现象折射 出产业链的深层割裂：资本追求短期回报的流量逻辑，与文化价值沉淀的长期主义之间尚未形成有效协 同机制。如何让IP既创造现金流，又承载文化价值？ 与会嘉宾围绕上述主题展开探讨。 祖龙娱乐执行总裁 吴盛鹤先生以"游戏的IP联动如何兼顾双效驱动"为题发表演讲，从企业的高质量发 展探索与游戏IP全球化生态构建角度，系统阐述了祖龙娱乐的业务布局方向与成果。在游戏精品化方 面，祖龙娱乐自2014年成立以来始终以高品质内容为核心，深耕MMO、女性向、SLG等多品类赛道， 推出《龙族幻想》《以闪亮之名》等代表作，并持续以技术创新强化产品竞争力。从Unity到虚幻引擎 的深度应用，再到AI在玩法与内容生产中的 ...

Core Insights - The article highlights the significant growth of Pop Mart and Blokus in the toy industry, driven by innovative product design, effective market promotion, and global expansion strategies. Group 1: Financial Performance - In the first half of 2025, Pop Mart achieved revenue of 13.88 billion RMB, a year-on-year increase of 204.4%, with adjusted net profit reaching 4.71 billion RMB, up 362.8% [1][2] - Blokus reported revenue of 1.338 billion RMB, a 27.9% increase year-on-year, with adjusted profit of 320 million RMB, growing by 9.6% [1] Group 2: Product Innovation and Design - Pop Mart's product innovation is driven by a strong IP ecosystem, with 13 artist IPs generating over 100 million RMB each in the first half of 2025, including THE MONSTERS and MOLLY, which saw revenue growth of 668.0% and 73.5% respectively [2][5] - The plush toy category for Pop Mart generated approximately 6.14 billion RMB, a staggering increase of 1276.2%, marking a shift in consumer preferences [5][6] Group 3: Market Promotion Strategies - Pop Mart has expanded its offline presence with 571 stores across 18 countries, adding 40 new stores in the first half of the year, and operates 2,597 robot stores [11][14] - Blokus has a robust offline distribution network with over 500 dealers covering 150,000 outlets, with offline sales accounting for 90.6% of total revenue, reflecting strong demand in lower-tier cities [15][17] Group 4: Global Expansion Strategies - Pop Mart's regional headquarters strategy has led to significant revenue growth in the Americas (1142.3%) and Europe (729.2%), enhancing its global brand influence [20] - Blokus has established localized teams in Europe, achieving overseas revenue of over 111 million RMB, a year-on-year increase of 898.6%, with the US and Indonesia being the top markets [21] Group 5: Consumer Engagement and Membership - Pop Mart's digital membership strategy has resulted in 59.12 million registered members, contributing 91.2% of sales, with a member repurchase rate of 50.8% [14] - Blokus has introduced appealing products targeting female consumers, simplifying assembly processes to attract a broader audience [9]