Group 1 - The core observation is that the gaming industry is witnessing a shift from content-driven games to gameplay-driven games, with notable declines in the performance of content-focused titles like "Genshin Impact" and "Honkai: Star Rail" [1][8][15] - The rise of gameplay-driven games is attributed to the emergence of innovative gameplay types, particularly "playable mini-games" and the "search-shoot-retreat" genre, which have gained significant popularity [2][4][6] - The overall market performance indicates that while content-driven games are cooling off, gameplay-driven games are experiencing a resurgence, reflecting a return to the fundamental question of whether games are enjoyable [3][6] Group 2 - Content-driven games face challenges such as high development costs and long production cycles, making them less accessible for smaller developers, which limits overall market output [10][12] - The marketing costs for content-driven games are rising, with difficulties in effectively conveying the game's appeal through short advertisements, leading to lower ROI compared to gameplay-driven titles [13] - Content-driven games often have weaker social features, resulting in lower user engagement and retention, as players may seek more interactive experiences found in gameplay-driven games [14] Group 3 - The perceived "cooling" of content-driven games does not indicate a decline in demand for high-quality narratives; rather, it suggests a market correction where only games with exceptional experiences will thrive [15] - The relationship between gameplay and content is complementary, with both elements necessary for a successful game, indicating that the market is evolving rather than diminishing [15]

Core Viewpoint - The article discusses the evolution of "IP going global" as a cultural industry imperative, highlighting both achievements and emerging challenges, with a focus on "localized innovation" and "extraction of local culture" as key strategies for success [1] Group 1: Expert Insights on IP Development - Wei Pengju emphasizes the need for a systematic approach to IP development based on traditional Chinese culture, advocating for strategic capital investment in creating quality cultural IP and supporting the integration of culture and technology [3] - Guo Tao points out the significant upgrade in Chinese enterprises' IP export strategies, including the adoption of a "global R&D + local team" model to enhance content adaptability and precision in operations [4][5] - Zhou Kai suggests that a global perspective is essential for local adaptations, recommending collaboration with international partners and the use of popular IP expressions to bridge cultural gaps [6] Group 2: Strategies for Market Penetration - The article highlights the importance of a differentiated brand strategy and diverse monetization models tailored to different markets, including co-branding with local products and building cross-cultural teams [7] - Yuan Shuai stresses the necessity of strengthening intellectual property protection mechanisms to safeguard against infringement and piracy in overseas markets [8] - Wang Yilan calls for a "combination punch" approach in IP export, advocating for a comprehensive cultural export strategy that integrates various cultural sectors and enhances collaboration [9][10] Group 3: Cultural Resonance and Communication - Huo Hongyi emphasizes the importance of "finding resonance" rather than merely conveying messages, proposing a "bilingual" expression strategy to connect with diverse audiences [11]