Bao Xu continued: "Although we have increased our efforts in self-research since then, we have never given up on purchasing IP. In the GOG creative community, we have a dedicated area where we release various purchases. IP character and collect its game mechanics from players."
"The current GOG world server seems to be very lacking in this!"
Min Jingchao suddenly realized: "Yes, It’s really lacking!”
“Basically, the IP characters we have purchased have a little influence in China, but they basically have no influence abroad. These characters have little influence on foreign players. It’s indifferent.”
“Compared with ioi’s current hero library, GOG undoubtedly has an advantage in China, but it is at a disadvantage for overseas players. Heroes are more accepted."
"This is a very critical point, we must solve it!"
Ye Zhizhou thought for a while: "Then if we also launch GOG overseas. What about the creative community?"
Min Jingchao shook his head: "No. The GOG creative community requires a large number of players and high participation to produce good works."
p>“But now GOG doesn’t have many players overseas. If we start collecting creative ideas now, we will definitely not be able to collect good works. The money will either not be spent, or we will not be satisfied with what we buy after spending it. It’s completely meaningless.”
“You should just buy some successful foreign IPs!”
“In this way, it will have the same publicity effect as that of big-name celebrities, and even better. It’s better because the target audience is relatively clear.”
“We can directly put these successful IPs into the game, which is much better than simply asking a celebrity to endorse it!”
Ye Zhizhou's expression became excited: "I understand! Sure enough, this should be the standard answer to Mr. Pei's idea!"
Everyone repeated the argument again and became more convinced of the idea of "buying IP" It is the optimal solution to Mr. Pei's puzzle, which Mr. Pei must have considered long ago.
After all, this policy of "buying IP" is a basic principle set since the GOG research and development period. Now to promote the world server, we need an IP that is widely accepted by overseas players.
Li Yada promptly reminded: "Don't be anxious and happy, we haven't solved Mr. Pei's problem yet."
"We have decided to buy IP, but the specifics are How to buy it? Which one should I buy?"
"If you want to buy those particularly famous superhero images, 20 million dollars may not be enough. After all, many wealthy overseas game companies also After staring at these IPs and turning them into films, the copyrights of these images have already skyrocketed."
Ye Zhizhou thought for a while: "I'm afraid it's not in line with Mr. Pei's wishes to buy a particularly expensive big IP. Original intention. After all, when Mr. Pei buys IP in China, he never buys big IP.”
Min Jingchao reminded: "Don't be dogmatic. The situation at home and abroad is different. In order to better cooperate with the publicity campaign and achieve the final effect, we must have a loud enough IP image overseas. Okay."
Everyone was confused again.
Finally, Li Yada suggested: "So now there are only two ways. The first is to pool funds to buy one or two successful IP images with high reputation; the second is to buy many IP images with average reputation. But the IP image is in line with the perception of overseas players."
"Since you are not sure, just submit two answers and let Mr. Pei make the decision."
Ye Zhizhou nodded. Standing up: "I understand, thank you everyone!"
"I will go back and do a brief investigation and let Mr. Pei make the final decision!"
......
……
Wednesday, August 10th.
Shortly after Pei Qian got up, he received a call from Ye Zhizhou.
"Mr. Pei, we have already thought about the final promotion plan for GOG international server! We are going to buy some IP characters suitable for the international market and put them in the game!"
" But now we have a question: Should we concentrate our funds to buy one or two well-known national IP characters, or should we purchase a series of ordinary IP characters that are not so well-known but suit the tastes of overseas players?”
Pei Qian thought about it and replied: "The latter."
Such a national-level IP character is too cruel to attack. Pei Qian is very afraid that ioi will not be able to support it. live.
Although this kind of worry is strange, it is not unreasonable.
GOG has gone a long way beyond ioi in the game itself: client and mobile games are interoperable, charging is very conscientious, there are already a group of outstanding heroes, and the game mechanism is easier to learn and spread.
Now GOG's overseas promotion mainly depends on two points: whether it will be acclimatized to the local environment, and how to gain popularity.
The so-called acclimatization is mainly due to the fear that the image of the hero in it will not meet the taste of overseas players and encounter cultural barriers.
Buying IP can indeed solve this problem.
But if he buys a national-level IP, Pei Qian is afraid that he will be too heavy-handed and directly kill ioi. Then he will not be able to happily spend money in overseas markets in the future.
It is better to buy some small IPs, slowly play with ioi in overseas markets, cut the flesh with a dull knife, and nibble away bit by bit, so that it will be good for them and me.
Ye Zhizhou agreed: "Okay, then we will choose some cost-effective small IP characters to buy, and we will report to you after a while."
......
After hanging up the phone, Ye Zhizhou happily said to Lin Wan and Wang Xiaobin: "Mr. Pei has made the decision! Sure enough, this is the correct answer! Sure enough, our two game departments unite and are invincible in trying to figure out President Pei's intentions!"
Lin Wan looked at the information at hand: "Don't be too happy, there is still a lot of work ahead. There are so many superhero characters in American comics, how do we choose? Which ones suit the tastes of European and American players?"
Looking at the densely packed heroes in our hands Everyone felt a headache at the name.
The emergence of superheroes can be traced back to the 1930s. After decades of development, the list of superheroes has grown to a head-shaking length.
Now everyone is faced with a difficult choice:
The heroes everyone knows are very expensive, and Mr. Pei has already said not to buy them.
No one knows those cheap heroes and they are not well-known. How to determine whether overseas players like them?
Who knows whether those heroes who are not famous are because they were born at the wrong time, or because they failed too much and did not meet the taste of foreigners at all?
If it’s the former, that’s fine. If it’s the latter, GOG buying this kind of garbage won’t do anything to promote the game. It’s like spending money in vain.
Ye Zhizhou said: "Don't even think about the top two comic companies. They have been acquired by large groups long ago. The acquisition prices are basically billions of dollars. We take advantage of this advantage. Not available."
"And they hold on to the character IP very tightly. Even if we can buy some relatively well-known characters with 20 million dollars, I'm afraid it will only be the game copyright, and there will be additional Many restrictions. ”
“It seems feasible to buy some of their less-known IP characters, but there will also be some restrictions, and the premium may be too high for us to accept, and the price-performance ratio is very poor.”
Lin Wan thought for a while: "Then don't think about it and look forward to it."
Ye Zhizhou continued to browse the information for a while and said: "We... seem to be able to buy the United States. The third largest comic company, there was news two days ago that they were about to go bankrupt."
Lin Wan instinctively realized something was wrong and asked, "The third largest comic company is almost bankrupt." Bankrupt? What is the market share of this third largest comic company?"
Ye Zhizhou: "Less than 5%"
Lin Wan: "..."
Wang Xiaobin was also confused and complained: "Oh my God, the third largest comic company in the United States has a market share of less than 5%. Does that mean there are three comic companies in the United States?"
Ye Zhizhou also said Amused: "Of course not, but that's what the data shows."
"It can only be said that this is the current situation of the industry. The first two comic companies are both giants, and their market shares are close to 40%, the remaining third to tenth place together are only 10%, and the other smaller ones are just over 10%.”
“There are too many superhero IPs from these two companies. , the market is so big, they are producing comics and making movies at the same time, and their influence is not on the same level as other companies."
Lin Wan nodded: "Well, the standard 80/20 rule. Head companies account for eightmarket share. ”
“No wonder, ‘the third largest comic book company in the United States’ sounds very bluffing, but in fact the market share is less than 5%, and with the fairy fight between the two previous bosses, it will definitely The longer you live, the harder it becomes, and it’s not surprising that you go bankrupt. "
Ye Zhizhou took the laptop over and quickly checked the relevant information: "Yes, the traditional comic form is no longer in recession. These giant comic companies all rely on film and television to make money. Comics are equivalent to A huge inspiration library that can draw materials at any time to stably produce movie content. ”
“But for these comic companies with a small market share and unable to make movies, life becomes increasingly difficult. "
"This 'Hurricane Comics Company' has several points that are quite good:"
"The themes of its comics are not entirely limited to superheroes, but more Diversification, for GOG, a more diversified image will definitely have greater room for choice. ”
“Several of its IPs seem to be in line with the tastes of European and American players, such as Duke of Purgatory, Alien Species, and Mechanical Police. ”
“Another very important point is that he really has a national-level IP image! It's just... that was twenty years ago. "
""Man of Many Faces" was released in 1993 and received many nominations including Oscars. However, it did not win the final award. It invested 27 million U.S. dollars and earned 340 million global box office. It was listed among all the films in that year. Ranked fourth at the box office, the protagonist's salary soared 20 times after filming this movie. ”
“However, Hurricane Comics is not an investor, so it doesn’t get much benefit. This is its last glory, and it will become more and more obsolete later on. ”
“But the good thing is that the IP character of Multi-faceted Man is still very influential, and many foreigners should be familiar with his image. More than half of Hurricane Comics' value lies in this IP. "
"Although it feels a bit like picking up garbage...but I have to say that it is quite cost-effective to pick up garbage. ”