Newzoo-IP和品牌合作如何提升游戲水平 （英）

November2023How

IPandbrandcollaborationsleve

lupgamesIndustryinsightspoweredbyNewzoodataCopyright&

Redistribution

Notice?2023Newzoo.Allrightsreserved.Thecontentofthisreportiscreated

withduecarebyNewzooandprotectedbycopyrights.Thisreport,oranyportionthereof,maynotbereproduced,distributed,ortransmitted

inanyformorbyanymeans,includingphotocopying,recording,orotherelectronicormechanicalmethods,orusedinanymanner

whatsoever,withouttheexpresswrittenpermissionofNewzoo.Reproducing,distributing,and/ortransmittingthisreport,oranyportionthereof,forcommercialpurposesisexplicitlynotallowed.Gamingexpertisepoweredby

themostcomplete

dataresourcein

gamingWeusedatafromourproductportfolioandproprietarysourcestoinformourexpertgamesmarketanalysis.KnowtheGamesKnowtheGamersKnowtheGamesMarketGAMESDATAGAMERRESEARCHMARKET

ANALYSIS&CONSULTINGGamePerformanceMonitorGlobalGamerStudyGameHealthTrackerGamesMarketReports&ForecastsConsulting&CustomServicesUnlocktitle-levelExploretheglobalgamerTrackbrandhealthandDiscovergamesmarketTailoredsupportforeveryengagement

andrevenuedataforthousandsof

PCandconsolegames.audiencesacrossalldimensionswiththelargestgamer

researchstudy.purchasefunneldataovertimeforhundredsof

games.sizing,forecasts,andtrendsonaglobalandlocallevel.stageof

thegamedevelopmentlifecycle.?Newzoo20233Table

ofcontentsIntroduction

&key

takeawaysMethodology

&terminologyOverview

of

IP

and

brand

collaborations

in

gamesImpact

on

game

engagementCase

studies578121518Our

products

&services?Newzoo20234IntroductionPublishers

are

always

looking

for

new

ways

to

expand

the

reach

of

their

live-service

games.

IPandbrandcollaborationscan

be

a

real

gamechanger.

Releasinglimitedbrandedcosmetics

itemsand

partneringwith

brands

and

IP

holders

is

now

a

proven

strategy

for

boostingengagement

andrevenue.Leveraging

brand

and

IP

partnerships

in

games

to

create

exciting

new

content

can

attract

playersand

delight

them

with

items

from

their

favorite

intellectual

properties.

At

the

same

time,

gamingisentertainment’slateststagefor

spotlightingbrandsand

franchises.Ticking

off

those

brand

awareness

and

affection

KPIs—as

well

as

helping

brands

and

IP

holderstarget

valuable

audience

segments—has

never

been

easier.

Just

look

at

what

Fortnite

andROBLOXaredoingforatasteof

howgamingcanbringhighlyengagedeyestobrands.To

uncover

this

exciting

strategy,

we

made

this

report

analyzing

the

impact

of

brand

and

IPcollaborations

in

games.

We

cover

over

470

IP

and

brand

collaborations

from

January

2021

toJune

2023,

exploring

how

these

collaborations

boost

player

engagement

and

shape

strategiesfor

pay-to-play

and

free-to-play

games.

We

also

investigate

several

case

studies,

including

DeadbyDeadlightandTop

Gun:Maverick.We

hope

you

enjoy

reading

this

report

as

much

as

we

loved

producing

it.

Please

get

in

touch

todivedeeperintoessential

trends

currently

shapingthegamesmarket.Happyreading!TianyiGuTomofumi

KuzuharaSeniorMarketAnalystMarketAnalyst?Newzoo20235Key

takeaways+11%AverageDAUincreaseforagameoveranIP/brandcollaboration’s

first7days.+19%AverageDAUincreaseforpremium

games.158

477outofThehighestnumberofcollaborationswerebetween

gameIPs.Source:?Newzoo|NewzooGamePerformanceMonitor|37marketsincluded(AE,AR,AT,AU,BE,BR,CA,CH,CL,CO,CZ,DE,DK,ES,FI,FR,GB,HU,ID,IE,IL,IT,JP,KR,MX,NL,NO,NZ,PL,PT,RU,SA,SE,TH,TR,US,ZA)?Newzoo20236Methodology&terminologyMethodologyTerminologyIPand

brandcollaborationsMAU(MonthlyActiveUsers)Playerswhoopenedthetitleatleastonceintheselectedcalendarmonth.WedefineIPandbrandcollaborationsascaseswhereagameincorporatescontentfrompartneredIPholdersandbrands.Thesecanincludeskins,characters,items,maps,stories,gamemechanics,andgamemodes.Thescopeofthisreportexcludescollaborationsoutsideofgames,suchasphysicalmerchandise.WAU(WeeklyActiveUsers)thetitleatleastonceintheselectedcalendarweek.PlayerswhoopenedForthisreport,weresearched477collaborationsbetweenJanuary2021andJune2023across104uniquePC/consolegamesand352uniqueIPsandbrands.Browsergameswereexcludedfromthescope.DAU(DailyActiveUsers)Playerswhoopenedthetitleatleastonceontheselectedcalendarday.LifetimeplayersTotaluniqueplayerswhohaveeverplayedatitleuntiltheselectedcalendarmonth.Note:ThisdoesnotincludeplayersonPlayStation3,Xbox360,oranythingprior.Newandlifetimeplayersaredeterminedbyplatform(e.g.,PlayStation),notbydevice(e.g.,PlayStation5).TheanalysisNewzoo'sGame

Performance

Monitor

letsusanalyzehowcollaborationsimpactengagementmetrics,suchasMAU,WAU,DAU,lifetimeplayers,andaverageplaytimeforPCandconsolegames.TheDAUdatascopeincludesgamesonPC(Steam),PlayStation,andXbox,excludinggamesonnon-SteamlaunchersorNintendoSwitch.Fortheperformanceanalysis,weanalyzedaverageDAUandaverageplaytimegrowthbycomparingthefirstsevendaysofthecollaboration(releaseweek)versusthesevendaysbeforearelease(pre-releaseweek).AverageplaytimeAverageamountoftimethatactiveplayersspentinhavingthetitleupandrunningfortheselectedperiod.Gameshadtomeetabiggersamplesizelimitatleastonceintheirhistoryonanyplatformtoshowupinthedataset,ensuringDAUdataconsistency.Toisolatetheeffectofcollaborationsfromothercontributingfactors,weexcludedcollaborationsthatlaunchedsimultaneouslywithagame’srelease(includinganext-genupdate),shiftsfrompay-to-playtofree-to-play,andadditionstomulti-gamesubscriptionserviceslikePlayStationPlusorGamePass.Therefore,theaggregateanalysisusingDAUcovers369collaborationcases.Releaseweekacollaborationwasreleased.FirstsevendaysfromthedaywhenPre-releaseweekSevendaysbeforeacollaborationwasreleased.?Newzoo20237OverviewHowPCandconsolegamescollaboratewith

brands

andIPholders?Newzoo2023Gamemakers

frequentlyleverage

IP/brand

collaboration

eventsDespitefewercollaborations

hittingthegamesmarketfrom

2021throughH12023,thestrategyremainsquitevaluableFrom2021untilJune2023,PCandconsoleNumberofcollaborations,unique

IP/brands,

unique

gamesgamemakerscollaboratedlesswithbrandsandIPholdersthaninthepast,mirroringbroadermarkettrendsinapost-lockdownage.PC&console|2021,2022,H12023Gamingactivitysurgedin2020and2021astheworldwentintolockdown.Manypublishersscaledup,whilemarketersdivertedtheirbudgetstogamingastraditionalmarketingavenuesrandry.Investors,meanwhile,grewexcitedaboutthemetaverse.CollaborationsUniqueIP/brandsUniquegames220199187However,momentumingamingactivityandmetaversehypesloweddownin2022and2023duetoconstrainedbudgetsandlayoffs(aspublishersscaledbackdown).Theseconstraintsledtofewercollaborationsandeventsintheseyears.Meanwhile,theworldopenedoncemore,meaningmarketerscouldagainallocatetheirbudgetsacrossothermediahedeclineincollaborationnumbersdoesn’tnegateIPandbrandpartnerships’provenabilitytoboostplayerengagementandrevenueinPCandconsolegames.Asmoregamefranchisesshifttolive-servicemodels,morecollaborationopportunitieswilllikelyarise.2920212022H1

2023Source:?Newzoo|NewzooConsulting?Newzoo20239The

most

common

typeofcollaboration

isbetween

gameIPsAnime/Manga/Comicsaccountforthesecond-highestnumberofIPandbrandcollaborationsLookingfurtherintothe477collaborationsweanalyzedforthisreport,weseethatthemostcommontypeofcollaborationisbetweentwogameIPs.Anime,manga,andcomicIPNumberofcollaborationsby

IP/brand

originPC&console|2021,2022,H12023collaborationsarealsorelativelycommon.Thesecollaborationsboostagame’sengagementandrevenue.TheyalsohelptoincreasethepartneredbrandorIPholder’sreachandappeal(especiallyamonganewaudience).158Game71Anime/Manga/Comics55MovieAsmoremediagoesdigital,includinganime,manga,andcomics,itwillbecomeeasiertofacilitateIPandbrandcollaborations.Thiswillmakeitmorecost-effectivetocreatein-gamecontentandbrandedassets.40Cele

bri

tyMusic3021Fas

hi

on

&ApparelAutomotiv

eTV

SeriesGameIPslikeLeagueofLegends,StreetFighter,andAmongUsoranimeandcomicsfranchiseslikeMarvel,AttackonTitan,andDCComicsareamongthemostactivecollaboratorswithPCandconsolegames.141412Sports9TechnologyOther53Source:?Newzoo|NewzooConsultingPlease

note

that

wecategorizedthe

collaboratedIPandbrandsbasedontheir

originaltypes.Forexample,PokémonisidentifiedasagamingIPinour

research.?Newzoo202310BattleRoyale

isthemost

common

genre

for

collaborationsFortniteis

aclearexampleofhowIPandbrandcollaborations

sustaingameecosystemsLookingatgamegenres,theBattleRoyalegenreistheclearleader(thanksmainlytoFortnite).Fortnite’sBattleRoyalefrequentlyfeaturesbrandactivationsfromthelatestTVshows,movies,andotherpopularproperties,likeStarWarsandDragonBallZ.

BrandsliketheNBAandFerrarihavealsobeenexperimenting.Numberofcollaborationsby

game

genrePC&console|2021,2022,H12023135BattleRoyaleFortniteCreativehasbeenanoutletforbrandsviauser-generatedcontent(UGC).AnybodycancreatecontentforFortniteCreative,includingbrandslikeCoachellaand7-Eleven.72Sandbox53Role

Playing44ROBLOXisperhapsthemostprominentUGCplatforminthegamesmarket,andbrandsarealsoextremelyactivethere.ThisiswhySandboxhasthesecondmostcollaborationsinthisranking.Shooter32Adventure30Fighting29Pla

tf

ormerRole-playinggamesarethe#3genre.ThisisinnosmallpartthankstomiHoYo’sGenshinImpact,whichhasseencollaborationeventsacrossautomotive(Cadillac),consumerelectronics(Samsung),andthefoodindustry(Domino’s).19Sports16Simulation13BattleArena34OtherSource:?Newzoo|Newzoo

Games

Taxonomy?Newzoo202311ImpactongameengagementHowIPandbrandcollaborations

boostengagementforgames?Newzoo2023IPandbrand

collaborationsboost

gameDAU

by

+11%Dailyactiveusers(DAUs)peak

onaveragebetweenDay4andDay5

followingacollaboration’s

launchCollaborationperformance

index+11%PC(Steam),PlayStation,&Xbox|37

majormarkets|Jan

2021–

Jun2023IPandbrandcollaborationspositivelyimpactgameengagementintheshortterm.Overthepastseveralyears,IPandbrandcollaborationsboostedDAUbyanaverageof+11%inthefirstsevendaysfollowingalaunch.DAUcomparedtoavg.DAUforpre-releaseweek(past

sevendaysbeforecollaborationreleases)DAUcomparedtoavg.DAUforpast12monthsbeforecollaborationreleases1.161.14MultiplefactorscanimpacthoweffectiveIPorbrandcollaborationsareforgamesandpartneredcompanies.Brandfitandeventtimingarebothimportanttoconsider,whileit’salsoessentialtoalignwhetherthecollaborationfitswithafree-to-playorpremiumstrategy.1.121.101.081.061.041.021.00Onaverage,DAUpeaksbetweenthefourthandthefifthdaysoftheeventthenslowlyreturnstopre-collablevels.MosteventscoveredinthisresearchstartedoneitherTuesdayorThursday(over43%combined).Curious

about

the

longer-termeffects

of

IP/brand

collaborations?Day

1Day

2Day

3Day

4Day

5Day

6Day

7Get

in

touchSource:?Newzoo|NewzooGame

PerformanceMonitor

|37marketsincluded(AE,AR,AT,AU,BE,BR,CA,CH,CL,CO,CZ,DE,DK,ES,FI,FR,GB,HU,ID,IE,IL,IT,JP,KR,MX,NL,NO,NZ,PL,PT,RU,SA,SE,TH,TR,US,ZA)?Newzoo202313Premiumgamesgetabiggerboost

inengagementfrom

collaborationsPremium

gamescommonlyuseDLC

strategies

whileF2P

gamesoftenfeaturebrandedskinsTheimpactofIPandbrandcollaborationsvariesbythetypeofgameinquestion,especiallyasRelease-weekDAU

boostinfree-to-play

&pay-to-play

gamesgamemakersadoptdifferenttacticswhenforgingcollaborationsforfree-to-playandpay-PC(Steam),PlayStation,&Xbox|37

majormarkets|Jan

2021–

Jun2023to-playgames.Lookingat273collaborationsinfree-to-playPre-releaseweekavg.DAUindexRelease-weekavg.DAUindextitlesand96inpay-to-playgames,wefindthatpremiumgamesenjoymoresignificantengagementboosts.Collaborationsboostpremiumgameengagementby+19%followingthelaunchofacollaboration.Incontrast,free-to-+8%1.19+19%playgamesexperiencealowerinthesametimeframe.DAUincrease1.08Premiumgamesoftenutilizedownloadablecontent(DLC)toleverageIPandbrand+8%collaborations.DLCstrategieshavethepotentialtoraiseengagementbyattractingnewplayerswithfreshcontentandreturningplayerslookingtoexperiencegamesthroughnewlenses.1.001.00Incontrast,manycollaborationsinfree-to-playgamesfocusonin-gameskins,acost-effectivestrategytomaintainplayerengagement.Naturally,cosmeticsboostengagementtoalesserdegreecomparedtoDLC.Free-to-P

la

yPay-to-PlaySource:?Newzoo|NewzooGame

PerformanceMonitor

|37marketsincluded(AE,AR,AT,AU,BE,BR,CA,CH,CL,CO,CZ,DE,DK,ES,FI,FR,GB,HU,ID,IE,IL,IT,JP,KR,MX,NL,NO,NZ,PL,PT,RU,SA,SE,TH,TR,US,ZA)?Newzoo202314CasestudiesSuccessfactors

ofIP/brandcollaborations

in

PCandconsolegames?Newzoo2023IPfitwithgamesisanimportantdriver

for

asuccessful

collaborationDeadbyDaylight’s

crossoverswith

iconichorrorIPsuccessfullyboostedDAUandplaytimeSinceits2016release,DeadbyDaylighthasbecomeknownforitscrossoverswithiconichorrorIPs.ThesurvivalhorrorgamehasmaintainedaconstantstreamofskinsandCollaborationperformance

index

by

IPPC(Steam),PlayStation,&Xbox|37

majormarkets|Jan

2021–

Jun2023characters,maps,gamemechanics,andstoriestokeepusershooked.Pre-releaseweekavg.DAU&playtimeindexRelease-weekavg.DAUindexRelease-weekavg.playtimeindexForexample,twonewchapters(DLC)fromResidentEvilandthefilmRinguboostedtherelease-weekaverageDAUby+31%and+29%,averageeffect(+11%)ofallthecollaborationswithinthegamereleasedbetweenJanuary2021andJune2023.Thesuccessofthese1.31

1.311.29respectively.Theseeffectsexceededthe1.181.151.121.111.101.071.021.001.001.001.001.00collaborationshassetaprecedentandgeneratedanticipationamongfansforfuturecollaborations.Ofcourse,thesecollaborationsbenefitedfromotherfactors,suchasdiscountsforthebasegameandalargeamountofaddedcontent.Nevertheless,collaboratingwithanIPthatappealstoasimilarfanbaseprovestobeaneffectivestrategyforagame,attractingfanswhomaynothavefoundthegameotherwise.Gamespresentanovelwayforenthusiastsofanon-gameIPtoengagewithstoriesandworldsthatthey’refamiliarwithbutthroughanew,moreplayfuldimension.Average*SadakoRising(Mar2021)ResidentEvilChapter(Jun2021)&PROJECTW(Aug2022)ArchivesTome10:SAW(Jan2022)HellraiserChapter(Sep2021)*Allcollaborations(Jan2021–Jun2023)Source:?Newzoo|NewzooGame

PerformanceMonitor

|37marketsincluded(AE,AR,AT,AU,BE,BR,CA,CH,CL,CO,CZ,DE,DK,ES,FI,FR,GB,HU,ID,IE,IL,IT,JP,KR,MX,NL,NO,NZ,PL,PT,RU,SA,SE,TH,TR,US,ZA)?Newzoo202316Launchingcollabswithothermarketing

activitiesisawin-winstrategyIPandbrandcollaborations

createhypeamongfansofthegameandtheIPand/orbrandThecollaborationsbetweenTopGun:Maverickandtwogames,AceCombat7andMicrosoftFlightSimulator,significantlyboostedthegames’DAUs.Timedwiththemovie’srelease,bothcollaborationsintroducednewcontenttothegames.TheycapturedtheexcitementoftheTopGunfranchise,whichfitbothgames’aviation-focusedgameplay.Bylaunchingthesecollaborationsalongsidethemovierelease,thegamesgeneratedbuzzamongtheirfansandTopGunIPenthusiasts.Game:AceCombat7Genre:ShooterSubgenre:VehicularCombatCollabIP:TopGun:MaverickCollaboration

releasedate:May

26th,

2022Game:MicrosoftFlightSimulatorGenre:SimulationSubgenre:VehicleSimulatorCollabIP:TopGun:MaverickCollaboration

releasedate:May

25th,

2022Thesecollaborationsreflectthegrowingtrendofentertainmentcompaniesadoptingtransmediastrategies.WhilesomeIPholderschoosetocreateIP-basedvideogames,partneringwithexistinggamesthroughin-gameassets,newcontent,andgamemodesoffersacost-effectivewaytotapintogamingaudiences.+120%Avg.DAU

increaseinreleaseweek+81%Avg.DAU

increaseinreleaseweekDescription:Description:AligningsuchcollaborationswiththebroaderlaunchandmarketingactivitiesoftheIPgeneratesinterestfrombothIPenthusiastsandgamingfans,leadingtoincreasedengagementandrevenueforthegames.This

special

content,

in

collaboration

with

Top

Gun:Maverick,

became

available

via

paid

DLC.

The

DLC,

pricedat

$19.99,

adds

six

aircraft

(including

their

skins),emblems,

nicknames,

and

additional

music

tracks,

most

ofwhicharefeaturedinthe

movie.This

Top

Gun:

Maverick

content

became

available

via

afree

expansion

in

Microsoft

Flight

Simulator.

Theexpansion

includes

a

new

aircraft,

livery,

as

well

as

newchallengesandmissions.?Newzoo2023Source:?Newzoo|NewzooGame

PerformanceMonitor

|PC

(Steam),Xbox,andPlayStation|37marketsincluded(AE,AR,AT,AU,BE,BR,CA,CH,CL,CO,CZ,DE,DK,ES,FI,FR,GB,HU,ID,IE,IL,IT,JP,KR,MX,NL,NO,NZ,PL,PT,RU,SA,SE,TH,TR,US,ZA)17Newzoo’s

Consulting

&

Custom

ResearchGettailoredsupportforeverystageofthegamedevelopmentlifecycle,fromgreenlightingnewconceptstooptimizingyourlive-servicestrategies,poweredbythemostcompletedataresourceingaming.ConceptTAM

and

salesforecastingGame

concept

testingTarget

audience

analysisCraft

your

strategy

around

yourtarget

audience

by

defining

andprofiling

yourmost

valuableplayer

segments.Get

player

feedback

on

gamemechanics,

features,

and

overallappealfrom

quantitative

andqualitative

perspectives.Validate

your

new

game

conceptby

sizing

the

addressable

market,modeling

risk

scenarios,

andcalculating

your

paybackperiod.Genre

deep

dives

andgame

teardownsCampaign

analysisLive-service

game

strategyImprove

your

releases

andupdates

and

track

their

impact.Find

new

ways

to

grow

and

boostuser

acquisition.Measure

and

compare

playersentiment

pre-

and

post-campaign

to

optimize

yourmarketing,

user

acquisition,

andretention

strategies.Define

your

game

design

andmonetization

throughteardownsof

genres

and

theirkey

titles.Masterclasses

andpresentationsOn-demandanalyst

servicesWorkdirectly

withour

gamesmarket

experts

to

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operational

challenges.Tackle

your

biggestgamesmarketquestio