Thank you for the new peach for the old charm boss to reward the alliance leader, and the time for the update is tomorrow

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This time, ChinaJoy Chu Yuanxi didn't plan to appear on stage by himself, and let Zhao Jie take the front of the limelight, so that he could do some things that the president should do with peace of mind. For example, answering questions from reporters, looking for some valuable resources, and watching the young ladies and so on.

As a result, the young ladies didn't see a few who could surpass the poppy beauty, but saw a Chen Bingye.

Binjiang hasn't seen you for a long time, of course Chu Yuanxi has to chat with Mr. Chen, especially the recent Pingtou brother's impressive work, a lot of good IPs have emerged, and the topic of IP adaptation is naturally chatty. It's a pity that Pingtou doesn't use the mode of full copyright operation, and the author retains some rights in his own hands. In the case of not mastering the full copyright, Uncle Sheng can't initiate purchases from the other party, so there is not much opportunity for commercial cooperation.

But from another point of view, it can also be considered that there is still a lot of room for the copyright development of Brother Pingtou's family, but after chatting for a while, the reporter came over and found that not only Chu Yuanxi was there, but also the stationmaster who stood Brother Pingtou was arrested.

This interview actually started with the semi-annual report of the Pakistani people. Although both sides know that the reporter has obtained the income data of the Pakistani people, but the data that has been made public on the surface is only the half-year flow of Knight Mabao on behalf of "Out of the Mountains in Troubled Times" in East Asia, which is actively promoted by Knight Mabao, of which in the three months of the second quarter, "Out of the Troubled Times" recorded a total of 130 million dollars in the island country, almost catching up with "Zhilong Maze" in the top three, slightly ahead of "Wilderness Action" of Zha Yi.

In other words, the fourth and fifth islands are all Celestial Empire mobile games to the sea.

Therefore, Comrade Reporter first aimed the problem at the island countries. And when it comes to Zayi, it has to make people think of "Yin-Yang Liao", coincidentally it is the island country, so the first question is: "Mr. Chu, I want to know why Zayi's island-style big IP "Yin-Yang Liao" did not succeed in the island country, but "Wilderness Action" and "Out of the Mountain in Troubled Times", which have no IP effect, have succeeded, and the content of these three games has been verified and relatively successful in China. Is it accidental? Or is there something intrinsic?"

Chu Yuanxi and Chen Bingye glanced at each other, and saw that Chen Bingye looked like he was about to vomit, so he said, "What do you want to say, Mr. Chen?"

"I want to explain what an island IP is. As a more professional practitioner in the IP industry, Chen Bingye suddenly felt that the opportunity for zhuangbility had come!

Chu Yuanxi and Chen Bingye are both practitioners in the IP industry, but their focuses are very different.

Chu Yuanxi focuses on operation, how to create an IP, from what angle to create it, what label fans will be attracted when it is formed, what kind of operation method corresponds, how to divert and how to wash, and which model to use in the monetization method to take into account efficiency and fan stickiness, or simply harvest directly.

Chen Bingye focuses on content, and considers how content can attract fans, especially reading fans, so he is extremely sensitive to content classification and has more right to speak. In particular, Pingtou Brother is also a station that mainly outputs two-dimensional house culture.

I only listened to him talk eloquently: "The so-called island IP, I found that many people have misunderstandings. "Yin Yang Liao", I'm sorry, it's not an island country IP, at least not a typical island country IP, not to mention a big IP, which is probably equivalent to the IP effect of "Three Heroes and Five Righteousness" on our side. You say well-known, right? I also know that the dynasty is Ma Han Zhanzhao and the like, but in fact it is average. The typical IPs on our side are "Romance of the Three Kingdoms", "Journey to the West" and Jin Yong. Especially when adapting the game, the gap cannot be reasoned. ”

"Oh? "Yin Yang Liao" is not a typical island country IP?" This reporter does TMT special, and he is not particularly professional in games, especially IP, but he is very professional in interviews, and he immediately feels that this is dry goods. News likes dry goods the most, and dry goods attract readers the most. "Then what kind of IP is a typical island country IP, "Dragon Ball", "Naruto" and "Pirates"?"

"Let's take a look at what are the top three games in the island country, "Monster Marbles", "Finger Crown of Destiny", "Wisdom Dragon Maze", how are they classified?"

Chen Bingye paused and directly announced the answer: "Western fantasy, "Dragon Quest", "Pokémon", "The Legend of Zelda", "Final Fantasy", these are typical island country big IPs. Don't blame the island people for worshiping the West, people grew up watching this. Therefore, there is actually no difference between "Yin Yang Liao" and "Wilderness Action" and "Out of the Mountain in Troubled Times" in the island country. ”

Chu Yuanxi added: "In other words, to analyze why "Yin Yang Liao" is not popular, it is enough to simply analyze whether the gameplay is suitable for players in island countries, and whether the operation is strong or not, and whether the localization is good or not." ”

Reporter: "Speaking of operation and localization, it seems that "Dead Pesticides" has also gone to the island country, and it has been renamed "Legendary Heroes", and it doesn't seem to be popular?"

"Needless to say, it can't be fired. It has nothing to do with operation and localization, and it has nothing to do with IP, island people don't play e-sports, especially team-based e-sports. Chu Yuanxi said very firmly, and he was not afraid of offending people, "But you can't blame the big penguin, such an iron head doesn't hit the idea of making sense." ”

"Isn't eating chicken also e-sports? "The reporter has obviously done a lot of homework in the field of games, but unfortunately the plausible understanding is very superficial.

Chu Yuanxi can answer this question: "Eating chicken is different. What is the most annoying thing about playing with pesticides? Let's not talk about anti-human things such as hanging up, the most annoying thing is that teammates are elementary school students, who go against the wind and waves, and desperately send people to grab wild monsters, right? But it doesn't matter when you eat chicken, your teammates are idiots, and they don't have much impact. Therefore, the team e-sports of eating chicken is not the same thing as pesticides. Playing chicken on the island is just a shooting game. ”

Chen Bingye had something to say again, but this time Chu Yuanxi put down a gesture and didn't ask him to say it. Chu Yuanxi guessed that he probably wanted to talk about the cultural atmosphere, team responsibility, etc., which was not convenient for the news.

After pressing down, Chu Yuanxi added to himself: "Why can eating chicken rise when the dead in the country are in full swing? Because the frustration is low, it is a good game to start again when you die at any time, and this is more suitable for island players." The truly friendly e-sports for island players is the Splatoon game, where players with handicapped hands can't hit the enemy but can assist their teammates, which is called 'localization'. If you just change the name of the game, it is not called localization, even if you change all the heroes in it, it is useless, and the localization of the game must understand the characteristics of the target users. ”

Reporter: "So the localization of "Out of the Mountains" must have been done very well?

"Ah, this is entirely the credit of Knight Mabao, we don't understand it at all. Being able to achieve this point with a purely national style mobile game, with a monthly turnover of more than 40 million $ and slowly improving, is entirely due to the professionalism of partners. If I have any advice, it is very important to choose the right partner, and leave professional things to professional people, and don't always think that I can do it. With 50 million players and $20 billion in gaming turnover every year, you have to fully respect this market. ”

Originally, the island country part of the interview script was considered foreplay, and it should be almost the same at this point, but Chen Bingye was present, so the reporter's topic changed to IP adaptation.

Although the operation model and business scope of Baren Group and Brother Pingtou are completely different, they are both IP-related industries, so he added a question: "It just so happens that Mr. Chen is also here, I want to know what the two bigwigs think about the adaptation value of pan-entertainment IPs such as current comics." ”

Seeing Chu Yuanxi's puzzled expression, the reporter hurriedly added: "Although the Baren Group has not adapted other people's IP, it makes me feel like a god......

"Changed it, I thought the outside knew it haha. Chu Yuanxi turned into a smirking boy, "Actually, we have also carried out IP procurement for a period of time before, and there are currently five IPs to be developed, and there should be five of them bought, and I don't know what we are talking about." However, the next two key new IPs were created in-house. ”

"For IP adaptation, I think the main thing is to ask Mr. Chu, we are actually the relationship between the upstream and downstream, I am just the producer of IP, and basically do not spread downstream. Chen Bingye rubbed his forehead as he spoke, feeling a very headache. The main reason is that the Pakistani people purchased IP at a price of one million to two million respectively some time ago, not only did he not say anything, but also Marliu often asked him for help, asking him to help recommend some suitable IPs in the market.

What is this called? Sometimes I feel that if I don't make a profit, I will lose, and sometimes I feel that Pakistan is robbing, and it is a good thing not to sell my rights.

During this period, with the ebb of IP fever, the trading market has become increasingly deserted, and the trading of big IP has almost disappeared, so the bidding of the Pakistani people shows the true nature of profiteers. However, it is very rare to have a happy auction like the Ba people, and even if the bid is relatively low, there are still people who rush to it.

In short, I don't know whether this round of procurement is copied from the bottom of the market or bought on the mountainside, anyway, Chen Bingye said that it will not spread downstream, but there will definitely be some action to make a move if there is too much IP hoarding on the platform. This is also one of the reasons why he ran to the magic capital, this is a grand event for players, why not a grand event for pan-entertainment companies?

I only heard Chu Yuanxi say: "Regarding the adaptation value of the comics, let me say so." If your purpose is clear, the logic of your playing style is correct, and the ROI can be clearly calculated as a positive cycle, then you can buy boldly as a game company invests in advertising purchases, and the return per download is greater than the cost per download.

Now is the worst of times and the best of times. To say badly, the proportion of IP buyers losing money is very large, and it is a minority that makes money or even makes a lot of money; For example, many three or four million words, created for two or three years, have a certain popularity, the content is remarkable, suitable for several development directions at the same time, and the full copyright can be won with one million. It's just great for risk control.

Do you know what is the biggest crux of IP adaptation? We, as adaptors, don't want to give money to IP creators and operators, and give it after making a lot of money, but we can't give it at the beginning. At the beginning, it is necessary to control risks, there must be a stop-loss line, and the IP procurement cost should not account for too high a proportion of the project's R&D expenditure.

I'm not afraid that Mr. Chen will laugh at me, I have also contacted some copyright owners before, and the asking price method cannot be negotiated at all. The project has not yet been done, and the annual guaranteed score is worth 18 million, and the risk is all borne by the buyer, so making money is luck, and losing money is the law, that is, when the capital is crazy to enter the market, someone is willing to do this, in case it is done, isn't it? Now they are basically honest, either they will not sell, or they will return to rationality. ”

Reporter: "That means that when the risk is controlled, the key is the way to play?"

"Yes, once the methodology is in place, you can come up with Internet thinking. ”

The reporter was excited again, this word is a cocoon in the ears, usually seen in various PPTs, usually associated with various capital operations, but it is obviously different from Chu Yuanxi's mouth.

Thinking of this, he made a listening gesture, only to hear Chu Yuanxi say: "The so-called Internet thinking, first of all, divides the harvest into two categories, cash flow and users. It may be that the cash flow is a loss at first glance, but the number of users has earned and the growth has risen, which is also a way to burn money, and it is logically reasonable. The second is subversive, the so-called subversion, which is to use an innovative model to reconstruct the price attribute and reallocate the user's time. ”

Chen Bingye and the reporter all had a big line written on their expressions: "I don't understand—"

But Chu Yuanxi didn't care if they understood it or not, this was going to be on the news, how could it be casually made people understand? Wouldn't that be Yang Jiangang?

"You can simply understand it as a combination of IP traffic operation and monetization methods. In the past, traffic monetization can't actually be called monetization, it should be called 'traffic marketing', and when it comes to the monetization link, it looks like it's all advertising, and the difference is nothing more than advertising for diversion, advertising with goods, advertising for small loans, or advertising for Jackie Chan's big brother. Oh yes, now Jet Li has been added. ”

Chen Bingye interrupted: "Hey, wait, when it comes to Jet Li's advertisement, it seems to be very innovative, I saw it in front of me, and it is very different from Jackie Chan's big brother." ”

"Yes, yes, Jet Li's advertisement can be regarded as raising a threshold for the game's hard advertising, he actually has a plot and interaction, emphasizing the differences in user experience and content, and making the advertising materials into a serial. ”

"Huh, why do you two care so much about an advertisement?"

Chen Bingye snorted: "Because ...... Because now free reading is flying, and it's all advertising. I'm a practitioner who must be concerned, high-quality advertising resources are always very scarce. ”

Chu Yuanxi said more bluntly: "Because we also want to buy volume, now the cost of buying volume is soaring, market competition tends to be white-hot, and improving the quality of buying advertising is the best solution to increase competitiveness." The marketing department of Ba Ren is also studying the advertising of this miracle mobile game, striving to extract its essence. ”

cough cough cough ...... Chen Bingye said in his heart that taking the essence of it is not a copycat? Why should he say it so elegantly? However, this miracle advertisement is indeed very invincible, others do situational advertising by showing the core and selling points of the game, Jet Li is using different ways and different aspects to enhance the player's sense of identity with the game. Even use shooting footage as advertising material, use tidbits to prove that you are sincerely advertising the game, no one holds a gun to your head, and you don't need to pierce your eyes to show that you have been kidnapped, which is equivalent to alling in your personal reputation, I don't know how many hundreds of millions of dollars will cost this advertising fee......

I only heard Chu Yuanxi say: "In short, such monetization is very hurtful to traffic anyway, and the traffic will definitely fall if you do too much in immoral advertising, especially mandatory advertising, and even damage the foundation of the platform." So, why do many platforms with traffic still do this kind of advertising? Because the monetization outlet is narrow, which is a huge pain point. A lot of traffic is facing the problem of no advertising and no income, and the traffic will plummet as soon as it is advertised. Internet thinking was born to solve pain points.

In order to solve this pain point, I pondered a set of IP-based operation and monetization methods to recreate the outlet for monetization, with the main goal of reducing the damage of monetization to traffic, which seems to be okay at present. I don't like to advertise myself with 2.0, 3.0 or whatever, but that's it. It's just that the Ba people are always restless, and there are always middle-level managers who want to use the 1.0 model to make income after seeing the traffic, and my energy is spent on suppressing them hahaha. ”

Chen Bingye suddenly recalled the bull that Chu Yuanxi had bragged to him before, to the effect that a fan was worth two yuan in someone else's house and twenty yuan in his hand? Is this the so-called fan operation method of combining IP?

At this time, he immediately asked, "How do you solve the pain point?"

"Uh...... Do you also hurt?" Chu Yuanxi thought about it, it seems that Brother Pingtou really has a chance, because his family has not yet started to lay advertisements, so it is better to briefly explain the basic links.

In fact, even if people who do traffic business don't understand it, they will understand it after a little research and ask someone, the difficulty lies in how to innovate and how to break through, and how to analyze and design the idea of the entire operation process to make it a closed loop. The latter is what Chu Yuanxi will not say blindly.

He thought for a while and said, "I'll give you a keyword, Station B." You must be familiar with Station B, right?"

Chen Bingye said in his heart, can I not be familiar with Station B? Could you be talking about...... He couldn't help but think that station B has always insisted on not doing patch ads, although advertisers will invest money in grandma to make a whole video advertisement, but after all, there is no need to watch the 120-second pre-roll first, and there is no large number of inserts, so the financial data of station B is always not so good-looking.

As for the Ba people, he has paid attention to the Ba people for several numbers, and he has gone back and scanned his early works, and he has always insisted on not accepting advertising orders. Even many times even he thinks it's time to take the advertisement, right? Why is there no advertisement yet?

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