Newzoo2022年IP手游报告-以特许经营权克服UA挑战英文版39页.pdf

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NewzooReport,2022

ThecontentofthisreportiscreatedwithduecarebyNewzooandprotectedbycopyrights.

Thisreport,oranyportionthereof,maynotbereproduced,distributed,ortransmittedinany

formorbyanymeans,includingphotocopying,recording,orotherelectronicormechanical

methods,orusedinanymannerwhatsoever,withouttheexpresswrittenpermissionof

Newzoo.Reproducing,distributing,and/ortransmittingthisreport,oranyportionthereof,

forcommercialpurposesisexplicitlynotallowed.

1.OverviewofIP-BasedMobileGames

2.EvaluatingIP-BasedMobileGames

3.StakeholderSpotlights

4.Appendix

Foreword

Theoriginof(referredtointhisreportas

IP-basedgames)canbetracedallthewaybacktotheoriginalAtariconsole.ComparedtoPC

andconsole,mobilegamingoftenhas

Therefore,modern-dayIPholdersoftenchoosemobileastheirgo-to-

platformforbringingbelovedfranchisestogaming.

ThemobilegamemarketcontinuestooutperformPCandconsoleasthebiggestandfastest-

growinggamingsegment.By2022,morethanhalf(53%)oftheglobalgamesmarketrevenue

willcomefromthemobileplatform.

Foryears,successfulmobiledevelopersreliedonusertrackingdatatooperatetheirlive

gamesandacquireaudiencesfornewgames.However,both

policies,forcingpublisherstofind

alternativewaystomarkettheirgames.Byleveragingwell-knownentertainmentfranchisesto

createanIP-basedgame,publishersareaimingto.

ToshedlightonhowIP-basedgamesperform,weanalyzed650IP-basedmobilegamesbased

ondatafromourpartnerAirnow,ofwhich510wereactiveontheAppStoreandGooglePlay

aso

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