The authorized price of mobile games has risen to 10 million. The licensed game of IP is only 7%.

Industry insiders said that the copyright problem has improved compared with the previous two years, but statistics show that about 48 per cent of the new online games in October used IP resources, but only 7 per cent were licensed.

what is IP (intellectual property)? In the game industry, IP usually refers to obtaining the authorization of literature, film and television, and popular games to use the latter's roles, images, images, words, plots and so on.

according to industry insiders, IP has been popular since the second half of 2013, when the licensing price of a popular online novel was only about one million yuan, but now it is as high as 50 million yuan.

the other side of the prosperity of IP is that over the years, game copyright has faced problems such as copycat, plagiarism, IP and so on. Industry insiders say copyright issues have improved compared with the previous two years, but statistics show that about 48 per cent of new online games in October used IP resources, but only 7 per cent were licensed.

strong > authentic IP licensed games only 7% / strong >

in the view of many practitioners, with the continuous improvement of copyright awareness among copyright owners and game manufacturers, in recent years, the copyright problem in the game industry has greatly improved compared with previous years, but scandals about game infringement in the industry are still exposed from time to time.

recently, Shanghai Moon Walk Network Co., Ltd., the developer of Jin Yong Chivalry, received an infringement warning letter from Jin Yong's legal adviser, demanding that the company immediately stop using "Jin Yong" for the name of the game. stop using any original elements in Jin Yong's works, etc., and publicly apologize for infringement A few days ago, Zhongqing Longtu agent "knife Tower Legend" was sued for infringement, and Zhongqing Longtu borrowed Shell Youli Holdings as a result, it was also questioned by the Securities Regulatory Commission....

October data released by DataEye, a pan-entertainment data service, show that about 48% of newly launched mobile online games use IP, of which 7% are licensed; stand-alone mobile games use IP games account for 7%, only 1% are licensed. Obviously, the battle for copyright protection still has a long way to go.

the industry believes that IP can add icing on the cake to the game. A good IP, with its popularity and fan base, can bring a huge number of users in a short period of time.

Why is the proportion of games using genuine IP so low? VP Kuo Yichen, the strategic development of DataEye, believes that the higher and higher value of IP is the main reason. In particular, the rapid development of the mobile game industry since 2013 has made IP resources more precious, coupled with the general pan-entertainment development of large game companies, began to hoard a large number of IP, so that the IP market rises.

"now the price of IP is almost in the tens of millions level, and the highest price is about 50 million." Liu Huicheng, CEO of Tianma time and Space, told the Daily Economic News. Therefore, Mini Game manufacturers can only be prohibitive and "the sword is on the wrong side".

strong > small factories are unable to cope with the strong crackdown on large factories / strong >

according to Fu Haocheng, CEO of Shengji Network, manufacturers generally have three attitudes in cracking down on piracy and other infringement problems: if pirated products are not flowing well and do not have the energy to crack down, they will ignore them; if the flow reaches more than 5 million, the company will sue and demand forfeiture of income as a punishment There are also large companies that will resolutely crack down on pirated products and ask for suspension of service and removal from the shelves with a complaint.

not all manufacturers can defend their rights and interests in the face of pirated IP. "usually, game companies need to obtain authorization letters from IP authorizers to protect their rights in order to assist IP licensees in cracking down on infringing and pirated products within a certain range. And many game companies did not get such authorization letters before for various reasons. " Yuan Yu, general manager of Zhongshou copyright Center, told reporters.

for many Mini Game manufacturers, there is no right to crack down on piracy except for the authorized IP, and there is no more money and manpower to spend, such as the popular mobile game "find your Sister" in 2013.

the results of the reporter's search for "find your sister" on Apple APP STORE show that there are three games: "find your sister", "find your sister 2" and "find your sister 2015", the latter is not consistent with the first two developers "Funship". Industry insiders told reporters that "find your Sister 2015" is a pirated mobile game work, not developed by "find your Sister" IP originator Yunzhongyou, and based on manpower and material resources and other reasons, Yunzhongyou did not crack down on it.

on the contrary, the attitude of big manufacturers is tougher. After the copyright struggle in the past two or three years, the "Ministry of Justice" and "copyright Department" have almost become the standard equipment for major game manufacturers.

after years of "anti-counterfeiting" experience, manufacturers with authentic IP authorization generally sue for channels, "because many infringing or pirated IP game companies publish products in the name of shell companies or personal accounts, it is difficult for copyright owners to find the subject of infringement."

according to Yuan Yu, channels are now beginning to attach importance to copyright. For copyright products that apply for launch, copyright certificates are usually required first, and for products without copyright certificates, channels will not be online. At the same time, suspected infringing and pirated products that have been online will soon be removed from the shelves if they fail to provide corresponding proof.

strong > hoarding IP is hit by piracy / strong >

for game companies with strong strength and rich capital, apart from being more capable of dealing with piracy, they are even more arrogant in terms of IP resources. Since the end of 2013, some forward-looking enterprises have begun to hoard IP resources, from simple mobile game manufacturers to the upstream expansion, the pan-entertainment development trend of the game industry has become more and more clear.

as early as 2011, the IP of Jin Yong's swordsman novels was signed by two well-known domestic companies. Perfect World won the game adaptation rights for The Legend of the Condor Heroes, the Sculpture Chivalry, The Smiling、Proud Wanderer and Heaven Sword and Dragon Sabre, and Sohu Changyou won the game adaptation rights for novels such as The Demi-Gods & Semi-Devils and The Deer and the Cauldron.

it is worth noting that high-priced IP licenses are also at risk of being embezzled or used first.

Song Wei told reporters that if you hoard IP without playing games, you will indeed encounter IP being embezzled. Once it is embezzled, and the IP is accepted by users, if the game is not good, it will affect the mobile games authorized by the genuine IP. Because users are usually not easy to accept the secondary development of IP, the cost of IP hoarders to repair users is very high, and even cause a lot of repetitive costs.

however, manufacturers' enthusiasm for hoarding IP has not diminished. Fu Haocheng told reporters that some companies buy IP to raise company valuation and carry out capital operation, while others restrict other developers to use it.

however, you can't win the market just by owning IP. A set of 2014 research data from DataEye CEO Wang Xiangbin showed that the retention rate of mobile games using IP was only 27% after 10 months, while the retention rate of mobile games without IP was 37%.

Wang Xiangbin believes that having IP increases the difficulty of research and development and operation, and requires a comprehensive grasp of IP. "the extension and development of the entire IP should also be based on fan interaction and economy, so we should strengthen the research on our own IP fans and users, so that we can really make a good IP game, or a better derivative of IP."

Edit: yvonne