| In 2021,the actual sales revenue of China’s mobile game market was 225.538 billion yuan,accounting for 76.06%.Under the general environment of the overall development momentum of the game industry,a game group with strong consumption ability and high willingness to pay has emerged,that is,female players.According to the overview of China’s women’s game industry in 2020 released by Toubao Research Institute,the market scale of China’s women’s game industry shows a rapid upward trend,increasing from 21.89 billion yuan in 2015 to 52.68 billion yuan in 2019,with a compound annual growth rate of 24.6%.Well-known Internet companies such as Netease,Tencent and Mihoyo continue to launch women’s interest oriented game products to join the competition of women’s games.So far,the game industry has broken the traditional situation dominated by male players,and female players have been paid more and more attention.Based on this industry background,this paper selects the female mobile game "love and producer" as the research object,and deconstructs the IP operation strategy of "love and producer" through literature research and case study.Taking Tang Xingtong’s new 4C theory as the research framework,this paper makes an online ethnographic observation on the player group of the game,collects game related data through questionnaire survey and in-depth interview,supplemented by the author’s in-depth experience of the game,and analyzes the deep logic behind the IP operation model of mobile game "love and producer".This paper attempts to summarize the IP operation strategy of "love and producer",and puts forward some feasible development suggestions for the remaining problems of the game,so as to provide some enlightenment for publish the game.Through the research,it is found that the successful creation of "love and producer" IP is by no means accidental.The IP operation of "love and producer" can be deconstructed into two parts,namely content strategy and operation strategy.In terms of content strategy,based on the understanding of the needs of female players,game producers create high-quality stories,carefully shape full characters,present excellent audio-visual effects,and cultivate players’ dependence and feelings on the game;In terms of operation strategy,connect online and offline,give players an immersive game experience,plan interesting cross-dimensional marketing,make full use of social platforms to spread their influence.In the process of creating game IP,game companies do have some problems,such as the consideration of social and economic benefits and the maintenance of public praise of game IP.At present,competition in the women’s game market is becoming more and more fierce.These problems need to be paid attention.Only by properly solving these problems can create high-quality female game works and truly benefit consumers. |
