IP和品牌合作如何提升游戏水平 （英）

November 2023How IP and brand collaborations level up gamesIndustry insights powered by Newzoo dataCopyright & Redistribution Notice©2023 Newzoo. All rights reserved.The content of this report is created with due care by Newzoo and protected by copyrights. This report, or any portion thereof, may not be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, or used in any manner whatsoever, without the express written permission of Newzoo. Reproducing, distributing, and/or transmitting this report, or any portion thereof, for commercial purposes is explicitly not allowed.© Newzoo 20233 Game Performance MonitorUnlock title-level engagement and revenue data for thousands of PC and console games.GAMES DATAGlobal GamerStudyExplore the global gamer audiences across all dimensions with the largest gamer research study.Game Health TrackerTrack brand health and purchase funnel data over time for hundreds of games.GAMER RESEARCHGames Market Reports & ForecastsDiscover games market sizing, forecasts, and trends on a global and local level.MARKET ANALYSIS & CONSULTINGConsulting & Custom ServicesTailored support for every stage of the game development lifecycle.Know the Games MarketKnow theGamesKnow the GamersGaming expertise powered by the mostcomplete data resource in gamingWe use data from our product portfolio and proprietary sourcesto inform our expert games market analysis.© Newzoo 2023Table of contentsIntroduction & key takeawaysMethodology & terminologyOverview of IP and brand collaborations in gamesImpact on game engagementCase studiesOur products & services5781215184 © Newzoo 2023IntroductionPublishers are always looking for new ways to expand the reach of their live-service games. IP and brand collaborations can be a real game changer. Releasing limited branded cosmetics items and partnering with brands and IP holders is now a proven strategy for boosting engagement and revenue. Leveraging brand and IP partnerships in games to create exciting new content can attract players and delight them with items from their favorite intellectual properties. At the same time, gaming is entertainment’s latest stage for spotlighting brands and franchises. Ticking off those brand awareness and affection KPIs—as well as helping brands and IP holders target valuable audience segments—has never been easier. Just look at what Fortnite and ROBLOX are doing for a taste of how gaming can bring highly engaged eyes to brands. To uncover this exciting strategy, we made this report analyzing the impact of brand and IP collaborations in games. We cover over 470 IP and brand collaborations from January 2021 to June 2023, exploring how these collaborations boost player engagement and shape strategies for pay-to-play and free-to-play games. We also investigate several case studies, including Dead by Deadlight and Top Gun: Maverick. We hope you enjoy reading this report as much as we love