基于IP形象建立的手游品牌延伸策略研究--以《王者荣耀》为例

Research on Mobile Game Brand Extension Strategy Based on IP Image Establishment--Taking“Glory of the King”as an Example

随着互联网时代的发展,IP形象建立已经成为一种普遍现象,也为游戏领域带来了无限发展的可能,无论是手游、端游还是页游,“IP”都已经成为行业最热门的关注点,如何利用IP形象概念来进行游戏用户群体数量以及用户粘性的保持和提升是IP形象建立关键。《王者荣耀》作为一款手游,从2015年8月进行公测后就势不可挡地进军移动游戏市场,它以独特的IP泛娱乐化的概念成为最受欢迎的手游,更是成了国民IP。本文通过对游戏IP的介绍以及《王者荣耀》品牌IP形象的建立的整体过程,为手游品牌的延伸策略寻找途径,给予同类游戏的发展与借鉴。

With the development of the Internet era,the establishment of IP image has become a common phenomenon and has brought infinite development possibilities to the gaming industry.Whether it is mobile games,end games,or web games,“IP”has become the most popular focus of the industry.How to use the concept of IP image to maintain and improve the number of game user groups and user stickiness is the key to IP image establishment.As a mobile game“,King of Glory”has entered the mobile gaming market with an unstoppable trend since its public beta in August 2015.With its unique concept of IP wide entertainment,it has become the most popular mobile game and even the national IP.This article introduces the game IP and the overall process of establishing the IP image of the“King of Glory”brand,in order to find ways for the extension strategy of mobile game brands and provide reference for the development of similar games.