Global Impact of IP on Game Preferences

A recent report by Newzoo provides a detailed analysis of how intellectual properties, or IPs, influence gamer behavior in different parts of the world. By examining 36 global markets and 42 well-known IPs, the study reveals regional trends in how IPs affect the likelihood of players engaging with games.

Strong Influence of IP in Emerging Markets

The study shows that in countries such as China, India, Brazil, and across Southeast Asia, IPs have a significant impact on game engagement. More than 70 percent of respondents in these regions stated they would be more likely to play a game if it were based on a well-known IP. This suggests that in these markets, the use of recognizable brands or characters can be a key factor in a game’s success.

Newzoo Report Analyzes Global Impact of IP on Game Preferences

Weaker IP Impact in Western Europe and Japan

In contrast, the influence of IPs appears to be less pronounced in Western European countries such as Belgium and the Netherlands, as well as in Northern Europe, including Finland and Sweden. Japan also falls into this category, despite the fact that IP-based games frequently perform well in the country’s game charts. This difference between reported attitudes and market performance highlights the complexity of measuring audience preferences solely through surveys.

Newzoo Report Analyzes Global Impact of IP on Game Preferences

Importance of Universality and Recognition

The report points out that the universality and recognizability of an IP play an important role in determining its effectiveness. Disney holds the top position in terms of global recognizability, followed closely by Dragon Ball. These IPs are widely known and can appeal to multiple age groups and cultural backgrounds, making them more likely to succeed in different markets.

Regional Preferences Reflect Cultural Familiarity

There is a clear pattern showing that IPs tend to be more popular in regions where they originate. American IPs are better received in North America and Europe, while Japanese IPs are more familiar and favored in Japan and Southeast Asia. Newzoo highlights La Casa De Papel as an example of a regional IP that achieved notable success outside its home country. Produced in Spain, the series found strong resonance in Latin American countries, particularly in Spanish- and Portuguese-speaking regions. This can be attributed to shared language and cultural references.

Newzoo Report Analyzes Global Impact of IP on Game Preferences

Most and Least Favored IPs Globally

According to the report, franchises such as Shrek, Harry Potter, Disney cartoons, and Doraemon are among the most positively received IPs worldwide. On the other hand, IPs like Hello Kitty, Yu-Gi-Oh!, Naruto, and Barbie received less favorable responses, though this does not indicate negative sentiment. Rather, a smaller number of participants reported a strong positive attitude toward these franchises.

Newzoo Report Analyzes Global Impact of IP on Game Preferences

IP Categorization Based on Reach

To help industry professionals understand which IPs might be most effective in game development or marketing, Newzoo created a map categorizing IPs into four quadrants. The first quadrant includes IPs with high reach and strong audience support. The second includes those with strong support but a smaller reach. The third quadrant contains IPs with broad reach but a lower positive response, and the fourth includes those with both low reach and low positive response. This classification may be useful for game developers and publishers seeking strategic partnerships or looking to enter new markets.

Newzoo Report Analyzes Global Impact of IP on Game Preferences

Insights for the Gaming Industry

For those involved in game development, publishing, and marketing, the findings of Newzoo’s report provide valuable insights into how the choice of IP can influence player engagement across different regions. Understanding both the global appeal and local nuances of IPs can help industry professionals make informed decisions when planning new projects or collaborations.