Mobile game enthusiasts, please pay attention. On July 30, the 2015 WMGC (World Mobile Game Conference) was held at the Kerry Hotel in Pudong, Shanghai. Mr. Wang Ke, chief marketing officer of CMGE China Mobile Games, delivered a speech on the theme of "How to break through this window paper of pan-entertainment", and quickly watch it!

Wang Ke, chief marketing officer of China Mobile Games, gave a speech

Entertainment marketing cannot be equated to pan-entertainment

In his speech, Wang Ke proposed that "pan-entertainment" is recognized by the industry as "one of the eight major trends in Internet development", but "entertainment marketing cannot be equated to pan-entertainment." Pan-entertainment is actually a new entertainment and cultural industry ecosystem built on a certain IP or star that includes benign interactions in multiple fields such as literature, film and television, music, animation, and games. Under the logic of the mobile Internet, games, literature, animation, film and television, and music will no longer develop in isolation, and the stickiness and interaction between pan-entertainment resources such as IP and celebrity products and fans will reach an uninterrupted and boundless state, thereby inspiring the maximum development and utilization of the commercial value of content providers.

Chinese mobile games are currently following Tencent and Huayi's footsteps and actively deploying the pan-entertainment strategy. When creating cross-border products such as games, literature, animation, film and television, music, Chinese mobile games not only explore the value of existing celebrity IPs, but are also implementing the original IP pan-entertainment plan to explore more IP resources and inject more vitality into the pan-entertainment cultural industry ecosystem, so that the pan-entertainment cultural industry ecosystem can run for a long time.

Pan Entertainment is a full IP grand occasion created based on IP

Wang Ke believes that in the context of mobile Internet, traditional industries are facing disruption and opportunities. In this era, the entertainment and cultural industry has also broken the original operating model, making the entertainment and cultural industry ecology more closely connected and developed into a more closely connected entertainment and cultural industry ecosystem.

When the ecology of such an entertainment and cultural industry becomes increasingly sound, it will bring immeasurable commercial value. In the mobile Internet era, in the entertainment and cultural industry chain, each module is no longer closed, but an open state. An IP can have its own business behavior in various fields such as games, literature, animation, film and television, music, etc. The commercial value generated in this way is not just the result of the simple superposition and accumulation of commercial values in various industries, but will be the commercial value after a fierce chemical reaction.

While bringing immeasurable commercial value, pan-entertainment is also increasingly prominent. With the deepening of pan-entertainment in multiple entertainment and cultural fields, it has also driven the vigorous development of the cultural and creative industry. As an emerging industry with creativity as the core generated in the context of economic globalization, the cultural and creative industry emphasizes that a subject cultural or cultural factor is developed and operated by individuals or teams through technology, creativity and industrialization.Industry that sells intellectual property rights. While deeply cultivating celebrity IP, Chinese mobile games are also starting to create original IPs. Such actions have stimulated the creative enthusiasm of society and led the healthy and rapid development of the entertainment and cultural industry, making the cultural and creative industry an emerging advantageous productivity.

The pan-entertainment strategy of Chinese mobile games

CMGE China mobile games began to vigorously plan cooperation and investment with world-renowned IP companies in early 2014, and tried to create original IPs. It is one of the earliest mobile game companies to try pan-entertainment. Because of its advance layout, it has successfully obtained the mobile game adaptation rights or localization rights of many well-known IPs around the world, and the construction of the pan-entertainment ecological industry chain is becoming more perfect.

For the same IP, Chinese mobile games will make pan-entertainment layouts in five major fields: games, literature, music, film and television, and animation, to stimulate potential users in various fields and increase their commercial value. At that time, each game created will no longer be just a product, but will become a phenomenon.

Wang Ke's "Infernal Affairs" explains the strategic layout of pan-entertainment in Chinese mobile games as an example:

In terms of games, the high quality of "Infernal Affairs" itself, coupled with the strong distribution capabilities of Chinese mobile games and the distribution advantages of combining major platforms, will create a phenomenal mobile game product based on original IP, bringing the IP value to the extreme. The original novel of "The Infernal Affairs" will be exclusively licensed to be published and distributed by Migu Digital Media and will be launched in early August.

Chinese mobile games will also give "The Untamed" soundtrack according to the movie soundtrack standards, and even tailor-made China's first original music album for "The Untamed". In September, they will jointly launch a large-scale lyrics, music and singing competition with Migu. At that time, Fang Wenshan and Jin Zhiwen will be hired to serve as judges of the competition. The preparation for the production of the original soundtrack album will begin in October. This album is composed of a song created by Fang Wenshan and Jin Zhiwen, a song produced through a collection competition and five soundtracks, and will be released in November.

Based on the IP of "Infernal Affairs", China Mobile Games will join forces with a famous film and television investment institution to invite a director from a 1 billion box office director club to personally create the 150 million dark martial arts film "Infernal Affairs". In addition, Chinese mobile games will also join hands with the Migu animation platform to create animation paintings based on the original novel of "The Untamed" to create high-quality original IP hot-blooded animations.

Based on mobile games and core, we have found industry-leading experts and talents to cooperate in various fields. In Wang Ke’s view, it is to create a real pan-entertainment. By rationally laying out the entertainment and cultural industry matrix, deeply exploring IP value, thereby generating a more considerable fan economy.

Future Entertainment Circle

At the end of the speech, Wang Ke said that the parts included in the past were divided into literary circles, music circles, film and television circles, animation circles, gaming circles, etc. And when the industry gradually formed an entertainment culture covering multiple fields that covered benign interactions.In the industrial ecosystem, the openness of various modules in the industrial chain makes the boundaries between various fields blur. The breakdown of this boundary has made the industry differentiation no longer obvious. The window paper of pan-entertainment has been broken, and the future industries will all belong to the "big entertainment circle" full of imagination space.