Four Doulo IP games in five years aimed at the rise of Guoman IP based on long-term commercial value release

On January 31, the “Doulo Continent: Shrek Academy” mobile game was first launched on all platforms, developed by Shanghai Smart Blade and co-published by China Mobile Games (Zhongxu Mirai), and has obtained a dual license to read the “Doulo Continent” novel and Tencent Video's “Doulo Continent” animation. On the day the product was launched, it directly reached the top of the iOS free list and the TapTap Hot List. After its launch, it remained in the top 5 of the iOS free game list, while the bestseller list remained around 30, showing strong absorption capacity and commercial value.

What kind of game adaptation do the majority of “Dora Dora” fans need? This has always been the first question on the minds of development teams. As the development team said, what really matters is: “On the one hand, let Doulo fans play a fun MMO, and on the other hand, how to make more gamers and MMO players feel the charm of Doulo.”

To put it bluntly, they wanted to make an MMORPG based on the IP of “Doura” that everyone can enjoy.

Of course, keeping fans happy is always the first test an IP product faces. “Doulo Continent: Shrek Academy” places great emphasis on highly restoring the core experience of IP. It deeply binds the original book from music, plot, and gameplay, while adding new content that is more suitable for most users to enter.

In terms of plot, there are classic sections such as the original “Tang San: Dance with Flowers in the Sea”, as well as original stories where players personally participate as “Shrek's Eighth Monster,” so even passers-by can experience the charm of IP without barriers. In terms of gameplay, unlike other IP products, the game breaks beyond the limits of turn-based cards and uses the slogan “Big World Team Battle MMO” in an attempt to embrace larger users.

The game incorporates MMO's iconic 3V3, 10v10 multiplayer PvP, and multiplayer BOSS gameplay, which already meets the experience needs of the vast majority of MMO players. At the same time, the core team battle gameplay settings are highly consistent with the settings for “friendship, group portraits, and unity” in Doulo IP. It meets the needs of different types of players, and also makes it easier for Doulo IP to collide with MMO to create a new spark.

Of course, on the basis of the original story's far-fetched settings and detailed content, a 3D world exploration is the best part of the world of Doura. But it wasn't until the advent of “Doulo Continent: Shrek Academy” that fans really realized their dreams.

Therefore, the game designed a large map of 1000m*1000m, and made it a free running map, which added interactive content such as various treasure chests, organs, and puzzle-solving missions. It is not only to build the world of Dora in the eyes of core players, but also to reach a wider range of users through exploration content with a high degree of freedom.

China Mobile Games knows that IP fans, who have experienced the baptism of many Doulo products on the market, are in extremely strong demand for the three major labels of Action, MMO, and Big World. “Doulo Continent: Shrek Academy” is a key product launched by the company after deeply understanding the core needs of IP fans.

In terms of promotion and operation, China Mobile Games has also joined forces with leading manufacturers in the MMO category in the content marketing field, and the two sides have joined forces. “Doulo Continent: Shrek Academy” combines the innovative marketing style of gaming in the MMO field, intensively promoting and selecting high-influence spokespersons during the launch period, such as the monster cospaly show, the hot-blooded battle of leading anchors, an eye-catching landmark screen, and inviting talented actor Yu Hewei to play Yu Xiaogang as the game's new spokesperson, etc., so that a spokesperson with a suitable image can play a popular role. It is an efficient way for the game to acquire new users and promote the brand.

In addition, online and offline cooperation for the mobile game “Doulo Continent: Shrek Academy” has developed simultaneously, forming an all-round marketing campaign. On the offline side, a grand “Doulo Glory Day” event will be held at the Honor LIFE store (Shenzhen Coastal City) on February 3. It also built themed stores in Fuzhou, Taiyuan and other places, making it the first game of in-depth cooperation between Honor brands.

On the online side, “Doulo Continent: Shrek Academy” and various channels such as Huawei, vivo, and OPPO launched reservation and retweeting raffle campaigns, including pre-ordering nicknames that are widely watched and welcomed by MMO users; promoted community building, continued to activate players' enthusiasm for sharing and planting through Shrek dorm activities, and promoted game community building.

Prior to launch, “Doulo Continent: Shrek Academy” was listed as a key reservation recommendation by well-known channels such as Huawei, vivo, and OPPO, with over 6 million online reservations and “Doulo: Shrek Academy”, which first reached the top of the Apple Store free list. In the future, it will continue to use China Mobile Game's rich IP game operation experience and strong marketing capabilities to create new value through cooperation and strong partnerships in various fields to meet diversified market needs and be based on long-term operation to enable the entire product distribution and operation life cycle. More impressive product results.

This time, “Doulo Continent: Shrek Academy” debuted close to the Spring Festival, but soon after the game went live, the Lunar New Year exclusive version and events were launched. It proves that the product has already been fully prepared in terms of content. For an MMO, how to establish an effective social ecosystem is a full guarantee for long-term operation.

Therefore, based on Doulo IP, we also saw that “Doulo Continent: Shrek Academy” further extends more casual gameplay, including guild fishing, mining and cooking. Let players have a full sense of social inclusion while exploring the big world. The addition of unattributed fashion has also made the game have sufficient potential to be tapped in social networking with people of the opposite sex. Combined with external live streaming promotion, the anchor's content production, and various playable teams with swimmers, the product has a style of play that is more in line with the current user scene in terms of continuous exposure and in-game social ecology.

At the same time, “Doulo Continent: Shrek” was even the first to launch a free trading gameplay based on IP settings. On the one hand, diverse gameplay makes the experience fuller and richer, getting rid of the repetition and monotony of MMOs; on the other hand, rich content that fits the IP core also helps cultivate players' sense of engagement.

In the longer term, compared to traditional MMOs that only pursue numerical growth, or products of the same type that simply stitched in IP elements, “Doulo Continent: Shrek Academy” perfectly combines the fun of MMO team battles with the charm of IP. At the same time, it innovatively adds fragmented fun lifestyle gameplay, so that everyone can truly enjoy it. It not only promotes outstanding initial results, but also has great potential for long-term operation.

As early as 2019, China Mobile Game revealed the first Doulo IP game product at the Douluo Mainland game product conference, bet on the rising trend of Guoman IP, officially launched a long-term strategic plan for the in-depth layout of the “Guoman IP Game”, and used Douluo Mainland IP as the core IP in this plan to carry out serial game development and distribution.

2019 Read WenDoura Mainland Press Conference

According to information, on the Doulo Mainland IP, China Mobile Game has built a series gameplay game matrix based on the four major features of numerical cards, strategy cards, 3D action, and Big World MMO in terms of gameplay.

On April 28, '21, “Doulo Continent - The Return of Fighting God” was officially launched as the first Chinese mobile game to launch around the Doulo Continent IP. Although “Doulo Continent - Fighting God Returns” is based on card gameplay, it is presented in the form of real-time battles, allowing players to more intuitively visualize the details of character battles, and boldly incorporates MMO elements, adding many open adventures and social elements to further enhance the visual experience. “Doulo Continent - Fighting God Returns” topped the iOS free list when it went live, with over 140 million sales in the first month.

On January 31, '24, China Mobile Games and Gaming continued to keep up with the increase in player demand and launched Douluo Continental IP's first open world team battle MMO mobile game “Doulo Continent: Shrek Academy”, which was jointly developed by Shanghai Spirit Blade.

Among the versions announced in 2023, another strategy card “Doulo Continent: Reversing Time and Space”, invested by China Mobile Games and developed by Lefu Entertainment founded by well-known producer Cheng Liangqi (Lao Lang), has officially received a version number. The third Doulo IP game with a Chinese mobile layout will also be launched in mid-2024.

Previously, due to the worldview setting of the original Douluo IP book and the huge influence of the anime of the same name, action gameplay has always been a virgin in all types of game titles currently being launched by Douluo Douluo IP, and few works have been involved. Although the fourth Doulo IP mobile game with a Chinese mobile layout has yet to be officially unveiled, it is trying to fill this gap in the market.

The chairman and CEO of China Mobile Games once mentioned, “The purpose is to continuously iterate and meet the gaming needs of the top Guoman IP fans, continuously launch products that better match fans' game needs, and accumulate fans to operate on a long-term basis to form private and branding.”

In addition to the “Doulo Continent” IP, China Mobile Games also has a continuous layout on the Guoman IP game. The Guoman IP adaptation mobile game “Zhenhun Street”, released in December 2022, has achieved an excellent monthly turnover of 200 million. Based on the influence of the “Zhenhun Street” IP, China Mobile Games is also developing a “Code Name: New Zhenhun Street” mobile game, and in 2024, it will also launch “Battle the Sky: Summit Showdown”, which was jointly developed with Shenzhen Yifan Interactive, which invests in China Mobile Games, and “The Daily Life of a Chat Group” (Xiuzhen Chat Group IP).

With the booming development of the national comic industry and the increasing expansion of the market, Guoman IP games are expected to maintain their rapid growth momentum. The rapid changes in technology and the continuous evolution of players' needs will drive the continuous innovation and evolution of these games, bringing players a more exciting and diverse gaming experience. And Guoman IP game will in turn inject new vitality into the commercial value of Guoman IP. Through the successful promotion and operation of the game, the popularity and influence of Guoman IP will be further expanded, attracting the attention and love of more fans and audiences.

Looking forward to the future, the Guoman IP adaptation game and the national comic industry will work hand in hand and complement each other to jointly create a new chapter in the national comic industry. Let's look forward to the release of more outstanding Guoman IP games, which will contribute more strength to the prosperity and growth of the national comic industry, so that the world can feel the charm and style of Guoman!