2025年全球玩家研究：IP粉丝群体剖析报告

Mapping IP fandom withtheGlobal Gamer Study Contents 01Foreword 03 Where and why IP matters to most gamers0207 Entertainment IP awareness: Global favorites and outliers03 Global favorites and niche IPsAnime vs. Hollywood blockbusters: Regional variations1011 04Attitudes toward entertainment IPs: Regionalpreferences and insights13 Most and least liked IPs across regions14 Detailed regional variations15 Global favorites18 Familiar faces Hidden gems 06Final Thoughts: Selecting the right IPsfor global player engagement 20 22 Newzoo Platform07 Foreword Foreword Theboundariesbetweenvideo gamesandothermedia areblurring,givingrisetoa new era of transmedia entertainment. It’snoweasierthaneverforpeopletoimmersethemselvesintheirfavoritestories,characters,anduniversesacrossgames,movies, TV,andmore. Gamers–a diverseandmultifaceteddemographic–are attheforefrontofthisevolution.They’renotahomogeneousgroup;theirvariedmotivationsandtastesarereshapinghowtheyengagewithentertainment. For gamestudiosandpublishersnavigatingthisshiftinglandscape,understandinghowdifferentintellectualproperty (IP)franchisesresonateacrossmarketsandcultures hasbecomemore importantthaneverfordrivingplayerengagement. This free report,Mapping IP Fandom with the Global Gamer Study, draws fromthe latest wave of our2025 Global Gamer Study, spanning 36 markets. Werecently introduced a new topic: awareness and attitudes towardentertainment IPs. In this report we’ve analyzed responses for 42 popular IPs–a list we plan to expand in future waves–to offer a high-level view of howgamers connect with these IPs globally and regionally. In a timewheniconicuniversesseamlesslycrossfromcinemascreenstogamingconsoles,understandingIPfandomisn’tjustinteresting–it’sastrategicimperativeforcreatingthehits oftomorrow. Enjoyreading! MaryBruneHead of Consumer Insights Key Takeaways Playerinterest in IPvariesbyregion Most gamers saythey’remorelikelytoplaya gamefeaturingtheirfavoriteIP,especiallyinSouthAsiaandLatin America.However, Western Europe islessinfluenced. The right IPcanboost engagement, butitmustalignwithlocalfanbases. Global favorites and outliers Franchises likeHarry Potter, Disney,andPokémonenjoy near-globalrecognition. Others, likeStudio GhibliorArcane, are niche globally butdominant in specific markets. Understanding where an IP is known and lovedis key to maximizing impact. Regionalpreferences Animedominatesawareness inLatin AmericaandSoutheastAsia, butremainsniche intheWest.Conversely, WesternIPslikeShrekorSpongeBobcanoutperforminunexpectedregionslikeSouthAfricaor Chile. Sentiment isn’t uniform Globally loved IPs includeShrek, Disney, andHarry Potter. ButHello KittyandYu-Gi-Oh!face widespread indifference. Latin America and India show thehighest positivity; Western Europe and Oceania are more reserved.04 Awareness vs.Favorability •GlobalFavorites: High awareness + highfavorability(e.g.,Harry Potter,Fast&Furious).•Familiarfaces: Well-knownbutnotalwaysfavored(e.g.,Star Wars,Barbie).•HiddenGems: Low awareness butbelovedbyfans (e.g.,StudioGhibli,Doraemon).•Limited Appeal: Lowrecognitionandlow sentiment (e.g.,Percy Jackson,DoctorWhooutsidecoremarkets). SuccessfulIPuserequiresmarket-specificinsights UsinglicensedIPcanaccelerateawareness—butonlyifitresonateslocally. IPperceptionisshapedbyculturalrelevance, genreaffinity,andlocalgaminghabits. UnderstandinghowdifferentmarketsrespondtospecificIPsisessentialforbotheffectivecollaborationandtailoredmarketingstrategies.One-size-fits-alldoesn’twork;localizationiskey. Main contributors MaryBruneHead of Consumer Insights Lynn van den HovenProduct Marketing Specialist Michael WagnerSenior Market Analyst AlexisPamborisResearch Director Nazrin Qayyum AzisSenior Manager Product-Consumer Insight Thao-Ngan NguyenResearch Analyst Spyros GeorgiouDesign Lead Inez AnemaDesign Intern Where and why IP mattersmost to gamers Globally, a majority of gamers agree that they’re more likely to play a gamefeaturing their favoriteentertainment IP—with24 out of 36countriesshowingamajorityinfavor.This sentiment is especially strong in some specific markets.For instance, over 74% of gamers in South Asia and ~64% in Latin America saythey’re more likely to play a game that features their favorite entertainmentbrands, compared to about 45% in Eastern and Western Europe. In today’s live service landscape–where a game’s success is tied toattractingandretaining a vibrant player base–integrating popular IP can re-energize atitle withseasonal events, exclusive skins, or story expansions. Thesecollaborations span from large titles such asFortnite,Minecraft, andDead byDaylightto smaller titles likeDave the Diver,Balatro, andVampire Survivors,which all used this strategy to great effect. A key to success can be found in aligning IP with target audiences:understanding which regions care about which franchises. A crossover thatsucceeds spectacularly in one country might be met with disinterest in another ifthe fanbase