Game IP is no longer confined to the screen, as consumers increasingly spend on physical goods and offline experiences rather than on gameplay itself. This report highlights the growth of merchandise demand despite a falling game participation rate and the spread of character IP collaborations with F&B brands to show how game IP is expanding into everyday consumption.
Game IP Merchandise and Experience Expansion
Game engagement is expanding beyond gameplay, with merchandise and offline experiences becoming new ways for consumers to connect with game IP.
Key Issues
- Merchandise Demand Rises Despite Lower Gameplay: As the game participation rate fell to 50.2%, demand for merchandise and pop-up events continued to grow, signaling a shift in consumer spending. Game companies are placing greater emphasis on merchandise and offline experiences.
- Merchandise Strategy Gains Importance: Research shows that merchandise consumption strengthens emotional attachment to game IP. Merchandise planning and marketing are becoming as important as game development in driving long-term IP success.
- Identity-Driven Consumption Expands: Consumers increasingly buy merchandise to express their identity rather than for functional value. Pop-up stores and brand collaborations are emerging as key tools for fan engagement.
Spread of Character IP and F&B Brand Collaborations
Game and anime IP are increasingly partnering with food and beverage brands through limited-edition merchandise. The collaborations attract younger consumers and drive in-store traffic.
Key Issues
- Game IP Collaborations Expand Across Food Brands: Game IPs including Zenless Zone Zero, Arknights, and Lost Sword have launched limited-edition meal sets with pizza, burger, and chicken brands. Exclusive merchandise and in-game rewards encourage both purchases and player engagement.
- Random Merchandise Boosts Repeat Purchases: Randomized collectibles such as keycaps, acrylic stands, and photo cards are driving repeat purchases and collecting behavior. The strategy is rapidly spreading across convenience stores, pizza chains, and other food service brands.
For further details, please refer to the source links provided in the file.