超越角色：Web3 遊戲如何重新定義 IP 集成

從吃豆人、口袋妖怪和超級瑪利歐到當前玩家擁有的宇宙。早期的遊戲知識產權 (IP) 相對簡單。

The early days of gaming intellectual property (IP) were relatively straightforward. Where Iconic characters like Pac-Man — the Yellow Dot-muncher and the Moustachioed Super Mario were synonymous with their respective games, these games still bring nostalgic memories even when they are mentioned.

早期的遊戲知識產權 (IP) 相對簡單。吃豆人、黃點吃者和留著小鬍子的超級瑪利歐等標誌性角色是各自遊戲的代名詞，但即使提及這些遊戲，它們仍然會帶來懷舊的回憶。

To some, they were heroes, but these heroes didn’t just captivate us on screen; they leapt into our world through TV shows, lunch boxes, cards and other merchandise, marking the first forays into broader IP integration.

對某些人來說，他們是英雄，但這些英雄不僅在銀幕上吸引我們；他們也讓我們著迷。他們透過電視節目、午餐盒、卡片和其他商品躍入我們的世界，標誌著更廣泛的智慧財產權整合的首次嘗試。

But It’s over decades since these IP games were released, and one reality stands true even today — these IPs were tightly controlled, with licensing deals carefully managed to maintain brand integrity.

但這些 IP 遊戲發布已有數十年了，即使在今天，一個現實依然存在——這些 IP 受到嚴格控制，授權交易經過精心管理，以維護品牌完整性。

This evolution started in the 1990s down to the 2000s. Where players could now race as Spider-Man in Tony Hawk’s Pro Skater 2 or fight alongside Batman in Mortal Kombat vs. DC Universe.

這種演變從 20 世紀 90 年代開始一直持續到 2000 年代。玩家現在可以在《東尼霍克的職業滑板手 2》中扮演蜘蛛人比賽，或者在《真人快打 vs. DC 宇宙》中與蝙蝠俠並肩作戰。

These strategic IP Integrations and collaborations expanded game universes and attracted new audiences. With new multiplayer online games (MMOs) popping off, like World of Warcraft, where players could purchase themed items and mounts,

這些策略性 IP 整合和合作擴大了遊戲領域並吸引了新的受眾。隨著新的多人線上遊戲（MMO）的出現，例如《魔獸世界》，玩家可以在其中購買主題物品和坐騎，

This laid the groundwork for today’s microtransaction-based economies in games like Fortnite, where players eagerly snap up skins of their favourite Marvel or Star Wars characters, and this was a norm for the next generation of games until recently.

這為當今《要塞英雄》等遊戲中基於微交易的經濟奠定了基礎，玩家急切地搶購他們最喜歡的漫威或星際大戰角色的皮膚，直到最近，這還是下一代遊戲的常態。

Right now, Web3 gaming is redefining IP integration once again. This time, it is going beyond gaming characters, and it’s creating a new plain field for inclusivity across different communities and ownership models.

目前，Web3 遊戲正在再次重新定義 IP 整合。這一次，它超越了遊戲角色，它正在為不同社區和所有權模式的包容性創建一個新的平原領域。

No longer are players merely consumers of carefully controlled brands; they’re becoming stakeholders in the gaming brands they love.

玩家不再只是精心控制的品牌的消費者；他們正在成為自己喜愛的遊戲品牌的利益相關者。

This shift in IP integration prompts us to ask: How is Web3 gaming redefining IP integration? And what does it mean when players can truly own and influence the virtual worlds they love?

IP 整合的這種轉變促使我們問：Web3 遊戲如何重新定義 IP 整合？當玩家能夠真正擁有並影響他們喜愛的虛擬世界時，這意味著什麼？

Beyond Characters: How Web3 Gaming Redifines IP Integration

超越角色：Web3 遊戲如何重新定義 IP 集成

Take Axie Infinity, for example. It is a blockchain-based game that allows players to truly own their in-game assets as NFTs. When Sky Mavis (the game’s creator) partnered with CyberKongz to develop a new game, it wasn’t just a cosmetic change –

以 Axie Infinity 為例。它是一款基於區塊鏈的遊戲，讓玩家真正擁有自己的遊戲內資產作為 NFT。當 Sky Mavis（遊戲的創建者）與 Cyber​​Kongz 合作開發一款新遊戲時，這不僅僅是表面上的改變 –

Players gained the ability to own and trade assets within this collaborative IP, enhancing their gaming experience. This brought two distinct communities together, both the Axie game with Cyberkongz Play & Kollect game, in the evolving Ronin ecosystem.

玩家能夠在這個協作 IP 中擁有和交易資產，從而增強他們的遊戲體驗。這將兩個不同的社群聚集在一起，即 Axie 遊戲與 Cyber​​kongz Play 和 Kollect 遊戲，在不斷發展的 Ronin 生態系統中。

Similarly, The Sandbox partnered with renowned brands like Snoop Dogg, The Walking Dead, and Warner Music Group. This partnership allowed players to engage with these iconic IPs while also creating and monetizing their own experiences within these themed environments.

同樣，The Sandbox 也與 Snoop Dogg、The Walking Dead 和 Warner Music Group 等知名品牌合作。這種合作關係使玩家能夠與這些標誌性 IP 互動，同時在這些主題環境中創造自己的體驗並從中獲利。

Through the partnership with Snoop Dogg, players can explore his virtual mansion, attend exclusive concerts, and utilize unique Snoop Dogg avatars and items. The collaboration with The Walking Dead allows players to incorporate characters and elements from the popular series into their gameplay.

透過與 Snoop Dogg 的合作，玩家可以探索他的虛擬豪宅，參加獨家音樂會，並使用獨特的 Snoop Dogg 頭像和物品。與《陰屍路》的合作允許玩家將流行系列中的角色和元素融入他們的遊戲中。

Additionally, the Warner Music Group partnership brings immersive music experiences to The Sandbox, letting players buy LAND adjacent to WMG properties and interact with their favourite artists in innovative ways.

此外，華納音樂集團的合作夥伴關係為 The Sandbox 帶來了身臨其境的音樂體驗，讓玩家可以購買毗鄰 WMG 房地產的 LAND，並以創新的方式與他們最喜歡的藝術家互動。

Most importantly, these strategic IP integrations in web3 gaming go beyond characters. It shifts towards player ownership and creation. And it’s changing how we perceive and interact with gaming IP, blurring the lines between creator, player, and owner in exciting new ways.

最重要的是，Web3 遊戲中的這些策略性 IP 整合超越了角色。它轉向玩家所有權和創造。它正在改變我們對遊戲 IP 的認知和互動方式，以令人興奮的新方式模糊創作者、玩家和擁有者之間的界線。

Aside from Axie Infinity & Sandbox, what are the other Strategic IP Integration Models in Web3 Gaming?

除了 Axie Infinity 和 Sandbox 之外，Web3 遊戲中還有哪些戰略 IP 整合模型？

Strategic IP Integration Models in Web3 Gaming

Web3 遊戲中的戰略 IP 整合模型

In 2021, the blockchain gaming market was valued at $4.6 billion. By 2027, it’s projected to reach a staggering $65.7 billion, growing at a CAGR of 70.3%. This explosive growth is reshaping how we think about gaming IPs.

2021年，區塊鏈遊戲市場估值為46億美元。到 2027 年，預計將達到驚人的 657 億美元，複合年增長率為 70.3%。這種爆炸性的成長正在重塑我們對遊戲 IP 的看法。

A found case study would be Decentraland, a leading metaverse project, that saw virtual real estate sales exceed $500 million in 2021. Some virtual plots sold for millions, with brands like Samsung and Adidas purchasing “land” to integrate their IPs into the metaverse.

一個已發現的案例研究是Decentraland，這是一個領先的元宇宙項目，該項目的虛擬房地產銷售額在2021 年超過了5 億美元。品牌購買「土地」將其IP 整合到元宇宙中。

Even traditional gaming giants are taking notice. Ubisoft, a major game publisher, launched Ubisoft Quartz, introducing NFTs called “Digits” into their AAA game “Ghost Recon Breakpoint.” While met with mixed reactions, it shows a significant shift in how major IPs might be integrated into the Web3 space.

甚至傳統遊戲巨頭也注意到了這一點。大型遊戲發行商育碧推出了 Ubisoft Quartz，將名為「Digits」的 NFT 引入其 AAA 遊戲《幽靈行動：斷點》。雖然反應不一，但它顯示了主要 IP 如何整合到 Web3 領域的重大轉變。

The lines between game developers, players, and IP holders are blurring. And Web3 has created a new opportunity for Strategic IP Integration Models in Web3 Gaming:

遊戲開發商、玩家和智慧財產權持有者之間的界線正在變得模糊。 Web3 為 Web3 遊戲中的戰略 IP 整合模型創造了新的機會：

Fractional Ownership of IP

智慧財產權的部分所有權

In Web3 gaming, fractional ownership allows players to own a piece of the game’s IP. For instance, in games like “The Sandbox,” players can purchase virtual land as NFTs. This land can be developed, sold, or rented, giving players a stake in the game world’s IP.

在 Web3 遊戲中，部分所有權允許玩家擁有遊戲 IP 的一部分。例如，在《The Sandbox》等遊戲中，玩家可以購買虛擬土地作為 NFT。這塊土地可以開發、出售或出租，讓玩家擁有遊戲世界IP的股份。

Animoca Brands’ “The Sandbox

Animoca Brands 的“沙盒”