超越角色：Web3 游戏如何重新定义 IP 集成

从吃豆人、口袋妖怪和超级马里奥到当前玩家拥有的宇宙。早期的游戏知识产权 (IP) 相对简单。

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.

早期的游戏知识产权 (IP) 相对简单。吃豆人、黄点吃者和留着小胡子的超级马里奥等标志性角色是各自游戏的代名词，但即使提及这些游戏，它们仍然会带来怀旧的回忆。

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.

对某些人来说，他们是英雄，但这些英雄不仅仅在银幕上吸引我们；他们还让我们着迷。他们通过电视节目、午餐盒、卡片和其他商品跃入我们的世界，标志着更广泛的知识产权整合的首次尝试。

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.

但这些 IP 游戏发布已有数十年了，即使在今天，一个现实依然存在——这些 IP 受到严格控制，授权交易经过精心管理，以维护品牌完整性。

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.

这种演变从 20 世纪 90 年代开始一直持续到 2000 年代。玩家现在可以在《托尼·霍克的职业滑板手 2》中扮演蜘蛛侠比赛，或者在《真人快打 vs. DC 宇宙》中与蝙蝠侠并肩作战。

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,

这些战略性 IP 整合和合作扩大了游戏领域并吸引了新的受众。随着新的多人在线游戏（MMO）的出现，例如《魔兽世界》，玩家可以在其中购买主题物品和坐骑，

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.

这为当今《堡垒之夜》等游戏中基于微交易的经济奠定了基础，玩家急切地抢购他们最喜欢的漫威或星球大战角色的皮肤，直到最近，这还是下一代游戏的常态。

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 游戏正在再次重新定义 IP 集成。这一次，它超越了游戏角色，它正在为不同社区和所有权模式的包容性创建一个新的平原领域。

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

玩家不再仅仅是精心控制的品牌的消费者；他们正在成为自己喜爱的游戏品牌的利益相关者。

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 集成的这种转变促使我们问：Web3 游戏如何重新定义 IP 集成？当玩家能够真正拥有并影响他们喜爱的虚拟世界时，这意味着什么？

Beyond Characters: How Web3 Gaming Redifines IP Integration

超越角色：Web3 游戏如何重新定义 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 为例。它是一款基于区块链的游戏，让玩家真正拥有自己的游戏内资产作为 NFT。当 Sky Mavis（游戏的创建者）与 Cyber​​Kongz 合作开发一款新游戏时，这不仅仅是表面上的改变 –

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.

玩家能够在这个协作 IP 中拥有和交易资产，从而增强他们的游戏体验。这将两个不同的社区聚集在一起，即 Axie 游戏与 Cyber​​kongz Play 和 Kollect 游戏，在不断发展的 Ronin 生态系统中。

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.

同样，The Sandbox 还与 Snoop Dogg、The Walking Dead 和 Warner Music Group 等知名品牌合作。这种合作关系使玩家能够与这些标志性 IP 互动，同时在这些主题环境中创造自己的体验并从中获利。

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.

通过与 Snoop Dogg 的合作，玩家可以探索他的虚拟豪宅，参加独家音乐会，并使用独特的 Snoop Dogg 头像和物品。与《行尸走肉》的合作允许玩家将流行系列中的角色和元素融入到他们的游戏中。

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，华纳音乐集团的合作伙伴关系为 The Sandbox 带来了身临其境的音乐体验，让玩家可以购买毗邻 WMG 地产的 LAND，并以创新的方式与他们最喜欢的艺术家互动。

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 游戏中的这些战略性 IP 集成超越了角色。它转向玩家所有权和创造。它正在改变我们对游戏 IP 的认知和互动方式，以令人兴奋的新方式模糊创作者、玩家和所有者之间的界限。

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 游戏中还有哪些战略 IP 集成模型？

Strategic IP Integration Models in Web3 Gaming

Web3 游戏中的战略 IP 集成模型

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，区块链游戏市场估值为46亿美元。到 2027 年，预计将达到惊人的 657 亿美元，复合年增长率为 70.3%。这种爆炸性的增长正在重塑我们对游戏 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.

一个已发现的案例研究是 Decentraland，这是一个领先的元宇宙项目，该项目的虚拟房地产销售额在 2021 年超过了 5 亿美元。一些虚拟地块售价高达数百万美元，三星和阿迪达斯等品牌购买“土地”将其 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.

甚至传统游戏巨头也注意到了这一点。大型游戏发行商育碧推出了 Ubisoft Quartz，将名为“Digits”的 NFT 引入其 AAA 游戏《幽灵行动：断点》中。虽然反应不一，但它显示了主要 IP 如何集成到 Web3 领域的重大转变。

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:

游戏开发商、玩家和知识产权持有者之间的界限正在变得模糊。 Web3 为 Web3 游戏中的战略 IP 集成模型创造了新的机会：

Fractional Ownership of IP

知识产权的部分所有权

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 游戏中，部分所有权允许玩家拥有游戏 IP 的一部分。例如，在《The Sandbox》等游戏中，玩家可以购买虚拟土地作为 NFT。这块土地可以开发、出售或出租，让玩家拥有游戏世界IP的股份。

Animoca Brands’ “The Sandbox

Animoca Brands 的“沙盒”