After the second round of submission of card games to the Hong Kong Stock Exchange, where will the next popular product be after Ne Zha and other film and television cards go viral?
Recently, the parent company of Card Game submitted a prospectus to the Hong Kong Stock Exchange, intending to go public in Hong Kong. This is its second application after the deadline of January 26, 2024.
In recent years, cards have become a rapidly growing category in film and television derivatives, and an important way for film and television companies and platforms to increase revenue. Seize the opportunity and take advantage of the rising popularity of movies during the summer season to intensively launch new film and television cards, such as peripheral cards for animated movies like "The Smurfs".
From the market performance, card games have tasted the sweetness of film and television cards. This year's Spring Festival bet on "Nezha 2", launching 6 series of cards and multiple peripheral products, which was a great success. Afterwards, there was a significant increase in the number of film and television companies actively seeking cooperation with card games.
Card Game's film and television cards focus on animated works, which is related to its expertise in style and resource accumulation. Moreover, film and television cards can break out of the low-end customer group and attract more mature consumer groups. However, relying on authorized big IPs poses potential risks for card games. From 2022 to 2024, the revenue proportion of the five major IP themed products will all exceed 86%. To this end, Card Game has expanded its IP matrix, increasing the number of IPs from 30 to 70 in 2022-2024, with a revenue of 10.057 billion yuan in 2024.
When choosing a film and television cooperation IP, Card Game will consider factors such as value orientation and material support. The approach is to intervene in IP development in advance to avoid missing the opportunity. If Nezha 2 is prepared and planned one year in advance, it can be manufactured and distributed within a week.
However, the lifecycle of film and television derivatives is short, and the influence of film and television cards mainly occurs 1-3 months after the movie is released, with strong uncertainty in business models. In the current summer season, the box office performance of animated films in Kayoubao has not yet shown the potential for explosive sales. Except for "Little Monsters on Langlang Mountain" and "Tom and Jerry: Star Trek", which have not yet been officially released, "Liaozhai: Lanruosi" and "Magical Smurfs" were only predicted to have a total box office of about 310 million yuan and 5.56 million yuan respectively in Maoyan on July 28th. It is not easy for Card Game to create a second "Ne Zha 2" card explosion, but the key to evaluating its growth is to establish an efficient operation industry chain, expand the accumulation of top IP resources, and develop products that cover a wider age group.