THE JOURNEY OF THE FLOWER MOBILE GAME REACHES 200 MILLION IN MONTHLY REVENUE: SKYMOONS LAUNCHED THE NEW OTCBB PLAN
Since the broadcast of The Journey of the Flower on Hunan TV and iQIYI this June, its rating and popularity have been running high. In July, it exceeded a total of 3 billion online views, with each episode receiving over 200 million views, and sparking over 7 million discussions on Weibo
With the popularity of The Journey of the Flower, Hexin Shares have attracted a lot of attention in the market.
By the end of 2014, The Journey of the Flower with an investment of 105 million RMB has achieved revenue of over 168 million RMB in its first round of distribution, which includes 93 million RMB from Hunan TV and 75 million RMB from iQIYI. According to reports, the gross margin of the “The Journey of Flower” TV series is about 55% and one of the highest gross margin products of Ciwen Media. Additionally the series has had a second-run and the estimated total income of the Journey of the Flower is 229 million RMB.
In addition to the income from the TV series, downloads of the mobile game of the same name have exceeded 100 million RMB in revenue, within a month of its launch.
Between the TV Show and the game The Journey of the Flower mobile game generated over 200 million RMB in revenue.
Skymoons, the developer of the The Journey of Flower game, weren’t expecting such a fantastic response, according to an insider. The preliminary estimated revenue was expected to be around 3 to 5 million, and the monthly revenue of the game has already exceeded 100 million. Meanwhile there are hundreds of thousands of newly registered users every day. This means there are over 10 million active users, the source then stated that the final monthly revenue is likely to exceed 200 million.
The Journey of the Flower mobile game is one of the few mobile games synchronized to launch with its corresponding TV episode’s broadcast. According to sources close to the Chief Entertainment Officer, iQIYI approached Skymoons more than half a year ago, even before the release of the The Journey of the Flower TV show seeking a collaboration and hoping to development the mobile game. In order to be able to be able to launch at the same time as the TV episodes, the developers at Skymoons often work overtime.
The benefit of on-line synchronization is the interactive effect of the show and game. The co-operation between the The Journey of the Flower mobile game and the show is means better game development and cross platform promotion by Skymoons.
The synchronized mobile game serves as an additional franchise for the TV show The Journey of the Flower, this provides a high level of joint promotion.
Specifically, during the broadcast of the TV show, iQIYI can insert an advertisement for the game under the same name, to show that the The Journey of the Flower mobile game is made under official license. At the same time, along with the popularity of the TV show, iQIYI can increase the game-related content by adding trailers, celebrity endorsements, star atlas, etc. to gain extra more media attention.
On the other hand, the current mobile gaming market is very large, and advertising through the game channels can reach hundreds of millions of mobile phone users. In addition, The Journey of the Flower starring Zhao Liying is the endorsement for its own mobile game with a style that’s almost consistent with the show. These have not only strengthened the link between the game and the TV series, but have also promoted resource sharing and interactive promotion.
There are a lot of films and TV shows which only think about developing their gaming IP after receiving a positive response from their early broadcasts, however, the popularity of the TV series will generally peak for about 2 months around the time they are aired. When the mobile game is released, the show has already been shown and the popularity is likely to have subsided. Having the TV show and the game to go online at the same time can avoid this problem. During the broadcast of the TV show, the emotional resonance of the audience is higher and their desire for interaction is stronger which means greater engagement and ultimately more revenue. For some players, the sense of substitution provided by the game is even better than Weibo or forum discussions.
The capital layout of Skymoons: initially to initiate NEW OTCBB plan
The CEO of Skymoons Tony Ho revealed in an interview at the Second International Game Fair held on the 28th, that the goal for the revenue of the The Journey of the Flower mobile game in the first month was to break 200 million. In addition, he also said: “We certainly will go down the road of capital.”
It is reported that, Skymoons is initiating the new NEW OTCBB plan, Tony Ho said: “Don’t be surprised if one day we are not on the NEW OTCBB plan, because the core issue to be resolved is resolving business problems.”
According to an insider at Skymoons, as game developers they are keen to cooperate with the film studio in the early stages ultimately developing content that’s in line with the show, and is able to go online simultaneously. However often the communication between the game and show are insufficient or the link between TV and game is not developed enough. Additionally there are some risks from judging the popularity of the IP before the release of the TV show.
According to an insider at Skymoons, the key reasons why Skymoons is optimistic about the IP of The Journey of the Flower, includes the following:
- IP popularity: The Journey of the Flower is a high popularity online novel with a large number of loyal fans;
- The cast：Wallace Huo Jianhua and Zhao Liying etc., are well known for historical drama and they also have a large number of fans;
- Show schedule: having the prime time slot on Hunan TV from the beginning, guaranteed its ratings;
- Cooperation：PPS games of iQIYI are the joint publisher of The Journey of the Flower mobile game. Therefore, besides being a relatively large player, iQIYI has its own PPS games and having knowledge of both TV and games, is able to coordinate the relationship between the content of the show and the game, satisfying the fans of both the TV show and the game.
However, not all IP are suitable for game adaptation. According to our sources at Skymoons, there are a lot of examples of failure in adapting TV to game, and the success of the The Journey of the Flower mobile game is due to its IP, which contains a lot of game ready elements, such as a heroic lead character. Although recently IP is a very popular concept, but they warn that game companies should not blindly pursue IP adaptation. The judgement of the feasibility of the IP popularity and mobile game derivative is a major factor, but the most important element is still the quality of the game itself.
IP derivatives continue to be an indicator of the direction for mobile games
Many people are worried about the life cycle of the game, as the popularity of the game will gradually subside as the TV drama comes to an end. As for The Journey of the Flower, it might fare much better. First of all, it has learned that many of its users have invested hundreds of thousands to buy equipment and upgrades. For the players who have invested a lot of time and money, it will remain a favourite, in addition, the IP development of The Journey of the Flower is far from over.
It has been reported that iQIYI and Ciwen Media Group will be co-shooting the online TV show The Journey of the Flower Special Edition with an even investment from both parties. Ciwen Media has raised 26 million RMB of business through this deal.
According to Ciwen Media, they own the copyright for The Journey of the Flower, hence the development of the movie is a certainty. In early 2015, the preparations for the shooting of the film were under way, a joint venture agreement with the American Lionsgate to invest and develop the movie was signed and the future looks bright indeed. It appears that Lionsgate will be responsible for the screen writing, the stylists and the production, they will also will be responsible for the global overseas sales of the film.
In addition, Ciwen Media also revealed that they are going to continue to foster the brand through theatre, e-commerce and other commercial products. Using The Journey of the Flower as an example, the company hope to build an international chain of “network drama – TV Series – Movies – Games – Derivatives”, to further enhance profitability.