ReportNewzoo
Mapping IP fandom with the Global Gamer Study
1 Jan 202522 pages~17 min full read
In 24 of 36 surveyed markets, gamers are more likely to play a title featuring an IP they favor, confirming that transmedia collaborations are a primary driver for acquisition and retention.
See it on page 8IP influence on player engagement varies significantly by region, peaking in South Asia (74%) and Latin America (64%) compared to more reserved engagement in Western Europe and Oceania (45%).
See it on page 8Global Favorites like Harry Potter and Disney maintain 90% recognition with high sentiment, whereas IPs like DC Comics show extreme regional variance, with 70% awareness in the U.S. versus only 21% in Japan.
See it on page 18Anime franchises like Dragon Ball demonstrate the importance of market-specific strategies, achieving 85–90% awareness in Latin America and Southeast Asia—nearly double their recognition in Western markets.
See it on page 11The 2025 Global Gamer Study, which tracked 42 entertainment IPs across 73,000 consumers, identifies cultural resonance, linguistic accessibility, and historical distribution as the primary determinants of IP success.
See it on page 4IPs categorized as 'Hidden Gems,' such as Studio Ghibli, leverage intense localized loyalty in markets like Japan and Vietnam despite having lower global awareness compared to 'Global Favorites'.
See it on page 18This analysis explores the intersection of intellectual property (IP) fandom and player engagement within the global gaming industry. The primary thesis is that while transmedia collaborations are essential for driving player acquisition and retention in a live-service landscape, the effectiveness of an IP is heavily dictated by regional awareness and cultural sentiment. Success in global gaming requires a move away from one-size-fits-all licensing toward market-specific strategies that align with local fanbases.
The findings are based on the 2025 Global Gamer Study, which surveyed over 73,000 consumers across 36 markets, tracking awareness and attitudes toward 42 popular entertainment IPs. Data indicates that a majority of gamers in 24 of the 36 countries are more likely to play a game featuring their favorite IP. This influence is strongest in South Asia (74%) and Latin America (64%), while Western Europe and Oceania show more reserved engagement levels (45%).
The research categorizes IPs into four quadrants based on the relationship between awareness and favorability. Global Favorites, such as Harry Potter and Disney, maintain near-universal recognition (90%) and high sentiment. Familiar Faces like Star Wars and Barbie possess high awareness but suffer from polarizing or lower favorability in specific regions. Hidden Gems, including Studio Ghibli and various anime titles, maintain niche global awareness but command intense loyalty in specific markets like Japan or Vietnam. Finally, IPs with Limited Appeal, such as Doctor Who or Percy Jackson, struggle with both low recognition and lukewarm sentiment outside their core territories.
Geographic variations are stark; for instance, anime franchises like Dragon Ball achieve 85–90% awareness in Latin America and Southeast Asia, nearly double their recognition in the West. Conversely, Western staples like DC Comics see high awareness in the U.S. (70%) but significantly lower traction in Japan (21%). The study concludes that cultural resonance, linguistic accessibility, and historical distribution patterns are the primary drivers of IP success in the gaming sector.
