03/26 MoneyTalks | Pokemon’s Long-lastingPopularity 这是全世界最赚钱的IP！

Welcome to MoneyTalks, I’m WangLihuan/ ICSAnchor.

欢迎收听今天的《直播上海》，我是王黎欢/ICS主播。

Have you caught them all yet? Pikachu andhis pals from the Japanese video game series Pokemon, have just celebratedtheir 25th birthday. The virtual buddies are a global phenomenon, and the brandis now the world's most valuable media franchise. Ying Junyi has more.

你捕获到所有的宝可梦了吗？皮卡丘和其余《宝可梦》中的精灵小伙伴们刚刚庆祝了他们的25岁生日。虚拟宠物是一个全球性的浪潮，而如今，宝可梦已成为世界上最具价值的IP。

It'sprobably not much of an exaggeration to say that almost everyone on the planetknows what Pokemon is. According to researcherStatista, people have spent an estimated 100 billion dollars on the Japanese franchise【一个品牌的各种衍生商品和服务的总称】 since its debut【首次亮相】 in 1996-- making it the most lucrative【获利多的】 mediafranchise in the world. If you're counting in terms of money spent, Pokemon ismore popular than Hello Kitty, Winnie the Pooh, Star Wars, and even MickeyMouse.

毫不夸张地说，每一个人都知道宝可梦。统计机构Statista称，自1996年日本的宝可梦系列游戏首次亮相以来，人们已经在宝可梦上花费了约1000亿美元，这也使得宝可梦成为了世界上最吸金的IP。如果以消费者花费作为计算标准，宝可梦的受欢迎程度甚至超过Hello Kitty、小熊维尼、米老鼠和《星球大战》。

How did Pokemon become such a big andrecognizable brand? Well, the diversity and design of the little creatures ishardly an accident. Experts say they're the reason Pokemon has become sopopular with people around the world.

宝可梦是如何成为影响如此浩大的知名IP的呢？这些极具多样性和设计感的小精灵的出现绝非偶然。专家表示，这些小精灵是宝可梦这一IP在世界各地如此受欢迎的原因。

Wang Chongchang, Research Manager//iResearch

受访者：王先生，调研经理//iResearch

People at different age groups and withdifferent cultural backgrounds, can all accept the Pokemon games and storylines. Its character designs also appeal to many different people's perceptions【见解】ofwhat is cute. There are plenty of high-quality games like Pokemon, but they allhave strong geographic or cultural elements which means they do not havePokemon's universal appeal.

受众的年龄段、文化地域对于宝可梦来说都没有很大的限制，各地的人们都能接受宝可梦的故事情节以及玩法，特别是它的角色设计，能兼顾各个群体的审美。其实和宝可梦同时代也诞生了很多优秀的游戏，比如恶魔城。但这些游戏都有比较强的地域特色或者时代特色，所以在走向世界这方面，这些限制都不助于他们像宝可梦这样强势。

Like other top-grossing media franchises,Pokemon has made its money on merchandising【销售】,license deals and retail sales. Socks, stationary【文具】,shoes -- you can find Pikachu on everything. For a while there was even aPokemon airline, run by All Nippon Airways.

与其他吸金的IP一样，宝可梦也通过销售、授权和零售来赚钱。袜子，文具，鞋子——皮卡丘总能出现在所有物品上。此前，全日空航空公司甚至推出了一架宝可梦涂装飞机。

Interviewee: Wang Liangji, PTCG Player

受访者：王先生宝可梦玩家

A lot of the money Pokemon has made comesfrom its trading card game. PTCG is now one of the most popular trading cardgames in the world. A 1999 US first edition of the set recently sold for some400 thousand dollars at auction. Long-time player Wang Liangji attributesPTCG's success to its character design as well as to the Pokemon Company'smarketing strategy.

宝可梦的集换式卡牌游戏成为公司的“吸金王”产品，也是现在世界上最流行的卡牌游戏之一。1999年第一版的全套卡牌以40万美元的价格拍卖。老玩家王先生认为，宝可梦卡牌游戏的成功之处在于其角色设定和公司的市场战略。

“I've attended official PTCG competitionsin Japan, and unlike other trading card competitions, you see many parents andtheir children playing the game together. In the past few years, the game hasbeen targeting【面向】the middle-aged as consumers, encouraging them to communicate withtheir kids via PTCG. And it worked.”

“我也去国外参加过官方的比赛。不像其他TCG比赛，宝可梦TCG会有很多家长带着小孩一起来参加，因为前两年的广告就是发展中年玩家群体，让家长通过这个游戏和孩子进行沟通，反响非常好。”

Interviewee: Wu Huaigu, Director OuqisheBoard Game Studio

受访者：吴先生桌游社老板

ThePokemon Company is also entering the Chinese market now. Its video games aswell as the card game have all launched official Chinese versions, which willallow Chinese Pokemon fans to attend all the global Pokemon games.

“宝可梦公司也正在开发中国市场。掌机和卡牌游戏均发布了官方中文版本，让国内的玩家们也能参与到国际上的游戏交流之中。”

That might be true. Pokemon Shanghai wasestablished last July, and has now announced a partnership with Tencent toco-develop an official Pokemon mobile game. Pokemon has just announced plans tolaunch three new Pokemon video games, all with official Chinese versions. You just never know where they'll turn up next.

宝可梦上海分公司于去年七月成立，刚刚与腾讯官宣合作，共同研发正版授权手游。宝可梦也公布了三款新游戏的开发计划，均有官方中文版本。或许未来，宝可梦还会拓展其他领域，给我们带来惊喜。

#热词加油站

franchise[ˈfræntʃaɪz]【一个品牌的各种衍生商品和服务的总称】

debut [ˈdeɪbjuː]【首次亮相】

lucrative [ˈluːkrətɪv]【获利多的】

perception [pəˈsepʃn]【见解】

merchandise [ˈmɜːtʃəndaɪz]【销售】

stationary [ˈsteɪʃənri]【文具】

target [ˈtɑːɡɪt]【面向】

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03/26 SHLIVE丨Pokemon’s Long-lasting Popularity 这是全世界最赚钱的IP！