"An IP is like an internet celebrity—it requires continuous exposure and diverse works to maintain popularity. AI not only helps us create more content and improve efficiency but also enables more users to participate in content creation," said Tan Yanfeng, Vice President of Shanda Games, during a panel discussion at the 2025 Game IP Ecosystem Conference on November 7. He emphasized that as AI significantly lowers the barriers to content creation, more users can engage in co-creation, enriching IPs and making this a crucial marketing strategy in the future.

When asked about the common traits of IPs that successfully balance cultural influence and commercial value, Tan highlighted two key factors: "First, successful IPs collaborate with high-quality partners (CPs) capable of consistently producing high-quality derivative works, ensuring the IP's vitality and expansion. Second, thriving IPs prioritize long-term value over short-term gains." He noted that many successful IPs initially focus on building reputation through non-revenue-driven content before introducing commercial products, a strategy that often yields greater results with less effort.

Discussing IP collaborations, Tan cited Shanda Games' initiatives as examples. For instance, *Rainbow Island* partnered with *Cardcaptor Sakura*, while *Dragon Nest World* teamed up with *Metal Slug 2*, leveraging nostalgia to re-engage veteran players. Meanwhile, *MapleStory* collaborated with *Demon Slayer* and *Diver Dave*, bridging different fanbases and attracting younger audiences. The recent crossover between *Final Fantasy XIV* and *Monster Hunter: Wilds* exemplified top-tier IPs amplifying each other's appeal. Tan stressed that successful collaborations hinge on shared values rather than mere traffic boosts, aiming for synergistic effects where "1+1>2."

With rapid advancements in AI and AIGC technologies, the content industry is undergoing profound changes, and Shanda Games' explorations in this space have drawn significant attention. When asked how AI will reshape the IP value chain, Tan explained, "For internet and content production companies, AI's immediate benefits lie in cost reduction, efficiency gains, and quality enhancement—key drivers for long-term IP management." He likened IPs to "influencers" requiring constant content updates to stay relevant, a demand AI can meet by enabling producers to generate more material efficiently.

Beyond aiding content creation, AI is transforming IP ecosystems. Tan pointed out that creativity—the core of the content industry—cannot be monopolized. As AI democratizes content creation, broader user participation will enrich IPs, turning co-creation into a vital marketing tool for gaming companies. "When more users contribute creatively to IPs, it’s a win for all stakeholders," he added, noting that grassroots creativity is pivotal to sustaining and revitalizing IP value over time.