Jinke Entertainment - User Profile Research for the Tomcat IP Game Series
Company overview
Zhejiang Jinke Entertainment Culture Co., Ltd. (referred to as "Jinke Entertainment") was founded in 2007 and successfully listed on the Shenzhen Stock Exchange in May 2015 (stock code: 300459). It is a high-tech cultural enterprise built upon internet big data and with a global market strategy. The company's business operations span game publishing, advertising promotion, internet education, and artificial intelligence, and aims to establish a global internet ecosystem encompassing diverse cultural forms. In 2017, Jinke Entertainment entered into a strategic partnership with the internationally renowned interactive entertainment company Outfit7, securing full-category licensing rights for the "Talking Tom Family" IP in mainland China, officially entering the IP ecosystem operations domain.
Research background
As one of the most popular global IPs, the "Talking Tom Family" game series—including "My Tomcat", "My Angela", "My Hank Dog", and "Tomcat Run"—has achieved remarkable success both domestically and internationally. However, as the user base continues to expand and game content diversifies, identifying the behavioral characteristics and preferences of core players and derivative user segments has become a critical prerequisite for Jinke Entertainment to optimize product experiences, develop targeted marketing strategies, and plan the extension of IP-based products. To this end, Jinke Entertainment seeks to leverage professional market research methods to conduct in-depth analysis of its existing user base, clarifying the future development path of its IP assets.
Research scope
In September 2018, CEIDEA Research was commissioned by Jinke Entertainment to conduct a focused user study on the four primary games in the "Talking Tom Family" series: "My Tomcat", "My Angela", "My Hank Dog", and "Tomcat Run." The research employed a combination of online questionnaire surveys and on-site visits to leisure parks, covering first and second-tier cities. The sample group included children, family users, and adolescent players. The study explored multiple dimensions such as core usage behaviors, age groups, frequency of use, preferred features, payment habits, IP awareness, and emotional connections. It further segmented user profiles into categories such as "core players", "light users", and "derivative consumers." The report also evaluates the potential extension value of the IP in non-gaming areas, including consumer products, offline events, and video content.
Expected outcomes
This research will comprehensively clarify the core user scale, derivative user composition, and behavioral profiles of the four games in the current Chinese market, accurately identifying high-value user segments and content preference patterns. The research findings will provide data support for Jinke Entertainment in upgrading game content, refining user operation strategies, developing cross-category derivative products, and guiding brand extension directions. These insights will help formulate more targeted marketing pathways and product integration strategies, thereby enhancing the value transformation and sustainable development capabilities of the "Tomcat" IP within the broader entertainment ecosystem.
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