" 内容型产品「缺位」，平台型产品「补位」。 " 作者丨胡家铭 编辑丨董子博 随着 Sensor Tower 发布2025年4 月中国手游发行商全球收入榜，中国游戏厂商在全球范围内的吸金实 力再度被放在聚光灯下。 从数据来看，33家手游发行商吸金20亿美元，占据全球发行商收入近四成份额。但到目前为止，占据各大 发行商流水前列的产品，仍然以大厂的长青内容型产品+大DAU产品，和中小厂商的平台型产品（小游 戏）为主。各大厂商新近上线的"重磅手游"，并未在市场端复刻前辈们的成功，在市场表现上有所"缺 位"。 一位游戏分析师向雷峰网表示，从重度手游平均2-3年的研发周期来看，近期上线的手游多为2021-2022 年期间的立项产品。 彼时正值版号寒冬，行业未来的不确定性，致使厂商会在内容型产品的开发上"留力"，由此而来的"后 劲"则是，近一年上线的重度手游产品，在经历开服的宣发期后，也"凑巧"出现了高开低走的态势。从行 业大盘来看，则呈现出"手游小年"的尴尬状况。 以上海某游戏厂商为例，原定在今年上线的模拟经营类项目，其完成度在内部评审上不达预期，内部对于 是否将其上线公开，目前仍然在讨论阶段。其核心冲突点，则是纠结于 ...

Group 1 - The core business of NetEase remains its gaming sector, which is the only segment showing positive growth, with Q1 net revenue reaching 28.8 billion RMB, a 7.4% increase year-over-year [3] - CEO Ding Lei has returned to focus on gaming, leading to internal adjustments and a commitment to producing high-quality games [3][5] - New game releases such as "Marvel Showdown" and "Out of Bounds" have quickly topped global sales charts, contributing to the company's strong performance [3][7] Group 2 - The game "Yanyun Sixteen Sounds" has surpassed 30 million users since its launch in December 2024, with expectations for it to become a long-lasting project [5][8] - The game has been well-received in the market, filling a gap in the domestic gaming landscape for martial arts-themed games [11] - The game's development is supported by Guangdong's rich martial arts culture, which may enhance its growth potential [11]

Core Insights - The Chinese gaming market reached a scale of 857.04 billion yuan in Q1 2025, showing a year-on-year growth of 17.99% but a quarter-on-quarter decline of 1.21% [1] - Both mobile and client games contributed to the overall year-on-year growth of the gaming market, with new products and cross-platform games providing additional revenue [1] - The overseas sales revenue of self-developed Chinese games was 4.805 billion USD, reflecting a year-on-year increase of 17.92% [27] Mobile Gaming Market - The actual sales revenue of the mobile gaming market in Q1 2025 was 636.26 billion yuan, with a year-on-year growth of 20.29% but a quarter-on-quarter decline of 2.18% [9] - Key long-standing products like "Honor of Kings" and "Crossfire: King of Guns" achieved historical revenue highs, demonstrating their long-term potential [9] - New products such as "Dungeon & Fighter: Origin" and "Endless Winter" contributed significantly to the year-on-year growth of the mobile gaming market [14] Client Gaming Market - The client gaming market reached a scale of 179.19 billion yuan in Q1 2025, with a year-on-year growth of 6.85% and a quarter-on-quarter growth of 3.62% [5] - Revenue growth in the client gaming market was driven by operational activities during holidays and the performance of new cross-platform products [5] - "Delta Force" saw a continuous increase in active users, reaching a new high this quarter [5] New Game Releases - The top new game in Q1 2025 was "Heroes Never Die," which maintained a strong presence in the iOS game sales rankings [25] - Two IP adaptation products entered the top three, with "Dragon Nest World" attracting a significant number of new and returning users [25] - The first-month revenue estimates for the top new games included "Heroes Never Die" and "Dragon Nest World," both exceeding 300 million yuan [26] Overseas Market Performance - The overseas market for self-developed Chinese games saw significant contributions from titles like "Last War: Survival Game" and "Whiteout Survival," with a total revenue of 4.805 billion USD [27] - "Frost Survival" and the new title "Inferno Nine" were highlighted for their strong performance in key overseas markets [31] - The marketing strategies for "Inferno Nine" included collaborations with local KOLs and high-quality promotional materials, enhancing its appeal in the competitive MMORPG market [31]

Industry Trends - In April, Sensor Tower released the global revenue rankings for Chinese mobile games, with Point Cloud Interactive's "Whiteout Survival," Tencent's "PUBG MOBILE," and miHoYo's "Honkai: Star Rail" taking the top three spots [2][4] - Tencent's domestic game revenue reached 42.9 billion yuan, a 24% increase year-on-year, while international game revenue was 16.6 billion yuan, up 23% [5] - NetEase reported a net income of approximately 24 billion yuan for its gaming and related services, reflecting a year-on-year growth of 12.1% [6] - Chengdu Ghost Face Technology, a company previously invested in by Tencent and Kuaishou, filed for bankruptcy, highlighting challenges faced by small to mid-sized anime game developers [8][9] Company Financials - Tencent's Q1 2025 revenue was 180 billion yuan, a 13% year-on-year increase, with adjusted operating profit rising 18% to 69.3 billion yuan [5] - NetEase's Q1 2025 revenue was 28.8 billion yuan, a 7.4% increase, with net profit at 10.3 billion yuan [6] - Huya reported a total revenue of 1.51 billion yuan for Q1 2025, with game-related services revenue growing 52.1% to 370 million yuan [7] International Market Developments - Ubisoft's annual revenue for the 2024-2025 fiscal year was 1.8992 billion euros (approximately 15.2853 billion yuan), a decline of 17.5% year-on-year [10] - Microsoft announced a 3% workforce reduction across all levels and departments, impacting its gaming divisions including Xbox and Bethesda [11] Strategic Partnerships - Riot Games partnered with cryptocurrency platform Coinbase to become the exclusive crypto exchange and official blockchain technology partner for its esports events [13][14]

Investment Rating - The industry rating is "Recommended" [5] Core Views & Investment Suggestions - Significant progress has been made in China-US tariff negotiations, leading to cautious optimism. The US will suspend 24% tariffs on Chinese goods for 90 days while retaining 10%, and China will reciprocate. This agreement signals a phase of easing tensions and may alleviate export chain pressures [2][22] - Three major food delivery platforms, including JD, Meituan, and Ele.me, have been summoned for discussions regarding fair competition practices. This regulatory action is expected to enhance service quality and industry standards [2][27] Market Overview - In the week of May 12-16, 2025, the Shanghai Composite Index rose by 0.76%, while the SW Media Index fell by 0.77%, ranking 29th among 31 industries [1][11] - The top-performing sub-industries included Internet services, broadcasting, and sports, with respective increases of 1.86%, 0.37%, and 0.1% [1][11] Investment Opportunities - The report suggests focusing on the following investment opportunities: 1. Hong Kong Internet leaders, which are expected to benefit from consumption promotion and employment stabilization 2. The gaming industry, which is likely to see growth due to policy incentives and technological advancements 3. The film and cultural tourism sectors, which may recover due to consumer policies stimulating demand [3][23] Industry Data - The top three films by box office revenue for the week were "Dumpling Queen" (31.914 million yuan), "Hunting Gold: Game" (27.856 million yuan), and "Life Opens the Door" (12.039 million yuan) [50][51] - The iOS game sales rankings were led by "Honor of Kings," "Peacekeeper Elite," and "Golden Shovel," while the Android rankings were topped by "Heartfelt Town," "My Leisure Time," and "Honkai: Star Rail" [52][53] - The top three TV dramas based on viewership index were "Bending the Waist," "Huai Shui Bamboo Pavilion," and "A Good Life" [56]

Group 1: Company Performance - NetEase reported a strong Q1 financial performance, with game and related value-added service revenue reaching 24 billion yuan, a year-on-year increase of 12.1%, accounting for 83.2% of total revenue [1] - The gaming sector continued its upward trend, with listed companies in the gaming sector achieving a total revenue of 26.72 billion yuan in Q1, a year-on-year growth of 22%, and a net profit of 3.48 billion yuan, up 47% [1] - Jiuhua Tong achieved a revenue of 8.145 billion yuan in Q1 2025, a year-on-year increase of 91.12%, with a net profit of 1.346 billion yuan, up 107.95%, significantly outperforming the industry average [4] Group 2: Industry Trends - The gaming industry is experiencing a recovery growth trend, with the issuance of game licenses and the launch of new products contributing to this resurgence [3] - The Chinese gaming market generated a revenue of 85.704 billion yuan in Q1 2025, a year-on-year increase of 17.99%, with overseas sales of self-developed games reaching 4.805 billion USD, up 17.92% [4] - The mobile gaming market accounted for nearly 74% of the overall market, with mobile game revenue reaching 63.626 billion yuan, a year-on-year increase of 20.29%, while client games also showed growth with a revenue of 17.919 billion yuan, up 6.85% [5] Group 3: Game Development and Innovation - Companies are focusing on long-term operation of existing games, with innovative gameplay and continuous content updates maintaining user engagement, as seen with titles like "Sausage Party" and "Aobi Island" [5] - The first domestic AAA single-player game "Black Myth: Wukong" has increased interest in console games, prompting companies like Light Media to invest in AAA game development [6] - AI technology is being integrated into game design and development, with companies like Zhongyou Mobile deploying AI models to enhance gameplay and user interaction [7] Group 4: Future Outlook - The gaming industry is expected to see accelerated growth due to the introduction of key products and the adoption of new technologies such as 5G-A and XR devices, which may enhance performance and valuation [9] - The trend of "going global" for Chinese games is gaining momentum, with companies actively expanding their overseas markets and achieving significant revenue growth [4][8]

Core Viewpoint - The A-share gaming industry in China is experiencing a structural recovery in Q1 2025 after policy adjustments and market reshuffling in 2024, with a reported revenue of 85.704 billion yuan, a year-on-year increase of 17.99% [1] Industry Overview - The gaming industry has transitioned from extensive growth to a "technology-driven content" phase, with AI and globalization as the two core tracks for future development [2] - The market landscape is increasingly polarized, with only 7 out of 17 listed gaming companies achieving growth in both revenue and profit in Q1 2025 [2] Company Performance - Century Huatong led the industry with a revenue growth of 91.12%, reaching 8.145 billion yuan, marking a historical high [3] - Youzu Network reported a revenue of 359 million yuan, a year-on-year increase of 7.29%, with a net profit of 24.7035 million yuan, up 43.74% [3] - 37 Interactive Entertainment experienced a decline in both revenue and net profit, with Q1 2025 revenue at 4.243 billion yuan, down 10.67%, and net profit at 549 million yuan, down 10.87% [3] - Perfect World saw a significant turnaround with a revenue of 2.023 billion yuan, a year-on-year increase of 52.22%, and returned to profitability [4] - Tencent and NetEase maintained stable revenue growth of 10% or more, showcasing strong market competitiveness [4] Market Dynamics - The outflow of gaming companies to overseas markets has become essential as domestic user growth plateaus, with overseas revenue becoming a core growth engine [5] - Century Huatong's overseas revenue reached 11.367 billion yuan in 2024, accounting for 50.26% of total revenue [6] - Emerging markets such as Southeast Asia and Latin America are becoming new growth points due to increased smartphone penetration and unique cultural preferences [7] Technological Advancements - The integration of generative AI technologies has significantly optimized efficiency across the gaming industry, impacting everything from development to operations [8] - Tencent reported a 24% increase in gaming revenue to 59.5 billion yuan in Q1 2025, supported by AI applications [9] - 37 Interactive Entertainment indicated that over 80% of its 2D art assets and over 30% of its 3D models were generated with AI, enhancing its competitive edge in a rapidly evolving market [10]

Investment Rating - The investment rating for the company is "Buy" (maintained) [1][5][12] Core Views - The company achieved a revenue of 28.8 billion yuan in Q1 2025, representing a year-on-year increase of 7.36% and a quarter-on-quarter increase of 7.78%. The net profit attributable to shareholders was 10.3 billion yuan, up 34.94% year-on-year and 17.51% quarter-on-quarter [5] - The revenue from games and related value-added services was 24 billion yuan, reflecting a year-on-year growth of 12.1% and a quarter-on-quarter growth of 13.2%, primarily driven by the revenue increase from "Identity V" and contributions from new games such as "Yanyun Sixteen Sounds" and "Marvel Duel" [5] - The company maintains its earnings forecast for 2025-2027, expecting net profits of 34.2 billion, 39 billion, and 42.4 billion yuan respectively, with corresponding EPS of 10.8, 12.3, and 13.4 yuan, indicating a positive outlook for the new product cycle led by "Infinity" [5][6] Financial Summary and Valuation Metrics - For 2025, the company is projected to have a revenue of 120.974 billion yuan, with a year-on-year growth of 14.9%. The net profit is expected to be 34.23 billion yuan, reflecting a year-on-year increase of 15.3% [8] - The gross margin is forecasted to remain stable at 62.5% for 2025, with a net margin of 28.3% [8] - The price-to-earnings ratio (P/E) for 2025 is estimated at 16.2 times, decreasing to 13.1 times by 2027, indicating a favorable valuation trend [8]

Global Economic Outlook - The United Nations projects global economic growth to slow to 2.4% in 2025, down from 2.9% in 2024, indicating a significant decline [1] - Global trade growth is expected to plummet from 3.3% in 2024 to 1.6% in 2025, with developing countries facing multiple challenges including reduced exports and tightening financing conditions [1] - Inflation is anticipated to be 3.6% in 2025, higher than earlier predictions, reflecting a deceleration in the overall decline of inflation levels [1] China Urban Planning - The newly released 2025 version of the "National Land Space Planning Urban Health Assessment Regulations" emphasizes a people-centered approach and introduces new indicators for urban planning [3] - The regulations aim to enhance urban infrastructure and ensure a balanced development of urban areas, addressing issues like traffic congestion and inadequate facilities [3][4] Japanese Economic Performance - Japan's economy contracted for the first time in a year, with a 0.2% decline in Q1 2025, contrasting with a 0.6% growth in the previous quarter [5] - The Bank of Japan has revised its GDP growth forecasts downwards for the next two fiscal years, reflecting ongoing economic challenges [5][6] UK Immigration Policy - The UK government has introduced stringent measures to reduce immigration, including tightening visa standards and extending the residency requirement for permanent residency [7][8] - The policy aims to address labor market imbalances and public service demands following a surge in immigration during the pandemic [8] Automotive Industry Performance - Geely Automobile reported a 264% increase in net profit for Q1 2025, with revenue reaching 72.495 billion yuan, driven by a record sales volume of 703,800 vehicles [9] - The company is undergoing strategic integration of its brands to enhance operational efficiency and market competitiveness [9][10] Alibaba Financial Results - Alibaba's revenue for the fiscal year 2025 was 996.347 billion yuan, a 6% increase year-on-year, with a notable performance in its core e-commerce and cloud services [11][12] - Despite growth in revenue, the company faces challenges in profitability due to high operational costs and external market pressures [11][12] NetEase Financial Performance - NetEase reported a 36% increase in net profit for Q1 2025, with total revenue of 28.8 billion yuan, primarily driven by its gaming segment [13] - The company is focusing on enhancing the performance of existing games while optimizing its marketing strategies to improve profitability [13][14]

本文字数：3914，阅读时长大约6分钟 作者 | 第一财经 刘晓洁 2025.05. 16 近几年，中国游戏行业在用户增长触顶、全球化竞争加剧的背景下，呈现出"冰火两重天"的态势，头 部游戏大厂年年增长创新高，而腰部有中小厂下滑、亏损，艰难转型。 甚至十强厂商的洗牌也在加剧，梳理2024年营收规模前十的游戏厂商，腾网之外的第三至第十名座次 剧烈变动，世纪华通、B站、金山软件西山居等厂商凭借爆款突围，而完美世界等昔日强者掉队，曾经 小而美的IGG和吉比特不见踪影。 头部的竞争壁垒更高了，2022年，十强门槛还是40亿元，2024年攀升至47亿元，行业增长放缓的同 时，集中度在进一步提升。前十厂商中，腾讯、网易两大巨头的份额超过80%，从两家一季度的强势 业绩来看，"双寡头"地位还在继续稳固。 CIC灼识咨询董事总经理姜骁潇对第一财经表示，游戏行业进一步头部集中化，意味着长尾的小型游戏 公司将会越来越难分到一杯羹，但世纪华通等厂商靠爆款突围，证明腰部阵营仍存机会。 | | | | 2024年营收Top10上市游戏公司 | | | | | --- | --- | --- | --- | --- | --- | -- ...