2025 年 07 月 22 日 投资评级：看好（维持） 行业走势图 数据来源：聚源 -19% 0% 19% 38% 58% 77% 2024-07 2024-11 2025-03 2025-07 传媒 沪深300 相关研究报告 传媒 《沿景气趋势，坚定布局游戏、线下 文 体 娱 、 AI 应 用 — 行 业 周 报 》 -2025.7.13 《继续布局游戏、AI 虚拟社交及线下 文娱 IP 消费—行业周报》-2025.7.6 《积极关注 AI 视频/虚拟社交商业化 及暑期文娱 IP 消费—行业周报》 -2025.6.29 继续布局 AI 应用及高景气的文娱 IP 消费 ——行业点评报告 方光照（分析师） fangguangzhao@kysec.cn 证书编号：S0790520030004 游戏、音乐、演唱会、国漫延续高景气，继续加码布局 （1）游戏：7 月 17 日，心动公司旗下《心动小镇》举行小马宝莉 IP 联动等周 年庆活动，七麦数据显示，当日 iPhone 游戏畅销榜排名最高升至第 8，或带来可 观流水增量；同日创梦天地、友谊时光分别发布半年度业绩预喜公告，创梦天地 预计 2025H1 实现净利润 2 ...

证券研究报告 行业研究|行业深度研究|传媒 AI 引领，IP 驱动——传媒互联网行业 2025 年度中期投资策略 请务必阅读报告末页的重要声明 glzqdatemark1 2025年07月22日 证券研究报告 |报告要点 2025 年继续关注两大投资主线：1）AI 应用加速落地，Agent 能力边界持续拓宽，将影响营 销、电商、教育、影视、游戏等行业，进一步提升效率、创造增量，同时关注 AI 玩具等硬件 端机会。2）IP 衍生品板块进入高速发展期，精神消费、悦己消费成为中长期消费增长点。我 们看好优质国产 IP 通过拓展线上内容、线下实体衍生品，提升 IP 影响力，打开商业化空间。 |分析师及联系人 姚蕾 丁子然 SAC：S0590524090001 SAC：S0590523080003 请务必阅读报告末页的重要声明 1 / 34 行业研究|行业深度研究 glzqdatemark2 2025年07月22日 传媒 AI 引领，IP 驱动——传媒互联网行业 2025 年度中期投资策略 投资建议： 强于大市（维持） 上次建议： 强于大市 相对大盘走势 -20% 7% 33% 60% 2024/7 2024/11 2 ...

A股游戏板块盘初走高，宝通科技展涨超6%，巨人网络、吉比特、完美世界、冰川网络、恺英网络跟 涨。 ...

Investment Ratings - The report maintains an "Overweight" (OW) rating on 37IE, an "Equal Weight" (EW) rating on G-bits, and an "Equal Weight" (EW) rating on Perfect World [1][3][4]. Core Insights - China's game industry has experienced high-teens percentage revenue growth year-to-date, surpassing the previous year's growth of 8%, indicating improved demand despite macroeconomic challenges [2]. - The report highlights successful new game releases and the stabilization of evergreen games as key factors driving the rebound in performance for 37IE, G-bits, and Perfect World [2][10]. Summary by Company 37IE - The price target is set at Rmb23.00, reflecting a 15x 2026 estimated P/E ratio, with an attractive 6% dividend yield [3][17]. - Anticipated revenue growth is supported by new titles such as "Soul Land," expected to generate Rmb300-500 million in its first month and Rmb1.5-2 billion overall in 2025 [16][17]. - The company has a robust pipeline with over 40 self-developed and licensed games, indicating sustained growth momentum [16][34]. Perfect World - The price target is raised to Rmb16.30, based on an 18x 2026 estimated P/E ratio, reflecting strong growth expectations driven by the anticipated title "Neverness to Everness" [4][29]. - The company is expected to see an 18% year-over-year revenue growth in 2025, with significant contributions from new titles [28][32]. - The release of "Zhuxian 2" on August 7 is also expected to be a key growth driver [4][31]. G-bits - The price target is increased to Rmb330, derived from a 15x 2026 estimated P/E ratio, reflecting a busy 2025 but a slower 2026 due to a weaker pipeline [5][22]. - Revenue growth is projected at 22% and 29% quarter-over-quarter and year-over-year in 2Q25, driven by new titles [20][22]. - The company is expected to experience alternating busy and slow product years, with 2025 being particularly strong [18][22].

Investment Rating - The report gives an "Overweight" rating for the internet media industry, indicating a positive outlook for the sector's performance compared to the overall market [1]. Core Insights - The global commercialization of AI applications is progressing rapidly, with companies like Figma planning an IPO. Chinese firms are focusing on emotional consumption and overseas expansion to break through in monetization [2]. - AI creative tools, particularly from Meitu, are highlighted as leading global players, with a strong focus on meeting the needs of Gen Z female consumers [2]. - The gaming sector is experiencing a technical correction, but the long-term outlook remains positive due to ongoing product development and market expansion [2]. - The competition in instant retail and food delivery is intensifying, with Alibaba announcing a significant investment, indicating a potential increase in advertising budgets in Q3 [2]. - High-demand consumer sectors such as trendy toys, music, and concerts continue to be recommended for investment [2]. Summary by Sections AI Applications - AI applications in China are seeing commercial success in areas like companionship, beauty, education, and advertising. Notable examples include Kuaishou's AI tool achieving an ARR of over $100 million within ten months of launch [2]. - The report emphasizes the potential of AI in enhancing productivity and monetization for creative tools and advertising [2]. Gaming Sector - The gaming industry is expected to maintain growth despite a short-term correction, with major companies like Giant Network and Huatuo showing strong fundamentals and product pipelines [2]. - New game launches and expansions are anticipated to drive revenue growth for various companies in the sector [2]. Instant Retail and Food Delivery - The report notes an increase in competition among major players like Meituan and JD, with Alibaba's investment signaling a push for market share in instant retail and food delivery [2]. - The upcoming peak season for local lifestyle products is expected to drive promotional activities and advertising spending [2]. Consumer Trends - The report highlights ongoing consumer interest in trendy products, music, and entertainment, recommending companies like Pop Mart and NetEase Cloud Music for investment [2].

Investment Rating - The report maintains a "Buy" rating for several companies in the media industry, including Giant Network, Kaiying Network, and Shenzhou Taiyue [4][6][9]. Core Insights - The media industry (Shenwan) saw a weekly increase of 3.11%, ranking 8th among industries, while the Shanghai Composite Index rose by 1.09% [12][20]. - Key performers in the media sector included Huamei Holdings, Shengyibao, and Zhongwen Online, with significant weekly gains [20] - The report highlights the positive trends in AI applications and cultural exports, particularly in gaming, IP, short dramas, and publishing [4]. Industry Performance - The gaming sector's weekly performance showed a 1.34% increase, while advertising marketing rose by 5.32%, and the film industry saw a 2.96% increase [12][15]. - The top three best-selling games as of July 10, 2025, were "Honor of Kings," "Peace Elite," and "Delta Action" [27]. - The total box office for the week of July 4-10, 2025, reached 665 million yuan, with "Jurassic World: Rebirth" leading at 38.9% of the total box office [37][39]. Key Data and Updates - In AI applications, Deepseek led domestic web traffic with 380.15 million visits in June, despite an 11.94% decrease [24][26]. - The report notes that 33 Chinese manufacturers made it to the global mobile game publisher revenue list, accounting for 17.6 billion USD, representing 33% of the total revenue [30]. - Upcoming game releases include Tencent's "Star Resonance" on July 17 and the sequel "I'm Surrounded by Beautiful Women! 2" on the same day [34][35].

Group 1 - The core viewpoint of the article highlights the positive growth of the Chinese gaming market, with a market size of 141.1 billion yuan in the first five months of 2025, representing a year-on-year increase of 17% [1] - A total of 812 game licenses were issued in the first half of 2025, including 757 domestic and 55 imported licenses, marking an 18% increase compared to the previous year [1][2] - The gaming industry is experiencing favorable policies from the government, which has led to local governments implementing specific plans and measures to support the industry [2] Group 2 - The top 20 new games on the iOS platform in China for the first half of 2025 show a diverse range of genres, with a notable increase in light and casual gaming elements [3][8] - The game "Heroes Never Flash" emerged as the only blockbuster, generating a total revenue of 4.71 billion yuan, significantly outperforming other titles [11][13] - The trend indicates that many new games are experiencing a decline in monthly revenue after initial success, with "Supernatural Action Group" being a notable exception, showing a significant increase in revenue over time [6][53] Group 3 - The first tier of games includes six titles, all of which have generated over 1 billion yuan in total revenue, with "Heroes Never Flash" leading the pack [11][19] - The second tier consists of four games, with total revenues ranging from 500 million to 1 billion yuan, including "Brave Land" and "Sword Legend" [37][43] - The third tier comprises games with total revenues below 500 million yuan, where "Supernatural Action Group" stands out for its unique gameplay and increasing popularity [53][66] Group 4 - The gaming industry is shifting towards lightweight and integrated gameplay to avoid competition, with companies like 37 Interactive, Point Touch, Thunder, and Shiyue leading this trend [67] - The market for mini-games is rapidly growing, with many new titles launching mini-game versions to capture additional user engagement [8][25] - The overall environment for the gaming industry is improving, but the competition for new titles remains intense, necessitating innovative approaches from developers [67]

Summary of Conference Call Records Industry Overview: Gaming Industry Key Insights and Arguments - The gaming industry is experiencing a significant transformation in 2025, driven by innovation and fundamental product development rather than just AI and regulatory approvals as seen in 2024 [1][5][7] - Mid-tier gaming companies are gaining a competitive edge, with notable performances from titles like Giant Network's "Supernatural Action Group" and G-bits' M72 and M88, which have exceeded market expectations [2][3][4][12] - The overall market valuation for the gaming sector is projected to reach 25 times earnings, with leading companies like Giant Network potentially achieving valuations of 30 times [8][22] Performance Metrics - Giant Network's "Supernatural Action Group" reported weekly revenues nearing 40 million, with a 192% week-over-week growth, and an estimated annual revenue of 1 billion, potentially increasing to 2-3 billion next year [10][24] - G-bits' M72 generated 360 million in its first quarter, while M88 is expected to achieve 200-300 million in its first month, showcasing strong retention and ROI [3][12][25] Competitive Landscape - The competitive landscape is shifting, with companies focusing on innovative gameplay mechanics and marketing strategies, such as content-driven marketing and KOL recommendations, to reduce sales costs and improve ROI [13][4] - The gaming sector is witnessing a diversification in gameplay styles, moving away from traditional genres to more innovative formats, such as simulation and AI-integrated games [7][9] Company-Specific Highlights Giant Network - "Supernatural Action Group" is a standout title, with a DAU of 1.13 million and an average playtime of 124 minutes, indicating high player engagement [10][11] - The company is expected to see significant profit contributions from this title in Q3, alongside potential new releases like a card game in development [23] G-bits - G-bits is launching M88 in Japan and other regions, with strong initial performance indicators suggesting a potential doubling of revenue from its initial projections [26] - The company is also seeing growth from its existing IPs, with a projected 30% year-over-year increase in Q2 performance [25] Other Companies - Perfect World is set to release "One Ring," which incorporates innovative gameplay mechanics and aims for a global launch, potentially boosting future revenues [30] - Kain Network is focusing on AI-driven game development, with several projects expected to launch by the end of the year [27] Market Trends and Future Outlook - The gaming industry in China is maintaining a growth rate of 20% in early 2025, with a positive outlook for the remainder of the year as new titles are released and market conditions improve [14][15] - The policy environment is becoming more favorable, with increased approvals for game licenses and supportive measures from local governments [17][18] Investment Opportunities - The current market conditions present a favorable investment opportunity in mid-tier gaming companies, which are demonstrating strong growth potential through innovative products and effective marketing strategies [4][32] - The overall sentiment is optimistic, with recommendations for investment in companies like Giant Network, G-bits, and Kain Network based on their performance and market positioning [32]

Group 1 - Beijing has released its first 6G industry-specific policy to promote the development of the 6G industry, leveraging its advantages in education, research institutions, and high-tech enterprises [1] - The policy includes 10 measures focusing on five key areas: 6G technology standard research, core product development, pilot service capabilities, scenario application empowerment, and integrated innovation ecosystem [1] - The 6G industry is expected to enter the commercialization phase after 2029, with 2025 being a pivotal year for standard formulation [2] Group 2 - Major technology companies are competing to secure core technology in the ongoing breakthroughs in 6G technology, with the Chinese government increasing support for future industries [2] - Tianfu Communication is experiencing stable growth in demand for its high-speed optical devices, leading to revenue growth in both active and passive product lines [3] - Guomai Technology is positioning itself as a leading provider of information and communication technology outsourcing services, focusing on IoT technology services and emerging industries like 6G [3] - Jibite is recognized for its strong competitive advantages in the network gaming sector during the 4G and 5G eras, excelling in R&D, creativity, and IP development [3]

丨证券研究报告丨 [Table_Summary] 中国游戏市场保持较高速增长态势，多款新游表现贡献增量。《Kingshot》等自研游戏出海表现 亮眼，游戏出海仍具有较高景气度。上市游戏公司新游产品周期陆续开启，6 月吉比特《杖剑 传说》、巨人网络《超自然行动组》等多款新游表现持续强势。6 月游戏行业支持政策陆续推出， 版号发放创近年新高，再次释放积极信号。恺英网络等 AI+游戏布局亦迎积极进展。展望后续， 暑期新游周期或带动游戏板块基本面持续向好。新游周期、政策趋势及 AI 催化共同作用下，游 戏板块估值仍具有向上弹性，建议继续关注游戏板块相关投资机会。 分析师及联系人 [Table_Author] 行业研究丨点评报告丨媒体Ⅱ [Table_Title] 游戏产业跟踪（12）：新游表现持续强势，暑期 档游戏赛道有望延续高景气 报告要点 高超 杨云祺 SAC：S0490516080001 SAC：S0490524090002 SFC：BUX177 请阅读最后评级说明和重要声明 %% %% %% %% research.95579.com 1 [Table_Title 游戏产业跟踪（2] 12）：新游表现持续强势 ...