Core Viewpoint - The issuance of game licenses in the first half of 2025 shows significant growth, with a total of 757 domestic game licenses and 55 imported game licenses, indicating a positive trend for the gaming industry [2][6]. Group 1: License Issuance Data - In the first half of 2025, a total of 757 domestic game licenses were issued, representing an increase of over 20% compared to 628 licenses in the first half of 2024 [6]. - The number of domestic game licenses issued in June 2025 reached 147, marking a monthly high in recent years [3][4]. - The total number of imported game licenses issued in the first half of 2025 was 55, slightly down from 60 in the first half of 2024, but still showing a stable monthly issuance trend [6]. Group 2: Major Companies and Titles - Notable companies such as Kying Network, Tencent, and NetEase have successfully obtained multiple game licenses, with Kying Network securing over 10 titles recently [3][9]. - Tencent's and NetEase's imported games include titles like "Crossfire: Rainbow" and "Masterless Star Abyss," contributing to the overall growth in the number of imported licenses [3][9]. - The continuous issuance of licenses and the accelerated launch of new products are driving a recovery in the gaming industry, with domestic game market sales exceeding 140 billion yuan in the first five months of the year, a year-on-year increase of 16.99% [9]. Group 3: Market Trends and Stock Performance - The stock prices of A-share gaming companies have been rising, with 28 out of 35 companies seeing price increases this year, and 17 companies experiencing gains of over 20% [10]. - The stable issuance of game licenses is improving the supply side of the industry, benefiting high-quality content and driving a recovery in the sector [10]. - The domestic gaming industry's market demand remains solid, with high market sentiment and performance gradually being released as product cycles progress [11].

Core Insights - The article highlights the significant growth and competition in the shooting game genre, particularly in the mobile gaming sector, with major players like Tencent and NetEase actively expanding their portfolios [1][2][7]. Group 1: User Engagement and Market Dynamics - On June 5, the active user count for "Peace Elite" surpassed 37 million, indicating strong engagement in the shooting game segment [1]. - The National Press and Publication Administration approved 147 domestic and 11 imported games, including several shooting titles, reflecting a robust market for this genre [1]. - The shooting genre accounted for 13.89% of the top 100 mobile games by revenue last year, ranking third, showcasing its significant market share [2]. Group 2: Revenue and Profitability Insights - Despite a focus on user metrics like DAU (Daily Active Users) and MAU (Monthly Active Users), the revenue potential of shooting games, especially on PC, is substantial, as indicated by Tencent's comments on "Delta Force" [2][7]. - In 2024, the tactical multiplayer genre is projected to lead mobile game revenues at 17.99%, followed closely by role-playing games at 17.85% and shooting games at 13.89% [2]. Group 3: Competitive Landscape - The shooting game market is characterized by intense competition among Chinese developers, who are not only competing internally but also vying for market share against established Western companies [9]. - Emerging markets like Russia, Turkey, and Brazil are showing explosive growth in active users for shooting games, indicating a shift in global gaming dynamics [9]. Group 4: Innovation and Long-term Viability - The shooting genre continues to evolve with innovative gameplay, such as the integration of tactical elements and various modes, which keeps the genre fresh and engaging for players [10][12]. - The ability of shooting games to incorporate diverse gameplay elements without alienating core players suggests a strong potential for long-term engagement and revenue generation [13].

Core Viewpoint - NetEase's new game "Return to Tang" has sparked mixed reactions, with international players expressing excitement while domestic players voice skepticism regarding its authenticity as a single-player game and potential monetization strategies [1][3][4]. Group 1: Game Overview and Reception - "Return to Tang" is set during the An Lushan Rebellion in the Tang Dynasty, told from the perspective of an ordinary messenger, and has garnered over 14.4 million views on Bilibili [1]. - The game's trailer has received high praise from overseas players for its graphics, especially in the context of the success of "Black Myth: Wukong," leading to high expectations for another Chinese AAA title [3]. - Conversely, domestic players have raised concerns about the game's potential shift to a monetized model, fearing it may become a service-oriented game despite being marketed as a single-player experience [3][9]. Group 2: Player Concerns and Studio Response - Players have criticized the trailer for lacking sufficient gameplay footage, with many believing that the high proportion of CGI raises doubts about the game's actual quality [8]. - The studio, 24 Studio, has responded by asserting that the trailer consists entirely of real gameplay footage, with 70% being cutscenes and 30% actual gameplay [8]. - Concerns about the game's commercial model persist, as players recall similar past experiences with other titles that transitioned from single-player to multi-platform service games [9]. Group 3: Marketing and Trust Issues - NetEase's history of aggressive marketing tactics has led to a general distrust among players, particularly in the single-player game segment, where players prefer substantial content over marketing hype [4][12]. - The studio's previous titles, such as "Nirvana in Fire," have been associated with over-marketing, which has negatively impacted player trust in new releases [12][13]. - The company aims to rebuild trust by delivering a genuine single-player experience and reducing unnecessary marketing efforts [17]. Group 4: Development Insights and Future Directions - The development of "Return to Tang" has been ongoing since 2018, with a focus on creating a high-quality AAA game, reflecting the studio's commitment to the single-player genre [3][14]. - The studio has engaged with other domestic teams, including the developers of "Black Myth: Wukong," to enhance its development process [16]. - Moving forward, the company is encouraged to showcase more actual gameplay content to alleviate player skepticism and build anticipation for the game's release [19][21].

Core Insights - 2025 is anticipated to be a pivotal year for the deployment and explosion of intelligent agents across personal and enterprise applications, including smart assistants and digital employees [1][3] - Content safety remains a significant challenge for both consumer and enterprise-level intelligent agents, raising concerns about compliance and user experience [1][3] Industry Overview - The Chinese market for intelligent agents is projected to exceed $30 billion, with predictions that by 2028, at least 15% of daily work decisions will be made autonomously by AI agents [3] - Regulatory scrutiny on AIGC content safety is intensifying, with over 3,500 AI products disposed of since April 2025 due to violations, highlighting the need for compliance in sensitive sectors like education, finance, and healthcare [3][4] Company Initiatives - NetEase Yidun has launched a content safety plugin for intelligent agents, enabling developers to easily integrate content safety detection capabilities into their applications [1][4] - The plugin offers multi-dimensional detection features, including text and image detection for illegal content, sensitive words, and inappropriate imagery [4][5] - The integration process for developers is simplified, allowing both novice and professional developers to access content safety capabilities without extensive coding [8] Technical Capabilities - NetEase Yidun boasts a robust technical foundation in AIGC content safety, with a knowledge base supporting millions of queries and a dual-layer defense system for content safety [9][11] - The company is actively involved in the development of national standards for AI service safety, which will be implemented in November 2025, providing guidelines for the management of generative AI services [11]

Group 1 - The 22nd China International Digital Interactive Entertainment Expo (ChinaJoy) will be held from August 1 to August 4, 2025, at the Shanghai New International Expo Center [1] - A total of 743 companies have registered for the event, with 237 foreign companies from 37 countries and regions, accounting for 31.8% of the total [3] - The BTOC Interactive Entertainment Pavilion will feature over 283 companies with a total exhibition area of 110,000 square meters, focusing on consumer interactive entertainment experiences [3] Group 2 - The BTOB Business Negotiation Pavilion will have over 460 companies participating, covering an area of 25,000 square meters, with nearly 208 foreign companies, making up 45.2% of the exhibitors [3] - Notable game products from companies like NetEase, Century Huatong, and Perfect World will be showcased, including popular titles and new games available for on-site testing [3] - In 2025, ChinaJoy will explore new online and offline interactive experiences in collaboration with Alipay's Blue Flower Fire community, utilizing "Alipay Touch" technology for enhanced engagement [4]

Group 1 - The National Press and Publication Administration approved 147 domestic games and 11 imported games, indicating a normalization in the issuance of game licenses, which is expected to drive demand in the gaming industry [1] - Major companies like Tencent and NetEase have key products in the approved list, with Tencent's "Crossfire: Rainbow" and NetEase's "No Master Star Abyss" set to enhance their market presence [1] - The upcoming summer season is anticipated to see a surge in new game launches, boosting the overall sector's activity [1] Group 2 - Gansu Provincial Department of Culture and Tourism partnered with NetEase's single-player game "Return to Tang" to promote the digital representation of historical culture, exemplifying the integration of gaming and cultural tourism [2] - The collaboration follows the success of "Black Myth: Wukong," which significantly increased tourism interest in Shanxi Province, showcasing the potential of games to drive local tourism [2] - This partnership may establish a closed-loop model of "game development - cultural tourism linkage - game derivatives" for future projects [2] Group 3 - The daily active users (DAU) for "Metro Escape" mode in "Peacekeeper Elite" surpassed 37 million during the May Day holiday, indicating strong engagement and market validation for the battle royale genre [3] - This performance highlights a shift in the gaming investment landscape, where the focus is moving from channel dominance to content quality [3] - The gaming industry has experienced significant fluctuations in 2023, with investors increasingly concerned about balancing DAU and profit margins [3]

Core Viewpoint - The approval of domestic and imported game licenses in June 2025 reached a new high, indicating a recovery in the gaming market and a potential increase in competition among companies [1][2]. Group 1: Game License Approvals - In June 2025, the National Press and Publication Administration approved 147 domestic game licenses and 11 imported game licenses, marking the highest number in recent years [1]. - In the first half of 2025, a total of 757 domestic game licenses were approved, with a consistent monthly increase in approvals [1]. - The approval speed for imported game licenses has improved, transitioning from bi-monthly to monthly approvals [1]. Group 2: Market Performance - The Chinese gaming market showed signs of recovery, with a market size of 280.5 billion yuan in May 2025, reflecting a year-on-year growth of approximately 9.9% [2]. - In Q1 2025, the domestic gaming market and overseas market both experienced nearly 18% year-on-year growth, with the domestic market reaching 857 billion yuan [2]. - Tencent's games, including "Honor of Kings" and "Crossfire: Gunfight King," achieved record-high quarterly revenues, contributing to the overall market growth [2]. Group 3: Future Outlook - The trend of increasing game license approvals suggests a potential rise in the total number of licenses issued in 2025, possibly approaching or exceeding 2019 levels [1]. - As the approval process normalizes, competition in the gaming market is expected to intensify, emphasizing the need for quality in addition to quantity for success [2].

Group 1 - The National Press and Publication Administration approved 147 domestic online games in June 2025, breaking the previous record of 130 games approved in May 2025 [1] - A total of 766 domestic online games have received approval from January to June 2025, representing a year-on-year increase of 21.97% compared to 628 games in the same period of 2024 [1] - Among the approved games in June, 61 are categorized as casual and puzzle games, accounting for 41% of the total approved games [1] Group 2 - In June, 11 imported games also received approval, maintaining a steady update frequency of one per month for imported games this year [1] - Notable game developers such as Kaineng Network and Lilith Games received approvals for their titles, including "Douluo Dalu: Soul Master Battle" and "Pameng Battle Diary" respectively [1] - Tencent and NetEase both secured approvals for their games, with Tencent obtaining licenses for "Crossfire: Rainbow" and "Tactical Squad: Dawn Assault" [2]

Group 1 - The gaming market has shown significant recovery over the past year, with a notable increase in the number of game approvals [1][6] - In June, the National Press and Publication Administration approved 147 domestic game licenses and 11 imported game licenses, marking a recent high in the number of approvals [1][6] - For the first half of 2025, the number of domestic game licenses reached 757, with a consistent monthly increase in approvals [5][6] Group 2 - In 2024, a total of 1,416 new game licenses were issued, including 1,306 domestic and 110 imported licenses, returning to the approval levels seen in 2020 [6] - The Chinese gaming market size reached 280.5 billion yuan in May, reflecting a year-on-year growth of approximately 9.9% [6] - Tencent's games, such as "Honor of Kings" and "Crossfire: Gunfight King," achieved record quarterly revenues, contributing to the overall market growth [6][7] Group 3 - The approval speed for game licenses has accelerated, providing strong support for manufacturers to launch new products [7] - Despite the increase in the number of licenses, competition in the gaming market has intensified, emphasizing the importance of quality in addition to quantity [7]

Group 1 - The gaming industry is recognized as a significant part of the digital cultural industry and is positioned as an important engine for economic growth, contributing to service consumption and cultural potential release [1][3] - The 2025 ChinaJoy will take place from August 1 to August 4 in Shanghai, with over 743 companies registered to participate, including 237 foreign enterprises from 37 countries and regions, accounting for 31.8% of total participants [1][3] - Major companies like Tencent Games, NetEase Games, and Perfect World are actively preparing to showcase their products, including over 40 existing games and several new titles [3] Group 2 - This year's ChinaJoy will focus on AI technology innovation and new consumption scenarios, featuring a variety of technological products in the smart hardware pavilion and introducing a "smart entertainment robot" exhibit [3] - The event will also host the ChinaJoy AIGC Conference and the inaugural "Dragon Cup" global AI gaming and application innovation competition in collaboration with Century Huatong [3]