2025游戏市场2562亿，腾讯、网易、三七、贪玩发力，内容经营三大新趋势

Core Insights - The gaming industry is experiencing a transformation with a focus on lifecycle extension and multi-platform releases, indicating a shift in marketing strategies and operational approaches [1][2][11] Market Growth - The domestic gaming market in China is projected to reach a sales revenue of 325.78 billion yuan in 2024, reflecting a year-on-year growth of 7.53%, a significant decline from the 13.95% growth in 2023 [3] - The mobile gaming market is recovering, with a scale of 238.22 billion yuan in 2024, showing a 5% year-on-year increase, while mini-games have seen a remarkable growth of 99.2%, reaching 39.84 billion yuan [4][5] Category Changes - The distribution of mobile game categories in China has shifted, with a decrease in the share of heavy games like RPGs and SLGs, while casual apps are gaining popularity [9] - Mini-games are primarily focused on casual gameplay, with role-playing and competitive games now accounting for over 20% of the market share, indicating a trend towards mid-to-heavy gameplay [9] Marketing and Advertising - The gaming industry is in a "stock era," making it increasingly difficult for new products to gain traction, leading to a cautious approach towards new game launches [11] - Marketing expenditures are rising, with a notable correlation between increased sales expenses and revenue growth among leading game companies [17] - The number of advertising materials for gaming has reached 2.436 million by December 2024, marking a 2.5% increase from the previous month [21] Content and User Engagement - The diversification of game content is evident, with a focus on breaking down operational, marketing, and user acquisition boundaries [18] - Social sharing features and user segmentation strategies are being employed to enhance user lifetime value (LTV) [22][23] Technological Integration - AI technology is increasingly being utilized in the gaming industry for automated advertising and content generation, helping to reduce costs and improve efficiency [25][26][28] - The integration of AI-generated content is reshaping the underlying logic of user acquisition in gaming, allowing for more precise targeting and engagement [28] Strategic Directions - The industry is moving towards a model that emphasizes "content + technology + ecosystem" as a means to navigate competitive pressures and sustain growth [29] - The trend of building an ecosystem around game official accounts, influencers, and user-generated content (UGC) is becoming more pronounced [35] Future Outlook - The gaming industry is expected to continue evolving with a focus on version updates and content marketing to attract and retain players [34] - The success of new titles like "Black Myth: Wukong" is boosting confidence in the domestic PC gaming market, highlighting the importance of content and gameplay in driving user engagement [39]