Xin Lang Zheng Quan·2025-05-09 10:11Core Insights - The Chinese gaming industry has entered a phase of stock competition, with the user base reaching 674 million in 2024, a year-on-year growth of 0.94% [1] - The actual sales revenue of the Chinese gaming market is 325.783 billion, reflecting a year-on-year increase of 7.53%, driven by the release of new games and the performance of popular titles [1] - A total of 26 A-share gaming companies reported a combined revenue of 93.434 billion, up 7.74% year-on-year, but the net profit halved, indicating a trend of "increased revenue without increased profit" [1] Industry Performance - Mobile games continue to dominate the market, accounting for 73.12% of actual sales revenue [1] - Approximately 88.46% of 23 gaming companies experienced a decline in gross profit margin, with six companies seeing a drop of over 10 percentage points [2] - Sales expenses for the gaming industry increased by 20.05% to 30.671 billion, with the sales expense ratio rising from 29.46% to 32.83% [4] Marketing Expenditure Trends - About 40% of gaming companies saw a year-on-year increase in sales expenses, with ST Huatuo experiencing the highest growth at 129.14% [3] - The marketing investment is becoming polarized, with over 50% of major gaming companies reporting a decline in net profit due to rising customer acquisition costs [4] - Companies like Iceberg Network have a sales expense ratio exceeding 80%, with marketing costs significantly impacting profitability [6][8] Company-Specific Insights - Iceberg Network's sales expenses reached 2.302 billion, a 32.04% increase, with marketing costs accounting for a substantial portion of total expenses [6] - Despite high marketing investments, Iceberg Network's revenue growth stagnated, resulting in a net loss of 223 million, indicating inefficiencies in their customer acquisition strategy [8] - Sanqi Interactive, focusing on mini-games, reported a sales expense ratio of over 50%, with total sales expenses of 9.712 billion, reflecting a 6.84% increase [8]