前六月小程序游戏销售收入约233亿元，广告变现近80亿

Core Insights - The "China Game Industry Report" indicates that the actual sales revenue of the Chinese game market reached 168 billion yuan in the first half of 2025, marking a year-on-year growth of 14.08%, a historical high [1] - The number of game users in China approached 679 million, reflecting a year-on-year increase of 0.72%, also a historical peak [1] Revenue Breakdown - In the first half of 2025, the actual sales revenue from domestically developed games in the domestic market was 140.45 billion yuan, showing a year-on-year growth of 19.25% [1] - The actual sales revenue from domestically developed games in the overseas market reached 9.501 billion USD, with a year-on-year increase of 11.07% [1] Overseas Market Distribution - In the first half of 2025, the distribution of actual sales revenue from domestically developed mobile games in overseas markets showed that the United States accounted for 31.96%, Japan for 16.20%, and South Korea for 7.47%, collectively representing 55.63% of the main overseas target markets [1] - The combined market share of Germany, the UK, and France was 8.78%, indicating that Europe remains an important region for Chinese game exports [1] Mini Program Games - The actual sales revenue of the domestic mini program game market in the first half of 2025 was 23.276 billion yuan, with a year-on-year growth of 40.20% [1] - Among this, in-app purchases generated actual sales revenue of 15.303 billion yuan, accounting for 65.70%, while advertising revenue contributed 7.973 billion yuan, making up 34.30% [1]