最新！GMV增长130%！游戏时长增160%！抖小下半年四大趋势

Core Insights - The article discusses the growth and opportunities in the mini-game sector, particularly focusing on Douyin's mini-games, which have seen significant user engagement and market expansion [1][4][23] Current Status - Douyin's mini-games have reached nearly 500 million monthly active users, with daily active users doubling compared to the end of 2023 [1][3] - The mini-game market is experiencing a compound growth rate of over 30%, becoming a core driver of the mobile gaming industry's growth [1][4] - The user demographic is shifting, with a balanced gender ratio of approximately 57% male to 43% female, and over 60% of users being under 30 years old [6][3] Changes in Supply and Demand - Demand is increasing from younger and female users, indicating a shift in the target audience [3][6] - The supply side is evolving, with a trend towards more complex and deeper gameplay experiences, particularly in genres like SLG and Xianxia [8][10] - The number of games launched on Douyin has increased, with over 10,800 games in June 2025, marking a 25% increase from January [8][10] Opportunities - The leading categories in Douyin mini-games are casual puzzle and simulation games, with a focus on female-oriented content [11][12] - There is significant potential for IP collaboration, with 60% of the top 20 mini-games in June 2025 linked to IPs, although the adaptation rate remains low [12][13] - Strategies are shifting from simple traffic acquisition to content-driven engagement, utilizing social interaction and innovative gameplay [14][15] Key Strategies for Growth - The use of AI tools is becoming prevalent, with 46% of developers expressing interest in using AI for art quality and 37% for programming [18] - Long-term product management is emphasized, with a focus on maximizing the lifecycle of mini-games through effective marketing and community engagement [19][20] - Policy support is aiding rapid growth, with incentives for IAP and IAA mini-games, including cash and advertising bonuses [22] Industry Trends - The mini-game sector is recognized as a growth engine, with Douyin showing particularly rapid growth and potential [23][24] - The conversation among industry professionals is shifting towards innovative strategies involving AIGC, live streaming, and social engagement, rather than just traditional metrics [24]