

Core Viewpoint - The gaming industry is expected to rejuvenate in 2025 after undergoing self-restructuring and external changes from 2021 to 2024, with a notable growth of 19% in the domestic self-developed online game market in the first half of 2025 [1] Industry Overview - The gaming market experienced nearly 20% growth in the first half of 2025, driven by a recovery in both supply and demand, leading to an increase in total gaming hours and ARPU [3] - The number of monthly game approvals has doubled over the past two years, with a peak of 166 domestic game approvals this year, significantly enhancing the supply of new games [3] - The demand for gaming remains resilient, with a 13% year-on-year increase in ARPU in the first half of 2025 [3] User Demographics - The gaming audience continues to be predominantly young, with over 45% of users under 30 years old, and a significant increase in female players, with the female gaming market expected to grow by 124% year-on-year in 2024 [4] Competitive Landscape - The competition among leading companies is easing, with firms focusing on their strengths and specific game genres, leading to a reduction in the pressure on mid-sized companies [5] - Mid-sized companies are increasingly excelling in niche markets, such as female-oriented horror games and SLG genres, with notable successes like "Supernatural Action Group" and "Endless Winter" [6] Marketing and Distribution Changes - Traditional marketing methods are declining, with a shift towards content-driven marketing and community engagement, resulting in improved profit margins for gaming companies [7] - The performance of gaming community platforms has exceeded expectations, with significant revenue growth reported by platforms like TapTap and Huya Live [7] Impact of AI - AI is enhancing game development efficiency, with a notable decrease in R&D expense ratios from 48% in Q1 2023 to 29% in Q2 2025 [8] - Native AI games are emerging, with advancements in AI NPC interactions and the potential for AI-driven UGC games [8] Future Outlook - The gaming sector is expected to see significant growth in Q3 2025, with a robust pipeline of new game releases scheduled for major holidays [9] - The valuation of the gaming industry is anticipated to align with previous high points, supported by improved fundamentals and a favorable competitive landscape [10]