连续8年营收利润翻倍，这家北京出海厂商也藏不住了

Core Insights - Lexin Shengwen, a relatively low-profile company in the gaming industry, has gained significant traction in the casual gaming sector, achieving substantial user downloads and revenue growth in recent years [1][3][31] Group 1: Company Performance - Lexin Shengwen has achieved 100% revenue and profit growth for eight consecutive years since its overseas expansion, indicating the potential of casual games [3][31] - The company's monthly active users (MAU) have grown from 35 million in 2020 to an expected 160 million by 2025, driven largely by the success of its new titles [4][31] - The two new games, "Vita Mahjong" and "Tile Explorer," have reached peak monthly downloads of around 15 million each, placing them in the top 30 of global mobile game downloads [1][4] Group 2: Game Mechanics and User Engagement - "Vita Mahjong" features a unique gameplay style that encourages longer play sessions and higher retention rates, with a focus on user-friendly mechanics [6][9][11] - The game design includes various types of tiles and mechanisms that enhance user experience, such as lower difficulty levels and daily rewards to encourage player return [9][11] - "Tile Explorer" employs a more traditional matching gameplay but also incorporates in-app purchases (IAP) alongside ad monetization, reflecting a diversified revenue strategy [13][24] Group 3: Marketing and User Acquisition - Lexin Shengwen has become a leading player in mobile game advertising, ranking first in global mobile game ad spending from January to September 2023 [16][31] - The company has expanded its product matrix to target older demographics, with a significant portion of "Vita Mahjong" players aged 55 and above [24][31] - The introduction of a new publishing entity, Vita Studio, aims to cater specifically to the senior market, indicating a strategic shift in audience targeting [23][24] Group 4: Future Opportunities - Lexin Shengwen is exploring various gameplay genres and audience segments, including potential entry into the IAP market, which could further enhance its growth trajectory [30][31] - The company is also considering the development of merge-type games, reflecting a willingness to adapt and innovate within the gaming landscape [30][31]