Tai Mei Ti A P P·2025-11-13 14:44Core Insights - Tencent and Apple have reached an agreement regarding a 15% fee for in-app purchases in WeChat games, with Tencent's president expressing optimism about the constructive progress made in negotiations [2][4] - The dispute over payment sharing for WeChat mini-program games is one of the most notable conflicts in the global gaming industry, with Apple enforcing strict policies to ensure compliance with its payment system [2][3] Tencent's Financial Performance - Tencent's social network revenue, which includes mini-game platform service fees, grew by 5% year-on-year to 32.3 billion yuan, while its marketing services revenue increased by 21% year-on-year to 36.2 billion yuan [4] - The growth in marketing services was attributed to increased ad exposure, user engagement, and improvements in ad loading rates, driven by AI-enhanced ad targeting [4][5] AI and Advertising Strategy - Tencent is leveraging AI to transform its advertising business, with a new intelligent ad product matrix called Tencent Advertising AIM+ that automates targeting, bidding, and ad placement [5] - The company's R&D expenditure reached a record high of 22.82 billion yuan, and capital expenditure was 12.98 billion yuan, reflecting its commitment to AI-driven growth [4][5] WeChat Mini-Program Ecosystem - The WeChat and WeChat combined monthly active accounts reached 1.414 billion, showing a 2% year-on-year growth, indicating a robust ecosystem for mini-program games [3] - The mini-program gaming ecosystem has exploded, with 500 million monthly active users, and has generated significant advertising revenue, posing a challenge to Apple's revenue from the App Store [3]