3 6 Ke·2025-11-24 23:27Core Viewpoint - The gaming giant NetEase is undergoing a significant separation from major domestic Android phone manufacturers, leading to the removal of its games from various app stores, indicating a shift in the gaming distribution landscape in China [4][12]. Group 1: Industry Changes - A growing number of users are reporting the disappearance of NetEase games from app stores of major Android brands like OPPO, Xiaomi, and Vivo, starting with less popular titles and escalating to major games [2][4]. - The traditional revenue-sharing model, often referred to as "Android tax," where 50% of revenue goes to phone manufacturers, is becoming increasingly unsustainable for game developers due to rising development and marketing costs [8][9][12]. - The emergence of new platforms, particularly short video platforms, has diverted traffic away from traditional app stores, prompting developers to seek alternative distribution methods [12][18]. Group 2: Developer Strategies - In response to the changing landscape, major developers like NetEase and Tencent are moving away from channel servers, indicating a shift towards official game servers to retain user data and provide better service [14][20]. - Smaller developers may still rely on channel servers for exposure and user acquisition, but they face challenges as the market evolves [20][24]. Group 3: App Store Dynamics - The app store ecosystem is experiencing a crisis of relevance, with many popular games and applications becoming difficult to find, leading to a decline in user trust [16][18]. - Platforms like TapTap are gaining traction by offering a more authentic user experience, including community engagement and genuine player reviews, contrasting with traditional app stores [18][24]. Group 4: Future Considerations - The current revenue-sharing model is under scrutiny, with calls for a reduction in the high 50% cut taken by app stores to foster a healthier ecosystem for developers [24]. - There is a need for phone manufacturers to enhance their app store offerings by improving user experience and community engagement to remain competitive [22][24].