2025年二游：理想主义者的冲锋

Core Insights - The 二次元 (2D) gaming industry is experiencing a significant downturn, with a noticeable gap emerging in 2025 as the market matures and competition intensifies [1][4][36] - Despite the overall growth of the gaming industry, the 二次元 mobile market saw a decline in actual sales revenue by 8% year-on-year in the first half of 2025 [4] - The success of past titles like 《阴阳师》 and 《原神》 has led to an influx of developers, but many new projects struggle to sustain operations, with a third of 二次元 games ceasing operations last year [3][4] Market Trends - The 二次元 gaming market is characterized by a lack of new standout products, with players primarily discussing established titles that have maintained long-term operations [6][36] - The emotional connection between players and characters is crucial, as seen in marketing strategies that emphasize character-driven experiences [9][12] - The rise of related cultural events, such as conventions, indicates a growing interest in the 二次元 culture, which supports the gaming market [12][14] Challenges and Opportunities - The market is becoming increasingly difficult for new entrants, as players are less willing to pay for games that do not meet high creative and quality standards [36][38] - Successful products often require a strong creative vision and a commitment to quality, as exemplified by titles like 《明日方舟：终末地》 and 《Varsapura》 [25][30] - Developers must innovate in gameplay and aesthetics to stand out in a saturated market, as traditional models of success are no longer effective [36][39] Future Outlook - The 二次元 gaming sector is expected to remain a focal point in 2026, with anticipation surrounding new products that could potentially revitalize the market [45][47] - The industry's idealistic nature continues to drive developers to pursue high-quality, emotionally resonant games, despite the challenges [20][45]