TENCENT(HK:00700) Xin Hua Cai Jing·2025-12-10 10:20Core Viewpoint - The recent launch of the "Mini Game Center" on the WeChat PC version signifies a shift in the development path of WeChat mini games from a mobile-only focus to a "mobile + desktop" collaborative phase [1][6]. Group 1: WeChat Mini Game Center Features - The new Mini Game Center homepage allows users to quickly access recently played games, with a "Find Games" page featuring "Discover" and "Leaderboard" sections for game recommendations and rankings [4]. - Tencent previously showcased a PC mini game experience area at the Guangzhou CICF Comic Festival, indicating a strategic move to enhance content beyond mobile limitations [6]. Group 2: Market Dynamics and Competition - The mini game market is characterized by rapid updates and a high turnover rate, with November data showing a monthly turnover rate exceeding 20% for the top 50 mini games [7]. - Major companies like Tencent, NetEase, ByteDance, and Kuaishou are entering the mini game space, intensifying competition and shifting the market from a casual to a more resource-driven phase [8]. Group 3: Market Growth and Revenue - The mini game sector saw a sales revenue of 23.276 billion yuan in the first half of the year, reflecting a year-on-year growth of over 40%, significantly outpacing other gaming segments [9]. - The monetization model of mini games, which includes ad views and in-app purchases (IAP), is evolving, with IAP now accounting for 65.7% of revenue, indicating a maturing user payment habit [9]. Group 4: User Engagement and Developer Landscape - WeChat mini games have reached 500 million monthly active users, with users playing an average of six games monthly and daily online time increasing by 10% compared to 2024 [10]. - The ecosystem has attracted over 400,000 developers, with more than 70% being small teams of fewer than 30 people [10]. Group 5: Challenges and Market Saturation - The mini game market faces challenges such as severe homogenization and user fatigue due to the prevalence of similar game types, which can lead to rapid declines in popularity for certain titles [11]. - There is a pressing need for innovation in gameplay and user experience to sustain long-term engagement and product lifecycle [11]. Group 6: Emergence of Mini Game Live Streaming - Mini game live streaming has emerged as a new growth area, with significant revenue generated through platforms like video accounts and Douyin, enhancing user engagement and conversion rates [12]. - The integration of live streaming with mini games is creating a more interactive and engaging user experience, which is expected to further expand the market [14]. Group 7: Future Market Projections - The domestic mini game market is projected to exceed 60 billion yuan by 2025, indicating substantial growth potential [14].