数娱工场 | 用AI降本、开直播卖道具，2026游戏产业更多“金矿”待挖掘

Core Insights - The Chinese gaming industry is expected to experience steady growth and high-quality development by 2025, driven by policy support, innovation, and the application of new technologies like generative AI [1][2] Market Overview - The actual sales revenue of the domestic gaming market is projected to reach 350.79 billion yuan in 2025, marking a year-on-year increase of 7.68%, with a user base of 683 million, up 1.35% [2] - The mobile gaming market is anticipated to generate 257.08 billion yuan, representing a 7.92% increase and accounting for 73.29% of the total market share [4] - Mini-program games are identified as the "second curve" of the industry, with revenues of 53.54 billion yuan, showing a significant growth of 34.39% [4] Factors Driving Growth - Key reasons for the revenue and user growth include improved quality of mobile games, successful innovation in long-standing titles, strong growth in mini-program games, and cross-platform product accessibility [4] - The client game market is expected to see a substantial increase in revenue, reaching 78.16 billion yuan, up 14.97%, while the web game market continues to decline, with a 6.74% drop to 4.32 billion yuan [7] International Performance - The overseas sales revenue of self-developed games reached 20.46 billion USD, growing by 10.23%, maintaining a scale above 100 billion yuan for six consecutive years [11] Industry Trends - The gaming market is shifting from product-centric competition to long-term ecological operations, focusing on user retention and monetization [12] - The integration of various gameplay styles within single games is becoming a trend, with cross-genre combinations gaining popularity [12] - The IP ecosystem is growing, with the market for game IP derivatives estimated at 7.5 billion yuan, indicating significant untapped potential [13] User Preferences - User demand is shifting towards emotional satisfaction rather than competitive achievement, leading to the rise of cooperative games and simulation games [14] - Over 60% of users express a desire for low-pressure gaming experiences, highlighting the need for intelligent NPCs to provide controlled social interactions [14] Future Outlook - The gaming industry is expected to continue its growth trajectory into 2026, with three main trends: deep integration of AI technology, multi-platform development, and content platforms becoming new monetization channels [15][16] - AI applications are enhancing production efficiency and user engagement, while multi-platform strategies are facilitating user acquisition and retention [16] - Content platforms like Douyin are evolving from marketing tools to direct revenue generators, with a significant portion of mobile games already establishing official stores for in-game purchases [16][17]