「小」年大增长，2025游戏行业的变与不变

Core Insights - The Chinese gaming market is expected to achieve a sales revenue of 350.79 billion yuan in 2025, marking a year-on-year growth of 7.68% and reaching a historical high in user scale at 683 million, with a growth of 1.35% [3] Group 1: Market Trends - The gaming market is undergoing a significant transformation, with 2025 previously viewed as a year of steady growth, now showing potential for substantial change [1] - The FPS genre is gaining traction, accounting for approximately 20% of the market share in China, with expectations for further growth as new titles are released [5] - The domestic console gaming market is projected to reach 8.36 billion yuan in 2025, reflecting an impressive year-on-year growth of 86.33% [4] Group 2: Product Performance - The client game market is expected to generate 78.16 billion yuan in revenue, showing a significant year-on-year increase of 14.97% [5] - The shooting game category, despite only representing 7% of the top 100 mobile games, contributes 18.29% of the revenue, indicating a strong performance compared to previous years [7] - New game releases in the FPS category are anticipated to drive user engagement and revenue growth, with several titles already showing promising results [5][7] Group 3: User Engagement and Demographics - The rise of emotional content in gaming is becoming a trend, with games like "Supernatural Action Group" and "My Garden World" appealing to a growing female audience [11][13] - The female-oriented gaming market reached 8 billion yuan in 2024, growing by 124.1%, highlighting a significant shift in user demographics and preferences [13] - Emotional design in games is increasingly important, with users seeking emotional support and low-pressure experiences, influencing game development strategies [11][13] Group 4: Business Model Innovations - User-generated content (UGC) is becoming essential for sustaining high daily active user (DAU) products, with a significant portion of users willing to pay for UGC skins [17] - The mini-program game market is projected to generate 53.54 billion yuan in 2025, with in-app purchases accounting for 68.11% of total revenue [18] - Advertising revenue from mini-program games is also on the rise, with a notable increase in user acceptance of in-game advertisements [20][21]