团结、破局、增长：2025小游戏新增长峰会圆满举办

Core Insights - The "Unity, Breakthrough, Growth: 2025 Mini Game New Growth Summit" was successfully held in Shanghai, focusing on various core areas such as technology, platforms, advertising, and products in the mini-game industry [1][20] Group 1: Unity's Developments - Unity's "Unity Engine" has supported over 1,500 mini-games, extending from casual to more complex genres like SLG, MMO, and MOBA, while enabling multi-platform deployment across WeChat, Douyin, and Kuaishou [3][22] - The "Playable Ads" platform was introduced to standardize the production process of trial ads, compressing the Wasm size to approximately 1.48MB, resulting in a final package size of about 4.37MB [5][24] - Unity's publishing business has engaged with thousands of mini-game products, achieving DAU exceeding one million and monthly revenue peaks of 6 million [9][28] Group 2: Douyin Mini Game Platform Insights - Douyin's mini-game platform reported over 100% growth in both DAU and GMV for 2025, with a 20% increase in 7-day retention rate and average game duration [7][26] - The platform's sidebar for revisits contributed 30%-40% of traffic for mature products, and video and live-stream creators have tripled in number over the past year [7][26] Group 3: Market Trends and Projections - The domestic mini-game market is projected to reach approximately 61 billion yuan in 2025, with a year-on-year growth of 22% [11][30] - The daily expenditure on direct advertising for the three major platforms is about 144 million yuan, reflecting a 15.6% increase from Q1 [11][30] - The mini-game sector is expected to reach a scale of 100 billion yuan in the next two years, with a low overlap of 5%-20% with traditional mobile games [18][37] Group 4: Industry Evolution and Strategies - The mini-game industry is shifting from production capability to judgment ability and organizational efficiency, with AI playing a role in reducing trial and error costs [16][35] - The focus on sustainable growth systems has shifted from short-term explosive growth to building predictable and reusable frameworks [13][32] - Successful game products are now seen as results of continuous optimization, restrained promotion, and accurate judgment, indicating a transition from luck-based success to capability-based maturity [20][39]