游戏市场“渠道为王”或被打破 大厂纷纷布局多端游戏

Core Insights - 2025 is anticipated to be a significant year for China's gaming market and the "going global" trend, with a notable increase in the number of game approvals, reaching 1,676 titles, a 28.33% increase from 2024 [1] - The trend of multi-platform game approvals is rising, with 103 titles approved for multiple platforms in 2025, marking a 9.57% increase from 2024 [1] Group 1: Multi-Platform Game Development - Major companies are increasingly applying for game approvals across multiple platforms, including client and console versions, as seen with Tencent's "Honor of Kings World" and Perfect World's "Yihuan" [2] - Multi-platform games are contributing to revenue growth for listed companies, with Tencent's "Delta Action" and NetEase's "Yanyun Sixteen Sounds" achieving significant player engagement and sales [2] Group 2: Revenue Trends in Gaming - The client game market is experiencing a strong recovery, with sales revenue reaching 78.16 billion yuan in 2025, a 14.97% increase, while the console game market is growing rapidly with a revenue of 8.362 billion yuan, an 86.33% increase [3] - The rise of multi-platform games is attributed to broader player coverage and increased confidence in high-quality game production, particularly following the success of "Black Myth: Wukong" [3] Group 3: Channel Revenue Sharing Dynamics - The revenue-sharing model with distribution channels is becoming increasingly contentious, with Android channels taking up to 50% and Apple around 30%, impacting profit margins for game developers [4] - High distribution fees are prompting developers to explore alternative channels, with many opting to withdraw from Android platforms to mitigate costs [4][5] - The emergence of lower-cost client platforms is seen as a strategic response to high mobile game distribution fees, indicating a potential shift in the market dynamics [5]