2026年的中国游戏行业，可能会更残酷

Core Insights - The gaming industry is experiencing significant growth, with domestic self-developed game revenue surpassing 350 billion and industry scale exceeding 390 billion, reflecting a 10% year-on-year increase [1] - The net profit of listed gaming companies in A-shares and Hong Kong stocks increased by 38.6 billion, a 23% year-on-year growth, alongside a 11.9 billion increase in R&D investment [1] - However, the industry faces challenges as the logic of game development shifts from "creating games to attract traffic" to "creating games for traffic" [3][4] Industry Trends - The gaming industry's high-quality development is becoming a consensus, but the reality is that new products are struggling to break through due to a solidifying leaderboard [4] - The number of new products entering the iOS top 100 list is declining, with only a few evergreen products generating significant revenue, which increased by 14% year-on-year [4] R&D Perspective - The focus for game development is shifting towards content that is more conducive to sharing and virality, as daily app usage increases while gaming time decreases [8] - Developers are encouraged to adopt a creator's perspective by enhancing visual appeal, providing low-threshold sharing tools, and leveraging AI for innovative gameplay [10][12] Operational Strategy - The future of long-term game operation lies in achieving "full-scenario coverage," which involves multi-platform experiences and effective marketing events [12] - Successful examples include the integration of live events and cross-industry collaborations, such as the "Airdrop Festival" by "Peace Elite," which significantly boosted engagement and sales [13][15] Growth Strategy - Social sharing is identified as a key growth driver, with 20% of Douyin users sharing content daily, indicating the importance of social engagement in long-term operations [17] - AI technology is becoming essential for content production, significantly reducing development cycles and enabling automated content generation [19] Future Outlook - The gaming industry is expected to face a reduction in traffic dividends, necessitating a deeper understanding of traffic management and content operation [23] - Companies must evolve from mere developers to comprehensive content ecosystem operators, focusing on maximizing the efficiency of their traffic management strategies [23]