3 6 Ke·2026-01-16 00:23Core Insights - The Chinese gaming market achieved a record sales revenue of 350.79 billion yuan in 2025, marking a year-on-year growth of 7.68% with a user base of 683 million, up 1.35% [1] - The market for digital entertainment IP derivatives in China reached 75.3 billion yuan, reflecting a significant year-on-year increase of 62.8% [1] - Game IPs have found new growth engines through collaborations and partnerships, indicating a shift towards brand integration and cross-industry cooperation [3] Industry Trends - In the first half of 2025, the top 10 game IPs completed 47 licensing collaborations, a 56% increase year-on-year, while non-game apps engaged in 132 collaborations with game IPs, a staggering 149% increase [3] - A total of 29 mainstream game IPs executed nearly 400 collaboration events throughout 2025, averaging over one new collaboration per day, showcasing the intense enthusiasm for brand partnerships [3] Collaboration Highlights - Various collaborations included notable brands and IPs such as QQ, Coca-Cola, and popular cultural events, with activities ranging from in-game content to offline events [4][5][6] - Specific collaborations featured products like themed beverages, exclusive merchandise, and promotional events, indicating a diverse approach to engaging audiences [4][5][6]