Industry Overview - The domestic mini-game market is projected to reach approximately 61 billion by 2025, with a year-on-year growth of 22%, indicating strong market vitality. It is expected to exceed 70 billion in 2026 [1] - The growth rate of mini-games is expected to decline from 64.47% in 2024 to 22% in 2025, marking a transition from a phase driven by traffic dividends to a phase of refined operations under stock competition [1] Monthly Active Users - As of August 2025, the monthly active users (MAU) of leading social software platforms reached 571 million, while leading short video platforms saw an MAU of 171 million, with the latter showing a significant increase of approximately 44% compared to May [2] - The average daily usage frequency of mini-games is about 5.1 times per user, reflecting a year-on-year increase of 4.5%. Additionally, the average usage duration per user has risen to 24.6 minutes, up 27.2% year-on-year [2] Advertising Spend Trends - The daily advertising spend for mini-game direct investment is approximately 144 million, with a 15.6% increase compared to Q1. The IAA daily spend is around 24 million, accounting for about 16.6% of the total advertising spend [3] - The number of games being advertised on Douyin and WeChat has increased significantly, with Douyin's number of games reaching approximately 19,000, a year-on-year growth of nearly 70% [4] Advertising Material Insights - The total number of advertising materials for mini-games is expected to exceed 50.12 million in 2025, with a year-on-year growth of over 97%. Douyin's advertising material volume has surpassed 30 million, with a remarkable year-on-year increase of 153.9% [4] - The usage days of advertising materials for WeChat mini-games is approximately 5.4 days in 2025, showing a year-on-year increase of about 2.3%, indicating a trend towards stability [7] Popular Game Categories - Modern-themed games have surged by 52.23%, with over 15,000 products in this category, making it the dominant theme in WeChat mini-games. Mid-to-heavyweight themes like magic, apocalypse, and war are also experiencing a 20% year-on-year growth [10] - The casual game category has over 9,000 products, accounting for over 30% of WeChat mini-games, with the "elimination" genre seeing a staggering year-on-year increase of 91.34% [11] Key Game Launches - "Bun Bun Kingdom" launched in late August and quickly entered the top 20 of the best-selling list, maintaining a stable ranking thereafter. The initial advertising spend was low, but it increased significantly in preparation for the National Day holiday [12] - "Time Explosion" entered the top 5 of the best-selling list shortly after launch, with a steady increase in advertising material, primarily favoring image-based content [14] - "Heroes Don't Flash" topped the best-selling list shortly after its launch, maintaining a stable advertising spend with a focus on engaging and humorous content [16] - "Flame Awakening" reached the top 6 of the best-selling list shortly after its launch, with a significant increase in advertising material as it entered a stable phase [17]
年度小游戏买量数据：日耗1.44亿，在投小游戏增54%，一广州大厂新游AI素材占比41％
3 6 Ke·2026-01-16 01:28