重磅，年度海外游戏买量数据：收入＄1888亿，增3.4％，出海素材突破630万，一品类投放下降39%

Group 1: Global Game Market Overview - The global game market is projected to reach $188.8 billion in 2025, with a year-on-year growth of 3.4%, indicating a stable recovery phase [2] - Mobile games remain the core revenue source, accounting for 55% of the total market, with an estimated revenue of $103 billion, growing by 2.9% [2] Group 2: Chinese Mobile Game Revenue - Chinese mobile game revenue from overseas markets is expected to reach $18.478 billion in 2025, a year-on-year increase of 13.16%, surpassing the previous year's growth of 11.14% [4] - The growth in overseas markets is increasingly driven by product structure optimization, regional diversification, and long-term operational capabilities [4] Group 3: Revenue Distribution by Game Category - Strategy games dominate the revenue distribution among the top 100 overseas mobile games, accounting for nearly half of the total, showing a significant upward trend [7] - Shooting and RPG genres remain in the second tier, while casual games have shown rapid growth, particularly in North America [7] Group 4: Overseas Mobile Game Advertising Trends - The number of mobile games advertised overseas is expected to average around 49,000 per month in 2025, with nearly 2.75 million creative materials [9] - The advertising trend shows a "steady start, mid-rise, and late surge" pattern throughout the year [9] Group 5: Company Participation in Overseas Advertising - Approximately 22,000 companies are expected to participate in overseas mobile game advertising monthly in 2025, indicating a gradual recovery in market participation [11] - The market is experiencing a return of mid-tier companies as the advertising environment stabilizes [11] Group 6: Monetization Structure of Overseas Mobile Games - The monetization structure remains stable, with an average of 17,500 IAP products, 9,300 IAA products, and 11,200 hybrid monetization products advertised monthly [13] - Companies are adopting a more robust monetization mix to mitigate market uncertainties [13] Group 7: Creative Material Trends - High-frequency keywords in advertising materials focus on emotional themes such as "family," "betrayal," and "revenge," reflecting a shift towards narrative-driven content [16] - This contrasts with the previous year's emphasis on gameplay mechanics [16] Group 8: Popular Markets for Chinese Mobile Games - The U.S. remains the largest single market for overseas mobile game advertising, with 4,460 games advertised in 2025, although this represents a 6% decline from 2024 [24] - Emerging markets like Brazil, the Philippines, and Indonesia are showing clear growth trends in advertising [25] Group 9: Game Type Distribution in Overseas Markets - RPG remains the most advertised game type, but it has seen a nearly 39% decline compared to 2024, reflecting a global trend [27] - In contrast, hyper-casual games have shown stability, with nearly 1,000 games advertised throughout the year [27] Group 10: Market-Specific Trends - In the U.S., hyper-casual games account for over 21,000 products, making up 31% of the total advertising [32] - In Japan, the advertising for board games has surged by 198.8%, driven by puzzle and board game genres [34] - The Korean market shows a notable focus on MMORPGs, with specific products concentrating heavily on that market [37]