3 6 Ke·2026-01-21 00:55Market Overview - The market size of legendary games is projected to reach 33.3 billion yuan in 2025, with a year-on-year growth of 18.93%. The estimated market size for 2026 is expected to exceed 40 billion yuan [1][3] - The core user base for legendary games is expected to rise to 55 million by 2025, driven by the compliance of copyright and the emergence of mini-games [2][13] - The number of legendary mini-games in operation is estimated to be around 480 in 2025, reflecting an increase of approximately 18.67% compared to 2024 [1][54] Industry Dynamics - The legendary game market has experienced fluctuations due to the compliance of legendary games, leading to a decline in private servers. The market size for 2024 is estimated at 28 billion yuan, with a modest growth of 3.32% [2] - The end of the private server era is marked by the resolution of copyright disputes, with the legitimate copyright holder, Shengqu Games, required to pay significant licensing fees, thus driving the market towards compliance and regulation [5][9] - The integration of mini-games into the legendary game ecosystem is expected to provide new growth momentum, with mini-games projected to account for about 8% of the overall market consumption [2][3] User Demographics - The user base for legendary games is predominantly male, accounting for over 71%, while female users represent less than 30% [23] - The age distribution shows a strong presence of users aged 31-40, making up 30.92% of the user base, while younger users under 30 account for nearly 40% [26] - The overall user ecosystem is characterized by a "mobile-first" approach, with mobile users expected to dominate at 62% of the total user base by 2025 [16] Revenue and Value - The cumulative revenue for legendary games is projected to reach 410.68 billion yuan by 2025, with legitimate games accounting for approximately 38.7% of this revenue [5] - The total value of the legendary IP is estimated to be around 3.6478 trillion yuan from 2001 to 2023, with an expected annual average value generation of 28.53 billion yuan starting in 2024 [35][41] - The gaming segment remains the primary revenue source, contributing approximately 93% of the total IP value, highlighting the strong market demand for gameplay-driven content [37] Marketing and Advertising - The marketing strategy for legendary games heavily relies on user acquisition through paid advertising, with a significant decline in the number of materials for mobile games, dropping by 56% in 2025 [42][46] - In contrast, the advertising material for legendary mini-games is expected to surge by approximately 116%, indicating a shift in focus towards this segment [46][49] - The average usage duration of advertising materials has improved, reflecting a transition towards quality-driven marketing strategies [72] Competitive Landscape - The legendary game market is characterized by a concentration of top-tier companies, with major players like Shengqu Games, Ke Ying Network, and Tanwan Games dominating the market [81][84] - The competitive dynamics are shifting towards a model where head companies leverage their strong relationships with IP holders and extensive operational experience to maintain market leadership [81][86] - The emergence of mini-games as a core battlefield for user acquisition is reshaping the competitive landscape, with traditional mobile games facing challenges in user retention and acquisition costs [68][69]