2024小游戏混合变现白皮书

Investment Rating - The report indicates a strong growth potential for the mixed monetization model in the mini-game sector, suggesting a positive investment outlook for companies adopting this strategy [6][48]. Core Insights - The mini-game market is experiencing rapid growth, with a market size of approximately 398.36 billion yuan in 2024, reflecting a year-on-year increase of 99.18% [56]. - The mixed monetization model, combining in-app purchases (IAP) and advertising (IAA), is becoming the mainstream commercial strategy for mini-games, enhancing user engagement and revenue generation [68][64]. - Tencent's advertising platform is providing substantial support and methodologies for developers to successfully implement mixed monetization strategies [7][44]. Summary by Sections Game Ecosystem Development Status and Growth Highlights - The mini-game ecosystem has seen significant growth, with over 10 billion users and 5 billion monthly active users on the WeChat platform [58]. - The number of developers has reached over 400,000, contributing to a diverse range of game types and increased competition [59][60]. Understanding Mixed Monetization Mini-Games - Mixed monetization allows for the integration of IAP and IAA without compromising user experience, thus maximizing revenue potential [36][68]. - The report emphasizes the importance of user feedback and experience in designing effective monetization strategies [73][69]. Market Trends and Mixed Monetization Value - The report highlights that mixed monetization products have become a key growth driver, with over 100% growth in product numbers and advertising consumption in 2023 and 2024 [64][32]. - The mixed monetization model is particularly effective in tapping into a broader user base, significantly increasing overall monetization rates compared to pure IAP models [42][90]. How to Successfully Implement Mixed Monetization - Developers are encouraged to utilize A/B testing to optimize ad placements and frequency without negatively impacting user experience [41][111]. - The report outlines a structured approach for integrating ads into games, focusing on user engagement and retention metrics [106][137]. Advertising and Monetization Guidelines - The report provides detailed guidelines for ad placement and optimization, emphasizing the need for continuous data analysis to enhance ad performance and user retention [116][137]. - It suggests leveraging Tencent's advertising tools to maximize the effectiveness of mixed monetization strategies [130][157].