2024中国移动游戏广告营销报告

Industry Investment Rating - The report does not explicitly provide an overall investment rating for the mobile gaming industry, but it highlights key growth areas and challenges [3][7][52] Core Viewpoints - The Chinese mobile gaming market achieved actual sales revenue of 2382.17 billion yuan in 2024, a year-on-year increase of 5.01% [3] - High-quality new games such as "Dungeon & Fighter: Origin" and "Love and Deep Space" have driven market activity, with some achieving billions in revenue [3] - The competition from other gaming terminals, such as PC and console games, is intensifying, with titles like "Black Myth: Wukong" boosting the single-player and console gaming markets [3] - The mini-program gaming market grew by 99.18% in 2024, reaching 39.836 billion yuan, but competition is becoming fiercer [52] Market Performance - The mobile gaming market remains dominant in China, but its revenue share has slightly decreased due to competition from other gaming platforms [3] - The mini-program gaming market is rapidly expanding, with a 99.18% growth rate in 2024, reaching 39.836 billion yuan [52] - The sales expense ratio of major listed gaming companies has risen, with over 30% of companies exceeding a 30% sales expense ratio, indicating increased marketing costs [7] Marketing Trends - Marketing expenses for gaming companies are becoming more polarized, with some companies increasing spending while others focus on cost reduction [7] - The use of AIGC (AI-generated content) has improved advertising efficiency, leading to a decrease in the proportion of mobile game ads in overall ad spending [11] - Platforms like Tencent Ads and Baidu Marketing have seen growth in their share of game ad placements, driven by improved ad models and traffic ecosystems [13] - Content marketing is gaining traction, with platforms like Bilibili, Douyin, and Kuaishou showing steady growth in MAU, providing a broader audience for game marketing [43] User Behavior and Preferences - Mobile gaming users in China reached 1.09072 billion in 2024, with a slight increase in user scale [5] - Users are increasingly seeking emotional value and companionship from games, with 66.7% of users citing these factors as reasons for increased spending [28] - Mini-program games are gaining popularity, with 81.6% of users playing mini-program games on WeChat, which has a stable and growing ecosystem [65] Competitive Landscape - The competition in the mini-program gaming market is intensifying, with long-term operation and fine-tuned marketing strategies becoming key to success [52] - The return of popular games like "World of Warcraft" and "Hearthstone" has boosted the PC gaming market, adding to the competitive pressure on mobile games [3] - The advertising market for games is becoming more competitive, with short-form video platforms like Douyin and Kuaishou seeing increased ad placements [147] Technological Advancements - AIGC and other new technologies are enhancing the efficiency of ad production, leading to a decrease in the proportion of game ads in overall ad spending [11] - Tencent Ads' AI-driven creative platform, "Miaosi," has shown significant improvements in ad material production, with some cases achieving a cumulative consumption of 330,000 for a single ad [211] Future Opportunities - The integration of games into daily life through marketing strategies like co-branding and offline events is becoming a key focus for enhancing user engagement and emotional value [193] - The mini-program gaming market is expected to continue growing, with long-term operation and fine-tuned marketing strategies being crucial for success [52] - The use of multi-channel payment methods, such as game websites and short video platforms, is seen as a potential new marketing point, with 59.6% of users having paid through these channels [59]