中年网易，大口喘气

Core Viewpoint - The gaming industry is undergoing significant changes, with companies like NetEase facing challenges in mobile game development and shifting focus back to PC and console games, indicating a potential market realignment. Group 1: Game Development Challenges - NetEase has shut down 12 mobile games in a year, including the short-lived "Tianqi Action," which lasted only 45 days, reflecting a negative birth rate of new games [1][3] - The company is experiencing a decline in user retention and game engagement, with "Egg Party" seeing a 40% year-on-year drop in user retention by July [5][6] - The rising costs of game development and user acquisition are making it increasingly difficult for new projects to break even, with the cost to acquire a single paying user reaching 500 yuan [6][7] Group 2: Strategic Shifts and Management Changes - The return of founder Ding Lei and the dismissal of several high-level executives signal a strategic overhaul within NetEase, reminiscent of past significant changes in the company's direction [3][4] - Ding Lei has emphasized a more rigorous approach to game projects, stating that all projects will be evaluated equally, with some being scaled up and others halted [3][4] Group 3: Performance of PC Games - Despite challenges in the mobile sector, NetEase's PC games have shown promising performance, with titles like "Yan Yun Sixteen Sounds" and "Marvel Showdown" achieving significant user engagement and revenue projections [12][13] - The PC gaming market is experiencing growth, with a compound annual growth rate of 3.88% from 2020 to 2024, outpacing the mobile gaming sector [12][20] Group 4: Industry Trends and Competitive Landscape - The gaming market is becoming increasingly competitive, with companies like Tencent and ByteDance adapting their strategies, including reducing reliance on user acquisition spending [10][20] - The trend of cross-platform games is rising, with the number of cross-platform titles increasing eightfold since 2021, indicating a shift in how games are developed and marketed [20][25]