B站Q2迎来丰收季：游戏广告双增长，净利润创新高

Core Viewpoint - Bilibili (B站) reported its Q2 2025 earnings, achieving a revenue of 7.34 billion yuan, a 20% year-on-year increase, and a net profit of 220 million yuan, marking its most profitable quarter since going public [2][3]. Revenue and Profitability - Bilibili's revenue for Q2 reached 7.34 billion yuan, up 20% year-on-year, with a net profit of 220 million yuan and an adjusted net profit of 560 million yuan, compared to a net loss of 600 million yuan in the same quarter of 2024 [2][3]. - The gross margin has improved for 12 consecutive quarters, rising from 29.9% in the same period last year to 36.5% [2]. User Engagement - Daily active users (DAU) reached a historical high of 109 million, representing a 7% year-on-year increase, while monthly active users (MAU) reached 363 million, up 8% year-on-year [9][10]. - The average daily usage time per user increased to 105 minutes, up by 6 minutes compared to the same period last year [10]. Business Segments - The gaming segment saw a significant revenue increase of 60% year-on-year, reaching 1.61 billion yuan, driven by the performance of the game "Three Kingdoms: Strategy of the World" [3][4]. - Advertising revenue also showed strong growth, with Q2 income reaching 2.45 billion yuan, a 20% year-on-year increase, and effect advertising revenue growing approximately 30% [3][8]. Strategic Developments - Bilibili's CEO mentioned that "Three Kingdoms: Strategy of the World" has entered a stable operational phase and is expected to have a lifecycle of over five years [5]. - The company is focusing on long-term game operations, with several games awaiting approval for release [5]. Advertising and AI Integration - The advertising business benefited from improved integration capabilities, with over 50% of content creators participating in advertising campaigns [8]. - AI technology is expected to enhance advertising revenue by improving distribution efficiency and generating content for ads [9]. Community and Content Ecosystem - Bilibili is cultivating a unique cultural ecosystem that balances high-quality content with community engagement, which is seen as a pathway to long-term monetization [11]. - The platform's ability to attract quality content has been demonstrated by the successful launch of the game "Black Myth: Wukong," which garnered over 12 million views shortly after its release [11].