QuestMobile2025手机游戏行业发展分析报告：游戏APP与微信小游戏差异化态势明显，抖音小游戏发力月活用户达1.71亿

Core Insights - The mobile gaming industry in China is experiencing significant growth, with the number of mobile game approvals reaching 1,050 in the first eight months of 2025, a year-on-year increase of 23.5% [3][9] - The monthly active user base for mobile gaming apps has reached 698 million, marking a 7.9% year-on-year growth, with users engaging in an average of 23 sessions per day, totaling 114.4 minutes of usage [4][12] - The user demographic is skewing younger, with 50.4% of users under 30 years old, while older demographics are more prevalent in mini-games on platforms like WeChat [4][17] Mobile Gaming Industry Overview - The mobile gaming app industry has seen a peak in monthly active users at 698 million, driven by high-quality game development and user engagement [12][9] - The gaming landscape is characterized by a dual peak in user engagement, particularly in the shooting and MOBA genres, which account for 24.3% and 22.9% of total usage time, respectively [16][19] - Major titles such as "Delta Force," "Honor of Kings," and "Peace Elite" dominate the user engagement metrics, showcasing a high concentration of user activity among top games [21][19] Mini-Game Market Dynamics - The WeChat mini-game market has 28 games with over 10 million monthly active users, with top performers including "Endless Winter" and "Zombie Shooting" [5][31] - Douyin mini-games have developed a successful closed-loop model that integrates content seeding, instant play, and social sharing, leading to rapid user growth [5][35] - The competitive landscape for mini-games is intensifying, with established titles maintaining strong user bases while new entrants are gaining traction [29][31] Industry Trends - Cross-platform integration and multi-device accessibility are becoming key strategies for major gaming companies to capture a broader audience [38][39] - The mini-game ecosystem is diversifying, with WeChat serving as a crucial platform for connecting quality content with a wide user base [41][11] - AI technology is increasingly permeating the gaming industry, enhancing content creation and user engagement [43][11] - The trend of mobile games expanding internationally is supported by favorable policies and cultural narratives, driving global growth [45][46]