2025上半年，二次元类手游市场收入145.77亿元，同比下降8%。二游市场整体呈收入下滑态势。 而下半年尤其是10 月后，多款二游密集上线，涵盖动作冒险、卡牌策略等多种类型。这些新游中既有 尝试创新商业模式的产品，也有经典 IP 改编之作，不过市场表现差异显著。 本文聚焦2025 年 6- 11 月上线的主流二次元游戏，以公测时间为核心节点，从榜单排名、下载量、流 水、口碑等维度梳理成绩，数据优先参考官方公告、第三方监测平台及公开行业分析，部分数据未包含 安卓全渠道。 | | | 2025年下半年重点二游 | | | | | | --- | --- | --- | --- | --- | --- | --- | | ង់កំ | 游戏 | 公测时间 | 游戏畅销榜(最高) | 首日流水 | 总下载 | taptap评分 | | | 龙魂版人 | 6月6日 | 140 | | 747 | 7.8 | | | 银与维 | 6月26日 | | | 125万 | ਟ ਕੇ | | | 星康共鸣 | 7月17日 | 179 | | 68万 | 32 | | | 伊瑟 | 9月25日 | 167 | | 150万 | ...

Core Insights - The company reported significant revenue growth and profitability turnaround in the first three quarters of 2025, with total revenue reaching 5.417 billion yuan, a year-on-year increase of 33.00%, and a net profit attributable to shareholders of 666 million yuan, up 271.17% [1] Revenue Breakdown - **Gaming Business**: Contributed the majority of profits with revenue of 4.475 billion yuan, a year-on-year increase of 15.64%, and a net profit of 717 million yuan. The gross profit margin improved to 69.29%, driven by the launch of new games such as "Zhu Xian World" and "Persona: Nightfall" in overseas markets [1] - **Film and Television Business**: Achieved a revenue of 918 million yuan, a remarkable year-on-year increase of 432.90%, and a net profit of 31.73 million yuan, attributed to multiple successful releases and the development of short dramas [1] - **Other Income**: Non-recurring gains amounted to 182 million yuan, primarily from the sale of a gaming studio [1] Product Development and Strategy - The company is actively launching new gaming products, with positive user feedback for titles like "Zhu Xian 2" and "Yihuan". The film and television strategy focuses on a balanced approach between long and short dramas, with successful titles like "Couple's Spring Festival" [2] - The esports segment continues to grow, with the company hosting major events like the CS Asia Invitational Championship in 2025 and preparing for the DOTA2 International in Shanghai in 2026 [2] Future Outlook - The company is focusing on the upcoming launch of the highly anticipated game "Yihuan", which has shown promising testing results. The product is expected to be available on multiple platforms globally [3] - Profit forecasts for 2025-2027 are optimistic, with projected net profits of 810 million yuan, 1.716 billion yuan, and 1.890 billion yuan, respectively, reflecting a favorable market environment and strong product pipeline [3]

Core Points - Mobius Technology is facing severe financial and operational difficulties, including multiple lawsuits and a recent court announcement regarding unpaid debts [1][11] - The company has been struggling with internal conflicts, funding issues, and has seen its core team disbanded, leading to the suspension of its main project, "Wildfire Luminescence" [3][8] Financial Issues - Mobius has been sued for unpaid salaries, rent, and various service fees, resulting in multiple court judgments against the company [3] - The total amount involved in the lawsuits exceeds 2.8 million yuan, including disputes with former employees and financial institutions [10] Company Background - Founded by former NetEase employees, Mobius gained attention as a promising startup in the gaming industry, particularly for its project "Wildfire Luminescence" [3][4] - The game initially attracted players with its unique art style and gameplay but faced controversy over sensitive content, leading to public backlash [4][5] Project Development - "Wildfire Luminescence" underwent a troubled development process, with significant internal disagreements and a lack of timely decision-making [5][8] - Despite a successful first test in February 2023, the team disbanded later that year due to unresolved conflicts and financial issues [8][10] Recent Developments - The game received a new version update in May 2024, but the company continues to face operational challenges and has not made significant progress since then [10] - Mobius's official accounts have ceased updates, indicating ongoing struggles in project management and execution [10][11]

Core Insights - The article highlights the rapid growth of Chinese mobile games entering overseas markets, driven by supportive government policies and increasing participation from various game developers [1][5] - A list of top-performing Chinese mobile games in overseas markets is presented, showcasing their estimated revenues and the factors contributing to their success [2][4] Industry Overview - The overseas market has become a primary testing and launching ground for many small to medium-sized game developers [1] - The Chinese gaming industry has entered a period of explosive growth in international markets, particularly following regulatory changes in 2018 and 2021 [1][5] - The government has implemented policies to support the internationalization of the gaming industry, creating a favorable environment for overseas expansion [1] Performance Metrics - In the third quarter, ten games made it to the "Overseas Dark Horse List," with a total estimated revenue of $445 million (approximately ¥3.176 billion) [5] - Three games exceeded $60 million in estimated overseas revenue, indicating strong market performance [5] Top Games Analysis - **Kingshot** by Century Games topped the list with an estimated revenue of $153.5 million (approximately ¥1.095 billion) since its launch in February 2025 [4][6] - **Last Z: Survival Shooter** ranked second with an estimated revenue of $87.6 million (approximately ¥625 million) [7] - **杖剑传说** (Staff Sword Legend) debuted in third place with an estimated revenue of $63.2 million (approximately ¥451 million) [7][8] New Entrants - Four new games made their debut on the list, including **Lands of Jail**, **Destiny: Rising**, and **银与绯** (Silver and Crimson), showcasing the diversity of themes and gameplay styles [9][12] - **Lands of Jail** generated an estimated revenue of $29.3 million (approximately ¥209 million) [11] - **Destiny: Rising**, leveraging the popular IP, achieved an estimated revenue of $15.8 million (approximately ¥113 million) [12] Market Trends - The SLG (Strategy Game) genre is highlighted for its high retention rates and strong user loyalty, making it suitable for long-term operations [11] - The integration of diverse gameplay styles within SLG games is seen as a strategy to broaden user demographics and enhance monetization efficiency [11][14] - The article notes the growing popularity of two-dimensional games in overseas markets, emphasizing the need for unique themes and cultural elements to stand out [12][14]

Core Insights - The mobile game "Dudu Face Prank," developed by the Korean team Epid GAMES and published by Bilibili outside of Korea, launched internationally on October 9 and has achieved significant early success in various markets [1][2]. Market Overview - As of October 13, "Dudu Face Prank" ranks first on the iOS free charts in Hong Kong, Macau, and Taiwan, and second in Japan [3]. - The game accumulated over 320,000 downloads across both platforms within two days of its launch [5]. - Revenue generated in the first two days exceeded 2.16 million, excluding platform fees [6]. Game Features and Design - The game offers a "super-saturated welfare" system, providing players with 130 free draws upon login and a total of 300 draws in the first week, significantly more than typical offerings in the genre [8]. - Unique gameplay features include real-time interactive character customization using Live2D technology, enhancing user engagement through playful interactions [10]. - The game is designed for "casual play," with daily tasks taking only 15-20 minutes to complete, catering to players' fragmented time availability [10]. Marketing Strategy - The marketing campaign began in early September, with increased efforts on the launch day [12]. - Promotional materials focus on the game's core selling points: character interaction, high welfare offerings, and a cute aesthetic [14][20]. - The marketing approach emphasizes low-cost strategies, utilizing smaller influencers and social media platforms to maintain a balanced ROI [26]. Bilibili's Strategic Shift - Bilibili's decision to publish "Dudu Face Prank" reflects a strategic pivot from heavy-duty games to lighter, more casual offerings, addressing the growing demand for low-pressure gaming experiences [28]. - The game fills a gap in Bilibili's portfolio for lightweight games, complementing its existing heavy-duty titles [28]. - The potential for success in the Chinese market is promising, given the game's appeal to Bilibili's large user base and its compatibility with the platform's community-driven content [29].

Core Insights - The article highlights the significant presence of Chinese anime games at TGS 2025, indicating a potential boom in the industry for 2026 with major titles like "Infinite," "Eternal Ring," and "Blue Star: Journey" set to launch [1][16] - The closure of the GiGO 1 building, previously a prominent advertising space for miHoYo, marks a shift in the landscape of the Akihabara area, contrasting sharply with the past dominance of "Genshin Impact" [1][29] - Despite the visible decline of miHoYo's advertising presence, its products remain popular in local stores, suggesting a change in strategy rather than a complete withdrawal from the market [6][11] Industry Dynamics - The surrounding business of merchandise, or "Gaozi economy," is increasingly seen as a marketing tool rather than a primary revenue source for game developers, with companies focusing more on enhancing user engagement [9][31] - MiHoYo's recent strategy reflects a shift towards cost-effective marketing, as evidenced by its absence from TGS this year, contrasting with its previous aggressive promotional tactics [11][15] - The rise of new Chinese titles at TGS indicates a growing recognition among Japanese players of these products, suggesting a shift in market dynamics and consumer preferences [13][16] Market Trends - The article notes a distinct difference in the types of games showcased at TGS compared to those in Akihabara, with a focus on new Chinese titles that are actively engaging players through innovative marketing strategies [16][22] - The upcoming release of several high-profile Chinese games is expected to revitalize the Akihabara area, which has seen a decline in its anime culture prominence [29][36] - The competitive landscape for 2024 is anticipated to be intense, with over ten major titles expected to launch, challenging the current market structure and consumer engagement strategies [38][39]

Group 1 - MiHoYo has taken measures against over 260 leakers of unreleased game content for "Genshin Impact" and "Honkai: Star Rail" to protect its intellectual property and maintain operational integrity [1] - The company aims to enhance player engagement and monetization by preventing leaks that could diminish the excitement and anticipation for new content [1] - The gaming industry is experiencing a decline in the popularity of the two-dimensional genre, with a reported 8% decrease in actual sales revenue for the mobile game market in the first half of 2025 [4][5] Group 2 - MiHoYo has been positioned as the fourth largest mobile game publisher in China for over six months, with its revenue growth stagnating compared to competitors like Tencent and NetEase [2][3] - The company has seen a significant revenue increase of 28% due to the successful launch of version 3.4 for "Honkai: Star Rail," which led to a 325% revenue surge in July 2025 [10][11] - Despite the success of "Honkai: Star Rail," MiHoYo's other titles have not reached the heights of "Genshin Impact," indicating a need for innovation and diversification in its game offerings [8][18] Group 3 - MiHoYo is exploring new game development opportunities, with 6-7 projects in the pipeline that cover various popular genres, including a new title featuring auto-chess mechanics [17][18] - The company is facing increased competition in the gaming market, with emerging players like Point Interactive gaining traction and challenging established giants [22] - To maintain its position, MiHoYo must adapt its strategies and potentially expand beyond the two-dimensional genre to achieve sustainable growth [22]

Core Viewpoint - The article discusses the challenges faced by the second-dimensional mobile game market, highlighting a significant revenue decline and the need for innovation in game design to attract players [1][3][33]. Market Overview - The second-dimensional mobile game market generated a revenue of 14.577 billion yuan in the first half of the year, representing an 8% year-on-year decline [1]. - Despite various promotional activities and events, the market does not show signs of recovery, indicating fierce competition among developers [1][3]. Challenges for New Games - New second-dimensional games must compete not only in art and gameplay but also in operational responsiveness to player demands, which often conflict with commercial goals [3][12]. - Players desire higher quality products at lower prices, leading to ongoing tensions between player expectations and developer monetization strategies, particularly regarding character gacha systems [3][12]. Innovations by "Dual Helix" - The game "Dual Helix" has made bold moves by eliminating the traditional stamina system and gacha mechanics, allowing players to obtain characters and weapons directly [10][12]. - The game offers character fragments that can be collected through gameplay or purchased directly, a significant departure from the industry norm [23][25]. - This approach aims to enhance player experience and satisfaction, potentially setting a new standard in the second-dimensional game market [10][12]. Player Engagement Strategies - "Dual Helix" has actively engaged with players by soliciting feedback on game mechanics and proposed changes, indicating a willingness to adapt based on community input [5][10]. - The game has introduced various gameplay improvements, such as modifying mission structures and enhancing visual quality, to create a more immersive experience [29][27]. Industry Implications - The changes implemented by "Dual Helix" may influence the broader second-dimensional game market, challenging existing monetization models and encouraging other developers to rethink their strategies [25][36]. - The article suggests that the industry's reliance on traditional systems like gacha and stamina may be hindering innovation and growth, urging developers to explore new avenues for player engagement and revenue generation [36][38].

Core Viewpoint - The game "Dual Helix," developed by Hero Games' Pan God Studio, is set to officially launch on October 28, 2023, marking a significant shift in the gacha-based monetization model prevalent in the industry [1][3]. Group 1: Game Features and Changes - "Dual Helix" has completed three rounds of testing since its announcement in 2023 and has been showcased at various gaming exhibitions, making it familiar to many players [3]. - The game introduces a new character acquisition method, where players can obtain character fragments instead of using the traditional gacha system [3][5]. - Players can acquire character fragments through daily tasks or direct purchases, allowing for a more flexible strategy in character acquisition [5][7]. - The game also features a similar system for obtaining exclusive weapons, which can be crafted using materials collected through gameplay [7]. Group 2: Industry Impact and Player Experience - The shift from a gacha system to a fragment-based acquisition model represents a significant departure from the traditional monetization strategies in the gacha game sector, which often rely heavily on chance-based rewards [9][11]. - This change aims to alleviate player anxiety regarding character availability and reduce the psychological burden on new players, encouraging them to engage more with the game's content [11][12]. - The removal of stamina limits for dungeon runs further enhances the gameplay experience, allowing players to enjoy the game without restrictions [13][18]. - The game has received positive feedback for its innovative combat mechanics and dual narrative approach, which distinguishes it from other titles in the genre [14][15].

Core Insights - Perfect World reported a revenue of 3.691 billion yuan for the first half of 2025, marking a year-on-year growth of 33.74% [1] - The company achieved a turnaround in net profit, with a net profit attributable to shareholders of 503 million yuan and a net profit of 318 million yuan after deducting non-recurring items [1] - The growth was primarily driven by the performance of the self-developed MMORPG "Zhu Xian World" and a stable contribution from the esports business [1] Financial Performance - The company recorded non-operating income of 185 million yuan, mainly from the disposal gains of the Chengfeng Studio in the first quarter [1] - The gaming segment generated 2.906 billion yuan in revenue, a year-on-year increase of 9.67%, with a gross margin of 68.9%, up 2.38 percentage points from the previous year [1] Business Structure - PC game revenue surged by 70.51% to 1.852 billion yuan, accounting for 50.18% of total revenue, while mobile game revenue fell by 33.04% to 968 million yuan, representing 26.23% of total revenue [2] - The decline in mobile game revenue was attributed to a strategic restructuring of projects, focusing resources on more promising titles [2] New Product Launches - The company accelerated the testing and launch of new products in the second quarter, with several games including "Persona: Nightshade" and "Zhu Xian 2" being released [3] - "I-Huan," a highly anticipated game, has garnered significant attention, with over 3 million taps on TapTap and over 1.5 million reservations on Bilibili [3] Film and Television Business - The film and television segment achieved revenue of 767 million yuan, a staggering increase of 756.35%, with a net profit of approximately 41.72 million yuan [4] - The company has produced several series and is actively developing short dramas, with "The Couple's Spring Festival" surpassing 500 million views [4]