Group 1 - The Cologne International Game Show, the largest gaming exhibition globally, is currently being held in Cologne, Germany, with over 1,500 exhibitors from 72 countries, marking an 11% increase from last year [1] - More than 50 Chinese gaming companies are participating, including Tencent, MiHoYo, and others, representing a 32% growth compared to the previous year [1] - Notable Chinese games such as "Honor of Kings World," "Delta Action," and "Arknights: End of the World" have released new promotional materials at the event [1] Group 2 - Tencent's subsidiary, Salors, showcased "Destiny Trigger," introducing new breakthroughs in tactical shooting games [2] - Tencent's international gaming brand, Level Infinite, presented four products, including "Dying Light: The Beast" and "PUBG MOBILE" at the exhibition [2] - The event attracted game developers and technical teams from around the world, with Tencent's AI creative solution, VISVISE, making its debut [2]

Group 1 - The core viewpoint of the article highlights the successful launch of the new game "Black Myth: Zhong Kui" by Game Science, which has gained significant attention with over 7.65 million views and more than 50,000 comments on domestic video platforms shortly after its announcement [1] - The gaming industry is experiencing a stable demand trend, with the number of players remaining around 670 million in the 2020s after a high growth period in the 2010s [1] - Average consumer spending in the gaming sector is on the rise, with projections indicating that per capita spending will approach 500 yuan in 2024, reflecting a high level of consumer engagement [1] Group 2 - In terms of international expansion, revenue from self-developed games overseas is expected to reach $18.5 billion in 2024, marking a 13% year-on-year increase and accounting for 10% of the global gaming market [1] - The share of mobile games in the global mobile gaming market has increased from 22% in 2018 to 28% in 2024, indicating a growing trend in mobile gaming [1] - The gaming ETF (516010) tracks the anime and gaming index, selecting listed companies involved in the anime, gaming, and related industries from the A-share market, serving as an important indicator of the development of China's anime and gaming industry [1]

Core Insights - The article highlights the emerging success of the Merge-2 gaming genre, particularly with the introduction of the Chinese horror-themed game "Haunted Merge: Horror Story," which showcases the industry's trend towards diverse themes and innovative gameplay [1][2][10]. Industry Overview - The Merge-2 genre has gained significant traction, surpassing Merge-3 in revenue, with a reported annual income of over 28 billion yuan compared to Merge-3's 20.2 billion yuan [20][22]. - The growth of Merge-2 is evident, with a 43% increase in downloads in 2024, and a doubling of revenue, indicating a strong market demand [22]. Game Analysis - "Haunted Merge" stands out due to its unique theme of Chinese folklore horror, which is relatively niche compared to other offerings in the market [2][4]. - The gameplay involves merging items to solve puzzles and unlock story elements, aligning well with the horror narrative [7][8]. - The game has been launched in five Southeast Asian markets, indicating a strategic choice based on thematic relevance [11]. Company Background - The game is developed by WhaleJoy Game Limited, which is associated with Blue Ultra Game Limited, known for its successful title "Merge Prison" [10][12]. - Blue Ultra was founded in early 2023, with a team experienced in SLG game development, previously involved in titles like "Zgirls" [12][14]. Competitive Landscape - The article identifies several key players in the Merge-2 space, including Lemon Microfun, which has successfully transitioned from Merge-3 to Merge-2, and has multiple successful titles [19][56]. - Other notable companies include Red Child City and Whale Armor Technology, which are also exploring the Merge-2 genre with varying degrees of success [29][35]. Future Outlook - The Merge-2 genre is expected to continue evolving, with a focus on diverse themes and innovative gameplay mechanics, as evidenced by the ongoing development and testing of new titles [57][58]. - The success of "Haunted Merge" could pave the way for further exploration of niche themes within the Merge-2 genre, potentially expanding its audience [1][58].

Group 1 - The Gamescom 2023, the largest gaming exhibition globally, opened in Cologne, Germany, with over 1,500 exhibitors from 72 countries, marking an 11% increase from last year [1] - More than 50 Chinese companies participated, including Tencent, MiHoYo, and others, representing a 32% increase in participation compared to the previous year [1] - The event featured the debut of the game "Black Myth: Wukong," which received enthusiastic applause during the Opening Night Live [1] Group 2 - Chinese companies, led by Tencent, have become key players at the Gamescom, with numerous booths attracting international gamers [2] - Tencent's VISVISE, an AI-driven creative solution for game art production, was globally unveiled at the event, covering various aspects of game development [2] - The presence of Chinese gaming companies is increasingly significant in the global gaming industry, contributing to industry advancements and becoming essential participants [2]

Core Insights - The Gamescom event in Cologne, Germany, has set a record with over 1,500 exhibitors from 72 countries, marking an 11% increase from last year [1] - More than 50 Chinese companies are participating, representing a 32% growth compared to the previous year, with notable firms like Tencent and miHoYo [2] Group 1: Event Highlights - The event features major game releases, including the highly anticipated "Black Myth: Wukong," which received enthusiastic applause during the Opening Night Live [2] - Tencent's "Delta Action" is the first self-developed FPS game from China to support cross-platform data sharing and global distribution [2] - Various Chinese games, such as "Gujian," "Honor of Kings World," and "Tomorrow's Ark: End of the World," showcased new trailers and updates during the event [2] Group 2: Exhibitor Presence - Tencent's booth for "Honor of Kings World" attracted significant attention, with players queuing to try the game [3] - Lingyoufang's "Shadow Blade Zero" featured a 500 square meter experience area, allowing players to engage in challenging boss battles [6] - Tencent's subsidiary, Salros, presented "Fate Trigger," which combines anime aesthetics with tactical gameplay, while Level Infinite showcased multiple titles including "Dying Light: The Reckoning" [9] Group 3: New Game Releases - "Rust Mobile," a mobile adaptation of the classic PC survival game, was available for public testing, maintaining the core gameplay elements of exploration and PvP combat [10] - Tencent's "Silicon Universe," now titled "Interstellar Ideal Country," offers a sandbox adventure experience with cross-platform capabilities [10] - The AI creative solution VISVISE was unveiled, covering various aspects of game art production and attracting interest from international developers [11]

Investment Rating - The industry is rated as "Outperforming the Market," indicating a projected increase of over 10% relative to the broader market index in the next six months [31]. Core Insights - The Chinese gaming market saw a revenue of 29.084 billion yuan in July 2025, reflecting a year-on-year growth of 4.62% and a month-on-month growth of 8.14% [9][11]. - The mobile gaming sector generated 21.36 billion yuan in July, with a month-on-month increase of 6.36% and a year-on-year increase of 0.92%, driven by strong performances from new and mature products [11][12]. - Globally, mobile game revenue decreased by 9.33% year-on-year, with July 2025 revenues totaling approximately 30.7 billion yuan [13][14]. - Tencent's games dominated the Chinese App Store's top revenue rankings, holding seven of the top ten spots, with titles like "Honor of Kings" and "Peacekeeper Elite" leading the charge [20][19]. - Chinese self-developed games saw overseas revenue of 1.693 billion USD in July, marking a year-on-year increase of 6.76% and a month-on-month increase of 8.20% [26][28]. Summary by Sections 1. Chinese Gaming Market - The overall gaming market in China achieved a revenue of 29.084 billion yuan in July 2025, with a year-on-year growth of 4.62% and a month-on-month growth of 8.14% [9]. - The mobile gaming market's revenue reached 21.36 billion yuan, with a month-on-month increase of 6.36% and a year-on-year increase of 0.92%, supported by strong performances from new and established titles [11][12]. 2. Global Gaming Market - The global mobile gaming market experienced a revenue decline of 9.33% year-on-year, with July revenues at approximately 30.7 billion yuan [13][14]. - "Honkai: Star Rail" topped the global revenue growth chart, benefiting from significant updates and player engagement [15]. 3. Revenue Rankings - Tencent's games occupied seven positions in the top ten revenue rankings on the Chinese App Store, with "Honor of Kings" and "Peacekeeper Elite" among the top earners [20][19]. - The top three Chinese game publishers in global revenue rankings were Tencent, Point Interactive, and NetEase, with Tencent leading the charge [19]. 4. Overseas Revenue - Chinese self-developed games generated 1.693 billion USD in overseas markets in July, reflecting a year-on-year increase of 6.76% and a month-on-month increase of 8.20% [26][28]. - "Honkai: Star Rail" achieved a remarkable 290% increase in overseas revenue due to successful IP collaborations and updates [28]. 5. Investment Recommendations - The report suggests focusing on companies with rich license reserves, strong R&D capabilities, frequent quality IP collaborations, and stable content output capabilities, as the market shows steady growth potential [29].

Core Insights - The Chinese gaming market experienced significant growth in July 2025, with a total market size of 29.084 billion yuan, reflecting a month-on-month increase of 8.14% and a year-on-year increase of 4.62% [1] - The client game market reached 6.637 billion yuan in July, showing a month-on-month growth of 13.13% and a year-on-year growth of 16.56% [1] - The mobile game market size was 21.36 billion yuan, with a month-on-month increase of 6.36% and a year-on-year increase of 0.92% [1] Market Performance - The client game market's growth was driven by mature products, new releases, and cross-platform products, with notable contributions from new titles like "Douluo Dalu: Hunting Soul World" and "The Legend of the Great Voyage" [1] - The mobile game market saw strong performance from new releases and mature products, particularly "Delta Action," which doubled its revenue due to seasonal updates and promotional activities [1] - "Honor of Kings" implemented multiple operational activities in July, contributing to its revenue growth [1] International Expansion - In July 2025, the actual sales revenue of Chinese self-developed games in overseas markets reached 1.693 billion USD, with a month-on-month increase of 8.2% and a year-on-year increase of 6.76% [2] - The new title "Staff Sword Legend" performed well, ranking first on the iOS free chart in Japan shortly after its launch [2] - A series of supportive policies for the gaming industry have been introduced since 2025, including initiatives to promote game exports and the development of the entire industry chain from IP creation to overseas operations [2][3] Policy Support - Various regions, including Guangdong, Zhejiang, and Beijing, have implemented policies to support the gaming industry, with Guangdong launching the first provincial-level special policy for high-quality development in the gaming sector [2] - The policy includes 13 measures focusing on original content, technological innovation, and industry clusters, with rewards of up to 5 million yuan for quality projects [2] - Zhejiang's measures aim to support game companies in international development and foster high-quality AAA game projects [3]

Group 1 - The core viewpoint of the article highlights the growth of China's gaming market, with the client game market reaching 6.637 billion yuan in July 2025, showing a month-on-month increase of 13.13% and a year-on-year increase of 16.56% [2] - The growth in the client game market is primarily driven by mature products, new releases, and cross-platform products, which allow account and data interoperability between client and mobile platforms [2] - Notable new releases contributing to the market growth include "Douluo Dalu: Hunting Soul World" and "The Legend of the Great Voyage," while the long-term product "Honkai: Star Rail" also saw significant revenue growth [2] Group 2 - The mobile game market in China reached 21.36 billion yuan in July 2025, with a month-on-month increase of 6.36% and a year-on-year increase of 0.92% [2] - The new release "Delta Operation" performed well due to seasonal updates and collaborative events, achieving a month-on-month revenue doubling [2] - Mature product "Honor of Kings" implemented multiple operational activities in July, which contributed to its revenue growth [2] Group 3 - In terms of overseas sales, China's self-developed games generated actual sales revenue of 1.693 billion USD in July 2025, reflecting a month-on-month increase of 8.2% and a year-on-year increase of 6.76% [2] - The new release "Staff Sword Legend" performed notably well, ranking first on the iOS free chart in Japan for three consecutive days after its launch [2]

Market Overview - A-shares surged, with the Shanghai Composite Index reaching a 10-year high and the total market capitalization of A-shares exceeding 100 trillion yuan for the first time in history [3][4] Media and Entertainment Sector - The media and entertainment sector is experiencing strong performance during the summer consumption peak, with the film industry seeing significant gains. The film box office for the summer season has surpassed 9.5 billion yuan, with "Nanjing Photo Studio" leading at over 2.4 billion yuan [4][7] - The overall film box office for 2025 has exceeded 36.8 billion yuan, with top films including "Nezha: Birth of the Demon Child" and "Detective Chinatown 1900" [7] - The gaming sector also showed strong growth, with actual sales revenue reaching 168 billion yuan in the first half of the year, a 14.08% increase year-on-year [9] Liquid Cooling Server Sector - The liquid cooling server sector is experiencing high demand, with the index rising over 6% and several stocks hitting their daily limit [11] - The market for liquid cooling servers in China is projected to grow significantly, with a year-on-year increase of 52.6% in 2023 and an expected 67% growth in 2024. The compound annual growth rate is anticipated to reach 45.8% by 2028 [13][14] - Companies like Feilong Co. are expanding their product lines and market reach, including overseas markets, and have seen stock prices soar following positive institutional research [13][14]

Core Insights - NetEase reported a net revenue of 27.9 billion yuan for Q2 2025, representing a year-on-year growth of 9.4% [2] - The net profit attributable to shareholders under non-GAAP was 9.5 billion yuan, with R&D investment reaching 4.4 billion yuan, indicating an R&D intensity of 15.6% [2] Group 1: Gaming Business Performance - The gaming and related value-added services segment generated a net revenue of 22.8 billion yuan, accounting for 82% of total revenue, highlighting its critical impact on overall performance [2] - The cost of the gaming business decreased to 6.8 billion yuan in Q2 from 7.5 billion yuan in Q1, indicating a clear trend of cost reduction [2] - The game "Fantasy Westward Journey" achieved a peak of 2.93 million concurrent users, marking a new high in its 22-year operation history [2] Group 2: New Game Developments - The new game "Yanyun Sixteen Sounds," set to launch by the end of 2024, is already showing strong performance metrics, exceeding pre-launch expectations in user activity and monetization [2] - Upcoming single-player games include the original ocean adventure RPG "Forgotten Sea" and a narrative-driven action-adventure game "Return to Tang" [4] Group 3: Market Position and Strategy - NetEase's localized operation strategy and diversified marketing activities have significantly improved user engagement and payment willingness for Blizzard's games, with "Hearthstone" reaching the fifth position on China's iOS bestseller list after the launch of the "Angoro Turtle Path" expansion [3] - Despite the competitive gaming market, NetEase's mobile games have not performed well in overseas revenue rankings, with only "Knives Out" and "Diablo: Immortal" making it to the top 30 in July [4] - Industry expert Zhang Yi noted that NetEase's previous over-reliance on the Japanese market has hindered its ability to capitalize on the growing potential in the European and American markets compared to competitors like Tencent and Mihayou [4]