Core Insights - The report highlights that South Korea is the fourth largest gaming market globally and the third largest market for Chinese game developers expanding overseas [1][3][23] - The South Korean gaming market is projected to reach 25.19 trillion KRW in 2024, reflecting a year-on-year growth of 9.7% [5][23] - Mobile games dominate the market with a 59% share, followed by PC games at 26% [7][23] Market Overview - South Korea holds a 7.8% share of the global gaming market, supported by high internet and mobile device penetration [3] - The gaming environment in South Korea is robust, with significant audiences for game streaming, social gaming, and cloud gaming [3] Market Segmentation - RPG games account for 52% of the mobile gaming revenue, while strategy games are experiencing rapid growth [9] - The mobile gaming sector is a key focus for Chinese developers due to its substantial market size [7] Consumer Behavior - 47% of mobile game users complete their first in-game purchase within 30 days of logging in, with 12% making a purchase on the first day [11] - South Korean consumers exhibit a high frequency of credit card usage, averaging 137.5 times per year, facilitating digital payments for in-game purchases [11] Market Entry Barriers - Entering the South Korean gaming market involves high barriers related to language, culture, localization, and legal regulations [12] - Cultural sensitivity is crucial, particularly regarding historical events and local customs, which must be carefully navigated in game content [13] Regulatory Environment - The South Korean government enforces strict regulations on game content, including age ratings and the disclosure of in-game item probabilities [14] - The revised Game Industry Promotion Act mandates real-name age verification for games rated for ages 19 and above [14] Localization and Quality Assurance - Effective localization and quality assurance (QA) are essential for successful game launches and ongoing operations in South Korea [18] - The GRAC (Game Rating and Administration Committee) requires direct rating for adult products, while non-adult products can use international age rating systems [18] Distribution Channels - The main distribution channels in South Korea include international platforms like Google Play and Apple App Store, as well as the local One Store [19] - Google Play holds over half of the market share, while One Store attracts developers with lower revenue-sharing rates [19] Marketing Strategies - Brand and reputation marketing are critical for the success of new games, with users often relying on recommendations from friends or gaming influencers [21] - A diverse media strategy is essential for reaching the target audience effectively [21] Strategic Importance - South Korea serves as a crucial market for Chinese game developers due to its cultural similarities and strong gaming infrastructure [23] - The country has a history of influential gaming IPs that have shaped the gaming landscape in Asia and beyond [23]

Group 1 - Sony Interactive Entertainment showcased several domestic AAA games, including "Shadow Blade Zero," "Black Myth: Wukong," and "Lost Soul," which attracted significant attention from players at the event [3] - "Shadow Blade Zero" and "Lost Soul" were particularly popular, with large crowds waiting to try them out [3] Group 2 - The ChinaJoy BTOB business negotiation hall saw a substantial number of overseas buyers and exhibitors registering, indicating a shift towards "high-quality growth" in China's gaming export business [9]

Group 1 - Sony Interactive Entertainment showcased several high-profile domestic AAA games, including "Lost Soul" and "Shadow Blade Zero," which attracted significant attention from players at the event [3] - A large number of players queued to experience the games "Lost Soul" and "Shadow Blade Zero," indicating strong interest and engagement from the gaming community [3] Group 2 - The ChinaJoy BTOB business negotiation hall saw a substantial number of overseas buyers and exhibitors registering, reflecting a trend towards high-quality growth in China's gaming export business [9]

世纪华通董事会秘书、副总裁黄怡：为什么出海游戏做得这么好？第一，充分了解国外客户的消费习惯 和偏好。第二，要抓住国外游戏行业的变化趋势。第三，要更加的考验团队的专注度，并且找到自己独 特的定位，一直坚持下去。 0:00 ...

当前，在游戏出海态势向好、版号发放保持稳定、AI技术深度应用等多重利好因素的共同驱动下，游 戏行业的发展前景备受看好。对于投资者而言，规模排名第一、流动性良好的游戏ETF(159869)为投资 游戏赛道相关机遇提供了便捷工具。 第22届ChinaJoy今日于上海重磅开幕，这场全球数字娱乐领域的顶级盛会再度聚焦行业目光，不仅吸引 了国内外众多头部游戏厂商携最新产品、前沿技术与创新成果集中亮相，更汇聚了行业专家与海量爱好 者的密切关注。 近期发布的《2025年1—6月中国游戏产业报告》显示，今年上半年国内游戏市场销售收入高达1680亿 元，创下历史新高；游戏用户规模达6.79亿，同比增长0.72%，市场对游戏行业的积极预期持续升温。 ...

Core Insights - The ChinaJoy event is set to open in Shanghai on July 31, 2025, with the China International Digital Entertainment Industry Conference (CDEC) kicking off the festivities [1] - The report released during the conference indicates that the domestic game market achieved actual sales revenue of 168 billion yuan in the first half of 2025, marking a year-on-year growth of 14.08% [1] - The number of game users in China reached approximately 679 million, reflecting a slight year-on-year increase of 0.72% [1] Industry Performance - The actual sales revenue from self-developed games in the domestic market for the first half of 2025 was 140.45 billion yuan, showing a year-on-year increase of 19.29% [3] - The overseas market for self-developed games generated actual sales revenue of 9.50 billion USD, with a year-on-year growth of 11.07% [3] - The primary overseas markets for self-developed mobile games include the United States (31.96%), Japan (16.20%), and South Korea (7.47%) [3] Market Segmentation - In the domestic market, mobile games accounted for 74.59% of actual sales revenue, while client games made up 21.07% and web games only 1.31% [3] - The small program game market in China showed remarkable performance, with actual sales revenue reaching 23.28 billion yuan, a year-on-year increase of 40.20% [4] - Among the revenue from small program games, in-app purchases generated 15.30 billion yuan (65.70%), while advertising revenue accounted for 7.97 billion yuan (34.30%) [4] Future Outlook - The domestic game market is expected to continue its growth trend in the second half of 2025, with a focus on protecting minors and expanding the positive impact of the gaming industry [4]

Core Insights - The essence of game globalization is closely tied to cultural globalization, with the key to successful international expansion being the expression of Chinese cultural values in a global context [2] - The Chinese sci-fi industry achieved a total revenue of 108.96 billion yuan last year, highlighting the potential for cultural narratives to resonate with global audiences [2] - The strategy of utilizing sci-fi as a cultural breakthrough allows for the continuation of traditional Chinese cultural values while innovatively aligning with contemporary global player aesthetics [2]

Core Insights - The domestic gaming market in China is projected to perform strongly in the first half of 2025, with actual sales revenue reaching 168 billion yuan, marking a 14.08% increase year-on-year, setting a new historical record [1] - The user base for gaming has also reached a new high of approximately 679 million, reflecting a 0.72% year-on-year growth, which supports the revenue growth of the market [3] - Mobile gaming continues to dominate the market, generating actual sales revenue of 125.31 billion yuan, accounting for 74.59% of the overall market share, with a year-on-year growth of 16.55% [3] Domestic Game Development - The actual sales revenue from domestically developed games reached 140.45 billion yuan in the first half of the year, showing a significant year-on-year growth of 19.29%, surpassing the overall market growth rate [3] - The overseas performance of domestically developed games is notable, with actual sales revenue reaching 9.50 billion USD, reflecting an 11.07% year-on-year increase [3] - Major overseas markets include the United States, Japan, and South Korea, which together account for 55.63% of the total overseas revenue, with the U.S. market alone representing 31.96% [3] Regulatory Environment - A total of 884 domestically developed games received approval from January to July 2025, an increase of 151 games or 20.6% compared to the same period last year [3] - In June, 147 domestic game licenses were approved, marking a year-on-year increase of 41% and a month-on-month increase of 13%, the highest monthly figure since 2022 [3] - The stable issuance of game licenses has alleviated supply pressure in the industry, allowing more quality game products to enter the market and enhancing user engagement [4] Market Segmentation - The client game market generated actual sales revenue of 35.40 billion yuan, reflecting a year-on-year growth of 4.86% [4] - The web game market, however, saw a decline in actual sales revenue to 2.20 billion yuan, down 5.87% year-on-year, continuing its downward trend [4]

Group 1 - The 22nd ChinaJoy will take place from August 1 to 4 at the Shanghai New International Expo Center [1] - Huawei's HarmonyOS has fully launched its mini-games overseas, featuring an independent game zone to showcase more quality mini-games [1] - Huawei HarmonyOS has expanded its collaboration in the gaming industry by introducing game short dramas, with the first short drama "Wilderness Mystery" achieving over 200 million exposures and more than 15 million views within two weeks of its launch [3] Group 2 - Huawei is exploring overseas opportunities with partners and has launched a comprehensive deep cooperation model for overseas expansion, which has already reached the Middle East last year [3]

Group 1: Overall Market Performance - The actual sales revenue of China's gaming market reached 168 billion yuan in the first half of 2025, marking a year-on-year growth of 14.08%, a historical high [1] - The gaming user base approached 679 million, with a year-on-year increase of 0.72%, also a historical peak [1] Group 2: Self-Developed Games - The actual sales revenue of self-developed games in the domestic market was 140.45 billion yuan, showing a year-on-year growth of 19.25% [1] - The overseas market for self-developed games generated actual sales revenue of 9.501 billion USD, with a year-on-year increase of 11.07% [1] Group 3: Overseas Market Distribution - In the overseas market for self-developed mobile games, the United States accounted for 31.96%, Japan for 16.20%, and South Korea for 7.47%, collectively representing 55.63% of the market [1] - Germany, the UK, and France together accounted for 8.78%, indicating Europe remains an important region for Chinese game exports [1] Group 4: Market Segmentation - Mobile games accounted for 74.59% of actual sales revenue, maintaining a dominant position [1] - Client games saw an increase in actual sales revenue, holding a 21.07% share [1] - Web games represented a smaller share at 1.31% [1] Group 5: Esports Market - The actual sales revenue of China's esports game market reached 80.645 billion yuan, reflecting a year-on-year growth of 16.64% in the first half of 2025 [2] Group 6: Subsector Performance - The actual sales revenue of the two-dimensional mobile game market was 14.577 billion yuan, experiencing a year-on-year decline of 8.00% [3]