2025年科隆国际游戏展20日至24日在德国科隆举办。在本次展会上，中国游戏展台分布比去年更广、规 模更大、热度更高，多款新作试玩区前排起长龙。从内容日益丰富到影响力不断提升，从积极出海到深 化中欧合作，中国游戏正以更加自信的姿态走向欧洲，迈向世界。 更加普遍的中国元素 科隆国际游戏展创办于2009年，由德国游戏行业协会和科隆展览公司主办，与美国E3游戏展、日本东 京电玩展并称为世界三大游戏展会。本次展会上，不少中国展商以大展区亮相核心位置，散发着浓厚的 中国元素，不少企业展台前人潮涌动。 在一间展厅中央，一处长20余米的方形展区格外醒目。四周以幕布围合，墙面绘有水墨画，正面写 着"影之刃零"四个大字。等待入场试玩的队伍已绕展区一圈。这款游戏由北京灵游坊研发。该公司国内 发行负责人潘安妮介绍说，这是一款仍在研的动作类角色扮演游戏，叙事灵感来自中国武侠，美术风格 结合中式水墨与西方蒸汽朋克。 来自德国哈茨地区的蒂姆在试玩机前一坐就是半个小时，仍不舍放下手柄。他和记者分享试玩感受时 说，游戏的美术风格很酷，用刀剑与敌人战斗的方式也很有趣，"我一定会在发售后第一时间购买"。 在展会上，曾推出中国首部3A游戏《黑神话 ...

Core Insights - The 2025 Cologne International Game Show has opened in Cologne, Germany, showcasing an increased presence and enthusiasm from Chinese gaming companies compared to the previous year [2] Industry Summary - The scale of participation by Chinese gaming companies has further increased, with numerous Chinese booths visible throughout the exhibition [2] - Many new game titles are available for trial, attracting long queues of visitors, indicating strong interest and engagement from attendees [2] - Chinese gaming companies are entering the European market with greater confidence, reflecting a shift in their international strategy [2]

品牌专家、瞻胜传播创始合伙人庞瑞告诉每经记者，中华游戏品牌IP正在建立之中，《黑神话：悟空》只是第一块基石，后续仍需大量"贴图"，才能最终拼 合成完整而可持续的文化符号。 在8月20日凌晨2点举行的科隆游戏展开幕之夜上，游戏科学以一支CG（通过计算机技术生成的视觉内容）先导预告片正式公布新作《黑神话：钟馗》。据 悉，《黑神话：钟馗》是《黑神话》系列的第二部作品。 浙江传媒学院浙江省社会治理与传播创新研究院、复旦大学东方管理研究院特聘研究员方凌智当日接受《每日经济新闻》记者（以下简称"每经记者"）采访 时表示："钟馗作为家喻户晓的神话人物，拥有大量精彩的传说，天然适合作为游戏题材。其形象鲜明、内涵丰富，是弘扬中华优秀传统文化的绝佳载体。" 随着《黑神话》第二部公布，海外市场是否还能继续认可黑神话IP（具有商业价值的创意内容或品牌）？ 钟馗IP不够普及，但故事足够精彩仍有机会突围 图片来源：游戏科学官网 据介绍，该作品依然是一款标准的单机、动作、角色扮演游戏，商业模式与前作别无二致。现已正式进入开发状态，但运营阶段还处于"刚建好文件夹不 久，实机还没什么影子"。 相较于知名度更高的哪吒、姜子牙等形象，为什么游戏科 ...

Core Insights - The report indicates that 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%, which is a historical high [2] - The number of gaming users in China approached 679 million, reflecting a year-on-year increase of 0.72%, also a historical peak [2] Domestic Market Performance - In the first half of 2025, the actual sales revenue of domestically developed games in the Chinese market was 140.45 billion yuan, showing a year-on-year growth of 19.25% [2] - The actual sales revenue of domestically developed games in the overseas market reached 9.501 billion USD, with a year-on-year increase of 11.07% [2] Overseas Market Distribution - In the first half of 2025, the revenue distribution of domestically developed mobile games in overseas markets showed that the United States accounted for 31.96%, Japan for 16.20%, and South Korea for 7.47%, collectively representing 55.63% of the total overseas revenue [2] - Additionally, the combined market share of Germany, the UK, and France was 8.78%, indicating that Europe remains an important region for Chinese game exports [2]

Core Insights - In 2024, China's self-developed games achieved actual sales revenue of $18.557 billion in overseas markets, marking a 13.39% year-on-year growth, with the scale exceeding 100 billion yuan for five consecutive years [1] - The release of "Black Myth: Wukong" signifies a breakthrough for Chinese games, receiving multiple prestigious awards and nominations, and contributing to a 20.75% increase in overseas sales revenue for domestic games [4] - The global gaming market is expanding, with a total market size of 1,216.335 billion yuan in 2024, reflecting a 3.31% growth [9] Industry Performance - Tencent's international game revenue reached 58 billion yuan in 2024, a 9% increase, driven by strong performances from "PUBG MOBILE" and Supercell games [6] - 2024 Q3 saw China's gaming market revenue hit a record high of 91.766 billion yuan, an 8.95% increase, largely due to the impact of "Black Myth: Wukong" [4] Cultural Integration - Chinese games are leveraging cultural elements to enhance player engagement, with "Genshin Impact" and "Black Myth: Wukong" incorporating local cultural themes and narratives to resonate with international audiences [7] - Localization strategies, such as language adaptations and culturally relevant content, are crucial for the success of Chinese games in overseas markets [11] Marketing Strategies - Participation in international gaming exhibitions and events has been a key strategy for promoting Chinese games abroad, enhancing visibility and player interaction [8] - Tailored marketing approaches based on regional user characteristics and preferences are essential for increasing market share and profitability in foreign markets [11]