最近，大家是不是没少刷各种App的年度报告？到2025年最后一个月，葡萄君总感觉游戏行业也应该出个年度报告，让人复盘一下形势。 真要写的话，这个报告当然要把大盘数据放在第一页。其实这数据还挺风光的——今年国产自研游戏收入突破3500亿，行业规模突破3900亿，同比增长 10%；A股、港股上市游戏公司Q1-Q3的净利润增加386亿，同比增长23%，研发投入也增加了119亿…… 此图由豆包生成，假装是年度报告 有这么强大的数据打头，行业的高质量发展似乎真的已经变成共识了。那2026年是不是稳了？这份年度报告的总结，是不是也挺积极乐观的？ 然而葡萄君这里，倒有个听起来颇为残酷的观点：2026年，恐怕大多数团队都得把思维逆转过来——以前的逻辑是先做游戏，再找流量；以后可能会变 成"为了流量，去做游戏"。 一定会有人讨厌这句话的，毕竟这商业化的味道也太冲了。 但现实是，游戏毕竟也是生意，大多数团队的头等大事就是生意。而这两年，这门生意的底层逻辑正在发生剧变。 App的年度报告通常是报喜不报忧的。假如有AB面，那游戏行业年度报告的B面，应该紧跟着这些形势复盘：繁荣的背后，是榜单越来越固化，新品突围 越来越难；iOS畅销榜 ...

Core Insights - The book "Content Dividend: Mastering the Golden Rules of Content Creation and Traffic Growth" emphasizes the importance of returning to content quality and business fundamentals as the era of chasing traffic fades [1][5] - The author, Yu Kunkun, draws from 20 years of experience in media and entrepreneurship to highlight that understanding the underlying logic of content is essential for success in the evolving landscape of social media [2][5] Part 1: The Decline of Traffic and Its Implications - The explosive growth of content supply on platforms like Douyin, with daily active users exceeding 800 million, has created a challenging environment where even established creators struggle to maintain viewer engagement [2] - The book argues that content creation skills are transferable and essential regardless of market conditions, emphasizing that these skills are the only reliable assets for creators [2][3] Part 2: From Imitation to Creation - "Content Dividend" provides a systematic approach to content creation, debunking the myth that viral content is purely luck-based, and instead presenting it as a replicable science [3] - The book introduces concepts like the "spindle structure" for topic selection, helping creators find inspiration at the intersection of their expertise and audience interests [3] - It also discusses the "scene engine" logic and how to create memorable content by using relatable symbols, enhancing user retention through effective storytelling techniques [3] Part 3: Navigating the AI Era - The book advocates for using foundational principles to harness AI tools rather than viewing them as competitors, suggesting that AI can enhance content creation through structured prompts [4] - It emphasizes the importance of personal branding and content differentiation as key strategies to combat the homogenization of self-media [4] Part 4: Content Skills as a Lifelong Asset - The author posits that social media will increasingly value long-term content creation over quick wins, urging creators to respect the underlying principles of content and business [5] - The book illustrates that the ability to create valuable content will remain relevant across various industries, serving as a universal currency for personal and professional growth [5][6] Conclusion - "Content Dividend" serves as both a practical guide and a manifesto for long-term content strategy, offering over 300 methodologies and insights from successful creators to help navigate the complexities of modern content creation [6][7]