Core Viewpoint - Bilibili is launching a new strategy card game titled "Three Kingdoms: Hundred Generals Card," which aims to attract younger users and expand its gaming portfolio, following the success of "Three Kingdoms: Strategize the World" [1][3][4] Group 1: Game Development and Strategy - The game "Three Kingdoms: Hundred Generals Card" is designed as a card game incorporating skills from Three Kingdoms generals, utilizing classic card game rules like "landlord" while adding unique elements [5][9] - Bilibili's strategy focuses on appealing to younger audiences by modernizing traditional gaming formats, as seen in the success of "Three Kingdoms: Strategize the World," which achieved a revenue of 1.61 billion yuan in Q2, a 60% year-on-year increase [7][8] - The game aims to create a new experience by lowering the entry barrier for players, targeting a broader audience rather than niche gamers [9][11] Group 2: Market Environment and Challenges - The gaming market is facing challenges, with a reported 8% decline in revenue for the mobile gaming sector, particularly affecting the two-dimensional game segment [8] - Despite the challenges, Bilibili is diversifying its gaming offerings to include card games, which have shown stable performance in the mobile gaming market [11][12] - The competitive landscape includes established titles like "Fate/Grand Order" and "Blue Archive," which continue to perform well, indicating a tough environment for new entrants [8] Group 3: Platform Integration and Marketing - Bilibili's integrated approach as a developer, publisher, and platform allows it to leverage its resources effectively for game promotion, including significant support for content creators [13][18] - The platform's user engagement is reflected in a 21% increase in game content viewing time in Q2, highlighting its role as a key marketing channel for new games [18][20] - The launch of "Three Kingdoms: Hundred Generals Card" is positioned as a strategic move to enhance user engagement and platform content, utilizing popular influencers for promotion [20]