智通财经APP获悉，2025年12月17-18日，"光 LIGHT·增长无界" 2025腾讯广告游戏生态峰会在上海成功 召开。中国音像与数字出版协会常务副理事长兼秘书长敖然在会上致辞并发布《2025中国移动游戏广告 营销报告》，介绍中国移动游戏营销的现状和发展。报告显示，产业现状方面，目前，中国移动游戏市 场已进入成熟发展阶段，单年市场规模稳定在2000亿元以上，并占据国内整体游戏市场约四分之三的份 额。在新品与长线产品的共同作用下，2025年中国移动游戏市场实际销售收入同比增速超7%，全年收 入再创新高。 移动游戏的用户构成较往年出现了变化，以年轻用户为主力的同时，中老年用户占比有所增加。小程序 游戏是促进中老年用户占比提升的重要因素。而从性别构成来看，男性用户相对较多，占比为52%，在 女性向游戏的带动下，男性、女性用户占比正逐步接近1:1。 营销现状方面，2025年1—6月中国主要上市游戏企业销售费用率均值为21.8%，较去年同期下降2.9个百 分点，是近5年来首次明显下降。注重深度营销指标是上述变化的核心成因，深度营销指标能进一步强 化营销投入与创收间的关联，进而提升营销回报。 2025年1—6月销售 ...

Core Insights - Tencent showcased its advancements in AI advertising at the 32nd China International Advertising Festival and the 34th Asian Advertising Congress, hosting a forum to discuss the industry's development in the AI era [1][3] - The report titled "From 'One Size Fits All' to 'Tailored Solutions': AI Leading the Intelligent Transformation of the Advertising Industry" was released, highlighting AI's role in driving innovation and collaboration in advertising [3][8] Group 1: AI Advertising Development - Tencent's advertising platform has built an "AI-enabled holistic operational landscape," enhancing insights, creativity, and intelligent deployment across the advertising chain [3][5] - The introduction of Tencent Advertising AIM+ simplifies the advertising process and automates campaign creation, significantly improving efficiency and effectiveness [5][7] - AIM+ has reportedly increased the scale and efficiency of advertising infrastructure for partners, allowing teams to focus more on strategy and creative development [7] Group 2: Industry Transformation and Collaboration - The report outlines a clear "battle map" for the advertising industry to understand AI's transformative impact, addressing key dimensions such as technology pathways and human-AI collaboration [10][12] - Experts from academia and industry discussed the opportunities and challenges presented by AI in advertising, emphasizing the need for legal frameworks to adapt to technological advancements [10][13] - The advertising sector is evolving from a cost center to an efficiency center, necessitating a faster adaptation from academia to keep pace with industry changes [12] Group 3: Future Directions - Tencent aims to continue collaborating with partners to explore further possibilities in the advertising industry, promoting sustainable and orderly development driven by technology [15]