证券研究报告 | 2025年11月24日 网易-S（09999.HK） 优于大市 递延收入增长 25%，经典游戏优异展现长期运营能力 收入同比上升 8%，销售费率环比继续所上升。25Q3，公司实现营收 284 亿 元，同比上升 8%。Non-GAAP 归母净利润 95 亿元，同比增长 27%；Non-GAAP 归母净利率 33.5%，同比提升 5pct。25Q3，公司综合毛利率 64.1%，同 比上升 1.2pct，网易云音乐毛利率同比提升 2.6pct。25Q3，公司总经 营费率为 36%，同比上升 0.2pct，环比上升 4pct。其中销售费率 15.7%， 同比上升 1pct，环比提升 3pct，游戏及相关增值服务市场推广支出增 加。我们预计 25Q4 销售费率环比略下降。 游戏：《梦幻西游》等经典游戏展现长期价值。2025Q3，在线游戏业务收 入为 228 亿元，同比增长 13%。递延收入表现良好，25Q3 网易递延收入 195 亿元，同比增长 25%。25Q3 老游戏表现优异，公司持续布局全球化。 1）多款经典游戏持续受到玩家欢迎，体现了网易游戏强劲的长线运营 能力。自三季度起，《梦幻西游》电脑版的 ...

Core Insights - The company's Q3 2025 revenue increased by 8% to 28.4 billion yuan, while Non-GAAP net profit rose by 27% to 9.5 billion yuan, slightly below expectations due to unrecognized revenue from some products and higher-than-expected marketing expenses [1] - The company declared a dividend of $0.114 per share and extended its share repurchase program of up to $5 billion until January 2029, having repurchased $2 billion by the end of Q3 2025 [1] Revenue and Profit Trends - Revenue from games and value-added services grew by 12%, driven by flagship products such as "Dream of Dreams" and "Egg Party," showcasing the company's long-term game operation capabilities [1] - Marketing expenses increased by 17% to 4.46 billion yuan, primarily due to seasonal promotional activities and new version marketing for flagship products, leading to a significant increase in deferred revenue [1] Investment and New Game Releases - The company achieved investment income of 1.38 billion yuan, which helped offset the impact of increased marketing expenses on profits [1] - New games "Destiny: Stars" and "Yanyun Sixteen Sounds" are set to launch in overseas and Chinese markets, with the former nominated for the 2025 TGA Best Mobile Game [1] - The company plans to focus on global capabilities and the progress of key new games, with several titles in the pipeline for 2026 [1] Profit Forecast and Valuation - The company maintains its profit forecast, with current valuations at 16/15x for Hong Kong stocks and 15/14x for U.S. stocks for 2025/2026 Non-GAAP P/E [2] - The company retains an outperform rating and a target price of 275 HKD / 177 USD, indicating an upside potential of 29% for Hong Kong stocks and 33% for U.S. stocks [2]

11月20日港股盘后，网易发布了截至2025年9月30日的第三季度未经审计财务业绩。 上述观点与网易对海外业务的持续调整方向高度吻合。自2024年起，网易已陆续关停至少七家海外 工作室，其中于11月关闭了美国Jackalyptic Games与加拿大Bad Brain Game Studios两大工作室。这些工 作室大多成立时间较短，部分长期未能推出成熟产品，便在结构调整中宣告裁撤。 相比之下，网易的全球化思路或转向了让成功产品"走出国门"。本月，网易重磅产品《燕云十六 声》在海外上线后表现强劲——公开数据显示，该游戏上线仅40分钟，玩家数突破50万，24小时内玩家 超200万。Steam全球同时在线人数峰值突破19万，登上Steam全球畅销榜TOP4、最热玩游戏Top5，横扫 20个欧美地区Steam畅销榜前十。 新作方面，据记者不完全统计，截至11月20日，网易游戏已获批版号的新产品共计8款，包括二次 元都市开放戏《无限大》、生活模拟游戏《星绘友晴天》、RTS（即时战略游戏）《军团战争》等。 在未来新游储备方面，网易管理层表示，《无限大》目前的进度是符合预期的，后续的测试和上线 都在进一步计划以及计划内逐 ...

Core Insights - Tencent's gaming business achieved over 20 billion yuan in international market revenue for the first time in Q3 2025, driven by strategic positioning in the shooting game sector and a "light integration" global strategy [2] - The overall revenue for Tencent's online gaming segment reached 636 billion yuan, marking a double-digit year-on-year growth [2] International Market Performance - International gaming revenue was 208 billion yuan, reflecting a 43% year-on-year increase, while domestic gaming revenue was 428 billion yuan, with a 15% year-on-year growth [2] - The growth in international markets is attributed to a "long-term strategic layout" that is now yielding results [5] - Key contributors to overseas revenue include stable earnings from mature studios, the release of acquired teams' capacities, and breakthroughs in self-developed products [6] Key Studio Contributions - Supercell, a Finnish studio under Tencent, continues to generate stable revenue with games like "Brawl Stars" and "Clash Royale," which have seen user and revenue growth [6] - Tencent's acquisition of Polish studio Techland has resulted in the successful launch of the AAA title "Dying Light 2," which quickly topped global sales charts [7] - Funcom, acquired in 2020, achieved over 1 million sales for "Dune: Awakening" within two weeks of its release [8] - Grinding Gear Games, acquired in 2018, has maintained strong performance with "Path of Exile 2," topping Steam's sales charts for eight consecutive weeks [9] Domestic Market Dynamics - Tencent's gaming business in the domestic market grew by 15%, driven by a combination of evergreen games and new product launches, particularly in the shooting genre [10] - Major titles like "Honor of Kings" and "Peacekeeper Elite" continue to perform well, with "Honor of Kings" achieving over 139 million daily active users [10] - New releases such as "Valorant: Agent's Awakening" and "Delta Force" have also shown strong user engagement and revenue performance [10] Competitive Landscape and Future Strategy - The global shooting game market is projected to reach $72.68 billion in 2024, with a compound annual growth rate of 13% from 2025 to 2032 [13] - Tencent is building a differentiated matrix in the shooting genre, with titles catering to various gameplay styles and user demographics [13] - The company aims to continue its global expansion by seeking partnerships with high-quality overseas game studios while promoting Chinese-developed games in international markets [13]

Core Insights - Century Huatong's Q3 revenue exceeded 10 billion yuan for the first time, marking a year-on-year growth of 60.19% [1] - The company reported a net profit of 1.701 billion yuan, up 163.78% year-on-year, with core financial metrics reaching historical highs [1] - The overseas gaming business is a significant growth driver, with the game "Whiteout Survival" achieving over 200 million downloads and topping global mobile game revenue charts [1] Financial Performance - Q3 revenue reached 10.016 billion yuan, with a net profit of 1.701 billion yuan and a non-GAAP net profit of 1.707 billion yuan [1] - For the first three quarters, total revenue was 27.223 billion yuan, surpassing last year's total, with a net profit of 4.357 billion yuan [1] - Operating cash flow increased by 81.33% to 6.278 billion yuan, indicating strong financial health [1] Domestic Gaming Business - The mobile game segment shows robust growth, with titles like "Endless Winter" consistently ranking in the top 5 of popular game lists [2] - New releases such as "Dragon Valley World" and "Bouncing Kingdom" have also performed well, contributing to the overall growth [2] - Classic IPs are being revitalized, with several remakes and new titles in development, indicating a strong pipeline for future releases [2] Strategic Direction - By H1 2025, mobile game revenue is expected to account for 88.69% of the internet gaming business, with overseas revenue approaching 9 billion yuan [3] - The company is shifting its revenue focus towards mobile and international markets, differentiating itself from traditional PC game companies [3] - The gaming industry is evolving towards globalization and mobile platforms, with a growing emphasis on cross-market operational capabilities and product innovation [3]

Core Insights - The article highlights the competitive landscape of the global gaming industry, emphasizing the significant presence of Chinese companies among the top earners, particularly Tencent, NetEase, and miHoYo [2][3][5]. Group 1: Global Gaming Revenue Rankings - In the top ten global gaming companies by revenue, the United States holds five positions, China has three, and Japan has two [2]. - Tencent ranks second with a revenue of $27.3 billion, driven by popular IPs like "Honor of Kings" and significant overseas revenue growth [3][5]. - NetEase ranks fourth with $11.5 billion, showcasing strong performance from titles like "Where Winds Meet" [3][5]. - miHoYo ranks ninth with $3.8 billion, with over 70% of its revenue coming from international markets, primarily from "Genshin Impact" [2][3]. Group 2: Market Concentration in China - The Chinese gaming market is highly concentrated, with the top two companies, Tencent and NetEase, holding a combined market share of 78% as of 2025 [9]. - Tencent's market share is projected to reach 50%, while NetEase's is expected to be 28% [7]. Group 3: New Game Strategies - Tencent has the largest new game pipeline with 35 upcoming titles, covering various genres including shooting, MMO, and open-world games [12][13]. - NetEase follows with 28 new titles, focusing on genres like action RPGs and historical strategy games [12][13]. - miHoYo has a more limited pipeline with only 2 upcoming titles, primarily in the CRPG and life simulation genres [12][13].

Core Insights - Chinese gaming stocks have experienced a significant increase, with major companies like Tencent, NetEase, and Century Huatong seeing stock price growth of 64%, 72%, and 303% respectively since the beginning of the year [1] - The overall market sentiment towards gaming stocks has improved, driven by favorable policies and a recovering economic environment [5][10] Industry Growth Factors - The gaming industry's profitability has improved due to supportive government policies, such as multiple initiatives in Shanghai and Shenzhen aimed at boosting the gaming sector [5] - The approval process for game licenses has become more stable, allowing companies to plan product development and release schedules more effectively [5] - Public perception of the gaming industry has shifted positively, recognizing its contributions to technology, education, and cultural confidence, exemplified by the success of the game "Black Myth: Wukong" [7] Financial Performance - The first half of 2025 has been described as the best financial reporting season for the industry in years, with over 80% of companies reporting profits and top companies achieving record revenue and profit levels [8][10] - Century Huatong's market capitalization has tripled, surpassing 150 billion [8] Market Outlook - Investors are optimistic about the future growth potential of the gaming industry, particularly in global markets, which is seen as a key driver for stock price increases [13][19] - The gaming sector is exploring new markets and technologies, with significant growth opportunities identified in shooting games, mini-games, and single-player games [17][18] Global Expansion - Chinese gaming companies are increasingly focusing on global markets, with many launching products simultaneously worldwide rather than treating overseas markets as secondary [20] - Companies like Century Huatong have successfully penetrated international markets, contributing to their stock price increases [21] - Collaborations between Chinese and global firms are becoming more common, enhancing the global presence of Chinese gaming companies [23][28] Technological Advancements - Major companies are investing in AI and other technologies to improve game development processes, which is expected to yield significant results [30][32] - The market for gaming-related merchandise is also growing, with projections indicating substantial revenue potential in the coming years [34][35]

Core Insights - The 2025 Tokyo Game Show (TGS) concluded with record attendance and participation, highlighting the growing influence of Chinese game developers in the Japanese market [1][3][5] Group 1: Event Overview - TGS 2025 featured a record 1,136 exhibitors and 4,157 booths, with attendance exceeding 260,000, showcasing a vibrant atmosphere [1][2] - The event emphasized content over form, with many new product launches and gameplay experiences available for attendees [2] Group 2: Chinese Game Developers' Impact - Chinese game companies had a significant presence, with nearly 110 exhibitors, including major players like Tencent and NetEase, marking an unprecedented scale [1][3] - Games like "Whiteout Survival" and "Kingshot" from Century Games gained notable attention, with extensive promotional efforts and local collaborations enhancing their visibility [3][11] Group 3: Market Dynamics - The Japanese gaming market, while smaller than the US and China, remains highly lucrative, with a projected mobile market revenue of $11 billion in 2025, making it the second-largest globally [6] - Chinese games are increasingly accepted in Japan, with local players showing high interest in titles like "Whiteout Survival," which has consistently ranked in the top charts [5][11] Group 4: Strategic Approaches - Chinese developers are adopting long-term strategies and localized approaches to penetrate the Japanese market, focusing on user engagement and differentiated products [10][11] - The success of titles like "Whiteout Survival" and "Kingshot" illustrates the effectiveness of these strategies, as they have achieved significant rankings in Japan's competitive market [11] Group 5: Recognition and Acceptance - The recognition of Chinese games in Japan is growing, as evidenced by titles like NetEase's "Infinite" featuring on the cover of a prominent Japanese gaming magazine [12] - The narrative around Chinese games is shifting from "made in China" to a focus on quality and innovation, reflecting a broader acceptance in the Japanese gaming community [12]

Core Viewpoint - The performance report of Kaiying Network for the first half of 2025 shows resilience in its overseas business despite increasing competition and rising customer acquisition costs, highlighting the effectiveness of its global expansion strategy [1][3]. Financial Performance - In the first half of 2025, Kaiying Network achieved a revenue of 2.578 billion yuan, a year-on-year increase of 0.89% - The net profit attributable to shareholders reached 950 million yuan, reflecting a year-on-year growth of 17.41% [1]. Overseas Business Expansion - The overseas revenue for the first half of 2025 reached 202 million yuan, marking a significant year-on-year increase of 59.57% - The successful launch of RPG game "MU Immortal" topped the iOS RPG free charts in multiple countries on its release day [1][2]. - The SLG game "Nobunaga's Ambition: Path to the World" ranked 2nd in the iPhone free game list, and 1st in both strategy and simulation categories [1]. Strategic Focus on SLG Games - The SLG genre is highlighted as a key area for future overseas business development, with 41.38% of the top 100 self-developed mobile games in overseas markets being strategy games [2]. - Kaiying Network is currently developing another SLG title aimed at markets in Hong Kong, Macau, Taiwan, Japan, South Korea, and Southeast Asia [2]. Cultural Integration in Game Development - The company emphasizes promoting Chinese culture through games, successfully launching culturally resonant IP games like "The Legend of Sword and Fairy" and "The Heaven Sword and Dragon Saber" in Vietnam [3]. - This approach not only enhances cultural exchange but also strengthens the brand's international influence and market value [3]. Globalization Strategy - Overseas business is now a crucial part of Kaiying Network's strategic framework, evolving from a supplementary revenue source to a core component of its growth strategy [3]. - The company is adapting to global market demands and localizing operations to enhance its competitive edge in the international gaming landscape [3].

Financial Data and Key Metrics Changes - In the second quarter, total revenue reached RMB 2,070 million, representing a year-on-year decrease [5] - Revenue from office software and services increased by 14% year-on-year to RMB 1,360 million, while online games revenue decreased by 26% year-on-year to RMB 952 million [6][14] - Gross profit decreased by 9% year-on-year to RMB 1,854 million, with a gross profit margin of 81% [15][17] - Profit attributable to owners of the parent was RMB 532 million, compared to RMB 393 million in the previous year [17] Business Line Data and Key Metrics Changes - Office software and services accounted for 59% of total revenue, while online games accounted for 41% [12] - The WPS AI products saw significant enhancements, with monthly active AI users reaching nearly 13 million [6][7] - The online games business is focusing on enriching existing IPs and expanding into new genres, with the flagship IP GX3 Online maintaining a stable user base [8][9] Market Data and Key Metrics Changes - The company is actively expanding into international markets, with the divestment of the new WPS international edition [7] - The online game business is experiencing challenges due to a high base from the previous year, impacting revenue growth [14] Company Strategy and Development Direction - The company is committed to increasing R&D investment in AI and collaboration, aiming to enhance product offerings across various office scenarios [10] - The online game business will focus on premier games and global expansion to strengthen its IP franchise [11] Management Comments on Operating Environment and Future Outlook - Management expressed confidence in the growth of the office software business, particularly with the integration of AI features [30][31] - The gaming industry is facing challenges, but management believes that with time and adjustments, new IPs can achieve success [28][49] Other Important Information - Research and development costs increased by 50% year-on-year, reflecting ongoing investments in AI and new game genres [15] - The company has a cash resource of RMB 25 billion as of June 30, 2025 [18] Q&A Session Summary Question: Performance of MetroBrick after its release and full-year revenue guidance for the gaming sector - Management noted that while initial feedback was positive, adjustments are being made based on player feedback to enhance the gaming experience [24][25] Question: Outlook for WPS office business in the second half of the year - Management is optimistic about maintaining growth rates similar to the first half, driven by AI enhancements [30][31] Question: Trends in active user base and ARPU for JX3 - Management acknowledged slight pressure on active users compared to last year but remains confident in long-term operations [34][35] Question: Differentiation of WPS AI agent from competitors - Management emphasized that their focus is on specific office scenarios, which sets them apart from competitors [39][40]