神州泰岳(300002) 报告日期：2025 年 08 月 27 日 产品周期过渡期，新游有望年内推广上线 ——神州泰岳点评报告 投资要点 事件：公司 8 月 26 日披露 2025 年中报 1H25，公司实现营收 26.85 亿元，同比-12.05%；实现归母净利润 5.09 亿元，同 比-19.26%；扣非净利润 4.88 亿元，同比-21.02%；其中，25Q2，营收 13.61 亿元 （YoY-12.99%，QoQ+2.85%）；归母净利润 2.71 亿元（YoY-19.40%， QoQ+13.45%）；扣非净利润 2.62 亿元（YoY-20.95%，QoQ+15.61%）。 收入端：存量游戏流水存在一定自然下滑 1H25，公司实现营收 26.85 亿元，同比-12.05%。主因核心游戏《Age of Origins》和《War and Order》进入成熟期，《Age of Origins》25Q1-Q2 用户数从 393.5 万降至 317.2 万，流水存在自然下滑。新游《Stellar Sanctuary》和《Next Agers》尚未规模化变现，叠加季节性投放调整所致，导致游戏业务营收同比下 ...

Core Insights - The gaming industry is witnessing a significant focus on SLG (Simulation and Strategy Games) products, with companies like Shenzhou Taiyue and IGG reporting synchronized growth in revenue and profits from their flagship titles [2][6][10] - Mini-games are emerging as a popular segment, contributing significantly to revenue for companies such as Zhongqingbao and Zhangqu Technology, indicating a shift in consumer preferences [2][24][30] Revenue and Performance - In 2024, 12 games reported annual revenues exceeding 500 million yuan, with 10 games showing year-on-year growth, including titles like "Age of Origins" and "Doomsday: Last Survivors" [6][7] - Shenzhou Taiyue's "Age of Origins" generated 352,915 million yuan in revenue, marking a 7% increase, while "War and Order" also maintained strong performance with over 100 million yuan in revenue [7][8] - IGG's "Kingdom Age" remains a top revenue generator, although its income has declined from 30 billion HKD to nearly 26 billion HKD [11] Marketing and Promotion - Ten games had promotional expenses exceeding 10 million yuan, with "Age of Origins" leading at 66,080 million yuan, representing 19% of its revenue [18][19] - Companies are increasingly focusing on reducing promotional expenditures to enhance profitability, as seen with "Super World" and "War and Order" [20][21] Mini-Game Market - The mini-game market is experiencing rapid growth, with a reported revenue of 39.836 billion yuan in 2024, a 99.18% increase year-on-year [24] - Companies like Xinghui Entertainment and Zhongqingbao are actively investing in mini-games, with titles like "Anti-Japanese Heroes 2" generating significant revenue [30][32] Future Developments - Shenzhou Taiyue is planning to test new SLG titles in the overseas market, indicating a strategic expansion [10] - IGG is also set to launch new SLG projects, aiming for diversified growth in the coming years [12]

Core Viewpoint - Century Huatong's financial performance in 2024 and Q1 2025 shows significant growth, driven by both domestic and international gaming sectors, with overseas business becoming a key revenue engine [1][2]. Financial Performance - In 2024, Century Huatong reported revenue of 22.62 billion yuan and a net profit of 1.213 billion yuan, marking a year-on-year increase of 131.51% [1]. - For Q1 2025, the company achieved revenue of 8.145 billion yuan, up 91.12%, and a net profit of 1.35 billion yuan, reflecting a growth of 107.2% [1]. - The overseas business generated 11.367 billion yuan in 2024, accounting for 50.26% of total revenue, marking a significant milestone [1]. Product Performance - The subsidiary, Diandian Interactive, reported that its flagship product, "Whiteout Survival," generated approximately 15 billion yuan in 2024, a 155% increase, contributing nearly 70% to the group's total revenue [2]. - "Whiteout Survival" achieved record global revenue in March, topping the global mobile game revenue chart [2]. Market Strategy - Century Huatong's success in overseas markets is attributed to establishing local teams in key regions like Europe, the US, Japan, and South Korea for community engagement and user feedback [2]. - The company emphasizes the importance of game genre selection in the competitive landscape of Chinese game exports, with "Whiteout Survival" innovating in the SLG category by incorporating simulation elements and a unique snow-themed setting [2][3]. Industry Insights - According to research, SLG products have a longer lifecycle and stable monetization, with successful titles like "Last War" and "Whiteout Survival" demonstrating strong performance in overseas markets [3]. - The domestic market strategy focuses on remastering classic IPs and adapting successful overseas titles for local audiences [4]. Technological Integration - Century Huatong has integrated AI technology across the entire game development and operation process, enhancing art production efficiency by 60% to 80% [4]. - The company is actively promoting AI applications in game development, with initiatives like the "Dragon Cup" global AI game competition aimed at discovering innovative projects and talent [4].