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中国网络游戏:三大趋势-PC 端增长、射击类游戏、大赢家-China online games_ Three trends_ PC growth, shooting genre, big winners
2025-08-05 03:15
Summary of Key Points from the Conference Call Industry Overview - The report focuses on the **Chinese online gaming industry**, highlighting three emerging trends: growth in PC gaming, the rise of shooting games, and the performance of major titles with high daily active users (DAU) [1][2][3]. Key Trends 1. **PC Gaming Growth** - The Chinese PC gaming market has shown solid growth, driven by successful cross-platform titles like **Delta Force** and **Wukong**. The growth rate for PC games was **5% year-over-year (YoY)** in the first half of 2025 [5]. - Payment top-up channels, particularly proprietary platforms like **QQ** and **Weixin**, have gained traction, accounting for **40%-50%** of total mobile game grossing [2][29]. 2. **Rise of Shooting Games** - Shooting games represent **30%** of global lifetime grossing on the PC platform **STEAM**, but only **15%** of China's mobile game grossing in the first half of 2025 [3][12]. - The genre is expected to grow due to new gameplay formats like **extraction shooters**, with **Tencent** positioned as a key beneficiary [3][21]. 3. **Performance of High DAU Titles** - Major titles such as **Honor of Kings** (HoK) and **Where Winds Meet** (WWM) are expected to outperform due to a light pipeline in the second half of 2025 [4]. - Smaller studios are also gaining traction with innovative titles like **Whiteout Survival** and **Supernatural Operations** [4]. Market Performance - The overall Chinese PC/mobile game market grew **5%** and **17% YoY** respectively in the first half of 2025, compared to **3%** and **5%** in 2024 [5]. - **Tencent** and **Bilibili** gained market share in the iOS mobile game market in 1H25, but faced challenges in July due to a high base effect [5][48]. Stock Recommendations - The report maintains a **Buy** rating on **Tencent**, **NetEase**, and **Bilibili**, citing their strong capabilities in developing new hits and rejuvenating existing titles [6][9]. - Key upcoming titles include **Tencent's Valorant Mobile** and **HoK World**, and **NetEase's Ananta** and **Sea of Remnants** [6][25]. Additional Insights - The report notes that traditional app stores still provide better reach to new users, and any reduction in fees by these stores could impact gaming companies' incentives to diversify their top-up channels [2]. - The rise of cross-platform games is highlighted, with successful examples including **Genshin Impact** and **Where Winds Meet**, which cater to a global audience [31]. Conclusion - The Chinese online gaming industry is poised for continued growth, particularly in the PC segment and shooting game genre, with major players like Tencent and NetEase expected to capitalize on these trends. The focus on innovative gameplay and cross-platform capabilities will be crucial for maintaining competitive advantages in this rapidly evolving market [1][2][3][4][5][6].