DataEye《2025年度手游APP买量数据报告》今日正式发布。 本报告聚焦手游APP赛道，报告从素材投放量、投放游戏数、投放趋势以及买量题材等多个维度观察国 内手游APP行业买量投流数据，为国内游戏从业者提供有价值的数据参考。 一.手游APP买量大盘 （一）手游APP投放素材量情况 手游APP素材量突破5162万，行业新投放格局形成。国内手游APP投放素材量连续三年增长，但增速快 速下滑。 从核心动因来看，人口红利耗尽导致买量边际效应递减、广告合规监管抬高投放门槛、厂商预算从"分 流对量"转向"集中提质"，再加上短剧、小游戏抢占手游APP投放资源，而 AI、漫剧等素材盛行导致审 查趋严（合规性压力加大），多重因素共同压低了素材量增速。 手游行业的买量竞争已从"数量战"转向"质量战"。目前市场愈发重视效能、合规以及创新，新的投放格 局已经形成。 （二）手游APP在投游戏数情况 在投游戏数同比增长17%，版号大增驱动优质供给。国内手游APP在投游戏数呈现2025年回升走势，全 年在投游戏数超过2.3万款，同比2024年增长超过17%，同时在投游戏数也超过2023年。 国内手游行业从低质供给过剩、中小厂商出清的 ...

2026年1月26日，现代营销云平台AppsFlyer正式发布《2026游戏App营销现状报告》，基于2025年平台海量数据（603138），全 面剖析AI技术普及、素材规模化制作及获客成本攀升对移动游戏营销格局的深刻影响。 王玮在解读中进一步补充了AI对不同体量厂商的差异化影响："AI驱动下素材制作门槛大幅降低，但受益方主要是头部和小体量 广告主，中等规模厂商的感知并不明显。"他解释，头部广告主（季度投放400万美金以上）的核心瓶颈是素材产能，AI直接突 破了这一限制；小体量广告主（季度投放低于50万美金）则借助AI降低了成本，得以产出更多素材；而中等规模厂商的核心瓶 颈并非素材制作或成本，因此AI带来的赋能效果相对有限。 与此同时，AI也成为广告主应对数据碎片化的重要工具。报告显示，在广告主向AI助手提出的问题中，46%聚焦于报表查看与 数据解读，体现了数据量持续增长背景下，行业对快速洞察的迫切需求。AppsFlyer 游戏业务产品总监 Adam Smart 表示："当前 游戏营销的挑战不在于创意不足，而在于创意过剩。付费活动与素材供给的增长速度远超玩家注意力增长，因此营销成功的关 键，在于能否高效衡量、 ...

财务数据 | | | 202 | | --- | --- | --- | | Revenue | US$ | | | Cost of revenue | | | | Gross profit (loss) | | | | General and administrative expenses | | | | Total operating expenses | | | | Operating income (loss) | | | | Interest expense | | | | Income (loss) before taxes | | | | Provision for (benefit from) income taxes | | | | Net income (loss) | US$ | | | Income (loss) per share - Basic and diluted | US$ | | | Basic and diluted weighted average shares outstanding* | | | 当地时间2026年1月27日，香港广宇科技有限公司控股公司JoyByt ...

Core Insights - The Chinese mobile gaming industry is experiencing significant growth in research and development (R&D) investments, with the top 20 companies projected to invest over 99 billion yuan in 2024, marking an 8.8% year-on-year increase [1] - The domestic revenue from self-developed games is expected to exceed 260 billion yuan in 2024, reflecting a 1.7% increase compared to the previous year [4] - The overseas revenue from self-developed games is anticipated to surpass 18.5 billion USD in 2024, showing a 13.39% year-on-year growth [6] R&D Investments - The total R&D investment by the top 20 mobile gaming companies in China is projected to reach 99.02 billion yuan in 2024, with a continuous increase from 2017 to 2024 [1] - The number of R&D personnel in these companies has shown a declining trend, with a total of 15,721 employees in 2024, down by 1.66% year-on-year [3] - The median percentage of R&D personnel in the top 20 companies is 47.24% in 2024, which is a decrease of 5.97 percentage points from the previous year [3] Domestic Revenue - The actual sales revenue from self-developed games in the domestic market is projected to be 260.736 billion yuan in 2024, reflecting a 1.7% increase year-on-year [4] - The growth in domestic revenue is attributed to the expanding and maturing domestic gaming market, with companies focusing on self-developed games to capture market opportunities [4] Overseas Revenue - The overseas revenue from self-developed games is expected to reach 18.557 billion USD in 2024, marking a 13.39% increase compared to the previous year [6] - The overseas revenue has consistently exceeded 100 billion yuan for five consecutive years, driven by advancements in cloud gaming and AI technologies [6] - The primary markets for overseas revenue are the United States, Japan, and South Korea, contributing 31.06%, 17.32%, and 8.89% respectively to the total overseas income [8]

Group 1: Global Game Market Overview - The global game market is projected to reach $188.8 billion in 2025, with a year-on-year growth of 3.4%, indicating a stable recovery phase [2] - Mobile games remain the core revenue source, accounting for 55% of the total market, with an estimated revenue of $103 billion, growing by 2.9% [2] Group 2: Chinese Mobile Game Revenue - Chinese mobile game revenue from overseas markets is expected to reach $18.478 billion in 2025, a year-on-year increase of 13.16%, surpassing the previous year's growth of 11.14% [4] - The growth in overseas markets is increasingly driven by product structure optimization, regional diversification, and long-term operational capabilities [4] Group 3: Revenue Distribution by Game Category - Strategy games dominate the revenue distribution among the top 100 overseas mobile games, accounting for nearly half of the total, showing a significant upward trend [7] - Shooting and RPG genres remain in the second tier, while casual games have shown rapid growth, particularly in North America [7] Group 4: Overseas Mobile Game Advertising Trends - The number of mobile games advertised overseas is expected to average around 49,000 per month in 2025, with nearly 2.75 million creative materials [9] - The advertising trend shows a "steady start, mid-rise, and late surge" pattern throughout the year [9] Group 5: Company Participation in Overseas Advertising - Approximately 22,000 companies are expected to participate in overseas mobile game advertising monthly in 2025, indicating a gradual recovery in market participation [11] - The market is experiencing a return of mid-tier companies as the advertising environment stabilizes [11] Group 6: Monetization Structure of Overseas Mobile Games - The monetization structure remains stable, with an average of 17,500 IAP products, 9,300 IAA products, and 11,200 hybrid monetization products advertised monthly [13] - Companies are adopting a more robust monetization mix to mitigate market uncertainties [13] Group 7: Creative Material Trends - High-frequency keywords in advertising materials focus on emotional themes such as "family," "betrayal," and "revenge," reflecting a shift towards narrative-driven content [16] - This contrasts with the previous year's emphasis on gameplay mechanics [16] Group 8: Popular Markets for Chinese Mobile Games - The U.S. remains the largest single market for overseas mobile game advertising, with 4,460 games advertised in 2025, although this represents a 6% decline from 2024 [24] - Emerging markets like Brazil, the Philippines, and Indonesia are showing clear growth trends in advertising [25] Group 9: Game Type Distribution in Overseas Markets - RPG remains the most advertised game type, but it has seen a nearly 39% decline compared to 2024, reflecting a global trend [27] - In contrast, hyper-casual games have shown stability, with nearly 1,000 games advertised throughout the year [27] Group 10: Market-Specific Trends - In the U.S., hyper-casual games account for over 21,000 products, making up 31% of the total advertising [32] - In Japan, the advertising for board games has surged by 198.8%, driven by puzzle and board game genres [34] - The Korean market shows a notable focus on MMORPGs, with specific products concentrating heavily on that market [37]

Core Insights - The global mobile game market is projected to grow steadily, reaching $82.3 billion in 2025, with a year-on-year increase of 1.3% [1] - Chinese mobile game publishers continue to show strong performance, generating $23.3 billion in revenue, maintaining a 35% share of the top 100 global mobile game publishers' income [1] Group 1: Tencent's Performance - Tencent retains the top position in the global mobile game publisher revenue ranking, driven by stable performance of flagship products and new releases [2] - The game "Honor of Kings" celebrates its 10th anniversary, achieving over $2 billion in revenue for 2025, a 5% increase year-on-year [2] - The new tactical shooter "Delta Force" has seen a remarkable revenue increase of 29 times since its launch, ranking 5th in China's iOS mobile game revenue and 29th globally [2] Group 2: Rising Competitors - Diandian Interactive ranks second with an 87% increase in global revenue, showcasing strong multi-category capabilities [2] - The strategy game "Whiteout Survival" continues to lead the overseas market with a 45% revenue increase, reaching $2.1 billion [2] - The game "Tasty Travels: Merge Game" has seen a revenue surge of 28 times, breaking $100 million and entering the overseas mobile game revenue ranking at 27th [2] Group 3: Growth in Niche Markets - The synthesis game segment has emerged as a significant growth driver, with a market size exceeding $2.4 billion and a year-on-year growth of 95% [3] - Lemon Microfun leads the synthesis segment with a 165% revenue increase, ranking 4th among publishers [3] - The game "Gossip Harbor" achieved a revenue increase of 242%, securing the second position in the overseas mobile game revenue ranking [3] Group 4: Strategy Game Market Expansion - The global strategy game revenue has increased by 20% year-on-year, surpassing $20 billion, with significant growth in key markets [4] - Florere Game's two 4X strategy games have seen a revenue increase of 20 times, entering the publisher revenue ranking at 6th [4] - The game "Last Z: Survival Shooter" has generated $470 million, ranking 6th in overseas revenue [4] Group 5: Notable Publisher Rankings - Several publishers have seen significant ranking improvements due to unique products, with Diandian Interactive's revenue up 45% to rank 8th [5] - The game "Archero 2" has experienced a revenue surge of 630%, contributing to Haipi Games' 35% revenue increase and 9th place ranking [5] - Kuro Games has seen a 56% revenue increase, moving from 26th to 16th place, driven by the game "Ming Chao" [5]

Core Insights - The global mobile game market is projected to grow steadily, reaching $82.3 billion in 2025, with a year-on-year increase of 1.3% [1] - Chinese mobile game publishers continue to show strong performance, generating $23.3 billion in global revenue, maintaining their share at 35% of the top 100 publishers' income [1] Group 1: Tencent's Performance - Tencent retains the top position in global mobile game publisher revenue, driven by stable performance of flagship products and new releases [2] - The game "Honor of Kings" celebrates its 10th anniversary, achieving over $2 billion in revenue for 2025, a 5% increase year-on-year [2] - New tactical shooter "Delta Force" has shown remarkable growth, with revenue skyrocketing 29 times since its launch, ranking 5th in China's iOS revenue and 29th globally [2] Group 2: Pointillist's Growth - Pointillist Interactive has seen an 87% increase in global revenue, securing the second position among publishers [3] - The strategy game "Whiteout Survival" leads the overseas market with a 45% revenue increase, reaching $2.1 billion [3] - The game has generated $4 billion cumulatively, with significant contributions from the U.S., South Korea, and Japan [3] Group 3: Emerging Game Genres - The synthesis game genre has emerged as a significant growth driver, with a market size exceeding $2.4 billion and a year-on-year growth of 95% [4] - Lemon Microfun leads this genre with a 165% revenue increase, ranking 4th among publishers [4] - The game "Gossip Harbor" has seen a 242% revenue surge, while "Seaside Escape" has increased by 70% [4] Group 4: Strategy Game Market - The global strategy game market has experienced a 20% revenue increase, surpassing $20 billion [5] - Florere Game has entered the publisher ranking at 6th place, with a 20-fold revenue increase from two 4X strategy games [5] - The game "Last Z: Survival Shooter" has generated $470 million, ranking 6th in overseas revenue [5] Group 5: Other Notable Publishers - Several companies have achieved significant revenue growth, with Deying Network rising to 8th place with a 45% increase [6] - The game "Love and Deep Space" has grown by 44%, reaching $550 million in global revenue [6] - Giant Network's "Supernatural Action Group" has generated over $75 million in the Chinese iOS market, doubling the company's revenue [6]

Core Insights - Sensor Tower data indicates that the mobile game "Whiteout Survival" by DianDian Interactive has successfully launched a Christmas-themed event, significantly boosting global player spending and securing its position as the top-grossing mobile game for overseas markets, with projected total revenue exceeding $4 billion by December 2025 [1] Group 1: Game Performance and Revenue - "Gossip Harbor" by Lemon Microfun saw a 7% increase in revenue this month, reaching a historical high and ranking second in overseas mobile game revenue [1] - "Call of Duty Mobile" experienced a 36% month-over-month revenue increase due to extensive updates, including a sixth anniversary celebration and new game modes, ranking fifth in revenue [2] - "Genshin Impact" achieved a 47% increase in overseas revenue with the launch of the new version "Moon's Three," climbing five spots to ninth in revenue rankings [2] - "Where Winds Meet," an international version of NetEase's martial arts open-world game, debuted in the overseas market, ranking 27th in overseas mobile game revenue in its first month [3] - "Love and Deep Space" by Die Paper Network saw a 38% increase in overseas revenue, ranking tenth in revenue and fifth in growth, with total overseas revenue surpassing $400 million [4] - "Zero Zone" by miHoYo experienced a 56% increase in overseas revenue, achieving its highest daily revenue since launch and topping various market charts [4] - "Nobunaga's Ambition: True War" launched in Japan, resulting in a 207% increase in overseas revenue, ranking eighth in growth [4] Group 2: Download Rankings - "Block Blast!" by Hungry Studio topped the overseas mobile game download chart with an 11% increase in downloads [6] - "Vita Mahjong" by Vita Studio ranked second in downloads, with over 170 million downloads since its launch in December 2023 [6] - "Mobile Legends: Bang Bang" by Mouton Technology saw an 8% increase in downloads, securing the third position in the download rankings [7]

Core Insights - The mobile gaming industry continues to see significant revenue growth, with several titles achieving record earnings and player engagement in December 2023 [1][2][4]. Group 1: Revenue Highlights - "Whiteout Survival" by DianDian Interactive achieved global cumulative revenue exceeding $4 billion by December 2025, solidifying its position as the top-grossing mobile game in the overseas market [1]. - "Gossip Harbor" by Lemon Microfun saw a 7% increase in revenue this month, reaching a historical high and ranking second in overseas mobile game revenue [1]. - "Call of Duty Mobile" experienced a 36% month-over-month revenue increase, ranking fifth in overall revenue due to significant updates and events [2]. - "Genshin Impact" by miHoYo reported a 47% increase in overseas revenue, climbing five positions to rank ninth in revenue [2]. - "Where Winds Meet," the international version of "燕云十六声" by NetEase, entered the overseas revenue rankings at 27th place in its first month [3]. - "恋与深空" by Paper Games saw a 38% increase in overseas revenue, ranking tenth in revenue and fifth in growth [4]. - "绝区零" by miHoYo experienced a 56% increase in overseas revenue, achieving its highest daily revenue since launch [4]. - "信长之野望 真战" by Lingxi Interactive saw a 207% increase in overseas revenue after launching in Japan [4]. Group 2: Download Performance - "Block Blast!" by Hungry Studio led the download rankings with an 11% increase in downloads, reaching a historical high [5]. - "Vita Mahjong" by Vita Studio ranked second in downloads, surpassing 170 million total downloads since its launch in December 2023 [5]. - "Mobile Legends: Bang Bang" by Mutong Technology saw an 8% increase in downloads, maintaining its position in the top three for downloads [5].

Core Insights - The report by Sensor Tower highlights the revenue and download rankings of Chinese mobile games in overseas markets for December 2025, focusing solely on in-app purchase (IAP) estimates from app stores, excluding ad revenue and third-party Android channel income from China [1] Revenue Rankings - The game "Whiteout Survival" by Dots Interactive achieved global cumulative revenue exceeding $4 billion, securing the top position in the overseas mobile game revenue rankings for December 2025 [2] - "Gossip Harbor" by Lemon Microfun saw a 7% increase in revenue, reaching a historical high and ranking second in the revenue chart, driven by dual events during December [2] - "Call of Duty Mobile" experienced a 36% increase in overseas revenue due to significant updates, ranking fifth in revenue and topping the growth chart [3] - "Genshin Impact" by miHoYo saw a 47% increase in overseas revenue, climbing five positions to rank ninth, following the release of a new version [3] - "BLEACH: Soul Resonance" continued to perform well, with overseas revenue doubling and entering the top 30 revenue rankings for the first time, ranking 26th [3] - "Where Winds Meet," the international version of NetEase's martial arts game, debuted at 27th in the revenue rankings in its first month [4] - "Love and Deep Space" by Zhe Paper Network achieved a 38% increase in overseas revenue, ranking 10th in revenue and 5th in growth [5] - "Zero Zone" by miHoYo saw a 56% increase in overseas revenue, ranking 6th in growth [5] - "Nobunaga's Ambition: True War" launched in Japan, resulting in a 207% increase in overseas revenue, ranking 8th in growth [5] Download Rankings - "Block Blast!" by Hungry Studio topped the download rankings with an 11% increase in downloads, reaching a historical high [6] - "Vita Mahjong" by Vita Studio ranked second in downloads, with cumulative downloads exceeding 170 million since its launch in December 2023 [7] - "Mobile Legends: Bang Bang" by Momo Technology saw an 8% increase in downloads, securing the third position in the download rankings [7]