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从区域深耕到全球适配:中手游出海增长的进阶之路
Xin Lang Cai Jing· 2025-12-29 07:50
炒股就看金麒麟分析师研报,权威,专业,及时,全面,助您挖掘潜力主题机会! 以旗下《新仙剑奇侠传之挥剑问情》为例,该游戏于2023年国内获超800万预约、首月流水破2亿后,于 同年登陆中国港澳台地区。团队融合当地民俗推出"电子拜拜""花车绕境"等线上线下活动,助游戏登顶 三地免费榜及港澳畅销榜,成为当年出海代表作。 旗下另一款商业化产品《新射雕群侠传之铁血丹心》国内上线后稳居前列,五个月后出海。港澳台版本 更新节奏加快1.5倍;而在新马地区则对小龙女与杨过重逢、张无忌为赵敏画眉等剧情进行本地化改 编,实现上线即登顶免费榜、快速进入畅销榜前列。 再比如,旗下《真·三国无双 霸》承接日本光荣特库摩对三国历史的解读,对武将进行适度英雄化处 理,实现国内预约破800万、上线三小时登顶iOS免费榜,随后进入中国港澳台、新马等地长期稳居动 作游戏榜单头部。2025年9月进军日本后迅速升至免费榜第二,体现了经典IP在成熟市场的吸引力。 另一顶级国漫IP改编产品《斗破苍穹:巅峰对决》国内上线首月跻身苹果免费榜第二,并获得硬核联盟 超明星推荐。海外版《鬥破蒼穹:無雙》突破纯线上投放,将游戏成功融入用户日常场景,实现登陆中 国港澳 ...
海外30.8%高增长背后:解码中手游的全球化进阶逻辑
Zheng Quan Shi Bao Wang· 2025-12-29 04:59
随着国内移动游戏市场步入存量竞争阶段,出海已从中国游戏企业的"附加题"变为"必答题"。中手游 (CMGE)发布的2025年上半年财报显示,其海外业务正迎来质变:海外发行收入达到2.35亿元,在整 体发行收入中的占比由去年同期的14.1%大幅攀升至30.8%,同比增长达33.2%。 图片摘自中手游官网 旗下另一款商业化产品《新射雕群侠传之铁血丹心》凭借经典的金庸武侠IP、成熟的卡牌养成玩法,在 国内上线后稳居榜单前列,五个月后启动出海。据发行团队负责人透露,考虑到中国港澳台地区用户对 游戏内容的消耗会更快,针对港澳台市场的游戏内容更新节奏较大陆版本加快了1.5倍。而在新马地 区,则针对华人用户熟悉的剧情进行本地化改编,如小龙女与杨过重新相见、张无忌为赵敏画眉等,实 现上线即登顶免费榜、挺进畅销榜前列。 而中手游另一款成功出海产品则瞄准了亚洲游戏市场对三国题材游戏的文化认同感。旗下产品《真·三 国无双霸》在国内取得上线前全网预约量突破800万、上线三小时内迅速登顶国区iOS免费榜的开局 后,稳步拓展至中国港澳台地区、新加坡、马来西亚等市场,长期稳居动作游戏分类榜单头部。2025年 9月进军日本时,迅速登上日本苹果 ...
中手游:战略调整显韧性,“海外+小游戏”双动力破局
Zhong Guo Chan Ye Jing Ji Xin Xi Wang· 2025-09-05 03:50
Core Viewpoint - The financial report of Zhongshou (stock code: 0302.HK) for the first half of 2025 indicates a significant revenue of RMB 763 million but an adjusted net loss of RMB 638 million, primarily due to high marketing expenses for new strategic products and one-time restructuring costs [1] Group 1: Financial Performance - The company reported a revenue of RMB 763 million for the first half of 2025, with an adjusted net loss of RMB 638 million [1] - The loss is attributed to high marketing costs for new products launched in early 2025 and one-time expenses related to restructuring [1] - Operating cash flow turned positive at RMB 108 million, laying a foundation for performance recovery in the second half of the year [1] Group 2: Overseas Business Growth - Overseas business revenue reached RMB 235 million, a year-on-year increase of 33.2%, accounting for 30.8% of total revenue, marking a significant growth driver for the company [2] - Successful launches of games like "斗破苍穹:無雙" and "斗罗大陆:史莱克学院" in various regions have demonstrated strong market appeal [2][3] - The company has a robust pipeline for overseas products, including titles set to launch in Southeast Asia and Korea, indicating sustained growth potential [3] Group 3: Mini Game Sector - The mini game segment has shown impressive performance, with the market experiencing a 40.2% year-on-year growth, reaching a sales revenue of RMB 23.276 billion in the first half of 2025 [4] - The game "春秋玄奇" achieved over RMB 100 million in revenue within three months of launch, highlighting the company's competitive edge in this sector [4] - Upcoming mini games are expected to further enhance user engagement and revenue generation [4] Group 4: Web3 Initiatives - The company is actively exploring Web3 opportunities, including the on-chain plan for the "仙剑奇侠传" IP and the development of a decentralized esports platform [5] - Strategic partnerships with industry leaders signal a commitment to leveraging Web3 technologies for future growth [5] - The focus remains on optimizing product structure and deepening IP operations while exploring cutting-edge technologies [5]
中手游:中期营收7.63亿,海外及小游戏高增
Xin Lang Zheng Quan· 2025-08-28 03:05
Core Insights - The company reported a significant revenue of RMB 763 million for the first half of 2025, but incurred a net loss of RMB 638 million primarily due to high marketing costs for new games and one-time restructuring expenses [1] - Despite short-term challenges, the company's strategic adjustments are showing positive results, with a notable increase in overseas revenue and a turnaround in operating cash flow [1][2] Financial Performance - The company's overseas business revenue reached RMB 235 million, marking a year-on-year increase of 33.2%, with overseas revenue accounting for 30.8% of total revenue [2] - The operating cash flow turned positive, recording RMB 108 million, laying a solid foundation for the second half of the year [1] Game Performance - The mini-game segment has emerged as a strong growth engine, with the game "Spring and Autumn Mysteries" generating over RMB 100 million in revenue within three months of its launch [4] - The company has a robust pipeline of games, including several new releases that have performed well in various markets, such as "Naruto: Konoha Master" and "Three Thousand Fantasy" [5][6] IP Development - The company is actively expanding its IP portfolio, with the "Xianjian" IP generating RMB 33.1 million in licensing revenue, a 134.8% increase year-on-year [10] - A series of events and collaborations are planned to celebrate the 30th anniversary of the "Xianjian" IP, enhancing its market presence and brand influence [12] Strategic Outlook - The company aims to continue its focus on business efficiency and cost control while exploring new growth opportunities in the Web3 space [13][15] - Strategic partnerships have been established to leverage Web3 technologies, indicating a proactive approach to future market trends [16]