Investment Rating - The report maintains a "Buy" rating for the company, with expected net profits for 2025-2027 at 3.06 billion, 3.18 billion, and 3.48 billion yuan respectively, corresponding to PE ratios of 12.8, 12.3, and 11.2x [4]. Core Insights - The company's net profit for H1 2025 exceeded market expectations, primarily due to a reduction in sales expenses. Revenue slightly decreased by 8.08% year-on-year, while net profit increased by 10.72% [2][4]. - The company has a rich pipeline of over 20 new games, including 10 SLG products, covering various genres such as MMORPG and card games, indicating a diverse product matrix [2]. - The company is accelerating its overseas expansion, with its core game "Puzzles & Survival" seeing a 24.68% increase in iOS downloads and a 28.60% increase in revenue in July 2025 [3]. - The company is one of the earliest in the domestic gaming industry to systematically integrate AI technology, with over 80% of 2D art assets and over 30% of 3D assets generated with AI assistance [3]. Financial Summary - In H1 2025, the company achieved revenue of 8.486 billion yuan, a year-on-year decrease of 8.08%, while net profit reached 1.4 billion yuan, a year-on-year increase of 10.72% [1]. - The company’s sales expenses decreased by 17.73% year-on-year, attributed to reduced marketing costs for mature games [2]. - The financial forecast indicates a steady growth trajectory, with expected revenues of 18.1 billion, 19.6 billion, and 21.6 billion yuan for 2025, 2026, and 2027 respectively, alongside a net profit growth rate of 14.28% in 2025 [5].