12月19日上午，由中国音像与数字出版协会指导，中国音像与数字出版协会游戏工委、中国音像与数字 出版协会游戏产业研究专委会主办，金报电子音像出版(北京)有限公司、人民灵境研究院、灵境.人民游 戏实验室支持的"2025游戏公益盛典"在上海徐汇区西岸会展中心举办。 中国音像与数字出版协会第一副理事长、中国音数协游戏工委主任委员张毅君在致辞中表示，我国游戏 产业不仅成长为文化创新的有生力量，也日益成为社会公益的新载体、新场景和新方式。游戏公益跨界 融合、科技赋能、广泛参与等鲜明特征日见凸显，使公益活动以年轻化、互动性和可持续方式，走进更 为广泛社群之中，使"人人可公益"理念愈加深入人心。 盛趣游戏党委书记郭臻表示，游戏人的创意及游戏产业的科技、文化优势可以转化为滋养现实世界的温 暖力量，从而建立起从责任的"零星行动"升级为"全员共赴"的公益生态。盛趣游戏以"绿色电脑教 室""去远方"研学等项目，践行"全员向善"；通过《游戏是怎样炼成的》公益游学等项目，以"游戏+科 技+文化+教育"模式，培养青少年数字创造力与理性认知。他认为，游戏不仅能带来快乐，更能创造价 值、滋养成长；游戏人不仅能设计虚拟世界，更能搭建连接爱与美 ...

Group 1 - The core viewpoint of the report is that the "post-00s" generation in China, numbering 179 million, is characterized by strong social interaction, a preference for entertainment experiences, and rapid adoption of new technologies, particularly AI [1][6][19] - The "post-00s" users spend an average of 217.6 hours online monthly, with a usage frequency of 3296.7 times, which is significantly higher than the average for all internet users [1][4] - This generation shows a notable preference for mobile video content, accounting for 37.1% of their online activity, followed by social media and gaming at 25.2% and 9.7% respectively [7][11] Group 2 - The report highlights that "post-00s" users are not just gamers but have evolved into deep participants in the esports ecosystem, with significant engagement in events like the League of Legends S15 and KPL finals [13] - Popular games among this demographic include "Honor of Kings" with 42.5 million monthly active users and "Happy Elimination" with 25.2 million, indicating a strong preference for MOBA, strategy, and shooting games [11] - The report emphasizes the importance of emotional value in consumption behavior, where experiences and content serve to enhance their social identity and community engagement [19][21] Group 3 - The "post-00s" generation is increasingly engaging with AI-generated content (AIGC), with active user participation rising by 20.1% over the past year, indicating a strong trend towards innovative content and interactive experiences [6][9] - Platforms like Douyin and Kuaishou dominate their video entertainment preferences, while Bilibili, Tencent Video, Mango TV, and iQIYI each have over 50 million monthly active users among this demographic [15][17] - The report notes that the "post-00s" are driving trends in the "Guzi economy," particularly in collectible toys like blind boxes from Pop Mart, where they represent 43.7% of the user base, showcasing their interest in IP culture [21][24]

Core Insights - The "post-00s" demographic in mobile internet has reached 179 million monthly active users, accounting for 14% of the total online user base, with a year-on-year growth of 10.1% [1][7] User Engagement and Behavior - The average monthly usage time for "post-00s" users is 217.6 hours, and the average number of uses is 3296.7 times, both significantly higher than the overall user average by 18.7% and 24.0% respectively [9][12] - "Post-00s" users show a strong preference for mobile video, social interaction, and gaming, with mobile video usage time accounting for 37.1% of their total usage, reflecting a 1.3 percentage point increase year-on-year [14][18] Application Preferences - In the AIGC sector, the monthly active user numbers for Doubao, DeepSeek, and Tencent Yuanbao are 42.72 million, 26.97 million, and 6.785 million respectively, indicating a strong engagement with these platforms [23][24] - The gaming preferences of "post-00s" users are concentrated in MOBA, strategy, and shooting games, with popular titles like "Honor of Kings" and "Happy Elimination" leading in user numbers [27][26] Consumption Patterns - "Post-00s" exhibit stable online consumption willingness and capability, with over 90% showing medium to high consumption intent, and nearly 80% of users having a spending capacity between 1000-2999 yuan [20][22] - The e-commerce landscape is dominated by major platforms like Taobao, JD, and Pinduoduo, each with over 100 million monthly active users from the "post-00s" demographic, reflecting a double-digit growth trend [33] Urbanization and Demographics - High urbanization rates among "post-00s" are evident, with significant concentrations in first-tier and new first-tier cities, driven by advantages in education, employment, and digital infrastructure [16] Social and Emotional Consumption - "Post-00s" display a dual-track emotional consumption pattern, seeking both personal fulfillment and social capital accumulation, which shapes their overall value satisfaction [39][41] - The interest in live events and high-interaction entertainment activities is notable, with a significant proportion of "post-00s" engaging in esports and offline performances [44]

Group 1 - The AGF Asia Game Expo held in Guangzhou from October 2 to 5 serves as a significant platform for promoting cultural tourism consumption during the National Day holiday and advancing the "game dimension economy" [1] - The main venue covers an area of 82,000 square meters, featuring over 1,000 global brands and more than 7,000 IP peripheral products, along with over 100 special events [1] - Major gaming companies such as Tencent Games, NetEase Games, and Ubisoft participated, showcasing popular game IPs and hosting exclusive offline trial events [1] Group 2 - The Hong Kong Animation and Game Pavilion made its debut with 28 local brands, including 3MindWave and Tianming Entertainment, featuring interactive sessions with cosplay characters [2] - High-profile esports events such as the League of Legends Challenge Cup and the Capcom Street Fighter 6 World Tour are scheduled to take place during the expo [2]

Core Insights - The article discusses the evolution of mobile games from their early days to the current landscape, highlighting the shift in player expectations and technological advancements that have transformed the industry [1][46]. Group 1: Early Mobile Games - Early mobile games were characterized by simple gameplay, instant feedback, and low entry barriers, appealing to a wide audience including children and non-gamers [15][46]. - Popular genres included endless runner games like "Temple Run" and "Subway Surfers," which achieved significant download milestones, with "Temple Run" surpassing 1 billion downloads by 2014 [4][20]. - Puzzle games like "Angry Birds" and "Cut the Rope" also gained immense popularity, with "Angry Birds" reaching over 1 billion downloads early on [12][14]. Group 2: Challenges and Market Changes - The mobile gaming industry has faced challenges due to technological advancements and changing player demands, with players now seeking deeper, more immersive experiences [17][46]. - Casual games are increasingly competing with other forms of entertainment, such as short videos, which have begun to occupy the market space previously held by mobile games [17][18]. - Many early successful games struggle with monetization, facing issues like high user activity but low spending, leading to a need for sustainable business models [18][19]. Group 3: Success Stories and Longevity - Some games, like "Subway Surfers," have adapted successfully by continuously updating content and engaging with trends, achieving over 4 billion downloads by 2025 [19][20]. - "Happy Match" has maintained its relevance through consistent content updates and a focus on player experience, remaining in the top ranks of app stores for over a decade [24][27]. - The success of these games illustrates the importance of evolving beyond simple gameplay to become cultural symbols and ongoing services for players [19][24]. Group 4: Decline of Certain Titles - Games like "Temple Run" and "Endless Run" have seen declines due to a lack of innovation and failure to adapt to market changes, leading to reduced player engagement [29][31]. - Titles that relied heavily on monetization strategies, such as "天天酷跑," have lost their player base due to perceived unfairness in gameplay [29][31]. - Some games have exited the mainstream market entirely, unable to sustain player interest or innovate beyond their initial concepts [31][33]. Group 5: Future Opportunities - The rise of user-generated content (UGC) and community co-creation is becoming crucial for revitalizing classic IPs, as seen with "Plants vs. Zombies" [47][50]. - New technologies, such as AI-generated content, offer opportunities for smaller teams to create engaging experiences without high costs, addressing traditional challenges in content production [46][50]. - The industry is witnessing a trend towards lighter, more accessible games that cater to the fragmented attention spans of modern users, allowing classic gameplay to find new life [50][51].

Core Viewpoint - The article discusses the implementation and effectiveness of anti-addiction mechanisms in mobile games for minors, highlighting the compliance of major game developers with regulations aimed at protecting young players from excessive gaming and inappropriate content. Group 1: Time Restrictions - All 20 evaluated mobile games have implemented time restrictions as mandated by the regulations, allowing minors to play only on weekends and holidays for a limited time [3] - Upon entering minor identity information, users receive pop-up notifications indicating the restricted playtime, and non-compliance results in forced log-off or inability to log in [3] Group 2: Recharge Limitations - The regulations specify that minors under 8 years old cannot make in-game purchases, while those aged 8 to under 16 are limited to a maximum of 50 RMB per transaction and 200 RMB per month; for those aged 16 to under 18, the limits are 100 RMB per transaction and 400 RMB per month [2] - All evaluated games strictly enforce these recharge limits, with some games only displaying restrictions at the payment interface, which may inadvertently encourage spending [5][6] Group 3: Content Filtering - The evaluation indicates that 7 games have implemented content filtering mechanisms to protect minors from inappropriate content, with improvements noted from previous assessments [12] - Major developers like Tencent and NetEase have established youth modes that restrict access to certain content based on age, demonstrating progress in content protection measures [12][13] Group 4: Parental Monitoring - Companies like Tencent, NetEase, and miHoYo have introduced external platforms for parents to monitor their children's gaming activities, including time and spending management [13] - These platforms allow parents to set custom restrictions and request refunds for unauthorized charges, enhancing parental control over minors' gaming experiences [13]