上述预告片是上海烛龙自2018年11月推出《古剑奇谭三》后，第一次释放"古剑奇谭"系列单机新作的相 关信息。在此之前，上海烛龙推出了一部"古剑奇谭"系列的MMO游戏，一部类银河恶魔城游戏，以及 一款长期服务型的二次元游戏。 中经记者 许心怡 吴可仲 上海报道 "古剑奇谭"系列单机终于释放出新作信息。8月17日，上海烛龙曝光单机新作《古剑》的预告片。截至8 月21日，这支预告片在B站（哔哩哔哩）的播放量已经超过1000万。 除《古剑》外，今年也有多部单机大作曝光或公布最新进展。《影之刃零》、"黑神话"系列新作《黑神 话：钟馗》、网易雷火旗下的《归唐》未来将与玩家见面。 新作已暌违7年 《古剑》诡怪奇谲的设定延续了上海烛龙"古剑奇谭"系列的东方幻想特色。这则据称实机录制的预告片 显示，《古剑》的主角是一名"黄泉司判"，持"生死簿"前往人间，收服亡魂。而主角本身则被强调没 有"魂"。主角持多种武器进行战斗，还可以携带"助手"，如"牛头""马面"。 8月20日，《古剑》登录科隆游戏展开幕之夜。 上海烛龙成立于2007年，旗下产品以叙事和角色塑造见长，世界观大量借鉴中国志怪传说，文字功力为 玩家称道。 2010年7月， ...

Core Viewpoint - NetEase's Q2 2025 financial report shows a net revenue of 27.9 billion yuan, a year-on-year increase of 9.4%, but the results fell short of market expectations, leading to a stock price drop of over 10% [2]. Group 1: Financial Performance - NetEase's Q2 net revenue reached 27.9 billion yuan, with game business revenue accounting for 22.8 billion yuan [2]. - The company achieved a net profit of 8.6 billion yuan in Q2, but faces increasing pressure due to declining revenues from non-gaming products [5]. Group 2: Product Performance and Market Challenges - The company has seen fluctuations in revenue from successful new products launched in the past two years, with no major new releases this year contributing to a challenging situation [2]. - Management is focusing on the performance of older products and their expansion in overseas markets, while newer products launched in the first half of the year were not mentioned in the earnings call [2]. - The gaming market in China is becoming increasingly competitive, with major players like Tencent emphasizing the importance of content-driven games, adding pressure on NetEase [5]. Group 3: Development and Investment Issues - NetEase's high investment in game development has not yielded corresponding returns in the short term, with some high-cost projects, such as "Wanmin Changge: Three Kingdoms," being halted [3]. - The company is facing challenges with ongoing disputes over alleged plagiarism between its games, which could further impact its reputation and performance [3].

Group 1: Financial Performance - In Q2 2025, the company achieved revenue of 27.9 billion yuan, a year-on-year increase of 9% [1] - Non-GAAP net profit reached 9.5 billion yuan, up 22% year-on-year, with a Non-GAAP net profit margin of 34.2%, an increase of 3 percentage points [1] - The comprehensive gross profit margin was 64.7%, up 1.8 percentage points year-on-year, while the total operating expense ratio was 32%, down 3 percentage points year-on-year [1] Group 2: Gaming Business - Online gaming revenue for Q2 2025 was 22.1 billion yuan, a 15% year-on-year increase, with strong performance from titles like "Identity V" and "Marvel Duel" [2] - Deferred revenue reached 16.97 billion yuan, a 25% year-on-year increase, indicating healthy future revenue streams [2] - The company is focusing on global expansion with new game releases and updates, achieving significant rankings on various platforms [2] Group 3: Youdao and Cloud Music - Youdao's net revenue for Q2 2025 was 1.4 billion yuan, a 7% year-on-year increase, driven by a 24% growth in advertising services [2] - Net revenue for NetEase Cloud Music was 2 billion yuan, down 4% year-on-year, with a gross margin of 36.1%, up 4 percentage points year-on-year [3] - The company is expected to increase investment in copyright content in the second half of the year, which may lead to a decrease in gross margin [3] Group 4: Investment Outlook - The company is recognized for its strong game development capabilities and is expected to maintain profitability, with adjusted net profit forecasts of 39.3 billion, 42.5 billion, and 46.7 billion yuan for 2025-2027 [3] - Continued focus on high-quality and globalized game offerings is anticipated, with key titles to watch including "Destiny: Stars," "Forgotten Sea," and "Return to Tang" [3]

Core Viewpoint - The company's 2Q25 performance met expectations but slightly fell short of market forecasts, with revenue growth of 9% year-on-year to 27.9 billion yuan and Non-GAAP net profit increasing by 22% to 9.5 billion yuan [1][2] Revenue and Growth - 2Q25 revenue reached 27.9 billion yuan, aligning with the company's expectations (27.6 billion yuan) but below Bloomberg's consensus (28.4 billion yuan) [1] - Online gaming revenue grew by 15% year-on-year, driven by titles such as "Identity V," "Yanyun," and "Marvel Showdown," along with some licensed games [1] - The flagship product "Fantasy Westward Journey" mobile game achieved a new quarterly revenue high in 2Q25 [1] Cost and Profitability - Gross margin for 2Q25 was 65%, showing slight improvements from 1Q25 (64%) and 2Q24 (63%), primarily due to increased margins in gaming and VAS businesses [2] - Sales expense ratio in 2Q25 recovered to 13%, up from 9% in 1Q25, indicating a faster recovery than market expectations [2] Future Outlook - The company plans to launch key new mobile games, including "Destiny: Stars" on August 28, with a strong pipeline of diverse products for the coming years [2] - The flagship products continue to perform well, with "Identity V" and "Fantasy Westward Journey" maintaining strong positions in the iOS sales charts [2] Valuation and Forecast - The company maintains its profit forecast, with current stock prices reflecting a valuation of 16x for Hong Kong and 15x for US stocks for 25/26 years Non-GAAP EPS [3] - The target price is set at 263 HKD and 169 USD, indicating an upside potential of 27% for Hong Kong stocks and 25% for US stocks [3]

Core Insights - NetEase reported a net revenue of 27.9 billion yuan for Q2 2025, representing a year-on-year growth of 9.4% [2] - The net profit attributable to shareholders under non-GAAP was 9.5 billion yuan, with R&D investment reaching 4.4 billion yuan, indicating an R&D intensity of 15.6% [2] Group 1: Gaming Business Performance - The gaming and related value-added services segment generated a net revenue of 22.8 billion yuan, accounting for 82% of total revenue, highlighting its critical impact on overall performance [2] - The cost of the gaming business decreased to 6.8 billion yuan in Q2 from 7.5 billion yuan in Q1, indicating a clear trend of cost reduction [2] - The game "Fantasy Westward Journey" achieved a peak of 2.93 million concurrent users, marking a new high in its 22-year operation history [2] Group 2: New Game Developments - The new game "Yanyun Sixteen Sounds," set to launch by the end of 2024, is already showing strong performance metrics, exceeding pre-launch expectations in user activity and monetization [2] - Upcoming single-player games include the original ocean adventure RPG "Forgotten Sea" and a narrative-driven action-adventure game "Return to Tang" [4] Group 3: Market Position and Strategy - NetEase's localized operation strategy and diversified marketing activities have significantly improved user engagement and payment willingness for Blizzard's games, with "Hearthstone" reaching the fifth position on China's iOS bestseller list after the launch of the "Angoro Turtle Path" expansion [3] - Despite the competitive gaming market, NetEase's mobile games have not performed well in overseas revenue rankings, with only "Knives Out" and "Diablo: Immortal" making it to the top 30 in July [4] - Industry expert Zhang Yi noted that NetEase's previous over-reliance on the Japanese market has hindered its ability to capitalize on the growing potential in the European and American markets compared to competitors like Tencent and Mihayou [4]

Core Insights - The 22nd ChinaJoy has opened with unprecedented enthusiasm, showcasing a significant recovery in the interactive entertainment industry compared to last year [1][6][3] - The event features over 11,000 square meters of exhibition space, attracting hundreds of companies and thousands of new products, with expected attendance reaching several hundred thousand [3][6] - The domestic gaming market has achieved a record revenue of 168 billion yuan in the first half of 2025, marking a year-on-year growth of 14.08% [6] Industry Overview - ChinaJoy has evolved from a simple gaming exhibition to a comprehensive "technology + entertainment" event, becoming a barometer for the interactive entertainment industry [3] - The event includes 11 exhibition halls and showcases major digital entertainment sectors such as gaming, animation, internet film and television, music, esports, and new entertainment [3][6] Company Highlights - Major gaming companies like Tencent, NetEase, Giant Network, and Perfect World are showcasing multiple products, with Tencent occupying nearly half of the N4 hall with 17 products [8] - NetEase is presenting 45 games under the theme "Challenge! My Passion Partner," while Century Huatong features 13 games and an immersive "Game for Gamers" theme [8] Product Launches - Notable new games include NetEase's "Destiny: Stars" and Tencent's global premiere of "Runeterra: League of Legends Card Battle" [9][10] - Classic IPs are also highlighted, with Tencent showcasing three products from the "Dungeon and Fighter" series [13] Technological Innovations - Century Huatong's "Game+Lab" is demonstrating AI integration in gaming, showcasing tools like AI character editors and brain language assessment platforms [14] - Three Seven Interactive's self-developed model "Xiao Qi" has significantly improved art material generation efficiency and AI customer service accuracy [18] Industry Discussions - Industry leaders are discussing the need to bridge the gap between high performance and value perception in the gaming market, emphasizing the importance of cultural depth and intellectual property protection [17] - The focus is on transforming technological innovations into industry momentum, with a push for personalized content generation and non-linear gameplay as future battlegrounds [18]

Core Viewpoint - The Chinese gaming industry has evolved significantly over the past decade, now capable of producing AAA games, which are seen as essential for global competitiveness [6][8]. Group 1: Industry Evolution - The success of "Black Myth: Wukong" has encouraged more developers to pursue AAA games, with companies like NetEase and Century Huatong exploring this direction [3][10]. - The financial capacity of Chinese game developers has increased dramatically, with NetEase's gaming revenue projected to reach 83.6 billion RMB in 2024, up from 1.38 billion RMB in 2005, marking a 60-fold increase [6][8]. - The Chinese gaming industry has developed a systematic understanding of game development technologies and processes, making the creation of high-quality AAA games more feasible [6][7]. Group 2: Quality and Unique Experience - High quality is deemed the most challenging aspect of AAA game development, as games must offer unique experiential value to attract players [7][8]. - The game "Guitang" aims to leverage digital technology to recreate historical narratives, supported by cultural heritage data from Gansu Province [7][8]. - The report indicates that by 2024, overseas sales of Chinese self-developed games are expected to reach approximately 18.56 billion USD, representing about 40% of the domestic market's revenue [7][8]. Group 3: Market Dynamics and ROI - The AAA game market is becoming increasingly competitive, with many developers entering the space despite the high investment and uncertain returns [11][12]. - The return on investment (ROI) for AAA games is complex and cannot be solely compared to other game types, as the market for blockbuster games is limited [11][12]. - There is a growing interest from non-gaming companies in developing high-quality games, driven by the success of "Black Myth: Wukong" and the relatively lower development costs in China compared to Western markets [12][13]. Group 4: Market Growth - The Chinese console gaming market is experiencing rapid growth, with actual sales revenue reaching 1.03 billion RMB in the first half of 2025, a nearly 30% year-on-year increase [13]. - This growth is attributed to the ongoing popularity of "Black Myth: Wukong" and the success of new imported console games, providing a favorable environment for domestic AAA game development [13].

Core Insights - The 22nd ChinaJoy will take place from August 1 to 4 in Shanghai, highlighting the growth of the Chinese gaming industry and its international expansion [1] - In 2024, China's domestic game revenue is projected to reach 325.783 billion yuan, with self-developed games generating 132.1 billion yuan from overseas markets, accounting for approximately 40% of total revenue [1] - The key to entering overseas markets lies in diversification of game genres and industrialized development practices, with a focus on regional strategies for mainstream market penetration [1] Company Highlights - NetEase's game "Marvel Duel" achieved 40 million global users within three months of its launch, marking it as a significant success on the Steam platform [1] - The development of AAA games is considered essential for the global expansion of Chinese gaming companies, with high budgets, craftsmanship, and quality being the current trends in game development [1] - NetEase's project "Return to Tang" is highlighted as an important attempt in creating AAA titles, showcasing the company's commitment to high-quality game development [1]

Core Insights - The Chinese gaming industry is experiencing a surge in the development and release of domestic single-player games, with notable titles gaining significant attention and positive reception from players [1][2][3] - Major gaming companies like Tencent and NetEase are increasingly investing in high-quality single-player games, recognizing the commercial potential highlighted by the success of titles like "Black Myth: Wukong" [3][4] - Government policies are becoming more favorable, with an increase in the issuance of game licenses and supportive measures for the gaming industry, creating a conducive environment for growth [4][5] Group 1: Game Releases and Market Trends - In July, several domestic single-player games received positive feedback, including "Shadow of the Blade Zero," which is seen as a potential successor to "Black Myth: Wukong" [1] - The game "Crowd of the Crow" achieved a 99% approval rating on Steam shortly after its demo release, indicating strong market interest [1] - "The Game of Sultan" surpassed 1 million copies sold, generating over 68 million yuan in revenue, showcasing the financial viability of domestic titles [1] Group 2: Industry Dynamics - The gaming landscape is expanding, with more companies targeting the single-player game segment and aiming to create high-quality products [2] - Tencent's investment in "Shadow of the Blade Zero" reflects its commitment to domestic game development, as it is the only Chinese title among eight games announced at a recent event [2][3] - The success of "Black Myth: Wukong," which is projected to sell 28 million copies and generate approximately 9 billion yuan in revenue, has encouraged other companies to explore the single-player market [3] Group 3: Policy Support and Future Opportunities - As of July 2023, 884 domestic online game licenses have been issued this year, maintaining a steady approval rate of over 100 games per month [4] - Recent policy changes have relaxed restrictions on game content, allowing previously difficult themes to gain approval, which could lead to a broader range of game offerings [4] - Local governments are implementing subsidy policies to attract gaming companies, enhancing the industry's growth potential and creating a favorable business environment [4][5]

Core Insights - The success of "Black Myth: Wukong" with 30 million copies sold has set a milestone for Chinese gaming and opened the door for domestic AAA titles [1][2] - The highly anticipated game "Mingmo: Yuanshu Zhi Yu" launched on July 24 but faced significant backlash, quickly receiving a flood of negative reviews on Steam [1][3] - The failure of "Mingmo: Yuanshu Zhi Yu" serves as a warning to other developers in the industry about the challenges of meeting high expectations [6][7] Game Performance - "Mingmo: Yuanshu Zhi Yu" was expected to replicate the success of "Black Myth: Wukong" but fell short, with Steam reviews dropping to below 30% positive shortly after launch [3][4] - The game had over 1 million wishlists prior to release and topped the Steam global sales chart during pre-sale, indicating high initial interest [2][4] - Players reported issues such as poor optimization, incorrect pre-order rewards, and pricing discrepancies, leading to widespread dissatisfaction [3][4] Industry Trends - The success of "Black Myth: Wukong" has inspired major gaming companies to invest in AAA game development, with notable projects like NetEase's "Guitang" and Light Media's upcoming AAA title [6][7] - Industry analysts suggest that focusing on high-quality single-player games can lead to both critical acclaim and commercial success, particularly for major players like Tencent and NetEase [7][8] - The push for AAA games is seen as beneficial for both domestic and international players, providing culturally rich gaming experiences [7][8]