文丨刘士武 9月28日，金山世游代理的《鹅鸭杀》手游国服正式开启了新一轮的测试。 这款曾在Steam平台创下70万同时在线纪录的派对游戏，终于以全新面貌进入了中国市场，并在全网实 现了600万的预约量。 而值得注意的是，此次国服并非PC移植版本，而是金山世游基于代码级合作进行的深度本地化改造版 本。 01 在北京西北部的后厂村一带，曾经聚集过一批早期中国游戏行业的开拓者。前不久，36氪游戏在坐落于 小米科技园中的金山世游总部，见到了金山世游副总裁刘异。 作为从金山体系独立出来的游戏公司，刘异在谈及公司定位时坦言，这家带有"老团队新品牌"特质的公 司，正努力在游戏产业的新一轮洗牌中找到自己的位置。 选择《鹅鸭杀》能够节省一部分市场教育成本，不过原作毕竟是一款上线四年的海外端游，想在国内红 海市场重新培养移动端用户群体并不容易。 02 当2022年国内各大头部主播开始玩《鹅鸭杀》的时候，金山世游便与加拿大Gaggle工作室开展了关于IP 代理的沟通。 在IP合作模式上，金山世游提出了"代码级合作"方案。与普通代理不同，金山世游希望获得原始代码和 美术资源，以便进行深度本地化开发。这种合作模式虽然增加了前期投入，但 ...

在日前的雷军年度演讲上，《愤怒的小鸟》经典画面的出现，意味着其即将重新回归中国市场。据悉， 这款游戏的IP运营权已经被金山世游从芬兰Rovio公司手中拿下。另外，Steam最火派对游戏《鹅鸭杀》 IP也已经被金山世游收入囊中，正在尝试手游、综艺、线下授权等多种IP运营模式。 这家从西山居拆分而来的的游戏公司，正在尝试脱离单款游戏的发行思路，转向更长期的IP化运营模 式。金山世游副总裁刘异在近日的媒体沟通会上透露，目前《鹅鸭杀》手游全网的真实预约量已经超过 600万，为期1个月的10万人规模测试之后，能够做到1000万的全网预约；至于配套的综艺节目《鹅斯卡 之夜》，一两期之后就可以进行独立招商，很快就会产生商业价值价值。 与众不同的是，除了手游之外，金山世游还为之配套了一档官方自制综艺《鹅斯卡之夜》，将在10月2 日正式亮相，大司马等多位头部游戏主播参与，以助推《鹅鸭杀》手游IP破圈；另外，金山世游也在同 步开始为密室逃脱、潮玩店等线下实体授权做相关准备。 在刘异看来，任何内容IP都具备两个属性，一是链接价值，是IP与用户建立情感链接的内容载体；二是 商业变现价值。他认为，游戏是一个非常能兼顾二者的内容载体，它 ...

Industry Dynamics - In August 2025, China's gaming market revenue reached 29.263 billion yuan, showing a month-on-month increase of 0.61% but a year-on-year decline of 13.01% [3] - The actual sales revenue of domestically developed games in overseas markets was 1.68 billion USD, reflecting a month-on-month decrease of 0.79% and a year-on-year decrease of 10.66% [3] - The year-on-year decline in revenue is attributed to the high revenue base from the previous year due to the success of the game "Black Myth: Wukong," and the lack of similarly impactful new releases during the current period [3] Game Licensing - On September 24, the National Press and Publication Administration issued licenses for 156 games, including 145 domestic and 11 imported titles [4] - Notable titles include Tencent's "Return Ring," NetEase's "Star Drawing Friends," and miHoYo's "Honkai: Inheritance Spirit" [4] Domestic Company News - NetEase announced the shutdown of "The Legend of the Condor Heroes," effective November 24, due to the expiration of its IP cooperation with Minghe Publishing and adjustments in operational strategy [5] - Tencent's UK studio Splash Damage has been sold to overseas private equity investors; the studio was previously acquired by Tencent in 2022 [6] - Tom Cat's former chairman Wang Jian reduced his holdings by 31.58 million shares, exiting the major shareholder position, with his remaining stake now below 5% [7] - Wang Jian's history of share reductions includes 71 transactions from 2019 to 2020, totaling over 700 million yuan, raising concerns about the company's fundamentals [8] - Kingsoft's subsidiary, Kingsoft Game, has formed a strategic partnership with Sega and Rovio to reintroduce the popular IP "Angry Birds" to the Chinese market [9] Regulatory Compliance - The Mexican Ministry of Finance proposed an 8% special tax on games containing "violent" content as part of its 2026 budget plan, applicable to both domestic and foreign companies [10] Major Transactions - Electronic Arts (EA) is reportedly negotiating a privatization deal valued at approximately 50 billion USD (about 356.74 billion yuan), which could become the largest leveraged buyout in history [11] eSports Events - The qualification matches for the 2025 League of Legends World Championship concluded, with teams BLG, AL, TES, and iG representing the LPL region [12]

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 Insights - The classic game IP "Angry Birds" has made a return to the Chinese market after nearly four years, being pre-installed on Xiaomi's new smartphone models 17 Pro and 17 Pro Max [1][3] - The return is facilitated by a collaboration between Kingsoft, SEGA, and Rovio, marking a significant step in promoting "Angry Birds" in mainland China [3] Group 1 - "Angry Birds" was developed and published by Rovio, gaining global popularity since its launch in 2009, with over 5 billion downloads by 2022, establishing it as a highly influential game IP [3] - The IP has expanded its content offerings beyond games, including animated series and feature films, creating a diversified content matrix [3] Group 2 - Kingsoft, as the authorized distributor for "Angry Birds" in mainland China, has extensive experience in game publishing and operations, having successfully launched popular titles such as "Bubble Pop" and "Goose Goose Duck" [3]

Core Viewpoint - The classic game IP "Angry Birds" is making a comeback in the Chinese market through a collaboration between Kingsoft Game, Sega, and Rovio, marking its return after nearly four years [1][3]. Group 1: Market Impact - "Angry Birds" has surpassed 5 billion downloads globally as of 2022, indicating its immense popularity and brand recognition [3]. - The reintroduction of "Angry Birds" in China is expected to further enhance its market influence, leveraging its existing loyal fan base [3]. Group 2: Strategic Collaboration - The partnership signifies a deepening of long-term strategic collaboration between Kingsoft Game and top international IP holders, focusing on localized operations and global IP management [3][4]. - Kingsoft Game aims to utilize its insights into Chinese player demands and its operational capabilities to drive the development of "Angry Birds" in the Chinese market [3]. Group 3: IP Strategy - Kingsoft Game views this collaboration as a significant step in its "IP strategy," aiming to create sustainable cultural assets through the introduction and operation of quality IPs [4]. - The company has prior experience in IP operations, having launched successful titles like "全民泡泡超人" and "猫咪和汤," aligning with its strategic direction [3].

Core Viewpoint - The collaboration between Xiaomi and Rovio's "Angry Birds" marks a significant return of the classic mobile game to the Chinese market, tapping into nostalgia and cultural relevance for a generation of users who experienced the rise of smartphones [1][3][5]. Group 1: Company and Product Development - Xiaomi's recent product launch featured a nostalgic presentation of "Angry Birds," which resonated with the audience and highlighted the game's cultural significance [1]. - The game, launched in 2009, has achieved over 5 billion downloads by 2022, making it a landmark title in mobile gaming history [3]. - Xiaomi's history with the "Angry Birds" IP dates back to 2011, showcasing a long-standing relationship that has evolved from themed merchandise to integrated software features [5]. Group 2: Market Trends and Consumer Sentiment - The revival of "Angry Birds" aligns with current market trends that favor nostalgic content, appealing to users who have grown into key societal roles since the game's initial popularity [5]. - The collaboration not only serves as a marketing strategy but also reflects a deeper cultural connection, as the game symbolizes a shared experience for many early smartphone adopters in China [3][5].

早在2011年小米手机发布会上，雷军脚踩"愤怒的小鸟"联名帆布鞋登台；2012年小米手机2发布时， MIUI系统推出的首个定制主题正是《愤怒的小鸟》，开启了现象级IP与小米生态的首次深度联结。如 今，这一IP以新品预置应用的形式回归。 新浪声明：所有会议实录均为现场速记整理，未经演讲者审阅，新浪网登载此文出于传递更多信息之目 的，并不意味着赞同其观点或证实其描述。 责任编辑：梁斌 SF055 新浪科技讯 9月25日晚间消息，小米新品发布会现场，伴随着雷军的现场展示，《愤怒的小鸟》经典画 面再度呈现，宣告了这款横跨十余年的经典手游重返中国市场。 作为芬兰Rovio公司2009年推出的休闲益智游戏，《愤怒的小鸟》以简单明快的设计哲学改写了移动游 戏史。截至2022年，该系列累计下载量已超50亿次。 专题：雷军2025年度演讲 ...

【环球网科技综合报道】5月11日消息，据美联社报道，世界电子游戏名人堂于5月8日正式宣布了2025届入选游戏名单，共有四款经典游戏脱颖而出，它们 分别是1981年发布的《防卫者》、1996年推出的《电子宠物》（又称"拓麻歌子"）、1997年的《007 黄金眼》以及同年发布的《雷神之锤》。 《防卫者》作为一款1981年发布的街机游戏，以其高难度设定挑战了玩家的极限，将紧张刺激的游戏玩法与复杂的控制方案相结合，开创了横向卷轴射击游 戏的先河。该游戏不仅提高了街机中的竞争水平，更成为最早将专注玩家与休闲玩家区分开来的游戏之一。 除了这四款入选游戏外，今年的入围作品还包括《帝国时代》《愤怒的小鸟》《使命召唤4：现代战争》等经典游戏。每年，世界电子游戏名人堂都会评选 出在街机、主机、电脑、掌机和手机平台上具有持久影响力的游戏，以表彰它们对电子游戏行业所做出的杰出贡献。（纯钧） 《电子宠物》则以其独特的虚拟宠物概念，在1996年引发了宠物模拟电子游戏的流行风潮。这款掌机游戏以其蛋形外观和简单易玩的操作方式，让玩家能够 通过按按钮来照顾虚拟宠物，体验从出生到死亡的全过程。它不仅为玩家提供了与当时流行的电子游戏不同的体验，更 ...