Summary of Key Points from the Conference Call Industry Overview - The gaming industry is experiencing a marginal improvement in the policy environment, with an increase in the number of game approvals and a more relaxed approach to content and themes, laying a friendlier foundation for industry development [1][2][3] - The gaming sector's performance is showing a significant upward trend, particularly in 2025, which is expected to be the best year in the past decade, supported by a strong product cycle and sustainable growth into 2026 [1][3] Core Insights and Arguments - The user base for gaming in China has seen positive growth for three consecutive years, with a projected growth rate of 1.35% in 2025, indicating an upward trend [1][4] - Female-oriented games are one of the fastest-growing segments, with female players making up 48% of online gamers by mid-2025, contributing significantly to user growth [5] - The overseas gaming market remains robust, with actual growth rates of 13% in 2025 and over 20% in January 2026, indicating strong competitiveness of Chinese developers in the global market [1][6][7] Important but Overlooked Content - The application of AI in the gaming industry is evolving from a cost-reduction tool to enhancing the gaming experience, potentially reshaping valuation logic [2][9] - User-Generated Content (UGC) is fundamentally changing the gaming landscape, transforming games into dynamic platforms shaped by both players and developers, which could disrupt traditional business models [10] - The "Search, Shoot, Withdraw" gameplay has become a significant growth driver in the shooting genre, with shooting games becoming the second-largest category in the Chinese gaming market by 2025 [11] Market Dynamics and Future Outlook - The gaming industry is expected to continue its growth trajectory, driven by user expansion, AI technology, and ongoing gameplay innovation [4][12] - The valuation of gaming companies is supported by a combination of technology, policy improvements, and sustained performance, with a focus on long-term product pipelines [13] - Recent adjustments in the gaming sector have seen valuations drop to around 15 times earnings, which is still below the perceived industry ceiling, suggesting continued investment opportunities [14]

推荐(维持) 投资要点 分析师：朱珠 S1050521110001 zhuzhu@cfsc.com.cn | 表现 | 1M | 3M | 12M | | --- | --- | --- | --- | | 传媒(申万) | -5.0 | 10.0 | 35.2 | | 沪深 300 | 0.1 | 4.1 | 21.1 | 市场表现 2026 年 02 月 28 日 传媒回调行情仍在 智能新纪元撬动注意力经济 行业相对表现 -20 -10 0 10 20 30 40 50 60 (%) 传媒 沪深300 资料来源：Wind，华鑫证券研究 相关研究 1、《传媒行业周报：春晚节点重燃 AI 传媒有望承接 AI 应用新场景》 2026-02-23 2 、 《 传 媒 行 业 点 评 报 告 ： Seedance2.0 推动 AIGC 进入卡尔达 肖夫指数》2026-02-10 3、《传媒行业周报：从春节档到 AI 春晚迎 2026 年新篇章关注 AIGC》 2026-02-08 ▌本周观点更新 2026 年 2 月底传媒板块开年后略回调，我们认为当下传媒板 块行情仍在，AIGC 新叙事仍可期。企业端，AIGC 公 ...

Seedance2.0 引市场关注，春节档票 房不及预期 ——传媒行业月报 传媒 分析师：乔琪 登记编码：S0730520090001 qiaoqi@ccnew.com 021-50586985 证券研究报告-行业月报 强于大市(维持) 传媒相对沪深 300 指数表现 相关报告 《传媒行业分析报告：春节档表现低迷，票房 低于预期》 2026-02-25 《传媒行业月报：AI 流量入口竞争白热，春 节档电影供给丰富》 2026-01-28 《传媒行业分析报告：传媒 2025Q4 基金持仓 分析：重仓股配置力度环比下降，个股配置分 化》 2026-01-27 联系人：李智 ⚫ 行情回顾与估值表现：截至 2026 年 2 月 25 日，2 月传媒指数下跌 3.73%，在 30 个一级行业组合中排名第 30，跑输同期上证指数 （+0.71%）4.45pct，跑输同期沪深 300 指数（+0.63%）4.36pct， 跑输同期创业板指（+0.25%）3.99pct。 子板块中，互联网广告营销板块下跌11.56%，游戏板块下跌4.25%， 出版板块下跌 0.04%，影视板块上涨 0.16%。 2026 年 2 月 1 日 ...

风险提示：提及个股仅用于行业事件分析，不构成任何个股推荐或投资建议。指数等短期涨跌仅供 参考，不代表其未来表现，亦不构成对基金业绩的承诺或保证。观点可能随市场环境变化而调整，不构 成投资建议或承诺。提及基金风险收益特征各不相同，敬请投资者仔细阅读基金法律文件，充分了解产 品要素、风险等级及收益分配原则，选择与自身风险承受能力匹配的产品，谨慎投资。 每日经济新闻 （责任编辑：贺翀 ） 【免责声明】本文仅代表作者本人观点，与和讯网无关。和讯网站对文中陈述、观点判断保持中立，不对所包含内容 的准确性、可靠性或完整性提供任何明示或暗示的保证。请读者仅作参考，并请自行承担全部责任。邮箱： news_center@staff.hexun.com 今日传媒板块大幅回调，影视ETF（516620）收跌超7%，游戏ETF（516010）收跌超4%。影视下 跌的核心原因是2026年春节档票房大幅不及预期，此前市场对春节档票房和AI应用方向反应较为剧 烈，节后预期修正压力集中释放。游戏ETF下跌则主要受指数中接近10个百分点的影视权重股拖累，游 戏行业自身基本面并无明显利空，春节期间游戏流水数据整体健康，或可逢跌关注。 春节档票房 ...

Core Insights - The casual gaming sector, particularly games targeting female players, has shown significant growth, with "Gossip Harbor" generating $550 million in revenue in 2025, outperforming many other popular titles [2][4] - The success of "Gossip Harbor" is attributed to its unique gameplay and narrative-driven approach, achieving a remarkable 165% revenue growth in a competitive market [4][8] - "My Garden World," another notable title, has gained traction in the domestic market, reaching the top 5 in the iOS sales chart shortly after its launch [11][19] Group 1: Company Performance - Lemon Microfun's "Gossip Harbor" has become a standout in the casual gaming market, with a revenue increase of approximately 10% month-over-month and a total overseas revenue exceeding $70 million [8][19] - The company has successfully transitioned from a reliance on a single hit game to a diversified portfolio, launching multiple successful titles in the merge game genre [6][20] - "My Garden World" has leveraged a unique marketing strategy that connects virtual gameplay with real-life rewards, enhancing player engagement and social sharing [15][19] Group 2: Market Dynamics - The casual gaming market is characterized by different consumer behaviors in mature markets like North America compared to domestic markets, with players in the latter being more sensitive to in-game monetization strategies [22][23] - The rise of "merge+" games indicates a growing trend in the industry, with various titles exploring combinations of gameplay mechanics and emotional engagement [20][22] - The success of "My Garden World" highlights the importance of understanding local market preferences and emotional connections, suggesting a potential pathway for future game development [23][25]

Core Insights - The article highlights the rapid growth of WeChat mini-games, which have served over 1 billion users in the past year, with a monthly active user (MAU) count exceeding 500 million and a daily active user (DAU) increase of 10% year-on-year, alongside a 27% improvement in user retention [5][6]. Group 1: Market Dynamics - Mini-games are outpacing traditional app-based mobile games, with a user overlap of only 10% between the two, indicating that mini-games are attracting a new audience rather than cannibalizing existing app users [6][7]. - By mid-2024, the active user base of mini-games is expected to surpass that of app-based mobile games for the first time, with mini-games becoming a significant force in the gaming market [7]. - The advertising spending on mini-games has recently surpassed that of app-based mobile games, with daily ad spending reaching approximately 94 million yuan for mini-games compared to 90 million yuan for app games [7][8]. Group 2: WeChat's Competitive Advantage - WeChat's social attributes are deeply integrated into the mini-game ecosystem, facilitating viral growth through social connections, with social channels contributing 30%-50% of users for social mini-games [10]. - The revenue generated from social users in some IAA mini-games exceeds 80%, showcasing the high commercial value of social engagement [10]. - In 2025, the number of mini-games with over 1 million DAU is projected to increase from 60 to 70, and the number of games generating over 10 million yuan in quarterly revenue is expected to rise from 190 to 300 [10]. Group 3: User Demographics and Trends - The user base of WeChat mini-games is predominantly from first and second-tier cities, with 45% of users aged between 24 and 40 years [12]. - The gender distribution is 55% male and 45% female, with female-oriented games starting to gain traction, indicating a shift in market dynamics [12][14]. - Female players are showing a growth rate in spending that is double that of male players, suggesting a significant opportunity for female-targeted game development [14]. Group 4: Developer Support and Monetization - WeChat has implemented favorable revenue-sharing policies for developers, including aligning iOS platform fees with Android, allowing developers to retain 70% of revenue, plus an additional 15% incentive [16][29]. - The platform is simplifying commercialization policies for IAA mini-games, offering up to 90% revenue share for short-term incentives and 85% for long-term incentives [16]. - Developers are encouraged to leverage AI tools for innovation, with the potential for AI-generated content to enhance game development and user engagement [26][30]. Group 5: Future Directions - The focus for the mini-game industry is on uncovering genuine user needs behind social interactions, emphasizing the importance of creating shareable content that stimulates social behavior [25]. - WeChat aims to balance monetization with user experience by exploring non-intrusive advertising formats and ensuring that the game's value to users is prioritized over revenue generation [28]. - The platform is also looking to enhance interactive advertising and content marketing strategies to improve user engagement and retention [35][36].

Core Insights - The core focus of the recent annual conferences held by WeChat and Douyin mini-games is the strategic elevation of "social" as a key growth driver, alongside significant growth in DAU, MAU, and revenue metrics [1] Product Case Analysis - Social gameplay has evolved from an "auxiliary function" to a "core growth engine" in the mini-game industry, validated by flagship products from both platforms [2] - WeChat's "Social Arena" component has become a benchmark for social gameplay, enhancing user engagement through real-time competition and reward mechanisms, resulting in a fivefold increase in sharing efficiency [2] - Douyin's "You Shoot, I Hide" social gameplay in "Alien Sniper" led to a 12-fold increase in new users, with 35% of users coming from social sharing, highlighting the effectiveness of content-driven virality [3] - The physical marketing model of "My Garden World" leverages tangible rewards to attract users from lower-tier markets, enhancing emotional engagement and encouraging social sharing [5] Platform Observations - WeChat's social ecosystem is built on its inherent social attributes, featuring components like "Social Arena" and "Friend Assistance," and is expanding to include multi-platform interactions [7][8] - Douyin mini-games utilize its content distribution mechanisms to enhance social interactions, with features that allow for easy sharing of game clips and live interactions, driving user engagement [9] Core Reasons for Social Focus - The shift towards social gameplay is driven by the need to reduce customer acquisition costs in a saturated market, with social channels providing a low-cost, high-efficiency means of user acquisition [10] - User demand has evolved from short-term entertainment to long-term engagement, with a growing preference for social integration in gaming experiences [12] - The increasing participation of female users in mini-games, with a significant rise in their engagement compared to male users, creates fertile ground for social content development [17] Predictions for 2026 - The emergence of "quirky content" is expected to be a breakthrough point for Douyin mini-games, with the potential for viral sharing and user engagement [21] - Both platforms are breaking traditional boundaries, with WeChat exploring unfamiliar social territories and Douyin activating familiar social connections, indicating a significant opportunity for developers [22] - Social gameplay is expected to penetrate various game genres, with developers encouraged to design unique social features tailored to their specific game types [25]

Core Insights - The mini-game market in China has become a focal point in the gaming industry, with significant growth and revenue data attracting numerous developers, but the market dynamics are shifting as competition intensifies and growth rates slow down [1][27] - By 2025, the domestic mini-game market is projected to generate revenue of 53.535 billion yuan, with a year-on-year growth rate of 34.39%, although this represents a slowdown compared to previous explosive growth [1][27] - Major companies are increasingly dominating the market, with over 70% of listed gaming companies investing heavily in mini-games, raising the industry entry barriers to the level of native apps [1][27] Platform Development - WeChat mini-games remain the largest platform in China, with over 400,000 developers and more than 300 teams generating over 10 million yuan in quarterly revenue [2][28] - The active user base on WeChat mini-games has surpassed 500 million, with a 10% increase in user online time expected in 2025 compared to 2024 [2][28] - Douyin mini-games have also seen remarkable growth, with revenue increasing by 100% and active user numbers rising by 120% in 2025 [4][30] Product Trends - WeChat mini-games have successfully explored heavy game genres, with several SLG, RPG, and card games achieving stable growth [4][30] - Douyin's unique short video ecosystem enhances content distribution, significantly impacting player engagement and revenue generation [6][31] - The revenue scale of WeChat and Douyin mini-games is expected to account for over 90% of the total domestic mini-game market [6][31] Manufacturer Segmentation - The mini-game market has seen a clear tiered structure, with large companies dominating the first tier, including over 70% of listed gaming firms [11][33] - Companies like Sanqi Interactive and Diandian Interactive lead the first tier, leveraging strong operational capabilities to produce multiple blockbuster games [13][35] - The second tier consists of niche market leaders that have emerged from the mini-game sector, maintaining high hit rates through rapid product iteration [15][37] Competitive Landscape - The competition in the mini-game market has evolved from a focus on traffic to a comprehensive strength competition involving product quality, traffic acquisition, long-term operations, and technological reserves [20][42] - The demand for higher quality mini-games is pushing developers to innovate and differentiate their products, moving towards a model that closely resembles native apps [21][43] - AI technology is becoming a critical competitive barrier, significantly enhancing the efficiency of game development, marketing, and customer service [25][47] Market Evolution - The mini-game industry is transitioning from rapid growth to a phase of meticulous cultivation, indicating that future opportunities will favor those who focus on quality content and technological mastery [26][48] - The market's slowdown is not a sign of diminishing returns but rather a necessary evolution towards sustainable growth and high-quality development [26][48]

Core Insights - The Douyin Mini Game Ecological Conference highlighted the rapid growth and success of the Douyin mini game platform, emphasizing a new paradigm of "content-driven social interaction" that reshapes the value and development path of mini games [1][19]. Group 1: Douyin Mini Game Performance Data - Douyin mini games experienced explosive growth, with revenue scale increasing by 100%, daily active users (DAU) up by 120%, and creator supply growing by 350% [2][5]. - The advertising expenditure for Douyin mini games grew 1.4 times this year [4]. - User engagement metrics showed a 20% increase in active user duration and a 30% rise in paid user retention [5]. Group 2: Game Category Insights - In-app purchase (IAP) games saw significant growth, particularly in RPG, casual simulation, tower defense, and SLG categories, which are now core drivers of the IAP segment [9]. - The IAA game category is dominated by casual games, reflecting intense competition and structural adjustments within the market [11]. Group 3: Content and Creator Growth - The number of manufacturers and games entering the Douyin mini game ecosystem increased by 100% and approximately 70%, respectively, with content scale and creator supply also on the rise, leading to a 160% increase in content revenue [13]. - The creator ecosystem is thriving, with publisher revenue up by 220% and the total number of creators increasing by 360% [18]. Group 4: Growth Drivers and Strategies - The "content + social" dual engine is identified as a new growth driver for Douyin mini games, leveraging strong content distribution and social connectivity to enhance user acquisition and retention [19][32]. - Social interactions, such as friend sharing and group dynamics, have been shown to improve user retention by 20% [22]. Group 5: User Trends and Marketing Innovations - The user base is becoming younger and more engaged with "meme" culture, as evidenced by the success of the game "Sniper Alien," which has garnered over 1 billion views on related topics [34][38]. - Innovative marketing strategies are emerging, moving beyond traditional virtual rewards to include real-world incentives, enhancing user engagement and retention [40][41]. Group 6: Future Directions - The mini game market is entering an "integrated marketing" era, characterized by younger users, innovative social content, and diverse marketing strategies, with a focus on "content + social" as the core methodology [41].

Core Insights - The mobile gaming sector is undergoing significant changes, particularly with the recent agreement between Apple and Tencent regarding a 15% commission on payments for WeChat mini-games and mini-programs, marking a resolution to a year-long payment scheme dispute [1] - The growth of mini-games is attributed to the increasing scale of WeChat's user base and revenue, as well as the trend of multi-platform gaming, which has pressured Apple to adapt rather than exclude mini-games from its ecosystem [1] - The global mobile gaming market is experiencing sluggish growth, with a projected revenue increase of only 2.9% this year, despite a 4.5% rise in the number of global players [1][3] Industry Trends - Players are increasingly favoring free games, leading to a decline in spending on mobile games, which is reflected in the lack of major mobile game releases this year [3] - The gaming market's growth is primarily driven by console and PC games, which account for 70% of the market's incremental growth this year [3] - WeChat mini-games have seen a surge in active users, with 570 million monthly active users reported, while Douyin mini-games reached 170 million [3] Mini-Game Development - Mini-games are diversifying their content and focusing on unique themes, particularly in the female-oriented segment, as evidenced by the success of titles like "My Garden World" [5][6] - The success of mini-games is increasingly linked to targeted content creation and effective marketing strategies that leverage social media platforms for viral growth [8] - The "merge" genre within mini-games has shown significant revenue growth, with a 94% year-on-year increase in market revenue, indicating a rising user interest and willingness to pay [12] Market Dynamics - The rise of female-oriented mini-games highlights a gap in the market, as traditional games often lack relatable content for female players [10][21] - The narrative and cultural relevance of games like "My Garden World" and "Dreamland Elimination War" resonate more with domestic players, showcasing the importance of localized content [21][18] - The monetization strategies employed in mini-games, such as tiered payment options and engaging gameplay mechanics, have proven effective in maximizing revenue potential [25][27] Future Outlook - The mini-game sector is expected to evolve as developers focus on content differentiation and address the specific needs of players, moving away from merely replicating popular trends [30] - As the market for mini-games expands, there is potential for smaller teams to thrive by identifying niche opportunities and leveraging established gameplay mechanics [30] - The anticipated growth of the mini-game market to a scale of 60 billion will create opportunities for teams that can innovate and adapt to changing player preferences [30]