近些年，小游戏异军突起，一跃成为了国内游戏行业的焦点赛道。市场前线频频传来让人震惊的市场增长和爆款营收数据，吸引了海量开发者蜂拥入局， 也造就了一批"掘金者"的财富神话。 文/小猪 导语 卷者生，躺者死 然而如今的市场风向似乎悄然转变了方向，大厂爆款的霸榜时间越来越长，以小博大的新故事却越来越少。从数据上来看，2025年国内小游戏市场收入 535.35亿元、同比增速34.39%，依然是国内游戏市场中净增值最高的赛道，但其增速较前两年的爆发式增长已经有所放缓。 与此同时，70% 的上市游戏公司重兵布局，Supercell 等头部大厂带着旗下"全家福"入场，《王者荣耀》《开心消消乐》等超级爆款手游也纷纷推出小游戏 版本，直接把行业门槛抬到了原生APP级别。 一边是增速放缓、竞争加剧，一边是巨头扎堆、门槛抬高，如今小游戏市场的现状究竟如何？2026年的小游戏难道也要走向残酷的生死局了？ 01 平台："双雄+多元"发展 聊小游戏，当然要从平台聊起。小游戏在平台上生根发芽，不同平台的生态特性，让小游戏长出了不一样的 "模样"。 微信小游戏目前依然是国内规模最大的小游戏平台。站在微信这个国民社交应用肩上，微信小游戏通过早 ...

新华财经上海12月10日电（李一帆）近日，微信电脑版的侧边栏中悄然上线了"小游戏中心"的入口。虽然这一功能仍处于内测阶段，尚未全面上线，但也意 味着微信小游戏的发展路径，正从单一的移动端转向"移动+桌面"协同的新阶段。 微信PC端小游戏中心入口 新上线的小游戏中心首页可一键启动最近玩过的游戏。"找游戏"页面则分为"发现"与"榜单"两页，前者以信息流推荐游戏，可查看详情、AI点评等内容；后 者则集合了包括PC热玩榜、畅销榜在内的多个榜单，方便用户寻找新游戏。 微信PC端小游戏中心首页 这一布局并非毫无征兆。早在今年10月的广州CICF漫展（中国国际漫画节）上，腾讯就专门设立了PC端小游戏体验区，试图突破手机屏幕的物理限制，展 示更重度、更精品的内容。 小游戏市场正展现出蓬勃的发展活力。此次微信在PC客户端的布局，更为其未来成长打开了新的想象空间。 速生与速变：流量"快跑"，大厂"入局" 从《羊了个羊》《抓大鹅》到后来的《拆螺丝》《寻道大千》《无尽冬日》，一批批小游戏凭借"即点即玩"的轻量化和"单局三五分钟"的碎片化体验迅速风 靡，也让玩家在不知不觉中投入大量时间。正是这种特性，使得小游戏市场始终处于高速更新的状 ...

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 gaming industry is experiencing a transformation with a focus on lifecycle extension and multi-platform releases, indicating a shift in marketing strategies and operational approaches [1][2][11] Market Growth - The domestic gaming market in China is projected to reach a sales revenue of 325.78 billion yuan in 2024, reflecting a year-on-year growth of 7.53%, a significant decline from the 13.95% growth in 2023 [3] - The mobile gaming market is recovering, with a scale of 238.22 billion yuan in 2024, showing a 5% year-on-year increase, while mini-games have seen a remarkable growth of 99.2%, reaching 39.84 billion yuan [4][5] Category Changes - The distribution of mobile game categories in China has shifted, with a decrease in the share of heavy games like RPGs and SLGs, while casual apps are gaining popularity [9] - Mini-games are primarily focused on casual gameplay, with role-playing and competitive games now accounting for over 20% of the market share, indicating a trend towards mid-to-heavy gameplay [9] Marketing and Advertising - The gaming industry is in a "stock era," making it increasingly difficult for new products to gain traction, leading to a cautious approach towards new game launches [11] - Marketing expenditures are rising, with a notable correlation between increased sales expenses and revenue growth among leading game companies [17] - The number of advertising materials for gaming has reached 2.436 million by December 2024, marking a 2.5% increase from the previous month [21] Content and User Engagement - The diversification of game content is evident, with a focus on breaking down operational, marketing, and user acquisition boundaries [18] - Social sharing features and user segmentation strategies are being employed to enhance user lifetime value (LTV) [22][23] Technological Integration - AI technology is increasingly being utilized in the gaming industry for automated advertising and content generation, helping to reduce costs and improve efficiency [25][26][28] - The integration of AI-generated content is reshaping the underlying logic of user acquisition in gaming, allowing for more precise targeting and engagement [28] Strategic Directions - The industry is moving towards a model that emphasizes "content + technology + ecosystem" as a means to navigate competitive pressures and sustain growth [29] - The trend of building an ecosystem around game official accounts, influencers, and user-generated content (UGC) is becoming more pronounced [35] Future Outlook - The gaming industry is expected to continue evolving with a focus on version updates and content marketing to attract and retain players [34] - The success of new titles like "Black Myth: Wukong" is boosting confidence in the domestic PC gaming market, highlighting the importance of content and gameplay in driving user engagement [39]