游戏板块年终总结及展望 20260106 摘要 2025 年中国游戏市场规模达 3,300 亿元，同比增长 15%，四季度增速 接近 10%，显著修复。用户规模持续增长，女性玩家占比达 48%，成 为手游主力军之一，预示女性向游戏市场潜力巨大。 女性向游戏市场规模在 2024 年达到 80 亿元，同比增长超过 120%。 《恋与深空》等产品表现出色，模拟经营、休闲竞技等细分赛道也展现 出增长潜力，为市场带来新的增长点。 小程序游戏市场保持强劲增长，2025 年国内市场规模同比增长超 30%。技术升级使得重度游戏登陆小程序平台，吸引非核心玩家，抖音 小游戏 DAU 和 MAU 实现翻倍增长，人均时长提升 20%。 中国自研移动游戏出海保持高景气度，2024 和 2025 年海外收入增速 分别为 11%和 13%。预计 2025 年底全球手游收入将达 810 亿美元， 同比增长约 7.5%，出海成为头部公司重要战略方向。 版号发放数量创新高，推动优质内容供给，提升 ARPU 值。重点新品如 《暗黑破坏神：不朽》、《恋与深空》等带动行业重返增长轨道，新游 周期对市场产生积极影响。 Q&A 2025 年中国游戏市场的 ...

Group 1 - Blizzard Entertainment has announced a content release plan to launch one to two major digital products annually, including new games, significant expansions, or major updates, aiming to establish a stable and predictable content rhythm [1][4] - The company's strategy will leverage classic IPs such as Diablo and World of Warcraft to continuously attract players and drive business growth in an increasingly competitive gaming market [1][4] - Blizzard's content release model is becoming more systematic post-Microsoft's acquisition of Activision Blizzard, moving away from years-long gaps between major releases to a more regular schedule [4] Group 2 - Blizzard's president, Johanna Faries, emphasized that the annual release plan includes not only full new titles or sequels but also expansions like "King of Hatred" and new content for World of Warcraft, such as the upcoming expansion "Midnight" [4] - Faries mentioned that the company is currently in the second phase of a five-year plan, focusing on maximizing the potential of existing core resources while not ruling out exploration of new areas [4] - The strategy aims to create a product portfolio that ensures at least one to two major releases each year, leveraging the synergy of multiple brand series to maintain industry leadership [4]

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 - China has become a major player in the global gaming market, with its gaming footprint expanding worldwide, as highlighted by the success of games like "荒野行动" in various international locations [2][3] - The past decade has been a golden era for mobile gaming in China, with NetEase achieving significant breakthroughs across multiple game genres, including MMORPGs and other categories like racing and sports [2] - NetEase's success in diversifying its game offerings is attributed to its robust industrial foundation, enabling large-scale and efficient development of high-quality products, which is essential for global expansion [2][3] Industry Trends - The collaboration with Blizzard on "Diablo Immortal" has underscored the need for a more localized strategy to penetrate mainstream markets [3] - The gaming industry in China has seen a 60-fold increase in NetEase's gaming revenue over the past 20 years, indicating substantial growth and the ability to support AAA game development [3] - Upcoming high-quality products such as "燕云十六声," "遗忘之海," and "无限大" are set to be launched in overseas markets, marking a new push for global market presence [4]