DataEye《2025年度手游APP买量数据报告》今日正式发布。 本报告聚焦手游APP赛道，报告从素材投放量、投放游戏数、投放趋势以及买量题材等多个维度观察国 内手游APP行业买量投流数据，为国内游戏从业者提供有价值的数据参考。 一.手游APP买量大盘 （一）手游APP投放素材量情况 手游APP素材量突破5162万，行业新投放格局形成。国内手游APP投放素材量连续三年增长，但增速快 速下滑。 从核心动因来看，人口红利耗尽导致买量边际效应递减、广告合规监管抬高投放门槛、厂商预算从"分 流对量"转向"集中提质"，再加上短剧、小游戏抢占手游APP投放资源，而 AI、漫剧等素材盛行导致审 查趋严（合规性压力加大），多重因素共同压低了素材量增速。 手游行业的买量竞争已从"数量战"转向"质量战"。目前市场愈发重视效能、合规以及创新，新的投放格 局已经形成。 （二）手游APP在投游戏数情况 在投游戏数同比增长17%，版号大增驱动优质供给。国内手游APP在投游戏数呈现2025年回升走势，全 年在投游戏数超过2.3万款，同比2024年增长超过17%，同时在投游戏数也超过2023年。 国内手游行业从低质供给过剩、中小厂商出清的 ...

Group 1: Q3 Mini Game Consumption - In September, the daily consumption of mini games across three major media platforms reached approximately 149 million, representing a growth of about 19.2% compared to Q1 [2] - The estimated daily consumption for each platform in September is as follows: Platform A: IAP + mixed consumption approximately 50.5 million, IAA consumption 14.8 million; Platform B: IAP + mixed consumption approximately 67.3 million, IAA consumption 6.9 million; Platform C: IAP + mixed consumption approximately 5 million, IAA consumption 0.5 million [2] Group 2: Q3 Mini Game Acquisition Data - The consumption share of strategy war games continued to decline in Q3, while the game "Endless Winter" by Dots Interactive ranked second in material investment [3] - The idle game category also showed a downward trend, but "Seeking the Great Thousand" by 37 Interactive maintained strong material investment [3] - Simulation games performed strongly in Q3, surpassing idle games in consumption for the first time in August [3] Group 3: Material Investment Volume - The total material investment volume in Q3 was approximately 5.3 million, a decrease of about 12.5% compared to Q2 [4] - IAP + mixed mini games saw a decline of over 13% in material investment, which was the main reason for the overall drop in Q3 [4] - IAA mini games also experienced an 8% decline in material investment, but still exceeded 1 million [5] Group 4: Number of Games in Investment - The number of games in investment exceeded 17,000 in Q3, representing a 4.5% increase compared to Q2 [6] - The number of IAA mini games increased by over 900, approaching 13,000, driven by the rise of silver economy and female-oriented products [6] - The IAP + mixed mini game sector is undergoing a transition, with some older products falling behind, leading to a decline in the number of games in investment [6] Group 5: Hot Investment Categories - The top three categories in Q3 for mini game participation were casual, elimination, and puzzle games, with light casual games remaining a key focus due to their low investment cost [7] - Female-oriented gameplay surged by approximately 15%, indicating the potential of this segment [8] - The tower defense category continued to expand, with new gameplay entering the market, leading to a more than 7% increase in the number of games in investment [8] Group 6: Theme Investment Trends - Modern themes maintained the highest share in Q3, followed by fantasy and Xianxia themes [9] - The number of games in the ACG (Anime, Comic, Game) category increased by over 10% due to the rapid development of the mini game sector [9] - Traditional themes like Three Kingdoms and martial arts saw a decrease in the number of games in investment, attributed to severe content homogenization [9] Group 7: Douyin Mini Game Acquisition Data - In Q3, the material investment volume exceeded 13 million, marking a nearly 50% increase compared to Q2 [10] - The IAA material investment volume saw significant growth, doubling compared to Q2 [10] - The number of games in investment exceeded 14,000 in Q3, reflecting a 22.5% increase compared to Q2 [12] Group 8: Douyin Mini Game Trends - The number of IAA mini games surged by over 25% in Q3, exceeding 11,000, with light casual games remaining dominant [13] - The IAP + mixed mini game sector also saw growth, with an increase of over 400 products compared to Q2 [13]

Core Insights - DataEye has released exclusive data on WeChat mini-games for July, highlighting consumption patterns and trends in various game categories [1] Consumption Patterns - In July, the consumption share of the war strategy category remained stable at approximately 20%, while the idle game category saw a decline to about 14.42%, down over 2 percentage points from June [3] - The simulation management category increased its consumption share to about 13.35%, while the tower defense category slightly decreased to 12.5% [3] - The consumption shares of legendary RPG and Xianxia RPG categories continued to decline, with legendary RPG at 8.36% and Xianxia RPG at 9.44% [3] Top Consumption Rankings - The top consumption game in July was "Three Kingdoms: Ice Age," surpassing "Endless Winter," which ranked second [7] - "Zombie Shooting" maintained its third position, while "Seeking the Great Thousand" and "Refined Hero" remained in the top five [7] - "Happy Elimination" re-entered the top 20, indicating a resurgence in the light casual game category [7][12] Growth Rankings - "Three Kingdoms: Ice Age," "Qingyun Jue: Demon Subduing," and "Spirit Painter" topped the consumption growth rankings for July [11] - "Forever Blue Planet" showed significant growth, ranking ninth in the consumption growth list after starting its advertising campaign in mid-July [11] Advertising Trends - In July, the total number of advertising materials for WeChat mini-games was approximately 2.28 million, showing a decline from June [15] - The number of games participating in advertising increased to about 11,600, with 1,560 new games launched during the month [15][21] - The top three gameplay categories in terms of advertising were casual, elimination, and puzzle games, with idle gameplay seeing a growth of over 12% [21] Genre Trends - The modern, other, and fantasy genres ranked as the top three in terms of the number of games launched, with the fantasy genre experiencing a growth of over 15% [24] - The legendary genre was the only one to see a decline in the number of games launched, indicating a shift in the competitive landscape [24]