12月18日，由中国音像与数字出版协会游戏出版工作委员会主办，Unity中国与抖音小游戏联合承办的"团结、破局、增长：2025小游戏新增长峰会" 在上 海圆满举办，多位行业一线从业者到场分享，覆盖小游戏技术、平台、投放、产品等多个核心领域。 Unity中国团结引擎产品负责人路平分享了原生能力升级与工具链建设的阶段性成果，团结引擎已支撑超过1500款小游戏上线，覆盖品类从休闲延伸至 SLG、MMO、MOBA等更复杂形态，同时推进原生化能力建设与一次开发多平台部署，覆盖微信、抖音、快手等多个宿主平台，为大体量项目前置消化 底层复杂度，降低研发风险。 Unity中国软件工程师司天语围绕试玩广告的制作与投放展开分享，指出试玩广告需满足包体体积5MB内、加载3秒内等约束，在此背景下，团结引擎推出 Playable Ads平台，通过工程化方式实现制作流程标准化，将Wasm体积压缩至约1.48MB，最终包体约4.37MB，后续版本还将优化资产管理、H5聚合打包 及海外平台支持。 Unity中国技术总监顾申华介绍了宿主平台相关情况，该平台作为小游戏的超级容器，整合前端SDK、后端能力与管理控制台，降低开发者接入、调试和 长期 ...

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].