Core Viewpoint - CICC maintains a "outperform" rating for Bilibili-W (09626) and raises the target price to HKD 220, reflecting a positive outlook on the company's profitability and growth potential [1] Financial Performance - In Q3 2025, the company reported revenue of CNY 7.69 billion, a 5% year-on-year increase, exceeding CICC's expectation of CNY 7.61 billion; Non-GAAP net profit reached CNY 787 million, surpassing the forecast of CNY 563 million, primarily driven by strong advertising revenue growth and better-than-expected gross margin [2] Profitability Trends - The company's Q3 2025 advertising revenue grew by 23% to CNY 2.57 billion; gross margin increased by 0.2 percentage points to 36.7%; adjusted net profit margin rose by 2.6 percentage points to 10.2%. CICC attributes this to the high growth in advertising revenue, driven by the continuous improvement in eCPM for performance ads and rapid growth in brand advertising. The long-term profitability trend is expected to improve due to revenue growth, better revenue structure, and operational leverage [3] Game Development - In Q3 2025, game revenue reached CNY 1.511 billion. The company has several new games in the pipeline, including "Escape from Duckkov" and "Three Kingdoms: Hundred Generals Card," expected to launch in Q1 2026. These new games are anticipated to contribute to revenue starting from Q2 2026, with potential for additional profit if performance exceeds expectations [4] User Engagement and Content Strategy - In Q3 2025, the company saw year-on-year growth in monthly active users, daily active users, and average daily usage time. Revenue from value-added services increased by 7% to CNY 3.02 billion, with the number of paying users rising by 17% to 35 million. The company emphasizes that high-quality content and community engagement are crucial for driving commercialization [5]