在最近与科隆国际游戏展同期举办的Devcom开发者大会上，AI再次赚足了脸面。 微软、腾讯、谷歌、Meta等国际巨头带来超过20场AI相关议题，"AI如何提升游戏美术生产效率"、"AI工具如何与传统工作流无缝集成"、"AI在动画生 成、场景构建等具体环节的应用案例"成为开发者们探讨的重点内容。 近年来，游戏美术对精细度的要求呈现指数级增长。随之而来的是几何级增长的工作量。 而在科隆游戏展期间，腾讯游戏首次面向全球发布游戏创作AI全链路解决方案VISVISE。 简单来说，VISVISE包含一整套AI工具，分为动画制作、模型制作、数字资产管理、智能NPC四大管线，覆盖游戏美术开发全流程，重点在于辅助游戏美 术完成那些重复、机械且工作量巨大的"体力活"。 比如在3D动画制作方面，VISVISE的MotionBlink可根据用户输入的少量关键帧，自动补全中间帧，生成完整序列动画。 在过去，动画师手动补帧甚至要占角色动画制作总工时的60%-70%，短短10秒的动画制作，手K精修可能要3-7人天才能完成。 游戏AI大模型解决的是什么问题？ 传统游戏美术生产制作中，50%-60%的工作都耗费在美术资产的制作上，其中最繁琐的 ...

Core Viewpoint - Tencent's Q2 2025 financial performance shows strong growth across multiple business segments, driven by gaming, advertising, and AI strategies, leading to a significant increase in revenue and profit margins [4][6]. Financial Performance - Q2 revenue reached 184.5 billion yuan, a year-on-year increase of 15% and a quarter-on-quarter increase of 2% [6]. - Non-IFRS operating profit was 69.25 billion yuan, up 18% year-on-year [6]. - Non-IFRS net profit stood at 63 billion yuan, reflecting a 10% year-on-year growth [6]. - Gross margin improved to 57%, an increase of 4 percentage points, benefiting from high-margin business optimization [6]. - Free cash flow amounted to 43 billion yuan, with capital expenditures of 19.1 billion yuan [6]. Business Highlights and Strategic Directions 1. **Gaming Business Recovery** - Domestic market: "Delta Action" achieved over 20 million daily active users, contributing to top revenue [7]. - International market: "PUBG Mobile" reached a record high monthly revenue, while "Clash Royale" saw a seven-year revenue peak with a fixed exchange rate growth of 33% [7]. 2. **Advertising Business Driven by AI** - Video account advertising surged by 50%, with AI optimization increasing click-through rates (CTR) to 3% [8]. - WeChat search revenue grew by 60%, aided by large model optimization for product intent understanding [8]. 3. **Steady Growth in Financial Technology and Enterprise Services** - Growth in enterprise services accelerated due to GPU leasing and API calls, with Tencent Cloud being recognized as a global leader in CPaaS for three consecutive years by Gartner [9]. 4. **Accelerated Investment in AI Strategy** - R&D expenses reached 20.25 billion yuan, a year-on-year increase of 17%, with the "Hunyuan" large model ranking first in 3D generation capabilities on HuggingFace [10]. - Capital expenditures are projected to be between 80 to 100 billion yuan in 2025, accounting for 10% to 15% of revenue [10]. 5. **WeChat Ecosystem AI Upgrade** - Monthly active users reached 1.411 billion, a year-on-year increase of 3%, with new AI customer service and video account interpretation features [11]. Management Key Statements - CEO Ma Huateng emphasized the core focus on the "Hunyuan" large model and AI applications, with ongoing investments planned [12]. - President Liu Chiping highlighted prioritizing high-return areas for AI investments, noting that some GPU leasing has already contributed to revenue [12]. - CFO Luo Shuhan discussed cost control measures, stating that free cash flow covers capital expenditures [12].

Core Insights - Tencent's gaming business has shown strong performance with double-digit growth in revenue and non-IFRS operating profit due to continuous investment in AI technology [2][3] - Domestic gaming revenue increased by 17% year-on-year, driven by the success of games like "Delta Action" and evergreen titles such as "Honor of Kings" and "Peacekeeper Elite" [3] - International gaming revenue grew by 35% year-on-year (33% at constant exchange rates), primarily fueled by games from Supercell, "PUBG Mobile," and "Dune: Awakening" [7] Group 1: Game Performance - "Honor of Kings" and "Peacekeeper Elite" are evolving into platform-type products, with increased user engagement and revenue [2] - New game "Delta Action" has performed strongly since its launch, contributing to the overall growth of the gaming segment [3][12] - The total revenue from mini-games increased by 20% year-on-year, aided by upgrades to technical infrastructure and game engine compatibility [7] Group 2: AI Integration - AI is a key driver for growth in game content, player engagement, and monetization, with applications in content production and marketing strategies [8] - The use of AI tools has enhanced the speed and scale of game content production, allowing for more human-like virtual teammates and realistic non-player characters [8] Group 3: Market Trends - The Chinese audience for AAA games is growing, although the market for paid games remains niche compared to free-to-play models [13] - AAA games and ongoing service games are seen as complementary rather than competitive, with players likely to engage with both types [14] - The FPS genre is experiencing significant growth in China, with new titles like "Rainbow Six" and mobile versions of existing games planned for release [16] Group 4: Future Strategies - Tencent plans to continue expanding its portfolio with a focus on content-driven games, which have shown strong performance in both domestic and international markets [16] - The company aims to leverage its experience in FPS games while also exploring new genres to diversify its offerings [17][18]

Core Insights - The Chinese gaming industry is experiencing a resurgence in overseas revenue, with a reported actual sales income of $1.577 billion in May 2023, marking a year-on-year growth of 6.93% [1] - Following two years of decline, the overseas revenue from self-developed Chinese games is expected to continue its growth trajectory into 2025, indicating a robust trend in the gaming "going global" strategy [1] Group 1: Industry Trends - The gaming "going global" strategy is accelerating, with related industries rapidly positioning themselves to capitalize on this trend [1] - The overseas gaming services revenue for Huya has seen exponential growth in Q1 2025, suggesting it could become a significant growth engine for the company [1] Group 2: Huya's Strategy - Huya is focusing on meeting core user needs as a key to commercial monetization, leveraging its capabilities in game live streaming, international mobile application services, and comprehensive user service offerings [2] - The company plans to enhance user community operations, KOL content marketing, channel distribution, and in-game item sales as part of its overseas game publishing services [2] Group 3: Operational Capabilities - Huya's overseas publishing capabilities differ from traditional third-party resource reliance, as it utilizes a self-operated model to cover all aspects of content ecology, user ecology, marketing, distribution, and monetization [3] - The company has built a substantial overseas product matrix with over 10 million loyal users and more than 10,000 signed streamers, indicating a strong market presence [3] - Huya's collaboration with games like PUBG Mobile has demonstrated significant promotional efficiency, enhancing user acquisition through tailored paid activities and user engagement strategies [3]

Core Viewpoint - The Chinese gaming market continues to show strong growth, driven by new product launches and a shift from long-term product commercialization to new product contributions [3][4]. Domestic Market - In May 2025, the actual sales revenue of the Chinese gaming market reached 28.051 billion yuan, a year-on-year increase of 9.86% and a quarter-on-quarter increase of 2.56%. This growth rate has slowed compared to previous months but remains robust [3]. - The mobile gaming market in May 2025 generated actual sales revenue of 21.177 billion yuan, with a year-on-year growth of 11.96%. Key new releases have started to emerge, with several games achieving monthly revenues exceeding 10 million yuan [4]. - The client game market saw actual sales revenue of 5.819 billion yuan in May 2025, reflecting a year-on-year increase of 1.58%. The growth was primarily driven by new and recently launched products [5]. - The upcoming summer season is expected to see a significant increase in new game launches, with over 30 titles planned, covering various genres [6]. Overseas Market - In May 2025, the actual sales revenue of China's self-developed games in overseas markets reached 1.577 billion USD, marking a year-on-year increase of 6.93% and a quarter-on-quarter increase of 1.50% [8]. - Strategy games (SLG) remain the core category driving overseas revenue, with product structures continuously optimizing. Notably, the game "Kingshot" saw its revenue double compared to the previous month [8]. - New genres, including female-oriented and synthesis games, are emerging in the overseas market, contributing to revenue growth and diversification [8].

Investment Rating - The report maintains an "Outperform the Market" rating for the media industry [5][40]. Core Views - The media sector has shown a positive performance with a 1.73% increase, outperforming both the CSI 300 (-1.08%) and the ChiNext Index (-1.40%) during the week of May 24 to May 30 [12][14]. - Key developments include the formalization of the "Stablecoin Ordinance" in Hong Kong and the release of DeepSeek-R1-0528, which has significantly improved in code generation speed and inference accuracy [2][17][18]. - The report emphasizes a short-term upward trend in performance and a long-term positive outlook on AI applications and IP-driven products [4][36]. Summary by Sections Industry Performance - The media industry rose by 1.73%, ranking 5th among all sectors in terms of performance [12][14]. - Notable gainers included Yuanlong Yatu, Times Publishing, Youzu Network, and ST Fanli, while Kunlun Wanwei, Shengtong Shares, Yinsai Group, and Meiri Interactive faced declines [12][13]. Key Developments - The "Stablecoin Ordinance" in Hong Kong aims to promote financial innovation while maintaining stability in the financial sector [17]. - DeepSeek-R1-0528 has been released and open-sourced, showing performance comparable to leading models like OpenAI's o3 [18]. - Perplexity AI launched Perplexity Labs, which can complete complex tasks in about 10 minutes, enhancing productivity for knowledge workers [2][18]. Investment Recommendations - The report suggests focusing on gaming, advertising media, and film sectors, with specific stock recommendations including Kaiying Network, Giant Network, and Yaoji Technology [4][36]. - The report highlights the potential for growth in AI applications and IP-driven products, recommending companies like Pop Mart and Zhejiang Wenlian [4][36]. Company Earnings Forecasts - Key companies such as Kaiying Network, Fenzhong Media, and Mango Super Media are rated as "Outperform the Market" with projected earnings per share (EPS) growth for 2025 and 2026 [5][38].

Investment Rating - The report maintains an "Outperform the Market" rating for the media industry [5][40]. Core Views - The media sector has shown a positive performance with a 1.73% increase, outperforming both the CSI 300 (-1.08%) and the ChiNext Index (-1.40%) during the week of May 24 to May 30 [12][14]. - Key developments include the formalization of the "Stablecoin Ordinance" in Hong Kong and the release of DeepSeek-R1-0528, which has significantly improved code generation speed and inference accuracy [2][17][18]. - The report emphasizes a short-term upward trend in performance and a long-term positive outlook on AI applications and IP-driven products [4][36]. Summary by Sections Industry Performance - The media industry rose by 1.73%, ranking 5th among all sectors in terms of performance [12][14]. - Notable gainers included Yuanlong Yatu, Times Publishing, and Youzu Network, while Kunlun Wanwei and Shengtong Co. saw declines [12][13]. Key Developments - The "Stablecoin Ordinance" in Hong Kong aims to promote financial innovation while maintaining stability [17]. - DeepSeek-R1-0528 has been released and open-sourced, showing competitive performance with leading models [18]. - Perplexity AI launched Perplexity Labs, enhancing AI-driven solutions for complex tasks [2][18]. Investment Recommendations - The report suggests focusing on gaming, advertising media, and film sectors, with specific stock recommendations including Kaiying Network, Giant Network, and Yaoji Technology [4][36]. - The report highlights the potential for growth in AI applications and IP-driven products, recommending companies like Pop Mart and Zhejiang Wenlian [4][36]. Company Earnings Forecasts - Key companies such as Kaiying Network, Fenzhong Media, and Mango Super Media are rated as "Outperform the Market" with projected earnings per share (EPS) growth [5][38].

Group 1 - Tencent's Q1 2025 total revenue reached RMB 1800.22 billion, a year-on-year increase of 13%, with adjusted net profit at RMB 693.20 billion, up 18%. Game revenue was RMB 595 billion, reflecting a 24% year-on-year growth [1] - The gaming industry is expected to see a fundamental improvement driven by AI technology, with a notable increase in the diversity of content and technological innovations in the animation sector [2] - The gaming industry is experiencing a bottoming out trend, with a significant increase in revenue and net profit expected in Q1 2025, showing a year-on-year growth of 21.93% and 47.08% respectively [2] Group 2 - The gaming ETF (516010) tracks the animation and gaming index (code: 930901), which reflects the overall performance of listed companies in the domestic animation and gaming industry [3] - The index is concentrated in the media and entertainment sector, with a growth-oriented style, providing a comprehensive view of the market performance of related listed companies [3] - The application of AI in the media and gaming industry is advancing, with companies like ByteDance and Tencent making significant technological strides [2]

Investment Rating - The report maintains an "Outperform" rating for the media and internet sector [5]. Core Views - The report highlights the rapid advancements in AI applications and the significant growth in the millet trading volume, with a 105% year-on-year increase in 2024 [2][4]. - The first quarter of 2025 saw record-high millet trading volumes, indicating a strong upward trend in the IP millet industry [2][4]. - The report emphasizes the importance of performance in the gaming sector and the recovery of the domestic film industry, recommending specific companies for investment [4][41]. Summary by Sections Industry Performance - The media sector experienced a slight increase of 0.14% during the week of April 19-25, underperforming compared to the CSI 300 index (0.38%) and the ChiNext index (1.74%) [12][19]. - Notable gainers included companies like Shengyi Technology and Happiness Blue Sea, while major decliners included Rebate Technology and Mango Super Media [12][19]. Key Developments - Manus AI, a general-purpose AI entity, successfully raised $75 million, quadrupling its valuation to nearly $500 million [2][16]. - Baidu launched its new Wenxin large model series, significantly improving processing speed and reducing costs by 80% [2][17]. - ByteDance's AI application platform "Kouzi Space" began internal testing, enhancing collaborative office capabilities [2][18]. - The "2025 Xianyu Millet Trend Report" indicated a substantial increase in domestic millet consumption, surpassing Japanese millet [2][18]. Important Data Tracking - The box office for the week of April 20-27 reached 191 million yuan, with "Nezha: The Devil's Child" leading at 51 million yuan [19][21]. - The gaming sector's top revenue generators in March 2025 were "Whiteout Survival," "PUBG Mobile," and "Gossip Harbor: Merge & Story" [28][29]. Investment Recommendations - The report suggests focusing on AI applications and IP trends, with specific recommendations for companies like Bubble Mart and others in the industry chain [4][41][42]. - It also highlights the gaming sector's recovery and recommends companies such as Kaiying Network and Giant Network [4][41]. - The report advises monitoring the media sector for advertising growth as the economy improves, recommending companies like Focus Media and Mango Super Media [4][41].