继续看好游戏板块！投资逻辑再更新 20250612 摘要 2025 年前四个月游戏行业整体收入受益于低基数效应、长线运营和新 品驱动，呈现加速增长态势，海外市场表现尤为亮眼，一季度增速约 18%，4 月维持大个位数增长，多家公司业绩超出预期。 政策端对游戏行业支持力度加大，多地推出扶持政策，版号发放稳定， 每月国产版号约 100 个，季度发放进口版号，为国内外上市公司业绩增 长提供良好环境。 游戏行业整体估值中枢有望从 15-20 倍提升至 20-25 倍，前提是行业景 气度持续及增量资金流入，消费领域估值提升亦可能带动游戏板块估值。 世纪华通受益于《Whiteout Survival》及国内版本《无尽冬日》的卓 越表现，海外月均流水达 1.5 亿美金，国内月流水约 1.1 亿美金，Q1 新 游《King's Shot》流水亦达 3,000-4,000 万美金，全年业绩预期乐观。 巨人网络老游戏流水稳定，新游《超燃行动组》内测数据不断攀升，5 月流水达 2000-3,000 万，买量增加后预计流水将进一步提升。 吉比特存量产品《问道》及《一念逍遥》维稳，Q1 新游《问道长生》 贡献增量，新品《仗剑传说》及《九 ...

Core Viewpoint - A major operational incident occurred in the game "Yinian Xiaoyao" under the A-share game company Gigabit, where game items worth approximately 500,000 yuan were mistakenly distributed to all players, leading to significant disruptions in the game's economy and balance [3][5]. Group 1: Incident Details - On May 31, during the Dragon Boat Festival, "Yinian Xiaoyao" mistakenly issued 99,000 high-value items called "Any Treasure Box" to all players due to human error, valued at around 500,000 yuan [3][5]. - The project team initiated an emergency response on the same day and announced on June 2 that they would not implement the common industry practice of a "full server rollback," but instead opted for a "point-to-point rollback" for affected players [5][6]. - Players who received the erroneous items were temporarily banned from listing on the official trading platform, and the project team offered compensation of 20 "Any Treasure Boxes" to affected users [5][6]. Group 2: Financial Performance - Gigabit's annual report indicated that "Yinian Xiaoyao" generated 596 million yuan in revenue for 2024, a decrease of 42.49% from 1.036 billion yuan in 2023, making it the worst-performing among Gigabit's three major games [6][7]. - Overall, Gigabit reported a revenue of 3.696 billion yuan in 2024, down 11.69% year-on-year, with net profit declining by 16.02% to 945 million yuan [7][8]. - In the first quarter of 2025, "Yinian Xiaoyao" continued to see a revenue decline of 22.94%, while the company benefited from the launch of a new game, "Wanjian Changsheng," leading to a 22.47% increase in overall revenue [8]. Group 3: Industry Context - The incident highlights a recurring issue in the gaming industry, where operational errors can lead to significant player dissatisfaction and potential loss of users, as seen in previous cases with other major games [9]. - Industry analysts emphasize the importance of implementing tiered review systems before large operational changes to minimize errors and ensure effective crisis management following incidents [9].

Summary of G-bits Conference Call Company Overview - G-bits is a gaming company with a core valuation range of 15-19 times earnings, reflecting optimism for growth in the gaming sector due to the upcoming summer season and advancements in AI applications [2][3]. Key Products and Market Performance - **"Wanjie Changsheng"**: Launched in January, it generated 360 million in revenue and maintained monthly revenue in the tens of millions during Q2, exceeding profit expectations but still lagging behind "Yinian Xiaoyao" [2][4]. - **"Wandao Mobile Game"**: The anniversary event showed stable performance, positively impacting Q2 results, indicating the ongoing profitability of older products [2][4]. - **"Zhangjian Chuan Shuo"**: Its ranking on sales charts has been steadily rising, with expectations to contribute profits in Q3, showcasing strong market potential [2][4]. - **"Jiumuzhiyu"**: An upcoming SLG agency product currently in the second round of testing, its performance will determine its launch timing and impact on annual results, making it a key factor for future growth [2][5][6]. Financial Expectations - G-bits is projected to achieve a profit of approximately 1.05 billion this year, corresponding to a valuation of 19 times earnings, providing a reference point for investors [2][4]. Industry Insights - The overall performance of the gaming sector in Q2 2025 was strong, continuing a high growth trend. The market share of A-share gaming companies increased due to weaker product lines from major players like Tencent and NetEase [3]. - The gaming sector's valuation is on an upward trajectory, with core companies valued between 15-19 times earnings, leading to a recommendation for overweighting the gaming sector [3]. Strategic Adjustments - G-bits has undergone organizational and strategic adjustments after facing challenges, with the founder personally involved in R&D. The company is focusing its release strategy, indicating potential for improved product realization and profitability [2][7]. - The company is positioned as a small yet innovative gaming firm, suggesting a balanced approach in R&D and distribution, warranting close attention to new product developments and market performance [7].

Core Viewpoint - The A-share gaming industry in China is experiencing a structural recovery in Q1 2025 after policy adjustments and market reshuffling in 2024, with a reported revenue of 85.704 billion yuan, a year-on-year increase of 17.99% [1] Industry Overview - The gaming industry has transitioned from extensive growth to a "technology-driven content" phase, with AI and globalization as the two core tracks for future development [2] - The market landscape is increasingly polarized, with only 7 out of 17 listed gaming companies achieving growth in both revenue and profit in Q1 2025 [2] Company Performance - Century Huatong led the industry with a revenue growth of 91.12%, reaching 8.145 billion yuan, marking a historical high [3] - Youzu Network reported a revenue of 359 million yuan, a year-on-year increase of 7.29%, with a net profit of 24.7035 million yuan, up 43.74% [3] - 37 Interactive Entertainment experienced a decline in both revenue and net profit, with Q1 2025 revenue at 4.243 billion yuan, down 10.67%, and net profit at 549 million yuan, down 10.87% [3] - Perfect World saw a significant turnaround with a revenue of 2.023 billion yuan, a year-on-year increase of 52.22%, and returned to profitability [4] - Tencent and NetEase maintained stable revenue growth of 10% or more, showcasing strong market competitiveness [4] Market Dynamics - The outflow of gaming companies to overseas markets has become essential as domestic user growth plateaus, with overseas revenue becoming a core growth engine [5] - Century Huatong's overseas revenue reached 11.367 billion yuan in 2024, accounting for 50.26% of total revenue [6] - Emerging markets such as Southeast Asia and Latin America are becoming new growth points due to increased smartphone penetration and unique cultural preferences [7] Technological Advancements - The integration of generative AI technologies has significantly optimized efficiency across the gaming industry, impacting everything from development to operations [8] - Tencent reported a 24% increase in gaming revenue to 59.5 billion yuan in Q1 2025, supported by AI applications [9] - 37 Interactive Entertainment indicated that over 80% of its 2D art assets and over 30% of its 3D models were generated with AI, enhancing its competitive edge in a rapidly evolving market [10]

本文字数：3914，阅读时长大约6分钟 作者 | 第一财经 刘晓洁 2025.05. 16 近几年，中国游戏行业在用户增长触顶、全球化竞争加剧的背景下，呈现出"冰火两重天"的态势，头 部游戏大厂年年增长创新高，而腰部有中小厂下滑、亏损，艰难转型。 甚至十强厂商的洗牌也在加剧，梳理2024年营收规模前十的游戏厂商，腾网之外的第三至第十名座次 剧烈变动，世纪华通、B站、金山软件西山居等厂商凭借爆款突围，而完美世界等昔日强者掉队，曾经 小而美的IGG和吉比特不见踪影。 头部的竞争壁垒更高了，2022年，十强门槛还是40亿元，2024年攀升至47亿元，行业增长放缓的同 时，集中度在进一步提升。前十厂商中，腾讯、网易两大巨头的份额超过80%，从两家一季度的强势 业绩来看，"双寡头"地位还在继续稳固。 CIC灼识咨询董事总经理姜骁潇对第一财经表示，游戏行业进一步头部集中化，意味着长尾的小型游戏 公司将会越来越难分到一杯羹，但世纪华通等厂商靠爆款突围，证明腰部阵营仍存机会。 | | | | 2024年营收Top10上市游戏公司 | | | | | --- | --- | --- | --- | --- | --- | -- ...

Core Insights - The Chinese gaming industry is experiencing a bifurcation, with top-tier companies achieving record growth while mid-tier and smaller firms face declines and challenges in transformation [1] - The revenue threshold for the top ten gaming companies has increased significantly, indicating a trend towards greater market concentration [1][11] - Tencent and NetEase dominate the market, with their combined revenue exceeding 80% of the top ten companies' total revenue [4][5] Industry Overview - The gaming industry is witnessing a slowdown in growth, with the top ten companies generating approximately 3.5 trillion yuan in gaming revenue for 2024, accounting for nearly 80% of the total industry revenue [4][11] - The revenue threshold for entering the top ten has risen to 4.7 billion yuan, reflecting a 17.5% increase from 2022 [11] - The competitive landscape is intensifying, with companies like Century Huatong and Bilibili leveraging hit games to improve their standings [1][12] Company Performance - Tencent's gaming revenue for 2024 reached 197.7 billion yuan, marking a 9.9% year-on-year increase, driven by both legacy and new titles [5][6] - NetEase's gaming revenue was 83.6 billion yuan, with a modest growth of 2.5%, indicating challenges in maintaining momentum [8][10] - Century Huatong's revenue surged by 70.3% to 22.62 billion yuan, largely due to the success of its hit game [3][12] Market Dynamics - The industry is increasingly favoring larger companies, making it difficult for smaller firms to compete effectively [1][11] - Companies that can innovate and create blockbuster games are more likely to survive, while those lacking in IP and product cycles may struggle [12][17] - The trend of focusing on long-standing games is becoming a more viable strategy for growth amid rising development costs [7][10] Future Outlook - The gaming market is shifting towards quality competition, with a clear divide between companies that can leverage resources to build ecosystems and those that focus on niche markets [17] - The potential for smaller companies to carve out niches remains, but they must innovate and adapt to changing market conditions [12][17] - The success of companies like Bilibili and Century Huatong suggests that opportunities still exist for those willing to invest in quality and creativity [12][13]

Group 1: Market Overview - The U.S. stock market is experiencing a downturn, particularly in the tech sector, leading to concerns about a potential crash, while the Hong Kong market shows resilience despite recent adjustments [1] - The Hong Kong market's recent performance indicates weakness in short positions, as it has not seen significant declines despite bearish sentiment [1] Group 2: Earnings Reports and Institutional Activity - Tencent and Alibaba reported stable earnings, but their capital expenditures have increased significantly for long-term AI strategies, leading to a misinterpretation of their financial results [2] - Institutional investors, including Bridgewater, have significantly increased their holdings in Chinese assets, with Bridgewater's stake in Alibaba rising by 5.4 million shares, a 21-fold increase, indicating a bullish outlook on Chinese stocks [2] - Major investment firms like Hillhouse and Highfields have also increased their investments in Chinese stocks, reflecting optimism about the Chinese market [5] Group 3: Sector-Specific Insights - Goldman Sachs has adjusted its ratings on Chinese gaming stocks, highlighting a divide in performance between major players like Tencent and NetEase versus smaller firms facing market consolidation [6] - The gaming industry is seeing a shift in consumer demand towards high-quality and casual games, with opportunities for significant revenue generation in differentiated game offerings [6][7] - The overseas market remains a significant opportunity for Chinese game developers, with increasing capabilities in development and innovation [7] Group 4: Index Adjustments - The Hang Seng Index is set to announce its quarterly review, with companies like Pop Mart and BeiGene being potential candidates for inclusion, reflecting their strong performance and low short positions [4] - The index aims to expand its constituent stocks to better represent market dynamics, although the total number of constituents has remained unchanged in recent reviews [4]

Industry Overview - Goldman Sachs updated its views on mid-sized game publishers, highlighting that domestic expansion opportunities have generally narrowed due to market consolidation, with Tencent and NetEase outperforming smaller peers in China [1][2] - The demand for new games has shifted towards high-quality and casual/mini games, putting pressure on traditional games from mid-sized publishers [1][2] - Despite challenges, there are opportunities for single games to achieve annual revenues of RMB 2-3 billion through differentiated gameplay [1] Company Insights - Tencent and NetEase remain Goldman Sachs' top picks in the Chinese internet/gaming sector, while Bilibili is viewed positively due to its advertising strength and profit margin expansion potential [3][7] - Goldman Sachs upgraded Xindong Company to neutral due to longer game lifespans and profit expansion through marketing discipline [3][10] - G-bits was downgraded to sell due to weak performance in traditional games and a lack of new product launches [3][12] - 37 Interactive was downgraded to neutral due to intense competition in mini-games and high customer acquisition costs [3][21] - Perfect World maintains a neutral rating, with key focus on upcoming game releases [3][28] Financial Projections - Bilibili is expected to see a 21% year-over-year revenue growth in 2025, driven by the anniversary of "Three Kingdoms: Strategic Edition" and new game releases [7][8] - Goldman Sachs anticipates a 3% year-over-year revenue decline for G-bits in 2025, with operating profit expected to drop by 17% [12][16] - For 37 Interactive, a 1% revenue decline and a 5% drop in operating profit are projected for 2025 [21][27] - Perfect World is expected to see a 16% year-over-year revenue growth in 2025, with operating profit estimated at RMB 2.17 billion [28][31] Rating Adjustments - Goldman Sachs maintains a buy rating for Bilibili, with a target price of RMB 23.7, reflecting a 35% upside [5][7] - Xindong Company’s rating was upgraded to neutral with a target price of HKD 34, reflecting improved visibility in its game business [10][11] - G-bits was downgraded to sell with a target price of RMB 194, indicating a 19% downside [5][12] - 37 Interactive's rating was downgraded to neutral, with a target price of RMB 16.3, reflecting a 9% upside [5][21] - Perfect World maintains a neutral rating with a target price of RMB 11.8, indicating a 12% downside [5][28]

Investment Rating - The report maintains a "Buy" rating for the company, expecting the stock price to outperform the industry index by more than 15% in the next six months [5][16]. Core Views - The company's Q1 2025 performance showed significant growth, with revenue reaching 1.136 billion yuan, a year-on-year increase of 22.47% and a quarter-on-quarter increase of 29.44%. The net profit attributable to shareholders was 283 million yuan, up 11.82% year-on-year but down 1.43% quarter-on-quarter [1][3]. - The new game "Wanjian Changsheng" has performed well, contributing to revenue and profit growth, and is expected to launch in additional regions, including Hong Kong, Macau, and Europe and the United States [2][3]. - The company is also focusing on upcoming game launches, such as "Zhangjian Chuanqi," which is set to officially launch in the first half of 2025, and the SLG game "Jiumu Zhiye," expected in the second half of 2025 [2][3]. Financial Summary - For 2023A, the company reported revenue of 4.185 billion yuan, with a projected decline of 19.0% year-on-year. However, revenue is expected to recover in 2025E to 4.409 billion yuan, reflecting a growth rate of 19.3% [1][9]. - The net profit attributable to shareholders for 2023A was 1.461 billion yuan, with a projected decline of 23.0% year-on-year. By 2025E, net profit is expected to rise to 1.134 billion yuan, indicating a growth rate of 20.0% [1][9]. - The company's return on equity (ROE) for 2023A was 27.8%, with a projected decline to 20.9% in 2024A, before stabilizing around 19.0% by 2027E [1][9]. Revenue and Profitability Metrics - The company's gross margin is projected to remain stable around 88.5% from 2023A to 2027E, indicating strong profitability [9]. - The earnings per share (EPS) for 2023A was 15.62 yuan, with projections of 15.74 yuan in 2025E and 19.92 yuan in 2027E, reflecting a positive growth trajectory [1][9]. Market Position and Future Outlook - The company is positioned in the media industry and has a total market capitalization of approximately 16.8 billion yuan as of April 28, 2025 [5]. - The report emphasizes the importance of new game launches in driving future growth, alongside the stabilization of existing game revenues [2][3].

Investment Rating - The report maintains a "Strong Buy" investment rating for the company [3][7]. Core Insights - The company reported Q1 2025 results that exceeded expectations, with revenue of 1.136 billion yuan, a year-on-year increase of 22.47% and a quarter-on-quarter increase of 29.43%. The net profit attributable to shareholders was 283 million yuan, a year-on-year increase of 11.82% but a quarter-on-quarter decrease of 1.43% [1][2]. - The newly launched game "Wen Jian Chang Sheng" performed exceptionally well, generating 363 million yuan in revenue during Q1 2025, with over 2 million registered users [6][7]. - The company has a robust pipeline of new products and is actively investing in IP incubation and operation, with several upcoming game releases planned for 2025 [6][7]. Financial Performance Summary - For Q1 2025, the company achieved a net operating cash flow of 213 million yuan, a year-on-year decrease of 7.73% and a quarter-on-quarter decrease of 49.54% [6]. - The company’s total revenue projections for 2025-2027 are 4.11 billion yuan, 4.48 billion yuan, and 4.88 billion yuan, respectively, with year-on-year growth rates of 11%, 9%, and 9% [7][8]. - The projected net profit for 2025-2027 is 1.066 billion yuan, 1.120 billion yuan, and 1.231 billion yuan, with corresponding growth rates of 13%, 5%, and 10% [7][8]. Market Position and Strategy - The company has a stable long-term operation for existing games, with significant contributions from domestic game revenue. The domestic game business saw a total revenue of 3.21 billion yuan from "Wen Dao" and 4.41 billion yuan from "Wen Dao Mobile" in Q1 2025 [6]. - The company is focusing on new game launches and has a rich reserve of products, including the self-developed game "Zhang Jian Chuan Shuo" and the licensed game "Jiu Mu Zhi Ye" [6][7]. - The company is also investing in well-known enterprises and actively exploring IP operations across various media formats, including novels and animations [6][7].