国泰海通证券研究指出，8月25日，国家新闻出版署官网发布2025年8月国产网络游戏审批信息，共166 款游戏获批，创历史新高；同时下发新一批进口网络游戏审批信息，包括7款游戏。游戏行业三季度景 气度持续，看好产业长期健康发展。根据游戏工委数据，2025年7月我国游戏行业继续正增长，国内市 场规模达290.84亿元，同比增长4.62%，其中移动端同比增长0.92%，客户端同比增长16.56%，游戏消费 积极。具体来看，腾讯《三角洲行动》在7月日活达到2000万、《无畏契约》手游8月19日上线带动用户 热情，巨人网络《超自然行动组》、吉比特《杖剑传说》均在7-8月取得亮眼成绩。政策鼓励、供给丰 富，看好游戏行业在三季度暑期旺季下的表现，并对游戏行业的长期发展保持积极判断。 ...

Core Insights - The article highlights a record high of 166 domestic game approvals in August, indicating strong policy support and a rich supply of products, leading to a positive outlook for the industry [1][2]. Group 1: Approval Statistics - In August, the National Press and Publication Administration approved 166 domestic games, marking a historical peak; a total of 1,050 domestic game approvals have been issued in the first eight months of the year, significantly higher than the 850 approvals during the same period last year [2]. - The average monthly issuance of domestic game approvals has increased from 88.8 in 2023 and 108.8 in 2024 to 131 in the first eight months of this year [2]. Group 2: Market Performance - The gaming industry in China continued to show positive growth in July 2025, with a domestic market size reaching 29.084 billion yuan, a year-on-year increase of 4.62%; mobile gaming grew by 0.92%, while client-based gaming surged by 16.56% [3]. - Notable game performances include Tencent's "Delta Action" achieving 20 million daily active users in July, and the mobile game "Valorant" launched on August 19, which boosted user engagement [3]. Group 3: Investment Recommendations - The stable approval rhythm and abundant game supply lead to a favorable outlook for companies with quality content reserves and solid fundamentals [4].

2025年的互联网公司，都迷上了晒数据。 车企们从半年报、季报到每周晒榜单，甚至发售每隔几个小时就公布预订数，销量战报慢慢成了各家成了精心编排的奖状。 "有了周榜单，是不是还要来日榜单？这个严重误导、歪曲行业运行的事实情况，企业是如何知道其他企业每天卖了多少车呢？"中汽协副会长付炳锋在 2025中国汽车论坛上的这句吐槽，捅破了车圈的窗户纸。 同赛道类比都还好说，前段时间理想和乘龙卡车的对撞实验惹出巨大的舆论争议。理想i8是国内30万纯电SUV排头兵，乘龙卡车多年主打牢靠和耐用性， 对撞实验撞的是车脸，戳的却是品牌的脊梁骨，这无疑是一场多方"共输"的局面。 再把视角拉大，近日小米和格力也因为家电行业机构奥维云网曝光的线上空调国内销量排名，高管在微博上隔空对线，粉丝群体也在社媒上争得面红耳 赤。 格力朱磊晒出卢伟冰/王化转发图片及他查询的截图，两张图片中小米排名第二、格力排名第三，而朱磊查询版中格力排名第二、小米排名第三，双方都 称数据来自奥维云网，但具体细节却有差异。 隔了几日，他又暗指卢伟冰转发的截图来路不明："销量是一时的，质量是一世的。数据可以转发，口碑没法P图。" 奥维云网是一家专注于家电与家居领域的零 ...

Group 1 - The core viewpoint is that the approval of domestic game licenses has reached a historical high, with 166 games approved in August, contributing to a total of 1,050 licenses issued in the first eight months of the year, significantly higher than the 850 licenses in the same period last year [1][2] - The monthly average of domestic game licenses issued has increased from 88.8 in 2023 and 108.8 in 2024 to 131 in the first eight months of 2025, indicating a stable approval rhythm and a rich supply of game products [2] - Notable approved products include titles from major companies such as NetEase, Bilibili, and Tencent, showcasing a diverse range of offerings in the market [2] Group 2 - The gaming industry continues to show positive growth, with the domestic market size reaching 29.084 billion yuan in July 2025, a year-on-year increase of 4.62%, driven by strong performance in both mobile and client games [3] - The industry is expected to perform well in the third quarter, particularly during the summer peak season, supported by favorable policies and abundant supply [3] - Key games contributing to user engagement include Tencent's "Triangular Action" and the recently launched mobile game "Valorant," indicating a healthy consumer interest in gaming [3]

Investment Rating - The industry is rated as "Outperforming the Market," indicating a projected increase of over 10% relative to the broader market index in the next six months [31]. Core Insights - The Chinese gaming market saw a revenue of 29.084 billion yuan in July 2025, reflecting a year-on-year growth of 4.62% and a month-on-month growth of 8.14% [9][11]. - The mobile gaming sector generated 21.36 billion yuan in July, with a month-on-month increase of 6.36% and a year-on-year increase of 0.92%, driven by strong performances from new and mature products [11][12]. - Globally, mobile game revenue decreased by 9.33% year-on-year, with July 2025 revenues totaling approximately 30.7 billion yuan [13][14]. - Tencent's games dominated the Chinese App Store's top revenue rankings, holding seven of the top ten spots, with titles like "Honor of Kings" and "Peacekeeper Elite" leading the charge [20][19]. - Chinese self-developed games saw overseas revenue of 1.693 billion USD in July, marking a year-on-year increase of 6.76% and a month-on-month increase of 8.20% [26][28]. Summary by Sections 1. Chinese Gaming Market - The overall gaming market in China achieved a revenue of 29.084 billion yuan in July 2025, with a year-on-year growth of 4.62% and a month-on-month growth of 8.14% [9]. - The mobile gaming market's revenue reached 21.36 billion yuan, with a month-on-month increase of 6.36% and a year-on-year increase of 0.92%, supported by strong performances from new and established titles [11][12]. 2. Global Gaming Market - The global mobile gaming market experienced a revenue decline of 9.33% year-on-year, with July revenues at approximately 30.7 billion yuan [13][14]. - "Honkai: Star Rail" topped the global revenue growth chart, benefiting from significant updates and player engagement [15]. 3. Revenue Rankings - Tencent's games occupied seven positions in the top ten revenue rankings on the Chinese App Store, with "Honor of Kings" and "Peacekeeper Elite" among the top earners [20][19]. - The top three Chinese game publishers in global revenue rankings were Tencent, Point Interactive, and NetEase, with Tencent leading the charge [19]. 4. Overseas Revenue - Chinese self-developed games generated 1.693 billion USD in overseas markets in July, reflecting a year-on-year increase of 6.76% and a month-on-month increase of 8.20% [26][28]. - "Honkai: Star Rail" achieved a remarkable 290% increase in overseas revenue due to successful IP collaborations and updates [28]. 5. Investment Recommendations - The report suggests focusing on companies with rich license reserves, strong R&D capabilities, frequent quality IP collaborations, and stable content output capabilities, as the market shows steady growth potential [29].

Core Viewpoint - The article highlights the successful launch of "Delta Action" on console platforms, emphasizing its significance in Tencent's global market strategy and its positioning as a cross-platform service game [1][4][6]. Group 1: Game Performance and Market Position - "Delta Action" achieved an average daily active user (DAU) count exceeding 20 million within a year of its mobile and PC launch, ranking among the top five in the industry [4][10]. - The game has contributed significantly to Tencent's revenue growth, with the domestic gaming revenue reaching 40.4 billion yuan, a year-on-year increase of 17% [13]. - The game is positioned as the first original service-type shooting game developed in China, marking a significant entry into the console gaming market, which has historically been less penetrated by Chinese companies [4][6]. Group 2: Market Dynamics and Trends - The global console gaming market exceeds $42 billion, with service-type games emerging as a new growth driver [6][18]. - In 2024, console games are projected to account for 28% of the global gaming market revenue, with shooting games representing 16% of console game revenue [18][23]. - The shift from traditional buyout games to service-type games is becoming prevalent, with approximately 20% of the market now occupied by non-buyout games [18][23]. Group 3: Development and Strategic Insights - The development team behind "Delta Action," J3 Studio, has over 15 years of experience in the FPS genre, previously creating successful titles like "Crossfire Mobile" and "Call of Duty Mobile" [8]. - The game is designed for cross-platform operation, allowing for data interoperability between PC and mobile platforms, which is expected to enhance user engagement and growth [19][20]. - Tencent's approach to developing "Delta Action" as a native service-type game allows for innovative business model opportunities, focusing on continuous content updates and player engagement [20][23]. Group 4: Future Prospects and Global Expansion - The entry of "Delta Action" into the console market represents a new growth opportunity for Tencent, particularly as domestic game market growth slows [21][25]. - The game serves as a critical entry point for Chinese original IPs into the global gaming market, potentially leading to further cross-platform interactions and IP development [24][25].

Core Insights - The launch of "Valorant: Source Energy Action" on August 19 is significant for the FPS gaming market in China, as it will test the hypothesis that the FPS genre can continue to grow without cannibalizing existing titles [1][4] - Tencent's Q2 earnings call highlighted the success of multiple FPS games in China, suggesting a healthy competitive environment rather than severe market cannibalization [1][6] Group 1: Market Dynamics - Tencent's FPS games, including "Call of Duty," "Apex Legends," and "Fortnite," have shown strong performance without significantly impacting each other, indicating a large differentiation space within the genre [1][6] - The FPS segment in China is experiencing growth, with shooting games projected to account for 6% of the top 100 mobile games by number and 17.03% by revenue by mid-2025 [7] Group 2: Product Strategy - "Valorant" mobile aims to enhance gameplay by simplifying operations while retaining strategic elements, thus catering to mobile users [4][3] - Tencent plans to invest over 1.5 billion in the mobile ecosystem over the next three years, focusing on a comprehensive esports ecosystem that includes a significant presence in universities [4][6] Group 3: User Engagement - The mobile version of "Valorant" is expected to attract a younger audience, particularly college students, as the gaming demographic in China evolves [6][8] - Tencent's "Delta Action" has surpassed 20 million daily active users, indicating strong user engagement and market penetration [8] Group 4: Competitive Landscape - The FPS market in China is becoming increasingly competitive, with various companies, including NetEase and Bilibili, entering the space to capture market share [8][9] - Tencent's strategy includes diversifying gameplay mechanics to maintain user interest and drive market growth, suggesting that innovation will be key in this competitive landscape [9]

Core Viewpoint - Tencent's Q2 2025 financial report has sparked significant excitement in the market, with a notable increase in stock prices and overall market capitalization, driven by strong revenue growth and the integration of AI across its business segments [5][6][8]. Financial Performance - Tencent's Q2 2025 revenue reached 184.5 billion yuan, marking a 15% year-on-year increase, while operating profit grew by 18% to 69.25 billion yuan [6][8]. - Gross profit increased by 22% to 105 billion yuan, leading to a gross margin of 57%, with revenue growth sustained over nine consecutive quarters [6][8]. - Capital expenditure for AI-related training and model iteration surged by 119% to 19.11 billion yuan, indicating a strong commitment to AI investment [9]. AI Integration - AI has been seamlessly integrated into Tencent's core businesses, enhancing advertising, finance, and gaming sectors, resulting in double-digit growth across these areas [13]. - Marketing service revenue grew by 20% to 35.8 billion yuan, driven by AI's effectiveness in ad creation and targeted delivery [13][15]. - The WeChat ecosystem saw a 3% increase in monthly active accounts, with significant growth in advertising demand and transaction activities [15][16]. Gaming Sector - Tencent's gaming revenue rose by 22.06% to 59.2 billion yuan, with domestic game revenue increasing by 17% to 40.4 billion yuan [22][24]. - New game "Delta Force" achieved over 20 million daily active users, while established titles like "Honor of Kings" and "Peacekeeper Elite" continued to perform strongly [24][26]. - Tencent maintained its position as the leading mobile game publisher globally, with several titles dominating the market [28][32]. International Market - International gaming revenue grew by 35% to 18.8 billion yuan, driven by strong performances from Supercell's games and "PUBG MOBILE" [29]. - New releases like "Dune: Awakening" have shown promising sales, indicating Tencent's robust pipeline for future growth [31].

Core Insights - Tencent's Q2 revenue reached 184.5 billion yuan, a year-on-year increase of 15% and a quarter-on-quarter increase of 2%, with operating profit at 60.1 billion yuan, up 18% year-on-year, and Non-IFRS net profit at 63.1 billion yuan, up 10% year-on-year, exceeding market expectations [1] Group 1: Gaming Performance - "Delta Action" and evergreen games showed strong performance, with "Delta Action" achieving an average DAU of over 20 million in July, up from a peak of 12 million in April, ranking among the top 5 in DAU and top 3 in revenue [1] - Domestic game revenue increased by 17% year-on-year to 40.4 billion yuan, driven by long-term game revenue growth and new game contributions [1] - Overseas game revenue reached 18.8 billion yuan, a year-on-year increase of 35%, marking a record high for four consecutive quarters, with a growth rate not seen in nearly nine quarters [1] Group 2: Deferred Revenue and Memberships - As of June 30, Tencent's deferred revenue was 120.9 billion yuan, a year-on-year increase of 13%, supporting future game growth [2] - Tencent Video's paid membership decreased by 3% year-on-year to 114 million, while Tencent Music's paid membership increased by 6% to 124 million [2] Group 3: Advertising and AI Impact - Tencent increased the application of AI in advertising, enhancing click-through rates and conversion rates, leading to a 20% year-on-year increase in marketing services revenue to 35.8 billion yuan [2] - The demand for advertising services on platforms like WeChat and video accounts has strengthened due to AI-driven improvements [2] Group 4: Financial Technology and Enterprise Services - Commercial payment amounts recovered year-on-year growth in Q2, contributing to higher revenue in financial technology services [3] - Enterprise service revenue grew by 10% year-on-year to 55.5 billion yuan, driven by increased demand for AI-related services [3] Group 5: Profitability and Margins - Tencent's Q2 gross margin reached 56.9%, an increase of 3.6 percentage points year-on-year, with improvements across various segments including value-added services and marketing services [4] - Non-IFRS net profit for Q2 was 63.1 billion yuan, influenced by increased sales and administrative expenses due to AI-related business development [4] - Capital expenditures in Q2 increased by 118.89% year-on-year to 19.1 billion yuan, accounting for approximately 10.4% of revenue [4]

Group 1 - The core viewpoint highlights that the company has exceeded revenue and profit expectations, driven by strong advertising performance and deepening AI strategies [1] - The company has adjusted its revenue forecasts for 2025-2027 to 733.8 billion, 797.3 billion, and 871.3 billion yuan, respectively, with Non-IFRS net profits projected at 255.3 billion, 282.5 billion, and 314.3 billion yuan [1] - The company achieved a revenue of 184.5 billion yuan in Q2 2025, representing a year-on-year increase of 14.5%, with adjusted operating profit of 69.2 billion yuan, up 18.5% year-on-year [1] Group 2 - The international gaming performance is strong, with value-added services revenue reaching 91.4 billion yuan in Q2 2025, a year-on-year increase of 15.9% [2] - Domestic and overseas game revenues were 40.4 billion yuan and 18.8 billion yuan, respectively, showing year-on-year growth of 16.8% and 35.3% [2] - New games like "Delta Action" have achieved over 20 million daily active users, while existing games are evolving towards platformization with increased AI applications [2] Group 3 - AI is driving advertising and platform functionality upgrades, with marketing services revenue reaching 35.8 billion yuan in Q2 2025, a year-on-year increase of 19.7% [3] - The growth in marketing services is attributed to improvements in AI-driven advertising platforms and increased demand from advertisers for services on platforms like WeChat [3] - The company’s enterprise services revenue grew to 55.5 billion yuan, up 10.1% year-on-year, benefiting from increased demand for consumer loan services and commercial payment activities [3]