Core Insights - The article highlights the significant presence of Chinese anime games at TGS 2025, indicating a potential boom in the industry for 2026 with major titles like "Infinite," "Eternal Ring," and "Blue Star: Journey" set to launch [1][16] - The closure of the GiGO 1 building, previously a prominent advertising space for miHoYo, marks a shift in the landscape of the Akihabara area, contrasting sharply with the past dominance of "Genshin Impact" [1][29] - Despite the visible decline of miHoYo's advertising presence, its products remain popular in local stores, suggesting a change in strategy rather than a complete withdrawal from the market [6][11] Industry Dynamics - The surrounding business of merchandise, or "Gaozi economy," is increasingly seen as a marketing tool rather than a primary revenue source for game developers, with companies focusing more on enhancing user engagement [9][31] - MiHoYo's recent strategy reflects a shift towards cost-effective marketing, as evidenced by its absence from TGS this year, contrasting with its previous aggressive promotional tactics [11][15] - The rise of new Chinese titles at TGS indicates a growing recognition among Japanese players of these products, suggesting a shift in market dynamics and consumer preferences [13][16] Market Trends - The article notes a distinct difference in the types of games showcased at TGS compared to those in Akihabara, with a focus on new Chinese titles that are actively engaging players through innovative marketing strategies [16][22] - The upcoming release of several high-profile Chinese games is expected to revitalize the Akihabara area, which has seen a decline in its anime culture prominence [29][36] - The competitive landscape for 2024 is anticipated to be intense, with over ten major titles expected to launch, challenging the current market structure and consumer engagement strategies [38][39]

Core Insights - The 2025 Cologne International Game Show will take place in Cologne, Germany, from August 20 to 24, and is recognized as Europe's largest and most authoritative interactive entertainment exhibition, focusing on game hardware, software, technology, and related content [1][3] Group 1: Exhibition Overview - The event attracted 1,500 exhibitors from 72 countries and regions, marking an 11% increase from the previous year, setting a historical record for the Cologne International Game Show [4] - The exhibition area reached a record 233,000 square meters, featuring various segments including interactive gaming experiences, cosplay performances, independent games, card games, artist zones, and merchandise sales [9] Group 2: Chinese Participation - Over 50 Chinese exhibitors participated, a 32% increase from last year, showcasing new titles such as Tencent's "Honor of Kings World," "Delta Action," and "Crossfire: Rainbow" [13] - The presence of Chinese games in Europe has significantly increased, with Germany being the largest game market in Europe, housing approximately 37.5 million gamers [17] Group 3: Awards and Recognitions - The mobile game "Love and Deep Space" by Paper Games won the Best Mobile Game award, becoming the first female-oriented game to achieve this honor at the Cologne Game Show [19] - Other notable nominations included "Genshin Impact" and "Tomorrow's Ark" for Best Mobile Game, and "Shadow Blade Zero" for Best Sound Effects [24][26] Group 4: Major Game Releases and Innovations - Tencent's TiMi Studio Group showcased several titles, including "Delta Action," which announced cross-platform support for PC, mobile, and console [26] - The new game "Black Myth: Zhong Kui" was unexpectedly revealed, focusing on a new hero and gameplay, although its release is projected to be three years away [29] Group 5: Japanese Dominance - Japanese companies excelled at the event, with Capcom winning multiple awards for "Resident Evil 9: Requiem," including Best Visual Effects and Best PlayStation Game [42] - Nintendo also received accolades for innovative gameplay with "Donkey Kong: Banana Power" and topped the Switch 2 sales chart with "Mario Kart: World" [46]

Core Viewpoint - The current state of the second-dimensional game market is experiencing a resurgence with numerous new high-quality products emerging, despite previous pessimism about the market's viability [2][31]. Industry Overview - The second-dimensional game market faced significant challenges last year, leading to a perception of a "bubble burst" and increased risks for new entrants [2][7]. - There is a pressing need for innovative, high-spec products to revitalize the market, and the first half of this year has already seen a surge in activity from various developers [2][6][29]. Company Movements - Several major companies, including Tencent, NetEase, and Perfect World, are actively developing new second-dimensional games, indicating a strong interest in this segment [16][18]. - Notable upcoming titles include "Silver City" by Le Element, "Yihuan" by Perfect World, and "Code: RIDER" by Tencent, all of which showcase diverse gameplay and artistic styles [4][12][20]. - MiHoYo is also making significant moves with the announcement of "Honkai: Inheritance Spirit" and a suspected new project related to "Genshin Impact," highlighting their commitment to expanding their IP universe [20][24]. Market Dynamics - The current landscape features a mix of traditional second-dimensional developers and newcomers from different gaming backgrounds, all vying for a share of the market [18][29]. - The competition is intensifying, with established companies like MiHoYo and Eagle Corner innovating their gameplay mechanics to adapt to evolving player expectations [24][26]. - The industry is witnessing a shift towards faster development cycles and a focus on unique gameplay experiences, as companies aim to differentiate their offerings in a crowded market [29][30]. Future Outlook - The second-dimensional game market is poised for a potential boom in the coming years, with a variety of new titles expected to launch by 2025 or 2026 [4][31]. - The industry's evolution reflects a broader trend of increasing player demands for novelty and quality, suggesting that companies must innovate to maintain relevance [29][30].