今年（2025 年）传媒行业各细分赛道的表现如何？ 今年（2025 年）上半年，传媒行业整体收入增长了 4%，其中第二季度增长超 过 2%。从盈利性来看，上半年归母净利润同比增速超过 20%，第二季度同比 增长 15%。具体到各细分赛道，游戏板块表现最为突出，尤其是手游端收入增 长接近 20%。出版板块由于税收基础原因表现较好，而营销板块中分众传媒的 稳健表现带动了整体中位数水平。影视院线在一季度受到《哪吒》的贡献影响， 整体表现也较为亮眼。 传媒互联网行业 2025 半年报综述：行业持续修复，板块 加速分化 20250916 摘要 2025 年上半年游戏板块表现突出，手游端收入增长接近 20%，受益于 版号发放增加和新游周期驱动，预计三季度将加速增长。 华通 Kingsoft 产品增长迅速，但国内版本"奔梦王国"初期买量拖累业 绩。预计 2025 年利润 27 亿人民币，2026 年有望达 80-100 亿人民币， 实现两年复合高增长。 巨人网络四季度将推出"名将杀"和"五千年"，现有产品"超自然" 通过创新持续提升流水，预计全年流水 22-23 亿人民币，明年乐观情况 下可达 35-40 亿人民币。 公司 ...

Core Viewpoint - The report from CITIC Securities expresses optimism about the gaming sector for the entire year, driven by improved earnings per share (EPS) adjustments, high market sentiment, and enhanced industry structure [1] Group 1: Market Performance - The gaming industry is expected to see a significant boost in Q3, particularly due to the summer revenue surge [1] - Upcoming game releases from major companies such as Tencent, Giant Network, G-bits, Xindong, and Perfect World are anticipated to contribute positively to the market [1] Group 2: Financial Outlook - The gaming sector has experienced cost savings this year, indicating potential for profit upgrades [1]

Summary of the Conference Call for Giant Network Company Overview - **Company**: Giant Network - **Key Game**: Supernatural Action Group Industry Insights - The gaming industry is expected to see a revival in 2025, with the domestic self-developed game market projected to grow nearly 20% [doc id='2'][doc id='26'] - The overall gaming market is becoming more resilient, with increased total playtime and user spending [doc id='26'][doc id='27'] - The supply side of the gaming industry has seen a significant increase in the number of game licenses issued, rising from over 80 per month in 2023 to 166 in August 2025 [doc id='28'] Key Points on Supernatural Action Group - The game has maintained strong revenue performance due to frequent skin updates and IP collaborations, with expected revenue of 4-5 billion CNY in September 2025 [doc id='2'][doc id='3'] - The user base is expanding to include male players, similar to the model of Pop Mart, which could further enhance market reach [doc id='2'][doc id='4'] - The game is projected to achieve an annual revenue of 30-40 billion CNY in 2026, with a profit margin of 40%-50% [doc id='2'][doc id='10'] - Marketing expenses are focused on high ROI content and brand investments, rather than broad advertising [doc id='11'] Financial Performance and Projections - Giant Network's stable core business includes the Journey series, which contributes approximately 30 billion CNY annually, and other games like Ball Battle and Space Kill, expected to contribute 16-17 billion CNY [doc id='12'][doc id='13'] - The company’s profit forecast for next year is between 35 billion to 40 billion CNY, with a potential market capitalization of 1 trillion CNY if valued at 25 times earnings [doc id='13'][doc id='24'] - The third quarter is expected to show significant growth, with profits potentially doubling from the second quarter [doc id='24] Market Dynamics - The competitive landscape is shifting, with large companies focusing on optimizing existing games rather than launching new blockbuster titles, creating opportunities for mid-sized companies like Giant Network [doc id='29] - The gaming industry is experiencing a self-optimization phase, with companies refining their teams and project pipelines to improve success rates [doc id='31'][doc id='32'] AI and Marketing Trends - AI has been integrated into game development processes, enhancing productivity without leading to significant layoffs [doc id='34'] - Sales expense ratios are decreasing due to a shift from traditional advertising to more effective content and community marketing strategies [doc id='33'] Investment Recommendations - Recommended investments include Giant Network and ST Huatuo, with projected market capitalizations of 1.2 trillion CNY and 1.5 trillion CNY respectively [doc id='36]

Core Insights - The overall AI-driven gaming sector is projected to grow significantly, with a 30x increase in earnings per share (EPS) this year, driven by improved profitability and market conditions [1] - Major and mid-sized companies in the gaming industry are performing well together, with a 20% increase in domestic self-developed online games in the first half of the year, primarily due to enhanced average revenue per user (ARPPU) [1] - The gaming sector is expected to maintain strong performance, with a positive outlook for the third quarter, supported by upcoming game releases and cost-saving measures [1] Industry Performance - The gaming industry is experiencing a shift in valuation towards next year, indicating sustained growth potential [1] - The third quarter is anticipated to be particularly strong, benefiting from increased revenue during the summer season [1] - Upcoming game titles such as "Valorant," "Famous Generals," "Nine Muses of the Wild," "Iser," and "The Ring" are expected to contribute to revenue growth [1] Cost Management and Innovation - The gaming sector has seen significant cost savings this year, allowing for upward adjustments in profit forecasts [1] - The rise of new content communities like Taptap and Xiaohongshu is influencing the industry's approach to return on investment (ROI) assessments, moving away from traditional user acquisition strategies [1] - AI technology is enhancing productivity for mid-sized companies, providing them with a competitive edge in the market [1]

Core Viewpoint - The report from CITIC Securities indicates that the AI-driven gaming sector is experiencing significant growth, with a projected overall increase of 30 times in 2023, driven by upward revisions in EPS, high market sentiment, and improved industry dynamics [1] Group 1: Industry Performance - The leading and mid-sized companies in the gaming sector are performing well together this year, with the overall market expanding [1] - In the first half of the year, domestic self-developed online games saw a 20% increase, primarily due to improvements in ARPPU (Average Revenue Per Paying User) [1] Group 2: Future Outlook - The valuation for the gaming sector is expected to shift towards next year, indicating strong sustainability in performance [1] - The third quarter is anticipated to be particularly strong, benefiting from summer revenue surges [1] - Upcoming game releases such as "Valorant," "Famous Generals," "Nine Muses of the Wild," "Iser" domestic version, and "The Ring" are expected to contribute positively [1] Group 3: Cost Management and Innovation - The gaming sector has seen significant cost savings this year, providing room for profit revisions [1] - The rise of new content communities like Taptap and Xiaohongshu is influencing the industry, with stricter ROI assessments for content providers [1] - Traditional user acquisition methods are declining, while AI is enhancing productivity for mid-sized companies [1]

Investment Rating - The industry investment rating is "Positive" and maintained [7] Core Insights - In July, the National Press and Publication Administration approved 127 domestic game titles, including key products from Huatuo and Giant Network. The summer gaming season has seen strong performance from multiple new games, indicating a sustained high level of activity in the gaming sector [2][4] - The new game cycle, favorable policy trends, and AI catalysis are expected to drive continued improvement in the gaming sector's fundamentals, suggesting that the valuation of the gaming sector still has upward elasticity. Investors are encouraged to continue monitoring investment opportunities in this sector [2][4] Summary by Sections Game License Issuance - In July, 127 domestic games received approval, including Huatuo's "Kingshot" and Giant Network's "Famous Generals Kill." Additionally, 7 imported game licenses were granted [9] - "Kingshot" has seen significant revenue growth, doubling in May and increasing by 56% in June, ranking third in China's mobile game overseas revenue growth [9] New Game Performance - Several new games from listed gaming companies have performed strongly during the summer season. For instance, Giant Network's "Supernatural Action Group" reached the top 4 in the free game rankings and top 20 in the revenue rankings on its launch day [9] - Other notable performances include Jiubite's "Staff Sword Legend," which entered the iOS revenue rankings top 13, and Tencent's "Dungeon and Fighter Mobile," which topped the iOS revenue rankings [9] Future Outlook - The pipeline for key gaming companies is robust, with several new titles set to launch, including "Tomb Raider: Journey" and "Douluo Continent: Evil Legend" [9] - The new game cycle is expected to enhance the sector's fundamentals, with ongoing policy stability and the integration of AI in gaming likely to boost valuations and performance [9]

Market Overview - On July 23, both the Hong Kong Hang Seng Index and the A-share Shanghai Composite Index rose, with the former stabilizing above 25,500 points, reaching a new high since November 2021, while the latter touched the critical 3,600 points [2] - The gaming sector in Hong Kong saw significant capital inflow, rising by 4%, with Tencent (00700.HK) being the largest contributor, increasing by 4.94% to HKD 552.0 per share, marking a new high since June 2021 [2][3] Company Performance - Tencent's stock performance was notable, with a significant increase in market capitalization, while other gaming stocks like Kingsoft (03888.HK), NetEase (09999.HK), Bilibili (09626.HK), and Xindong Company (02400.HK) also saw gains of 3.89%, 2.59%, 2.33%, and 1.56% respectively [2][3] - Flying Fish Technology (01022.HK) experienced the highest single-day increase of 49.15% following a profit announcement, projecting a net profit of approximately RMB 55 million to 70 million for the first half of 2025, compared to a loss of RMB 2 million in the same period last year [3][7] A-share Market - In the A-share market, the gaming sector also performed well, with ST Huatuo (002602.SZ) rising by 4.22%, and other companies like Gigabit (603444.SH) and 37 Interactive Entertainment (002555.SZ) also recording gains [4] Regulatory Environment - The National Press and Publication Administration approved 127 domestic games and 7 imported games in July, contributing to the positive sentiment in the gaming sector [5] - Notable approvals included Tencent's "Summon Adventure" and NetEase's "Diablo IV," indicating a steady release of new content in the market [5] Industry Trends - Analysts noted a solidifying trend of regular game approvals, coupled with domestic gaming innovations, suggesting a recovery in the industry's growth pace [6] - The summer season is a critical period for game developers, with many launching new titles aimed at enhancing player engagement through strong narratives and social elements [6] Financial Outlook - Market expectations for Tencent's Q2 2025 revenue and gross profit are optimistic, with projected year-on-year growth of 12% and 17% respectively, driven by an 18% increase in online gaming revenue [7] - HSBC forecasts NetEase's Q2 performance to be stable, with an expected revenue growth of 11%, supported by a significant increase in PC game revenue [8] - Analysts express a positive outlook for the gaming sector, citing improvements in supply and the emergence of quality content, alongside the impact of AI technology on cost reduction and efficiency [8]

Core Insights - The National Press and Publication Administration announced the approval of 134 game licenses in July, consisting of 127 domestic and 7 imported games, maintaining a high issuance level [1] Group 1: Game License Approvals - A total of 134 game licenses were issued in July, including 127 domestic and 7 imported games [1] - The cumulative number of game licenses issued this year has reached 946, with 884 being domestic, showing significant year-on-year growth [6] - The issuance of game licenses has returned to a normalized state, supporting the development of the gaming industry [6] Group 2: Notable Games and Companies - Major companies such as Tencent, NetEase, 37 Interactive Entertainment, Giant Network, and others have successfully obtained licenses for various games [2][3] - Notable games include NetEase's "Diablo IV" and "Marvel's Midnight Suns," which are highly anticipated by players [3] - Tencent's "Ultimate Showdown" has also received a license, with player reservations now open [5] Group 3: Market Trends - In the first half of the year, a total of 757 domestic game licenses were issued, representing over a 20% increase compared to the same period in 2024 [5] - The focus on game quality and social responsibility in content is expected to accelerate the introduction of high-quality games [6]