大家打游戏的时候，有没有碰到这种情况？ 几场痛快的连胜之后，之后几局莫名其妙碰到奇葩队友，花式浪，各种送，让你又连跪几局，体验冰火两重天。又或者是，你排位赛连战连捷，就在马上 要升段位的关键时刻，突然匹到了五个大神在对面，直接把你杀穿。 偶尔一次也罢了，还能用巧合来解释，经常碰见这种死循环的人，肯定会开始怀疑，服务器是不是有什么特殊的匹配算法，暗中控制玩家胜率？ 有些较真的玩家，想通过一纸诉状寻求真相。8月12日，"中国游戏算法诉讼第一案"在深圳市开庭，网红律师孙某起诉腾讯，要求公开《王者荣耀》的真 实匹配机制。她的依据是，按照《消保法》第八条的规定，消费者享有知悉其购买、使用的商品或者接受的服务的真实情况的权利。但腾讯坚称服务器不 存在操纵胜率，游戏匹配机制是商业秘密，无法公开。 01 服务器做局？ 据媒体报道，《王者》官方在法庭上为自己辩护时，随机抽取了几位玩家的战绩作为证据，有人60%胜率，有人70%胜率，意思就是，胜率并非全员一 致，多的是高胜率玩家，你们菜就多练，别怪匹配机制。 但这种解释，似乎并不能打消玩家们的疑虑，毕竟"能打上去"和"难打上去"并不冲突。新闻评论区就有一大群人，咬定了官方就是在操 ...

Core Viewpoint - Tencent reported a revenue of RMB 1845 billion for Q2 2025, representing a 15% year-on-year growth, with a profit attributable to equity holders of RMB 556 billion, up 17% year-on-year [2][6]. Financial Performance - Total revenue for Q2 2025 was RMB 1845 billion, a 15% increase year-on-year. Gross profit reached RMB 1050 billion, up 22% year-on-year. Non-IFRS operating profit was RMB 690 billion, a growth of 18% year-on-year [6][16]. - The net profit attributable to equity holders under non-IFRS was RMB 631 billion, reflecting a 10% year-on-year increase. If excluding the profit contributions from associates, the net profit would have grown by 20% year-on-year [17][16]. Business Segments - Value-added services (VAS) accounted for 50% of total revenue, with social network services contributing 18%, domestic games 22%, and international games 10%. Marketing services made up 19% of total revenue, while fintech and business services accounted for 10% [7][8]. - The gross profit margin for VAS was 60%, driven by the increase in high-margin domestic game revenue and growth in music subscription services [17][8]. Game Performance - Domestic game revenue grew by 17%, supported by titles like "Delta Force" and evergreen games such as "Honor of Kings" and "Peacekeeper Elite" [9][11]. - "Delta Force" achieved over 20 million daily active users in July, marking a significant milestone for the game [11][12]. Marketing Services - Marketing services revenue increased by 20% year-on-year to RMB 360 billion, driven by AI-enhanced advertising technology and the closed-loop advertising growth from the WeChat ecosystem [13][14]. - Video account marketing services saw a revenue increase of approximately 50%, attributed to higher traffic and transaction activity [14]. AI Integration - The company emphasized its investment in AI, which has enhanced user engagement and operational efficiency across various services, including gaming and marketing [5][10]. - AI tools are increasingly utilized to improve game content production speed and scale, as well as to enhance user experience in marketing campaigns [12][34]. Financial Technology and Cloud Services - Financial technology and enterprise services revenue reached RMB 560 billion, growing by 10% year-on-year, with improvements in commercial payment services and consumer loan services [14][15]. - Cloud services revenue growth accelerated due to increased demand for GPU and API token services, indicating a robust market for AI-related cloud solutions [15][29]. Future Outlook - The management expressed optimism about the growth potential in both the gaming and advertising sectors, particularly with the integration of AI technologies [20][21]. - The company is exploring monetization strategies for its AI functionalities, although direct consumer payment models may be challenging in the Chinese market [23][24].

8月26日早盘，游戏股逆势走强，吉比特、恺英网络、巨人网络、完美世界、盛天网络等上涨，游戏ETF（159869）现涨超2.5%。消息面上， 国家新闻出版署正式公布2025年8月游戏版号审批结果，共166款国产网络游戏和7款进口网络游戏获批，单月总量达173款，刷新年内新高。 游戏板块具备AI、内容、商业化模式变革多点催化，游戏ETF（159869）跟踪中证动漫游戏指数，反映动漫游戏产业A股上市公司股票的整体 表现，关注游戏ETF（159869）布局机会。 每日经济新闻 广发证券指出，游戏行业方面，产业高景气度持续验证，建议关注国内政策端改善及海外产业趋势变化带动的估值提升机会。腾讯游戏基本面 边际向上，《三角洲行动》有望成为继《王者荣耀》与《和平精英》后的第三大长青游戏；网易《梦幻西游》PC版在新版本拉动下迎来复 苏。此外，AI技术持续赋能行业，多模态AI大模型及Agent工具有望提升广告素材生成效率，推动营销、教育、游戏等领域的应用落地。 ...

证 券 研 究 报 告 传媒行业周观察（20250818-20250822） 关注中报超预期标的及港股流动性变化，看 推荐（维持） 好后续游戏、AI、IP、影视行情 【市场观点】 行业研究 传媒 2025 年 08 月 25 日 华创证券研究所 证券分析师：刘欣 邮箱：liuxin3@hcyjs.com 执业编号：S0360521010001 证券分析师：王世豪 邮箱：wangshihao@hcyjs.com 执业编号：S0360525070005 行业基本数据 | | | 占比% | | --- | --- | --- | | 股票家数(只) | 140 | 0.02 | | 总市值(亿元) | 18,810.16 | 1.63 | | 流通市值(亿元) | 17,127.16 | 1.85 | 相对指数表现 | % | 1M | 6M | 12M | | --- | --- | --- | --- | | 绝对表现 | 12.1% | 11.1% | 81.8% | | 相对表现 | 5.8% | 1.0% | 49.7% | -5% 24% 53% 82% 24/08 24/11 25/01 25/03 ...

中国游戏市场：2025 年 7 月游戏市场收入同比增长 4.62%，环比增长8.14%。 全球游戏市场：市场收入同比下降，《崩坏：星穹铁道》跃居增长榜榜首。 2025 年 7 月，全球手游玩家在 App Store 和 Google Play 付费 307 亿元，同比下降 9.33%，收入占比前 三分别为美国、中国及日本；7 月共有 32 家中国厂商跻身全球手游发行商收入榜 TOP100，合计收入 19.50 亿美元，占 TOP100 发行商总收入的 34%。在全球手游收入增长榜方面，《崩坏：星穹铁道》 《DRAGON BALL Z》与《三角洲行动》分列前三。 榜单：游戏收入榜呈头部垄断，腾讯系游戏表现优异。 1）中国整体游戏市场：实际销售收入 290.84 亿元，环比增长 8.14%，同比增长 4.62%。 2）移动游戏市场：实际销售收入为 213.60 亿元，环比增长6.36%，同比增长 0.92%。由于次新品、成 熟产品表现强劲，部分热门手游通过新赛季、IP 联动等活动吸引玩家，市场实现同比、环比稳定增 长。 2025 年 7 月，中国区 App Store iPhone 端游戏收入榜 TOP10 中， ...

市 场 研 究 [Table_Title] 万联晨会 [Table_MeetReportDate] 2025 年 08 月 22 日 星期五 移动端次新品、成熟产品表现优异，游戏市场 7 月环比增长 8.14% | [Table_InnerMarketIndex] | 国内市场表现 | | | --- | --- | --- | | 指数名称 | 收盘 | 涨跌幅% | | 上证指数 | 3,771.10 | 0.13% | | 深证成指 | 11,919.76 | -0.06% | | 沪深 300 | 4,288.07 | 0.39% | | 科创 50 | 1,149.15 | 0.09% | | 创业板指 | 2,595.47 | -0.47% | | 上证 50 | 2,862.18 | 0.53% | | 上证 180 | 9,392.97 | 0.52% | | 上证基金 | 7,043.02 | 0.01% | | 国债指数 | 225.07 | -0.02% | | [Table_InterIndex] | 国际市场表现 | | | --- | --- | --- | | 指数名称 | 收盘 ...

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 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]

Investment Rating - The report maintains a "Recommendation" rating for the media industry, expecting the industry index to outperform the benchmark index by over 5% in the next 3-6 months [3][44]. Core Viewpoints - The report highlights optimism in sectors such as gaming, intellectual property (IP), artificial intelligence (AI), and film, indicating a favorable market outlook [1][3]. - The media sector is currently experiencing a resurgence, with AI applications gaining traction and cultural confidence being bolstered through content output [3][6]. - The report emphasizes the potential for significant growth in the AI application industry, particularly in public cloud services and user engagement scenarios [3][6]. Market Performance Overview - The media sector index rose by 1.00% last week, underperforming the CSI 300 index, which increased by 2.37%, resulting in a relative underperformance of 1.37% [7][10]. - The media sector's total market capitalization is approximately 178.65 billion yuan, with 140 listed companies [3]. Gaming Sector Insights - The gaming market shows positive trends, with high-frequency data indicating upward movement and favorable mid-year report expectations [3][15]. - Notable games such as "Peacekeeper Elite" and "Honor of Kings" continue to dominate the iOS sales rankings, reflecting strong daily active user (DAU) engagement [15][16]. Film Market Analysis - As of August 15, 2025, the film box office has reached 33.006 billion yuan, recovering approximately 85% of the pre-pandemic levels in terms of box office revenue [20][21]. - The average ticket price is reported at 32.6 yuan, with a total of 20.879 million viewers during the week of August 11-15, 2025 [21][26]. AI Sector Developments - The report notes the ongoing advancements in AI applications, with a focus on companies like Kuaishou and Youzan, which are expected to benefit from AI integration [3][29]. - The launch of new AI technologies and products by major companies like Huawei and Apple is anticipated to further drive growth in the sector [29][30][31]. Key Company Recommendations - The report suggests focusing on companies such as Tencent, Alibaba, Kuaishou, and Meitu, which are well-positioned to leverage the current market dynamics [3][6]. - Specific stocks like Giant Network, G-bits, and Perfect World are highlighted as potential investment opportunities within the gaming sector [3][6].

Group 1: Tencent Holdings (00700) Analysis - Tencent achieved a revenue of 184.5 billion yuan in Q2 2025, a year-on-year increase of 15%, exceeding Bloomberg consensus by 3% [2][14] - Adjusted net profit attributable to shareholders was 63.1 billion yuan, up 10% year-on-year, also surpassing Bloomberg consensus by 2% [2][14] - The gaming segment showed strong performance, with international and domestic game revenues growing by 35% and 17% respectively in Q2 2025 [2][14] - Advertising revenue increased by 20% to 35.8 billion yuan, driven by AI enhancements that improved click-through rates [2][14] - Financial technology and enterprise services revenue grew by 10% to 55.5 billion yuan, marking a return to double-digit growth [3][14] - The company maintains a "buy" rating with an adjusted net profit forecast for 2025-2027 of 255.6 billion, 298 billion, and 336.8 billion yuan respectively [3][14] Group 2: Industry Trends and Insights - The wind power sector is experiencing a high growth period, with significant improvements in profitability reported by various companies [25] - The domestic wind power market is expected to see new installations reach 110 GW in 2025, with Q2 2025 showing a year-on-year increase of 255.61% in new installations [25] - The market for non-road wide-body dump trucks is projected to grow significantly, driven by trends towards larger, electric, and unmanned vehicles [15][18] - The liquid cooling technology for data centers is gaining traction, with a projected market space of approximately 10 billion yuan due to increasing power density and cooling needs [28][26] - The semiconductor industry is seeing a shift towards special integrated circuits, with demand driven by national defense and commercial satellite applications [21][29]