Core Insights - The revenue of the two-dimensional mobile game market in the first half of 2025 was 14.577 billion yuan, showing a year-on-year decline of 8% [1] - The second half of 2025 saw a surge in new game releases, particularly after October, with various genres including action-adventure and card strategy being represented [3] Market Performance - The overall performance of the two-dimensional mobile game market in the second half of 2025 showed a shift from low activity to increased vibrancy, with overseas markets becoming a key growth engine [25][26] - Notable new releases such as "Dragon Soul Traveler," "Silver and Scarlet," and "Ise" contributed to a recovery in market revenue, with "Silver and Scarlet" achieving over 400 million yuan in dual-end revenue in June [25][26] Game Releases and Performance - "Dragon Soul Traveler" launched on June 6, 2025, achieving a peak single-day download of 113,674 and total revenue of approximately 2.79 million USD by July 15 [5] - "Silver and Scarlet" launched on June 26, 2025, quickly rising to the second position on the iOS free chart and achieving a peak single-day download of 112,575 [6][7] - "Star Resonance," promoted by Tencent, faced significant server issues upon launch, leading to a rapid decline in its market performance despite initial high expectations [8][9] Revenue Trends - "Ise" achieved over 11 million USD in its first month overseas, ranking 22nd in the overseas mobile game revenue list [10] - "Star Traveler" generated approximately 2.8 million in total revenue within five days of its launch, with Japan contributing significantly to its earnings [13][26] Regional Insights - The majority of revenue for new games came from Japan, South Korea, and Taiwan, highlighting the importance of these markets for two-dimensional mobile games [26] - Localization efforts, such as multilingual preparations for "Silver and Scarlet," have been crucial for success in overseas markets [26] Future Considerations - Upcoming IP adaptations like "Black Clover: Magic Emperor's Path" and "Bleach: Boundary Blade" are anticipated to perform well, but their success will depend on their ability to innovate beyond traditional gameplay [26]

Game Releases - Xishanju officially announced the first seamless open-world MMO "Sword侠世界4:无限" on October 16, with a global pre-registration channel launched, featuring a game world of 1 million square meters and over 30 types of terrain and unique towns [1] - ByteDance's "境・界刀鸣" began Android testing on October 16, with global pre-registration exceeding 12 million, set to launch globally on November 21 [3] - NetEase's "命运：群星" launched on October 16, topping the domestic iOS free chart on its first day, with the overseas version previously achieving top downloads in 19 markets, contributing over 70% of revenue from the US market [5] - Bilibili's top-down shooter "逃离鸭科夫" officially launched on October 16 on PC, achieving a 94% positive rating on Steam and a peak concurrent player count of over 35,000 on its first day [7] Industry News - The first national standard for the protection of trade secrets in the online gaming sector was officially released on October 14, under the guidance of the Shanghai Municipal Market Supervision Bureau [13] - The Hainan Free Trade Port Game Industry Ecological Innovation Development Conference was held on October 18, announcing support policies for the game industry, with individual companies eligible for up to 15 million yuan in promotional vouchers [15] - Legendary game producer Tomonobu Itagaki passed away on October 16, known for founding Team Ninja and developing iconic series such as "Dead or Alive" and "Ninja Gaiden" [16] Company Developments - NetEase announced the termination of operations for its SLG mobile game "指环王：纷争," effective December 31, 2025, after only a year and a half since its launch in the domestic market [11]