中经记者 李哲 北京报道 春节档一直是游戏厂商的"必争之地"。2026年春节期间，各大厂商通过与文旅、春晚联动等方式展开竞 逐，让游戏走出屏幕，更加多元化、立体化与玩家见面。 不过，相比花样百出的联动方式，从收入方面来看，整体市场表现并不突出。根据Sensor Tower数据， 2026年春节档游戏iOS端收入约为4.4亿美元，与去年同期基本持平。 游戏产业时评人张书乐向《中国经营报》记者表示，春节档本身就有"休假"意味，玩家休假，大厂也在 休假，因此在1月新游集中发布后，大多数游戏都进入休假期，只是通过春节档活动来进行日常维护。 这和暑期档的高强度维护形成了差异性。 厂商花式联动 2月15日，腾讯旗下《王者荣耀》在春节假期第一天推出了马年"皮肤"，随后便迅速冲上iOS畅销榜总 榜，并且因服务器宕机登上了各大社交平台热搜。 此外，腾讯旗下另一款游戏大作《和平精英》则在春节版本推出了以敦煌文化为载体的新地图，并上线 了一系列符合新春氛围的活动，包括"月牙泉许愿打卡""年兽大作战"等。这一系列的联动让《和平精 英》在除夕夜的日活跃用户数突破9000万。 春节假期的"团圆"特性，成为了派对类游戏施展的舞台。网易旗下 ...

Investment Rating - The report indicates a strong market vitality in the mini-game sector, with a projected market size of approximately 610 billion yuan in 2025, reflecting a year-on-year growth of 22% [7][6]. Core Insights - The mini-game industry is transitioning from a phase of rapid growth driven by traffic bonuses to a more refined operational phase focused on existing user engagement and content creation [7]. - The competition in the domestic mini-game market will increasingly center on operational capabilities, content creation value, and platform adaptability, with live streaming, content, social interaction, and multi-platform operations identified as four core strategies for industry breakthroughs [7]. - The number of active users on major platforms continues to rise, with the leading social software platform reaching 571 million monthly active users, and the leading short video platform seeing a 44% increase in active users [11][10]. Summary by Sections 1. Mini-Game Market Overview - The mini-game market is expected to exceed 700 billion yuan by 2026, with a significant growth rate of 22% in 2025 [7][6]. - The average daily usage frequency per user is approximately 5.1 times, with a 4.5% year-on-year increase, while the average daily usage duration has risen to 24.6 minutes, marking a 27.2% increase [15][14]. 2. Mini-Game Market Buy Volume Trends - The daily expenditure on mini-game user acquisition is approximately 144 million yuan, reflecting a 15.6% increase from Q1 [25]. - The number of games in the mini-game sector has grown by over 54% year-on-year, reaching approximately 51,000 games in 2025, while mobile app games have only seen a 5.2% increase [30]. - The number of games launched on Douyin mini-games has surged by nearly 70%, while WeChat mini-games have also shown a recovery in growth [35]. 3. Key Categories & Case Analysis - Modern themes in mini-games have seen a significant increase, with over 15,000 products launched, reflecting a 52.23% year-on-year growth [76]. - The top three gameplay types (MMORPG, idle, and card games) account for over 70.6% of the top 500 products, indicating a high market concentration [86]. - The strategy SLG segment has shown a continuous increase in the number of products, with a year-on-year growth of 38.8%, driven by user preference for lightweight operations combined with heavy strategy [89].

Company and Industry Summary Company: Sanqi Interactive Entertainment (三七互娱, 002555.SZ) Key Points 1. **New Game Launch Performance** The new survival RPG game "Survive 33 Days" launched on November 20, quickly reached the top three of the WeChat mini-game sales chart, and has maintained a strong position, ranking first for several days recently. The game entered the top ten on December 13 and stabilized at fifth place from December 16 to 20 [1][1][1] 2. **Research and Operation Integration Advantage** The company effectively leverages its "research and operation integration" advantage, creating a complete mini-game ecosystem. The gameplay design cleverly combines strategy and simulation elements, resulting in significant operational effectiveness [2][2][2] 3. **Global Expansion and Diverse Product Portfolio** The flagship product "Puzzles & Survival" has achieved breakthrough success in global markets, particularly in Europe and the US, due to its innovative gameplay and precise regional operational strategies. The company has established a diverse product matrix covering SLG, MMO, card games, and simulation games, with plans to launch 10 SLG products by the first half of 2025 [2][2][2] 4. **Continuous Revenue Growth from Product Pipeline** The company has a rich product pipeline, with the recent launch of "RO" in Hong Kong and Macau, and the anticipated launch of the IP product "Douluo Dalu: Zero," which is expected to contribute to revenue growth [2][2][2] 5. **Stable Dividend Policy** The company emphasizes shareholder returns, with a cumulative dividend and buyback amount of 2.3 billion yuan in 2024. In 2025, it plans to continue its quarterly dividend strategy, having already distributed approximately 1.386 billion yuan in the first three quarters, with a dividend payout ratio of about 59% [3][3][3] 6. **Investment in AI Development** The company is actively investing in AI, with its self-developed game industry model "Xiao Qi" at the core, covering the entire chain of research, operation, and distribution. AI applications in 2D art, 3D modeling, and multilingual translation have significantly improved development efficiency and reduced operational costs [3][3][3] 7. **Strategic Investments in AI Companies** The company is also investing in AI model companies such as Zhizhu Huazhang, Baichuan Intelligent, and Moon's Dark Side, further expanding its presence in the AI industry chain [3][3][3]

Core Viewpoint - Huatai Securities report indicates that the RPG mini-game "Survive 33 Days," launched by 37 Interactive Entertainment at the end of November 2025, quickly rose to the top of the WeChat mini-game sales chart, achieving the number one position on January 3, breaking the dominance of SLG and tower defense games that had held the top spot for a year [1] Group 1 - The game "Survive 33 Days" utilizes a "search, attack, retreat" gameplay mechanic that attracts players [1] - The game's visual design and innovative gameplay create an immersive experience for players [1] - This title is another successful release following "Seeking the Dao of the Universe," "Time Explosion," and "Heroes Have No Flash," demonstrating the company's ongoing product development and operational capabilities [1] Group 2 - The company is optimistic about its product strength and the continued implementation of AI technologies [1] - The investment rating for the company is maintained at "Buy" [1]

Core Insights - The "Top 100 Mini Game Companies in China 2025" list was released, highlighting significant growth in the mini game sector, with a projected revenue increase of 40% year-on-year in the first half of 2023 [1][9] - The mini game market is expected to become highly competitive by 2026, especially after a new agreement between Apple and Tencent regarding a 15% commission on payments within WeChat mini games [1] Company Highlights - 37 Interactive Entertainment ranked first in the list, attributed to its ability to adapt to industry changes and continuously refine its positioning [2][5] - The year 2023 marked a breakthrough for 37 Interactive, with successful game launches like "Seeking the Dao" and "Soul Chapter," which solidified its competitive edge in the mini game market [4] - 37 Interactive has a strong product matrix with 14 games listed in the top 100, showcasing its capability as a "hit-making machine" [4][12] Competitor Analysis - Second place was taken by Dream Dragon Path, known for its popular game "Shoot the Zombie," with five games listed in the top 100 [6] - BoKe Technology emerged as a dark horse, jumping from 15th to 3rd place, indicating a successful year with multiple products entering the top ranks [7][8] - Tencent, ranked 7th, focuses on adapting its classic games into mini game formats, achieving notable success despite a smaller number of releases [8] Market Trends - The mini game market in Guangdong is projected to generate significant revenue, with expectations of reaching 283.61 billion RMB in 2025, accounting for 80.85% of the national revenue [9] - The competitive landscape is intensifying, with a notable concentration of top companies in Guangdong and Shenzhen, indicating a robust regional advantage in the mini game sector [9]

Core Viewpoint - The article highlights the long-term misconduct of the company, including systematic concealment of shareholder representation and undisclosed related-party transactions, leading to significant regulatory penalties and potential impacts on investor trust and future financing opportunities [1][4]. Summary by Sections Illegal Activities Overview - The company engaged in shareholder representation concealment for seven years, with significant amounts involved, including 22.72 million shares (47.6% of total issuance) held by proxies for the chairman and vice-chairman [2]. - The company failed to disclose the true ownership structure in annual reports from 2014 to 2020, misleading investors about actual shareholding [2]. Concealed Related-Party Transactions - The company did not disclose related-party transactions, including a 20% stake acquisition in Jiangsu Aurora and a 20% stake in Guangzhou Sanqi, involving significant undisclosed amounts totaling 1.176 billion yuan from 2018 to 2021 [3]. - The lack of transparency in related-party transactions reflects serious governance issues within the company [3]. Regulatory Actions and Consequences - In June 2023, the regulatory authority initiated an investigation, revealing the extent of the misconduct over seven years, leading to a fine of 32.55 million yuan [4]. - The involvement of core management in the violations raises concerns about the company's strategic stability and investor confidence, potentially affecting future financing costs [4]. Business Performance Challenges - The company has experienced weak revenue growth, with a compound annual growth rate of only 5.1% from 2020 to 2024, and a 6.6% year-on-year decline in revenue for the first three quarters of 2025 [6]. - The company's gross margin has decreased by 9.2 percentage points since 2020, indicating rising costs and pressure from IP revenue sharing [7]. Research and Development Shortcomings - The company's R&D expenditure is significantly lower than industry peers, with only 4.1% of revenue allocated to R&D compared to 23.6% for competitors, leading to a lack of original IP and reliance on external IP adaptations [7][8]. - Delays in project development and subpar performance of new game launches further exacerbate the company's growth challenges [8]. Market Position and Competitive Landscape - The company's reliance on user acquisition spending is higher than that of leading competitors, raising concerns about its market competitiveness as costs increase [8]. - The company's overseas revenue share is only 32.1%, lower than its competitors, and recent product performance has not met expectations, indicating challenges in international markets [8]. Governance and Strategic Implications - The company's approach to governance, characterized by shortcuts in decision-making and a lack of transparency, has led to long-term detrimental effects on its business development [9]. - The regulatory scrutiny and market conditions are expected to reveal the hidden costs of these governance failures [10].

Core Viewpoint - Game companies are increasingly engaging in real estate acquisitions, leveraging their substantial cash flow to invest in properties as a strategic move to diversify their assets and mitigate risks [2][3][6]. Group 1: Real Estate Acquisitions - Yanqu Game's subsidiary, Quanzhou Yanqu Network Technology Co., successfully acquired the Quanzhou Puxi Wanda Plaza commercial complex for 331 million yuan, which is approximately 70% of its market value [3]. - This acquisition marks Yanqu Game's second real estate purchase in 2025, following a 31 million yuan acquisition of land in Xiamen for their global headquarters [3][4]. - Other game companies, such as Feiyu Technology and 4399, are also making similar real estate investments, indicating a trend among gaming firms to diversify their portfolios [6]. Group 2: Financial Performance - Yanqu Game's successful titles, such as "Call Me the Shopkeeper" and "Seek the Dao," have contributed to its financial strength, with the former achieving monthly revenues exceeding 500 million yuan [4]. - Feiyu Technology reported a significant revenue increase of 343.58% in the first half of 2025, reaching 451 million yuan, and turned a profit with a net income of 57.52 million yuan [6]. - 4399's acquisition of land for its headquarters in Guangzhou for 603 million yuan reflects its growth strategy, supported by its successful game "Mushroom Hero Legend," which generated approximately 2.63 billion yuan in annual revenue [7]. Group 3: Industry Trends - The Chinese gaming industry is entering a new golden decade, with game companies increasingly looking to diversify into real estate and other sectors as a strategic move [6][7]. - The small program game market in China saw a 40.2% year-on-year revenue growth in the first half of 2025, indicating a robust market environment for gaming companies [7]. - The trend of gaming companies investing in real estate is seen as a way to solidify their asset base and prepare for future uncertainties [2][6].

Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - The company has demonstrated excellent profit performance with a rich reserve of new games [1] - For the first three quarters of 2025, the company achieved revenue of 12.46 billion yuan, a year-over-year decrease of 6.59%, and a net profit attributable to shareholders of 2.34 billion yuan, a year-over-year increase of 23.57% [4] - The company continues its dividend strategy, proposing a cash dividend of 2.10 yuan per 10 shares (including tax) [4] Financial Performance - In Q3 2025, the company reported revenue of 3.97 billion yuan, a year-over-year decrease of 3.23%, and a net profit of 940 million yuan, a year-over-year increase of 49.24% [4] - The company’s sales expenses for the first three quarters of 2025 were 6.2 billion yuan, a year-over-year decrease of 19.5% [5] New Game Performance - New games such as "Time Explosion" and "Heroes Don't Flash" have performed exceptionally well, with "Heroes Don't Flash" reaching the top of the WeChat mini-game sales chart [5] - The new game "Douluo Dalu: Hunting Soul World" launched in July 2025, topping the iOS free chart on its public test day, with a cumulative download of 1.51 million and estimated revenue of 12 million yuan within 8 days [5] Game Portfolio and AI Integration - The company has a diverse portfolio of new games across various genres, including MMORPG, SLG, and card games, with titles like "The Son-in-Law" and "Code MLK" [6] - The company has deepened its AI integration, utilizing its self-developed industry model "Xiao Qi" across multiple business areas, with over 80% of 3D art resources generated by AI [7] Profit Forecast - The company is expected to achieve net profits attributable to shareholders of 3.05 billion yuan, 3.30 billion yuan, and 3.57 billion yuan for the years 2025, 2026, and 2027, respectively [8] - The corresponding price-to-earnings ratios for these years are projected to be 15.06, 13.90, and 12.87 times [8]

Core Insights - The AGF Asia Game Expo will take place from October 2 to 5 in Guangzhou, featuring over 1,000 top brands and 7,000 IP-related products, with more than 100 special events planned [1] - The event aims to enhance tourism in Guangzhou during the National Day holiday, with dedicated public transport routes and extensive city-wide advertising [1] Group 1: Exhibition Highlights - The exhibition will showcase a luxurious lineup of exhibitors, including major gaming companies like Tencent, NetEase, and Ubisoft, presenting popular game IPs [2] - A new "Game Cabin" area will facilitate interaction between game brands, independent studios, and players, featuring over 40 quality games for immersive experiences [2] - 28 Hong Kong gaming brands will participate, along with cosplay interactions, emphasizing the regional collaboration in the gaming industry [2] Group 2: Competitive Events - The expo will host top esports competitions, including the War Horse Energy Cup and the WEC2025 Huali Esports Finals, attracting participants from over 30 provinces [3] - The event will also feature the China Animation Golden Dragon Award COSPLAY finals and various dance competitions, creating a vibrant entertainment atmosphere [3] Group 3: Industry Development - Guangdong aims to establish itself as a global gaming industry hub, with projected gaming revenue of 260.43 billion yuan in 2024, accounting for approximately 80% of the national total [4] - The province's gaming revenue is expected to reach 140.67 billion yuan in 2024, maintaining its status as the "gaming capital" of China [4] - Recent policies have been introduced to support high-quality development in the gaming sector, including financial incentives for quality projects and a focus on AI and innovative technologies [4]

Group 1 - The company reported a 10.72% year-on-year increase in net profit for the first half of 2025, reaching 1.4 billion yuan, despite an 8.08% decline in revenue to 8.486 billion yuan [1] - In Q2 2025, the company achieved a net profit of 851 million yuan, marking a significant 31.24% year-on-year increase and a 54.97% quarter-on-quarter increase, while revenue was 4.243 billion yuan, down 5.33% year-on-year [1] - The company plans to distribute a cash dividend of 2.10 yuan per 10 shares, totaling 465 million yuan, which represents 33.18% of the net profit for H1 2025 [1] Group 2 - The company is leveraging multi-IP collaborations to extend the lifecycle of existing games, with titles like "Seeking the Great Thousand" and "Time Grocery Store" showing effective engagement strategies [2] - New game releases such as "Time Explosion" and "Heroes Have No Flash" have quickly climbed to the top of the iOS and WeChat mini-game charts, indicating strong market reception [2] - The company has a diverse product line, with ongoing development in various genres including MMORPG, SLG, and card games, and has secured rights for multiple popular IP adaptations [3] Group 3 - The company is expected to see revenue growth from 17.589 billion yuan in 2025 to 18.765 billion yuan in 2027, with net profit projected to increase from 2.917 billion yuan to 3.208 billion yuan during the same period [3] - The company's current valuation does not fully reflect its earnings recovery potential and long-term growth prospects, suggesting room for revaluation [3] - The company is rated as a "buy" based on its performance and growth outlook [3]