事件 公司发布2025 年中期报告：2025 年上半年年公司实现营业收入84.86亿元，同比下降8.08%；归母 净利润14.00 亿元，同比上升10.72%；扣非归母净利润13.87 亿元，同比上升8.83%。其中，2025Q2 单 季度公司实现营业收入42.43 亿元，同比下降5.33%；归母净利润8.51 亿元，同比上升31.24%；扣非归 母净利润8.51 亿元， 同比上升29.16%。 新游上线表现亮眼，关注后续确认收入节奏 2025 年上半年，公司上线《时光大爆炸》《英雄没有闪》 等多款产品。《时光大爆炸》1 月登顶App Store免费榜第一，后续小程序版本在微信小游戏畅销榜最高 排名第4。由于新游收入确认存在滞后，公司H1 收入同比略降。同时，公司储备有《代号MLK》《奇 谋三国》《赘婿》《代号XSSLG》等多款产品，关注后续的收入确认节奏以及新游的开发、上线情 况。 控制费用减投放，推动利润端释放 公司2025H1 销售费用44.10 亿元，同比下降17.73%，销售费用率为 52.0%，同比下降6.1pct。销售费用的下降主要因为《寻道大千》《霸业》等游戏本期进入成熟期，流 量投放减少。我 ...

多款新游表现亮眼，AI 多模态应用成效显著 业绩概览：2025H1 公司实现营业收入 84.86 亿元，同比下滑 8.08%；实现归母净 利润 14.00 亿元，同比增长 10.72%；实现扣非归母净利润 13.87 亿元，同比增长 8.83%。公司 2025 年上半年利润分配预案拟向全体股东每 10 股派 2.1 元（含税）。 《时光大爆炸》等新品表现优异，长线运营优势持续巩固。公司于 2025 年初推出 《时光大爆炸》《英雄没有闪》等多款产品。其中《时光大爆炸》1 月 APP 首发荣 获 iOS 免费榜第一，后续上线小程序版本，迅速跻身微信小游戏畅销榜第 4 名； 《英雄没有闪》APP 版上线后进入 iOS 畅销榜前五，小程序版也随后登顶微信小 游戏畅销榜。同时公司多款在运营产品仍保持强生命力。例如《寻道大千》以联动 模式实现多维突破，携手国漫顶流《斗破苍穹》IP 打造沉浸式消费场景、联动玄 幻经典《神墓》IP，并于二周年庆时融合国民级 IP《葫芦兄弟》，深耕用户运营， 推动游戏收入回升；模拟经营手游《时光杂货店》稳健运营，通过营销结合、城市 巡游等内容构建更完善的用户运营模式，与《大话西游》等经典影视 ...

最近，我的朋友圈被一只大脚丫子包围了。 在精心凹姿势的自拍和天南海北的美景九宫格中间，这只铁脚丫子总是横插一脚，定时在你的朋友圈刷出来，仿佛某种赛博牛皮癣小广告——配上那句极 具挑衅的文案： 广告的评论区好友团建。 抽象派跟评"你也过不了第二关"； "别笑，你试你也过不了第二关。" 傲娇的留言"菜就多练"； 没啥可说的复古派，也要凑个热闹"踩踩"； 而我伟大的同事杜都督，则干脆在评论区打起了广告： 或许你也发现了，小游戏已经"全面入侵"打工人生活了。 点奶茶的拼单群、小区的团购群、办公室的吹水群们，会定时有抓大鹅、精明的开局、折螺丝刷出。 〓 办公室咖啡搭子群最近多了一个很重要的功能：在每天凌晨复活大鹅。 如果你好奇地点进去，那你损失的就不仅仅是几兆流量了—— 说好的再过一关就去睡觉，一不小心就熬到了后半夜。 这些规则简单的小游戏，正以惊人的速度"占领"打工人的碎片时间。它们与短剧、直播一道，被不少人称为打工人"解压三件套"。 相比短剧和直播的"高调破圈"，小游戏显得低调许多。 却也在无声无息中，悄悄赚大钱。 打工人，集体熬夜"抓大鹅" 抓大鹅，是一个规则极其简单的消除游戏： 办公室的东北人凯斯称之为"铁锅炖 ...

Group 1 - The core observation is that 72% of the top 50 heavy game material placements are mini-games, indicating a significant shift in the market towards mini-games [1][2][11] - In the last 90 days, the proportion of mini-games in the top 50 placements increased to 72%, while traditional heavy games are declining [2][5] - The number of newly launched games in the first half of 2025 dropped by over 22% year-on-year, reflecting a cautious approach from game developers, especially smaller firms [5][11] Group 2 - The top 10 products in the material placement rankings have a significantly higher investment compared to the products ranked 11-50, indicating a strong market share concentration among leading products [13][18] - Traditional heavy MMO games are becoming increasingly rare, with only a few remaining in the top rankings, while mini-games are gaining traction [18][23] - The rise of legendary mini-games on platforms like WeChat indicates a resurgence in this genre, with several titles making it to the top of the mini-game placement charts [20][25] Group 3 - Major companies are increasingly focusing on mini-games, with significant investments in marketing and user acquisition, as evidenced by the high buy-in costs for successful titles [28][31] - The competitive landscape for mini-games is intensifying, with user acquisition costs rising, making it challenging for smaller developers to compete [31][32] - The integration of mini-games and traditional apps allows for a seamless transition between platforms, providing opportunities for developers to target both markets effectively [30][33]

Core Viewpoint - The recent removal of 37 Interactive Entertainment from major indices like the CSI 300 and the Shenzhen 100 highlights the company's struggles with market performance, including stagnant revenue growth and increasing financial risks [2][3][34]. Group 1: Company Performance - 37 Interactive Entertainment has faced significant challenges, including stagnant revenue between 16.5 billion and 17 billion yuan from 2021 to 2023, with a slight increase to 17.44 billion yuan in 2024, representing a 5.4% year-on-year growth [5][10]. - The company's net profit has remained in the range of 2.5 billion to 3 billion yuan, with a reported net profit of 2.673 billion yuan in 2024, showing only a 0.54% increase [5][10]. - In Q1 2025, the company reported a revenue decline of 10.67% to 4.243 billion yuan and a net profit drop of 10.87% to 549 million yuan [10][13]. Group 2: Financial Health - The company's cash flow from operating activities decreased by 4.74% in 2024, leading to a net cash flow of approximately 2.998 billion yuan [9]. - Short-term borrowings surged by 71% to 2.654 billion yuan by the end of 2024, raising concerns about liquidity despite having over 10 billion yuan in cash and cash equivalents [8][20]. - The company has seen a significant increase in restricted assets, totaling 2.905 billion yuan, primarily due to pledged deposits [21]. Group 3: Management and Governance - High executive compensation has raised concerns, with several executives receiving substantial salary increases, while employee compensation has decreased [14][18]. - The company has been under investigation by the China Securities Regulatory Commission for alleged information disclosure violations, which has affected its financial reporting [29][32]. Group 4: Market Position and Strategy - 37 Interactive Entertainment has struggled to produce hit games, leading to a "hit drought" in 2024, despite having over 20 games in development [23][34]. - The company's R&D expenditures have decreased significantly, from 9.05 billion yuan in 2022 to 6.46 billion yuan in 2024, which may impact its competitive edge [24]. - The company is attempting to leverage AI for growth, but its current applications have not led to significant innovation breakthroughs [33][34].

Investment Rating - The report maintains a "Buy" rating for the company, expecting the stock price to outperform the industry index by more than 15% in the next six months [4]. Core Views - The company experienced pressure on its performance in Q1 2025, with a year-on-year revenue decline of 10.67% to 4.243 billion yuan, and a net profit decrease of 10.87% to 549 million yuan. This was attributed to the early promotional phase of several new games and the natural decline in revenue from mature products [2][3]. - The company has a rich product pipeline, with new games like "Time Grocery Store" and "Heroes No Flash" showing strong market performance, indicating potential for future growth [3]. - The company is expected to achieve revenues of 19.033 billion yuan, 20.533 billion yuan, and 21.769 billion yuan for the years 2025, 2026, and 2027 respectively, with corresponding net profits of 2.839 billion yuan, 3.156 billion yuan, and 3.482 billion yuan [3][4]. Financial Summary - For 2023, the company reported a revenue of 16.547 billion yuan, with a projected growth rate of 0.9% year-on-year. The net profit for the same year was 2.659 billion yuan, reflecting a year-on-year decline of 10% [1][2]. - The company's return on equity (ROE) is projected to be 20.6% in 2023, gradually decreasing to 17.4% by 2027 [1][3]. - The price-to-earnings (P/E) ratio is expected to decrease from 13.0 in 2023 to 9.9 by 2027, indicating a potentially more attractive valuation over time [1][3].

Core Viewpoint - Sanqi Interactive Entertainment has faced continuous pressure on its performance, with its revenue and market value lagging behind ST Huatuo in 2024, losing its position as the leader in the A-share gaming industry [1][4]. Group 1: Financial Performance - In Q1 2025, Sanqi Interactive reported a revenue of 42.43 billion yuan and a net profit attributable to shareholders of 5.49 billion yuan, representing a year-on-year decline of 10.67% and 10.87% respectively [4][11]. - For the full year 2024, the company achieved a revenue of 174.41 billion yuan, marking a new high but with a significant slowdown in growth; net profit remained flat at 26.73 billion yuan [4][11]. - The company's overseas revenue in 2024 was 57.22 billion yuan, a decrease of 1.47% year-on-year, reducing its share of total revenue from 35.1% to 32.81% [4]. Group 2: Market Position and Competition - ST Huatuo's revenue surged by 70% in 2024, surpassing 200 billion yuan for the first time, thus taking the lead in the industry [4]. - Sanqi Interactive's gaming business shows a clear trend of "heavy on user acquisition, light on R&D," with over 90% of its sales expenses attributed to internet traffic costs, amounting to 91.51 billion yuan, which is 14 times its R&D expenses [9]. Group 3: Regulatory Issues - Sanqi Interactive is under investigation by the China Securities Regulatory Commission (CSRC) for suspected violations of information disclosure laws, with no conclusive results as of now [10][11]. - The company's stock price has plummeted from a high of 33.94 yuan in June 2023 to below 12 yuan, reflecting a loss of nearly half its market value in less than two years [11]. Group 4: R&D and Employee Trends - The number of R&D personnel at Sanqi Interactive has decreased from 1,654 in 2022 to 1,318 in 2024, a decline of 10.40%, while the proportion of R&D staff in total employees fell from 46.57% to 40.57% [9]. - In contrast, ST Huatuo maintained a stable number of R&D personnel at around 2,200, with an increasing proportion of R&D staff [9].

Investment Rating - The investment rating for the company is "Buy" and is maintained [6]. Core Views - In Q1 2025, the company achieved revenue of 4.243 billion yuan, a year-on-year decrease of 10.67% but a quarter-on-quarter increase of 3.45%. The net profit attributable to the parent company was 549 million yuan, down 10.87% year-on-year and down 29.19% quarter-on-quarter. The net profit excluding non-recurring items was 536 million yuan, a year-on-year decrease of 12.90% and a quarter-on-quarter decrease of 24.90% [2][4]. - The performance of several new games, such as "Time Explosion" and "Heroes Don't Flash," has been strong, driving a quarter-on-quarter revenue increase. However, the revenue declined year-on-year due to the natural decline in existing game revenue and a high base effect. Increased expenses from new game launches have led to a decline in performance, and future attention will be on the recovery of initial investments [2][4]. - The company has a rich pipeline of upcoming products, and attention should be paid to the testing and launch progress of key new games [2][4]. Summary by Sections Financial Performance - In Q1 2025, the company reported revenue of 4.243 billion yuan, a year-on-year decline of 10.67% and a quarter-on-quarter increase of 3.45%. The net profit attributable to the parent company was 549 million yuan, down 10.87% year-on-year and down 29.19% quarter-on-quarter. The net profit excluding non-recurring items was 536 million yuan, a year-on-year decrease of 12.90% and a quarter-on-quarter decrease of 24.90% [2][4]. New Game Performance - Several new games launched in early 2025, including "Time Explosion" and "Heroes Don't Flash," have shown strong performance, with "Time Explosion" ranking in the top 4 of the WeChat mini-game sales list and "Heroes Don't Flash" entering the top 5 of the iOS sales list [2][4]. - The increase in sales expenses due to new game promotions has led to a sales expense ratio of 57% in Q1 2025, resulting in temporary losses for the issuing entities of these new games. As the initial investments for these new games are recovered, profit margins are expected to improve [2][4]. Product Pipeline - The company has a diverse pipeline of new games, including MMORPG, SLG, card games, and simulation management genres, which may continue to contribute to revenue growth. Notable upcoming titles include "Douluo Dalu: Hunting Soul World" and "Zhui Xu," which have already received approval for release [2][4]. - The company expects net profits attributable to the parent company to be 2.84 billion yuan and 3.09 billion yuan for 2025 and 2026, respectively, corresponding to PE ratios of 11.8 and 10.9 times [2][4].

Core Viewpoint - The game "Seeking the Dao in the Vast World" has successfully integrated with various cultural and tourism events, enhancing user engagement and expanding its player base through innovative collaborations [3][4][27]. Group 1: Game Performance and User Engagement - Since its launch in 2023, "Seeking the Dao in the Vast World" has consistently topped the WeChat sales charts, with monthly active users nearing 70 million, significantly leading its competitors in the mini-game market [4][27]. - The game has effectively broadened its user base, with most players on the mini-game platform being familiar with and having experienced it [4][27]. - The recent collaboration with the 42nd Weifang International Kite Festival attracted millions of players to participate in wish-making activities, showcasing the game's ability to engage users through real-world events [4][9]. Group 2: Innovative Collaboration Strategies - "Seeking the Dao in the Vast World" has pioneered a new "Game + Cultural Tourism" model, integrating iconic game IPs with local culture and player emotions to create engaging experiences [3][24]. - The game has launched activities like "Thousand Kites Wish Dream" and "Kite Flying in the Clouds," combining wish-making with gameplay, which has resonated well with players [6][9]. - The collaboration with the kite festival not only enhanced the game's visibility but also promoted local tourism and traditional kite culture, benefiting both the game and the event [9][10]. Group 3: IP Development and Brand Integration - The game is actively developing its IP, particularly the character "Piggy," transforming it into a cultural symbol through various media, including VLOGs and animated shorts [11][12]. - Previous collaborations with popular brands and cultural icons have included partnerships with well-known films, snacks, and service giants, demonstrating a strategic approach to brand integration [17][24]. - The game’s ability to create engaging content that resonates with players has led to significant online discussions and a growing fanbase, further solidifying its market position [12][27]. Group 4: Future Prospects and Market Position - As the gaming industry faces increasing competition, "Seeking the Dao in the Vast World" continues to innovate gameplay and expand its collaborative efforts, positioning itself as a versatile platform for diverse cultural content [27]. - The game has evolved from a niche title into a multi-faceted cultural carrier, reflecting its commercial innovation and the trust players place in its core values [27].

Core Insights - Century Huatong and 37 Interactive Entertainment are the top two revenue earners in the A-share gaming industry for 2024, both exceeding 10 billion yuan in revenue [1][2] - Century Huatong reported a revenue increase of 70.3% to 22.62 billion yuan and a net profit increase of 131.5% to 1.21 billion yuan for 2024 [1][2] - 37 Interactive Entertainment achieved a revenue of 17.44 billion yuan, a growth of 5.4%, with a net profit of 2.67 billion yuan, up 0.5% [2][3] Company Performance - Century Huatong's internet gaming business generated 20.97 billion yuan in revenue, an 85.9% increase, with its subsidiary, Point Interactive, contributing approximately 15 billion yuan, a 155% increase [2][4] - The game "Whiteout Survival" from Point Interactive has been a significant revenue driver, ranking first in China's mobile game overseas revenue for 10 consecutive months [1][2] - 37 Interactive Entertainment's growth is attributed to its overseas and mini-game businesses, with notable titles contributing to its revenue [3][4] Market Position - Shenzhou Taiyue ranks third in A-share gaming revenue with 6.45 billion yuan, an 8.22% increase, and a net profit of 1.43 billion yuan, up 60.92% [3][4] - Perfect World faced a decline in revenue to 5.57 billion yuan, a decrease of 28.5%, and reported a net loss of 1.288 billion yuan [4][5] - Humming Network achieved a revenue of 5.12 billion yuan, a growth of 19.2%, with a net profit of 1.63 billion yuan, up 11.4% [5][6] Industry Trends - The gaming industry's overseas expansion has been a key growth factor for major companies, with government support for developing overseas gaming businesses [6] - Recent government initiatives aim to enhance the gaming industry's global competitiveness, indicating potential for a new product cycle [6]