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 ...

Summary of Conference Call Notes Industry Overview - The gaming industry has shown strong performance due to the Spring Festival holiday, with significant growth in daily active users (DAU) for major products. The overall valuation of games has returned to a range of 16-17x, indicating a high safety margin for investments and the potential for individual stock catalysts [1][2]. Key Companies and Insights - **Giant Network**: The performance during the Spring Festival was impressive, meeting expectations. Attention will be on whether the lower limit of performance improves post-holiday [2]. - **Kongzhong**: The AI social game ELYS gained traction before the Spring Festival, with a new game EVE scheduled for release on March 14, which is expected to catalyze growth in March and April [2]. - **Xindong**: The collaboration with My Little Pony in February exceeded expectations, indicating strong overseas performance [2]. - **Huatuo**: The company continues to see significant growth in overseas casual gaming, with a notable valuation advantage [2]. - **Perfect World**: The third testing phase for the game "异环" has raised expectations, with a formal launch anticipated in Q2 [2]. - **37 Interactive Entertainment**: New game catalysts are expected in March and April, with two overseas SLG games projected for release in the first half of the year [2]. - **Huya**: The game "鹅鸭杀" has maintained its position at the top of the iOS free charts, indicating strong user engagement [2]. - **Tianyu**: The game "龙迹X渣渣辉" is expected to see an increase in revenue in February [2]. Additional Insights - The overall sentiment in the gaming sector is positive, with a focus on individual stock performance and upcoming game releases as potential catalysts for growth. The emphasis on high DAU products suggests a trend towards games that can maintain user engagement over time [1][2].

Investment Rating - The industry investment rating is "Positive" (maintained) [7] Core Insights - The gaming sector has shown resilience in the current macroeconomic environment, with strong performance from both listed and non-listed companies during the Spring Festival period, confirming the ongoing logic of a significant product year in 2026 [7] - Notable games such as "Goose Goose Duck" have dominated the App Store charts, while companies like Century Huatong and Perfect World have seen impressive pre-registration numbers and revenue growth for their upcoming titles [2][3][5] - The overall industry sentiment is improving, with non-listed companies also achieving remarkable results, as seen with "Blue Archive" and "Arknights" celebrating significant anniversaries and experiencing substantial revenue increases [4] Summary by Sections Company Performance - Tencent's games have shown comprehensive growth, with "Goose Goose Duck" topping charts and "Dark Zone Breakthrough" reaching over 230 million registered users [7] - Century Huatong's "Yihuan" has surpassed 25 million pre-registrations, outperforming titles like "Genshin Impact" in pre-launch interest [3] - Giant Network's "Supernatural Action Group" has achieved a daily active user (DAU) count exceeding 10 million, benefiting from the holiday season [3] Revenue Growth - Tencent's "Honor of Kings" saw a 105% month-on-month revenue increase to $220 million, while "Peacekeeper Elite" surpassed $110 million in revenue during January [7] - Non-listed games like "Blue Archive" and "Arknights" reported global revenue increases of 220% and 122%, respectively, in January [4] Investment Recommendations - The report recommends focusing on Perfect World due to the strong pre-registration numbers for "Yihuan" and suggests monitoring companies like Tencent, Huya, Century Huatong, Giant Network, and Kingsoft for their product lines [5]

传媒/游戏Ⅱ 完美世界（002624.SZ） 2026 年 02 月 08 日 投资评级：买入（维持） | 日期 | 2026/2/6 | | --- | --- | | 当前股价(元) | 19.57 | | 一年最高最低(元) | 20.35/10.20 | | 总市值(亿元) | 379.65 | | 流通市值(亿元) | 357.69 | | 总股本(亿股) | 19.40 | | 流通股本(亿股) | 18.28 | | 近 3 个月换手率(%) | 146.03 | 股价走势图 数据来源：聚源 -24% 0% 24% 48% 72% 96% 2025-02 2025-06 2025-10 完美世界 沪深300 相关研究报告 《中报业绩大增，看好新游上线及影 视修复驱动成长 —公司信息更新报 告》-2025.8.27 《预计 2025H1 同比大幅扭亏，关注 《异环》上线进展—公司信息更新报 告》-2025.7.17 方光照（分析师） fangguangzhao@kysec.cn 证书编号：S0790520030004 《异环》三测反响热烈，上线或驱动业绩大幅增长，维持"买入"评级 《异环》是公司基 ...

Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - The company is expected to significantly improve its performance in 2025, with a projected net profit of 7.2-7.6 billion yuan, marking a turnaround from losses [4] - The upcoming game "异环" (Yihuan) has received positive feedback during its third test phase, with over 20 million official reservations and a high rating of 8.9 on TapTap, indicating strong market interest [3] - The company anticipates that the launch of "异环" will drive substantial revenue growth, potentially exceeding the performance of its previous title "幻塔" (Huan Ta) [3] Financial Summary - The total market capitalization of the company is 379.65 billion yuan, with a circulating market capitalization of 357.69 billion yuan [1] - The company expects to achieve a revenue of 6.836 billion yuan in 2025, representing a year-over-year increase of 22.7% [5] - The projected net profit for 2026 is 2.818 billion yuan, with a significant increase in the net profit margin to 28.0% [5] - The earnings per share (EPS) is expected to rise from 0.38 yuan in 2025 to 1.45 yuan in 2026 [5] - The company’s gross margin is projected to improve to 66.0% in 2026, up from 59.1% in 2025 [5][8]

Investment Rating - The report maintains a "Buy" rating for several companies in the media sector, including Giant Network, Perfect World, and Kuaishou, among others [5][36]. Core Insights - The media industry showed a slight increase of 0.21% from January 26 to February 1, 2026, outperforming the Shanghai Composite Index, which decreased by 0.44% [12]. - The advertising and marketing sub-sector led the gains with an increase of 4.70%, while other segments like publishing and digital media saw declines [12]. - Significant developments in AI applications and gaming are highlighted, with Tencent's "Yuanbao" app reaching the top of the Apple App Store's free chart [2][17]. Market Performance - The media industry (Shenwan) increased by 0.21% during the specified period, while the Shanghai Composite Index decreased by 0.44% [12]. - The advertising and marketing sector led with a 4.70% increase, while publishing, digital media, gaming, and television broadcasting experienced declines of -0.75%, -1.31%, -1.94%, and -3.66% respectively [12]. Industry Key Data - AI Applications: Tencent's "Yuanbao" app achieved significant download growth, reaching 22.23 million downloads, with a notable 97.76% increase week-on-week [2][17]. - Gaming: The top five mobile games on iOS included "Honor of Kings" and "Peacekeeper Elite," with "Supernatural Action Group" surpassing 10 million daily active users [3][19]. - Film: The total box office for domestic films reached 283 million yuan, with "Zootopia 2" leading the weekly box office [28][30]. Investment Recommendations - The report emphasizes a positive outlook on AI applications and cultural exports, recommending focus on gaming, IP, short dramas, marketing, and publishing sectors [5][36]. - Specific companies highlighted for investment include Giant Network, Kuaishou, and Mango TV, among others [5][36].

Summary of Conference Call Notes Industry Overview - The gaming sector has undergone significant adjustments, leading to a current valuation that is considered moderately low, presenting an attractive investment opportunity for 2026 [1] Key Insights and Arguments - The gaming sector is expected to see continuous catalysts in the near future, making it a recommended area for investment focus [1] - Specific highlights from subsidiaries include: - WOK/KS maintaining strong rankings in January [1] - TastyTravels is anticipated to become a standout performer in 2026 [1] - Upcoming catalysts include: - A third test scheduled for early February, with expectations for a launch in Q2 2026 [1] - The release of new games coinciding with strong seasonal periods, such as winter break and the Spring Festival [1] - New SLG games have received approval for domestic release [1] - 2026 is projected to be a significant year for product launches, with investments in multiple AI applications [1] - The overseas version of Heart Town has been launched, along with the introduction of Dirichlet advertising aggregation [1] Important but Potentially Overlooked Content - Risk factors include the possibility that the launch progress or quality of new games may not meet expectations, as well as the risk of a significant downturn in macroeconomic growth [1]

Investment Rating - The report maintains a "Buy" rating for the industry, indicating a positive outlook for the sector's performance relative to the benchmark index [6][34]. Core Insights - The media industry saw a weekly increase of 2.04% from January 12 to January 18, 2026, outperforming major indices. Digital media led the gains with a 10.38% increase, while other segments like publishing and advertising also showed positive growth [2][12]. - Key themes for investment include AI applications and cultural exports, with a focus on sub-sectors such as gaming, intellectual property (IP), short dramas, marketing, and publishing [4][34]. Summary by Sections Market Performance - The media industry outperformed major indices with a 2.04% increase during the week of January 12-18, 2026. Digital media surged by 10.38%, while publishing rose by 3.32%, and advertising marketing increased by 2.58%. The gaming sector saw a modest rise of 1.57%, whereas the film and television broadcasting segments experienced slight declines [2][12]. Industry Key Data AI Applications - Recent downloads for AI applications on iOS were estimated at 27.93K for Deepseek, 208.27K for Doubao, 78.91K for Tencent Yuanbao, and 106.66K for Qianwen, with respective week-on-week changes of -8.79%, -0.67%, -9.86%, and +25.84%. The weekly token call volume on the OpenRouter platform reached 7.65 trillion, marking an 18.97% increase [3][18]. Gaming Data - The top five mobile games on iOS as of January 17, 2026, were "Honor of Kings," "Peacekeeper Elite," "Dungeon & Fighter: Origin," "Three Kingdoms: Strategy Edition," and "Genshin Impact: Moonlight Song." Tencent's "Counterattack: Future" launched and quickly gained over 10 million registered users within three days [3][18][20]. Film Data - The total box office for domestic films during the week was 280 million yuan, with "Hidden Kill" leading at 63.73 million yuan, accounting for 22.7% of the total. Other notable films included "Zootopia 2" and "Avatar 3" [26][27]. Investment Recommendations - The report recommends focusing on AI applications, cultural exports, and specific sub-sectors such as gaming, IP, short dramas, marketing, and publishing. Notable companies to watch include Giant Network, Kying Network, Perfect World, and others [4][34].

Investment Rating - The industry investment rating is "Positive" and maintained [7] Core Insights - The new game cycle in January continues with several products like "Duck Duck Goose" and "Heart Town" launching successfully. The trend of Chinese games going overseas remains strong, with leading companies like Dd and others showing impressive performance. The industry is expected to see a series of new game launches, leading to continuous catalysts [2][4] - The gaming sector's product cycle in 2026 shows strong sustainability and performance certainty, indicating room for valuation improvement. It is recommended to continue focusing on investment opportunities in the gaming sector, with relevant companies including Giant Network, Kaiying Network, Perfect World, 37 Interactive, G-bits, Yaoji Technology, Shengtian Network, Tencent Holdings, and Xindong Company [2][4] Summary by Sections New Game Launches - The January new game cycle has seen successful launches, including "Duck Duck Goose," which has gained significant popularity, and "Heart Town," which topped the global free charts in over 50 regions during its pre-download phase [2][4] - The performance of these new games validates the importance of global expansion and social interaction as growth engines in the gaming industry, with a strategy of "evergreen games + globalization" becoming key for leading companies [10] Overseas Market Performance - The overseas gaming market continues to thrive, with Dd's "Whiteout Survival" achieving over $4 billion in global revenue by December 2025. Other games like "Tasty Travels: Merge Game" and "Truck Star" have also shown strong performance in the overseas market [10] Future Game Releases - Upcoming game releases include Tencent's "Counter-Strike: Future" on January 13, "Rock Kingdom: World" on March 26, and several others from various companies, indicating a busy launch schedule that may catalyze further industry growth [10]

Core Insights - The year 2025 marks a continued cooling in the two-dimensional (2D) gaming sector, with several notable games ceasing updates or operations, despite some having been initially promising [1] - The market is characterized by a mix of stagnation and opportunity, as established titles like "Genshin Impact" and "Honkai: Star Rail" continue to perform well, while new releases struggle to gain traction [1][11] - The industry is experiencing a shift towards a more cautious and conservative approach, with a focus on proven content and established IPs, as new titles face significant challenges in user acquisition and retention [10][12] Industry Trends - The number of new users in the 2D gaming sector is declining, with existing products dominating the market, making it difficult for new entries to break through without strong IP or content differentiation [6][12] - Investment in 2D projects is becoming more scrutinized, with tighter cash flow and recovery cycle expectations, leading to increased pressure on content quality and production costs [7][9] - The trend of low-cost, safe-to-play games is no longer viable, as the market demands higher quality and more innovative gameplay experiences [13][18] Market Dynamics - The absence of a "national-level" blockbuster in 2025 has left many older titles stable, as they rely on their established user bases and ongoing content updates [11][12] - Players are increasingly opting for well-established titles over new releases, reflecting a preference for reliability in a market filled with uncertainty [12] - The industry is witnessing a shift in focus from creative gameplay to minimizing risk and ensuring player retention, leading to a more formulaic approach to game development [10][11] Challenges Faced - The pressure on developers has intensified, with a need for community management and risk assessment becoming critical components of game development [4][10] - Recruitment challenges persist, as the industry faces a shortage of skilled professionals who can effectively contribute to 2D game development [4][5] - The overall sentiment in the industry reflects a sense of fatigue and caution, with many professionals feeling overwhelmed by the pressures of maintaining quality and meeting player expectations [4][10]