本报（chinatimes.net.cn）记者于玉金 北京报道 随着A股突破4000点，游戏股在2026年首个交易日迎来"开门红"。其中，三七互娱涨停，世纪华通、巨 人网络等公司也跟涨。消息面上，微信小游戏从今年1月1日升级了IAP（应用内购买）小游戏的激励政 策。 2025年，国内小程序游戏市场收入535.35亿元，同比大幅增长34.39%，在整体游戏市场收入中的占比提 升至15%，已然成为国内游戏行业不可忽视的核心增长赛道。对于微信此次提升激励政策，世纪华通方 面人士在接受《华夏时报》记者采访时表示，（微信小游戏）新的激励措施能够直接降低开发者前期风 险、提升长线收益，为精品IAP小游戏提供更友好的生存土壤，助力行业从流量驱动向内容驱动转型。 游戏股"开门红" 1月5日，游戏股在新一年的首个交易日迎来大涨。其中，三七互娱10分钟内涨停，世纪华通股价收涨 8.15%，恺英网络收涨6.63%、巨人网络收涨2.98%。 而从消息面看，微信小游戏自今年1月1日起升级了IAP小游戏的激励政策。也就是自2026年起，在微信 小游戏平台首发的新游将享受"新游期"与"成长期"的双重激励，综合激励比例超过100%，其中单款 ...

Core Insights - The Douyin Mini Game Ecological Conference highlighted the rapid growth and success of the Douyin mini game platform, emphasizing a new paradigm of "content-driven social interaction" that reshapes the value and development path of mini games [1][19]. Group 1: Douyin Mini Game Performance Data - Douyin mini games experienced explosive growth, with revenue scale increasing by 100%, daily active users (DAU) up by 120%, and creator supply growing by 350% [2][5]. - The advertising expenditure for Douyin mini games grew 1.4 times this year [4]. - User engagement metrics showed a 20% increase in active user duration and a 30% rise in paid user retention [5]. Group 2: Game Category Insights - In-app purchase (IAP) games saw significant growth, particularly in RPG, casual simulation, tower defense, and SLG categories, which are now core drivers of the IAP segment [9]. - The IAA game category is dominated by casual games, reflecting intense competition and structural adjustments within the market [11]. Group 3: Content and Creator Growth - The number of manufacturers and games entering the Douyin mini game ecosystem increased by 100% and approximately 70%, respectively, with content scale and creator supply also on the rise, leading to a 160% increase in content revenue [13]. - The creator ecosystem is thriving, with publisher revenue up by 220% and the total number of creators increasing by 360% [18]. Group 4: Growth Drivers and Strategies - The "content + social" dual engine is identified as a new growth driver for Douyin mini games, leveraging strong content distribution and social connectivity to enhance user acquisition and retention [19][32]. - Social interactions, such as friend sharing and group dynamics, have been shown to improve user retention by 20% [22]. Group 5: User Trends and Marketing Innovations - The user base is becoming younger and more engaged with "meme" culture, as evidenced by the success of the game "Sniper Alien," which has garnered over 1 billion views on related topics [34][38]. - Innovative marketing strategies are emerging, moving beyond traditional virtual rewards to include real-world incentives, enhancing user engagement and retention [40][41]. Group 6: Future Directions - The mini game market is entering an "integrated marketing" era, characterized by younger users, innovative social content, and diverse marketing strategies, with a focus on "content + social" as the core methodology [41].

Core Insights - The mobile gaming industry is facing unprecedented competition, but the mini-game sector, particularly Douyin mini-games, is experiencing significant growth, becoming a key variable in the future trillion-yuan market [1] - The "content + social" dual-engine model is emerging as a crucial strategy for industry breakthroughs, with companies needing to adapt to this new paradigm for survival and growth [1][3] Strategic Significance - Douyin's social network has over 300 million daily users, creating new opportunities for social interaction among young people, which in turn drives the growth of mini-games [3] - User demand for mini-games has shifted from short-term engagement to long-term companionship, necessitating a change in business models that focus on content conversion and social integration [4] Product Capabilities - Douyin mini-games have seen a 120% increase in daily active users (DAU) and a 100% increase in revenue, driven by high-quality content and innovative gameplay [5] - The platform is implementing comprehensive support and customized solutions for developers to foster growth and enhance content quality [6][7] Industry Insights - Successful long-term operation of cultural IPs, such as "Three Kingdoms Kill," has been achieved through optimization of mini-game functionalities and deepening content ecology on Douyin [8] - Innovation in content is identified as the primary driver for creating hit games, with companies like Yuanzi Power leveraging creative content to achieve significant user engagement [9] - Social interaction and innovative gameplay are critical for driving user growth, as demonstrated by the success of "Sniper Alien," which achieved over 500,000 daily active users through social engagement [10] Future Directions - The next six months to a year are seen as a golden opportunity for exploring and defining new strategies in the gaming industry [11] - Douyin mini-games will continue to deepen their "content + social" strategy, inviting more quality developers to join the ecosystem and explore the trillion-yuan market [11]

2025年接近尾声，小游戏领域又迎来重大变化。11月苹果与腾讯达成微信小游戏及小程序内的支付抽取15%的佣金的协议，让持续一年的小游戏支付方案 终于有了结果。 这一方案之所以能够落地，一方面是微信自身体量越来越大，小游戏的营收规模持续扩大，迫使苹果不得不通过让步来达成协议。另一个背景则在于，这 两年移动端游戏的"多端"化逐渐成为一个趋势，移动端APP游戏越来越受到小游戏生态的冲击。 面对这一无法阻挡的大趋势，苹果也秉持"打不过就加入"的方针，与其把小游戏排斥在自己的生态外，不如以身入局为自己抢一个座儿。 今年的移动端游戏市场说不上有多好。 据Newzoo《2025全球游戏市场报告》预测，今年全球移动游戏市场收入只同比增长2.9%，再度跌破3%的增长率，而这还是在全球玩家数量较 去年增加4.5%的情况下。 如此数据，说明玩家兜里也没钱了。即使数量增长，玩家也只玩"免费"游戏，不花钱了。 从体感上也能感受到，今年没有什么移动端大作上线。一方面，随着手游日益重度化，移动设备本身已经无法承担大作的硬件要求，这导致很多游戏带着 玩家重新回到了PC和主机平台。数据也能验证这点，今年游戏市场70%的增量其实是主机和PC游戏 ...

新华财经上海12月10日电（李一帆）近日，微信电脑版的侧边栏中悄然上线了"小游戏中心"的入口。虽然这一功能仍处于内测阶段，尚未全面上线，但也意 味着微信小游戏的发展路径，正从单一的移动端转向"移动+桌面"协同的新阶段。 微信PC端小游戏中心入口 新上线的小游戏中心首页可一键启动最近玩过的游戏。"找游戏"页面则分为"发现"与"榜单"两页，前者以信息流推荐游戏，可查看详情、AI点评等内容；后 者则集合了包括PC热玩榜、畅销榜在内的多个榜单，方便用户寻找新游戏。 微信PC端小游戏中心首页 这一布局并非毫无征兆。早在今年10月的广州CICF漫展（中国国际漫画节）上，腾讯就专门设立了PC端小游戏体验区，试图突破手机屏幕的物理限制，展 示更重度、更精品的内容。 小游戏市场正展现出蓬勃的发展活力。此次微信在PC客户端的布局，更为其未来成长打开了新的想象空间。 速生与速变：流量"快跑"，大厂"入局" 从《羊了个羊》《抓大鹅》到后来的《拆螺丝》《寻道大千》《无尽冬日》，一批批小游戏凭借"即点即玩"的轻量化和"单局三五分钟"的碎片化体验迅速风 靡，也让玩家在不知不觉中投入大量时间。正是这种特性，使得小游戏市场始终处于高速更新的状 ...

Core Insights - The article discusses the growth and opportunities in the mini-game sector, particularly focusing on Douyin's mini-games, which have seen significant user engagement and market expansion [1][4][23] Current Status - Douyin's mini-games have reached nearly 500 million monthly active users, with daily active users doubling compared to the end of 2023 [1][3] - The mini-game market is experiencing a compound growth rate of over 30%, becoming a core driver of the mobile gaming industry's growth [1][4] - The user demographic is shifting, with a balanced gender ratio of approximately 57% male to 43% female, and over 60% of users being under 30 years old [6][3] Changes in Supply and Demand - Demand is increasing from younger and female users, indicating a shift in the target audience [3][6] - The supply side is evolving, with a trend towards more complex and deeper gameplay experiences, particularly in genres like SLG and Xianxia [8][10] - The number of games launched on Douyin has increased, with over 10,800 games in June 2025, marking a 25% increase from January [8][10] Opportunities - The leading categories in Douyin mini-games are casual puzzle and simulation games, with a focus on female-oriented content [11][12] - There is significant potential for IP collaboration, with 60% of the top 20 mini-games in June 2025 linked to IPs, although the adaptation rate remains low [12][13] - Strategies are shifting from simple traffic acquisition to content-driven engagement, utilizing social interaction and innovative gameplay [14][15] Key Strategies for Growth - The use of AI tools is becoming prevalent, with 46% of developers expressing interest in using AI for art quality and 37% for programming [18] - Long-term product management is emphasized, with a focus on maximizing the lifecycle of mini-games through effective marketing and community engagement [19][20] - Policy support is aiding rapid growth, with incentives for IAP and IAA mini-games, including cash and advertising bonuses [22] Industry Trends - The mini-game sector is recognized as a growth engine, with Douyin showing particularly rapid growth and potential [23][24] - The conversation among industry professionals is shifting towards innovative strategies involving AIGC, live streaming, and social engagement, rather than just traditional metrics [24]

Core Insights - The article highlights the significant growth in mobile internet usage and user engagement in the first half of 2025, driven by advancements in AI technology and deeper integration into offline scenarios [2][12][14]. User Growth and Engagement - As of May 2025, the number of active mobile internet users reached 1.262 billion, marking a year-on-year increase of 2.2%, with monthly average usage time rising by 8% to 178.9 hours [3][12]. - Monthly active users for mobile video, mobile shopping, travel services, and lifestyle service apps reached 1.167 billion, 1.094 billion, 1.094 billion, and 0.902 billion respectively, indicating a growing trend in these sectors [3][14]. Device Usage Trends - The number of active users for smart devices reached 443 million, with a year-on-year growth of 11.6%, leading all sectors [3][14]. - Smart TV active device count stood at 288 million, with Xiaomi, Skyworth, Hisense, TCL, and Haier being the top five brands [3][19]. Tourism and Travel Services - The travel service app sector saw a monthly active user count of 176 million, up 7.2% year-on-year, with major platforms like Ctrip and Fliggy showing strong user growth [4][27]. - Ctrip and Fliggy's unique user counts reached 139 million and 40.4 million respectively, with year-on-year growth rates of 2.5% and 35.4% [29]. Financial Services - The financial management sector's active user base reached 989 million, with a notable increase in usage frequency by 14% year-on-year [54][60]. - Major banks are integrating AI technologies into their services, enhancing user experience and driving traffic growth [60][63]. Entertainment and Media - The OTT media landscape is thriving, with Mango TV's user base growing by 14.7% to 468 million, driven by innovative interactive content [38][40]. - Short dramas and games on platforms like Douyin are gaining popularity, with top short drama mini-programs exceeding 20 million in traffic [40][44]. Summary of Key Sectors - The article emphasizes the importance of multi-device collaboration and the increasing demand for intelligent experiences across various sectors, including travel, finance, and entertainment [14][15][54].

Group 1 - The core viewpoint of the article highlights the competitive landscape between WeChat and Douyin in the mini-game sector, with both platforms launching significant advertising incentives to attract developers and users [1][2] - WeChat offers a 10% advertising incentive for qualifying mini-games, with a cap of 5 million yuan per game, while Douyin provides up to 25% incentive for in-app purchases and a special summer advertising incentive [1][2] - The mini-game ecosystem has seen substantial growth, with over 5 billion monthly active users and a 10% increase in user online time year-on-year [2] Group 2 - The mini-game sector has attracted over 40,000 developers, with more than 80% being small teams of fewer than 30 people, and 70% of listed gaming companies are investing in this ecosystem [2] - There are nearly 70 games achieving over 1 million daily active users, and over 300 games generating more than 10 million yuan in quarterly revenue [2] - Advertising consumption for WeChat mini-games has increased by 20%, while in-app advertising consumption has risen by 30%, with a record number of advertisers entering the market [2] Group 3 - The article emphasizes that the advertising business, driven by traffic monetization, is more profitable for platforms than the mini-games themselves [3][4] - Major platforms like WeChat, Douyin, Kuaishou, and Bilibili are developing mini-game businesses to earn revenue from both game revenue sharing and advertising fees [5] Group 4 - Douyin is integrating mini-games into its entertainment sector, aiming to enhance user engagement and commercial models through live streaming and mini-games [6] - The revenue from live streaming mini-games has significantly increased, with top institutions generating over 20 million yuan annually [6] Group 5 - The PC mini-game market is gaining importance, with a 55% increase in active users and a 40% rise in commercial scale, indicating a higher willingness to pay compared to mobile users [9][11] - The article notes that the average daily active applications on PC have increased by 20%, with PC gaming time being three times that of mobile [10] Group 6 - The article discusses the challenges in advertising on PC, including lower customer acquisition costs and the lack of clear advertising pathways for cross-platform campaigns [12] - Tencent's strategies to tap into the PC market include launching PC advertising and enhancing the advertising inventory for mini-games, resulting in a 400% increase in advertising consumption on PC [12][14]

Core Viewpoint - The article discusses the competitive landscape between Tencent and ByteDance in the mini-game sector, highlighting the rapid growth and potential of mini-games as a lucrative market opportunity in the mobile gaming industry [3][30]. Group 1: Market Dynamics - The Chinese mobile gaming market has experienced a stagnation with an average annual growth rate of only 2.7% over the past three years, while mini-games have shown remarkable growth, with a projected revenue increase of 99.18% year-on-year for 2024 [3][6]. - Mini-games have surpassed traditional app games in active user numbers, with WeChat mini-games reaching 1 billion users and a monthly active user (MAU) count of 500 million [7][8]. - The mini-game market is still in its growth phase, with a MAU penetration rate of only 35% on WeChat, indicating significant room for expansion [7][8]. Group 2: User Engagement and Behavior - User engagement in mini-games is high, with a 10% year-on-year increase in playtime, and over 80% of users returning to games through social interactions [8][23]. - The average user plays six different mini-games per month, with a core user retention rate of 95% across months [8][23]. - Mini-games have attracted a diverse user base, with female users accounting for 45% of the total, and significant engagement from users aged 24 to 40 [11][25]. Group 3: Commercialization and Revenue Models - Mini-games have a higher return on investment (ROI) compared to traditional app games, with development costs and time reduced by at least 50% [13][14]. - The revenue generation models for mini-games include advertising (IAA), in-app purchases (IAP), and a hybrid model (IAAP), with IAA showing significant growth in user engagement [16][18]. - Over 300 mini-games on WeChat have achieved quarterly revenues exceeding 10 million, outperforming 90% of the traditional gaming market [8][39]. Group 4: Competitive Landscape - More than 70% of listed gaming companies are actively entering the mini-game market, with major players like Tencent and NetEase leading the charge [9][39]. - The mini-game market is projected to reach a scale of 61 billion by 2025, reflecting a tenfold increase over seven years [30][39]. - Tencent's WeChat mini-games dominate the market, accounting for nearly 80% of the total, while ByteDance's offerings lag behind [39][40].

Core Insights - Tencent and ByteDance are in fierce competition in the mini-game sector, with both companies hosting developer events to attract more developers and users [1][4] - The mini-game market is experiencing rapid growth, with a reported revenue increase of 99.18% year-on-year, while the overall mobile game market only grew by 5.01% [1][4] - Mini-games have surpassed traditional app games in active user numbers, with WeChat mini-games reaching 1 billion users and 500 million monthly active users [5][6] Market Dynamics - The mini-game market has created a nearly 100 billion market in just a few years, driven by low development costs and short development cycles [4][15] - WeChat mini-games have a monthly active user penetration rate of only 35%, indicating significant growth potential [5][6] - The user engagement for mini-games is high, with a 10% increase in user time spent and a 95% cross-month retention rate [6][30] Commercialization Strategies - Over 300 WeChat mini-games generated over 10 million in quarterly revenue, outperforming 90% of the gaming industry [7][45] - Mini-games are increasingly becoming a primary advertising platform, with daily ad spending surpassing that of traditional mobile apps [16][52] - The mini-game monetization models include IAA (advertising), IAP (in-app purchases), and IAAP (hybrid monetization), with IAA showing significant growth [18][19] User Demographics - Female users account for 45% of WeChat mini-game players, with a 60% increase in their spending capacity [10][11] - The user base is diverse, with nearly 50% of users from first and second-tier cities and over 45% aged between 24 and 40 [11][12] Competitive Landscape - Over 70% of listed gaming companies are actively entering the mini-game market, including major players like Tencent and NetEase [8][44] - Supercell is also entering the mini-game space, indicating the market's attractiveness [8] - The mini-game market is expected to reach 61 billion by 2025, reflecting a tenfold increase over seven years [38][41] Future Outlook - The mini-game sector is anticipated to continue its growth trajectory, with Tencent expected to strengthen its market dominance by enhancing developer support and advertising tools [53][54] - The integration of mini-games into both WeChat and Douyin ecosystems is expected to create more fluidity and advertising opportunities [50][52]