艾媒咨询CEO(首席执行官)张毅在接受《每日经济新闻》记者采访时表示，这一现象的核心支撑除玩法 创新外，关键在于电竞生态商业化闭环的构建与高价值付费设计的落地；同时，头部集中效应显著，跨 平台协同导流与全球化出海溢价也发挥了关键支撑作用。 若论及2025年增长最为迅猛的游戏品类，射击赛道当属第一。 2025年末，中国音像与数字出版协会第一副理事长、游戏工委主任委员张毅君发布《2025年中国游戏产 业报告》，其中一组数据引发市场关注。报告显示，在国内收入排名前100名的移动游戏产品中，射击 游戏品类以7%的数量贡献了18.29%的收入，全年增量接近百亿元，成为国内第二大游戏品类。 这一赛道并非大厂独舞，腾讯、网易、点点互动等头部厂商不仅自身实现了产品创新突破，更带动了中 小团队的发展，各自凭借差异化创新形成了多元竞争格局。 此外，国内厂商在射击游戏移动端体验优化上的持续突破，成为推动品类市场扩容的重要变量。 市场容量超预期扩容 射击作为游戏行业的主流品类，长期占据核心市场份额，而2025年该赛道的热度更是创下近年新高。 从全球市场表现来看，多款重量级射击新作密集登场并斩获亮眼成绩：美国互动娱乐软件公司EA(艺电 ...

Core Viewpoint - The gaming sector in the A-share market has seen a significant rise, with an overall increase of over 60% in 2025, driven by favorable policies and market conditions [1] Group 1: Market Recovery and Growth - The number of approved domestic online games reached a historical high of 1,771 in 2025, a 25.07% increase from 1,416 in 2024 [2] - The recovery in game approvals is attributed to a combination of factors, including improved policies and social attitudes towards the gaming industry [4][5] - In April 2025, the government introduced three measures to support the gaming industry, including tax incentives and support for IPOs and mergers [6] - The approval process for game licenses has been optimized, reducing the time to under a year, with some approvals taking as little as three months [8] - Negative impacts from past regulations, such as restrictions on minors and license suspensions, are gradually dissipating [9] Group 2: Industry Investment and Revenue - Leading gaming companies have significantly increased their R&D expenditures, with Century Huatong, Giant Network, and G-bits spending 760 million, 340 million, and 280 million yuan respectively, all showing over 45% growth year-on-year [11] - The actual sales revenue of the domestic gaming market reached 350.79 billion yuan in 2025, reflecting a year-on-year growth of 7.68% [13] - The user base grew by 1.35% to 683 million, marking a historical peak [16] - The gaming industry is experiencing a surge in user engagement and spending, with the overall revenue growth for the industry’s stocks showing increases of 22%, 22%, and 29% in the first three quarters of the year [23] Group 3: Evolving Game Genres and Trends - The gaming industry is witnessing a rapid evolution in game genres, with a notable rise in party games and FPS titles since 2022 [30][32] - The success of games like "Genshin Impact" has set a precedent for future game releases, indicating a trend towards innovative and hybrid game types [35] - WeChat mini-games have emerged as a significant growth area, with market revenue reaching 53.54 billion yuan in 2025, a 34.39% increase [39] - The monthly active users of WeChat mini-games reached 500 million, with daily online time increasing by 10% [40] Group 4: Future Outlook and Competitive Landscape - The gaming market is expected to continue expanding, driven by the rise of high-quality mobile games and the integration of AI in game development and operations [46][47] - Despite the positive outlook, competition within the gaming industry is intensifying, prompting companies to pursue mergers and global market expansion [50][51] - The most promising companies are those that can innovate gameplay and develop platform-based gaming experiences, which may lead to growth and valuation increases [55] - The darkest times for the gaming industry appear to be over, signaling a potential turning point for sustained growth [56]

12月23日，无畏契约首次发布全新潮流竞技IP"无畏巡回"，腾竞体育CEO、腾讯互动娱乐无畏契约系列 产品国服发行制作人金亦波正式发布无畏契约全新独立潮流竞技IP——"无畏巡回"。据悉，无畏巡回将 贯穿2026全年，依次走进全国七座城市。目前已公布六站，分别为：V26无畏巡回广州站、杭州站、北 京站、长沙站、成都站、上海站。同时，第七站——无畏契约源能邀请赛将落地在一座充满潮流气息与 活力的滨海城市。 腾讯游戏副总裁、腾讯互动娱乐 无畏契约中国总负责人黄凌冬表示，无畏契约产品与电竞的高速发 展，离不开国家以及各地政府的大力支持。近几年，全国各地的电竞支持政策持续颁布，为无畏契约电 竞赛事与生态发展给予了极大的帮助。未来，无畏契约将进一步深化城市联动策略，通过"潮流+电竞 +城市"多元合一的立体化内容呈现，打造城市电竞巡回模式，结合电子竞技赛事、玩家文化活动、城 市文化营销，在推动无畏契约巡回发展的同时，助力城市电竞产业发展、文旅消费增长以及城市名片打 造。 围绕"无畏巡回"IP，2026年无畏契约将推出一系列专属活动，包括面向《无畏契约：源能行动》手游玩 家的"手游决斗空间（Valorant Mobile Z ...

相比2024有黑猴横空出世，市场发展迎来历史性的变革，2025此前更多被视作平缓发展的小年。 一方面新品端，虽然下半年有了《超自然行动组》和《我的花园世界》这样的黑马，但很难稳定保持TOP 10的水准，整体能够冒头的很少。而去年FPS市 场新品一个接一个如雨后春笋般往外冒，战术博弈、战术经济、英雄射击，从国内打到国际市场，腾讯网易寸步不让。SLG赛道，《三国谋定天下》带来 的降肝减负冲击，包括《无尽冬日》从小游戏到手游的搅局，激发《三国志战略版》和《率土之滨》重新龙争虎斗。 另一方面如果按季度来看，上半年都是同比下滑，而直到下半年特别是Q4同比大增才拉高了全年增长，要知道去年下半年有《三角洲行动》这样的扛鼎 之作。 此外整体战略上，2025年也是延续了去年变革的跨端发行、小游戏保持增长之路。 12月19日发布的《2025年中国游戏产业报告》却给了出人意料的数据：2025年，国内游戏市场实际销售收入3507.89亿元，同比增长7.68%；用户规模6.83 亿，同比增长1.35%。同为历史新高点。 大DAU产品长期的跨赛道鲸吞趋势 如果说收入增长可以归结于某些产品的发力，2025年收入和用户实现双重增速超过202 ...

（原标题：王者荣耀超级IP亮相 深圳南山区游戏电竞产业规模超千亿） 如在11月，两大省级平台——广东（深圳）游戏企业服务中心、广东（深圳）游戏出海服务中心正式揭 牌成立，落地南山。 其中，广东（深圳）游戏企业服务中心重点围绕资源对接、政策梳理、版号咨询和合规服务四大方向开 展工作：依托南山在创新、高校、资本等方面的集聚优势，搭建技术、人才与融资对接平台，推动区内 优质资源向全省游戏企业开放共享；系统梳理各级产业政策，为企业量身定制政策包，推动政策红 利"应享尽享"；在上级主管部门指导下，联动广东网络游戏出版联盟等资源，提供从版号申报、防沉迷 系统接入到网络文化经营备案的全流程"一对一"咨询服务，提升运营效率；联合专业法律机构，提供针 对内容审核、数据出海等领域的合规咨询，助力企业规避前端风险。 广东（深圳）游戏出海服务中心落地前海深港现代服务业合作区内的南山街道辖区，将打造集市场研 究、政策咨询、创业孵化、发行运营、人才赋能等功能于一体的士游戏出海服务平台，构建专业化、标 准化出海服务模式，为企业提供适配的解决方案，推动出海企业数量与规模稳步增长，争取游戏出海成 为区域经济潜在的新增长点。 《深圳市南山区推动 ...

Core Insights - The 2025 China Esports Industry Conference highlighted a robust growth trajectory for the esports sector, projecting revenues to reach 29.331 billion yuan and user numbers to exceed 495 million by 2025 [1][24] - Beijing is emerging as a central hub for esports, marked by significant events and collaborations that enhance its status in the industry [1][4] Industry Growth - The esports industry in Beijing is expanding rapidly, supported by a dense population of approximately 1.3 million university students who are key consumers [2][4] - The establishment of the DRG esports club in Beijing has led to a significant shift in its fan base, with local fans now nearly equal to those from Guangdong [2][4] - By the end of 2025, there will be 165 esports clubs nationwide, with Beijing ranking second in the number of clubs [4][5] Economic Impact - The gaming industry in Shijingshan, a key area in Beijing, is projected to reach 25 billion yuan by 2024, accounting for one-third of the city's total gaming industry [5] - The Chaoyang district is home to over 1,000 related enterprises and is expected to host more than 1,000 events annually, driving significant consumer traffic [5][8] - In the first ten months of 2025, revenue from esports companies in Chaoyang surged by 37%, contributing to a 42% increase in the region's digital economy [5][8] Policy Support - Beijing's support for the esports industry has evolved from direct financial investment to more nuanced, service-oriented policies that facilitate business operations [8][9] - The Shijingshan district has introduced a set of 15 policies aimed at attracting top-tier esports events and providing substantial subsidies for technology development [8][9] Ecosystem Development - The collaboration among various stakeholders in the esports ecosystem is fostering a more integrated approach, moving from isolated efforts to a collective synergy [10][12] - The presence of over 200 companies in fields like AI and sci-fi within Shijingshan is enhancing the technological capabilities of the esports sector [12][13] Talent Development - Beijing is increasingly recognized for its ability to attract and nurture esports talent, supported by a comprehensive training system and favorable living conditions [15][16] - Initiatives such as esports training camps in collaboration with universities are being developed to cultivate future industry leaders [15][16] Future Outlook - The esports landscape in Beijing is set to evolve with innovative event formats that integrate local culture and tourism, enhancing the overall experience [17][19] - The city aims to leverage its historical and cultural assets to create a unique fusion of esports and urban identity, positioning itself as a global esports hub [19][24]

Core Insights - The Chinese esports industry is projected to generate revenue of 29.331 billion yuan in 2025, reflecting a year-on-year growth of 6.40% [1] - The user base for esports in China is expected to exceed 495 million by 2025, marking a significant increase with a growth rate of 1.06% [1] Industry Growth and Trends - The esports industry is experiencing continuous growth, with a focus on global expansion, accelerated mobile development, and the emergence of regional ecosystems [3] - The KPL annual finals in November set a Guinness World Record for the highest attendance at a single esports event, with over 60,000 spectators [3][6] - The integration of esports with various sectors is creating new opportunities, as seen in the economic boost to local businesses during major events [3][10] Game Categories and Popularity - Shooter games dominate the esports landscape, accounting for 28.3% of the market, followed by MOBA and sports games at 14.1% each [4] - Popular titles like "Valorant" and "Delta Force" have significantly contributed to the growth of the shooter genre, with "Delta Force" achieving over 30 million daily active users [6] Mobile Esports Dominance - Mobile esports events are the mainstream, with mobile games comprising 58.6% of the market, while client games account for 25.3% [6] - The KPL finals marked a significant milestone as the first mobile esports event held at the Bird's Nest, attracting over 60,000 attendees [6][7] Event Activity and Format - In 2025, there will be 142 provincial and above-level professional esports events, an increase of 18 from the previous year, with 54% being fully offline events [8] - The rise of offline events is revitalizing the esports atmosphere and boosting local tourism and consumption [8][10] Technological Innovations - Technological advancements are enhancing the esports experience, with innovations in broadcasting, data systems, and cross-platform streaming [12][13] - Companies are leveraging AI and 5G technologies to improve live streaming quality and viewer engagement [13] Globalization of Esports - The Chinese esports industry is deepening its presence in overseas markets, particularly in Southeast Asia, the Middle East, and Latin America [14] - Major Chinese esports titles are gaining international recognition, with over 10 million overseas viewers and peak attendance of over 4.13 million for top events [14][16] Cultural Integration - The integration of esports with cultural tourism is becoming a trend, with events driving local economic activity and attracting visitors from outside cities [10][11] - The "1+1+PLUS" model aims to combine esports events with cultural and tourism activities, enhancing the overall experience [10][11]

Core Insights - The 2025 China Esports Industry Annual Conference was held in Shijingshan, marking a significant event for the esports sector in China [1] - The conference highlighted the development of the esports industry through various dimensions including manufacturer R&D, club operations, hardware technology, event operations, and broadcasting [1] - Shijingshan has established itself as a key player in the esports landscape, contributing significantly to Beijing's gaming industry [2] Group 1 - The annual conference featured popular teams such as JDG, DRG, AG Super Play, and Chongqing Wolves, showcasing major esports IPs like "Fearless Contract" and "Honor of Kings" [1] - Shijingshan's gaming industry accounted for nearly half of Beijing's gaming output in 2013, earning titles such as "National Network Game Animation Industry Development Base" and "China Esports Development Center" [1] - Currently, Shijingshan hosts 128 gaming and esports companies, covering critical areas such as game development, event execution, and content production [1] Group 2 - The district has successfully launched the "Beijing West Esports Festival," enhancing brand visibility and hosting significant events like the NEST National Esports Competition [2] - During the holiday period, Shijingshan received 1.163 million visitors, generating tourism revenue of 700 million yuan, a 6.2% increase year-on-year [2] - The district will serve as the launch site for the "2025 China Esports Industry Development Report" and "Beijing Esports Event Grading Standards," reinforcing its leadership in the esports sector [2]

Group 1 - The 2025 China Esports Industry Annual Conference opened in Shijingshan, focusing on high-quality development and brand leadership in the esports sector [1] - The conference includes discussions on club development, talent cultivation in universities, and cross-industry integration, alongside esports exhibitions featuring popular teams [1] - Shijingshan has established a comprehensive ecosystem for the gaming and esports industry, with 128 companies covering key areas such as game development, event execution, and content production [1] Group 2 - Shijingshan District has introduced supportive policies for the high-quality development of the gaming and esports industry, creating a systematic support framework for companies [2] - The district has successfully attracted the Beijing DRG esports club and is enhancing venue resources to promote a collaborative development layout [2] - A multi-level service system for the gaming and esports industry has been established, including partnerships with universities and the formation of the "Jingxi Game Creative Industry Alliance" to foster innovation and collaboration [2]

Core Insights - The gaming industry is experiencing explosive content growth by 2025, making brand recognition a crucial factor for success beyond mere innovation [1][5] - Strong brand strategies create immersive experiences and emotional connections, transforming individual games into cultural phenomena with long-term commercial value [1][10] - Game naming and logo design are essential starting points for brand development, serving as the first touchpoints for players and conveying the game's world and tone [1][12][26] Brand Consistency - Maintaining brand consistency is key for successful game brands, ensuring that every aspect from pre-launch to post-launch aligns with the core game universe [2][29] - A strong brand strategy not only focuses on emotional engagement but also integrates gameplay mechanics, art style, narrative techniques, and character design to create a lasting appeal [9][35] Long-term Brand Operations - The core of long-term brand operations revolves around continuously delivering value centered on player experience and emotional recognition [3][35] - Top-tier game brands extend beyond the games themselves, creating cross-dimensional ecosystems through esports, film, and merchandise, becoming cultural symbols in daily life [4][38] Naming and Logo Design - A compelling game name is not just a label but an invitation that ignites player curiosity and defines the future of the IP [12][21] - Effective naming should consider three core dimensions: alignment with the game world, uniqueness, and the ability to spark curiosity [13][17][19] - A powerful logo serves as the first visual symbol of the brand, accurately conveying the game's world and tone [26][28] Marketing and Community Engagement - Pre-launch marketing should strategically build anticipation, deepening emotional investment from players even before the game is released [30] - Post-launch, brands must shift focus to long-term operations, fostering emotional connections and maintaining engagement through community interaction and social media [32][36] Cultural Integration - Successful game brands integrate into culture and daily life, expanding their reach through esports, film adaptations, and merchandise, thus enhancing emotional ties with players [41][42] - The most successful brands evolve beyond gaming, becoming cultural symbols that reshape the entertainment landscape and continuously attract user engagement [42]