2025上半年，二次元类手游市场收入145.77亿元，同比下降8%。二游市场整体呈收入下滑态势。 而下半年尤其是10 月后，多款二游密集上线，涵盖动作冒险、卡牌策略等多种类型。这些新游中既有 尝试创新商业模式的产品，也有经典 IP 改编之作，不过市场表现差异显著。 本文聚焦2025 年 6- 11 月上线的主流二次元游戏，以公测时间为核心节点，从榜单排名、下载量、流 水、口碑等维度梳理成绩，数据优先参考官方公告、第三方监测平台及公开行业分析，部分数据未包含 安卓全渠道。 | | | 2025年下半年重点二游 | | | | | | --- | --- | --- | --- | --- | --- | --- | | ង់កំ | 游戏 | 公测时间 | 游戏畅销榜(最高) | 首日流水 | 总下载 | taptap评分 | | | 龙魂版人 | 6月6日 | 140 | | 747 | 7.8 | | | 银与维 | 6月26日 | | | 125万 | ਟ ਕੇ | | | 星康共鸣 | 7月17日 | 179 | | 68万 | 32 | | | 伊瑟 | 9月25日 | 167 | | 150万 | ...

Group 1 - The report maintains an "outperform" rating for the media sector, highlighting the importance of performance and the potential opportunities in AI applications and IP trends [3][6]. - In July 2025, the media sector (Shenwan Media Index) rose by 3.18%, underperforming the CSI 300 Index by 0.37 percentage points, ranking 18th among 31 industries [4][17]. - The current TTM-PE for the Shenwan Media Index is 44.9x, placing it in the 93rd percentile over the past five years, indicating a relatively high valuation [17][22]. Group 2 - The gaming market showed sustained growth in the first half of 2025, with a total revenue of 168 billion yuan, representing a year-on-year increase of 14.08% [33]. - From January to July 2025, 946 game licenses were issued, a 19.1% increase year-on-year, with July alone seeing over 100 domestic game licenses approved [4][24]. - The overseas revenue for self-developed Chinese games reached 9.5 billion USD in the first half of 2025, marking an 11.1% year-on-year growth, with the US, Japan, and South Korea being the primary markets [34][42]. Group 3 - The film market in July 2025 saw a total box office of 4.067 billion yuan, a decline of 24.4% year-on-year, although it experienced a month-on-month increase of 113.7% [52][57]. - The film "Nanjing Photo Studio" performed well, contributing positively to the box office in August, despite its late July release [57][60]. - The number of film registrations has shown a significant increase of 60% year-on-year since 2023, indicating a potential recovery in quality content supply starting in 2025 [60][64]. Group 4 - The WAIC conference showcased rapid advancements in embodied intelligence, with over 150 humanoid robots presented, highlighting significant breakthroughs in the field [75][82]. - The AIGC application DeepSeek topped the user growth chart with 163 million monthly active users, indicating strong market appeal [83][84]. - The Kimi K2 high-speed model was released, significantly increasing output speed from 10 tokens per second to 40 tokens per second, enhancing its application in real-time scenarios [87][92].

Core Insights - The mobile gaming market is experiencing intense competition as the summer season begins, with both established titles and new releases vying for player attention [1] - Tencent's "Delta Action" continues to dominate the download charts, while "Supernatural Action Group" and "Honor of Kings" follow closely [1][11] - New entries in the download rankings include "Douluo Continent: Hunting Soul World," "Paper Marriage 8: Thousand Trees," and "Star Marks Resonance," with the former achieving significant success upon its release [1][3] Download Rankings - "Delta Action" remains at the top of the download charts, followed by "Supernatural Action Group" and "Honor of Kings" [1] - Eight new games entered the download rankings in July, with "Douluo Continent: Hunting Soul World" making a notable impact, reaching the 7th position [1][3] - The game had over 10 million pre-registrations before its launch, showcasing strong IP appeal [1][3] Game Features and Marketing - "Douluo Continent: Hunting Soul World" is the first 3D MMORPG in the Douluo IP series, focusing on a "big world + MMO" gameplay style [3] - The game features seamless exploration, soul beast hunting, and strategic combat, enhancing player immersion [3] - International superstar Jackie Chan was announced as the game's spokesperson, contributing to a unique marketing strategy that includes deep collaboration and social media engagement [3][5] Revenue Rankings - "Honor of Kings" and "Peace Elite" maintain their positions as the top two revenue-generating games, with "Delta Action" entering the top three [14] - "Delta Action" has seen a remarkable revenue increase of over 160% month-on-month, attributed to new content updates and effective operational strategies [14][15] - The game introduced new maps and features in July, including a collaboration with the popular game "Arknights," which significantly boosted player engagement [15] New Entries in Revenue Rankings - Six new games entered the revenue rankings in July, including "Honkai: Star Rail" and "Supernatural Action Group" [17] - "Honkai: Star Rail" achieved a strong debut at position 12, driven by a new version release and a collaboration with "Fate/stay night" [17][19] - The game's innovative character designs and high-quality content updates have successfully attracted player interest and spending [19] Game Categories and Developer Performance - Action and adventure games dominate the download rankings, with 6 entries each, followed by 4 role-playing games [11] - Tencent leads the rankings with 11 entries, while NetEase has 4 [11] - "Star Marks Resonance," a new MMORPG based on the "Blue Protocol" IP, has also made a strong showing in the download rankings, reflecting its unique gameplay and marketing strategies [11][13]

Core Insights - The July 2025 popular game rankings released by Qimai Data highlight intense competition in the mobile gaming sector as the summer season begins [1] - Tencent's "Delta Action" continues its strong performance, maintaining the top position in downloads, while Giant Network's "Supernatural Action Group" ranks second, and the classic "Honor of Kings" holds third place [1] - Eight new games entered the download rankings in July, with "Douluo Continent: Soul Hunting World" emerging as a standout title, achieving the seventh position in downloads [1][3] Download Rankings - "Douluo Continent: Soul Hunting World," launched on July 11, garnered over 10 million pre-registrations, showcasing significant IP appeal [1][3] - The game is the first 3D realistic MMORPG in the Douluo IP series, differing from previous card-based gameplay [3] - Action and adventure games dominated the download rankings, with six titles each, followed by four role-playing games [3] Revenue Rankings - "Honor of Kings" and "Peace Elite" remain the top two earners, while "Delta Action" successfully enters the top three [4] - Six new titles made it to the revenue rankings in July, including "Honkai: Star Rail" and "Supernatural Action Group," with the former achieving the twelfth position [4] - Action games led the revenue rankings with seven titles, followed by five role-playing games [4]

Core Insights - The mobile gaming industry is experiencing intensified competition as the summer season begins, with notable rankings in both downloads and revenue for July 2025 [1] Download Rankings - Tencent's "Delta Action" continues its strong performance from June, maintaining the top position in the downloads chart, followed by Giant Network's "Supernatural Action Group" at second and the classic "Honor of Kings" at third [1] - Eight new games entered the downloads Top 30 in July, with "Douluo Continent: Soul Hunting World," "Paper Marriage 8: Thousand Sons Tree," and "Star Marks Resonance" being the highlights, all launched in July [1] - "Douluo Continent: Soul Hunting World," developed by 37 Interactive Entertainment, debuted at seventh in the downloads chart, showcasing strong IP appeal with over 10 million pre-registrations prior to its July 11 launch [1][3] Game Categories and Developers - Action and adventure games dominated the downloads chart, with six entries each, while role-playing games had four [3] - Tencent led the downloads chart with 11 titles, followed by NetEase with four [3] - "Star Marks Resonance," a Tencent-developed MMORPG based on Bandai Namco's "Blue Protocol," achieved significant pre-launch interest with over 9 million pre-registrations and topped the iOS free chart on its launch day [3] Revenue Rankings - "Honor of Kings" and "Peace Elite" remain the top two revenue-generating games, with Tencent's "Delta Action" entering the top three [4] - Six new titles made it to the revenue chart in July, including "Honkai: Star Rail," "Supernatural Action Group," and "QQ Speed" [4] - The action game category led the revenue chart with seven entries, followed by five role-playing games [4] - Tencent had 12 titles in the revenue rankings, while NetEase had five [4]

Core Insights - The summer game release schedule for 2025 is less competitive compared to previous years, with fewer standout titles expected to dominate the market [1] - A significant trend in the gaming industry for 2024 is a reduction in R&D spending, with approximately 67.6% of listed game companies cutting their development budgets by an average of 20.79% year-on-year [1] - Despite the reduced competition, there are still several promising titles in the 2025 summer lineup that have the potential to become hits [1] Industry Trends - The gaming industry is experiencing a "development contraction" trend, leading to reduced R&D expenditures among companies [1] - The impact of this contraction on the market is expected to have a delayed effect, suggesting that the current lineup may still yield successful titles despite the overall trend [1] Upcoming Titles - Notable titles for the 2025 summer release include: - "解限机" by 西山居, which has already shown strong performance with over 130,000 concurrent players on its launch day [5] - "远光84" by 莉莉丝, which aims to innovate within the shooting genre with new gameplay mechanics [10] - "碳碳岛" by 腾讯游戏, a low-carbon environmental management game that emphasizes educational elements [12] - "明末:渊虚之羽" by 灵泽科技, anticipated to be a leading title in the single-player market [19] Market Dynamics - The competitive landscape is shifting, with major companies like 腾讯 and 网易 adopting more conservative strategies in their game releases for 2025 [16][24] - The industry is witnessing a potential stagnation in gameplay innovation, as companies focus on refining existing concepts rather than introducing groundbreaking new ideas [47] - There is a growing interest in exploring new game genres and mechanics, particularly in response to the evolving demands of players and the influence of AI technology [47]

Core Viewpoint - The summer gaming season of 2025 is expected to see a variety of new game releases, with notable titles from companies like Tencent, NetEase, and others, despite fewer high-profile launches compared to previous years [1]. Game Releases Overview - **Eagle Horn Network** is set to launch its first buyout multiplayer console game "Pao Mu Pao Mu" on June 2 [2]. - **NetEase** will release "Frostpunk: Last Home" on June 5, a mobile adaptation of the original game [9]. - **Tencent** has multiple titles lined up, including "Final Fantasy XIV: Crystal World" on June 19 and "Dragon Stone War" on June 26 [6][3]. - **Lingze Technology** is launching "Mingmo: Yuanshu Yu" on July 24, a soul-like action game [12]. - **Lilith Games** is expected to release "Far Light 84," a tactical shooting game, during the summer [14]. Notable Game Features - "Dragon Stone War" features 20 types of units and a unique battle interaction system, aiming to innovate within the SLG genre [3]. - "Final Fantasy XIV: Crystal World" introduces new gameplay features and a different monetization strategy compared to its original version [6]. - "Star Resonance," developed by Shanghai Baokela, is a two-dimensional MMORPG expected to launch in August, featuring multi-platform compatibility [7]. - "Frostpunk: Last Home" has adjusted its gameplay for mobile, offering both hardcore and casual modes [10]. Market Context - The summer gaming market is competitive, with several companies like Tencent and NetEase launching new titles, indicating a strategic push to capture player interest [1][27]. - The gaming industry is seeing a trend towards innovative gameplay mechanics and monetization strategies, as evidenced by the upcoming releases [6][10].

Core Viewpoint - The emergence of the game "Mingchao" has created a significant shift in the competitive landscape of the ACG (Anime, Comic, and Game) gaming sector, positioning it as a formidable rival to miHoYo's flagship titles like "Genshin Impact" [1][4][13]. Group 1: Industry Dynamics - The competitive landscape has shifted from a stable three-player dominance (Tencent, NetEase, and miHoYo) to a more fluid situation, with "Mingchao" emerging as a serious contender [15][30]. - The gaming market is experiencing a decline, with the actual sales revenue of China's ACG mobile game market dropping to 29.348 billion yuan in 2024, a year-on-year decrease of 7.44% [27]. - The introduction of "Mingchao" has prompted miHoYo to abandon its complacency and re-engage with the market, leading to a renewed focus on content and player engagement [21][24]. Group 2: Company Performance - "Mingchao" initially struggled upon launch, with first-week revenue estimated at approximately 947 million yuan, significantly lower than "Genshin Impact," which earned between 3.5 billion to 4 billion yuan in its first week [9][10]. - Despite a rocky start, "Mingchao" has seen a resurgence in popularity, with its revenue recovering due to subsequent updates and improvements [10][16]. - miHoYo's revenue from its three main products is projected to decline by nearly 10 billion yuan in 2024 compared to 2023, indicating challenges in long-term product sustainability [14]. Group 3: Future Outlook - The competitive pressure from "Mingchao" is expected to stimulate innovation and investment in the ACG gaming sector, potentially leading to a more diverse range of successful titles [20][30]. - Both Tencent and NetEase are intensifying their efforts in the ACG space, with Tencent launching "Xinghen Gongming" and NetEase focusing on "Wuxianda," indicating a strategic shift towards this growing market segment [29][30]. - The industry may witness a new wave of competition, with "Mingchao" setting a precedent for future titles to challenge established players like miHoYo [30].