【天风传媒互联网】三七互娱调研反馈及观点更新@260123 产品端：明确小游戏+SLG+休闲的产品战略，储备丰富。 供给侧：SLG5款储备，H1两款产品推广；小游戏5款储备，生存33天跑通团队RPG&非IP向方向；休闲游戏多个 CP合作，有望与SLG共振。 MMO方向RO港澳台上线，畅销榜第一，后续有核心区域SEA和韩国等，蛋总带团队回归巩固RPG和小游戏赛道。 【天风传媒互联网】三七互娱调研反馈及观点更新@260123 产品端：明确小游戏+SLG+休闲的产品战略，储备丰富。 供给侧：SLG5款储备，H1两款产品推广；小游戏5款储备，生存33天跑通团队RPG&非IP向方向；休闲游戏多个 CP合作，有望与SLG共振。 MMO方向RO港澳台上线，畅销榜第一，后续有核心区域SEA和韩国等，蛋总带团队回归巩固RPG和小游戏赛道。 团队侧：本体年轻化改造，扶持90后制作人，强化校招人员补充；投资端，战投部门锚定成功产品经验制作人。 AI侧：实质性降本增效。 研发侧：全面融入工作流，案例是猎魂、RO研发周期短。 美术渗透率60%以上，自研图灵工具+美术资产平台，2D成本节省70%、3D20%、动效10%。 后续继续推荐一 ...

Investment Rating - The report indicates a strong market vitality in the mini-game sector, with a projected market size of approximately 610 billion yuan in 2025, reflecting a year-on-year growth of 22% [7][6]. Core Insights - The mini-game industry is transitioning from a phase of rapid growth driven by traffic bonuses to a more refined operational phase focused on existing user engagement and content creation [7]. - The competition in the domestic mini-game market will increasingly center on operational capabilities, content creation value, and platform adaptability, with live streaming, content, social interaction, and multi-platform operations identified as four core strategies for industry breakthroughs [7]. - The number of active users on major platforms continues to rise, with the leading social software platform reaching 571 million monthly active users, and the leading short video platform seeing a 44% increase in active users [11][10]. Summary by Sections 1. Mini-Game Market Overview - The mini-game market is expected to exceed 700 billion yuan by 2026, with a significant growth rate of 22% in 2025 [7][6]. - The average daily usage frequency per user is approximately 5.1 times, with a 4.5% year-on-year increase, while the average daily usage duration has risen to 24.6 minutes, marking a 27.2% increase [15][14]. 2. Mini-Game Market Buy Volume Trends - The daily expenditure on mini-game user acquisition is approximately 144 million yuan, reflecting a 15.6% increase from Q1 [25]. - The number of games in the mini-game sector has grown by over 54% year-on-year, reaching approximately 51,000 games in 2025, while mobile app games have only seen a 5.2% increase [30]. - The number of games launched on Douyin mini-games has surged by nearly 70%, while WeChat mini-games have also shown a recovery in growth [35]. 3. Key Categories & Case Analysis - Modern themes in mini-games have seen a significant increase, with over 15,000 products launched, reflecting a 52.23% year-on-year growth [76]. - The top three gameplay types (MMORPG, idle, and card games) account for over 70.6% of the top 500 products, indicating a high market concentration [86]. - The strategy SLG segment has shown a continuous increase in the number of products, with a year-on-year growth of 38.8%, driven by user preference for lightweight operations combined with heavy strategy [89].

Company and Industry Summary Company: Sanqi Interactive Entertainment (三七互娱, 002555.SZ) Key Points 1. **New Game Launch Performance** The new survival RPG game "Survive 33 Days" launched on November 20, quickly reached the top three of the WeChat mini-game sales chart, and has maintained a strong position, ranking first for several days recently. The game entered the top ten on December 13 and stabilized at fifth place from December 16 to 20 [1][1][1] 2. **Research and Operation Integration Advantage** The company effectively leverages its "research and operation integration" advantage, creating a complete mini-game ecosystem. The gameplay design cleverly combines strategy and simulation elements, resulting in significant operational effectiveness [2][2][2] 3. **Global Expansion and Diverse Product Portfolio** The flagship product "Puzzles & Survival" has achieved breakthrough success in global markets, particularly in Europe and the US, due to its innovative gameplay and precise regional operational strategies. The company has established a diverse product matrix covering SLG, MMO, card games, and simulation games, with plans to launch 10 SLG products by the first half of 2025 [2][2][2] 4. **Continuous Revenue Growth from Product Pipeline** The company has a rich product pipeline, with the recent launch of "RO" in Hong Kong and Macau, and the anticipated launch of the IP product "Douluo Dalu: Zero," which is expected to contribute to revenue growth [2][2][2] 5. **Stable Dividend Policy** The company emphasizes shareholder returns, with a cumulative dividend and buyback amount of 2.3 billion yuan in 2024. In 2025, it plans to continue its quarterly dividend strategy, having already distributed approximately 1.386 billion yuan in the first three quarters, with a dividend payout ratio of about 59% [3][3][3] 6. **Investment in AI Development** The company is actively investing in AI, with its self-developed game industry model "Xiao Qi" at the core, covering the entire chain of research, operation, and distribution. AI applications in 2D art, 3D modeling, and multilingual translation have significantly improved development efficiency and reduced operational costs [3][3][3] 7. **Strategic Investments in AI Companies** The company is also investing in AI model companies such as Zhizhu Huazhang, Baichuan Intelligent, and Moon's Dark Side, further expanding its presence in the AI industry chain [3][3][3]

Core Viewpoint - The gaming sector in the A-share market has quietly risen, with an overall increase of over 60% expected by 2025, amidst a focus on precious metals, AI, and computing power concepts in the past year [2][3]. Group 1: Industry Growth and Policy Support - The gaming industry has seen significant growth, with the number of approved games reaching a historical high of 1,771 in 2025, a 25.07% increase from 1,416 in 2024 [5]. - The revival of game approvals is attributed to a combination of factors, including the gradual relaxation of policies and improved social attitudes towards the industry [7]. - In April 2025, the government introduced three measures to support game development, including tax incentives and support for IPOs and mergers [8]. - 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 [9]. Group 2: Investment in Game Development - Leading gaming companies have significantly increased their R&D expenditures, with Century Huatong, Giant Network, and G-bits reporting R&D costs of 76 million, 34 million, and 28 million yuan respectively, all showing over 45% growth year-on-year [11]. - The gaming user base has grown by 1.35% to 683 million, marking a historical high, indicating increased user engagement and spending [14]. - The domestic console game market has seen a sales revenue of 8.362 billion yuan in 2025, reflecting an 86.33% year-on-year growth [15]. Group 3: Market Trends and Future Directions - The gaming industry is experiencing a shift towards high-quality games, with a notable increase in the success rate of projects among leading companies [20]. - The variety of game genres is expanding, with new trends emerging, such as the rise of party games and the anticipated popularity of auto-chess games in 2026 [24]. - The mini-game market on WeChat has rapidly grown, with revenues reaching 53.535 billion yuan in 2025, a 34.39% increase, and a significant rise in active users [25]. - The gaming market is expected to continue expanding, driven by improved game quality, the growth of mini-games, and the integration of AI in game development and operations [29]. Group 4: Competitive Landscape - The gaming industry is becoming increasingly competitive, with companies investing in mergers and expanding into international markets to address challenges [33]. - While most companies focus on the domestic market, there is a growing emphasis on global expansion, leading to a significant increase in R&D investments [34]. - The industry's future growth will likely depend on companies that can innovate gameplay and develop platform-based gaming enterprises [36].

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]

Core Viewpoint - Huatai Securities report indicates that the RPG mini-game "Survive 33 Days," launched by 37 Interactive Entertainment at the end of November 2025, quickly rose to the top of the WeChat mini-game sales chart, achieving the number one position on January 3, breaking the dominance of SLG and tower defense games that had held the top spot for a year [1] Group 1 - The game "Survive 33 Days" utilizes a "search, attack, retreat" gameplay mechanic that attracts players [1] - The game's visual design and innovative gameplay create an immersive experience for players [1] - This title is another successful release following "Seeking the Dao of the Universe," "Time Explosion," and "Heroes Have No Flash," demonstrating the company's ongoing product development and operational capabilities [1] Group 2 - The company is optimistic about its product strength and the continued implementation of AI technologies [1] - The investment rating for the company is maintained at "Buy" [1]

Core Insights - The 2025 Guangdong Game Industry Annual Conference and "Golden Diamond Ceremony" will take place on December 23-24, 2025, gathering top industry players to review achievements and predict future trends [1] - The event is guided by the Guangdong Provincial Press and Publication Bureau and organized by the Guangdong Game Industry Association, having developed into a highly recognized brand over nine years [1] - 37 Interactive Entertainment won four major awards at the "Golden Diamond Ceremony," including recognition as one of the "Top 20 Guangdong Game Companies" and accolades for its popular games [1][2] Industry Overview - The Guangdong game industry is projected to achieve an annual revenue of 283.613 billion yuan, accounting for 80.85% of the national revenue [2] - The recognition of 37 Interactive Entertainment as a top company reflects its leading position and commitment to high-quality industry development [2] Company Achievements - 37 Interactive Entertainment has actively pursued technological innovation while maintaining a focus on content, establishing an AI-enabled system that enhances efficiency across various development stages [4] - The company’s products have received multiple awards, showcasing its diverse content strategy and success in the mini-game sector, which has seen a market size of 53.535 billion yuan, a year-on-year increase of 34.39% [4] - The games "Time Explosion" and "Heroes No Flash" have been recognized as the "Most Popular Mini-Games," highlighting the company's strategic positioning in this growing market [4][6] Game Performance - "Time Explosion" achieved significant popularity, reaching the top of the iOS free chart and ranking fourth in the WeChat mini-game sales chart [6] - "Heroes No Flash" emerged as a standout in the mini-game sector, also topping the WeChat sales chart [6] - The flagship game "Douluo Continent: Soul Hunting World" won the award for "Most Popular Original Online Game," demonstrating the company's strength in IP adaptation and original development [6] Talent Recognition - The inclusion of 37 Interactive Entertainment's legal vice president and AI Lab head in the Guangdong Game Industry Expert Database reflects the industry's recognition of the company's talent [8] - The awards received at the "Golden Diamond Ceremony" signify comprehensive acknowledgment of the company's overall strength [8] Future Outlook - 37 Interactive Entertainment plans to continue investing in content creation and technological innovation, leveraging AI to enhance product development and actively participating in industry planning and development [8]

Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Insights - The company has recently faced administrative penalties related to false shareholder information and undisclosed related party transactions, but it does not trigger major delisting risks [6] - The company is expected to see significant improvement in profitability driven by mini-games, with a notable increase in net profit margin in Q3 [6] - The company has a rich pipeline of over 20 games, focusing on MMO and SLG genres, with expectations for new product validation in 2026 [6] - AI integration is enhancing production efficiency across the company's operations, with investments in various AI-related companies [6] - The company has maintained a strong dividend policy, with a dividend payout ratio of 59% in the first three quarters [6] - The revenue and net profit forecasts for 2025-2027 are maintained, with expected revenues of 164 billion, 190 billion, and 203 billion respectively [6] Financial Data and Profit Forecast - Total revenue for 2025 is estimated at 16,440 million, with a year-on-year decrease of 5.7% [5] - The net profit attributable to the parent company for 2025 is projected to be 3,205 million, reflecting a year-on-year growth of 19.9% [5] - The earnings per share for 2025 is expected to be 1.45 yuan, with a PE ratio of 14 [5] - The gross margin is projected to be 77.0% for 2025, with a return on equity (ROE) of 23.0% [5]

Core Insights - The National Press and Publication Administration released the approval information for domestic online games in October 2025, granting a total of 166 licenses, including 159 domestic and 7 imported games [1][3] - The number of game licenses issued in October is the second highest this year, following August's 173 licenses, bringing the total for 2025 to 1,440 licenses, with 1,354 for domestic games and 86 for imported games [1] Group 1: Game Categories and Companies - Over 40% of the approved games in October are casual mobile games [1] - Notable companies receiving approvals include FunPlus, 37 Interactive Entertainment, Klei Entertainment, Youzu Interactive, and Eagle Horn Network [1][3] - Key products approved include Eagle Horn Network's "Arknights," 37 Interactive Entertainment's "Survival 33 Days," and Klei Entertainment's "Blue Moon Hero" [3] Group 2: Absences and New Entries - Notably, NetEase was absent from the list of approved games, while Tencent only had one game approved, "Eight Desolate Journey," operated by Guangzhou Kugou Computer Technology Co., Ltd [3] - The mobile game "Tomorrow's Prologue," operated by Beijing San快 Technology Co., Ltd, is linked to Meituan, co-owned by Meituan's founders Wang Xing and Mu Rongjun [3][4]