2025年08月23日 证券研究报告|行业研究|行业点评 社会服务行业·周观点 新游放量叠加 AI 落地，游戏行业景气度持续回升 国家新闻出版署版号发放节奏保持常态化,7月共审批通过134 款版号（其中国产127款、进口7款），2025年累计已达946款, 覆盖腾讯《终极角逐》等头部厂商核心产品与中小厂商创新品 类,优质供给持续释放。地方层面,浙江出台《关于支持游戏出 海的若干措施》,从产业能级、平台支撑、生态优化、要素保障 等维度推动企业出海;广州揭牌游戏出海服务中心和企业服务 中心,整合资源提升企业服务效率;上海设立网络游戏产业研究 中心，支持打造全球游戏创新高地。 伽马数据显示，7月中国游戏市场实际销售收入达290.84亿元, 环比+8.14%、同比+4.62%,暑期新品上线与运营活动为增长注 入核心动能。上半年行业收入与用户规模均创历史新高,其中移 动端占比超74%，保持主导地位。公司层面，吉比特上半年实现 收入25.18亿元、同比+28.49%，归母净利6.45亿元、同比+24. 50%,新游《问剑长生》《杖剑传说》表现亮眼,后者上线后登 投资评级 增持 维持评级 行业走势图 200/ 10% 0% ...

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Core Insights - The domestic gaming market in China achieved a record sales revenue of 168 billion yuan in the first half of 2025, marking a year-on-year growth of 14.08% [3] - The number of gaming users reached 679 million, also a historical high, with a year-on-year increase of 0.72% [3] Group 1: Market Performance - The gaming sector is experiencing strong growth, driven by the successful launch of new games and the steady performance of established titles [3] - The rise in e-sports and mini-program games is contributing significantly to market expansion [3] - The overall improvement in industry sentiment and accelerated technological advancements are providing robust support for the gaming sector [3] Group 2: Regulatory Environment - The National Press and Publication Administration continues to issue gaming licenses, with 134 licenses granted in July 2025, including 127 domestic and 7 imported games [4] - A total of 884 domestic gaming licenses were issued from January to July 2025, reflecting a year-on-year increase of 20.60% compared to the same period in 2024 [4] - The regular issuance of gaming licenses indicates ongoing regulatory support for the gaming industry [5] Group 3: Investment Opportunities - The current market conditions and the positive outlook for the gaming sector present attractive investment opportunities, particularly in gaming ETFs [5]

Investment Rating - The industry investment rating is "Positive" and maintained [7] Core Insights - In July, the National Press and Publication Administration approved 127 domestic game titles, including key products from Huatuo and Giant Network. The summer gaming season has seen strong performance from multiple new games, indicating a sustained high level of activity in the gaming sector [2][4] - The new game cycle, favorable policy trends, and AI catalysis are expected to drive continued improvement in the gaming sector's fundamentals, suggesting that the valuation of the gaming sector still has upward elasticity. Investors are encouraged to continue monitoring investment opportunities in this sector [2][4] Summary by Sections Game License Issuance - In July, 127 domestic games received approval, including Huatuo's "Kingshot" and Giant Network's "Famous Generals Kill." Additionally, 7 imported game licenses were granted [9] - "Kingshot" has seen significant revenue growth, doubling in May and increasing by 56% in June, ranking third in China's mobile game overseas revenue growth [9] New Game Performance - Several new games from listed gaming companies have performed strongly during the summer season. For instance, Giant Network's "Supernatural Action Group" reached the top 4 in the free game rankings and top 20 in the revenue rankings on its launch day [9] - Other notable performances include Jiubite's "Staff Sword Legend," which entered the iOS revenue rankings top 13, and Tencent's "Dungeon and Fighter Mobile," which topped the iOS revenue rankings [9] Future Outlook - The pipeline for key gaming companies is robust, with several new titles set to launch, including "Tomb Raider: Journey" and "Douluo Continent: Evil Legend" [9] - The new game cycle is expected to enhance the sector's fundamentals, with ongoing policy stability and the integration of AI in gaming likely to boost valuations and performance [9]

Market Overview - On July 23, both the Hong Kong Hang Seng Index and the A-share Shanghai Composite Index rose, with the former stabilizing above 25,500 points, reaching a new high since November 2021, while the latter touched the critical 3,600 points [2] - The gaming sector in Hong Kong saw significant capital inflow, rising by 4%, with Tencent (00700.HK) being the largest contributor, increasing by 4.94% to HKD 552.0 per share, marking a new high since June 2021 [2][3] Company Performance - Tencent's stock performance was notable, with a significant increase in market capitalization, while other gaming stocks like Kingsoft (03888.HK), NetEase (09999.HK), Bilibili (09626.HK), and Xindong Company (02400.HK) also saw gains of 3.89%, 2.59%, 2.33%, and 1.56% respectively [2][3] - Flying Fish Technology (01022.HK) experienced the highest single-day increase of 49.15% following a profit announcement, projecting a net profit of approximately RMB 55 million to 70 million for the first half of 2025, compared to a loss of RMB 2 million in the same period last year [3][7] A-share Market - In the A-share market, the gaming sector also performed well, with ST Huatuo (002602.SZ) rising by 4.22%, and other companies like Gigabit (603444.SH) and 37 Interactive Entertainment (002555.SZ) also recording gains [4] Regulatory Environment - The National Press and Publication Administration approved 127 domestic games and 7 imported games in July, contributing to the positive sentiment in the gaming sector [5] - Notable approvals included Tencent's "Summon Adventure" and NetEase's "Diablo IV," indicating a steady release of new content in the market [5] Industry Trends - Analysts noted a solidifying trend of regular game approvals, coupled with domestic gaming innovations, suggesting a recovery in the industry's growth pace [6] - The summer season is a critical period for game developers, with many launching new titles aimed at enhancing player engagement through strong narratives and social elements [6] Financial Outlook - Market expectations for Tencent's Q2 2025 revenue and gross profit are optimistic, with projected year-on-year growth of 12% and 17% respectively, driven by an 18% increase in online gaming revenue [7] - HSBC forecasts NetEase's Q2 performance to be stable, with an expected revenue growth of 11%, supported by a significant increase in PC game revenue [8] - Analysts express a positive outlook for the gaming sector, citing improvements in supply and the emergence of quality content, alongside the impact of AI technology on cost reduction and efficiency [8]