放在以前，暑期档向来是一年里新品战况最为惨烈的时段，但对比2024，今年大家那股针尖对麦芒的火药味反倒收敛了不少。 从今年49家厂商放出的59款产品来看，即便2025暑期档依旧大作扎堆，可相较于去年同期的《三角洲行动》《绝区零》《燕云十六声》《黑神话：悟空》 等一众爆款，今年暑期档的确少了一些能够"一锤定音"的产品。 究其原因，我认为这跟2024年游戏行业"研发收缩"的趋势离不开关系——据游戏那点事统计，2024年大概有7成（67.6%）的上市游戏公司降低研发费用。 如果把这批厂商合起来算，那平均每家的研发支出更是有着2成（20.79%）的同比减少。 好在，24年的"研发收缩"趋势对25年市场大盘的影响存在一定滞后性，如果现在我们把目光拉回到2025年这59名暑期档"选手"，就不难发现其中仍有不少 具备爆款相的潜力新游。 借此机会，我们也来好好唠一唠2025年的暑期档，看看都有哪些产品能够在这个"游戏小年"突出重围。 | | | 2025年暑期档新品 | | | | --- | --- | --- | --- | --- | | | | | | 整理及制图:游戏那点事 | | 厂商 | 产品 | 游戏类型 | ...

Core Viewpoint - The summer gaming season of 2025 is set to be unprecedentedly competitive, with over 20 new domestic games scheduled for release in July, highlighting the industry's peak period due to increased user engagement during student vacations [2][11]. Group 1: Market Dynamics - The summer season is traditionally a golden period for the gaming industry, with significant competition expected as major players like Tencent and NetEase launch products around the same time [2][4]. - The global gaming market also experiences a peak during this period, with Chinese game developers focusing on key products for overseas markets, particularly in Asia [2][9]. Group 2: Major Releases and Strategies - Tencent's strategy includes a dual approach with the launch of "Carbon Island" on July 2, which integrates low-carbon concepts into gameplay, and "Star Resonance" on July 17, a major title in the anime genre [5][6]. - NetEase is heavily investing in PC and overseas markets, with the release of "Uncharted Star Abyss" on July 17, developed by a studio founded by Blizzard's co-founder [5][6]. - The direct competition between NetEase's "Uncharted Star Abyss" and Tencent's "Star Resonance" on the same day is anticipated to be a significant highlight of the July gaming market [6]. Group 3: Trends in Game Development - The new game lineup for July reflects two major industry trends: the continued focus on core categories by major companies and a notable recovery in the PC gaming market [9][10]. - The revival of the PC gaming market is attributed to factors such as the normalization of game licensing, the recovery of internet cafes, and the increase in cross-platform games [2][9]. - The emergence of several new PC titles indicates a shift towards differentiated product offerings, as companies seek to provide stronger gaming experiences compared to the saturated mobile gaming market [9][10]. Group 4: Competitive Landscape - The competition among major gaming companies is expected to intensify as they launch multiple products, leading to increased marketing efforts and potential user acquisition challenges [8][9]. - The upcoming releases from both large and small developers aim to capture user attention through innovative gameplay, technological upgrades, and thematic breakthroughs [11].

Core Viewpoint - The gaming industry is experiencing a surge in new game releases during the summer of 2025, driven by the availability of university students and major events like ChinaJoy, which encourages companies to showcase their new titles [3][5]. Game Releases - In June, 20 new games were launched in China, with July seeing over 20 additional titles set to release, including Tencent's "Star Resonance" and NetEase's "Unowned Star Abyss" [4][6]. - Notable games include "Limitless Machine" by Xishanju and "Carbon Island" by Tencent, both released on July 2, marking the start of the summer gaming season [4]. Market Dynamics - The gaming stock market has shown volatility, with significant gains on July 8, as companies like Iceberg Network and Giant Network saw increases of over 10% and 5% respectively [3][8]. - The approval of 757 game licenses in the first half of the year, including a record 158 in June, indicates a stable trend in the gaming industry [8]. Nostalgia and Updates - Established games are also seeing updates and new versions, such as the nostalgic version of "Fantasy Westward Journey," which has attracted significant player interest, leading to server congestion [6][7]. - The strategy of updating older games helps maintain player engagement and ensures stable revenue for gaming companies [7]. Policy Support - Various local governments have introduced supportive policies for the gaming industry, focusing on promoting game exports and integrating AI technology [8]. - The trend of regular game license approvals is expected to continue, fostering a more robust gaming environment [8]. Industry Trends - The gaming industry is witnessing a diversification of genres, with companies exploring new gameplay mechanics and AI integration [9]. - The emergence of party games like "Goose Duck" is expected to intensify competition among major players like NetEase and Tencent [9].

2025年07月07日 证券研究报告 | 传媒行业7月投资策略 持续看好游戏板块表现，把握A I应用与I P潮玩布局机会 行业研究 · 深度报告 传媒 · 传媒 投资评级：优于大市（维持） 证券分析师：张衡 证券分析师：陈瑶蓉 021-60875160 021-61761058 zhangheng2@guosen.com.cn chenyaorong@guosen.com.cn S0980517060002 S0980523100001 报告摘要 6月跑赢市场。1）25年6月份传媒板块（申万传媒指数）上涨8.40%，跑赢沪深300指数5.90个百分点，在申万一级31个行业中排名第7位；2）巨人网络、联建光电、ST广网、欢 瑞世纪、冰川网络涨幅居前；祥源文旅、游族网络、新华都、ST大晟、三六五网等跌幅居前；3）估值来看，当前申万传媒指数对应TTM-PE 47.9x，处于过去5年87%分位数。 游戏市场1-5月营收持续高增长，持续看好关注政策、景气度、AI应用及新品上线驱动下的板块机会。1）6月份共有147款国产游戏和11款进口游戏过审，1-6月份累计发放游戏 版号812个，同比增长17.9%；北京、浙江等地推出 ...

2025 年 07 月 05 日 GPT-5 与 AI 眼镜叠加暑假档 有望助力传媒再下 一城 推荐(维持) 投资要点 | 分析师：朱珠 | S1050521110001 | | --- | --- | | zhuzhu@cfsc.com.cn | | | 行业相对表现 | | 表现 1M 3M 12M 传媒(申万) 4.6 7.8 47.3 沪深 300 2.7 3.1 16.1 市场表现 -20 0 20 40 60 80 (%) 传媒 沪深300 资料来源：Wind，华鑫证券研究 相关研究 1、《传媒行业策略报告：文化植入 根拉动科技应用与消费具杠杆效 应》2025-06-27 2 、 《 传 媒 行 业 周 报 ： 从 卡 游 到 52Toys 再到 WAKUKU 量子之歌撬动 IP 经济积极关注 AI 应用》2025-06-15 3、《传媒行业动态研究报告：关注 AI 应用撬动传媒新增量即梦 AI 月活 超 3000 万》2025-06-08 —传媒行业周报 ▌本周观点更新 2025 年下半年如何看？文化植入根，以 IP 为支点拉动消费具 有杠杆效应，科技秀于林，以 AI 为支点 从降本增效到寻 A ...

Core Viewpoint - The company Xishanju has officially launched the public beta of its original sci-fi shooting game "Jiexianji" on July 2, marking its debut on multiple platforms including PC, Steam, and Xbox Series X|S [1] Group 1 - The game "Jiexianji" is categorized as a sci-fi shooting game, indicating a focus on futuristic themes and gameplay mechanics [1] - The launch of the public beta suggests a strategic move to engage players and gather feedback for further development [1] - The availability on multiple platforms (PC, Steam, Xbox Series X|S) indicates the company's intention to reach a broader audience and maximize market penetration [1]

Investment Rating - The report maintains a "Positive" outlook on the gaming sector, highlighting a monthly high in game approvals and encouraging summer promotions [4]. Core Insights - The gaming sector is expected to benefit from a significant increase in new game approvals, with 158 new games (147 domestic and 11 imported) approved in June, marking a new monthly high for the year. This trend indicates a clear easing of regulatory constraints [4]. - The mid-term growth drivers include the expansion of overseas markets and the consumption demands of the post-90s and post-00s generations, improved competitive dynamics leading to better-than-expected profit margins, and AI developments enhancing valuation options [4]. - Key companies such as Giant Network, Huya, and others are expected to show strong performance, with new game launches and innovative strategies aimed at attracting younger users [4]. Summary by Sections Gaming Sector - The report emphasizes the ongoing recommendation for the gaming sector, driven by new game approvals and summer promotional activities. The mid-term logic includes overseas expansion and evolving consumer preferences [4]. - Notable companies like Tencent, NetEase, and Giant Network are highlighted for their expected revenue and profit growth, with specific projections for 2025 and 2026 [6]. AI and Internet Media - AI applications in platforms like Kuaishou and Meitu are showing better-than-expected commercialization, with significant user engagement and innovative content offerings [4]. - The report discusses the potential of AI in education and advertising, with companies like New Oriental launching AI educational products and Tencent enhancing ad efficiency through AI [4]. Consumer Trends - The report identifies high-demand consumer segments in collectibles, music, and live events, with companies like Pop Mart and NetEase Music showing strong growth trajectories [4]. - The report also notes the resilience of advertising platforms like Focus Media, which is expected to benefit from partnerships that enhance media value [4].

Core Viewpoint - The 2025 ChinaJoy will be held from August 1 to August 4 in Shanghai, showcasing a significant number of exhibitors and events focused on digital interactive entertainment and gaming industry advancements [1][10]. Exhibition Aspects: Major Works and Technological Innovations - The theme for this year's ChinaJoy is "Gathering What You Love," with 743 companies registered to participate, including 237 foreign enterprises from 37 countries, representing 31.8% of total exhibitors [10][11]. - The BTOC Interactive Entertainment Hall will feature over 283 companies, while the BTOB Business Negotiation Hall will host more than 460 companies, with foreign enterprises making up 45.2% of the latter [11]. - Notable exhibitors include Tencent, NetEase, and Perfect World, showcasing popular games and new releases, with many offering on-site play experiences [13][15][16]. Conference Aspects: Industry Leaders and Global Collaboration - The event will host several key conferences, including the China International Digital Entertainment Industry Conference (CDEC) and the China Game Developers Conference (CGDC), featuring hundreds of industry leaders and experts [19][20]. - CDEC will focus on new directions for industry development, with over 100 industry leaders expected to participate [19]. Event Activities: Engaging Competitions and Performances - The Cosplay Super League will cover 12 regions with nearly 30,000 participants, while the National Dance Group Ceremony will feature over 300 competitors [21]. Highlights of the Exhibition - The event will emphasize AI technology innovation and new consumer experiences, including a "Creator Zone" aimed at engaging younger audiences [22][23]. - The international presence is expected to increase, with foreign exhibitors making up 46.5% of the BTOB Business Negotiation Hall, marking a historical high [25]. Safety Measures: Ensuring a Secure Environment - A comprehensive safety management system will be implemented, including content review processes and on-site management protocols to ensure a safe and orderly event [31][33]. Ticketing Information: Early Bird Pricing - Early bird tickets for ChinaJoy will be available through various platforms starting July 2, with different phases for ticket sales [35].

包括腾讯游戏、网易游戏、完美世界在内的业界的知名企业已在积极筹备参展产品。其中，网易游戏将带来《燕云十六声》《第五人格》《永劫无 间》IP、《逆水寒》IP在内的40余款运营中的游戏产品，以及新游《遗忘之海》《命运：群星》《万民长歌：三国》《无主星渊》《灵兽大冒险》等多 款新品。 腾讯游戏、PlayStation展台今年将为玩家带来丰富多彩的游戏试玩和舞台活动；西山居新游《解限机》现已全球上线，届时也将提供现场试玩。 中国音像与数字出版协会副秘书长、中国音数协游戏工委秘书长、电竞工委主任委员唐贾军在发布会上表示："游戏作为数字文化产业的重要部分，已 经独立亮相于国家服务消费的战略大局，并纳入到数字经济发展宏观的议题之下，被赋予拉动经济增长的重要引擎定位，成为拉动服务消费、释放文 化潜能、带动产业升级的重要力量。" 今年ChinaJoy将聚焦AI科技创新及新消费场景创新，诸多亮点科技产品将集体亮相智能硬件馆，并新增"智慧娱乐机器人"展位，打造AI科技体验场景； 同期举办ChinaJoy AIGC大会，联合世纪华通举办首届"数龙杯"全球AI游戏及应用创新大赛。 游戏作为数字文化产业的重要部分，已经独立亮相于国家服务 ...

证券研究报告 晨会 hyzqdatemark 2025 年 06 月 23 日 传媒 腾讯上线新短剧小程序，关注 AI 生视频产业进度——传媒互联网行业周报：本 周观点：腾讯微信端近期上线新短剧小程序【短剧】，产品形态简洁，且采用免费 模式。我们认为腾讯推出【短剧】小程序，聚合优质短剧内容，是增强教育用户在 微信端观看免费短剧的行为习惯，同时免费短剧形态有望在视频号、公众号、小游 戏之外，增加广告点位承载，进一步消化广告库存，提高广告效率。我们建议重视 平台流量扩充下，短剧生态的活跃，关注短剧制作和买量投放公司。此外，MiniMax 发布新视频生成模型 Hailuo02，建议重视多模态模型迭代中，短剧、动画等内容形 态产品的生产工业化技术的突破。同时，我们建议调整中继续重视优质新品的强势 表现带来的弹性交易机会。 投资要点： 资料来源：聚源，华源证券研究所，截至2025年06月23日 华源晨会精粹 20250623 固定收益 继续看多收益率 2%以上的信用债——信用分析周报：本周大部分行业信 用利差小幅波动，AA+休闲服务行业的信用利差大幅走扩。城投债方面，本周城投 债信用利差 1Y 以内小幅走扩，>1Y 的 ...