证券研究报告 传媒 渠道分成比例降低，助力游戏板块利 润率提升 华泰研究 2026 年 3 月 15 日│中国内地 动态点评 据苹果官网宣布，自 3 月 15 日起，中国内地（大陆）App Store 的内购及 付费 App 的佣金率将由 30%降低为 25%，同时，小型企业项目、小程序合 作伙伴开发者，应用内购和自动订阅续费满一年后的优惠费率，同步从 15% 下调至 12%。我们认为，苹果端分成比例的下调，将直接带动游戏厂商利 润率提升，渠道降费与开放为行业大趋势，利好游戏产业健康持续发展。 渠道分成比例下降，有望直接带动游戏公司利润率提升 1）此前，3 月 4 日，谷歌宣布 Google Play 商店的抽成将从 30%降至 20%， 并正式开放第三方支付与第三方应用商店。新的抽成政策即将在全球分批次 推出，至 2027 年 9 月 30 日前在全球正式实行。我们认为，谷歌和苹果通 过占据应用商店的垄断地位，长期收取高额的渠道流水分成，对应用开发者 生态繁荣发展及相关的反垄断监管都存在不利影响，"平台税"由单一抽成 过渡至分层费率、整体费率下调、全球化渠道开放为长期大趋势。 2）基于中国内地（大陆）由 3 ...

Investment Rating - The report rates the industry as "Buy" [4] Core Insights - The recent settlement between Google and Epic Games, which includes a reduction in the Google Play Store commission to 20% and 10% for subscription services, marks the end of high commission practices in app stores. This change is expected to benefit high-quality game developers as they gain more negotiating power in channel discussions [3][11][12] - The gaming sector is viewed as having high valuation attractiveness, with a recommendation to continue investing in leading companies that are expected to maintain high growth rates despite recent market adjustments [5][15] Summary by Sections Google and Epic Games Settlement - Google and Epic Games have reached a settlement that reduces the Google Play Store commission to 20% and 10% for subscriptions, allowing developers to use their own payment systems. This agreement will be effective until September 30, 2032, and will be rolled out globally by September 30, 2027 [9][11][12] Gaming Sector Valuation - The gaming sector has experienced significant adjustments due to macroeconomic narratives, but it remains complex and difficult to replace with AI. AI is expected to enhance game development efficiency rather than replace it. The report emphasizes that high-quality content will drive user retention and payment, opening new growth avenues in the industry [5][13][14][15] Recommended Companies - The report suggests focusing on companies with strong growth potential, including Wanda Film, Perfect World, and Mango Excellent Media, among others, as they are expected to benefit from the changing landscape in the gaming industry [8][16]