行 业 研 究 / 行 业 点 评 相关研究 证 券 研 究 报 告 证券分析师 林起贤 A0230519060002 linqx@swsresearch.com 袁伟嘉 A0230519080013 yuanwj@swsresearch.com 任梦妮 A0230521100005 renmn@swsresearch.com 夏嘉励 A0230522090001 xiajl@swsresearch.com 赵航 A0230522100002 zhaohang@swsresearch.com 黄俊儒 A0230525070008 huangjr@swsresearch.com 研究支持 张淇元 A0230124080001 zhangqy@swsresearch.com 联系人 林起贤 (8621)23297818× linqx@swsresearch.com 2025 年 10 月 12 日 Sora2 验证 AI 视频机会，关税不 改变港股互联网和游戏投资逻辑 看好 ——互联网传媒周报 20251006-20251010 行 业 及 产 业 请务必仔细阅读正文之后的各项信息披露与声明 本研究报告仅通过邮件 ...

每经记者｜张梓桐 每经编辑｜张益铭 10月11日，Sensor Tower商店情报平台发布的最新数据显示，中国手游出海市场在短短一个月内上演了激烈的排名洗牌。 《每日经济新闻》记者注意到，在9月中国手游发行商收入TOP30中，超过半数厂商出现排名波动，既有头部阵营的微妙角力，也有中坚力量的排位互换， 更有新贵势力的强势跃升。 具体来看，头部阵营中，腾讯稳坐榜首，但9月增长动能减弱，点点互动凭借《Whiteout Survival》《Kingshot》双爆款巩固第二，前者累计收入35亿美元， 后者单月破1亿美元，网易则凭借新品稳居第三。中坚层中，米哈游借《原神》五周年庆收入增长33%跃升至第五，Florere Game稳步进阶。新贵中，沐瞳科 技靠《ACECRAFT》飙升7位至11名。 | | F游及发行商 | | | | --- | --- | --- | --- | | 1 | Whiteout Survival | 16 | 08 20 | | | 点点互动 | | 库洛游戏 | | 2 | Kingshot | 17 | Destiny: Rising | | | 点点互动 | | 网易 | | 3 | ...

证券研究报告 | 公司更新 | 游戏Ⅱ 超预期点一：《Whiteout Survival》等游戏的持续性，SLG 游戏的长生命周期 市场认为：《Whiteout Survival》和《Kingshot》的高流水已分别持续了一年和半 年，流水已达峰，后期流水应呈逐步下降趋势，难以持续。 依据：根据过往经验，新游上线前期是玩家充值意愿较高的时期，后期随着游戏 内容的消耗和竞品的推出，流水或逐步递减，导致其营收和利润贡献逐步衰弱。 我们认为：《Whiteout Survival》流水趋稳但是下降可能性较低，《Kingshot》流水 仍处爬坡阶段，特别是国服《奔奔王国》，小程序和 App 版上线时间较短，推广 后带来的流水仍存巨大空间。 SLG+X 的全球旗手，率先跑出的 A 股龙头 ——ST 华通更新报告 投资要点 一句话逻辑：公司是一家以 SLG 和经典 IP 为主，在游戏出海上见长的游戏研发 商。公司两款"SLG+X"品类的《Whiteout Survival》和《Kingshot》头部游戏 有望在游戏生命周期和利润率上持续超预期，且目前研发经验可复用、可累计， 同时叠加《Kingshot》国服的市场增量，公司 ...

Core Insights - The 2025 Tokyo Game Show (TGS) concluded with record attendance and participation, highlighting the growing influence of Chinese game developers in the Japanese market [1][3][5] Group 1: Event Overview - TGS 2025 featured a record 1,136 exhibitors and 4,157 booths, with attendance exceeding 260,000, showcasing a vibrant atmosphere [1][2] - The event emphasized content over form, with many new product launches and gameplay experiences available for attendees [2] Group 2: Chinese Game Developers' Impact - Chinese game companies had a significant presence, with nearly 110 exhibitors, including major players like Tencent and NetEase, marking an unprecedented scale [1][3] - Games like "Whiteout Survival" and "Kingshot" from Century Games gained notable attention, with extensive promotional efforts and local collaborations enhancing their visibility [3][11] Group 3: Market Dynamics - The Japanese gaming market, while smaller than the US and China, remains highly lucrative, with a projected mobile market revenue of $11 billion in 2025, making it the second-largest globally [6] - Chinese games are increasingly accepted in Japan, with local players showing high interest in titles like "Whiteout Survival," which has consistently ranked in the top charts [5][11] Group 4: Strategic Approaches - Chinese developers are adopting long-term strategies and localized approaches to penetrate the Japanese market, focusing on user engagement and differentiated products [10][11] - The success of titles like "Whiteout Survival" and "Kingshot" illustrates the effectiveness of these strategies, as they have achieved significant rankings in Japan's competitive market [11] Group 5: Recognition and Acceptance - The recognition of Chinese games in Japan is growing, as evidenced by titles like NetEase's "Infinite" featuring on the cover of a prominent Japanese gaming magazine [12] - The narrative around Chinese games is shifting from "made in China" to a focus on quality and innovation, reflecting a broader acceptance in the Japanese gaming community [12]

2025东京电玩展Century Games展台 【编者按】昨天(9月28日)，被冠以"史上最大体量"之称的2025东京电玩展(TGS2025)，在聚焦了全球游 戏人的目光后落下帷幕。这场盛会也见证了Century Games——这家世纪华通旗下主攻海外的公司的努 力——过去4天，《Whiteout Survival》与《Kingshot》两款SLG力作在核心展区的亮相，成为TGS乃至 全球市场瞩目的焦点。而这次亮相的背后，正是公司深耕日本高价值市场的有效成果，更是其海外运营 体系的厚积薄发。 日本百亿美元市场：破局 从市场规模看，日本游戏市场的规模虽不及美国和中国，但其"含金量"却稳居全球前列。根据Sensor Tower发布的《2025日本游戏市场洞察报告》显示，2025年日本手游市场仍是全球的"价值天花板"—— 110亿美元的IAP收入牢牢占据全球第二席位，玩家ARPU值更是达到欧美市场的1.8倍。即便手游下载量 已趋于平稳(全年约6.28亿次)，但"高付费意愿、高用户留存、高品牌忠诚度"的特性，让这里一直是全 球厂商眼中的必争之地。 | | | | | | Top Hobile Game Market ...

Core Viewpoint - Century Huatong has emerged as a significant player in the gaming industry, with its subsidiary, Diandian Interactive, surpassing major competitors like NetEase and miHoYo in global mobile game revenue, primarily due to its unique game offerings and strategic market positioning [1][6]. Group 1: Company Performance - Diandian Interactive distributed approximately 600 million yuan among 27 employees this year, showcasing its financial success [1]. - From June 2023, Diandian Interactive's global mobile game revenue exceeded that of NetEase, securing the second position in the industry, only behind Tencent [1]. - The flagship games, "Whiteout Survival" and "Kingshot," have generated cumulative revenues of over $3.3 billion and $300 million, respectively [5]. Group 2: Market Strategy - Diandian Interactive has focused on niche markets, developing games in less competitive segments, such as survival strategy and shooting card games, which has allowed it to capture player interest without facing intense competition [4][7]. - The company has successfully localized its games to cater to regional player preferences, enhancing user engagement and retention [4][5]. Group 3: Competitive Landscape - The gaming industry is witnessing an influx of competitors attempting to replicate Diandian Interactive's success, particularly in the survival strategy genre, which may increase customer acquisition costs for the company [7][10]. - Major players like Tencent are also entering the same market segments, intensifying competition and potentially impacting Diandian Interactive's market share [10][8]. Group 4: Future Initiatives - Diandian Interactive is actively working on retaining existing players through updates and enhancements to current games, while also exploring new game genres and integrating AI technologies to improve game development efficiency [11][12]. - The company is expanding its workforce, particularly targeting experienced talent from larger firms, indicating a commitment to growth and innovation [12].

Group 1 - The A-share market opened positively on September 22, with the Shanghai Composite Index rising by 0.05%, the Shenzhen Component Index by 0.37%, and the ChiNext Index by 0.10% [1] - The gaming sector experienced fluctuations, with the gaming ETF (159869) dropping over 1% after a low opening, but it has seen a net inflow of 507 million yuan over the past five trading days, indicating strong investor interest [1] - According to CITIC Securities, the gaming industry is expected to rejuvenate in 2025 after a period of self-reflection and external changes from 2021 to 2024, with a 19% year-on-year growth in the domestic self-developed online gaming market in the first half of this year [1] Group 2 - The current gaming industry boom is driven by strong supply and demand, leading to increased gaming hours and market expansion, with a noticeable easing of competition among leading companies [2] - Changes in marketing strategies and channel transformations have reduced pressure on sales expenses and channel sharing, benefiting gaming communities and live streaming platforms [2] - The integration of AI into game development is enhancing productivity, reflected in the decrease of overall R&D expense ratios from 48% in Q1 2023 to 29% in Q2 2025, indicating a clear upward trend in profit margins for the sector [2]

Group 1 - The Tokyo Game Show (TGS2025) will take place from September 25 to 28, 2025, in Chiba, Japan, featuring over 770 exhibitors and more than 4,000 booths, marking an unprecedented scale for the event [1] - Century Games, a subsidiary of Century Huatuo focusing on overseas markets, will showcase its leading SLG titles, "Whiteout Survival" and "Kingshot," highlighting the innovative strength of Chinese gaming [1][3] - The Century Games booth will cover 300 square meters, the largest for the company in recent years, featuring immersive experiences and interactive gaming activities for players [1][2] Group 2 - A giant T-shaped LED screen measuring 21 meters wide and 4 meters high will display a special 3D promotional video for the games, marking the largest naked-eye 3D video presentation in TGS history [1] - Players can enter themed areas for "Whiteout Survival" and "Kingshot," experiencing different game worlds and participating in interactive mini-games to win exclusive merchandise [2] - "Whiteout Survival," launched in 2023, has maintained the top position in China's mobile game revenue rankings for 15 consecutive months and has reached 200 million downloads globally, up from 90 million last year [3][4] Group 3 - "Kingshot," a medieval-themed 4X strategy mobile game, has shown remarkable growth since its launch in late February, with a 209% revenue increase in April and a doubling of revenue in May, becoming a top performer in the overseas market [4] - Both "Whiteout Survival" and "Kingshot" ranked first and second in China's mobile game overseas revenue rankings in July, establishing a strong dual-driver dynamic for Century Games' international expansion [4]

Summary of Key Takeaways from Citi's 2025 China Online Gaming Tour Industry Overview - The report focuses on the **China Online Gaming** industry, highlighting key players such as **Century Huatong**, **Giant Network**, **G-Bits**, and **Kingnet**. Key Company Insights Century Huatong - **Century Games** has emerged as a leading player in the casual strategy gaming sector, with monthly grossing between **US$350-400 million** driven by innovative content and effective traffic acquisition strategies [2][14]. - The company has a high product hit rate, with successful titles like **Whiteout Survival** and **Kingshot**, contributing to an extended profit growth cycle expected until **2028-29** [1][20]. - Management expects **incremental IP licensing revenues** to begin in **3Q25**, further enhancing profitability [23]. Giant Network - **Supernatural Action** is positioned as a potential large DAU title, with over **2 hours** of average daily time spent per user, driven by frequent content updates and a strong female gamer demographic [3][30]. - The game has achieved a grossing of over **RMB 500 million** in August, indicating strong user engagement [30]. - Management emphasizes the importance of social attributes and game quality over heavy traffic acquisition costs, achieving a **20%** traffic acquisition cost relative to grossing [31]. G-Bits - G-Bits is focusing on expanding its market presence in **Hong Kong, Macau, Taiwan, Japan**, and exploring Western and Korean markets [4]. - The company plans to launch **Wen Jian Chang Sheng** in **2H25**, with a focus on cultural adaptation for different markets [46]. - G-Bits maintains a shareholder return policy with a **70%+** earnings payout, supported by a strong cash position of over **RMB 4 billion** [54]. Kingnet - Kingnet has established three core business pillars: distribution, development of innovative games, and investment in IP [58]. - The upcoming renewal of the **Chuanqi IP** on **September 19** is expected to boost information services revenues significantly [60][65]. - Kingnet is also investing in AI initiatives, including the launch of an AI companion application, **EVE**, which has shown promising retention rates during testing [66][67]. Industry Trends and Outlook - The gaming industry is experiencing **structural tailwinds** such as favorable policy support and improved execution capabilities, with increasing interest in how AI is reshaping the sector [6]. - Despite rising traffic acquisition costs, companies are focusing on enhancing game quality and leveraging AI to improve operational efficiency [53][68]. - The overall sentiment among investors is positive, with expectations of continued growth and profitability across the sector, particularly for companies like Century Huatong and Giant Network [25][38]. Additional Insights - The report indicates a competitive landscape where companies are increasingly focusing on **user engagement** and **content innovation** to maintain market share [17][32]. - Management teams across these companies emphasize the importance of adapting to market demands and leveraging data analytics for better decision-making [52][70]. This summary encapsulates the key points from the Citi's 2025 China Online Gaming Tour, providing insights into the performance and strategies of leading companies in the industry.

Core Insights - Century Huatong reported a revenue of 17.2 billion yuan for the first half of 2025, representing a year-on-year growth of 85.5%, with a net profit of 2.656 billion yuan, up 129.33% [1] - The overseas gaming business contributed over 50% of the revenue, with "Whiteout Survival" leading the Chinese mobile game revenue charts [1][2] - The success of "Whiteout Survival" and its follow-up "Kingshot" highlights the effectiveness of the established methodologies of the subsidiary, Didi Interactive, in the gaming market [2][4] Company Performance - "Whiteout Survival" has become the top-grossing mobile game overseas, surpassing competitors like MiHoYo's "Honkai: Star Rail" and Tencent's "PUBG MOBILE" [1] - The game has maintained a high retention rate despite the "bait-and-switch" advertising strategy, which contrasts the gameplay shown in ads with the actual game experience [5][7] - Century Huatong's sales expenses increased by 121.72% to 6.564 billion yuan, driven by rising marketing costs associated with game revenue growth [9] Industry Trends - The mini-game export trend is gaining traction, with many developers attempting to replicate the success of "Whiteout Survival" and "Kingshot" [8][10] - The market is becoming increasingly competitive, leading to higher user acquisition costs, which may squeeze the survival space for smaller game developers [10][11] - The phenomenon of "skin-swapping" games, where existing popular games are rebranded for overseas markets, is becoming more common, complicating the landscape for original game developers [11]