智通财经APP获悉，中国音像与数字出版协会常务副理事长兼秘书长敖然发布《2025中国移动游戏广告营销报告》，这一报告由伽马数据撰写。报告显 示，2025年1-6月中国主要上市游戏企业平均销售费用率为21.8%，较去年同期下降2.9个百分点，是近5年来首次明显下降。 移动营销整体现状 现状一：平均销售费用率21.8%，系近5年首次明显下降 数据来源：伽马数据(CNG) 现状二：6成用户喜欢通过短视频广告获取信息，内容营销注重拉新及回流作用 短视频广告、图文信息流广告是用户最偏好获取游戏信息的形式，也是当前产业布局的主体。但除此之外，诸如落地页广告、直播、IP联动、试玩广告等 多元形式，也有超2成用户明确表示喜欢，多元的广告形式正进一步激发用户的游玩兴趣。 数据来源：伽马数据(CNG) 广告渠道侧，手机应用商店是用户最常下载移动游戏的渠道，占比74.3%; 同时，33.3%的受访者主要通过视频平台、16.8%主要通过内容平台、10.5%主要 通过游戏直播间下载游戏，以促活、优化游戏生态为核心目的的内容营销，在拉新及回流层面发挥更多作用。 注重深度营销指标是上述变化的核心成因，深度营销指标能进一步强化营销投入与创收 ...

Core Viewpoint - As of August 15, 2025, the stock price of Sanqi Interactive Entertainment is 17.13 yuan, reflecting a 1.36% increase from the previous trading day, with a trading volume of 684,100 hands and a transaction amount of 1.163 billion yuan [1] Group 1: Company Overview - Sanqi Interactive Entertainment focuses on interactive entertainment, primarily engaging in the research, development, publishing, and operation of mobile and web games [1] - The company's product portfolio includes various game types such as MMORPG, SLG, card games, and simulation management [1] Group 2: Financial Performance - Over the past three fiscal years, the cumulative cash dividend amount reached 5.778 billion yuan, and the total amount for the last three buybacks exceeded 700 million yuan [1] - On August 15, 2025, the net inflow of main funds into Sanqi Interactive Entertainment was 18.071 million yuan, while the net outflow over the past five days was 1.49 billion yuan [1] Group 3: Future Prospects - At the 2025 ChinaJoy exhibition, the company showcased cutting-edge technology products such as brain-computer interface AI headsets and AR glasses [1] - The company has over twenty key game products in reserve, with the 2025 semi-annual report expected to be disclosed on August 26 [1]

Core Insights - The report highlights that South Korea is the fourth largest gaming market globally and the third largest market for Chinese game developers expanding overseas [1][3][23] - The South Korean gaming market is projected to reach 25.19 trillion KRW in 2024, reflecting a year-on-year growth of 9.7% [5][23] - Mobile games dominate the market with a 59% share, followed by PC games at 26% [7][23] Market Overview - South Korea holds a 7.8% share of the global gaming market, supported by high internet and mobile device penetration [3] - The gaming environment in South Korea is robust, with significant audiences for game streaming, social gaming, and cloud gaming [3] Market Segmentation - RPG games account for 52% of the mobile gaming revenue, while strategy games are experiencing rapid growth [9] - The mobile gaming sector is a key focus for Chinese developers due to its substantial market size [7] Consumer Behavior - 47% of mobile game users complete their first in-game purchase within 30 days of logging in, with 12% making a purchase on the first day [11] - South Korean consumers exhibit a high frequency of credit card usage, averaging 137.5 times per year, facilitating digital payments for in-game purchases [11] Market Entry Barriers - Entering the South Korean gaming market involves high barriers related to language, culture, localization, and legal regulations [12] - Cultural sensitivity is crucial, particularly regarding historical events and local customs, which must be carefully navigated in game content [13] Regulatory Environment - The South Korean government enforces strict regulations on game content, including age ratings and the disclosure of in-game item probabilities [14] - The revised Game Industry Promotion Act mandates real-name age verification for games rated for ages 19 and above [14] Localization and Quality Assurance - Effective localization and quality assurance (QA) are essential for successful game launches and ongoing operations in South Korea [18] - The GRAC (Game Rating and Administration Committee) requires direct rating for adult products, while non-adult products can use international age rating systems [18] Distribution Channels - The main distribution channels in South Korea include international platforms like Google Play and Apple App Store, as well as the local One Store [19] - Google Play holds over half of the market share, while One Store attracts developers with lower revenue-sharing rates [19] Marketing Strategies - Brand and reputation marketing are critical for the success of new games, with users often relying on recommendations from friends or gaming influencers [21] - A diverse media strategy is essential for reaching the target audience effectively [21] Strategic Importance - South Korea serves as a crucial market for Chinese game developers due to its cultural similarities and strong gaming infrastructure [23] - The country has a history of influential gaming IPs that have shaped the gaming landscape in Asia and beyond [23]