当地时间2025年11月27日，据彭博社援引知情人士消息，字节跳动正与沙特游戏基金Savvy Games Group重启谈判，洽谈旗下全资子公司上海沐瞳科技 （MOONTON）的收购事宜。这或许意味着曾经搁置两年的收购案重回大众视野。 对于收购的细节，彭博社表示相关人员没有透露更多，字节与沙特基金官方也都没有回应。所以，对于沐瞳的最新估值也无从推测。 出售沐瞳，字节游戏专注务实 从今年的这些表现来看，字节游戏不再强求"爆款逻辑"，而是更多的考虑开始做"生态布局"，既有能扛收入的成熟产品，也有探索新方向的试验品；既有 靠IP拉动的大众向作品，也有小众但高黏性的垂直品类。 这样的战略让字节游戏在今年收获不少：稳住了基本盘，也做出了新增量。 随着朝夕光年找准了自己的方向，字节游戏依靠务实态度逐渐走出了自己的道路，它不再需要给自己贴满一身的标签了。如果说，当年收购沐瞳是字节游 戏带着公司"对标大厂"的战略任务，那么如今的字节游戏，已经没有这个焦虑了。 在今年的ChinaJoy现场，朝夕光年与沐瞳的联合展台也给人留下了很深的印象。《决胜巅峰》国服就可以算是双方合作的产物，取得了预计的成绩。除了 上面提到的产品之外，《航 ...

游戏那点事回顾这几年，从沐瞳的几次交易及交易传闻来看，过程多少都有些坎坷。 就在刚刚（11月27日），据外媒彭博社报道，沙特阿拉伯旗下的游戏巨头Savvy Games Group（以下简称Savvy）正与字节跳动进行接触，双方就收购字节 旗下的全资子公司上海沐瞳科技正展开谈判。 这意味着，字节跳动重启了出售沐瞳的计划。 最初在2021年，字节跳动耗费约40亿美元重金收购沐瞳科技，试图凭借当时年收入10亿级的《Mobile Legends: Bang Bang》，以及沐瞳多年积累下来的数 百人全球发行&运营团队打入游戏行业腹地。 不过彭博社也在报道中提到，目前双方仍处在谈判阶段，最终也不一定会达成交易。由于信息敏感，他们要求匿名。 转眼两年时间过去后，2023年年底，字节跳动旗下游戏业务朝夕光年突发大规模业务收缩。据雪豹财经社报道，字节寻求以不低于50亿美元的报价出售旗 下游戏公司沐瞳科技。为此，Savvy当时就已经与字节进行过至少一轮接洽，但彼时双方尚未对交易价格达成共识。 在字节集团对旗下游戏业务进行重大调整期间，前沐瞳CEO袁菁也在内部公开回应，表示沐瞳继续独立运营，会长期深耕游戏行业。 2024年3月， ...

Core Insights - The article discusses the transformation of the global gaming industry, particularly focusing on the challenges and opportunities for Chinese gaming companies in the international market. It emphasizes the need for long-term operational capabilities and innovative marketing strategies to succeed in a competitive landscape [3][4][5]. Industry Overview - The global gaming industry experienced rapid growth from 2011 to 2021, with a compound annual growth rate (CAGR) exceeding 9.7%, and the mobile gaming market in China growing nearly 145% during the same period [5][6]. - However, post-pandemic, the industry has entered a downturn, with global market growth projected to drop to 2% in 2024 and 3% in 2025 [6][9]. Market Dynamics - The competition in the gaming market has intensified, with players increasingly gravitating towards established service-based games, which accounted for over 60% of user engagement time in 2022 [7]. - Emerging markets, particularly in the Middle East, Africa, and Latin America, are showing significant growth potential, with mobile gaming revenue in Latin America reaching 48% of total gaming revenue [9][10]. Successful Strategies - Successful examples include Supercell's Brawl Stars, which achieved over $400 million in monthly revenue five years post-launch through effective long-term operations [3]. - Chinese gaming companies are adapting by utilizing advanced marketing tools, such as Google Ads and YouTube, to enhance user acquisition and retention [4][11]. Marketing Evolution - The traditional approach to user acquisition through low-cost downloads is becoming less effective, with a shift towards more sophisticated marketing strategies that focus on user value and engagement [13][14]. - Companies are increasingly integrating brand advertising into their marketing strategies to reach broader audiences and enhance user recognition [15][16]. Technological Advancements - The article highlights the role of AI and advanced advertising platforms, such as Google's Gemini, in reshaping the gaming landscape, enabling companies to better understand and target their audiences [17][18]. - The integration of AI in game development is expected to democratize the creation process, allowing more individuals to participate in game design [18]. Conclusion - The future of gaming globalization for Chinese companies lies in leveraging new marketing capabilities and technological advancements to create and sustain high-quality gaming experiences in emerging markets [10][18].

Core Insights - In July 2025, 32 Chinese game publishers made it to the global mobile game publisher revenue TOP 100, collectively generating $1.95 billion, accounting for 34% of the total revenue of the TOP 100 publishers during this period [1] Group 1: Top Performers - Tencent maintained its position as the top global mobile game publisher, with a 20% increase in revenue driven by popular titles like "Honor of Kings" and "PUBG MOBILE" [2] - Point Cloud Interactive secured the second position, with a 10% revenue increase, bolstered by strong performances from "Kingshot" and "Tasty Travels: Merge Game," which saw revenue growth of 34% and 52% respectively [2] - NetEase ranked third, with a 23% revenue increase attributed to the anniversary celebration of "Party of Eggs," which doubled its income [4] Group 2: Notable Revenue Growth - miHoYo's "Honkai: Star Rail" experienced a 325% revenue surge in July, marking a new high for 2025, contributing to a 28% increase in overall revenue for the company [4] - Florere Game's new title "Last Z: Survival Shooter" saw a 44% revenue increase, helping the publisher achieve a 24% overall revenue growth [4] - Paper Games' "Love and Deep Space" reached a record high in revenue following a major update, resulting in a 33% increase in overall income [5] Group 3: Emerging Publishers - Momo Technology's flagship title "Mobile Legends: Bang Bang" continued to perform well, with a 32% revenue increase, while its new title "Silver and Scarlet" debuted strongly in the iOS download charts [6] - Youka Network's two titles, "Three Kingdoms Kill" and "Finger Mountain and Sea," saw revenue increases of 110% and 252% respectively, leading to a doubling of overall income [6] - Giant Network's "Supernatural Action Group" experienced significant revenue growth of 76%, climbing to the 29th position in the revenue rankings [6] Group 4: Additional Publishers - Other Chinese game publishers that made it to the global TOP 100 include Bilibili and Mattel163, totaling 32 publishers [7]

Core Insights - The gaming industry is experiencing a shift where creating a hit game is seen as both an art and a science, with data-driven approaches becoming increasingly important [1][12][13] - Companies like Century Huatong and 37 Interactive Entertainment have successfully launched popular games by blending genres and leveraging data analytics to understand user preferences [3][4][5] Group 1: Game Development Strategies - Century Huatong's subsidiary, Didi Interactive, developed "Whiteout Survival," which has generated over 16 billion RMB in revenue, surpassing major competitors like Tencent and Mihayou [1][5] - 37 Interactive Entertainment's "Puzzles & Survival" has achieved over 10 billion RMB in revenue within five years, demonstrating the potential of merging casual and strategy gameplay [3][5] - The integration of casual elements into traditionally heavy games has attracted a broader audience, including a significant percentage of female players [4][5] Group 2: Market Trends and Challenges - The gaming market is becoming increasingly competitive, with companies needing to focus on long-term strategies and user engagement rather than quick wins [20][23] - The success of games in international markets often hinges on effective localization, which goes beyond mere translation to include cultural adaptation [15][16][17] - Companies are recognizing the importance of building local teams to enhance market understanding and tailor content to regional preferences [17][18] Group 3: Data-Driven Decision Making - Data analytics plays a crucial role in game development, with companies relying on various metrics such as user retention rates to guide their strategies [12][14] - Successful game development requires a balance between data-driven decisions and creative innovation, ensuring that games remain engaging while meeting user expectations [14][21] - The industry's focus on data has led to a more scientific approach to game design, where understanding player behavior is essential for success [12][13] Group 4: Long-Term Commitment and Experience - Companies that have been in the industry for over a decade tend to have a better understanding of market dynamics and are more likely to seize opportunities [20][21] - The journey of companies like Didi Interactive and 37 Interactive Entertainment illustrates the importance of persistence and strategic focus in achieving success in the gaming sector [20][22] - The evolving landscape of the gaming industry requires companies to adapt continuously and innovate to maintain relevance and profitability [23]