2白皮書背景04-1025-3811-2439-50???????????20232%201912.3%CAGR

vs2019H1CAGR

vs2019H1外手游收入外手游收入增長率外手游獲客量外手游獲客量增長率29%25%15%19%5%2%1%-11%2019H12020H12021H12022H12023H12019H12020H12021H12022H12023H1??p手游廣告?p手游廣告增長率22.0%23.0%22.1%11.9%10.8%6.5%1.0%0.1%-3.5%-10.2%-14.9%-18.8%4,135.6K3,731.2K3,406.9K3,041.8K3,044.7K3,056.3K2,855.5K2,766.0K2,668.2K2,485.8K2,270.1K2,038.1K2022?7o2022?8o2022?9o2022?10o2022?11o2022?12o2023?1o2023?2o2023?3o2023?4o2023?5o2023?6o??p在÷手游數(shù)量?p手游數(shù)量增長率12.2%23.9K11.5%23.1K3.5%3.8%1.1%0.7%0.1%0.2%-1.5%23.5K-3.5%23.0K-3.4%20.7K-7.6%24.8K23.8K23.9K23.1K23.2K23.1K21.4K2022?7o2022?8o2022?9o2022?10o2022?11o2022?12o2023?1o2023?2o2023?3o2023?4o2023?5o2023?6o93近一?海外?動~o^場收u及廣告投放情況變W趨勢?動游o廣告量增長率在÷?動游o數(shù)量增長率20%0%?比增長率-20%2022?7月

2022?8月

2022?9月

2022?10月

2022?11月

2022?12月

2023?1月

2023?2月

2023?3月

2023?4月

2023?5月

2023?6月202320232019-2023E海外手~O載量變W趨勢，單位：BN2019-2023E海外手~收u變W趨勢，單位：BN?p手游?p手游增長率?p手游?p手游增長率21.9%26.5%13.4%5.8%7.5%2.3%1.5%-11.0%20192020202120222023E20192020202120222023ENote:iOS

GP-拉美印度東南亞中歐中東北歐東歐非洲北美西歐日韓中?港澳臺大洋洲同比增長w他新興`場同比增長22%24%37%-1%2%-6%-9%11%20,000MM5,000MM0MM0MM2019H12020H12021H12022H12023H12019H12020H12021H12022H12023H1Source:

MeetIntelligenceNote:2023H1東南亞拉美中東非洲中歐印度東歐北歐北美日韓西歐中?港澳臺大洋洲同比增長w他新興`場同比增長26%17%37%4%1%26%-6%-11%$20,000MM3,000MM$0MM0MM2019H12020H12021H12022H12023H12019H1

2020H1

2021H1

2022H1

2023H1Source:

Meet

IntelligenceNote:iOS

GP-162023H1獲客表ā2023H1變ā表ā2023H1綜合表ā排]2023H1獲客表ā2023H1變ā表ā2023H1綜合表ā排]1234567拉美東W亞中東東歐1234X美日韓*西歐印度中歐中國o澳臺非洲大洋洲5X歐8*Notes:Source:

MeetIntelligenceNote:17*202342023H12023H12.4BN2022H18%$8.9

BN2022H13%8%2022H1Android

iOS0.637%2022H1iOS1.7Android4

6Slots

4XTop10RPG--1/2-RPGRPG??????17%13%8%28%24%8%/IP16%17%IPIPHonkai:

Star

RailROBLOXMighty

DOOMCandy

Crush

SagaROBLOXRoyal

MatchIPNo.1No.2No.3No.1No.2No.318*202342023H12023H10.3BN2022H12022H13%$4.5

BN2022H16%1%19%2022H1

1.3AndroidiOS2/3iOSRPGRPGRPG73RPGRPGRPGRPG??????41%18%5%61%26%3%IP22%36%IPIPIPUma

MusumePretty

DerbyHonkai:

Star

Rail

Tales

of

GrimmSurvivor!.ioMonster

StrikeFate/Grand

OrderIPNo.1No.2No.3No.1No.2No.319*202342023H12023H10.3BN2022H13%$2.1

BN2022H12022H10.912%1%2022H19%8Android8AndroidRPGMMORPGRPG

4XRPGRPGRPGMMORPGRPG

MMORPGRPGRPG??????25%24%7%47%29%13%IP13%27%IPIPIPOdinValhalla

RisingHonkai:

Star

RailSurvivor!.ioPixel

HeroesLineage

MLineage

WFIFANo.1No.2No.3No.1No.2No.320*202342023H12023H12.0BN2022H16%$2.9

BN2022H15.5%7%2022H170.412%2022H10.5Android6Android4X+-RPG1/24X+RPGRPG??????12%10%8%26%16%10%/IP15%14%IPIPIPMonopoly

GO:BlockBlastGardenscapes

byPlayrixRoyal

MatchCoin

MasterCandy

Crush

SagaFamily

Board

GaAdventure

MasterNo.1No.2No.3No.1No.2No.321*202342023H12023H15.6BN2022H11%$0.6

BN2022H12%19%2022H1Android0.12%2022H1Android974X4XSlotsRPGRPGRPG??????10%9%8%22%21%10%4/IP20%20%IPIPFIFAFIFAFree

FireROBLOXSubway

SurfersCoin

MasterFree

FireROBLOXNo.1No.2No.3No.1No.2No.322*202342023H12023H14.3BN2022H14%$0.9

BN2022H12022H10.26%15%2022H1Android0.54%9MMORPG

4XMOBAMOBARPGRPG4??????16%8%7%41%11%9%/IP17%19%IPIPMobile

Legends:Bang

BangMobile

Legends:Bang

BangFree

FireROBLOXArena

of

ValorFree

FireFIFANo.1No.2No.3No.1No.2No.323*202342023H12023H13.2BN2022H11%$0.6

BN2022H12022H10.13%11%2022H1Android0.32%94XLudo+4??????10%8%8%38%17%7%4/IP15%18%IPIPSubway

SurfersPUBG

MOBILEROBLOXPUBGMOBILEYalla

LudoROBLOXNo.1No.2No.3No.1No.2No.3p熟^場新興^場??超休÷模擬角色扮演略動_í?益智模擬í?博弈超休÷角色扮演28%競?30%體育桌游\ü2023H12023H1\ü博弈動_y球?O含中國大陸ā手~O載量分_y球?O含中國大陸ā手~收u分_11%體育對角色扮演博弈桌游模擬模擬略益智í?11%18%14%5%益智略競?í?5%動_14%9%對超休÷w他w他Source:

Meet

IntelligenceNote:iOS

GP-體育消除[弈角色扮演策略桌~益智模擬競速超休閑派對\擊動作Source:

Meet

IntelligenceNote:iOS

GP-28vs.

2021H1

vs.

2022H1vs.

2021H1

vs.

2022H1+2-1-1-3%-13%-18%4%-6%8%2%0%-1%9%22%18%+1-1-6%11%7%+3+5+3+410%42%19%39%+3+1-2-12%Source:

Meet

IntelligenceNote:iOS

GP-29+Source:

Meet

IntelligenceNote:iOS

GP-30動_-彈幕\ü,?收入$131MM,

同比增?244%ā90%50%超休÷-.io對

對吃雞-桌游-?際象棋í?-連連超休÷-運動益智-腦力游o益智-?逃脫超休÷-益智動_-MOBAí?-合并體育-模擬管v博弈-麻^RPG-塔?RPG-放置博弈-土耳w麻^對-運氣戰(zhàn)斗博弈-樂透/刮刮樂益智-偵?游o超休÷-\ü博弈-捕魚體育-模擬運動益智-數(shù)獨RPG-Roguelikeí?-Oí+í?-傳統(tǒng)Oí略-自走棋桌游-牌類游o桌游

紙牌模擬-t略-集換式卡牌博弈-s克-超休÷-競?益智-數(shù)織博弈-骨牌益智-s磚塊對-殺人游o/狼人殺益智

隱藏物體-RPG-回合制戰(zhàn)斗對-益智問模擬-寵物桌游-?色動_-非對ù競技10%

博弈-中?棋牌對-小游o合集模擬-經(jīng)營管v博弈-Slots略-塔?略博弈-博弈紙牌-益智

文_博弈-印度紙牌RPG-MMORPG略-回合制戰(zhàn)略超休÷-音樂動_-臺\ü-PvE\ü桌游-棋牌游o動_-格斗模擬-放置RPG-益智超休÷-模擬超休÷-w類對-o比/畫q猜RPG-基于定位桌游-花牌\ü-狙ü模擬-創(chuàng)意沙盒桌游-Ludo模擬-模擬生RPG-生`RPG-戰(zhàn)棋博弈-賓果競?-街機賽車體育-街機運動博弈-推幣機益智-塊í益智-拼ā對-心話大冒?\ü-團?死亡競賽í?-傳統(tǒng)點í略-4X

行軍戰(zhàn)斗模擬-載x模擬動_-動_吃雞模擬-女性向動_-跑酷RPG-_放世界桌游-骰子桌游-麻^?龍動_-亂斗模擬

養(yǎng)p-í?-傳統(tǒng)線í動_-彈道\ü動_-鯊魚游o競?-競技賽車略-t

-戰(zhàn)斗RPG-帝?養(yǎng)p-30%í?-泡泡\手í?-點í+動_-_放世界動_-音樂P節(jié)奏略-t定線路戰(zhàn)斗益智-物v益智-找O同\ü-吃雞游o博弈-ó娃娃機RPG-動_略-召喚戰(zhàn)斗動_-跑酷&槍戰(zhàn)臺略-軍團戰(zhàn)斗動_-潛行游o-70%123613265110220541081916383277細分品類手~收u規(guī)模?單位：$MMāSource:

MeetIntelligenceNote:

iOS

GP-90%50%-MOBARPG-----+--RPG-10%---SlotsRPG-MMORPG-RPG----RPG--4X-RPG---30%-70%--RPG--Notes:200400800160032007細分品類手~收u規(guī)模?單位：$MMāSource:

MeetIntelligenceNote:iOS

GP-RPG3

RPGSource:

Meet

IntelligenceNote:iOS

GP-3

4XSource:

Meet

IntelligenceNote:iOS

GP-3

+Source:

Meet

IntelligenceNote:iOS

GP--

SlotsSource:

Meet

IntelligenceNote:iOS

GP--Source:

Meet

IntelligenceNote:iOS

GP-3Source:

Meet

IntelligenceNote:iOS

GP-3

MOBASource:

Meet

IntelligenceNote:iOS

GP-?內(nèi)收入?收入?內(nèi)環(huán)比增長?環(huán)比增長72.6%35.8%36.2%19.9%33.2%16.6%18.2%14.5%17.6%21.0%15.3%26.7%-3.7%1.0%0.9%15.8%6.5%-13.1%￥255.8BN￥240.2BN￥224.5BN￥222.4BN-100.0%-150.0%200.0%￥189.5BN￥164.4BN￥139.7BN$18.0BN$17.5BN￥118.3BN$17.3BN$15.5BN￥98.7BN$5.3BN$11.6BN$9.6BN$8.3BN$7.2BN201520162017201820192020202120222023e20222023H124%36%19%35%31%22%25%12%6%1%-11%-13%4%-9%-11%$38.2BN$37.1BN$35.7BN$34.4BN$34.0BN$33.2BN$30.6BN$9.6BN$9.0BN$8.5BN$8.4BN$8.2BN$7.6BN$7.9BN2020H12020H22021H12021H22022H12022H22023H1Source:

MeetIntelligence

data.aiNote:

iOS

GP-2019H12019H22020H12020H22021H12021H22022H12022H22023H1Source:

MeetIntelligenceNote：中小廠商定義~季度í耗小于50O的體Source:

Meet

IntelligenceNote:iOS

GP-2023H1Source:

Meet

IntelligenceNote:iOS

GP-45*動作-彈幕\擊,

69%?收u$131MM,

\比增速244%ā90%50%動作-MOBA,

97%RPG-放置,

52%RPG-塔防,

89%策略-自走棋,

73%[弈-骨牌,

75%10%RPG-Roguelike,57%[弈-中國棋牌,

69%動作-非對ù競技,

85%RPG-帝國養(yǎng)p,

73%RPG-開放世界,

100%策略-4X

行軍戰(zhàn)斗,

87%-30%-70%\擊-吃雞~o,

66%策略-軍團戰(zhàn)斗,

90%123613265110220541081916383277細分品類手~收u規(guī)模?單位：$MMāSource:

Meet

IntelligenceNote:iOS

GP-46*90%50%[弈-麻^,

24%[弈-捕魚,

43%益智-打磚塊超休閑-音樂,

30%RPG-回合制戰(zhàn)斗,

31%RPG-MMORPG,

24%10%策略-集換式卡牌,

31%策略-回合制戰(zhàn)略,

46%益智-塊消,

22%競速-競技競速,

27%動作-跑酷,

42%模擬

女性向,

29%-RPG-生存,

47%動作-彈道\擊-30%-70%RPG-動作,

28%動作-跑酷&槍戰(zhàn)臺,

36%策略-召喚戰(zhàn)斗,

40%123613265110220541081916383277細分品類手~收u規(guī)模?單位：$MMāSource:

Meet

IntelligenceNote:iOS

GP-47*90%50%超休閑-.io,

2%桌游-?際象棋,0%兒童類-寵物和嬰兒護理,6%益智-腦力游o,1%超休閑-體育,4%消除-連連看,11%體育-模擬管理,3%超休閑-益智,2%派對-運氣戰(zhàn)斗,

2%益智-房間逃脫,2%博弈-土耳w麻將,16%兒童類-涂色P繪畫,1%消除-合并,

17%兒童類-烹飪和手工,7%超休閑-射擊,0%益智-偵探游o,0%體育-運動模擬,

0%消除-三消+,

8%消除-傳統(tǒng)三消,

0%模擬-經(jīng)營管理,

15%桌游-牌類游o,1%兒童類-教育類,1%模擬-建造,

15%益智-數(shù)獨,11%益智-數(shù)織,0%益智-隱藏物體,0%兒童類-時尚P裝扮,6%派對-殺人游o/狼人殺,1%10%博弈-印度紙牌,1%派對-小游o合集,0%益智-文字,8%策略-塔防策略,4%桌游-紙牌,

4%桌游-涂色,8%博弈-老虎機,

18%超休閑-競