Introduction to this report:
In 2021, the R & D investment of game enterprises continued to increase, the growth rate of self-developed online game market slowed down, and the mobile game market went to sea at a high speed. In 2022, the launch of mobile games fully recovered, and Tencent advertising and massive engine became the main investment platform.
Summary:
Last week, the media (Shenwan) index fell 0.66%, ranking 14th in 31 industries. Stronger than the gem index (down 2.80%), stronger than the Shenzhen Composite Index (down 2.08%), the Shanghai index (down 1.19%) and the small and medium-sized Shanghai index (down 1.71%). Subdivision sector leader continued prosperity, proposed vertical distribution of performance in the field of performance is expected to continue to increase investment opportunities, recommend the underlying Wuhu 37 Interactive Entertainment Network Technology Group Co.Ltd(002555) , Mango Excellent Media Co.Ltd(300413) , Chengdu Xgimi Technology Co.Ltd(688696) , and benefit from the flow and age structure of the Tencent restructure, Kwai, bubble Matt, beep Li Li.
In 2021, the R & D investment of game enterprises continued to increase, the growth rate of self-developed online game market slowed down, and the mobile game market went to sea at a high speed. The R & D investment of game enterprises continues to increase, and the pull of R & D on the competitiveness of enterprises is becoming more and more prominent. Since 2018, the investment of Chinese large game enterprises in game R & D has maintained a high growth trend. In 2021, the top 10 game enterprises with market value invested more than 30 billion yuan in game business R & D. The main contents for enterprises to increase R & D investment are as follows: 1) the integration of playing methods among multi category games; 2) IP adapted mobile games pay more attention to the in-depth IP customized development in terms of playing methods; 3) Strengthen the research on rendering effect, physical engine and other technologies, and adopt different engine technology application strategies according to their own situation. The revenue of self-developed online game market increased by 6.51% to 255819 billion yuan, the growth rate slowed down and the concentration increased.
The growth rate is significantly lower than 15.28% in 2019 and 26.74% in 2020. In 2021, domestic mobile games grew rapidly in the overseas mobile game market. In the European and American Mobile Game markets such as the United States, the United Kingdom and Germany, the flow of domestic mobile games has increased significantly. New tours in 2020 such as original God, project maker and Puzzles & Survival performed well in 2021 and entered the forefront of the flow of mobile games in many countries. Recommended subjects: Wuhu 37 Interactive Entertainment Network Technology Group Co.Ltd(002555) , Tencent, Shanghai Yaoji Technology Co.Ltd(002605) , middle hand tour; Beneficiary objects: Wuxi Boton Technology Co.Ltd(300031) , G-Bits Network Technology(Xiamen)Co.Ltd(603444) , Netease, etc.
In February 2022, the launch of mobile game industry recovered, and Tencent advertising and massive engine became the main investment platform.
Throughout the whole February, APP growing has monitored 6500 + mobile games being invested, which has an increasing trend compared with the same period last year. In February, the mobile game industry accounted for a large proportion in the overall advertising, up to 64.34%. The number of advertisements and the amount of advertising accounted for about 20% of the overall advertising of the whole industry. In terms of traffic platform, Tencent advertising, massive engine and other platforms are the key launch positions of mobile game advertising. In February 2022, most of the top 3 games advertised by mobile games were put on Tencent advertising and massive engine platform. Among them, “civilization and conquest” was launched in December 29, 2021, and the centralized buying mode was adopted on the line. It quickly got on the Chinese mainland’s iOS bestseller list, and the strategy of buying volume and winning volume was successful.
Risk tip: policy supervision is tightening, and the impact of other optional consumption on entertainment demand is higher than expected.
