20230628_华创证券_传媒行业深度研究报告：游向更蓝处看好渠道红利助力泛休闲游戏扩圈、AI技术助力生产效率革新_24页.pdf
2009 1210 2023 06 28 AI AI 2023+1 23 3 MAU 8496.14 3 TOP30 22 2 3 1 2“+”1 2 3 AIGC 1+2 3 4 AIGC AI,;AIGC+AI 010-63214660 S0360521010001%()()()%1M 6M 12M 15.6%70.2%58.6%16.1%67.7%68.0%20230610-20230616 AI 2023-06-18 20230605-20230609 AI AI+AI+2023-06-11 20230529-20230602 Minimax AI AI+AI+2023-06-04-19%7%33%59%22/06 22/09 22/11 23/01 23/04 23/062022-06-272023-06-27 300 2009 1210,;AIGC+AI XVFUvMnQsRoPrPnOtOpQqRaQ9R8OnPoOpNoNkPnNpReRmOxObRnNvNwMsPnPxNnRqO 2009 1210 3.6.6.6.9.11.11“+”11 1.11 2.13 3.13 AIGC.14.14 1“+”.14 2“”.16.18 AIGC.19.21 2009 1210 4 1%.6 2%.6 3 2023 3 TOP10.7 4 2023 4 TOP50%.7 5 2023 4 iOS TOP10.7 6 2023 3 TOP.8 7.8 8 iOS.8 9 iOS.8 10 2023 4.9 11 TOP100.9 12 TOP100.9 13 TOP100.9 14 DAU.10 15.10 16 2023%.10 17 2023%.10 18 2023.11 19 2023.11 20 2017.12 21 23 3 APP.12 22 PVP.13 23.13 24“”.14 25.14 26.14 27“”.15 28 APP.15 29.16 30“”.16 31.16 32.17 33.17 2009 1210 5 34 APP.17 35.17 36 2021 9 Top5.18 37 2022 12%.18 38 AI.19 39 AI.20 40 AI.20 41 AI AI 尋問.20 42 Generative Agents AI.20 2009 1210 6 AI 2023 2023 2023 15.6%1 23.6%2023 4 3.0%-2.2%2023 3 3 0.7%5.9%4 4.0%4.4%1%2%QuestMobile 2023 3 TOP10 2023 3 10.6%3.0%4 QuestMobile 2022 12 6%2023 4 2023 4 3 1%4 7%2023 4 iOS TOP10 6 3%-2.2%-20%-15%-10%-5%0%5%10%15%20%-200 400 600 800 1,0002022Q1 2022Q2 2022Q3 2022Q4 2023Q1 202304收入（左 轴，亿 元）环比(右轴，%）同比(右轴，%）-30%-20%-10%0%10%20%30%-50 100 150 200 250Jan-22Feb-22Mar-22Apr-22May-22Jun-22Jul-22Aug-22Sep-22Oct-22Nov-22Dec-22Jan-23Feb-23Mar-23Apr-23收入（左 轴，亿 元）环 比（右轴，%）同 比（右轴，%）2009 1210 7 3 2023 3 TOP10 Questmobile 4 2023 4 TOP50%5 2023 4 iOS TOP10 4 25 Quest Mobile 2023 3 MAU TOP30 8496.14 7381.73 MAU 22 27 2023 iOS 5 10 20 30 PVP,+81.0%11.0%40.9%10.6%37.9%71.5%15.2%20.9%10.5%13.6%4.3%4.1%3.4%3.0%2.9%2.8%2.8%2.8%2.8%1.9%0.0%0.5%1.0%1.5%2.0%2.5%3.0%3.5%4.0%4.5%5.0%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%活 跃 渗透率（左轴，%）同 比 变化（右轴，%）0%5%10%15%20%25%30%35%3 月 4 月 2009 1210 8 6 2023 3 TOP 7 QuestMobile 2023 8 iOS 9 iOS Sensor Tower TOP100 2023 PVP 4 iOS TOP30 2 2 6 2 7 JJ+010203040506070卡牌(畅销)策略(畅销)020406080100120140160冒险(畅销)策略(畅销)2009 1210 9 10 2023 4 11 TOP100 199IT 2023 4 2023.04.01-2023.04.30 Sensor Tower 2 iOS 12 TOP100 13 TOP100 Sensor Tower 2 iOS Sensor Tower 2 iOS 2017 2018 15 DAU 2018 2019 DAU DAU 2023 020000400006000080000100000Nov-22 Dec-22 Jan-23 Feb-23 Mar-23 Apr-23 May-23梦幻花园 咸鱼之王 超能世界 开心 消消 乐 桃园深处 有人家020000400006000080000Nov-22 Dec-22 Jan-23 Feb-23 Mar-23 Apr-23 May-23腾讯欢乐 麻将全 集 竞技联盟 德州扑 克 欢乐斗地 主途游斗地 主 指尖四川 麻将 JJ斗地主多乐够级020000400006000080000100000Nov-22 Dec-22 Jan-23 Feb-23 Mar-23 Apr-23 May-23捕鱼大作 战 捕鱼大咖 途游 休闲 捕鱼 乐乐捕鱼 2009 1210 10 2023 30%2022 100%2023 100%SLG MOBA 2023 SLG 14 DAU 15 2023 GameLook 2022 2023 GameLook 2022 DAU 2021 2023 2018 50%24-40 40 30%50%16 2023%17 2023%2023 GameLook 2022 2023 GameLook 2022 一二线城 市 三线城市 及以下0%10%20%30%40%50%60%24岁 以下 24-40岁 40岁 以上 2009 1210 11&DataEye 2022 2020 CPM APP QuestMobile 2023 3 11%3 TOP1 15%346 MAU TOP1 TOP1 MAU737 DataEye-ADX 2400 30-50 5 1 17 18 2023 19 2023 DataEye DataEye DataEye-ADX 2022 30 2.5 800:1.3 400 236+1 iAPP 2017 2.43 9.2 2009 1210 12 QuestMobile 2023 3 6.23 6.4 8.2 20 2017 21 23 3 APP TOP 10 30%2017 2017.07-2017.12 QuestMobile 2023 MOBA Dota 010203040506000.511.522.53游戏助手音乐游戏动作格斗体育竞技赛车跑酷游戏平台飞行射击模拟经营休闲益智扑克棋牌塔防守卫消除角色扮演卡牌即时战略策略人日次均 时长（右轴，分钟）人日均使 用频次（左轴，次）-2 4 6 8 10 12-5 10 15短视频 游戏 新闻资讯 数字阅读 在线音乐人日次均 时长（右轴，分钟）人日均使 用频次（左轴，次）2009 1210 13 22 PVP 23 2 APP App 3“”2009 1210 14 24 25 AIGC 1+Quest Mobile 2022 2022 6 8 6.8 3.9 22 2022 WeChat 13.1 800%337%ADQ 26 2022.02 2022.12 2022.03 2023.02 2022.07 2023.04 2022.07 2023.05 2022.09 2022.10 2023.05 2022.11 2023.05 8 10+2009 1210 15 20 40 25 35 45 70%DataEye SLG CPA SLG APP CPA iOS 300-500 GameLook 3 ROI 50%27 28 APP DataEye 2022 2023 5/web 6.4 2023 6 13 7 DataEye 2022 6 4 2009 1210 16 2021 30%2021 50 7 29 30 31 GameLook|34%65%2,APP 2-3 2023 Top10 2009 1210 17 32 33 DataEye 2022 DataEye 2022 H5 APP SDK API API SDK 34 APP 35 DataEye DataEye 2022 2009 1210 18 50%10%-20%APP“/”Data ai app 2020Q1 2022Q4 app 2022 2022 5.2 Questmobile 2022 12 60 80 48.3%00 20%36 2021 9 Top5 37 2022 12%2021 199IT TGI/*100 QuestMobile 2022 19%21%20%17%11%0%5%10%15%20%25%00后 90 后 80 后 70后 60后占比（%）2009 1210 19 AIGC AI Chat GPT New bing Claude Meta LLaMA Alpaca Chat GLM MOSS Mid Journey Stable Diffusion Mid journey Stable Diffusion Corridor Crew(VFX Reveal Before&After-Anime Rock,Paper,Scissors)AI Mubert Jukebox Melodrive AI AI Vits“AI”Plan4MC Minecraft 24 38 AI CGSmall AI AI 2022 AI 6”2023 4 Tap Tap 60 AI Mid journey Chat GPT,2009 1210 20 39 AI 40 AI AI 2023 4 Game Creator Neko Chat GPT AI 尋問 NPC 7 10 Chat GPT AI AI AI NPC AI NPC Chat GPT AI Chat GPT AI AI+Generative Agents:Interactive Simulacra of Human Behavior 25 AI AI AI 41 AI AI 尋問 42 Generative Agents AI Gamelook CyberDaily 2009 1210 21 2009 1210 22 2015-2016 2016-2019 2019-2020 TMT 2016/2017 2016 2016 2017 2017 2019 WIND 2019 WIND 2021 2021 2021 2009 1210 23 010-63214682 010-63214682 010-63214682 010-63214682 010-63214682 010-66500808 010-66500821 010-63214682 0755-82828570 0755-83715428 0755-82756804 0755-82871425 0755-83024576 0755-82871425 021-20572536 021-20572555 021-20572257-2552 021-20572506 021-20572585 021-20572509 021-20572548 021-20572573 0755-82756805 021-20572559 021-20572559 0755-82756805 021-20572559 玙 021-25072549 2009 1210 24 A 300 500/6 20%6 10%20%6-10%10%6 10%20%3-6 5%3-6-5%5%3-6 5%26 C 3A 1061 A 19 33 12 100033 518034 200120 010-66500801 0755-82027731 021-20572500 010-66500900 0755-82828562 021-20572522
