伽马数据：1-6月中国主要上市游戏企业平均销售费用率为21.8% 系近5年首次明显下降

智通财经2025-12-22

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)注重深度营销指标是上述变化的核心成因，...

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years","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"TCEHY":1.86,"00700":1.86,"HTCD.SI":0.6},"content_text":"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)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间的关联，进而提升营销回报。其在数据上的体现是：2025年1-6月销售费用率降低的企业中，77.8%净利润有所增加，营收提升的企业占比也达到63%，大部分企业的业绩并未因销售费用率下降而受到冲击，反而有所上升，且表现较销售费用率上升的企业更佳。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。数据来源：伽马数据(CNG)现状三：买量营销由量转质，内容营销渐成另一支柱买量营销、内容营销是移动游戏营销的两大重要方向，且营销素材产出均已达到较高水平。买量营销起步较早、发展成熟，当前正从“量”向“质”转型，广告创意数量不再一味增长，但高质量素材的投放金额有所增加;内容营销发展相对较晚，但其拥有的高性价比营销潜力吸引了众多企业布局，现阶段，内容营销主要形式(视频、直播)月均内容产量已稳定超过200万条，逐渐成为移动游戏营销的另一支柱。数据来源：伽马数据(CNG)App游戏买量营销状况现状一：App游戏广告数回落至2023年水平，受深度营销目标、高性价比营销方式影响“注重深度营销目标”是2025年App游戏投放广告的重要特征。从数据来看，2025年App游戏投放的广告数量较2024年显著减少，但是，App游戏的广告投放金额却保持增长，这意味着企业将买量资金集中于更少但质量更高的广告素材之中。数据来源：来源为AppGrowing，伽马数据(CNG)整理变化主要受两方面因素影响，一方面仍如前所述，越来越多的企业意识到单纯增加广告数量难以带来理想的回报，因此转而注重付费、留存等深度目标，导致广告投放数量下降;另一方面，IAA产品是游戏买量的重要来源，但近年更多IAA产品转向混合变现模式，新商业模式降低了对广告投放的依赖程度，使得投放素材数量减少。未来，如何更有效地挖掘深度目标，如何实现更高性价比的营销，仍将是驱动App游戏广告投放变化的重要因素。现状二：异业竞争加剧，同业竞争平稳游戏产业面临的异业竞争加剧：一方面，2025年游戏产业App广告创意投放数量较同期减少，但各流量平台投放的总广告数量保持增长;另一方面，2025年上半年游戏产业占据的广告投放份额为12.8%，同比下降7个百分点。虽然前述注重深度营销目标、IAA游戏转型等因素也起到影响，但以短剧为代表的产业规模增速较快，竞争市场份额导致广告投入增加使得游戏占比下降，加剧了游戏产业的异业竞争压力。数据来源：来源为AppGrowing，伽马数据(CNG)整理同业竞争略有加剧，但整体保持平稳：无论是投放广告创意数量还是投放广告金额，2025年对应榜单TOP100的App游戏所占比重均较2024年增长，但增长较为有限。数据来源：来源为AppGrowing，伽马数据(CNG)整理竞争加剧一方面受用户影响，头部产品的虹吸效应推升中尾部产品的获客成本，使得同等营销预算下可投放广告数量减少;另一方面，企业更为精细地规划营销预算，为取得更佳回报，将资源更集中于主力及高潜力产品是当前的主流做法，但也使得创收能力有限的产品获得资源投入更少，进而加速营销向头部产品聚集。但受到营销重点转化，头部产品已占据高市场份额等的影响，同业竞争加剧程度有限，整体保持平稳。现状三：MMORPG占29%位列第一，放置、模拟经营潜力加速释放产品层面，MMORPG、捕鱼类依然是投入广告数量最多的品类，共占40%的产品数量份额及42.3%的投放数量份额。其中MMORPG在头部产品中仍保持首位，这与游戏怀旧潜力释放以及MMORPG经典IP的经营成果有关，更多正版授权的产品上线，在产品质量以及企业发行能力的双重保障下进入榜单前列，使得品类仍位居首位。数据来源：来源为AppGrowing，伽马数据(CNG)整理从投放广告数量来看，捕鱼、放置类、模拟经营类的增长较为明显，其中放置类、模拟经营类均为近年“有高流水产品，但高流水产品数量较少”的品类，存在市场机遇。而随着更多知名度较高的新品产出，上述机遇正加速变现，进而带动投放广告数量占比回升。数据来源：来源为AppGrowing，伽马数据(CNG)整理小程序游戏营销现状现状一：小程序游戏持续发展，腾讯生态渗透率居首位小程序游戏近年来持续发展，其分发渠道也不断丰富，社交平台、内容平台、支付平台、应用商店等诸多渠道布局小程序游戏分发。现阶段，以微信为代表的腾讯生态系统，依然是小程序游戏用户最偏好游玩的平台，《腾讯IAA消除小游戏用户行为趋势洞察(2025年版)》显示，这类用户占比达87.6%，在各平台中位列第一。平台在用户中的高渗透率、高使用率，以及腾讯从技术、政策等层面对小程序游戏的加持，是用户最偏好这一生态的原因。数据来源：腾讯营销洞察(TMI)《腾讯IAA消除小游戏用户行为趋势洞察(2025年版)》现状二：IAA小游戏占在投产品数量的8成，IAP及混合变现占投放金额超8成从广告投放状况来看，IAA游戏是小程序游戏的主导，占在投游戏数量的81.9%。相较于App产品，用户对小程序游戏广告变现商业模式的接受度更高，是支持此类游戏产出的核心原因。但从广告投放金额来看，IAP游戏及混合变现游戏共占据超8成分额，更深的付费及内容体系大幅提升了产品的创收上限，使产品能够承担更大规模的用户获取成本，进而以不足20%的在投游戏数量，占据超80%的广告投放金额。数据来源：来源为AppGrowing，伽马数据(CNG)整理现状三：消除类是小程序游戏重点消除类是小程序游戏中的重点，并具备“受众广，且广告变现意愿强”的特征：一方面，消除类在IAA游戏中用户渗透率达56.9%，在各类型中位居首位;数据来源：腾讯营销洞察(TMI)《腾讯IAA消除小游戏用户行为趋势洞察(2025年版)》另一方面，76.4%消除类用户能接受游戏内广告，品类具备变现优势。从品类本身来看，消除类的变化更为多元 ，除传统的三消、二合外，通过在保留“消除”核心乐趣的基础上加入新元素、创造新鲜感，诸如水排序、堆叠消除等多种以“消除”为核心的细分品类也取得较高热度，并保持消除类整体的高渗透率。数据来源：腾讯营销洞察(TMI)《腾讯IAA消除小游戏用户行为趋势洞察(2025年版)》从用户层面来看，即开即玩、低投入、大爽感是用户偏好此类游戏的核心因素，例如消除类游戏玩法简单易上手，且允许短时游玩，整体游玩门槛较低，但是，消除时带来的爽感和秩序感，过关时的成就感，以及部分产品设计的成就系统，依然能提供足够的正向反馈，强化用户留存。数据来源：腾讯营销洞察(TMI)《腾讯IAA消除小游戏用户行为趋势洞察(2025年版)》针对消除类小程序游戏营销时，获客上需注重效果广告， 62.6%的用户由此认识了新产品，是获客的主要途径。其中，原小游戏内广告跳转、短视频信息流广告、朋友圈广告的转化效率最佳。数据来源：腾讯营销洞察(TMI)《腾讯IAA消除小游戏用户行为趋势洞察(2025年版)》通过消除类广告变现时，兑换体力值/生命值、卡关时获得复活、解锁新玩法是TOP3用户吸引点，这些内容既是调优模型的重点，也是影响用户游戏进度的关键，正因如此，超7成品类用户能接受观看广告，进而获取更流畅的游戏体验。数据来源：腾讯营销洞察(TMI)《腾讯IAA消除小游戏用户行为趋势洞察(2025年版)》","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"dataReport","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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