有人秀肌肉，有人裁员！腾讯、三七互娱、网易等大厂布局：AI“冲击”游戏？

蓝鲸财经06-09

文｜DataEye研究院步入六月，今年游戏行业的整体大趋势已然有所展现。同时，5月21日—25日，恰逢第二十二届中国（深圳）国际文化产业博览交易会在深圳国际会展中心启幕。此次文博会，包括腾讯、网易、三七互娱、贪玩游戏等厂商都有露面，各家展示的内容、信息点，或许代表着下半年的趋势走向。具体情况如何？DataEye研究院根据文博会见闻以及相关信息对下半年趋势进行总结、研判。研判一：大主题是AI！但不...

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Tencent, Sanqi Mutual Entertainment, Netease and other big manufacturers' layout: AI \"impact\" game?","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/b97fdeb2d9b773c930219e86af574410","symbols_score_info":{"00700":1.91,"09999":1.9,"TCEHY":1.91,"002555":1.92,"NTES":1.9,"TCHmain":0.6,"HTCD.SI":0.6},"content_text":"文｜DataEye研究院步入六月，今年游戏行业的整体大趋势已然有所展现。同时，5月21日—25日，恰逢第二十二届中国（深圳）国际文化产业博览交易会在深圳国际会展中心启幕。此次文博会，包括腾讯、网易、三七互娱、贪玩游戏等厂商都有露面，各家展示的内容、信息点，或许代表着下半年的趋势走向。具体情况如何？DataEye研究院根据文博会见闻以及相关信息对下半年趋势进行总结、研判。研判一：大主题是AI！但不局限于游戏、漫剧本届文博会以AI技术应用为核心主旋律，展会现场集中展出一大批落地化的AI应用成果，其中包括腾讯、网易、三七互娱等游戏企业。腾讯展台以“游戏+科技”为核心，现场演示《和平精英》智能AI队友、《洛克王国：世界》精灵生态AI系统，展示大模型能力优化人机交互逻辑，提升玩家整体体验。网易亮相文化创意展厅，现场展出网易AI网剧出海平台相关成果。在三七互娱的展位上，AI小游戏生成平台、AI动作动画师、AI视频创作平台是核心展示点。AI小游戏生成平台无需编程基础，仅凭文字描述即可快速生成可玩H5小游戏，实现创意到产品的极速转化；用户上传2D角色首帧图并输入指令，AI动作动画师即可自动生成连续动作序列帧，大幅提升游戏角色制作效率；而AI视频创作平台以“自动化创作+专业协作”为核心，实现从快速出片到专业内容批量生产的能力升级。整体而言，头部游戏企业已经在AI领域逐步形成完整的运营思路，一方面运用AI的便捷性，来创作素材、简化游戏制作流程。另一方面，建立自身AI大模型，搭上行业快车。可以说，国内头部游戏企业已完成AI技术从早期单点试验、局部试用，向研发、创作、运营、传播、出海的战略转型。AI不再是辅助工具，而是贯穿游戏产业全流程的生产力，成为企业降本增效、创新突破的关键抓手。研判二：AI漫剧双刃剑：一面抢游戏用户，一面游戏也借力获量基于目前AI剧漫剧广告金额消耗情况，DataEye研究院预估：2026年全年国内AI剧漫剧市场规模将达400亿，较2025年增长138%。此外，三七互娱、网易在内的厂商都开出高价争夺相关人才。而字节跳动、IGG、掌玩则是在抢滩海外漫剧人才，且开出最高百万年薪的竞争价。国内游戏头部厂商纷纷跨界下场布局剧漫剧业务，三七互娱、网易等企业重金招募IP改编、剧本创作、AI内容制作等核心人才。人才、资源的持续涌入，会进一步推动AI剧漫剧内容提质增量，使其对游戏行业的用户分流效应持续加剧。在此背景下，AI剧漫剧的双刃剑效应更为凸显。在负面冲击端，剧漫剧主打碎片化、轻量化、高爽感的娱乐体验，大量抢占用户休闲娱乐时长。相较于需要深度体验、耗时更长的游戏产品，低成本、快节奏的AI剧漫剧对手游轻度用户、休闲用户形成强力分流，尤其挤压中小游戏产品的生存空间，导致行业获客成本攀升、用户留存难度加大。在正向赋能端，游戏企业主动化竞争为赋能，借力AI剧漫剧实现高效获量。通过AI工具快速将游戏剧情、角色、世界观改编为剧漫剧内容，借助短视频、流媒体平台广泛传播，实现IP破圈曝光。整体来看，AI剧漫剧与游戏行业的博弈与融合将长期并存，是下半年游戏行业跨赛道发展的核心趋势。研判三：AI冲击下，游戏企业或边赚钱边裁员当前，AIGC技术已深度渗透游戏素材制作、美术生产、内容创作、多语种出海、运营投放等核心场景。DataEye研究院统计到AIGC创意素材应用占比持续提升，2025Q4网易智选投放AI素材占比已超80%。本次深圳文博会中，头部游戏企业也披露AI落地核心成果：三七互娱：自研\"小七\"大模型，AI美术资产占比超80%，多语种翻译准确率95%；贪玩游戏：素材生成渗透率超85%，制作周期缩短70%；网易：《蛋仔派对》AIGC赋能，UGC地图流水环比增长40%。不可否认，AI的出现，大幅度降低了游戏企业的素材制作以及研发成本，但由此而来的就是企业发现既然AI可以做得更多，裁掉多余的人员，则可以进一步降低企业消耗。根据游戏新知统计的数据来看，49家以游戏为主业的上市公司，在去年共计减员了3688人，约占年初的5.15%。49家公司中，有27家的员工人数有所下降，约占总数的55%。其中裁员幅度最大的公司已达到30%左右的降幅，更有公司大幅减员达五成甚至六成（图表中最左端的公司）。整体而言，游戏行业已彻底告别传统人力堆叠的粗放式发展模式，正式进入AI提效增收、结构性精简人员的全新发展阶段，“边赚钱、边裁员”将成为2026年下半年游戏行业的常态化发展特征。研判四：新兴游戏岗位或是新的趋势据相关新闻报道，一个全新的岗位正在崛起：AI Game Director，AI游戏策划。目前北美这个岗位平均年薪比传统游戏总监高出不少，有些大厂也已经在内部设了对应职位。具体而言，这个岗位能力要求复合型人才：既要懂游戏设计，又要摸透AI模型的能力边界，还得能同时调度十几个AI工具协同工作。最核心的能力是判断AI的输出里，哪个是优质内容。原因在于，随着AI能力的进步，策划有更多的时间放在体验思考和设计上，而以前的时代，精力放在更多在生产端。其实对于玩家而言，设计底层逻辑是否源于AI并不重要，重点在于游戏呈现的内容、美术、逻辑是否能打动玩家，这个逻辑过去几十年的发展一直被提及，但游戏行业的重心会更多集中在研发端、营收侧等方面。这是企业人员架构以及营收压力所导致的，而如今研发端被更多释放出来，过去一周可能才产出的程序编码，如今AI一天甚至更短就能产出，这就导致企业可以把精力更多的聚焦在设计逻辑方面。基于此，AI游戏策划才会成为游戏企业新兴的关注点，虽然现阶段仍是较少企业设置相关岗位，但后续或许会成为游戏企业争抢的“香饽饽”。总结、判断综合各大头部游戏厂商动态、落地成果以及DataEye研究院数据来看，AI技术已然成为2026年国内游戏行业发展的核心，颠覆了游戏行业传统体系。结合前文四大核心研判，对2026年下半年游戏行业整体发展趋势总结如下：从产业层面而言，游戏行业或完成AI产业升级。过往游戏行业依赖大量人力堆叠的发展模式彻底落幕，AI技术不再是单一的辅助工具，而是贯穿游戏研发全流程核心生产力。同时，漫剧赛道高速扩容带来的用户分流，将重塑游戏行业的市场竞争格局，加速行业洗牌，倒逼中小厂商转型升级。从企业发展维度来看，AI提效增收、结构性优化成为企业经营核心常态，“降本、提质、创新、破圈”成为头部游戏企业的核心发展关键词。一方面，腾讯、网易、三七互娱等头部厂商已建成成熟的自研AI大模型与智能化生产体系，AI素材创作、美术制作、内容生成等核心环节渗透率大幅提升，极大压缩了生产周期、降低了人力与生产成本；另一方面，行业呈现“边赚钱、边优化人员结构”的常态化特征，AI替代基础重复性生产岗位，推动企业开启结构性裁员与人员精简，淘汰低效人力产能。从行业未来趋势来看，AI深度融合将成为行业长期发展主旋律，赛道融合、岗位革新、精细化创新将成为未来核心发展方向。短期来看，AI剧漫剧与游戏行业的博弈融合、AI降本增效下的行业结构优化、新型人才争夺将持续贯穿2026年下半年行业发展全程。长期来看，行业竞争将彻底从“人力、产能竞争”转向“AI技术应用、内容创新”的核心竞争。以AI游戏策划为代表的新型复合型岗位，将逐步从小众新兴岗位发展为行业核心刚需岗位，成为企业核心竞争力的关键组成。总体而言，2026年下半年是游戏行业智能化转型的关键攻坚期，AI带来的不仅是技术层面的革新，更是产业模式、经营逻辑、人才体系、竞争格局的全方位重塑。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","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":1,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"isLaohu8Offline":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.44.1","shortVersion":"4.44.1","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2642495970","isCrawlerRequest":true}