2026中国手游出海洞察研究报告：存量时代：中国手游的战略演进与价值再造

2026⚥㕂䩛康ⴀ嵳峯㻋灇瑕䫣デ㶸ꆀ傞➿⚥㕂䩛康涸䧶殜怵鵳♸⟟⧩ⱄ鸣Copyright
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2026 ⵸鎊䫣デ胜兞呍䗱錜挿uⰌ椕䩛康䋑㖞㟞Ɤ鵳Ⰶ⡛㟞鸟䌢䙖ⴀ嵳歋鷥䭊곿鲮⚹絕匬䚍䗳鷥고կuⴀ嵳割ⱄ瘝ず✵✈ꆀ的䓎罜僽㼆灇〄ծ〄遤♸鵘蠒腊⸂涸禹絡䚍罌낉կu❡ㅷ㽻꬗涸Ⰼ椕鷓ꂁ姻㖈剏去皍⽀劥㖑⻊䧭⚹ⴀ嵳涸㛇炄꡶地կu务㕂䩛康姻㖈䕎䧭㢴䋑㖞䎇遤涸〄遤♸鵘蠒垷䒭罜ꬋ⽀挿瑲灶կu俒⻊ⴀ嵳涸騟䖈姻㖈鲮ぢ⚆歲露鎊雷务㕂佦✲嶊ꤑ騗⼓㚖涸雩濼♸椚鍒㠗㘠կu梖㹻爢纈♸ UGC欽䨪欰䧭ⰻ㺂
姻䧭⚹俒⻊䕧ㆇ⸂佞㣐涸呍䗱鲿⡤կuAI
姻㖈ꅾ㝕䩛康涸欰❡♸鵘蠒倰䒭告Ⱖ⟟⧩䒊用㖈傁剣⡤禹⛓♳կu劢勻务㕂䩛康ⴀ嵳涸ⴔ⻊㼜》Ɀ✵僽やⰨ㢊〳撑ⵖ涸Ⰼ椕⻊腊⸂կu㖈Ⰼ椕侨㶶㬛⛙⸈鸟〄㾝涸胜兞♴獴⸓康䧬䊺䧭⚹俒⻊鳕ⴀ♸㉁⚌Ⰼ椕⻊涸ꅾ銳鲿⡤կ劥俒䨾䭷䩛康♸獴⸓康䧬⚹ず♧嚋䙁կ䔲⵸Ⰼ椕䩛康䋑㖞姻鵳Ⰶ絕匬䚍靈侮꣌媯䧭擿䋑㖞㟞Ɤ佞綕倝Ⱓ䋑㖞䧭⚹⚺銳㟞ꆀ勻彂蜦㹐䧭劥䭯絯♳遤✈ꆀ垷䒭䪬⾓礵ㅷ⻊♸Ɤ絁鵘蠒䧭⚹⚺崨ず傞侨研ꥧ猙ծざ錞港盗♸俒⻊䊵䒗割倗䫬⼮ⴀ嵳꡶地կu㖈姼胜兞♴䩛康ⴀ嵳涸㟞Ɤ騟䖈♸畊✰呔㽷姻㖈ꅾ匬կ㛇✵㼆Ⰼ椕⚺銳䋑㖞涸Ɤ劍騈驶♸⼓㚖侨研ⴔ區劥俒➢⼓㚖錠錭ⴗⰆꅾ挿ⴔ區⚎⽂千ծ务⚎ծ䬘繠瘝넞㟞Ɤ䋑㖞涸欽䨪的䓎劼ⵖ⟄⿺傈劥ծ꯺㕂ծ妍繠瘝䧭擿䋑㖞㖈ⰻ㺂⨊㥩♸ざ錞꡶地♳涸䊵䒗傋㖈⚹务㕂䩛康⟱⚌霋ⵆⰌ椕㟞Ɤ涸溫㹊끮⸓⸂䲿⣘⿬罌կu䋞劅劥盟デ腊⚹康䧬灇〄倰ծ〄遤㔙ꢭ⿺湱Ⱒ剪⸉劼匬䲿⣘Ⱘ㢊㹊騨⟟⧩涸⿬罌錠錭䌐⸔⟱⚌刿幡兠㖑椚鍒獴⸓康䧬Ⰼ椕⻊涸䏀㽻鹤鳓䪾䳣溫㹊㟞Ɤ⸓㔔䲿⼮❡ㅷ騗䋑㖞的䓎♸灶㕕腊⸂կ 湡䔶CONTENTS
务㕂䩛康ⴀ嵳灇瑕胜兞1.1
Ⰼ椕♸⚥㕂䩛康䋑㖞呔㽷1.2
⚥㕂䩛康ⴀ嵳〄㾝⸓㔔1.3
䩛康❡⚌Ꝇ㕃靶01䩛康ⴀ嵳碫㘗♸嵳㢪䋑㖞ⴔ區2.1 ⾊㉁碫㘗䊵䒗♸ⴀ嵳䧶殜騟䖈2.2
嵳㢪䋑㖞ⴔ區02务㕂䩛康ⴀ嵳馋⸷峯㻋3.1
ⰻ㺂♸俒⻊馋⸷Ⰼ椕⻊』✲♸俒⻊Ⱏ⴯3.2
鵘蠒♸㉁⚌⻊馋⸷⡤禹⻊♸礵絈⻊03 湡䔶CONTENTS
务㕂䩛康ⴀ嵳灇瑕胜兞1.1
Ⰼ椕♸⚥㕂䩛康䋑㖞呔㽷1.2
⚥㕂䩛康ⴀ嵳〄㾝⸓㔔1.3
䩛康❡⚌Ꝇ㕃靶01䩛康ⴀ嵳碫㘗♸嵳㢪䋑㖞ⴔ區2.1 ⾊㉁碫㘗䊵䒗♸ⴀ嵳䧶殜騟䖈2.2
嵳㢪䋑㖞ⴔ區02务㕂䩛康ⴀ嵳馋⸷峯㻋3.1
ⰻ㺂♸俒⻊馋⸷Ⰼ椕⻊』✲♸俒⻊Ⱏ⴯3.2
鵘蠒♸㉁⚌⻊馋⸷⡤禹⻊♸礵絈⻊03 5u Ⰼ椕♸务㕂䩛康䋑㖞䊺ず姿デⵆ傍劍涸崨ꆀ紤ⵄ傞去姻䒭姿Ⰶ⟄㶸ꆀ⽇䒢⚹暵䖄涸珘䙖ワ劍կ꬗㼆欽䨪錞垷㣔蔄匣儑梡♸蜦㹐䧭劥䭯絯以⼮涸⿽ꅾ䮋䧶ⴀ嵳割ⱄ➑➑僽⟱⚌㼊宠㟞ꆀ涸䧶助邉⯎罜僽㼆Ȿ⽀♧䋑㖞絑蠒굥ꤗծ㹊梡❡⚌絕匬䚍鲮㘗涸䧶殜⴮꨽կu ➢侨研㽻꬗溏Ⰼ椕䋑㖞㾝梡ⴀ珘⨴涸㟞Ɤ꯸䚍կ곫雦荈2023䎃饰侮⡤䋑㖞錞垷㼜⥂䭯䭯絯以⼮䙖⸷䎃㖲㟞Ɤ桧絶䭯㖈5%䊩〸涸珘⨴⼓ꢂ儑爙ⴀ遤⚌姻➢넞鸟野封劍鲮ぢ넞餘ꆀ涸Ɤ絁㟞Ɤ劍㕂ⰻ欽䨪錞垷䎃㖲㟞鸟㔐衅荛1%䊩〸倝㟞崨ꆀ卫番⦝鹦遤⚌➢磦佞的䓎鲮ぢ礵ㅷ⻊鵘蠒կ㖈鵯♧胜兞♴务㕂荈灇䩛康涸嵳㢪佐Ⰶ⥂䭯✫珘⨴涸㟞Ɤ䙖⸷割➑剣佪䓙邉✫㕂ⰻ㣐渹涸ワ劍䚍靈侮刿烁用✫Ⱖ⡲⚹❡⚌痦✳㟞Ɤ匧涸呍䗱㖑⡙կ侨研勻彂statista⡄끩侨研CNGⰌ椕䩛康䋑㖞錞垷1.1.1
䋑㖞Ⰼ兞Ⰼ椕姿Ⰶ珘䙖ワ劍㕂ⰻ㶸ꆀ⦝鹦絕匬鲮㘗务㕂康䧬欽䨪錞垷务㕂䩛康䋑㖞㹊꣢Ꝉ㈒佐Ⰶ务㕂荈⚺灇〄䩛康嵳㢪䋑㖞㹊꣢Ꝉ㈒佐Ⰶ7729.7728224.5948748.5649314.8689837.4510352.39810866.65211380.2121.3%6.4%6.4%6.5%5.6%5.2%5.0%4.7%2023202420252026E2027E2028E2029E2030EⰌ椕䩛康䋑㖞錞垷(➉⯋㟞Ɤ桧664.79666.24664.07668.09674.36683.453.70%-0.22%-0.33%0.61%0.94%1.35%202020212022202320242025务㕂康䧬欽䨪錞垷涰♰㟞Ɤ桧1116.851084.311019.691133.231282.3721.77%-2.92%-5.96%11.14%13.16%20212022202320242025务㕂荈⚺灇〄䩛康嵳㢪䋑㖞㹊꣢Ꝉ㈒佐Ⰶ➉⯋㟞Ɤ桧2096.762255.381930.582268.62382.172570.7632.61%7.57%-14.40%17.51%5.01%7.92%202020212022202320242025务㕂䩛康䋑㖞㹊꣢Ꝉ㈒佐Ⰶ➉⯋㟞Ɤ桧 6u Ⰼ椕䩛康䋑㖞姻絑⾎帿ⵠ涸⼓㚖ⴔ⻊㟞Ɤꅾ䗱儑衼ぢ妍繠♸倝Ⱓ⼓㚖鴲獴կ❇崍䋑㖞「ꣳ✵넞껒ㄤ䏞꬗⚰瀊劍絕匬䚍㔐靈罜䧭擿涸妍繠䋑㖞♸野封务涸倝Ⱓ䋑㖞Ⱏず䱹問䧭⚹끮⸓Ⰼ椕㣐渹撑蔼涸⿽䒸空կu 侨研幡兠㖑⺠⹗✫鵯♧晜愿」鴲կ务⚎+18%♸妍崍+14%곭駵Ⰼ椕㟞鸟烁用✫㟞ꆀ呍䗱㖑⡙⻌繠⳪⦶280➉繠⯋⡤ꆀ♸9%涸珘⨴㟞鸟⣜傊僽Ⰼ椕」梡佪桧剒넞涸⾓菣瀖կ湱嫱⛓♴❇崍䋑㖞-3%涸靈侮䠑㄂满畊✰鹤鳓涸䕸䏀佖」կ鵯銳宠ⴀ嵳瘻殜꨽➢⽀♧錠錭鲮ぢⴔ㽻帿罭㖈妍繠珘㔿ⵄ嶹㛇劥渹㖈倝Ⱓ䋑㖞䫟⽑欽䨪紤ⵄկ侨研勻彂Sensor Tower1.1.1
⼓㚖峯㻋妍繠务⚎곭駵㟞ꟋⰌ椕晜㕃ッ梡㢴鸟ⴔ⻊⻌繠崍280厅繠⯋+9%ず嫱Ⱖ⚥繠㕂⽑Ⰼ椕紨32%涸䋑㖞⚹Ⰼ椕剒㣐涸䩛康嶊餩䋑㖞䬘♨繠崍15厅繠⯋+13%ず嫱ꬋ崍1.96厅繠⯋+0%ず嫱妍崍120厅繠⯋+14%ず嫱⚥⚎12厅繠⯋+18%ず嫱㣐峕崍15厅繠⯋+8%ず嫱❇崍380厅繠⯋-3%ず嫱Ⱖ⚥傈劥⽑Ⰼ椕紨12%涸䋑㖞⟄✳妃⯋ㅷ碫⚹呍䗱欽䨪䘞霟䏞넞2024䎃ぐ㖑⼓䩛康㟞Ɤ䞔ⲃ 7侨研勻彂Sensor Tower 岤务㕂㖑⼓〫⺫ゎApp Store䎂〵䩛康⿽䎂〵Ⰼ椕♴鲿ꆀ (⼧➉妃1.1.2
㸪錜馋⸷錞垷紤ⵄ嶊鷍㟞Ɤ鹤鳓鲮ぢ⽀㹐⟟⧩䩛康⿽䎂〵Ⰼ椕佐Ⰶ⼧➉繠⯋47.254.163.579.587.479.278.681.72017201820192020202120222023202416.6%u Ⰼ椕獴⸓✽翫緸涸崨ꆀ紤ⵄ䊺姻䒭絊絕遤⚌デⵆ✫鵂⿡⽀紱⣜饆欽䨪錞垷的䓎涸磦佞㟞Ɤ劍կ侨研儑爙⿽䎂〵App Store ㄤGoogle Play♴鲿ꆀ㖈2020䎃鍘⿺576➉妃䂽⧩た䊺鵶絯4䎃㢅✵♴遤鸑麤2024䎃鵳♧姿㔐衅荛493➉妃կ鵯♧馋⸷邍僈蜦㹐ꦼ䏞姻㖈儑衼♳⼮⣜ꬑ倝㟞䬘⸓涸㟞Ɤ垷䒭䊺ꦼ⟄⚹絩կu 㽴盗♴鲿ꆀ䭯絯㔐衅佐Ⰶ畮➠㾝梡ⴀ鳅䔂꯸䚍导僥ⴀ䩛康䋑㖞姻㖈封欰絕匬䚍」⻊կ2024
䎃Ⰼ椕ⰻ餝佐Ⰶ㔐⼮荛 817
➉繠⯋䱹鵛⾎〷넞⡙儑爙㟞Ɤ⸓腊姻歋欽䨪錞垷的䓎鷶姿鲮ぢ㼆㶸ꆀ欽䨪涸帿䏞鵘蠒♸⟟⧩䮔䱡կ㖈鵯♧胜兞♴殆㶸ծ➰餩帿䏞♸❡ㅷ欰ㄐワ劍盗椚涸ꅾ銳䚍䭯絯♳⼮Ɤ絁鵘蠒腊⸂姻䧭⚹遤⚌畊✰涸Ⱒꝶ㛇炄կ36.239.344.457.6