2026游戏行业深度洞察_动作与策略游戏研究报告_55页_16mb

报告摘要

Gaming Deep Dive Summary

Core Content Overview

This document provides an in-depth analysis of the action and strategy gaming market across PC, Console, and Mobile platforms in 2025, highlighting key trends, growth patterns, and revenue dynamics. It discusses the performance of various genres, the role of social features, and the impact of major publishers and new entrants.

Main Trends

1. PC/Console Grows Diverse, Mobile Consolidates

PC/Console continues to show diverse success across Indie, AA, and AAA titles.
Mobile growth is concentrated among the largest games and publishers.
PC/console games are primarily paid, while mobile games are mostly free-to-play.
Steam leads in growth, with Action & Strategy genres driving significant premium revenue.
Mobile IAP revenue is dominated by top publishers, especially from China, with the top 10 publishers capturing nearly half of the action & strategy revenue.

2. Social Experiences Take Over

Social features are central to leading action & strategy games in 2026.
PC/console games emphasize team-based PvP and competitive multiplayer.
Mobile games leverage alliance/clans and team PvP for retention and monetization.
New mobile titles like OneState, Tomb Busters, and Heartopia are experimenting with friend-group play, blurring the social design gap between platforms.

3. Shooters Are More Competitive Than Ever

Downloads for shooters declined on both mobile and PC/console, but revenue increased.
Mobile shooters saw growth in IAP revenue, with titles like Delta Force and Game For Peace gaining traction.
PC/console shooters like Marvel Rivals and Warhammer 40,000: Space Marine II are showing strong performance.
Competition is intense across all platforms, with new entrants capturing significant market share.

4. Mobile 4X Strategy Growth Levels Out

4X strategy games on mobile saw growth in 2025, but the curve is leveling off.
In-app purchase (IAP) revenue from mobile 4X strategy games remained relatively stable.
This suggests that the market is becoming more saturated and that new growth opportunities are limited.

5. Action & RPG Dominant on PC/Console, Not on Mobile

Action and RPG are the top genres on PC/console, with Action showing a 34% YoY growth.
Mobile saw a decline in both Action and RPG, with the exception of some niche titles.
Black Myth: Wukong had a significant impact on RPG revenue in 2024, but its absence in 2025 didn’t offset the decline.

6. Indie Deckbuilders Break Out

Indie deckbuilders like Balatro and Slay the Spire 2 are driving growth in the PC/console strategy segment.
These games are attracting attention from AAA publishers, signaling a potential shift in the industry.
Indie games are gaining traction and may be the next genre to see AAA-level investment.

Key Figures

Total Action & Strategy Downloads in 2025: 46B
Total Action & Strategy IAP Revenue on Mobile in 2025: $42B
Steam Premium Revenue in 2025: $10B
Total Ad Spend for Action & Strategy Games in 2025: $4B

Regional Insights

Mobile games are dominated by Chinese publishers, who accounted for nearly half of the IAP revenue.
PC/console games are more Western-focused, with US developers leading in downloads.
PC/console audiences skew younger and more female compared to mobile and console core gamers.
Roblox is the most popular game app across all three personas, but PlayStation and Xbox users are more likely to engage with Block Blast! and Animal Crossing-style games like Heartopia.

Platform Comparison

PC/console games are more innovative and technically ambitious, attracting a broader audience and higher revenue.
Mobile games are more consolidated, with a focus on retention and monetization through social features and alliances.
Steam remains a major growth driver for PC/console, with Action & Strategy genres leading in both downloads and revenue.

Conclusion

The action and strategy gaming market in 2025 shows a clear divide between PC/console and mobile, with PC/console maintaining diversity and growth while mobile sees consolidation and a shift towards social-driven monetization. Shooters face increasing competition, but still offer strong revenue potential. Indie deckbuilders are emerging as a key growth driver, and the gap between platforms is narrowing as mobile games incorporate more social features.

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