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腾讯(00700.HK):疫情带动游戏用户使用时长增 媒体广告料需时复苏
阿思达克 03-18 18:23
腾讯(00700.HK)管理层在业绩电话会议中指出,疫情对媒体广告方面影响较大,一些较大型的推广活动都无法进行,认为需要一段时间才会有改善,但他强调媒体广告收入占比较细,反而在疫情期间社交及效果广告方面有较好增长,因为这类型的广告与线上生态有关,很多广告主现时亦会将销售及精力转向线上市场。另外管理层亦指出,疫情对不同行业亦有不同影响,留意到教育、游戏、电商及线上医疗等的行业相对健康,而奢侈品及汽车行业则面对更大挑战。

在游戏表现方面,管理层指大部分用户最近才回到办公室,所以旗下在线内容产品在疫情期间的用户使用时长均有提升,游戏业务亦不例外,但就未有透露具体增长幅度,仅指公司较关注疫情期间如何调动人手提供公共服务及产品等。至於何时可以推出「LOL Mobile」,管理层仅表示期望不久将来可取得游戏版号,相信亦会在全球推出,认为游戏是很多英雄联盟粉丝期待的产品。

对於阿里亦加入「小程序」战场,管理层表示高兴见到业界拥抱这样的策略,相信可令小程序生态更繁荣。之前公司透露小程序交易额达8,000亿人民币,管理层指出相关业务变现仍相当少,强调小程序主要是希望将用户与商家连结,而商家使用小程序後如想获客则会花费在效果广告上,日後与腾讯对接,对旗下的云服务、支付及金融服务都会有好处,故不仅是留意即时的财务回报。(el/) ~

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