Recently, the Game工委 released the 'May 2025 China Game Industry Monthly Report', showing that the actual revenue of China's independently developed games in the overseas market reached 1.577 billion US dollars in May, a year-on-year increase of 6.93%. After two consecutive years of decline, the overseas revenue of China's independently developed games in 2024 has returned to growth, and the 'going abroad' of China's games in 2025 is still accelerating. At the same time, the related industries around the 'going abroad' of games are also rapidly deploying.

According to the analyst meeting information of Huya's first quarter financial report in 2025, the revenue of Huya's overseas gaming-related services achieved a several-fold increase on a year-on-year basis in the first quarter, and is expected to become one of the important growth engines of the company. Through its overseas live streaming platform and international mobile application service platform, Huya has completed the full-process gaming user service capabilities from game live streaming to game acceleration, achievement inquiry, user community, item purchase, and event organization, and has accumulated a large number of FPS and MOBA category user groups. The stable game acceleration, active user community, and efficient item purchase payment services have been widely praised by users.

A relevant person in charge of Huya's overseas game distribution said that meeting the core needs of users is the key to commercial monetization. As a company deeply involved in global game live streaming and distribution business, Huya will actively seize the industrial opportunity of game 'exporting', explore the commercial value of platform content, user traffic, and localized operation capabilities. In the future, Huya will increase the scale of overseas game distribution services such as user community operation, KOL content marketing, channel distribution co-operation, and prop sales collaboration.

At the same time, he believes that with the quality of domestic games such as 'Heishen: Wu Kong' and 'PUBG Mobile' widely praised by global players, the distribution efficiency of domestic games in multiple regions around the world should also be 'matched' to unleash greater momentum in the overseas market. Game manufacturers not only need to consider the short-term effectiveness of obtaining and converting users but should also plan for long-term refined operations, build brand moats, and establish stable community ecosystems and channels for reaching paying customers. Taking the collaborations with 'Honor of Kings' and 'Arena Breakout' as examples, they can bring over ten thousand new registered users per day through Huya's overseas co-operation, with user quality ranking first among third-party channels.

Huya's overseas distribution capabilities differ from those that solely rely on third-party resources. By combining the localized resources accumulated by its operation team in Southeast Asia, the Middle East, Europe, and other regions around the world, Huya covers the entire process of content ecology, user ecology, marketing, channel distribution, and payment monetization through 'self-operated' means, and can systematically solve issues from initial volume to medium and long-term growth, live and video content matrix, payment, and mall for 'exporting' games. Currently, Huya's overseas product matrix has gathered over ten million loyal users, with more than ten thousand signed anchors, over three thousand direct connections with top KOLs, and over a million private domain fans on platforms such as Facebook and Discord. Taking the collaboration with 'PUBG Mobile' as an example, Huya combined key seasons and festival nodes to customize paid events and user ice-breaking solutions for the game, which improved the promotion efficiency several times compared to conventional methods.

It is worth mentioning that with the combination of its 'self-operated' platform matrix and production and operation capabilities, Huya can also tailor localized marketing strategies, interactive gameplay, and event activities for small and medium-sized game manufacturers with limited production and operation resources, allowing manufacturers with little 'export' experience to avoid more 'landmines' in modules such as KOL collaboration, community operation, and DSP channel distribution.

It is reported that the overseas game titles in collaboration with Huya have exceeded a hundred. The commercial value of Huya's overseas layout in terms of overseas game distribution, marketing, and monetization is being realized.