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騰訊(00700.HK):疫情帶動遊戲用戶使用時長增 媒體廣告料需時復甦
阿思達克 03-18 18:23
騰訊(00700.HK)管理層在業績電話會議中指出,疫情對媒體廣告方面影響較大,一些較大型的推廣活動都無法進行,認為需要一段時間才會有改善,但他強調媒體廣告收入佔比較細,反而在疫情期間社交及效果廣告方面有較好增長,因為這類型的廣告與線上生態有關,很多廣告主現時亦會將銷售及精力轉向線上市場。另外管理層亦指出,疫情對不同行業亦有不同影響,留意到教育、遊戲、電商及線上醫療等的行業相對健康,而奢侈品及汽車行業則面對更大挑戰。

在遊戲表現方面,管理層指大部分用戶最近才回到辦公室,所以旗下在線內容產品在疫情期間的用戶使用時長均有提升,遊戲業務亦不例外,但就未有透露具體增長幅度,僅指公司較關注疫情期間如何調動人手提供公共服務及產品等。至於何時可以推出「LOL Mobile」,管理層僅表示期望不久將來可取得遊戲版號,相信亦會在全球推出,認為遊戲是很多英雄聯盟粉絲期待的產品。

對於阿里亦加入「小程序」戰場,管理層表示高興見到業界擁抱這樣的策略,相信可令小程序生態更繁榮。之前公司透露小程序交易額達8,000億人民幣,管理層指出相關業務變現仍相當少,強調小程序主要是希望將用戶與商家連結,而商家使用小程序後如想獲客則會花費在效果廣告上,日後與騰訊對接,對旗下的雲服務、支付及金融服務都會有好處,故不僅是留意即時的財務回報。(el/) ~

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