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招商證券:網易(09999.HK)及時安撫「哈利波特」玩家情緒 料熱搜風波影響有限
阿思達克 01-24 11:46
網易(09999.HK)今早股價受壓,盤中曾低見150元一度挫7.6%。招商證券國際發表報告表示,上周四(20日)許多內地玩家在微博上集體投訴網易旗下遊戲《哈利波特:魔法覺醒》,隨後該話題便登上微博熱搜。這些玩家主要對遊戲的新春福利轉盤機制感到不滿,該機制意味著玩家需要進行大量的遊戲內購和完成繁重的任務才能獲得新皮膚。網易迅速做出回應,道歉後取消了新春福利轉盤,並隨後向遊戲玩家發放了遊戲內獎勵。 該行認為,這一事件印證了該遊戲的熱門程度,因為截至1月21日,該話題在微博超話上吸引了超過3.8億的閱讀次數、4.6萬的討論次數和2.1萬的原創人數。此外,從網易迅速安撫玩家,以防止問題進一步升級的表現來看,這也反映了網易豐富的遊戲運營經驗。從微博超話的趨勢數據來看,該行認為這一事件已經降溫,將不會對《哈利波特:魔法覺醒》的表現產生實質性影響。 報告補充,基於網易的遊戲運營能力和《哈利波特:魔法覺醒》IP的深度,這款遊戲應該會像網易旗艦遊戲(例如《夢幻西遊》、《大話西遊》、《陰陽師》)那樣,擁有較長的生命周期,並且大部分流水將由高消費能力的核心玩家所貢獻。因此,該行目前預估《哈利波特:魔法覺醒》將在2022年獲得約63億元人民幣的流水。 該行預期網易遊戲2022財年前景光明,網遊業務收入2022財年將按年加速增長17%(2021財年增速為15%)。該行維持對網易「買入」投資評級及目標價231元。
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