Bilibili Inc. (BILI) has emerged as a standout in China’s digital entertainment landscape, transitioning from a content-driven platform to a profit-generating powerhouse. Its Q2 2025 financial results underscore a strategic pivot toward high-margin revenue streams, particularly in gaming and advertising, while maintaining a disciplined approach to cost management. For investors, the critical question is whether this profitability is sustainable—and what it means for long-term shareholder value.
Gaming: A High-Margin Engine with Global Ambitions
Bilibili’s gaming revenue surged 60% year-over-year to RMB1.6 billion in Q2 2025, driven by the success of titles like San Mou and San Guo: Mou Ding Tian Xia. The former celebrated its first anniversary with record-breaking daily active users (DAUs) and limited-edition skin sales, while the latter’s new season introduced refreshed mechanics that boosted monetization. These titles exemplify Bilibili’s ability to create “evergreen” games—products with recurring revenue potential and strong user retention.
The company’s pipeline further strengthens its gaming narrative. With 45 games awaiting licensing approval and plans to expand San Mou into international markets (Hong Kong, Macau, Taiwan, and overseas), Bilibili is positioning itself to tap into global gaming demand. This diversification reduces reliance on domestic markets and mitigates risks from regulatory shifts in China’s gaming sector.
However, sustainability hinges on Bilibili’s ability to balance innovation with user fatigue. While new seasons and skins drive short-term revenue, long-term success requires maintaining engagement without overexploiting players. The 80% auto-renewal rate for premium memberships and 368 million monthly active users (MAUs) suggest a loyal base, but competition from Tencent and NetEase remains fierce.
Advertising: AI-Driven Efficiency and Scalability
Bilibili’s advertising revenue grew 20% year-over-year to RMB2.4 billion, fueled by AI integration. Large Language Models (LLMs) and AI-Generated Content (AIGC) tools now power 30% of ad covers, enabling rapid creation of high-performing creatives. This not only reduces production costs but also enhances ad targeting, with eCPM (effective cost per thousand impressions) rising over 10% year-over-year. Performance-based advertising revenue grew 30% YoY, reflecting advertisers’ confidence in Bilibili’s ability to deliver measurable ROI.
The platform’s demographic edge—dominated by Gen Z and young millennials—further solidifies its appeal. Advertisers in gaming, e-commerce, and automotive sectors are increasingly prioritizing Bilibili to access this high-spending cohort. The 20% YoY growth in unique advertisers underscores the platform’s expanding commercial ecosystem.
Yet, challenges persist. Rising sales and marketing expenses (up 26% YoY in Q1 2025) highlight the cost of acquiring and retaining advertisers. Additionally, Bilibili’s partnership with Tencent, while providing access to cloud infrastructure and payment systems, includes cost caps that could limit margin expansion. Investors must monitor whether these constraints outweigh the benefits of collaboration.
Financial Health and Margin Expansion
Bilibili’s gross margin expanded to 36.5% in Q2 2025, up from 29.9% in Q2 2024, driven by high-margin gaming and advertising growth. Operating profit turned positive at RMB252 million, with adjusted net profit reaching RMB561 million. The company’s cash reserves of RMB22.3 billion (USD3.1 billion) provide flexibility for reinvestment or shareholder returns, as evidenced by its USD100 million share repurchase in Q2.
Management’s targets—37% gross margin by Q4 2025 and 10% adjusted operating margin by year-end—signal confidence in sustaining this trajectory. However, achieving a 40%–45% gross margin in the medium term will require continued R&D efficiency. While R&D expenses declined 3% YoY to RMB866 million, the company’s focus on AI-driven tools (e.g., virtual companionship features and smart ad placement) could offset cost savings.
Risks and Long-Term Implications
Despite its progress, Bilibili faces headwinds. Regulatory scrutiny of gaming and advertising sectors in China could disrupt revenue streams. Additionally, the platform’s reliance on high-spending users (e.g., Gen Z) means macroeconomic downturns could dampen discretionary spending.
The Tencent partnership, while beneficial, introduces dependency risks. Cost caps on services like cloud computing and payments may limit Bilibili’s ability to scale profitably. Investors should also watch for competitive pressures from ByteDance’s Douyin and Alibaba’s Taobao, which are expanding into gaming and e-commerce.
Investment Thesis: A Buy for the Long-Term
Bilibili’s strategic focus on high-margin gaming and AI-enhanced advertising positions it as a compelling long-term investment. The company’s ability to monetize user engagement, expand gross margins, and reinvest in innovation (e.g., AIGC tools) supports durable growth. While near-term risks exist, Bilibili’s strong liquidity, disciplined cost management, and expanding advertiser base mitigate these concerns.
For investors, the key metrics to monitor include:
1. Gaming revenue retention rates for titles like San Mou and FGO.
2. Ad eCPM and performance-based revenue growth as AI tools mature.
3. Gross margin progression toward the 40%–45% target.
In conclusion, Bilibili’s profitability breakthrough is not a one-off but a result of strategic execution in high-growth areas. For those with a 3–5 year horizon, the company’s combination of recurring revenue, AI-driven efficiency, and strong user stickiness makes it a standout in the tech sector. However, patience and a close watch on regulatory and competitive dynamics are essential to unlocking its full potential.
