Tencent’s splurge on entertainment pays off

Bloomberg

Tencent Holdings Ltd.’s shopping spree on premium content from Game of Thrones to NBA broadcasts has again helped defy investors’ expectations and a slowing Chinese economy.
Second-quarter sales and profit beat analysts’ estimates as the operator of the WeChat and QQ social network services splashed out on mobile games and content — including anything from anime and comics to novels. That strategy paid off as users surged and online advertising revenue swelled 60 percent, confounding fears about marketing cutbacks. Its shares rose 5.2 percent to a record in Hong Kong.
Tencent is paying upfront for rich media titles to tap the purchasing power of its billion-plus users and appeal to advertisers. It’s an approach mirrored by Alibaba Group Holding Ltd., which — while making forays into cloud computing and overseas — is also shelling out for videos, music and games to cater to a domestic audience hungry for high-quality programming. Costs overall for Tencent almost doubled in the quarter.
The question is how long China’s largest social media service can keep spending to outpace the decelerating economy. “Tencent was able to take market share from existing players, thanks to the amount of traffic volume its mobile apps brought in,” said Li Yujie, an analyst at RHB Research Institute Sdn in Hong Kong. But “the main drivers for cost, like content acquisition and bank handling fees, won’t go away any time soon.”
Founder Ma Huateng has shown a new-found willingness to go big when it comes to content. It’s leading an $8.6 billion investment in Supercell Oy, a signature acquisition that will bring the Clash of Clans studio into the fold.
Those blockbusters could anchor the type of tent-pole entertainment that helps it assemble a Marvel-like universe of movies, comic books, online videos and T-shirts. It’s already laid the foundations for an emerging entertainment empire by building League of Legends into a domestic powerhouse.
The Supercell deal is something of an anomaly for a company that’s previously preferred taking smaller stakes in strategically important businesses. That’s because it needs to hold its own against Alibaba and search giant Baidu Inc. on digital entertainment. Tencent has merged its QQ Music unit with China Music Corp., combining some of the country’s most popular Spotify-like services.
Its Tencent Video goes toe-to-toe with Alibaba’s Youku Tudou and Baidu’s IQiyi. Its online advertising business raked in 6.5 billion yuan ($980 million), fueled by a video streaming service whose NBA games attracted twice as many unique viewers during the latest season. Tencent is even getting into Periscope-like live-streaming with “Now,” a new service designed to capitalize on a phenomenon that’s taking China by storm.
While a force in social networking, Tencent is still a relative newcomer to online advertising, with ad revenue that Credit Suisse Group AG estimates runs at about a sixth of Facebook’s. However, investors are keeping a close eye especially on self-service ads on WeChat’s Moments feature, which executives identified as their single biggest growth opportunity when it comes to advertising. There were five times as many marketers using the self-service option last quarter than in the previous three months.