Communication Author：Fuller Wang Nov 07, 2022 03:07 PM (GMT+8)

Bilibili's gaming revenue declined 15% in the June quarter this year, accounting for about 21% of its total revenue. The company has long struggled to profit despite having more than 300 million monthly users on its video platform.

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Bilibili Inc (BILI: NASDAQ, 9626:HK) CEO, Chen Rui, has taken over direct supervision of the company's gaming department as the Alibaba-backed company looks to boost revenue growth.

The human resource department of Bilibili, best known for its YouTube-like video-sharing platform, issued an email on November 4, 2022, informing employees that those in its gaming department will report to Chen Rui, the company's CEO, and no longer Zhang Feng, a heading SVP at the company.

Bilibili's shares were up about 10% in Hong Kong on November 11 as investors interpreted it as an effort by Bilibili to refocus on its gaming business, which had been an important revenue generator for the company but has struggled in recent years.

When Bilibili went public on the Nasdaq in 2018, gaming accounted for about 80% of its total revenue. Its most famous title at the time was the strategy game Fate/Grand Order. But Bilibili has been struggling to find new hits over the years while other Chinese companies, including NetEase and miHoYo, continue to gain ground. Bilibili's gaming revenue declined 15% in the June quarter this year, accounting for about 21% of its total revenue. The company has long struggled to profit despite having more than 300 million monthly users on its video platform.