IVAS revenues increased 5.7% QoQ to RMB3,582.0 million
IVAS revenues increased 5.7% QoQ to RMB3,582.0 million and
what represented 76.7% of the total revenues in the second quarter of 2010. Online gaming revenues increased 5.9% QoQ to RMB2,142.7 million despite weaker seasonality. This was mainly driven by increased monetization of Cross Fire, as well as revenue contribution from recently launched MMOGs. Revenues from our community value-added services increased by 5.5% to RMB1,439.3 million. QQ Membership benefited from growth in monthly subscriptions, largely due to enriched online and offline privileges. Revenues from Qzone increased with improved user loyalty and stickiness, mainly fueled by enhancements in bundled privileges relating to social games. Revenues from QQ Show also increased as we continued to enhance the user value and experience of the product.
MVAS revenues increased 9.0% QoQ to RMB674.1 million and represented 14.4% of the total revenues in the second quarter of 2010. This was primarily driven by growth in the user base of our bundled SMS packages as we enhanced privileges and features. Revenues from mobile social games also increased.
Online advertising revenues increased 94.5% QoQ to RMB397.5 million and represented 8.5% of the total revenues in the second quarter of 2010. This primarily reflected favourable seasonality in the second quarter, as well as our focus on leveraging major events, including the World Cup and the World Expo, to generate business opportunities.
