- 44.5% of players discover new games through short video content
- 62% of PC gamers are spending more than they did last year
The Chinese mobile gaming market is experiencing significant growth, with two-thirds of players now engaging in mini games daily or several times a week, totaling 650 million gamers.
These insights are part of the latest Niko Partners China Gamer Behaviour & Market Insights report, revealing that video advertising is the primary source of new users in the PC and mobile markets, with 44.5% of players discovering new games through short video content.
This trend bodes well for video ad platforms and game developers utilizing this method for monetization.
PC spending surges amid regulatory challenges
PC gaming has seen a significant surge in individual spending, with 62% of PC gamers spending more than last year, including 19% who spent at least 30% more.
Additionally, 43.9% of gamers watch video game or esports live streams, with 68.6% using Douyin. Younger gamers aged 18-22 now play more hours per week than older age groups, indicating that regulations aimed at youth gamers have had an unintended effect.
Japan leads in import game approvals, followed by the US and South Korea.
“Our research indicates a positive outlook for growth in player spending, especially within the PC gaming sector,” stated Niko Partners CEO Lisa Hanson. “New avenues for game discovery and non-ISBN games are emerging through short video platforms and the ongoing availability of Steam internationally.”
“This presents fresh opportunities for game marketing and monetization, highlighting the importance for companies to have a deep understanding of the Chinese market for effective strategy implementation.”
Recent developments include the approval of 104 new video games from mainland Chinese developers this month, including titles from Tencent Holdings and Alibaba Group Holding.
