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Mobile Gaming - China - October 2018

“More and more gamers are playing on mobile devices while the average playing time has increased slightly compared to last year. Consumers have more motivations to make in-game purchases than before and they tend to try variety of games. Therefore, increasing players’ retention rate and motivations for in-game purchases are vital to a game’s success.”

- Terence Zhou, Research Analyst

This report will look at the following areas:

  • How to improve mobile gamers’ retention?
  • How to grow big in niche markets?
  • How to make in-game ads appealing to mobile gamers?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Figure 1: Market share of gaming market, by gaming devices, China, 2011-18 (est)
              • Figure 2: Market value of mobile gaming market, China, 2011-18 (est)
              • Figure 3: Best- and worst-case forecast of market value of mobile gaming market, China, 2013-23
            • Companies and brands
              • Figure 4: Market share of top mobile gaming companies, China, 2017
            • The consumer
              • More gaming players on mobiles
                • Figure 5: Gaming devices used in the last three months, by game type, July 2018
              • Slight increase of gaming hours
                • Figure 6: Time spent on playing mobile games per day, July 2018
              • 18-19s most explorative with game types
                • Figure 7: Average numbers of mobile game types played, by gender and age, July 2018
              • One in five haven’t spent a penny yet
                • Figure 8: Claim rates on ‘I haven’t spent money on mobile games in the last 3 months’, by age, July 2018
                • Figure 9: Segmentations of mobile game players, July 2018
              • What we think
              • Issues and Insights

                • How to improve mobile gamers’ retention?
                  • The facts
                    • The implications
                      • How to grow big in niche markets?
                        • The facts
                          • The implications
                            • How to make in-game ads appealing to mobile gamers?
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • A new era of mobile gaming
                                    • Mobile penetration and connectivity
                                      • Consumers’ attitudes are changing
                                      • Market Size and Forecast

                                        • Representing 57% of the total gaming market
                                          • Figure 10: Market share of gaming market, by gaming devices, China, 2011-18 (est)
                                          • Figure 11: Market value of mobile gaming market, China, 2011-18 (est)
                                        • Forecasted to hit RMB 264,550 million in 2023
                                          • Figure 12: Best- and worst-case forecast of market value of mobile gaming, China, 2013-23
                                      • Market Drivers

                                        • Fast-growing mobile phone penetration
                                          • The promised world of 5G connectivity
                                            • The development of mobile phone hardware/chips
                                              • Seeking relaxation and socialisation from mobile games
                                                • Increasing willingness to pay for video games
                                                  • Widely accepted mobile payment
                                                  • Key Players – What You Need to Know

                                                    • Tencent and NetEase are squeezing the market
                                                      • M&A and promotion
                                                        • Innovation in game type, advertisement and devices
                                                        • Market Share

                                                          • Top mobile game developers in terms revenue
                                                            • Figure 13: Leading companies in mobile gaming market, by value share, China, 2017
                                                          • The competition between Tencent and NetEase
                                                          • Competitive Strategies

                                                            • Publishers moving into development and channels
                                                              • Advertisements for mobile games on the rise
                                                                • Figure 14: Gaming ‘propaganda’
                                                              • Fighting on the live streaming platforms
                                                              • Who’s Innovating?

                                                                • Asymmetric multiplayer mobile games
                                                                  • Figure 15: Identity V
                                                                • Rewards now, watch later
                                                                  • Figure 16: Rodeo Stampede
                                                                • Playing on the cloud
                                                                  • Figure 17: GeForce Now
                                                              • The Consumer – What You Need to Know

                                                                • Mobile phone is the dominant gaming device
                                                                  • Dedicated gamers’ personas are diverse
                                                                    • Four types of mobile game players
                                                                    • Gaming Devices

                                                                      • Larger gap between the usage of mobile phones and PCs
                                                                        • Figure 18: Gaming devices used in the last three months, by game type, July 2018
                                                                      • Mobiles are attracting more consumers in tier one cities
                                                                        • Figure 19: Gaming devices used for online gaming in the last three months in tier 1 cities, July 2018 vs September 2017
                                                                      • Males remain more passionate about mobile online gaming
                                                                        • Figure 20: Gap between mobile online and mobile single game playing (as benchmark), by gender and age, July 2018
                                                                      • Tablet users are sophisticated online gamers
                                                                        • Figure 21: Gaming devices used in the last three months, by select device users, July 2018
                                                                    • Mobile Gaming Hours

                                                                      • 2.8 hours daily
                                                                        • Figure 22: Time spent on playing mobile games per day, July 2018
                                                                      • 25-29s lag 18-19s in gaming hours
                                                                        • Figure 23: Mobile gaming hours, by gender and age, July 2018
                                                                      • Players with high household incomes also tend to play longer
                                                                        • Figure 24: Mobile gaming hours, by monthly household income, July 2018
                                                                      • Console players are the most dedicated gamers
                                                                        • Figure 25: Mobile gaming hours, by gaming devices, July 2018
                                                                    • Mobile Game Types Played

                                                                      • Preference for high diversity of game types
                                                                        • Figure 26: Types of mobile game played, July 2018
                                                                      • 18-19-year-olds most explorative with game types
                                                                        • Figure 27: Average numbers of mobile game types played, by gender and age, July 2018
                                                                      • Females are also fans of popular game types
                                                                        • Figure 28: Types of mobile game played, by gender, July 2018
                                                                        • Figure 29: Penetration of select mobile game type, by gender and age, July 2018
                                                                      • Sandbox and Puzzle games are at the two ends of the timing ladder
                                                                        • Figure 30: Time spent on playing mobile games per day, by mobile game types, July 2018
                                                                    • In-Game Purchase Motivations

                                                                      • One in five haven’t spent a penny yet
                                                                        • Figure 31: Claim rates on ‘I haven’t spent money on mobile games in the last 3 months’, by age, July 2018
                                                                      • Spending is about gaming experience itself
                                                                        • Figure 32: In-game purchase motivations, July 2018
                                                                      • 30-39-year-old gamers’ alternative motivation
                                                                        • Figure 33: Claim rates on selected in-game purchase motivations, by gender and age, July 2018
                                                                      • Enlarge the user base of arcade games and raise purchasing motivation of puzzle games’ players
                                                                        • Figure 34: In-game purchase motivations of Puzzle and Arcade players, July 2018
                                                                    • Preferred Mobile Game Styles

                                                                      • High earners want mobile games that require dedication
                                                                        • Figure 35: Game style preference, by demographic group, July 2018
                                                                      • Multiple player mode drives up gaming length
                                                                        • Figure 36: Mobile gaming hours, by gaming style preference, July 2018
                                                                      • More console gamers in lower tier cities
                                                                        • Figure 37: Gaming preference, by city tier, July 2018
                                                                      • Fast-paced game preferers are more likely to play on mobile phones
                                                                        • Figure 38: Gaming device preference, by game pace preference, July 2018
                                                                      • Males are more likely to play multiple games at the same time
                                                                        • Figure 39: Multi-gaming preference, by demographic group, July 2018
                                                                    • Consumer Segmentation

                                                                      • Four types of mobile game players
                                                                        • Figure 40: Segmentations of mobile game players, July 2018
                                                                      • Mainstream Players (主流玩家): Experienced, disciplined and outgoing
                                                                        • Figure 41: Gaming expertise, % of strongly agree, by consumer segment, July 2018
                                                                      • RMB Players (氪金玩家): Undisciplined spenders
                                                                        • Figure 42: In-app purchase attitude, % of strongly agree, by consumer segment, July 2018
                                                                      • Casual Players (休闲玩家): Learning while relaxing
                                                                        • Figure 43: Perceived gaming benefits, % of strongly agree, by consumer segment, July 2018
                                                                      • Social Players (社交玩家): Gamers with a clear purpose
                                                                        • Figure 44: Social attitudes, % of strongly agree, by consumer segment, July 2018
                                                                    • Meet the Mintropolitans

                                                                      • Mintropolitans are mobile gaming enthusiasts
                                                                        • Figure 45: Consumer segmentation, by consumer classification, July 2018
                                                                      • More games and more time
                                                                        • Figure 46: Consumer segmentation, by consumer classification, July 2018
                                                                    • Appendix – Market Size and Forecast

                                                                        • Figure 47: Market value of mobile gaming, China, 2013-23
                                                                    • Appendix – Methodology and Abbreviations

                                                                      • Methodology
                                                                        • Fan chart forecast
                                                                          • Abbreviations

                                                                          Mobile Gaming - China - October 2018

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