2024
8
China Gaming Trends Report 2024
2024-12-20T12:01:30+00:00
REPB0A38112_A82C_48DC_8758_F55AF877DE0B
4400
178181
[{"name":"Gaming","url":"https:\/\/store.mintel.com\/industries\/leisure-entertainment\/gaming"}]
Report
en_GB
This report looks at the following areas:This Report researches gamers' gaming behaviour, gaming preferences and opinions on game collaborations, exploring the game elements that attract players and strategies for game…
  1. /
  2. All Industries
  3. /
  4. Leisure and Entertainment
  5. /
  6. Gaming
  7. /
  8. China Gaming Trends Report 2024

China Gaming Trends Report 2024

Reports - What's Included
  • Multiple Report Formats
  • Access to our Clients Portal
  • Interactive Databook
  • Custom Presentation Tool

This report looks at the following areas:

This Report researches gamers’ gaming behaviour, gaming preferences and opinions on game collaborations, exploring the game elements that attract players and strategies for game co-branding.

Gamer insights

  • Time spent gaming and changes in gaming settings
  • Preferred genres and gaming experiences
  • Game-related content of interest outside the game

Core gamer insights

  • Gen Z (post-1995 and post-2000) and post-1990s players are the key demographic
  • The gaming behaviours and preferences of Gen Z and post-1990s players

Game collaborations and commercialisation

  • The current state of game collaborations and main approaches

Tapping into increasingly diverse gaming needs and exploring the killer combination of instant gratification and in-depth experiences is key to continuously attracting players. Game collaborations should be based on a close analysis of the gaming community and its sub-cultures, while long-term influence can be built by uncovering the cultural meaning and social value behind the game's IP.

Toby Xu, Analyst, China Insights

Market Definitions

This Report defines games as video games played on computers, mobile devices and dedicated games consoles, including offline games and online games. ‘Gamers’ or ‘players’ are defined as internet users aged 18-49 who have played any type of game on any device in the last three months.

Collapse All
  1. Executive summary

    • Key issues covered in this Report
    • Definition
    • What you need to know
  2. Gaming market overview

    • The Chinese gaming market is recovering and maintaining steady growth
    • Graph 1: game market revenue and growth, 2019-24
    • Mini program games continue to rise in popularity, with quality the direction of travel
    • Black Myth: Wukong brings the single-player game market more attention and drives growth in equipment sales
    • The number of gamers has grown slightly, while game payments remain stable
    • Graph 2: digital content spending, 2021-2024
    • Graph 3: user numbers and growth, 2019-24
    • Policy relaxations and support bring new momentum to the gaming industry
    • Graph 4: game licence approval volume, 2018-24
    • Technology developments fuel continuous optimisation of the gaming experience
    • The usage of mobile devices and home games consoles continues to rise
    • Graph 5: online gaming devices, 2019-24
    • Hardware brands are upgrading features for gaming to cater to players' pursuit of a quality gaming experience
  3. Gamer insights

    • Deep, immersive gaming experiences are the central focus
    • The demand for in-depth gaming experiences remains strong
    • Graph 6: time spent gaming, 2022 vs 2024
    • Players seek immersive gaming experiences in home settings
    • Graph 7: changes in time spent in different gaming settings, 2024
    • Graph 8: gaming settings, 2024
    • Home gaming settings are more flexible, with mobile devices still dominating
    • Graph 9: game devices, by changes in time spent in different gaming settings, 2024
    • To ensure a coherent and consistent gaming experience, high-quality cross-platform gaming is imperative
    • Opportunities for hardware suitable for home gaming
    • 'Dopamine-style' and 'endorphin-style' game experiences are equally attractive
    • MOBA and shooter games remain the most widely-played and popular genres
    • Graph 10: changes in interest in different genres, 2024
    • Graph 11: gaming in different genres, 2024
    • Most gamers have dabbled in a wide range of genres and play in multiple categories
    • Graph 12: gaming in different genres – repertoire analysis, 2024
    • Increasingly diverse demand sees players wanting to switch freely between casual entertainment and immersive experiences
    • Graph 13: desired gaming experiences, 2024
    • Games that combine multiple genres of gameplay and experiences are highly popular
    • The gaming habits and desired experiences of male and female players are converging
    • Men and women's gaming behaviour is consistent
    • Graph 14: gaming settings, by gender, 2024
    • Graph 15: time spent gaming, by gender, 2024
    • Male and female gaming preferences are interest-driven, but their desired game experiences converge
    • Graph 16: gaming in different genres, by gender, 2024
    • Graph 17: desired gaming experiences, by gender, 2024
    • Male and female players equally appreciate the stress relief brought by competition and content
    • Graph 18: stress relief experiences from gaming – women, 2024
    • Graph 19: stress-relief experiences from gaming – men, 2024
    • The gaming experience extends beyond the game
    • Players want to extend the game experience outside the game
    • Graph 20: interest in game-related content, 2024
    • Offline events and competitions held by game brands can bring the biggest increase in audience reach
    • Besides the core gamer base, the broader 'cloud gamers' group is also a key audience for game IP and activities
    • Graph 21: attitudes towards gaming, 2024
    • Graph 22: desired gaming experiences, by attitudes towards gaming, 2024
    • High-quality game content can reach new audiences outside the game
    • Real-world replicas of gaming experiences enhance engagement and cohesion among the player community
    • Offline events and esports competitions aimed at a wide audience enhance influence while attracting new and returning users
  4. Core gamer insights (Gen Z and post-1990s)

    • Younger gamers are playing for longer
    • Graph 23: post-1990s' time spent gaming, 2022 vs 2024
    • Graph 24: Gen Z's time spent gaming, 2022 vs 2024
    • Younger players prefer to take their time with an in-depth experience, with gaming also becoming an important form of social interaction
    • Graph 25: changes in time spent in different gaming settings – spent more time, by generation, 2024
    • Younger players prefer exciting competitive games and value the fairness of the gaming experience
    • Graph 26: genres of games played in the last three months, by generation, 2024
    • Younger people show the most interest in trying MOBA, shooting and role-playing games, and racing games also have potential
    • Graph 27: post-1990s interest in select games they are not playing, 2024
    • Graph 28: Gen Z interest in games they are not playing, 2024
    • Post-1990s players focus on immersive experiences and achievement, while Gen Z is more zen
    • Graph 29: select desired gaming experiences, Gen Z and post-1990s, 2024
    • Changes in the demographic make-up of gamers have led to a shift in business models, with a shift from focusing on pay-to-win players to a broader group of micro-payers or non-payers
    • Justice Mobile uses a seasonal system to create a more equal gaming experience, revolutionising traditional MMOs
    • Game design keywords for younger people: stress-relief, social interactions, fairness
  5. Game collaborations and commercialisation

    • Core approach: demonstrate understanding of the gaming community; explore the cultural value and social significance of creative work
    • Co-branding with games – practical products aimed at a broad audience are well received
    • Most gamers prefer co-branded products that closely match the game's style; shooting/sports and leisure/party games can try novel and interesting co-branded styles
    • Graph 30: attitudes towards stylistic consistency in co-branding, 2024
    • Game for Peace tries novel and interesting crossover collaborations
    • Players want both faithfulness and creativity in game collaborations
    • Graph 31: attitude towards fidelity in game co-branding, 2024
    • While reproducing game content, innovatively integrate social or cultural initiatives to explore the social significance of the game IP
    • Hobbyists want to express their interests outwardly to create an identity
    • Graph 32: preferences regarding the need for learning and a sense of identity/belonging, by interest type, 2024
    • Graph 33: preferences regarding the display of interests to the outside world, by type of interest, 2024
    • Skilfully use gaming memes to show an understanding of gaming culture and assimilate into gaming communities
    • Play into gaming community jargon and memes to explore more collaboration possibilities
    • Connect culturally with players and showcase the cultural value of the creative work
  6. What we think

    • Keys to success
  7. Appendix – methodology and abbreviations

    • Methodology
    • Abbreviations

Why Choose Mintel?

Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.

Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:

  • Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
  • Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
  • Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
  • Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.

Browse our sample PDF report below:

Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
 4,400 (Excl.Tax)
  • Instant access when you pay by credit card
  • Save up to 20% when you purchase multiple reports
Buy now

Is this report right for you?

From consumer reports to customised growth strategies. We have an option to suit your business requirements.

Find out more

Popular Related Reports

Global Outlook on Sustainability: A Consumer Study 2024-25

 5,900 24,200

Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...

Find out more

China Sports and Outdoor Consumers Report 2024

 4,400

This report looks at the following areas:Track changes in participation rates for various mass sports (including badminton, table tennis, etc) and outdoor activities (including running, hiking/mountain climbing, etc)Segment...

Find out more

China Lifestyles of Gamers Consumer Report 2024

 4,400

This report looks at the following areas: This Report explores the topics of gamers' game-related lifestyles by examining their gaming devices, participation in activities inside and outside of games...

Find out more

China Hobbies and Interests Consumer Report 2024

 4,400

This report looks at the following areas:Types of hobbies and interests and demographic profilesAwareness and preferences of consumers by types of hobbies and interestsConsumers’ participation and engagement levels...

Find out more

China Leisure Trends Report 2024

 4,400

This report looks at the following areas:Consumers' in-home and out-of-home leisure plans and an analysis of how this differs from previous yearsVariations in leisure behaviours between consumers in...

Find out more

China Theme Parks Market Report 2024

 4,400

Quality of experience and content are key factors for consumers when choosing which theme park to visit. Brands should develop IP storytelling capabilities while also leveraging new technologies...

Find out more

Trusted by global industry leaders

Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.

When carrying out background research, I find Mintel an excellent starting point.

The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.

Ben Zeidler, Director - Research and Analytics, Tenth Wave

At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.

Alana Gavin, VP Research and Insights, Jackman

When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.

They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.

So overall, it’s the level of detail and the quality of forecasting that really stand out for me.

Rebecca Green, Market Insight Manager, Wincanton

One of the biggest challenges we face is the need to get smart on a business or category real quick.

We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.

We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.

Jeff White, Business Development Director, Deutsch

Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.

It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.

Pauline Robson, Managing Partner, Mediacom

Is this report right for you?

From consumer reports to customised growth strategies. We have an option to suit your business requirements.

Find out more