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 and preferences for game-related collaborations, in order to identify opportunities for innovative marketing to gamers and the direction for the future.
- Usage of gaming devices and the stress-relief experiences games provide
- Co-participants in game-related activities
- Interest in brand and game collaboration methods
- Gamers’ interest in cross-category collaborations
- Preferences for category-specific in-game and out-of-game IP co-branding
- Gamers’ attitude towards games and related marketing
Gamers now want interactive gaming experiences that combine online with offline and virtuality with reality. While audiences differ, the passion for gaming is universal. Future game marketing needs to transcend gender and generational boundaries as well as dimensional barriers, exploring collaboration possibilities in the broader IP domain to stand out despite the homogenisation of co-branding campaigns with games.
Gloria Gan, Senior Analyst, China Insights
Market Definitions
Online games refer to games that need to be played over a computer network and enable multiple players to participate simultaneously.
Subgroup definitions (by monthly household income):
- Low household income is defined as a monthly household income of RMB6,000-9,999 in Tier 1 cities and RMB5,000-8,999 in Tier 2 or lower cities.
- Middle household income is defined as a monthly household income of RMB10,000-17,999 in Tier 1 cities and RMB9,000-15,999 in Tier 2 or lower cities.
- High household income is defined as a monthly household income of RMB18,000 or above in Tier 1 cities and RMB16,000 or above in Tier 2 or lower cities
Collapse All
-
Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- China's gaming market: strong growth momentum, but slowing rates ahead
- Graph 1: revenue of gaming market and growth rate, 2014-24 (est)
- Marketing activities
- New product trends
- The consumer
- The usage of mobile devices, tablets and home consoles continues to grow
- Graph 2: devices for playing online games and devices with upgrade potential, 2019-24
- Female gamers also value competition, while male gamers place more importance on the social aspect
- Graph 3: stress-relief experiences from gaming – men, 2024
- Graph 4: stress relief experiences from gaming – women, 2024
- More players choose to participate in offline game-related activities with whom they know
- Graph 5: co-participants in game-related activities, 2024
- Offline collaborations with brand games can enrich players' lives
- Graph 6: interest in co-branding methods, 2022 vs 2024
- A strong appetite for offline events hints at the potential for collaboration between foodservice and games
- Graph 7: interest in cross-category collaboration, 2021 vs 2024
- Gamers would like to see game elements permeate every aspect of their lives
- Graph 8: preferences for category-specific IP co-branding, 2024
- Love for games extends to brand marketing preferences
- Graph 9: attitudes towards games and related marketing, 2024
- Issues and insights
- What we think
-
The market
- Market factors
- The global gaming market size exceeds $180bn
- China's gaming market: strong growth momentum, but slowing rates ahead
- Graph 10: revenue of gaming market and growth rate, 2014-24 (est)
- Small growth in the player base but a peak is in sight, while gaming consumption remains stable
- Graph 11: digital content spending, 2021-2024
- Graph 12: game user base and growth rate, June 2019-June 2024
- Consumption related to games, live streaming and social gaming is promising
- Graph 13: trends in gaming live streaming, new game downloads and gaming social interactions, 2021-24
- Graph 14: time spent playing online games and gaming-related product/consumption trends, 2021-24
- Multi-genre WeChat mini-games are going viral
- Graph 15: Match Puzzle Game' on social media channels*, 2022-24
- Offline gaming social interactions thrive as outdoor demand rises
- Graph 16: sectors that consumers have spent more money on compared to last month – non-CPG, 2022-2024
- New policies give multiple buffs to the gaming industry in counties and metropolitans alike
- Domestic high-profile games expanded the possibilities for cross-industry collaboration
- March towards a new ecosystem for motion-sensing games with technological innovation
- Personalisation demands: enter the arena of gaming device customisation
- Usher in an era of 50-plus gamers
- Graph 17: population structure by age, China, 2011-22
- Marketing activities
- Move with the times: traditional brands make new friends through games
- Fashion and racing games rev up with exciting in-game collaborations
- Next-level offline immersive themed storytelling experiences serve as effective CC for gaming fans
- Cultural tourism x games cross-industry collaborations are moving from short-term events to long-term operations
- Edutainment inspires consumers through gamified interactive experiences
- New product trends
- Game IP-themed gift boxes: presenting both emotional and material value
- When retro meets contemporary: beauty and gaming IPs spark the retro-style dopamine trend
- Healthy and time-saving gamers' meals are an innovative direction for ready-to-eat food
- Redefine the emotional value of appliances: an ACG partner that helps with chores
- Game-themed museum: a new cultural tourism landmark
-
The consumer
- Usage of game devices
- Usage of mobile devices, tablets and home video game consoles continues to rise
- Graph 18: devices for playing online games and devices with upgrade potential, 2019-24
- Gen Z prefers lightweight games, while post-90s pursue ultimate experiences
- Graph 19: devices for playing online games, by generation, 2024
- Post-2000s' unmet demand for gaming experiences is evident and may be more rapidly released as their economic capacity increases
- Graph 20: devices with upgrade potential, by generation, 2024
- Stress relief provided by playing online games
- Female gamers also value competitiveness, while male gamers focus more on the social aspects
- Graph 21: stress relief experiences from gaming – women, 2024
- Graph 22: stress-relief experiences from gaming – men, 2024
- Social values across generations are reflected in the pursuit of gaming experiences
- Graph 23: stress-relief experiences in gaming, by generation, 2024
- High earners exhibit a stronger desire for creative freedom in their pursuit of personal expression
- Graph 24: stress-relief experiences in gaming, by monthly household income, 2024
- Co-participants in game-related activities
- Most players tend to participate in offline game-related activities with people they know
- Graph 25: co-participants in game-related activities, 2024
- Post-2000s male gamers prefer to hang out with their gaming buddies online
- Graph 26: selected social activities with friends met online through gaming, by gender and generation, 2024
- Graph 27: activities participated in alone, by gender and generation, 2024
- Game-themed tours and exhibitions have become more popular in Tier 1 cities
- Graph 28: selected social activities, by city tier, 2024
- Interest in brand and game collaboration methods
- Offline collaboration events and brands' original games better meet players' expectations for an eventful lifestyle
- Graph 29: interest in co-branding methods, 2022 vs 2024
- Collaborative game-themed cultural tourism is unanimously welcomed by both male and female gamers
- Graph 30: female gamers' interest in brand and game collaboration methods, 2022 vs 2024
- Graph 31: male gamers' interests in brand and game collaboration methods, 2022 vs 2024
- Tier 1 consumers have shown increased interest in virtual products
- Graph 32: interest in selected brand and game collaboration methods, by city tier, 2022 vs 2024
- Interest in co-branding categories
- The strong demand for expanding offline activities drives opportunities for collaboration between foodservice and gaming.
- Graph 33: interest in cross-category collaboration, 2021 vs 2024
- Post-1990s show greater interest in the extension of gaming themes into aspects of daily life such as clothing, food, home and transportation
- Graph 34: interest in cross-category collaborations, by generation, 2024
- High-tier city gamers have a stronger demand for outward exploration
- Graph 35: interest in cross-category collaborations, by city tier, 2021 vs 2024
- Preference for IP collaborations in each category
- Players wish to integrate game elements into all aspects of their daily lives
- Graph 36: preferences for category-specific IP co-branding, 2024
- For crossovers targeting female gamers, home appliances can focus more on scenario marketing with art and cutesy elements
- Graph 37: preferences for home appliance IP co-branding, by gender, 2024
- 'Shipping' cultural tourism experiences with game and film and television IPs can stimulate the interest of Tier 1 city gamers
- Graph 38: preferences for travel IP co-branding, by city tier, 2024
- Attitude towards games and related marketing
- Likeability extended: fans project their love for games onto their brand preferences
- Graph 39: attitudes towards games and related marketing, 2024
- Apart from the younger generation wanting to improve their gaming skills, there is not much difference between the generations
- Graph 40: attitude towards games and related marketing, by generation, 2024
- Keep up with the meta: lower tier city players are pursuing cutting-edge technologies
- Graph 41: selected attitude towards games and related marketing, by generation, 2024
-
Issues and insights
- Borderless socialising online and offline
- From PVP to party time: the shift from competition to having fun together
- Friendship forever: new game co-branding products feature friendships and besties
- Gaming for all ages: intergenerational collaboration
- New wine in old bottles can also promote intergenerational integration
- Sprightly gamers: intergenerational gamers inspire with their passion for esports
- Boldly stand out with cross-dimensional collaboration
- IRL adventures: introduce cultural elements and real-world gameplay
- Meme with games: spice up brand image with quirky gaming humour
-
Appendix – methodology and abbreviations
- Methodology
- Abbreviations
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
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
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
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
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
