2022
0
China Gaming Trends Market Report 2022
2022-12-05T03:01:38+00:00
OX1103121
3695
158188
[{"name":"Gaming","url":"https:\/\/store.mintel.com\/industries\/leisure-time\/gaming"}]
Report
en_GB
“China’s gaming industry experienced a revenue decline in the first half of 2022, yet the resumption of game approvals and other incentive policies showed positive signals. Gamers show great interest…

China Gaming Trends Market Report 2022

£ 3,695 (Excl.Tax)

Description

“China’s gaming industry experienced a revenue decline in the first half of 2022, yet the resumption of game approvals and other incentive policies showed positive signals. Gamers show great interest in devices and services which can enhance their gaming experiences, such as VR and cross-device games. Game brands should consider exploring more application scenarios based on the above devices/services, such as home and in-car entertainment. In addition, there are opportunities for brands to tap into the spending power of female gamers and leverage the creativity of gaming communities in marketing.”

–    Toby Xu, Research Analyst

This report discusses the following key topics:

  • The frequency of gaming
  • Time spent on gaming for each occasion
  • Consumers’ spending on gaming-related products and services
  • Reasons and occasions for playing games
  • Consumers’ attitudes towards gaming

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this report
        • Definitions
        • Executive Summary

            • The market
              • China’s crackdown on gaming industry is getting more serious
                • Cloud gaming market grows due to 5G network expansion
                  • VR and AR inject excitement into the gaming market
                    • Effectiveness of gaming in spreading culture
                      • Tapping into the hyper-casual game market
                        • Companies and brands
                          • Domestic gaming companies target overseas markets
                            • Established IPs bring sustainable revenue streams
                              • Developing subscription services through acquisitions
                                • Hand interaction becomes a key element of VR devices
                                  • PC and console brands take different approaches to mobile
                                    • Games and films start intertwining
                                      • The consumer
                                        • Majority are mobile gamers
                                          • Figure 1: Frequency of playing different types of games, 2022
                                        • Most players play games for less than two hours each occasion
                                          • Figure 2: Time spent on gaming, 2022
                                        • Spending on gaming for enjoyable experiences
                                          • Figure 3: Game-related products and services consumers have bought/are interested in buying, 2022
                                        • Entertainment and to de-stress are top reasons for gaming
                                          • Figure 4: Reasons for playing games, 2022
                                        • Being alone at home is the most common occasion for gaming
                                          • Figure 5: Occasions for playing games, 2022
                                        • Extending the boundaries of games to target wider audiences
                                          • Figure 6: Attitudes towards gaming, 2022
                                        • What we think
                                        • Issues and Insights

                                          • Leveraging gamified virtual reality to engage consumers
                                            • Unlocking the spending power of women on games
                                              • Exploring more entertainment occasions through cross-devices games
                                                • Empowering brand marketing by inspiring creativity in the gaming community
                                                • Market Factors

                                                  • China’s crackdown on gaming industry is getting more serious
                                                    • Figure 7: Number of game license approvals in China, 2016-22
                                                  • Cloud gaming market grows due to 5G network expansion
                                                    • VR and AR inject excitement into the gaming market
                                                      • Figure 8: VR rhythm game Beat Saber, 2022
                                                    • Effectiveness of gaming in spreading culture
                                                      • Figure 9: Black Myth: Wukong, a game based on the Chinese classic Journey to the West, 2022
                                                    • Tapping into the hyper-casual game market
                                                    • Competitive Strategies

                                                      • Domestic gaming companies target overseas markets
                                                        • Figure 10: NetEase acquired French game developer Quantic Dream, 2022
                                                      • Established IPs bring sustainable revenue streams
                                                        • Figure 11: Web and mobile versions of Male’s Word, 2008 & 2021
                                                      • Developing subscription services through acquisitions
                                                        • Figure 12: Sony and Microsoft’s subscription services, 2022
                                                    • Who’s Innovating?

                                                      • Hand interaction becomes a key element of VR devices
                                                        • Figure 13: Clash of Chefs’ gesture-based control, 2022
                                                      • PC and console brands take different approaches to mobile
                                                        • Figure 14: Sony’s game controller for remote play, 2022
                                                      • Games and films start intertwining
                                                        • Figure 15: The Matrix Awakens, 2022
                                                    • Frequency of Gaming

                                                      • Majority are mobile gamers
                                                        • Figure 16: Frequency of playing different types of games, 2022
                                                      • High-income players play online games more frequently
                                                        • Figure 17: Frequency of playing different types of games – once a day or more, by monthly household income, 2022
                                                      • Women show more interest in portable console games
                                                        • Figure 18: Frequency of playing portable console games, by gender, 2022
                                                    • Time Spent on Gaming

                                                      • Most players play games for less than two hours each occasion
                                                        • Figure 19: Time spent on gaming, 2022
                                                      • Making gamers more engaged through rich game content
                                                        • Figure 20: Spending more than two hours on gaming each time, by selected reasons for playing games, 2022
                                                      • Improving the experience for light players
                                                        • Figure 21: Spending less than an hour on gaming each time, by selected reasons for playing games, 2022
                                                    • Spending on Gaming

                                                      • Spending on gaming for enjoyable experiences
                                                          • Figure 22: Game-related products and services consumers have bought/are interested in buying, 2022
                                                        • Apparel and game collaborations have potential
                                                          • Figure 23: Spending on clothing/shoes/accessories collaborated with game IPs, by gender, 2022
                                                        • Purchasing game-related products to integrate into the community
                                                          • Figure 24: Have purchased selected game-related products among consumers gaming to make new friends vs total, 2022
                                                        • Social scenarios are good triggers for purchasing game peripherals
                                                          • Figure 25: Have purchased selected game-related products among consumers playing games during family/friends gathering vs total, 2022
                                                        • Learning-oriented gamers tend to purchase professional peripherals
                                                          • Figure 26: Have purchased selected game-related products among consumers gaming to learn knowledge or skills vs total, 2022
                                                      • Reasons for Playing Games

                                                        • Entertainment and to de-stress are top reasons for gaming
                                                          • Figure 27: Reasons for playing games, 2022
                                                        • Women play games to socialise and learn skills, while men do so to gain a sense of achievement
                                                          • Figure 28: Reasons for playing games, by gender, 2022
                                                        • Tier-1-city players game to make friends, while lower-tier-city players game mainly for leisure/entertainment
                                                          • Figure 29: Reasons for playing games, by city tier, 2022
                                                        • Quality of games more important to consumers aged 25-29
                                                          • Figure 30: Selected reasons for playing games, by age, 2022
                                                      • Occasions for Playing Games

                                                        • Being alone at home is the most common occasion for gaming
                                                          • Figure 31: Occasions for playing games, 2022
                                                        • Developing gaming features catering to on-the-go gamers
                                                          • Figure 32: Selected occasions for playing games, by gender and age, 2022
                                                      • Attitudes towards Gaming

                                                        • Lowering barriers to cover a full gamer base
                                                          • Figure 33: Attitudes towards gaming, by monthly personal income, 2022
                                                        • Engage gamers through education
                                                          • Figure 34: Attitudes towards gaming, 2022
                                                        • In-game purchases are easily triggered by superior gaming content
                                                          • Figure 35: Attitudes towards gaming among consumers gaming because of attractive game story vs total, 2022
                                                        • Tapping into the social value of gaming, targeting gamers with kids first
                                                          • Figure 36: Attitudes towards gaming, by marital status, 2022
                                                        • Cross-device gaming is the future, especially in family gaming scenarios
                                                          • Figure 37: Attitudes towards gaming, by living situation, 2022
                                                        • Virtual assets are valued, especially by high-income gamers
                                                          • Figure 38: Attitudes towards gaming, by monthly personal income, 2022
                                                      • Appendix – Methodology and Abbreviations

                                                        • Methodology
                                                          • Abbreviations

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