2021
0
China Lifestyles of Gamers Market Report 2021
2021-11-30T03:05:31+00:00
OX1048907
3695
145663
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Report
en_GB
“New technology and fierce competition are accelerating innovations and the development of the online gaming landscape. With increasing collaboration and engagement of other cultural elements and commercial scenarios, playing online…

China Lifestyles of Gamers Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“New technology and fierce competition are accelerating innovations and the development of the online gaming landscape. With increasing collaboration and engagement of other cultural elements and commercial scenarios, playing online games is no longer just for ‘goofing around’ and time-killing, but more as a way of creation, exploration and expression for gamers. Meanwhile, gamers are paying more attention to healthy gaming environments, for both physical and mental purposes. Engaging gamers with meaningful lifestyle topics of ethical consideration and encouraging a harmonious gaming atmosphere are crucial for brands when targeting gamers with ever-evolving preferences.”

Gloria, Research Analyst

Key issues covered in this Report

  • Online game-playing behaviour analysis regarding game devices and popular game genres
  • Gamer segmentation analysis regarding purposes of playing online games
  • Interpretations of reasons for uninstallation
  • Potential marketing opportunities in cross-category collaboration with games
  • Emerging trends in co-branding
  • Gamers’ attitudes towards game communities, game KOLs and game-related social connections

Table of Contents

  1. Overview

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

            • The market
              • General online game utilisation ratio impacted by healthy concerns and stricter regulations
                • Figure 1: Number and utilization ratio of online game users, June 2015-June 2021
              • Upgrading commercial experience with the application of VR and AI
                • Figure 2: Ayayi promotes Burberry NFT product on Tmall, 2021
              • Recognised benefits of gaming in improving mental health, especially among seniors
                • Luxury brands launched their own games to engage young consumers
                  • Figure 3: Louis: the game, 2021
                • Gaming platforms encourage collaboration and self-creation
                  • The consumer
                    • At-home entertainment such as game-playing on TV and consoles continues to rise
                      • Figure 4: Online gaming devices, 2019 vs 2020 vs 2021
                    • More than half of gamers play any of the games every day, and MOBA games are mostly addictive
                      • Figure 5: Frequently played game genres, 2021
                    • Besides casual purposes, half of gamers expect to be engaged with a deeper sense of fulfilment
                      • Figure 6: Gamer segmentation based on first mentioned purposes for playing online games, 2021
                      • Figure 7: Purposes for playing online games, 2021
                    • Continuous engagement becomes the top issue
                      • Figure 8: Reasons to uninstall online games, 2021
                    • Interest in game-related collaboration extends from products to experiences
                      • Figure 9: Interest in cross-category collaboration, 2021
                    • Originality in brand games is welcomed
                      • Figure 10: Interest in co-branding methods, 2021
                    • Openness and ethics in the gaming environment lead gamers’ expectations
                      • Figure 11: Attitudes towards playing online games, 2021
                    • What we think
                    • Issues and Insights

                      • Explore business opportunities in at-home entertainment occasions with cross-category innovation
                        • The facts
                          • The implications
                            • Figure 12: Bud Light game console BL6, 2020
                          • Extend brands’ connotation by incorporating games and cultural involvement
                            • The facts
                              • The implications
                                • Figure 13: Honor of King’s 6th anniversary ceremony shows, 2021
                              • Engage with gamers continuously through raising ethics and healthy lifestyle topics
                                • The facts
                                  • The implications
                                    • Figure 14: JX3 Online promotion partnered with Beijing University of Chinese Medicine, 2021
                                • Market Factors

                                  • General online game utilisation ratio impacted by healthy concerns and stricter regulations
                                    • Figure 15: Number and utilization ratio of online game users, June 2015-June 2021
                                  • Usage of motion sensing game devices driven by home entertainment needs
                                    • Figure 16: Online gaming devices, 2019 vs 2020 vs 2021
                                  • Upgrading commercial experience with the application of VR and AI
                                    • Figure 17: Ayayi promotes Burberry NFT product on Tmall, 2021
                                  • Recognised benefits of gaming in improving mental health, especially among seniors
                                  • Marketing Activities

                                    • Luxury brands launched their own games to engage young consumers
                                      • Figure 18: Louis: the game, 2021
                                    • Tims Hortons partnered with Tencent to launch esport café targeting young consumers
                                      • Figure 19: Esport café launched by Tims Hortons and Tencent esports, 2021
                                    • Tencent brings scenes in games to sightseeing spots to explore cultural tourism opportunities
                                      • Figure 20: Moonlight Blade x Hibiscus Town, 2021
                                    • Teaming up with different gaming styles creates new topics and combines both users
                                      • Figure 21: Call of Duty: Mobile x Girls’ Frontline collaboration activities, 2021
                                  • New Product Trends

                                    • Gaming platforms encourage collaboration and self-creation
                                      • Figure 22: Roblox x Auto activities and its’ education program, 2021
                                    • Potential of games collaborating with movies, novels and anime IPs
                                      • Figure 23: Harry Potter: Magic Awakened, 2021
                                    • Chinese Kungfu elements applied in esports
                                      • Figure 24: Naraka: Bladepoint, 2021
                                  • Usage of Game Devices and Genres

                                    • At-home entertainment such as game-playing on TV and consoles continues to rise
                                      • Figure 25: Online gaming devices, 2019 vs 2020 vs 2021
                                    • More than half of gamers play every day, and MOBA games are mostly addictive
                                      • Figure 26: Frequently played game genres, 2021
                                    • Over one third of young gamers fight in the battlefield of MOBA games every day
                                      • Figure 27: Frequently played game genres, by age, 2021
                                  • Purposes for Playing Online Games

                                    • Besides casual reasons, half of gamers expect to be engaged with deeper sense of fulfilment
                                      • Figure 28: Gamer segmentation based on first mentioned purposes for playing online games, 2021
                                      • Figure 29: Purposes for playing online games, 2021
                                    • Training through playing is more important to gamers in their 40s
                                      • Figure 30: purposes for playing online games, by age, 2021
                                    • More tier 3 gamers expect immersive gaming experiences
                                      • Figure 31: City tier, by the first mentioned purposes for playing online games, 2021
                                  • Reasons for Uninstallation

                                    • Continuous engagement is the top issue
                                      • Figure 32: Reasons to uninstall online games, 2021
                                    • Immersive play drives expectations on quality and communication
                                      • Figure 33: Reasons to uninstall online games, by gamer segmentations, 2021
                                    • Younger generations are more aware of interaction issues
                                      • Figure 34: Reasons to uninstall online games, by gender and age, 2021
                                  • Interest in Cross-category Collaboration

                                    • Interest in game-related collaboration extends from products to experiences
                                      • Figure 35: Interest in cross-category collaboration, 2021
                                    • Experiential collaboration most appealing to Freestyle players
                                      • Figure 36: Interest in cross-category collaboration, by gamer segmentation, 2021
                                    • Game collaboration with skincare and colour products is a powerful trigger to female gamers
                                      • Figure 37: Interest in cross-category collaboration, by gender, 2021
                                  • Interest in Co-Branding

                                    • Originality in brand games is welcomed
                                      • Figure 38: Interest in co-branding methods, 2021
                                    • Brands’ logo placement makes game ‘a second life’ for Immersive players
                                      • Figure 39: Interest in bo-branding methods, by gamer segmentation, 2021
                                    • 18-29s gamers seek feeling of connected, while 40-49s pursue explosive lifestyles
                                      • Figure 40: Interest in co-branding methods, by age, 2021
                                  • Attitudes towards Online Games

                                    • Openness and ethics in the gaming environment leads gamers’ expectations
                                      • Figure 41: Attitudes towards playing online games, 2021
                                    • Game KOLs’ lifestyle values are recognised by 18-39s gamers
                                      • Figure 42: KOL influence, by age, 2021
                                    • Tier 1 cities’ gamers more active in socialising with gaming friends
                                      • Figure 43: Game-related social connection, by city tier, 2021
                                  • Appendix – Methodology and Abbreviations

                                    • Methodology
                                      • Abbreviations

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