2022
0
China Lifestyles of Gamers Market Report 2022
2022-11-26T03:05:36+00:00
OX1100673
3695
157971
[{"name":"Consumer Lifestyles","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/consumer-lifestyles"},{"name":"Gaming","url":"https:\/\/store.mintel.com\/industries\/leisure-time\/gaming"}]
Report
en_GB
“Benefits brought by playing games, such as improving social interactions, developing hobbies and interests, and breaking stereotypes about people, are widely recognised by game lovers. They are expecting more diversified…

China Lifestyles of Gamers Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Benefits brought by playing games, such as improving social interactions, developing hobbies and interests, and breaking stereotypes about people, are widely recognised by game lovers. They are expecting more diversified game co-branding activities, ranging from purchasing co-branding physical products to participating in co-branding activities in games, and eyeing the upgrading virtual or mixed-reality experience brought by metaverse technologies.
Besides developing brands’ games, such technologies can be integrated into almost every aspect of life, such as pan-entertainment, brand communication, shopping, working, studying and even health management. By innovating co-branding campaigns with gamers’ favourite IPs, incorporating educational and gaming elements in brands’ virtual experiences, and adding more practical functions to brands’ virtual ambassadors, brands have the chance to tap into gamers’ demands for pleasure and fun experiences.”
Gloria Gan, Research Analyst

This Report looks at the following areas:

  • Online game-playing behaviour analysis regarding game devices and game-playing time.
  • The impacts of playing online games on gamers’ lifestyles, interests and values.
  • Gamers’ awareness, favourability, expectation of popular IP and the effectiveness of conversion.
  • Game collaboration tactics that can engage with gamers and the emerging trends.
  • VR game genres and VR/AR experiences in commercial applications that are attractive to gamers.
  • Favourable characteristics of virtual influencers (ie digital humans and VTubers) and the prospects.

Table of Contents

  1. Overview

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

            • The market
              • Revenue of gaming market starts to decline for the first time in eight years
                • Figure 1: Revenue of Chinese gaming market and growth rate, January-June 2015-January-June 2022
              • Hot sale of gaming TVs and projectors
                • Figure 2: Example of TV brands joining the ‘618’ shopping festival, 2022
              • Popularity of virtual KOL and spokesman and some concerns
                • Brands enter metaverse through holding virtual concerts
                  • Figure 3: TMELAND x Adidas Originals Metaverse concert, 2022
                  • Figure 4: McDonald’s in-app AR concert, 2022
                • eCommerce brands upgrade AR/VR shopping experiences
                  • Figure 5: AR shopping experience on Taobao app, 2022
                • Web3 Experience and NFT programs in Starbucks’ membership
                  • Figure 6: Starbucks Odyssey, 2022
                • The consumer
                  • Smartphone and TV-based gameplay is continuously on the rise
                    • Figure 7: Online gaming devices, 2019-22
                  • Around 70% of gamers play under two hours every day
                    • Figure 8: Time spent on playing games every time, by generation, 2022
                  • Being updated with technology information is recognised as the most appreciated benefit
                    • Figure 9: Changes after playing online games, 2022
                  • Honor of Kings becomes the ‘King of IP’
                    • Figure 10: Influence of gaming IP, 2022
                  • Big gaps exist in co-branding activities between enthusiastic gamers and the rest
                    • Figure 11: Interest in co-branding methods, by gaming skills, 2022
                  • VR versions can effectively trigger new trials
                    • Figure 12: Interested in VR game genres, 2022
                  • VR/AR experiences are welcomed not only for entertainment but also in marketing communications and daily lives
                    • Figure 13: Attractive virtual experiences, 2022
                  • Warm and positive interactions more expected than intelligent performances
                    • Figure 14: Favourable characters of virtual humans and VTubers, 2022
                  • What we think
                  • Issues and Insights

                    • Make brands’ metaverse gamification experiences educational classes
                      • The facts
                        • The implications
                          • Figure 15: BMW’s iFactory, 2022
                        • The future mission of AI: being supportive and stimulating creativities
                          • The facts
                            • The implications
                              • Figure 16: LG collaborated with art school Parsons to launch EXAONE Atelier, 2022
                            • Turn family fitness into happy and healthy games for families
                              • The facts
                                • The implications
                                  • Figure 17: Huawei’s AI family fitness, 2021
                              • Market Factors

                                • Revenue of gaming market starts to decline for the first time in eight years
                                  • Figure 18: Revenue of Chinese gaming market and growth rate, January-June 2015-January-June 2022
                                • Hot sale of gaming TVs and projectors
                                  • Figure 19: Example of TV brands joining the ‘618’ shopping festival, 2022
                                • Benefits and drawbacks of the metaverse
                                  • Popularity of virtual KOL and spokesman and some concerns
                                    • Stricter regulations on game livestreaming
                                    • Key Player Performance

                                      • Internet Giants’ metaverse strategies
                                        • Figure 20: Internet companies’ moves entering into metaverse in recent years
                                      • A quick glance over development of virtual influencers
                                        • Digital humans
                                          • Figure 21: Example of popular digital humans
                                        • VTubers
                                          • Figure 22: Example of popular VTubers
                                      • Marketing Activities

                                        • Brands enter metaverse through holding virtual concerts
                                          • Figure 23: TMELAND x adidas Originals Metaverse concert, 2022
                                          • Figure 24: McDonald’s in-app AR concert, 2022
                                        • Fashion shows go blurring the boundary of reality and virtuality
                                          • Figure 25: VICUTU XR fashion show, 2022
                                        • Retailers’ gamification experience levels up
                                          • Figure 26: Walmart Land and Walmart Universe of Play in Roblox, 2022
                                        • eCommerce brands upgrade AR/VR shopping experiences and auto shows
                                          • Figure 27: AR shopping experience on Taobao app, 2022
                                          • Figure 28: Tmall metaverse environmentally friendly car show, 2022
                                        • NGOs collaborate with VR entertainment platforms for extending art heritage
                                          • Figure 29: Sensorium x Humanity 2.0 to launch VR art museum
                                      • New Product Trends

                                        • Web3 Experience and NFT programs in Starbucks’ membership
                                          • Figure 30: Starbucks Odyssey, 2022
                                        • PICO 4 bridges the virtual world with affordability
                                          • Figure 31: PICO 4, 2022
                                        • Nreal AR glasses bring diverse AR-enhanced immersive experiences
                                          • Figure 32: Nreal AR glasses
                                        • AR platforms show more possibilities to culture-related tourism
                                          • Figure 33: AR platform EasyAR Mega
                                        • Apple Maps introduces AR walking directions
                                          • Figure 34: Apple Maps AR functions
                                        • Digital fashion brands emerge
                                          • Figure 35: Output’s digital clothing and digital human fashion shows in Beijing, 2022
                                          • Figure 36: Pepsi’s digital fashion campaign, 2022
                                      • Usage of Game Devices

                                        • Smartphone and TV-based gameplay is continuously on the rise
                                          • Figure 37: Online gaming devices, 2019-22
                                        • Family entertainment increasingly getting popular
                                          • Figure 38: Online gaming devices, by living situation, 2022
                                      • Gaming Frequency

                                        • Around 70% of gamers play under two hours every day
                                          • Figure 39: Time spent on playing games every time, by generation, 2022
                                          • Figure 40: Gaming skills, by time spent on playing games every time, 2022
                                        • Gen-Zers are much less enthusiastic than post-80s and post-90s about skill improvement
                                          • Figure 41: Gaming skills, by generation, 2022
                                      • Lifestyle Changes

                                        • Being updated with technology information is recognised as the most appreciated benefit
                                          • Figure 42: Changes after playing online games, 2022
                                        • More Gen-Zers are negative about being homebody because of playing games
                                          • Figure 43: Selected changes after playing online games, by generation, 2022
                                          • Figure 44: Changes after playing online games, by gaming skills, 2022
                                      • Influence of Gaming IP

                                        • Honor of Kings becomes the ‘King of IP’
                                          • Figure 45: Influence of gaming IP, 2022
                                        • Thrilling games are more popular in tier 1 cities, while relaxing games win more fans in tier 3 cities
                                          • Figure 46: Gamers’ attitudes towards selected IP, by city tier, 2022
                                        • Female gamers love IPs that have stories/series
                                          • Figure 47: Gamers’ attitudes towards selected IP, by gender, 2022
                                      • Interest in Co-branding

                                        • Big gaps exist in co-branding activities between enthusiastic gamers and the rest
                                          • Figure 48: Interest in co-branding methods, by gaming skills, 2022
                                        • Offline co-branding activities more attractive to young gamers
                                          • Figure 49: Interest in co-branding methods, by generation, 2022
                                      • Interested in VR Game Genres

                                        • VR versions can effectively trigger new trials
                                          • Figure 50: Interested in VR game genres, 2022
                                        • Lower tier cities’ gamers in pursuit of more immersive and exciting ‘second life’ experience
                                          • Figure 51: Interested in VR game genres – selected, by city tier, 2022
                                        • Family players fonder of motion games and games that boost creativities
                                          • Figure 52: Interested in VR game genres – selected, by living situation, 2022
                                      • Attractive Virtual Experiences

                                        • VR/AR experiences are welcomed not only for entertainment but also in marketing communications and daily lives
                                          • Figure 53: Attractive virtual experiences, 2022
                                        • Acceptance of VR/AR in marketing and commerce is high among casual players as well
                                          • Figure 54: Attractive virtual experiences, by gaming skills, 2022
                                        • Shop and study in the metaverse is more attractive to families
                                          • Figure 55: Attractive virtual experiences, by living situation, 2022
                                      • Favourable Characteristics of Virtual Characters

                                        • Warm and positive interactions more expected than intelligent performances
                                          • Figure 56: Favourable characteristics of virtual humans and VTubers, 2022
                                          • Figure 57: TURF analysis – favourable characteristics of virtual humans, 2022
                                          • Figure 58: TURF analysis – favourable characteristics of VTubers, 2022
                                        • Stimulating re-creation helps engage young gamers
                                          • Figure 59: Selected expectations of digital humans, by generation, 2022
                                      • Appendix – Methodology and Abbreviations

                                        • Methodology
                                          • Abbreviations

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