Over 60% Surge in PC Gaming Expenditure Sweeps China
Recent research conducted by Niko Partners reveals a significant uptick in spending among PC gamers in China. According to the 2024 China Gamers Behavior and Market Insights report, 62% of PC game enthusiasts have increased their gaming expenditures compared to the previous year, with 19% of them boosting spending by at least 30%. Lisa Hanson, CEO of Niko Partners, shared her insights on this trend:
"Our findings indicate a robust growth trajectory in player spending, particularly within the PC gaming sector. Emerging avenues for game discovery through short video platforms and continued access to Steam International present new avenues for game developers to explore in marketing and monetization strategies."
Key Insights and Trends
The Niko Partners report sheds light on the significant surge in spending by PC gamers in China during 2024. It highlights the impact of short video platforms on game discovery and other emerging trends shaping the country's gaming landscape.
Rise in PC Gaming Expenditure
The year 2024 has witnessed substantial growth in individual spending on PC gaming. The report indicates that 62% of PC game spenders have escalated their expenditures compared to the previous year. Moreover, 19% of these gamers have reported spending at least 30% more than they did in 2023.
Dominance of Steam
Steam continues to reign supreme as the leading PC game distribution platform in China, with nearly 80% of premium game players utilizing its services. Notably, a significant portion of gamers accesses the international version of Steam without requiring a VPN.
Expansion in Mobile Gaming
The mini-game segment within mobile gaming has experienced notable expansion, attracting approximately 650 million gamers. Research from Niko Partners shows that two-thirds of mobile gamers engage with mini-games daily or multiple times a week.
Awareness and Interest in AIGC Technologies
Over 78% of gamers in China are aware of Artificial Intelligence-Generated Content (AIGC) technologies, with 37% expressing keen interest in their application within video games.
Popularity of Short Video Content
Short video content has emerged as the primary avenue for game discovery, cited by 45% of respondents as their preferred method for learning about new games. This trend holds particularly strong among both PC and mobile gamers.
Livestreaming and Esports Engagement
The survey highlights that 44% of gamers actively watch video game and esports livestreams, with Douyin (Chinese TikTok) serving as a leading platform for these activities.
Impact of Youth Gamer Regulations
Regulations aimed at restricting game time among youth continue to influence gaming habits even as players transition into adulthood. Gamers aged 18-22, who were affected by these regulations during their formative years, now spend more hours gaming per week compared to older demographics.
Trends in Game Approvals
Japan remains at the forefront of approved game imports into China, with the United States reclaiming its position as the second-largest source. South Korea has risen to third place, marking a significant shift from three years ago when Korean games faced hurdles in approval.
China Games Market Overview
In 2023, the Chinese video games market generated $47.5 billion in revenue, rebounding with a 6.2% year-over-year increase following a slight decline in 2022. Looking ahead, the market is projected to grow by 4.9% in 2024, reaching $49.8 billion, and is forecasted to achieve $55.0 billion by 2028, with a compound annual growth rate (CAGR) of 3.0% over the next five years.
Final Thoughts
Niko Partners' 2024 China Gamers Behavior and Market Insights report provides crucial insights into the evolving dynamics of the Chinese gaming market. The substantial increase in PC gaming expenditures, coupled with the dominance of platforms like Steam and the rise of short video content for game discovery, underscores the rapid evolution of this sector.
Furthermore, the growing popularity of mobile mini-games, widespread awareness of AIGC technologies, and ongoing impacts of youth gamer regulations all contribute to a comprehensive understanding of current market trends. These insights are invaluable for companies seeking to navigate and capitalize on opportunities within China's dynamic gaming industry. For more detailed insights, please visit Niko Partners' China Games Market Reports.
