Online Games - China

  • China
  • Revenue in the Online Games market in China is projected to reach €6.28bn in 2025.
  • Revenue in this market is expected to exhibit an annual growth rate (CAGR 2025-2029) of 4.89%, leading to a projected market volume of €7.60bn by 2029.
  • By 2029, the number of users in the Online Games market China is anticipated to reach 0.4bn users.
  • User penetration China will be 26.5% in 2025 and is expected to increase to 27.3% by 2029.
  • In a global context, the majority of revenue will be generated China, amounting to €6.28bn in 2025.
  • The average revenue per user (ARPU) in the Online Games market China is projected to be €16.53 in 2025.
  • In China, the online games market is increasingly dominated by mobile platforms, reflecting a shift in consumer preferences toward accessible and portable gaming experiences.

Key regions: France, South Korea, Europe, India, Asia

 
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Analyst Opinion

The Online Games Market within the Media Market in China is experiencing moderate growth, influenced by factors such as shifting consumer preferences, increased mobile accessibility, and tighter regulations impacting game approvals and monetization strategies.

Customer preferences:
Consumers in China's Online Games Market are increasingly drawn to immersive gaming experiences that incorporate social interaction and community building, reflecting a cultural shift towards connectivity and shared experiences. The rise of mobile gaming has made these experiences more accessible, particularly among younger demographics. Additionally, there is a growing preference for games that emphasize storytelling and cultural narratives, allowing players to engage with content that resonates with their values and lifestyle, ultimately enhancing the overall gaming experience.

Trends in the market:
In China, the Online Games Market is experiencing a surge in demand for multiplayer online experiences that prioritize social engagement and collaborative gameplay. This trend is driven by younger players seeking community-driven interactions and opportunities for teamwork. Additionally, the popularity of mobile gaming continues to rise, offering greater accessibility and convenience. The focus on rich storytelling and culturally relevant narratives is reshaping content development, encouraging developers to create games that resonate with local values. This evolution presents significant opportunities for industry stakeholders to innovate and capture a broader audience.

Local special circumstances:
In China, the Online Games Market is shaped by unique cultural values and regulatory frameworks that set it apart from other global markets. The emphasis on collectivism influences players' preferences for games that foster community and teamwork. Additionally, stringent government regulations on game content and approvals encourage developers to create culturally relevant narratives that align with local traditions and values. The rapid urbanization and significant mobile penetration further drive the popularity of mobile gaming, making it an accessible form of entertainment for diverse demographics.

Underlying macroeconomic factors:
The Online Games Market in China is significantly influenced by macroeconomic factors such as the country's robust economic growth, rising disposable incomes, and increasing consumer spending on entertainment. The government's fiscal policies, including tax incentives for tech companies, encourage investment in game development and innovation. Furthermore, the expanding middle class and urbanization contribute to a larger, more diverse player base, fostering demand for various gaming experiences. Global trends, such as the rise of esports and cross-platform play, also impact local market dynamics, prompting developers to adapt and create engaging content that resonates with Chinese gamers while aligning with regulatory requirements.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Video Games market. Digital video games are defined as fee-based video games distributed over the internet. These include online games, download games, mobile games, and gaming networks. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

Visión general

  • Revenue
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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