Table of Contents
Executive Summary
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- The impact of COVID-19 on lifestyles of gamers
- Spending on online games extends to diverse areas of life after COVID-19
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- Figure 1: Short, medium and long term impact of COVID-19 on lifestyles of gamers, October 2020
- The market
- Richness and variety of game genres and themes continuously attracts new joiners
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- Figure 2: Number and growth of online game users, June 2016-June 2020
- Gaming market segmentation reveals cross-over opportunities
- Demand for better gaming experience stimulates the upgrading of network speed and gaming devices
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- Figure 3: Online gaming devices, 2019 vs. 2020
- Offline activities offer great potential for game-related consumption
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- Figure 4: FINAL FANTASY XIV Fan Festival 2019 in Shanghai
- The consumer
- Gaming on desktops and tablets is on the rise
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- Figure 5: Online gaming devices, 2019 vs. 2020
- Gender differences in hours played do exist but female gamers cannot be overlooked
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- Figure 6: Hours spent playing online games, by gender, August 2020
- Gamers’ spending expanding to diverse areas beyond games
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- Figure 7: Online game spending, August 2020
- Gaming experience is more important than results
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- Figure 8: Reasons to play online games, August 2020
- Video platforms engage with gamers most effectively
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- Figure 9: Information channels, August 2020
- Adventure and science fiction are the most popular themes
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- Figure 10: Preferred game themes, August 2020
- Beyond brand collaboration, gamers want to explore more offline activities
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- Figure 11: Further involvement, August 2020
- What we think
The Impact of COVID-19 on Lifestyles of Gamers
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- Figure 12: Short, medium and long term impact of COVID-19 on lifestyles of gamers, October 2020
- Key trends/shifts after COVID-19
- Trend 1: Games to support mental and physical wellness extremely appealing
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- Figure 13: Animal Crossing
- Trend 2: Over half of consumers have maintained and even increased the money spent on playing online games
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- Figure 14: Changes in online-game related behaviour, October 2020
- Trend 3: Playing games ranks as the second most popular choice for post-90s to de-stress
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- Figure 15: Changes in online-game related behaviour, by generation, September 2020
- Trend 4: Female gamers become more dedicated online gamers
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- Figure 16: Changes in online-game related behaviour, by gender, October 2020
- Impact on the marketing mix
- Innovate the socialising functions of games
- Explore online activities to engage more gamers
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- Figure 17: ChinaJoy Plus
- Promote ethical considerations with CSR
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- Figure 18: JX3 Online offers permanent free playing time to medical workers who worked to support Wuhan
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Issues and Insights
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- Highlighting game design and diversifying the marketing channels
- The facts
- The implications
- Unlocking the spending potential of female gamers
- The facts
- The implications
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- Figure 19: Female gamers’ group in Douban
- Innovation in engaging offline activities to attract more gamers
- The facts
- The implications
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- Figure 20: Tayin experiential activities offered by Jiangnan
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- Figure 21: Theme milk tea store of A Dream of Jiang Hu and activities with redeemable in-game items
The Market – What You Need to Know
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- Richness and variety of game genres and themes attract new gamers
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- Figure 22: Number and growth of online game users, June 2016-June 2020
- Gaming market segmentation reveals cross-over opportunities
- Demand for better gaming experience stimulates the upgrading of network speed and gaming devices
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- Figure 23: Online gaming devices, 2019 vs. 2020
- Offline activities offer great potential for game-related consumption
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- Figure 24: FINAL FANTASY XIV Fan Festival 2019 in Shanghai
The Consumer – What You Need to Know
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- Gaming on desktops and tablets is on the rise
- Gender differences in hours played do exist but female gamers cannot be overlooked
- Gamers’ spending expanding to diverse areas beyond games
- Gaming experience is more important than results
- Video platforms engage with gamers most effectively
- Adventure and science fiction are the most popular themes
- Beyond brand collaboration, gamers want to explore more offline activities
Game Devices and Genres
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- Gaming on desktops and tablets is on the rise
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- Figure 25: Online gaming devices, 2019 vs. 2020
- Role-playing games are the only type played more on computer than smartphones/tablets
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- Figure 26: Game genres, by device, August 2020
- Increase in gaming on desktops and tablets is supported by both men and women
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- Figure 27: Online gaming devices, by gender, 2019 vs. 2020
- Females fonder of relaxing games
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- Figure 28: Game genres played on smartphones/tablets, by gender, August 2020
- MOBA is widely popular while role-playing games retain loyal post-80s gamers
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- Figure 29: Selected game genres across gaming devices, by generation, August 2020
Time Spent on Online Gaming
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- Gender differences in hours played do exist but female gamers are on the rise
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- Figure 30: Hours spent playing online games, August 2020
- Post-80s more addicted to online gaming
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- Figure 31: Hours spent playing online games, by generation, August 2020
- Time spent playing differs most on desktops
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- Figure 32: Gaming device, by weekly hours spent playing online games, August 2020
Money Spent on Online Gaming
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- Gamers’ spending expanding to diverse areas beyond games
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- Figure 33: Online game spending, August 2020
- Content-related creations are popular among post-80s
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- Figure 34: In-game spending, by generation, August 2020
- Female and lower-tier city gamers spend more on brand collaboration products
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- Figure 35: Other spending, by city tier, August 2020
- Figure 36: Other spending, by gender, August 2020
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- Figure 37: Beauty products, King of Glory collaborated with MAC
- Figure 38: Limited edition carved lipsticks, JX Online 3 collaborated with Florasis
Reasons to Play Online Games
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- Gaming experience is more important than results
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- Figure 39: Reasons to play online games, August 2020
- Tier one city gamers seek creativity and design more, while tier three or lower city gamers are more practical
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- Figure 40: Selected reasons to play online games, by city tier, August 2020
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- Figure 41: Game development editors in Honor of Kings
- Post-90s seek a sense of belonging with friends, while post-80s highlight accomplishment
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- Figure 42: Selected reasons to play online games, by generation, August 2020
- Socialising drives males to play online games more than female gamers
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- Figure 43: Selected reasons to play online games, by gender, August 2020
Information Channels
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- Video platforms engage with gamers most effectively
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- Figure 44: Information channels, August 2020
- For game content: post-90s prefer more integrated information, while post-80s inclined to use comprehensive websites
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- Figure 45: Information channels for game content, by generation, August 2020
- For official peripheral products: post-80s rely on short video platforms more
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- Figure 46: Information channels for official peripheral products, by generation, August 2020
- For derivative creations: males want in-depth content, while females seek efficiency and socialisation
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- Figure 47: Information channels for derivative creations, by gender, August 2020
Preferred Game Themes
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- Adventure and science fiction are the most popular themes
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- Figure 48: Preferred game themes, August 2020
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- Figure 49: Human: Fall Flat
- Figure 50: Fall Guys: Ultimate Knockout
- Post-80s seek futuristic fantasy the most
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- Figure 51: Selected preferred game themes, by generation, August 2020
- Figure 52: EVE Online
- Themes close to reality attract males more, while females are more interested in imaginary elements
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- Figure 53: Selected preferred game themes, by gender, August 2020
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- Figure 54: Three Kingdoms Strategic
- Figure 55: Yujian Love
Further Involvement
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- Beyond brand collaborations, gamers want to explore more offline activities
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- Figure 56: Further involvement, August 2020
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- Figure 57: Onmyji musicals
- Figure 58: Honor of Kings Boy Groups (无限王者团)
- Post-80s gamers show interest in brand/product placements
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- Figure 59: Selected further involvement, by generation, August 2020
- Figure 60: Sprite logo in Honor of Kings
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- Figure 61: Pizza Hut logo in Honor of Kings
- Figure 62: Product placement in Death Stranding
- Offline activities can include gamers and their families
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- Figure 63: Selected further involvement, by family structure, August 2020
- Figure 64: The Porcelain Tower of Nanjing tourism activities and in-game scene
- Higher-income gamers seek more creativity in activities
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- Figure 65: Selected further involvement, by monthly household income, August 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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