Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of market value of online gaming, China, 2012-22
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- Figure 2: Market value of online gaming, by segment, China, 2012-17 (est)
- Companies and brands
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- Figure 3: Leading companies in online gaming market, by value share, China, 2015 and 2016
- The consumer
- Mobile gaming exceeds PC gaming
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- Figure 4: Gaming devices used in the last three months, by game type, China, September 2017
- Motivations go beyond just relaxation and boredom
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- Figure 5: Reasons to play online games in the last three months, September 2017
- Thorough assessment of new games
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- Figure 6: Consideration factors when choosing a new online game, September 2017
- In-game purchase rather than pay-to-play
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- Figure 7: Spending on online games in the last three months, September 2017
- Playing with friends most appealing
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- Figure 8: Interest in social features of online games, September 2017
- More consumers want to play with real-life friends
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- Figure 9: Gaming habits and preference (regarding playing with friends), September 2017
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- Figure 10: Gaming habits and preference (regarding playing with friends), by gaming habits and preference, September 2017
- What we think
Issues and Insights
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- Female market hasn’t been fully exploited
- The facts
- The implication
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- Figure 11: Example of Splatoon, 2017
- Figure 12: Example of Horizon Zero Dawn, 2017
- How Chinese online gamers want to socialise through gameplay
- The facts
- The implications
- Online games can have constructive benefits
- The facts
- The implications
The Market – What You Need to Know
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- Increasing maturity in Chinese online gaming market
- Still room to grow market value
- Mobile gaming to become the largest segment
Market Size and Forecast
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- Online gaming market maturing, growth expected to slow
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- Figure 13: Number of online gamers, China, 2012-17 (est)
- Figure 14: Market value of online gaming, China, 2012-17 (est)
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- Figure 15: Best- and worst-case forecast of market value of online gaming, China, 2012-22
Market Factors
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- High-speed and more affordable internet breed more gaming occasions
- Online payment users on the rise
- Pan-entertainment ecosystem quickly extending impacts
- E-sports coming of age in China
- A highly regulated market will phase out weaker players
- The future of console games hangs in the balance
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- Figure 16: Sony’s China Hero Project games, China, 2017
Market Segmentation
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- Mobile gaming to become the largest segment
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- Figure 17: Market value of online gaming, by segment, China, 2012-17 (est)
- Console games on an uptrend but still niche
Key Players – What You Need to Know
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- Tencent and NetEase dominate
- PC to mobile game adaptations will continue
- Crossover marketing very active in online gaming market
Market Share
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- Tencent dominates with 44% market share
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- Figure 18: Leading companies in online gaming market, by value share, China, 2015 and 2016
- NetEase takes a leap
- Small game makers facing tougher market environment
Competitive Strategies
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- High-quality games win in the long run
- Small companies dedicated to niche markets
- PC to mobile game adaptations perform well
- Co-publishing becomes the norm
- Out-of-game engagement is crucial
- Crossover marketing gets creative
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- Figure 19: CrossFire x KFC campaign, China, 2017
- Figure 20: Example of Buick car in CrossFire, China, 2017
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- Figure 21: Minecraft x Chimelong Safari Park campaign, China, 2017
Who’s Innovating?
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- Incorporating ads into gameplay
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- Figure 22: Example of in-game ad of Family Guy: The Quest for Stuff, US, 2017
- Figure 23: Example of in-game ad of Terminator 2: Judgement Day, China, 2017
- AR technology rejuvenates old games
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- Figure 24: Example of the builder of Clash of Clans in AR, US, 2017
- LBS can be harnessed by online games
The Consumer – What You Need to Know
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- Both mobile and PC gaming are very popular
- Stress relief and time killing are top two reasons for online gaming
- Chinese gamers prefer in-game purchase to pay-to-play
- Graphics and controls are important when choosing a new game
- Consumers want to invite friends to play with them
- More online gamers prefer playing with real-life friends
Gaming Devices
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- The majority play on mobile phones
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- Figure 25: Gaming devices used in the last three months, by game type, China, September 2017
- Females exceed males in mobile offline gaming
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- Figure 26: Gaming devices used in the last three months, by gender, September 2017
- Consumers from lower tier cities play more online games
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- Figure 27: Gaming devices used in the last three months, by city tier, September 2017
- Cross-device gaming is common
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- Figure 28: Gaming devices used in the last six months,
Gaming Motivations
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- Motivations go beyond just relaxation and boredom
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- Figure 29: Reasons to play online games in the last three games, September 2017
- Consumers at different ages show various attitudes
- 20-24-year-olds just want to kill time
- 25-29-year-olds have the strongest need to socialise
- Consumers in their 30s seek fulfilment in online gaming
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- Figure 30: Reasons to play online games in the last three months, by age, September 2017
- High earners have more constructive reasons
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- Figure 31: Reasons to play online games in the last three months, by monthly personal income, September 2017
Spending on Games
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- Gamers spend for functional benefits
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- Figure 32: Spending on online games in the last three months, September 2017
- Young consumers invest more on cosmetic items
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- Figure 33: Spending on online games in the last three months, by age, September 2017
- The more positive your reasons to play games are, the more you spend
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- Figure 34: Number of game-related products/services purchased in the last three months, by reasons to play online games, September 2017
Consideration Factors
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- Many factors involved in choosing a new game
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- Figure 35: Consideration factors when choosing a new online game, September 2017
- Males value the fairness of the game most
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- Figure 36: Consideration factors when choosing a new online game (very important), by gender, September 2017
- Young females focus on graphics and controls
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- Figure 37: Consideration factors when choosing a new online game (very important), by gender and age, September 2017
- Genre, plot, theme and music are more important to high earners
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- Figure 38: Consideration factors when choosing a new online game (very important), by monthly personal income, September 2017
Interested Social Features
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- Consumers enjoy playing with friends
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- Figure 39: Interest in social features of online games, September 2017
- Female gamers are more social network-based
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- Figure 40: Interest in social features of online games, by gender, September 2017
Gaming Habits and Preference
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- High earners allocate enough time for online gaming
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- Figure 41: Gaming habits and preference (regarding gaming time), by monthly personal income, September 2017
- Seeking challenges in gameplay
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- Figure 42: Gaming habits and preference (regarding game difficulty), by demographics, September 2017
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- Figure 43: Spending on online games in the last three months, by gaming habits and preference, September 2017
- Original stories are slightly more popular than IP adaptations
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- Figure 44: Gaming habits and preference (regarding game plot), by demographics, September 2017
- Chinese online gamers gravitate toward Chinese-style games
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- Figure 45: Gaming habits and preference (regarding game style), September 2017
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- Figure 46: Consideration factors when choosing a new online game, by gaming habits and preference, September 2017
- More consumers prefer playing games with real-life friends
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- Figure 47: Gaming habits and preference (regarding playing with friends), September 2017
- Figure 48: Spending on online games in the last three months, by gaming habits and preference, September 2017
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- Figure 49: Gaming habits and preference (regarding playing with friends), by gaming habits and preference, September 2017
Meet the Mintropolitans
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- MinTs spend significantly more on functional props
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- Figure 50: Gaps of spending on games between Mintropolitans and Non-Mintropolitans (as benchmark), September 2017
- MinTs have strong interest in building in-game communities
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- Figure 51: Interest in social features of online games, by consumer classification, September 2017
- MinTs’ opinions differ by gender
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- Figure 52: Consideration factors when choosing a new online game (very important), by gender, September 2017
Appendix – Market Size and Forecast
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- Figure 53: Market value of online gaming, China, 2012-22
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Appendix – Market Segmentation
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- Figure 54: Market value of online gaming, by segment, China, 2012-17
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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