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Lifestyles of Gamers - China - October 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Definitions
EXECUTIVE SUMMARY
The impact of COVID-19 on lifestyles of gamers
Spending on online games extends to diverse areas of life after COVID-19
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
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 
Figure 3: Online gaming devices, 2019 vs. 2020
Offline activities offer great potential for game-related consumption 
Figure 4: FINAL FANTASY XIV Fan Festival 2019 in Shanghai
The consumer
Gaming on desktops and tablets is on the rise
Figure 5: Online gaming devices, 2019 vs. 2020
Gender differences in hours played do exist but female gamers cannot be overlooked
Figure 6: Hours spent playing online games, by gender, August 2020
Gamers’ spending expanding to diverse areas beyond games
Figure 7: Online game spending, August 2020
Gaming experience is more important than results
Figure 8: Reasons to play online games, August 2020
Video platforms engage with gamers most effectively
Figure 9: Information channels, August 2020
Adventure and science fiction are the most popular themes 
Figure 10: Preferred game themes, August 2020
Beyond brand collaboration, gamers want to explore more offline activities
Figure 11: Further involvement, August 2020
What we think
THE IMPACT OF COVID-19 ON LIFESTYLES OF GAMERS
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
Figure 13: Animal Crossing
Trend 2: Over half of consumers have maintained and even increased the money spent on playing online games
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
Figure 15: Changes in online-game related behaviour, by generation, September 2020
Trend 4: Female gamers become more dedicated online gamers
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
Figure 17: ChinaJoy Plus
Promote ethical considerations with CSR
Figure 18: JX3 Online offers permanent free playing time to medical workers who worked to support Wuhan
ISSUES AND INSIGHTS
Highlighting game design and diversifying the marketing channels
The facts
The implications
Unlocking the spending potential of female gamers
The facts
The implications
Figure 19: Female gamers’ group in Douban
Innovation in engaging offline activities to attract more gamers
The facts
The implications
Figure 20: Tayin experiential activities offered by Jiangnan
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
Richness and variety of game genres and themes attract new gamers
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
Figure 23: Online gaming devices, 2019 vs. 2020
Offline activities offer great potential for game-related consumption 
Figure 24: FINAL FANTASY XIV Fan Festival 2019 in Shanghai
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Gaming on desktops and tablets is on the rise
Figure 25: Online gaming devices, 2019 vs. 2020
Role-playing games are the only type played more on computer than smartphones/tablets
Figure 26: Game genres, by device, August 2020
Increase in gaming on desktops and tablets is supported by both men and women
Figure 27: Online gaming devices, by gender, 2019 vs. 2020
Females fonder of relaxing games
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
Figure 29: Selected game genres across gaming devices, by generation, August 2020
TIME SPENT ON ONLINE GAMING
Gender differences in hours played do exist but female gamers are on the rise 
Figure 30: Hours spent playing online games, August 2020
Post-80s more addicted to online gaming
Figure 31: Hours spent playing online games, by generation, August 2020
Time spent playing differs most on desktops
Figure 32: Gaming device, by weekly hours spent playing online games, August 2020
MONEY SPENT ON ONLINE GAMING
Gamers’ spending expanding to diverse areas beyond games
Figure 33: Online game spending, August 2020
Content-related creations are popular among post-80s
Figure 34: In-game spending, by generation, August 2020
Female and lower-tier city gamers spend more on brand collaboration products
Figure 35: Other spending, by city tier, August 2020
Figure 36: Other spending, by gender, August 2020
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
Gaming experience is more important than results 
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
Figure 40: Selected reasons to play online games, by city tier, August 2020
Figure 41: Game development editors in Honor of Kings
Post-90s seek a sense of belonging with friends, while post-80s highlight accomplishment
Figure 42: Selected reasons to play online games, by generation, August 2020
Socialising drives males to play online games more than female gamers
Figure 43: Selected reasons to play online games, by gender, August 2020
INFORMATION CHANNELS
Video platforms engage with gamers most effectively
Figure 44: Information channels, August 2020
For game content: post-90s prefer more integrated information, while post-80s inclined to use comprehensive websites
Figure 45: Information channels for game content, by generation, August 2020
For official peripheral products: post-80s rely on short video platforms more
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
Figure 47: Information channels for derivative creations, by gender, August 2020
PREFERRED GAME THEMES
Adventure and science fiction are the most popular themes
Figure 48: Preferred game themes, August 2020
Figure 49: Human: Fall Flat
Figure 50: Fall Guys: Ultimate Knockout
Post-80s seek futuristic fantasy the most
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
Figure 53: Selected preferred game themes, by gender, August 2020
Figure 54: Three Kingdoms Strategic
Figure 55: Yujian Love
FURTHER INVOLVEMENT
Beyond brand collaborations, gamers want to explore more offline activities
Figure 56: Further involvement, August 2020
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
Figure 59: Selected further involvement, by generation, August 2020
Figure 60: Sprite logo in Honor of Kings
Figure 61: Pizza Hut logo in Honor of Kings
Figure 62: Product placement in Death Stranding
Offline activities can include gamers and their families
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
Figure 65: Selected further involvement, by monthly household income, August 2020
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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