According to Statista, revenue in the videogames market in China is projected to reach US$109.20bn in 2023, with an annual growth rate (CAGR 2023-2027) of 8.04%, resulting in a projected market volume of US$148.80bn by 2027.
We talked today to Lu Lauren, Business Development Lead at Sandsoft Games on her favourite games, trends in Chinese market, game audience and more.
“I was event organizer of multiple cultural exhibitions, events and conference in MENA region back in 2016, exhibited content includes traditional Chinese cultural work and new cultural export content like ACG. Since then I was fascinated by the great potential of the Middle East and North Africa leading by the young generation. Then I stepped into game companies to bring Chinese games to MENA. Gaming especially mobile games as the leading new cultural product of China has flooding to international market including MENA. I am more fond of casual games, straight but fun gameplay can always hook me for a long while, such like Candy Crush, Archero, etc.”
What makes Chinese gaming market so attractive?
“The large market size. The big foundation of user amount and their consuming power has made China gaming market a considerable economic volume for developers and publishers.”
How has the Chinese government’s regulatory policies impacted the gaming industry?
“The positive side, with governmental regulations, it would help to maintain and improve the quality of game content on the market, restrict rampant content that inappropriate to China’s national conditions. While on the other hand of negative effects, less quality improving trainings or direction of advocacy provided by the authorities, companies’ investment on parallel development of games may cause a waste of resources.”
How do Chinese gamers differ from gamers in other parts of the world in terms of gaming preferences and behavior?
“Influenced by the cultural background, saying a long history of farming culture, Chinese gamers are used to accumulate in the game, so character progression, simulation and building are the common and priority behaviors. While gamers in other parts of the world, US and European gamers for example, are more fond of racing, competition and exploration in the game. When talking about the in-game confrontation, Chinese gamers intend to have big and group combat and war, while Western gamers seem prefer to individual fight as I observe.
What are some of the challenges that foreign gaming companies face when entering the Chinese market?
“The first challenge of course is the licensing number. Companies have to be patient to wait but good thing is game ISBN issuing is backing to be normalized.”
What are some of the emerging trends in the Chinese gaming industry?
“I would say the content choice of developers has a trend from the former focus of long-term progression and retention, such like RPG, to more attention on mid-to-short term gameplay, even single games.”