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Video Games in China

Publisher Euromonitor International
Published Jun 26, 2025
Length 22 Pages
SKU # EP20156139

Description

In 2024, video games in China showed growth, primarily due to the increasing popularity of mobile games and online games and subscriptions, and the development of culturally relevant game titles. The integration of AI personalisation and local innovation, which often incorporates Chinese themes and narratives, had a significant impact. The category also saw an increase in consolidation among the top companies over the review period, and a growing interest in cross-platform and cloud gaming. Euromonitor International's Video Games in China report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change. Product coverage: Video Games Hardware, Video Games Software. Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data. Why buy this report? * Get a detailed picture of the Video Games market; * Pinpoint growth sectors and identify factors driving change; * Understand the competitive environment, the market’s major players and leading brands; * Use five-year forecasts to assess how the market is predicted to develop. Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

Table of Contents

22 Pages
Video Games in China
Euromonitor International
June 2025
List Of Contents And Tables
VIDEO GAMES IN CHINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Video games software drives sales and growth, with interest in titles of local importance
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Mobile games drives growth, as titles such as Honor of Kings and Black Myth: Wukong thrive
Adaptive NPCs and AI equipment recommendations boost player retention
Game Science and NetEase find success through Chinese culture
CHART 2 Black Myth: Wukong Blends Chinese Mythology with AAA Gameplay
WHAT’S NEXT?
Continued growth for video games, due to constant innovation and development over the forecast period
AI personalisation set to drive engagement for video games
Localisation will be increasingly important to Chinese gamers, as demonstrated by Immortal Awakening
CHART 3 Analyst Insight
Subscription models and cloud gaming will become increasingly relevant
COMPETITIVE LANDSCAPE
Tencent maintains its share, while miHoYo faces challenges
CHART 4 miHoYo Remains Committed to Expanding Genshin Impact Universe
Game Science's console game challenges established publishers
Success of DNF Mobile launch attributed to adaptation of a classic IP
Players adopt a transmedia approach to leverage established IPs
CHANNELS
Retail e-commerce dominates video games due to reliance on digital products
Offline sales remain important for video games hardware
Offline collaborations capitalise on IPs to attract younger generations
COUNTRY REPORTS DISCLAIMER
CHART 5 Key Trends 2024
CHART 6 Justice Online Launches AI Arena
CHART 7 China’s Collectible Card Craze Drives Continued Expansion
CHART 8 Analyst Insight
CHART 9 Real GDP Growth and Inflation 2019-2029
CHART 10 PEST Analysis in China 2024
CHART 11 Key Insights on Consumers in China 2024
CHART 12 Consumer Landscape in China 2024
TOYS AND GAMES IN CHINA
EXECUTIVE SUMMARY
AI personalisation and local cultural elements are important growth drivers
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Traditional toys and games witnesses the fastest growth, while video games dominates sales
AI used to personalise traditional games and video games experiences
Demand for collectibles drives growth for blind boxes and trading cards
Localised innovations drive value sales, exemplified by Black Myth: Wukong
WHAT’S NEXT?
Video games to see the highest sales during the forecast period
Technology and personalisation set to continue to contribute to growth
Licensed toys, collectibles, and kidults set to drive expansion in traditional toys and games
Mobile games, subscriptions, and cross-platform models set to drive growth in video games
Continued importance of local culture in both traditional and video games
COMPETITIVE LANDSCAPE
Kayou and Pop Mart thrive, while Yaoji and Yeloli struggle
Game Science challenges global competitors with console game launch
DNF Mobile launch boosts game sales due to extending a classic IP
Tencent acquires EasyBrain, Space Ape, Kuloo Games, and invests in Ubisoft spin-off
Interactive toy BubblePal gains prominence
CHANNELS
Retail e-commerce dominates sales of toys and games as consumers seek better prices
Offline retail still has a role to play
A transition to more flexible retail models, such as pop-up stores and vending
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
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