Almost two-thirds of PC gamers in China have spent more on games than any other platform in 2024, according to a new report by Niko Partners. The China Gamer Behaviour and Markets Report, which surveyed 1,079 gamers in April 2024, also revealed that 19% of PC gamers claimed they spent at least 30% more on titles than they did last year.
Steam Dominates the PC Gaming Landscape
The report found that Steam remained the top PC distribution platform in China, with nearly 80% of PC gamers who play premium titles using the platform. Interestingly, most players access the international version of Steam without the use of a VPN, indicating a strong preference for global gaming content.
Video Game and Esports Livestreams
Elsewhere, 44% of those surveyed watch video game and esports livestreams, with 69% using TikTok’s Chinese app Douyin to do so. This highlights the growing importance of short-form content in game discovery and engagement. In fact, 45% of respondents said they discovered video games by watching short-form content, ranking top for PC and mobile gamers and fourth for console players.
Mobile Gaming on the Rise
As for mobile gaming, the mini game segment has seen major growth, amounting to approximately 650 million players. According to those surveyed, two-thirds of mobile gamers play mini games daily or several times a week. This surge in mobile gaming underscores the diverse gaming habits of Chinese players.
“Our findings show a positive outlook for growth in player spending, notably in the PC gaming segment,” said Niko Partners CEO Lisa Hanson. “Alternative ways for game discovery and non-ISBN games are emerging through short video platforms and continued access to Steam international. This suggests new opportunities for games marketing and monetization, and companies need to better understand the current landscape of the Chinese market to implement appropriate strategies.”
