Almost two-thirds of Chinese PC gamers are parting with their cash more than they did in 2023, according to research outfit Niko Partners. The report indicates that 62 per cent of spending PC gamers are investing more this year, with 19 per cent claiming they have spent over 30 per cent more than in the previous year.
Steam's Dominance in the Chinese Market
Despite various platforms available, Steam continues to dominate as the biggest platform for PC gamers in China. Many users are accessing the international version of Valve’s service through VPNs. In fact, 80 per cent of Chinese PC gamers who prefer premium experiences are using Steam.
Niko Partners’ CEO, Lisa Hanson, expressed optimism about the growth potential in player spending, particularly in the PC gaming sector. She highlighted the emergence of alternative ways for game discovery and non-ISBN games through short video platforms, as well as the continued access to Steam International.
Hanson emphasized the importance for companies to grasp the current landscape of the Chinese market in order to implement effective strategies for games marketing and monetization, pointing towards new opportunities on the horizon.
