Steam is the number one platform for PC game distribution in China, according to a new report by Niko Partners. An impressive 79% of local gamers use Valve’s store to play premium titles, with most accessing the international version without a VPN. Simplified Chinese has emerged as the second most popular language on Steam, used by 28% of all accounts. This data underscores the high usage of the platform among Chinese gamers.
In a significant shift, 62% of Chinese PC gamers increased their spending on games in 2024 compared to the previous year, with 19% reporting a significant increase of at least 30%. This surge in spending highlights the growing enthusiasm and investment in gaming within the region.
Influence of Social Media on Gaming Trends
Social media platforms have become a major avenue for game discovery in China. A notable 44.5% of respondents discover new games through short videos on platforms like Douyin. This showcases the powerful influence of social media on gaming trends and how it shapes the preferences of Chinese gamers.
Rise of Mini Games and Youth Gamer Regulations
The Mini Game segment within major apps like WeChat has seen a surge in popularity, attracting 650 million users in China. Two-thirds of mobile gamers engage with these mini games daily, reflecting their widespread appeal and accessibility.
A unique observation by Niko Partners reveals that youth gamer regulations in China, aimed at limiting game time for minors, may have unintended consequences. Gamers aged 18-22, who were minors when the regulations were implemented, now play longer hours per week compared to older gamers. This trend suggests that the restrictions may have influenced gaming habits in unexpected ways.
Japan leads in game approvals for import titles, followed by the US and South Korea, highlighting the global influence on China’s gaming market. The international collaboration and approval process underscore the interconnected nature of the gaming industry and its evolving dynamics.
For more detailed data and insights, refer to the full report by Niko Partners.
