Niko Partners Report Chinese Gamer Segmenta on Analysis
Published May 2019
China’s 645 million gamers spent $31 billion on games in 2018, and Niko Partners’ Chinese Gamer Segmenta on Study provides the only comprehensive look at who Chinese gamers really are. Why gamers play is as important as what they play and how much, and is cri cal to understanding them as gamers — and as consumers. Understanding how gaming preferences, mo va ons, and demographic variables group together enables targe ng those segments with more precise marke ng messages and acquisi on channels. Fine-tuning player targe ng is all the more important in the increasingly compe ve gaming landscape. Pairing gaming mo va ons with digital consump on preferences provides a unique lens into what different kinds of gamers want and how to reach them.
This report brings together Niko’s exper se, built on 17 years of analysis in the Asia games markets, with Quan c Foundry’s powerful data science techniques - to produce an, in-depth study into the mo va ons and behaviors of Chinese gamers. Many global companies do worldwide segmenta on analyses, but few recognize the inherent cultural differences of Asia nor how to analyze the Chinese gamers in a way that is ac onable and meaningful. Our study aims to solve that problem.
What’s included • Mo va on profiles and demographics of the main Chinese gamer segments • Qualita ve and quan ta ve analysis, by segment, on gamer behavior, demand, spending, and usage across • Gaming pla orms • Games and game genres • Esports • Video and live streaming • 93 slides with 56 data exhibits
About Niko Partners We’re a market research and consul ng firm covering the Asia games market and its consumers. We provide qualita ve and quan ta ve data collec on and analysis, market models, forecasts, and strategic advisory services to give you the intelligence and answers you need to truly understand the region. We’ve helped game publishers, pla orms, hardware makers, esports, payments providers, hedge funds, consul ng firms, and consumer brands — in the West and in Asia — understand and succeed in the world’s largest and fastest growing games markets.
nikopartners.com Silicon Valley | Shanghai | London | Bangkok | Jakarta Niko Partners Report Chinese Gamer Segmenta on Analysis Update
Published May 2019
Data exhibits list
- Chinese gamer segments overview - Buy to play games spending - Gamer segments spending pa erns – - PC game genres overview - Mobile game genres - The gamer mo va on model - Reasons for playing at home - How to read the mo va on profile charts - Reasons for playing at icafes - Mobile gaming hours by loca on - Hardcore mobile gamer profile - Mobile game discovery - Hardcore mobile gamer unweighted - Mobile game life me play popularity - Dislikes about mobile games - Hardcore mobile gamer adjusted popularity - What a racts gamers to try a mobile game - Hardcore pc gamer profile - Top mobile game stores - Hardcore pc gamer unweighted popularity - Hardcore pc gamer adjusted popularity - Monthly spending on pc online games - Casual gamer profile - Monthly spending on mobile games - Casual gamer unweighted popularity - Payment modes for pc gaming - Casual gamer adjusted popularity - Payment modes for mobile gaming - Casual demoli onist profile - Casual demoli onist unweighted popularity - Dura on of ownership of current pc - Casual demoli onist adjusted popularity - Type of PC owned - Super consumer profile - Smartphone brands owned - Super consumer unweighted popularity - Console brands owned - Super consumer adjusted popularity - Method to obtain console games - Core gamer profile - Factors in selec ng a console - Core gamer unweighted popularity - Next gaming hardware purchase intent - Core gamer adjusted popularity - Playing PC esports - Occupa on - Playing mobile esports - Annual income - Time spent watching game videos (per week) - City er differences - Top streaming pla orms - Gaming pla orms (past 30 days) - Top short video apps - Gaming hours across pla orms (per week) - Favorite streaming video content - Pla orm usage (compared to previous year) - Factors in selec ng a streaming pla orm - Buy to play game pla orms
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