Key Findings on PC Gaming Behavior in China
- Steam is the number one platform for PC game distribution in China, according to a new report by Niko Partners. 79% of local gamers use Valve’s store to play premium titles, with most accessing the international version without a VPN.
- Simplified Chinese is the second most popular language on Steam, used by 28% of all accounts. This data explains the high usage of the platform among Chinese gamers.
- 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%.
- 44.5% of respondents discover new games through short videos on platforms like Douyin, showcasing the influence of social media on gaming trends.
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.
- 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.
- Japan leads in game approvals for import titles, followed by the US and South Korea, highlighting the global influence on China’s gaming market.
For more detailed data and insights, refer to the full report by Niko Partners.
