Survey Reveals 62% of Chinese PC Gamers Have Increased Their Gaming Expenditure

A recent study by Niko Partners indicates that nearly two-thirds of PC gamers in China have elevated their spending on games compared to the previous year. The report, which polled 1,079 gamers in April 2024, also reveals that 19% of respondents have boosted their gaming expenditure by at least 30%. Key findings include Steam's continued reign as the top PC distribution platform in China, with approximately 80% of premium title players utilizing the service, often without the need for a VPN. Furthermore, 44% of surveyed gamers tune into video game and esports livestreams, with 69% relying on Douyin, TikTok's Chinese counterpart, for this purpose. The survey also highlights the significance of short-form content in game discovery, with 45% of respondents citing it as their primary means of finding new games. In the mobile gaming sector, the mini game market has experienced substantial growth, boasting around 650 million players, with two-thirds of mobile gamers engaging with these games on a daily or weekly basis. According to Lisa Hanson, CEO of Niko Partners, the study's results point to a promising outlook for growth in player spending, particularly within the PC gaming segment, and underscore the importance of understanding the evolving Chinese gaming landscape to capitalize on emerging opportunities in game marketing and monetization.