In 2025, China’s video‑game market officially crossed the $50 billion threshold for the first time, registering a year‑on‑year increase of 5.4% and reaching a total revenue of $51.8 billion. This landmark achievement underscores the sustained vitality of the world’s largest gaming ecosystem and sets the stage for further expansion in the coming years.
According to a fresh analysis released by market‑research firm Niko Partners, the sector is expected to keep its upward trajectory, albeit at a slightly more moderate pace. The firm projects a 4% growth rate for 2026, which would lift total revenues to roughly $53.9 billion. Looking ahead to the end of the decade, the forecast points to a market size of $59.8 billion by 2030, implying a compound annual growth rate (CAGR) of 2.9% over the five‑year span. Player numbers are set to follow a similar pattern of expansion.
Niko Partners estimates that the Chinese gaming audience will swell to 769 million active users by 2030. In addition to sheer volume, the average amount of time each gamer spends playing each week is projected to increase from 14.1 hours in the previous year to 15.8 hours, reflecting deeper engagement and longer session lengths across a broad spectrum of titles. The research attributes this robust growth to a combination of factors.
First, newly launched games have performed better than analysts originally anticipated, delivering strong launch‑day sales and rapid user adoption. Second, legacy titles—often referred to as “evergreen” games—continue to generate substantial revenue streams thanks to regular content updates, seasonal events, and persistent community support. Together, these dynamics have created a dual engine of revenue that pushes the market beyond previous expectations.
One segment that stands out as a particularly potent driver is the mini‑game category. Roughly 80% of Chinese gamers report playing some form of mini‑game, and this genre now accounts for close to one‑fifth of all mobile‑gaming expenditure.
The appeal of bite‑sized, instantly accessible experiences—often integrated into larger platforms or social media apps—has made mini‑games a cornerstone of the mobile ecosystem and a fertile ground for monetisation through ads, micro‑transactions, and brand collaborations. Discovery channels are also evolving. Nearly half of all players now turn to short‑form video platforms—such as Douyin, Kuaishou, and other TikTok‑style services—to learn about new releases, watch gameplay previews, and absorb community feedback.
This shift toward visual, algorithm‑driven content has reshaped marketing strategies, prompting developers to allocate more resources to influencer partnerships and short‑video advertising. Despite the market’s rapid growth, a sizable portion of the gaming community continues to navigate around China’s internet censorship regime. The report finds that 66% of respondents employ some form of circumvention technique. Specifically, 30.8% access games hosted on overseas servers, 33.6% rely on gaming accelerators to reduce latency and bypass regional restrictions, and 21.9% use virtual private networks (VPNs) to mask their location and unlock content that would otherwise be unavailable.
Policy developments are also playing a pivotal role. Earlier this year, the Chinese government incorporated video games into its 15th Five‑Year Plan (2026‑2030) for National Economic and Social Development, upgrading the sector from a peripheral digital cultural product to a strategic component of the national economy. This formal recognition is expected to bring greater regulatory clarity, encourage investment, and stimulate innovation across the industry. Niko Partners highlights five overarching trends that will shape China’s gaming landscape over the next five years: 1.
**Expansion of niche genres** – Genres that previously occupied only fringe markets, such as simulation, strategy, and indie‑driven experiences, are gaining traction among increasingly sophisticated players. 2. **Growth of out‑of‑app monetisation** – Revenue models that extend beyond the traditional app store, including cross‑platform subscriptions, cloud‑gaming services, and direct‑to‑consumer sales, are expected to become more prevalent. 3.
**Regulatory improvements** – Continued refinement of content guidelines and approval processes should reduce uncertainty for developers and accelerate time‑to‑market. 4.
**Higher spend on premium PC and console titles** – As disposable income rises, a larger segment of gamers is willing to invest in high‑quality, full‑price games on more powerful hardware. 5. **Integration of generative AI** – Developers are rapidly adopting AI tools throughout the production pipeline, from procedural content generation and automated testing to AI‑driven NPC behaviour and player‑facing features.
The adoption of generative AI is especially noteworthy. Chinese studios are leveraging these technologies to speed up asset creation, personalise gameplay experiences, and empower user‑generated content platforms.
This AI‑driven boom is also fueling demand for high‑performance hardware, such as increased RAM capacity and advanced semiconductor components, which in turn supports the broader tech supply chain. In summary, while the rapid expansion of AI infrastructure and the ongoing evolution of regulatory frameworks present both opportunities and challenges, Niko Partners remains confident that the combination of continuous innovation, clearer policy direction, and strong player engagement will sustain long‑term growth for China’s gaming market. The sector’s trajectory points toward a vibrant, diversified ecosystem that will remain a cornerstone of the global entertainment landscape for years to come.