At the heart of the gaming universe, China’s mobile game industry has emerged as a prominent force. Home to over a billion smartphone users and gaming titans Tencent and NetEase, the country has become one of the world's largest mobile game markets. However, facing global macroeconomic challenges and tighter domestic gaming regulations, China’s mobile game sales revenue fell to 193 billion yuan in 2022, marking its first decline after a decade of meteoric rise. This prompted major gaming companies to seek growth overseas, a strategy that proved viable as industry revenue rebounded to 227 billion yuan in 2023.
Diverse monetization models
The Chinese mobile gaming industry has diverse monetization models. While the
revenue of casual mobile games was led by free-to-play with in-app purchases,
subscription services and premium game offerings are gaining traction. Live streaming and eSports have also emerged as lucrative avenues for revenue generation. At the forefront of this playfield stands
Tencent with its flagship titles
Honor of Kings and
Game for Peace (known as
PUBG Mobile internationally), which together rank as
Tencent’s most popular mobile game apps and
the most streamed eSports games worldwide.
Game design for a local audience
When it comes to game design, one of the crucial factors to success is to create cultural resonance. Games that draw inspiration from
Chinese mythology, history, and pop culture can resonate strongly with local audiences.
NetEase, China’s second-largest game publisher, has adeptly integrated such cultural elements into its games, including
Fantasy Westward Journey, inspired by the Chinese novel
Journey to the West, and
its latest martial art game Justice in 2023.
Quality content is the key
The quality of content is still pivotal in gaming, however. Blockbuster titles are those which can offer immersive and visually stunning experiences. In this regard,
the Chinese game upstart miHoYo has earned its reputation for blending captivating narratives, visually striking graphics, and engaging gameplay. Their anime-inspired games,
Honkai Impact,
Genshin Impact, and the most recent addition
Honkai: Star Rail have received global acclaim, and both rank among the
highest-grossing mobile games worldwide.Navigating the regulatory crossroads
However, the Chinese mobile game industry is not without its challenges. The stringent regulations imposed by local authorities on online gaming, particularly for minors, have prompted developers to pivot strategies. In response, the industry is increasingly looking at
overseas markets for expansion and launching more localized editions. In June 2024, Tencent launched a global version of
Honor of Kings and gathered more than 50 million downloads in its first month. With
Neverness to Everness and
Arena Breakout: Infinite being in the pipeline, the Chinese game developers certainly have more exciting offers to surprise global game lovers.
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