Gamification: China's gaming journey
Liu Jie with Lucy Zhang, Wu Jin and Theresa LooMEC China
Gamers in China number over 100 million and brands from Smart to Uniqlo to Head & Shoulders are engaging with them through gamification.
By the end of June 2011, China's netizens reached 485 million and they spent 1.3 billion hours in total surfing the internet every day. Chinese use the internet for entertainment and communication to a greater extent than Americans (Figure 1).
Figure 1: Comparison of online activities between Chinese and US netizens
One in every four netizens is an online gamer...