Gaming in China: No longer the exclusive domain of “gamers”

Dixi Chern

The democratisation of gaming has transformed it into a culture in China with its own ecosystem. Gaming brands can leverage this ecosystem to engage with consumers and stay top of mind even when they are not playing games.

The stereotype of the young adolescent male in front of his PC is no longer representative of the Chinese gamer. The gamer in China today is the aunty in the wet market or the delivery rider on his lunch break.

Gaming has been democratised. There are 626 million gamers within China as of 2019 (Source: Game Publishing Committee of the China Audio-Video and Digital Publishing Association) and this represents almost half the population in China. The Honor of Kings (王者英雄) MOBA (multiplayer online battle arena) that is one of the top-grossing mobile games of all time – has become ubiquitous,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands