In China, 39% of gamers express an interest in the use of generative AI in video games

A recent analysis reveals significant interest among Chinese gamers in generative AI technology.

The China Gamer Behaviour and Market Insights report by Niko Partners, published on August 27, 2025, surveyed over a thousand Chinese gamers to provide detailed insights into player dynamics and involvement this year.

Survey results indicate that 39.4% of Chinese gamers are intrigued by the use of generative AI in gaming, with 85.2% already familiar with the technology.

Chinese gaming studios are leading in this area, with 60% already incorporating generative AI into their development processes, according to Niko Partners.

NetEase stands out for integrating multiple generative AI functionalities into its game Justice Online Mobile, enhancing player interaction with intelligent NPCs and enabling custom video creation with in-game avatars.

The report also highlights the continued prominence of esports and game livestreaming in China this year.

Of those surveyed, 46.5% have been involved with esports, either by playing, viewing, or competing in tournaments. Additionally, 25% of participants regularly follow game livestreams, with key influencers and streamers playing a significant role in game promotion.

The analysis found that apps like Douyin and Kuaishou have become crucial in gaming industry marketing strategies within China.

These short video apps are the top source for gaming updates, with 41% of gamers obtaining new game information through these channels, surpassing sources like game platforms and stores (38.7%), social networks (33.9%), messaging apps (33.4%), and influencer content (31.6%).

While video apps lead in delivering content to mobile and PC gamers, game platform recommendations are predominant among console users.

Additionally, mini games have gained notable traction in China.

Defined as games playable without downloads, often found on platforms like WeChat and Douyin, mini games have been played by 84.4% of Chinese gamers. Notably, 17.7% of female gamers engage with these daily, as opposed to 10.3% of their male counterparts.

According to Niko Partners, mini games are becoming popular among a wider and more casual audience, now contributing to nearly 10% of the total gaming expenditure in China.

Niko Partners' Market Model Reports released in June indicated that the Asia and Middle East/North Africa (MENA) regions' gaming markets accrued $86.6 billion from player spending on software and services in 2024, reflecting a 1.4% rise.

The report forecasts sustained revenue growth across these regions, predicting earnings to reach $96 billion in Asia and MENA by 2029.