In China, 39% of gamers express an interest in the application of generative AI within gaming

A recent study reveals that Chinese gamers are highly interested in the use of generative AI in gaming.

The insights are part of Niko Partners’ China Gamer Behaviour and Market Insights report, released on August 27, 2025. The report surveyed 1,058 Chinese gamers, focusing on player demographics, behavior, and engagement trends for 2025.

Findings show that 39.4% of gamers in China are intrigued by generative AI's role in games, and 85.2% have knowledge of this technology.

Niko Partners highlighted the advancement of Chinese game developers, noting that 60% have incorporated generative AI into their development methods.

NetEase was spotlighted for integrating diverse AI-driven features into Justice Online Mobile, enabling interaction with intelligent NPCs and the creation of custom videos using player characters.

The report further identified esports and game live streaming as significant sectors in China's 2025 gaming landscape.

Nearly half of the participants, 46.5%, engage with esports by playing, watching, or competing, while 25% watch livestreams regularly, underscoring the critical role influencers and streamers play in marketing.

Short video platforms like Douyin (known internationally as TikTok) and Kuaishou have emerged as key tools for game developers aiming to reach Chinese audiences.

These platforms dominate as a source for video game news, with 41% of Chinese gamers using them, contrasting with game stores (38.7%), social platforms (33.9%), messaging apps (33.4%), and content from influencers and streamers (31.6%).

The report emphasized that while short videos are a primary source for mobile and PC gamers, console gamers rely more on platform recommendations.

Mini games have also become significant in China’s gaming sector.

Niko Partners describes mini games as playable instantly without a download, typically embedded in apps like WeChat and Douyin.

The data showed that 84.4% of Chinese gamers have played mini games, with daily play reported by 17.7% of women and 10.3% of men.

Niko Partners stated that mini games attract a wider, casual audience and represent nearly 10% of gaming expenditures.

The firm's Market Model Reports in June illustrated that the Asia and MENA regions' gaming markets yielded $86.6 billion from software and services in 2024, up by 1.4%.

They anticipate steady development in these areas, forecasting revenues of $96 billion by 2029.