Niko Partners reports that 62% of PC gamers in China are allocating more money to games compared to the previous year

The latest data from Niko Partners reveals that a significant majority, nearly 66%, of Chinese PC gamers are allocating more funds to game purchases in 2024 compared to any other platform.

Gathered from a survey of 1,079 players in April 2024, the China Gamer Behaviour and Markets Report indicates that 19% of these PC gamers noted an increase of at least 30% in their game-related expenditures over the past year.

Steam continues to dominate as the foremost platform for PC game distribution in China, with close to 80% of players engaging with premium games through it.

The report also highlights that most gamers in China access the international version of Steam without resorting to VPN services.

In addition, 44% of the surveyed individuals engage with video game and esports livestreams, predominantly using TikTok’s Chinese counterpart, Douyin, which sees 69% participation for this activity.

Short video content plays a crucial role in game discovery, with 45% of respondents across PC and mobile platforms, and fourth for console gamers, finding new games through these snippets.

The mobile gaming sector has witnessed remarkable growth, with the mini game segment attracting around 650 million players. Among them, two-thirds are playing mini games daily or multiple times a week.

"Our research indicates a promising trend in consumer spending, particularly within the PC gaming arena," commented Lisa Hanson, CEO of Niko Partners. "Short video platforms and unfettered access to the international version of Steam are introducing new channels for game discovery and distribution. Businesses must navigate the evolving dynamics of the Chinese market to capitalize on these emerging opportunities."