Unite Europe 2016: What do you need to know about the Chinese market?
Zoey Chen from the publishing house told about how the Chinese market looks now at Unite Europe 2016 4399.com .
China is currently one of the leaders of mobile gaming. Chen announced the figures: China owns 1/4 of the global revenue from mobile games. According to forecasts, the volume of the local market in 2016 will amount to $10 billion. The number of gamers over the same period will exceed 419 million.
Revenue from games is distributed among projects in approximately the same way as in other countries: 56.4% of revenue is accounted for by the top 10 projects. According to the publisher ‘s assessment 4399.com , the game, even if it is on the 50th place of the Chinese top, earns $ 2 million monthly.
According to the platforms, the statistics are as follows: Android has a larger installation base – 629 million versus 269 million for iOS. But Yabloko earns more comparatively. In 2016, revenue from iOS games will reach $4.06 billion. For Android, this figure will be $5.37 billion.
The highest-grossing genres are casual, RPG and KKI. MOBA and FPS are also becoming more profitable, as esports is gaining popularity.
The most promising audience is the so-called nijigen. Most of these are children born in the 90s and, as a rule, the only ones in the family. Parents are willing to spend money on all their whims, including shopping in games. There were 218 million such children in 2015, and 93% of them like to play games.
The main trends of 2015, in addition to the growing influence on the industry of these children-nijigen, Chen identified three:
- porting PC projects to mobile;
- pan-entertainment – the tendency to promote, for example, series on several channels at once (that is, the viewer not only watches shows with their favorite characters, but also immediately plays a game with them and listens to songs);
- the growing popularity of esports.
In addition, Chen shared a diagram of the Chinese market. This slide shows the most popular engines, publishers and developers, distributors, social networks and promotion channels.
