C HINESE G AMERS R EPORT

2nd Report in Niko’s 2012 Market Research Subscription
on China’s Games Industry

March 2012

Chinese Gamers Report

Niko Partners, March 2012

ABOUT NIKO PARTNERS
Our Focus
Niko Partners specializes in market research about China’s games industry. Since 2003,
we have published industry-leading
leading syndicated reports and custom research studies
using primary research about the PC online, PC offline, console, and handheld
segments of the Chinese gaming market. In 2010 we added coverage of the games
markets in Southeast Asia including the countries of Indonesia, Malaysia, the
Philippines, Singapore, Thailand and Vietnam. Our staff in Silicon Valley and Shanghai
directs, collects, and analyzes the data and prepares the reports.

Our Mission and Services
Niko Partners’ mission is to help video game industry clients understand the market,
strategically enter or expand market sha
share,
re, select the best partners, and continue to
profitably grow within China and Southeast Asia. We support our mission through our
state-of-the-practice
practice market research reports and a host of related services:
Market-entry
entry strategy development and consultat
consultation
Partner introductions and selection assistance
Focus group surveys and assessment
Market opportunity analysis using custom research
Full-service
service text and verbal translation of Chinese and 12 other languages
Custom surveys throughout Asia






Our Team
Lisa Cosmas Hanson, founder of Niko Partners, leads the team of analysts, researchers,
and consultants and manages operations in the US and China. The US
US-based
based Niko
team consists of professional analysts and consultants in Silicon Valley who collaborate
on all research methodologies and quantitative and qualitative analysis. The ChinaChina
based team is located in Shanghai and consists of experienced analysts and market
research professionals. They manage the China
China-based
based researchers and local surveys,
interviews,
ws, and focus groups.

Our Clients
We serve worldwide industry leaders in game software, hardware, and services, as well
as hedge funds, media companies, trade associations, and management consulting
firms, all of whom have a vested interest in a thorough understanding of the Asian
games industry.

2

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Reproduction without written permission from Niko Partners is prohibited. All rights reserved.

Chinese Gamers Report

Niko Partners, March 2012

2012 CHINA MARKET RESEARCH SUBSCRIPTION DELIVERABLES
February:: Chinese Games Market Trends Bulletin
March: Chinese Gamers Report
eport
April:: China’s Online Games Market Size & Forecast Report
May: China’s Client-based
based Online Games and Payment Methods Report
June:: China’s Mobile Games Market Report
July:: China’s Casual and Social Online Games Report
August: Mid-year
year 2012 Internet Café Games Usage Data Analysis
September:: Location of Gameplay and Gaming Hardw
Hardware Report
October:: Chinese Games Industry Regulations and Policy Bulletin
November:: Southeast Asian Games Market Regional Report (optional add
add--on)
December:: 2012 Year in Review Presentation
Ongoing: Monthly Internet Café Games & SNS Rankings Data (separa
(separate
te service)
Custom research:: upon request
Analyst inquiry time:: as needed

3

©Niko Partners 2012
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Reproduction without written permission from Niko Partners is prohibited. All rights reserved.

Chinese Gamers Report

Niko Partners, March 2012

Table of Contents
About Niko Partners ................................
................................................................................................
........................................ 2
Our Focus ................................
...................................................................................................................
................... 2
Our Mission and Services................................
............................................................................................
............................ 2
Our Team ................................
....................................................................................................................
.................... 2
Our Clients ................................
................................................................................................
.................................................. 2
2012 China Market Research Subscription Deliverables .................................................
................................
3
Executive Summary ................................
................................................................................................
........................................ 6
Methodology ................................
...................................................................................................................
................... 7
Geographical Distribution of the Survey ................................................................
...................................... 7
Internet Penetration Assumptions and Definition .........................................................
......................... 7
Research Collection Process
Process.......................................................................................
....................... 8
Supplemental Statistics ................................
...............................................................................................
............................... 8
Baseline Data Availability ................................
............................................................................................
............................ 9
Other ................................
...........................................................................................................................
........................... 9
Past published research ................................
..............................................................................................
.............................. 9
Chinese Gamers – who are they? .................................................................................
................. 12
Demographic analysis ................................
...............................................................................................
............................... 12
How much are they playing? .........................................................................................
......................... 15
Where are they playing? ................................
...............................................................................................
............................... 18
When do they play?................................
................................................................................................
....................................... 19
What types of games do they play? ................................................................
............................................... 20
Online Gaming ................................
................................................................................................
.............................................. 26
What Do They Spend? ................................
................................................................................................
.................................. 27
Spending by Gender ................................
................................................................................................
................................. 29
Other Notable Spending Data ...................................................................................
................... 29
Virtual Items ................................
................................................................................................
.............................................. 30
Mobile Gaming ................................
................................................................................................
.............................................. 33
What Mobile Games Do They Play? ................................................................
.......................................... 36
Gaming on the Go ................................
................................................................................................
..................................... 37
Game Consoles ................................
................................................................................................
............................................ 39
PC Offline Games ................................
................................................................................................
......................................... 42
Home PC Hardware ................................
................................................................................................
...................................... 44
Conclusion ................................
....................................................................................................................
.................... 45

4

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Chinese Gamers Report

Niko Partners, March 2012

Table of Exhibits
Figure 1 Respondents by Age .......................................................................................
....................... 13
Figure 2 Gamer Age Breakdown, 2008 - 2012 ..............................................................
.............................. 13
Figure 3 Respondents by Occupation ................................................................
........................................... 14
Figure 4 Gamer Categories, Definition and Size ............................................................
............................ 15
Figure 5 Gamer Categories as Percentage of the Total.................................................
................. 15
Figure 6 Chinese Gamer Population Makeup, 2008
2008-2012 .............................................
................................
16
Figure 7 Gamers by Gender, 2012 ................................................................
................................................ 17
Figure 8 Gaming by Location ........................................................................................
........................ 18
Figure 9 Most Frequent Gaming Occasions (top two selections) ...................................
................................ 19
Figure 10 Gaming by Game Category ................................................................
........................................... 20
Figure 11 Increase/Decrease in MMORPG Gaming by Gamers, 2012 vs. 2011............ 21
Figure 12 Increase/Decrease in SNS Gaming by Gamers, 2012 vs. 20
2011..................... 21
Figure 13 Role of SNS in Gamer Life ................................................................
............................................ 22
Figure 14 Game Play by Gamer Category and Game Type ..........................................
................................
23
Figure 15 Game Preference by Gender................................................................
......................................... 23
Figure 16 Favorite Game Genres (Top 3)................................................................
...................................... 24
Figure 17 Most Significant Reason for Game Choice ....................................................
.................... 25
Figure 18 Online Gaming by Gamer ................................................................
.............................................. 26
Figure 19 Spending on Games ......................................................................................
...................... 27
Figure 20 Spending on Gaming by Category ................................................................
................................. 28
Figure 21 Increase/Decrease in Spending, 2012 vs. 2011 ............................................
................................
28
Figure 22 Spending on Games by Gender ................................................................
.................................... 29
Figure 23 Spending on Gaming by Length of Time as a Gamer ....................................
................................ 30
Figure 24 Spending on Virtual Items ................................................................
............................................. 31
Figure 25 Spending on Virtual Items by Category .........................................................
......................... 31
Figure 26 Increase/Decrease in Spending on Virtual Items, 2012 vs. 2011 ................... 32
Figure 27 Handheld Gaming Device Ownership ............................................................
............................ 33
Figure 28 Mobile Gaming by Device ................................................................
.............................................. 34
Figure 29 Increase/Decrease in Mobile Gaming, 2012 vs. 2011 ....................................
................................ 34
Figure 30 Time Spent Playing Mobile Games
Games................................................................
................................ 35
Figure 31 Time Spent Playing Mobile Games by Age....................................................
.................... 36
Figure 32 Mobile Game Downloads During Past 12 Months..........................................
................................
36
Figure 33 Mobile Game Downloads by Device ..............................................................
.............................. 37
Figure 34 Mobile Gaming by Location ................................................................
........................................... 38
Figure 35 Console Gaming................................
............................................................................................
............................ 39
Figure 36
6 Game Console Ownership ................................................................
............................................ 40
Figure 37 Game Console Software Purchases ..............................................................
.............................. 40
Figure 38 Game Console Software Purchase by Source ...............................................
................................
41
Figure 39 Home PC Games by Source ................................................................
......................................... 42
Figure 40 Home PC Games: P2P versus Direct Download ...........................................
................................
43
Figure 41 Online Game Download Usage ................................................................
..................................... 43

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©Niko Partners 2012
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Reproduction without written permission from Niko Partners is prohibited. All rights reserved.