Last Updated on June 19, 2026
As Chinese video game companies continue to expand worldwide, the country’s gaming industry shows no signs of slowing down.
Generating a massive revenue of $23.4 billion in the first half of 2025 alone, the market is primarily driven by domestic publishers who keep players engaged with a steady stream of new releases.
Studying the digital marketing strategies of leading video game publishers in China can provide overseas developers with valuable insights into local gaming habits and how Chinese players respond to their campaigns.
Read along as we discuss some of the biggest names shaping the market and what global brands can learn from them.
Who are the top video game publishers in China?
1. Tencent Games
If you have ever encountered or heard of WeChat, chances are you’re already familiar with how influential Tencent is in China’s digital ecosystem. Established in 2003, the company currently holds the highest-earning spot within the local game industry, with a predicted in-app revenue of $411 million.
Despite other local game developers reaching new heights overseas, Tencent’s margin against its main competitors remains huge in the Chinese market.
This tech giant’s success in the local gaming market mainly stems from publishing popular Chinese games like Honor of Kings, PUBG, Game For Peace, and League of Legends. It also co-owns battle royale online games like Fortnite and Ring of Elysium.
Dungeon & Fighter Mobile Promotional Poster (Source: SCMP)
Tencent has over 63,000 software solutions specifically designed for mobile users. With this technological advantage, it’s a no-brainer that the company has a profound impact on mobile gaming.
As a publisher known for bringing marketable mobile games, the game company recently launched Dungeon & Fighter (DNF) Mobile in the Chinese market last May 22nd.
Although DnF already had a PC version, it was a new online gaming title in the local mobile games industry. Despite this, it garnered $9.86 million in weekly sales. It has since risen in popularity, ranking third among the top-selling mobile games in Apple’s China App Store.
Tencent’s announcement as the local distributor of Nintendo Switch
Beyond its success in the mobile gaming sector, Tencent also attempted to bring console games to its consumers through a partnership with the Nintendo Switch in 2019.
While it’s unclear whether the game company will still be the official distributor of these popular consoles in 2024, Tencent seems keen on developing and adapting its own console game titles in the future.
In last year’s The Game Awards, Tencent revealed Last Sentinel’s cinematic trailer for the first time. It’s a high-budget, high-profile project that may bring new industry forecasts to the Chinese gaming market in the long run.
Is Tencent still the largest game publisher in China today?
Yes, Tencent remains the highest-earning game publisher in China. This is primarily due to the 23% rise in revenue from their domestic gaming titles. On the other hand, their international games also reported a 24% year-on-year increase in the first quarter of 2025.
Marketing Strategies That Tencent Games Executed in China
- Content Localization: When PUBG Mobile could not be monetized in China, Tencent released Peacekeeper Elite as a compliant replacement and migrated players. This decision protected the game’s popularity in the Chinese market while unlocking revenue.
- Long-term Campaigns: Events, skins, and co-branded drops continue to keep Honor of Kings at the top of China’s revenue charts years after its launch.
- Cross-Channel Promotions: Tencent ties gameplay, social, and payments together through WeChat and QQ, then cross-promotes new content across these channels. These promotions extend game IP into music, comics, film, and esports to keep brands in front of fans year-round.
2. miHoYo
Among the Chinese video game companies making a stride in the overseas markets, miHoYo is perhaps the most thriving business right now. Its success locally and globally is mainly attributed to the popularity of Genshin Impact and Honkai: Star Rail.
Thanks to its rapid growth, the company’s current market size has already reached around $4.2 billion, with an impressive net profit of 16.15 billion yuan.
Most of its games integrate with platforms beyond mobile, including popular consoles such as PlayStation 4 and 5, as well as PC.
With its game development strategy mainly focusing on advanced graphics and immersive gameplay mechanics, it’s no surprise that miHoyo invested heavily in artificial intelligence and augmented reality.
MiHoYo’s Event Booth at Gamescom 2023 in Cologne, Germany (Source: China Daily)
In addition to innovation, miHoYo places strong emphasis on online community engagement. The company regularly interacts with its player base through local social media, forums, and in-game events. This approach helps not only to retain players but also to gather valuable feedback to improve their games.
Marketing Strategies That miHoYo Executed in China
- Livestreams on Bilibili: The company hosts “Special Program” broadcasts to tease new content, drop limited-time codes, and set the narrative for each patch cycle. This turns updates into media events and fuels social chatter on launch week.
- Brand Collaborations: The KFC x Genshin tie-in in China featured themed stores and exclusive in-game items. The Pizza Hut campaign drew long lines and garnered heavy social media coverage.
- Community-centric Approach: HoYoLAB hosts events, guides, and campaigns that reward contribution and keep players in the ecosystem between patches. This tight feedback loop enables teams to quickly tune content and address suggestions and complaints.
3. NetEase Games
Founded in 1997 by Lei Ding, NetEase is another game development and publishing giant in China worth checking out. Since its founding, it has grown into a powerhouse in the Chinese gaming market, recognized for both its original titles and partnerships with international developers.
The company established its foothold in the industry by developing games like Fantasy Westward Journey, which incorporated cultural elements that resonated with local game enthusiasts. NetEase has also collaborated with Blizzard Entertainment to bring popular titles, such as World of Warcraft and Overwatch, to China.
Source: Game Developer
NetEase’s gaming division has seen substantial revenue growth, driven by the success of both its mobile and PC games.
Thanks to the continued patronage of their titles in the Chinese gaming market, experts predict that the company will surpass the sales of $3.72 billion from the last quarter. One of the video games that drives the most income for the company is Knives Out, generating a global revenue of $10 million.
NetEase Game Catalogue (Source: NetEase Games Official Website)
NetEase’s strategy includes significant efforts to globalize its operations. It has successfully launched games in various international markets, including Japan, South Korea, and the United States.
With its global reach, the game company will continue to diversify its audience and revenue streams in the long run. It’ll be interesting to see what new trends emerge from its latest releases in the future.
Marketing Strategies that NetEase Executed in China
- Game Content Localization: By embedding traditional Chinese stories and themes in games like Fantasy Westward Journey, NetEase ensured its content resonated deeply with local players.
- Community Engagements: The company invests heavily in player forums, fan art contests, and in-game events. This fosters loyalty and keeps users engaged for longer, leading to increased brand exposure.
- Mobile-first Campaigns: Recognizing the dominance of smartphones in China, NetEase aggressively promoted mobile titles through WeChat ads, short video platforms like Douyin, and targeted in-app promotions.
- Esports and Live-streaming: By supporting competitive gaming and partnering with live-streaming platforms like Huya and Bilibili, NetEase turned its titles into spectator experiences, driving both player acquisition and brand exposure.
4. Century Games Pte. Ltd.
While smaller than Tencent or NetEase, Century Games is a significant player in the mobile gaming market in China. In 2024, the company achieved a remarkable revenue milestone, surpassing $2 billion from user spending alone.
Popular titles like Whiteout Survival, Family Farm Seaside, and Dragonscapes Adventure primarily drive this impressive financial performance. Among these, Whiteout Survival stands out as the top-earning game, followed closely by the Family Farm series.
Promotional Poster for Whiteout Survival (Source: Google Playstore)
Its influence in the Chinese gaming market primarily stemmed from its diverse game development portfolio, which spans multiple genres, including casual, role-playing, and strategy games.
Marketing Strategies that Century Games Executed in China
- KOL and Community Collaboration: Campaigns on Douyin and Bilibili lean on gaming content creators to explain mechanics and show social proof.
- Event-driven Campaigns: Whiteout Survival reached number one worldwide in March 2025, around its second anniversary event, demonstrating how cadence, festivals, and tentpole moments drive spending in China’s online gaming market.
5. Perfect World Games
Perfect World Games was founded in 2004 by Chi Yufeng. Over the years, it has grown into one of the most prominent game publishers in China, known for its innovation in developing and operating various online games.
The company has developed and published numerous successful titles. Some of their most popular game titles include Perfect World, Forsaken World, Tower of Fantasy, and the recent hit Persona 5: The Phantom X, which was released in 2024.
These games have not only enjoyed success domestically but also garnered a significant player base internationally. The company’s continued innovation within the local gaming market enabled it to achieve sales of approximately 7.8 billion yuan in 2023.
Perfect World Games – Website Homepage
Another worthy contribution of Perfect World Games to the Chinese gaming industry is its collaboration with Valve to bring a localized version of Steam to China. This partnership opened doors for foreign companies to connect with local gamers through Valve’s game distribution services.
6. Lilith Games
This company is primarily known for its popular free-to-play games, including Rise of Kingdoms, AFK Arena, and AFK Journey. Beyond Mainland China, its titles have already established a solid foothold in global markets, such as Singapore and the United States.
Since its foundation in 2013, Lilith Games has continuously developed and published RPGs and strategy games in the local gaming industry. Although it experienced a decline after reaching its peak in the early 2010s, it has remained consistent in releasing new titles to expand its global presence.
Official Chinese Website of Lilith Games
7. 37 Interactive Entertainment
37 Interactive Entertainment might not be a household name globally, but it’s a well-known publisher in China’s gaming industry. It has built its success on consistently churning out high-volume, monetizable games.
Their gaming titles like Puzzles & Survival and Soul Land have helped the company grow its domestic base while also expanding aggressively into international markets, especially Southeast Asia and Latin America.
37 Interactive Entertainment’s Official Website
Notable Trends from the Biggest Game Companies in China
● Expansion to a different platform
As the Chinese gaming market continues to grow, more publishers and developers are expanding beyond the usual mobile platforms. Some companies, such as Tencent, are expanding into sectors like console gaming.
The tech giant is also partnering with Meta to introduce affordable VR headsets in China, particularly for the country’s dedicated gaming population.
● More co-branding opportunities
With the rise in online consumption, Chinese gaming companies are increasingly taking advantage of co-branding opportunities to enhance their market presence and reach new audiences.
Many globally renowned brands, such as KFC, recognize the significant influence video games have on China. This is one reason they entered a co-branding collaboration with Genshin Impact in 2021. It also gives them an effective marketing channel to reach younger customers, including Gen Z and millennials.
KFC x Genshin Impact Campaign Video (Source: Weibo)
This trend reflects a broader strategy where gaming companies partner with various sectors to tap into new consumer bases and create innovative digital marketing campaigns.
● The surge of Chinese female gamers
The demographic landscape of gamers in China is changing, with a significant increase in female players. This shift impacts game design, character development, marketing strategies, and community management.
Local female gamers now make up 46.2% of the overall Chinese gaming population. Companies like Tencent and NetEase are responding to this demand by developing games that appeal to a broader audience. This includes genres and themes that resonate with women.
Female Character in Tencent’s Honor of Kings (Source: SMCP)
Quick Q&A
Who is the largest game publisher in China?
Tencent remains the largest game publisher in the Chinese gaming market. The company also owns a stake in Riot Games, which has contributed to the country’s development of a thriving e-sports industry. Its strategic expansions into areas like virtual reality and its broad game distribution network further solidify its leading position.
Are Chinese game publishers mostly focused on mobile games?
Yes, and that’s no surprise given the size of China’s mobile-first player base. With over 650 million mobile gamers, Chinese publishers have prioritized mobile platforms over PC or console because that’s where the audience (and revenue) is. Tech giants built their empires on mobile-first strategy games, RPGs, and casual titles designed for short, frequent play sessions.
How are Chinese publishers entering the Western market?
Chinese publishers are entering Western markets through a combination of localization, strategic acquisitions, and stealth publishing. Companies like Tencent and NetEase now own or hold stakes in Western studios (Riot Games, Supercell, Quantic Dream, among others), allowing them to distribute globally under more familiar, regionally trusted labels.
Ready To Dominate The Chinese Gaming Market? Get In Touch With Us Today
Looking at these Chinese gaming companies, it’s clear that each of them intends to expand their services beyond the usual mobile and PC games. Always remember that strategic investments from these key players can lead to changing trends and forecasts within the industry.
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At Sekkei Digital Group, our team has extensive industry experience assisting foreign gaming companies and related brands to succeed in the Chinese market. Through our expertise, we can boost your business’s visibility and find success amidst tight competition.
Whether you intend to market your video game or find a co-branding opportunity for your business, we have all the digital solutions you need. Contact us today, and let’s start working together.
References:
Annual revenue of leading Chinese gaming enterprises in 1st half of 2023
CHINESE GAMING INDUSTRY COMPANIES (2024 – 2029)