Last Updated on July 18, 2024
With top-grossing mobile games like Genshin Impact dominating the global gaming market, it’s only natural for foreign developers and companies to turn their heads to China. After all, the industry’s rapid success has led to an impressive monthly revenue of 25 billion yuan.
Today, Chinese mobile games hold the largest market share in the country’s online gaming scene. Given the already crowded landscape, it’s in your best interest to find creative ways to stand out from the competition.
In this post, we’ll explore the best Chinese platforms to promote mobile games to reach and connect with local gamers.
Is mobile gaming popular in China?
Yes, mobile games are popular in China. In fact, the country accounts for one-third of the global mobile game revenue. For 2024, its market share projection ranges around $34.66 billion. With popular Chinese game companies like Tencent Games, miHoYo, and NetEase leading the charge, the market is expected to surpass $57 billion by 2027.
Among the most popular genres, mobile games have the highest app downloads in China, with a record of 29.32 billion.
One of the main drivers that entice local players to download games under this category is the high penetration rate of mobile devices in the country. Currently, nearly 72% of China’s population owns a smartphone.
In addition to that, the continuous growth of the local middle class has greatly contributed to the growth of the mobile gaming market. This consumer group is not only tech-savvy but also has the time and resources to play games and purchase items related to their hobbies.
Top 5 Local Platforms to Market Mobile Games in China
1. Local App Stores
With the restriction of Google Play in the Chinese market, foreign companies looking to publish a game in China must learn to navigate and optimize for the country’s top app stores.
Some of the best Chinese platforms to promote mobile games are Huawei App Market Store (华为应用市场), Tencent My App Store (应用宝), Baidu Mobile Assistant (百度手机助手), Sogou Mobile Assistant (搜狗手机助手), and many more.
Each of these app stores has specific features and advertising functions that are suitable for gaming applications in need of a visibility boost in the local market.
However, it’s worth noting that these are domestic platforms that operate with stricter regulations. Beyond the presence of Chinese game developers in these apps, foreign publishers are expected to abide by local gaming laws and align their content based on the expectations of local gamers.
2. Video & Livestreaming Apps
When introducing new games in China, you must remember that you’re marketing to Chinese Millennials and Gen Zs. These consumer groups are more likely to spend time watching videos and real-time content related to the games they like.
Thanks to the prevalent usage of smartphones, China recorded over one billion local users watching videos online. This statistical data includes long-form, short-form, and live-streaming content.
In recent years, these channels have also helped many esports events reach more gaming audiences in the country through their live-streaming features.
Here are a few Chinese platforms to promote mobile games:
- Bilibili
As a video-sharing platform that started with a focus on anime, comics, and games (ACG) content, it’s no surprise that Bilibili still has a strong gaming community within its user base.
Over the years, game developers, publishers, brands, and even individual players have utilized the platform for posting mobile gaming content. Some would even set up live-streaming sessions to showcase gameplay, features, or events related to the niche.
With its interactive content creation landscape, marketers can showcase game quality and highlight features that make their titles stand out from others.
Honor of Kings Live E-Sports Competition on Bilibili
- Kuaishou
Kuaishou is mainly known for short-form and relatable user-generated content. Perhaps its best edge over other social media platforms is its user base, primarily consumers from rural areas with low-income records.
This audience reach gives non-Chinese companies a chance to reach an untapped consumer group in the local mobile game market.
Top Search Results for PUBG Mobile on Kuaishou
- Youku
Although Youku has already shifted to professionally produced videos from UGC, the platform still hosts an excellent advertising landscape. Companies who are looking to promote mobile games on the app can choose from ad formats like static banners, video rolls, and paused advertisements to reach their target audience.
Another notable feature of this video platform is its dedicated events and campaigns for gaming content. They even have a specific section where users can access e-sports events and other related videos.
Youku’s Section for E-Sports Events and Related Video Content
3. Niche-Specific Online Forums
Most Chinese mobile games are community-centric, with players eager to engage with other users who share their interests. Because of this, many of them often visit online forums to discuss gameplay, tactics, tips, or random gaming facts.
Introducing mobile games through these forums allows you to connect with your target audience in a deeper, more technical aspect. Marketers can either answer questions from other users or post questions to engage their followers. Either way, these interactions come across as credible and authentic.
Here are some local online forums you can check out when planning a digital marketing plan for a mobile game:
- Zhihu
In China. Zhihu is considered the largest question-and-answer platform. It has a massive user base of approximately 110.5 million. This online forum is mainly populated by professional and well-educated niche audiences, making it the perfect marketing channel to build a credible presence.
Beyond that, brands can create in-depth articles on Zhihu and discuss topics related to Chinese mobile games. Instead of blatantly advertising your offerings, this strategy gives you the momentum to build your brand as a thought leader within the gaming industry.
Topics About Honkai Impact 3 on Zhihu
- Douban
At first glance, Douban may appear like an online database of specific niches. However, if you inspect it closer, you’ll notice that its users can share their opinions on this platform about topics they’re passionate about.
Its social networking features give Douban users the ability to connect with people with similar interests by joining forums.
Building a presence on this platform creates a bridge between gaming brands and local players. It’ll help foreign marketers to understand the behavior and preferences of their target market, as well as determine the impact of their game titles on the local gaming community.
Douban Page for Honor of Kings
4. Search Engines
Chinese mobile games are hosted on smartphones, which means your target audiences are likely searching related keywords about gaming through local search engines. Currently, China has 827 million internet users who use these platforms for daily searches.
Whether you decide to localize your brand website or not, it’s important to have your mobile game information visible on these search engines to establish trust and credibility among the domestic gaming community.
Listed below are suitable search engines for mobile game promotions in China:
- Baidu
Baidu has the largest market share in China’s search engine market, accounting for 74.45% of its mobile user base. Launching advertising PPC campaigns is one way to boost your visibility on this dominant platform.
With this strategy, your mobile gaming content can appear on top of Baidu search results whenever a user types a specific keyword related to your niche. Beyond that, marketers can also adjust their audience reach based on their chosen demographic and behaviors.
Example of Baidu Search Results for Game-Related Queries
- Shenma
Unlike other search engines, Shenma is a hybrid of an app store and web browser. Because of this distinct structure, it works well for both content marketing and app store optimization strategies.
It also features a built-in news feed, making the platform a gateway to rich content and great for driving mobile game downloads.
- Bing
Bing is another relatively easier local search engine to optimize for, especially given its integration with Microsoft products. Beyond the Chinese market, this platform has a promising reach in overseas markets.
You can expect less competition on this platform because it’s not the dominant search engine in China. This means that ranking for specific keywords on Bing can be easier than ranking on Baidu as long as you understand its dynamics.
Bing Search Result for Mobile Game Recommendations
5. KOL-Populated Social Media Channels
With the success of many Chinese games, gaining the trust of the local online game community has become more crucial than ever. Fortunately, gaming companies are no longer restricted to traditional marketing strategies.
Although Chinese companies have a natural home court advantage when it comes to building credibility, tapping into the influence of KOLs can help you overcome this challenge.
Social media platforms like Little Red Book (Xiaohongshu), WeChat, Weibo, and Douyin are only a few of the many channels you can consider to promote your mobile games. These apps include content creation tools that allow influencers to communicate directly with their fan base.
The chart above shows the KOL penetration rate in each social media platform. Douyin leads with 98.1%, primarily because the platform strongly emphasizes user-generated content.
The domination of short videos and live-streaming on many social media apps also works to the advantage of gaming companies as it allows them to highlight the quality and distinct features of the game.
The success of KOL collaborations for promoting mobile games depends on the influencer you select. You must look at the type of audience they have, the engagement rate, and their reputation within the industry.
Who are Chinese Mobile Game Players?
Beyond the fierce competition with Chinese mobile game developers, foreign companies that want to break into the local market must understand the prevailing consumer behavior and preferences within the landscape.
First of all, consumers who play games using mobile devices most opt for titles related to Sports. According to a report from Statista, this genre covers 37.6% of the overall Chinese mobile game user base. Meanwhile, the strategy genre follows second by a slight margin, with a user acquisition rate of 37.2%.
The top mobile games patronized by local players are primarily from renowned Chinese game developers and domestic publishers like Tencent Games, NetEase, 37 Interactive Entertainment, and Century Huatong.
Although the dominant user base of Chinese mobile gaming is male consumers (54.4%), brands must not overlook the number of female gamers (45.6%) if they want to generate revenue in the local market. This is mainly because Chinese women tend to spend more on in-app purchases than their counterparts.
The leading age group of Chinese mobile gamers is 25 to 30 years old, with a percentage of 19.8%. Second to this consumer segment are local players aged under 18, covering 16.5% of the overall user base. The 19 to 24 age group comes in close third, with over 16.2%.
Quick Q&A
Why does China love mobile games?
China’s love for mobile games is driven by the widespread availability of affordable smartphones and the country’s advanced mobile internet infrastructure. The convenience and variety of mobile games offer everything from casual to competitive experiences that fit into the busy lifestyles of Chinese students and workers.
Ready To Dominate the Chinese Mobile Gaming Market? Get In Touch With Us Today!
China’s mobile gaming market is a billion-dollar industry operating within strict regulations implemented by the Chinese government and fierce domestic competition. To stand out among the crowd, you must understand the preferences of local gamers and identify the best Chinese platforms to promote mobile games.
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At Sekkei Digital Group, we are well-versed in the changes and innovations occurring within the Chinese mobile gaming landscape. With our expertise and hands-on experience, our dedicated team can help your brand become a key player in the industry.
Whether you want to collaborate with a gaming KOL or launch advertising campaigns on social media channels, we have all the digital solutions you need. Contact us today, and let’s start discussing your market entry strategy.
References:
Mobile Games – China
China Mobile Gaming Market & 5-Year Forecast Report