Last Updated on December 9, 2024
The increased consumption of game-related technologies, peripherals, and accessories in China is mainly attributed to the continued popularity of online games and the rapid growth of the gaming population within the country.
Today, Chinese gamers view these products not only as fundamental to improving their gameplay but also as part of their trend-driven culture.
With many foreign companies rushing to dip into the thriving Chinese online gaming market, here are some insights and strategies to help you market gaming hardware in China.
Market Overview of Gaming Hardware in China
The Chinese market for gaming hardware is projected to be worth $33.31 billion in 2024. With an annual growth rate of 9.63%, the industry will serve over 54.3 million gamers by 2029.
Given the growing popularity of mobile games and esports competitions in China, the surge in sales and usage of gaming gear shows no sign of a decline in the next few years. In fact, according to the same report, the average revenue per player of popular games is predicted to reach around $731.80 this year.
Among the top gaming hardware products driving industry sales are computer components like laptops and PC desktops equipped with high-tech processors and graphic cards. The demand for peripherals like mouse, headphones, keyboards, and speakers has also seen success in both market entry and sales.
For instance, Logitech has noted the growing demand for customized hardware products and PC accessories in the local market. This notable revenue surge has led the brand to invest more in reaching Chinese consumers through digital B2B channels.
Logitech International booth at an event held in Beijing (Source: China Daily)
While not as prevalent as other hardware product categories, gaming consoles from globally renowned brands, like Nintendo Switch and PlayStation, are also gaining traction in the country.
The boosts on these types of products are often associated with the popularity of top gaming titles. For example, the revenue generated by Sony Play-Station 5 consoles in the past few months was related to the surging interest in the release of the hit game Black Myth: Wukong.
Consumer Profile of Gaming Hardware Market in China
Some may think that more male users play games. However, in the Chinese market, the gender distribution among gamers is pretty balanced. Right now, the demand for gaming hardware in China comes from 48% female users and 52% male consumers.
When promoting gaming hardware and peripherals, it’s also important to note that young, tech-savvy, and trend-driven consumers are the dominant user base of this market segment. Among active online consumers aged 18-24, 97% engage in online games at least once.
Additionally, 18% of China’s online gaming population plays games at least 30 hours weekly. It’s also worth emphasizing that the consumption patterns in gaming-related industries may also stem from mobile games, as this segment covers over 70% of generated industry revenue.
Finding The Best Marketing Strategies For Gaming Gears in China
1. Collaboration with E-Sports Players and Gaming Influencers
One of the key drivers of gaming equipment in China is the consistent buzz around the domestic esports market.
From dedicated fandoms ready to engage to competent teams actively participating in local and global competitions, this landscape presents a ripe opportunity to build a connection with Chinese consumers.
These personalities have already built trust with their audiences, and their in-depth endorsements can significantly boost your brand’s visibility, credibility, and potential revenue.
Their expertise and hands-on gaming experience make their recommendations more authentic than traditional advertising, especially for gamers who are encountering your brand for the first time.
SDG’s Gaming KOL Campaign for Sennheiser
Typically, top gaming influencers connect with their existing audiences through video and live-streaming content. In our team’s experience, user engagement campaigns work better when the product is not advertised directly to the viewers.
This consumption pattern is prevalent in China, especially with the rise of the quiet selling trend. In one of the campaigns we did with Sennheiser, the influencer we worked on went through his regular live gaming sessions while using the actual product in action.
Although the product did flash on the screen during the live stream, we made sure it was not intrusive to the viewers.
Example of a live-stream campaign with a gaming KOL
Right now, esports and game streaming in China have a massive user base of 127.18 million daily active users. This figure only includes top video platforms, like Huya, DouYu, and Bilibili.
The user base on these apps also focuses heavily on user-generated and content-creation ecosystems. Because of this, businesses can find collaborators of different caliber and range, from top-performing KOLs to niche-specific micro-influencers (KOCs).
2. Keep up with Local Social Media Trends
As a trend-driven market, social media is vital to promoting gaming hardware products in China. These apps are central to user engagement and establishing a brand’s digital presence to reach modern shoppers who rely on online content and recommendations to shape their purchasing decisions.
For example, the hashtag “esports girl” aesthetics or #电竞少女 gained impressive traction on Xiaohongshu earlier this year. From fashionable headphones to the whole gaming set-up, this trend showcases how consumers integrate game-related products into their everyday lives.
Gamer Girl trend on Xiaohongshu (Source: Jing Daily)
The trend garnered over 72 million views during its peak. While not all trends on top social media platforms last long, these consumption patterns are indicative of the dynamic preferences within China’s gaming hardware industry.
In connection with this social media trend, Little Red Book has also seen continued interest in related niche hashtags like “#电竞房” or “esports room.” In fact, this keyword features product-focused recommendations and has generated triple the number of views than the gamer girl hashtag, which is 230 million.
Beyond Xiaohongshu, businesses can also develop social media marketing campaigns on high-engagement apps like WeChat, Douyin, and Weibo.
Lenovo and Logitech are two excellent examples of globally renowned brands that actively used local social media to expand their reach in China. These content strategies span different media types, from commercial and informative articles to long and short-form videos.
These channels are also significant for generating visibility and potential conversions during peak consumerism events, such as public holidays and online shopping festivals.
3. Online Forum Engagement and Content Management
Community support is one of the most significant aspects of online gaming in China. Most of the time, local gamers seek this type of assistance and engagement beyond the confines of the games they’re playing.
Content marketing channels like Zhihu, HeyBox, and Douban are where gamers dissect hardware reviews, troubleshoot issues, and share gameplay tips. Brands tapping into these spaces have a golden opportunity to connect with a more dedicated audience segment.
This strategy isn’t just about posting content or building an empty brand presence. It’s more about participating in the conversations and trends within the gaming industry.
These gamers seek these channels to feel heard, so moderating threads, addressing questions, and sharing insider knowledge can help you gain trust and credibility among these discerning customers.
4. Cross-Border E-commerce Platform Integration
With the prevalence of online shopping in China, publishing your product pages and setting up a virtual storefront should be among your top digital marketing priorities.
Fortunately, many local e-commerce channels offer cross-border services, which means foreign brands won’t need to establish a physical location in the country to sell to Chinese customers as long as they undergo the online registration process.
Chinese shoppers often gravitate toward trusted names like Tmall, JD.com, and Alibaba for quality and convenience.
Meanwhile, other game hardware brands are quite keen on using social commerce landscapes like WeChat Mini-Programs and Douyin Stores to shorten consumer journeys and increase chances of sale conversions.
5. Brand Website Localization & Search Engine Optimization
China’s gamers are passionate and discerning, so they expect a seamless online experience when looking for your online presence. If your website feels foreign, chances are they’ll leave fast.
Because of this, it’s always wise to start your market entry by localizing your website for Chinese users. Translate the content professionally, adapt the tone to fit local gaming culture, and ensure the design feels familiar to Chinese aesthetics.
Focus on content strategies that resonate, like mentioning popular gaming trends and titles or aligning with local events like ChinaJoy.
To rank on local search engines, part of localization is optimizing your landing pages with simplified Chinese keywords related to the gaming market, obtaining an ICP license (for faster load times), and hosting your website in China for better indexing and crawlability.
Your Trusted Game Marketing Partner in China
The increased usage and consumption within China’s gaming industry have led to a surge of companies and developers manufacturing products and services that specifically cater to the users of popular PC and mobile games.
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With more competition, you’ll need a digital marketing strategy to stand out from the crowd. Using our extensive industry experience and expertise, we can help you start mapping your success in the Chinese gaming hardware market.
Whether you intend to build credibility on niche-specific platforms like Zhihu or work with reliable online gaming KOLs, we have all the solutions you need. Contact us today, and let’s discuss your next strategic move in China’s trend-driven market.
