China’s mobile gaming revenue this year is expected to be around $5.5 billion, which is a 66% increased when compared to $3.3 billion last year, according to the Chinese Mobile Gaming Report, which has been released by Niko Partners.
The curve shows that the Chnese market’s revenue is expected to overtake that of the USA, which has been dominant for some time. China’s revenue is expected to be $100 million higher, although the average revenue per user is estimated at around $13.10, compared to $27.27 in the United States.
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Over 50% of China’s mobile gaming market share is taken by Tencent, which owns the popular WeChat app.
Lisa Cosmas Hanson, Managing Partner and founder of Niko Partners commented “We believe that games become popular because they fill a void for gamers. It is important to evaluate what voids there are in Chinese culture, and then match game development to those as well as to the gamer behavior and characteristics of a good mobile game in a popular genre. With that mobile game developers may find their way to the next big Chinese hit game, because hoping to make it big with an international title lobbed to a Chinese publisher for localization is not an effective path to success”.
The Chinese app and gaming market have been helped by the steady growth in mobile penetration, helped greatly by low cost smartphones from the likes of Xiaomi. Achieving success through the creation of mobile games in China, however, is not easy, as developers need publishing partners to get decent coverage on the various app stores. On top of this, for anyone looking to tackle the market from another country, the Chinese culture and technological trends differ from those in many other countries.