Niko Partners CEO Lisa Hanson and Director of Research & Insights Daniel Ahmad recently joined Christopher Dring on thegamebusiness Podcast to share the latest insights about China’s video games market from our latest China research. Lisa noted that despite the hesitation from Western companies, China is a massive market and will continue to present lucrative opportunities.
Other interesting highlights from the conversation:
- By the end of 2024, China’s gaming population reached 722 million, that’s more than double the population of the United States.
- To succeed in China’s massive market, localization is everything. Developers who adapt their content to local tastes and promote through the right channels will stand out. In fact, 41% of Chinese gamers discover new titles through short video platforms like Douyin (TikTok) and Kuaishou.
- Although consoles make up only about 3% of China’s video games market, it’s still a significant number for a $50 billion games market.
- 11 of China’s 20 most-viewed games come from international studios.
- The number of Chinese exhibitors at Tokyo Game Show has more than tripled since 2022, reflecting the industry’s growing presence abroad.
Watch the full episode here.
Niko News is now on Substack! If you prefer getting your updates there, follow and recommend us on Substack.
Stay on top of China’s video games market with our reports and services:
NikoIQ: Get the latest updates on game approvals, the top internet café games, esports tournaments and all the latest news and analysis on the China games market.
China Games & Livestreaming Tracker:Track games, live streamers, fans, tips, and more across China’s leading game livestreaming platforms.
China Games Market Report Series: Get access to our three-part report series that includes our market model and five-year forecast, gamer survey insights, and market analysis.
Niko Partners Vice President Xiaofeng Zeng reflected on his observations of ChinaJoy in this new blog post. Niko Partners has Learn more >
Shooter titles dominated China’s livestreaming landscape in June 2026, standing out as some of the month’s most-watched content. Niko Partners China Games & Learn more >
RPG titles dominated China’s livestreaming landscape in May 2026, standing out as some of the month’s most-watched content. Niko Partners Learn more >
Niko Partners Vice President Xiaofeng Zeng reflected on his observations of ChinaJoy in this new blog post. Niko Partners has Learn more >
Shooter titles dominated China’s livestreaming landscape in June 2026, standing out as some of the month’s most-watched content. Niko Partners China Games & Learn more >
RPG titles dominated China’s livestreaming landscape in May 2026, standing out as some of the month’s most-watched content. Niko Partners Learn more >