What you’ll learn from this report:

Console gamers and console game revenue growth rates are in the double digits in mainland China. The demand for consoles comes from not only higher levels spending by gamers, but by a niche set of gamers seeking high quality, global games beyond what is found in PC and mobile games in China. Since the overturn of the console ban in 2014, a healthy legal console games market in China is well underway. The increase in spending through 2026 will primarily be driven by ongoing sales of the Nintendo Switch, Sony PlayStation, and Microsoft Xbox, and very aggressive growth of demand for high end games from Chinese gamers.

PUBLISHED JUNE 2022

$7500

What’s included:

  • A comprehensive market model and 5-year forecast through 2026
  • Qualitative and quantitative analysis on gamer demand, behavior, usage, and spending
  • Growth drivers and inhibitors
  • Analysis includes legal and grey market consoles and games
  • Sales and 5-year forecast for games
  • Sales and 5-year forecast for legal and grey market consoles including Microsoft XBox, Sony PlayStation, and Nintendo Switch
  • Top games
  • Case studies
  • Factors that console makers need to overcome in order to succeed in this market including cost, piracy, and government regulations
  • Analysis of our proprietary survey of Chinese gamers regarding console gaming behavior, demand, spending and more
  • 100 slides

Key takeaways from the analysis:

  • China console market size was $2.16 billion in 2021, up 16.7% YoY, and is projected to reach $2.53 billion in 2026, including China legal versions and grey market imports of hardware and software
  • The Nintendo Switch is the current market leader in China and the launch of PlayStation 5 China version and Xbox Series X|S China version were key drivers of growth in 2021
  • Nearly 80% of game revenue is generated by grey market sales due to too few licensed games available. Game consoles are legal in China, which ended a 15-year ban on consoles in 2015.
  • We project total console software and services revenue will reach $1.84 billion in 2026 at a 5-Year CAGR of 10.5%, a higher growth rate than PC games
  • The total number of console gamers in mainland China reached 15.9 million in 2021, up 18.3% YoY, projected to reach 27 million in 2026

Report contents:

  • Executive Summary – Console Market Model
  • Executive Summary – Insights
  • Market Size & Forecast
  • Console games market model – methodology
  • Niko Partners console games market model
  • Console hardware and software revenue 2020-2026e
  • Console market model: overview
  • Console hardware units sold
  • Console hardware sales revenue
  • Console market model: hardware
  • Console game software & services revenue
  • Console market model: software & services
  • Console market model: gamers
  • Growth Drivers & Inhibitors
  • Key growth drivers
  • Key growth inhibitors
  • COVID-19 impact in 2021 and 2022
  • Game Consoles in China
  • Sony PlayStation console hardware launch data
  • Sony PlayStation in mainland China
  • Sony PlayStation 5 China version
  • Sony PlayStation 5 worldwide version (grey)
  • Marketing strategy for PlayStation
  • Sony’s China Hero Project
  • Sony PlayStation hardware sales (units)
  • Sony PlayStation forecast through 2026
  • Microsoft Xbox console hardware launch data
  • Microsoft Xbox in mainland China
  • Xbox Series X|S launch in China (legal)
  • Xbox Series X|S in China (grey)
  • Microsoft Xbox investment in China
  • Microsoft Xbox hardware sales (units)
  • Microsoft Xbox forecast through 2026
  • Nintendo console hardware launch data
  • Nintendo timeline in mainland China
  • Nintendo Switch China version
  • Nintendo Switch China licensed game releases
  • Nintendo Switch China version vs worldwide SKU
  • Key factors driving the success of Switch
  • Tencent’s partnership with Nintendo
  • Key updates since the legal launch
  • Competitive gaming and esports for Switch
  • Nintendo Switch marketing and promotions
  • Case study – Rabbids: Party of Legends
  • Live services needed to drive engagement
  • Nintendo Switch hardware sales (units)
  • Nintendo Switch forecast through 2026
  • Console Game Industry
  • Increased investment in console gaming
  • M&A / Investment / IPO activity
  • Key console game related investments / acquisitions
  • Investment in AAA game studios
  • Chinese AAA games for console
  • The convergence of games and entertainment
  • Game accelerators for console games
  • Game streaming top console games
  • Top console games on Huya, DouYu & Bilibili
  • Streaming platforms
  • Console game cloud gaming
  • Going beyond console
  • Console gamer demographics
  • Console gamers on other platforms
  • Top 10 console games and market share
  • Time spent on console titles
  • Payments
  • In game spending drivers and influences
  • Game title spending drivers and influences
  • Disliked aspects of games
  • Marketing and monetization
  • Game console ownership and plan to purchase
  • Top console retailers
  • Console market penetration
  • Spending
  • Hours played
  • Gamer views on market trends
  • Game regulations & licensing
  • Game licenses 2017-2021
  • Game licensing freeze in mid-2021
  • Licenses granted in 2021 prior to the freeze
  • Licenses for console games (March 2021- April 2022)
  • Licenses for console games (January-February 2021)
  • China SKU vs global SKU
  • Compliance for legal console games
  • Key gaming regulations in 2021 and 2022
  • China’s regulatory environment
  • Console game piracy on the decline