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Game Time: 5 Must-Knows About China’s Mobile Gaming Market

China has the largest mobile gaming market in the world – an exciting market not just for game-lovers, but also for those into marketing and advertising. Shanshan Cao, Senior market analyst China at Newzoo, recently shared the ins and out of China’s hot gaming world. What’s on Weibo was there to take note.

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China has the largest mobile gaming market in the world – an exciting market not just for game-lovers, but also for those into marketing and advertising. Shanshan Cao, senior market analyst China at Newzoo, recently shared the ins and out of China’s hot gaming world. What’s on Weibo joined the event, that was hosted by Digital China.

China has the largest gaming market in the world – and it is booming business. During the Digital China event (中国数码), a Sino-Dutch initiative focused on Chinese digital innovation, Shanshan Cao, senior market analyst at Newzoo, recently discussed the latest developments and opportunities in China’s gaming market, that is more and more focused on mobile gaming.

China’s Mobile Gaming Industry

“I love to play games,” Shanshan Cao smilingly starts her talk. Every day after work, she comes home to her favorite PC games. The rise of mobile gaming has now also made it possible to enjoy her games outside of the house. Not many people are that familiar with ‘mobile gaming’, but without realizing, she says, many of us already are mobile gamers. The great success of mobile games like Candy Crush or Angry Birds has proved that mobile gaming is quickly taking over a huge chunk of the international gaming market.

Shanshan Cao, Sr. Market Analyst China of Newzoo.

Shanshan Cao, Sr. Market Analyst China of Newzoo.

The US currently has around 139 million mobile gamers. The numbers vary, but according to Cao, China now has approximately 183 million gamers, and it is believed that 71% of the online population of China is an (occasional) online gamer, making it the largest online game market in the world.

One of the key drivers behind this online gaming environment is the fact that China is a mobile-first country. China’s average mobile user owns a relatively cheap but high-performance mobile phone, which enables them to play mobile games. As the quality of China’s smartphones keeps on rising, so are the possibilities and developments within China’s mobile gaming market.

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What makes the market so interesting for companies, Cao explains, is their audience: China’s mobile gamers are young, mainly living in the first and second-tier cities of China, and half of them are female. Most importantly, they generally are fervent users of QQ, WeChat, and other social media, and like to spend money online as digital consumers who do not mind paying for movies, music, or games.

There are many different ways in which mobile games can bring revenue. There are paid games, or games with in-game payment options where users can generate a new life after they are game over by paying for it.

But the commercial power of free mobile games also should not be underestimated, Cao says: in-game advertising could earn money in various ways. The social-media-loving audiences of mobile games make them very interesting for brands who can advertise through precise targeting and crossover cooperations.

For example, Cao mentions, brands could make their products extra appealing by giving away in-game rewards. In this way, one would not only buy a L’Oreal shampoo, but also get ‘extra lives’ or other in-game rewards with it, making both a product and a game more attractive for gamers.

China’s Mobile Gaming Market: 5 Things You Need to Know

By now, China’s mobile games market has risen to 41% of the total Chinese games market. Shanshan Cao names the 5 main characteristics of this market; the must-know facts for anyone interested in being part of it.

1. Highly Competitive Market
China’s mobile games market is a highly competitive one. Right now, it is dominated by big players Netease and Tencent, that, amongst many others, produced the hugely popular Kāixīn Xiāo Xiāo Lè 开心消消乐 (see image).

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Besides these giants, there are also many other big players – such as independent mobile game company iDreamsky. This makes it challenging for smaller companies to enter the market.

It is especially difficult for non-Chinese companies to enter China’s mobile gaming market, but there are also many opportunities for marketers and gaming companies that make it worthwhile. China has the world’s largest gaming market that is still continuing to grow; an exciting and booming place to be for companies that are not afraid of a challenge.

2. Restrictions & Censorship
Even without the big players, the Chinese gaming market is somewhat hard to enter for non-Chinese companies due to local restrictions and censorship. There is no Google Play Store, for example, as all Google products including Gmail, Google search, and the app store have been blocked since 2010.

This is just one of the many local restrictions foreign companies would have to deal with. But, Shanshan notes, one major possibility for foreign companies to tap into the market is to establish an own company in China or to work with a local partner that has a thorough understanding of the market and its restrictions and possibilities.

Swedish gaming company Mojang recently opted for the latter, as it teamed up with Chinese game giant Netease to develop a China-tailored version of their hugely popular Minecraft game. It currently holds the number one spot in the popular mobile games rank in China under the name of ‘My World’ (我的世界).

3. Fan Economy
Many of China’s popular online game are based on popular Chinese literature, comics, anime or reality TV shows – this ‘crossover success’ is an important part of China’s mobile gaming market.

Star Wars is a good example of how ’fan economy’ can benefit multiple markets, including the gaming one; the Star Wars: Commander game became a number one hit in China earlier this year, generating more than 1 million downloads in just four days within its release.

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Shanshan encourages foreign companies to use mobile big data to help them understand Chinese consumers and their preferences.

4. Going Global
The competitive domestic gaming market has led to an increasing internationalization of China’s gaming companies. One of these companies is Snail Games, that was established in Suzhou, China, in 2000, and set up its LA-based USA company in 2010.

Going global poses a challenge for these companies, as they have to adjust their design to a more western taste, which often means making it less ‘cute’ or adding some game elements and promotion methods that speaks to a western audience. For the USA launch of the game Taichi Panda, for example, Snail Games hired famous American martial artist, judoka and actress Ronda Rousey to be their spokesman to make the game more ‘American’.

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There are also companies, including Tencent and Alibaba, that are all about buying; they enter the western market and buy up local companies like Miniclip or Pocket Gems.

Shanshan notes that the internationalisation of China’s mobile gaming market also forms an opportunity for foreign gaming companies; if they do not have a strategy to enter China themselves, it is also commercially interesting to help Chinese games to do localisation in countries outside of China.

5. Mobile E-Sport Games
Mobile e-sport is bigger in China than it is in the West. Many bestseller games have proven that e-sport can make much money on console – but it is even more interesting when people can play it on their phone whenever they want to play it. Adding a competitive feature, like is done in Hero Pro League, makes it even more appealing to players.

One of the people who have made this market bigger is e-sports lunatic Wang Sicong, who also happens to be the son of the richest man in China.

Shanshan stresses that e-sports are important within China’s mobile gaming, but that it is not necessarily the dominant genre: “At this moment, China’s mobile gaming market has so much potential – anything is possible,” she says – again reaffirming that China’s mobile gaming market is anything but game over.

– By Manya Koetse

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©2016 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Manya Koetse is the editor-in-chief of www.whatsonweibo.com. She is a writer and consultant (Sinologist, MPhil) on social trends in China, with a focus on social media and digital developments, popular culture, and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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China Digital

The Disappearing Emoji on Weibo in Light of June 4

No candle or cake emoji on Weibo on June 4th.

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This week marks the anniversary of the Tiananmen student protests which started in April 1989 and ended with the violent crackdown on June 4th of that year.

It is the time of the year that censorship on Chinese social media intensifies, which is noticeable in various ways.

One noteworthy change is the disappearance of various Weibo emoji. Already in 2012, China Digital Times reported that the Sina Weibo platform quietly removed the candle icon from its collection of “frequently used emoticons” just before June 4. A year later, Shanghaiist also reported that the candle emoji had once again been removed, making the disappearing emoji a questionable annual Weibo tradition.

On Twitter, BBC reporter Kerry Allen (@kerrya11en) posted earlier that usually at this of year, it is not just the candle that disappears from Weibo’s list of emoji, but also the leaf, the cake, the ribbon, and the present.

A screenshot taken by What’s on Weibo on June 1st of this year showed that all emoji were still available.

But on June 3rd, three emoji had disappeared from the list, including the falling leaf (风吹叶落), candle (蜡烛), and cake (生日蛋糕).

Screenshot June 1 2021 (left) versus June 3 2021 (right).

The disappearance of the emoji means that Weibo posts that were previously made by official media using these emoji also no longer contain them – instead, only the emoji description shows up.

To circumvent censorship, social media users in China often use emoji, creative language, or images to get their message across. To keep discussions on the violent events of June 4 contained, online censors also crack down on sensitive words, numbers, photographs, and symbols.

At this time, the term ‘Tiananmen’ has not been banned on Weibo, but the only posts using the term are official ones about another anniversary, namely that of the Communist Party. The Communist Party of China will mark its 100th anniversary in July.

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2021 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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China Digital

Chinese E-Readers: The Best E-book Devices in China

Overview of the top 10 e-readers in China in 2021.

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From Onyx to Xiaomi, these are the top selling e-readers in China right now.

Ereaders have become booming business over recent years. Some people prefer an e-reader because it is easier on their eyes than reading from phone screens, others want a distraction-free digital reading style, and some just like the idea of carrying their own mini-library with them with a battery that lasts much longer than those of tablets or smartphones.

While Amazon’s Kindle is the biggest brand name in the American and European e-book reader market, the Chinese e-reader market also has several domestic brands topping the popularity lists.

Here is an overview of the top 10 brands currently dominating the lists in China. This list is based on the rankings of Zol.com, one of China’s leading IT information and business portals.

The devices mentioned in this list are all devices with E Ink (“electronic ink”) display technology, which gives them that low-power paper-like display. Devices using E Ink technology are usually in grayscale, but color e-paper technologies are now also available.

 

1. ONYX BOOX (CHINESE BRAND)

BOOX, also known as Onyx Boox (文石BOOX), currently is China’s top e-book reader brand, produced by Onyx International Inc., which mostly produces E Ink (ePaper) devices. Onyx Boox was founded in 2008 by a team from IBM, Google, and Microsoft. It is headquartered in Guangzhou.

What sets Onyx apart from many other e-book reader brands is that they offer devices from 7.8 to 13.3 inches that can also function as digital note-taking tablets, equipped with a pen that allows users to pen down their notes as they would in any paper notebook.

The latest Onyx devices such as the Max Lumi (13.3 inch), Onyx Boox Note Air (10.3 inch), the Note 3 (10.3 inch), and the Nova 3 and Nova 3 Color (7.8 inch) all have a wide variety of functions. Besides the common e-reading functions and digital note-taking possibilities, these devices run Android, handle many different file formats, and allow an install of Google Play, Kindle, OneDrive, and more, which really make them “like a tablet unlike any tablet” (which just happens to be their slogan).

Currently, the Boox Nova 3 is the brand’s most popular model in China. Priced at ¥2480 ($377), it is also among the pricier models in the markets due to its multifunctionality. It has 32GB of storage, E Ink Carta Plus (the latest generation of screens made by “electronic paper” technology) and also has a screen front light system, allowing users to keep on reading in the dark.

At ¥2780 ($423), the Onyx Boox Note S, which features a 9.7-inch screen, is also rising in popularity. Then there is also the Nova 3 Color 7.8-inch color E Ink tablet with a new Kaleido (Kaleido Plus) screen.

The Onyx is also sold outside of China, check it out here on Amazon.

 

2. AMAZON

The American Amazon brand is also popular in China when it comes to its e-reader devices. While compiling this list, the Onyx and Amazon brands actually competed over the number one spot, so there is not much difference there in terms of ranking.

Along with the entry-level Kindle Migu X, the 4th generation (2018) Kindle Paperwhite (6 inches, 1448x1072px) is among the most popular e-reader models in China, priced at ¥998 ($152). Like the Onyx Nova 3, it is also available with 32GB storage, but keep in mind that the screen is smaller.

The Kindle e-book devices are much more affordable than the Onyx ones, and their functionality is more straightforward as an e-book reader. They are known for their great battery life, and since the first Kindle was introduced in 2007 it has become the world’s most famous dedicated e-reader. Kindles are designed to interface seamlessly with Amazon’s online store, which makes them perfect for Amazon fans and less appealing for those who have no desire to use the Amazon ecosystem.

The Paperwhite model has an extra advantage to it, as it allows to keep on reading while taking a bath or sitting by the pool since it is water-resistant. The Paperwhite is currently the no.2 best-sold e-book reader on Chinese major shopping platform JD. It is sold through Amazon here.

 

3. iFLYTEK (科大讯飞) (CHINESE BRAND)

iFlytek is a partially state-owned Chinese AI firm established in 1999 that also produces e-book readers. The company made headlines in 2019-2020 when it was blacklisted in the US for allegedly using its technology for surveillance and human rights abuses in Xinjiang.

Its iFlytek Smart Office X2 (科大讯飞智能办公本X2) is the e-book reader that is currently in the top 5 list of most popular ink screen devices in China (it even scores no 1 on e-commerce platform JD.com at the time of writing), and it is also among the most expensive (¥4999/$762). The X2 is a 10.3-inch E Ink device.

Similar to the Onyx Boox devices, it is much more than an e-reader alone; it is also a note-taking device (comes with the Wacom stylus) and incorporates fingerprint authentication, Wifi/4G, (offline) voice recognition, and transcription functions; it probably is the smartest e-reader around.

The iFlytek also has a whopping 64GB storage, which can be expanded to 128GB. GizTechReview did a review of the Smart Office X2 here.

 

4. IREADER / ZHANGYUE (掌阅) (CHINESE BRAND)

Ebook reader Zhangyue (掌阅) made headlines in late 2020 when it was announced that Tiktok owner Bytedance would invest $170 million in the company.

Zhangyue, founded in 2008 in Beijing, is not just a producer of e-readers, it is also the online literature publisher behind the iReader platform (掌阅书城). Its most popular ebook reader in China at this time is the 6-inch Zhangyue iReader Light (掌阅iReader Light青春版), which is priced at ¥638 ($97) and comes with 8GB storage.

A much pricier model is the Smart X (¥3499/$539), which has 32GB storage and a 10.3 inch 1872×1404 resolution screen, making it just as big as the Onyx Boox Note Air and the iFlytek Smart Office X2. The iReader Smart X also comes with a Wacom pen for note-taking. There’s a review of this device on Gearbest.

The iReader Smart 2 is popular on shopping site JD.com, priced at ¥2299 ($353). It came out in 2020, and also is a note-taking device with 32GB storage and a 10.3 inch screen. The difference with the Smart X device mainly lies in its screen quality.

 

5. XIAOMI (CHINESE BRAND)

Beijing-brand Xiaomi is mostly known for being one of the world’s largest smartphone makers, but the tech company does so much more, from watches to earphones, TVs, scooters, and e-readers.

Priced at ¥599 ($92), the Xiaomi MiReader (小米多看电纸书), released in November 2019, is among the more popular e-reader devices in China at the moment. Mainly marketed for the Chinese market, it is Xiaomi’s first ebook reader which comes with a 6-inch e-Ink screen and 16GB storage. With its 1024×768 pixels at 212 PPI screen, it might not be as crisp and fast as other devices in this list, but its price is also much lower. This review at Goodereader was not positive at all, calling it “super slow and plodding.”

The MiReader also has a Pro device (小米多看电纸书Pro) available in China, which is ¥1299 ($200) and comes with a 7.8-inch 300 PPI screen and 32GB storage. The Xiaomi e-readers allow access to the WeChat Library, which is a great advantage for Chinese consumers (Kindle doesn’t allow access to the WeChat Library).

 

6. HANVON (汉王) (CHINESE BRAND)

Established in 1998, Hanwang is a pioneering company in character recognition technology and intelligent interactive products.

Although Hanvon is in the top 10 of China’s hottest e-book device brands, its Hanvon Gold House 3 model (汉王黄金屋3), priced at ¥799 ($123), is not nearly as popular as other devices in this list. The Hanvon Gold House comes with a 6-inch 1024×758 resolution screen and 4GB in storage. The device is marketed as being simple, stylish, and ergonomic.

 

7. TENCENT (CHINESE BRAND)

Chinese tech giant Tencent is mostly known for its social media and gaming products, but it also produces e-book devices.

The Tencent Pocket Reader (腾讯口袋阅) is small and lightweight with its 5.2 inches 1280×720 eInk screen, it comes with 8GB storage and is priced at ¥889 ($136). The device is centered around the Tencent ecosystem and provides access to the Tencent Library and bookstore.

Its small size makes this device different from other e-readers. It is the size of a smartphone, which is great if you really want an e-reader in your pocket, but less ideal if you are looking for a more comfortable reading experience. The Pocket Reader supports a 4G mobile card and can also make calls and do text messaging.

 

8. BOYUE (博阅) (CHINESE BRAND)

Boyue is a digital reading technology company founded in 2009. Throughout the years the company has released different e-book devices as well as digital note-taking devices.

The Boyue T80 model and its Likebook Mars are its best-sold devices in China. The Boyue T80 is priced at ¥1199 ($184) and has 8GB of storage, features an 8-inches 1024×768 screen, and supports SD.

The Likebook Mars is ¥1380 ($212) and comes with 16GB of storage, a 7.8 inch 1872×1404 screen, and it also has SD card support, which allows you to extend the storage capacity to 128GB.

 

9. OBOOK (国文) (CHINESE BRAND)

Guowen or OBOOK is an e-reader company established in 2010 as what was meant to be the Chinese answer to Kindle.

Its Dangdang E-reader 8 (当当阅读器8) is currently rising in popularity. It features a 6-inch 300 PPI resolution screen and 16GB of storage and is priced at ¥918 ($141).

 

10. SONY

Sony is perhaps not a name you’d expect in this list, since Sony seems to have exited the e-reader business some time ago.

There are only a few e-book devices by Sony that are still popular in China right now, and one of them is the 10.3-inch 1404×1872 screen Sony DPT-CP1 model that is priced at ¥4888 ($750). For this price, you get a lightweight, thin device that also serves as a digital note-taking tablet that syncs with PC or Mac.

The DPT-RP1/WC model is even pricier at ¥5299 ($815), for which you get a 13.3 inch 1650×2200 screen, which is comparable to the Onyx Boox Max Lumi.

 

By Manya Koetse

This is not a sponsored post. This article could contain links to online shops, which might allow us to earn a very small affiliate commission at zero extra cost to you – it helps us in maintaining this site. Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2021 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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