Original BCC Global
December 31, 2024, 09:30
Introduction
With the ongoing deepening of globalization, China’s gaming industry has significantly accelerated its international expansion. Overseas ventures have become a key driver of industry growth. In 2024, revenues from Chinese-developed games in global markets reached a new peak, with numerous publicly listed gaming companies actively expanding their international business and positioning overseas strategies as new growth engines.
Stabilized Growth of China’s Global Game Expansion
Amid global digital transformation and cultural diversification, China’s gaming industry is seizing unprecedented international opportunities. According to the 2024 China Game Export Research Report, the actual revenue of Chinese-developed games in overseas markets reached USD 18.557 billion in 2024, marking a 13.39% year-on-year growth—a record high after five consecutive years of surpassing CNY 100 billion. This resurgence follows two years of decline and reflects Chinese game companies’ innovation and expansion efforts during their global ventures.
In 2008, China’s overseas game revenue was less than USD 100 million, but the industry witnessed exponential growth over the following decade. Supported by hit games like Genshin Impact and the pandemic-driven “stay-at-home economy,” revenues peaked at USD 18 billion during 2020–2021, with a compound annual growth rate (CAGR) of 47% from 2012–2021. However, the period from 2021–2023 saw a decline of approximately 4.5% annually due to macroeconomic pressures and a lack of new titles.
In 2024, after two years of decline, China’s overseas gaming revenues rebounded to reach USD 18.557 billion. The top five markets for Chinese mobile games were the United States, Japan, South Korea, Germany, and the United Kingdom. Specifically:
- United States: 31.06% of total revenue
- Japan: 17.32%
- South Korea: 8.89%
Revenues in the U.K. and U.S. markets shifted from negative to positive growth, while the Japanese and Korean markets experienced revenue increases driven by new game releases. In contrast, the German market’s decline showed signs of improvement.
Hong Kong, Macau, and Taiwan remain favored destinations for Chinese game companies due to their relatively low entry barriers, with 1.92% year-on-year revenue growth in H1 2024, ranking fourth after South Korea. Expansion into new markets, such as Saudi Arabia, has also yielded results, with the country entering the top 10 regions for Chinese gaming revenue.
Hot IPs and the Rise of Mini-Games
On December 13, the Game Awards 2024 (TGA 2024)—known as the “Oscars of Gaming”—were held in Los Angeles, USA. The Chinese role-playing game (RPG) Black Myth: Wukong won the awards for “Best Action Game” and “Players’ Voice,” marking the first time a Chinese game won the “Best Action Game” category. This milestone at a prestigious global event is emblematic of China’s growing presence in international gaming.
Beyond Black Myth: Wukong, other game categories also shone in 2024. In Tier-1 overseas mobile game markets, the number of Chinese mobile games entering the App Store’s Top 200 revenue rankings continued to grow.
- U.S. Market: Strategy games (SLG) such as State of Survival, Rise of Kingdoms, and Puzzles & Survival performed exceptionally well.
- Japan and South Korea: Popular anime-themed games like Genshin Impact and Honkai: Star Rail were highly successful.
- Hong Kong and Taiwan: New releases like X.D. Network’s Muffin Quest achieved impressive results. However, new games often cannibalize older titles, limiting overall market growth in this region.
Chinese mobile games also thrive in Southeast Asia, where countries such as Malaysia, Singapore, and Indonesia have a large Mandarin-speaking population, making them natural fits for Chinese games. Additionally, the lower cost of user acquisition compared to mature markets like Japan and Korea makes Southeast Asia an ideal region for testing and expansion.
The rise of mini-games as standalone apps is another promising trend. According to the 2025 China Game Industry Trend and Potential Analysis Report, more than 10 mini-games successfully went global in 2024, generating nearly USD 1 billion in revenue. Among the top 30 WeChat mini-program games, 50% now have overseas versions.
Mini-Game Globalization: Emerging Markets and Key Trends
DataEye’s 2024 Mini-Game Export Report analyzed 17 leading mini-games transitioning to standalone apps for overseas markets:
- All 17 launched in Hong Kong, Macau, and Taiwan, but only 7 expanded to North America, Europe, and Japan/Korea with notable success.
- Despite high revenue from Japan and South Korea, download volumes were relatively low, indicating these markets’ preference for premium quality and long-term content.
- In H1 2024, combined revenue for these 17 mini-games exceeded USD 472.8 million, with:
- Japan contributing USD 147 million (31%)
- South Korea contributing USD 129 million (27%)
- Taiwan contributing USD 74 million (15%)
Total downloads (excluding duplicates) reached 31.285 million, primarily from Southeast Asia, the U.S., Japan, South Korea, and Taiwan. Notably, the revenue per download (RPD) exceeded USD 15, driven by blockbuster hits and proven monetization models tested in China.
China’s Competitive Advantages and Future Trends
China’s success in overseas gaming markets stems from several factors:
- Cultural Exports:
Chinese games have become powerful channels for cultural exchange, using immersive, interactive experiences to spread Chinese culture and spark global interest. - Technological Innovation:
Chinese gaming companies have increased investment in R&D, particularly in graphics rendering, artificial intelligence (AI), and cloud computing. These advancements enhance gaming experiences and support global operations, enabling Chinese games to compete with international titans. - Market Diversification:
Beyond traditional markets like North America and Europe, Chinese gaming companies are expanding into Southeast Asia, the Middle East, and Africa. This diversification mitigates market risks and opens new growth opportunities. - Localization Strategies:
Companies prioritize localization, from language adaptation to cultural nuances, marketing strategies, and community engagement. This deep localization enhances player retention and market impact. - Policy Support:
The Chinese government has issued policies to support cultural exports, offering tax incentives, financial aid, and copyright protections to bolster global expansion efforts.
Future Outlook: Trends and Challenges
- Premium Games:
As global competition intensifies, Chinese game developers will focus on creating higher-quality games to attract global players, necessitating greater investment in R&D and innovation. - IP Management:
Developing global intellectual properties (IPs) will become a key strategy, allowing cross-platform and cross-industry collaborations that increase market share and brand influence.
However, challenges remain:
- Cultural Differences: Adapting to local cultural norms and consumer habits remains a significant hurdle.
- Lack of Local Talent: Recruiting and retaining local talent in overseas markets is crucial for effective localization.
- Economic Fluctuations: Exchange rate volatility can impact revenue and operational stability.
Conclusion
China’s gaming industry faces a future filled with both challenges and opportunities. By leveraging technological innovation, talent cultivation, market diversification, and localization strategies, Chinese game companies are well-positioned to achieve further success in global markets. Collaboration with international partners through joint development, market sharing, and technological exchanges will also be vital for maintaining competitive advantage.
As the industry navigates this new era of globalization, Chinese gaming companies are poised to set new benchmarks in the global gaming landscape, contributing to the shared prosperity of the international gaming community.
Disclaimer:
This report summarizes relevant events and does not constitute investment advice. Information is sourced from public data, expert opinions, and BCC research. The authors assume no responsibility for losses incurred by relying on this content. Investments involve inherent risks—proceed with caution.