Introduction:
In 2024, China’s gaming market continued to operate at a high level, achieving record-breaking figures in sales revenue and user scale. Among subcategories of game products, several shooter game segments produced standout titles. In the face of the stable operation of “evergreen products,” how new games break through publishing barriers and improve full lifecycle operations is worth attention and study.
China’s gaming market hits new highs again
In 2024, China’s gaming market delivered impressive results! According to the 2024 China Game Industry Report released by the Audio‑Visual and Digital Publishing Association’s Game Committee:
- China’s actual game sales revenue reached ¥325.783 billion (approx. $45.61 billion), a year‑on‑year increase of 7.53%, setting a new historical high.
- China’s game user base reached 674 million users, a year‑on‑year increase of 0.94%, also a record high.
Data source: Game Committee
Behind this growth lie multiple driving forces:
1. The number of game approvals significantly increased, with several hit titles—represented by Black Myth: Wukong—making notable contributions.
2. Cross‑platform multi‑end distribution trends have become clearer, bringing convenience to player consumption. Data from BCC Global shows that for certain dual‑platform games, the ARPU (average revenue per user) does not differ significantly between PC and mobile—this phenomenon stems from the high overlap of users across devices, who choose platforms based on context in daily life, and about 25% of users pay on both platforms.
3. Thirdly, multiple evergreen products operate stably. For example, Tencent’s “evergreen game” strategy (i.e., mobile games with annual revenue over ¥4 billion and average quarterly DAU over 5 million, or PC games with DAU over 2 million) is taking shape. In 2024, the number of games meeting this standard increased to 14.
4. Mini‑games performed eye‑catchingly and witnessed strong growth. Gamma Data reports that the mini‑program game market reached ¥39.836 billion (approx. $5.58 billion) in 2024, a year‑on‑year increase of 99.18%. Lower barriers to trial and diverse monetization models are fueling continued development.
Mobile games remain the core driver of the market. According to the Game Committee, in 2024 mobile game actual sales revenue reached ¥238.217 billion (approx. $33.36 billion), up 5.01%, another record high; mobile game user base reached 663 million, up 0.86%, also hitting a record high. Ongoing penetration of fragmented scenarios is an internal driver—commuting, lunch break, or dining out can all become player “game moments.” Meanwhile, product optimization by mobile phone manufacturers has ensured improved performance and operability for mobile gaming, and lowered hardware costs through price drops.
Shooter game renaissance
Among all game product types, shooter games can be called the “quiet powerhouses.” As seen from the 2024 China Game Industry Report, shooter games, while only accounting for a small percentage of total game titles, generated 13.89% of total revenue in 2024.
Data source: Game Committee
The enduring appeal of “car‑gun‑ball” games (racing, shooting, and ball sports) lies in their satisfying gameplay. From the audience perspective, people aged 15 to 35—from students to office workers—all find fun in shooting. As for game mechanics, the “aim‑fire” logic is simple and easy to learn, while ballistic calculations and movement strategies provide depth, creating an “easy to learn, hard to master” allure. More critically, shooter games have strong competitive potential; when developed into esports, they easily break through niche segments and increase influence.
At the same time, shooter games have continuously innovated alongside technological development. The early team‑based competitive Counter-Strike (CS) and CrossFire (CF), narrative‑driven Call of Duty series, team‑based battlefield Battlefield series, global breakout PUBG and its building‑integrated Fortnite, skill‑based Overwatch and Apex Legends, and extraction shooter Escape from Tarkov, show how the category has diversified.
As noted during Tencent’s Q3 2024 earnings call, worldwide demand for shooter game experiences is a “structural trend.” Within the genre, games differ significantly, so no single title can completely eclipse another or erode existing shares. However, when factors like globalization, large DAU, long-term operation, social interaction, and UGC emerge in shooters, their returns far exceed other categories—drawing developers to durably invest in this track.
Tencent’s shooter offerings are a “carrier-class” lineup. It covers domestic hits like Peacekeeper Elite and evergreen CrossFire; fast-rising Delta Operation and Escape from the Dark Zone; as well as upcoming hybrid-genre titles like the anime shooter Valkyrie Goddess: New Hope, SOC hybrid Dune: Awakening, and survival-extraction Arena Breakout: Infinite. This comprehensive approach positions shooters as a potent tool for Tencent to deploy its GaaS (Game as a Service) capabilities, challenge European and American developer moats, and drive global revenue strategy.
NetEase, despite the temporary suspension of Apocalypse Operation, has anchored itself with Knives Out and has promising upcoming titles like Marvel shooter Marvel Showdown, strategy-card shooter Unknown Frenzy, and treasure hunting shooter No Man’s Star Abyss. Additionally, indie developer Sanbao Network’s Project NET (anime role-building crossover) and Lilith’s MOBA-style BR title Far Light 84 are among the major newcomers set to ignite shooter genre competition in 2025.
New trends in game distribution
Faced with intense red-sea market competition, game publishing must pay attention to several new trends.
Short-video platforms have become the “main battlefield” for game promotion. For example, Identity V saw its Douyin video views grow from 72 million during the 2024 Spring Festival to 96.2 million during 2025’s festival—a clear reflection of short-video’s propagation power. By systematically tracking and analyzing daily increments in video views, Identity V’s operations team can more precisely grasp trends and user behavior, further optimizing marketing strategies.
Content marketing emphasizes “precise feeding.” Content marketing divides into three categories: character-aligned, humorous meme-driven, and strategy guide content. Character-aligned content focuses on aesthetics, showcasing stylish gun skins or cosplay of in-game characters. Humorous meme-driven content—especially meme usage—typically has broader reach and stronger user conversion. Leveraging trending topics to encourage user-generated interaction, such as the recent “mom” meme in Valorant, adds social fun and a sense of belonging, strengthening community ties. Delta Operation’s official Douyin account runs deeply along these lines, recruiting, supporting, and nurturing creators to form a content matrix—creating a loop of “new content experience → highlight content sharing → meme-based second-gen content → new meme content creation,” allowing players to continuously encounter various content types and leading to stable user scale growth.
Shooter games can also achieve vertical and offline “precision strikes” among university communities. Campus alliances and esports tournaments are seen as effective user acquisition channels. Although initial budgets for campus esports events may be limited, early efforts allow future budget and strategy adjustments. According to BCC Global research, Delta Operation has already certified over 210 campus groups and launched the Delta campus caravan program to expand its base. A player who attended a campus event said, “It’s totally different from online play; the atmosphere in person was amazing, and I met many like-minded friends.” This face-to-face interaction builds stronger loyalty than online promotion. Of course, under the GaaS model, appropriate publishing and operational strategies must align closely with product updates and iterations to allow players to enjoy high-quality experiences at a lower time cost and provide better monetization. Regardless, this high-octane genre is guaranteed never to lack excitement!
[Disclaimer]: The above content reflects analysis of publicly available information, expert insights, and BCC research. It does not constitute investment advice. BCC is not responsible for any losses resulting from reliance on the views expressed herein. Investors should exercise caution.