According to the "2021 China Game Industry Report" released by the Game Working Committee of the China Music and Digital Association and the China Game Industry Research Institute recently, the actual sales revenue of China's mobile game market in 2021 was 225.538 billion yuan, an increase of 7.57% year-on-year, and the scale of mobile game users reached 656 million people, an increase of 0.23% year-on-year. According to the above data, the per capita user expenditure of mobile games in 2021 will be 344 yuan.
In 2021, the characteristics of the domestic game market touching the ceiling are more obvious, the number of gamers is almost zero growth, and many companies aim at eating dry and squeezing out existing users to increase per capita game expenditure; and Tencent and NetEase, which have the strongest ability to extract krypton gold (referring to the recharge behavior in online games), rely on the launch of classic games for many years to fight the world, looming to eat the old worries.
On the other side of the sea, the U.S. mobile game market is expected to be $20.454 billion in 2021, with 156 million players and a per capita expenditure of $137, more than twice as many as Chinese mobile game users, according to Statista data.
"The most important reason why the US market is valued by domestic game manufacturers is definitely that the user value there is one of the highest in the world." There is a less accurate but popular saying in the industry: ten Southeast Asian players are not as good as the flow of water contributed by one American player. A well-known mobile game platform TapTap platform person said.
Some Chinese companies are optimistic about the development prospects of the US game market and intend to try their hand at the local market. However, a person from a game manufacturer who went to sea reminded: "Going to sea is indeed stormy, from project establishment, research and development to customer acquisition, operation, every step has a pit, so going to sea is certainly not the only way to ensure the survival of the company, so domestic game manufacturers may not go to sea may be slow death, and they may also be overturned by the big waves in the ocean." ”
On the other hand, China's game market also contains new opportunities, and the younger generation of users is more willing to pay. Gen Z and Millennial users are significantly more willing to pay than Baby Boomers, and have a higher level of acceptance of in-game purchases, subscription services, and more.