Shanghai, China – Gaming in 2026
According to research by Omnicom Media China, China’s gaming population soared to 684 million players in the first half of 2026—about half of all Chinese consumers. The market revenue for this sector reached RMB188.5 billion, marking a 12.17% year-on-year increase.
The report, titled “Unlocking China’s Gamers 2026,” reveals that today’s gamers represent a diverse audience comparable in scale to short video and social media platforms. Traditional notions of a “gamer” are evolving, as players now span various ages, genders, and lifestyles.
Key Insights:
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Market Dynamics: The industry is shifting its focus from acquiring new users to deeper engagement and stronger monetization through richer ecosystems.
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Casual Gaming Surge: Mini-programme games attract more casual players, while AI-native games and game IP-linked collectibles show promising growth potential.
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Demographics: The report divides players into two categories:
- Light-to-mid-core gamers (74%): Favor easy and social game formats, with older consumers (45+) making up 37% of this group.
- Heavy-core gamers (26%): Engage more deeply and invest significantly in diverse gaming genres, with women constituting 46% of this segment.
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Cultural Impact: Gaming is emerging as a cultural gateway, allowing players to explore interests in esports, tech, and collectibles, thus creating interconnected communities.
Recommendations for Brands:
- Integrate Gaming: Treat gaming as a fundamental component of marketing strategies rather than a separate initiative.
- Audience Segmentation: Tailor strategies to differentiate between light-to-mid-core and heavy-core players.
- Cross-Circle Campaigns: Leverage players’ broader interests to create campaigns that resonate beyond traditional gaming contexts.
As Lucy Zhang, Chief Relationship Officer at Omnicom Media China, emphasizes, understanding the motivations and behaviors of diverse gamers is crucial for brands looking to capitalize on this dynamic market.
