According to a new report, gamers in China are expressing a “high interest” in generative AI.
Niko Partners’ China Gamer Behaviour and Market Insights report, published on August 27, 2025, surveyed 1,058 gamers in China to provide insights on player demographics, behaviour, and engagement in 2025.
The report found that 39.4% of gamers in China are interested in generative AI’s application in games, while 85.2% are aware of the technology.
Niko Partners noted that Chinese studios are “ahead of the game” with 60% already using generative AI in their development pipelines.
The analysis firm, in particular, highlighted NetEase, which has “integrated multiple generative AI features into Justice Online Mobile, allowing players to interact with smart NPCs or create custom videos with their in-game character.”
Elsewhere, the report found that esports and game livestreaming remain “key verticals” in China in 2025.
46.5% of respondents said they have engaged with esports, defined as having played or watched an esports game, or competed in a tournament themselves, while one in four respondents said they regularly watch game livestreamers, with “influencers and streamers playing a key role in game marketing and promotion.”
According to Niko Partners’ report, short video apps, like Douyin (TikTok) and Kuaishou, have continued to grow in importance and are “key marketing channels for game developers looking to target players in the country.”
The survey found that these short video apps are one of the leading sources of video game information, with 41% of gamers in China getting new game information from these platforms, compared to game platforms and stores (38.7%), social media (33.9%), messaging apps (33.4%), and influencers and streamers (31.6%).
Niko Partners noted that while “short video is the leading source for both mobile and PC gamers,” game platform recommendations are the leading source on console.
The report also found that mini games have “emerged as a notable segment” in China.
The firm defines mini games as those “can be played instantly, without download, and are typically available within platforms and apps such as WeChat and Douyin.”
The report found that 84.4% of gamers in China have played a mini game, with 17.7% of women playing these games daily, compared to 10.3% of men.
“Mini games are reaching a broader and more casual demographic in China, already accounting for nearly 10% of total player spending on video games,” Niko Partners stated.
In June, Niko Partners released its Market Model Reports, which reported that the Asia, Middle East, and North Africa (MENA) games markets generated $86.6 billion from player spending on software and services in 2024, marking a 1.4% increase.
The report also projected that “the regions’ development will continue reliably through 2029” with revenue estimated to reach $96 billion in Asia and MENA by 2029.
