62% of Chinese PC games consumers spending more this year

62% of Chinese PC games consumers spending more this year

Almost two-thirds of Chinese PC gamers spending money are parting with their cash more than they did in 2023. 

That's according to research outfit Niko Partners, which reports that 62 per cent of spending Pc gamers more this year. 19 per cent reckon they have spent over 30 per cent more than they did in 2023. 

Steam is still the biggest platform for PC gamers in the country; most are accessing the international version of Valve's service via VPNs. 80 per cent of Chinese PC gamers who enjoy premium experiences use Steam. 

“Our findings show a positive outlook for growth in player spending, notably in the PC gaming segment,” Niko boss Lisa Hanson said.

“Alternative ways for game discovery and non-ISBN games are emerging through short video platforms and continued access to Steam International. This suggests new opportunities for games marketing and monetization, and companies need to better understand the current landscape of the Chinese market to implement appropriate strategies.”

PCGamesInsider Contributing Editor

Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.