Overview of the Chinese video games market and marketing data.

1. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
BRIC Video Games Markets
Market Data & Demographics
Part 3- China
Philip Driver

2. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
China
• Capital: Beijing
• Currency: Renminbi ¥ (CNY)
• Language: Mandarin
• Population: 1.351 Billion (2012)
• GDP: $13.374 trillion USD (2012)
The Chinese video games market in 2012 was estimated to be worth $9.7 billion an increase of
over 35% from the previous year. The vast majority of this ($9.1 billion) being from online games
with rest mainly made up from the mobile market which, although rapidly expanding has yet to
truly explode. In a report by Techweb it was estimated that the total revenue of China would top
$21 billion by 2017 presuming that growth continued at approx. 12%. To put this in perspective in
2011 Americans spent nearly $25 billion on video games, including hardware. So while these
number are large the market for video games unlike the US is still in its infancy, it must also be
noted that many companies in China do not report earnings.
China is already the worlds largest PC digital games market with revenue of $6bn in 2011.

3. GAMES
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Video Games Marketing, Promotion and Monetisation
Chinese Economy
•
According to McKinsey in 2012, Online revenue in China was estimated to be $190bn$210bn, by comparison the US market was worth $220bn-$230bn
•
China’s market had compound annual growth of 120 per cent between 2003 and 2011,
compared with 17 per cent growth for the US.
•
McKinsey forecasts that China’s market could reach $420bn-$650bn by 2020.
Philip Driver

4. GAMES
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Video Games Marketing, Promotion and Monetisation
China Internet Usage
•
China will have double the internet users of the US and Japan by 2015
•
Total number of current internet users is estimated at 513M.
•
In 2000 the total number of internet users was 22M
Philip Driver

5. GAMES
MARKETER
Philip Driver
Video Games Marketing, Promotion and Monetisation
Internet popularizing rate for population of all ages in 2007-2010
Population Pyramid
Target Demographic
0-14 Years: 17.2% (male 124,773,577/female 107,286,198)
15-24 years: 15.4% (male 109,922,192/female 98,325,568)
Age structure of internet users during Dec. 2010 and Dec. 2011
Chinese Population Data

6. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
Global Internet Usage
Rank
Country or Region
Population,
Internet Users Internet Users
Penetration
Users
2012 Est
Year 2000
Latest Data
(% Population)
% World
1,343,239,923
22,500,000
538,000,000
40.10%
22.40%
1
China
2
United States
313,847,465
95,354,000
245,203,319
78.10%
10.20%
3
India
1,205,073,612
5,000,000
137,000,000
11.40%
5.70%
4
Japan
127,368,088
47,080,000
101,228,736
79.50%
4.20%
5
Brazil
193,946,886
5,000,000
88,494,756
45.60%
3.70%
6
Russia
142,517,670
3,100,000
67,982,547
47.70%
2.80%
7
Germany
81,305,856
24,000,000
67,483,860
83.00%
2.80%
8
Indonesia
248,645,008
2,000,000
55,000,000
22.10%
2.30%
9
United Kingdom
63,047,162
15,400,000
52,731,209
83.60%
2.20%
10
France
65,630,692
8,500,000
52,228,905
79.60%
2.20%
11
Nigeria
170,123,740
200,000
48,366,179
28.40%
2.00%
12
Mexico
114,975,406
2,712,400
42,000,000
36.50%
1.70%
13
Iran
78,868,711
250,000
42,000,000
53.30%
1.70%
14
Korea
48,860,500
19,040,000
40,329,660
82.50%
1.70%
15
Turkey
79,749,461
2,000,000
36,455,000
45.70%
1.50%
16
Italy
61,261,254
13,200,000
35,800,000
58.40%
1.50%
17
Philippines
103,775,002
2,000,000
33,600,000
32.40%
1.40%
18
Spain
47,042,984
5,387,800
31,606,233
67.20%
1.30%
19
Vietnam
91,519,289
200,000
31,034,900
33.90%
1.30%
20
Egypt
83,688,164
450,000
29,809,724
35.60%
1.20%
TOP 20 Countries
4,664,486,873
273,374,200
1,776,355,028
38.10%
73.80%
Rest of the World
2,353,360,049
87,611,292
629,163,348
26.70%
26.20%
Total World Users
7,017,846,922
360,985,492
2,405,518,376
34.30%
100.00%
Languages spoken by internet users

7. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Internet Penetration by Region
Philip Driver

8. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
China: Regional Variations
Unsurprisingly wealth and
disposable income levels are
higher in the more developed
western and coastal areas of
China
Philip Driver

9. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver

10. GAMES
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Video Games Marketing, Promotion and Monetisation
China Games Landscape
•
Publishers with a local office (non Chinese)
•
Disney Interactive Studios
•
Electronic Arts
•
Ubisoft
•
NCSoft
•
Konami
•
Digital Retail Landscape
Given the until recent lack of consoles and high rates of piracy its little wonder that the bulk of
growth and revenue to date has come from digital and specifically MMOs, free-to play titles and
social games. MMO’s are still king with 67% of all revenue coming from this category.
The Market itself is dominated by local and regional players such as Tencent and NetEase but
many more are coming through thanks to the markets size, growth and robustness.
Free-to-play MMO company Suzhou Snail Electronics Co Ltd (also known as Snail Game), which
employs over 3,000 people, recently organised investment with four banks for a loan on $100M
for one game alone.
Mobile is still a small but rapidly expanding segment and should be expected to take significant
market share over the next few years.
China is now the world's largest online gaming market, contributing one-third to the global
revenue in this sector in 2009, or 56% of the Asia Pacific total
Philip Driver

11. GAMES
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Video Games Marketing, Promotion and Monetisation
Top Chinese Game Companies
In Q1 of 2013 the six largest game
companies in China grossed over $2
billion or RMB 12.8 billion.
•
Tencent
•
•
Netease
•
•
Another major developer of MMORPG’s including the very popular Maple Story Shand
are now branching out into mobile development.
Perfect World
•
•
Changyou operates and develops several online game mainly MMO’s including Blade
Wars, Dragon Oath and Shadowbane.
Shanda
•
•
NetEase are another internet company that operate popular search engine and web
portals as well as developing the game Westward Journey
Changyou
•
•
Tencent are a true internet giant, with a market capitalization of over $100 billion they
have interests in mass media, entertainment, Internet and mobile services, and online
advertising. Their games include QQ Speed and World of West. They also publish
League of Legends in China.
MMORPG specialist Perfect World who also make a game of the same name operate
DOTA 2 in china and also own the right to Atari.
Giant
•
MMO developer Giant Interactive Group runs the popular ZT Online series.
Philip Driver

12. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
Getting an accurate
number of “Gamers” for
China is difficult given
the high levels of piracy
and no retail tracking
however the number of
Online “Gamers” is
tracked by companies
and the Chinese
Government. Estimates
for total online gamers
is between 215M and
324M
PC Cafes were the primary location for online
gamers to play but as the number of home internet
connections has grown this has now dropped to
less than 17%.

13. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
Pro’s and Cons To Doing Business in China
Pros:
• Huge addressable market
• Gamer culture
• Social players who recommend and
share games.
• Well established online game market.
• Mobile market set to explode.
• High ARPU for PvP games
• Free to Play and VIP access
monetization popular.
• Chinese gamers like to buy exclusive
in game items and brag about them in
a manner similar to luxury goods.
• Gifting highly popular.
• PC Café Culture still strong but
declining.
• Esports increasingly popular.
Cons:
• Culture markedly different to West.
• Regional location of players alters
demographic and Psychographic
factors drastically.
• IM preferred to email for player
support.
• Users unwilling to spend upfront on
games.
• High levels of physical good piracy
and IP fraud.
• Highly competent localization of non
Chinese titles needed with different
monetization models/tactics.
• Highly regulated with several licenses
needed to operate online games.
• Confusing number of mobile and
social platforms fracture market.

14. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
Top 20 Games in China*
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Trend
↑2
↓2
↑1
↓1
↑2
↓1
↑2
↓3
Name of the Game
League of Legends
Cross Fire
DNF
QQ Speed
QQ Dancer
Viral
Dream Three
Ares fighting
New Westward Journey 2
NBA2KOL
Dota2
World of Warcraft
Fantasy Westward Journey 2
League of experience serving
QQ Dancer experience serving
Counter-Strike Online
Asked
Dragon in the day
Audition
World of Tanks
Game Category
Recreational Athletics
Shooting
Role-playing
Sports Racing
Dance
Shooting
Recreational Athletics
Role-playing
Round Games
Sports Racing
Recreational Athletics
Role-playing
Round Games
Recreational Athletics
Dance
Shooting
Role-playing
Role-playing
Music and Dance
Shooting
* Rankings based on October 2013 internet cafe user data
Several well known
Western games
now regularly
feature in the top
20.

15. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
China: Regional Variations
This image is from
the QQ website and
shows the dispersal
of QQ games across
China at any given
time.
QQ Game is a casual
games client, offering
multi-player online
games. 196 board,
card and other social
games are available.

16. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
China: Regional Variations
Two images from a
research paper on Chinese
gaming regional diversity.
The first shows the
distribution of 13 different
styles of the game
Mahjong. Note that in this
particular instance
players have very distinct
tastes for preferred game
style as there is a cultural
influence from their
location.
The second are more
generic yet still popular
games but without
cultural nuances and so
show a balanced
dispersal.
Philip Driver

17. GAMES
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Video Games Marketing, Promotion and Monetisation
East vs. West
Philip Driver
Different layouts,
features and incentives
are often used for the
Chinese Market.
DOTA 2 EU
DOTA 2 China

18. GAMES
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Video Games Marketing, Promotion and Monetisation
East vs. West
Artwork styles also often
show a marked difference
between Chinese and
other territories.
League of Legends EU
League of Legends China
Philip Driver

19. GAMES
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Video Games Marketing, Promotion and Monetisation
Video Games are listed as the No1# pastime for Chinese internet users.
Over 60% of the
Chinese Internet
population play
games
Philip Driver

20. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Internet Users By Category
Philip Driver

21. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
Who are Chinese Gamers?
67% of Chinese Gamers play 7+ hours a week

22. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
China: Web Games Market Share
Philip Driver

23. GAMES
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Video Games Marketing, Promotion and Monetisation
China: Mobile Games Development Market Share
Philip Driver

24. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
China: Mobile Games
The China Internet Network Information
Centre estimates that 464 million citizens
access the net via smartphones or other
wireless devices.
It is estimated that there are over 1.2 billion
mobile phones in China.
Philip Driver

25. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
China: Mobile Games
Philip Driver

26. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
China: Mobile Games
Philip Driver

27. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
China: Mobile Games
Issues with distribution still persist but new billing options are making the market easier
to monetize.

28. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
China: Mobile Games
Philip Driver

29. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
China: Mobile Games
Beijing-based mobile game developer and publisher CocoaChina/Chukong announced
recently that their flagship game Fishing Joy is now making $6.28 million per month, mostly
from China. Chukong have also raised $83M in investment which shows the confidence in the
Chinese mobile market.

30. GAMES
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Video Games Marketing, Promotion and Monetisation
Local Governing Bodies and Organisations
•
ChinaJoy – The Largest digital entertainment expo in China
held annually in Shanghai. The show is held over 5 days and
attracted over 206,000 visitors in 2013.
•
•
Ministry of Information Industry – Created in the 90’s
the agencies is tasked with the regulation of the
telecommunications and software industry.
•
•
http://www.gov.cn/english/2005-10/02/content_74175.htm
General Administration of Press and Publication Responsible for monitoring and regulating publication of print
based media, electronic media, and audio-visual products
(including online games). This is the body that with others set
out to provide a solution to the perceived threat of increasing
game addition and fatigue.
•
•
http://en.chinajoy.net/
http://www.gapp.gov.cn/
The China Software Industry Association (CSIA) is the
major representative and one of the most active associations in
the China Software industry. Its goal is to promote the
development of software industry in China and provide a hub
with overseas markets.
•
http://www.csia.org.cn/htm/index.html
Philip Driver

31. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
Traditional Holidays in China
Date
English name
Local name
Remarks
January 1
New Year
元旦
1st day of 1st lunar month
Spring Festival (Chinese New
Year)
春节
Based on Chinese calendar
15th day of 1st lunar month
Lantern Festival
元宵节
Based on Chinese calendar
2nd day of 2nd lunar month
Zhonghe Festival (Dragon Raising
中和节
its Head)
Based on Chinese calendar
March 8
International Women's Day
国际妇女节
March 12
Arbor Day
植树节
Also known as National Tree
Planting Day (全民义务植树日)
5th Solar Term (usually April 4–6)
Qingming Festival (Chinese
Memorial Day)
清明节
Based on the Jieqi Qingming.
May 1
Labour Day
劳动节
International Workers' Day
May 4
Youth Day
青年节
Commemorating the May Fourth
Movement
June 1
Children's Day
六一儿童节
5th day of 5th lunar month
Dragon Boat Festival (Duanwujie) 端午节
July 1
CPC Founding Day
建党节
Formation of 1st National
Congress on July 1921
July 11
China National Maritime Day
中国航海日
The anniversary of Zheng
He's first voyage
August 1
Army Day
建军节
Nanchang Uprising (南昌起义)
on August 1, 1927
7th day of 7th lunar month
Double Seven Festival
七夕
The Chinese Valentine's Day,
based on Chinese calendar
15th day of 7th lunar month
Spirit Festival (Ghost Festival)
中元节
Based on Chinese calendar
15th day of 8th lunar month
Mid-Autumn Festival (Moon
Festival)
中秋节
Based on Chinese calendar
October 1
National Day
国庆节
Founding of PRC on October 1,
1949
9th day of 9th lunar month
Chongyang Festival
重阳节
Based on Chinese calendar.
Based on Chinese calendar
It is important to
note that there are
many other regional
festivals that are
observed throughout
China.
There is also the
phenomenon of
“Singles Day” a retail
holiday invented by
Alibaba similar in
scale to Black Friday
in the US. Held on
Nov 11th in 2013 this
accounted for $5
billion in ecommerce
revenues.

32. GAMES
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Video Games Marketing, Promotion and Monetisation
Chinese Government and Censorship
Its difficult not to mention the government when talking about the Chinese Video Games industry
and this is not the place for debate however there are some areas of consideration.
Similar to other countries games are subject to censorship or bans should they be considered to have
violated any of the following.
•
Violating basic principles of the Constitution
•
Threatening national unity, sovereignty and territorial integrity
•
Divulging state secrets
•
Threatening state security
•
Damaging the nation's glory
•
Disturbing social order
•
Infringing on others' legitimate rights
In addition to banning games completely, many games have had their content screened to remove
certain imagery deemed offensive or unfavourable. Common examples include skeletons or skulls
being either fleshed out or removed entirely.
It should also be noted that the Chinese government is becoming increasingly concerned about Game
addiction and limiting play times of online gamers.
State Administration of Radio, Film, and Television
In 2004 the SARFT instating a blanket ban on computer game related commercials in the state-run
media.
Philip Driver

33. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Chinese Gamer Spending Habits
Philip Driver

34. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
Chinese Payment Methods
The total number of credit cards in China is
around 268 million however they are rarely
used for online transactions.
Chinese Online
Payment Methods
• Alipay
• Tenpay
• Online Bank Transfer
• 99Bill
• China PnR
• YeePay
• Huanxun IPS

35. GAMES
MARKETER
Philip Driver
Video Games Marketing, Promotion and Monetisation
Web Portals and Social Media In China
• The Chinese are exceptionally heavy
users of social networks, chat software
and web video.
• Facebook and Twitter do not rank
highly.
• Twitter is blocked and very few users
use Facebook (500,000 although this is
still more than some eastern European
countries).
Top 10 Websites (Enfodesk Oct 2013)
Rank
1
2
3
4
5
6
7
8
9
10
Name
Tencent
Baidu
Taobao
QQ space
Sohu
Lynx
Hao123
360 security site navigation
Baidu Post Bar
Youku
Classification
Integrated portal
Search Engine
Online Shopping
Social networking sites
Integrated portal
Online Shopping
Site Navigation
Site Navigation
Community Forum
Network Video

36. GAMES
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Video Games Marketing, Promotion and Monetisation
China: Main Media & Portal Owners
News Site Reach
Philip Driver

37. GAMES
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Video Games Marketing, Promotion and Monetisation
China: Search Engine Market Share
Philip Driver

38. GAMES
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Video Games Marketing, Promotion and Monetisation
Philip Driver

39. GAMES
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Video Games Marketing, Promotion and Monetisation
China: Online Marketing
Philip Driver

40. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
China: Online Marketing
Philip Driver

41. GAMES
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Video Games Marketing, Promotion and Monetisation
Philip Driver
Search Engine Marketing : Baidu
Baidu has an 80% Market share of the Chinese search engine market which gives them around
400M regular users. If you are going to be running online marketing in China then they will be at the
core of your strategy.
Through their Phoenix Nest System users can run campaigns across:
•
•
•
Baidu paid search (PPC)
Baidu Brand Zone
Baidu Content Network & Targetisement (display advertising network)
Differences in Search Engine Users China vs. US

42. GAMES
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Video Games Marketing, Promotion and Monetisation
Typical Baidu Search Pages
In the second quarter of 2013, Baidu PPC
accounted for (77%) of the total Chinese
marketplace.
Paid Ad Areas
Content from Baidu’s other properties, such as
Baidu Zhido, is always displayed below paid
search results but above organic search results.
Philip Driver

43. GAMES
MARKETER
Philip Driver
Video Games Marketing, Promotion and Monetisation
Eye Tracking Comparison
China
30 - 60
Seconds
China:
•Scan entire results page
•Prefer to click as opposed to type
vs.
U.S.A.
10
Seconds

44. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
Baidu Brand Zone
The Brand Zone acts like a
kind of search results
page takeover.
Baidu says that the Brand
Zone, which is a paid for
advertisement “further
elevate brand awareness
and brand interaction…
integrat[ing] text
descriptions, images and
video.”
The Ad gives several
different content spaces
and has a much higher
CTR but requires an
approval process and
sponsorship fee.

45. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
Baidu Content Network & Targetisement
Baidu has an extensive advertising network covering over 600,000 websites.
Targeting can be placed, contextual or behavioral and in the formats that anyone
familiar with Google’s network will be familiar with.
Adverts can also be placed on gaming networks and displayed on loading screens or
video pre-rolls.

46. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
Baidu Considerations
Accounts & Practices
•
•
•
•
•
To work with Baidu you have to open an
account and follow their very strict
guidelines, the approval process takes at
least 2 weeks.
All site additions must be approved by
Baidu, English language sites are allowed
but typically see 85% dropout rates.
Baidu is a pre-paid system and so SMB
accounts must have a balance before
advertising.
There are two account types:
• SMB – Small Medium Business
• VIP – For larger clients, gives an
account manager and credit terms.
Baidu make numerous changes to their
search which can drastically effect SEO
and other campaigns if not periodically
optimised
Legislation & Regulation
•
•
Baidu has strict guidelines and also fully
complies with government regulations so
it is important to understand the legal
implications of anything you might do.
Topics Considered off limits or of risk are:
• Politics.
• News. In that news is government
regulated.
• FX Trading or finance – requires
approvals. This may include game
currencies.
• Auto redirects. Even if legitimate can
result in bans.
• Adult content including any form of
nudity.
• Any other topics or imagery that
could be considered in bad taste or
corrupting.

47. GAMES
MARKETER
Philip Driver
Video Games Marketing, Promotion and Monetisation
Baidu Product Set
Mobile
Mobile is an
increasingly important
aspect of how Chinese
people search and surf
the internet. CNNIC
data suggests that 79%
of users access via
smartphones and
mobile devices. Baidu
themselves now
manufacture
smartphones and have
developed Android and
iOS Apps
Currently mobile
accounts for 50% of all
searches on Baidu

48. GAMES
MARKETER
Philip Driver
Video Games Marketing, Promotion and Monetisation
Tencent QQ
IM
Instant Messaging is China’s
most popular activity online
with 80% of the online
population using it to
communicate. There are over
700M active users and a
peak concurrent user base of
145M.
QQ is now available on
multiple platforms including
PC, Mac, iOS & Android.
Advertising and virtual
currencies are supported.

49. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
China: Advertising Behaviours
Unlike the West email is not a major
marketing area in China with many more
people engaging via chat/mobile networks
Philip Driver

50. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
China: Video Games Market Conclusions
• The Chinese Video Games market is huge and could be worth over $20 Billion by 2017
• The country itself is equally vast and regions should be considered as individual country
size markets similar to the EU.
• Free to play and VIP access are the only models that consistently appeal to Chinese
gamers and make significant revenue. Games that introduce PvP elements often see
higher ARPU’s.
• MMO’s currently hold around 67% of the market but web and social games becoming
increasingly popular.
• The vast majority on the online population consider themselves Gamers.
• Chinese gamers are highly sociable online and heavy users of IM, Social Networks and
Blogs. However these are local providers with a relatively small % using facebook and
Twitter being blocked.
• Baidu is the dominant search engine and advertising platform. Tencent is the dominant
Social and Chat provider.
• Mobile game development has been a challenge but is now set to see rapid growth and
investment over the next few years.
• Doing business in China can be difficult not only for numerous cultural differences but
also heavy government regulation.

51. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
Philip Driver
Game Over
About the Author: Philip Driver is a marketing, ecommerce and growth expert specialising in the field of video games.
He also writes the blog www.gamesmarketer.com
A games industry veteran of nearly ten years he lives in Dublin and is currently trying not to really suck at League of
Legends….progress is slow.
You can follow him on Twitter http://twitter.com/PobiWan
Linkedin http://www.linkedin.com/in/philipdriver

52. GAMES
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Video Games Marketing, Promotion and Monetisation
References
•
•
•
•
•
•
•
•
•
•
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•
•
•
•
•
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Google
http://www.internetworldstats.com/
Wikipedia
League of Legends
DOTA 2
Baidu
CNIC - China Internet Network Information Center
–
http://www.cnnic.net.cn/
iResearch
–
http://www.iresearchchina.com/views/5279.html
Enfodesk - http://www.enfodesk.com/
TechWeb
–
http://translate.googleusercontent.com/translate_c?depth=1&hl=en&ie=UTF8&prev=_t&rurl=translate.google.com&sl=zhCN&tl=en&twu=1&u=http://www.techweb.com.cn/data/2013-01-08/1268467.shtml&usg=ALkJrhgJzrFWxJ8CCqEWaSc0Ck16hI3v_g
TechCrunch
–
http://techcrunch.com/2013/04/05/china-app-makers/
Gamesindustrybiz
–
http://www.gamesindustry.biz/articles/2013-10-10-gaming-more-pervasive-in-china-than-us-report
–
http://www.gamesindustry.biz/articles/2013-07-30-china-the-gaming-superpower-continues-to-march-west
MobiThinking
–
http://mobithinking.com/blog/china-top-mobile-market
Flurry
–
http://blog.flurry.com/bid/99327/The-China-Report-Device-and-App-Trends-in-the-1-Mobile-Market
Incitez
–
Baidu Advertising Guide
Econsultancy
–
Baidu Search Best Practice
–
The 'missing manual' of search marketing in China: part one
–
China: a special report on digital marketing and e-commerce
–
China: Digital Market Landscape Report
–
State of Digital Marketing in Asia
Games and Culture: Using Online-gaming Data to Cluster Chinese Regional Cultures
–
http://arxiv.org/abs/1310.0621
Philip Driver

53. GAMES
MARKETER
Video Games Marketing, Promotion and Monetisation
References (continued)
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Niko
–
Video gaming in China and South East Asia
Gamasutra
–
http://www.gamasutra.com/view/news/202990/Net_cafes_falling_out_of_favor_among_Chinese_players.php
–
http://www.gamasutra.com/view/news/184803/Four_mustread_predictions_about_the_Chinese_mobile_game_market_in_2013.php
–
http://www.gamasutra.com/view/news/176023/5_things_every_mobile_game_developer_should_know_about_Chinese_players.php
–
http://www.gamasutra.com/view/news/202682/Funding_push_for_Chinese_mobile_publisher_Chukong_reaches_83M.php
CIA world Factbook
http://www.chinainternetwatch.com/
Financial Times
–
http://www.ft.com/intl/cms/s/0/84b000d8-4ac2-11e3-ac3d-00144feabdc0.html#axzz2lNhztanD
The Economist
–
http://www.economist.com/node/21553046?zid=306&ah=1b164dbd43b0cb27ba0d4c3b12a5e227
BCG Perspectives
–
https://www.bcgperspectives.com/content/articles/digital_economy_globalization_china_digital_3_0_online_empire/
Games In Asia
–
http://www.gamesinasia.com/
–
http://www.gamesinasia.com/chinas-ten-most-popular-pc-games-june-2013/
–
http://www.gamesinasia.com/china-top-6-gaming-companies-revenues-q1-2013/
–
http://www.gamesinasia.com/chinas-teen-gamers-revealed-indepth-demographics-deepest-desires-exclusive-infographic/
MCV
–
http://www.mcvuk.com/static/images/assets/2823/5253_Around%20the%20World%20with%20MCV.pdf
The Gamer is always right – White Paper
–
www.superdataresearch.com
6Waves
–
http://www.slideshare.net/SocialityRocks/global-domination
Red Atoms
–
http://www.slideshare.net/sprie-stanford/david-liu-of-redatoms-mobile-gaming-in-china?from_search=1
GDC
–
http://www.slideshare.net/heavenbs/differences-between-chinawestmobile-game-f
–
http://www.slideshare.net/HamletAu/gdc-henry-fong-19-mar20131?from_search=1
We are Social
–
http://www.slideshare.net/wearesocialsg/we-are-socials-guide-to-social-digital-and-mobile-in-china-dec-2011-10474962
Philip Driver