Analysing The Prospects For The Chinese Console Game Industry Based On The Case Studies Of US European And Japanese Markets

Peng, Feiyun

Abstract

This research focuses on the prospects of the Chinese video game industry by
analysing market analyses from the US, Europe and Japan. It employs a
comprehensive mixed-method approach that integrates both quantitative and
qualitative research methods to provide a well-rounded understanding of the console
gaming industry's global dynamics, providing important insights for studying the
development of China's game industry. The study is grounded in the interpretivist
research philosophy, which emphasizes the importance of understanding cultural and
contextual factors influencing the gaming markets. By comparing the market
environment, consumer preferences and regulatory frameworks in these regions, this
study aims to shed light on how China can leverage these insights to overcome its
unique challenges and seize the opportunities for growth in China's console game
market.
The research adopts a mixed-methods approach combining quantitative and
qualitative analysis. Survey respondents included both Chinese players based
domestically and overseas, and were designed to collect data on gaming preferences,
consumption patterns and the impact of market regulation. These quantitative data
provide a foundation for understanding Chinese gaming behaviour and market
dynamics and allow for comparative analysis with more established markets such as
the US, Europe and Japan. In addition, qualitative data was collected through focus
group discussions, exploring gamers' perceptions of cultural influences, localisation
strategies and the impact of regulatory policies on game choice. These discussions
revealed insights into the cultural and regulatory factors that influence the Chinese
games market, contrasting the gamer experience with other regions.
Researcher used descriptive statistical analysis to process the quantitative data,
helping to identify key trends and characteristics of the games market in
different regions. The researcher also conducted a thematic analysis of the qualitative
data to identify recurring themes and cultural insights, providing insights into the
socio-economic and cultural dynamics that shape the global games industry. Key
findings from the study include the significant influence of cultural differences on
gaming content preferences, which highlights the importance of localisation strategies
for game developers to succeed in different regions. In markets with strict game
regulations, such as China, policy factors play a key role in influencing consumer
behaviour and the overall market landscape.
By comparing the Chinese market environment with more mature gaming markets,
the study provides practical insights for Chinese game developers, policymakers and
investors. It outlines strategic recommendations to boost the development of the
domestic console game industry, including adopting policies that are more conducive
to consumer development, investing in the localisation of game content and learning
from the international success stories in the US, Europe and Japan. These findings are
intended to help provide a deeper understanding of the future direction of China's
console game industry and provide a roadmap for its sustainable development.
The study highlights the importance of customised strategies that balance local
cultural elements with global gaming trends. It provides actionable insights for game
developers as well as policymakers aiming to promote the sustainable development of
the gaming industry. The study concludes that understanding regional differences in
market conditions, consumer preferences and regulatory frameworks is critical for the
global success of the gaming industry. These findings not only contribute to academic
discourse, but also provide industry stakeholders with practical guidance to navigate
the complexities of the global gaming market

• Thesis Type: Thesis
• Online Publication Date: Mar 27, 2025
• Deposit Date: Mar 19, 2025
• Publicly Available Date: Apr 28, 2025
• Award Date: Mar 27, 2025