艾媒咨询 | 2025年中国移动游戏市场消费行为调查数据

随着移动游戏产业生态的深化发展，其用户行为模式已形成多圈层渗透格局，主要覆盖以角色扮演、策略竞技为核心的内容体验领域，以社交裂变、IP联动为驱动的用户增长领域，以及UI交互优化、付费系统设计为代表的产品运营领域。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国移动游戏市场消费行为调查数据》数据显示，MOBA类游戏以38.29%的玩家覆盖率成为最受欢迎的游戏类型，用户每周投入2-5小时进行游戏的占比达52.21%，且65.19%的玩家会因喜爱IP而选择相关游戏。值得注意的是，动漫/漫画改编游戏以38.36%的偏好度占据IP题材首位，63.77%的用户认为“IP契合自身想尝试的游戏类型”是核心决策因素，同时56.32%的玩家对现有IP改编效果表示满意。在用户行为特征方面，移动游戏深度融入日常生活场景，36.28%的用户选择在饭后或睡前消遣，48.46%的玩家社交圈呈现“游戏与非游戏好友均衡分布”状态。设计偏好方面，功能性服装与实用配饰以42.97%的占比成为最受青睐的虚拟道具类型，而画质优秀（32.66%）和社交话题丰富度（38.05%）则被用户视为关键竞争优势。但调研同时揭示行业现存问题：IP改编存在还原度争议，部分玩家反映游戏内容同质化现象突出；在IP开发维度，如何平衡商业变现与用户体验仍需持续探索。艾媒咨询分析师认为，游戏厂商应聚焦三大优化方向：强化IP改编的叙事连贯性与世界观还原度，建立差异化内容矩阵；创新广告植入形式，通过有奖调研（36.28%偏好度）等激励模式提升用户接受度；深化社交系统建设，基于“社交话题与内容丰富度并重”（38.05%）的用户需求，构建多元互动场景。同时需关注玩家对实用功能（42.97%）与视觉品质（32.66%）的双重追求，推动产品体验的立体化升级。
With the deepening development of the mobile game industry ecology, its user behavior pattern has formed a multi-circle penetration pattern, mainly covering the content experience field with role playing and strategic competition as the core, the user growth field driven by social fission and IP linkage, and the product operation field represented by UI interaction optimization and payment system design. According to Survey data of consumer behavior in China's mobile game market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, MOBA games have become the most popular game type with 38.29% player coverage rate. 52.21% of users spend 2-5 hours per week playing games, and 65.19% of players choose related games because of their favorite IP. It is worth noting that animation/manga adaptation games occupy the first place in IP genre with 38.36% preference, 63.77% of users believe that "IP fits the type of game they want to try "is the core decision-making factor, and 56.32% of players are satisfied with the existing IP adaptation effect. In terms of user behavior characteristics, mobile games are deeply integrated into daily life scenes, 36.28% of users choose to play after meals or before going to bed, and 48.46% of players' social circles show a "balanced distribution of game and non-game friends". In terms of design preferences, functional clothing and practical accessories were the most popular virtual item types with 42.97%, while excellent picture quality (32.66%) and social topic richness (38.05%) were considered key competitive advantages by users. However, the survey also revealed existing problems in the industry: there is a dispute over the degree of restoration of IP adaptation, and some players reflect that the homogenization of game content is prominent; In the dimension of IP development, how to balance commercial realization and user experience still needs to be explored. Imedia Consulting analysts believe that game manufacturers should focus on three optimization directions: strengthen the narrative coherence and worldview restoration of IP adaptation, and establish a differentiated content matrix; Innovative advertising placement forms, through incentive models such as award research (36.28% preference) to improve user acceptance; Deepen the construction of social system, and build multiple interactive scenes based on the user needs of "equal emphasis on social topics and content richness" (38.05%). At the same time, it is necessary to pay attention to the players' dual pursuit of practical functions (42.97%) and visual quality (32.66%) to promote the three-dimensional upgrade of product experience.

艾媒咨询 | 2025年中国电子竞技行业消费行为调查数据

中国电子竞技行业是一个充满活力和发展潜力的新兴领域。近年来，中国电竞行业市场规模持续扩大，这主要得益于游戏产业的蓬勃发展、赛事商业化程度的提高以及直播平台等相关产业的协同发展。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国电子竞技行业消费行为调查数据》数据显示，FPS（第一人称射击游戏）以37.62%的占比成为2025年中国电竞用户最偏好的游戏类型，其次是TPS（第三人称射击游戏），占比35.05%。电竞用户在战队周边、线下门票和游戏周边方面的消费意愿较高，其中购买过喜欢战队应援周边的用户占比达到38.42%。同时，用户对游戏周边的购买具有一定的周期性，主要以季度为单位较为集中。随着电竞行业的发展，社会对电竞的认知逐渐发生转变，从过去的不认可、误解逐渐走向接受和支持。越来越多的人认识到电竞不仅是一种娱乐活动，也是一项具有竞技性和专业性的体育运动，能够培养选手的团队协作能力、反应能力和思维能力。一些高校也开设了电竞相关专业，为行业发展提供了人才支持和学术研究基础。
The Chinese esports industry is a vibrant and promising emerging field. In recent years, the market scale of China’s esports industry has been continuously expanding, mainly due to the vigorous development of the gaming industry, the increasing commercialization of esports events, and the coordinated development of related industries, such as live streaming platforms.According to the latest "Survey data on consumer behavior in China's e-sports industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, FPS (First-Person Shooter) has become the most preferred game genre among Chinese esports users in 2025, accounting for 37.62%. TPS (Third-Person Shooter) follows, accounting for 35.05%.Esports users have a relatively high willingness to consume in areas such as team peripherals, offline event tickets, and game peripherals. Among them, the proportion of users who have purchased support peripherals for their favorite teams reaches 38.42%. At the same time, users’ purchases of game peripherals have a certain periodicity, mainly concentrated in quarterly intervals.With the development of the esports industry, societal perception of esports has gradually shifted from past disapproval and misunderstanding to acceptance and support. More and more people have realized that esports is not only an entertainment activity but also a competitive and professional sport that can cultivate players’ teamwork, reaction reflexes, and thinking skills. Some universities have also established esports-related majors, providing talent support and an academic research foundation for the industry’s development.

艾媒咨询｜2022年中国电子竞技用户行为研究报告

iiMedia Research（艾媒咨询）数据显示， 中国电竞市场规模呈上升趋势，预计2022年达1843.3亿元。在2021年电竞入亚和英雄联盟总决赛夺冠背景下，电子竞技关注度空前高涨，得到了社会更多的认可，这将为电竞行业未来新一轮的增长带来助力。随着电子竞技赛事的不断丰富和成熟，电竞产业将进一步凸显IP内容价值，逐步融入泛娱乐生态。电竞相关的文化类产品层出不穷，均有破圈之势，相信将形成更广泛的影响效应。
According to iiMedia Research, the scale of China's E-sports market is on the rise and is expected to reach 184.33 billion yuan in 2022. Under the background of E-sports entering Asia and winning the championship of hero League finals in 2021, the attention of E-sports is unprecedented and has been more recognized by the society, which will help the e-sports industry to grow in a new round in the future. With the continuous enrichment and maturity of E-sports events, the e-sports industry will further highlight the value of IP content and gradually integrate into the pan entertainment ecology. E-sports related cultural products emerge in endlessly, with the potential to break the circle. It is believed that they will form a broader impact effect.

艾媒咨询|2021年中国网络游戏企业社会责任感专题报告

本报告研究涉及企业/品牌/案例：多益网络，腾讯游戏，三七互娱

iiMedia Research (艾媒咨询)数据显示，2020年中国移动游戏市场规模超过1850亿元，较2019年增长11.4%。相较于客户端游戏，移动游戏的设备门槛低，且拥有易携带、操作便捷等优势，在新冠疫情的影响下，移动游戏的发展潜力被充分激发，带动游戏行业规模进一步扩大。近年来，中国游戏企业都更加重视企业形象和社会责任，在腾讯游戏、多益网络、三七互娱等头部企业带领下，不少游戏企业都纷纷通过多个维度履行社会责任，为提高游戏行业社会形象作出了自己的贡献。
According to iimedia research, the scale of China's mobile game market exceeded 185 billion yuan in 2020, an increase of 11.4% over 2019. Compared to the client game, mobile game equipment threshold is low, and has the advantages of easy to carry, convenient operation and so on. Under the influence of COVID-19, the development potential of mobile games has been fully stimulated, and the scale of the game industry has been further expanded. In recent years, Chinese game enterprises have paid more attention to corporate image and social responsibility. Under the leadership of head enterprises such as Tencent games, Duoyi network and Panax notoginseng mutual entertainment, many game enterprises have fulfilled their social responsibilities through multiple dimensions and made their own contributions to improving the social image of the game industry.

艾媒咨询| 2020年中国移动游戏IP价值探析专题报告

本报告研究涉及企业/品牌/案例：腾讯游戏,王者荣耀,多益网络,神武4,阴阳师

受新冠疫情影响，移动游戏获发展机遇，2020年中国移动游戏市场规模达1850.3亿元，预计2021年有望突破2020亿元。在中国移动游戏产业链中，IP起重要的串联、延伸作用，为促进行业规范化、精品化发展，政府部门采取日趋严格的监管措施并鼓励IP开发及转换。iiMedia Research（艾媒咨询）数据显示，51.5%的受访移动游戏用户表示会因IP喜好而玩相应的手游，并对其持有较高的期待值；其中78.9%的受访IP受众玩家有游戏付费习惯。因此在政策利好、市场需求拉动的背景下，游戏企业通过IP改编、自研IP等途径突破内容壁垒，全方位拓展游戏IP题材，进而研发精品游戏，并深挖移动游戏IP价值，不断完善IP衍生产品矩阵，最终构建移动游戏IP生态，提升IP商业化变现效率。
Affected by the Covid-19, China mobile gaming industry have gained development opportunities. In 2020, the scale of China mobile gaming market grew to 185.03 billion yuan, and it is expected to exceed 200 billion yuan in 2021. In China mobile gaming industry chain, IP plays an important role in tandem and extension. In order to promote the standardization and high-quality development of the industry, the government departments have adopted increasingly strict regulatory measures and encouraged IP development and conversion. As the data of iiMedia Research showed, 51.5% of the mobile game users interviewed show that they would play the corresponding mobile games based on their IP preferences, and hold high expectations for them; Amongthem, 78.9% of the IP audience players interviewed have the habit of paying for games. So under the background of good policies and market demand, through IP adaptation and independent research IP, game enterprises break the content barrier, expand game themes in an all-round way and then develop high-quality goods game. Furthermore, game enterprises dig the mobile game IP value, improve the IP derivative product matrix. Finally they build the mobile games IP ecosystem and improve the efficiency of IP commercialization.

艾媒咨询|2020年中国移动游戏行业发展专题研究报告

本报告研究涉及企业/品牌/案例：腾讯游戏，网易游戏，三七互娱，多益网络。

中国移动游戏行业在新冠疫情期间实现快速增长，并有望在后疫情时期继续借势增长。iiMedia Research（艾媒咨询）数据显示，2020年中国移动游戏市场规模增长至1850.3亿元，2021年更有望突破2000亿元。移动游戏市场中，电竞、云游戏、海外市场均具有较好的发展机遇。受疫情影响，2020年上半年中国移动电竞赛事更多转移线上举行，近九成受访用户对线上电竞赛事观看体验表示满意，未来疫情影响减弱后，电竞赛事线上线下结合发展的趋势也有望继续延续。云游戏在游戏产业内属于革新性的模式，未来其推广有望突破终端及设备配置限制，将成为厂商重点布局产品类型，2023年预计增至6.58亿人。出海市场方面，海外移动游戏厂商受疫情影响恢复较慢，也是中国企业海外增强影响力的良好机会。总体而言，中国移动游戏未来仍然具有较大增长空间。

China mobile gaming industry achieved rapid growth during the Covid-19 era, and is expected to continue to take advantage of the situation in the post Covid-19 era. As the data of iiMedia Research showed, the scale of China mobile gaming market will grow to 185.03 billion yuan in 2020, and it is expected to exceed 200 billion yuan in 2021. In the mobile game market, e-sports, cloud gaming and overseas markets all have good development opportunities. Affected by the Covid-19, in the first half of 2020, China Mobile E-sports events were more limited online, and nearly 90% of the users interviewed are satisfied with the viewing experience of online E-sports events. When the impact of the Covid-19 weakens, the trend of online and offline development of E-sports events is expected to continue. Cloud gaming is an innovative mode in the game industry. In the future, its promotion is expected to break through the limitation of terminal and device configuration, and it will become a key product type for manufacturers. It is expected to increase to 658 million people in 2023. In terms of overseas market, overseas mobile gaming manufacturers recover slowly affected by the Covid-19, which is also a good opportunity for Chinese enterprises to enhance their influence overseas. Overall, China's mobile gaming still have a large growth space in the future.

艾媒咨询|2020H1中国电子竞技市场运行监测报告

本报告研究涉及企业/品牌/案例：腾讯、大连竞胜、IG、斗鱼。

在电子设备及现代信息技术的高速发展下，中国电子竞技市场规模不断扩大，在2019年达到982.2亿元，预计到2020年达到1095.6亿元。其中，得益于爆款游戏的打造，移动端电竞成为了电竞产业发展的主要驱动力，用户规模预计在2020年达到3.75亿人。iiMedia Research(艾媒咨询)数据显示，63.6%的受访网民希望加强本土电竞产业建设，并有79.8%的受访网民支持打造“本土化”电子竞技战队，体现出民众电竞观念的进一步渗透。在“新冠疫情”爆发的背景下，电子竞技产业通过创新技术的应用及云上电竞馆等商业模式的探索来应对疫情所带来的挑战，在提升用户体验的同时为行业创造更大的商业价值。

Driven by the rapid development of electronic devices and modern information technology, the scale of the China E-Sports market has enlarged continually, which has reached 98.22 billion RMB in 2019, and is expected to reach 109.56 billion RMB in 2020. Meanwhile, benefited from the making of various hit games, mobile E-Sports has become the main driven force of the development of the whole E-Sports industry, and the user scale is expected to reach 37.5 billion in 2020. As the data of iiMedia Research showed, 63.6% of the interviewed users wish to improve the construction of local E-Sports industry, and 79.8% of the interviewed users support to build local E-Sports teams, which showed a further penetration of E-Sports awareness of the citizens. Within the background of “COVID-19”, the E-Sports industry faced the challenge of the pandemic crises by applying creative technology and exploring new business models such as “E-Sports stadium on cloud”, which both improved the users’ experience and created extra business value for the industry.

艾媒咨询|2020H1中国云游戏行业发展研究报告

本报告研究涉及企业/品牌/案例：西山居，动视云，海马云，华为云。

受疫情影响，互联网+文化消费呈逆势上升，助推了云游戏社会认知度的跃升。iiMedia Research(艾媒咨询)数据显示，在对云游戏有所了解的受访网民中，有70.7%的人拥有体验经历，而且超七成的人在初次体验之后会选择再次游玩，但当前云游戏用户游玩频率、时长仍处于起步阶段，付费转化率、付费金额、付费意愿水平较低，并且43.7%的受访用户希望延长游戏免费体验时长。艾媒咨询分析师认为，虽然新冠疫情加速了大众对云概念的认知，但当前云游戏仍处在发展起步阶段，如何在内容及体验感方面进行改善，提升用户粘性和付费转化率将成为关注重点。

　　Affected by the epidemic, Internet plus cultural consumption has been on the rise, boosting the social awareness of cloud games. According to the data of iiMedia research, 70.7% of the Internet users interviewed who have some knowledge of cloud games have experience, and more than 70% of them will choose to play again after the first experience. However, the frequency and duration of cloud game users are still in the initial stage currently, and the payment conversion rate, payment amount and willingness level are low, and 43.7% of the Internet users interviewed hope to extend the free experience time of the game. iiMedia consulting analysts believe that although the new crown epidemic accelerated the public's understanding of cloud concept, cloud games are still in the initial stage of development. How to improve the content and experience, improve user stickiness and pay conversion rate will become the focus of attention.

艾媒报告|2019-2020年中国移动游戏行业年度报告

本报告研究涉及企业/品牌/案例：三七互娱，多益网络，腾讯游戏；其他提及企业/品牌：网易游戏，巨人网络，盛趣游戏，37游戏，紫龙游戏，bilibili，完美世界，虎牙直播，斗鱼直播

iiMedia Research（艾媒咨询）数据显示，中国移动游戏行业整体保持稳定提升的发展态势，2019 年中国移动游戏市场规模达1660.3亿元，预计2020年移动游戏行业市场规模将超过1800亿元。玩家以90后、95后为主，以年轻玩家为主导的移动游戏行业场景进一步拓展， 游戏+直播、游戏+视频、游戏+音乐、游戏+新文创等形式不断创新。得益于边缘计算、音视频解码等技术发展，5G浪潮下，云游戏将迸发巨大发展潜力，而围绕游戏展开的泛娱乐场景也将进一步开拓。艾媒咨询分析师认为，当前中国移动游戏凭借新技术、新人群的迭代发展而呈现较好发展态势，与此同时，在版号政策、内容管控之下，中国移动游戏厂商也要加强行业自律，注重移动游戏的正向价值，在游戏开发、运营上都需重点考虑未成年人的健康成长问题。

iiMedia Research data shows that China's mobile game industry as a whole maintains a stable development trend, with the market size of mobile game in China reaching 166.03 billion yuan in 2019, and the actual sales revenue of mobile game industry is expected to exceed 180 billion yuan in 2020. The mobile game industry scene, dominated by young players, has been further expanded. Game + live broadcast, game + video, game + music, game + new cultural and creative forms have been constantly innovated. Thanks to the development of technologies such as edge computing and audio and video decoding, cloud games will unleash huge development potential under the 5G wave, and the pan-entertainment scenes around games will be further explored. Ai media consulting analysts believe that the current China mobile games with the iterative development of new technology, new presents the good development trend, at the same time, under the policy, content control plate number, China mobile game makers also want to strengthen industry self-discipline, pay attention to the positive value of mobile games, needs to consider in game development and operation problem of the healthy growth of minors.

艾媒舆情|游戏直播版权争议舆情监测报告

本报告研究涉及企业/品牌/案例：中国新闻出版广电网，搜狐新闻，凤凰网，网易，华多公司，梦幻西游，火猫TV，斗鱼，腾讯，西瓜视频，触手，英雄联盟

iiMedia Research（艾媒咨询）数据显示，2018年中国在线直播用户规模达4.56亿人，增长率为14.6%，2019年在线直播用户规模达到5.01亿人，增长速度放缓。艾媒咨询分析师认为，行业降温，在线直播市场发展回归理性，对平台的内容生产、主播培育和吸流能力提出了更高要求。
According to data from iiMedia Research, the number of online live broadcast users in China reached 456 million in 2018, a growth rate of 14.6%, and the number of online live broadcast users in 2019 reached 501 million, a slowdown in growth. Ai Media Consulting analysts believe that the industry has cooled down and the development of the online live broadcast market has returned to rationality, placing higher requirements on the platform's content production, anchor cultivation and absorption capabilities.