China Game Overseas User Acquisition Spending Trends 2019-2024
Over the past 6 years, China's game overseas user acquisition spending has grown from about $12bn to $35bn, with a CAGR of approximately 24%.
Market Overview
- Over the past six years, Chinese game companies have continued to increase overseas user acquisition spending to capture a broader user base.
- According to industry estimates, total spending on overseas user acquisition by Chinese games was about $12 billion in 2019, rising to approximately $35 billion by 2024, with a compound annual growth rate (CAGR) of about 24%.
- This growth reflects the deepening globalization strategy of Chinese games and the increasing demand for high-quality games in overseas markets.
Annual Changes
- 2019: The initial stage, relying mainly on traditional channels and limited platform ads, with spending of about $12 billion.
- 2020: The pandemic drove a surge in online entertainment demand, pushing UA spending up to $15 billion, a 25% year-on-year increase.
- 2021: The global mobile game market boomed; Chinese overseas games like Genshin Impact intensified UA competition, with spending reaching $21 billion.
- 2022: Affected by economic downturn and privacy policies (IDFA), growth slowed to $26 billion, up 24% YoY.
- 2023: Recovery resumed, with emerging markets (Latin America, Southeast Asia) contributing incremental growth, spending $31 billion.
- 2024: Projected spending of $35 billion, with a clear head effect and cost pressure on small and medium-sized developers.
Overall, the trend shows rising UA costs, but users' willingness to pay has also increased, making ROI still attractive.
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