According to the “Research Report on Short Video Behavior of Mobile Game Users in 2020” released by Gamma Data, Domatters Digital Marketing China found that starting from 2019, the overlap rate of mobile game users and short video users in China has shown an increasing trend, with 91.3% Mobile game users watch short videos. Short video has become the most important entertainment item for mobile game users besides games. At the same time, the short video platform is the channel that mobile game users choose the most when they have a deep understanding of a game product, accounting for 44.9%; nearly 20% of users who watch short videos will download the game through the ad in the short video platform. . Among them, short video platforms such as Douyin are important channels for users to recognize and acquire games, and their expressions are also easily accepted by users. It can help game manufacturers effectively acquire a larger user level.

The report is based on massive online user data and 6307 offline effective user surveys, from the status of China’s mobile game market, short video behavior of Chinese mobile game users, short video platform game marketing value, and mobile game promotion channels. , Analyzed the development of short videos and mobile games. To obtain the report, please contact us for the “Game Industry Report”.

One.The growth rate of mobile game users has slowed down, but the usage time of pan-gaming behavior has increased

In terms of the number of monthly active users of mobile games, the number of monthly active users of mobile games has basically remained stable since 2019, with no significant growth. From the perspective of changes in the growth rate, due to the epidemic, the number of users increased significantly in the first quarter of 2020, and began to decline significantly in the second quarter.

Note: The scale of monthly active users is calculated according to the number of monthly active devices

Although the growth rate of mobile game users has slowed down, from the perspective of changes in the per capita usage time of mobile games, the overall per capita usage time has shown an overall increase in each month since 2019.

Note: The scale of monthly active users is calculated according to the number of monthly active devices

According to a user survey conducted on mobile game users, among users whose mobile game usage time has increased, the increase in the duration of pan-gaming behaviors is also more common, accounting for nearly 90%.

Two.Regarding user pan-gaming behavior, video (including short video) and live broadcast occupy the top two positions

According to the user survey conducted on mobile game users, among users who have increased their usage time for pan-gaming behaviors, nearly 70% of users choose to watch game videos (including short videos), which accounts for the highest proportion. The main way the game behaves.