This research gives an overview of Chinese PC gamers' motivations, engagements, and preferences to inform Western game developers about potential market strategies. It is the starting point for any non-Chinese game company to understand the Chinese market. Despite China's dominance in mobile and Free-to-play (F2P) games, there's a significant gap in the development of PC games, leaving a substantial player base of 322 million, generating $14.2 billion in revenue by 2022. Western game companies, focusing primarily on PC and console platforms, are able to publish games for the Chinese market despite facing regulatory challenges. The study utilizes the Online Gaming Motivations Scale (OGMS) and the User Engagement Scale (UES), alongside a survey designed specifically for this research, to measure Chinese PC players' gaming motivations and preferences. Results indicate a strong preference for immersion and creativity in games, with a desire for content that is authentically translated and retains original elements. Additionally, it reveals a significant overlap between Chinese PC and Console gamers, with a unanimous acceptance of one-time purchase games. This comprehensive analysis, the first of its kind since 2019, offers critical insights into Chinese PC gamers and presents Western developers with informed strategies to penetrate and succeed in the Chinese gaming market.

Degree Date

Summer 2024

Document Type


Degree Name



Elizabeth Stringer

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

Available for download on Tuesday, April 29, 2025

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Asian Studies Commons