The men’s gaming market is increasingly saturated in China. Therefore, women become a new target for developers here.
Fate of Empress is an ancient role-playing game designed exclusively for female gamers in China. The romantic content, the form of puzzle playing and the thrilling archery displays like in the movie help the game quickly capture the hearts of women.
The number of people playing mobile games in China is the largest in the world, so games like Fate of Empress are increasing. Giants like Tencent, NetEase, and Bilibili went to smaller studios, too, racing to win over female players.
Land waiting to be exploited
“Women games are gold mines waiting to be exploited. This is a group of players with very high growth potential”, said Zhang Chundi, video game analyst at Ampere Analysis.
Like other countries in the region, the Chinese gaming industry is inspired by Japan’s women’s games. Researchers say that Japanese developers easily create games that appeal to both men and women because of a culture that prefers cuteness. Can see this in monsters Pokemon, Doraemon …
However, according to Zhang, Chinese companies turn to making games for women because the market is saturated. The most popular mobile game in China today is Vuong Gia Vinh Dieu including muscular male characters, next to sexy female generals. The image build like above has no longer earned new players. Therefore, game companies have to find “new land” to exploit.