China Collectible Card Games Market Size & Outlook, 2024-2032

China Collectible Card Games Market Size

The China collectible card games market size was valued at USD 513.71 million in 2023 and is projected to reach from USD 578.89 million to USD 1,463.38 million by 2032, growing at a CAGR of 12.3% during the forecast period (2024–2032). The market’s growth is attributed to an expanding gaming population, particularly among teenagers and young adults, and a rise in digital gaming platforms. As CCGs gain traction in physical and digital formats, China’s robust technology infrastructure and vast mobile user base are critical enablers of market expansion.

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China Collectible Card Games Market Growth Factors

Digitalization and Increasing Adoption of Mobile Gaming

The primary driver of growth in the Chinese CCG market is the shift toward digitalization and the high penetration of mobile gaming across the country. With over 1 billion smartphone users, China is one of the world’s largest mobile gaming markets, enabling CCG developers to reach extensive audiences through digital platforms. Games like Honor of Kings and Onmyoji have transformed the gaming landscape by introducing digital collectible card formats that engage players with innovative features and frequent updates. According to a 2024 report by the China Internet Network Information Center (CNNIC), mobile gaming accounts for approximately 60% of the digital gaming market, positioning the CCG sector to capitalize on this widespread access.

Market Restraining Factors

Stringent Regulatory Environment

China’s regulatory policies present challenges to market expansion for CCGs. The government restricts gaming content, screen time for minors, and foreign game approvals, directly impacting the market’s growth. For instance, in 2024, a policy limiting gaming to specific hours for under-18s affected teenagers’ engagement with collectible card games, limiting the potential for sustained daily interaction. Although policies like this aim to address gaming addiction, they hinder developers’ capacity to attract and retain a young audience. According to a report from Niko Partners, these regulations contribute to slower adoption rates and limited gameplay hours among the under-18 demographic, impacting the market significantly.

Market Opportunities

Integration of Collectible Card Games in E-Sports and Live Streaming

An emerging opportunity in China’s CCG market is the integration of CCGs into the rapidly growing e-sports and live-streaming sectors. As platforms like Douyin (TikTok) and Huya gain popularity, CCG developers are exploring partnerships to boost in-game engagement and attract larger audiences. E-sports events featuring digital card games like Hearthstone and Artifact have gained traction, attracting sponsorship and advertising revenue. The Chinese government’s recent encouragement of e-sports development also supports this integration, providing a lucrative platform for CCG publishers. With live-streaming platforms allowing influencers to engage in real-time matches, CCG brands can reach audiences effectively, tapping into the e-sports ecosystem to enhance player interaction and loyalty.

Regional Analysis

The market is characterized by strong growth patterns across critical cities, each contributing uniquely to the CCG market expansion in China.

Beijing is a hub for gaming events and conventions, where digital and physical card games are popular. The city has a thriving CCG scene with a large population of young professionals and students, including competitive tournaments and fan meet-ups. Gaming companies based in Beijing, such as Tencent and NetEase, frequently organize promotional events for new card games, ensuring sustained local interest.

Shanghai has a vibrant e-sports culture, and its infrastructure supports a growing market for digital collectible card games. The Shanghai E-Sports Association actively promotes events featuring popular digital card games, attracting substantial viewership. Live-streaming platforms here enable CCGs to gain visibility, particularly among young adults who frequently engage with digital content.

Shenzhen is a leading city in digital gaming innovation with tech giants like Tencent. The city’s digital infrastructure supports mobile-based CCGs' rapid development and adoption. Shenzhen hosts regular digital card game tournaments that are often streamed nationwide, expanding the audience for competitive CCGs.

Guangzhou’s gaming culture is strongly influenced by its proximity to Hong Kong, where cross-border interest in collectible card games is high. The city frequently holds community events and trade fairs, where rare and exclusive physical cards are exchanged, fostering an active CCG collecting culture.

Chengdu has emerged as a rising market for CCGs due to its thriving gaming community and lower living costs, which allow younger demographics to invest in collectible games. The city also has a strong anime and manga following, which boosts demand for character-based card games that align with popular storylines.

Segmental Analysis

By Game Type

Physical dominates the game type segment and is expected to grow at a CAGR of 12.2% as they continue to attract traditional players who value collectible items. Physical cards maintain a dedicated fan base despite the digital shift, especially for franchises like Yu-Gi-Oh! and Pokémon. The card-collecting culture in China is significant, with events and local tournaments providing spaces for enthusiasts to gather and trade. Collectors highly value physical cards as assets, fostering a robust secondary market for trading and reselling rare cards.

By Age

Teenagers dominate the age segment and are expected to grow at a CAGR of 12.9% during the forecast period. This segment shows strong engagement due to the popularity of character-based games that align with popular anime and comic culture. Teenagers are particularly active on social platforms like Douyin, where influencers and content creators often play and review card games, boosting popularity. Although regulations limit screen time for minors, teenagers continue to be a high-potential market due to their enthusiasm for character-driven content and community-driven gaming experiences.

By Card Type

Character cards dominate the card type segment and are expected to grow at a CAGR of 12.6%, driven by China’s affinity for character-based storylines and franchises originating from anime and popular games. Character cards tie into players’ emotional connections with famous figures, enhancing game engagement. Titles like Onmyoji and Pokémon leverage well-loved characters, building user loyalty and encouraging repeat purchases. Moreover, the appeal of upgrading and evolving characters keeps players engaged over extended periods, contributing to sustained market growth.

By Application

PC games dominate the application segment and are expected to grow at a CAGR of 13.4% as China’s advanced PC gaming ecosystem supports collectible card platforms. PC gaming offers a more immersive experience, with games like Hearthstone and Gwent enjoying high popularity due to their strategic depth and interactive gameplay. The segment’s growth is further encouraged by the ease of access to internet cafes and affordable gaming setups, allowing a broad demographic to participate in PC-based collectible card gaming.

List of key players in China Collectible Card Games Market

1. Hasbro Inc.
2. Blizzard Entertainment
3. CY Games
4. Take-Two Interactive Software Inc.
5. Konami
6. KYY Games
7. Bushiroad
8. Bandai
9. Legend Story

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Analyst's Perspective

• As per our analyst, the China collectible card games market is poised for rapid expansion in the coming years. This growth is primarily driven by China’s increasing digitalization, the popularity of character-based CCGs, and the integration of gaming with social media and live-streaming platforms. The country’s vast mobile user base and rising interest in e-sports provide a substantial foundation for digital collectible card games. Physical card games also maintain a dedicated audience, benefiting from cultural appreciation for collectible items. However, regulatory constraints pose challenges, especially for younger players. Companies in China’s CCG market are expected to focus on innovation to appeal to diverse demographics, creating physical and digital card games that integrate cultural elements. This multifaceted approach positions the market for steady and sustainable growth in the foreseeable future.