Market (Overall)·Updated Apr 30, 2026 by EA
Video advertising is the most effective monetization channel for Chinese developers in mature markets, currently yielding a 21% Day 7 return on ad spend.
Generative AI is being deployed at scale to automate the production of localized ad creatives, voice-overs, and performance-tested copy to reduce costs and speed up regional market entry.
Long-term player retention is increasingly driven by integrating social hangout spaces, customizable home systems, and minigames into core gameplay loops.
Developers are prioritizing expansion into high-revenue mature markets, specifically the United States, Japan, and South Korea, to offset rising global user acquisition costs.
Engagement is being sustained through gamified live events, such as seasonal collections and interactive board-style challenges, alongside trial character systems.
Market share in the competitive strategy and RPG segments is being captured through a combination of strategic local influencer partnerships and innovative, time-limited gacha mechanics.
Video advertising is the most effective monetization channel for Chinese developers in mature markets, currently yielding a 21% Day 7 return on ad spend.
Generative AI is being deployed at scale to automate the production of localized ad creatives, voice-overs, and performance-tested copy to reduce costs and speed up regional market entry.
Long-term player retention is increasingly driven by integrating social hangout spaces, customizable home systems, and minigames into core gameplay loops.
Developers are prioritizing expansion into high-revenue mature markets, specifically the United States, Japan, and South Korea, to offset rising global user acquisition costs.
Engagement is being sustained through gamified live events, such as seasonal collections and interactive board-style challenges, alongside trial character systems.
Market share in the competitive strategy and RPG segments is being captured through a combination of strategic local influencer partnerships and innovative, time-limited gacha mechanics.