The WCG2009 (World Cyber Games) held in Chengdu China last month displayed that cyber-athlete gamers have reached superstar popularity in China. At the WCG2009, some top cyber-athlete gamers are like Olympic superstars and gain huge support from their fans because they fight not only for themselves, but also for their countries. For example, in China, the famous Warcraft3 gamer, Li Xiaofeng (Sky), is considered as the hero of the nation in the cyber-athlete field. When he lost the game this time, Zhou Ning, the famous cyber-athlete games commentator, relates him to the famous Chinese 110m-hurdle athlete, Liu Xiang:

“Sky is the hope and he is the hero of China. He had  [so much] burden [and] too much pressure, which led to his loss.”

However, Chinese cyber-athlete game fans still cheered wildly in the final ceremony because another Chinese gamer, Wang Yuweng (Infi) won the Warcraft3 championship.

The atmosphere there was high because both the winners and their supporters know how incredible the honor is. The gold medals handed out represent the cyber-athletes’ hard-work and also extraordinary talents which ordinary people admire.

Although it is difficult for ordinary ordinary Chinese youth gamers to gain honor and wealth from gaming as Sky and Infi do, they can still enjoy themselves when practicing, discussing their gaming, and appreciating the matches between the top players. Unconsciously, the cyber-athlete gamers understand and behave strictly according to the Olympic Motto: Faster, Higher, Stronger. If applying what they learn from cyber-athlete culture—sportsmanship, to their real life, young gamers in China will certainly benefit and achieve future success.

Companies and brands in China are also beginning to take notice. Brands such as Samsung, AMD, Phillips, and Microsoft sponsored the recent WCG games in Chengdu and other brands such as Lenovo are beginning to place their logos directly into virtual online RPG games like WoW. Who knows, maybe in the future, super brands like Coke or McDonalds may use cyber-athlete superstars like Sky or Infi in their future ad campaigns.

What makes this game so popular? A Chinese blogger states:

In addition to the challenging modes, the entire game has the same modes like Zuma. What’s more, you are allowed to relax in the “ Zen garden”. It lets you grow your own plants. This game makes me feel less bored , but I have decided to uninstall it, because I must stop myself from being too absorbed in it.

Shanghai college student, Sunnie Qin, shares her personal views on the success of this game in China.

PvZ measures both your strategy response time and personal wisdom, but it’s different than typical RPG games. The game is also less intense and is more relaxing. PvZ includes creativity, good picture quality and a fun mixture of cute and horrific zombies that appeal to both young guys and girls.

An interesting facet about this game in China is that it’s offline success opens the door for future online and mobile gaming channels. Popcap will soon launch an iPhone vision of PvZ this December. Additional PvZ products are also in the works. With the popularity of 3G mobile phones in China look for this game and many many games like it to see massive growth in the next 2 to 3 years.

(source: JLMepoch)

This list comes from Xunlei, a Chinese download software provider, based on downloads through their client site gougou.com.

The list provides a good overview of the types of online games popular with Chinese youth.  MMORPGs (Massive-Multiplayer-Online- Role-Playing-Games) are all well placed in the list but casual online games such as Audition (online muliplayer casual rhythm game) are increasing in popularity.

China’s Tencent is doing a good job in representing home grown online games with it’s QQ branded casual games: QQ Speed, QQ Dancer and QQ Tang. However, the bulk of popular titles have their origins in Korea – the pace maker for the global online gaming market. Globally popular World of Warcraft has lost ground to Korean RPG imports Dungeon Fighter and Legend of Mir 2.

Yet, this Korean gaming wave could be subject to change.

China’s online game revenue for 2008 accounted for approximately 27% global share, trumping South Korea’s 21% but still behind the U.S. at 29%. Furthermore, Chinese titles such as ‘Perfect World’ (No.8 on the list) are now starting to reverse the trend and seeing growing popularity in the Korean market.

Coupled with this growth will be additional market innovation and one will begin to see greater synergy over different medias. Shanda’s deal to colloborate with Hunan TV could see the convergence of online gaming and broadcasting, an interesting development but a tricky marketing prospect for those hoping to better segment their audiences.

What is certain is that an innovative and nuanced apporach must be taken if one wants to tackle this market’s rapidly evolving nature and the relationship it has with the Chinese youth.

Keep it locked to the blog for more insights on gaming in China.

According to the Group at Douban called “You are out if you don’t play boardgame” the most popular board games currently being played by Chinese youth include: Killers of Three Kingdoms, Settlers of Catan, Carcassonne, Uno, Citadels, Puerto Rico, Halli Galli, Monopoly, Werewolves of Miller Hollow and I’m The Boss.

(photo credit, yandhmaomao)

enoVate’s own, Sunnie Qin also feels strongly about the rise of the board game craze.

“Last May was the first time my friend took us to the tea house to play board games. I was deeply attracted after I tried the game “Killers of Three Kingdoms”. We started going to the tea house every weekend, now it’s one of my weekly habits!”

Board games popularity amongst Chinese youth can be attributed to a few factors:

• Board games promote creativity and innovative thinking.
• Game choices are diverse and there is a seemingly endless amount of options to play.
• There is no limitation to the amount of players.
• Board games promote friendship and unique social gatherings.
• It’s an affordable alternative to other night time activities.

Compared to online games and drinking games, board game have a positive impact for Chinese youth. It not only exercises the mind, but it also promotes friendship amongst friends. Since the rise of board games this past year, more and more board game bars have opened and street vendors have even started to sell them on the street! Killers of the Three Kingdoms might be the most popular right now, but we expect new and fresh games to rise up in the future.

(photo credit, 强悍的兔子.Rabbit)

Both online and offline, gaming plays a huge role in all areas of entertainment for Chinese youth. Whether it’s playing board games at tea houses, spending all night tapping the keyboard, or on the subway wasting time on a PSP, gaming and competition are omnipotent in the lives of Chinese youth.