RPG mobile games account for nearly 60% of the market and may help gaming companies break into overseas markets

For a long time, Tencent, a major industry player, has dominated the mobile gaming sector with its casual games. However, during a speech at this year’s ChinaJoy, Lü Peng, Tencent’s Vice President of Mobile Games, stated that RPGs could account for half of the market’s revenue. At the same time, RPGs have taken center stage among the new games Tencent launched in July.Clearly, as the mobile RPG market continues to grow, Tencent can no longer afford to sit idly by. RPGs

—or role-playing games—have seen their market share increase with the development of each sub-sector, from their origins as text-based games through single-player games, client-based MMOs, and browser games.It can be said that the history of China’s gaming industry is also the “history of RPGs’ conquest” of that industry. In the mobile gaming sector, as games have become increasingly “hardcore,” the share of RPGs has gradually grown, while also exhibiting some distinct characteristics.

　　I. RPGs Account for 60% of the Top-Selling Charts The Chinese

mobile gaming market is primarily dominated by two major platforms: iOS and Android. In the iOS market, according to the China Audio-Video and Digital Publishing Association’s Game Working Committee,the “April–June 2015 Mobile Game Industry Report” released by Gamma Data (CNG China-New Media Game Research), which monitored the iOS top-grossing chart as of June 30, 60% of the games on the list were categorized as role-playing games, representing the highest proportion among all game genres.

　　In the Android market, according to monitoring of major Android channels conducted by analysts at Gamma Data (CNG China-Singapore Game Research), RPG mobile games accounted for 53.5% of revenue among the top 100 highest-grossing Android games and 39.5% of the total number of games, ranking at the forefront of the market.

　　Among new Android games launched in the second quarter, RPGs accounted for 48.0% of the total—nearly double the share of card games, which ranked second.

　　It is worth noting that RPGs are not only experiencing rapid growth and commanding a large market share in the mobile gaming sector but are also the most prominently promoted game genre in browser-based games.Furthermore, RPGs have historically held a dominant position in the client-based gaming sector. According to the *2015 China Game Industry Report (January–June)*, role-playing client-based games accounted for 56.6% of total client-based game revenue, indicating a high level of acceptance for RPGs among PC gamers.

　　Therefore, whether from the perspective of user demand or the R&D experience of industry professionals, the rapid growth of RPGs’ share in the mobile gaming market has a solid foundation. In the future, as more RPGs are released, the proportion of revenue generated by mobile RPGs will continue to increase.

　　II. The Alignment of RPG Characteristics with User, Corporate, and Market Demands Drives Rapid Growth in the Mobile Gaming Market　　The rapid growth of RPGs

in the mobile gaming market is closely tied to their inherent characteristics. Specifically, the unique gaming experience meets user needs, their suitability for IP adaptation aligns with market competition requirements, and their high profitability meets corporate profit objectives.The alignment of RPGs’ inherent characteristics with these demands has ultimately driven their rapid growth in the mobile gaming sector.　　1

. Unique Experiences Align with User Needs　　User

needs form the foundation for a product’s market success. According to a report released by Dangle.com, nearly 70 percent of mobile game users prefer RPGs. RPGs meet user needs primarily because:　　First

,RPGs are rich in narrative. Users can immerse themselves in the game’s world by assuming different roles to embark on adventures, grow, and experience various fantastical journeys. There is no fixed formula to follow; as characters level up, their attributes vary, and development paths branch out like a tree. Consequently, RPGs feature more complex and expansive systems compared to other game genres, offering a higher level of gameplay depth.

　　Second, RPGs possess artistic merit. Based on their world-building, these games employ powerful artistic techniques to construct vast virtual worlds that far exceed real life.with exquisite and dazzling visuals and distinctive character designs. The combination of background music and character voice acting further enhances players’ sense of immersion and belonging, which strongly reflects the RPG’s emphasis on personalized experiences.

　　Third, RPGs offer a high degree of interactivity. Players control their characters’ development by providing feedback to the system through their actions, enabling human-computer interaction. At the same time, robust social systems foster communication among players, and guild or clan structures allow players to experience teamwork within the game, ensuring that in-game characters no longer fight alone.

　　2. Well-Suited for IP Adaptations and Market Competition Needs　　With

the development of the mobile gaming industry, the practice of driving user acquisition through IP adaptations has gained widespread recognition among industry professionals. Due to their higher level of immersion and emphasis on storytelling, RPGs are particularly well-suited to serve as vehicles for IP adaptations.According to data from Gamma Data (CNG China New Game Research) monitoring the top 50 best-selling iOS games as of June 30, 14 of the 50 games were IP adaptations, and 13 of those were RPGs, making RPGs the most common game genre for IP adaptations.Recent new releases that have performed exceptionally well—such as *Fantasy Westward Journey*, *The Legend of Hua Qiangu*, and *The New Legend of the Condor Heroes*—are all IP-based RPGs.Analysts at Gamma Data believe that IP fans have a high level of identification with the games and are more engaged, driving a large influx of users to the games; furthermore, RPGs are the game genre best suited to meet fan expectations. Therefore, by leveraging this characteristic, RPGs hold a competitive advantage in the mobile gaming market, which places a strong emphasis on IPs.

　　3. High Revenue Aligns with Corporate Profitability Needs According

to the *April–June 2015 Mobile Game Industry Report*, which monitors the mobile game market, there is a clear trend toward “hardcore” gaming in China’s mobile game market. Among the top ten highest-grossing games, five are RPGs, and they generally rank highly.On June 30, among the top 50 best-selling titles on iOS, 30 were role-playing games, accounting for 60% of the total list; RPGs outperformed other game genres in the market. First

, a high payment rate is a prerequisite for high revenue.According to the *April–June 2015 Mobile Gaming Industry Report*, the payment rate for RPGs on the Android platform was 4.28%, while on the iOS platform it was 4.82%, making it the game genre with the highest payment rate.

　　Second, the ARPU for RPGs is also higher than that of casual games. According to a previous announcement by Zhongqing Longtu, the ARPU for *Dota Legend* has approached 400 yuan, whereas the ARPU for casual games remains in the range of tens of yuan.

　　Finally, many of the early classic client-based games were RPGs, such as *Fantasy Westward Journey*, *The Legend of the Condor Heroes*, and *Dungeon & Fighter*. These games have a large base of paying players with strong spending power. The development of mobile RPGs facilitates the conversion of these users—who already have established spending habits—thereby generating high revenue.

　　Consequently, compared to other genres, RPGs enable companies to generate revenue quickly, aligning with their profit objectives. This has led companies to strongly favor RPGs and has driven the growth of this genre.

　　III. Accelerated Integration of RPGs with Other Game Genres Expands

Market Share　　In fact, as games are categorized by genre, it has become rare to find a single game type in its purest form. Another reason for the rapid expansion of RPGs in the mobile gaming market lies in their coexistence with other genres, which has given rise to new sub-genres.

　　1. ARPG (Action Role-Playing Games)

　　Pure RPGs place greater emphasis on plot development, whereas ARPGs incorporate combat elements, significantly accelerating the game’s pace and increasing players’ desire to engage. Additionally, the combat system enhances character skills, resulting in more spectacular visuals and richer content.

　　Data shows that one-fifth of mobile game users are moderate-to-heavy gamers, so hardcore mobile games—led by ARPGs—enjoy a vast market and a significant demographic advantage.A representative example of an ARPG mobile game is *Tai Chi Panda*; according to estimates by Gamma Data (CNG China New Game Research), this game generated over 200 million in revenue during the second quarter.

　　2. RPG

Card Games: Card games are quite popular with the general public and rank among the top in terms of revenue within their niche market; therefore, the “card game + RPG” format became one of the most common genres in the early days of mobile gaming.Through this combination, games can, on the one hand, incorporate the immersive experience and character-building elements of RPGs to enhance user retention; on the other hand, the unique gameplay mechanics of card games can further lower the barrier to entry for mobile games and improve their playability.

　　According to a report by Game Teahouse, in the South Korean market over the past year, titles based on the “RPG + card” concept have consistently occupied the top five spots on the best-seller charts.In China, mid-core RPG card games—represented by the phenomenon-level mobile game *Dota Legend*—also once dominated the top spots on major best-seller charts. These games met the demands of a large number of casual and mid-core players, driving the rapid growth of RPG card games in the mobile gaming market.

　　3. MOBARPG (Multiplayer Online Battle Role-Playing Game)

On PC, esports games—represented by MOBA—and RPGs are clearly distinct. However, on mobile, with the launch of NetEase’s *Brawl Westward Journey*, RPGs and MOBAs have broken down this barrier.The combination of RPG and MOBA elements not only endowed the game with the high monetization rates and strong sense of immersion typical of RPGs but also gave it the competitiveness and confrontational nature of MOBA games. Ultimately, this enabled *Brawl Westward Journey* to generate significant revenue while also enhancing its brand presence, leading to its inclusion in the 2015 IET International Esports Tournament.

　　However, MOBA games require a high degree of balance, which conflicts with the character progression-focused nature of RPGs. This conflict indirectly prompted *Brawl Westward Journey* to introduce a dedicated “tournament server” in subsequent updates.Therefore, while the “RPG+MOBA” hybrid combines the best of both genres, it also faces significant challenges. It places high demands on managing monetization points, game balance, and matchmaking mechanisms, so small and medium-sized developers should approach this genre with caution.　　IV

. Mobile RPGs Dominate the Asian Gaming Market and Compete in the U.S. Market

　　The “April–June 2015 Mobile Gaming Industry Report” shows that among the top 50 best-selling mobile games on iOS, RPGs accounted for 33%, 31%, and 24% of the market in Japan, South Korea, and Singapore, respectively, making them a key segment of the Asian gaming market.

　　Due to Japan’s unique language and culture, Japanese players are sensitive to and appreciate subtle nuances in text; they tend to prefer games with rich storylines, which is why RPGs are particularly popular in Japan. In Singapore—one of Southeast Asia’s most active markets—RPGs also hold significant appeal.

　　Furthermore, in the South Korean market—where Google Play accounts for 80% of the market—RPGs make up 43% of the games available on that app store.

　　The “April–June 2015 Mobile Gaming Industry Report” notes that the dominance of RPGs in East Asia creates favorable conditions for Chinese gaming companies to expand overseas and tap into the Asian market. The report also suggests that, compared to the closed nature of the Japanese market, emerging markets such as Singapore—which are still in their developmental stages and highly open—are more suitable for expansion.

　　Furthermore, in the U.S. market, although gambling games continue to dominate and the positions of strategy and match-three games remain unshakable,however, RPGs are gradually gaining popularity in the U.S. market, with their share of the charts steadily rising. This presents an opportunity for Chinese game companies, which can attempt to enter the U.S. market through RPGs; for example, NetEase’s *Fantasy Westward Journey* has consistently ranked in the top 100 of the U.S. iOS top-grossing charts in recent months.