Gaming Giants Take Hit as China Cracks Down on In-Game Bonuses

Author

Moin Khot

Date

Dec, 23.2023

China has dealt a staggering blow to Tencent and NetEase, the nation's gaming juggernauts. A colossal $80 billion in market value has evaporated following the imposition of stringent regulations on online and mobile games.

According to a report by Reuters, China, known for its increasingly stringent stance on video games, dropped a bombshell on December 22, declaring a ban on daily login bonuses and rewards for consecutive spending in games—an industry standard practice. This move, unprecedented in its scope, aims to curb not only excessive in-game spending but also the addictive nature of these virtual realms.

The nation's earlier restrictions on the duration of gameplay for those under 18 have now evolved into a broader crackdown on in-game expenditures. Beyond the bans, games are mandated to self-impose financial limits, restricting the amount players can add to their digital wallets.

The gaming behemoth Tencent, whose dominance in the industry is unparalleled, faced a colossal setback, shedding over $43 billion in market value as its shares plummeted by a staggering 16 percent. NetEase, no stranger to adversity, weathered an even more severe blow, witnessing a 25 percent drop in shares.

Analysts, such as Morningstar's Ivan Su, foresee these regulations as catalysts forcing publishers to rethink their game design and monetization strategies. The ripple effect is expected to manifest in reduced daily active users and a dent in in-game revenue. For free-to-play game studios, reliant on microtransactions for profitability, the situation is particularly dire.

The reverberations of China's regulatory earthquake may extend beyond its borders. Genshin Impact, a globally popular free-to-play game developed by the Chinese company miHoYo, now faces the inevitable need for compliance. Will the game undergo a universal overhaul or will these changes be confined to the Chinese player base? The parallels with past global regulatory interventions, such as EA's removal of loot boxes restricted to Belgium in its FIFA games, raise intriguing questions about the potential global impact of China's gaming policy upheaval.