In early August 2019, the China Cultural and Entertainment Industry Association (CCEA) released the "2018 China Game Entertainment Industry Report (Simplified Edition)". The report shows that the market for the game entertainment industry has reached CNY 155.75 billion in 2018. In addition to the various industry data, it also redefines the business portfolio of Chinese games and entertainment venues. On the basis of traditional game venues such as Super Player and Tom’s World, five newly-developing entertainment formats have been added – Home Party, Escape Room, Children's Playground, VR Game Hall, and Gift Machine Venue.

In 2018, the total number of games and entertainment venues in China was 55,000. As the domestic economic growth rate slowed down, the number of non-chain-type traditional entertainment venues declined sharply, and the source equipment manufacturers were also negatively affected. Game and entertainment companies are actively looking for new business formats to fill the gaps in the market, resulting in five emerging formats. As the largest number of stores in China, traditional game and entertainment venues are the benchmark format of the industry, which comprehensively manage entertainment equipment such as large video games and amusement machines. In terms of the emerging business, Home Party is the most popular business for the team users, and it is widely distributed throughout the country; there are rich play combinations in Escape Rooms to meet the entertainment needs of different users; Children's Playground is the most popular new place in the era of parent-child entertainment; with the lowest entry threshold, under the empowerment of the new retail economy, the Gift Machine Venue is the fastest growing format; The VR Game Hall is dominated by VR black technology and is deeply loved by science and technology experience fans. Product operation integration, chain-orientation of store development, pan-entertainment IP linkage and other characteristics are leading the development direction of the game industry.

However, a huge amount of shows such as Douyin, Kuaishou and other well-known variety shows create a series of Internet famous amusement projects such as Wanghong Bridge, Qianlaile, and Spider Tower. In 2019, the trampoline theme park project has rapidly become a new type of business, which is well received by various commercial complexes. The park covers an area of 1,000 square meters, with profitable high revenue and flow of people. This kind of indoor park with "sports" as its core is forming a new enthusiasm with an overwhelming trend, providing new impetus for the development of the game entertainment industry. In order to adjust the new form of our products, build a new strategy and create a new format of game and entertainment, we need to find new combination points of user demand, whether they are the 6 new formats identified by the government or emerging new projects.

※The article is published in the GTI Magazine Issue No. 179 in September 2019