China gaming sector gets PC incentive boost, mini‑program revenue surge

WeChat mini‑games announced a new PC incentive policy for the second half of 2026. The scheme adds a 10% PC ad revenue share to the existing 60% cash incentive and can be combined with other bonuses, allowing developers of IAP mini‑games to earn up to 130% of their net PC in‑app purchase revenue. The incentive period runs from 1 July to 31 December 2026, with monthly performance thresholds and an extended incentive validity of up to 12 months for qualifying developers.

A separate industry report covering the first half of 2026 shows China’s overall gaming market generated 1.884 trillion yuan in sales, a 12.2% year‑on‑year increase. PC (desktop) games rebounded strongly, delivering 452.9 billion yuan (+27.9%) and accounting for about 24% of total revenue. Mini‑program games posted the fastest growth, with revenue of 316.6 billion yuan, up 36.0% year‑on‑year, and in‑app purchases now representing 66.8% of their income. By contrast, web games and console titles continued to decline. The data highlights a shift toward cross‑platform and mini‑program titles, driven by major publishers such as Tencent and NetEase, and suggests that policy incentives and evolving player preferences are reshaping China’s gaming landscape.