Death of Fun! Embracing the future of players in 2025

The year 2025 finds the global gaming landscape undergoing profound shifts. The “2025 State of the Player” report – an annual analysis by Solsten – provides a data-driven look at how player behaviors evolve worldwide. In this report, Solsten analyzed over 500,000 players across 250 countries to measure more than 200 psychological traits and ​changes. The findings in the report revealed several major global gaming trends: 

• players spend their time differently, 
• players expect new experiences
• Data defy old stereotypes about who plays what. 

These global trends form a backdrop against which each regional market operates. Let's focus on how the international picture blends with the local picture in our center of interest – the Chinese video game market.

Despite China’s unique regulations and culture, Chinese gamers are very much part of the global player base and are influenced by many of the same factors. However, there are also critical differences in China’s player preferences that savvy businesses must understand. 

Let’s break down the major trends identified in the report – from the rise of “moderation” in play habits to the “death of fun” in competitive gaming, and see how they impact nearly  $45+ billion worth of the Chinese gaming industry. (with roughly 720 million gamers)

Gamers seek quality, but instead they get quantity.

One of the most striking global trends in 2025 is that players choose “quality over quantity” in gaming. Solsten’s data shows a dramatic increase in the psychological trait of moderation among gamers worldwide – in fact, no other trait showed a more significant year-over-year jump. 

Moderation in this context refers to a player’s ability to regulate play time and impulses, seeking a healthy balance rather than all-consuming gaming habits. According to the report, this shift toward moderation is truly global. It cuts across every demographic segment, game genre, and region studied.

For example, moderation values increased strongly in countries from Germany (+19 points) to the United States (+9), and across genres from sports games (+20) to puzzle titles (+14). What does a rise in moderation mean in practical terms? In an era where video games have been designed to drive maximum engagement (endless content feeds, infinite grinds, and addictive reward loops), players are now pulling in the opposite direction. They are becoming more deliberate about their gaming. As the Solsten report eloquently puts it, 

“They’re choosing quality over quantity. Depth over breadth. Intentionality over compulsion.” In other words, players want gaming to enrich their lives, not overtake them. Rather than spending marathon sessions on a single game out of obligation or FOMO, many gamers now prefer shorter, more meaningful play sessions that fit their schedules and deliver satisfying progress or enjoyment in less time. This trend is evidenced by the popularity of games and formats that “respect players’ time”. 

The data shows that globally, players are seeking experiences that deliver meaningful satisfaction in shorter sessions rather than demanding endless hours​.

In many genres, game developers respond by introducing mechanics that allow steady progress with moderate play and avoiding punitive features that require constant grinding. 

In China, gaming in moderation has a unique twist due to government policies. Notably, since 2021, China has enforced strict limits on minors’ gaming time, capping under-18 players to just 3 hours per week of online gaming​. This policy, intended to combat gaming addiction ​ , essentially forces moderation upon the youngest gamers. As a result, Chinese game companies had to adapt by implementing gameplay time restrictions, real-name registrations, and robust parental controls well ahead of their global counterparts. 

Adult gamers in China are not legally constrained in the same way, but they too exhibit moderated behavior for cultural and practical reasons. Many Chinese gamers are young professionals with intense work or study schedules. For these players, enjoying games in short, convenient sessions is not just a preference but a necessity. 

Unsurprisingly, some of China’s most successful games align well with the moderation trend. For example, the massively popular mobile MOBA Honor of Kings (王者荣耀) offers quick matches often lasting 15-20 minutes, allowing players to get a whole game experience during a commute or a short break. 

This quick-match design significantly contributes to Honor of Kings’ broad appeal and daily user counts. Chinese game developers also pioneered features like daily login rewards and stamina systems to promote regular engagement and control excessive play, aligning with a moderation ethos (originally to monetize and manage player behavior). 

Now, as global gamers demand moderation-friendly design, Chinese studios find themselves with valuable expertise. They have years of experience balancing gameplay loops to keep sessions relatively short and progress steady. However, Chinese gamers also differ in some respects. Before the strict regulations, China was known for a culture of hardcore gaming marathons (e.g., overnight PC café sessions), especially among youth. 

Overall, it is worth noting that there is a growing acceptance among Chinese gamers that moderation is healthy and desirable. In recent years, Chinese social media has seen more discussions about “gaming in balance”—treating games as one part of life alongside fitness, family, and other hobbies. 

Domestically, aligning with moderation is also politically savvy – it produces games less likely to draw regulatory ire for being “addictive.” Companies could highlight features that promote healthy gaming habits in their marketing or app store descriptions, appealing to parents and regulators. 

Internationally, Chinese developers can market their moderation-friendly design as a selling point. For instance, a Chinese MMO that traditionally might require heavy grinding could introduce a “casual mode” for global release, emphasizing that it can be enjoyed by busy gamers who play just a few hours a week. 

Games that players stick with for months or years (even with moderate playtime) can be more valuable than games that burn players out after a few weeks of bingeing. In China, after a period of concern about gaming addiction, a move towards moderation could improve the public image of gaming companies and lead to more stable, long-term user bases. 

In the sea full of sharks!

Another headline finding from the State of the Player 2025 report, which inspired our article, is what the authors term “the death of fun” in certain gaming genres. 

This doesn’t mean games are no longer enjoyable, but it captures a specific transformation. In some genres, especially Battle Royale shooters, the atmosphere has shifted from lighthearted fun to ultra-competitive seriousness. 

When Battle Royale titles (like Fortnite, PUBG, Apex Legends, etc.) first exploded in popularity a few years ago, they were known for a mix of chaotic, playful elements and high-stakes competition. Think of Fortnite’s colorful art style, dance emotes, and quirky costumes – these games didn’t take themselves too seriously at the outset. Players could have intense combats one moment and goof off with silly dances the next. 

In 2024, Battle Royale players show a markedly different mindset: fewer are playing for laughs or lighthearted entertainment. The Battle Royale genre registered the steepest decrease in players who value “humor/fun” of any genre – a drop of 24 percentage points year-over-year. This is a huge shift in a core motivation. Similarly, the trait of agreeableness (being cooperative and easygoing) saw a big decline among Battle Royale players, down 21 points – the most extreme drop in agreeableness across all genres. In contrast, power values and competitive drive have surged. 

The report notes a significant increase in Battle Royale players who value power (+25 points above the global average) and a prevalence of “win-at-all-costs” attitudes (very low integrity values, -18 below average). 

In short, the typical Battle Royale player profile has skewed toward highly competitive, aggressive, and goal-oriented, with a diminished emphasis on just having fun or socializing casually. 

Assumptions that hardcore adult male gamers make games more serious are reversed: young players, particularly Gen Z females, show the most significant psychological shift toward seriousness in Battle Royale. Reportedly, Gen Z female players displayed a substantial decline in valuing humor/fun (–25 points), closely followed by Gen Z males. Moreover, these players value external rewards, with a 16-point increase in “wealth” values among Gen Z females, and similar rises among males. Gen Z now leads all generations in valuing wealth in gaming, viewing it as a source of entertainment and potential real-world benefits like career opportunities (streaming, esports), in-game economies, or monetizable achievements. 

How does this trend look in China’s gaming scene? Chinese gaming culture has long been highly competitive in many ways, so the global trend resonates strongly. Competitive multiplayer games (especially shooters and MOBAs) in China are often taken very seriously by their communities. It’s common for players to treat ranked play in games like 王者荣耀 (Honor of Kings) or 和平精英 (Peacekeeper Elite, the Chinese version of PUBG Mobile) as more than just casual fun – they’re arenas to prove skill, gain status, and even possibly pave a way into professional esports or streaming. 

The fun, goofy side of these games exists (there are skins and dance emotes in Chinese games, too), but Chinese players, especially youth, often focus on performance and achievement. China’s robust esports ecosystem underscores this: there’s considerable prestige associated with being a top player. Many young gamers in China idolize esports champions and aspire to reach similar heights. The idea of gaming as a serious pursuit is culturally accepted to a larger degree now – even parents, who once derided gaming, can be swayed if a child is on track to become a pro player or an online influencer with income. 

One example is the prevalence of live streaming and content creation around games in China. Platforms like Douyu and Bilibili gaming streams allow skilled or entertaining players to monetize their play via audience donations, sponsorships, and platform salaries. This means a popular Peacekeeper Elite streamer or a high-ranking League of Legends player can earn significant income, effectively turning gaming into a competitive job. Many Chinese gamers approach popular titles with a work-like mentality: optimizing strategies, grinding ranks, and taking competition seriously. Fun often comes from victory and achievement rather than silliness or narrative. 

Additionally, Chinese game designs may remove “fun” elements for competitive realism or monetization. For example, Peacekeeper Elite has a more serious, patriotic tone compared to international PUBG. Cartoonish blood is replaced with sparks, framing it as a military training exercise. 

Like the global trend, Chinese female gamers have become influential in competitive gaming. Historically, the stereotype was that female players stick to casual or social games, but now female participation in hardcore titles is significant. For example, it’s reported that nearly 45-50% of mobile gamers in China are female, and many of them play competitive games like Honor of Kings.​

 Conversely, the data warns that the traditional fun and social elements have declined in importance for the current audience, which could be a double-edged sword. On one hand, leaning into the competitive, “no-nonsense” style might satisfy the current core players; on the other hand, it could alienate more casual players who might feel there’s no room for lighthearted enjoyment. 

The Solsten report calls this trend the “death of fun,” but it might also be seen as a market gap—perhaps a new Battle Royale or shooter that reinjects humor and social play (the way Fortnite originally did) could capture those players who feel left behind. 

Acknowledging Gen Z's competitive mindset for Chinese gaming companies means providing pathways for ambitious players. This could include integrating esports and creator support into games. 

Tencent and other big firms already do this: major titles have in-game esports portals, local tournaments, and partnerships with streaming platforms. The report mentions that tying gameplay to real-world rewards (like Fortnite’s creator payments) suggests that future games might increasingly blur play and work. 

Companies can further legitimize the competitive gaming lifestyle by promoting success stories of gamers who turned pro or became content creators, which feeds the aspirations of the player base. In summary, the “death of fun” in Battle Royale and similar genres signals that competitive gamers want games that treat them seriously, as skilled competitors or entrepreneurs, not just entertainment consumers.

Chinese companies are well aware of the competitive gaming culture, and by providing the proper infrastructure (esports ecosystems, creator monetization, rigorous competition formats), they can fully harness this trend. 

The new gaming zeitgeist

The State of the Player report highlights general trends in player psychology that show overlapping motivations across different game genres, going beyond traditional classifications.

We can think of this as the gaming zeitgeist of 2025: players exhibit some common psychological trends no matter what games they favor. This convergence indicates that the old assumptions like “casual gamers want easy, low-engagement fun” and “hardcore gamers seek challenge and competition” are breaking down. 

In reality, many casual players are becoming more achievement-oriented, and many core gamers expect features that were once outside their genre. 

Data shows that players in all genres have become more assertive, meaning they are more direct and confident in how they approach games. They likely set clear goals for themselves and pursue them vigorously. Interestingly, Strategy games led this trend with the most significant jump (+18 points in assertiveness trait) among their player base, but the uplift was observed in every genre surveyed. 

Most game genres saw a substantial increase in the share of players who value “power” (control, influence, and achievement) in games. The report notes that genres like Sports (+19 points), Platformers (+18), and Adventure (+16) showed some of the largest gains in power-oriented players. 

Players want to feel in charge – perhaps by mastering game mechanics, shaping the game world, or outperforming others (or themselves).

While assertiveness is up, agreeableness (being cooperative and accommodating) is down in competitive genres. First-person shooters (FPS) and general Shooter categories also saw significant drops in agreeable players (–16 points in those genres). This means multiplayer competitive environments are skewing more towards a confrontational or, at least, individualistic attitude. 

Players are less likely to be “nice” or forgiving in-game. This could reflect more trash-talking, ruthless playstyles, or simply a mindset of prioritizing personal success over team harmony. It doesn’t mean players never cooperate—teamwork is still crucial—but it might mean they cooperate grudgingly or only for winning.

One shocking pattern is that players of traditionally casual genres (like puzzle, match-3, and merge games) show an increased value placed on physical activity and health. For example, Merge game players’ interest in physical activity values jumped +16 points, Match-3 players +9, and Puzzle players +7. This challenges the stereotype of the casual gamer as a sedentary couch user. Many casual game players also care about staying active and may choose games that complement an active lifestyle. Perhaps this is related to the rise of mobile games that blend with real-world activities (think of games like Pokémon GO that encourage walking), or simply a correlation that people who play simple games on their phone also go to the gym or have active routines. For game design, it could imply opportunities for casual games with fitness elements or tie-ins. But broadly, it shows that casual gamers are not necessarily the opposite of “active” – their values are more complex.

What’s driving these cross-genre shifts? Part of it could be broadening the gamer population (more people from different walks of life are gaming, bringing their values along). Another factor is the blending of genres in modern game design. Many successful games today incorporate multiple genre elements to appeal widely. 

For instance, take the game Genshin Impact, which was developed in China and is popular worldwide. It is mainly an action RPG and features open-world exploration, co-op dungeons, puzzles, a storyline, and gacha mechanics. A player who starts playing Genshin for the story may enjoy challenging boss fights and become more competitive over time. 

In China, the lines between genres are similarly blurred, perhaps even more so in the mobile space. Chinese mobile games often incorporate multiple gameplay modes to attract and retain a broad audience. For example, a single mobile app might have puzzle levels, PvP battles, guild missions, and story chapters, catering to various tastes. Chinese players have grown accustomed to multi-faceted games. 

We also see Chinese gamers demanding features similar to those of global gamers. Assertiveness and competitive drive are arguably high among Chinese players, who often seek out tough competition (the popularity of ladder rankings in almost every Chinese game is proof—players pay attention to their rank on national servers). Power values are also evident, such as the prevalence of VIP levels, exclusive gear for top spenders/players, etc. 

In Chinese games, it indicates that a portion of the audience is motivated by status and dominance. However, at the same time, Chinese games integrate social and cooperative features heavily, acknowledging that players also crave community (we’ll cover this more in the values section). The point about casual players valuing physical activity may connect with China’s recent interest in health-focused gaming. For instance, Nintendo’s Ring Fit Adventure (a fitness RPG) became a surprise craze in China during the pandemic (many people posted about working out with it when gyms were closed). Also, dancing and fitness games in arcades or via apps (like Keep, a Chinese fitness app that includes game-like exercise challenges) are popular. 

So, a casual puzzle player in China might also participate in daily step-count competitions on WeChat. The lesson: a Chinese gamer is not one-dimensional. The industry could consider more products that combine gaming with wellness, as the line between entertainment and lifestyle blurs. Another cross-genre trend in China is blending story/narrative with competitive play. Chinese games, even competitive ones, invest in rich lore and characters (like Honor of Kings, which builds legends around its heroes, spawning comics and TV shows). This shows players desire a mix of emotional engagement, competition, and social features in one experience. 

For Chinese companies going global, understanding this convergence is crucial. Western gamers, too, have broadened tastes. The success of cross-genre titles means Chinese developers shouldn’t pigeonhole their games for export. For instance, a Chinese-developed strategy game might find an unexpected audience among Western puzzle gamers if marketed as a brain challenge rather than a war simulation. Thus, craft your messaging to highlight the aspects of the game that align with different motivations. A single game can be promoted with multiple angles: e.g., “enjoy a rich story” in one campaign and “compete to be the best” in another, targeting different communities. 

Chinese publishers have already been moving in this direction, creating hybrid genres and publishing games outside historically strong categories. For example, Tencent, known for competitive titles, also invested in cozy life-simulation games like Animal Crossing (through partners) to capture that market. This cross-pollination is likely to continue. Another insight is that players now expect higher quality and depth from casual formats. 

With assertiveness and mastery needs rising, a simple game might still need to offer deeper meta-game or mastery layers to keep people engaged long-term. That could mean adding achievement systems, collection elements, or more challenging optional puzzles to a basic casual game. In China, many casual games (like popular Match-3 or card games) have surprisingly deep competitive circuits or high-level events for those who engage deeply. 

Some of the biggest successes come from genre innovation and blending (e.g., Battle Royale blended survival, shooter, and sandbox elements; the MOBA genre was born from merging RTS and RPG elements). 

The year 2025 might bring new hybrid genres. Chinese companies are known for rapidly adopting and iterating on genre innovations – investing in studios that can mix genres or appeal to multiple player motivations could be wise. 

Who Plays What? Breaking Old Stereotypes

The changing player psychology also shatters many old stereotypes about gamer demographics and genre preferences. In 2025, it’s time to retire many assumptions (some might say “throw out the stereotypes”) about gender, age, and genre. 

Here are some notable stereotype-busting insights and how they relate to China:

• Women are nearly half of all gamers and not just casual players: It’s now well established that females make up a huge portion of the gaming audience globally. As noted earlier, young female players are showing an earnest, achievement-focused approach in competitive genres like Battle Royale, surpassing males in some measures of competitiveness. This flips the outdated notion that women only play easy or social games. In China, the gender balance is similarly striking: industry data shows that around 48% of gamers in China are women and girls​. 
• Gen Z makes games more competitive, whereas older generations didn’t shift as much – older males only had a slight 3-point drop in humor values, and older females had minimal change. This suggests that older gamers (Gen X and above) are still more in it for the fun, relaxation, and social aspects. In China, the gamer population is aging up as well. Although most gamers are under 40, a significant chunk are in their late 40s, especially as those generations become more tech-savvy.
• Those playing traditionally hardcore genres (like strategy, MMORPG, FPS) aren’t all hyper-competitive sociable. For example, Strategy game players have an unusual mix: they value teamwork and leadership highly (scores 64 and 63), but at the same time have very low compassion (25). That suggests strategy players like to work with others (perhaps because strategy games often involve teams or guilds) and take charge, but they might do so in a cold, calculating way rather than out of empathy. It’s a “ruthless strategist” profile – they coordinate for the win, not for friendship. Another stereotype broken here is that one might assume cooperative play equals a friendly personality, but not necessarily – it can be purely pragmatic.
• Location and Socio-economic stereotypes: The Venturebeat/Niko report data point out that 75% of China’s gamers live outside the biggest cities, which is a reminder that gamers are not just affluent urban teens​. The stereotype of a “gamer” being a young man in Beijing, Shanghai, or another Tier-1 city is outdated – most Chinese gamers are in Tier-2, Tier-3 cities and beyond, spread across the country. These players in smaller cities may have different gaming habits (perhaps more Android users, more likely to play on mobile networks than high-end PCs, maybe different payment behaviors). They also might relate to different themes – for instance, a game featuring rural life or familiar local culture might appeal more to them than a game with exclusively Western fantasy tropes. Recognizing the geographic diversity is key for marketing: companies like Tencent have leveraged QQ (popular in lower tiers) vs WeChat (more urban) to reach different gamer demographics.

Embracing the Future Player

In conclusion, the “2025 State of the Player” report paints a picture of a maturing, evolving global gamer who is more deliberate, diverse, and value-driven than ever before. 

These insights offer both a mirror and a roadmap for Chinese gaming companies and investors. China’s gamers are very much part of these global trends: They too seek balance and quality, can oscillate between fiercely competitive and warmly communal, and are breaking every stereotype about who plays games. The Chinese market’s sheer scale and unique regulatory environment have forged adaptable and innovative companies. 

By aligning those innovations with the core psychological shifts highlighted in the report, Chinese game businesses can reinforce their domestic success and shine on the world stage. The key is to keep the player at the center – understand their psychology, respect their time and values, and build experiences that genuinely resonate. Companies that listen and respond will thrive as players lead the way in changing behaviors. It’s an exciting time to be in the games industry, with opportunities to create experiences that are richer and more meaningful to a broader audience than ever. 

Gaming businesses can unlock new levels of engagement, loyalty, and growth by focusing on what players truly want in 2025—in China and around the globe. Today's trends set the stage for tomorrow's games, and those prepared to act on these insights will be the ones defining the future of play.

Sources:

• https://venturebeat.com/business/niko-partners-75-of-chinas-720-million-gamers-live-outside-the-biggest-cities/#:~:text=Niko%20Partners%3A%2075,women%20and%20girls%2C%20Niko%20said
• https://www.reuters.com/world/china/china-rolls-out-new-rules-minors-online-gaming-xinhua-2021-08-30/#:~:text=They%20limit%20under,same%20time%2C%20on%20public%20holidays
• https://pmc.ncbi.nlm.nih.gov/articles/PMC10593605/#:~:text=No%20evidence%20that%20Chinese%20playtime,influence%20on%20time%20spent%20gaming
• https://www.statista.com/statistics/255724/share-of-mobile-gamers-in-china-by-age/#:~:text=China%3A%20mobile%20gamers%20age%20distribution,and%20less%20money%20on
• https://www.linkedin.com/posts/schaeppi_solsten-players-are-becoming-more-altruistic-activity-7175832872317009920-7dt1/

‍The Solsten report is available for download: https://solsten.io/state-of-the-player