[GamePea Exclusive, Reproduction Prohibited!] GamePea reports that the core player base for trading card games (TCGs) in China is surprisingly large. Yoren (Youren Information Technology), a Japanese company that recently opened a physical store in Shanghai, released a behavioral insight report on Chinese TCG core players in March 2026.
Yoren's Representative Director and CEO Osamu Kaneda stated: 'To truly understand the behavior of Chinese TCG core players, we need to observe the complete behavioral path: how players encounter a card game, where they play, where they get information, and how they continuously expand their playstyles. Since we operate both card shops and TCG player communities, we can present the relationships between core player behaviors in the form of a 'play journey' from a perspective closer to the players.'
The survey targeted active players in Shanghai and surrounding areas (Jiangsu, Zhejiang, Shanghai), distributing online questionnaires through TCG-related WeChat groups. It collected 116 valid samples, reaching 2,776 people, and was conducted in February 2026.
Key findings: 67% of respondents visit physical card shops at least once a week, and 75% of TCG purchases occur at their regular card shops. Yoren summarizes this as 'the community-ization of physical stores'—card shops are no longer just places to buy cards but have become player hubs for battles, socializing, and spending.
In terms of games played, Pokémon dominates overwhelmingly: 97 out of 116 respondents (84.3%) have played it, with 69 (60.0%) still playing. Gundam Card Game follows closely, with 45 having played and 42 still playing, showing strong retention. Yu-Gi-Oh! attracted 61 players initially, but only 19 remain active, indicating significant churn.
Notably, players are not limited to a single game. The survey shows 76.7% of players have experience with three or more TCG titles, while only 6.9% play just one. In other words, about 90% of respondents are 'multi-line players' who freely switch between different card games. This means that any new game entering the Chinese market faces a mature player base with broad experience and strong comparative awareness.
In terms of spending, the most common annual TCG expenditure in 2025 was between 5,000 and 10,000 RMB (28 respondents), followed by 2,000 to 5,000 RMB (26) and 10,000 to 30,000 RMB (23). The report estimates that spending 5,000 to 10,000 RMB annually translates to about two to three booster boxes per month.
For purchasing channels, physical card shops lead with 87 respondents, followed by official physical stores (76), secondary circulation platforms (e.g., Yuyu, Jihuanshe) (67), and official online stores (40). Secondary platforms are primarily used for finding specific single cards rather than restocking. Official online stores, due to limited inventory and frequent lottery-based sales, have lower priority.
Which game is the most expensive? Pokémon again tops the list, with 52 respondents spending the most on it. Gundam Card Game ranks second with 22, and Digimon third with 12. Japanese IPs clearly dominate wallet share.
Regarding tournaments, 75% of respondents have participated in large official events, primarily motivated by 'pursuing competitive results' and 'obtaining limited items.' This shows that Chinese TCG players have a competitive drive far exceeding typical casual gamers. Meanwhile, 40% have experience with blind box card packs, and secondary trading and overseas TCG purchases are now common consumer behaviors.
The report categorizes players into three types: competitive, collector, and social, emphasizing the need for differentiated activities and product strategies for each group.
Online, Bilibili ranks first for information sources at 70.6%, followed by WeChat at 36%. Players are most interested in 'new product information' (77%) and 'tournament and event news' (56%). The two platforms serve distinct roles: Bilibili hosts unboxing videos, battle commentaries, and live streams, serving as the main window for players to follow industry trends. WeChat, through private group chats, connects players to specific games or regular card shops, forming small, tight-knit community networks.
The report concludes that this 'Bilibili for dissemination + WeChat for retention' dual-platform structure forms the basic framework of the Chinese TCG core player information ecosystem.
Players enter the TCG world through various paths, but several are common: exposure to related anime IPs at a specific age (e.g., Pokémon or Yu-Gi-Oh! anime), being introduced by merchandise or friends, or being drawn in by a specific card game in recent years. The report notes that the entry path influences players' subsequent information habits and play preferences—for example, those who enter through competitive tournaments tend to favor competitive playstyles.
Tags: TCG, Card Games