An Overview to Southeast Asia's (ASEAN's) Games Market

As gaming markets in North America, Europe and Japan become oversaturated, more and more game companies are targeting countries in Southeast Asia before this region, too, becomes saturated with game content.

(The ASEAN region includes Indonesia, Malaysia, the Philippines, Singapore, Thailand, Brunei, Cambodia, Laos, Myanmar and Vietnam.) In LAI's country drilldown pages, we explore local market opportunities and trends in Indonesia, Malaysia, the Philippines, Thailand and Vietnam.

Download LAI Global Game Services & DFC Intelligence's Southeast Asia infographic for use in professional and student presentations, papers, and articles.

Back in 2014, chief executive of Singapore-based game company Gumi Asia Pte Ltd. David Ng noted the rise of gaming in the region, stating, "The growth has been quite staggering. That is what's fuelling the localization business because more and more people are starting to realize it's worthwhile." 

The world's "fastest growing region."

Between 2013 and 2017, the ASEAN (Southeast Asia) region saw a nearly 30% growth rate in game revenues. This incredible growth is common across emerging markets like those in Southeast Asia.

eSports Are Big!

The popularity of eSports isn't limited to Korea.

• According to Niko Partners, eSports are played across Southeast Asia's emerging markets, thanks to the rise of Internet cafes.

eSports "hot spots" include Thailand, Vietnam & Taiwan.

Southeast Asia Is "The Place" for Mobile Games

• Mobile game developers are turning to Southeast Asia in droves, due to government regulations complicating the release of international games in China.
• The region's median age is one of the lowest in the world, at less than 30 years old. This is significant since the young population comprises the "highest proportion of players."
• The 10-35 year old age group alone accounts for 50%+ of all mobile gamers in Indonesia, Thailand and the Philippines.

Anticipated to boast a mobile game market of 2.2 million by 2018.

So why wouldn't you localize your game into Thai or even Indonesian?

Pro tip: If you're looking to maximize player retention, keep in mind that over 50% of mobile gamers in Indonesia, Thailand and Vietnam play games daily, according to a study conducted by W&S Group.

Steam/PC Games

Emerging markets in Southeast Asia boast to be the fastest growing region for PC games. Did you know -

In Southeast Asia, Steam has the 2nd highest regional market share.

Not bad, considering that Southeast Asia has 160 million gamers!

Latest page update: 2Q2017.