Niko Partners: Gaming time increased by 53.2% in the 6 largest gaming countries of Southeast Asia

It's yet unclear if revenue will follow the playtime. It should, right?

Niko Partners uses the abbreviation SEA-6, which refers to the markets of Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

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Overall markets condition

• By the end of 2023, the gaming market volume in these six countries reached $5.1 billion (+8.8% YoY). In mid-2023, Niko Partners predicted it would grow to $5.8 billion.

• In 2024, the market volume is expected to increase to $5.5 billion, and by 2028, it could reach $7.1 billion, with a projected annual growth rate of 6.7%.

• Niko Partners anticipates that by 2028, there will be 332 million gamers in these six countries—equivalent to the entire population of the U.S. today.

• By the end of 2024, SEA-6 will have 285.9 million gamers (+3.2% YoY).

• Thailand and Indonesia have the highest growth rates in gaming revenue. Niko Partners also advises including localization for these languages, and it is important to localize for Vietnam as well.

• Games developed by local studios are actively supported by players and the local press.

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Player Behavior in SEA-6 Countries

• In 2024, players spent 53.2% more time in games than in 2023, with the biggest increases in Thailand and Vietnam.

• More than half of the gamers in SEA-6 countries engage with esports. The most popular games in the region have esports components.

• Women are more likely to make in-game purchases (30%) than men (22%).

• Issues of representation and accessibility are important to players in the region.

Payments in SEA-6 Countries

• More than 75% of gamers use digital wallets for in-game payments.

• Players over 25 years old tend to use cards, while younger players (under 21) prefer to pay in cash (e.g., through retail outlets).

Play-to-Earn and Crypto Games in SEA-6

• Play-to-earn mechanics are appealing in the region, except in Singapore. These models are particularly popular in Malaysia, the Philippines, and Thailand.

• Overall, the Web3 market is actively developing in the region.

Source