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.
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.
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