September 5, 2023

Industry Trends: Navigating the Malaysian Gaming Industry


malaysia gaming 2023



Malaysia’s gaming industry is thriving, with an impressive overall penetration rate of 85%, making it a lucrative market for businesses and investors. This comprehensive analysis explores key demographics, popular game genres, and spending habits to help stakeholders take advantage of the growth in this sector. Drawing on exclusive survey data, this article targets business decision-makers interested in gaming in Malaysia, offers insights into the market, and will assist in creating informed strategies for success.


Key Demographics

The Malaysian gaming audience is vast and diverse, making it essential for businesses to understand these distinctions. Among gamers aged 20 and under, the penetration rate is a staggering 100%. Mobile games have an overwhelming majority among users, with Android being the dominant operating system. The next most popular platforms include Windows PC and PlayStation consoles, representing key focus areas for investors.


Chart 1


Popular Genres and Spending Habits

The gaming industry in Malaysia exhibits a clear preference for certain genres. Puzzle games are notably popular, particularly among players over 30. However, the majority of these games are free, with no in-game purchases. This may indicate a more casual gaming audience, which can be an important consideration for marketing and development efforts.


For games that do involve spending, the Action/Adventure and Racing genres lead the way. Free-to-download games often monetize through in-game purchases, enticing players to gain advantages or access to new levels and missions. For paid games, add-ons are the most sought-after purchases. Delving deeper into each popular genre, we have the following recommendations for targeting players:

  • For Action/Adventure games, focus on male players aged 30 and under who use consoles and PCs.
  • For Racing games, concentrate on male players aged 50 and under who prefer playing on consoles.

Strategies for Attaining Market Share

  1. Optimize for Mobile Gaming: Given the widespread use of Android devices, developing mobile games for the platform should be a priority for game developers targeting the Malaysian market. Offering seamless gameplay experiences on smartphones and tablets will maximize reach and engagement.

  2. Tailor-Made Content: Developers must consider the preferences of the Malaysian gaming audience, focusing on the popular Puzzle, Action/Adventure, and Racing genres. This will cater to local demand and ensure better user engagement.

  3. Creating Value: As most players prefer free games, developers should consider a "freemium" model. Offering free-to-play games can attract a larger audience and drive revenue through in-app purchases and ad placements.

  4. Understanding Demographics: Targeted marketing strategies that align with the key demographics of each genre will yield better results. Advertise to the appropriate age groups and platforms to improve conversion rates.

  5. Promoting Add-ons and In-game Purchases: Emphasize the value of in-game purchases and add-ons, such as exclusive content or gameplay enhancements, to entice users to make purchases and improve profitability in the long term.


By following these strategies, businesses can penetrate the thriving Malaysian gaming industry while simultaneously optimizing their growth potential. Malaysia's high overall gaming penetration rate, combined with unique demographics and preferences of its gaming audience, offers a promising market for investors and developers willing to tailor their offerings and strategies accordingly.



Source: Z.Com Engagement Lab, GMO Research, TNL Research, Generative AI
Edited by: Pow
This article draft was created with assistance from AI





Download the full report here.