July 10, 2024

Industry Trends: The Future of Mobile Gaming in Southeast Asia


APAC Mobile Gaming  - Apr 2024



According to the latest data released by the global market research firm Newzoo, the mobile gaming market in Asia reached a market size of $40 billion in 2024, with an expected annual growth rate of 13%. Additionally, a report by Technode states that with the increasing penetration of smartphones, the number of gamers in the Asian market is expected to increase by more than 50% in the next five years. These statistics highlight the strong demand for mobile games in the region and the huge market potential.


Regional Spending Intentions Highlight Market Vitality

According to the latest survey by Z.com Engagement Lab, the majority of Asian netizens surveyed feel industry is moving in the right direction but at the same time eager for more change/innovation.

In terms of spending intentions, consumers in Indonesia (61%), Malaysia (63%), and Thailand (67%) indicate plans to increase their spending on mobile games in the future, demonstrating the market vitality in these regions. In contrast, only 19% of people in Japan say they will increase their spending, reflecting that the maturity of the Japanese market may have reached saturation.



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Strategic Recommendations for Industry Decision-Makers

Based on the survey analysis by Z.com Engagement Lab, here are some recommendations for industry decision-makers:


1. Innovation Drive

Given the high demand for change/innovation and technology updates in Southeast Asia, it is recommended to increase investments in new innovations, especially in high-growth markets like Indonesia and Thailand.


2. Upbeat on spending

Understanding how and where consumers are spending will be critical to capture the growing pie, especially in SE Asia where consumers are most optimistic but spending patterns may still be evolving.


3. Market Segmentation Strategy

Although Taiwan and Singapore do not show as high support as other Southeast Asian countries, they still demonstrate stable growth potential. It is recommended to develop customized game products and marketing strategies tailored to the specific needs of these markets.


Through these strategies, industry decision-makers can not only enhance their competitiveness in the Asian market but also align with market trends to promote long-term business development.





Z.com Engagement Lab will continue to monitor the attitudes of the populations in East Asian countries towards their domestic Mobile Gaming industries and update survey data regularly. This effort aims to keep a pulse on market dynamics and shifts in consumer demands.



Research by: Z.com Engagement Lab
Survey Date: 2024-3-7 to 2024-3-13
Methodology: Online survey
Target Group: Internet users aged above 15 years old
Target Country: Japan, Taiwan, Thailand, Indonesia, Singapore, Malaysia
Sample Size:
Taiwan        879
Indonesia   3,178
Japan           1,309
Singapore   192
Thailand     1,687
Malaysia     610
Editor: TNL Research
Review by: Tatt Chen

* Contents in this report were drafted with input from generative.ai