The mobile gaming market in Southeast Asia is experiencing an unprecedented boom. This is a lucrative opportunity for publishers as well as mobile developers. Southeast Asia is attractive to those in the mobile games market because:
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• There are huge numbers of dedicated gamers
• The cost of acquiring new users is low
• English is spoken throughout the region
• The market is relatively open
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Southeast Asia represents a large geographical area dotted with a number of countries, cultures, and ways of viewing online gaming. Since the preference and spending patterns of gamers differ from one part of Southeast Asia to another, there is no one-size-fits-all way of approaching the region.
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Something that sets Southeast Asia apart from the West is that in the West the vast majority of mobile apps are distributed by Google Play or the Apple App Store. However, in Southeast Asia there are a number of platforms available for gaining access to mobile games. And, although regulations in Southeast Asia are not as restrictive as China, there are a number of regulations in different countries that affect the approach businesses must take when looking at the mobile gaming market. The following are four surprising trends of Southeast Asia’s mobile gaming market.
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1. Vietnam Emerges As Southeast Asia’s Fastest-Growing Mobile Game Market
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Vietnam’s population is a little over 95 million, yet it sits as the world’s fastest-growing mobile games market. Developers are seriously looking at Vietnam as a gauge for determining strategies that can be employed throughout Southeast Asia.
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Strategy games, card battle games, and Chinese RPG games dominate the mobile gaming landscape in Vietnam. There is a clear preference among Vietnamese mobile gamers toward Chinese style graphics and interfaces. Many believe this has a lot to do with the popularity of Chinese PC games over the years. As a result, China currently has a clear advantage in this market.
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IGG, a Chinese developer, boasts the highest grossing game in Vietnam with Lord’s Mobile. This game is an RTS game that lets the player build nations and then take on opponents. Because of strong marketing techniques by Chinese developers, Lord's Mobile has become more popular in Vietnam than other titles, such as Clash of Clans or Clash of Kings, games that have done very well in the West.
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2. Southeast Asia Mobile Gaming Revenues Will Grow to over $7 Billion by 2019
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The mobile game industry in Southeast Asia is the fastest growing around the world. This is due to the adoption of smartphones and tablets and increased accessibility to high-speed Internet. It is estimated that by 2019 revenues in Southeast Asia will reach $7 billion annually. Much of this growth is contributed to established or mature markets, including those in Singapore and Malaysia. However, figures show that nations including Indonesia, Thailand, Myanmar, and Laos are expanding their development, only adding to this market.
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3. E Sports Will Continue to Impact the Southeast Asian Market
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It is expected that by 2019, 19.8 million individuals in Southeast Asia will identify themselves as E sports enthusiasts. This makes Southeast Asia the area with the highest compound annual growth rate in the sector on the planet. While interest in E sports is seen throughout Southeast Asia, six countries in particular, Vietnam, Thailand, the Philippines, Malaysia, Singapore, and Indonesia, account for more than 90 percent of the region's enthusiasts.
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4. Mobile Gaming Exceeds PC Gaming
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It is expected that by the end of 2018 Indonesia will have the highest revenue growth in mobile gaming, with Vietnam having the largest online mobile player base. The Philippines has licensed online gambling, making online gaming popular throughout the region.
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Reports show that gamers in Southeast Asia are not as enamored with MORPG’s as players in China are. This may have to do with the fact that the Chinese market came of age when multiplayer online role playing games where in their heyday, whereas Southeast Asian players are more attracted to battle arena games and shooters.
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The amazing growth seen in Southeast Asia provides opportunities for game developers and publishers who are looking to increase their influence across Asia. The increased growth of smartphones and the popularity of mobile apps has been a catalyst for game development in the region.
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The mobile gaming situation in Southeast Asia will only get better. Developers and publishers who want to get a foothold in this area need to understand the needs of the region and the gamers there. Have you had experience in the Southeast Asia mobile gaming market? If so, tell us in the comments about what you have learned so far.
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