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Mobile Games - Southeast Asia

Southeast Asia
  • In Southeast Asia, revenue in the Mobile Games market is projected to reach US$3.82bn in 2025.
  • Revenue is expected to demonstrate an annual growth rate (CAGR 2025-2029) of 8.34%, leading to a projected market volume of US$5.26bn by 2029.
  • By 2029, the number of users in the Mobile Games market withSoutheast_Asia is anticipated to amount to 169.3m users.
  • User penetration in this region will be 20.8% in 2025 and is expected to increase to 23.5% by 2029.
  • In a global comparison, the majority of revenue will be generated United States, with figures reaching US$36.64bn in 2025.
  • The average revenue per user (ARPU) in Southeast Asia's Mobile Games market is projected to amount to US$26.29 in 2025.
  • Southeast Asia's mobile games market is rapidly evolving, with countries like Indonesia leading in user engagement and innovative gameplay experiences.

Definition:

The mobile games market encompasses the development, distribution, and consumption of video games specifically designed for mobile devices such as smartphones and tablets. These games are typically available for download through mobile app stores and often feature a wide range of genres, including casual, puzzle, strategy, and action games, catering to diverse audiences globally.

Additional Information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through purchases and in-app purchases. Key players in the market are companies, such as Tencent Holdings Limited, Activision Blizzard, and Supercell.

In-Scope
  • Gaming-applications for smart devices such as smartphones and tablets
  • Paid app-downloads (single purchases) such as Minecraft
  • Freemium games that are free to download, but allow in-app-purchases such as Candy Crush Saga and Subway Surfers
Out-Of-Scope
  • Physical video games for mobile consoles/handhelds
Games: market data & analysis - Cover

Market Insights report

Games: market data & analysis
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    Revenue

    NOTES: Data was converted from local currencies using average exchange rates of the respective year.

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    Analyst Opinion

    The Mobile Games Market in Southeast Asia is experiencing moderate growth, influenced by factors such as the increasing smartphone penetration, a young and tech-savvy population, and the rising popularity of esports, which drives engagement and spending on gaming.

    Customer preferences:
    Consumers in Southeast Asia are increasingly drawn to mobile games that reflect local cultures and narratives, leading to a rise in region-specific content and storytelling. This trend is bolstered by a young demographic that values authentic representation in gaming experiences. Additionally, the integration of social features within games is fostering community engagement, while the popularity of mobile esports is reshaping competitive gaming, encouraging players to invest more time and resources into skill development and team participation.

    Trends in the market:
    In Southeast Asia, the mobile games market is experiencing a surge in demand for culturally resonant content, with developers increasingly focusing on local stories and characters that resonate with the young, diverse demographic. This trend not only enhances user engagement but also fosters a sense of community through integrated social features within games. Additionally, the rise of mobile esports is transforming competitive gaming, prompting players to commit more time and resources to skill enhancement and team dynamics. These shifts hold significant implications for industry stakeholders, driving investment in localized content and innovative features to meet evolving consumer preferences.

    Local special circumstances:
    In the Philippines, the mobile games market thrives on social connectivity, with many games integrating local festivals and cultural elements, reflecting the nation's vibrant community spirit. Thailand's unique gaming landscape is influenced by its rich mythology, prompting developers to craft narratives that resonate with players, while the popularity of mobile esports drives competitive engagement. In Indonesia, a diverse archipelago, developers cater to various regional cultures, fostering localized content that enhances player loyalty. Vietnam's young, tech-savvy population embraces innovative gameplay, spurred by a burgeoning internet infrastructure that fuels the demand for immersive gaming experiences.

    Underlying macroeconomic factors:
    The mobile games market in Southeast Asia is shaped by several macroeconomic factors, including economic growth, urbanization, and increasing disposable incomes. As nations like the Philippines, Thailand, Indonesia, and Vietnam experience robust GDP growth, consumer spending on entertainment, particularly mobile gaming, rises. Favorable fiscal policies, such as tax incentives for tech companies, further stimulate game development. Additionally, the rapid expansion of internet connectivity and smartphone penetration across the region enhances accessibility, driving demand. Global trends in gaming, coupled with local cultural influences, create a dynamic environment that attracts both domestic and international investment in the mobile gaming sector.

    Users

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    Global Comparison

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    Methodology

    Data coverage:

    The data encompasses B2C enterprises. Figures are based on the Video Games market. Digital video games are defined as fee-based video games distributed over the internet. These include online games, download games, mobile games, and gaming networks. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

    Modeling approach / market size:

    The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

    Forecasts:

    We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

    Additional notes:

    The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

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    Key Market Indicators

    NOTES: Based on data from IMF, World Bank, UN and Eurostat

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

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