Mobile Games Marketing in Southeast Asia

Table of Contents:

1. Overview of Southeast Asia

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1. Overview of Southeast Asia

Among the regional economic entities, Southeast Asia ranked №5 globally. The GDP would keep growing smoothly from the estimated year of 2016 till 2026. The amount of GDP for Indonesia is estimated for the first ranking in Southeast Asia.

The major structure focuses on the young generation of citizens

There’re around 670 million citizens in Southeast Asia. The number of the population occupies at 8.58% in the worldwide population roughly.

The Internet penetration rate is huge and the extent of the use rates among mobile clients are frequent.

In the Southeast Asian market, the Internet penetration rate is very large. Among the member states, Singapore’s rate reaches 83% of its population. Meanwhile, Thailand and Malaysia have 82% and 77% respectively.

2. Mobile Games in Southeast Asia

The revenue growth rates of the mobile game in Southeast Asia is the highest in the world

Marketing Size by countries

CAGR shows that the region keeps growing fast, especially Cambodia , Laos, and Myanmar. Indonesia had the biggest market size and lowest CPI. Singapore had the highest ARPU out of the selected countries with average revenue of 73.04 U.S. dollars per user.

The trait of the Game Players

In Southeast Asia, players usually use mobile equipment while playing formally. The data indicates that approximately 80% of the people using the mobile facility for the game, 69% of users playing through the PC (personal computer) client, and 57% of the operators using the individual machine as the X-Box or the single devices.

Most of the players concentrate on the younger generation of the citizens and the group of female players growing a lot.

The data shows that most of the latest players are adolescents, aged from 14 to 19-year-old.

3.Local Mobile Games Marketing Strategies in Southeast Asia

Localization of the Language

In Southeast Asia, there’re numerous dialects and there’re also certain deviations between the formal language and local dialects among distinct communities. Under the impact of colonization, the word English becomes the official language in many Asian countries. So, the enterprises or corporations can apply the source of materials in English mode in partial states while promoting abroad. Though the word English belongs to the normal language, not all the residents in Southeast Asia could speak in English as well as the people do in Western society. Hence, developers could compose the ad materials with respect to the regional dialects.

Avoiding the Religious Taboo

In circumstances with complicated religions, most of the residents are theists. People are super likely to violate the heterogeneous rules or principles in Southeast Asia.

The style for the Ads

Art Style

Comparatively, the inherent ability to create cultural IPs is weak. Under the deep impact of the Korean, Japanese, or Mandarin cultural IPs, designers could reference that art style spontaneously. Otherwise, following the tradition of Buddhism in Thailand, the aesthetic prefers to utilize glittering items. Following the tendency of a rapidly growing number of female players, game designers would pay attention to satisfying the females’ aesthetic demand is mandatory.

Creative Type

It’s suggested that mobile games utilize the mode of video materials or animation sources. On the one hand, the propagation of information is much more explicit or clear. On the other hand, the amination or video clips are vivid and impressive. The frames are alluring and tempting.

Marketing Case Of Festival

Arena of valor

With the support of the Tourism Authority in Thailand, the Arena of Valor set the Designers’ Competition in two years serially. Referenced with the local festival of Phi Ta Khon, the published functions of purchasing the inner roles’ derma or ornament are responsive among Thai players.

Real Person Marketing Cases

Mobile Legends: Bang Bang

Based on the perception and research, the ratio of applying the real person’s creativity is relatively high in South-East Asia, and most of the creative focus is on the story or drama series. The elements or working theorems are similar to the mode in China.

Image Agent Marketing Cases

Garena Free Fire

During the Spring Festival in 2022, the game of Garena Free Fire launched the product of virtual clothing in the Vietnam market. The game developers assign their famous domestic soccer players as the advertising endorser for the goods.

IP correlated Marketing Cases

Garena RoV: Dragon Kingdom

The game Garena RoV: Dragon Kingdom cooperated with the Japanese comics & animation One Punch Man. The firm creates popular cosplay roles and dedicated events for the communication activity.

Mutual Roles & Local Marketing


Elements of the video game เรียกข้าว่ฮ่องเต้ utilize the delicate role style to satisfy the Thai aesthetic demand. Following the targeted females’ preferences, the game combined the opera of the ancient dynasty in the story. The information is expressed explicitly, and the frames are vivid. Thereafter, the extent level of the prevailing rate is excessively high among the community.

Esports has been the essential mode for the higher-ranking products in South-East Asia

Besides the rapidly growing scale of mobile games, the region of SouthEast Asia refers to the vital growing market for the Electronic Sports industry. The diagram implies that from 2019 till 2024, the group of CAGR will increase by 20.8% in estimation. In 2024, the industry value will reach above 72.5 million US dollars.



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