Online gaming has taken the world by storm in recent years, with millions of players engaged across various regions. To better understand this phenomenon, Rakuten Insight Global surveyed over 71,000 adults aged 16 and older from 12 key Asian markets – China, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam.

The survey focused on players’ gaming habits, preferred devices, favorite genres, spending behaviors, and motivations for in-game purchases, while also looking at how these factors vary by gender and age.

Who’s Playing

China stands out as a leader in gaming, boasting an impressive engagement rate of 88%. Southeast Asian nations like Indonesia, the Philippines, and Malaysia also demonstrate strong engagement, signalling a region ripe with opportunity.

A Daily Routine for Many

It’s not uncommon for gamers to play online daily, with an average of 44% doing so. Japan takes the lead with a daily engagement rate of 50%, indicating a strong commitment among its gaming community. Other countries like India, Thailand, Taiwan, Vietnam, Indonesia, Malaysia, and the Philippines show similar engagement levels, making online gaming a regular part of life for many. In contrast, South Korea has a lower daily play rate of just 24%.

Mobile First, But Not Mobile Only

In Asia, mobile gaming is king, with a staggering 88% of gamers using their smartphones as their primary gaming device. This makes mobile first strategies crucial for developers targeting this market. Yet, PC gaming still holds strong, particularly in China, South Korea, and Vietnam, while gaming laptops have their enthusiasts in India and China.

The F2P Kingdom

The free-to-play (F2P) model reigns supreme in the Asian gaming market, with an overwhelming 82% of gamers preferring this type of game. This underscores the effectiveness of F2P monetization strategies in attracting and retaining players. Completely free games also have a substantial presence, highlighting the importance of accessibility.

The Key to In-game Spending

In-game items and virtual goods are the most sought-after purchases, with 26% of gamers opting for these items, making them a significant revenue source. Reasonable pricing and offers/discounts are key drivers of purchase decisions, underscoring the price sensitivity of Asian gamers. The need to advance in the game is also a significant motivator.

Conclusion

In summary, this report provides valuable insights into the dynamic world of online gaming. By understanding engagement levels, device preferences, genre interests, and spending behaviors, developers and marketers can tailor their strategies to effectively reach and engage target audiences. The data underscores the importance of mobile-first approaches, the continued relevance of core gaming genres, and the need for nuanced monetization strategies that resonate with diverse player bases. Ultimately, a data-driven approach is essential for success in the competitive global gaming market.

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