Asia-Pacific Market Report 2025
Download PDFG B Cr ea tin g o p por tu n it ie s f o r v id eo
g a m es i n A sia
A n e xc lu siv e r e p o rt f ro m G am esB eat, s p o nso re d b y X so lla GA M ESB EA T ASIA P A CIF IC
M ARK ET R EP OR T
20 25
ASIA IS SETTING
THE P ACE
From T okyo to Se oul t o
Jakart a, the future of gaming
is being shaped a cross Asia’s
diverse and d ynamic markets.
The f u tu re o f g am in g is b ein g w rit te n in A sia , h ere in t h e p re se n t o n s u b w ays in T o kyo ,
in S eo ul’s P C c a fé s a n d 5 G n etw ork s , in t h e m obile -f ir s t n eig hb o rh o ods o f J aka rta a n d
M an ila . A cro ss t h e r e g io n, h u n d re d s o f m illio ns o f p la ye rs a re s h ap in g t h e g am es t h ey
lo ve in w ays t h at a re t ra n sfo rm in g g en re s, b usin ess m odels , a n d e n tir e e co sys te m s.
F o r d eca d es, A sia h as b een a c e n te r o f g ra vit y f o r t h e g lo bal g am es in d ustr y . J ap an
d efin ed m odern g am in g c u lt u re t h ro ug h c o nso le in no va tio n a n d b elo ve d I P . K ore a
p io neere d e sp o rts a n d n etw ork e d m ult ip la ye r lo ng b efo re t h e r e st o f t h e w orld c a u g ht
u p . S outh ea st A sia , o nce c o nsid ere d a n e m erg in g m ark e t, h as b eco m e o ne o f t h e
m ost d yn am ic m obile r e g io ns o n t h e g lo be.
In 2 025, t h ese f o rc e s a re c o nve rg in g . A sia is n o t ju st t h e w orld ’s la rg est g am in g
m ark e t b y r e ve n ue— it ’s a rg uab ly a ls o t h e m ost d iv e rs e , in ve n tiv e , a n d f a st-e vo lv in g .
T hre e o f it s m ajo r s u b -r e g io ns, J ap an , S outh K ore a , a n d S outh ea st A sia , r e p re se n t
co m ple m en ta ry s tr e n g th s t h at t o geth er d efin e t h e t ra je cto ry o f g lo bal g am in g .
IN TR O DU CTIO N 2G B 2 1
ThREE PILLARS,
ONE REGION
SOUTH KOREASOUTHEAST ASIAre p re se n ts s p eed , t e ch n o lo gic a l
so phis tic a tio n, a n d c o m petit iv e in te n sit y . W it h
w orld -le a d in g 5 G a d o ptio n ( a m ajo rit y o f
co nnectio ns in d eve lo ped A sia P acif ic a re
a lr e a d y o n 5 G ) a n d a t h riv in g P C – m obile
e co sys te m , K ore a h as b eco m e b o th a p ro vin g
g ro un d a n d a la u n ch p ad f o r a m bit io us t it le s
a n d b usin ess m odels .
d eliv e rs s c a le , m om en tu m , a n d e xp erim en ta tio n.
H om e t o 2 86 m illio n g am ers a cro ss s ix c o re
m ark e ts a n d o ve rw helm in g ly m obile -f ir s t, S EA is
r e w rit in g t h e g ro w th p la yb o ok t h ro ug h w alle t-
b ase d p aym en ts , lo ca liz e d p ric in g , a n d
co m mun it y -d riv e n v ir a lit y . W hat w as o nce
g en era lly c o nsid ere d a n e m erg in g r e g io n is n o w
a c rit ic a l e n g in e o f g lo bal u se r a cq uis it io n a n d
esp o rts v ie w ers h ip .
In d iv id ually , t h ey’r e e a ch p o w erf u l m ark e ts .
T o geth er, t h ey f o rm a r e g io nal e co sys te m u n lik e
a n y o th er: in te rc o nnecte d t h ro ug h c u lt u ra l
exc h an g e, d eve lo per c o lla b o ra tio n, a n d s h are d
m obile in fra str u ctu re – b ut c rit ic a lly
d if fe re n tia te d b y h is to ry , b eh avio r, a n d e co no m ic
m atu rit y .
JAPANb rin g s p re stig e, c u lt u ra l h erit a g e, a n d g lo bal I P
le a d ers h ip . I t s d eep R P G t ra d it io ns, o to m e a n d
p uzzle -g am e lo ya lt y , a n d g ach a m onetiz a tio n
m aste ry h ave c re a te d o ne o f t h e w orld ’s m ost
m atu re a n d p ro fit a b le m obile m ark e ts . J ap an ese
g am es a n d c h ara cte rs c o ntin ue t o d efin e p o p
cu lt u re w ell b eyo nd n atio nal b o rd ers .
3G B2 Each of the three regions pla ys a
distinct role in Asia ’s gaming landscape:
MOBILE
DOMINANCE
GENRE
IDENTITY &
CULTURAL
EXPORTS
ESPORTS
LEADERSHIP
INDIE GAMES
ARE STRONG
mobile, monetization,
and cultural power
TH E B IG P IC TU RE: Fiv e macr o forces tie Asia ’s gaming landscape t ogether:Asia h as f u lly e m bra ce d t h e
m obile -f ir s t f u tu re . W heth er
th ro ug h d eca d es-o ld f e a tu re
p ho ne g am in g t ra d it io ns in
J ap an , h yp er-c o nnecte d K ore a n
n etw ork s , o r S EA ’s s m artp ho ne
le a p fro g, m obile is n o w t h e
d efa u lt p la tf o rm f o r h u n d re d s o f
m illio ns o f p la ye rs . I n fra str u ctu re
in ve stm en ts in 4 G a n d 5 G h ave
o nly d eep en ed t h is a d va n ta g e.
A sia ’s g en re s a re s h ap ed b y
cu lt u re : n arra tiv e -h ea vy R P G s
an d p uzzle s in J ap an ,
co m petit iv e R P G s a n d s tra te g y
in K ore a , h yp erc a su al a n d
M OBA h it s in S EA . T hese
g en re s a re n’t ju st p o pula r,
t h ey’r e d eep ly e m bed ded in
d aily lif e . A nd in cre a sin g ly ,
th ey’r e e xp o rte d g lo bally ,
in flu en cin g d eve lo pm en t f a r
b eyo nd A sia .
E sp o rts in A sia is n’t a n ic h e – it ’s
m ain str e a m e n te rta in m en t.
K ore a b uilt t h e p ro fe ssio nal
b ackb o ne; S EA t u rn ed m obile
e sp o rts in to a c o m mun it y
p hen o m en o n; J ap an c a rv e d o ut
d is tin ctiv e n ic h es in f ig htin g
g am es a n d m obile c o m petit io ns.
T o geth er, t h ese e co sys te m s a re
s e ttin g v ie w ers h ip r e co rd s a n d
p ro ducin g g lo bal s ta rs .
T he in d ie -f o cu se d e ve n t B it s u m mit
d re w 5 8,0 00 p eo ple t o K yo to t h is
y e a r a n d t h e T o kyo G am e S ho w
ad ded h u n d re d s o f in d ie g am es t o
it s r o ste r. S ho ch ik u V en tu re s
d o ub le d t h e s iz e o f it s a cce le ra to r
party a t T G S t h is y e a r t o m ore t h an
4 00 p eo ple w it h X so lla a s a
s p o nso r. T his g ro w in g e n th u sia sm
fo r in d ie s is a w elc o m e a d dit io n t o
J ap an’s s tr e n g th in t r ip le -A g am es,
a n d o th er c o un tr ie s a re a ls o
e xp an d in g in d ie e co sys te m s.
MONETIZATION
INNOVATION
F ro m J ap an’s s o phis tic a te d
g ach a s ys te m s t o K ore a’s h yb rid
F 2 P p ro gre ssio n m odels t o S EA ’s
w alle t-d riv e n I A P g ro w th , A sia is
w here g lo bal m onetiz a tio n
stra te g ie s a re s tr e ss-t e ste d a n d
re fin ed . T hese m odels a re n o t
sta tic — th ey e vo lv e r a p id ly b ase d
o n p la ye r b eh avio r, e ve n t d esig n,
an d p ric in g lo ca liz a tio n.
4G B 1 4 5 2 3
This G am esB ea t S pe cia l R ep o rt e xa m in es t h e
th re e p illa rs o f A sia ’s g am in g e co sys te m in d ep th :
J ap an , w here n arra tiv e -r ic h R P G s, p uzzle
lo ya lt y , a n d g ach a m aste ry m eet c u lt u ra l
p re stig e
S outh K ore a , a f a st, c o m petit iv e , h ig h-
sp en d in g , a n d g lo bally in flu en tia l m ark e t in
e sp o rts a n d liv e -s e rv ic e in no va tio n
S outh ea st A sia , a r is in g p o w erh o use o f s c a le
a n d e xp erim en ta tio n, d riv in g g lo bal m obile
g ro w th
E ach s e ctio n e xp lo re s t h e m ark e t s n ap sh o t, g en re
p re fe re n ce s, m onetiz a tio n t r e n d s, d eve lo per
la n d sc a p e, e sp o rts e co sys te m , a n d e xp o rt
in flu en ce o f t h e r e g io n in d eta il, b acke d b y d ata
a n d s tra te g ic a n aly s is .
T he re p o rt c o nclu d es w it h a r e g io nal o utlo ok t h at
co nnects t h ese t h re a d s, h ig hlig htin g s h are d
th em es, e m erg in g o ppo rtu n it ie s, a n d t h e
ch alle n g es t h at w ill s h ap e A sia ’s n ext d eca d e o f
gam in g le a d ers h ip .
T his is n o t a s to ry a b o ut c a tc h in g u p t o W este rn
m ark e ts . A sia is w here m an y o f t h e in d ustr y ’s
m ost im po rta n t in no va tio ns b eg in , w heth er t h at’s
g ach a s ys te m s, m obile e sp o rts f o rm ats , h yb rid
m onetiz a tio n s tra te g ie s, o r I P t h at t ra n sc e n d s
m ed ia .
Fo r d eve lo pers , p ub lis h ers , a n d in ve sto rs ,
u n d ers ta n d in g A sia in 2 025 is e sse n tia l. T he
re g io n is b o th a c o m petit iv e p ro vin g g ro un d a n d
a g lo bal t r e n d se tte r, w here c u lt u ra l d ep th m eets
te ch n o lo gic a l a cce le ra tio n.
T he c h ap te rs t h at f o llo w u n p ack t h is r e a li t y in
d eta il. T hro ug h a m ix o f r e se a rc h , r e p o rtin g a n d
in sig hts f ro m G am esB ea t w rit e rs , t h is r e p o rt
e xp lo re s t h e u n iq ue d yn am ic s o f t h ese t h re e k e y
m ark e ts , a n d p ro vid es le sso ns g lo bal d eve lo pers
c a n d ra w f ro m e a ch . W heth er y o u’r e lo okin g t o
s c a le d o w nlo ad s, la u n ch n ew m onetiz a tio n
stra te g ie s, o r b uild lo ng -t e rm e n g ag em en t, t h e
ta ke a w ay is c le a r: s u cce ss in A sia d ep en d s o n
deep c u lt u ra l in sig ht, s h arp lo ca liz a tio n, a n d a
w illin g ness t o a d ap t.
L et’s d iv e in .
ABOUT THIS REPORTEditorial
perspective
Why 2025 matters2 025 m ark s a c le a r in fle ctio n p o in t f o r t h e
re g io n. T hre e c o nve rg in g t r e n d s m ake t h is
m om en t p artic u la rly s ig nif ic a n t:
M atu re i n fra str u ctu re : 5 G c o ve ra g e is
e xte n siv e in J ap an a n d n ea r u n iv e rs a l in
K ore a , w it h a d o ptio n a lr e a d y p ast t h e 5 0%
m ark in d eve lo ped A sia P acif ic , a n d r a p id ly
e xp an d in g a cro ss S EA .
G lo bal c o m petit io n: W este rn p ub lis h ers a re
lo ca liz in g m ore a g gre ssiv e ly t h an e ve r, w hile
C hin ese a n d K ore a n g ia n ts a re e xp an d in g
th eir r e a ch . S EA h as b eco m e a c rit ic a l
te stin g g ro un d f o r m onetiz a tio n a n d
g am ep la y m odels a im ed a t g lo bal r o llo ut.
T ech n o lo g ic a l s h if ts : A I, c lo ud g am in g , a n d
cro ss-p la tf o rm d eve lo pm en t a re
a cce le ra tin g . R eg io ns w it h in fra str u ctu re a n d
cu lt u ra l a g ilit y , lik e t h o se in A sia , a re
p o sit io ned t o b en efit d is p ro po rtio nate ly .
T his is a m om en t w hen A sia ’s u n iq ue
co m bin atio n o f s c a le , s p eed , a n d c u lt u ra l d ep th
is n o t o nly d riv in g it s o w n g ro w th b ut a ls o
sh ap in g h o w t h e r e st o f t h e w orld b uild s a n d
d is tr ib ute s g am es.
s lo w e x p lo sio n , I
c a n s e e t h is
t r a jec to ry w it h
m or e a n d m or e
gr ea t i n die
g a m es w il l c o m e
fr om J a pa n .
Shu Y o sh id a, a f o rm er lo ng tim e S ony P la yS ta tio n
le a d er, s a id in a n in te rv ie w t h at in d ie g am es in
J ap an f e el lik e t h ey a re o n t h e v e rg e o f a
5G B“ ”
Fro m F a m ic o m t o s m artp ho nes
M ark e t S nap sh o t
G en re P re fe re n ce s
M onetiz a tio n P la yb o ok
D eve lo per & P ub lis h er L an d sc a p e
Esp o rts : s lo w b urn , u n iq ue s tr e n g th s
E xp o rt P ow er & G lo bal I n flu en ce
O utlo ok
T ABLE OF CONTENTS
02081315 In tr od uc tio n : A sia i s s e ttin g t h e p a ceSo uth K or ea : e sp or ts e m pir e, R PG
ob se ssio n , a n d u n m atc h ed s p en din g
pow er
Ja pa n : W her e g a ch a m eets p r estig eG a m eB ea t i n te r v ie w : Q -G a m eSThre e p illa rs , o ne r e g io n
T he b ig p ic tu re : m obile , m onetiz a tio n, a n d c u lt u ra l p o w er
W hy 2 025 m atte rs
A bo ut t h is r e p o rt
E d it o ria l p ers p ectiv e
F ro m P C c a fé s t o g lo bal p o w erh o use
M ark e t S nap sh o t
G en re P re fe re n ce s
M onetiz a tio n P la yb o ok
D eve lo per & P ub lis h er L an d sc a p e
Esp o rts : K ore a’s c u lt u ra l e xp o rt e n g in e
E xp o rt P ow er & G lo bal I n flu en ce
O utlo ok
H ow a n i n d ie g am e s tu d io r u n b y a B rit h as t h riv e d f o r 2 4 y e ars i n J ap an6G B
Fro m N et C afé s t o M obile N atio ns
M ark e t S nap sh o t
G en re P re fe re n ce s
M onetiz a tio n P la yb o ok
D eve lo per & P ub lis h er L an d sc a p e
Esp o rts : m obile f ir s t, m assiv e ly p o pula r
E xp o rt P ow er & G lo bal I n flu en ce
O utlo ok
T ABLE OF CONTENTS
20222728 G a m esB ea t i n te r v ie w : N exo nW hat’s n ex t f o r A PA CSo uth ea st A sia : S c a le , S p eed , a n d
Su r gin g M on etiz a tio n
G a m esB ea t S tu d io S p otl ig h t:
R ev o lu tio n I n dustr y
Nexo n m ain ta in s 3 0-y e ar h is to ry b y m ain ta in in g c o re f ra n ch is e s a n d “ h yp erlo ca liz a tio n”B eco m in g a f o rc e i n t h e r e g io n’s g am in g m ark e t: A n i n te rv ie w w it h J u ye o n L ee, S V P, A sia
P acif ic f o r X so lla
R evo lu tio n I n d ustr y l a u n ch es a ir s h ip t it le s f ro m i t s s tu d io i n T haila n d 3 1 U n lo ck in g o p por tu n it ie s i n t h e
A PA C r eg io n
A m obile -fir s t c o ntin en t w it h i n fra str u ctu re m usc le
M onetiz a tio n m aste ry , t h re e w ays
G en re i d en tit y m eets c u lt u ra l p o w er
E sp o rts : d if fe re n t p ath s, o ne g lo bal i m pact
G lo bal I n flu en ce : E xp o rts , I P , a n d S tr a te g y
O ppo rtu n it ie s a n d c h alle n g es a h ead
T he B ig P ic tu re : A sia S ets t h e A gen d a
7G B
Where gacha
meets prestige
Japan is a complex powerhouse. It’s the world’s third-largest mobile gaming mark et and the
historical bir thplace of console gaming icons. It’ s a place where narrative-rich RPGs thriv e beside
puzzle games built for commuter tr ains, where gacha monetization is r efined to an art form, and
where the boundar y between games, anime, and pop cultur e has all but dissolved.
In 2025, Japan remains fiercely proud of its tr aditions, and incr easingly integrated into a fast-
changing global mark et. The combination of cultur al prestige, monetization master y, and deep pla yer
lo yalty continues t o make Japan one of the most fascinating and pr ofitable markets in the world.
The e vo lu tio n o f J ap an’s g am in g
eco sys te m
Jap an’s g am in g le g acy r u n s d eep . T he c o un tr y
d id n’t ju st p o pula riz e v id eo g am es— it d efin ed
th em . T he 1 983 la u n ch o f t h e F a m ic o m ( w hat’s
k n o w n a s t h e N in te n d o E nte rta in m en t S ys te m
a b ro ad ) t ra n sfo rm ed h o m e e n te rta in m en t a n d
g ave r is e t o g lo bal ic o ns lik e M ario a n d Z eld a.
T hro ug h t h e 1 990s a n d e a rly 2 000s, J ap an’s
c o nso le in d ustr y le d t h e w orld , p o w ere d b y g ia n ts
lik e N in te n d o , S ony, a n d S eg a. B ut t h e 2 000s
bro ug ht a d ra m atic s h if t. M obile p ho nes, t h e
an cie n t p re d ece sso rs t o s m artp ho nes, b eca m e a
d o m in an t g am in g p la tf o rm t h an ks t o f e a tu re
p ho ne t it le s lik e P uzzle B obble a n d D ra g o n Q uest
M obile .
W hen t h e s m artp ho ne e ra a rriv e d , J ap an a d ap te d
ra p id ly , c re a tin g a u n iq ue m obile -f ir s t e co sys te m
w it h c o nso le -q ualit y R P G s a n d f in ely t u n ed
m onetiz a tio n s ys te m s. C ult u ra l h ab it s s h ap ed t h is
e vo lu tio n: lo ng c o m mute s o n p ub lic t ra n sit c re a te d
p erfe ct c o nd it io ns f o r m obile g am in g s e ssio ns,
w hile g ach a m ech an ic s, o r r a n d o m iz e d it e m p ulls
r o ote d in c a p su le t o y c u lt u re , f o un d f e rtil e g ro un d
am ong R P G -lo vin g a u d ie n ce s.
From F amicom t o
smartphones
JA PA N8G B
MARKET SNAPSHOTOn a ve ra g e, e a ch g am er in J ap an w ill s p en do n g am es, in -g am e p urc h ase s,
su b sc rip tio ns, a n d r e la te d s e rv ic e s.
U nlik e m an y W este rn m ark e ts , J ap an ’s g ro w th is
s te a d y r a th er t h an e xp lo siv e . I t s m ark e t is
c h ara cte riz e d b y d eep m onetiz a tio n o f a s ta b le
p la ye r b ase , lo ng lif e cyc le s f o r t o p t it le s, a n d
extr a o rd in ary I P d ura b ilit y .
T he s h are o f g am ers in J ap an is s e t t o g ro w f ro m 2 0242029 G ro w in g a t It ’s t h e t h ir d -la rg est m ark e t
afte r t h e U .S . a n d C hin a, a n d
th e e ig hth l a rg est b y t h e
n um ber o f p la ye rs .
A m obile g ia n t w it h c o nso le h erit a g e
Jap an r e m ain s o ne o f t h e m ost lu cra tiv e a n d
m atu re g am in g m ark e ts g lo bally .
5 5.3 %4 8.3 %9 .7 %$ 1,7 5 0
Jap an ’s g am in g
m ark e t h it
b il lio n
in 2 0 24
$ 2 6 .3B IL LIO N
B Y 2 0 33
$ 6 0.5A nd is o n t ra ck t o
m ore t h an d o ub le t o
9G B PER Y EA R Genre
Preferences RP G d o m in an ce , p uzzle l o ya lt y , a n d
A R i n nova tio n
Jap an ese g am ers h ave d is tin ct a n d e n d urin g
g en re lo ya lt ie s:
A dve n tu re a n d a ctio n-a d ve n tu re g am es le a d
th e p ack in J ap an , w it h a c le a r lo ve f o r s to ry –
d riv e n t it le s w it h a s tr o ng a ctio n b en t, lik e
T he L eg en d o f Z eld a a n d M onste r H un te r.
J R P G s a re a n im po rta n t p art o f t h e c o un tr y ‘s
g am in g h erit a g e, in clu d in g t h e F in al F an ta sy
se rie s a n d t h e r e ce n t M eta p ho r: R eF an ta zio .
S im ple m ech an ic s, s tr o ng I P t ie -in s ( P uzz le &
D ra g o ns, D is n ey T su m T su m ), a n d s u it a b ilit y
f o r s h o rt t r a n sit s e ssio ns k e ep p uzzle g am es
co nsis te n tly in t h e t o p c h arts . T ota l r e ve n ue
is e xp ecte d t o s h o w a n a n nual g ro w th r a te
AR/lo ca tio n-b ase d g am es s u ch a s P oké m on
G O a n d D ra g o n Q uest W alk h ave c a rv e d o ut a
s ta b le n ic h e. H ig h p o pula tio n d en sit y a n d
urb an m obilit y m ake J ap an o ne o f t h e
str o ng est A R g am in g m ark e ts g lo bally .
W hile g lo bal t r e n d s lik e s h o ote rs a n d s tr a te g y
gam es h ave m ad e in ro ad s, J ap an ’s m obile c h arts
r e m ain r e m ark a b ly r e sis ta n t t o W este rn g en re
d o m in an ce , e m phasiz in g lo ca l t a ste s a n d
sto ry te llin g t r a d it io ns.
T he r e su lt is a h ig h-c o nve rs io n, h ig h-lo ya lt y
e n vir o nm en t w here t o p-g ro ssin g g am es c a n
m ain ta in d o m in an t p o sit io ns f o r y e a rs .
F a te /G ra n d O rd er, f o r e xa m ple , r e m ain s a
r e ve n ue ju g gern au t m ore t h an a d eca d e a fte r
la u n ch , t h an ks t o lim it e d b an ners a n d lo ya l f a n s.
B attle p asse s a n d s e aso nal e ve n ts h ave
g ain ed g ro un d , p artic u la rly a m ong h yb rid
R P G s a n d m ult ip la ye r t it le s.
P aym en t t r u st is h ig h. D om estic a p p
sto re s, c a rrie r b illin g , a n d c re d it c a rd
p en etra tio n e n su re f ric tio nle ss
p aym en ts , w hile s tr ic t r e g ula tio n a ro un d
ra n d o m iz e d m onetiz a tio n b uild s
co nsu m er c o nfid en ce .
G ach a s ys te m s d o m in ate , b le n d in g
p syc h o lo gic a l r e w ard lo ops w it h b elo ve d
ch ara cte rs a n d c o lle ctib le it e m s. P la ye rs
w illin g ly s p en d t o c o m ple te r o ste rs ,
p o w er u p f a vo rit e s, o r c h ase lim it e d -t im e
eve n ts .
1 . 2.3.10G B(C AG R 2 022-2 029) o f 4 .5 4% , r e su lt in g in a
p ro je cte d m ark e t v o lu m e o f U S$2.4 1bn b y 2 029.Monetization
Playbook Gach a, b attle p asse s, a n d t r u ste d
p aym en ts
If S outh K ore a p erf e cte d F 2 P s ys te m s, J ap an
ele va te d g ach a t o a c u lt u ra l p hen o m en o n. I t ’s
o ne o f t h e t h re e m ajo r p illa rs o f t h e c o un tr y ’s
m obile m onetiz a tio n la n d sc a p e: Developer &
Publisher
Landscape Tit a n s o f t r a d it io n a n d m obile
p o w erh o use s
Jap an’s d eve lo per e co sys te m is a b le n d o f
le g acy c o nso le g ia n ts a n d m obile -n ativ e
in no va to rs . W hile t h e c o nso le g ia n ts m ain ta in
p re stig e a n d e xp o rt p o w er, d o m estic a lly m obile
d eve lo pers g en era te t h e b ulk o f d o m estic
r e ve n ue.
N in te n d o r e m ain s a g lo bal f o rc e , b le n d in g
co nso le s u cce ss ( S w it c h 2 , la u n ch ed in J un e
2 024) w it h m obile e xp erim en ts ( M ario K art
T our, F ir e E m ble m H ero es) t h at e m phasiz e
IP r e a ch o ve r a g gre ssiv e m onetiz a tio n.
S ony I n te ra ctiv e E nte rta in m en t f o cu se s
in cre a sin g ly o n g lo bal liv e -s e rv ic e in it ia tiv e s
w hile m ain ta in in g d o m estic c o nso le
le a d ers h ip .
S quare E nix , B an d ai N am co , a n d C ap co m
co ntin ue t o le ve ra g e v a st I P lib ra rie s a cro ss
c o nso le a n d m obile , o fte n t h ro ug h
co lla b o ra tio ns w it h m obile s tu d io s.
M obile l e ad ers lik e M ix i ( M onste r S tr ik e ),
G un g H o ( P uzzle & D ra g o ns), a n d C yg am es
(G ra n b lu e F an ta sy, U m a M usu m e) d o m in ate
t h e d o m estic m obile c h arts a n d h ave
in cre a sin g ly g lo bal a m bit io ns. Esports: slow
burn, unique
strengths Mobile e sp o rts o n t h e r is e
Esp o rts in J ap an h as h is to ric a lly la g ged b eh in d
K ore a a n d C hin a, b ut it ’s b een g ro w in g in r e ce n t
ye a rs , a s c o nsu m er a w are n ess a n d t e ch n o lo gy
so phis tic a tio n h as g ro w n. H ow eve r, c h all e n g es
lik e lim it e d s p o nso rs h ip s a n d a d ve rtis in g
o ppo rtu n it ie s a n d s tr ic t r e g ula tio ns o n b ett in g
are k e ep in g g ro w th s lo w er t h an in o th er m ark e ts .
Reve n ue is p ro je cte d t o r e a ch M il lio nM il lio n Annual
g ro w th r a te
J ap an’s e sp o rts m ark e t is in cre a sin g ly e m bra cin g
m obile g am in g , r e fle ctin g a c u lt u ra l s h if t t o w ard s
m ore a cce ssib le a n d o n-t h e-g o c o m petit iv e
e xp erie n ce s.
W hile e sp o rts in J ap an d o esn’t h ave t h e
in fra str u ctu ra l d o m in an ce o f K ore a , it s g en re
s p ecia liz a tio n a n d c u lt u ra l e xp o rts m ake it
in cre a sin g ly in flu en tia l.
T he la rg est m ark e t w it h in e sp o rts is e sp o rts
b ettin g , w it h a m ark e t v o lu m e o f$ 13 5 .6 M
11G B Export Power &
global influence IP , a n im e, a n d g lo bal r e ach
Few c o un tr ie s w ie ld s o ft p o w er t h ro ug h g am in g
IP lik e J ap an :
Ic o nic f r a n ch is e s ( P oké m on, M ario , F in al
F an ta sy, M onste r H un te r) d o m in ate g lo bal
co nsc io usn ess, s p aw nin g t r a n sm ed ia
e m pir e s o f a n im e, f ilm s, m erc h an d is e , a n d
th em e p ark s .
M obile t it le s lik e U m a M usu m e P re tty D erb y,
G ra n b lu e F an ta sy, a n d F ate /G ra n d O rd er
h ave a ch ie ve d g ro w in g o ve rs e a s r e ve n ues,
p artic u la rly in E ast a n d S outh ea st A sia .
A nim e-g am in g syn erg y r e m ain s u n m atc h ed .
G am es la u n ch a lo ng sid e a n im e a d ap ta tio ns,
a n d v ic e v e rs a , c re a tin g s u sta in ed
en g ag em en t lo ops.
J ap an ’s a b ilit y t o b uild e n d urin g w orld s a n d
ch ara cte rs g iv e s it u n p ara lle le d g lo bal c u lt u ra l
re a ch . E ve n a s W este rn liv e -s e rv ic e g am es
d o m in ate r e ve n ues, J ap an ese I P c o ntin ues t o
s e t t h e t e m pla te f o r n arra tiv e a n d a esth etic
e xc e lle n ce . $2 15 $17 8 .8 2025 2029 Mil lio n
use r s
b y 2 0 29 22.9 4.7%
OUTLOOKJap an ’s g re a te st s tr e n g th r e m ain s it s a b ili t y t o
c ra ft u n fo rg etta b le e xp erie n ce s, w heth er t h ro ug h
fin ely t u n ed m obile R P G s o r c o nso le
b lo ckb uste rs w it h g lo bal c u lt u ra l im pact. I t s
f u tu re lie s n o t in c h asin g t r e n d s b ut in a m plif y in g
w hat m ake s J ap an ese g am es u n iq ue o n a n
in cre a sin g ly g lo bal s ta g e.
P re stig e, p re ssu re , a n d p o te n tia l
Jap an’s g am in g in d ustr y in 2 025 is d efin ed b y
p re stig e, s ta b ilit y , a n d c u lt u ra l r e so nan ce . I t s
d o m estic m ark e t is m atu re , it s p la ye rs lo ya l,
a n d it s I P w orld -r e n o w ned . B ut it a ls o f a ce s
n ew p re ssu re s:
G lo b a liz a tio n i s
a ccele r atin g:
Y OUN GER A UD IE N CESR EG ULA TO R Y
OV ER SIG H T
Jap an ese d eve lo pers a re a d ap tin g t o g lo bal
liv e -s e rv ic e m odels , b ut c o m petit io n is f ie rc e .
a re m ore g lo baliz e d in t a ste , p o te n tia lly
c h alle n g in g p uzzle /R P G d o m in an ce in t h e
lo ng t e rm .
on g ach a a n d m onetiz a tio n r e m ain s t ig ht,
r e q uir in g in no va tio n w it h in s tr ic t b o un d arie s.
A I A N D
CLO UD G A M IN G
may r e sh ap e b o th d eve lo pm en t a n d
co nsu m ptio n, p o te n tia lly a m plif y in g J ap an’s
s to ry te llin g s tr e n g th s if e m bra ce d s tra te g ic a lly .
1 2G B
How a n i n d ie g am e s tu d io r u n b y a B rit h as t h riv e d f o r 2 4 y e ars i n J ap anDyla n C uth b ert, a n 1 8-y e a r-o ld in t h e U nit e d
K in g d o m , w en t t o J ap an in 1 990 o n a n in vit a tio n
fro m N in te n d o . H e h ad h acke d t o geth er a 3 D
d em o o n t h e N in te n d o G am eB oy – – a r a re t e ch n ic a l
fe a t.
C uth b ert h ad t a u g ht h im se lf t o p ro gra m o n a n
A m ig a a n d jo in ed A rg o nau t a t 1 6, w hile h e w as
still in h ig h s c h o ol. O n t h e t r ip t o J ap an , h e m et
w it h t h e e a rly d esig n a n d t e ch g uru s a t t h e K yo to ,
Jap an -b ase d N in te n d o , in clu d in g S hig eru
M iy a m oto . W hen h e e xp la in ed h is E clip se d em o,
th ey w ere im pre sse d .
C uth b ert jo in ed t h e N in te n d o t e a m t h at m ad e S ta r
F o x, a n d h e w as in str u m en ta l in m akin g t h e
g ra p hic s f o r t h e g am e o n t h e S up er N in te n d o
gam e c o nso le . I t w as a b ette r w ay t o le a rn
g am ecra ft t h an s c h o ol.
” It w as q uit e a n a d ve n tu re , a n d c ra zy a t t h at a g e,”
C uth b ert s a id in a n in te rv ie w w it h G am esB ea t.
C uth b ert w en t o n t o w ork a t P la yS ta tio n in t h e U .S .
in 1 995. H e b uilt t h e f a m ous r u b ber d uck in a b ath
d em o f o r t h e P la yS ta tio n 2 . L a te r, h e r e tu rn ed t o
K yo to a n d s ta rte d Q -G am es in 2 001. A cro ss h is
c a re er, h e m eld ed in d ie a n d t r ip le -A .
And 2 4 y e a rs la te r, C uth b ert, n o w f lu en t in
J ap an ese , h as a t e a m o f 5 5 p eo ple , a n d h e’s s till
t h e s o le o w ner o f t h e in d ie g am e s tu d io . A ll o f t h is
w as e xc e ed in g ly r a re , a s e xp ats w ere n o t
co m mon, a n d f o re ig ners w ere n ‘t p le n tif u l w it h
J ap an ese g am e m ake rs .
Y et u n d er C uth b ert’s le a d ers h ip , Q -G am es h as
exc e lle d a s a J ap an ese g am e c o m pan y t h at h as
J ap an ese , E uro pea n , a n d A m eric a n g am e
deve lo pers w ork in g f o r it . I t h as m ad e 2 5 g am es
to d ate , in clu d in g h it s lik e P ix e lJ un k, w hic h s o ld
m ore t h an a m illio n c o pie s a n d b eca m e a s e rie s.
C uth b ert w as f ru str a te d b y t h e la ck o f v is ib ilit y f o r
Jap an ese in d ie s. S o h e a n d Q -G am es p ro duce r
Q-GaMESG AM ES B EA T I N TER V IE W :d y la n c uth b er tFounder/CEO of Q-GamesJam es M ie lk e s e t a b o ut c re a tin g a s h o w ca se
fo r J ap an ese in d ie t a le n t. T hey s ta g ed t h e f ir s t
B it S um mit in K yo to in 2 013, I n 2 025, t h e s h o w
dre w m ore t h an 5 8,0 00 a tte n d ees, w it h m ajo r
pla ye rs lik e N in te n d o a n d S ony c o m in g .
C uth b ert is p ro ud o f t h e t h riv in g in d ie
e co sys te m in J ap an , a s s e en t h ro ug h t h e
su cce ss o f B it S um mit .
1 3G B
There has
alway s been a
strong hobb yist
element in
Jap an
“
Cuth b ert’s c o m pan y r e m ain s a b ea co n f o r t h e
in d ie in d ustr y , a n d C uth b ert s till o w ns 1 00 % o f
Q -G am es. H e t a ke s p rid e in m eld in g d if fe re n t
cu lt u re s in t h e s tu d io , b ut h e s till r e ca lls o ne
le sso n f ro m M iy a m oto : D on’t b e w ed t o a n y
sin g le id ea . O fte n , C uth b ert lik e n s it t o t h e
J ap an ese s a yin g , ” t a ku o h ik ku rik a esu ,” o r
flip pin g t h e m ah -jo ng t a b le – – a n d s ta rtin g o ve r.
S om etim es, t h at m ea n s s h elv in g a g am e a n d
m ovin g o n t o a n o th er. I t w ork s , a s lo ng a s y o u
flip t h e t a b le e a rly e n o ug h.
T his y e a r, Q -G am es h ad it s b est y e a r e ve r. N ow
Q -G am es h as c o m e u p w it h in no va tiv e g ra p hic s
fo r, D re a m s o f A no th er, la u n ch in g O cto ber 1 0 ,
2025 f o r P S5, P S V R2, a n d S te a m . T hat g am e
has a n ew k in d o f p artic le g ra p hic s t h at is n’t
c o m mon in g am in g .
A s f o r t h e f u tu re , C uth b ert d o esn’t w an t t o s e e
A I e lim in ate a lo t o f g am e jo bs. B ut h e lo oks
fo rw ard t o w hat A I c a n d o t o c o ntin ue t o
a d va n ce g ra p hic s a n d g am e d eve lo pm en t. T o
h im , t h e m ost t ra n sfo rm ativ e t h in g o f a ll w ill b e
fin d in g n ew f o rm s o f g am ep la y.
“I’m ju st h avin g a g re a t t im e, e ve n n o w , c o m in g
up w it h n ew id ea s,” h e s a id .
14G B ”
South Korea isn ’t just another major gaming mark et; it’s a global for ce where cultural passion,
technological infr astructure, and spending power conv erge. In 2025, the countr y stands as a model
for how gaming can permeate daily lif e, shape global trends, and power billion-dollar ecosystems.
From PC caf és that birthed espor ts dynasties t o mobile RPGs that dominate r evenue char ts, South
Kor ea ’s influence extends far be yond its bor ders.
The h is to ric a l r o ots o f a g am in g
natio n
Gam in g in S outh K ore a h as b een w ove n in to t h e
so cia l f a b ric f o r d eca d es. T he la te 1 990s s a w
th e r is e o f P C b an g s ( In te rn et c a fé s), w hic h
b eca m e n o t ju st g am in g h u b s b ut c u lt u ra l
in stit u tio ns. T hese s p ace s p ro vid ed a ffo rd ab le
a cce ss t o h ig h-s p eed in te rn et a n d p o w erf u l P C s,
c a ta ly z in g a g en era tio n o f g am ers w ho h o ned
th eir s kills in c o m mun al s e ttin g s. T it le s lik e
S ta rC ra ft b eca m e n atio nal o bse ssio ns, g iv in g
b ir th t o p ro fe ssio nal le a g ues a n d t e le vis e d
to urn am en ts lo ng b efo re e sp o rts b eca m e a
g lo bal b uzzw ord .
G ove rn m en t s u p po rt p la ye d a k e y r o le e a rly o n.
B y t h e e a rly 2 000s, t h e M in is tr y o f C ult u re w as
a ctiv e ly in ve stin g in b ro ad ban d in fra str u ctu re
a n d e sp o rts f e d era tio ns. T his e a rly e co sys te m
la id t h e f o un d atio n f o r t o day’s t h riv in g
la n d sc a p e: a t e ch n o lo gic a lly a d va n ce d , d eep ly
s o cia l, a n d h ig hly c o m petit iv e g am in g c u lt u re .
esports empire, RPG
obsession, and unma tched
spending po wer
From PC cafés
to gl obal
powerhouse
SO UTH K O REA15G B
MARKET SNAPSHOT The c o un tr y is s e ein g a s u rg e in t h e p o pula rit y
o f m obile g am in g , t h an ks t o lo ca l d eve lo per
in no va tio n a n d a y o uth d em ogra p hic t h at’s
m obile -f ir s t a n d t e ch s a vvy.
E sp o rts is c h an g in g h o w g am es a re
c o nsu m ed a n d e n jo ye d , w it h e ve n ts a n d
liv e str e a m in g t u rn in g g am es in to a s o cia l
co m mun it y w it h s tr o ng c o nnectio ns b etw een
fa n s a n d p la ye rs .
R obust in te rn et in fra str u ctu re a n d f a vo ra b le
f is c a l p o lic ie s, p lu s a s tr o ng n atio nal
eco no m y, is b o ostin g g ro w th , a lo ng w it h a
d em an d f o r g am in g c o nte n t t h ro ug ho ut t h e
w orld .
W hat s e ts K ore a a p art is t h e c o m bin atio n o f s c a le
a n d in te n sit y . W it h f e w er p la ye rs t h an m ark e ts
lik e C hin a o r t h e U .S ., K ore a c o m pen sa te s t h ro ug h
hig h e n g ag em en t a n d m onetiz a tio n le ve ls . K ore a n
g am ers a re a m ong t h e f a ste st a d o pte rs o f n ew
p aym en t m eth o ds lik e m obile w alle ts a n d a p p
sto re d ir e ct b illin g .
2 0242030
6 4 .3 %5 7%A c u lt u ra lly s tr o ng , m obile -fir s t
p o w erh o use
South K ore a ’s g am in g m ark e t is s tr o ng , t h riv in g
no w a n d p o sit io ned f o r s te a d y e xp an sio n, w it h a
u n iq ue b le n d o f c u lt u ra l e n g ag em en t, t h an ks t o
e sp o rts a n d P C b an g s, a n d t e ch n o lo gic a l
ad va n ce m en t, lik e 5 G a n d b ro ad ban d p en etr a tio n.
R eve n ue is p ro je cte d t o r e a ch $ 14.5 6 b illi o n in
2 025, a n d h it 2 0.0 3 b illio n b y 2 030 – t h at’s a
g ro w th r a te o f 6 .5 9% .
The n um ber o f g am ers is g ro w in g , w it h u se r
p en etra tio n r e a ch in g
G ro w in g a t w it h a n A RP U o fMillion
users
2 2
$1.4 8K16G B Genre
Preferences RP G r o ya lt y , s tr a te g y d ep th , a n d
m an hw a I P p o w er
RP G s a cco un t f o r 6 0% o f g am e m ark e t
re ve n ue. N arra tiv e d ep th , g rin d in g lo ops, a n d
ch ara cte r c u sto m iz a tio n r e m ain k e y d ra w s.
S tr a te g y g am es h o ld 1 8% s h are , b o oste d b y
b o th m id co re m obile h it s a n d P C r e a l- t im e
stra te g y t it le s t h at r e ta in a p assio nate p la ye r
b ase .
M an hw a-b ase d I P ( K ore an c o m ic s) is a r is in g
p o w erh o use . G am es lik e S olo L eve lin g : A RIS E
an d T o w er o f G od: N ew W orld d em onstra te
t h e lu cra tiv e s yn erg y b etw een lo ca l I P a n d
g am e d eve lo pm en t. M an hw a a d ap ta tio ns n o w
acco un t f o r 7 o f t h e t o p 5 0 g ro ssin g g am es o n
K ore a n a p p s to re s.
K ore a s ke w s t o w ard m id co re a n d h ard co re
g am ep la y, r e fle ctin g it s c o m petit iv e D N A a n d h ig h
to le ra n ce f o r c o m ple x s ys te m s. Source: Sensor Tower 2 2
Monetization
Playbook
Ads, I A Ps, a n d t h e e vo lu tio n o f
fre e-to -p la y
Kore a n d eve lo pers h ave m aste re d t h e
fre e-t o -p la y ( F 2 P ) m odel, b le n d in g
ag gre ssiv e m onetiz a tio n w it h f in ely t u n ed
p ro gre ssio n s ys te m s.
In -a p p p urc h ase s ( IA Ps) r e m ain t h e d o m in an t
re ve n ue d riv e r, w it h
A d efi n in g f e a tu re o f t h e K ore a n m ark e t is t r u st
in d o m estic p aym en t e co sys te m s, in clu d in g
ca rrie r b illin g a n d m obile w alle t in te g ra tio n,
le a d in g t o h ig h c o nve rs io n r a te s a n d lo w er
fric tio n t h an in m an y W este rn m ark e ts .
o ffe rin g in -a p p p urc h ase s, a lm ost t w ic e t h e
g lo bal a ve ra g e.
A d m onetiz a tio n i s r is in g ,
partic u la rly r e w ard ed v id eo
an d h yb rid m odels .
of K ore a n m obile g am ers e n g ag e w it h o nlin e
g am in g c o m mun it ie s c o m pare d t o o nly 8 3%6 5%
in t h e U S a n d U K, s o a n a ctiv e , p o sit iv e o nlin e
sp ace is a k e y p art o f in sta ll, e n g ag em en t a n d
lo ng evit y .
6 6%
17G BDeveloper &
Publisher
Landscape Tit a n s, t r e n d se tte rs , a n d a b ud din g
in d ie s c e n e
Kore a’s g am e in d ustr y is d o m in ate d b y a f e w
m ajo r p la ye rs :
N exo n r e m ain s a g lo bal h ea vyw eig ht, b le n d in g
P C le g acy ( M ap le S to ry , D un g eo n & F ig hte r)
w it h n ew m obile v e n tu re s.
N etm arb le le a d s t h e m obile c h arg e w it h R P G
fra n ch is e s a n d a g gre ssiv e o ve rs e a s
exp an sio n.
N CSoft c o ntin ues t o m ilk it s L in ea g e I P w hile
e xp erim en tin g w it h b lo ckc h ain in te g ra tio n a n d
cro ss-p la tf o rm R P G s.
K aka o G am es le ve ra g es it s m assiv e s o cia l
an d m essa g in g p la tf o rm t o d riv e t ra ffic t o it s
t it le s.
T hese t it a n s a cco un t f o r o ve r 5 5% o f d o m estic
g am in g r e ve n ues.
M ea n w hile , K ore a’s in d ie s c e n e is m atu rin g .
P la tf o rm s lik e S te a m a n d m obile s to re s a re
o pen in g in te rn atio nal a u d ie n ce s t o K ore a n in d ie
h it s ( D AV E T H E D IV ER b y M in tr o cke t b ein g a
b re a ko ut e xa m ple in 2 023– 2024). G ove rn m en t
g ra n ts a n d g am e a cce le ra to rs a re in cre a sin g ly
s u p po rtin g s m all s tu d io s, t h o ug h d is c o ve ra b ili t y
r e m ain s a c h alle n g e. of games
Esports: Korea’s
cultural export
engine
Fro m S ta rC ra ft t o g lo bal s ta d iu m s
South K ore a is t h e c ra d le o f m odern e sp o rts .
W hat b eg an w it h S ta rC ra ft in s m oky P C b an g s
evo lv e d in to a m ult i- b illio n d o lla r in d ustr y w it h
g lo bal r e a ch .
In stit u tio nal s u p po rt: T he K ore a e -S po rts
A sso cia tio n ( K eS PA ) r e m ain s a w orld
m odel f o r s tr u ctu re d le a g ues, p la ye r
rig hts , a n d g o ve rn m en t c o ord in atio n.
In fra str u ctu re : D oze n s o f p urp o se -b uilt
e sp o rts a re n as a cro ss S eo ul a n d B usa n ,
p lu s s tr o ng in te g ra tio n w it h b ro ad ca st T V
an d s tr e a m in g p la tf o rm s lik e A fre eca T V
an d T w it c h K ore a .
S ta r p la ye rs : K ore a n p ro s in L ea g ue o f
Leg en d s, O ve rw atc h , a n d S ta rC ra ft I I
d o m in ate in te rn atio nal r a n kin g s a n d
co m man d g lo bal f a n b ase s.
E sp o rts is n’t ju st e n te rta in m en t in K ore a –
it ’s p art o f t h e n atio nal id en tit y , b le n d in g
co m petit iv e e xc e lle n ce w it h c u lt u ra l p rid e.
Export Power &
Global
Influence
K -g am es g o g lo bal
Kore a n g am es h ave b eco m e m ajo r g lo bal
exp o rts , r id in g t h e w ave o f K -c u lt u re ( K -p o p,
K -d ra m as, m an hw a) t o in te rn atio nal
au d ie n ce s.
T o p e xp o rts : N exo n’s B lu e A rc h iv e ,
N etm arb le ’s S eve n D ea d ly S in s, a n d
S m ile g ate ’s L o st A rk h ave a ch ie ve d
m ajo r in te rn atio nal s u cce ss.
E sp o rts d o m in an ce : T he s kill o f K ore a n
le a g ues a n d p la ye rs h ave t u rn ed t h em
in to g lo bal b ra n d s, in flu en cin g
eve ry th in g f ro m c o ach in g s ty le s t o m eta
s tra te g ie s in in te rn atio nal t o urn am en ts .
C ult u ra l s yn erg y: T he r is e o f m an hw a I P
g lo bally h as o pen ed lu cra tiv e c o –
deve lo pm en t p ip elin es b etw een
p ub lis h ers a n d m ed ia c o m pan ie s.
K ore a’s in flu en ce is n o w f e lt in g am e d esig n
p hilo so phie s, m onetiz a tio n s tra te g ie s, a n d
co m petit iv e g am in g s tr u ctu re s w orld w id e.
18G BExp ecte d t o r e a chM il lio n
by 2 0 30 ,
g r ow in
g a t a
c a gr o f
22.7 %
$ 2 37.3M IL LIO N
in 2 0 24
Kore a’s e sp o rts in d ustr y g en era te d $6 9
OUTLOOKThe f u tu re o f K ore a’s g am in g p o w er
South K ore a’s g am in g e co sys te m in 2 025 is
b o th m atu re a n d d yn am ic , a r a re c o m bin atio n.
It b en efit s f ro m d eca d es o f in fra str u ctu re
in ve stm en t, a c o m petit iv e c u lt u ra l c o re , a n d
d eve lo pers w ho u n d ers ta n d h o w t o m onetiz e
d eep ly e n g ag ed a u d ie n ce s.
In s h o rt, S outh K ore a r e m ain s o ne o f t h e w orld ’s
m ost in flu en tia l g am in g n atio ns, n o t b eca u se o f
siz e a lo ne, b ut b eca u se o f d ep th , in te n sit y , a n d
cu lt u ra l r e a ch . A s g lo bal g am in g b eco m es m ore
c o m petit iv e , K ore a’s b le n d o f e sp o rts e xc e ll e n ce ,
R P G m aste ry , a n d s p en d in g p o w er g iv e s it a
u n iq ue e d ge.
M ob il e R PGs GLO B A LIZ A TIO NEsp or ts e v olu tio nA I a n d c lo ud g a m in gLo okin g a h ead :w ill r e m ain d o m in an t, b ut h yb rid g en re s,
m ix in g R P G d ep th w it h c a su al a cce ssib il it y ,
a re lik e ly t o g ain t ra ctio n.
is a cce le ra tin g . K ore a n s tu d io s a re in cre a sin g ly
d esig nin g f o r in te rn atio nal a u d ie n ce s f ro m d ay
o ne, n o t ju st lo ca liz in g a fte r s u cce ss a t h o m e.
S EA is n’t ju st g ro w in g – it ’s s h ap in g g lo bal
m obile g am in g n o rm s.
c o uld a m plif y K ore a’s a d va n ta g es, g iv e n it s
u lt ra -f a st n etw ork s a n d t e ch n ic a lly s a vvy u se r
b ase .
19G B
GAM ES B EA T I N TER V IE W :Nexo n is o ne o f t h e o ld est v id eo g am e c o m pan ie s
in S outh K ore a , a n d h as m ain ta in ed a s te a d y
pre se n ce in t h e in d ustr y s in ce t h e 9 0s. I t h as o ne
o f t h e lo ng est-r u n nin g M MORP G s in M ap le sto ry ,
a s w ell a s t h e h ig h-g ro ssin g b ea t-e m -u p D un g eo n
Fig hte r O nlin e. N exo n h as m ain ta in ed a s te a d y
pre se n ce in in d ustr y f o r o ve r 3 0 y e a rs w it h it s o w n
in te lle ctu al p ro pertie s, w hile p ub lis h in g g am es
fro m s tu d io s w it h in it s s ta b le .
K im J un g -ju f o un d ed t h e c o m pan y in 1 994, a n d it
la u n ch ed it s f ir s t g am e t w o y e a rs la te r. T he
co m pan y m ove d it s h ea d q uarte rs f ro m S eo ul t o
T okyo , J ap an in 2 005, t h o ug h it m ain ta in s t ie s t o
t h e d eve lo per c o m mun it y in S outh K ore a . I n
a d dit io n t o M ap le sto ry a n d D un g eo n F ig hte r
O nlin e, it a ls o r e ce n tly p ub lis h ed t it le s lik e D ave
th e D iv e r, D N F D uel ( in p artn ers h ip w it h A rc
S ys te m W ork s ), T he F in als a n d T he F ir s t
B ers e rk e r: K haza n .
M aik o A ra , N exo n’s h ea d o f g lo bal
co m mun ic a tio ns, t o ld G am esB ea t, “ A t t h e c o re o f
N exo n’s s u cce ss in s u sta in in g g lo bal f ra n ch is e s
a re t h e t w o h ig hly d eve lo ped a n d c o ntin uo usly
im pro vin g c a p ab ilit ie s: w orld -c la ss liv e o pera tio ns
an d h yp erlo ca liz a tio n. A s a n e a rly le a d er in t h e
d eve lo pm en t o f liv e o pera tio ns, N exo n h elp ed
m ove t h e g am e in d ustr y f ro m g am es o n d is c s, t o
a f u lly o nlin e m odel, t h at e n han ce s t h e p la ye r
exp erie n ce w it h a n aly tic s, r e a l- t im e s u p po rt, a n d a
s te a d y s u p ply o f f re sh c o nte n t.”
T he c o m pan y d efin es “ h yp erlo ca tiz a tio n” a s
“a d ap tin g r e g io nal h it s t o s u it t h e u n iq ue
p re fe re n ce s o f p la ye rs in la rg e m ark e ts a ro un d t h e
w orld .” A r e ce n t r e p o rt f ro m N ik o P artn ers
s u g gests t h at d o m estic t it le s f a re p artic u la rly
w ell in K ore a ( a s w ell a s J ap an ), w it h h ard co re
g am ers b ein g c rit ic a l o f p o or lo ca liz a tio n a n d
ste re o ty p ic a l c u lt u ra l p o rtr a ya ls .
A ra w en t o n t o s a y, “ H yp erlo ca liz a tio n is t h e
fo un d atio n o f N exo n’s r e ce n t s u cce ss in la rg e
glo bal m ark e ts . B eyo nd s im ple t r a n sla tio n,
g am es a re a d ap te d t o s u it t h e s p ecif ic p la ye r
ta ste s in la rg e m ark e ts lik e C hin a, J ap an , a n d t h e
W est. A g o od e xa m ple is M ap le S to ry , w hic h h as
en g ag ed a la rg e a n d g ro w in g a u d ie n ce in t h e
W est w it h r e g io nal c o nte n t a n d d eep in te g ra tio n
w it h p la ye r c o m mun it ie s. I n p artn ers h ip w it h
T en ce n t, D un g eo n& Fig hte r ( P C a n d m obile ) a s
w ell a s t w o n ew N exo n g am es – T he F in als a n d
A RC R aid ers – a re n o w b ein g a d ap te d t o m eet
th e u n iq ue p re fe re n ce s o f p la ye rs in C hin a.”
N exo n a ls o a n no un ce d in 2 024 t h at it w as
re o rg an iz in g it s N orth A m eric a n o ffic e s in to a
n ew W este rn d eve lo pm en t g ro up b ase d in L o s
A ng ele s a n d le d b y H an b ye o l O h. A cco rd in g t o
N exo n, t h is is p art o f a n e ffo rt t o b rin g it s
h yp erlo ca liz a tio n s tr a te g ie s t o o th er r e g io ns b y
“h ir in g t e a m s t o a d ap t o ur g am es t o m atc h t h e
ta ste s o f lo ca l p la ye rs in la rg e m ark e ts lik e
E uro pe a n d N orth A m eric a .”
r a t o ld G am esB ea t, “ N exo n p ro ud ly o pera te s
m ult ip le g am e s tu d io s in K ore a – – t a p pin g in to t h e
u n iq ue c re a tiv e d yn am ic t h at h as s w ep t t h e w orld
w it h a w ard -w in nin g f ilm , s tr e a m in g , m usic , a n d
g am es. A h ig h r a te o f d ig it a l lit e ra cy a n d u n iq ue
cu lt u ra l id en tit y m ake K ore a a g lo bal h u b f o r
2 0G B
NEX ONNexo n m ain ta in s 3 0-y e ar h is to ry b y m ain ta in in g c o re f ra n ch is e s
an d “ h yp erlo ca liz a tio n”
artis ts a n d c o nte n t c re a to rs . A N atu ra lly , K ore a is
N exo n’s la rg est sin g le m ark e t ( ro ug hly 4 5% o f t h e
p o pula tio n is r e g is te re d t o p la y M ap le S to ry ). T his
p ro vid es a s o lid f o un d atio n f o r N exo n’s
e xp an sio n in to g lo bal m ark e ts .”
Nex on is bo th
humbled b y the
many years of
support
received b y
players in
Korea, which is
home t o many of
our most
prolific game
studios…T oday,
Nex on opera tes
in more than 190
countries
around the
world.
21G B“ ”
Southeast Asia is no longer one of the gaming industry’s next fr ontiers. It’ s here, it’s massiv e, and it’s
reshaping global mobile gaming dynamics in r eal time. With a combined population of over 680
million, a median age under 30, and some of the highest mobile engagement r ates in the world, this
region has e volv ed fr om a download powerhouse int o a driver of global monetization gr owth and
innovation.
In 2025, Southeast Asia stands out for its sheer scale, br eakneck adoption speed, and creative
adaptation of global gaming tr ends to local contexts. F rom Indonesia ’s v ast mobile-first user base t o
Singapore’s espor ts infrastructur e, this is a r egion defined b y diversity , and united b y opportunity.
His to ric a l & e co sys te m s h if ts a cro ss
th e r e g io n
South ea st A sia ’s g am in g jo urn ey h as b ee n o ne
o f r a p id t ra n sfo rm atio n. I n t h e la te 1 990 s a n d
ea rly 2 000s, I n te rn et c a fé s a n d P C g am in g h u b s
flo uris h ed in u rb an c e n te rs lik e M an ila , J aka rta ,
an d B an g ko k. P ir a te d P C t it le s a n d D efe n se o f
th e A ncie n ts ( D otA ) L A N b attle s d efin ed a n e a rly
g ra ssro ots g am in g c u lt u re .
T he r e a l in fle ctio n p o in t c a m e in t h e 2 010s
m obile in te rn et b o om . A ffo rd ab le A nd ro id
s m artp ho nes a n d p re p aid d ata p la n s
d em ocra tiz e d g am in g a cce ss a lm ost o ve rn ig ht.
B y t h e m id -2 010s, m obile g am in g w as a lr e a d y
d w arf in g P C g am es in u se r b ase .
T ele co m in ve stm en ts in 4 G a n d n o w 5 G
netw ork s , c o m bin ed w it h a m assiv e y o un g
p o pula tio n, a cce le ra te d t h is s h if t. S EA s kip ped
th e c o nso le g en era tio n a lm ost e n tir e ly , le a p in g
fro m s h are d P C c a fé s t o p ers o nal m obile
d evic e s, c re a tin g o ne o f t h e w orld ’s m ost m obile –
ce n tr ic g am in g r e g io ns.
Sc ale, Speed, and
Surging Monetiza tion
From Net Cafés to
Mobile Na tions
22G BSO UTH EA ST A SIA
5G c o ve ra g e i s h ig h i n
S in g ap o re a n d M ala ys ia ( > 9 0% )
an d e xp an d in g r a p id ly i n
I n d o nesia , P hilip pin es,
T haila n d , a n d V ie tn am .
IndonesiaTHAILANDvietnam PhilippinesMALA YSIA MARKET SNAPSHOTcro ss t h e S EA -6 ( In d o nesia , M ala ys ia ,
P hilip pin es, S in g ap o re , T haila n d , V ie tn am )
SEA is a m obile g am in g h o tb ed , t h e s e co nd
la rg est r e g io n t h e w orld f o r m obile g am e
do w nlo ad s, a n d r a ckin g u p
T he g am e m ark e t s h are
is p o is e d t o g ro w t o
E sp o rts r e ve n ue w ill g ro w t o a r a te t h at is a lm ost d o ub le
t h e g lo bal a ve ra g e.
w it h a n a n nual
g ro w th r a te o f
A m assiv e , m obile -fir s t r e g io n w it h
d iv e rs e g ro w th p atte rn s
In 2 025, S outh ea st A sia ’s g am es m ark e t is
v a lu ed a t $ 14.8 b illio n:
T h e l a rgest
m ark et b y p la y er s
(a bout 1 8 5 m il lio n )
an d r ev en ue
($ 13 b il lio n )
~$ 1.4 b il lio n m ark et~$ 4 .2 8 b il lio nstr o ng e sp o rts c u lt u re a n d m id -t ie r s p en d .vib ra n t P C +m obile m ix ; s tr ic t r e g ula tio ns
sh ap e p ub lis h in g .
m obile e sp o rts a n d in flu en ce r-d riv e n a d o ptio n.C oun tr y s p o tlig hts ~ $ 1 b il lio nfu ele d b y in cre a se d s m artp ho ne a n d in te rn et
p en etra tio n a n d in ve stm en t
23G B mil lio n
th is y ea r mil lio n
ia p r ev en ue mil lio n
G A M ER S bil lio n
b y 2 0 26 There a re a b o ut $310 7.14 $72.5 ~$ 4 72 m il lio n m ark et po w ere d b y A nd ro id d o m in an ce a n d
lo ca l p aym en t s ys te m s. 8.5% $625 Source: Sensor Tower 3 3
Singapore stra te g ic H Q h u b f o r r e g io nal o pera tio ns.S outh ea st A sia ’s s tr e n g th is n’t ju st s iz e – it ’s
m om en tu m . A nnual g ro w th r a te s h o ve r a ro un d
8 – 10% , a m ong t h e f a ste st g lo bally .
GENRE
PREFERENCES
Monetization
Playbook
A rc a d e s c a le m eets M OBA a n d R P G
re ve n ue p o w er
SEA ’s g en re la n d sc a p e b le n d s c a su al
acce ssib ilit y w it h c o m petit iv e in te n sit y :
B attle R oya le & M OBA d o m in ate p la ytim e
an d e sp o rts v ie w ers h ip . M obile L eg en d s:
B an g B an g a n d P U BG M obile t o p c h arts
r e g io n-w id e.
R P G s a re r is in g , d riv e n b y K ore a n a n d
Jap an ese im po rts a n d lo ca liz a tio n o f
m id co re t it le s lik e G en sh in I m pact.
C asu al & h yp erc a su al g am es d riv e m assiv e
d o w nlo ad v o lu m es— esp ecia lly in I n d o nesia
a n d t h e P hilip pin es— via lo w d evic e
re q uir e m en ts a n d s o cia l v ir a lit y
S po rts & s im ula tio n g am es a re e m erg in g
nic h es, e sp ecia lly in T haila n d a n d V ie tn am .
M obile w alle ts , a d s, a n d e m erg in g
IA P g ro w th
S EA m onetiz a tio n is c a tc h in g u p f a st:
M obile w alle ts a n d c a rrie r b illin g are p rim ary
p aym en t r a ils , w it h w alle ts lik e G Cash ( P H ),
G oP ay ( ID ), a n d T ru eM oney ( T H )
m ain str e a m .
Ad m onetiz a tio n is p ro po rtio nally h ig her t h an
in J ap an o r K ore a . R ew ard ed v id eo a n d
in te rs tit ia ls c a n c o ntr ib ute u p t o 3 5– 40% o f
m obile g am e r e ve n ue in h yp erc a su al
se g m en ts .
IA P r e ve n ue is g ro w in g q uic kly in T haila n d ,
M ala ys ia , a n d V ie tn am , w here m id co re
g en re s d o m in ate .
L o ca liz e d p ric in g a n d o ffe rs a re c rit ic a l;
d eve lo pers w ho a d ap t s e e s ig nif ic a n tly
h ig her c o nve rs io n.
S EA ’s A RP U m ay b e lo w er, b ut s c a le a n d
im pro vin g c o nve rs io n a re m akin g it a c rit ic a l
re ve n ue e n g in e f o r g lo bal p ub lis h ers .
IndonesiaThailandVietnam b attle r o ya le + h yp erc a su alb ala n ce d M OBA s a n d R P G s, r is in g
stra te g y e n g ag em en t
str o ng P C s tra te g y + s h o ote rs a lo ng sid e m obil eC oun tr y s p o tlig hts Phillipines h yp erc a su al + in flu en ce r-d riv e n v ir a lit y Mala ysia m id co re R P G s a n d M OBA s, h ig her A RP U s e g m en t singapore hig hly d iv e rs e , c o m petit iv e s ke w24G B ~$ 6 60 M il lio n
Developer &
Publisher
Landscape
Esports: mobile
first, massively
popular
Export Power &
Global Influence
Lo ca l s tu d io s r is in g , g lo bal p la ye rs
lo ca liz in g
SEA ’s d ev e co sys te m is m atu rin g r a p id ly :
L o ca l s tu d io s a re p ro ducin g c u lt u ra lly
r e so nan t t it le s ( e .g ., I n d o nesia ’s T o ge
P ro ductio ns, M ala ys ia ’s K ure ch ii) . G am es li k e
C offe e T a lk a n d S im ula cra h ave f o un d g lo bal
au d ie n ce s.
R eg io nal p ub lis h ers lik e G are n a ( S G ) a ct a s
p o w erf u l a g gre g ato rs a n d d is tr ib uto rs .
G lo bal g ia n ts ( T en ce n t, N etE ase , A ctiv is io n,
m iH oYo ) a re lo ca liz in g a g gre ssiv e ly , o pen in g
o ffic e s in S in g ap o re , B an g ko k, a n d H o C hi
M in h C it y .
S in g ap o re h as e m erg ed a s t h e r e g io nal H Q
hu b t h an ks t o f a vo ra b le r e g ula tio ns a n d
in fra str u ctu re .
C halle n g es r e m ain — fra g m en te d r e g ula tio ns,
u n eve n t a le n t p o ols — but p ro gre ss is r a p id .
R eg io nal u n it y t h ro ug h c o m petit io n
SEA is a rg uab ly t h e w orld ’s m ost m obile e sp o rts –
c e n tr ic r e g io n:
In clu d in g b ettin g r e ve n ue, e sp o rts r e ve n ue is
e stim ate d a t $ 350– 380 m illio n in 2 025,
o ve rw helm in g ly d riv e n b y m obile .
M obile L eg en d s: B an g B an g M 5 W orld
C ham pio nsh ip ( M an ila , 2 024) p ea ke d a t 5 .0 7
M c o ncu rre n t v ie w ers , b re a kin g r e co rd s.
T h aila n d a n d V ie tn am le a d in t e a m
in fra str u ctu re , a n d S in g ap o re a n d M ala ys ia
h o st m arq uee e ve n ts .
T he P hilip pin es is a t a le n t h u b , e xp o rtin g t o p-
tie r t e a m s a n d in flu en ce rs .
U nlik e J ap an o r K ore a , S EA ’s e sp o rts g ro w th is
b o tto m -u p : c o m mun it y -d riv e n , in flu en ce r-
a m plif ie d , a n d p o w ere d b y m obile u b iq uit y .
D ow nlo ad s, I P , a n d t a le n t o n t h e r is e
SEA is b eco m in g a n et e xp o rte r o f p la ye rs , t a le n t,
a n d c re a tiv e e n erg y:
In d o nesia a n d P hilip pin es g en era te m assiv e
g lo bal d o w nlo ad v o lu m es, s h ap in g a p p s to re
ra n kin g s.
R eg i o nal I P is e m erg in g s lo w ly , o fte n a n im e- o r
m an hw a-in flu en ce d .
S EA is a t e stin g g ro un d f o r g lo bal p ub lis h ers
th at a re la rg e, d iv e rs e , a n d in cre a sin g ly
m onetiz a b le .
W hile n o t y e t a n I P s u p erp o w er lik e J ap an , S EA ’s
i m pact o n d is tr ib utio n, m onetiz a tio n, a n d e sp o rts
f o rm ats is g ro w in g f a st.
2 5G B
The w orld ’s m ost d yn am ic m obile r e g io nA RPU c a tc h -u p Lo ca liz a tio nTA LE N T
DEV ELO P M EN T
Reg ula to ry
fr a gm en ta tio n
in T haila n d , M ala ys ia , V ie tn am .as a d ecis iv e s u cce ss f a cto r.a cce le ra tio n t h ro ug h e d uca tio n a n d
in ve stm en t.
a s a lin g erin g c h alle n g e.K ey t r e n d s t o w atc h :26G BSouth east A sia i n 2 025 i s d efin ed
b y m om en tu m : m assiv e u se r s c a le ,
ra p id t e ch a d o ptio n, a n d c u lt u ra l
ad ap ta b lit y .
S EA i s n’t j u st g ro w in g – i t ’s s h ap in g
g lo bal m obile g am in g n o rm s.
It ’s w here g lo bal p ub lis h ers r e fin e
m onetiz a tio n, w here e sp o rts t h riv e s w it h o ut
le g acy in fra str u ctu re , a n d w here lo ca l d evs
a re b re a kin g o ut g lo bally . OUTL O OK
GAM ES B EA T S T U D IO S P O TLIG H T:R evo lu tio n I n d ustr y l a u n ch es a ir s h ip t it le s f ro m i t s s tu d io i n T haila n dRevo lu tio n I n d ustr y is a n in d ie s tu d io b ase d o ut o f
B an g ko k, T haila n d , w hic h la u n ch ed it s f ir s t t it le ,
A ir s h ip : K in g d o m s A drif t in 2 023. S in ce t h en , t h e
stu d io h as e xp re sse d it s w is h t o b uild o ut t h e
A ir s h ip g am e in to a p ro per f ra n ch is e s h o w ca sin g
th e s kys h ip f a n ta sy t r o pes, w hic h it is d o in g w it h
th e b ackin g o f t h e T hai g o ve rn m en t w hile
c o nnectin g w it h t h e lo ca l g am e d eve lo pm en t
sc e n e.
T he s tu d io n o te s o n it s w eb sit e t h at a ir s h ip s a re a
c o m mon m otif in f a n ta sy, s a yin g “ S kys h ip s h ave
b een a p ro duct o f p eo ple ’s im ag in atio n s in ce
b efo re h u m an it y c o uld e ve n t h in k a b o ut f ly in g . I t
h as b eco m e a n in cre a sin g ly p o pula r f a n ta sy
fe a tu re d in w ell- k n o w n lit e ra tu re , m ovie s, a n d
an im e. N o o ne h as y e t, h o w eve r, c re a te d a t r u e
fra n ch is e t h at a g re a t c o nce p t lik e t h is t r u ly
d ese rv e s.”
A ir s h ip : K in g d o m s A drif t a ls o w on B est I n n o va tio n
at A w an i I n te rn atio nal’s S EA G am e A w ard s in
2 021, w hen it w as a t t h e t im e a p ro to ty p e c a ll e d
A ir s h ip A ca d em y. I t a ls o r e ce iv e d a B est I n d ie
G am e a w ard f ro m t h e G -S ta r E ve n t in B usa n in
2 022.
T he s tu d io c o ntin ues t o s u p po rt t h e g am e, b ut
als o n o te d in a r e ce n t S te a m u p d ate t h at it is
lo okin g t o s e cu re f u n d in g f o r it s n ext t it le : “ O ve r
th e c o urs e o f 2 025, o ur f u ll e ffo rt h as g o ne in to
s e cu rin g t h e f u n d in g n eed ed t o k ic ks ta rt
d eve lo pm en t o f o ur n ext t it le . W e’l l h ave g o od
new s t o s h are a b o ut t h at la te r t h is y e a r. B ut in t h e
m ea n tim e, w it h s o m e t im e a n d r e so urc e s f in ally
f re ed u p , w e w an t t o r e vis it K in g d o m s A drif t a n d
fix w hat w e c a n , e sp ecia lly t h in g s t h at w e n o w
un d ers ta n d b ette r t h an ks t o y o ur f e ed back.”
R evo lu tio n I n d ustr y n o t o nly r e ce iv e d a p re -s e ed
fu n d in g r o un d in 2 021, b ut is a ls o p artia lly f u n d ed
b y t h e D ig it a l E co no m y P ro m otio n A gen cy. T his
g o ve rn m en t e n tit y s u p po rts t h e T hai g am es
in d ustr y , h avin g b acke d s e ve ra l o th er g am es
th ro ug h it s a cce le ra to r p ro gra m . I n a d dit io n t o
g am e d eve lo pm en t, D EP A h as a ls o la u n ch ed a n
esp o rts p ro gra m t o “ fo ste r u n d ers ta n d in g a n d
acce p ta n ce w it h in T hai s o cie ty .”
T he T hai g am es in d ustr y is p ro je cte d t o r e a ch
3 6.1 b illio n b ah t in 2 025, o r a b o ut $ 1.1 b illio n
U SD , a cco rd in g t o a r e p o rt p ub lis h ed in t h e
B an g ko k P ost , w hic h a ls o n o te s t h at T hai g am e
deve lo pers h ave f a ce d c o m petit io n in t h eir h o m e
mark e t f ro m f o re ig n p ub lis h ers . T he r e p o rt a ls o
n o te s t h at t h ere w ere 4 2 m illio n g am in g a cco un ts
in T haila n d in 2 024, m ea n in g t h ere is a la rg e a n d
activ e c o m mun it y o f lo ca l g am ers .
T he c o m pan y s a ys o n it s w eb sit e : “ W e, a t e a m o f
gam e in d ustr y v e te ra n s w it h d eca d es o f
co lle ctiv e e xp erie n ce , h ave u n it e d t o e m bark o n
our in au g ura l f ra n ch is e e n d ea vo r. O ur m is sio n is
t o d eve lo p g am es a n d c o nte n t t h at n o t o nly
e m bo dy o ur o w n im ag in atio n a n d d re a m s b ut
als o r e so nate w it h o ur e n tir e c o m mun it y .” T he
co m pan y a ls o s u p po rts r e m ote w ork , w it h m an y
o f it s w ork e rs b ein g s ta tio ned a ro un d T haila n d .
REV OLUTION INDUSTR Y
27G B
For devel opers
and publishers,
this means AP AC is
bo th the most
complex and the
most rew arding
region t o
naviga te — and
that’s exa ctl y
where X solla
comes in
WHATS N EX T F O R A PA C : Be coming a f orce in
the region’s gaming
market: An inter view
with Juyeon Lee, SVP,
Asia P acific f or Xsolla
In p artn ers h ip w it h X so lla2 8G BAPA C is n o t ju st t h e la rg est g am in g m ark e t b y
re ve n ue — it ’s a ls o t h e m ost d iv e rs e in t e rm s o f
pla tf o rm s, p la ye r b eh avio rs , a n d p aym en t
eco sys te m s. U nlik e m ore c o nso lid ate d W este rn
m ark e ts , A PA C s p an s e ve ry th in g f ro m m obil e –
fir s t e co no m ie s in S outh ea st A sia t o c o nso le a n d
P C p o w erh o use s in K ore a a n d J ap an . W hat
m ake s 2 025 e sp ecia lly d yn am ic is t h e
co nve rg en ce o f t h re e f o rc e s: y o un g er d ig it a l-
n ativ e g en era tio ns d riv in g n ew c o nsu m ptio n
hab it s , r a p id a d o ptio n o f e m erg in g t e ch lik e 5 G
an d A I, a n d g o ve rn m en ts a cro ss t h e r e g io n
push in g f o r b o th s tr ic te r c o m plia n ce a n d
str o ng er s u p po rt o f lo ca l e co sys te m s, s a ys
J uye o n L ee, S en io r V ic e P re sid en t o f A PA C f o r
X so lla .
J U Y EO N L E ESenior Vice Pr esident of
APAC Xsolla “ ”
Lowering the
biggest barriers
to entry
The b ig gest h u rd le s f o r d eve lo pers a re
lo ca liz a tio n, r e g ula tio n, a n d m onetiz a tio n. E ach
co un tr y h as u n iq ue r u le s o n p aym en ts , c o nte n t,
a n d d is tr ib utio n, a n d w hat w ork s in o ne m ark e t
ra re ly w ork s in a n o th er. O n t o p o f t h at, p la ye rs
e xp ect lo ca liz e d e xp erie n ce s d o w n t o p ric in g
m odels , p aym en t m eth o ds, a n d e ve n c u lt u ra l
re fe re n ce s.
X so lla l o w er s
th ose b a rrie r s b y
p rov id in g
dev elo p er s w it h
a n e n d-t o -e n d g o-
to -m ark et
to olk it . I n s h or t,
w e b rid ge t h e g a p
betw een g lo b a l
am bit io n a n d
lo ca l e x ec utio n .
That in clu d es lo ca l p aym en t in te g ra tio n w it h
m ost o f t h e lo ca l p aym en t c h an nels , c o m plia n ce
su p po rt f o r t h in g s lik e d ata r e sid en cy a n d a g e
ve rif ic a tio n, a n d f le xib le d is tr ib utio n c h an nels
t h at a llo w d eve lo pers t o r e a ch a u d ie n ce s w it h o ut
b ein g lo cke d in to a s in g le s to re fro nt.
New regulations,
and new
opportunities
P olic ie s a re t ig hte n in g , b ut t h at d o esn’t m ea n
o ppo rtu n it ie s a re s h rin kin g — t h ey’r e ju st
sh if tin g . S tr o ng er c o nte n t a p pro va l p ro ce sse s,
str ic te r d ata p riv a cy a n d c ro ss-b o rd er t ra n sfe r
ru le s, a n d e vo lv in g t a xa tio n f ra m ew ork s m ea n s
hig her c o m plia n ce c o sts f o r d eve lo pers , b ut f o r
in ve sto rs , it c re a te s a p re m iu m o n p la tf o rm s a n d
p artn ers w ho c a n n avig ate c o m ple xit y a t s c a le .
X so lla h elp s d eve lo pers f u tu re -p ro of t h eir
o pera tio ns b y e n su rin g t h eir m onetiz a tio n
stra te g ie s a lig n w it h lo ca l r u le s a n d t h at p aym en t
so lu tio ns a re a u d it -r e a d y a n d c o m plia n t, L ee
exp la in s.
“W e v ie w r e g ula tio n n o t ju st a s a b arrie r, b ut a s a
f ilt e r t h at r e w ard s s e rio us, p re p are d c o m pan ie s,”
s h e s a ys . ” W e h elp o ur p artn ers b e o n t h e
w in nin g s id e o f t h at f ilt e r.”
Tapping into
esports and
creator
communities
E sp o rts , liv e s tr e a m s a n d c re a to r c o m m un it ie s
a re n o lo ng er ju st m ark e tin g c h an nels , t h ey’r e
e co no m ic e n g in es in t h eir o w n r ig ht. E sp o rts
c o ntin ues t o d efin e a sp ir a tio nal p la y in m ark e ts
lik e K ore a a n d I n d ia , w hile s tr e a m in g a n d c re a to r
pla tf o rm s d riv e g ra ssro ots d is c o ve ry a cro ss
S outh ea st A sia . I n A PA C e sp ecia lly , t h e in flu en ce
o f c re a to rs is s tr o ng er t h an t ra d it io nal
ad ve rtis in g .
“S usta in ab le g ro w th c o m es f ro m in te g ra tin g
th ese c o m mun it ie s d ir e ctly in to m onetiz a tio n
m odels , w heth er t h at’s s u p po rtin g c re a to rs w it h
a ffilia te r e ve n ue s h are s, in -g am e b ra n d ed
co nte n t, o r d ir e ct f a n -t o -c re a to r t ra n sa ctio ns,”
L ee s a ys . ” X so lla p ro vid es t h e in fra str u ctu re t h at
m ake s t h o se m odels s c a la b le a n d c o m plia n t.”
Tech
advancements
and the
competitive
landscape
AP AC is often
the first
testing ground
for new
te chnol ogies
29G B” ” “ “
Xso lla i s
in vestin g i n
p la tfo r m s a n d
aggr eg atin g t h em
th at a llo w
d ev elo p er s t o t a p
in to t h ese m od els
w it h out h av in g t o
b uil d t h e
in fr a str uc tu r e
th em se lv es.
30G BClo ud g am in g a n d 5 G a d o ptio n a re a lr e a d y o pen in g
d o ors f o r h ig h-f id elit y e xp erie n ce s in m ark e ts t h at
w ere p re vio usly m obile -o nly . A I is t ra n sfo rm in g h o w
deve lo pers p ers o naliz e g am e e co no m ie s a n d
p la ye r s u p po rt, w hile A R/V R a d o ptio n is b ein g
d riv e n b y s o cia l g am in g a n d lo ca l h ard w are
e co sys te m s. W hat’s u n iq ue in A PA C is t h at
in fra str u ctu re a d o ptio n h ap pen s u n eve n ly ; s o m e
re g io ns le a p fro g s tra ig ht in to n ext-g en e xp erie n ce s
w hile o th ers r e m ain c o st-s e n sit iv e .
“F o r d eve lo pers , t h at m ea n s t h ey m ust b e a g il e in
d is tr ib utio n a n d m onetiz a tio n,” s h e e xp la in s. ” X so lla
h elp s b y o ffe rin g m odula r s o lu tio ns t h at s c a le w it h
b o th a d va n ce d a n d d eve lo pin g m ark e ts
s im ult a n eo usly .”
Monetization
innovation
T h e n ext w ave o f m onetiz a tio n is a b o ut p la ye r-
d riv e n e co no m ie s. T his in clu d es U G C m onetiz a tio n,
d ir e ct-t o -c o nsu m er m odels , a n d h yb rid
s u b sc rip tio ns t h at c o m bin e p re m iu m a cc e ss w it h
c o m mun it y p erk s lik e b attle p asse s. T here ‘s a ls o
g ro w th in “ w atc h -t o -e a rn ” a n d in te g ra te d
co m merc e , w here c o nte n t a n d g am ep la y b le n d
se a m le ssly .
“T he s h if t is f ro m t ra n sa ctio nal m onetiz a tio n t o
r e la tio nsh ip m onetiz a tio n, o r c re a tin g lif e tim e v a lu e
th ro ug h c o m mun it y a n d p ers o naliz e d e xp erie n ce s,”
L ee s a ys .
Payments and
compliance
C ult u ra lly , t h e d iv e rs it y w it h in A PA C m ea n s t h at
in o ne c o un tr y p la ye rs p re fe r p re p aid c a rd s, w hile
i n a n o th er, Q R c o des o r e -w alle ts d o m in ate .
S ub sc rip tio n m odels a re g ain in g t ra ctio n, b ut
th ey m ust c o exis t w it h d eep ly in g ra in ed f re e-t o –
pla y a n d m ic ro tra n sa ctio n h ab it s . E ng ag em en t is
a ls o m ore c o m mun it y -d riv e n , w it h g ro up c h ats ,
fa n c lu b s, a n d c ro ss-p la tf o rm id en tit ie s b ein g
crit ic a l.
X so lla h elp s d eve lo pers m eet t h ese e xp ecta tio ns
b y s u p po rtin g o ve r m ost o f t h e a lt e rn ativ e
p aym en t m eth o ds g lo bally , o ffe rin g s u b sc rip tio n
m an ag em en t t o ols , a n d e n su rin g t h e p la ye r
jo urn ey f e els lo ca lly a u th en tic , in a w ay t h at
co m plie s w it h lo ca l r e g ula tio ns.
“W e a ct a s b o th a t e ch n o lo gy e n ab le r a n d
stra te g ic a d vis o r,” L ee e xp la in s. ” O n t h e
p aym en ts s id e, w e in te g ra te w it h lo ca l m eth o ds.
O n t h e c o m plia n ce s id e, w e e n su re s o lu tio ns
m eet d ata r e sid en cy a n d f in an cia l r e g ula tio ns in
e a ch m ark e t. A nd b eyo nd p aym en ts , w e a d vis e
o n c u lt u ra l n uan ce s in p ric in g , p ro m otio ns, a n d
p la ye r e n g ag em en t. T he v a lu e w e b rin g is n o t
ju st in fra str u ctu re , b ut in sig ht — h elp in g
d eve lo pers a vo id c o stly m is ta ke s w hile
u n lo ckin g r e ve n ue f a ste r.” ” “
The three top
strategies for
success
There a re t h re e c rit ic a l e le m en ts f o r s u cce ss f o r
th e A PA C r e g io n, L ee s a ys .
F ir s t, lo ca liz e e ve ry th in g . F ro m p aym en t m eth o ds
to c o m mun it y e n g ag em en t, A PA C r e w ard s
co m pan ie s t h at a ct lo ca lly . S eco nd , b uild f le xib il it y
in to m onetiz a tio n. P la ye rs e xp ect c h o ic e , w heth er
it ’s h o w t h ey p ay, h o w t h ey s u b sc rib e, o r h o w t h ey
e n g ag e w it h c o nte n t. A nd f in ally , p artn er f o r s c a le
a n d c o m plia n ce . T he c o m ple xit y o f t h e A PA C
re g io n r e q uir e s t r u ste d p artn ers w ho c a n
acce le ra te e n tr y a n d r e d uce r is k.
X solla fits int o
this journey a s
the partner tha t
helps devel opers
enter, grow, and
thrive in AP AC b y
pro viding the
rails f or
pa yments,
compliance, and
distribution,
while also
offering
stra tegic insight
int o wha t truly
drives success in
the re gion.
31G B“ ”
Asia is not just the largest gaming region in the world. It is the most dynamic, div erse, and strategically
decisive. In 2025, its thr ee most influential sub-r egions, Japan, South Korea, and Southeast Asia,
repr esent thr ee distinct but deeply inter connected pillars of the global games industr y.
Japan anchors the industr y with cultural prestige, genr e depth, and IP that tr anscends generations.
Kor ea leads with technological pr owess, esports dominance, and monetization sophistication.
Southeast Asia, meanwhile, is r ewriting the growth playbook thr ough scale, speed, and mobile-first
innovation.
T ak en t ogether , these mark ets form a regional mosaic that is shaping the futur e of how games are
made, played, and monetiz ed worldwide.
Unlocking
opportunities in the
APAC re gion
A mobile-first
continent with
infrastructure
muscle
Monetization
mastery,
three ways
The u n if y in g f o rc e a cro ss t h e r e g io n is m obile
g am in g . W hile e a ch s u b -r e g io n h as a d if fe re n t
his to ry ( c o nso le le g acy in J ap an , P C c a fé s a n d
esp o rts in K ore a , a n d m obile le a p fro ggin g in
S EA ) a ll n o w s h are o ne r e a lit y : m obile is t h e
d o m in an t p la tf o rm .
This in fra str u ctu re a d va n ta g e — w id esp re a d 5 G ,
paym en t r a ils lik e c a rrie r b illin g a n d m obile
w alle ts , a n d c u lt u ra lly e m bed ded m obile u se —
p o sit io ns A sia a s t h e g lo bal e p ic e n te r o f m obil e
g am in g in no va tio n. W here a s W este rn m ark e ts
a re s till n eg o tia tin g t h e t ra n sit io n f ro m c o nso le
a n d P C d o m in an ce , A sia h as a lr e a d y a rriv e d a t
th e m obile -f ir s t f u tu re .
M onetiz a tio n m odels in A sia a re e vo lv in g in t h re e
d is tin ct, h ig hly e ffe ctiv e d ir e ctio ns: J ap an h as
p erfe cte d g ach a s ys te m s, e le va tin g t h em t o a
c u lt u ra l a rt f o rm r o ote d in c o lle ctib le t ra d it io ns.
K ore a b le n d s a g gre ssiv e f re e-t o -p la y
m onetiz a tio n w it h t r u st in d o m estic p aym en t
eco sys te m s, a ch ie vin g s o m e o f t h e h ig hest p er-
u se r s p en d in g g lo bally . A nd S outh ea st A sia
f o cu se s o n s c a le a n d a cce ssib ilit y , r e ly in g o n
m obile w alle ts , lo ca liz e d p ric in g , a n d a d
m onetiz a tio n t o c o nve rt a m assiv e u se r b ase
in to g ro w in g r e ve n ue s tr e a m s.
E ach a p pro ach r e fle cts lo ca l h is to ry a n d
co nsu m er b eh avio r. B ut t h e s h are d t h re a d is
e xp erim en ta tio n a n d o ptim iz a tio n a t s c a le .
G lo bal p ub lis h ers n o w r o utin ely t e st
m onetiz a tio n s tra te g ie s in A sia f ir s t, r e fin in g
p ric in g t ie rs , a d m odels , a n d p ro gre ssio n
sys te m s b efo re r o llin g t h em o ut g lo bally .
3 2G B
Genre identity
meets cultural
power
Esports: different
paths, one global
impact
Global Influence:
Exports, IP, and
Strategy
Opportunities
and challenges
ahead
Gen re s a re w here A sia ’s c u lt u ra l s ig natu re s s h in e.
R P G s r e m ain d o m in an t in J ap an a n d K ore a , r o ote d
in n arra tiv e t ra d it io ns a n d lo ng -r u n nin g I P . M OBA s
an d b attle r o ya le s d efin e S outh ea st A sia ’s
c o m petit iv e s p ir it , f u ele d b y s o cia l p la y a n d
in flu en ce r e co sys te m s. P uzzle g am es t h riv e in
J ap an’s c o m mute r c u lt u re , w hile h yp erc a su al t it le s
exp lo de in I n d o nesia a n d t h e P hilip pin es t h an ks t o
v ir a l s o cia l s h arin g .
T hese g en re p re fe re n ce s a re n’t s ta tic ; t h ey’r e li v in g
re fle ctio ns o f c u lt u ra l h ab it s . J ap an’s p uzzle /R P G
m ix m ir ro rs a c o m mute r lif e sty le a n d a r e ve re n ce
fo r s to ry -d riv e n w orld s. K ore a’s R P G a n d s tra te g y
d ep th r e fle cts it s h yp er-c o nnecte d , c o m petit iv e
e th o s. A nd S EA ’s g en re d iv e rs it y s te m s f ro m it s
d evic e h ete ro gen eit y a n d c o m mun it y -d riv e n
vir a lit y .
F o r g lo bal d eve lo pers , t h is m ea n s o ne t h in g : g en re
lo ca liz a tio n is n’t o ptio nal. S ucce ss in A sia
d ep en d s o n u n d ers ta n d in g w hy g en re s s tic k, n o t
ju st w hat’s t r e n d in g .
E sp o rts o ffe rs p erh ap s t h e c le a re st e xa m ple o f
A sia ’s d iv e rg en t s tr e n g th s w it h g lo bal
co nse q uen ce s.
K ore a is t h e c ra d le o f m odern e sp o rts . F ro m
S ta rC ra ft t o L ea g ue o f L eg en d s, it b uilt t h e
p ro fe ssio nal in fra str u ctu re , in stit u tio ns, a n d
g lo bal c h am pio ns t h at d efin ed c o m petit iv e
g am in g ’s r is e .
S EA r e p re se n ts t h e m obile c o m mun it y
r e vo lu tio n — a b o tto m -u p e sp o rts b o om d riv e n
b y a cce ssib ilit y , in flu en ce rs , a n d t it le s lik e
M obile L eg en d s: B an g B an g . S EA e sp o rts
r e ve n ue is c o m monly e stim ate d a t 4 00 m illi o n
in 2 025, a n d t h e M LB B M 5 2 024 W orld
C ham pio nsh ip in M an ila p ea ke d a t 5 .0 7 m il lio n
co ncu rre n t v ie w ers .
J ap an h as b een a s lo w er b urn , h is to ric a lly
c o nstra in ed b y r e g ula tio n b ut f in d in g s tr o ng
n ic h es in f ig htin g g am es a n d m obile e sp o rts .
T o geth er, t h ese t h re e r e g io ns a re s h ap in g t h e
fo rm ats , a u d ie n ce s, a n d s ta rs o f g lo bal e sp o rts .
A sia ’s im pact s p an s:
D ow nlo ad s: S EA m ark e ts d o m in ate g lo bal
ap p s to re c h arts .
M onetiz a tio n s tr a te g ie s: G ach a, w alle ts ,
h yb rid a d s a re a ll r e fin ed h ere .
E sp o rts f o rm ats : M obile -f ir s t le a g ues,
in flu en ce r a m plif ic a tio n, c ro ss-b o rd er
to urn am en ts a re g lo bal p hen o m en a
C ult u ra l e xp o rts : J ap an ese I P , K ore a n
esp o rts s ta rs , S EA t a le n t p ip elin es a re
s p an nin g t h e g lo be.
J ap an r e m ain s u n m atc h ed in I P c re a tio n, w it h
f ra n ch is e s lik e P oké m on, M ario , a n d F in al
Fa n ta sy c o ntin uin g t o s h ap e g lo bal c u lt u re .
K ore a e xp o rts e sp o rts e xc e lle n ce a n d
in cre a sin g ly , g lo bally c o m petit iv e m obile t it le s.
S EA is e m erg in g a s a m assiv e t e stin g g ro un d
an d t a le n t in cu b ato r, w it h in d ie h it s a n d r e g io nal
esp o rts le a g ues g ain in g in te rn atio nal t ra ctio n.
T he r e g io n’s t ra je cto ry is im pre ssiv e , b ut n o t
w it h o ut o bsta cle s.
O ppo rtu n it ie s:
S EA A RP U c a tc h -u p : R is in g m id dle c la sse s
a n d lo ca liz e d m onetiz a tio n c o uld
d ra m atic a lly e xp an d r e ve n ue.
33G B
AI a n d c lo ud g am in g : W it h w orld -le a d in g
in fra str u ctu re , K ore a a n d J ap an a re w ell-
p o sit io ned t o p io neer n ew f o rm ats .
C ro ss-b o rd er c o lla b o ra tio n: R eg io nal
eco sys te m s a re b eco m in g m ore in te g ra te d ;
partn ers h ip s a re m ult ip ly in g b etw een
J ap an ese I P h o ld ers , K ore a n p ub lis h ers , a n d
S EA s tu d io s.
G lo bal e xp an sio n: A sia n d eve lo pers a re
in cre a sin g ly d esig nin g f o r in te rn atio nal
m ark e ts f ro m d ay o ne.
C halle n g es:
R eg ula to ry f ra g m en ta tio n: E sp ecia lly in S EA ,
in co nsis te n t r u le s c o m plic a te c ro ss-b o rd er
p ub lis h in g .
Tale n t b o ttle n eck s: S EA ’s r a p id g ro w th
o utp ace s it s s e n io r t a le n t p ip elin e.
In fra str u ctu re g ap s: 5 G a n d p aym en t a cce ss
re m ain u n eve n o uts id e m ajo r m etr o s.
C ult u ra l l o ca liz a tio n: W este rn p ub lis h ers s till
u n d ere stim ate t h e n uan ce r e q uir e d t o
s u cce ed in A sia .
T hese f a cto rs w ill s h ap e h o w q uic kly a n d
effe ctiv e ly t h e r e g io n c o ntin ues t o le a d .
The Big Picture:
Asia Sets the
Agenda
A sia is n o lo ng er ju st a lu cra tiv e r e g io n t o e xp an d
in to . I t is t h e a g en d a-s e tte r f o r t h e n ext e ra o f
gam in g .
M obile m onetiz a tio n m odels a re d esig ned h ere .
G en re e vo lu tio ns b eg in h ere . E sp o rts a u d ie n ce s
a re la rg est h ere . A nd in cre a sin g ly , g lo bal h it s a re
b ein g b o rn a n d s h ap ed h ere b efo re t h ey g o
w orld w id e.
F o r d eve lo pers a n d p ub lis h ers , t h e s tra te g ic
q uestio n is n o lo ng er “ H ow d o w e e n te r A sia ?”
b ut r a th er “ H ow d o w e k e ep u p w it h A sia ?”
J ap an , K ore a , a n d S outh ea st A sia e a ch
co ntr ib ute s o m eth in g d if fe re n t – h erit a g e,
in fra str u ctu re , s c a le – b ut t o geth er, t h ey f o rm a
r e g io nal p o w erh o use t h at is r e sh ap in g t h e g lo bal
g am in g la n d sc a p e.
34G B
Xso lla is a le a d in g g lo bal v id eo g am e c o m merc e c o m pan y w it h a r o bust a n d p o w erf u l s e t o f t o ols a n d s e rv ic e s
d esig ned s p ecif ic a lly f o r t h e in d ustr y . S in ce it s f o un d in g in 2 0 05 , X so ll a h as h elp ed t h o usa n d s o f g am e
deve lo pers a n d p ub lis h ers o f a ll s iz e s f u n d , m ark e t, la u n ch , a n d m onetiz e t h eir g am es g lo ball y a n d a cro ss
m ult ip le p la tf o rm s. A s a n in no va tiv e le a d er in g am e c o m merc e , X so lla ’s m is sio n is t o s o lv e t h e in here n t
co m ple xit ie s o f g lo bal d is tr ib utio n, m ark e tin g , a n d m onetiz a tio n t o h elp o ur p artn ers r e a ch m ore g eo gra p hie s,
g en era te m ore r e ve n ue, a n d c re a te r e la tio nsh ip s w it h g am ers w orld w id e. H ea d q uarte re d a n d in co rp o ra te d in
L o s A ng ele s, C alif o rn ia , w it h o ffic e s in L o nd o n, B erlin , S eo ul, B eiji n g , K uala L u m pur, R ale ig h, T o kyo , M ontr e a l,
a n d c it ie s a ro un d t h e w orld .
Fo r m ore in fo rm atio n, v is it x s o lla .c o m .
G am esB ea t is t h e le a d in g in d ep en d en t in flu en tia l p la tf o rm d ed ic a te d t o c o ve rin g t h e g am in g , e n te rta in m en t,
a n d t e ch in d ustr ie s, e xp lo rin g t h eir e vo lu tio n a n d d yn am ic c o nve rg en ce , a n d d eliv e rin g n ew s t h at im pacts t h e
b ro ad er g lo bal b usin ess la n d sc a p e.
F o r m ore in fo rm atio n, v is it g am esb ea t.c o m .
Dea n T a ka h ash i is e d it o ria l d ir e cto r f o r G am esB ea t. H e h as b ee n a t e ch jo urn ali s t s in ce 1 98 8, a n d h e h as
co ve re d g am es a s a b ea t s in ce 1 996. H e w as le a d w rit e r f o r G am esB ea t a t V en tu re B ea t f ro m 2 008 t o A pril
2 025. P rio r t o t h at, h e w ro te f o r t h e S an J o se M erc u ry N ew s, t h e R ed H err in g , t h e W all S tr e et J o urn al, t h e
Lo s A ng ele s T im es, a n d t h e D alla s T im es-H era ld . H e is t h e a u th o r o f t w o b o oks , ” O pen in g t h e X box” a n d
“T he X box 3 60 U nclo ake d .” H e o rg an iz e s t h e a n n ual G am esB ea t N ext, G am esB ea t S um mit a n d G am esB ea t
In sid er S erie s: H olly w ood a n d G am es c o nfe re n ce s a n d is a f re q uen t s p ea ke r a t g am in g a n d t e ch e ve n ts . H e
liv e s in t h e S an F ra n cis c o B ay A re a .
R ach el K ase r is a g am in g a n d t e ch n o lo gy w rit e r f ro m D alla s, T exa s. S he h as b een in t h e g am es in d ustr y
s in ce 2 013, w rit in g f o r v a rio us p ub lic a tio ns, a n d c u rre n tly c o ve rs n ew s f o r G am esB ea t.
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