东南亚游戏市场前景及投资研究报告-培训课件外文版2024.4

INDUSTRIES

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MARKETSGamingmarketinSoutheastAsiaCHAPTER

01OverviewGamesmarketrevenueworldwidefrom2015to2022,byregion(inbillionU.S.dollars)Gamesmarketrevenueworldwide2015-2022,byregionAsiaPacificNorthAmericaEuropeLatinAmericaMiddleEast&AfricaEurope,MiddleEast,Africa200180160140120100806040200201520162017201820192020202120223Description:In2022,AsiaPacificremainsthelargestgamingmarketbasedonrevenues,whichareprojectedtoreach87.9billionU.S.dollars.However,post-COVIDboominthegamingindustry,theglobalvideogamemarketisprojectedtodeclinemorethanfourpercentcomparedto2021.ReadmoreNote(s):Worldwide;2015to2022;figuresareestimatesSource(s):Newzoo;ntowerShareofinternetusersworldwidewhoplayvideogamesonanydeviceasof3rdquarter2022,byregionGlobalgamingpenetration2022,bycountryShareofrespondents50%

60%0%10%20%30%40%70%80%90%100%110%PhilippinesIndonesiaVietnamThailandTurkey95.8%94.8%93.1%93%92.3%91.9%91.3%91.3%IndiaMexicoTaiwanSaudiArabiaSouthAfricaBrazil90.1%89.7%88.4%UAEChile88.2%87.6%4Description:Accordingtoasurveyofinternetaudiencesinthethirdquarterof2022,81.9percentofglobalinternetusersplayedvideogamesonanydevice.ThePhilippineshadthehighestvideogamingusagereach,rankingfirstwithagamingpenetrationof95.8percent.Indonesiawasrankedsecondwith94.8percentofrespondinginternetusersstatingthattheyplayedvideogames.BelgiumandJapanrankedlastastheonlycountriestohaveagamingreachlowerthan70percent.

ReadmoreNote(s):Worldwide;Q32022;16to64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialVideogamesmarketrevenueinSoutheastAsiafrom2018to2027,bycountry(inbillionU.S.dollars)RevenueofvideogamesmarketinSoutheastAsia2018-2027,bycountryPhilippinesIndonesiaThailandMalaysiaVietnamSingapore8.07.06.05.04.03.02.01.00.020182019202020212022202320242025202620275Description:Overthelasttwoobservations,therevenueisforecasttosignificantlyincreaseinallregions.Fromtheselectedregions,therankingbyrevenueinthe'VideoGames'segmentofthedigitalmediamarketisforecasttobeleadbythePhilippineswith2.6billionU.S.dollars.Incontrast,therankingistrailedbySingaporewith0.48billionU.S.dollars,recordingadifferenceof2.12billionU.S.dollarstothePhilippines.ReadmoreNote(s):Indonesia,Malaysia,Philippines,Singapore,Vietnam,Thailand;2018to2027Source(s):DigitalMarketInsightsDigitalvideogamesmarketrevenueinSoutheastAsiafrom2019to2028,bysegment(inmillionU.S.dollars)DigitalvideogamesmarketrevenueASEAN2019-2028,bysegmentMobileGamesDownloadGamesOnlineGamesGamingNetworks7,0006,0005,0004,0003,0002,0001,000020192020202120222023202420252026202720286Description:Overthelasttwoobservations,therevenueisforecasttosignificantlyincreaseinallsegments.Thisreflectstheoveralltrendthroughouttheentireforecastperiodfrom2019to2028.Itisestimatedthattheindicatoriscontinuouslyrisinginallsegments.Inthisregard,theMobileGamessegmentachievesthehighestvalueof4.2billionU.S.dollarsin2028.ReadmoreNote(s):Asia;2019to2028Source(s):DigitalMarketInsightsRevenuegrowthofthedigitalvideogamesmarketinSoutheastAsiafrom2019to2028,bysegmentDigitalvideogamesmarketrevenuegrowthrateASEAN2019-2028,bysegmentMobileGamesGamingNetworksOnlineGamesDownloadGames40%35%30%25%20%15%10%5%0%20192020202120222023202420252026202720287Description:In2028,therevenuechangeisforecasttosignificantlydecreaseinallsegmentscomparedtotheprevioustimepoint.Comparingthefourdifferentsegmentsfortheyear2028,thesegment'GamingNetworks'leadstherankingwith7.24percent.Contrastingly,'DownloadGames'isrankedlast,with4.82percent.Theirdifference,comparedtoGamingNetworks,liesat2.42percentagepoints.ReadmoreNote(s):Asia;2019to2028Source(s):DigitalMarketInsightsCHAPTER

02MobilegamingMobilegamingcontentmarketvalueinAsiafrom2014to2023(inbillionU.S.dollars)MobilegamingcontentmarketvalueAsia2014-20237060504065.264.763.861.65142.135.427.6302010022.911.6201420152016201720182019202020212022*2023*9Description:Displayinghugeincreasesofvaluefrom2014onwards,themobilecontentmarketintheAsiaPacificregionwasforecasttobeworthcloseto64billionU.S.dollarsby2023,markingaslightdecreasefromthemarket'speakin2021.StrengthofAsia-PacificgamingItisknownthattheAsia-Pacificregionmakesupalmosthalfofthegamesmarketrevenueworldwide,withgloballyrenownAPACgaminggiantscontinuingtodisplayhugerevenues.Althoughmanycountriesthroughouttheregion[...]ReadmoreNote(s):Asia;2014to2023;*EstimatesReadmoreSource(s):Capcom;InternationalDevelopmentGroupMobilegamesmarketrevenueinSoutheastAsiafrom2019to2028,bycountry(inbillionU.S.dollars)RevenueofmobilegamesmarketinSoutheastAsia2019-2028,bycountryPhilippinesThailandMalaysiaIndonesiaVietnamSingapore4.54.03.53.02.52.01.51.00.50.0201920202021202220232024202520262027202810Description:Fromtheselectedregions,therankingbyrevenueinthe'MobileGames'segmentofthedigitalmediamarketisforecasttobeleadbythePhilippineswith1.86billionU.S.dollars.Incontrast,therankingistrailedbySingaporewith0.08billionU.S.dollars,recordingadifferenceof1.78billionU.S.dollarstothePhilippines.ReadmoreNote(s):Asia;2019to2028Source(s):DigitalMarketInsightsNumberofmobilegamersinSoutheastAsiafrom2018to2027,bycountry(inmillions)MobilegamersinSoutheastAsia2018-2027,bycountryIndonesiaPhilippinesMalaysiaVietnamThailandSingapore160140120100806040200201820192020202120222023202420252026202711Description:Thenumberofusersisforecasttoexperiencesignificantgrowthinallregionsin2027.Fromtheselectedregions,therankingbynumberofusersinthe'MobileGames'segmentofthedigitalmediamarketisforecasttobeleadbyIndonesiawith76.92millionusers.Incontrast,therankingistrailedbySingaporewith1.44millionusers,recordingadifferenceof75.48millionuserstoIndonesia.ReadmoreNote(s):Indonesia,Malaysia,Philippines,Singapore,Vietnam,Thailand;2018to2027Source(s):DigitalMarketInsightsNumberofGooglePlaymobilegamesdevelopedinSoutheastAsiaasof2023,bycountryNumberofmobilegamesdevelopedSEA2023,bycountryNumberofgames3,00001,0002,0004,0005,0006,0005,8167,000VietnamIndonesiaSingaporeThailand4,4533,3081,513Malaysia1,102PhilippinesMyanmar8834512Description:AsofDecember2023,around5.82thousandofthemobilegamesavailableontheGooglePlayStoreweredevelopedinVietnam.Indonesiahadthesecond-highestnumberoflocallydevelopedmobilegamesamongSoutheastAsiancountries,about4.45thousand.ReadmoreNote(s):Asia,APAC;asofDecember2023;includesonlygamesavailableonGooglePlaySource(s):42mattersNumberofmobilegamedevelopersactiveonGooglePlayinSoutheastAsiaasof2023,bycountryNumberofmobilegamedevelopersSEA2023,bycountryNumberofdevelopers80002004006001,0001,2001,4001,6001,511VietnamIndonesiaSingaporeThailand1,292718424Malaysia411PhilippinesMyanmar3712913/statistics/1428001/sea-number-of-mobile-game-developers-by-countryAsofDecember2023,around1.5thousanddevelopersfromVietnamofferedmobilegamesontheGooglePlayStore.Indonesiahadthesecond-highestnumberofmobilegamedevelopersactiveonGooglePlayinSoutheastAsia,closeto1.3thousand.ReadmoreNote(s):Asia,APAC;asofDecember2023;basedonthenumberofgamesavailableonGooglePlaySource(s):42mattersShareofmonetizationmethodsusedinmobilegamesdevelopedinSoutheastAsiaasof2023,bycountryMostusedmobilegamemonetizationmethodsSEA2023,bycountryPaidgamesIn-apppurchasesIn-appadvertising72%100%90%80%70%60%50%40%30%20%10%0%86%72%31%80%74%31%80%18%51%7%55%42%28%5%4%4%3%Indonesia3%Singapore1%1%VietnamMalaysiaMyanmar*PhilippinesThailand14Description:AsofDecember2023,86percentofVietnamese-developedmobilegamesavailableontheGooglePlayStoreweremonetizedusingin-appadvertising.AcrossallselectedSoutheastAsianmarkets,so-calledfree-to-play(F2P)mobilegames,whicharemonetizedthroughin-apppurchasesorads,weremorecommonthanpaidgames.ReadmoreNote(s):Asia,APAC;asofDecember2023;includesonlygamesavailableonGooglePlay;*ForMyanmar,theshareofpaidgamesliesbelowonepercent.Valuesmayexceed100percentassomegamesaremonetizedinmorethanoneway.

ReadmoreSource(s):42mattersCHAPTER

03DeveloperfocusLeadingmobilegamedevelopersbasedinSoutheastAsiaasof2023,bynumberoftotaldownloads(inmillions)LeadingmobilegamedevelopersSEA2023,bydownloadsNumberofdownloadsinmillions02004006008001,0001,2001,4001,6001,8002,000GarenaInternationalI(Singapore)AmanotesPteLtd(Singapore)LevelInfinite(Singapore)1Soft(Singapore)1,904.191,710.211,137.161,126.77GametionGlobal(Singapore)IGG.Com(Singapore)1,074.61903.77ZegoStudio(Vietnam)737.28JimaApps(Thailand)457.8388.52337.79290.62259.11251.41AzuraGlobal(Singapore)ABIGamesStudio(Singapore)OnesoftGlobalPteLtd(Singapore)RealFreestyleSoccer(Thailand)XGameGlobal(Vietnam)16Description:AsofDecember2023,thesixleadingmobilegamedevelopersbasedinSoutheastAsiawereallfromSingapore.GarenaInternationalIwasthemost-downloadeddeveloper,havingreachedover1.9billiontotaldownloads.Vietnam-basedZegostudioswastheleadingSoutheastAsiandeveloperoutsideofSingapore,withcloseto737.3millionmobilegamedownloads.ReadmoreNote(s):Asia,APAC;asofDecember2023;dataisbasedonGooglePlaydownloadsSource(s):42mattersDigitalentertainmentEBITDAofSeaLimitedfromfinancialyears2016to2022(inmillionU.S.dollars)DigitalentertainmentEBITDASeaLimitedFY2016-FY20223,0002,5002,0001,5001,0002,775.961,982.731,313.091,021.94500262.542018174.9485.49201602017201920202021202217Description:Inthefinancialyear2022,theEBITDAfromdigitalentertainmentforSeaLimitedwasaround1.3billionU.S.dollars.SeaLimited'sdigitalentertainmentbusiness,Garena,isagamingplatformfocusedontheSoutheastAsianmarket,withdistributionrightstopopularmultiplayeronlinebattlearenagamessuchasLeagueofLegends.ReadmoreNote(s):Singapore;FY2016toFY2022Source(s):SeaNumberofquarterlyactiveusersofGarenaDigitalEntertainmentBusinessofSeaLimitedfrom1stquarter2019to4thquarter2022(inmillions)GarenaquarterlyactiveusersSeaLimitedQ12019-Q42022800725.27297006005004003002001000654648.8615.9619.3610.6572.4568.2499.8402.1354.7321.1310.5271.6Q12019

Q22019

Q32019

Q42019

Q12020

Q22020

Q32020

Q42020

Q12021

Q22021

Q32021

Q42021

Q12022

Q22022

Q3202218Description:Inthethirdquarterof2022,thenumberofactiveusersofGarenaDigitalEntertainmentBusinessamountedto568.2million.GarenaisagamingplatformfocusedontheSoutheastAsianmarket,withdistributionrightstopopularmultiplayeronlinebattlearenagamessuchasLeagueofLegends.SeaLimitedistheparentcompanyofGarenaDigitalEntertainmentBusiness.ReadmoreNote(s):Singapore;Q12019toQ42022Source(s):SeaCHAPTER

04eSportseSportsmarketrevenueinSoutheastAsiafrom2018to2021withforecaststo2027,bysegment(inmillionU.S.dollars)eSportsmarketrevenueASEAN2018-2027,bysegmentSponsorship&AdvertisingMerchandise&TicketingStreamingMediaRightsPublisherFees70605040302010020182019202020212022*2023*2024*2025*2026*2027*20Description:TherevenueoftheSoutheastAsianeSportsindustrywasestimatedtoreachover64millionU.S.dollarsby2027.Ataround24millionU.S.dollars,themediarightssegmentwasforecasttosurpasssponsorshipandadvertisingasthebiggestsegmentofthemarket.ReadmoreNote(s):Asia;2018to2021;*ForecastThisincludestheprofessionalandsemi-professionalgamingcompetitionstournamentsandleagueschampionshipswithpricemoneysponsorshipdealsandadvertisingmerchandiseandticketingstreaming[...]

ReadmoreSource(s):Advertising&MediaInsightsLeadingeSportscountriesandterritoriesintheAsia-Pacificregionin2023,byprizemoneyearned(inmillionU.S.dollars)TopeSportscountriesAPAC2023,byprizemoneyearnedPrizemoneyinmillionU.S.dollars051015202530ChinaSouthKoreaThailandJapan25.9611.144.944.64AustraliaIndonesiaPhilippinesVietnamMalaysiaIndia3.412.722.412.121.741.7321Description:In2023,ChinawasthemostsuccessfuleSportsnationintheAsia-Pacificregion,earningcloseto26millionU.S.dollarsinprizemoney.PlayersandteamsfromSouthKoreahadthesecondhighesteSportsprizemoneyearningsintheAPACregionthatyear,morethan11millionU.S.dollarsintotal.ReadmoreNote(s):Asia,APAC;2022;YTDdataasofDecember4,2023Source(s):eSportsEarningsLeadingeSportscountriesandterritoriesintheAsia-PacificregionasofAugust2023,byall-timeearnings(inmillionU.S.dollars)TopeSportsnationsAPAC2023,byall-timeearningsAll-timeearningsinmillionU.S.dollars050100150200250300ChinaSouthKoreaJapan253131.7830.6127.4325.0518.85AustraliaThailandTaiwanPhilippinesMalaysiaIndonesiaVietnam18.6618.5615.6614.38SingaporePakistan6.846.224.96IndiaHongKongNewZealand2.92.2822Description:AsofAugust2023,ChinawasthemostsuccessfuleSportsnationintheAsia-Pacificregion,withall-timeearningsofapproximately253millionU.S.dollars.Incomparison,eSportsplayersandteamsfromNewZealandhadreachedall-timeearningsofaround2.28millionU.S.dollarsintotalasofAugust2023.ReadmoreNote(s):Asia,APAC;asofAugust8,2023Source(s):eSportsEarningsLeadingeSportsmarketsinSoutheastAsiain2023,byrevenue(inmillionU.S.dollars)TopeSportsmarketsSEA2023,byrevenueRevenueinmillionU.S.dollars1005152025Philippines22.2ThailandIndonesiaSingaporeVietnam19.79.785.8Malaysia5.323Description:In2023,thePhilippines'eSportsmarketgeneratedthebiggestrevenueamongSoutheastAsiancountries,over22millionU.S.dollars.Incontrast,Malaysia'seSportsmarketwasvaluedataroundfivemillionU.S.dollarsthatyear.

ReadmoreNote(s):Indonesia,Malaysia,Philippines,Singapore,Vietnam,Thailand;2023;preliminarydataasofNovember2023Source(s):Advertising&MediaInsightsNumberofprofessionalplayersactiveineSportstournamentsinSoutheastAsiafrom2015to2023,bycountryNumberofactiveeSportsprogamersSEA2015-2023,bycountryIndonesiaMalaysiaPhilippinesSingaporeThailandVietnam1,0009008007006005004003002001000858782770762741712674744570861856355954943941389326176308293204285279194141128121113552015202020212022202324Description:In2023,VietnamhadthehighestnumberofprofessionaleSportsplayersinSoutheastAsia,with618gamersbeingactiveintournaments.Indonesia,theregion'smostpopulouscountry,followedwith441progamers.AllselectedSoutheastAsiancountriessawadecreaseinthenumberofprogamerssince2021,whentheeSportsmarketexperiencedaninfluxofnewgamersduringtheCOVID-19pandemic.

ReadmoreNote(s):Asia;2000to2022;asofDecember4,2023Source(s):eSportsEarningsEquityfundingvalueforeSports-relatedstartupsinSoutheastAsiafrom2015to2022(inmillionU.S.dollars)FundingvalueforeSportsstartupsSEA2015-202240353025201510538221462210201520162017201920202021202225Description:In2022,thetotalfundingvalueforeSports-relatedstartupsinSoutheastAsiaamountedtoaround38millionU.S.dollars,markingafurtherincreasefromthepreviouspeakof22millionU.S.dollarsinfundingreportedin2021.ReadmoreNote(s):Asia;2015to2022;excludingGarena*Source(s):DealStreetAsiaCHAPTER

05DevicepreferencesMostpreferreddevicesforplayingvideogamesinIndonesiaasofJanuary2023PopulardevicesforplayingvideogamesIndonesia2023100%87.61%90%80%70%60%50%40%30%20%10%0%6.7%3.13%2.56%MobileLaptopConsole(Xbox,Switch,Playstation,etc.)Desktop27Description:A2023surveyconductedinIndonesiarevealedthatavastmajorityofrespondentsclaimedthattheymostlyusemobiledevicestoplayvideogames,reachingapproximately87.6percent.Meanwhile,onlyaround2.56percentofsurveyparticipantsreportedplayingvideogamesondesktops.ReadmoreNote(s):Indonesia;January2023;1,434respondents;18yearsandolderSource(s):StandardInsightsMostpreferreddevicesforplayingvideogamesamongconsumersinMalaysiaasofJanuary2023PopulardevicesforplayingvideogamesinMalaysia202380%73.39%70%60%50%40%30%20%10%0%14.29%Laptop6.26%6.07%MobileDesktopConsole(Xbox,Switch,Playstation,etc.)28Description:AccordingtoasurveyconductedinMalaysiaonvideogames,asofJanuary2023,around73.39percentoftherepondentspreferredtoplayvideogamesonmobiledevices.Bycomparison,aroundsixpercentoftherespondentssaidtheyplayedvideogamesonconsoles.ReadmoreNote(s):Malaysia;January2023;1,022respondents;18yearsandolderSource(s):StandardInsightsShareofdevicesusedamonginternetuserswhoplayvideogamesinthePhilippinesasof3rdquarter2022,bytypeDevicesusedamongonlinegamersPhilippinesQ32022,bytypeShareofdevices0%10%20%30%40%50%60%70%80%90%100%110%AnydeviceSmartphone95.8%90%LaptopordesktopTabletdevice46.1%21.1%17.6%GamesconsoleHandheldgamingdeviceMediastreamingdeviceVirtualrealityheadset9.7%5.9%5.2%29Description:Asofthethirdquarterof2022,themajorityofinternetusersinthePhilippinesthatplayedvideogamesusedanydevicewhenplaying.Inparticular,90percentofvideogameplayersusedsmartphones,whilearound10percentusedhandheldgamingdevices.ReadmoreNote(s):Philippines;Q32022;16-64yearsold;amonginternetusersSource(s):DataReportal;GWI;Hootsuite;WeAreSocialMostpopulardevicesusedforvideogaminginSingaporeasof3rdquarter2022PrimarydeviceusedforvideogamingSingapore2022Shareofinternetusers30%

40%0%10%20%50%60%70%80%90%AnydeviceSmartphone81.7%67.6%LaptopordesktopGamesconsole32.7%20.1%Tablet15.6%Hand-heldgamingdeviceMediastreamingdeviceVirtualrealityheadset10.3%4.4%4.3%30/statistics/1028522/singapore-primary-device-used-for-video-gamingAsofthethirdquarterof2022,67.6percentofinternetusersinSingaporebetween16and64yearswhoplayedvideogamesdidsoontheirsmartphones.Thesecond-mostuseddeviceamongvideogamersinSingaporewasalaptopordesktop.

ReadmoreNote(s):Singapore;Q32022;16-64years;amonginternetuserswhoplayvideogamesSource(s):DataReportal;GWI;Meltwater;WeAreSocialMostuseddevicestoplayvideogamesinThailandasof3rdquarter2022PopulardevicesforplayingvideogamesinThailandQ32022Shareofinternetusers0%10%20%30%40%50%60%70%80%90%100%AnykindofdeviceSmartphone93%86.7%LaptopordesktopTablet28.8%18.6%Gamesconsole15.9%Hand-heldgamingdeviceVirtualrealityheadsetMediastreamingdevice10.4%8.8%6.3%31Description:Asofthethirdquarterof2022,around93percentofinternetusersagedbetween16and64yearsinThailandhadplayedvideogames.Smartphonesenjoyedthehighestpopularityamongallgamingdevicesinthatperiod.

ReadmoreNote(s):Thailand;Q32022;16to64yearsSource(s):DataReportal;GWI;Meltwater;WeAreSocialFavoritedeviceforplayingonlinegamesamonggamersinVietnamin2022FavoritedeviceforplayingonlinegamesinVietnam2022Shareofrespondents40%0%10%20%30%50%60%70%80%90%MobilephonePC85%57%GaminglaptopPlaystationconsolesXboxconsolesNintendoWiiNintendoSwitchOculusRift/GoOthers20%8%3%3%3%1%1%32/statistics/1118119/vietnam-main-devices-used-for-online-gamingAccordingtoasurveybyRakutenInsightononlinegamingin2022,about57percentofVietnameserespondentsstatedthattheyplayedonlinegamesonPCs.Inthesamesurvey,themajorityofonlinegamersindicatedthattheyplayedonlinegamesdaily.ReadmoreNote(s):Vietnam;April14to30,2022;2,290respondents;16yearsandolder;amongfemaleandmalerespondentswhoplayedonlinegamesSource(s):RakutenInsightCHAPTER

06ConsumerperspectiveMostusedonlineplatformsforwatchingeSportsgamesandeventsinIndonesiaasofJanuary2023MostusedonlineplatformstowatcheSportseventsIndonesia2023Shareofrespondents30%0%10%20%40%50%60%70%YoutubeFacebook63.68%18.38%Twitch2.99%Other1.71%Noneoftheabove13.25%34/statistics/1382461/indonesia-most-used-platforms-among-esports-viewersA2023surveyconductedinIndonesiarevealedthatavastmajorityofrespondentsusedYoutubetowatcheSportsgamesorevents,reachingaround63.68percent.ItwasfollowedbyFacebook,witharespondentsshareofapproximately18.38percent.ReadmoreNote(s):Indonesia;January2023;1,434respondents;18yearsandolderSource(s):StandardInsightsFrequencyofwatchingvideogamecontentamongconsumersinMalaysiaasofJanuary2023FrequencyofwatchingvideogamecontentinMalaysia2023Shareofrespondents0%5%10%15%20%25%30%35%DailySeveraltimesperweekOnceaweek14.29%17.42%9.78%Twiceamonth6.65%6.46%OnceamonthLessthanonceamonthIdonotwatchvideogamecontent16.44%28.96%35Description:AccordingtoasurveyconductedinIndonesiainJanuary2023onvideogames,around14.29percentoftherespondentssaidtheywatchedvideogamecontentdaily.Meanwhile,around28.96percentofsurveyparticipantsreportedtheydonotwatchvideogamecontent.ReadmoreNote(s):Malaysia;January2023;1,022respondents;18yearsandolderSource(s):StandardInsightsAveragetimespentperweekforplayingvideogamesamongconsumersinMalaysiaasofJanuary2023Weeklytimesp