Niko Partners released their Southeast Asia Gamer Segmentation Study today. Niko is the premier market research agency for video game research and insights for China and Southeast Asia and we have long relied upon Lisa Cosmas Hanson and her team for excellent data. I recommend them highly to anyone looking for deeper knowledge in the region. Here’s some of the key findings:

  • Southeast Asian gamers prefer games that foster community, teamwork, and competition.
  • 60% of GSEA gamers are strongly drawn to esports.
  • 42% of GSEA gamers fall into the segment of competitive arena gamers, who love esports and who spend the most of all the segments ($15.8/month on PC games, and $10.1/month on mobile games).

Our friends at Niko Partners recently predicted that in China

  • 515 million people are expected to play mobile, PC online, and console games in 2015
  • 579 million smartphones were sold in 2013 in China
  • 452 million smartphones were sold in 2014 in China
  • 250 million 4G enabled smartphones are expected to sell in China in 2015

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According to our friends at Niko Partners, the Chinese mobile-game market is expected to grow 93 percent to $2.9 billion in 2014

  • This is a CAGR of 37.6 percent from 2013 to 2018
  • 38 percent of Chinese mobile gamers will spend money in 2014
  • By 2018, the mobile-game market in China is expected to hit $7.7 billion

Niko Partners released some new data on China’s game market stating that:

  • Browser-based games will grow in China by 41 percent in 2012
  • Client-based MMOGs will continue to generate the majority of revenue in China
  • Webgames and social games will comprise an increasing market share
  • Social games are the most used applications on social networking sites such as Qzone, Pengyou, and
  • The webgames market is fragmented with low barriers to entry yet fewer infrastructure restrictions than the MMOG market

Niko Partners announced new estimates regarding the mobile game market in China. They predict:

  • 192 Million Chinese Mobile Gamers in 2012
  • Mobile games revenue will increase six-fold from the 2011 market of $600 million in the next 5 years

The weekly Niko Partners newsletter has some info on the growing Chinese Social Network Game Market.

According to –

As of 2011:

  • There are 235 million registered social network game players in China
  • There are 150 million active social network game players in China
  • 64.8 percent of registered social network game players in China are active players
  • The number of registered players grew 33.7 percent over the past year
Niko Partners, a research firm, has today released their annual review and five-year market forecast of the video game industry in China.
  • China’s Online Games Industry sees  
    21.4% growth-rate in 2011

  • Niko Partners estimates market size in China as $5.8 billion for 2011.

  • The market was $4.8 billion last year.
  • 2009 was the first year to see games on social networking sites in China, generating $80 million in revenues by Niko’s estimate.
  • By 2010, the amount of revenue generated from these social networking games had reached $500 million.
  • Niko Partners forecasts continued growth through 2015.

For additional information on Niko’s 2011 China’s Games Industry Annual Review and Five-Year Forecast Report, including a table of contents, please visit:


Regional market revenue to rise from $405.7 million in 2010 to $833.7 million by 2014

SAN JOSE, Calif. – January 27, 2011 – Niko Partners, The leader in Asian Video Game Market Intelligence™, today announced the availability of its Southeast Asian Game Market Regional Report covering the fast growing geographical region including Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. The report consolidates and highlights findings from the company’s in-depth market intelligence conducted in each of the six countries in the second half of 2010.

“The Southeast Asian Game Market Regional Report presents essential data by country and with regional comparisons for any company looking to enter or expand share in the games market in Asia,” said Lisa Cosmas Hanson, managing partner of Niko Partners. “With online games market revenue growth surpassing even the blistering growth in the number of gamers in the region over the next several years, there are real opportunities for online game publishers to capture market share and be a ship on the rising tide. This regional report is ideal for determining what countries to prioritize beyond the Asian giants of China, Korea and Japan.”

Key takeaways from the report include:
• By 2014, there will be more than 90 million gamers throughout these six Asian emerging markets
• Indonesia, Thailand and Vietnam present the most intriguing opportunities for online game publishers over the next several years
• The report presents industry overviews for each market, key online publishers and titles by region and provides important data on what drives each country’s gamers to play games

Niko also has published in-depth country reports that delve into the specifics market factors of each country, and offers consulting services that can help companies avoid mistakes when addressing the Southeast Asian market. Niko’s research team conducted nearly 800 surveys and interviews across the region with more than 100 online gamers interviewed per country. Industry experts from each country were also consulted to verify the information and ensure that the data is reflective of each country’s gaming population views and the operating environment for publishers. The 45-page report is available now at: or by contacting, for $4,500.

Niko Partners is The leader in Asian Video Game Market Intelligence™, specializing in the Chinese and Southeast Asian game markets. Founded in 2003, the firm conducts syndicated and custom research studies on Chinese gamers (including the region of Taiwan), Southeast Asian gamers, online games, offline games, consoles, handhelds, regulatory issues, piracy, development, online operators, distribution, and retail. Niko Partners also offers consulting services including focus groups, partnership selection, market opportunity analysis, custom surveys in cities throughout China and the Asia-Pacific region and customized data analysis. The goal of the research and strategic advisory services is to help understand the market, strategically enter or expand market share, and continue to profitably grow within China and Southeast Asia’s emerging markets.

The company is based in Silicon Valley and Shanghai, and its clients include worldwide leaders in game software, hardware, and services, as well as hedge funds, media companies, trade associations, and management consulting firms, all of whom have a vested interest in a thorough understanding of the emerging Southeast Asian and Chinese video game industries.

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Niko Partners today announced that their series of report based on seven emerging Asian markets for games are now available. Here are some data points from the news:

  • 2010 online games market revenue for Indonesia, Malaysia, the Philippines, Thailand, Singapore, Vietnam and the region of Taiwan is estimated to reach $917 million this year
  • 2014 online games market revenue for Indonesia, Malaysia, the Philippines, Thailand, Singapore, Vietnam and the region of Taiwan is estimated to reach$1.7 billion
  • This represents a 14% compound annual growth rate (CAGR) over the four-year period
  • Vietnam and Taiwan are the most significant of the seven markets in 2010
  • In 2010 there are 64 million gamers throughout these seven Asian emerging markets: Indonesia, Malaysia, the Philippines, Thailand, Singapore, Vietnam and the region of Taiwan

The reports can be purchased here.

Niko Partners recently released their six-month findings, for subscribers and updated those on their newsletter list.

  • There are now 120 million Chinese gamers for 2010
  • The forecast for online game revenue for 2010 was revise down slightly to $4.4 billion from $4.5 billion
  • In a recent report by People’s Daily on China’s online gaming industry, they estimate the market to reach $5 billion and the number of gamers to reach 338 million.

Niko uses a different definition of a “gamer,” in that they require 60 minutes of game play per month whereas the Chinese government typically accepts anyone who has played for a few minutes in the past 6 months. Niko has been fairly accurate with revenue forecasts in the past, and finds it unlikely the market will reach $5 billion this year.