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).
NewZoo has put out some great infographics over the past several months forecasting 2018 game revenue, and it felt like time to do something with the data they have given out for free. They listed 2018 projected revenue by country and the gamer population for each of the top 13 countries in terms of market size, China, USA, Japan, South Korea, Germany, UK, France, Canada, Spain, Italy, Russia, Mexico, and Brazil.
Since we’re never content to just know the size of the market, we played with the data a little more to get the annual projected revenue per player in each of the countries. We even broke it down to a daily average per player. Of course we don’t have the numbers on what percentage is paying in each country, but these numbers should help define the ballpark size.
This represents 30% of all TVs shipped in the country in the quarter
Lenovo recently launched a SmartTV that features an embedded system by JiaJia TV, which is a lite gaming console on a chip within the SmartTV. This means Chinese gamers will have a legal alternative to physical game consoles, which are still banned in the country. The Chinese SmartTV console systems likely will become a viable market, potentially even for western games over the next several years. Given the state of play in China, content for now will be homegrown, Chinese content from Chinese publishers.
With streaming online games, there is an emerging market that I predict will start to see parallels in North America and Europe over the next 2-3 years. Expect to see Samsung, LG and Sony watching Lenovo’s moves very closely in China as they all look to embed console technology into their SmartTV offerings as well. By 2015, you should see some high quality games coming to SmartTVs in Europe and North America.