Southeast Asia's Mobile Gaming Scene: A Hotbed for Growth and Opportunity

Southeast Asia stands as a pivotal growth region in the global mobile gaming industry, presenting significant opportunities for developers and publishers. With a steadily expanding player base and increasing monetization potential, SEA is a dynamic and exciting landscape for the mobile gaming industry. 

In the first quarter of 2025, Southeast Asia ranked as the second-largest global market for mobile game downloads, hitting an impressive 1.93 billion new installs. This represents a 3% increase from the previous quarter, highlighting the region's highly engaged and growing audience hungry for new gaming experiences. While SEA currently ranks seventh globally in in-app purchase (IAP) revenue at $625 million in Q1 2025, this figure signals significant untapped monetization potential. Factors like a large gaming community, improving digital payment infrastructure, and rising smartphone adoption are key drivers that suggest future revenue growth.  

Note: The download data in this report are based on estimated downloads from the App Store and Google Play, excluding pre-installs, re-downloads, and downloads from third-party Android marketplaces. Google Play is not available in Mainland China.

Market-Specific Highlights: Indonesia Leads Downloads, Thailand Tops Revenue

Within SEA, individual countries showcase distinct trends. Indonesia stands out as the leader in mobile game downloads, reaching 870 million in Q1 2025, a 9% increase from the prior quarter. The Philippines and Vietnam follow with 366 million and 329 million downloads respectively.  

When it comes to revenue, Thailand takes the lead in the region, generating $162 million in IAP revenue during Q1 2025. This is attributed to its strong digital payment systems and a cultural willingness to spend on in-app purchases. Indonesia and Malaysia also show strong revenue figures.  

Popular Genres: Casual Appeal vs. Deep Engagement for Monetization

Across SEA, accessible genres like Arcade and Simulation games drive high download volumes due to their ease of play. However, in-app purchase revenue is primarily dominated by more immersive genres such as Strategy (especially 4X and MOBA), Shooters, and RPGs. These games, often featuring social and competitive elements, encourage sustained engagement and player spending. Puzzle games are also gaining significant traction, particularly those with low barriers to entry and viral potential. 

The Rise of SEA Publishers on the Global Stage

Publishers based in Southeast Asia are increasingly making their mark globally. In 2024, SEA-based mobile game publishers collectively ranked first worldwide for mobile game downloads, generating over 5.8 billion installs. Notably, three Vietnamese publishers were among the top 15 globally by downloads, signaling the country's growing influence in game publishing. A majority of these downloads originate from overseas markets, showcasing the region's capability to create globally appealing mobile games. 

Publishers headquartered across Southeast Asia, especially from Singapore and Vietnam, show major global impact, leading in downloads and establishing SEA as a key development hub. Q1 2025 highlights include Garena Free Fire (Singapore) topping global downloads and IKame's Car Race (Vietnam) gaining significant global traction. Notably, Vietnamese publishers dominated Q1 2025 global download growth with viral survival-themed hits, leveraging trending gameplay.

Hyper-Localization: Mobile Legends: Bang Bang’s Key to Success

The enduring success of titles like Mobile Legends: Bang Bang underscores the critical importance of hyper-local engagement strategies. This involves more than just language translation; it encompasses culturally relevant content, regional folklore-inspired characters, local tournaments, and strong community building. By connecting with players on a cultural level through initiatives like Ramadan campaigns in Indonesia or pop-up booths in the Philippines, games can achieve deep resonance and foster strong player loyalty.  

The Future of Southeast Asia Mobile Gaming

Southeast Asia presents a vibrant and rapidly evolving mobile gaming market. Its large and engaged player base, coupled with increasing monetization, makes it a prime region for growth and innovation in the global gaming landscape.  

Looking ahead, the mobile gaming landscape in Southeast Asia is expected to continue its dynamic evolution, with diverse genres capturing player interest and local publishers expanding their global reach. As competition intensifies, developers and publishers will need to refine their strategies, emphasizing deep localization, community engagement, personalized marketing, loyalty incentives, and seamless user experiences. The ongoing shift toward mobile-first consumption habits presents significant opportunities for innovation and market expansion. For more insights, please click the button below to view the full report for free.