Understanding Asia can be the difference between success and failure. Firstly, Asia is the world’s largest continent with over 50 countries, covering approximately 44,579,000 square kilometers. It’s a continent with a diverse array of cultures, traditions, and customs. Asia is also incredibly linguistically diverse and home to a vast array of different languages and dialects, there is no definitive answer on how many official languages are spoken but it is estimated that over 2000 indigenous languages are spoken. It’s the birthplace of many of the world’s major religions.
Looking within, it’s important to recognize that there are significant differences within Asia, even between Southeast Asia and Far East Asia when it comes to cultural preferences. These extend to religious and political beliefs, language, and social norms. And all of this is critically important in the gaming sector, where international operators have struggled to gain traction in the Asian market, even with successful games in other regions.
Here we explore some of these differences and how to work around them.
In Southeast Asia, there is a growing demand for mobile games, particularly those that are free-to-play with in-app purchases. Mobile games that are easy to learn and play and do not require high-end devices tend to be more popular in Southeast Asia. The region also has a strong affinity for social and multiplayer games, with many players seeking to connect with friends and family while playing games. In contrast, Far East Asia, particularly Japan, has a strong preference for console and PC games. Japanese gamers are known for their love of role-playing games (RPGs) with intricate storylines, character development, and immersive worlds. Japanese gamers are also known for their appreciation of anime-style art and music in games. Leveraging celebrity endorsements can be a successful marketing strategy.
In China, the gaming market is heavily influenced by the government’s policies, with strict regulations on content and monetization. Multiplayer online battle arena (MOBA) games and role-playing games (RPGs) are among the most popular genres in China. However, the market is highly competitive, and game developers need to be creative to stand out from the competition.
It is crucial to understand the unique cultural and regulatory differences when developing marketing strategies for gaming in Asia. How you advertise is very important. Celebrity endorsements are quite popular in countries like Japan and Thailand, and they have been a successful marketing strategy for many companies. However, it’s worth noting that the effectiveness of celebrity endorsements can vary depending on the product, target audience, and cultural context. Ultimately, the success of a marketing strategy depends on many factors, including the specific cultural context and preferences of the target audience.
Recognizing the differences in cultural sensitivities and regulatory policies when developing marketing strategies, is crucial. Advertisers must ensure that their content is appropriate for each country’s cultural norms and values. For instance, using religious symbols in advertising may be deemed offensive in some countries.
In recent years we have seen Southeast Asia emerge as a key player in the global gaming industry. The region’s gaming market is expected to reach USD 18.3 billion by 2025, with a compound annual growth rate (CAGR) of 9.1% from 2020 to 2025. This growth is driven by factors such as increasing smartphone penetration, rising disposable income, and a growing middle class in the region. Despite the growth potential, the Southeast Asian gaming market faces some challenges. One of the main challenges is the lack of payment infrastructure, which limits the ability of gamers to make in-game purchases. Additionally, piracy remains a significant issue in the region, with many gamers preferring to download games illegally rather than pay for them. Targeting Southeast Asia with expensive options simply won’t work.
Technology is playing a crucial role in the development and demand for gaming everywhere, this is especially so in Southeast Asia. Mobile gaming, in particular, has become increasingly popular due to the affordability and accessibility of smartphones. In-app purchases have also become a popular revenue model for mobile games, enabling developers to monetize their products while providing gamers with a low barrier to entry. Social and multiplayer games are also in high demand in South-east Asia, reflecting the region’s emphasis on community and social connections.
Gaming in Asia is often seen as a ‘social’ activity, very acceptable, with many players seeking to connect with friends and family through games.
To truly succeed in Asia’s massive gaming market, care and consideration needs to apply. Develop-ers must tailor their content to the specific cultural preferences of each individual country, not just the Asian region as a whole. The gaming preferences and traditions of each country can vary signif-icantly, and it is important to understand these nuances in order to create content that is authentic and effective. Developers must also take into consideration the preferred devices in each country. While many developed countries have a high penetration of console and PC gaming, mobile gaming is dominant in Southeast Asia.
Creating content that is visually appealing, emotionally engaging, and intellectually stimulating, authentic for Asia, will help you can capture the attention of gamers and keep them engaged with your content for longer periods of time. Tailoring this content to specific countries is essential to building a loyal fan base and ultimately achieving success in the Asian gaming market.
And this is where SCCG Management can assist, with expertise in Asia and in the world of gaming.
Talk to the team at SCCG.
