There are more game smartphones in Southeast Asia From Counterpoint

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The game industry is developing rapidly all over the world. Compared with console games, PC games and other platforms with a wide user base, the growth of mobile game users is the fastest, especially in Southeast Asia. ASEAN has become the most promising region in the game industry, driven by many factors, the most important reason is that the region has a group of new consumers who hold smartphones, are proficient in digital technology and understand the game world. Of course, it is also driven by other factors, such as the gradual increase of Internet connections due to the impact of the COVID-19 in the past two years and the changes in users’ Internet usage habits.

There are many other reasons at the national level, but there is an important factor that cannot be ignored to make this growth possible, that is, smart phones. According to the Southeast Asia smartphone tracking report of counterpoint research, smartphone shipments in major Southeast Asian countries (Indonesia, Thailand, Philippines, Malaysia and Vietnam) recovered to 2019 levels in 2021.

Smartphone shipments in Southeast Asia: 2015-2021

*Five major Southeast Asian countries, including Indonesia, Thailand, the Philippines, Malaysia and Vietnam

Source: counter point research Southeast Asia smartphone tracking report

The demand for game smartphones is growing

During the festival of Q4 in 2021, game smartphones increased by 270% year-on-year. A large number of gamers are growing exponentially, and this trend may increase as games gain all the attention in these markets. With the increasing interest of consumers in games, the government and industry participants are also paying more and more attention to electronic games. At present, there are more than 102million active smartphone gamers in five major countries in Southeast Asia, and this number is bound to continue to increase in the next few years.

Growth of professional game smartphones between 2020 and 2021

*Professional game smartphones include ASUS Rog phone, Nubian Red Devils series and black shark phones

Source: counter point research Southeast Asia smartphone tracking report

In the field of mobile games, Indonesia, Malaysia, Thailand, Vietnam, Singapore and the Philippines are the six most important countries in Southeast Asia. Whether it’s small fast games to kill time, or more attractive strategy and shooting games, the growth rate of gamer consumers in this region is as fast as the popularity of smartphones in the past two years.

Factors driving the growth of game phones in the past two years:

·The popularity of the Internet, especially in the second and third tier cities, has brought about particularly obvious growth.

·Improvement of 5g infrastructure adoption rate.

·Consumer demand for smartphones continues to grow, especially for game smartphones.

·Under the urban blockade and various conditions caused by the COVID-19, mobile games have become an effective way for people to spend time trapped at home. For many people, their work reduction or no work is an important reason to play mobile games.

·Escape from the real world. Continuous fluctuations caused by macro factors, inflation, repeated and persistent COVID-19, the war situation in Europe and its localization in various countries.

·There are more and more choices of various game types (strategies, shooting games, the rise of e-sports, etc.) across multiple platforms (mobile terminals, PCs, game consoles, and even TVS).

·The types of games, from casual games to elaborate large-scale games, can make ordinary players become professional players who make money through games. Some countries in the region are also promoting international game Championships.

Internet connectivity and initiatives of industry participants in the ecosystem:

For consumers in Southeast Asia, the Internet has greatly promoted the development of electronic games. With the surge of new users, fixed broadband connections have achieved rapid growth in the past two years. The growth rate of second and third tier cities and towns in major Southeast Asian countries is also very fast. Broadband connection has accounted for more than 38% of the major countries in Southeast Asia, whether it is optical broadband or fixed wireless broadband. Starting from metropolises and Tier-1 cities, 5g connectivity is improving, and 4G connectivity in these countries is also increasing. Regardless of the geographical location, age, gender or economic status of users, these have played an important role in promoting game culture.

Major mobile phone brand manufacturers have realized that a good game experience is not only exclusive to heavy game players, but also a necessity for casual game players.

E-sports is very popular in the Philippines. Realme, one of the top smart phone brands in the Philippines, CO hosted the e-sports competition with the national team sibol. In addition, realm also has its own professional game championship “realm mobile legends Cup” in the Philippines.

Infinix will soon launch its products in most Southeast Asian countries. As a brand deeply rooted in game phone models, infinix brand will become the first choice of low-end game smartphones.

Game smartphone giants like ASUS said that the game smartphone business has not yet brought them profits, but they are still adhering to their brand image and launching more game phones.

Dtac and other telecom operators in Thailand are providing game players with user-defined packages with the fastest speed and exclusive networking channels, ensuring that there will be no delay in the operation of heavy load games.

Qualcomm and MediaTek, two top semiconductor companies, have also been paying attention to game consumers recently. At present, they increase their influence in this field by introducing game related chips in standard chip products. Even manufacturers like arm have been considering games as the driving force behind the development of future technology, and recently launched a game specific chip.

Changing game ecosystem:

Every Southeast Asian country has low to high-end smartphone consumers, but consumers in each country show different characteristics and preferences in terms of game types. Consumer groups in Southeast Asia are becoming more and more mature. Indonesia and Thailand are the largest sources of income for game phones in the region, followed by the Philippines and Malaysia. The Indonesian market is not only the largest market in the region, but also the fastest growing market. In Southeast Asia, young people who used to play small games on cheap mobile phones are upgrading to mid-range mobile phones and prefer large-scale games.

We can confirm that Southeast Asia is a large game market with greater potential, but at present, many factors have changed the trend of this volatile game ecosystem.

Changing the trend of game Ecology:

·In many regions of Southeast Asian countries, female players are more than male players. According to demographic statistics, most enthusiastic gamers are between the ages of 25 and 60. Most of these people in the region have not been equipped with high-priced smartphones. This means that even medium – and low-end smartphones can be used in E-sports games, not just casual games.

·With the increase of audience ratings on online platforms such as twitter and Youtube, game related video content has increased, resulting in cross platform marketing activities in apps and games.

·Cloud based games and the interconnection of cross game platforms may affect the purchase direction of electronic devices in the coming year. Consumers have the opportunity to choose a lower configuration mobile phone. With the continuous development of cloud games, gamers will only need a stable and fast Internet connection.

·In order to cope with the frequent loss of players caused by the low interest of casual games, there are more and more kinds of casual games now. Game manufacturers are increasing investment in R & D and marketing activities, and more importantly, establishing contacts with truly influential players in the game ecosystem.

·Consumers are having a positive demand to play mainframe games and PC games on the mobile end. This is a huge development potential for smart phone brand manufacturers, especially with the rapid growth of 5g.

Gamers and their smartphones

Source: counterpoint research

Players who focus on large multiplayer online games such as pubg account for a small share in the region. On the contrary, such as subway surfers, endless duels, legend duels, roblox and free fire – I want to live and so on, but some common games I play most.

Game companies are ensuring the playability of the smartphone version of their games, and try to ensure that these games can be played on mobile phones without too high hardware requirements. At present, the multiplayer game platform on mobile phones has just started in Southeast Asia, but with the development of the telecommunications industry, this game preference will grow.

Impact of 5g on games:

The penetration of 5g into the game will be a slow process in another 2-3 years, especially for major markets such as Indonesia. Although Singapore is in the leading position in 5g, Thailand and the Philippines are more capable of promoting 5g in games. However, compared with the west, the future of cloud games and multiplayer mobile settings in the region is bound to remain bleak.

By the end of this year, 5g’s share in monthly smartphone shipments may be much higher than 45%. Most game players, whether casual or professional, want to add 5g to their game experience, especially because the smartphone version of games usually played on game consoles and personal computers is growing.

5g smartphone shipment share and forecast 2022-2023

Source: counter point research Southeast Asia smartphone tracking report

The future of games:

Although the number of gamers in Southeast Asia is the largest in Asia, the revenue of this market is the least. The entry point of free games is to attract new users, but game companies and game developers are trying to find a stronger revenue model. Participants in this ecosystem focus on all segments of the market where consumers live, and ensure that there are multiple platforms that can meet the various needs of different groups in terms of convenience and motivation. Mobile games in Southeast Asia can not only increase the number of game users and revenue, but also expand this group of consumers to retail, e-commerce, sports and other fields.

Although game players in Southeast Asia are distributed between teenagers and the elderly, the 18-35 age group is the group that contributes the most to the mature player ecosystem.

In the next few months, we may see more platform marketing plans. The game business model with profit seeking as the core may increase micro transactions in free game products. Mobile phone brand manufacturers, operators and retail distributors will combine games with their products more in the future.

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