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Asia-Pacific

Japan, China, Korea, Southeast Asia, India and Australia.

321 documents

Cover of Rise of the Player-Fan: The Growing Opportunity of Mobile Esports in Asia

Niko Partners · 2020

Rise of the Player-Fan: The Growing Opportunity of Mobile Esports in Asia

Mobile esports has emerged as a primary driver of player engagement and revenue across Asia, signaling a shift from traditional PC and console dominance to a mobile-first competitive landscape. The central thesis posits that Asia is the global epicenter of this evolution, fueled by a massive population of 1.5 billion gamers and a robust infrastructure of internet cafes, local streaming platforms, and increasing 5G penetration. By lowering hardware barriers to entry, mobile technology has transformed casual players into "player-fans" who both compete in and spectate high-stakes tournaments. Key data points highlight the scale of this growth, with global esports prize pools increasing 40% between 2017 and 2019 to exceed $228 million. In 2019 alone, mobile esports generated $19.5 billion in global revenue, with Asia accounting for 68% of that total. China remains the largest single market, boasting 350 million esports fans, while Southeast Asia saw a 244% increase in tournament prize values between 2018 and 2019. The COVID-19 pandemic further accelerated these trends, with gamers in Asia spending up to 75% more time playing and viewership in China doubling during lockdowns. The scope of this analysis covers major Asian markets including China, South Korea, Japan, India, and Southeast Asia, focusing on the period between 2017 and 2020. It examines industry segments ranging from hardware manufacturing and 5G infrastructure to specific game genres like MOBAs and Battle Royales. Methodology relies on primary data from Niko Partners, including consumer panels of over four million users, executive interviews, and market modeling to provide a comprehensive outlook on the region's competitive gaming trajectory.

Cover of Play Like a Girl: Key Ways to Engage Asia's Growing Female Gaming Audience

Niko Partners · 2020

Play Like a Girl: Key Ways to Engage Asia's Growing Female Gaming Audience

The female gaming demographic in Asia represents a primary catalyst for regional market growth, expanding at a significantly faster rate than the male audience. In 2019, Asia accounted for 48% of global gaming revenue, totaling $69 billion. Within this landscape, female players grew to comprise 38% of the 1.33 billion total gamers in the region, up from 32% in 2017. This shift is particularly pronounced in China, where 45% of the gaming population is female, followed by South Korea, Japan, and Southeast Asia at 40% each. Mobile technology serves as the dominant platform for this demographic, with 95% of Asia’s female gamers playing on mobile devices compared to much smaller shares for PC and consoles. While female players typically engage in shorter sessions than males—with 60% playing up to seven hours per week—their spending power is substantial. Female gamers contributed 35% of mobile gaming revenue in 2019, a figure projected to reach 39% in 2020. Contrary to casual stereotypes, these players show a strong preference for complex genres including MMORPGs, MOBAs, and shooters, particularly those featuring deep strategy, diverse character options, and immersive storylines. The rise of female-specific esports leagues and professional teams further signals a maturing market with expanding sponsorship opportunities. This upward trajectory was accelerated by the COVID-19 pandemic; data from 2020 indicates that over 96% of female gamers in China increased their playtime during lockdowns, with a majority also increasing their in-game spending. To effectively engage this audience, developers and marketers must prioritize mobile-first strategies and integrate sophisticated gameplay elements that reflect the diverse interests of the modern female gamer.

Cover of 2Q FY2020 Presentation Material: January to March 2020

CyberAgent · 2020

2Q FY2020 Presentation Material: January to March 2020

CyberAgent achieved record-high financial performance during the second quarter of fiscal year 2020, with consolidated sales reaching 129.1 billion yen and operating profit surging 45.3% year-over-year to 12.4 billion yen. This growth was primarily anchored by the Game Business, which generated 44.8 billion yen in revenue. Success in this segment was driven by high-profile anniversary events for established titles like Granblue Fantasy and the strong market debut of KonoSuba: Fantastic Days. By the end of the first half, the company had already secured between 63% and 72% of its full-year profit targets, though projections for the remainder of the year remain cautious due to anticipated declines in advertising demand stemming from the COVID-19 pandemic. The media segment, centered on the ABEMA streaming platform, demonstrated significant momentum as stay-at-home orders accelerated user adoption. ABEMA reached 52 million downloads and grew its premium subscriber base to 676,000, with a clear trajectory toward one million subscribers by the end of the calendar year. While the segment still operates at a loss, these losses narrowed to 4.2 billion yen as sales rose nearly 19%. Monetization efforts are diversifying beyond traditional advertising into subscriptions and related services, such as the WinTicket betting platform, which saw transaction volumes double quarter-on-quarter to 3.5 billion yen. Strategic priorities for the future focus on balancing short-term gains with long-term operational stability. In the gaming sector, the emphasis remains on high-quality development and extending the lifecycle of existing intellectual properties. Simultaneously, the media division is pivoting toward a multi-faceted revenue model to ensure the sustainability of its expanding digital ecosystem. Despite the broader economic uncertainty introduced by global health trends, the current fiscal trajectory suggests a robust foundation built on digital entertainment and diversified media services.

Cover of 1Q FY2020 Presentation Material: October to December 2019

CyberAgent · 2020

1Q FY2020 Presentation Material: October to December 2019

Financial performance for the first quarter of fiscal year 2020, covering October to December 2019, reflects a period of strategic investment and steady growth across core digital segments. Net sales reached 115.6 billion yen, representing approximately 25% of the full-year forecast of 465 billion yen. Operating income and ordinary income both stood at 7.7 billion yen, tracking toward an annual target range of 28 billion to 32 billion yen. Profit attributable to owners of the parent was 1.4 billion yen, fulfilling roughly 15% to 18% of the projected 8 billion to 10 billion yen annual goal. The gaming segment maintained momentum through the performance of established titles and new releases. Key contributors included the third anniversary of Princess Connect! Re:Dive and the ongoing success of Granblue Fantasy and BanG Dream! Girls Band Party. New market entries such as Kick-Flight and the global expansion of Monster Strike further diversified the portfolio. In the media sector, the Abema platform demonstrated significant scaling, reaching 48 million downloads by the end of the quarter. Weekly active users showed consistent upward trends, supported by diverse programming including news, sports, and original reality content like Weekend Homestay. Strategic focus remains on the medium- and long-term monetization of the media business. The revenue model is evolving to balance advertising and subscription income with expanding peripheral businesses, such as the WinTicket betting service. This diversification aims to accelerate the path to profitability for the streaming segment. Geographically centered in Shibuya, Japan, the organizational strategy emphasizes integrated reporting and a unified corporate culture to drive innovation across advertising, gaming, and digital media services.

Cover of Asia Spotlight Report: The Impact of COVID-19 on China’s Video Game Market in Q1 2020

Niko Partners · 2020

Asia Spotlight Report: The Impact of COVID-19 on China’s Video Game Market in Q1 2020

The video game market in China experienced a significant surge in engagement and revenue during the first quarter of 2020, driven by widespread stay-at-home mandates during the COVID-19 pandemic. Total industry revenue for the quarter is estimated to have been approximately 30% higher than in the same period of 2019. This growth was characterized by increased mobile, PC, and console usage, as gamers sought entertainment and social connection during prolonged quarantine periods. Key findings from an April 2020 survey of 1,057 Chinese gamers highlight the depth of this shift: 97.2% of respondents reported spending more time on mobile games, while 94.6% increased their time on PC titles. Spending also rose, with 81.6% of mobile gamers and 76.3% of PC gamers reporting higher expenditures during the lockdown. While major titles from publishers like Tencent and NetEase dominated the market, the period also saw a notable decline in the internet cafe sector, which was forced to close entirely. Survey data suggests a lasting impact on consumer behavior, as 57% of former internet cafe users indicated they do not intend to return to those venues once reopened. The pandemic also forced a rapid evolution in industry operations, particularly within the esports and development sectors. Esports tournaments successfully migrated to online formats, supported by municipal government initiatives to reduce regulatory barriers. Conversely, game development and outsourcing studios faced productivity challenges, leading to project delays for some global titles. While the surge in home-based gaming provided a substantial revenue boost, the industry faced headwinds regarding hardware manufacturing, component scarcity, and a decline in advertising revenue for smaller, ad-supported titles. Overall, the period solidified gaming as a primary social and entertainment outlet for Chinese consumers, with many users reporting a newfound acceptance of gaming within their households.

Cover of Level Up: A Guide to Succeed in Asia’s Gaming Market

Newzoo · 2020

Level Up: A Guide to Succeed in Asia’s Gaming Market

Asia has established itself as the epicenter of the global gaming industry, driven by a mobile-first population exceeding 1.5 billion players. The region’s market is characterized by the dominance of free-to-play models, which account for nearly 99% of mobile revenue and all top-grossing titles. While China and Japan lead in total revenue, Japan maintains the highest value per user with an average revenue per download of $12.84. Growth is increasingly fueled by the female demographic, which expanded to 500 million players by 2019 and contributes nearly 40% of total mobile gaming revenue. This shift necessitates more inclusive storylines and diverse development teams to capture a demographic that is currently outgrowing its male counterpart. The competitive landscape is defined by the rapid ascent of mobile esports, with Asia generating 68% of the sector's global revenue. Southeast Asia, in particular, has seen a 244% increase in tournament prize pools, signaling a transition from casual play toward complex, competitive genres like MOBAs and Battle Royales. Despite high interest, a significant gap remains between esports viewership and active participation, representing a massive untapped opportunity for developers. Success in these markets requires sophisticated monetization strategies, such as hybrid models combining gacha mechanics, battle passes, and rewarded video ads to accommodate varying income levels across the territory. Navigating the Asian market demands deep localization that extends beyond language to include cultural customs, religious sensitivities, and technical optimization for diverse hardware. While Japan and South Korea remain dominated by local developers and legacy RPG franchises, India and Southeast Asia offer high-growth potential for international titles that provide "lite" versions for accessible play. To achieve long-term engagement, developers must leverage local influencers and community-driven gameplay, ensuring that titles resonate with the specific pop culture trends and infrastructure capabilities of each unique sub-region.

Cover of For the Win: Breaking Down the Preferences of Asia's Mobile Gamers

Niko Partners · 2020

For the Win: Breaking Down the Preferences of Asia's Mobile Gamers

Asia represents the world’s most significant mobile gaming hub, housing over half of the global player base and generating the majority of the industry's mobile revenue. The primary objective of this analysis is to examine the distinct player preferences, cultural influences, and market regulations across five key regions: China, Japan, South Korea, India, and Southeast Asia. By evaluating top-grossing titles and genre shifts through the first half of 2020, the findings illustrate a broader regional transition from casual play toward complex, competitive, and socially-driven experiences. China remains the largest market, characterized by the successful migration of PC intellectual properties to mobile and a regulatory environment that necessitates domestic partnerships. In contrast, Japan’s market is defined by a deep-rooted console history and the pervasive influence of anime and manga aesthetics, with RPGs accounting for nearly half of its mobile revenue. South Korea leverages its robust 5G infrastructure and "PC bang" culture to sustain a market dominated by high-fidelity MMORPGs. Meanwhile, India and Southeast Asia emerge as high-growth regions where young populations and increasing smartphone accessibility are fueling a massive surge in mobile esports and battle royale titles. The data reveals that localization involves more than translation; it requires integrating local folklore, respecting religious customs, and optimizing for hardware constraints. For instance, "lite" versions of games are essential for market penetration in India, while community-centric features are vital for success in Southeast Asia. Across all regions, the rise of mobile esports is a dominant trend, with competitive titles increasingly displacing traditional genres in the top-grossing charts. The methodology utilizes data from Niko Partners, incorporating market models, five-year forecasts, and qualitative surveys from a panel of millions of consumers across Asia. The analysis covers the period from 2016 through June 2020, drawing on data from retailers, app markets, and interviews with industry executives to provide a comprehensive view of the mobile landscape.

Cover of From Playing to Paying: The Art of Monetizing Games in Asia

Niko Partners · 2020

From Playing to Paying: The Art of Monetizing Games in Asia

This analysis examines the evolving landscape of game monetization across Asia, focusing on how developers adapt revenue models to meet the demands of a maturing market. The central thesis posits that while free-to-play (F2P) remains the dominant force, the rise of hybrid models and advanced mechanics like battle passes and gacha are essential for capturing the increasing purchasing power of Asian gamers. The scope covers major markets including China, Japan, South Korea, India, and Southeast Asia, utilizing 2019 and 2020 data to highlight shifts accelerated by the COVID-19 pandemic. Key findings underscore the overwhelming success of the F2P model, which accounted for 98.5% of all mobile games revenue in 2019. In China, 100% of the top-grossing mobile titles utilized F2P. However, regional nuances are significant; Japan represents the most valuable mobile market with a revenue per download of $12.84, compared to a regional average of $1.53. While premium models remain a staple in console-heavy Japan, emerging markets like India are "leapfrogging" traditional stages by quickly adopting sophisticated F2P mechanics, such as battle passes, which were featured in half of India’s top-grossing games by early 2020. The methodology relies on a combination of proprietary consumer panels exceeding four million users, developer interviews, and market modeling. The conclusions suggest that developers must move toward hybrid monetization—blending in-app purchases with rewarded ads—to mitigate economic risks and appeal to diverse player segments. By aligning monetization with core gameplay rather than interrupting it, publishers can sustain long-term engagement in a region where player motivations range from high-spend competition to time-intensive casual play.

Cover of NetEase Games Strategy: 2019

Niko Partners · 2019

NetEase Games Strategy: 2019

NetEase is executing a strategic transition from a domestic-focused MMORPG developer to a global entertainment powerhouse. By diversifying its portfolio across multiple genres and expanding into international markets, the company aims to mitigate the risks associated with slowing growth in China. This strategy centers on leveraging high-quality self-developed intellectual property, fostering international partnerships, and building a comprehensive gaming ecosystem that integrates esports, live streaming, and pan-entertainment content. Financial performance in early 2019 underscored the company’s stability, with total revenue reaching $2.74 billion, a 29.5% year-over-year increase. Gaming revenue accounted for $1.77 billion of this total, driven by the sustained performance of legacy titles and the success of newer mobile games. Mobile platforms remain the primary revenue driver, representing 72.1% of total gaming income. Despite a regulatory freeze on game licenses in China during 2018, NetEase maintained growth by capitalizing on its existing library and expanding its footprint in key overseas markets, particularly Japan and the United States. To sustain this momentum, the company is aggressively pursuing global expansion through simultaneous worldwide launches, porting mobile titles to PC and console, and investing over $200 million in overseas studios. Furthermore, NetEase is building a robust gaming ecosystem that encompasses developer support, social platforms like the Da Shen app, and significant investments in esports, including the NeXT tournament brand. By evolving its top-tier intellectual properties into multi-media franchises—spanning film, comics, and merchandise—and securing strategic collaborations with global brands, NetEase is positioning itself as a formidable, long-term competitor in the global interactive entertainment industry.

Cover of Tencent Games Strategy 2019

Niko Partners · 2019

Tencent Games Strategy 2019

Tencent’s strategic pivot in 2019 marks a recovery from the previous year’s regulatory freeze on game licenses, which had triggered the company’s first-ever profit decline. By early 2019, gaming revenue rebounded to $5.2 billion, driven largely by the successful transition of 150 million monthly active users from the unmonetized PUBG Mobile to the compliant, self-developed Peacekeeper Elite. This maneuver underscores a broader commitment to navigating strict domestic regulations while maintaining market dominance through the integration of the WeChat and QQ social ecosystems, which serve as the primary distribution channels for both internal and third-party titles. The company is simultaneously pursuing aggressive international expansion and portfolio diversification to mitigate domestic risks. This global strategy involves high-profile intellectual property licensing, such as Call of Duty and Street Fighter, alongside strategic acquisitions of Western studios like Sharkmob. Within China, the expansion of the WeGame platform to 70 million monthly active users and a partnership to serve as the exclusive distributor for the Nintendo Switch signal a move beyond traditional free-to-play mobile models into the PC and console markets. Future growth is anchored in emerging technologies and infrastructure, specifically cloud gaming and esports. Leveraging a cloud network that already supports 75% of China’s top mobile games, Tencent is positioned to lead the domestic market in the absence of major international competitors. With a $1 billion commitment to esports infrastructure and a pipeline of over 20 new titles, the strategy emphasizes long-term dominance through a combination of massive capital investment, mergers and acquisitions, and the development of next-generation technologies including augmented reality and blockchain-integrated gaming.

Cover of China Mobile Market Update: January 2018

Newzoo · 2018

China Mobile Market Update: January 2018

This market update provides a comprehensive analysis of the Chinese mobile landscape as of November 2017. The report examines trends across mobile hardware, app store performance, and consumer behavior, specifically focusing on the demographic characteristics of the post-90s generation. The findings are derived from a sample of 350 million active iOS and Android smartphones and tablets, drawn from a broader pool of over 650 million devices. In the hardware sector, the market experienced a notable shift as Vivo surpassed Huawei to become the third-largest device brand in China, capturing a 14.5% market share. Apple maintained its lead as the top brand with 25.7% of the market. Within the Android app store ecosystem, Tencent’s MyApp remained the dominant platform with 25.1% coverage, while 360 Mobile Assistant emerged as the fastest-growing store. The most installed apps remained largely static, with WeChat and Mobile QQ continuing to lead the social category, despite slight declines in their respective install rates. The gaming sector saw significant activity, particularly in the battle royale genre, where NetEase’s titles demonstrated strong performance. On the iOS platform, NetEase secured four of the top five grossing positions, trailing only Tencent’s Honor of Kings. The report also highlights a case study on the post-90s generation, noting a strong preference for domestic smartphone brands and low-to-mid-range price points. Data indicates that while both post-80s and post-90s cohorts exhibit high levels of late-night mobile activity, the post-80s generation maintains higher overall engagement throughout the standard workday. These insights underscore the competitive nature of the Chinese mobile market, characterized by rapid shifts in brand loyalty and the continued dominance of established domestic tech giants.

Cover of China Mobile Market Update: April 2017

Newzoo · 2017

China Mobile Market Update: April 2017

This analysis of the Chinese mobile market, based on February 2017 data, examines the landscape of device usage, app store penetration, and consumer connectivity trends. The study utilizes a sample of 350 million active mobile devices to provide a granular view of the world’s largest mobile ecosystem, highlighting the dominance of local manufacturers and the rapid shift toward premium hardware and advanced network connectivity. In the device market, Apple maintained the lead with a 26.3% share of active devices, followed by Huawei at 15.6%. Xiaomi and Oppo remained highly competitive, each capturing 13.8% of the market. The data reveals a significant shift in consumer behavior, as 4G connectivity became the standard in 2016, rising to 57.9% of active devices compared to 31.6% in 2015. Simultaneously, the market saw a trend toward premiumization, with a notable increase in devices priced above 2,000 RMB and a corresponding decline in budget devices under 1,999 RMB. App store and application usage patterns underscore the dominance of domestic platforms. Tencent’s MyApp remained the leading app store with 24.1% coverage, while WeChat achieved near-universal penetration, installed on 93.6% of active Android devices. In the gaming sector, Tencent and NetEase maintained a stronghold on revenue, with titles like King of Glory and Onmyoji leading both Android and iOS charts. While casual games showed growth in the Android segment, the iOS market saw increased diversity with new publishers entering the top 10. These findings illustrate a maturing market characterized by high engagement with local social and utility platforms and a growing consumer appetite for higher-end mobile technology.

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