ReportSensor Tower
South East Asian Mobile Game Market Insights 2024
1 Jan 202425 pages~21 min full read
Southeast Asia's mobile game market saw 4.2 billion installs in H1 2024, a 3.4% increase, while in-app purchase (IAP) revenue reached $1.16 billion, a 3.4% year-over-year rise but a 3% decline from the previous half-year.
See it on page 5Indonesia is the region's largest market by volume, accounting for 41% of total downloads with 10% growth, while Thailand leads in profitability, contributing $400 million in IAP revenue.
See it on page 7Google Play remains the dominant platform in the region, capturing 91% of total download volume and 57% of total IAP revenue.
See it on page 5While strategy and RPG titles command 47% of downloads, they experienced revenue declines of 3%–9%, whereas sports titles saw a significant 39% revenue surge, now representing 9% of total IAP income.
See it on page 6Honor of Kings demonstrated rapid market penetration following its June 2024 launch, capturing the top download spot in July and generating 51% of its global downloads from Indonesia by August.
See it on page 17Mobile Legends: Bang Bang leads regional revenue at $1.16 billion, while Roblox shows strong momentum with a 90% revenue increase and Garena Free Fire maintains a 54% growth rate in downloads.
See it on page 10Mobile game downloads across Southeast Asia grew by 3.4 % in the first half of 2024, reaching 4.2 billion installs, with Google Play accounting for 91 % of the volume. In‑app purchase revenue rose by 3.4 % to $1.16 billion, a slight decline of 3 % from the previous half‑year; Google Play contributed 57 % of total revenue. From January to August, mid‑core genres such as simulation, arcade, puzzle and lifestyle led download growth (11 %–14 %), while sports titles experienced a 39 % revenue surge, representing 9 % of total IAP income. Strategy and RPG games dominated downloads (47 %) but saw modest revenue declines of 3 %–9 %.
Indonesia remains the largest market, with a 10 % download increase and 41 % of regional downloads; Thailand follows as the highest‑earning country, adding $400 million in revenue. The top ten download leaders are dominated by Garena Free Fire, Mobile Legends: Bang Bang and Roblox, with Garena Free Fire maintaining a 54 % growth rate. In revenue terms, Mobile Legends: Bang Bang leads with $1.16 billion, followed by eFootball™ 2024 and Garena Free Fire; Roblox and Coin Master also show strong growth, with Roblox’s revenue rising 90 %.
The case study of Honor of Kings illustrates rapid penetration after its Southeast Asian launch in June 2024, achieving a 175 % month‑over‑month spike in Indonesia and capturing the top download spot in July. By August, Honor of Kings generated $1.7 billion in IAP revenue for the period and accounted for 51 % of its global downloads from Indonesia alone. The report relies on Sensor Tower’s estimated download and IAP data from the App Store and Google Play, excluding pre‑installs, duplicate downloads, ad revenue, third‑party sales, and direct developer payments.
