The Gaming Market in Thailand 2023

This market overview of Thailand's gaming industry, published by the localization firm Allcorrect in April 2023, provides a general profile of the country's economy, government, and gaming landscape with the aim of informing game developers and publishers considering the Thai market. The piece opens with background on Thailand's geography, population of roughly 70 million, political structure, and economic position as a newly industrialized ASEAN member, then moves into market sizing, citing Newzoo figures that place Thailand 19th globally in games revenue at $1.1 billion, second in Southeast Asia behind Indonesia.

The analysis highlights several structural trends: mobile dominance, with 92 percent of surveyed respondents playing on phones; strong in-app spending, with 95 percent of gamers reporting purchases of virtual goods in the prior six months; and a rising esports scene that the government formally recognized as a professional sport in 2021. Government initiatives such as the DEPA-led program, which targets training for 50,000 workers and support for local developers, are presented as signs of ambition to grow domestic game production. Genre preferences are also covered, with role-playing games leading at roughly 34 percent of respondents, followed by fighting and casual titles.

Audience data comes primarily from an April 2022 Rakuten Insight survey of Thai respondents aged 16 to 24, which is a relatively narrow sample and should be weighed accordingly, as the report does not disclose its full sample size. The closing sections address localization, noting the Thai language's distinctive features and the low rate of English proficiency (cited at 27 percent), which the authors argue favors fully localized titles. Overall, the piece functions more as a promotional primer for localization services than as a rigorous market study, though it offers useful context on platform preferences and consumer behavior.