Hello, OptiMIST People!
Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll press play on the gaming world as we are set to welcome The Dota International to Southeast Asia! We’ll discuss how marketers can capitlize on this momentous event and profit off the huge gaming scene we have here.
Gamers all across Southeast Asia can begin to get excited because The International, Dota 2’s annual tournament, will be held in Singapore in October. This is the first time the global esports championship has visited a Southeast Asian country. The event is well-known for its high prizes, with the final winning team receiving a share of the $40 million prize pool. However, the party isn’t just for gamers; marketers across the globe should be roaring to get a piece of the pie.
Gaming in APAC has grown dramatically in the previous 18 months, and all eyes are on what the region’s future holds. China, Japan, and South Korea already account for three of the top four global gaming markets in terms of consumer spending, accounting for 49 percent of global consumer expenditure on games. By 2021, the area is predicted to have 1.62 billion gamers, or 55% of all players globally, up from 1.2 billion in 2019.
Big numbers are exciting, but how can marketers capitalize on them? Marketers in APAC must keep three things in mind in order to achieve growth. To begin with, the major APAC game marketplaces have established the worldwide standard for social elements in games, such as in-game chat, buddy or mentorship networks, leaderboards, and player-versus-player (PvP) game types. Marketers may affect the creative and social experience in virtual gaming environments as the metaverse evolves. Marketers should also keep in mind that console gaming has never gained the kind of popularity seen in non-Asian nations. The COVID-19 shutdowns resulted in a dramatic behavioral shift, with mainland China and South Korea seeing the highest increases in console gaming.
Marketers should reconsider gaming experiences in order to get mobile users to explore new titles or return to old favorites. Marketers may also focus their attention on mobile platforms since APAC will remain a mobile-first gaming region, with mobile being the primary gaming device. Thirty percent of new players believe that mobile gaming involvement will rise after 2021. Players are expected to spend $57.9 billion on mobile games in 2021. Marketers may succeed on mobile by emphasizing retention, keeping gamers engaged, and diversifying monetization strategies.
This can be remedied by taking note of the rise of video marketing. The advent of video marketing coincides with the expansion of the gaming sector. Video content is more engaging and has a greater effect on customers. According to Smart Insights research, video content will account for 82 percent of global data traffic by 2022. Gamers cheerfully waste hours watching gaming videos, with the majority of gamers on YouTube, Twitch, and other platforms spending more time watching others play. They don’t want to see just anyone; they want to see gaming influencers in action. Gamers may acquire strategies, discover new games, and fall more in love with their favorite hobby by following top influencers.
Markets may go even farther by cooperating with app developers to create better mobile games that grab all users’ hearts and brains. One gaming business possibility is hybrid-genre gaming. Both casual and hard-core gamers like hybrid games, which integrate gameplay design ideas and genre experiences. Last year, the category grew by more than double in Asian markets. Consumer expenditure is up 42% year over year for 4X March Battle and Match-3 Meta (M3 Meta), which are gaining traction, with consumer expenditure up 42% year over year.
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