#Mobile Gaming #CODA #Niko Partners

Unlocking Asia's Mobile Gaming Market

The mobile gaming industry in Asia is experiencing a significant transformation, driven by innovative monetization strategies and regulatory changes. A recent white paper titled Gaming Growth Unlocked by Coda and Niko Partners sheds light on the evolving landscape and offers strategic insights for publishers keen on tapping into this thriving sector, particularly within Southeast Asia, Japan, and South Korea.

The Current Landscape

According to the report, the mobile gaming market in these regions is currently valued at an impressive $23.2 billion, supported by a resolute player base of 357 million gamers. One of the most pertinent trends is the surge of revenue from out-of-app platforms, which now constitutes about 26% of the total mobile gaming income in East Asia and Southeast Asia combined. This remarkable percentage is indicative of a cultural shift where consumers are increasingly embracing alternative distribution methods that bypass traditional app stores.

Growth Potential

Projecting into the near future, Niko Partners predicts that by 2028, this figure could escalate to one-third of the mobile gaming ecosystem across these regions. The driving force behind this growth is the rapid adoption of out-of-app monetization approaches, which have surged from 21% to 38% of revenue in Southeast Asia within a short two-year span. This rapid ascent signals a booming opportunity for game publishers willing to venture beyond conventional methods.

Navigating Challenges and Opportunities

Amidst these opportunities lie challenges, particularly the complex regulatory environments shaped by recent reforms. For instance, South Korea's