The Asia Pacific region is witnessing a gaming revolution, with mobile gaming taking the lead as the largest and fastest-growing segment. Projections indicate that by 2030, revenues from this sector could reach a staggering $282 billion. At the heart of this surge lies esports, which is poised for a remarkable growth rate of 20.88% over the next decade.
China stands out as a dominant force in mobile gaming, accounting for over 31% of global revenue. Countries like Indonesia and the Philippines are experiencing a surge in mobile game installations and longer play sessions, signaling a deepening level of engagement. In Thailand and Malaysia, esports has gained official recognition as a professional sport, unlocking new funding opportunities and institutional support.
The momentum of mobile esports in the APAC region has been further fueled by factors such as the immense popularity of gaming among the 16–24 age group, the rise of live streaming platforms, and improved internet connectivity. These elements have collectively contributed to the flourishing esports landscape in Asia.
Esports leagues are attracting attention with their lucrative prize pools, diverse player rosters, and a rapidly expanding viewership base. Events like the upcoming MLBB Mid Season Cup in Saudi Arabia, offering a record-breaking $3 million prize pool, underscore the industry’s growing appeal. The recent M6 World Championship in Malaysia drew in a staggering 4.1 million concurrent viewers and 475 million hours watched, solidifying Mobile Legends: Bang Bang as a global esports phenomenon.
With over 1.5 billion users worldwide and a significant share of the gaming market, MLBB has emerged as a dominant player in the esports arena. This presents a lucrative opportunity for brands to engage with a highly captive and affluent audience. Gamers in the APAC region spent a substantial $86 billion on games in 2023 alone, making them an attractive demographic for brands seeking to connect with younger consumers.
Despite the challenges of reaching this audience through traditional advertising channels, brands are finding success by integrating themselves into the gaming experience. Research indicates that gamers are receptive to brands within the gaming environment, with a significant percentage showing a willingness to support game sponsors.
Brands are leveraging esports as a platform for storytelling and community engagement, with global names like KFC, Nescafe, and Samsung investing in esports experiences to enhance brand loyalty and drive sales. By aligning with popular games and incorporating local market heroes into their campaigns, brands can forge meaningful connections with gamers.
Leading games publishers are offering brands diverse opportunities for brand amplification, ranging from broadcast integrations to talent engagements. Non-endemic brands are also capitalizing on real-world engagement experiences to connect with the gaming community. For instance, jewelry brand Fairrie successfully boosted brand awareness by sponsoring the M6 World Championship and offering MLBB-inspired accessories to fans and winners.
As esports continues to shape the landscape of fan culture, brands must adapt and engage authentically with their audience. Those that can add value to the gaming experience and connect with fans on multiple platforms stand to reap the rewards of this rapidly evolving industry.
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