2024 Gaming Insights:
Emerging Markets and Non-Player Trends
2024/07/30
The Asian gaming market, projected to reach $14.74 billion in 2022 and $14.99 billion by 2031, is recognized as one of the largest markets globally. However, the gaming markets within Asia are diverse, with each country and region exhibiting unique trends and adoption rates, necessitating tailored approaches.
Against this backdrop, GMO Research & AI conducted a survey from June 24 to June 30, 2024, targeting general consumers in emerging gaming markets such as Vietnam, Thailand, and Singapore.
In this second part, we will analyze the interests and perceptions of non-gamers who responded that they had not played mobile games, AR games, eSports, or NFT games in the past six months. This detailed analysis will focus on their attitudes and potential interest in gaming.
Summary
Analysis of non-gamers across the surveyed countries revealed the following key characteristics:
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Interest in Games: For AR games, eSports, and NFT games, the responses "Not interested at all" and "I don’t know about this type of game" were prevalent, indicating that interest in emerging games has not yet manifested strongly. However, some game categories have a certain potential interest, suggesting room for growth.
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Reasons for Not Playing Games: Across all three countries, it was common for other hobbies to take precedence over gaming. Additionally, many consumers indicated they were too busy with work or studies, felt that gaming was a waste of time, or had lost its appeal. These reasons varied notably between countries.
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Most Common Leisure Activities: In all three countries, the most frequent way of spending leisure time was "Watching videos (YouTube, Netflix, etc.)." In some countries, "Exercise or sports" also had a high percentage, indicating that many consumers prefer offline activities.
Characteristics of Each Country
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Game-playing experience in the past six months: The percentage of respondents who answered that they had no game-playing experience in the past six months was highest in Singapore, at 25.4%.This trend was more pronounced among females, particularly those in their 40s in Singapore and their 30s in Thailand. Various factors, such as cultural influences and interest in technology, likely contribute to these patterns. Let’s delve into these aspects further.
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Interest in Games: Across the three countries, the responses "Not interested at all" and “I don’t know about this type of game” were prevalent for emerging games like AR games, eSports, and NFT games, excluding mobile games. In Singapore, "Not interested at all" was the most common response across all game categories except mobile games, indicating that interest levels and awareness do not necessarily align. However, some game categories, such as NFT games, have a relatively higher potential interest, suggesting that the popularity of emerging games may increase in the future.
○ Mobile Games: The percentage of respondents who indicated interest ("Very interested," "Interested," "Slightly interested") in mobile games was approximately 50% across all three countries, with Thailand showing the highest interest at 54.4%. Despite showing more than twice the level of interest compared to the other three game categories (AR games,eSports, and NFT games), the actual gameplay is not as prevalent, suggesting a lack of decisive factors that lead to play, elements that discourage play, and promotional effectiveness.
○ AR Games: In Singapore and Thailand, "Not interested at all" (35.4% and 40.9%, respectively) was the most common response, while in Vietnam, "I don't know about this type of game" (31.2%) was the highest. This indicates that while there is awareness of AR games in Singapore and Thailand, their appeal may need to be fully conveyed. In Vietnam, the low awareness suggests the need to disseminate basic information about AR games.
○ eSports: The highest response in all countries was "Not interested at all," with an average of 42.7% across the three countries. This trend was particularly pronounced in Singapore. In Vietnam, 25% of respondents indicated, "I don't know about this type of game," suggesting that while eSports are recognized, their appeal may not be effectively communicated.
○ NFT Games: In Thailand and Vietnam, "I don't know about this type of game" had the highest responses, averaging 50.8% across both countries. In Singapore, "Not interested at all" was the highest at 48.3%. These results reflect differences in awareness levels among the countries. Additionally, 18.7% of respondents in Vietnam indicated "Interested" or "Slightly interested," suggesting a potential interest in NFT games that could be nurtured.
*Click to enlarge
In response to the question about what kind of information would increase their interest, the majority of respondents in Singapore and Thailand who had low-interest levels (those who answered "Not interested" or "Not interested at all" for each game category) chose "Whatever information is available, interest in the game does not change." On the other hand, in Vietnam, "Information about the educational value and skill improvement provided by games" (33.3%) was the most selected option. This indicates that while providing information alone might not be sufficient to attract interest in Singapore and Thailand, information regarding the educational value of games could potentially increase interest in Vietnam.
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Reasons for not playing or having stopped playing games: Across all three countries, "I prefer to spend time on other hobbies" had a high percentage (average across the three countries: 20.6%), indicating a tendency to prioritize other hobbies over gaming. Additionally, in Singapore and Vietnam, "I am busy with work or studies" was the most common reason (average for the two countries: 34.5%), showing that being busy with work or studies is the main reason for not playing games. On the other hand, in Thailand, "I got bored of games" was the highest at 25%, with different responses like "I feel it is a waste of time" and "I want to prioritize time with family and friends" also being common (both at 15%). This suggests that in Thailand, offering content that provides a sense of accomplishment in a short time without feeling like a waste of time and experiences that can be shared with family and friends may effectively promote gameplay.
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Most common leisure activities: Across all three countries, "Watching videos (YouTube, Netflix, etc.)" was the most frequent activity (average across the three countries: 58.6%), with Thailand showing the highest percentage at 77.2%. On the other hand, Vietnam had the lowest rate at 37.5%, with "Exercise or sports" accounting for 25%, which is more than 10 points higher than the other two countries. This suggests that consumers in Vietnam have a relatively higher preference for offline activities.
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Elements valued in leisure activities: In all three countries, "Relaxation" (average across the three countries: 30.5%) and "Fun" (average across the three countries: 17.6%) were cited as essential elements in how leisure time is spent. In Vietnam, following "Relaxation," "Health and fitness" accounted for 20.7%, indicating that Vietnamese consumers' high health consciousness is also reflected in how they spend their leisure time.
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Motivating and hindering factors when starting a new hobby: Similar to how leisure time is spent, "Relaxation" was cited as the most motivating factor across all three countries. On the other hand, the most common hindering factor was "Lack of time" (average across the three countries: 30.3%). In Singapore and Thailand, this was followed by a "Lack of money." This suggests that consumers in Singapore and Thailand may feel both time and economic constraints when starting a new hobby. In contrast, in Vietnam, the second most common hindering factor after "Lack of time" was "Satisfaction with current hobbies and activities" (18.7%), indicating that Vietnamese consumers are generally satisfied with their current hobbies and activities and, therefore, have less motivation to start new ones.
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Frequently used digital platforms: In all three countries, "Social media" and "Messaging apps/Services" are commonly used, but distinct characteristics are unique to each country. In Thailand, "Video streaming services" are used more frequently than "Social media." In Vietnam, after "Social media," "Online learning platforms" and "E-book/audiobook platforms" are widely used. This indicates that video content usage is highly active in Thailand, while there is a high interest in education and self-improvement in Vietnam.
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Experience of playing a game after viewing an ad: The impact of ads on gameplay varied by country. These differences could be attributed to each country's cultural nuances and varying responses to ads, indicating important considerations for ad placements.
○ Singapore: The response "No" was the most common at 61.2%, while the "Yes" response was the lowest among the three countries at 9.6%. This suggests that in Singapore, there is a strong tendency for people not to play games after seeing ads, indicating that the effectiveness of ads is lower compared to other countries.
○ Thailand: The response "Not sure / Don't remember" was the most common at 50%, followed by "Yes" at 36.3%. This indicates that in Thailand, while many people are uncertain about the impact of ads, a significant proportion also reported that ads led them to play games. Further investigation is needed to understand this gap and to determine how the audience perceives the content and messages of ads.
○ Vietnam: The "Yes" response was the highest at 37.5%, but "No" and "Not sure / Don't remember" were also close at 31.2% each. This suggests that while the effectiveness of ads in Vietnam is the highest among the three countries, there is still room for improvement in optimizing the content and targeting of ads.
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Factors/Reasons leading to gameplay after viewing ads: In Singapore and Vietnam, "The game's story or setting seemed interesting" and "The gameplay video shown in the ad looked fun" were the most common responses. This suggests that the game's story, setting, and the fun aspect of the gameplay shown in the ad are the main factors encouraging consumers to play the game. On the other hand, in Thailand, the response "The graphics and visual effects were appealing" was the most common, indicating a tendency to prioritize graphics and visual effects in ads.
In a similar survey conducted among game players, the factors emphasized when playing a game included "Gameplay enjoyment (fun and novelty of gameplay)" and "Quality of graphics and music (graphics quality, game music, and sound effects)." By comparing these findings with those from the group with low game engagement, common elements can be identified, providing a more multifaceted perspective on addressing the challenges. If you want to learn more about understanding game players in-depth, please check out this article.
Insights for Strategy Formulation Based on Market Data
Considering these characteristics, let's explore business strategies for targeting the segment with low game engagement.
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Cross-Promotion: Given the high frequency of "Social media" usage and the tendency to spend leisure time "Watching videos (YouTube, Netflix, etc.)," it is effective to conduct promotions by integrating these digital platforms.
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Optimization of Game Content and Advertising: Based on the survey insights into consumer interests and behavior patterns in each country, it is essential to tailor targeting and personalization to the characteristics of each nation. For instance, in Vietnam, where there is a tendency to value educational benefits and skill improvement, incorporating learning elements or content that leads to skill enhancement within the game can be effective. Ads highlighting the knowledge or skills that can be gained through playing the game could be particularly impactful.
Conclusion: The Role and Value of Marketing Research
This article focused on non-gamers in Singapore, Thailand, and Vietnam, highlighting their interest in gaming and the potential for future engagement in each market. Marketing research is an indispensable tool for profoundly understanding user needs and behavior patterns and formulating business strategies. By clarifying key points of consumer behavior in each country with their cultural differences in mind, companies can develop more effective business strategies and take concrete actions toward success.
Consult with GMO Research & AI to leverage the power of marketing research and enhance your competitiveness in the global market. Together, we can aim for business success through strategic approaches based on research data.
*Non-gamers are defined as those who have not played mobile games, AR games, eSports, or NFT games in the past six months.
Survey Theme: Southeast Asia Gaming Survey
Survey Regions: Singapore, Thailand, Vietnam
Survey Participants: 360 men and women aged 15-49 (120 by each country)
Survey Period: June 24, 2024 - June 30, 2024
Survey Method: Internet survey (closed survey)
This survey was conducted using our "Quick Survey"
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Our Quick Survey service is fast, affordable, and easy to use. Perfect for businesses in APAC, it quickly finds survey participants and gathers data, making it ideal for simple data collection. Obtain authentic consumer feedback promptly and make swift, data-driven decisions to capitalize on business opportunities. |
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