1、Southeast Asian Mobile Game Market Insights 2024 2024 Sensor Tower Inc.-All Rights ReservedSensor Tower Introduction/Overview Clarification on Revenue and Downloads Data Sensor Towers revenue figures are derived from estimated in-app purchase(IAP)revenue on the App Store and Google Play,excluding ad

2、 revenue,revenue from third-party Android app-store sales,and direct payment revenue from developers websites and other channels.Unless explicitly stated as net revenue,the revenue figures shown represent gross revenue(before platform deduction).Sensor Towers downloads figures are derived from estim

3、ated downloads on the App Store and Google Play,excluding pre-installs,duplicate downloads,and downloads from third-party Android app-store.Google Play is not available in Mainland China.This report provides an in-depth analysis of the App Store and Google Play mobile game markets in Southeast Asian

4、 in 2024,covering the overall revenue and download trends in these markets,revenue shares and trends across top game genres,download and revenue changes across different countries,as well as top mobile games by revenue and downloads.Through case study,this report will also help you decode how top ga

5、mes successfully penetrated the Southeast Asian markets.2 2024 Sensor Tower Inc.-All Rights ReservedIntroduction/Overview Overview of the Southeast Asian Mobile Game Market Popular Mobile Games and Top Publishers in Southeast Asia Case Study:Honor of Kings Key TakeawaysContents02040813193 2024 Senso

6、r Tower Inc.-All Rights ReservedOverview of the Southeast Asian Mobile Game Market4 2022 Sensor Tower Inc.-All Rights Reserved 2024 Sensor Tower Inc.-All Rights ReservedMobile Game Downloads Trends in Southeast Asia from 2020H1 to 2024H1In the first half of 2024,mobile game downloads in Southeast As

7、ia increased by 3.4%compared to the previous half-year period,reaching 4.2 billion,with 91%coming from Google PlayDuring the first half of 2024,mobile game downloads in the Southeast Asian market rose by 3.4%compared to the previous half-year,totalling 4.2 billion downloads,of which 91%were from Goo

8、gle Play.In the first half of 2024,the IAP revenue of mobile games in the Southeast Asian market decreased slightly by 3.0%compared to previous half-year to$1.16 billion,close to the level in 2020H1.Google Play revenue accounted for 57%of the total.Note:Data as of June 2024.Source:Sensor Tower Store

9、 Intelligence Sensor Towers download data is derived from estimated downloads on the App Store and Google Play,excluding pre-installs,duplicate downloads,and downloads from third-party Android app-store.Google Play is not available in Mainland China.Mobile Game IAP Revenue in Southeast Asia from 202

10、0H1 to 2024H1$0B$0.7B$1.4B2020H12020H22021H12021H22022H12022H22023H12023H22024H1App StoreGoogle Play0B1.5B3B4.5B2020H12020H22021H12021H22022H12022H22023H12023H22024H1App StoreGoogle Play5 2022 Sensor Tower Inc.-All Rights Reserved 2024 Sensor Tower Inc.-All Rights ReservedFrom January to August 2024

11、,downloads of mid-core mobile games in the Southeast Asian market grew significantly,while revenue from sports mobile games increased by 39%period-over-periodBetween January and August 2024,simulation,arcade,puzzle,and lifestyle mobile games accounted for 67%of the total downloads in the Southeast A

12、sian market.Specifically,downloads of simulation,strategy,shooting,and RPG mobile games grew by 11%,14%,6%,and 7%,respectively.On the revenue side,strategy and RPG mobile games collectively accounted for 47%of total,though they experienced period-over-period declines of 3%and 9%,respectively.Meanwhi

13、le,revenue from sports mobile games spiked by 39%period-over-period,accounting for 9%of the total mobile game revenue in Southeast Asia.Mobile Game IAP Revenue Share in Southeast Asia Market by Genre(January-August 2024)Mobile Games Downloads Share in Southeast Asia by Genre(January-August 2024)Down

14、loadsOthers13%Action5%RPG5%Shooter5%Strategy5%Lifestyle10%Puzzle16%Arcade19%Simulation22%+11%YoY-4%YoY-6%YoY+7%YoY+6%YoY+14%YoYRevenueOthers8%Puzzle8%Shooter8%Sports9%Simulation9%Casino11%RPG23%Strategy24%-3%YoY-9%YoY-14%YoY+0.5%YoY+39%YoY+2%YoY+6%YoYNote:Data as of August 2024.Source:Sensor Tower S

15、tore Intelligence Sensor Towers download data is derived from estimated downloads on the App Store and Google Play,excluding pre-installs,duplicate downloads,and downloads from third-party Android app-store.Google Play is not available in Mainland China.+4%YoY-0.3%YoY6 2022 Sensor Tower Inc.-All Rig

16、hts Reserved 2024 Sensor Tower Inc.-All Rights ReservedIndonesia is the largest market for mobile game downloads in Southeast Asia,with a 10%period-over-period growth in downloads during the first eight months of 2024Mobile Game IAP Revenue Ranking in Southeast Asia by Country(January-August 2024)Th

17、ailand Indonesia Singapore Malaysia Philippines Vietnam Cambodia$0B$0.4B+10%+1%-14%-8%-3%+6%Mobile Game Download Ranking in Southeast Asia by Country(January-August 2024)+10%-4%-3%-9%-4%-17%-10%Indonesia Vietnam Philippines Thailand Malaysia Cambodia Singapore 0B2.3BIn the Southeast Asian region,Ind

18、onesia is the market with the largest mobile game downloads.From January to August 2024,its downloads increased by 10%period-over-period,reaching nearly 2.3 billion and accounting for more than 41%of the total.Thailand and Indonesia are the highest-earning markets for mobile games in Southeast Asia,

19、generating$400 million and$300 million respectively from January to August 2024.Notably,Thailands mobile game revenue increased by 10%period-over-period.Note:Data as of August 2024.Source:Sensor Tower Store Intelligence Sensor Towers download data is derived from estimated downloads on the App Store

20、 and Google Play,excluding pre-installs,duplicate downloads,and downloads from third-party Android app-store.Google Play is not available in Mainland China.+3%7 2024 Sensor Tower Inc.-All Rights ReservedTop Mobile Games in Southeast Asia8 2024 Sensor Tower Inc.-All Rights ReservedGarena Free Fire co

21、ntinues to dominate mobile game downloads and downloads growth in Southeast Asia Downloads Ranking1Stick Party 234 MiniGamesPlayMax Game Studio23456Subway SurfersMiniclipMoto Rider,Bike Racing GameZego StudioPizza Ready!SupercentSAKURA School SimulatorGarusoftBlock Blast!Hungry Studio789108 Ball Poo

22、lMiniclipRobloxRoblox CorporationGarena Free FireGarena Games OnlineMobile Legends:Bang BangMoontonDownloads Growth Ranking1Manage Supermarket SimulatorZego Studio23456Mobile Legends:Bang BangMoontonMoto Rider,Bike Racing GameZego StudioPizza Ready!SupercentLeft or right:Magic Dress upABI Games Stud

23、ioBrain Puzzle KingMangoing Game Studio78910Ojol The GameCodeXploreHonor of KingsTencentOffline Games-No Wifi GamesJindoBluGarena Free FireGarena Games OnlineDuring the period from January to August 2024,Garena Free Fire achieved a 54%period-over-period increase in downloads in the Southeast Asian m

24、arket,maintaining its leading position in both the downloads and download growth charts.Moontons MOBA mobile game,Mobile Legends:Bang Bang,recorded a 45%period-over-period growth in downloads,firmly holding the second place in the downloads chart.Supercells simulation game,Pizza Ready!,experienced a

25、 nearly sixfold increase in downloads period-over-period,ranking eighth in the downloads chart and second in the download growth chart.Tencents MOBA mobile game,Honor of Kings,launched in the Southeast Asian market in June 2024 and quickly climbed to the top of the Google Play downloads charts in co

26、untries like Indonesia,securing the third position in the Southeast Asian mobile game downloads growth chart from January to August.Top 10 Mobile Games in Southeast Asia by Downloads and Downloads Growth from January to August 2024.Source:Sensor Tower Store Intelligence.Sensor Towers download data i

27、s derived from estimated downloads on the App Store and Google Play,excluding pre-installs,duplicate downloads,and downloads from third-party Android app-store.Google Play is not available in Mainland China.9 2024 Sensor Tower Inc.-All Rights ReservedRevenue Ranking1Coin MasterMoon Active23456EA SPO

28、RTS FC Mobile SoccerElectronic ArtsMONOPOLY GO!ScopelyCandy Crush SagaActivision BlizzardArena of ValorGarena Games OnlineLast War:SurvivalFirstFun78910RobloxRoblox CorporationGarena Free FireGarena Games OnlineMobile Legends:Bang BangMoontoneFootball 2024KonamiRevenue Growth Ranking1NIGHT CROWSWema

29、de23456Solo Leveling:AriseNetmarble Games Corp.Garena Free FireGarena Games OnlineLast War:SurvivalFirstFunMobile Legends:Bang BangMoontonEA SPORTS FC Mobile SoccerElectronic Arts78910Whiteout SurvivalCentury GamesLegend of MushroomJoy Net GamesLove and DeepspaceINFOLDeFootball 2024KonamiMoontons MO

30、BA mobile game,Mobile Legends:Bang Bang,experienced a 6%period-over-period increase in revenue in the Southeast Asian market,maintaining its position at the top of the revenue chart.Konamis sports mobile game,eFootball 2024,led the revenue growth chart with a remarkable surge of nearly 90%in period-

31、over-period revenue in Southeast Asia from January to August 2024,securing the second position overall on the revenue chart.In early March 2024,Joy Net Games RPG,Legend of Mushroom,rapidly ascended to the top of the App Store and Google Play download charts in markets such as Thailand and Vietnam.By

32、 August 2024,the game had generated over$11 million in revenue across Southeast Asian markets,ranking third on the growth chart,with Thailand and Vietnam each contributing over 25%of total revenue.Mobile Legends:Bang Bang remains the top-grossing mobile game,while eFootball 2024 leads the revenue gr

33、owth rankingsTop 10 Mobile Games in Southeast Asia by Revenue and Revenue Growth from January to August 2024.Source:Sensor Tower Store Intelligence.Sensor Towers revenue figures are derived from estimated in-app purchase(IAP)revenue on the App Store and Google Play,excluding ad revenue,revenue from

34、third-party Android app-store sales,and direct payment revenue from developers websites and other channels.10 2024 Sensor Tower Inc.-All Rights ReservedTop 10 Mobile Games by Downloads in Indonesia,Thailand,Vietnam,and the Philippines from January to August 2024Indonesia1Ojol The GameCodeXplore23456

35、SAKURA School SimulatorGarusoftSubway SurfersMiniclipHonor of KingsTencentMoto Rider,Bike Racing GameZego StudioAvatar WorldPazu Games78910Stick Party 234 MiniGamesPlayMax Game StudioRobloxRoblox CorporationGarena Free FireGarena Games OnlineMobile Legends:Bang BangMoontonThailand1EA SPORTS FC Mobil

36、e SoccerElectronic Arts23456Mobile Legends:Bang BangMoonton8 Ball PoolMiniclipPizza Ready!SupercentSAKURA School SimulatorGarusoftHay DaySupercell78910Subway SurfersMiniclipArena of ValorGarena Games OnlineGarena Free FireGarena Games OnlineRobloxRoblox CorporationVietnam1Brain Puzzle KingMangoing G

37、ame Studio23456Play TogetherHAEGINZingPlayVNG CORPORATIONTalking Tom Gold RunJinkeMng Kim Tiu DaoVGP CompanyDie Again:Troll Game EverJaCat Games Studio78910Giang H Ng TuytVTC MobileArena of ValorGarena Games OnlineGarena Free FireGarena Games OnlineRobloxRoblox CorporationPhilippines1Tongits Go-Mine

38、s PusoyPlayjoy23456Stick Party 234 MiniGamesPlayMax Game StudioCall of Duty:MobileActivision Blizzard&VNG Game StudiosSubway SurfersMiniclipPooking-Billiards CityMOUNTAIN GAMEMines LandPlayjoy PH78910Block Blast!Hungry Studio8 Ball PoolMiniclipMobile Legends:Bang BangMoontonRobloxRoblox CorporationN

39、ote:Data for January to August 2024.Source:Sensor Tower Store Intelligence.Sensor Towers download data is derived from estimated downloads on the App Store and Google Play,excluding pre-installs,duplicate downloads,and downloads from third-party Android app-store.Google Play is not available in Main

40、land China.11 2024 Sensor Tower Inc.-All Rights ReservedIndonesia1EA SPORTS FC Mobile SoccerElectronic Arts23456PUBG MOBILETencentLast War:Survival GameFirst FunClash of ClansSupercellCandy Crush SagaActivision BlizzardHiggs Games IslandPokerCity78910eFootball 2024KonamiRobloxRoblox CorporationMobil

41、e Legends:Bang BangMoontonGarena Free FireGarena Games OnlineThailand1Coin MasterMoon Active23456RobloxRoblox CorporationCandy Crush SagaActivision BlizzardPUBG MOBILETencentLINE Lets Get RichNetmarble Games Corp.Whiteout SurvivalCentury Games78910Garena Free FireGarena Games OnlineArena of ValorGar

42、ena Games OnlineeFootball 2024KonamiEA SPORTS FC Mobile SoccerElectronic ArtsVietnam1RobloxRoblox Corporation23456Candy Crush SagaActivision BlizzardLegend of MushroomJoy Net GamesNobodys Adventure Chop-Chop37 GamesPUBG MOBILETencentZombie WavesFun Formula78910Rise of KingdomsLilith GamesArena of Va

43、lorGarena Games OnlineCoin MasterMoon ActiveGarena Free FireGarena Games OnlinePhilippines1Last War:Survival GameFirst Fun23456Clash of ClansSupercellGenshin ImpactmiHoYoCoin MasterMoon ActiveCandy Crush SagaActivision BlizzardRagnarok Origin GlobalGravityGameHub78910NIGHT CROWSWemadeCall of Duty:Mo

44、bileActivision Blizzard&VNG Game Studios Mobile Legends:Bang BangMoontonRobloxRoblox CorporationTop 10 Mobile Games by Revenue in Indonesia,Thailand,Vietnam,and the Philippines from January to August 2024Note:Data for January to August 2024.Source:Sensor Tower Store Intelligence.Sensor Towers revenu

45、e figures are derived from estimated in-app purchase(IAP)revenue on the App Store and Google Play,excluding ad revenue,revenue from third-party Android app-store sales,and direct payment revenue from developers websites and other channels.12 2024 Sensor Tower Inc.-All Rights ReservedCase Study:Honor

46、 of Kings13 2024 Sensor Tower Inc.-All Rights ReservedHonor of KingsTencentSetting:High FantasyArt Style:Stylized RealisticCamera POV:Top-DownGenre:StrategySub-Genre:MOBAProduct Model:Mid-coreRelease Date:October 2015-ChinaTheme:Combat ArenaGame Tags:Character Collection,Social Clans,Monetization:Li

47、ve Ops,Starter Pack,Currency Bundles,Loot Box,SubscriptionGame OverviewSource:Sensor Tower App IntelligencePvP,Co-opMarch 2023-BrazilJune 2024-Southeast Asia14 2024 Sensor Tower Inc.-All Rights ReservedHonor of Kings has established itself as the highest-grossing mobile game in the world,with total

48、accumulated revenue reaching$17 billionNote:Data as of August 2024.Source:Sensor Tower Store Intelligence Sensor Towers revenue figures are derived from estimated in-app purchase(IAP)revenue on the App Store and Google Play,excluding ad revenue,revenue from third-party Android app-store sales,and di

49、rect payment revenue from developers websites and other channels.Unless explicitly stated as net revenue,the revenue figures shown represent gross revenue(before platform deduction).As of the end of August 2024,Tencents Honor of Kings has generated nearly$17.2 billion in global cumulative revenue,es

50、tablishing itself as the mobile game with the highest total revenue worldwide.From 2019 to 2023,Honor of Kings consistently ranked as the top-grossing mobile game globally for five consecutive years.In the period from January to August 2024,the game generated nearly$1.7 billion in revenue,second onl

51、y to MONOPOLY GO!.China remains the primary revenue source for Honor of Kings,with over 99%of its revenue in 2024 coming from the Chinese iOS market.$0B$6B$12B$18B2015201620172018201920202021202220232024Honor of Kings Global Cumulative IAP Revenue 15 2022 Sensor Tower Inc.-All Rights Reserved 2024 S

52、ensor Tower Inc.-All Rights ReservedHonor of Kings Ranking on the Google Play Downloads Charts in Indonesia,the Philippines,and MalaysiaDaily Downloads Ranking2024/6/252024/6/272024/6/292024/7/12024/7/32024/7/52024/7/72024/7/92024/7/112024/7/132024/7/152024/7/172024/7/19IndonesiaPhilippinesMalaysiaS

53、ingapore123Top 10 Mobile Games in Southeast Asia by Downloads in July 2024Honor of KingsGarena Free FireMobile Legends:Bang BangOffline GamesRobloxManage Supermarket SimulatorMy Talking Hank:IslandsSubway SurfersZenless Zone ZeroStick Party 234 MiniGames0M9MHonor of Kings consistently ranks as the t

54、op mobile game on the Google Play downloads chart in markets such as Indonesia and topped the Southeast Asia mobile game downloads chart in July 2024Following its official global launch in mid to late June 2024,Honor of Kings rapidly rose to the top of the Google Play downloads charts in markets lik

55、e Indonesia,the Philippines,Malaysia,and Singapore,maintaining its position there for several consecutive weeks.In July 2024,Honor of Kings experienced a 175%month-over-month increase in downloads in the Southeast Asian market,surpassing the perennial favourite Garena Free Fire to claim the top posi

56、tion on the Southeast Asia mobile game download chart for the first time.Note:Data as of July 2024.Source:Sensor Tower Store Intelligence Sensor Towers download data is derived from estimated downloads on the App Store and Google Play,excluding pre-installs,duplicate downloads,and downloads from thi

57、rd-party Android app-store.Google Play is not available in Mainland China.16 2022 Sensor Tower Inc.-All Rights Reserved 2024 Sensor Tower Inc.-All Rights ReservedHonor of Kings Downloads Share in July 2024DownloadsOthers17%Other Southeast Asia countries5%Philippines11%China16%Indonesia51%0M3M6M9M12M

58、Feb 2023Mar 2023Apr 2023May 2023Jun 2023Jul 2023Aug 2023Sep 2023Oct 2023Nov 2023Dec 2023Jan 2024Feb 2024Mar 2024Apr 2024May 2024Jun 2024Jul 2024Aug 2024China(iOS only)BrazilIndonesiaPhilippinesOther Southeast Asia countriesOthersHonor of Kings Monthly Downloads(February 2023-August 2024)In July 2024

59、,Honor of Kings saw a spike in monthly downloads in Indonesia,with global total downloads rising to nearly five times that of May,reaching a new peak since its launch.In July 2024,the Indonesian market accounted for 51%of Honor of Kings global total downloads,3.2 times that of the Chinese iOS market

60、.The entire Southeast Asian market contributed 67%of its total downloads.Note:Data as of August 2024.Source:Sensor Tower Store Intelligence Sensor Towers download data is derived from estimated downloads on the App Store and Google Play,excluding pre-installs,duplicate downloads,and downloads from t

61、hird-party Android app-store.Google Play is not available in Mainland China.In July 2024,Indonesia contributed to 51%of Honor of Kings global downloads17 2024 Sensor Tower Inc.-All Rights ReservedHonor of Kingss creatives focus on localisation and highlighting game charactersSource:Sensor Tower Ad I

62、ntelligence18 2022 Sensor Tower Inc.-All Rights Reserved 2024 Sensor Tower Inc.-All Rights ReservedKey TakeawaysIn the first half of 2024,mobile game downloads in the Southeast Asian market grew by 3.4%compared to the previous half-year to 4.2 billion.In the first half of 2024,the IAP revenue of mob

63、ile games in the Southeast Asian market decreased slightly by 3.0%compared to the previous half-year to$1.16 billion,which is close to the level seen in the first half of 2020.Indonesia has the highest mobile game downloads in Southeast Asia.From January to August 2024,the mobile game downloads in I

64、ndonesia increased by 10%period-over-period to nearly 2.3 billion,accounting for over 41%of the total mobile game downloads in Southeast Asia.Thailands mobile game revenue grew by 10%period-over-period to$400 million.Garena Free Fire continues to dominate mobile game downloads and downloads growth i

65、n Southeast Asia.Moontons MOBA mobile game,Mobile Legends:Bang Bang,experienced a 6%period-over-period increase in revenue in the Southeast Asian market,maintaining its status as the top-grossing mobile game.Meanwhile,Konamis sports mobile game,eFootball 2024,saw a nearly 90%surge in revenue period-

66、over-period in the Southeast Asian market,solidifying its position on the revenue growth chart.19 2022 Sensor Tower Inc.-All Rights Reserved 2024 Sensor Tower Inc.-All Rights ReservedSensor Tower APAC Insights TeamNan Lu Senior Director Marketing,APAC San FranciscoRui Ma Senior Analyst,APAC HubeiYen

67、a You Mobile Insights Strategist SeoulHideyuki Tsuji Mobile Insights Strategist TokyoSara Tan Marketing Operations,APAC SingaporeDonny Kristianto Principal Market Insights Manager Singapore20 2024 Sensor Tower Inc.-All Rights ReservedSensor Tower About UsGlobal Data Coverage Our platform provides th

68、e most comprehensive data on downloads and in-app revenue in the mobile market,with the App Stores global data coverage reaching 99%Sensor Tower is a leading and reliable enterprise mobile market insight consulting service platform,aiming to provide enterprises,publishers and developers around the w

69、orld with comprehensive data performance,user usage and advertising trends in the global mobile market.Store Data Acquisition Data from the App Store and Google Play Store obtained via the API is updated on a daily basisAccurate Data Index Multiple industry validation of product benchmarking milesto

70、ne event data error of 5%Product Function Innovation Our platform continues to update product features to better serve partners and customers21 2024 Sensor Tower Inc.-All Rights ReservedSensor Tower SolutionsStore Intelligence Downloads&Revenue Publishers Breakdown Country Breakdown Industry Breakdo

71、wn App Intelligence Ad Intelligence Usage Intelligence App Teardown Consumer Intelligence App Overview Store Recommendations Keywords Research Ad Searches Top Advertisers Creative Gallery Network Analysis DAU/MAU User Retention User Demographics App Overlap Top SDKs SDK Detection Engagement Cohort O

72、verlap 22 2024 Sensor Tower Inc.-All Rights ReservedSensor Tower is the leading solution for mobile marketers,app developers,and industry analysts who demand competitive insights on the mobile economy.Sensor Towers product suite includes:App Intelligence,Store Intelligence,Ad Intelligence,and Usage

73、Intelligence.L O N D O NS A N F R A N C I S C OK O R E AC H I N AContact Info: SensorTower About UsJ A PA N23 2024 Sensor Tower Inc.-All Rights ReservedThis report and all original content contained within are wholly owned by Sensor Tower,Inc.2024.Modification,republication,distribution,or other una

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