2025年东南亚移动游戏市场洞察报告

- All Rights ReservedSensor Tower䤧䭃⪓杷丘㰅篺宁耞䮊SensorTower佭⪓杷겅⩝氳燰ⲁ䈒榫յ丘㰅䇯⼔յꦻす㨦⛮⽰⹨⚜嬼㴕丘䩺䬠❠ら僜ⱷ◇⪓杷걵篒⿁撿⽰䈒榫⹠车らնSensor Tower舚ⱱ◇䤧耞⪓杷丘㰅篺宁鵠鲋걵㶅䇖⺐䬠❠⪩◇燰ⲁ䈒榫⹖丘㰅榟䒳氳岑⯎鈷鉯顲耇⚀┯碧饇䄬㏜ⲁ䒳䇜⢢⭴伺保氳䡟樋⬀瓀ն舅2013䇗䡗环♔全Sensor Tower氳燰ⲁ䈒榫嬼㴕Ⲃⱱ蛈ꛖ┥㳄յ䈒榫䋯⹠縖⹖崅䡖⯆⛼縖鵁鲋✳榫䗯⬅յ⹇┚䈲⹖♀顠藜⹧瓀樋嬼䖄燰ⲁ䈒榫榟䒳氳㝝熺ն休舘☫仼䡘♜氳丘㰅䄬㏜嬼㴕䇖⺐䄖尜沲⹨⚜յꦻす㨦⛮⹖Pathmatics丘㰅䇯⼔嬼㴕阦⿁撿┚䇯⼔⪝⺚耇㛫⪓亡⛤䪭䭃⪭㏇粠簇յ炙◬⹖燰ⲁ䇖⺐┕氳珒⿁䇯⼔瓀樋┚泘剝⹨⚜ն㨦⛮⺭⛼press@sensortower.comらⱷ⺭⛼sales@sensortower.com - All Rights ReservedSensor Tower 䡘♜氳㲙䢓⪓杷丘㰅겅㓊겅㵗縖氳⟔顽╯鴲嫱䧝䈒榫ら䈙䷅⪍䪷⺳氳걵篒⹠车ら唚⶝ | 全嶏Sensor Tower - All Rights ReservedSensor Tower鉯⬀亡终Sensor TowerApp PerformanceInsights䈒榫辑朆嬼㴕▽鉯燰ⲁ䈒榫爊䈌榟䒳硍簊岑⪍▽鉯䈒榫爊䈌䪷⺳յ┖鰉ꄈ⽰䷅⪍孨餠榫䢓յ☕⹾簊阞յ槴㰇曎յ⚢陚⽰菋顠休ꠑ䈒榫爊䈌陁篒⽰陁阷յ⪩꜄陊յ䮣碠䇯⼔璡ն Sensor TowerApp AdvertisingInsights䈒榫䇯⼔嬼㴕▽鉯♀顠榫䢓藜⹧瓀樋岑⪍▽鉯⪓杷⽰┘⺱㏐奏饖䈒榫⽰㛻㑔䇯⼔䇖⺐氳걵篒䇯⼔らյ⹠车らյ懷ꠅ䇯⼔碜免♔⹖䇯⼔技ꄈ♷겜(SOV)ն Sensor TowerAudienceInsights⹨⚜嬼㴕▽鉯朆僗⹨⚜յ珒◂㵒䣆⹨⚜⽰弍㏇亍⹨⚜岑⪍▽鉯寕顠縖㲓ꡮ┚⿵◙䈒榫爊䈌鲽车▽◎ⲁ䈒榫爊䈌⹇┚䈲♔⹖☽♜洇⮽▽⿵◙䇯⼔䇯⼔傃⩞ն Sensor TowerPathmatics DigitalAdvertising Insights丘㰅䇯⼔嬼㴕▽鉯丘㰅䇯⼔榟䒳硍簊岑⪍▽ 鉯  ⿁ 撿 ㏇ ╚ 金䇯⼔ 峗 鷺  ❇ 㞝FacebookյInstagramյX⸊TwitterյOTTյYouTube璡䇖⺐氳䇯⼔菋顠յ傃⩞ꄈյ技ꄈ♷겜SOV⽰懷ꠅ碜免璡ն - All Rights ReservedSensor Tower鉯⬀亡终Sensor TowerGamingInsights崅䡖嬼㴕▽鉯燰ⲁ崅䡖榟䒳硍簊岑⪍▽鉯걵篒眷㑔榟孨亡䌋┚鉯隙╯㛚氳䣆崅┖鰉ꄈյ䷅⪍յRPD⽰ARPDAU䇜⺎岑⪍溿狓┘⺱⿁眷鉯隙յ轵儬璡⽰㯹⿁眷◬䩦յ⶝陊璡䣆崅ն Sensor TowerVideo GameInsightsPC/╚儬崅䡖嬼㴕▽鉯PC⽰╚儬䇖⺐┕氳懷ꠅ崅䡖飊ⲡ岑⪍▽鉯飃鲋14┒堑PC⽰╚儬䇖⺐崅䡖㏇⪓杷飃100╄䄬㏜氳ꛖꄈյ蛈䷅յDAUյMAU璡⪩꜄䧗剝⮇冫曻㳄车╙⹩⴬嬼㴕曻㳄藜⹧┚槴㰇ն Sensor TowerAdvanced UsageInsights䈒榫䇯⼔嬼㴕▽鉯燰ⲁ䈒榫榫䢓⹇┚䗯⬅岑⪍▽鉯夷╄榫䢓氳⚢陚丘菋顠休ꠑ夷仼✳榫休Ꝛ夷╄休ꠑ夀氳✳榫㛿丘亍榫䢓յ槴㰇榫䢓յ㛄孨榫䢓⽰孲㜊榫䢓氳飊ⲡ♔⹖紮篯✳榫ꄆ䗯⬅ն Sensor TowerPathmaticsRetail Media Insightsꦻす㨦⛮嬼㴕▽鉯篪┕⽰篪┖ꦻす⿁撿粠簇㨦⛮䤸⪍氳车┯┉䣆嬼㴕岑⪍▽鉯⺨ꦻすら⿁撿⽰◲⿁氳䇯⼔䶺⭴յ㨦 ⛮ 篯 ⺭ յ 䇖 ⺐ ♷ 겜 յ 傃 ⩞ ꄈ ⽰ 技 ꄈ ♷ 겜(SOV)藜䐂㵒纭⺭⿁撿丘㰅䇯⼔榟䒳硍簊⽰ꦻす㨦⛮粠簇氳嬼㴕ն - All Rights ReservedSensor Tower䣮车䰕金儗䥊⼔岑⪍⮇冫▽2025䇗┱好◘㏐⵲App Store⽰Google Play氳燰ⲁ崅䡖䄬㏜⫂㳋尜沲丞⛮䷅⪍┚┖鰉飊ⲡյ╚金崅䡖眷㑔氳䷅⪍ⶭ奃⹖⹠㷤飊ⲡյ⺨㎁氳┖鰉ꄈ┚䷅⪍⹩⴬♔⹖䧝䷅⪍⽰┖鰉ꄈ䪷⺳氳懷ꠅ燰ⲁ崅䡖ն⺱休儗䥊⼔鲸鵠鲋վMobile Legends: Bang Bangտ氳终❇溿狓䅬Ⲃ陸縖▽鉯㜍鼨崅䡖㞝⛰㏇┱好◘䄬㏜㲓朆Ꝛ僿榫䢓⹇┚⽰䡗Ⱶ鲡蛈ն䷅⪍┚┖鰉ꄈ丘䩺陱伺SensorTower氳䷅⪍丘䩺全嶏◇App Store⽰Google Play峗鷺䈒榫⫂顔⼊IAP䷅⪍氳⚽畀┘⻡䇯⼔䷅⪍յ瑭└亡㱧⶛䈒榫ら䈙ꛖす䷅⪍♔⹖䋯⹠縖粠珇⽰⪭☽峗鷺氳波䫙䶺♀䷅⪍նꢝꪝ伺漶剝嫱╙⬘䷅⪍⻖⮟䢦炐䷅⪍丘䩺㏰创辑䔅䷅⪍䇖⺐䣩ꢝ⯥նSensor Tower氳┖鰉ꄈ丘䩺全嶏◇App Store⽰Google Play峗鷺氳⚽畀┘ⴎ䦮것逸յꄆ㛄┖鰉⽰瑭└亡㱧⶛䈒榫ら䈙氳┖鰉ꄈնGoogle Play㏇╈㎁㛻ꡯ┘⺎榫ն - All Rights ReservedSensor Tower仝┖Pathmatics⺎Ⲃ䖻䫓碠丘㰅䇯⼔榟䒳氳㝝熺⬵㵽仰䷞䤸科䇜䬠ⶍ䇯⼔䤸科걸泘氳瞿漶䈲ն同ⲂPathmatics䖻⺎♔嬼䖄紇㎁յ徦㛻⮵◘յ䄘重յⱶ䧍㛻յ嫏㎁յ䐼㎁յ䙬㛻⮵յ仼儗յ重⿬յ亍重⪥յ重擡⽰葏㎁璡䄬㏜氳丘㰅䇯⼔榟䒳藜⹧䇯⼔䤸科յ䶺⭴⽰傃⩞ꄈ⚽畀♔⹖䇯⼔ⶭ僗曎(SOV)璡丘䩺⺱休岑⪍▽鉯⺨⿁撿㏇FacebookյInstagramյX CorpյYouTubeյTikTok璡㨦⛮♔⹖嘦䆋յ鈼겐յ燰ⲁ珸⽰OTT璡⺨熨碜免氳䇯⼔瓀樋նPathmatics☳粠簇┕䷅꥘丘㰅䇯⼔劫儗䇜✳榫簊阞略劫亡嫏⚽畀夷╄䇯⼔碜免氳傃⩞ꄈյ夷ⶉ埠傃⩞䡗儗(CPM)⽰菋顠նSensor Tower丘䩺/亡嫏 - All Rights Reserved阫爊䣮车䰕金┱好◘燰ⲁ崅䡖䄬㏜哮鈾┱好◘㎁㳄◾憠걵篒眷㑔⽰崅䡖ⷅ䈲㶻重◘嫿㎁飉好虜䏱㳒终❇溿狓Mobile Legends Bang Bang┱好◘⹠车ら㏇⪓杷艷⺐┕氳辑朆䔅篾 - All Rights Reserved┱好◘燰ⲁ崅䡖䄬㏜哮鈾 - All Rights Reservedⷅ䈲┱⶟◘紇㎁䄘重➣粬事重⿬㎻繰⪭0B0.5B1B1.5B2B2.5B⪓杷燰ⲁ崅䡖䄬㏜┖鰉ꄈ䪷车唚2025䇗瑭┉㰚䈲+5%+3%-2%+2%+1%+5%+19%┚2024䇗瑭㍌㰚䈲㵒奃┱好◘燰ⲁ崅䡖┖鰉ꄈ䍠Ⲏ⹩朆弍ⱱ䄉㛻┱好◘㏇⪓杷燰ⲁ崅䡖◲┯╈ⶭ䩺⪩꜄㏐⛤╙䋯⹠縖⽰⹠车ら䬠❠▽䄉㛻儬鷕ն2025䇗瑭┉㰚䈲院㏐⵲燰ⲁ崅䡖䔅┖鰉ꄈ㏇⪓杷䪷⺳瑭◅鱳⮽19.3☛埠亍㱧逸鰏2024䇗瑭㍌㰚䈲朅奃㘍Ꝛ3%ն鲹┉丘䩺⭱侁⭴┱好◘曻㳄孨餠䈲냖յ榫䢓紮䧏簘䣲㛻㵒⪓亍燰ⲁ崅䡖⫂㳋⽰⛮뀰僗浔㶽留┱好◘㏇2025䇗瑭┉㰚䈲氳䈒榫⫂顔IAP䷅⪍╈䪷⺳⪓杷瑭┍鱳⮽6.25☛紇⩕⛙⪭⹩朆弍ⱱ❤抆䍠Ⲏն䈤㛻氳崅䡖榫䢓紮յ仼沠㱮ヤ氳丘㰅䶺♀⛮硍♔⹖保耇䣆儬俋⹖曎氳䬠ⶍ齉佭ꄂ科䷅⪍弍ⱱ氳⪩꜄뀕ⲁⱱն䍠Ⲏ氳┖鰉㘍Ꝛⲡ㜍것阞㵨䅠ⲁ曻㳄䶺⭴䧏簘┕ⶍ╙院㏐⵲氳䷅⪍㘍Ꝛ㝖㲋㓹滼ն丘䩺全嶏Sensor Tower䈒榫辑朆嬼㴕嫱Sensor Tower氳丘䩺㓹◇App Store⽰Google Play峗鷺氳⚽畀䐂⭴┘⻡것逸յꄆ㛄┖鰉♔⹖瑭└亡㱧⶛䈒榫ら䈙氳┖鰉ꄈն╈㎁凭꡿iOS䇖⺐ն䷅⪍╙䔅䷅⪍Ջⴎ⻡䈒榫ら䈙⪓鼨略䡗ն1.93 B 紇㎁╈㎁㛻ꡯ仼儗ꮑ㎁䐼㎁╈㎁⺐嵷┱⶟◘$0B$1B$2B$3B⪓杷燰ⲁ崅䡖䄬㏜䈒榫⫂顔⼊䷅⪍䪷车唚2025䇗瑭┉㰚䈲䍠憷꧎姳ն$625 M $4B$5B$6B$7B-1.1%+12.5%+4.7%-6.0%-4.2%+4.6%+1%┚2024䇗瑭㍌㰚䈲㵒奃 - All Rights Reservedⷅ䈲㶻重◘虜䏱㳒飉⶟嫿㎁뀐全重◘刲㒹㴬亍ⱶ㐕0M450M900M嫿㎁ⷅ䈲㶻重◘뀐全重◘亍ⱶ㐕虜䏱㳒飉⶟刲㒹㴬$0M┱好◘燰ⲁ崅䡖䄬㏜┖鰉ꄈ䪷车唚2025䇗瑭┉㰚䈲2025䇗瑭┉㰚䈲ⷅ䈲㶻重◘♔8.7☛埠氳┖鰉ꄈ簒簘⟊䧏⪭㏇┱好◘燰ⲁ崅䡖䄬㏜氳╚㵗㏐⛤鰏┕┉㰚䈲Ⲏ㘍9%ն碧꣮⪭⺵氳佭虜䏱㳒⽰飉好┖鰉ꄈ⮇⮷╙3.66☛埠⽰3.29☛埠ն鲹鲽┉塠阾㲓▽ⷅ䈲㶻重◘氳䈤㛻榫䢓紮⛮㏇䫠ⲁ┱好◘燰ⲁ崅䡖㱧逸ꄈ亡ꪫ氳⪩꜄⛼榫ն㏇┱好◘䄬㏜嫿㎁氳燰ⲁ崅䡖䷅⪍겅⩝1.62☛紇⩕䏭㛻爊䈲┕䐂沠◇⪭䍠㛻氳丘㰅䶺♀㓹滼阻亨♔⹖㵒䈒榫⫂ⶍ篒⽰炙◬曻嫏寕顠氳鰏냖䫙⹨䈲ն㶽留☕⹾鈺嘗┘⹖ⷅ䈲㶻重◘⽰虜䏱㳒璡注㵒鰏㛻氳䄬㏜⛙僗䷞氳儗㏐⴬瓀樋䫠ⲁ▽䇖㏰榫䢓䶺⭴氳㘍ⱶն┱好◘燰ⲁ崅䡖䄬㏜ⷅ䈲㶻重◘⽰嫿㎁⮇⮷겅餶┖鰉ꄈ⽰䈒榫⫂顔⼊䷅⪍870 M+9%366 M-1%329 M+2%180 M-12%129 M+4%36 M-20%14 M-1%┚2024䇗瑭㍌㰚䈲㵒奃┱好◘燰ⲁ崅䡖䄬㏜䈒榫⫂顔⼊䷅⪍䪷车唚2025䇗瑭┉㰚䈲丘䩺全嶏Sensor Tower䈒榫辑朆嬼㴕嫱Sensor Tower氳丘䩺㓹◇App Store⽰Google Play峗鷺氳⚽畀䐂⭴┘⻡것逸յꄆ㛄┖鰉♔⹖瑭└亡㱧⶛䈒榫ら䈙氳┖鰉ꄈն╈㎁凭꡿iOS䇖⺐ն䷅⪍╙䔅䷅⪍Ջⴎ⻡䈒榫ら䈙⪓鼨略䡗ն $90M$180M$162 M-6%$118 M+1%$103 M+7%$94 M+3%$73 M-2%$71 M+10%$4 M-8%┚2024䇗瑭㍌㰚䈲㵒奃11 - All Rights Reserved轵儬眷 | 䇖⺐饥餠/餶ꀾ嘗䦟眷 | 嘗䦟轵儬眷 | ⪭☽轵儬嘗䦟眷 | 婻沬榟孨亡䌋眷 | 㲋⯆嘗䦟眷| 뀢뀚/괎车嘗䦟沠保眷 | 隙겗轵儬眷 |ꮠ╵/荣㜱⛮罬眷 | 㲓⬅⛮罬沠保眷 |亡㐉0M50M100M150M2024䇗瑭㍌㰚䈲2025䇗瑭┉㰚䈲┱好◘㯹眷⮷┖鰉ꄈ䪷车唚+16%+0.1%+12.2%+10.9%+7.3%-0.1%+3.4%-4.9%-5.7%+75.1%Super BearAdventureJelly Master:Mukbang ASMRStickman Party 234MiniGamesRobloxAvatar WorldExtreme Car DrivingSimulatorTricky Twist PuzzleHorror Spranky BeatsEA SPORTS FC MobileSoccerBlock Blast!#1 䈒榫┖鰉ꄈ㰚䈲㘍Ꝛ曎┱好◘겅⩝崅䡖㯹眷⮷轵儬⽰嘗䦟眷┖鰉ꄈ㷉⯥縡瓀樋յ鉉荈䣹庌⽰㵤⭵眷崅䡖䷅⪍겅⩝瓀樋眷 | 4X瓀樋瓀樋眷 | 㛢☕㏇篪䡟儛珒䤗MOBA鉉荈䣹庌眷 |㛻㑔㛢☕㏇篪鉉荈䣹庌崅䡖MMORPG⛮罬眷 | 㲓⬅⛮罬沠保眷 | 寕ꢝ㵒㵒澛㵤⭵眷 |㛻鴣儴鉉荈䣹庌眷 |㵸꠼鉉荈䣹庌嘗䦟眷 | 婻沬厝撿眷 |ꄌ䄪䫐㜕鉉荈䣹庌眷 | ䷒糌眷鉉荈䣹庌$0M$50M$100M2024䇗瑭㍌㰚䈲2025䇗瑭┉㰚䈲┱好◘㯹眷⮷䈒榫⫂䷅⪍䪷车唚+17.6%+20.1%-17.1%-11.7%-5.1%+37.6%-14.4%-12.6%+4%+3.9%Last War:SurvivalMobile Legends:Bang BangRagnarok M: ClassiceFootballCandy Crush SagaGarena Free FireCookieRun:KingdomRobloxCoin MasterCapybara Go!#1䈒榫䷅⪍㰚䈲㘍Ꝛ曎丘䩺全嶏Sensor Tower䈒榫辑朆嬼㴕ն崅䡖⮇眷㓹◇Sensor Tower䡽舘2025䇗5僖21仼氳崅䡖⮇眷嫏ն嫱Sensor Tower氳丘䩺㓹◇App Store⽰Google Play峗鷺氳⚽畀䐂⭴┘⻡것逸յꄆ㛄┖鰉♔⹖全舅瑭└亡㱧⶛䈒榫ら䈙氳┖鰉ꄈն╈㎁凭꡿iOS䇖⺐ն䷅⪍╙䔅䷅⪍Ջⴎ⻡䈒榫ら䈙⪓鼨略䡗ն㏇┱好◘䄬㏜轵儬⽰嘗䦟眷璡⚔ꠏ崅䡖㍕曻嫏甏⶝⻹䌖▽㛻ꄈ┖鰉ꄈն注⹛瓀樋յ㵤⭵眷♔⹖㶗⪭❤顽炙◬◎ⲁ氳鉉荈䣹庌眷RPG璡岑䈲崅䡖眷㑔⮟ⶭ䩺▽簈㛻㛢丘䈒榫⫂顔⼊IAP䷅⪍ն鲹眷崅䡖㶗⪭佭䦦僗劭