2024年东南亚移动游戏市场洞察

Sensor Tower Introduction/Overview— This report provides an in-depth analysis of the App Store andGoogle Play mobile game markets in Southeast Asian in 2024,coveringthe overall revenue and download trends in thesemarkets, revenue shares and trends across top game genres,download and revenue changes across different countries, as wellas top mobile games by revenue and downloads. Through casestudy, this report will also help you decode how top gamessuccessfully penetrated the Southeast Asian markets. Clarification on Revenue and Downloads Data Sensor Tower's revenue figures are derived from estimated in-app purchase (IAP) revenue onthe 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. Unlessexplicitly stated as net revenue, the revenue figures shown represent gross revenue (beforeplatform deduction). Sensor Tower's downloads figures are derived from estimated downloads on the App Store andGoogle Play, excluding pre-installs, duplicate downloads, and downloads from third-partyAndroid app-store. Google Play is not available in Mainland China. Introduction/OverviewOverview of the Southeast Asian Mobile Game MarketPopular Mobile Games and Top Publishers in Southeast AsiaCase Study: Honor of KingsKey Takeaways0204081319 Overview of the Southeast AsianMobile Game Market In the first half of 2024, mobile game downloads in Southeast Asia increased by 3.4% comparedto the previous half-year period, reaching 4.2 billion, with 91% coming from Google Play Note: Data as of June 2024. Source: Sensor Tower Store IntelligenceSensor Tower's 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. During the first half of 2024, mobile game downloads in the Southeast Asian market roseby 3.4% compared to the previous half-year, totalling 4.2 billion downloads, of which 91%were from Google Play. In the first half of 2024, the IAP revenue of mobile games in the Southeast Asian marketdecreased slightly by 3.0% compared to previous half-year to $1.16 billion, close to thelevel in 2020H1. Google Play revenue accounted for 57% of the total. From January to August 2024, downloads of mid-core mobile games in the Southeast Asian marketgrew significantly, while revenue from sports mobile games increased by 39% period-over-period Note: Data as of August 2024. Source: Sensor Tower Store IntelligenceSensor Tower's 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. On the revenue side, strategy and RPG mobile games collectively accounted for 47% oftotal, though they experienced period-over-period declines of 3% and 9%, respectively.Meanwhile, revenue from sports mobile games spiked by 39% period-over-period,accounting for 9% of the total mobile game revenue in Southeast Asia. Between January and August 2024, simulation, arcade, puzzle, and lifestyle mobile gamesaccounted for 67% of the total downloads in the Southeast Asian market.Specifically, downloads of simulation, strategy, shooting, and RPG mobile games grew by11%, 14%, 6%, and 7%, respectively. Indonesia 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 2024 Note: Data as of August 2024. Source: Sensor Tower Store IntelligenceSensor Tower's 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. In the Southeast Asian region, Indonesia is the market with the largest mobile gamedownloads. 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 SoutheastAsia, generating $400 million and $300 million respectively from January to August 2024.Notably, Thailand's mobile game revenue increased by 10% period-over-period. Top Mobile Games in Southeast Asia Garena Free Fire continues to dominate mobile game downloads and downloadsgrowth in Southeast Asia Downloads Ranking During the period from January to August 2024, Garena FreeFire achieved a 54% period-over-period increase in downloadsin the Southeast Asian market, maintaining its leading positionin both the downloads and download growth charts. Moonton's 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. Supercell'ssimulatio