2025 State of Programmatic Report
This week’s snapshot summarises the online gaming media footprint in the Asia-Pacific region. We include statistics for India, Indonesia, Malaysia, and other countries in the Asia-Pacific region. Our snapshot covers websites and mobile apps where consumers can find information on video games and game-related news, as well as websites and mobile apps where users can play online video games.
Top line observations:
Table 1: By far the largest market among the selected countries is India, with 252 million unique visitors to games-related sites in March 2021. Sites that focus exclusively on gaming information tend to draw smaller audiences then those that provide online gaming facility, particularly in India and Indonesia. Yet their share of audience relative to the total gaming audience is still significant.
Table 2: The gaming ecosystem is fragmented: in many markets the number of companies that exceed a 2% (i.e. one in fifty) reach of the digital population is in the double digits. Malaysia, Indonesia and Australia in particular stand out, with, respectively, 17, 13, and 12 sites exceeding 2% reach.
Table 3: The gaming landscape varies from to country to another. Yet Roblox, which floated earlier this year on the New York Stock Exchange following turbo charged user growth during the pandemic, manages to feature at the top of the rankings in four of the countries included in our analysis.
Table 1. Size of audience (million unique visitors)
Any site related to gaming
Sites that provide only gaming information
Sites where users can only play online
India
252
34
130
Indonesia
69
10
28
Japan
19
15
8
Vietnam
8.4
3.3
5.3
Australia
9.1
5.7
5.1
Malaysia
11
2.8
6.4
Taiwan
6.3
4.2
3.1
Hong Kong
2.0
1.4
1.0
Singapore
1.9
1.3
1.1
Source: Comscore MMX Multi-Platform, Total Audience, March 2021, Asia-Pacific region. (N.B. desktop only for all markets except India, Indonesia and Malaysia which include mobile.)
Table 2. Market competitiveness and consumer adoption of gaming sites and apps.
Number of games-related sites that have more than 2% reach
12
13
7
17
3
Table 3. Online gaming media: top gaming entity, by country.
Top gaming-related sites or apps
Roblox.com
Oneup Network Corporation
Activision Blizzard
Moonton
Gamewith.jp
Source: Comscore MMX Multi-Platform, Total Audience, March 2021.
Comscore MMX® Multi-Platform provides an deduplicated view of total audience behavior across desktops, smartphones and tablets.
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