Indonesia leads SEA's US$14b gaming opportunity as brands lag in localisation

Indonesia is emerging as the defining force in Southeast Asia’s gaming economy, yet many brands are still failing to translate that scale into effective marketing strategies.

According to a new report by Ampverse, the region’s gaming market generated around US$6.6 billion in 2025, but the broader ecosystem – spanning creators, communities, eSports, and brand activations – is projected to reach US$14 billion by 2030.

At the centre of that growth is Indonesia.

With more than 150 million gamers, the country accounts for over half of Southeast Asia’s roughly 290 million gaming audience, making it the largest market in the region by both installs and players. Its scale is not just a matter of numbers, but of influence – particularly in how games are discovered, consumed, and shared.

Don't miss: Ampverse enters Indonesia with focus on community-led gaming campaigns

Unlike more mature markets, discovery in Indonesia is heavily driven by creators rather than traditional advertising or app store visibility. Trust in local creators plays a critical role in shaping adoption, reinforcing the idea that gaming in the market is as much cultural participation as it is consumption.

This behaviour is part of a wider regional pattern. More than half of Southeast Asian gamers consume gaming content across livestreams, YouTube, and social platforms, signalling a shift away from passive media exposure towards entertainment-led engagement.

However, the report points to a persistent gap between strategy and execution. While regional marketing strategies are often developed in hubs such as Singapore, their effectiveness hinges on how well they are adapted to markets such as Indonesia – where scale, user behaviour, and creator ecosystems differ significantly.

In practice, many brands are still applying standardised or Western-derived playbooks that fail to resonate locally. The report notes that such approaches often underestimate the importance of community dynamics, cultural nuance, and long-term creator relationships in driving engagement.

The implication is clear: gaming in Southeast Asia can no longer be treated as a conventional media channel.

Instead, it operates as a participation-driven ecosystem, where communities – from Discord groups to in-game guilds – act as engines of retention and advocacy. Creator-led tournaments and live formats, in particular, are shown to outperform static campaigns by generating higher watch time, repeat engagement, and organic amplification.

For Indonesia, this dynamic is even more pronounced. Its vast, young, and mobile-first audience engages with gaming not as a standalone activity, but as part of a broader social and entertainment experience.

Across the wider region, markets such as the Philippines and Thailand demonstrate strong community engagement and monetisation potential, while Vietnam and Malaysia continue to grow as high-engagement and testbed markets. Singapore, meanwhile, serves as a regional hub with high average revenue per user but a comparatively smaller player base.

Yet despite these differences, a common thread emerges: success in Southeast Asia’s gaming landscape depends less on reach and more on relevance.

The report concludes that brands looking to unlock the region’s full potential must move beyond short-term campaigns and transactional influencer partnerships. Instead, they need to build sustained presence through creators, invest in communities early, and design experiences that align with local gaming culture.

As Southeast Asia continues to position itself as one of the fastest-growing gaming regions globally, Indonesia stands not just as its largest market – but as the clearest signal that scale alone is no longer enough.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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