Development
Unlocking Southeast Asia’s $5.6B gaming market: Local payments & out-of-app commerce
October 29, 2026•3 min
As the global video game industry gathers for gamescom asia in Bangkok, Thailand, the spotlight is firmly fixed on Southeast Asia as gaming’s next key growth engine. A joint whitepaper report by Niko Partners and Xsolla, titled "Waking the Southeast Asian Giants: Players, Payments, and Localization in Three of Asia’s Most Exciting Markets," highlights how localized payment infrastructure and direct-to-consumer (D2C) web shops are accelerating expansion across a regional market now valued at $5.6 billion and home to nearly 300 million gamers.
The Power Trio: Indonesia, Thailand, and Vietnam
At the core of Southeast Asia’s momentum are three primary powerhouses: Indonesia, Thailand, and Vietnam. Together, these markets generated $3.8 billion in video game spending across mobile and PC platforms, accounting for 68.5% of total regional game revenue. With an estimated 226.1 million gamers in 2026, these three countries offer international developers an unprecedented opportunity to expand their audience. However, realizing this potential requires tailored, localized go-to-market strategies rather than a one-size-fits-all approach. Why Localized Payments Drive Conversion
Standard credit card checkout options fall short in Southeast Asia, where local digital wallets and direct bank payments dominate daily commerce. To maximize conversion, game creators must integrate the payment methods players already trust and use:
Gamers across Southeast Asia are increasingly purchasing game content outside traditional app stores. According to the report, 52.4% of surveyed gamers in Indonesia and 51.2% in Vietnam utilize third-party payment platforms. In Thailand, 44.8% of gamers purchase directly through official publisher web shops. Players choose these platforms for lower prices, faster checkout experiences, promotional rewards, and access to their preferred local payment methods. Navigating the SEA Opportunity
As Berkley Egenes, Chief Marketing & Growth Officer at Xsolla, noted, “As developers look for sustainable growth beyond their established markets, Southeast Asia offers a compelling opportunity. And, success requires a deeper understanding of how players want to discover and pay for video games,” said Berkley Egenes, Chief Marketing & Growth Officer at Xsolla. “Research from the Xsolla and Niko Partners report shows that while players across Indonesia, Thailand, and Vietnam have a strong appetite for international video games, their local payment preferences, convenience, and value play a critical role in how they purchase. Our focus is on helping developers navigate these differences and build commerce experiences to make it easier for players to access the video games they love.” Want to learn more? Download the Waking the Southeast Asian Giants: Players, Payments, and Localization in Three of Asia’s Most Exciting Markets report here: https://nikopartners.com/bulletins-white-papers/waking-the-southeast-asian-giants/
At the core of Southeast Asia’s momentum are three primary powerhouses: Indonesia, Thailand, and Vietnam. Together, these markets generated $3.8 billion in video game spending across mobile and PC platforms, accounting for 68.5% of total regional game revenue. With an estimated 226.1 million gamers in 2026, these three countries offer international developers an unprecedented opportunity to expand their audience. However, realizing this potential requires tailored, localized go-to-market strategies rather than a one-size-fits-all approach. Why Localized Payments Drive Conversion
Standard credit card checkout options fall short in Southeast Asia, where local digital wallets and direct bank payments dominate daily commerce. To maximize conversion, game creators must integrate the payment methods players already trust and use:
- Indonesia: E-wallets such as GoPay and DANA lead consumer preferences.
- Vietnam: MoMo serves as the primary digital wallet for online transactions.
- Thailand: PromptPay QR and TrueMoney represent the leading payment channels.
Gamers across Southeast Asia are increasingly purchasing game content outside traditional app stores. According to the report, 52.4% of surveyed gamers in Indonesia and 51.2% in Vietnam utilize third-party payment platforms. In Thailand, 44.8% of gamers purchase directly through official publisher web shops. Players choose these platforms for lower prices, faster checkout experiences, promotional rewards, and access to their preferred local payment methods. Navigating the SEA Opportunity
As Berkley Egenes, Chief Marketing & Growth Officer at Xsolla, noted, “As developers look for sustainable growth beyond their established markets, Southeast Asia offers a compelling opportunity. And, success requires a deeper understanding of how players want to discover and pay for video games,” said Berkley Egenes, Chief Marketing & Growth Officer at Xsolla. “Research from the Xsolla and Niko Partners report shows that while players across Indonesia, Thailand, and Vietnam have a strong appetite for international video games, their local payment preferences, convenience, and value play a critical role in how they purchase. Our focus is on helping developers navigate these differences and build commerce experiences to make it easier for players to access the video games they love.” Want to learn more? Download the Waking the Southeast Asian Giants: Players, Payments, and Localization in Three of Asia’s Most Exciting Markets report here: https://nikopartners.com/bulletins-white-papers/waking-the-southeast-asian-giants/
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