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Tailored-made approach key to cracking Asia Tailored content that embraces Asia’s nuances will be key to success in a region where there are few common denominators on which providers can build strategies for the new decade.
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hen asked to provide trends that span the entire continent, experts point to just two common themes. Beyond that, they say companies need to provide unique solutions. The first common thread is the growth in mobile gaming on the back of the adoption of mobile phones in Asia. According to GSMA Intelligence, although growth of mobile phone adoption is slowing in Asia-Pacific, with 466 million new subscribers since 2014, the region will still account for more than half of new sign-ups globally by 2025. Around 90 percent of these subscribers will come from India, China, Pakistan, Indonesia, Bangladesh and the Philippines. It is therefore going to be more important than
Asia Gaming Briefings | January 2020
ever to provide games that are truly optimised for mobile in Asia. “Unprecedented smartphone adoption rates evident across the region are unlocking ample opportunities both in RNG content and in live casino, the popularity of which is growing significantly with improvements to mobile optimisation,� says Bryan Upton, director of games at NetEnt. Another increasingly apparent gameplay trend, according to the likes of former RTG Asia chief marketing officer Alex Czajkowski, is that while punters in the west continue to prefer mediumvolatility games, in Asia there tends to be an initial desire for low-volatility games. With these, the players typically spend longer on one slot and money
