Competitive Landscape
Sea Ltd Extends Digital Engagement Lead as Rivals Focus on Live Services
Video games in Thailand displayed a moderately concentrated structure, with the top player, Sea Ltd (Garena), holding an 11% share in 2025, followed by Epic Games Inc at 8%, and Electronic Arts Inc at 4%. The remainder of the top ten—including Roblox Corp, Activision Blizzard Inc, Konami Corp, Sony Thai Co Ltd, Tencent (Thailand) Co Ltd, Moon Active Ltd and Bytedance Ltd—each command between 1% and 3% share.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Video Games industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Video Games in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Video Games in Thailand?
- Which are the leading brands in Video Games in Thailand?
- How are products distributed in Video Games in Thailand?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Thailand?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Video Games in Thailand - Category analysis
Key Data Insights
Video Games Summary
Platform Owners Deepen Player Loyalty by Anchoring Digital Spend
Video Games Software Leads Value Sales While Hardware Stagnates
Payment Localisation Unlocks Digital Spend among Cash-Based Players
Local Payment Options to Drive Recurring Spend Growth
Video Games Software Set to Outperform Video Games Hardware
Sea Ltd Extends Digital Engagement Lead as Rivals Focus on Live Services
Digital Storefronts Capture Nearly All Software and In-Game Spend
Hardware Refreshes Target Upgraders in a Mobile-First Market
Live-Service Content Design Anchors Long-Term Engagement
Toys and Games in Thailand - Industry Overview
2025 Developments
Key Data Insights
Traditional Toys and Games Leads Category Growth in Thailand
Labubu’S Success Drives Pop Mart to Leadership through Adult Collectors
Plantoys Repositions Play as a Tool for Wellbeing and Learning
Recurring Digital Spend and Adult Collectables to Reshape Value Creation
Omnichannel Strategies to Drive Repeat Purchases and Premiumisation
Sea Ltd Leverages Digital Spending to Maintain Lead
Nintendo Switch 2 Targets Adult Collectors and Gamers
Retail E-Commerce and Social Commerce Transform the Path to Purchase
Hybrid Retail Drives Collectables Growth
Blind-Box Mechanics and Ip Portfolios Drive Collectable Innovation
Live-Service Models and Embedded Payments Reshape Video Game Innovation
Purpose-Led Design Extends Traditional Toys beyond Children
Country Reports Disclaimer
The following categories and subcategories are included:
Video Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Video Games
This is the aggregation of video games hardware and video games software. Electronic/computerised educational toys such as Speak & Spell and LeapFrog are excluded from video games and included under pre-school. Video gaming population refers to the population that played a game at least once in the last 6 months on any covered platform. This includes players who have not spent any money on game purchases or in-game content purchases.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Video Games research and analysis database.
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