Having surged by almost a third in 2020, the rate of growth in retail constant value sales (2021 prices) of video games slowed significantly during 2021 but remained in double digits. Lockdown restrictions were the main factor driving demand growth.
Due to the popularity of mobile games, demand for static consoles is quite limited in Thailand. Although retail constant value sales of static consoles did rise for the first time in six years during 2021, this increase was relatively modest, with demand boosted by the launch of a new generation of consoles in late 2020, particularly Sony Thai Co Ltd’s PlayStation 5.
Video game software companies are increasingly collaborating with local celebrities in an effort to generate interest in their titles. For instance, Century UU launched a mobile MMORPG (massive multiplayer online role playing game) mobile game called Meka Sword Song W with Thai actress Bella Ranee Campen presenting the game.
Retail constant value sales of video games will continue to exhibit vigorous growth throughout the forecast period, but growth will gradually cool to single figures as demand begins to mature. Entertainment habits formed during lockdown are likely to persist during the forecast period.
Due to the overwhelming popularity of mobile and online gaming, e-commerce is the dominant distribution channel for video games – accounting for more than 95% of value sales in 2021. This figure will continue to edge upwards during the forecast period, as static consoles and physical software continue to fall out of favour with local consumers.
Offering a wide variety of games which are suitable for the local population will be key to maintaining growth in the forecast period. Thailand has one of the largest gaming populations in Southeast Asia, and as a result games designers are realising the importance of localising games to capture a larger share.
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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 Definitions
This report originates from Passport, our Video Games research and analysis database.
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