The gaming industry in Southeast Asia, including the Philippines, is set for robust growth, supported by the region’s digital infrastructure and its youthful population. During the launch of e-Conomy SEA (Southeast Asia) 2024 at Google Philippines headquarters in Taguig City, Philippines, representatives from the tech giant and Bain & Company discussed the growth of the digital economy in the region, including the role of gaming.  

Jackie Wang, Country Director for Google Thailand and Philippines, emphasised the region’s strong performance in digital sectors such as online media and gaming. “Southeast Asia is punching above its weight in terms of downloads globally,” Wang noted, highlighting the thriving developer community, particularly in Vietnam.  

The digital economy in the Philippines is also benefiting from this dynamic environment. “With users engaging online and a young population, we have all the ingredients for sustained consumer growth in this area,” Wang added. 
 

The role of video commerce in gaming  

Nikki Del Gallego, Data and Insights Lead at Google Philippines, underscored the convergence of video commerce and gaming as a major growth driver. “Imagine how engaging the user base is today and how video commerce can propel that further,” she said. According to Del Gallego, innovative formats and diverse use cases in video commerce could significantly enhance gaming experiences.  

She also pointed to the sector’s economic impact, citing a gaming company that became the top-performing stock in the market last year with over 230 percent growth. “It shows how gaming continues to be a cornerstone of the digital economy,” she remarked.  

Key trends in the Philippine gaming sector  

Del Gallego elaborated on the Philippines’ unique position in the gaming industry. “The diverse user base and the makeup of gaming sectors here drive growth,” she said, noting that local adaptation and competitiveness on a global scale are crucial.  

Southeast Asia excels in mobile gaming, with the region accounting for 12 percent of global game downloads. Del Gallego stressed the importance of a robust ecosystem that includes not just games but also adjacent sectors like eSports and video commerce. “Gaming content remains one of the largest contributors to the digital economy in the Philippines and Southeast Asia,” she said.  

Advertising and gaming as pillars of online media  

Bennett Aquino, Partner at Bain & Company, highlighted online media as a key component of the Southeast Asian digital economy. “The Philippines’ GMV (Gross Merchandise Value) for online media is expected to grow by 12 percent year-on-year, reaching $4 billion in 2024,” Aquino revealed.  

He identified advertising and gaming as pivotal elements. “Advertising continues to grow despite competition, with platforms and e-commerce players increasingly leveraging it for monetisation,” he explained. Meanwhile, gaming remains uniquely important, with casual games dominating global downloads.  

“The Philippines and Vietnam are poised for further growth in gaming, driven by developer talent and increasing user engagement,” Aquino said. 
 

Digital financial services: Complementing gaming’s growth  

Beyond gaming, digital financial services are another area of robust growth in Southeast Asia. Aquino pointed to its sustained development in the Philippines, aligning with broader regional trends. “Digital financial services remain a growth area, reinforcing the interconnectedness of the digital economy,” he said.  

Sustaining momentum  

To maintain this growth trajectory, experts stress the importance of localising content and remaining competitive globally. “It all goes back to understanding user needs and adapting to them effectively,” Del Gallego noted. The gaming sector’s long-term success depends on its ability to integrate seamlessly with adjacent industries while meeting the demands of an increasingly diverse and engaged audience.  

As Southeast Asia continues to lead in digital innovation, the gaming sector stands out as a vital engine of economic and technological advancement. With its thriving developer community, strong user engagement, and supportive ecosystem, the region is well-positioned to shape the future of global gaming.  
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