Video game player spending across Asia and MENA grew at a faster rate in 2025 than the year before and is forecast to reach $103.6 billion by 2030, up from $88.9 billion this year, according to new market models released by Niko Partners covering 13 markets across the two regions.
The markets covered are China, India, Japan, Korea, Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, Egypt, Saudi Arabia, and the United Arab Emirates.
Niko Partners says the regions remain on track to outperform global video game software and services market growth through 2030, with each market demonstrating diverse gamer behaviors and preferences shaped by platform accessibility, regulatory environments, purchasing power, and cultural developments.
“While global economic and geopolitical environments are challenging and compound the difficulties felt in the North American and European video games markets, the bright spot seems to be the current and future path for gaming and game development across Asia and MENA,” said Lisa Hanson, CEO of Niko Partners.
“These regions continue to benefit from expanding player bases and multi-dimensional growth in game development and player spending, particularly when global developers and publishers localize games, marketing, and payments in response to local demand. Paying attention to the nuances of all markets will help the industry grow both in development and sales.”
India and MENA
India has surpassed 500 million players and is forecast to become a $1.8 billion market by 2030, with player spending growing at a five-year CAGR of 11.2%. Niko Partners identifies India as having the fastest growth trajectory among the countries it tracks.
MENA-3 — comprising Saudi Arabia, the UAE, and Egypt — is forecast to remain the second fastest growing region by revenue behind India, with player spending projected to reach $3 billion in 2030. Annual average revenue per user in MENA-3 is set to increase by $10 over the next five years.
Southeast Asia
Thailand, the Philippines, and Indonesia are forecast to be the fastest growing of the six markets Niko Partners tracks in Southeast Asia. Thailand is projected to reach the $2 billion player spending milestone next year, while Indonesia is forecast to reach $1.5 billion by 2030.
Mature markets
China, Japan, and Korea — described as the most mature markets in Asia and MENA — are forecast to account for $91.7 billion in player spending in 2030, representing 88.6% of total revenue across the 13 countries tracked.
Gender and platform trends
Women now account for 42% of players across Asia and MENA, up from 39.5% the previous year, according to the report.
The report identifies growth as increasingly multi-dimensional across the region. Japan’s PC gaming market is continuing to surge, mini games have emerged as a key growth segment in China, and Indian players are increasingly spending on non-battle royale titles, which have traditionally dominated that market.
Other trends flagged in the report include the performance of the Nintendo Switch 2, the rise of direct-to-consumer monetization, a shift toward more transparent and player-friendly monetization models, increased consolidation around evergreen games, varying responses to generative AI usage in games, further incorporation of user-generated content tools and monetized experiences, and evolving youth digital restrictions affecting game platforms.
The findings are published as part of Niko Partners’ annual Asia and MENA Market Model Reports, included within the company’s Games Market Report Series.
You can read the report here.
