Gaming Growth Unlocked: Coda and Niko Partners Explore Strategies to Tap into Asia's USD 6 Billion Mobile Gaming Potential

Coda, a leader in digital content monetization, and Niko Partners, a premier gaming market research firm in Asia, have co-published their latest white paper, "Gaming Growth Unlocked: Insights on Distribution, Payments, and Regulations in Asia." The report explores how regulatory changes, third-party platforms, and localized payment solutions are reshaping the $23.2 billion mobile gaming market across Southeast Asia, Japan, and South Korea—home to 357 million gamers.

Out-of-App Monetization on the Rise

Alternative distribution channels, such as direct-to-consumer web stores, now contribute 26% of mobile gaming revenue across East and Southeast Asia. By 2028, this revenue stream is projected to account for a third of the region’s mobile gaming ecosystem.

In Southeast Asia, out-of-app monetization surged from 21% in 2022 to 38% in 2024, highlighting a fundamental shift in revenue strategies.

Key Takeaways for Mobile Game Publishers

The white paper underscores how alternative app stores and out-of-app monetization are transforming game discovery and revenue models in Asia. Key insights include:

Out-of-App Transactions Are Now Mainstream
Third-party platforms and alternative app stores generate approximately $6 billion—26%—of mobile gaming revenue in East and Southeast Asia. With sustained growth, this figure could rise to one-third of the region’s total market by 2028.

Regulatory Shifts Are Fueling Market Expansion
Policies like South Korea’s "Anti-Google Law" and Japan’s Fair Trade rulings are dismantling traditional app store monopolies, encouraging publishers to embrace alternative distribution and payment models. Meanwhile, evolving tax frameworks in Vietnam and Indonesia add further complexity, driving publishers to adopt diversified monetization strategies.

Coda’s Take on the Future of Mobile Gaming Monetization

Shane Happach, CEO of Coda, emphasized the urgency for publishers to adapt:
"Asia presents massive opportunities, but real growth demands moving beyond primary app stores. Localized payment methods and evolving regulations are reshaping player engagement and revenue strategies. There’s no universal approach—out-of-app monetization is the key to success. At Coda, we provide the solutions and scale publishers need to unlock Asia’s full potential. Those who delay risk falling behind."

As Asia’s gaming market continues to evolve, publishers who embrace alternative monetization models will gain a competitive edge in this dynamic, high-growth industry.

Source: prnewswire