Southeast Asia is the next growing star for the games industry. As a region, there has been a notable increase in government support, investment, and cultural acceptance for game development. Within this growth is Thailand, a country where fewer people identify as “gamers” compared to its APAC neighbors, yet it still shows increasing government initiatives to train its workforce and year-on-year consumer growth for gaming.
Major Highlights and Key Players
Thailand’s gaming culture is very mobile-oriented, though there have been some notable releases on consoles, such as Land Beneath Us by FairPlay Studios, a well-received RPG roguelike. Another significant title is Home Sweet Home by Yggdrazil, a horror game centered on Thai mythology that debuted in 2017 and left a lasting impact on players. The gaming market in Thailand is projected to generate approximately USD 2.17 billion in revenue in 2024, and it was reported in 2022 as the second-largest gaming market in Southeast Asia, behind Indonesia (Newzoo, as cited by AllCorrectGames).
Earlier this year, Xbox hosted a discovery day in Thailand in search of hidden gems and to support developers in reaching a more global stage. This event spotlighted interesting games, such as Lost and Found Co. by Bit Egg, Aether: Wizard Life by Vonder Games, Seed of Heroes by Vermillion Digital, and Northwind by Barking Kitten Interactive (Xbox Discovery Day, Microsoft).
List of some Studios:
Yggdrazil
- Focus: Production studio with various services, but also the creators of Home Sweet Home.
- Website: ygg-cg.com
Zentry
- Focus: Developing MMORPGs utilizing blockchain technology.
- Platforms: PC and Console.
- Website: zentry.com
Infofed
- Focus: Providing esports content and platform services.
- Website: infofed.com
KiraGames
- Focus: Specializing in mobile game development.
- Notable Game: Unblock Me, a popular puzzle game.
- Website: kiragames.com
Ini3
- Focus: Game publishing and online game services.
- Website: ini3.co.th
Playbux
- Focus: Developing a metaverse platform integrating blockchain and digital assets.
- Website: playbux.co
Pigsss Games
- Focus: Mobile game development.
- Website: pigsssgames.com
RingZero Game Studio
- Focus: Developing simulation games.
- Notable Game: Fishing Sim World, a realistic fishing simulator.
- Website: ringzerogames.com
7ravenStudios
- Focus: Console game development.
- Website: 7ravenstudios.com
PeakWare Studio
- Notable Game: Exsys, a game currently in development.
- Website: peakwarestudio.com
Astra Studio
- Focus: Software development services, including game development.
- Website: astrastudio.digital
Bit Egg
- Focus: Co-development and support for game projects.
- Website: bitegginc.com
Bohemia Interactive
- Focus: Developing simulation and sandbox games. Bohemia have an office in Thailand made up of a younger dev team.
- Notable Games: Arma series, DayZ.
- Website: bohemia.net
FairPlay Studios
- Focus: Developing action and adventure games.
- Notable Games: Fallen Knight, The Land Beneath Us.
- Website: fairplaystudios.net
Sanuk Games
- Focus: Developing arcade games for consoles and PC.
- Website: sanukgames.com
Viqua Games
- Website: viquagames.com
- Focus: Mobile game development.
Background Context and Industry Challenges
The number of gamers in Thailand is expected to reach 4.7 million by 2027 (Statista). However, in a poll across APAC, only 40% of respondents in Thailand identified as “gamers,” which is much lower than in other countries. In China, Vietnam, and Hong Kong, over 80% of people identified as gamers, while Malaysia, the Philippines, and Singapore saw over 60%. This lower identification with the “gamer” label in Thailand is likely because the majority of gaming occurs via mobile devices, which is often considered more casual (Bangkok Post). Mobile gaming dominates the industry, comprising 61% of Thailand’s gaming, followed by 25% on PC and 14% on consoles.
Interestingly, 95% of those who play games in Thailand consume mobile games. The dominance of mobile gaming is likely due to accessibility and the costs associated with consoles or PC setups. Among console owners, PlayStation has a substantial lead over Xbox, with 95% versus 5% of console gamers on Xbox. This economic accessibility affects not only consumers but also developers, as Thai game producers often lack the capital needed for more complex projects like AAA console games. Challenges such as regulatory restrictions, piracy, and cultural preferences for certain styles also impact the industry (6Wresearch). There are initiatives to offer support, for example the Digital Economy Promotion Agency (DEPA) is actively working to create a supportive ecosystem for Thai game developers.
Bohemia Interactive, a prominent studio with a Thai branch, exemplifies international interest in Thailand’s gaming sector. In an interview, Jiri Jakubec, Director of Bohemia’s Pattaya office, noted that the Thai team is younger and less experienced, often requiring guidance from foreign developers. Bohemia established its Thai office in part due to the Thailand Board of Investment’s foreign investment incentives, which made starting operations easier. Jakubec also mentioned that, although Thailand’s development scene is growing—mainly in Bangkok—there are challenges, particularly with local artists’ preference for fantasy or manga-inspired styles (Bohemia).
Thailand already has some notable players in its gaming economy, and there is a clear mission from the Thai government and various boards to support growth in this sector. Alongside the tourism boom that many associate with Thailand, with Bangkok as one of the world’s most-visited cities, we may see an increase in unique games with fresh cultural perspectives from Thai developers. It’s a market worth watching!