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ASIA-PACIFIC – BANGKOK, THAILAND, NOVEMBER 23, 2011: Effective Measure, the leading provider of digital media planning solutions in emerging markets, today reported that 77% of South East Asia’s gaming audience is adults aged between 21 to 60 years old – highlighting the growing popularity of casual gaming as a significant adult pastime. The data cover the Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam markets.
Effective Measure Regional Director, SEA, Russell Conrad, said, “Out of the over 17 million users in SEA found on gaming sites measured by Effective Measure in the month of October, over ¾ are young to older adults. Gaming is no longer a sub-culture ruled by teens."
Top five gaming sites across South East Asia
Rank/Website/Country of Origin/Unique Browser (UB) Count
1. game.siamha.com / Thailand / 2.6 million UB
2. gamevui.com / Vietnam / 1.9 million UB
3. Thaigaming.com / Thailand / 1.6 million UB
4. trochoithoitrang.net / Vietnam / 950,000 UB
5. game.zubzip.com / Thailand / 400,000 UB
*Effective Measure data based on unique browser count from 01-31 October 2011
In the Philippines, almost 1.4 million Internet users were on gaming sites in October – a 24% increase from the previous month.
Top ten casual games sites in the Philippines
1. y8.com
2. friendster.com
3. gamespot.com
4. amped.ph
5. levelupgames.ph
6. ign.com
7. e-games.com.ph
8. farmville.com
9. playdom.com
10. n4g.com
“The gaming culture is particularly strong in Thailand and Vietnam, possibly driven by local language gaming sites that cater to the population. The interactive aspect of gaming appeals not only to urbanites, but also to rural dwellers. Gaming audiences in capital cities are only 8% more than those in the countryside and other cities. This provides marketers a great opportunity to reach out to a relatively untapped subsegment,” said Conrad.
