PlayPark Thailand MD Highlights Thailand's 40 Billion Baht Gaming Market as Golden Opportunity for Brands

29 ธ.ค. 2568
14:16 น.

Sattra Viriyacharoentham, Country Managing Director of PlayPark Thailand, revealed that Thailand’s gaming market is valued at 40 billion baht (approximately $1 billion USD), with 30 million Thai gamers playing at least one hour daily. RPG players spend an average of 2,500-3,000 baht monthly per player.

Thai gamers predominantly favor MOBA games like ROV and RPG titles over indie games. Players divide into two groups: Hardcore Players focused on competitive winning and e-sports, and Casual Players using games as time fillers.

Success Through Localization and Community

PlayPark’s growth stems from deep localization—incorporating Thai elements like Songkran costumes—and strong community building through tournaments with partners like AMD. The company integrates player feedback into development, helping games like Audition, an online dance game, maintain market presence for 20 years. Strategic collaborations span hardware, internet, retail, and music industries, creating win-win partnerships across the gaming ecosystem.

Key Market Insights

Gaming Influencers Lead Spending: After user acquisition costs, influencer marketing is the second-largest budget item for gaming companies, surpassing traditional media.
Foreign Games Dominate: 70-80% of games are foreign (mainly Korean and Chinese), while Thai developers hold only 10% market share, facing challenges from limited capital, 30% platform fees, and lack of government support.
2026 Trends: Mixed-genre games, AI integration (interactive NPCs, reduced design costs), mobile gaming dominance (70-80% of sales), and major international IPs entering the market.
Economic Resilience: “Game purchases are impulsive or emotional buying, similar to clothing or cosmetics—bought based on emotion rather than calculated purchases like essential goods,” Sattra noted.

ภูมิทัศน์สื่อไทย 2567-2568

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