If you haven’t been convinced Asia’s an important market for games, this will help: market research firm Newzoo is putting down roots in Shanghai. This is the Amsterdam firm’s first international office, and will help it to better research the Southeast Asian games market, valued at an estimated $1 billion. Newzoo already serves several Chinese companies, such as Perfect World, R2 Games, Tencent, and Baidu.
“We realize that a local presence is required to optimize our service towards our Asian clients and take away every threshold for companies seeking to work with us,” said Wybe Schutte, Newzoo’s VP of business development.
This Southeast Asian (SEA) market research effort is the company’s biggest one to date; it was kickstarted earlier this year by clients like Facebook, Microsoft, EA, and Baidu. Newzoo will be doing primary consumer research in Thailand, Vietnam, Malaysia, Indonesia, Singapore, and the Philippines, and will be combining this with financial analysis and transactional partner data. Ultimately, the report will give insights to the cultural and digital media landscape of each country.
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The six countries listed represet a total of 550 million consumers, an online population of almost 180 million, and close to 110 million connected gamers. An average annual growth rate of 22.9 percent towards 2017 is expected, and makes SEA the largest growth region in the world.
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