The Role of Thai Game Publishers in Promoting E-Sports Games in the Southeast Asia Region

E-sports has already positioned itself as an important force in Southeast Asia, with extensive growth in competitive gaming. However, has growth really occurred? Several parties, including Thai game publishers and the government, have played important roles in the nurturing of the industry. By organizing tournaments, sponsoring teams, and nurturing the local gaming ecosystem, these parties are helping to shape Southeast Asia's e-sports landscape. How do they actually take part in this ever-booming industry? A look into major roles taken by Thai game publishers and notable esports events owing to their successes Thai involvement goes as follows.

The Growing Popularity of E-Sports in Southeast Asia

E-sports in a decade or less have gained tremendous momentum among Southeast Asians. Comprising millions of active players and viewers from Thailand, Vietnam, Indonesia, and the Philippines, Newzoo reports that Southeast Asia is now one of the fastest-growing areas in the world for esports revenue.

According to a report by Statista, ASEAN's e-sports market will record revenues of $79.7 mln in 2024. Further, the market will grow annually, by 7.63% CAGR 2024-2029, reaching a revenue of $115.1 mln in 2029. This growth indicates the interest in and investments made in the country's e-sports industry for the coming years. But what makes this region stand out?

• The region has a large, youthful population that are savvy in internet use and content access.
• The region has affordable internet access.
• High smartphone penetration rates (over 90% of their population)
• Many opt to pay using the Buy Now or Pay Later model.
• Local game development is gaining traction. For example, companies like Asiasoft (claims that they are the biggest game publisher in Southeast Asia), currently have 40 million IDs in Southeast Asia from the 28 types of games they carry.

These factors make the number of mobile gamers so large that e-sports could not help but thrive in such fertile soil. Competitive titles dominate, from Arena of Valor to Mobile Legends and PUBG Mobile, featuring a sizable audience both online and offline at live events.

The Role of Thailand Game Publishers in E-Sports Development

Thai game publishers such as Garena Thailand and Asiasoft have indeed been at the forefront of spearheading e-sports in Southeast Asia. It is not just about distribution, it is actually an investment of resources to build up the competitive game scenes in the region. So, how do they do this?

Read More: Thai Game Publishers: Connecting Local Creativity with Global Markets

1. Organizing High-Profile Tournaments

Thai game publishers have organized some of the biggest e-sports tournaments in Southeast Asia. By hosting these events, they not only provide platforms for local players to showcase their skills but also attract international attention to the region’s gaming scene.

For example, Garena as a prominent game publisher in Thailand played a major role in organizing the Free Fire World Series 2024 this past February. Garena has also organized the RoV Pro League Season 4 tournament to highlight the game and promote it as a professional sport. The evidence is in the numbers: 31 million registered RoV accounts in Thailand, with 55 million video views from Season 3 and 11 million hours of watch time.

2. Sponsoring Professional Teams and Players

Many Thai publishers and developers also sponsor professional teams and players, helping them gain exposure and improve their skills. This sponsorship extends beyond financial support, often including resources such as training facilities, professional coaching, and international travel for competitions. Lately, Garena Thailand introduced the "Esports Classroom 2024" program, involving over 400 students and teachers from Bangkok and beyond. Partnering with universities, the program will provide scholarships and incorporate e-sports into relevant academic courses, especially those focused on event production. This initiative aims to cultivate future e-sports professionals by blending education with hands-on experience in the growing e-sports sector.

Read More: How Thai Game Publishers Support Indie Game Developers

3. Collaborate with International Game Companies

One key role that Thai game publishers play in developing the e-sports industry in Southeast Asia is through partnerships with international game companies. For example, Riot Games recently announced that Bangkok will host the Valorant Masters 2025, a major global e-sports tournament. This VCT tournament will bring together 44 top teams from North America, Europe, and Asia in one venue. Organizing this event testifies that Thai publishers are capable of standing shoulder to shoulder with the world's giants of gaming, highlighting the rising influence of Thailand in the international e-sports arena.

4. Creating E-Sports Content

Game publishers and developers in Thailand also contribute to the growth of e-sports by producing content that keeps fans engaged and connected to the world of competitive gaming.

For instance, Garena Thailand, under Sea Group, focuses on content localization to strengthen engagement with its users. By aligning with Thailand's soft power policy, Garena integrates local culture into its games. Such as incorporating elephant pants as fashion items in Free Fire and launching themed campaigns for events like Songkran. This approach not only boosts player engagement but also reflects how Thai game publishers use localized content to promote e-sports and connect with the regional audience.

Examples of Major E-Sports Events Involving Thai Game Publishers

Thai game developers and publishers have also played crucial roles in organizing some of the most significant events in Southeast Asia. Events that have garnered world attention to seal the rising status of the region in the e-sports world:

1. Garena World

It has been one of the most important events in Garena Thailand's Southeast Asia e-sports calendar. Running annually, it is the largest e-sports tournament within the Kingdom and has become a point of focus for gamers across the region.

The different gaming competitions that one may find at this event include Free Fire, League of Legends, and FIFA Online 4. Last year, Garena World had an online following of more than a million viewers, a feat that made this event one of the most viewed e-sports events across Southeast Asia.

2. Arena of Valor International Championship

Thai publishers have been instrumental in fostering the competitive scene of AOV. There is an annual tournament called the Arena of Valor International Championship (AIC), an e-sports event where top teams from Southeast Asia, including Thailand, tend to compete during the event. Thai teams like Valencia CF Esports and Bacon Time have been frequent participants, showcasing the strength of the local talent pool.

The success of this championship has also elevated the visibility of Thai teams internationally. With sponsorships from Thai companies and significant prize pools, AIC has become a must-watch event for AOV fans worldwide.

Challenges for Thai Game Publishers in the E-Sports Sector

While the contributions of Thai game developers and publishers are impressive, there are still challenges they must address to maintain growth in the e-sports industry:

1. Shortage of Specialists and Skilled Human Resources

One of the primary issues is the shortage of specialists and skilled human resources in game development and publishing. According to the DEPA, Thailand has a relatively low number of professionals with the expertise required to develop high-quality games.

As a result, international companies supply the Thai market with nearly 98% of the total value of games consumed in Thailand. This not only hampers the growth of and development opportunities for local developers but also reduces Thailand's capability to export games and acquire a foothold in the global gaming market.

2. Lack of Funding and Government Support

The second major barrier is the lack of funding and government support for the gaming industry. Both private and public sectors in Thailand don’t show an appropriate understanding of gaming and e-sports industries, and some perceive gaming as a bad career or an unserious industry. Limited awareness and skepticism set barriers to securing the necessary financial support for Thai game publishers and developers.

3. Lack of Supporting Infrastructure

The country still struggles with unstructured policies and regulations governing the gaming sector, making it difficult for investors to navigate the landscape. This uncertainty in the regulatory framework discourages both local and international investments in the Thai gaming industry.

Furthermore, there is a shortage of easily accessible databases for archiving and preserving games and digital content. This lack of infrastructure further complicates the process for game publishers and developers, adding another layer of difficulty in building a competitive industry.

Takeaways In short, the role of Thai game publishers in promoting e-sports in Southeast Asia cannot be understated. Through organizing major events like Garena World and the Arena of Valor International Championship, sponsoring teams, and creating localized content.

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