ASEAN’s gaming market is set for rapid growth. By 2017, there will be an estimated 80 million middle-income households, adding more consumers in the 20-50 years age bracket. This means gaming revenues will reach USD2.2 billion – double in value. What factors contribute to this emerging market? With improved broadband infrastructure and more disposable income, online as well as mobile gaming is increasingly accessible. By the end of 2016, there will be 230 million smartphones in Asia – which means more potential users. ASEAN governments have been quick to cash in. For instance, game developers in Indonesia receive subsidies to encourage market growth whereas the University of the Philippines actively promotes game development and design courses, hosts gaming events as well as offers scholarships to attract students. However, the gaming market in ASEAN is highly fragmented. Each ASEAN country has unique preferences and gaming behaviour. No one single publisher or format c