Rise of Internet users in SE Asia presents opportunities for iGaming industry, expert says  

The steady growth of mobile and Internet users across Southeast Asia presents an opportunity for the iGaming industry, according to Mariusz Gąsiewski, CEE Mobile Gaming and Apps Lead at Google.  

In a report published by Gąsiewski, Internet users in the region are projected to reach 650.4 million by 2029. “Southeast Asia is one of the very few regions where we can still see notable growth of Internet users,” Gąsiewski told SiGMA News in an email interview.  

“As iGaming is a very important part of Southeast Asian societies, it will bring organic growth to the whole iGaming industry. Revenue is expected to show an annual growth rate (CAGR 2025-2029) of 3.87 percent, resulting in a projected market volume of US$1.56 billion by 2029,” he added.  

Gasiewski is also an AIBC ambassador. He works closely with top-tier gaming, gambling, and sports betting clients. His role at Google involves guiding clients through the complexities of digital transformation, from understanding market data to adopting innovative advertising techniques.  

Online casinos leading industry growth  

Data indicates that online casinos will continue to dominate the iGaming industry in Southeast Asia, followed closely by online sports betting and online lottery.  

“Those operators that grab that growing opportunity early will see considerable growth in the coming years,” Gąsiewski said.  

Malaysia leads Internet adoption  

According to 2024 data from Statista, Malaysia leads Internet adoption in the region, with 97.4 percent of its population online. Singapore follows closely at 96 percent, trailed by Thailand at 88 percent, Vietnam at 79.1 percent, the Philippines at 73.6 percent, and Indonesia at 66.5 percent.  

Meanwhile, developers and operators should take note that many Southeast Asian users are on Android devices, while roughly three out of ten use iOS.  

Strategies for iGaming growth in Southeast Asia  

With mobile gaming revenue in the region experiencing year-on-year growth, iGaming companies must implement strategic approaches to maximise profitability in this evolving market. Gąsiewski highlighted three key factors for capitalising on this opportunity: user-friendly mobile platforms, comprehensive measurement strategies, and effective promotion.  

“Building a user-friendly iGaming mobile asset is paramount to attracting and retaining players in a market that will be increasingly competitive in the online space,” Gąsiewski said. He emphasised that optimising onboarding processes will be crucial in converting curious visitors into engaged players.  

Tracking user behaviour across web and app solutions is another critical factor. “As more and more users move between web and app solutions on mobile devices, it will become increasingly important to build a comprehensive measurement approach for tracking and measuring these activities,” he noted.  

Furthermore, marketing efforts should be data-driven. “No mobile assets will work without users. Current performance marketing for mobile apps and mobile websites should focus on measurable results and optimising marketing activities based on data,” Gąsiewski concluded.  

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