Game on !
APAC region
Following a lockdown year that saw gaming thrive , reaching nearly 3bn global gamers ( 30 % of the world ’ s population ) the momentum is set to continue with China and Southeast Asia driving much of the revenue growth . And while China recently introduced the world ’ s strictest limits on video games for kids , analysts believe this won ’ t have much impact as minors make up a small fraction of the gaming industry . This is especially true in esports where Asia generates nearly half of all global revenue following 21 % growth in 2020 and an expected 10.5 % growth this year . While Korea and Japan are more mature esports markets , Southeast Asia is seeing ever-increasing growth . Unsurprisingly , global brands are starting to establish their sponsorship strategies for esports in Asia with Nike signing on as exclusive apparel partner for T1 last year , and nonendemic brands increasingly getting in on the esports action . Like luxury brand Louis Vuitton , which recently tied up with video game developer Riot Games for the League of Legends World Championship .
businesschief . asia 9