According to the latest data from analyst firm Niko Partners, gaming revenue in Southeast Asia hit $5.8 billion in 2023. The region's chess and card game market had already reached a value of hundreds of millions of dollars by 2020. As internet penetration continues to rise across Southeast Asia, the chess and card game market is still growing steadily.



Localization of Chess and Card Games



Southeast Asian countries each have distinct cultures, languages, and payment preferences. Chess and card games going overseas to Southeast Asia need to adapt localized content for different countries.





1. Language Support



In Southeast Asia, various countries frequently use local languages, such as Indonesian in Indonesia, Thai in Thailand, Malay in Malaysia, Vietnamese in Vietnam, and Filipino in the Philippines, etc. As a result, chess and card games can better cater to local players through multilingual adaptation, allowing for greater flexibility in selecting overseas markets.





2. Cultural Elements



Southeast Asian culture is vibrant and diverse, and integrating local elements into games creates a more welcoming experience for players. For instance, hosting events during festivals like Songkran and Hari Raya, the largest traditional celebration in Southeast Asia, can strengthen players' sense of community and belonging.



When designing game content, color schemes should align with local aesthetic preferences. Additionally, the user interface (UI) design should feature elements from local festivals, traditional costumes, architecture, myths, and legends to more effectively engage local players.





3. Local Payment Methods



Payment methods in Southeast Asia are diverse, with more people relying on e-wallets and local payment platforms due to lower credit card penetration. Here are some of the popular local payment methods:

Indonesia: GoPay, OVO, DANA

Thailand: TrueMoney, Rabbit LINE Pay, PromptPay

Viet Nam: Momo, ZaloPay, ViettelPay

Malaysia: Touch 'n Go eWallet, Boost, GrabPay

Philippines: GCash, PayMaya, Coins.ph



Optimize the User Experience



1. Community Operation



Southeast Asian players have a strong desire for social interaction and community engagement. For gaming platforms expanding overseas, it’s essential to understand the local mainstream social applications and establish official communities on these platforms. For example, using LINE in Thailand, Facebook Messenger in the Philippines, and WhatsApp in Indonesia can facilitate regular interaction with players. By providing updates on the latest events and game rewards, hosting events, and encouraging players to share their winning clips, platforms can significantly enhance player loyalty and boost the overall influence of the game.





2. Reward Mechanism



Players can be more active by setting up a reward system, which can start by encouraging players to log in to the game and increase their online time.



1) Daily Login and Check-In Rewards

Set up a daily check-in system to provide players who log in continuously with increasing rewards on a daily basis, encouraging them to log in to the game every day.

2) Daily Missions and Achievements System

Establishing simple daily missions and providing corresponding rewards can effectively increase the time players spend online. Additionally, implementing an achievement system can serve as a long-term goal for players, offering special rewards and honors that enhance their sense of belonging and emotional connection to the game.



3) Social Incentives

Encouraging players to invite new users to the game by offering corresponding rewards can be highly effective. What’s more, implementing multiplayer games creates opportunities for players to socialize and collaborate as a team, enhancing the overall gaming experience.





3. Update the Game in Time



Based on the data on players' game behavior, we can derive the preferred gameplay and preferences of the general public over time, so that we can regularly launch game modes and activities that match the interests of players.





Summary



The success of localizing chess and card games going overseas to Southeast Asia hinges on a deep understanding of the behavioral characteristics and preferences of local players. Adapting Southeast Asian languages, incorporating cultural elements, integrating local payment methods, and enhancing social interaction all contribute to meeting the needs of local players. These efforts strengthen the emotional connection between the games and their players while improving overall market competitiveness.





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