Southeast Asia has deep ties with China regardless of region, culture and economy, where is the preferred game market for going overseas. Thailand is one of the six major chess and card markets in Southeast Asia, although there is a strict regulatory system for betting board games, betting board games are still popular in Thailand. For domestic board games to go overseas, the Thai board market is relatively attractive.
Thai mobile game market and gamers' portraits
Located in the center of Southeast Asia, Thailand has a population of 69.2 million and about 60% local smartphone penetration rate. In 2015, Thai mobile game market size was about 1 billion yuan, which nearly quadrupled in 2020 with nearly 4 billion yuan, simultaneously the paying players accounted for 60% in total gamers. Therefore, it can be said that the growth rate of Thai mobile game market is not only the fastest growing in the Southeast Asian market, but also one of the fastest growing countries in the world.
There are more than 40 million gamers in Thailand, more than half of them live around Bangkok. The main gamers aged 21-39, with per capita gaming expenses of about 500 baht. Gamers of Thailand spend more time online and are willing to pay, the main consumption force is 21 to 35 years old, of which 55% are men. Otherwise,49%of Thai smartphone users prefer to pay when there is a marketing campaign during the holidays.
Regulatory policies for board games in Thailand
Gambling is part of Thai culture, however, Thailand is a country where gambling is prohibited. If you play betting games offline, you may be at risk of being caught. Although almost all forms of gambling are illegal in Thailand, gambling games are prevalent in this country, that is a result of the government's ambiguous attitude toward online betting board games. Especially in the past two years, with the depression of tourism industry, Thai economy has suffered setbacks. The Thai government has begun to deliberately promote the legalization of gambling games with the goal of promoting economic development. It is believed that board games will develop healthier in Thailand.
Due to the ban on offline entertainment, online board games have become popular game products for the Thai people, and in Thailand they have more soil for survival.
Social media for board games in Thailand
Thailand is a very social country, and people adore to show their lives through various social media and are open to feedback from the outside world. Facebook has about 40 million monthly active users in Thailand and 35 million monthly active users on Line. They are main social medias in Thailand, with Facebook accounting for 84% of traffic and Line accounting for 12%. Another huge traffic portal is Good Games (GG), which is a well-known third-party Android app store in Thailand, with more than 2 million monthly active users, and also provides services for developers and operators at home and abroad.
Marketing promotion of board games in Thailand
Social media is a marketing channel that cannot be ignored. Thai mainstream social media platforms are Line and Facebook, through which overseas operators can share and disseminate their operational strategies among users. In addition, online video is an important way for Thai users to obtain new information. YouTube, social media with a huge number of users in Thailand, is also a significant marketing channel.
In the process of promotion, there are some issues to pay attention to. Thailand is a Buddhist country that attaches great importance to religion and royal kings. Content such as Buddhism, shemales, cranes and turtles, as well as pornography or dissatisfaction with the king, should be avoided in board game content and advertisements. In addition, Thailand has a special preference for the number 9, in the Thai pronunciation,"9"pronunciation is the same as "progress, stride", Thais regard "9" as progress, good luck, on the contrary, the number "6" is a number that Thais think is not very good“6”has the meaning of "upside down, overturn".
Summary
Thai players focus on board games with great passion, and the Thai board game market is vast. Thai Internet users are young with the high social media penetration rate, which is conducive to the promotion of board games. What's more, the vast majority of Thai people use Thai. The language localization should be paid attention when board games go overseas to Thailand
With the gradual liberalization of Thai regulatory policies on board games, as well as the popularity and development of mobile payment in Thailand, it is believed that Thai board game market will have greater room for development. should be pay attention
Foxuc has focused on the development of board games at home and abroad for many years, and has successfully launched a large number of popular board games. According to your needs, we can quickly develop different types of mature board game products to help you occupy the board game market. If you have relevant intentions, Please contact us. We are looking forward to cooperating with you.
Mrs Aileen
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