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Preface
Malaysia is rapidly evolving from a traditional consumer market into a strategic gaming hub that connects and influences the wider Southeast Asian region. By 2025, gaming market revenue in Malaysia is projected to reach USD 1.4 billion. With 25 million players, the country’s annual per capita gaming spend stands at $190, ranking among the highest in Southeast Asia. Supported by the proactive efforts of the Malaysia Digital Economy Corporation (MDEC), leading global studios are establishing a presence in the country, turning this multi-million-player market into a new regional stronghold for monetisation.
The Malaysian gaming market stands out for its exceptionally high player loyalty and its clear mobile-first commercial landscape. Mobile devices dominate, with 97.9% of players favouring smartphones, making mobile gaming the most profitable segment. In terms of user engagement, Malaysian players display impressive consistency: 44% play daily, and none report “never” playing, indicating long-term participation once they enter the ecosystem. When it comes to spending behaviour, Malaysian gamers are highly value driven. While 88% prefer free-to-play models, they are willing to pay for worthwhile in-game content, with fair pricing and discounts being the strongest motivators. Notably, 26% list mobile data packages as their top gaming-related purchase, reflecting the close integration between game publishers and telecom operators. Players also show caution towards “pay to win” mechanics, choosing instead to invest in time-saving or convenience features, a sign of the market’s mature e-sports culture.
Malaysia’s gaming payment ecosystem features a dual core model led by bank transfers and digital wallets. Bank transfers hold 37% of the market thanks to the wide coverage and security of the FPX system, while digital wallets such as Touch ‘n Go achieve outstanding penetration, with 84% of consumers using them weekly. Antom unifies FPX transfers and all major e-wallets, including Touch ‘n Go, within a single seamless payment solution. Through marketing tools such as A+ Rewards, it connects payments with local promotions to create a frictionless payment loop. This helps international game publishers capture Malaysia’s highly engaged, high value audience with precision.
The evolving gaming landscape: growth, innovation, and opportunity
Tens of millions of players spending $190 per year make Malaysia a regional monetisation powerhouse
Driven by government ambition, Malaysia is quickly evolving from a traditional consumer market into a strategic gaming hub serving the wider Southeast Asian region. By 2025, Malaysia’s gaming market revenue is projected to reach $1.4 billion, with a compound annual growth rate (CAGR) of 6.21% between 2025 and 2030.
In 2024, Malaysia’s gaming population reached 25 million. With internet penetration now close to saturation, virtually all potential users are already online, meaning merchants face no barriers to user access. The average annual per capita gaming spend in Malaysia stands at $190, ranking among the highest in Southeast Asia.
Local developer Kurechii breaks through in the hyper-casual market amid global competition
The proactive Malaysian government, through its digital economy development agency (MDEC), has successfully created an attractive environment for leading international studios. This “nest-building” strategy has drawn top global developers to the country. Analysis of Malaysia’s mobile game download charts for July 2024 shows that hyper-casual and casual publishers dominate the market. At the top of the list, Mad Elephant Studios has demonstrated the strong effectiveness of releasing lightweight games rapidly to achieve large-scale user acquisition. Close behind, developers such as Glaciers Game, QUEEN CITY, and 8Floor Games also specialise in casual, simulation, and puzzle genres.
In these charts, largely led by international hyper-casual titles, Malaysian developer Kurechii (Postknight series) stood out by securing fifth place with 10.83 million downloads. This highlights that the market also values high-quality, innovative games. Such titles allow developers to differentiate themselves, reach core players, and build lasting influence through strong word-of-mouth and local storytelling.
