Spotlight: Southeast Asia
About this series
The WARC Spotlight Southeast Asia series tackles a timely industry topic, drawing perspectives from six key markets (Singapore, Malaysia, Indonesia, Thailand, Vietnam and the Philippines). It comprises a capsule collection of commentary, tackling the topic from a range of angles. Contributors to the series are industry experts with first-hand knowledge of the market in focus, offering current on-ground insights to what’s working or developing.
Latest Spotlight: Gamevertising
Looks at the immense potential that the region’s gaming universe holds for brands. Deep dive into:
- The diversity of the audience base
- Understanding spend propensity
- Being useful and not disruptive
Deep-dives
Exploring the depth of gaming’s horizons in SEA
Author Jan Bojko
Company Amazon Ads
Learning from Vietnam: Why gaming in SEA is like going to a virtual mall
Author Vu-Quan Nguyen-Masse
Company Vero
How the most effective non-endemic brands target gamers in SEA
Author James Redden
Company 2CV
The expanding ecosystem of e-sports in SEA
Author Samson Oh
Company GosuGamers
Why winning over “players” means adding value within and outside the game
Author Tippie Tan
Company OMG/OMD Philippines
Useful, not disruptive: How brands can effectively create immersive brand experiences in gaming
Authors Jamie McConville, Sid Nair and Roki Ferrer
Company dentsu
More Spotlights
Consumer anxiety and mental health
April 2023
Explores the changing notion of health and well-being in Asia
October 2022
Using the melting pot diversity of Southeast Asia
August 2022
Explores the proliferation of e-wallets in Southeast Asia
June 2022
Balancing sustainability and rising consumerism
September 2021
Taking the conversation with consumers further
July 2021
How marketers can level up their strategy for mobile games
May 2021
Working with the dark side of social
March 2021
Changing playing fields after COVID-19
Philippines: Marketing to community
November 2020
Building connections with new tribes
September 2020
Resetting marketing strategy in Thailand
April 2020
Building brand loyalty with the diverse youth
