Why winning over “players” means adding value within and outside the game

The proportion of gamers in the Philippines is higher than the APAC average but brands that want to connect with them should note that Filipino gamers are a unique group with specific preferences and behaviours, says OMG’s Tippie Tan.

This article is part of a Spotlight series on series on e-sports and gaming in Southeast Asia. Read more

Gaming has grown increasingly popular and is cementing its position in global culture. Ad revenue is projected by PwC to reach US$100 billion in 2025, an indication that brands recognise the influence of gaming. This is seen in various brand integrations, including Porsche with the popular racing video game “Need for Speed”.

The global gaming market is expected to generate US$189.3 billionin 2024, said NewZoo. This sector is thriving in Southeast...

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