Smartphones have allowed the unbanked population in these developing enclaves to participate in the digital economy through e-payment methods, enabling spending online and in apps. Emerging markets in the region are gaining accessibility due to the proliferation of low-cost android smartphones and digital financial inclusion. The mobile economy in Southeast Asia is growing at a tremendous rate. According to reports, it is currently the largest and fastest-growing mobile game market, and mobile continues to be the region’s primary gaming device, with one key driver of growth being the unspoken trend of ‘sharing of gaming apps’ in emerging economies. In Southeast Asia, gaming is gaining tremendous momentum from the rapid growth of mobile and internet users. Mobile Legends Bang Bang, Candy Crush, Pokemon Go – you’ve definitely heard of, played or spent money on these games. In view of privacy changes by Apple and Google, marketers can look to capitalize on players’ ad receptiveness within the gaming ecosystem, and also leverage on the ripple effect within sticky user communities.
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