XIN
Conquering the Asian gaming market
Mathias Larsson, Managing Director at XIN Gaming, looks at how local expertise can help operators to overcome the challenges of the Asian market.
A
sia is a continent of major challenges, but also major opportunities. Just over half a century ago, Sir Edmund Hillary and Sherpa Tenzing made history as they climbed to the top of Mount Everest.
According to Hillary the rationale for risking their lives in ascending the world’s highest mountain was as simple as ”because it’s there”. The Asian gaming market can on occasion seem as insurmoutable as Everest, but just as Hillary relied on Tenzing’s expertise, all obstacles can be overcome with local knowledge. The Asian gaming market is huge – but it’s there to be conquered. The rewards for those who reach the summit are immense. Just as Asia is home to the world’s highest peaks, it is also by far the most populous region of the world and, with growing economies across the continent, offers greater potential for commerce. Unquestionably, the mobile gaming boom is happening right now in the region. As was the case in Europe, uptake was slow in the beginning, but in Asia future growth will be much quicker as operators and
suppliers, such as ourselves, are better prepared, having learned lessons from the past. Asia is the world’s No.1 region for mobile usage and
already has around 50 per cent of global mobile phone subscriptions, despite only 32 per cent of Asian citizens owning a phone. This penetration will grow to 49 per cent by 2020, according to GSMA. With around 1.2bn players, Asia is also the world’s biggest market for mobile gaming of all types. The potential for gambling among that increasing number of mobile phone users is incredible if we consider that Asia, according to a PwC report, already accounts for almost 50 per cent of the world’s casino revenues. The key driver for growth is internet connection.
94 SEPTEMBER 2016
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