App sharing on the other hand is conducted via Android Wi-Fi, without the need for consumption of mobile data. For example, the file size of the gaming app Mobile Legends Bang Bang is approximately 3 – 4 GB, just by downloading the app online would use at least 3GB of mobile data. But now people continue to do so due to the fast speeds at which they can share the heaviest gaming apps for instance. The rise of ‘app-sharing’ was initially driven by limited internet availability, a digital accessibility barrier that plagues emerging markets. Mobile data usage is expected to more than triple in most regions over the next six years, driven by increasing smartphone adoption and video usage. One key driver of the burgeoning spread of gaming apps was the pandemic, especially as people had increased free time due to movement restrictions. Though right now the focus has shifted to monetizing existing users. The user acquisition budget was seen increasing in developing markets especially because of this, and the rise in gaming. 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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