Video Games in Thailand

July 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Video Games industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

If you're in the Video Games industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Video Games in Thailand report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Video Games in Thailand?
  • Which are the leading brands in Video Games in Thailand?
  • How are products distributed in Video Games in Thailand?
  • How is the rise of e-commerce impacting the retail landscape and traditional outlets?
  • What are the key safety regulations to observe in Thailand?
  • How has retail disruption following COVID-19 and national lockdown impacted sales?
  • Where is future growth expected to be most dynamic?
  • Is it more important to appeal to children or adults?

Video Games in Thailand - Category analysis

KEY DATA FINDINGS

Digital content continues to drive video games in Thailand
Chart 1 Key Trends 2024
Video games software dominates due to accessibility and gaming culture
Greater internet access in Thailand boosts online gaming engagement
Chart 2 Mobile Phone Users in Thailand
Synnex capitalises as cloud gaming adoption grows and boosts consumption
Chart 3 Synnex Supporting The Rise in Cloud Gaming
Video games software to continue driving category growth over forecast period
Digital gaming expansion driven by streaming, subscriptions and mobile accessibility
Chart 4 Analyst Insight
Government aims to support local games development
Fragmented landscape sees increasing competition among game developers
Adult gamers drive revenue, but foreign games dominate
E-commerce is the dominant distribution channel for video game sales
Thailand International Game Showcase promotes local developers on global stage

Toys and Games in Thailand - Industry Overview

Kidult trend and digital video content support positive performance
Chart 5 Key Trends 2024
Traditional toys and games drives gains in toys and games during the year
Pop Mart capitalises on kidult trend with store expansion
Chart 6 Pop Mart In Thailand
Blind collectibles drive repeat purchases and demand for limited editions
Chart 7 Art Toy Collectibles
Digital gaming diverts consumer spending away from traditional toys and games
Chart 8 Twitch Online Gamers
Video games to lead toys and games over forecast period with fastest growth
Cloud gaming and increasing preference for digital software to expand audience
Digital platforms to support dominance of e-commerce
Chart 9 Analyst Insight
Fragmented landscape sees Pop Mart challenge traditional brands with art toys
Pop Mart targets kidults through community and exclusive marketing
E-commerce dominates due to strength in video games, but physical stores are still favoured for traditional toys and games
Pop Mart disrupts established retail models with omnichannel strategy to drive local sales
Chart 10 Real GDP Growth and Inflation 2019-2029
Chart 11 PEST Analysis in Thailand 2024
Chart 12 Key Insights on Consumers in Thailand 2024
Chart 13 Consumer Landscape in Thailand 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources
Download table of contents
The following categories and subcategories are included:

Video Games

    • Hand-Held Consoles
    • Static Consoles
    • Gaming Headsets
      • Computer Games (Physical)
      • Console Games (Physical)
      • Computer Games (Digital)
      • Console Games (Digital)
      • Online Games and Subscriptions
      • Mobile Games
        • Console Games (Physical)
        • Console Games (Digital)
        • Computer Games (Physical)
        • Computer Games (Digital)
      • Online Games and Subscriptions
      • Mobile Games
        • Computer Games (Game Sales)
        • Console Games (Game Sales)
        • Online Games and Subscriptions (Game Sales)
        • Mobile Games (Game Sales)
        • Computer Games (In-Game Purchases)
        • Console Games (In-Game Purchases)
        • Online Games and Subscriptions (In-Game Purchases)
        • Mobile Games (In-Game Purchases)

Video Games

This is the aggregation of video games hardware and video games software. Electronic/computerised educational toys such as Speak & Spell and LeapFrog are excluded from video games and included under pre-school. Video gaming population refers to the population that played a game at least once in the last 6 months on any covered platform. This includes players who have not spent any money on game purchases or in-game content purchases.

See all of our definitions
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This report originates from Passport, our Video Games research and analysis database.

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