Esports fandom in Southeast Asia, deep-rooted and highly engaged, says study
In the rapidly growing world of esports, Southeast Asia has emerged as a leading force in terms of engagement and audience reach. A 2024 Deloitte survey of 14,250 respondents across 20 global markets noted that the region has one of the largest global esports audiences. Despite the challenges of monetising this fanbase, enthusiasm remains high, especially in countries like Vietnam and Malaysia.
Speaking exclusively with SiGMA News, Filipino journalist and esports caster Paolo Barcelon said the region’s passion for esports is deeply embedded in local culture and community dynamics.
“Esports fandoms in Southeast Asia are some of the most engaged, if not the most engaged region in the world,” Barcelon explained. “Fandoms here are built through community networks, with bigger teams forming official fan clubs similar to basketball or football clubs. Players are treated like rockstars – with their own individual fandoms, and those lucky enough get lucrative deals such as in the case of Blacklist International from the Philippines and Rex Regum Qeon or RRQ in Indonesia.”
“Vietnam and Malaysia lead in terms of esports engagement because of their respective governments’ investments in the esports infrastructure such as internet connectivity, higher exposure of esports in the national sporting programs, as well as popular players themselves,” he said. “Malaysia and Vietnam have also hosted international esports competitions, such as the 2023 SEA Games (Vietnam) and the M1 and M6 World Championships for Mobile Legends: Bang Bang (Malaysia).”
The Deloitte report confirms this trend, noting that both countries show the highest regular viewership rates in the region. The report added that in these two countries, there is greater consumer willingness to spend on esports-related activities, including event attendance and digital subscriptions.
Mobile-first gaming culture drives growth
In a region where affordability and accessibility shape technology use, mobile gaming dominates. This mobile-first mindset, according to Barcelon, has played a pivotal role in accelerating esports development in Southeast Asia.
“(Southeast Asia) is a region where technology is not as readily available or cost-efficient compared to our Western and European neighbours,” he said. “As a result, mobile gaming has become the way to go in terms of esports in the region.”
“Take the Philippines for example – only a select few cities have 5G internet access, and internet prices are high, coupled with higher tech gadgets that are only available in highly urbanised areas like Manila, Cebu and Davao. As such, gamers gravitate to cheaper devices that can support games or esports titles with lower-tech requirements such as MLBB and PUBG Mobile, as opposed to buying higher-spec computers for titles like VALORANT, League of Legends or Dota 2.”
Mobile Legends: Bang Bang (MLBB) has become a mainstay of the Filipino esports ecosystem. “Because of this mobile first mindset, MLBB became one of the most popular esports titles in the Philippines, so much so that competitions for the esport title have already become key fixtures in schools and even in partisan political activities,” he added.
Barcelon also highlighted the role of pricing and marketing in mobile gaming success. “Another factor is the marketing strategy for premium content to be sold at reasonable enough prices. Esports items and gaming trinkets, which can be considered commercially viable, not only help brand visibility but also give awareness to other markets or even potential business partners for the game developer.”
Cultural adaptation and local identity
The integration of local culture into esports is another critical factor behind strong fan engagement. For Barcelon, the way esports titles are localised can make or break their appeal in each market.
“It really depends on how authorities and esports publishers regionalise the esports titles or cater to their local audiences,” he explained. “Aside from themed in-game items such as MLBB’s Paquito character paying homage to Manny Pacquiao, localised broadcasts for tournaments have helped bring the esport closer to more audiences.”
He cited MOONTON Games’ approach as an example. “One of the best examples here is MOONTON Games’ series of MLBB Professional Leagues or MPLs – which have country-specific leagues (MPL PH, MPL MY, MPL SG, MPL Indonesia, MPL Cambodia, etc).”
These regional adaptations not only resonate culturally but also make the ecosystem more accessible to new fans, bridging language and content gaps that can hinder viewer engagement.
Challenges in sustaining viewership: A case in Singapore
While some Southeast Asian countries lead in viewership, others face hurdles. The Deloitte report pointed to Singapore as a country struggling with regular esports engagement despite an overall increase in awareness.
According to the study, the proportion of Singaporeans who regularly watch esports dipped slightly from 36 percent in 2022 to 35 percent in 2024. Although 73 percent of viewers fall within the Gen Z or Millennial age groups, retaining their attention remains a challenge.
Barcelon believes that closer localisation and community outreach can help. “Governments and esports publishers should find ways to bring the esport titles closer to their audiences and suit local palates and tastes,” he said. “Esports is a sport that can help bridge so many gaps such as gender and economic class – storytelling and enough localisation of esports tournaments can help in three ways: increasing awareness, building stakeholder trust, and forming a sustainable ecosystem for esports in the country.”
A growing industry with evolving needs
Esports in Southeast Asia is rapidly evolving from a niche subculture into mainstream entertainment, however, this growth also brings growing pains. As Barcelon told SiGMA News, the key to long-term success of esports in the region lies in community building, localisation, and inclusive access. As traditional and digital sports compete for attention in a region teeming with young, tech-savvy audiences, Southeast Asia’s esports industry remains one of the most vibrant — and complex — markets in the world.
