Xsolla Highlights Southeast Asia’s $5.6B Games Market Ahead of gamescom asia

A Joint Report By Niko Partners And Xsolla Reveals How Localized Payments And Out-Of-App Commerce Drive Growth Across Indonesia, Thailand, And Vietnam

Xsolla, a global video game commerce company helping studios and developers launch, grow, and monetize their games, today announced it will return to gamescom asia, taking place October 29 October to November 1 in Bangkok, Thailand, with expanded content, offerings, and activations. As the global video games industry faces rising development costs, increased competition for players, and pressure to build sustainable revenue streams, Southeast Asia offers a key opportunity for developers looking to expand their audiences and to grow their businesses.

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Graphic: Xsolla

Indonesia, Thailand, and Vietnam are at the center of this opportunity. Together, the three markets accounted for approximately $3.8 billion in video game revenue, representing 68.5% of Southeast Asia’s total video game spending across mobile and PC games. The markets are expected to represent an estimated 226.1 million gamers in 2026, offering international developers significant opportunities to reach new audiences.

Ahead of gamescom asia, Xsolla highlights key findings from the Niko Partners and Xsolla Whitepaper Report “ Waking the Southeast Asian Giants: Players, Payments, and Localization in Three of Asia’s Most Exciting Markets ”:

• A major growth opportunity : Southeast Asia is home to nearly 300 million gamers, with Indonesia, Thailand, and Vietnam accounting for 68.5% of regional video game spending.
• Local payments matter : GoPay and DANA are leading payment options in Indonesia, MoMo in Vietnam, and bank and QR payments, including PromptPay, in Thailand.
• Out-of-app commerce is gaining traction : 51.2% of surveyed gamers in Vietnam and 52.4% in Indonesia use third-party payment platforms. In Thailand, 44.8% purchase through official publisher web shops.
• Value and convenience drive purchases : Lower prices, faster checkout, rewards, and access to preferred payment methods motivate purchases outside app stores.

“As developers look for sustainable growth beyond their established markets, Southeast Asia offers a compelling opportunity. And success requires a deeper understanding of how players want to discover and pay for video games,” said Berkley Egenes, Chief Marketing & Growth Officer at Xsolla. “Research from the Xsolla and Niko Partners report shows that while players across Indonesia, Thailand, and Vietnam have a strong appetite for international video games, their local payment preferences, convenience, and value play a critical role in how they purchase. Our focus is on helping developers navigate these differences and build commerce experiences to make it easier for players to access the video games they love.”

As gamescom asia brings the global video game industry together with Southeast Asia’s growing video game ecosystem, these findings underscore the importance of local market knowledge and flexible commerce strategies. Xsolla supports developers with solutions spanning direct-to-consumer commerce, intelligent payments, and player engagement to help studios reach and monetize players worldwide.

Attendees at gamescom asia can visit Xsolla in the B2B Hall, Booth #E21, where Xsolla will host live demonstrations of its Payments and Web Shop throughout the event, along with the latest product releases. Xsolla’s global team of experts will be available to answer questions, share insights, and discuss how these tools can be tailored to meet the unique needs of each developer and publisher.

In addition to booth activities, Xsolla executives will lead key speaking sessions during the event. John Park, Regional Director of Business Development, SEA at Xsolla, will present an Expo Stage Talk titled “ Unlocking SEA’s $5.6B Gaming Opportunity: Web Shops & Localized Payments ” on Thursday, October 29, from 2:00 PM to 2:30 PM, exploring how localized web shops and direct-to-consumer strategies drive growth across the region.

On Friday, October 30, from 11:30 AM to 12:00 PM, Justin Berenbaum, SVP, Global Industry Relations & Funding at Xsolla, will host a Conference session on “ Navigating Game Investment & Commerce in 2026 and Beyond, ” sharing strategies for developers seeking sustainable funding and monetization models.

Xsolla will also host Xsolla Connect Bangkok 2026, an exclusive networking and educational program on Friday, October 30, in Room MR109CD at the Queen Sirikit National Convention Center. The event begins with a Lunch & Meet session from 10:30 AM to 2:30 PM, featuring structured networking and grab-and-go food and drinks. Afterward, from 3:00 PM to 5:00 PM, Xsolla will partner with Games for Change and Games for Change Hong Kong to present panel discussions focusing on social impact, player safety, inclusion, and intentional choices in game development.

For more information about Xsolla’s presence at gamescom asia, visit: https://xsolla.pro/gamescom-asia-2026 .

To learn more about Niko Partners and Xsolla’s whitepaper report “ Waking the Southeast Asian Giants: Players, Payments, and Localization in Three of Asia’s Most Exciting Markets, ” visit: https://nikopartners.com/bulletins-white-papers/waking-the-southeast-asian-giants/ .

About Xsolla

Xsolla is a global commerce company that builds and provides all the things developers need to launch, grow, and monetize video games. Headquartered in Los Angeles, California, the company supports studios of every size, from indie to AAA, with solutions across direct-to-consumer commerce, intelligent payments, entertainment-based IP, and player engagement products. Xsolla helps developers fund, distribute, market, and monetize their games at scale. Trusted by more than 70% of the top 100 highest-grossing games, Xsolla operates as the merchant of record across 200+ geographies with access to 1,000+ local payment methods worldwide. Grounded in a deep belief in the future of video games, Xsolla is resolute in bringing opportunities together and unlocking growth for creators everywhere.

For more information, visit xsolla.com .

© 2026 Xsolla. All rights reserved.

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Media Contact

Derrick Stembridge

Vice President of Global Public Relations, Xsolla

d.stembridge@xsolla.com

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