Chinese Game Publishers Increase SEA Marketing Spend by 200%
Major Chinese game publishers including Tencent, NetEase, miHoYo, and Lilith Games have collectively increased their marketing spend in Southeast Asia by approximately 200 percent year-over-year, according to a new report by market intelligence firm Sensor Tower. The dramatic escalation in investment reflects the growing strategic importance of the SEA region as Chinese publishers seek to diversify revenue streams beyond their increasingly regulated domestic market.
Total marketing expenditure by Chinese publishers in SEA reached an estimated $1.4 billion in 2024, up from $470 million in 2023. The spending has been concentrated across digital advertising on platforms like Facebook, YouTube, TikTok, and Google, as well as influencer partnerships and on-ground activations in key markets including Indonesia, Thailand, Malaysia, the Philippines, and Vietnam.
"Southeast Asia has become the number one international priority for Chinese game publishers," said Daniel Ahmad, senior analyst at Niko Partners. "The cultural proximity, young demographics, high mobile penetration, and growing spending power make it an ideal market. The 200 percent increase in marketing spend is not a short-term experiment. It reflects a fundamental strategic pivot."
Tencent led the spending surge, allocating significant budgets to promote Honor of Kings International and PUBG Mobile across the region. The company launched localized campaigns featuring regional celebrities and influencers, including partnerships with Thai actors and Malaysian music artists. NetEase followed closely, investing heavily in promoting Naraka: Bladepoint Mobile and its upcoming titles.
The influx of Chinese marketing dollars has had a noticeable impact on the regional advertising landscape. Digital advertising rates on gaming-related inventory across SEA platforms have increased by an average of 35 percent, according to media buying agency GroupM. Local publishers and smaller studios have expressed concern about being outspent in their own markets.
"It is a double-edged sword," said Arief Budiman, CEO of Indonesian mobile publisher MegaPlay Studios. "The increased Chinese investment raises the profile of gaming in the region and expands the audience. But it also makes it significantly more expensive for local studios to compete for attention. We need regional governments to support local developers so that homegrown games can thrive alongside international titles."
Industry observers note that the marketing push has been accompanied by deeper localization efforts. Chinese publishers are increasingly hiring local teams, translating games into regional languages, and incorporating culturally relevant content. miHoYo's Genshin Impact, for example, has run campaigns during Ramadan and Lunar New Year tailored specifically for the Malaysian and Singaporean markets.
Analysts expect Chinese publisher marketing spend in SEA to continue growing, potentially reaching $2 billion by the end of 2025.