In Asia-Pacific countries, Filipino gamers are the least likely to spend over Php620 monthly on in-game purchases.
This finding comes from a recent research report by the advertising and marketing firm Omnicom Media Group Asia Pacific (OMG APAC) titled “Unlocking Gamers in Asia Pacific.” The report, which surveyed 12,204 individuals across 13 APAC markets—including 1,000 respondents from the Philippines—revealed that Pinoys have the lowest tendency to invest in skins, characters, and other in-game items. Gamers in Hong Kong and China, in comparison, spend at least two to three times more.
As to what in-game items gamers are willing to spend on, the research showed that 50 percent of the respondents bought skins, characters, and accessories in the last three months. Battle/season passes were the second-most popular purchase (38%), followed by gears and weapons (33%), extra lives and boosters (29%), and gaming currency (28%).
Given the low average monthly spend of Filipino gamers, the report underscored how this becomes a challenge for brands looking to engage, suggesting they may succeed only if there is high brand affinity and if the in-game offerings are perceived as high-value purchases by the gamers.
OMG Philippines CEO Mary Buenaventura noted how perceptions of gamers have changed from the stereotypical basement dwellers to highly mobile individuals who play during their daily commutes and work breaks. She stated that brands should “invest on game development or in-store gaming experiences that meet the high expectations of Filipino gamers.”
The report also listed a number of key Filipino consumer needs and behaviors that brands need to take into account. These include providing originality in games, mobile devices being the platform of choice by 95% of gamers, acknowledging that not all Filipinos who play games identify themselves as “gamers,” and ensuring a low-time commitment for mobile gaming to appeal to casual gamers.