Tag: Asia Pacific

Singapore – Quantcast has announced that Jordan Khoo has been appointed as its vice president for the Asia-Pacific region, further strengthening its leadership team in the fast-growing region.

Under his new remit, Jordan will be responsible for leading Quantcast’s strategy and commercial operations across APAC, from the company’s Singapore office.

Jordan brings extensive experience in digital media, advertising technology, sales leadership and regional market expansion to Quantcast. Most recently Jordan served as managing director APAC at DoubleVerify, where he spearheaded its expansion into the Asia-Pacific region, and previously as vice president at Sizmek, where he was instrumental in driving commercial success and deepening customer engagement across APAC.

Speaking on his new role, Jordan said, “Joining Quantcast is an opportunity to bring my expertise, skills and experience to a business that is thriving in the APAC market. My focus will be on continuing to harness the power of AI and data-driven strategies to unlock greater effectiveness in digital advertising, helping our clients and teams to navigate the complex, fast-changing media landscape. I look forward to using my experience, particularly my extensive knowledge of the digital market in the APAC region, to strengthen and grow our partnerships.”

His appointment takes effect immediately.

Meanwhile, Konrad Feldman, CEO at Quantcast, commented, “Jordan is a results-driven leader, with a proven track record for building high-performing teams and scaling ad tech businesses throughout the diverse markets of the Asia-Pacific region. We’re excited by our continued growth in APAC and I’m excited that Quantcast and our clients will benefit from Jordan’s expertise in market development, strategic partnerships and industry leadership.”

Singapore – Samsung has made key leadership appointments across its TV services business as fast ad-supported TV (FAST) viewing continues to rise. Brigitte Slattery has been named the first regional head of Samsung TV Plus in Asia-Pacific, overseeing regional content, operations, product, and marketing to drive local growth.

In her role, she will be reporting to Salek Brodsky, senior vice president and general manager at Samsung TV Plus. Prior to Samsung, Brigitte held roles at Network Ten, Foxtel, HBO and NBCUniversal.

Meanwhile, Samantha Cooke has been promoted to head of marketing & analytics at Samsung Ads Southeast Asia and Oceania. With extensive experience in previous publisher and agency roles, Sam will lead marketing and data efforts to drive results for partners while fuelling the brand’s regional growth. 

In addition, Virgile Edragas, has expanded his role to head of data & analytics for APAC and Alex Smith joins Samsung Ads after over a decade at Nielsen to lead its role as a founding member of the Video Futures Collective (VFC) and key industry bodies.

Alex Spurzem, managing director at Samsung Ads Southeast Asia and Oceania (SEAO), said, “The remarkable growth of ad-supported TV underscores the immense potential for advertisers to reach highly engaged audiences through streaming. These leadership appointments are testament to both the team’s achievements to date, and the huge opportunities still ahead for brands and advertisers.”

Meanwhile, Brigitte commented, “Audiences still love watching TV channels – the only difference is now they are streaming it. We’ve made the free TV experience easier and instant, so when you switch on a Samsung TV, you’ve got a great mix of both local and global premium content ready to go.”

Hong Kong – Global communications agency Burson has announced new client wins and the expansion of its Sports & Entertainment offering. This growth, together with the agency’s regional centers of excellence and suite of data and intelligence solutions, demonstrates Burson’s ability to leverage sports and entertainment to build brand reputation, foster lasting relationships and shape culture.

In Asia-Pacific, Burson has a proven track record, having worked with brands to amplify their partnership with some of the biggest sporting and cultural events including the Australian Open, Formula 1, FIFA World Cup™, Australian Football League, Premier League, Indian Premier League, T20, America’s Cup and the Rugby sevens, amongst others.

In Hong Kong, Burson is supporting Great Entertainment Group in amplifying the highly anticipated return of Cirque du Soleil’s KOOZA to the city after seven years, generating significant media attention in the region. 

In China, Burson has been delivering sports and entertainment communication services for over a decade, enabling brands to become protagonists of popular narratives, realising mindshare and forming closed loop of product effectiveness. In the course, Burson has successfully formed long-term partnerships with brands such as Li Ning. 

In India, Burson has partnered with sports organisations such as the National Basketball Association and broadcasters such as Star Sports and Sports18 in navigating the dynamic sports and entertainment landscape, delivering integrated campaigns that drive fan engagement and cultural relevance.

Burson was also recently selected as a creative and earned media agency partner for New York City FC, charged with supporting the club’s brand campaign. In the UK, Husqvarna Group, a leader in innovative outdoor power products, has appointed Burson as its PR agency of record. Burson will focus on elevating brand awareness, driving product adoption, leveraging relationships with golf ambassadors and partners, and solidifying Husqvarna’s position as an innovative market leader in both residential and professional landscaping. 

To ensure the successful launch of its inaugural event in September 2025, TEDSports Indianapolis has partnered with Burson to lead efforts in strategic digital communications, content creation and media relations. This partnership reflects a shared vision for elevating the sports industry through thought leadership and compelling storytelling, ensuring that TEDSports Indianapolis becomes a premier platform for transformative ideas within the sports industry.

Corey duBrowa, global CEO at Burson, said, “The sports and entertainment sector is experiencing record growth, with brands, organisations and sponsors expanding into new markets worldwide. In a world searching for common ground, sports and entertainment offer unparalleled opportunities for clients to connect with audiences on a deeply emotional level, creating value for fans and building reputation and loyalty for the organisations. Burson’s experts are unlocking the economic and marketing power of sports and entertainment to align brands, organisations and cities with shared audience values.”

Meanwhile, Allison Cirullo, global practice lead for consumer and brand at Burson, who also helms the agency’s Sports & Entertainment offering, commented, “Sports and entertainment partnerships can unite people like nothing else, as shared passions transcend geographic, political or socioeconomic boundaries. What makes Burson’s offering so distinctive is our global reach – we have experts across every region – and the advanced data and intelligence expertise we bring to every engagement.”

She added, “From our 30-year relationship with adidas to our newer client engagements, we are helping brands win in ways that build reputation and cultural currency,” Cirullo added. “From the global rise of women’s sports, the fervent enthusiasm for Kabaddi in Asia-Pacific and the massive popularity of esports in the Middle East, the opportunities for brands to establish long-term commitments and create lasting legacies are immense.”

Australia – AKQA has announced the appointment of Sarah McGregor as executive creative director for AKQA Australia, reinforcing the agency’s creative leadership in the region. In addition, David Clarke has been promoted to executive experience design director for APAC, elevating AKQA’s regional design capabilities across Asia-Pacific, effective immediately.

With over two decades of experience in Melbourne and London, Sarah has held senior creative roles at agencies including Dentsu Creative, Leo Burnett, cummins&partners, Karmarama, Y&R, and Grey London. Throughout her career, she has led award-winning campaigns for iconic brands such as Honda, Bonds, Nintendo, 7-Eleven, Virgin, Kmart, L’Oréal, The Iconic, Tourism Western Australia, Transplant Australia, and Marriage Equality.

Based in Melbourne, Sarah will work closely with AKQA Australia’s senior leadership team, including executive creative director Tara McKenty, chief strategy officer Iona Macgregor, executive strategy director Nicole Armstrong, general manager Sydney Justine Leong and managing director Jeremy Smart, to continue driving creative innovation and growth in the region.

Commenting on her new role, Sarah says, “AKQA has long been known for work that solves hard problems in inventive ways, courageously fusing creativity, technology, and humanity to create powerful work. I’m excited to join such a forward-thinking team and collaborate with our clients to create experiences that are not only innovative but truly meaningful.”

Meanwhile, David will lead AKQA’s experience design offering across Australia, New Zealand, and Japan, and will report to AKQA APAC CEO Brian Vella. Over the course of his career, David has worked at AKQA in London, New York and Australia. This latest move is set to strengthen the agency’s regional design leadership, ensures continuity, and positions AKQA to drive greater impact across the board.

“I owe much to my time at AKQA over the span of 20 years. London taught me the craft, New York shaped me as a leader, and now this role offers an incredible opportunity to amplify a region rich with creative potential. I’m energised by what’s ahead and honoured to be a part of such an ambitious network of talented people,” David says.

Jeremy Smart, managing director at AKQA Australia, stated, “Sarah brings a wonderful combination of creative excellence, leadership, and a deep understanding of purposeful storytelling. Her passion for innovation and inclusion reflects AKQA’s values and vision for the future. We’re thrilled to welcome her to the team and look forward to the energy and ideas she’ll bring to our clients and culture.”

He added, “It’s also great to see a strong leader like David, who has headed up our experience design team here in Australia, moving into a broader remit role, giving him the opportunity to bring his innovative and exceptional thinking to our wider APAC teams and clients.”

Thailand – In a landscape where brand moments are typically orchestrated, Pepsi captured one that was completely authentic, unexpected, and impossible to ignore—right on the courts of Indian Wells. 

When Japanese tennis player Yosuke Watanuki sparked a viral sensation with his surprise mid-match Pepsi moment—fueling an incredible upset against World No. 17 Frances Tiafoe—Pepsi responded in style. To honour his fearless performance and even bolder taste, the brand unveiled the Yosuke Limited Edition Box, a custom tribute to his standout moment.

The quick-witted surprise from Pepsi is born out of a recent match with Frances Tiafoe at the Indian Wells Open, Watanuki made an unexpected request mid-match: a can of Pepsi. What followed was nothing short of remarkable. After taking a sip, Watanuki amped up his topspin forehand, unleashed 47 winners and 16 aces, and saved four out of six break points — clinching the biggest victory of his career.

What’s in the surprise box?

What came next was a sharp, timely response to an authentic moment — unplanned, unfiltered, and undeniably Pepsi. The brand surprised Yosuke during a training session just outside Tokyo with a special delivery, capturing his candid reactions in a genuine unboxing video that echoed the spontaneity of his on-court Pepsi moment.

Inside the Yosuke Limited Edition Box were exclusive bottles of Japan-only Nama Cola, redesigned with a tennis ball-inspired twist on the classic Pepsi logo. Also included was a limited-edition Pepsi tee — a personal nod to the viral moment that captivated fans, sparked a wave of online buzz, and marked a career-defining win worth celebrating.

How VaynerMedia APAC and Pepsi acted quickly

In a quick conversation with Krystle Morais, creative director at VaynerMedia APAC, she stated that the quick-witted response from Pepsi wasn’t just only about responding quickly to an event but also a nod to Yosuke’s fans, who were already clamouring for a potential response from Pepsi.

“Pepsi is the kind of brand that’s always looking to stay in tune with culture – and so are we at VaynerMedia APAC. So when news of Yosuke-san’s mid-match Pepsi moment started generating waves on social, we knew we had to do something special. We quickly mobilised our Tokyo team and partnered with the local Pepsi team to create a limited edition Pepsi design to commemorate his amazing victory,” Krystle told MARKETECH APAC.

Krystle also noted that Pepsi wasn’t necessarily trying to ‘trendjack’ said event, but rather wanting to respond more like a fan than a brand.

“Yosuke’s comeback — powered by 47 winners and a clear energy boost after sipping Pepsi — perfectly embodied the “Thirsty For More” mindset: overcoming challenges, doing it your own way, and making it count,” she said.

Krystle added, “To us, it was a feat worth celebrating, it felt true to what Pepsi stands for, and we simply wanted to do something meaningful for Yosuke-san by commemorating his victory together with his fans.  Every piece of content we created — from the teaser drop to the tennis challenge video — was designed natively for social. Platform-first storytelling, fun pacing, and Yosuke-san’s genuine nature helped us engage with his community more authentically.”

Opportunity for authentic engagement

Meanwhile, Masud Anwar, senior marketing manager, Pepsi for Asia Business Unit, commented that the activation is a representation of what they truly stand for as a brand.

“Yosuke’s incredible win and his unprompted Pepsi moment showed us exactly what we stand for. We didn’t ask for the shoutout, but we had to show up. Because when someone chooses Pepsi in the middle of a match? That’s the kind of energy we love.” 

For Krystle, Some moments simply can’t be fabricated—like Yosuke-san’s comeback after drinking a Pepsi–and that’s makes a stint like theirs truly authentic.

“While most product placements are planned, we recognized that we don’t always need to create stories. Sometimes, you just have to amplify a real moment that fans already connect with. All we had to do was listen, move fast, and build something meaningful around it,” she said.

She then concluded, “We also ensured to celebrate the individual, not just the brand. We wanted to honor Yosuke-san and the iconic moment he created, so we focused on more human-first storytelling that’s made for social, and that’s what made it resonate.”

This collaboration is Pepsi’s tribute to real, unfiltered moments of greatness — not just in sport, but in taste. It’s a celebration of what happens when bold choices meet even bolder flavour, and how one unexpected, unscripted sip can turn into something unforgettable.

Bernard Cheng, CMO at PepsiCo Asia Beverage, stated, “Moments like this remind us that not all brand storytelling has to be manufactured. When something real happens — something people truly connect with, it becomes more powerful than anything we could have scripted. That’s the kind of moment that puts Pepsi right where it belongs — in the heart of culture.” 

Singapore – Christopher Daguimol, most recently the group director and head of corporate communications at ZALORA, has announced his departure from the company after a venture that lasted ten years and seven months.

In a LinkedIn post, Christopher reflected on cultivating the communications department of ZALORA from the ground-up and establishing foundational protocols that continue to shape the group’s strategy.

“ZALORA is deeply significant to me. I’ve dedicated my entire 30s to its growth into a Southeast Asian e-commerce leader. More importantly, I’ve worked with incredibly talented individuals who have shaped the region’s start-up ecosystem. This journey offered unparalleled opportunities for building, learning, and mentoring future communications professionals,” he said.

His tenure at ZALORA was divided into two parts: first serving as the head of brand communications from 2014 to 2019, and then as the head of corporate communications from 2020 up until this year.

During his first stint at ZALORA, he focused on building ZALORA’s brand identity across Southeast Asia. Some of those achievements included implementing measurable KPIs for PR and social teams, as well as launching the ZALORA Influencer Programme in 2019. 

He also conceptualised and executed initiatives celebrating regional fashion and design, such as the ZALORA Style Awards (2015-2018) and Make Me A ZALORA Model (2016-2019).Moreover, he spearheaded media campaigns for ZALORA’s pioneering pop-up stores (2014-2018), bridging their online and offline presence, and consolidated the group’s social media strategy (2018-2019), including the group’s official TikTok launch. 

He also helped run the inaugural ZALORA Fashion Festival in 2019, integrating online and offline for brand partners, generated significant engagement and results, as well as lead ZALORA’s participation in fashion weeks, including Singapore’s first live shoppable runway in 2017.

Meanwhile, his corporate leadership role–which followed their Frankfurt listing–focused on corporate messaging and reputation management. He led the creation of the ZALORA TRENDER Report (2020-2024), a key resource for Southeast Asian fashion retail insights, and the ZALORA Podcast (2021-2022). He also led the company’s employee volunteering program and the 2020 re-launch of ZALORA Values. 

It is worth noting that from 2016-2018, he concurrently served as head of communications for Global Fashion Group under Romain Voog.

“To my remarkable past and present teams across the region: it has been an honor. I leave ZALORA in your capable hands, confident in your continued success. I eagerly anticipate witnessing ZALORA’s future achievements,” he concluded.

His departure follows the recent exit of Aashish Midha from his role as CEO at ZALORA Philippines & Indonesia, as well as Achint Setia from his role as chief revenue and marketing officer at ZALORA.

Singapore – Viddsee has unveiled a new strategic framework that integrates its creative, strategic, and technological capabilities into a unified storytelling ecosystem. This evolution goes far beyond a visual refresh – it reflects a deliberate shift in how the company develops, delivers, and scales stories across Asia. 

By aligning its original content development with full-funnel marketing and platform innovation, Viddsee is positioned to create culturally resonant narratives that not only connect with audiences, but also drive performance-across branded campaigns and original IP alike. 

One of those capabilities is Viddsee Marketing, the company’s integrated marketing and advertising arm, offering full-funnel solutions that help brands connect with audiences through strategy, content, media, and performance. This includes everything from campaign planning and branded entertainment to influencer strategy, social content, and media activation – designed to drive results across Asia’s diverse digital landscape. 

Moreover, as part of this vertical, Nuggets by Viddsee is a social-first content offering that creates short-form, trend-responsive branded stories. Leveraging Viddsee’s storytelling expertise and IP sensibility, Nuggets delivers high-impact content built for today’s fast-moving, mobile-first environment. 

To accelerate this vertical, Viddsee welcomes David Koh as head of strategy, media & content and Lawrence Hu as associate creative director. David is a strategic leader with over 20 years of experience working with Samsung, Disney, Canon, and key government and education clients. Meanwhile, Lawrence has a creative with a portfolio spanning Standard Charted Bank, American Express, IKEA, Singapore Airlines, and TURTLETREE.

Other verticals include:

  • Viddsee Originals is the creative heart of the company – where ideas are imagined, developed, and scaled into stories that shape culture. More than just an IP development hub, this pillar defines how Viddsee approaches storytelling across mediums, formats, and audiences. 
  • Viddsee Reels is a key expression of this approach, built around the emerging genre of micro-entertainment. It brings together mobile-first audiences and Southeast Asian storytelling to test, scale, and deepen the emotional impact of micro-dramas all showcased through Viddsee’s platform, purposefully designed for the new era of storytelling. 

Moreover, the brand and website refresh comes as Viddsee continues its expansion across Southeast Asia. By aligning its offerings under a clear strategic framework, the company is doubling down on its role as a long-term creative and marketing partner – delivering culturally rich, performance-led storytelling at scale. 

Kenny Png, chief content officer at Viddsee, said, “This integration changes how we approach story development. It’s no longer just about making content – it’s about designing stories with emotional clarity and strategic intent, from the very first idea.”

Meanwhile, Christopher Cumming, managing director for Southeast Asia at Viddsee, commented, “With marketing veterans like Jay Murali leading operations in Malaysia, Venus Romsaitong growing our footprint in Thailand, and Lawrence and David now building our regionalmarketing muscle – we’re scaling with intent, and shaping culture through every story we tell. It’s not just about expansion. It’s about embedding strategic creativity into everything we do.” 

Singapore – Edelman has added Asia Pacific-based specialists to its global Workplace Advisory team, in response to growing demand for expertise in building and maintaining employer trust in Asia Pacific. The expansion of its workplace communications advisory and solutions offering comes shortly after the 2025 Edelman Trust Barometer report found that there is an unprecedented global decline in employer trust. 

The Workplace Advisory specialists operate across geographies to service clients’ requirements across 10 markets in Asia Pacific (Australia, India, Indonesia, Greater China, Japan, Korea, Malaysia, Singapore, Thailand, Vietnam), embedded within Edelman’s integrated teams to provide full-service communications solutions to clients. 

Jiejun Yan is the Asia Pacific Workplace Advisory lead. She brings two decades of experience as an external and in-house consultant working with C-suite leaders and global organisations in employer brand, transformation, culture and change communications, employee experience and surveys, training and leadership alignment & development. She is completing the executive Masters in Change at INSEAD and is a certified Human Resource professional, change practitioner and executive coach. She is based out of Singapore.

Meanwhile, Meghan Barstow is the president of Edelman Japan and the Asia Pacific Workplace Advisory strategic advisor. She brings decades of experience as a communications strategist with her work spanning across corporate reputation, brand, consumer and employee experience. Meghan has worked with C-suite leaders and global, complex and decentralized organisations to build integrated communication strategies, leveraging new technologies and creative approaches to break through the clutter. She is based out of Tokyo.

Daniel Billimack has come onboard as regional director, Workplace Advisory. He has extensive experience in business transformation, change management, people strategy, employee engagement and culture change. Besides native English, he is fluent in Japanese and has a proven track record working with multinational corporations operating in Japan and beyond. In addition to completing an MBA with a focus on global people strategy, Daniel holds PMP and SHRM-SCP certifications. He is based out of Tokyo.

Cristina Hargrave is regional senior supervisor, Workplace Advisory. She is a certified change practitioner and seasoned employee communications expert who is well-versed in working with CEOs and Communication leaders to effectively communicate with and motivate diverse employees across markets. She is based out of Seoul.

Heng Min Wong brings rich experience in workplace and workforce transformations to his role as regional director, Workplace Advisory. He has a track record of strategic leadership alignment, culture change, operating model redesign and curating workplace relocation strategies across diverse industries in the Asia Pacific region. Heng Min holds a Master’s in Applied Finance, is a PROSCI-certified Change Management Practitioner, and a LUMA-certified Design Thinking Facilitator. He is based out of Singapore.

Rakesh Thukral, Edelman’s CEO for Asia Pacific, said, “The recent Edelman Trust Barometer research shows signs that employer trust is at risk in these challenging times of change. This is further accentuated by the current uncertainties that the companies are facing. Productivity, employee welfare and upskilling have a new sense of urgency.”

He added, “Employee trust is now crucial more than ever as companies navigate through these needs and their employer brand needs to be integrated seamlessly into business conduct and communications strategies. With these specialist hires, we are matching the urgent and evolving needs of our clients in engaging employees as a key stakeholder group.”

Edelman’s Workplace Advisory offering helps organisations with the process of strategic employer trust-building, with specialist expertise covering the areas of employer brand, internal communications, change management and culture & transformation, among others.

Singapore – The majority of APAC marketers are failing to identify and reach key audiences effectively, according to new research released by B2B marketing solutions Pipeline360.

According to the data, two-thirds (68%) of marketers in the region lack an effective process for identifying buying groups or committees, while only 36% were confident in their company’s ability to reach its target audience. This compares with almost half in the US (46%) and UK and Europe (47%).

Moreover, respondents in APAC were currently the most likely to rely on internal sources of intelligence such as CRM data (62% vs. 49% in US and 53% in UK/Europe) and sales team insights (44% vs. 33% in US and 37% in UK/Europe) to identify individual buyers.

The data also noted that almost two-thirds (60%) believed that implementing robust methods to deepen their understanding of customers, such as surveys and focus groups, would strengthen efforts to reach target audiences. Over half said that improving audience segmentation strategies (52%) would be key. 

Teams in APAC (57%), the UK and Europe (56%) were also more likely than peers in the US (47%), to cite content personalisation as a tactic with promise to improve lead nurturing, further demonstrating challenges in tailoring content across diverse regions.

Lastly, the data highlighted AI’s increasing role in delivering these personalised experiences to engage buying groups. Around one-third of APAC marketers said machine learning would be valuable in deepening their understanding of customer data and driving personalised engagements (31%), while AI would help them to optimise content personalisation and audience segmentation (39%). 

Matt Hummel, vice president of marketing at Pipeline360, remarked, “Investing in areas like audience engagement and technology integration will be crucial for businesses looking to gain control over diverse audiences and adapt to rapidly shifting economic conditions and buyer contexts.”

He added, “There are clear opportunities for marketers to use AI to identify their highest-value audience segments, enabling them to develop more tailored engagement plans. At the same time, data- and AI-driven personalisation can be used to scale relevance and enhance reach across these groups.”

Meanwhile, Joseph McCarthy, senior account director at Pipeline360, commented, “APAC is known for its massive buyer diversity, meaning its marketers face a unique set of challenges. Differing cultural norms, varying levels of technology adoption and a vast array of languages create a complex market requiring a nuanced approach.”

Singapore – A new report from Adjust has revealed that Asia-Pacific played a key role in driving global gaming growth. It noted that mobile game installs in the region rose 4% YoY in 2024, despite a 3% dip in sessions, signaling opportunities for marketers to refine retention strategies and maximise long-term player engagement.

The report showed that in 2024, hyper casual games led global installs (27%) but accounted for only 11% of sessions, highlighting high churn. In contrast, action games, with just 10% of installs, drove 21% of sessions and the longest average playtime (45.15 mins), indicating strong retention. Strategy apps saw the highest YoY install growth (+83%), while casino (+32%) and arcade (+23%) apps led in session growth, reflecting high engagement. 

In APAC, the Philippines and Indonesia led in gaming app install and session growth. The Philippines saw a 4% increase in installs and 9% in sessions, while Indonesia recorded 21% growth in installs and 6% in sessions. Meanwhile, other markets showed mixed results: India saw a 2% rise in installs but a 1% drop in sessions, while Vietnam experienced a slight 0.3% uptick in installs but a sharp 18% decline in sessions.

In terms of regional session lengths, APAC had a slight increase with users logging in 34.84 minutes per session in 2024 compared to 34.32 minutes in 2023, and longer than the global average of 30.75 minutes per session. Indonesia recorded the longest gaming sessions in 2024, at an average of 44.31 minutes, with the Philippines (43.4) and Singapore (39.14) following closely. Thailand and South Korea remained strong – both exceeding 35 minutes.

The report also noted that gaming app tracking transparency (ATT) opt-in rates increased slightly in Q1 of 2025 to 40% from 38% in the same quarter of 2024. Big contributors to this growth are attributed to India (from 43% to 44.2%), Indonesia (from 54.2% to 58.6%), Malaysia (from 46.9% to 51.9%), Philippines (from 41.6% to 47.4%), Singapore (from 26% to 29%) and Thailand (from 49.7% to 51.4%)

April Tayson, regional vice president for INSEAU at Adjust, said, “Despite market shifts, mobile gaming in APAC remains on a strong growth trajectory. As mobile-first adoption accelerates, it’s developers and marketers focusing on long-term player engagement — rather than short-term gains — who will be best positioned to thrive. Leveraging the power of AI-driven personalisation and hybrid monetisation, to name a few, will be key in building sustainable success in this dynamic industry.” 

She added, “With APAC’s sustained momentum, marketers need to stay agile in adapting to evolving player behaviors. Success will depend on embracing diverse monetisation models, optimising user acquisition across new channels, and continuously refining engagement strategies to keep players invested in the long run.”