In Southeast Asia (SEA), where gaming is more than just a pastime, social media has emerged as a primary source of discovery for new titles. A recent report by Niko Partners, titled “Optimal Channels for Promoting New Games: Preferred Social Media & Messaging Platforms,” reveals that 62% of SEA gamers rely on social media for updates on new game releases.

As marketers shift from traditional ads to digital-first, community-driven strategies, understanding the nuances of platform preferences, user behavior, and content types is essential to increase visibility, brand loyalty, and engagement among Asia's diverse gamer demographics.

1. Social Media: The New Frontline of Game Discovery

Social media isn't just a distribution tool — it’s a trusted ecosystem where gamers interact, form opinions, and build community.

Statistic

62% of SEA gamers use social media to discover new games, more than any other channel.

This trend is driven by multiple factors:

• Real-time updates from developers

• Influencer-led reviews and gameplay

• Community engagement via comments and livestreams

• Platform-native tools like TikTok trends, Instagram Reels, and YouTube Shorts

Takeaway for Marketers:

Focus on interactive, mobile-friendly content and tap into trending formats to increase shareability and trust.

2. The Power of Community Building

Niko Partners highlights community engagement as a core driver of success. A strong gaming community can:

• Accelerate word-of-mouth marketing

• Create sustained engagement through fan art, memes, and UGC

• Support live service models with direct feedback loops

• Turn casual gamers into brand advocates

Community-driven marketing isn’t a side project — it’s the main game loop for modern mobile, PC, and console titles.

3. Platform Preferences by Region and Gamer Type

By Game Platform:

• Mobile Gamers: Prefer short-form, visually engaging platforms such as TikTok, Instagram, and Facebook Lite.

• PC Gamers: Gravitate toward platforms like Discord, Reddit, and YouTube for more technical deep dives and livestreams.

• Console Gamers: Split usage between YouTube, Twitch, and Twitter/X, especially for previews and patch updates.

By Country:

Niko’s report breaks down platform dominance by region, showing significant variance:

• Indonesia & Philippines: Heavy TikTok and Facebook usage

• Thailand: YouTube and LINE are key

• Vietnam: Zalo and Facebook dominate messaging

• Singapore & Malaysia: Balanced use across Instagram, Twitter, and Discord

Local context matters. An effective SEA-wide campaign should blend pan-regional themes with localized creative and platform strategy.

4. Messaging Platforms: A Silent Engine of Engagement

Beyond social media, messaging apps like WhatsApp, LINE, Telegram, and Zalo serve as private spaces for community sharing.

Gamers are:

• Sharing game links and reviews

• Joining invite-only beta communities

• Following influencer chats or brand accounts

Messaging platforms offer high-trust, low-noise environments ideal for nurturing loyal fanbases.

5. Exhibits from the Report

The Niko Partners report features detailed data visualizations that can guide targeting and creative strategy:

• Primary Sources for New Game Info by Game Platform
  Shows where mobile, console, and PC gamers prefer to learn about games.

• Primary Sources by Gamer Type
  Dissects differences in preferences among casual vs. hardcore gamers.

• Influential Platforms by Country
  Visuals to help regional marketing teams prioritize channels.

6. Strategic Implications for Game Marketers

Invest in Micro-Communities

• Create niche Discord channels

• Engage in Reddit AMAs

• Leverage Facebook Groups and LINE Communities

Blend Influencer and UGC Content

• Partner with local creators

• Incentivize gameplay reviews and walkthroughs

• Use reaction videos and meme formats to boost organic reach

Use Messaging for Conversion

• Deploy chatbots for early access

• Share referral codes in Telegram groups

• Offer exclusive downloads via WhatsApp

Think Hyper-Local, Act Regional

• Translate content and match cultural tone

• Time announcements to local festivals and game events

• Customize by device usage trends in each market

Platform Fluency = Marketing Mastery

As mobile penetration deepens and new gamers enter the market daily, knowing where and how to engage them is just as important as the game itself. Niko Partners’ report reinforces that social media and messaging apps are not just promotional tools — they are core to the gamer experience in Asia.

Whether you're launching a hyper-casual mobile game or an open-world RPG, your success will hinge on building community, choosing the right platforms, and delivering emotionally resonant content across SEA’s dynamic digital landscape.