If you’ve been keeping an eye on the iGaming world lately, you’ve probably noticed something interesting: Western companies are setting their eyes on Asia like it’s the place to be. And guess what? It is. 

According to Market Research Future, the Asia-Pacific iGaming market is on fire. Back in 2022, it was valued at around $19 billion, and by 2028, it’s expected to hit a whopping $37.5 billion. That’s an annual growth rate of over 11%! (We love numbers like that.)

What Makes Asia So Irresistible?

▪️Market Growth: Bigger, Better, Faster

Asia’s iGaming market is growing so fast, it’s hard to keep up. The numbers don’t lie. And it’s not just big markets like India or Japan driving this growth. Countries like the Philippines, Sri Lanka, and South Korea are becoming major players in their own right.

Here’s what’s wild: internet penetration and mobile adoption are making this growth possible. With more people coming online every day, the potential user base is massive. We’ve seen this growth firsthand in different Asian countries, and operators are rushing to capture this expanding audience. 

▪️Mobile-First Culture: The Future is in their Pocket

Speaking of mobile, Asia is all-in on smartphones. As of 2023, there are over 1.5 billion smartphone users in the region. That’s more than the populations of Europe and North America combined. And here’s the kicker, the European Business Magazine said that by 2024, 75% of online iGaming revenue in Asia is expected to come from mobile channels.

This mobile-first culture isn’t just a trend; it’s a way of life in the region. People play games on their commute, during lunch breaks, and even while waiting in line for street food. Players want games that load fast, run smoothly, and look great on their phones. 

That’s why we’ve prioritized mobile optimization across our entire portfolio. Whether it’s Dragon Tiger, Andar Bahar, or Sic Bo, every game we design is tailored for seamless mobile play. If your games aren’t seamless on mobile, you’re toast in this market.

The Role of Culture: Gaming as Entertainment

▪️Changing Attitudes Toward Gaming

Now, let’s talk about culture—because getting this right is essential to thriving here. Various data and studies support the statement that the younger generations in Asia (those 18-35-year-olds) are way more open to online gaming than their parents or grandparents were. Recent studies show that over 60% of Millennials and Gen Z in Asia see online gambling as a legit form of entertainment.

This shift has been transformative, and we've embraced it by riding the wave of change and adapting to evolving trends. By keeping our offerings fresh, culturally attuned, and in step with technological advancements, we ensure that we not only keep up with the times but also stay ahead of the curve. We do this because our casino operator partners trust and rely on us to support their success.

▪️Localization is Non-Negotiable

Asia is huge, and every country is different. What works in Thailand might flop in Malaysia. That’s why localization is key. Operators rely on casino game providers to deliver content that feels authentic to each market.

For example, in China, the number 8 is considered lucky, so some casino games providers have that in mind when creating their games. Meanwhile, players in Southeast Asia love themes inspired by mythology and folklore.

Some Western companies miss this. They come in with a one-size-fits-all approach and wonder why it doesn’t stick. It’s not rocket science, but it makes all the difference.

Regulation: The Double-Edged Sword

▪️The Good, the Bad, and the Complicated

Let’s be honest—navigating regulations in Asia can feel like trying to solve a Rubik’s Cube in the dark. Every country has its own rules, and figuring them out can be a real headache. But here’s the thing: it’s not impossible. In fact, it’s more than doable, and the growing presence of Western companies successfully setting up shop in Asia is proof of that.

Take SiGMA Asia 2025, for example. The event, happening in Manila, is being held in partnership with PAGCOR, the Philippines' regulatory body. This kind of collaboration shows that while regulations might be complex, the industry is moving in the right direction. Events like this are great opportunities to stay in the loop, connect with regulators, and learn how others are navigating these challenges.

Our advice? Stay informed. Attend industry events, keep an ear to the ground, and build relationships with local experts. Yes, the rules might seem daunting at first, but with the right approach and the right partners, they’re entirely workable. If Western operators can do it, so can you. The key is to stay flexible, keep learning, and never underestimate the value of collaboration.

Lessons Learned (the Hard Way)

We’ve been in this industry long enough to learn a few things the hard way. For one, never underestimate how important local partnerships are. Operators entering Asia need local allies—whether it’s for navigating regulations, understanding player preferences, or even just getting a feel for the market.

Another lesson? Don’t cut corners when it comes to truly knowing and understanding your market. This isn’t a region where a one-size-fits-all approach works. Take the time to dig deep—learn the cultural nuances, study player behavior, and pay attention to what resonates with different audiences. The effort you put into understanding your market will pay off in ways you can’t imagine.

The Road Ahead: Where Do We Go From Here?

Asia isn’t just a market—it’s the market. With its massive growth, mobile-first culture, and diverse player base, it’s no wonder Western operators are looking East. As a provider, our role is to support them with games that resonate, technology that works, and insights that help them succeed.

We at SA Gaming have been in the industry for over 15 years—Asia has always been our strongest turf. We’ve seen the landscape evolve, and we know firsthand why Asia is the golden goose for iGaming companies.

Final Thoughts

The Asian iGaming market is booming, and providers like us are at the heart of it all. Whether you’re an operator looking to break into the region or just curious about the trends, one thing’s clear: the future in Asia is bright.

Western companies are already making their move, and there’s no better time to start understanding this dynamic market. Events and conferences in the region are perfect opportunities to learn, connect, and stay ahead of the curve. And while regulations and cultural nuances might seem tricky at first, they’re challenges worth tackling—just look at the success stories all around you.

The opportunities are endless, and with the right mindset, Asia could be your next big win.