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Online Retail and Digital Gaming Spotlight: Asia

There are many things you can do when your mobile advertising campaign performance has hit a plateau. You can switch up the creative, you can change your bidding strategy, you can adjust your budgets, you can target different audiences — or you can take your marketing global.

Mobile engagement has become the digital marketer’s holy grail, and international markets like Asia Pacific deliver a fresh pool of cross-channel customers that is growing in leaps and bounds. According to VentureBeat, “Southeast Asia is one of the fastest growing smartphone regions in the world. Specifically India, where broadband internet is scarce and mobile penetration, high. The country expects to reach over 250mm mobile devices this year with more than half of its mobile users connecting to the web.”

APAC is an alluring prospect on many levels to online retail brands looking to expand customer acquisition efforts. There’s less competition for clicks, there’s less ad fatigue eating into revenue, and perhaps most enticingly, spending is on the upswing. As David Ketchum, CEO of CurrentAsia explains, “The rise of the middle class presents another great opportunity. There’s a rising disposable income that makes it really interesting to be here.”

India in particular presents a big opening for ecommerce to make its mark:

Percentage of retail that is ecommerce, by region

India

Latin America

China

US

When it comes to India, Snapdeal CEO Kunal Bahl explains to the International Business Times, “The market here could grow to $1 trillion over the next ten years, if e-commerce exists to the same level as in other emerging markets, of around 4 to 5 percent of retail.”

As it turns out, Asia’s not just a great prospect for online retailers. The lead analyst on Superdata’s recent Digital Games in Asia report, Stephanie Llamas, posits that “By the end of 2015, Asia’s digital games revenue will reach almost $20 billion, carving out 38 percent of the worldwide market.”

Mobile revenue growth: China vs. USA

A July 2014 TechCrunch article claims that as many as 60K new apps are added monthly to the App Store. As the Western mobile gaming industry continues to flood with new titles, China’s less-saturated market is a beacon for mobile developers looking to break free of the noise.

 

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