Thailand has emerged as one of the most gaming-obsessed nations in the world, ranking third globally, according to the Digital 2025 April Statshot report released by global creative agency We Are Social.
Key takeaways
- Thailand ranks third globally for gaming engagement, with 93.2% of internet users aged 16+ playing video games.
- Gaming and virtual worlds are emerging as critical platforms for brands to connect with Gen Z authentically.
- Social media is shifting from interactive spaces to content-first channels, prompting a strategic rethink for marketers.
Thailand ranks third globally for gaming obsession, with 93.2% of internet users aged 16 and older playing video games, significantly above the global average of 83.5%, according to We Are Social’s Digital 2025 April Statshot report. This includes gaming across all devices, with mobile platforms dominating due to high smartphone penetration.
The country’s gaming market, valued at over $1.1 billion in 2022, is the second largest in Southeast Asia, driven by a young, tech-savvy population and growing esports popularity. Popular games include Garena RoV, Free Fire, Roblox, and PUBG Mobile, with shooter and role-playing genres favored.
We Are Social identifies gaming and virtual worlds as the future of marketing, particularly when it comes to connecting with Gen Z.
To engage this digitally native generation, brands must understand and participate in the online subcultures and behaviors that shape their lives.
This insight reflects growing industry consensus. At the global SXSW Conference, data showed that branded content in games like Roblox sees average engagement times of 11 minutes, starkly contrasting with Gen Z’s average attention span of just 1.3 seconds on traditional social platforms.
Another key trend highlighted by We Are Social is the evolving nature of social media. Once spaces for connection and interaction, platforms have become content-driven environments where users primarily create and consume rather than engage socially.
These findings underpin We Are Social’s “3P Strategy”, People, Passion, Platform, a model designed to help brands build relevance by tapping into digital subcultures, shared values, and the platforms where their audiences are most active.
As gaming becomes an increasingly dominant part of Gen Z’s digital lives, Thailand stands out as a leading market in a space that’s rapidly reshaping how brands communicate, engage, and grow.
This is how digital behaviors evolve, and Gen Z continues to migrate toward immersive platforms. Thailand’s gaming boom offers a clear signal to brands: the future of marketing lies in meeting audiences where they truly engage.
With its high gaming penetration and strong Gen Z presence, Thailand serves as both a bellwether and a blueprint for marketers looking to stay relevant.
Embracing gaming, virtual worlds, and content-driven strategies is no longer optional, it’s essential for brands aiming to thrive in the next era of digital connection.
'/%3E%3C/svg%3E){kind=small}
