Riot Games wants to conquer Thailand as a new market

Riot Games, a US-based video game developer, publisher, and e-sports tournament organizer, is aggressively expanding its presence in Thailand’s gaming market. The country is Riot Games’ third-largest market in the Asia-Pacific region based on users and the second-largest for e-sports viewership.

Riot Games sees great potential in the Thai gaming market in terms of users and the time spent on games. The company established a local office in Thailand earlier this year as part of its growth strategy in Southeast Asia.

Riot wants to concentrate more on Thailand markets

Riot Games began self-publishing League of Legends and Teamfight Tactics across Southeast Asia in January 2023 after ending its partnership with the leading online games developer and publisher Garena. Riot Games’ goal within the next three years is to have full end-to-end business capability, including the potential for game development. The company aims to double or triple its business locally within 1-2 years.

The gaming sector in Thailand has around 34 million gamers, led by mobile devices and followed by PCs. Riot Games’ priority is the gamer experience, attracting them to engage in games for further monetization. The company plans to have local game development in Thailand over the long term.

Culture in games is adapted for the target group

Valorant, a 5v5 character-based tactical FPS game, has gained significant popularity among Thai gamers, securing one of the top 3 spots for player engagement in the Asia-Pacific region. Riot Games introduced a Thailand-inspired map entitled “Drift: Loy Thara” in its Valorant game, seamlessly integrating a Thai cultural floating market setting, a festival, food, and architecture to appeal to Thai gamers. This map marks a significant milestone and is part of the company’s hyper-localization strategy, which helps promote Thailand’s soft power policy. Riot Games selected Thailand as the first country in Southeast Asia to have Thai elements included within the map in the game.

Riot Games also plans to work more with local music artists as well as lifestyle brands to support its businesses. The company’s major source of revenue is games, complemented by esports, while its entertainment business also has huge potential in Thailand.

In conclusion, Riot Games is making an aggressive move to capitalize on Thailand’s gaming market, which is the company’s third-largest in the Asia-Pacific region based on users and the second-largest for esports viewership. The company has established a local office in Thailand and is focusing on game publishing capability to bring games to the market. Riot Games’ goal within the next three years is to have full end-to-end business capability, including the potential for game development. The company aims to double or triple its business locally within 12-24 months. Riot Games’ priority is the gamer experience, and it plans to have local game development in Thailand over the long term.