Asia is the beating heart of global esports. From the neon-lit gaming cafes of Seoul to the bustling mobile gaming hubs of Southeast Asia, competitive gaming has transcended being just a pastime and became a cultural and economic force. With millions of dedicated fans, tournaments filling stadiums and a rapidly growing betting ecosystem, esports in Asia is a phenomenon unlike anywhere else in the world.
Yet, despite its undeniable dimension, the betting landscape remains highly fragmented. Unlike traditional sports, where global leagues usually dominate, esports in Asia are shaped by regional nuances since the most popular games, betting preferences and regulatory frameworks vary greatly from country to country.
For operators looking to tap into the region’s markets, understanding these differences is not only an advantage but a necessity. What works in South Korea won’t necessarily succeed in India and a strategy tailored for China might completely miss the mark in Southeast Asia. A deep, localised approach is required to navigate the intricacies of this dynamic industry.
Game preferences
Understanding which games dominate in each country is crucial for offering the right betting markets. Esports is not a homogeneous industry and different regions have different preferences when it comes to their favourite titles.
In South Korea, StarCraft II and League of Legends remain the stronghold of esports, with the LCK (League of Legends Champions Korea) being one of the most prestigious leagues globally. However, games like Valorant are also gaining traction among the Korean audience. Meanwhile, India and Southeast Asia are mainly dominated by mobile esports. PUBG Mobile (known as BGMI in India), Free Fire and Mobile Legends have built enormous competitive ecosystems, drawing millions of viewers and bettors alike.
Japan, on the other hand, has a unique esports culture where fighting games like Street Fighter and Tekken have a strong presence, alongside an emerging scene for titles like Apex Legends and Valorant.
At Betby, apart from our expertise and experience in providing esports solutions for countries like India through our esports feed, Betby Games, our in-house trading team allows us to quickly adapt and create under-explored markets catered to our partners’ localised preferences even for lower-tier events. Besides that, we offer three times more outright options than the market average and a unique range of player-specific markets for esports, ensuring operators differentiate themselves by delivering exclusive betting opportunities to users.
With millions of dedicated fans, tournaments filling stadiums and a rapidly growing betting ecosystem, esports in Asia is a phenomenon unlike anywhere else in the world
PC vs mobile dominance
Beyond game preferences, the way esports is consumed and bet upon also varies greatly across Asia. While some markets still favour traditional PC and console setups, others have fully embraced mobile gaming. China and South Korea remain PC-dominant markets, with games like League of Legends, Dota 2 and StarCraft historically being played in internet cafes and high-end gaming setups. This preference extends to betting, with most wagers placed through PC platforms.
By contrast, India and Southeast Asia (Vietnam, Thailand, Indonesia and the Philippines) have seen a mobile gaming revolution. Titles like Mobile Legends, PUBG Mobile and Free Fire dominate the esports landscape, with the majority of players and bettors using smartphones to engage with esports content.
For operators, this means it is crucial to have a seamless, low-latency, mobile-first approach in some markets, while ensuring a high-quality desktop experience where PC gaming remains dominant. Betby’s proprietary esports feed, Betby Games, is optimised for all platforms, providing a reliable and engaging experience regardless of device preference.
Diverse regulatory frameworks
Another challenge when navigating esports betting in Asia is the vastly different regulatory landscapes in the region. For example, while in Australia – part of the Asia-Pacific Region – esports betting is partially regulated and widely available because it is permitted by the Northern Territory Racing and Wagering Commission. India, on the other hand, presents a fragmented picture. Until 2023, online betting was legal in states like Goa and banned in others such as Maharashtra, meaning that operators had to navigate a complex web of state-level regulations. However, a new federal law ruled sports betting as prohibited in all 27 states and eight union territories, except for Sikkim, which has a local licencing system but leaves esports in a grey area.
Meanwhile, South Korea, one of the birthplaces of professional esports, only allows wagers in selected sports through a government-backed system, with esports remaining in the black market.
Aware of the challenges different regulatory frameworks pose, Betby has secured certification from Gaming Laboratories International (GLI), the most accepted licensing laboratory globally, ensuring we meet the highest compliance standards in the industry. This attests our capacity to easily navigate and adapt to different regulatory structures, paving the way for expansion in Asian markets.
