What you need to know about India’s video game market - New Niko Partners research
Niko Partners’ India Gamer Behavior & Market Insights Report is out now. India is one of the fastest-growing video games and esports markets that we track. Our gamer survey found that Indian gamers are becoming more diverse, more willing to spend, and still obsessed with esports. Read our writeup and download the key takeaways of the report here.
Niko Partners to speak at GamesBeat NEXT 2025
We’re pleased to share that Niko’s CEO Lisa Cosmas Hanson will be speaking at GamesBeat Next 2025 in San Francisco. Lisa will take part in a panel titled “Seeking Global Growth in the Age of (Too Much) Data” on November 13 at 11.30 AM. Join us at this premier event and enjoy 25% off your ticket with the code GBN25LHAN.
Nexon’s new game ARC Raiders sets Steam concurrent viewers record on launch day
Nexon’s new third-person shooter, ARC Raiders developed by its subsidiary Embark Studios, reached a peak of 264,673 concurrent users on Steam within its first day of release. ARC Raiders achieved an 86.42% positive rating on Steam and ranked 6th in daily concurrent users, behind Counter-Strike 2, Dota 2, PUBG, Battlefield 6, and Escape from Tarkov.
Why this matters: The strong debut follows its pre-launch popularity, where it ranked 3rd on Steam’s wish list and 1st on the global sales chart. The game’s popularity provides an example of how PC gamers are still open to new and refreshing take on the shooter genre which has been dominated by a few select titles or franchises over the past decade.
Link to original article (Korean) →
Nintendo will launch Nintendo eShop and Nintendo Switch Online in Singapore, Malaysia, and Thailand
Nintendo will launch Nintendo eShop and Nintendo Switch Online services in Singapore, Malaysia, and Thailand on November 18th. Gamers in these countries will soon be able to purchase and download games, access DLCs, and subscribe to Nintendo Switch Online, which offers online multiplayer features, classic game libraries, exclusive titles, and cloud save data.
Why this matters: Previously, when gamers in these countries wanted to purchase games, they needed to set their region to United States, Japan, or Europe to access the eShop. They also need to use limited payment methods with different currencies. Having eShop in their own countries helps gamers to access full Nintendo experience with local currency pricing, simplified payment methods, and cloud services. This also validates the importance of these countries for console gaming.
ByteDance exploring potential launch of game distribution platform
ByteDance is reportedly preparing to launch GameTop, a new international game distribution platform designed to serve overseas markets with a blend of digital storefront, creative tools, and community interaction features. According to internal descriptions, GameTop aims to offer personalized gaming experiences, supporting both game creation and social engagement, positioning it somewhere between a content distribution platform and a creator-driven ecosystem. While somewhat similar to Steam, ByteDance is attempting to differentiate itself in a Valve-dominated market.
Why this matters: The move reflects ByteDance’s renewed push into overseas game publishing, following an internal restructuring of its gaming division earlier this year. It’s worth noting that ByteDance has a UGC division internally and GameTop could be part of its plan to complement existing apps such as TikTok and CapCut. If successfully executed, GameTop could position ByteDance as a competitive intermediary between developers, players, and gaming communities.
Link to original article (Chinese) →
Olympic Council of Asia and Tencent expand partnership for esports
The Olympic Council of Asia (OCA) and Tencent have announced an expanded strategic partnership to advance the standardized development of esports across Asia, with the goal of fostering industry growth and deepening cultural exchange throughout the region. Under the new framework, the two sides will work more closely to support the integration of esports as a permanent discipline in future Asian Games, including the upcoming Aichi-Nagoya 2026 event scheduled for September 19 to October 4, 2026.
Why this matters: The agreement builds on Tencent Esports’ previous collaborations with the OCA during the Jakarta 2018 and Hangzhou 2022 Asian Games, both of which featured esports as official or demonstration events. The partnership will also focus on expanding esports’ international visibility and influence within Asia, leveraging Tencent’s global experience in organizing major esports tournaments and ecosystem building. For Tencent, the partnership consolidates its status as Asia’s primary institutional partner for esports standardization.
Korea’s new regulation requiring foreign game companies to appoint local representatives faces doubts over effectiveness
Korea’s new regulation mandating foreign game companies requiring appointment of local representatives took effect on October 23 but quickly faced criticism over its lack of enforcement power. The rule is meant to hold overseas developers accountable for user protection, but lawmakers and industry experts argue that many smaller or problematic companies fall outside its scope.
Why this matters: While the policy is a step toward stronger consumer protection, it might remain largely symbolic as there is no way to enforce the regulation. If the regulation is backed by firmer legal and administrative measures, it might be more effective.
Link to original article (Korean) →
BYD Yangwang U9 to be the first Chinese hypercar in Gran Turismo 7
Sony Interactive Entertainment announced that the BYD Yangwang U9 will officially join Gran Turismo 7, becoming the first Chinese-made supercar to appear in the long-running PlayStation racing franchise. This partnership follows a collaboration with Xiaomi, announced in June, to bring the Xiaomi SU7 Ultra into the game. The addition of BYD’s Yangwang U9 and Xiaomi’s SU7 Ultra to Gran Turismo 7 highlights how Chinese automakers are leveraging global gaming platforms for brand visibility and cultural export.
Why this matters: Chinese EVs have become increasingly popular around the world, with multiple racing games now looking to incorporate them to reach Chinese gamers. Microsoft’s Forza Horizon series first began integrating Chinese automotive brands such as Xpeng, NIO, Wuling Hongguang, and MG from 2022 onwards. Microsoft had noted that Forza Horizon 5 experienced the franchise’s strongest launch ever in China, leading to increased localization efforts, including the addition of Chinese voiceover and broader representation of Chinese car brands.
Link to original article (Chinese) →
Honor of Kings to get animated film adaptation in 2028
Tencent Games has announced that its flagship mobile title Honor of Kings will be adapted into an animated feature film. The project, unveiled during the game’s 10th anniversary celebration in Chengdu, is being co-produced with Mahua Fun Age, one of China’s leading comedy production houses. Directed and written by Zhang Chiyu, known for the 2022 sci-fi comedy blockbuster Moon Man, the film will be positioned as family entertainment and is slated for release in 2028.
Why this matters: The announcement highlights Tencent’s continued efforts to extend the Honor of Kings IP beyond gaming, with the IP currently spanning multiple games, esports, animation, film, and merchandising. At the event, Tencent also revealed that Honor of Kings had reached 139 million daily active users (DAU) in China and over 260 million monthly active users (MAU) globally in 2025, underscoring its dominance as the world’s most-played mobile game.
Niko Partners’ customers take advantage of our on-the-ground experts in the markets we cover. The insights we deliver tell the “why behind the what,” helping our customers make the best business decisions. From market entry to localization insights, read the stories on our case studies here.
IOC and Saudi Arabia end Esports Olympic Games partnership
The International Olympic Committee (IOC) announced that it has mutually agreed with the Saudi Arabian government to terminate a 12-year agreement to host and operate the Esports Olympic Games, ending a landmark partnership that had been signed in July 2024 by then-IOC President Thomas Bach and Saudi Arabia’s National Olympic Committee (NOC). The IOC’s brief statement confirmed that both entities “will pursue their own plans for esports in the future,” without offering further detail.
Why this matters: The decision marks a major shift in the global esports governance landscape, particularly as Saudi Arabia continues to consolidate its leadership through the Esports World Cup Foundation (EWCF). In August 2025, EWCF announced its own Esports Nation Cup co-developed with Electronic Arts, Krafton, Tencent, and Ubisoft. While an official reason was not given, it’s clear that both parties are looking to go their separate ways at this point. The article below includes reporting on why the deal fell apart.
Events
GamesBeat NEXT
San Francisco, USA
November 12-13, 2025
Speaker: Lisa Hanson
Use GBN25LHAN for 25% off ticket
G-STAR
Busan, South Korea
November 13-15, 2025
Attendee: Shin Young Kim