LogInLearn how Japan and Indonesia, two of the biggest gaming markets in Asia, differ in how gamers pay and how developers need to adapt to succeed.
When it comes to gaming in Asia, no two markets are exactly alike — especially when it comes to how players pay. Regional preferences, infrastructure, and even cultural attitudes toward money all shape how gamers interact and spend within games.
Two standout examples are Japan and Indonesia. Both are influential gaming markets in Asia, but differ in how gamers pay — and how developers need to adapt to succeed.
Japan is a digital wallet-first market
Japan boasts one of the most advanced financial infrastructures in the world. Nearly every consumer uses banks, and the country has rapidly embraced cashless payments, especially in the wake of increased e-commerce adoption.
Digital wallets dominate, with services like PayPay, LINE Pay, and Rakuten Pay popular for both online and in-store purchases. Gamers in Japan have grown accustomed to seamless transactions via these wallets, often linked to loyalty point systems and saved cards, which further incentivize spending through rewards and cash back.
The result? A market where gamers are comfortable making frequent microtransactions — from in-game currency top-ups to cosmetic skins and subscription services. The trust in digital wallets and their tight integration with other services (like social media and banking apps) creates a high-convenience environment where players are more likely to spend regularly and in higher amounts.
Indonesia has carrier billing as the preferred choice
Indonesia’s gaming market is one of the fastest-growing in Southeast Asia, but its payment ecosystem tells a different story. With a significant portion of the population either unbanked or underbanked, credit card usage is low. However, mobile phone penetration is high, making direct carrier billing (DCB) a critical method for game payments.
Gamers in Indonesia frequently top up their accounts via mobile carriers like XL Axiata or Telkomsel, using their prepaid mobile credit to make in-game purchases. This method requires no bank account or card — just a phone number. And in a country where telcos are highly trusted, this form of payment feels safe and accessible.
This opens the gaming world to younger players and those in rural or underserved regions, expanding the player base. However, mobile credit limits usually mean smaller, more frequent payments, which shapes how games are monetized and promoted.
How payment methods shape gamer behavior
In Japan, the ease of use and ubiquity of digital wallets encourage gamers to spend more — and more often. This supports monetization models based on frequent microtransactions, subscriptions, and bundled offers with point rewards.
In contrast, Indonesia’s reliance on carrier billing fosters a different kind of behavior: bite-sized spending, often driven by necessity or habit. Game design in this market may lean into more frequent, low-cost offers and “pay-as-you-play” models that match spending capabilities and preferences.
These patterns show how payment ecosystems directly influence user experience, monetization strategies, and even game design. Understanding these behaviors is essential for any developer looking to scale in Asia.