1、01Q1 2025APAC CONSUMER NAVIGATOR Entertainment:Gaming,Sports&Anime02ABOUT THIS STUDY02The survey was conducted by dentsu via Toluna,an online research panel.The survey was fielded during Feb 19,2025-Mar 8,2025 in China,Japan,Indonesia and Thailand.The sample consisted of 700 respondents aged 18+for

2、each of the countries surveyed.Controls for nationally representative weighting across age,gender,and region(using the latest publicly available Census numbers).03CONTENTS01 Top Consumer Insights02 Gaming Redefines Media Boundaries03 Sport Is Expanding Beyond the Game04 Anime Goes From Niche to Main

3、stream05 Closing Thoughts0404TOP CONSUMER INSIGHTSGAMING IS THE NEXUS OF ENTERTAINMENT AND BRAND ENGAGEMENT IN APAC.In APAC,gaming has become more than just a pastimeit is a central hub where entertainment fandoms,social interactions,and brand experiences converge.With 68%of respondents viewing vide

4、o game expansions as a positive extension of their favorite franchises,the gaming industry is an increasingly powerful touchpoint for marketers.IN APAC,GAMING CULTURE IS DEEPLY SOCIAL AND EXPRESSIVE.Our survey reveals that gaming in APAC is deeply social,with 88%of Chinese gamers using games to conn

5、ect with friends or meet new peopleexceeding the 78%in the US.Digital identity exploration is also a key trend,particularly in Indonesia and China,where players embrace in-game avatars and skins as forms of self-expression.HARNESSING THE POWER OF SPORTS DOCUSERIES FOSTERS BROADER ENGAGEMENT.Sports d

6、ocuseries are captivating a diverse audience,with 60%of sports fans,gamers,and anime viewers tuning in.This cross-fandom appeal highlights the genres ability to transcend traditional boundaries.Notably,95%of viewers seek to understand the intricate strategies of the sport,fostering a deeper connecti