We explored which psychological aspects attract Latin American and Asian players to iGaming platforms. The basis — research from Pepper Partners:
- Latin America — 484 League of Legends (LoL) players and viewers, 2022.
- China — 3,919 LoL players and viewers, 2015.
Players completed a survey identifying 7 motivational factors. Based on the responses, the top 3 entertainment needs were highlighted.
Motivational factors of Latin American players:
Motivational factors of Asian players:
Conclusion: In Latin America, social needs outweigh entertainment. In Asia, the top priority is enjoyment, followed by social presence, and then a personal need for achievement — which is not in the Latin American top.
How to apply the findings:
Motivational factors of Latin American players:
- Social interaction
- Social presence
- Enjoyment
Motivational factors of Asian players:
- Enjoyment
- Social presence
- Achievement
Conclusion: In Latin America, social needs outweigh entertainment. In Asia, the top priority is enjoyment, followed by social presence, and then a personal need for achievement — which is not in the Latin American top.
How to apply the findings:
- In Latin America, focus on building loyal communities that create a sense of belonging and provide a positive brand interaction experience.
- In Asia, create gaming systems that emphasize progress and achievement.
- Adapt marketing strategies to local specifics to meet player needs and align with their gaming expectations.