Motivations of players: Latham vs Asia

We explored what psychological aspects attract Latin American and Asian players to iGaming platforms. This is based on materials from Pepper Partners:

Latin America - 484 League of Legends (LoL) players and viewers, 2022.

China - 3,919 LoL players and spectators, 2015.

Players filled out a questionnaire identifying 7 motivational factors. Based on the answers, the top 3 entertainment needs were identified.

Motivational factors of Latino players:

• Social interaction;
• Social Presence;
• Enjoyment.

Motivational Factors of Asian Players:

• Enjoyment;
• Social Presence;
• Accomplishments.

Conclusion: in Latin America, social needs are more important than entertainment. In Asia, on the other hand, pleasure comes first, social presence comes second, and personal need for achievement comes third, which is not in the top of Latin American players.

How to apply the results:

• In Latin America, it is important to develop loyal communities that give a sense of belonging and provide a positive experience with the brand.
• In Asia, it is recommended to create game systems that provide a sense of progress and achievement.
• It is important to tailor marketing to the local characteristics of countries in order to meet the needs of players and meet their expectations of the game.