In early June 2025, Kyle Wiltshire, Founder and CEO of TESTA, delivered a compelling keynote at SiGMA Asia in Manila, titled “From UX to Load Times, Devices to Payments: A Deep Dive into Localized Player Journeys.” Drawing on TESTA’s proprietary crowdtesting data from over 1,000 testers in 100 countries, Kyle shared critical insights for operators and providers entering the dynamic Asia-Pacific (APAC) iGaming market. His talk emphasized that speed, user experience (UX), and localization are essential to capture and retain players in this fast-growing region.
Philippines: A thriving iGaming hub
The Philippines is a standout market, with 2024 gross gaming revenue (GGR) reaching $7 billion, reflecting 25% growth. iGaming drives 51% of this revenue, fueled by a young demographic (median age 26) with long-term potential. Regulatory shifts, including the cancellation of POGO licenses and the introduction of PGO licenses, have created a more investment-friendly environment, further bolstered by the Philippines’ removal from the FATF grey list. This positions the country as a model for regulated gaming in Asia.
Mobile-first Southeast Asia: Speed and UX are non-negotiable
Southeast Asia is a mobile-only generation, with smartphones often the sole computing device in households. As Kyle noted, “Everybody is expecting things at TikTok-like speeds. There’s no coincidence that the market leaders are often in the top rankings for speed and UX.” Operators must optimize platforms for seamless mobile performance, as speed and UX are critical drivers of market leadership in APAC.
Device preferences shape player experience
Device usage varies widely across APAC. In the Philippines, low and mid-range Android phones dominate, with Samsung at 10% and Apple nearly absent. In contrast, Korea sees 70% Samsung usage, while Japan is 60% Apple-driven. “Knowing which devices are being used and what the infrastructure looks like is very important,” Kyle emphasized, as these differences impact game load times and platform compatibility.
E-wallets drive payments in the Philippines
In the Philippines, e-wallets like GCash and Maya are non-negotiable. “If you’re not doing GCash or Maya, you’re not surviving,” Kyle stated, highlighting their dominance since the pandemic. Operators must integrate these local payment methods to meet player expectations and ensure seamless transactions.
Operator performance: Lessons from the Philippines
TESTA’s crowdtesting evaluated six Philippine operators on registration, deposits, withdrawals, and KYC processes. Casino Plus led with a TESTA Score of 97/100, excelling in instant KYC verification and streamlined user flows. Others, like FBM E-Motion and Desk Game, scored high but lost points for slower fund arrival times (1-2 minutes), which lag behind the instant transactions players expect in a mobile-first market.
APAC game load times: Vietnam leads, Philippines lags
TESTA’s testing across eight APAC countries revealed Vietnam as the leader in slot and live dealer game load times, driven by robust infrastructure and device capabilities. The Philippines trailed due to slower internet speeds (35 Mbps) and less powerful devices. Market leaders like Pragmatic Play and Evolution consistently ranked in the top quartile for load speed, underscoring the link between performance and success.
Key takeaways for APAC market entry
For operators and providers entering APAC, Kyle’s keynote offers actionable insights:
- Prioritize speed and UX: Optimize for mobile-first markets to deliver instant, seamless experiences.
- Integrate local payment methods: E-wallets like GCash and Maya are essential in markets like the Philippines.
- Tailor to device preferences: Account for regional variations, from low/mid-range Android in the Philippines to high-end devices in Korea and Japan.
- Leverage localization testing: Use crowdtesting to ensure translations and UX resonate with local players.
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Watch the full keynote
Dive deeper into Kyle’s insights with the full 16-minute keynote on YouTube:
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For more on TESTA’s crowdtesting services or to explore exactly how TESTA can work for your business need, contact us via the Get Demo link.
About the author
Ian McKinnon
TESTA Head of Marketing