At the 2025 ASEAN Gaming Summit in Manila, Kyle Wiltshire, founder and CEO of TESTA, joined fellow industry leaders to explore how the iGaming sector must evolve to engage younger, mobile-first players across Asia.
Speaking on the panel “Adapting to changing demographics,” Wiltshire highlighted the critical role of understanding regional realities. “In developing markets, companies sometimes forget they’re a digital product competing with Netflix and TikTok,” he said. “Complex content that works in Europe might flop in Asia on basic mobile phones.”
He underscored the importance of aligning games and payment channels with local devices and habits. Referencing poor localization as a barrier to growth, Wiltshire pointed to Netflix as a benchmark: “They nail localization. Tie it to a person’s culture.”
The conversation, moderated by consultant Alex Czajkowski, also addressed the shift in CRM expectations. Wiltshire emphasized the need for speed and personalization in a mobile-first world: “Players expect real-time content delivery. Emails won’t move audiences used to TikTok’s speed.”
The panel closed with a reminder from Wiltshire: “Those who plan, not rush, win market share.”
TESTA is proud to support the growth and localization of the iGaming industry. Through crowdsourced testing with real people on real devices, TESTA provides actionable local insights that help operators and providers adapt faster, perform better, and meet players where they are.
About the author
Rebecca CHEN
TESTA Marketing coordinator