Expert: Immersive tech to reshape fan engagement in Asia
Immersive technologies, mobile-first audiences and integrated content ecosystems are set to transform how consumers engage with sports and gaming across Asia, according to Danny Too Cheng Yeow, Vice President of Sales at MediaPro.
Speaking to SiGMA News during SiGMA Asia 2026 in Manila, Too said technologies such as augmented reality (AR) and virtual reality (VR) are changing the way audiences experience sports and entertainment, creating deeper engagement than traditional formats.
“If you look at traditional format, there’s a lot of interaction with keyboards, mouse and very mundane stuff,” Too said. “With AR and VR, basically, people are more immersive and then they have a sense of presence.”
He explained that rather than simply watching an event on a screen, users can feel as though they are physically present. “With VR and AR, you feel that you are actually in the stadium, you are actually participating in that event,” he said. “You are actually in the game; you are actually in the environment.”
Too added that physical interactions such as eye tracking and hand movements help create a more engaging experience for users.
Gamification and live interaction keep players engaged
Beyond immersive technologies, Too pointed to live interaction and gamification mechanics as key drivers of long-term player retention. Drawing from the iGaming sector, he highlighted the growing use of live hosts and dealers to replicate the atmosphere of physical casinos.
“A couple of these Asian gaming companies engaged live hosts to interact with the players,” he said. “Players will feel that they are actually in a physical casino where they can interact with the croupier or the dealers, and it’s a different feeling altogether.”
Too also cited features such as loot boxes, leaderboards and achievement-based tasks as effective engagement tools.
His comments come as player interest across Asia continues to rise. According to a report published last year by Blask, an iGaming market intelligence platform, countries including the Philippines, Bangladesh, Vietnam and India rank among the world’s highest in online gaming demand. Yet strong consumer interest has not always translated into revenue growth, largely due to regulatory barriers and fragmented market structures.
Blask noted that “interest does not always equal revenue,, with monetisation often constrained by enforcement actions, payment restrictions and unstable operating environments.
Philippines benefits from young, mobile-first population
Too believes the Philippines is well positioned to benefit from the next stage of digital entertainment growth, thanks to its demographics and technology adoption.
“The population is actually quite young,” he said. “The younger population actually always focus on mobile, mobile first.”
He described mobile penetration as one of the country’s greatest advantages. Too also praised the country’s growing technology ecosystem and digitally literate workforce.
He further highlighted the social nature of Filipino consumers. “Filipinos, in general, are known as performers. They are very good at storytelling.”
Meanwhile, Blask identified the Philippines as Asia’s only open and competitive regulated online gaming market following the closure of offshore gaming operations and the expansion of domestically licensed e-games and e-bingo operators.
The analytics firm reported that demand has increasingly shifted towards local operators, helping the country capture more gaming revenue than many neighbouring jurisdictions despite facing similar levels of player interest.
Regulation remains the industry’s biggest challenge
While optimistic about the Philippines’ prospects, Too acknowledged that regulatory uncertainty remains a challenge. According to Too, these changes may create short-term disruption but will strengthen the industry over time. “It will have a short-term effect, such as in the outflow of operators being based here, the outflow of people engaging in this industry.”
“But once you get it right, you will be better and stronger,” he said.
Blask reached a similar conclusion in its report, arguing that regulatory clarity is one of the strongest drivers of sustainable revenue growth. The firm found that regulated markets generally produce more stable revenues and lower volatility than unregulated or grey-market jurisdictions.
Aggregation platforms could be a game-changer
Too also believes the future of sports and entertainment rights will depend on aggregation and integration. He noted that gaming operators traditionally had to integrate products individually, resulting in long development cycles and operational complexity.
“Prior to this, the iGaming industry was very individualistic,” he said. “What the gaming company did was very smart. They aggregated all the products.”
According to Too, modern aggregation platforms allow operators to access multiple products through a single integration. He believes this model will increasingly shape how content and rights are distributed across the industry.
As Asia’s gaming and sports entertainment sectors continue to evolve, Too sees technology, regulation and integration converging to define the next phase of growth. For operators seeking to capture Asia’s growing player demand, the challenge may no longer be attracting audiences, but building the infrastructure and regulatory foundations needed to convert that interest into sustainable engagement and revenue.
Mobile-first gaming, localised payments and AI-powered retention are redefining Asia’s gaming landscape. Explore the latest regulatory developments, market shifts and emerging opportunities in the SiGMA Asia Market Report. Check out now.
