Top insights on localised player journeys at SiGMA Asia 2025
The morning of June 4 at SiGMA Asia 2025 saw the SiGMA stage transformed into a data-driven masterclass, as Kyle Wiltshire, CEO of TESTA, delivered a keynote that cut through the noise on what truly shapes player journeys in iGaming at SMX Manila. From user experience to device preferences, payment flows to real-world load times, Wiltshires session was a deep dive into the realities of localised play across the Philippines and Asia Pacific. The message was clear: in a region as diverse and mobile-first as Southeast Asia, understanding the details isnt just an advantage, its a necessity.
Understanding the market
Kyle Wiltshire leads TESTA, a crowdtesting company with a global footprint and a sharp focus on iGaming. With over 1,000 testers in 100 countries, TESTA benchmarks gaming products in real markets, providing operators with actionable insights. Wiltshires background spans more than a decade in product development, infrastructure, and technical leadership across Asia and North America, making him a sought-after voice on quality assurance and player-centric design in emerging markets.
What drives player experience in Asia?
Wiltshires keynote unpacked how real users in the Philippines and Asia Pacific encounter iGaming, not just through slick interfaces, but through the nuts and bolts of device performance, mobile processing, and payment habits. Southeast Asia is a mobile-only generation. Weve talked about mobile first for a long time. This part of the world has basically skipped the desktop computer. The only computer in the house for many people is the mobile phone, Wiltshire observed, underscoring the regions unique digital landscape.
He highlighted the Philippines rapid growth, with iGaming revenue approaching $2 billion in the first quarter of 2024 and a market share of 51 percent. The countrys young median age and preference for mid-range Android devices shape everything from game load times to payment flows. If youre not doing GCash or PayMaya, youre not surviving, Wiltshire stated, pointing to the dominance of e-wallets in local payment ecosystems.
Wiltshire also shared, Speed in UX matters in this part of the world a lot, knowing which devices are being used, knowing what the infrastructure in the country looks like is very important. He emphasised that market leaders in the region are often those who have optimised every step, from registration to KYC to withdrawal, so players can get in and out with minimal friction.
Key takeaways from the session:
- Operators who streamline registration, KYC, and withdrawal processes score highest in player satisfaction and market share.
- Payment localisation is non-negotiable; e-wallets like GCash and PayMaya are the backbone of the Filipino iGaming experience.
- Device and internet speed disparities across Asia Pacific mean that UX and load times must be tailored for mid-range Android phones and variable connectivity.
The realities of localisation
Wiltshires analysis made it clear that Southeast Asia is not a single market. Each countrys device mix, payment culture, and infrastructure demands a bespoke approach. He urged the audience to look beyond translation and focus on true localisation, adapting to the habits, devices, and payment methods that players actually use.
This keynote brought high-value insights into how granular, localised data can transform the player journey and drive business growth in iGaming. SiGMA Asia 2025 is the best summit to be for hot trends and discussion on the iGaming industry that brings speakers from around the world. Stay informed with SiGMA News for exclusive coverage, timely insights, and real time updates on the future of iGaming.
