Abstract
Although game businesses have become one of the most attractive businesses in Thailand, owing to the current and potential numbers of gamers in different walks of life and age and the potential revenue generation when strategies are correct, there are few companies who have been working sufficiently to understand the market situation and find the path to successful internationalization. On the other hand, Thai gamers have been subject to pirated inexpensive software and the lack of age-control for games or proper advice from retailers to match appropriate games with gamers. Young gamers have generally given little thought as to the type of game they should be playing or how they should consume games; and game operators have been motivated simply by maintaining revenue streams. Thai investors prefer to bring in international technologies and customize them to the Thai market rather than to invest in creating home-grown solutions. The number of serious operators in Thailand is much smaller than the number of consumers who want new and challenging experiences. This paper examines the current situation and evaluates the extent to which Thai companies will be able to develop competitive advantage in this industry and internationalize their activities successfully