In a nutshell

• 67% of Thai consumers became more interested in franchises after watching TV adaptations like Fallout.
• 93% of fans engage in real-world activities like buying merchandise or making new friends.
• Over half (54%) say fandom has influenced their personal identity.

Coinciding with the season finale of Fallout on Amazon Prime, new YouGov research commissioned by Bethesda reveals how video game TV series are reshaping fandoms in Thailand.

The study shows that 67% of Thai consumers became more interested in a franchise after watching its TV series, with many moving beyond passive viewing to active participation in these fictional universes.

Building Bonds Through Shared Universes

The research highlights the social role of fandom in Thailand, with 93% of fans inspired to take part in real-world activities. These include:

• Purchasing merchandise and collectibles (42%)
• Reading comics or books tied to the franchise (39%)
• Making new friends who share the same passion (34%)

Some fans even replicate meals from their favorite universes (25%) or plan holidays around similar real-world locations (19%).

Fandom Influences Identity

More than half of Thai consumers (54%) say their fandom has shaped their personal identity, influencing values, self-perception, and daily activities. For 11%, fandom has significantly shaped who they are, underscoring the emotional depth of these fictional worlds.

Bethesda’s Creative Director Jon Rush emphasized:

“Franchise engagement and fandoms have evolved to the point Thais are no longer content with just playing a game or watching a TV series. Our research shows two thirds of Thai consumers have become more interested in a franchise after watching its TV show, with many taking part in a wide range of real-world activities to get their fix of their favourite universe.”

From Screen to Gamepad

The crossover from watching to playing is especially strong in Thailand, with 93% of gamers influenced to play a video game after watching its TV series. Motivations include:

• Experiencing more stories about the characters (39%)
• Achieving deeper immersion in the fictional world (36%)
• Exploring expanded storytelling within the universe (32%)

This reinforces the growing impact of transmedia storytelling, where TV shows and games fuel each other’s success.

Fallout Fans Can Dive Deeper

For fans hooked on Fallout, Bethesda has rolled out new updates across its titles:

• Meet The Ghoul in Fallout 76’s Burning Springs update
• Uncover secrets of Area 51 in Fallout 4
• Recruit Legendary Vault Dwellers like Lucy MacLean, Maximus, and CX404 in Fallout Shelter

Players can even try Fallout 76 for free from January 28 to February 5, celebrating Season 2 of the TV show.