The Journey of CSML in Southeast Asia
26 August 2026
5 Min Read
Our appearance at Fun Asia Expo 2026 in Jakarta felt like a full-circle moment for us, so it's worth telling the story properly — because the road to Booth 13, Hall D1 didn't start this year. It started over two decades ago.
Where It Began
CSML Group has been Brunswick Bowling's trusted partner across India and the SAARC region since 2002 — over 150 happy clients, 1,500 lanes installed and 250+ amusement centres delivered, designed and supported end to end.
That track record shaped our next chapter: Southeast Asia.
Expanding the Partnership
In June 2024, our partnership with Brunswick formally expanded. Brunswick named CSML Group the official distributor of its capital equipment products across Singapore, Malaysia, and Indonesia — a recognition of two decades of expertise in the region and eighteen years specifically as a Brunswick distributor.
Jakarta: A New Chapter
This was our second year exhibiting as Brunswick's official distributor for Indonesia, Singapore, and Malaysia, meeting operators, investors, and developers face-to-face in a market that's home to one of Southeast Asia's largest and fastest-growing economies. Two days on the show floor, real conversations with the people building the region's next FECs, hotels, and resorts — it's exactly the kind of ground-level relationship-building that's driven CSML's growth from day one.
The Throughline
From a single market start in India to a regional footprint now spanning the SAARC belt and Southeast Asia, the story hasn't really changed shape — it's just gotten bigger. We don't just supply bowling and amusement equipment; we build destinations, and we stay with our partners from the first conversation through to opening day and beyond.
What We Bring to the Table
As Brunswick's official distributor across Indonesia, Singapore, and Malaysia, our product range covers everything a modern bowling centre or hospitality-led entertainment concept needs: Lanes, Sync Scoring System, Spark Immersive Bowling, Pinsetters, Centre Furniture, Lane Accessories and more.
If you're building a new FEC, hotel amenity, or entertainment destination in Indonesia, Singapore, or Malaysia, our team would be glad to talk through what that partnership could look like.
