I think if Matchpool wants to target the mainstream, especially Asia in general, they must have a Facebook marketing campaign since most of Asia are in Facebook every hour, every minute.
You have drawn correct picture already. Asia has been very suitable for cryptocurrencies recently that can be main reason of the shifting of focus on those markets. Businesses always study various markets and where chances of growth are more there they start or move their activities. What is best for the project should be welcomed.