Thank you, Howard. Thank you for joining today's call. I'm very pleased to announce that Sea continued to deliver strong results this quarter. The robust momentum across our e-commerce and the digital entertainment businesses is also reflected in our revised full year outlook, which Tony will discuss in more detail shortly.
In the third quarter, Shopee expanded its market leadership. Our intense focus on operations and excellence in execution allowed us to capture more consumer transactions and deepen customer engagement and loyalty.
GMV continued to grow at a robust pace, reaching $2.7 billion in the third quarter, an increase of more than 100% year-on-year. We were very pleased to have seen an acceleration in GMV growth from 14% quarter-on-quarter in the second quarter to 21% quarter-on-quarter in the third quarter.
The highly successful Shopee 11.11 Big Sale is a great example of how Shopee is becoming an increasingly important part of the retail experience for consumers in our region. This year, we saw a new record of Shopee -- of our 11 million orders recorded over the 24 hours of November 11. That is around 4.5x the number of orders recorded on the same date last year.
Our strong and growing engagement with consumers is mirrored in our deepening relationships with our sellers. E-commerce adjusted revenue grew strongly to $71.2 million, up 21% quarter-on-quarter from the second quarter of 2018, as sellers invested more in our value-added services to reach and to service our large and growing base of active consumers.
As buyers and sellers become increasingly loyal to Shopee, they become more invested in our platform, enabling us to become more and more efficient in our promotional programs. Sales and marketing as a percentage of GMV fell further by 50 basis points quarter-on-quarter, from 6.2% in the second quarter to 5.7% in the third quarter.
In Indonesia, Shopee's largest market, we recorded 63.7 million orders during the quarter or a daily average of 0.7 million orders, which we believe makes Shopee the largest e-commerce platform in Indonesia. Sales and marketing as a percentage of GMV for Indonesia was even lower than the ratio for Shopee as a whole, demonstrating higher marketing efficiency in its largest market.
Moreover, many of you will be aware of the recently released Google-Temasek e-Conomy SEA 2018 report, in which the authors estimate Southeast Asia's e-commerce market size to reach over $23 billion in GMV in 2018, representing growth of 114% from 2017's market size and to further reach over $100 billion by 2025. We believe that our growing and highly engaged user base, increasing marketing efficiencies and established expanding market leadership underlying how Shopee is segmenting its position at the forefront of our region's e-commerce industry. Therefore, we believe Shopee is in a great position to enjoy an outside benefit from the rapid growth of e-commerce in our region.
With Garena, we are also going through an exciting period of growth, as we build out our success in adapting our game offerings to meet evolving needs of users in our region. In the third quarter, Garena delivered adjusted revenue of $144.6 million, up 7% year-on-year and adjusted EBITDA of $53.7 million, up 19% year-on-year.
Quarterly active users, or QAUs, grew 155% year-on-year and 10% quarter-on-quarter to 176 million. Quarterly paying users or QPUs also increased to 7.2 million from 6.6 million for the second quarter of 2018. The encouraging quarter-on-quarter increase in QPUs were primarily attribute to the monetization efforts we recently started for our self-developed game, Free Fire. We are particularly pleased with the global success of Free Fire, which is growing from strength to strength. Free Fire recently achieved over 200 million registered users as well as over 27 million daily active users, a significant increase compared to its previously disclosed peak of over 15 million daily active users.
In the third quarter, approximately 22% of our adjusted revenue for digital entertainment was generated by our self-developed game, and approximately 13% was derived from outside some core markets in our region. Throughout the months of October, Free Fire was consistently the highest grossing game in Brazil, Argentina and Mexico. And in late October, Free Fire became the highest grossing game on the Google Play Store in our traditional core market of Indonesia. We believe that this is a very strong demonstration of our ongoing success in executing Garena's strategy to expand into game development and to expand our global footprint.
Alongside the success of our game development efforts, I'm excited to note an important new partnership that will further enhance the portfolio of top-quality games that we offer in our region.
As we announced earlier this week, Garena has signed a binding letter of intent with Tencent to grant us a right of first refusal to publish its mobile and PC games in Indonesia, Taiwan, Thailand, the Philippines, Malaysia and Singapore. This further strengthens our long-standing strategic partnership with Tencent. As you know, we already work together to publish a number of the most successful games from Tencent's portfolio, including Arena of Valor and League of Legends. It is also a powerful testament to Garena's unrivaled understanding of the dynamics and the nuances of our region and our reach to the games communities in this high potential markets.
With that, I will pass on to Tony to talk more about the financials.