Tag Archives: asean

The Rise of Mobile Gaming in Vietnam: Taking it to the Next Level

by Jade Hoang Business Development Manager, Vietnam, Nativex

The COVID-19 pandemic may have negatively impacted some industries, but others have experienced remarkable upticks in growth. In particular, mobile gaming has seen a notable surge, as extended stay-home restrictions have increasingly opened up pockets of time for consumers to play online games. This is especially significant in regions such as Southeast Asia – where 90% of individuals use their mobile devices to access the Internet, and spend over four hours a day on mobile applications. In Southeast Asia, strong growth in mobile gaming is still anticipated, with a forecasted 250 million mobile gamers in the region by 2021, led by Vietnam, Indonesia, Malaysia, the Philippines, Singapore and Thailand. Vietnam, in particular, has shown unique characteristics and untapped potential for developers and advertisers alike to reach in-market gamers and consumers. 

Vietnam’s mobile gaming landscape 

With a quickly-growing economy and youthful populace, Vietnam has seen the number of internet users in the country triple over the past decade. Similar to other countries in Southeast Asia, Vietnam’s mobile-first population sees 72% of adults in the country using a mobile device every day. In Vietnam, there are approximately 3.99 million gamers, and over 60% are between 18 and 30 years old. With COVID-19, online gaming in Vietnam spiked, with a 40% increase in mobile game downloads before and after the 2020 Tet holiday in Vietnam (compared with no increase across the same period in 2019).

Chinese-themed online games have also proven to be highly popular in Vietnam due to cultural similarities. In 2017, all but 15 of the 293 games released in Vietnam were launched by Chinese developers. Additionally, data from the Vietnamese Ministry of Information and Communications revealed that 69% of legal massively multiplayer online (MMO) games in the country in 2020 were released by Chinese companies. In the same year, Vietnam also ranked second in terms of mobile video gaming experience in Southeast Asia, behind only Singapore. The high quality of mobile experiences available in Vietnam enables local gamers to enjoy games that demand more powerful graphics and processing systems – such as midcore and hardcore games. 

Midcore and hardcore games

Midcore and hardcore gamers are defined by distinct behaviour and characteristics, setting them apart from softcore or casual gamers. Understanding these motivations and responses are critical for developers and companies to attract the right customers and grow their user bases. 

Midcore gamers still enjoy video and online games, despite busy schedules, and are more invested in gaming than softcore or casual gamers. Correspondingly, midcore games are more challenging than casual titles, usually offer competitive modes, and require strategy and skill to reach milestones and climb rankings. Comparatively, hardcore gamers play to win against other players, test and build their skills, and even complete a game to fully experience the in-game universe. Several steps up from midcore games, hardcore games demand significant time investment, for players to learn game mechanics and immerse themselves in storytelling. Hardcore titles span massively multiplayer online role-playing games (MMORPGs), multiplayer online battle arenas (MOBA) and first-person shooters, many of which are used in competitive esports arenas. 

Esports has proven a lucrative and extremely popular activity across Asia, generating $519 million in revenue in the region last year – representing half of global esports revenue in 2019, and by far the highest figure out of any region in the world. As COVID-19 continues to compel people all over the world to stay indoors, similar strong growth is anticipated in the immediate to medium term. As a result, mobile game developers are in the optimal position to leverage digital channels and reach out to key demographics, to acquire new users for up-and-coming midcore and hardcore games. 

Reaching the right audiences 

To reach the right users for midcore and hardcore games, and maximise acquisition especially during the initial launch phase, developers must carefully analyse consumer behaviour, and tailor advertising strategies to complement these preferences. A key concern for midcore and hardcore titles is around audience targeting – these games do not need to acquire a high volume of downloads and players, but rather need to build a qualified volume, with a high lifetime value – where downloads are made by the right target users who will continue playing a game for an extended time. 

One key strategy for developers is leveraging up-and-coming social channels for maximum impact. This method of increasing large-scale visibility with the target user profile is especially effective in Asia, where social media is constantly used by a large base of young, digitally savvy individuals. In particular, hashtag challenges on TikTok have proven to be especially successful. Hashtags are situated at the app’s top entry points (such as in-feed ads and challenge pages), and are supported by a constant flow of user-generated content – both of which greatly increase visibility. 

Developers have also used playable ads to successfully drive acquisitions for midcore and hardcore games. Playable ads showcase midcore and hardcore games from multiple perspectives, including mechanics, characters, skills and combat. For example, interactive ads from the launch campaign of fantasy MMORPG Dragon Raja allowed the target audience to personalise character appearances and costumes. This in turn helped spotlight highly unique in-game elements, and enabled viewers to directly experience gameplay in an immersive, engaging manner. 

Having a deep understanding of target audiences and personalising campaigns based on these insights have also proven particularly effective. With Dragon Raja, which was launched in February 2020, Twitter and Snapchat were selected as the key social channels to run the launch campaign. These channels were deliberately curated to cater to the target markets of the US, Canada and Germany. To enhance targeting and ad relevance, key user demographics (such as gender and areas of interest) were also identified, and customised creatives were delivered to these specific groups via the selected social channels. As a result, Dragon Raja managed to surpass 2.7 million downloads within the first 30 days of launch.

The future of mobile gaming

While different regions and countries bounce back from COVID-19 at different rates, mobile gaming will continue its strong positive growth – especially for mobile-centric countries such as Vietnam – and is forecasted to reach a potential $98 billion in revenue by 2024. More and more consumers look to playing online games as a form of release, especially in a time where physical travel is all but impossible. In this situation, developers are well-positioned to actively build and scale their user bases, as the overall target audience base continues to grow. They hence need to be especially savvy about evolving demographic trends and preferences, and tailor strategies to showcase emerging games at the right place and the right time, to the right individuals – to ultimately attain conversion and user acquisition. 

How to Reach Asian Consumers During Ramadan

There are 240 million Muslims in Southeast Asia and 600 million Muslims in South Asia, representing a $2.2 trillion dollar market, and with Ramadan just around the corner, brands are racing to stand out in the busiest season of the year.

Digital platform ADA have put together some useful research covering how marketers can reach consumers during this period.

Ramadan Digital Trends 2020 [PDF]

A few key Ramadan trends for marketers in Southeast Asia and South Asia:

  • Travel to hometowns is common – but travel patterns may differ by country.
  • Visits to mosques, prayer rooms and cemeteries shift.
  • The usage of religious apps fluctuates.
  • Muslims start eating out less.
  • Last minute buying of big-ticket items.
  • Muslims are searching for different content at different times

 

SEA Digital Ad Spend to grow 13% in 2018

Digital ad spend in South East Asia is set to grow 13% in 2018, accounting for 21% of total regional media budget. That’s up from just 13% of regional ad budgets in 2015.

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Growth will then slow to 5% YOY by 2020 as the market matures and digital hits a 25% share of total ad budgets in South East Asia.

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Grab the spend data for yourself on the Digital in Asia public Google Sheets below:

New Tech Heats Up APAC Ecommerce Market

Criteo launched two new solutions in APAC this week – Criteo Audience Match and Criteo Kinetic Design with Video – to help retailers and brands deliver seamless and relevant shopping experiences across all devices and channels.

Using customer relationship management (CRM) or data management platform (DMP) data to accurately target audiences across web, mobile browser and apps, Criteo Audience Match provides marketers with a new way to re-engage their customer base with paid display campaigns. Criteo has built a foundation of deterministic IDs within Criteo Shopper Graph, enabling beta customers to see a match rate of more than 60 percent of their existing client lists with online profiles.

Criteo Kinetic Design with Video automatically optimises every visual aspect of an ad to inspire and engage a shopper. Kinetic Design already allows for more than 17 trillion variations from one base design in display ads. This has been now expanded to incorporate video, creating personalized video ads that feature relevant products based on Criteo’s complete understanding of the shopper. These video ads are created automatically, on-the-fly, and appear across web and mobile.

“Collaboration in an open ecosystem levels the playing field and paves the way for commerce companies to shape their future. This is especially crucial for eCommerce companies in Asia-Pacific where the market is expected to grow to more than US$3 trillion by 2021,” said Huang Hanming, “We have developed Criteo Commerce Marketing Ecosystem to unleash the value of collaboration and the power of data to all who participate.”

As consumer video consumption continues to grow, Criteo’s clients can now use video to relevantly re-engage shoppers without production time, resources, or costs. Video is delivered in a non-intrusive manner to provide a seamless browsing experience – in app, in feed or on a website. Criteo’s video capability also allows marketers to take advantage of video ads on a cost-per-click basis.

“Understanding consumer purchasing behavior is challenging for retailers given that shoppers are on more platforms than ever before, with collected data being difficult to integrate and analyse, at scale,” said Alban Villani, General Manager, Southeast Asia, Hong Kong and Taiwan, Criteo. “To help retailers and brands overcome this challenge, Criteo Audience Match and Criteo Kinetic Design with Video, as part of a robust suite of commerce marketing technologies, will support the full shopper journey, enabling brands to create relevant and engaging experiences for customers online and offline.”

The launches were underpinned by a new study in collaboration with Forbes and titled highlighting the value of data collaboration to better meet customers’ needs, drive value and compete.

Story by Damian Duffy

The Google Consumer Barometer: Free APAC Market Research

The Google Consumer Barometer is a fantastic new tool to help you understand how people use the internet – both mobile and online – across the Asia.

It’s a rich consumer research resource available for free, based on studies done by Google and partners globally over the recent past.

Curated insights are available for Singapore, Indonesia, Vietnam and many other APAC markets.

Definitely worth digging into next time you need to know the percentage of smartphone users in The Philippines, or the online population of Malaysia.

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Digital Marketing and Consumer Trends Summary 2014

It’s that time of year again, as the industry gets out the crystal ball, and places bets for the next 12 months in Digital. Then of course waits to be proved wrong, as it doesn’t turn into the fabled “Year of Mobile”… yet again! (Disclaimer: It will probably actually be the “Year of Mobile” this year.)

With this in mind, below is the annual digital trends roundup for 2014.  Asia is covered in depth across the content, but many trends are global, and we have reflected that in the choice of material.

We will be returning to this topic in future months. For now, enjoy. Continue reading Digital Marketing and Consumer Trends Summary 2014

ASEAN Consumer Insight Report

In 2015, The ASEAN Economic Community, or AEC, will come into effect, creating a single market that encompasses 600 million people across 10 countries. Brands in the region have a historic opportunity to connect with consumers as ASEAN enters a new growth phase. Continue reading ASEAN Consumer Insight Report

Mobile Marketing in Asia

Vserv in partnership with the MMA have compiled a series of presentations covering key mobile consumer stats for many of the Asian markets. These provide comprehensive summaries of the mobile landscape in each market, covering apps, ads and social amongst other topics. Continue reading Mobile Marketing in Asia

Asia a Digital Hot Spot, Hottest for Mobile

A new report from World Newsmedia Network looking at global Digital hot spots, highlights again the impact of mobile in Asia. With large parts of the region having higher mobile than desktop penetration, mobile internet is currently leading broadband and desktop and will do so for the foreseeable future. Continue reading Asia a Digital Hot Spot, Hottest for Mobile