In recent years, Vietnam has emerged as a hotbed for gaming, with a rapidly growing market that’s catching the attention of gaming enterprises worldwide such as Microsoft, Hoyoverse, Electronic Arts,…The business must understand the market and audience to enter the market successfully. Meet Huy, a persona that embodies mainstream Vietnamese gamers. Through Huy’s profile, we’ll explore the habits, preferences, and behaviors shaping this dynamic market.
Meet The Face of Vietnamese Gaming
Tran Quang Huy is a 22-year-old student from Hanoi City, representing the Gen Z gamers who are driving the industry forward. As we delve into Huy’s gaming world, we’ll uncover valuable insights for game developers and publishers looking to tap into the Vietnamese market.
Gaming Habits: Dedicated and Social
Vietnamese gamers like Huy are highly engaged, with gaming sessions averaging 48 minutes. This dedication translates to about 7.3 hours of gameplay per week, highlighting the significant role gaming plays in their lives. Interestingly, peak gaming hours are between 7 PM and 10 PM daily, suggesting that gaming is a prime evening entertainment activity.
What sets Vietnamese gamers apart is their strong community orientation. They don’t just play; they connect. Chatting online while gaming is the most popular multitasking activity, underscoring the social aspect of gaming in Vietnam. This community focus extends to consuming game-related video content and engaging more with localized content, indicating a preference for culturally relevant gaming experiences.
Huy identifies as a core or mid-core gamer, showing a serious commitment to gaming as a hobby. This level of engagement presents a valuable opportunity for game publishers to cultivate a loyal player base.
Platform Preferences and Game Choices
Mobile reigns supreme in Vietnam’s gaming landscape. It’s the favorite platform for gamers like Huy, aligning with the country’s high smartphone penetration rate. However, there’s a rising interest in cloud gaming, suggesting that Vietnamese gamers are open to new technologies that enhance their gaming experience.
When it comes to game types, Free-to-Play (F2P) hybrid games are the most engaging for Vietnamese gamers. This preference is reflected in Huy’s quote: “There’re a lot of F2P games released nowadays, thus I don’t need to spend a lot to make my gaming experience more enjoyable.” This statement offers crucial insight into both the gaming preferences and spending mindset of Vietnamese players.
As for genres, Vietnamese gamers show a diverse taste. RPG, Adventure, Shooter, Puzzle, and Strategy games top the list of favorites. This variety indicates that there’s room in the market for different types of games, provided they cater to the mobile-first preference.
Spending Traits: Cautious but Willing
Understanding the spending habits of Vietnamese gamers is crucial for successful monetization strategies. Gamers like Huy are generally budget-conscious and categorized as low-spenders. They need time to consider before making purchases, suggesting that impulse buying is not common.
Interestingly, while they show little interest in spending on gaming hardware, they are more likely to invest in in-game items. Their spending focuses on in-game currencies, expansion packs, cosmetics, and boosters. This trend indicates that while the initial barrier to entry should be low (supporting the preference for F2P games), there’s potential for revenue through in-game purchases.
Opportunities for Game Producers and Studios
The profile of gamers like Huy presents several opportunities for game producers and game studios looking to succeed in the Vietnamese market:
Mobile-First Strategy
According to Statista, as of January 2023, around 88.4 percent of respondents stated that they play video games on their mobile devices. With mobile being the preferred platform, optimizing games for smartphones is crucial. Ensure your games run smoothly on a wide range of devices, considering that not all players will have high-end smartphones.
Community Features
Given the social nature of Vietnamese gamers, incorporating robust community features in your games can significantly boost engagement. Think chat functions, guilds, or team-based gameplay.
Localization
The preference for localized content cannot be overstated. Invest in quality translation and culturalization of your games to resonate with Vietnamese players.
Freemium Model
The popularity of F2P hybrid games suggests that a freemium model could work well. Offer a solid base game for free, with monetization through in-game purchases.
Diverse Genre Offering
With interests spanning RPG, Adventure, Shooter, Puzzle, and Strategy games, there’s room for various game types. However, ensure they align with mobile gaming preferences.
Smart Monetization
Focus on in-game purchases like currencies, expansion packs, cosmetics, and boosters. Price these items considerately, keeping in mind the budget-conscious nature of Vietnamese gamers.
Evening Engagement
With peak gaming hours between 7 PM and 10 PM, consider timing your events, updates, or promotions to align with these hours for maximum engagement.
Cloud Gaming Potential
If your game is console-centric. Consider Xbox as a suitable option for cloud gaming platform in Vietnam. Although Vietnamese gamers prefer mobile gaming, 1.58% of respondents reported playing video games on consoles, such as Xbox, Switch, and PlayStation. While still emerging, keep an eye on cloud gaming. It could be a significant future trend in the Vietnamese market.
E-wallet Integration
Vietnamese gamers prefer using e-wallets like AppotaPay, 9Pay, or MoMo for their gaming purchases. This preference for digital payment methods aligns with the mobile-first gaming culture and the growing fintech landscape in Vietnam.
Game On in Vietnam
The Vietnamese gaming market, represented by personas like Huy, offers exciting opportunities for game publishers. With a young, engaged audience hungry for mobile gaming experiences, Vietnam is ripe for innovative and culturally attuned gaming content.
At Gamota, we’re passionate about connecting great games with the Vietnamese audience. By understanding the nuances of gamers like Huy – their habits, preferences, and spending behaviors – we can work together to create gaming experiences that resonate deeply with the Vietnamese market.
