AI trong ngành quảng cáo game: Có phải mỏ vàng bị lãng quên? - Robert Huỳnh, Reforged Labs

Key Concepts

• Performance Marketing in Gaming: Utilizing data and experimentation to optimize ad spend and user acquisition in mobile gaming.
• AI Data Analyst: An AI agent that automates data analysis for performance marketers, providing insights and recommendations.
• Explore/Exploit Trade-off: Balancing the use of proven ad creatives with the experimentation of new ones.
• Ad Fatigue/Ad Blindness: The phenomenon where users become desensitized to ads over time, requiring constant refreshing of creative content.
• Silicon Valley Meets Saigon: The concept of blending the innovative mindset of Silicon Valley with the resourcefulness and hustle of Vietnamese culture.
• Vibe Coding: Using AI co-pilots to generate code suggestions, often leading to rapid prototyping but potentially resulting in unmaintainable code.
• Prompt Engineering: The skill of crafting effective prompts for AI models to generate desired outputs.

Reforged Labs: AI Data Analyst for Gaming

Reforged Labs, founded by Robert and Oscar, is building an AI data analyst specifically for performance marketers in the gaming industry. The company aims to solve the problem of marketers spending excessive time sifting through data by providing an AI agent that automates number crunching and analysis, similar to ChatGPT but with access to relevant data sources like TikTok, Facebook, and Google.

• Problem: Game studios spend significant portions of their budget (e.g., King spending $2-3 million per day per game, representing 90%+ of their budget) on performance marketing, often relying on gut feelings rather than data-driven insights.
• Solution: Reforged Labs' AI helps marketers understand trends, identify patterns across different countries, and determine the best-performing ad networks.
• Focus: Initially focused on building an AI game or development tools, Reforged Labs pivoted to address the underserved market of performance marketers in gaming.
• Customers: Currently working with two of the top 10 game studios globally and has about 10 customers in total.
• Unique Advantage: Building a niche product tailored to a specific industry with high demand, differentiating from generic AI tools.

Performance Marketing in Gaming: Key Insights

Robert shares several insights about performance marketing in gaming:

• Creativity is Often Derivative: Many creatives are based on competitor analysis and remixes of existing content.
• Ugly Ads Can Be Effective: Counterintuitively, basic or even "ugly" ad creatives can sometimes be the most successful.
• Ad Fatigue is a Constant Challenge: Ads quickly lose effectiveness due to ad blindness, requiring marketers to continuously generate new content.
• Explore/Exploit Dilemma: Marketers face a constant trade-off between using proven creatives and experimenting with new ones.
• Data-Driven Decision Making: AI can help marketers navigate the explore/exploit trade-off by analyzing data and identifying optimal strategies.

Vietnam as a Hub for Innovation

Robert discusses his decision to build Reforged Labs in Vietnam, highlighting both the challenges and opportunities:

• Personal Connection: As a Vietnamese American, Robert is dedicated to contributing to Vietnam's tech ecosystem and fostering a "Silicon Valley meets Saigon" mindset.
• Resourceful Talent: He recognizes the resourcefulness and entrepreneurial spirit of Vietnamese people, drawing inspiration from his family's experiences.
• Challenges:
  • Limited Venture Capital: Fundraising in Vietnam is more difficult than in the US, with lower valuations.
  • Time Zone Differences: Building a global product from Vietnam presents challenges due to time zone differences.
  • Difficult Business Environment: Setting up and operating a business in Vietnam can be complex.
• Opportunities:
  • Growing Gaming Industry: Vietnam is a significant player in the global gaming market, with a large number of game studios and high game download rates.
  • Potential for High-Tech Exports: Robert believes Vietnam can escape the middle-income trap by focusing on high-technology services like gaming and AI.
  • Developing Talent Ecosystem: By providing mentorship and opportunities, Vietnam can cultivate top-tier talent and become a tech hub.

Reforged Labs' Future in Vietnam and Globally

• Vietnam Focus: Reforged Labs is committed to building its engineering team in Vietnam and serving local gaming studio customers.
• Global Expansion: The company aims to expand beyond gaming into other verticals like e-commerce and apps, becoming an AI data analyst for various industries.
• Role in Vietnam: Robert envisions Reforged Labs playing a role in working with local universities, fostering talent, and promoting a Silicon Valley mindset.

AI and the Future of Work in Vietnam

Robert discusses the impact of AI on the job market in Vietnam:

• Vibe Coding: The use of AI co-pilots for code generation can lead to rapid prototyping but also result in unmaintainable code.
• Threat to Outsourcing: AI tools may reduce the demand for basic IT outsourcing services, requiring Vietnamese companies to move up the skill ladder.
• Importance of Critical Thinking and Communication: In the age of AI, critical thinking and communication skills become even more crucial.
• Prompt Engineering as a Key Skill: The ability to craft effective prompts for AI models is becoming a valuable skill.
• Addressing Cultural Challenges: Robert acknowledges the need to encourage Vietnamese talent to speak up and share their ideas, fostering a more open and collaborative work environment.

Conclusion

Robert's insights highlight the transformative potential of AI in performance marketing and the broader implications for Vietnam's tech industry. Reforged Labs is positioned to capitalize on the growing demand for data-driven decision-making in gaming and other sectors, while also contributing to the development of Vietnam's talent ecosystem. The key takeaway is that while AI presents challenges, it also offers significant opportunities for innovation and economic growth, provided that individuals and organizations adapt and embrace new skills like prompt engineering and critical thinking.