Làm sao để game Việt chinh phục thế giới? - Anel Ceman, Former VP of Monetization, Tripledot Studios

Key Concepts

• Critical thinking
• Game monetization (ads, in-app purchases)
• Hyper-casual games
• Hybrid-casual games
• User acquisition (UA)
• Lifetime Value (LTV)
• Return on Investment (ROI)
• Ad revenue
• In-app purchases (IAP)
• User experience (UX)
• Data-driven decision making
• Experimentation and iteration
• AI and machine learning in gaming
• Hyper-personalization

Vietnam's Gaming Ecosystem

• Vietnam is a fast-growing digital economy in Southeast Asia.
• Google has established a local office to support businesses through advertising solutions.
• Vietnam is a top market for social media consumption, ranking high in YouTube watch time and mobile device usage.
• In the past year, Vietnam was the top country in terms of downloads generated globally from Vietnamese developers, surpassing the United States.
• Vietnam has a lot of young people that are very ambitious and hungry to learn and they have really good technical expertise as well.
• The Vietnamese gaming community is close-knit, sharing knowledge and working together to achieve global success.
• Western publishers are increasingly interested in acquiring Vietnamese studios and injecting capital into the region.

Anel's Journey and Impressions of Vietnam

• Anel has been in the gaming industry for over a decade, previously serving as VP of monetization at Triple Dot Studios.
• He started his gaming experience at Outfit 7, creators of "Talking Tom," a viral global hit with billions of downloads.
• He has worked in three gaming unicorns and seen many different development communities.
• Anel's initial impressions of Vietnam surpassed his expectations, noting the curiosity and close-knit community among developers.
• He observes a strong "hunger for knowledge" among Vietnamese developers, who actively seek to improve their games.
• Areas for improvement include understanding the complexity required for long-term success in large studios, such as building systems and technology to support and operate large titles at scale.

Genres and Strengths of Vietnamese Gaming Studios

• Vietnamese studios initially excelled in hyper-casual games, which are "snackable" user experiences offering fast entertainment.
• They have expanded into hybrid-casual, puzzle, and simulation genres.
• The community is producing consistent hits, signaling a thriving ecosystem.
• Games are typically global, leveraging the widespread availability of mobile devices.

The Role of Ad Networks and Google's Investment

• Global ad networks are focused on Vietnam due to the innovation and engaging titles produced by Vietnamese developers.
• High download numbers make it attractive for ad networks to help developers monetize their games.
• Revenue generated can be reinvested into building tools, teams, and talent, fostering ecosystem growth.
• Companies like Google invest in these communities by providing tools, learning resources, and expert knowledge.

Monetization Strategies in Casual Gaming

• Casual games are typically free to install, monetized through advertising and in-app purchases.
• Engaging gameplay is crucial to retain users, who compete with other forms of entertainment for their time.
• The longer users play, the more advertising can be shown.
• Scaling a game globally requires a sophisticated platform with data analytics, combining creativity with technology.
• Monetization is likened to a stock market, requiring constant analysis and adjustment.

Game Lifespan and User Acquisition

• The lifespan of a game varies depending on the genre and the team's ability to sustain growth.
• Hyper-casual games have shorter lifespans, requiring quick monetization within 7-10 days.
• Puzzle games can retain users for months or years, allowing for a more balanced monetization approach.
• Successful games can be monetized for years, with users remaining engaged for over 5 years.
• User acquisition involves paying for users upfront, with profitability achieved over time as they remain engaged.
• A positive flywheel is created when acquired users generate profit, which is then reinvested to acquire more users.
• The US market is typically the most expensive but also the most lucrative for user acquisition due to its high purchasing power.
• The cost to acquire a user in the US can range from a couple of dollars to hundreds of dollars, depending on the genre.

User Experience and Ad Formats

• Game experience is paramount; if the game isn't fun, users won't stay.
• Disruptive ads can negatively impact user experience, requiring careful testing and balance.
• Innovative ad formats, such as in-game native ads, can improve user experience by integrating advertising seamlessly.
• Monetization strategies involve personalizing the user experience for each user, optimizing ad frequency and type based on behavior.

In-App Purchases vs. Ad Monetization

• Ad monetization aims to remove friction, encouraging smooth gameplay and long-term engagement.
• In-app purchases introduce friction, prompting users to pay for progression.
• Achieving a 50/50 balance between ads and IAPs is difficult due to the different mindsets required.
• The ideal approach depends on the game's design and target audience.

When to Think About Monetization

• Monetization should be considered as early as possible, ideally during the game design phase.
• Understanding ad costs (CPMs) and market behavior is crucial for effective monetization.
• There is no one-size-fits-all approach; each studio must find its own way.

Future Outlook and Tips for Vietnamese Gaming Studios

• Experimentation and iteration are essential for learning and adapting to changing market conditions.
• Curiosity and a willingness to test limits are key to success.
• Studios should not underestimate the volume of experiments needed to find a balance.
• AI will play a significant role in game development, user segmentation, and hyper-personalization.
• Hyper-personalization will lead to tailor-made ad experiences for each user.
• To reach a global audience, Vietnamese developers should attend conferences, share knowledge with Western developers, and analyze successful games.
• Anel recommends deconstructing and analyzing Triple Dot's game, Vudoku, to understand ad integration and user rewards.

Anel's New Venture and Final Thoughts

• Anel is starting a new gaming studio focused on cryptocurrency, blockchain gaming, and advertising.
• The goal is to create a game where revenue is shared with players and the community.
• Anel encourages listeners to connect with him on LinkedIn to learn more.
• Anel expresses interest in understanding how people think and how to improve critical thinking skills.

Synthesis/Conclusion

The Vietnamese gaming ecosystem is thriving due to a combination of ambitious talent, technological advancements, and a collaborative community. While hyper-casual games have been a successful starting point, studios are expanding into more complex genres. Monetization strategies require a deep understanding of user behavior, careful balancing of ads and in-app purchases, and continuous experimentation. The future of gaming will be shaped by AI-driven personalization and innovative approaches to community engagement, such as revenue-sharing models. Vietnamese developers can achieve global success by embracing experimentation, seeking knowledge from diverse sources, and adapting to the ever-changing landscape of the gaming industry.