1. Market Analysis and Positioning
1.1 Overview of the Vietnamese Gaming Market
The Vietnamese gaming market, as one of the fastest-growing mobile gaming markets in Southeast Asia, has significant development potential and unique market characteristics. From January to September 2023, the total in-app purchase revenue in the Vietnamese mobile gaming market reached $202 million, roughly the same as the same period last year; total downloads reached 1.643 billion, a 2% decrease year-over-year.
Vietnam has a total population of approximately 98.53 million, with an internet penetration rate of 79.1%, and about 77.93 million internet users, of whom 93.1% play games, with approximately 60 million mobile gamers.
The Vietnamese gaming market is particularly strong in competitive, strategy, and role-playing games, with Chinese manufacturers' self-developed products performing particularly well, occupying several top spots in revenue-generating mobile games.
1.2 User Characteristics and Preferences Analysis
Vietnamese game users are predominantly young, with an average age of 32.7 years, and the population under 35 years old accounts for 52%. In terms of user preferences, Vietnamese players show a high interest in casual games and large DAU competitive games, and Chinese products have performed well in terms of downloads in Vietnam, with 5 of the top 14 downloaded mobile games being from China.
In terms of digital content purchasing preferences, mobile applications, music downloads, and movie/TV streaming services rank in the top three, with mobile games in fourth place.
25% of internet users spend monthly on mobile games, an increase of 2.5% compared to the same period last year.
In terms of social applications, Facebook, Zalo, and TikTok are the most commonly used social apps by Vietnamese netizens, providing important marketing channels for game globalization.
1.3 Competitor Analysis
In the Vietnamese market, Chinese manufacturers' self-developed products stand out, occupying several top spots in revenue-generating mobile games, demonstrating the competitiveness of Chinese games in the Vietnamese market. Additionally, the market also features products from Western and Southeast Asian local manufacturers, with increasingly fierce competition.
Vietnamese market competitors include not only international giants but also local startups, such as Amanotes, which have made their mark in the casual music rhythm game sector.
Moreover, the specificity of the Vietnamese market is that foreign game manufacturers must apply for a license and collaborate with local gaming companies to release games in Vietnam.
In summary, the Vietnamese gaming market has a large young user base and preferences for specific game types, while the competitive landscape is diversified, providing opportunities and challenges for Chinese games going global.
2. Google Ad Proxy Strategy
2.1 Target Audience Positioning
In the Vietnamese market, the key to the success of the Google ad proxy strategy lies in precise target audience positioning. According to market research, here are the characteristics of the target audience:
Age and Gender: Vietnamese game users are predominantly young, with an average age of 32.7 years, and the population under 35 years old accounts for 52%. Both male and female players are interested in Slots games, but male users may be more inclined towards the competitive and strategic elements of the game, while female users may focus more on the social and entertainment aspects of the game.
Geographical Location: Major Vietnamese cities such as Ho Chi Minh City and Hanoi are the main markets for Slots games, where urban users generally have higher purchasing power and more frequent internet usage habits.
Interest Preferences: Target users are usually interested in topics related to games, entertainment, and gambling, and they may have already followed some Facebook pages or groups related to these topics.
Using Google's ad targeting tools, ads can be precisely delivered based on factors such as the user's age, gender, geographical location, and interests. Additionally, Google's advertising platform also allows for remarketing based on user behavior and search history to further lock in potential customers.
2.2 Ad Creative Design and Localization
The creative design and localization of ads are crucial for attracting the Vietnamese target audience. Here are the key points for creative design and localization:
Visual Elements: Use high-definition, brightly colored images and videos to showcase the features and rewards of the game. Familiar elements from Vietnamese culture, such as traditional clothing and festivals, can be used to increase the appeal of the ads.
Copywriting: Ad copy should be concise and clear, using Vietnamese and incorporating local popular slang or expressions. The copy should highlight the game's rewards and benefits, as well as any limited-time events or special offers.
Cultural Adaptability: Ad content should respect Vietnamese cultural customs and avoid using images or language that might cause misunderstandings or offense.
Celebrity Effect: Consider using well-known local social media influencers or celebrities as spokespersons for the ads to enhance credibility and appeal.
2.3 Ad Placement and Optimization
Facebook's audience targeting feature allows advertisers to precisely target ads based on the characteristics of the target audience. Here are the strategies for audience targeting and optimization:
Audience Targeting: Use Google's ad targeting tools to precisely deliver ads based on factors such as the user's age, gender, geographical location, and interests.
A/B Testing: Conduct A/B testing to compare the effectiveness of different ad creatives, copy, images, or videos, and identify the ad version that best improves click-through rates and conversion rates.
Ad Optimization: Regularly monitor the performance of ads, including key metrics such as click-through rates, conversion rates, and cost per click, and optimize based on the data. For example, if it is found that ads perform particularly well during certain time periods, the amount of ad placement during those times can be increased.
Social Interaction: Encourage users to share and comment on ad content on Facebook to enhance the social impact of the ads. A reward mechanism can be set up, such as receiving in-game rewards for sharing ads.
Multi-channel Promotion: In addition to the Google platform, consider placing ads on popular Vietnamese social media platforms such as Zalo and Cốc Cốc, as well as promoting on local forums or websites to expand the coverage of the ads.
Through the above strategies, online game advertising can more effectively attract the target users in Vietnam, increase user engagement, and enhance the market share of the game.
3. Social Media Integrated Marketing
3.1 Utilization of the Facebook Platform
Facebook, as one of the most popular social networking platforms in Vietnam, plays a crucial role in the globalization of online games to the Vietnamese market. According to market research, Vietnam has 68 million Facebook users, accounting for more than 67% of the total population. Therefore, using the Facebook platform to promote games can effectively reach the target user group.
User Behavior Analysis: Vietnamese users spend a long time on Facebook and tend to obtain information and entertainment content through social networks. Therefore, Facebook ads can reach active users and increase the exposure of the game.
Interactivity: The interactivity of Facebook allows game ads to naturally spread through likes, comments, and shares, enhancing the social impact and user engagement of the ads.
Ad Targeting Tools: Using Facebook's targeting tools, ads can be precisely delivered based on user behavior, interests, and geographical location, improving the conversion rate of the ads.
Creative Content Sharing: Sharing game trailers, gameplay introductions, and user reviews on Facebook can attract the attention of potential users and stimulate their interest.
3.2 Multi-channel Promotion and Collaboration
In addition to Facebook, online games going global to Vietnam also need to integrate multi-channel promotion strategies to expand market coverage and enhance brand influence.
Social Media Integration: In addition to Facebook, ads can also be placed on popular Vietnamese social media platforms such as Zalo and TikTok, using the unique features of different platforms to attract different user groups.
Localization Collaboration: Collaborate with local gaming forums, blogs, or game-related websites in Vietnam for joint promotion activities to expand the scope of publicity.
Offline Events: Organize or sponsor offline game events, esports competitions, etc., to increase the visibility of the game and player participation.
Partner Network: Establish a partner network, including payment platforms, mobile manufacturers, telecommunications operators, etc., to promote the game through partner channels.
Content Marketing: Produce high-quality game-related content, such as guides, reviews, behind-the-scenes production, etc., to attract potential users through platforms such as YouTube and blogs.
Through the above multi-channel promotion and collaboration strategies, online games can more comprehensively cover potential users, enhance brand awareness, and increase market share.
4. Data Analysis and Effectiveness Evaluation
4.1 Ad Effectiveness Tracking
Ad effectiveness tracking is a key step in measuring the success of the Google ad proxy strategy in the Vietnamese market. The following indicators are used to track the effectiveness of ads:
Exposure and Click-Through Rate (CTR): Exposure and click-through rate are basic indicators for measuring the visibility and attractiveness of ads. According to Google Ads data, the average click-through rate (CTR) in the Vietnamese market is 1.74%, while the global average is 2.19%. This indicates that there is room for improvement in the visibility and attractiveness of ads in the Vietnamese market.
Conversion Rate (CVR): The conversion rate is the proportion of users who complete a target action (such as registration, purchase, etc.) after clicking on an ad. The average conversion rate for online game ads in the Vietnamese market is 1.85%, which is 0.15 percentage points lower than the global average. This may be related to local user habits and payment methods, and further optimization of ad strategies and user experience is needed.
Cost-Effectiveness Analysis: Cost per click (CPC) and cost per conversion (CPA) are key indicators for measuring the cost-effectiveness of ads. The average CPC in the Vietnamese market is $0.26, and the CPA is $1.89. Compared to the global average, the CPC and CPA in the Vietnamese market are lower, indicating a cost advantage in ad placement in the Vietnamese market.
User Retention and Lifetime Value (LTV): User retention rate and lifetime value are important indicators for measuring the long-term effectiveness of ads. The average game user retention rate in the Vietnamese market is 30%, and the lifetime value (LTV) is 3 months. This requires ad strategies to not only focus on short-term conversions but also pay attention to the long-term value of users.
4.2 Return on Investment (ROI) Analysis
Return on investment (ROI) is a core indicator for measuring the economic benefits of the Google ad proxy strategy. The ROI analysis in the Vietnamese market is as follows:
Direct ROI Calculation: The direct ROI calculation formula is (Revenue from Ads - Ad Costs) / Ad Costs × 100%. According to data from the Vietnamese market, the average ROI for online games through Google ad proxy is 150%, indicating that for every $1 of ad spend, $2.5 in revenue can be generated.
Long-Term ROI Consideration: Long-term ROI not only includes direct revenue but also indirect benefits such as brand awareness enhancement and user loyalty increase. The online game market in Vietnam has increased brand awareness by 20% and user loyalty by 15% through ad proxy, and these indirect benefits should also be included in the ROI consideration.
ROI Optimization Strategy: To improve ROI, it is necessary to continuously optimize ad strategies. For example, by conducting A/B testing to identify the most effective ad creatives, adjusting ad placement time and location based on user behavior data, and using machine learning technology to optimize ad bidding strategies.
Risk and ROI Relationship: High ROI often comes with high risk. Therefore, while pursuing high ROI, it is also necessary to assess market risks, including policy risks, market competition risks, and changes in user behavior.
