On January 5, 2023, Omega Martech successfully organized the MartechTalk event No. 08 with Webinar with the theme of Discovering trends and marketing strategies of the Game industry in 2023, with the participation of speakers. from Ocean Entertainment Group, Commandoo, Airbridge and Omega Media. Event …
The event brought stories about future trends and user development problems of Vietnamese Game businesses, from the practical perspective of speakers Tuan BA, Khanh Nguyen, Roi Nam, An Dang and the host. Quang Huy.
The program includes the following main topics:
- Game industry trends in 2023
- Opportunities and challenges of Vietnamese Game companies
- What items do you need to prepare for the turbulent year 2023?
- Games industry media stories
Overview and vision of future trends in the Game industry
Sharing from Mr. Tuan BA, Co-founder & CEO of Ocean Entertainment Group, Game industry revenue in 2022 is contributed from 4 main segments including Mobile Game, Downloaded/Boxed & PC Game, Console Game and Webgame. In particular, Mobile Game is the segment with the strongest revenue growth with 103.5 billion USD, an increase of 5.1% year over year.
Regarding the eSport segment, Anh Tuan commented that Asia is the largest and most important region, accounting for more than 57% of the global market, reaching a total revenue of 634 million USD (in 2021), growing by 16.6%. China is considered Asia's largest eSports market with revenue reaching 403.1 million USD and 434 million eSport fans. Besides, India and Southeast Asia also forecast the largest revenue growth at 18.3% and 17.2%.
Mr. Khanh Nguyen - Co-founder of Commandoo, said that the global revenue of the Online Game segment in 2021 will reach about 180 billion USD. According to him, Casual Game will be a segment with strong potential for growth in the future with its simple, easy-to-play, and accessible nature. The United States is a fertile market for the Game industry as the number of download players and industry revenue are among the top in the world.
Opportunities and challenges of the Game industry in the future
With visions of trends for a potential game industry in the future, what are the opportunities and challenges that Vietnamese game businesses face?
According to Mr. Tuan and Mr. Khanh, the Covid-19 pandemic has increased the demand for gaming, leading to strong growth in the gaming industry. The next opportunity for this industry comes from the development of 5G, known as the mobile technology standard with lower latency, higher speeds and faster data transmission. This means the player experience will be better. In addition, eSport is also an area with great potential for future development when ⅓ of the Vietnamese population is participating in eSport clubs. Vietnam is also a large region in the eSport market when it is guaranteed to participate in the World Championships in prominent subjects such as LOL, PUBG, Fifa Online 4, Lien Quan Mobile and many other subjects.
However, besides the immediate opportunities, the existence of challenges is inevitable. The decline in eCPM and advertising spending due to the economic crisis is a relatively big challenge that gaming companies face. Besides, the impact of iOS 14 on the advertising market is also an obstacle for businesses in tracking user behavior on iOS devices.
Media stories, user growth and solutions to support optimal ROI and ROAS in Gaming
According to Mr. An Dang, Head of HCM Branch of Omega Media, there are many ways to reach players. When doing communication, always use a combination of channels, combine Paid and Organic user development strategies to optimize the effectiveness of the campaign.
Sharing from Mr. Roi Nam, CEO of Airbridge - the world's leading mobile measurement and attribution solution, there are two principles to remember in building user development strategies:
- Building a reasonable and strict Unit Economy: Always control CPI below a certain X index based on accounting and cost planning (eg: CPI is less than ARPU D3 (cost per install must be less than the average revenue generated per user on that day). Tuesday)
- Constantly testing: Always test to find the most suitable factors to optimize your UA campaign
Gaming is currently an industry with strong growth potential, but there is no shortage of challenges to face. Businesses need to have a long-term vision as well as carefully prepare communication and user development strategies to be able to develop in the industry in a sustainable way.
Let's review the main points of the event through the video below:
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