Mobile Gaming in Vietnam : Launching and Marketing Perspective

The aim of this study is to identify the characteristics of the Vietnamese mobile game market from the launching and marketing perspective in order to provide a comprehensive view of the mobile gaming industry in Vietnam. Additionally, the reader can acquire information about digital marketing approaches for a mobile game in gen-eral. As the purpose is to conduct a practical research, this study covers only the most critical factors of digital marketing for mobile gaming that the writer concludes from practical experiences and strategies of successful mobile games. On the basis of the 4Ps fundamentals of marketing, this research includes the theoretical background of digital marketing with information about search marketing, social media and measurements. Furthermore, there are critical aspects of mobile gaming, such as game genre, type of gamer, business model, and the lifecycle of a mo-bile game. For the findings, this study includes the combination of analyses of the Vietnamese market and the case study from an actual firm to analyse the launching and marketing method for a mobile game in particular. It was concluded that the Vietnamese mobile game market is promising but challenging. Understanding the mar-ket as well as localization comprehensively is important in order to compete and succeed in the Vietnamese mo-bile gaming industry. The market will keep growing in the next few years; quality games with appropriate strate-gies are the keys to successes