Female-oriented games are driving the prosperity of mobile gaming in Vietnam
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The growth of new game lines :
In the first half of 2021, the Vietnamese mobile game market was very hot, especially with the rapid growth of new game lines. The genres we noticed such as hyper casual game, idle games, empire simulation or strategy, and Otome game are all playing well and doing a good job. According to the data of SensorTower, MMORPGs still occupy the leading position in the total number of mobile game releases in Vietnam. Without a doubt, MMO games have always held an important position in the hearts of Vietnamese players.
Compared with 2020, the downloads of empire simulation RPG and Otome games was increased significantly by 2021 in particular. Female-oriented games started to become a widely recognised trend in the mobile game market, and many developers have witnessed and want to give it a try.
The key elements to attract female players :
With the “traditional” gaming market is getting saturated, games for female players might just be the next big thing to create a better gaming experience. There are two main common needs of female players, the first is aesthetic needs. Female players not only care about the game plot, graphics but also emphasise the quality of music, costume, and game props. The second is emotional needs. We all need connection, no matter in the game world or real life in the social community between players.
Further analysis of two popular Female-oriented games of Vietnam :
Ta Là Bà Chủ
(Source: AppGrowing)
“Ta Là Bà Chủ”, a simulation game, is a story-based mobile game to become a businesswoman through step-by-step efforts such as negotiation, investment, brand representation, bidding, and so on. Specifically, how to start from a small and unknown shop owner to overcome all obstacles in order to become the richest local merchant in the Southern Tang Dynasty, and eventually the most interesting part of the game is turning out to be a legend in the industry by the commercial awareness as a female, depends on every choice of the players.
Meanwhile, it incorporates elements such as mansion, satin clothing, exquisite makeup, courtship, friendship, etc. Unlike other empires, GongDou games, the role of “strong woman” is exactly makes up for the vacancy of market and is welcomed by many Vietnamese players.
(Source: AppGrowing)
(Source: AppGrowing)
According to the AppGrowing, in the last 30 days, Facebook (FAN) accounts for 70% of the advertisements, and the following is Admob with its small portion of around 6.62%. The average number of running ads is about 10 every day. Let’s take a look at its ad creatives and descriptions.
1.Tự mở tiệm, trải nghiệm cảm giác làm chưởng quỹ！
(Source: AppGrowing)
This ad creatives uses its Interstitial and Rewarded Video formats to present main characters and settings. It’s amazed that it comes up with such a great idea to show two scenarios for players to pick and compare one of them. The player can feel the artistic designing, gorgeous graphics, and rich gameplay followed with the immersive music.
2、 Game mobile kinh doanh cổ trang, kinh doanh+thay đồ+cốt truyện, mở ra thách thức thương trường gập ghềnh cho bạn
(Source: AppGrowing)
It is an ancient business strategy game to spread the idea that women can own their great commercial empire as well, even though they are empty-handed before, they can also get rich overnight by creating treasure and competing with contemporaries. I am impressed by the definition of female and male merchants and management. Let’s take a look at this huge game map.
3、 Game mobile kinh doanh cổ trang, kinh doanh+thay đồ+cốt truyện, mở ra thách thức thương…
(Source: AppGrowing)
As we see the advertisement in the form of live-action and real dialogues, it helps audiences to engage in the character development and connect the game with personal life to better comprehend how to play, what it is the story is about and which role players should choose.
Ngôi Sao Lấp Lánh
(Source: AppGrowing)
A game called Ngôi Sao Lấp Lánh is rising in the downloads rank of Google Play rankings in February 2022. People who played this game can find that the storyline of the game is similar to the “heroine” stories that are commonly seen in interactive novels and otome game.
The clue of this game is that the female character entered the entertainment industry as a trainee and started a story with various elements such as love and mystery. The storyline about the main female character who keeps finding her way to counterattack her life is always the routine of fiction and interactive novels. It is not hard to discover that being such a role in the mobile game can bring players a sense of satisfaction and create an immersive display for their interaction in the romantic environment.
(Source: AppGrowing)
According to the Tops Charts of Appgrowing Global for Google Play, it ranked around Top 9 to top 20 in the last 30 days with total 89 ads as we monitored.
1、It’s time to experience different story and destiny by choosing different card. This creative shows many cultural costumes and scenarios to represent its multiple play mode and attract players.
(Source: AppGrowing)
(Source: AppGrowing)
(Source: AppGrowing)
In our creative details, it shows the specific views, like and dimensions from each video ads; Besides, we can also jump to the YouTube Post Page to see more In-Feed and In-Stream video or Facebook Home Page to find more latest news from the same game.
It’s time to witness more and more female-oriented games being developed nowadays. As game developers, what we need to do is to fully understand and pay high attention to the needs of female players, especially their emotional and aesthetic needs in a long term.
