Learning from Vietnam: Why gaming in SEA is like going to a virtual mall

Vu-Quan Nguyen-Masse

A vast demographic of gamers and audiences hooked on gaming and e-sports is transforming Vietnamese society and consumer behaviour.

This article is part of a Spotlight series on series on e-sports and gaming in Southeast Asia. Read more

For many structural reasons, gaming has often been studied and leveraged in a silo, separate from other mainstream media. For example, researchers have analysedthe way games have been studied in echo chambers as a sub-field, rather than as part of the main theoretical corpus. In communications, when those media and social theories of business and commerce are applied, games have also been treated as either a client industry or as an experimental platform...

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