Marketers can successfully target the right audience for their campaigns if they understand Vietnam’s mobile gamer demographics, say RMIT University’s Dr Ho Phu Hai and Dr Soumik Parida.

Why it matters

The pandemic has negatively impacted certain industries but benefited mobile gaming and created huge opportunities for brands to tap into the consumer experience.  Marketers in Vietnam should forego one-off or supporting tactics and use it to build a lasting relationship with consumers.

Takeaways

• The Vietnamese gamer community predominantly comprises the younger generation, aged 15-24 (41%) and 25-35 (39%).
• Gamers with active social media presence can be important...