Viet Nam's mobile game market is developing quickly, attendees of the 2015 Mobile Games Asia conference in HCM City heard.

The Vietnamese game industry has recently been expanding by exporting to foreign markets. Viet Nam's game revenue hit more than US$233 million last year. — Photo alinkhay.com 

The event last week attracted representatives from leading Asian game companies and publishers.

Vietnamese mobile game publishers VNG, Gamota and VTC were among the top 10 mobile game publishers in Southeast Asia in term of revenue, according to App Annie, the standard in app analytics and app market data.

Also, Newzoo listed Viet Nam among the top 25 nations in terms of game revenue in 2014, with more than US$233 million. The Vietnamese game industry has recently been expanding by exporting to foreign markets.

The first online games Viet Nam exported were welcomed in the international market, marking the development of the country's mobile game industry.

Dead Target, produced by VNG, has attracted 13 million users in 233 countries since its release in the third quarter last year.

Meanwhile, JOY Entertainment's Captain Strike, which was released by Appota in September last year, hit 1 million downloads within one month and one million users from 40 countries after three months. Market research contributed to the success of the game.

Other factors in a game's success include product maximisation, localisation, marketing and operation.

Games should be suitable for a country's culture, Shailesh Naik, founder and CEO of MatchMove, told ictnews.vn. One that is successful in one country won't necessarily succeed in another.

Games need to be tested before they are released, to assure they are suitable for the markets they're targeted toward, according to Playlab co-founder Thomas Andreasen.

Before releasing a game, publishers should talk it through with local partners who have thorough knowledge of local game markets and tastes, said Tran Vinh Quang, COO and co-founder of Appota.

Operating staff and mobile ecosystems were essential for game companies' success, Quang said.

However, Viet Nam's mobile ecosystem isn't making enough money. Only 10 per cent of players pay the fees, while the vast majority plays for free.

"We are developing an advertisement and payment foundation on mobile phones to maximise earnings," Quang said. "We hope the product can contribute to the Vietnamese mobile ecosystem and help game publishers and developers bring products to users easily and effectively. 

VNS