Tammy Phan, Linh Phan
How Vietnam’s first gaming startup-turned-tech unicorn VNG Corporation frontiered the gaming industry with Võ Lâm Truyền Kỳ 1 Mobile.
The iconic PC martial arts game Võ Lâm Truyền Kỳ is well-loved in Vietnam. But with 57% of Vietnam’s 68 million mobile phone users being mobile gamers, GS1 saw an opportunity to bring the beloved game to these players via a mobile version.
The quest to create a hit mobile game
Living up to expectations
But its simple convert-and-customize for mobile approach would not suffice.
Here’s how GS1 broke with conventions in game publishing and game marketing to turn Võ Lâm Truyền Kỳ 1 Mobile into a hit.
Maximising partnerships with influencers
Instead of simply hiring influencers to spread the word, GS1 strategically partnered with creators from diverse backgrounds to make various types of engaging content that would resonate with specific target groups, as well as a wider audience.
Exploring innovative approaches
G21 experimented with pre-registration campaigns, a novel game app marketing strategy to acquire high-value users before launch.
The Google, VNG partnership
Mai Văn Ninh, head of GS1 says, “Google is one of VNG’s most reliable and strategic partners for gaming success, providing advanced mobile solutions including consumer insights, data analytics, and app campaigns. Integrating Google’s latest solutions in our game marketing is a priority for us. It optimizes marketing investment and maximizes results.”
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