HOW GAME STREAMING IS CHANGING THE ADVERTISING INDUSTRY IN VIETNAM?

HOW GAME STREAMING IS CHANGING THE ADVERTISING INDUSTRY IN VIETNAM?

During the past, the Covid-19 epidemic has changed the behavior and consumption trends of billions of Vietnamese people, requiring businesses to change and respond flexibly to survive. In addition to survey data indicating that consumers tend to spend less or live more frugally, with new online entertainment habits, the “customer journey” will also completely change. 

Accordingly, capturing new “touchpoints” in the user experience will be the key to creating new competitive advantages in media campaigns. In the context that most business and marketing activities are gradually shifting to an online form, game streaming activities “accidentally” become very interesting and exploitable at this time.

This requires both brands and marketers to be aware of exploring new platforms and streaming activities as a very new communication channel. 

If you still have no idea about Game Streaming or why you should collaborate with Game Streamers, this article will give you a clearer view!

Who are Game Streamers? 

To put it simply, Streamers are those creating Streaming Video to attract viewers, thereby effectively promoting brands, and earning hundreds of millions of dollars per month from many different sources. 

In fact, Stream video has a strong attraction to young people by satisfying their three needs:

• Exploring Streamer’s unique skills (gamer skills/tricks)

• Being part of a community (game community, food community …)

• Entertaining by watching Stream Videos (through discovering interesting points from activities, interacting with Streamer, Streamer’s unique and funny way of talking …)

In the past, most Streamers considered streaming games as a way to share gaming skills with others or practice for eSports and compete. However, as Stream Game gradually attracts a large number of viewers and becomes an effective money-making channel, Streamers have created diverse stream content to build a community of fans. Therefore, both Streamers and fans are now more focused on confiding and entertainment on Streaming. This helps Streamers increase their personal appeal through interacting with viewers during Stream Game sessions.

Which Factors Contribute to the Explosive Growth of the Game Streaming market?

1. Young population actively participates in the game market:

According to Appota’s statistics, Gen Z gamers (born 1996 or later) are leading the online entertainment trend, 74% spend time playing games at least twice a day, and 57% spend 60 to 90 minutes on each time. They actively seek out and produce innovative content. If the content satisfies their curiosity and desire for entertainment, Gen Z is willing to share it with their friends on social media.

2. Covid-19 gives a golden opportunity:

The COVID-19 Crisis: Impact and Recovery – Appota report also shows that during the first two weeks of April 2020 since the social distancing, the total view of Game Streaming on Facebook reached 119.2. million, an increase of 81.37% compared to the same period of the previous month. 

It cannot be denied that spending a lot of time indoors has made the need for entertainment and online connection between consumers greater than ever. And Game Streaming platforms seem to be the best entertainment choice to meet people’s needs. Due to the impact of Covid-19, people will continue to be encouraged to keep their distance from others around and minimize leaving the house. Therefore, playing games will satisfy a lot of consumer needs such as: relieve stress, interact with friends, or expand relationships. 

How have big brands been collaborating with Influencers?

The head of the OTA Network project – Pham Ba Duy said that game streaming is a new content form with “incredible” interaction recently. The way that Streamers gossip, review and advertise when live streaming game has brought positive effects to many brands. 

Realizing the power of Game Streaming, many big brands have coordinated with a series of Streamers for marketing activities. For instance, Samsung cooperates with PewPew, CrisDevil, Oops, Banana, Uyen Pu, Hoa Nhat Huynh, Linh Ngoc Dam; Acer cooperates with Hoang ViruSs and Ngan Assassin; etc. Each of these activities attracted several hundred thousand views and interactions.

Working with “content creator stars”, the forms of cooperation are also quite diverse, and often fall into 5 main forms, including review products/services with short YouTube videos, attend the events, party events, promote on Fanpage, and product review articles/blogs.

The new habits of users formed during the epidemic season will certainly be maintained for a long time later, even when the epidemic ends. Accordingly, the cooperation with game streamers, along with the content that is cleverly integrated with the Livestream naturally, will be an effective strategy for brands in the post-Covid era. 

Source: COVID-19 Crisis: Impact and Recovery – Appota