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VIETNAM ONLINE MOBILE GAME MARKET
2015 INSIGHTS
FOCAL POINT OF VIETNAM MARKET 2015

June,  2015: Starting Contest BlueBird on mobile game coding.  Ending on Dec,  2015. T...
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,  ,

INTERNET USERS

45,000,000

j”

j
4
*0

MOBILE GAME PLAYERS

9,300,000

Cll LEE. ‘/ii EW 1'’  7.0 '; 

POPULATI...
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I

TOTAL i~! UiviBER OF SiviARTPHOi~! E DEVICES | i~!  VIETi~! Aivi IN 2015 IS 37iviIL

Alll‘

40_
...
THE RATE OF SMARTPHONE USERS BASED ON AGE GROUPS

Mobile user

 

16-24 25-34 35-44 45-54 55+ Age groups

0 80% of mobile ...
THE DISTRIBUTION OF USERS BASED ON THE OS

 

I Android

Windowsphone

 

2014 2015

o In 2015, windows phone version of m...
THE DISTRIBUTION OF USERS BASED
ON THE DEVICE AND GENRE

   

DEVICE GENRE

Smaftphone -Tablet Male -Female
THE VALUE OF SMARTPHONE GAME MARKET

0 Market revenue 2014: S83mi| 
0 Market revenue 2015: S116mi| 

Unit:  mil USD

 

20...
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iiizt: -‘. E’§§(IETIi~'G Ci'i. ‘-‘. I‘Il‘IEI-S FOR ivrO3l| ..E -. *-‘.7wiEi1

.3

Facebook
Domesti...
THE COMMON PAYMENT METHODS

Phone Card

I Visa/ Mastercard
Domestic bankcard
VIETNAM MOBILE GAME MARKET OVERVIEW

GAMEKM
2015 - THE BLOOMING YEAR OF MOBILE GAME

The number of games

160

140
120

I I The number of published games

2012 2013 2...
ILLEGAL CHINESE GAMES IN VIETNAM

 

The number of games The number of servers
22 games 459 servers

0 In 2015, many Chine...
ILLEGAL CHINESE GAMES IN VIETNAM

? i{r"ifi‘ $55 .3155 -?5:S§$*Tl?  51f. “t¥. §i 1!9!l1.§; ti 31‘-. ’f

¥—$I1kri - 

Slfsli...
THE NUMBER OF GAMES RELEASED IN 2015

o 2015: 143 games
0 2014: 77 games

no Klein Kl Dani 0°C C0 can Sal

Mong Giang Ho W...
TOTAL GAMES OF TOP 5 VIETNAM MOBILE GAME
PUBLISHERS IN 2015

c game

g V

'; 'l_1/Iv'? DT/ ‘
BL

17170 ”‘C’. ..'. .E

fifluu...
TOTAL SERVERS OF RELEASED GAMES IN 201

Publishers A

mlagarne
E! 

amnesia

? t3AM. =JTA

  QIlfi‘I2UI§ CHINDVIQQS

 5
- 2...
MMORPG 2D IS HOT TREND IN 2015
ARPG IS STILL A TREND IN THE FUTURE

Genres‘
Casual F‘
SLG 1%, ,
Others ‘$8
Turn-based 160 ...
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,3 right ' ‘»% CTCT "tag.  "r car 51
5* 2   - ' ‘s  J ’
-rtuv . . . .fi my —-‘ad .  -9 V. »

01 - ...
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1‘. 

Q2 - THIEN LONG BAT B0 3D ((3572/§iIll>>  

With famous theme,  right after release,  T...
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% *"*1.g’_r1 —§  N -t'*-‘u M . q_ 1‘ 
~~«.   ~ - - _‘’e. -» l 1 5 '= 
my -ow” '9» .  J a.  _ _ “a...
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,3‘ * ' if:  Q“: -n * '  mg.  " '  /93; --1' --iv’ 'i  " '  ‘Q ‘Q.  g‘ 
, _j ~-  x ,   - - , _~...
FANTASY THEME BECOMES MORE POPULAR
JUST AFTER MARTIAL ARTS AND THREE-KINGDOMS THEMES

- Mobile game users are still inte-
...
PROJECTION OF VIETNAM MOBILE GAME MARKET 2016
TOTAL SMARTPHONE DEVICES EXCEEDS 50%
OF TOTAL VIETNAMESE POPULATION IN 2016

   

   

_ Smartphone

SMARTPHONE DEVICEI PO...
' l3Altl'i. l.Z'lI(. .iii
T: -:E VALUE OF SMARTP: -:0i~'E GAME lviARI(ET IN THE FUTURE

 «IE Urit:  mil USD
250
200

Smart...
' l3lllIti. EiI(. .iii

BY REACHING OVER 150ivi| L USD,  REVENUE OF MOBILE
GAME OVERCOMES PC GAME IN 2016.

Mobile Game

P...
' l3Illllll. :lI(. .iii
DisAPPEARAi~! cE or ‘. -'-. ’|i~! D0‘. -'r. 'S PH0l~! E GAME MARKET

"". '. *: '.~: :r

iOS
Androi...
' l3All'l. El[(. _iii

THE i~! UiviBER OF GAMES RELEASED IN 2016

180
160

140
120
100
80
60
40
20

 

2012 2013 2014 2015...
l3.AIl'l. Eli(. .iii
ARPG,  FPS Ai'. D MOBA WILL BE THE TREND OF 2016

I

50 ”
45
40

35 2015
30 v ’ 2016
25 26

20

I5 ,3...
lf‘: llllil1.EiiI(. .iii

iviARKETIi~! G EXPENSE IS HIGH WHICH RESULTS Iii!  LO‘. .i'~. ’ PROFIT

Marketing
Profit
Other C...
CONCLUSION

0 Vietnam mobile game market still maintains the rapid growth speed,  continue to lead Southeast
Asia market b...
THANK YOU! 

info@gameK. vn

GAIVIEKA
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GameK - English: Report Viet Nam Mobile Game Market 2015 Insights

  1. 1. VIETNAM ONLINE MOBILE GAME MARKET 2015 INSIGHTS
  2. 2. FOCAL POINT OF VIETNAM MARKET 2015 June, 2015: Starting Contest BlueBird on mobile game coding. Ending on Dec, 2015. The contest encouraged Vietnamese mobile game Publishers to release more and more high-quality titles in the future. July, 2015: Game Publishing Certificate G1 was issued for more than 30 publishers in Vietnam. July, 2015: Mobile Game Asia Conference was firstly organized in Vietnam; gathered 70 speakers of the lea- ding developers and publishers of Mobile Game Industry from more than 13 overseas countries. It was a big opportunity for Vietnamese publishers and developers to talk, discuss with the world's leading publishers and developers, as well as to understand more about the global mobile game market in general, and regional mobile game market in particular. Sept, 2015: Vietnam Ministry of Culture and Information tightened game licensing. Sgame was forced to shut down because of publishing without any license. Nov, 2015: «iGa» (ilili) and «Chinh Do Mobile» (iIEi& Mobile) of SohaGame Publisher are the first 2 games licensed to publish in Vietnam by Ministry of Culture and Information.
  3. 3. Tr} , , INTERNET USERS 45,000,000 j” j 4 *0 MOBILE GAME PLAYERS 9,300,000 Cll LEE. ‘/ii EW 1'’ 7.0 '; POPULATION fl (. lf‘: lllIITI. E‘II(. .I~i *1‘ 1 (H) 1 - I SMARTPHONE USERS 24,000,000 0?. ex" 1-). V’ . » I x . PAID USERS 45°/ o
  4. 4. ' l3TlIll'I. EI[(. _m I TOTAL i~! UiviBER OF SiviARTPHOi~! E DEVICES | i~! VIETi~! Aivi IN 2015 IS 37iviIL Alll‘ 40_ 35 30 25 20 15 10 2012 2013 2014 2015 Till the end of 2015, the number of smartphone devices in Vietnam exceeded the number of feature phone devices, takes for 52% of total mobile phone devices. The market is not yet saturated about the device. Therefore, the potential of the devices and games on mobile device will be growing strongly in at least upcoming 5-10 years.
  5. 5. THE RATE OF SMARTPHONE USERS BASED ON AGE GROUPS Mobile user 16-24 25-34 35-44 45-54 55+ Age groups 0 80% of mobile users are young, from 16 to 34 years old.
  6. 6. THE DISTRIBUTION OF USERS BASED ON THE OS I Android Windowsphone 2014 2015 o In 2015, windows phone version of many mobile games were released. It shows the possibilities of a new potential market besides iOS and Android. o It is the feature of Vietnam mobile game market compared to other regional countries.
  7. 7. THE DISTRIBUTION OF USERS BASED ON THE DEVICE AND GENRE DEVICE GENRE Smaftphone -Tablet Male -Female
  8. 8. THE VALUE OF SMARTPHONE GAME MARKET 0 Market revenue 2014: S83mi| 0 Market revenue 2015: S116mi| Unit: mil USD 2012 2013 2014 2015 Year I Smartphone game
  9. 9. ' l3llllli. EiI(. .iir iiizt: -‘. E’§§(IETIi~'G Ci'i. ‘-‘. I‘Il‘IEI-S FOR ivrO3l| ..E -. *-‘.7wiEi1 .3 Facebook Domestic Adnetwork (Admicro, Nova Ads. ..) Google PR I PR 8. Adnetwork take for 40% of marketing channels - the feature of Vietnam mobile game market.
  10. 10. THE COMMON PAYMENT METHODS Phone Card I Visa/ Mastercard Domestic bankcard
  11. 11. VIETNAM MOBILE GAME MARKET OVERVIEW GAMEKM
  12. 12. 2015 - THE BLOOMING YEAR OF MOBILE GAME The number of games 160 140 120 I I The number of published games 2012 2013 2014 2015 V93’ 0 The number of games released in 2015 was 143 which increased 90% compared to 2014. 0 This figure is also a signal of fully competitive mobile game market in 2016.
  13. 13. ILLEGAL CHINESE GAMES IN VIETNAM The number of games The number of servers 22 games 459 servers 0 In 2015, many Chinese companies joined Vietnam market and published games by themselves. All those games didn't have any information about the name, address and even support phone number of the publi- sher and especially they were published without any license. It deeply influenced on local publishers who got license as well as mobile game users in Vietnam. 0 Some typical publishers: - Kunlunz 4 games Tuyet Dai Song Kieu (r'tfif§§9|*l§), OMG Tam Ouoc (7i$H‘f? Il3E| §l), Vo Song Than Tuong (lIfE| liHEl§I), MU Origin (ER? -5r§L7F). - Royal Mobile: 4 games Lien Minh Chien Than (filiillifiééfifi), Dai Chien Tank (iflfilflfi), Anh Hung Chien (i’a"ri‘鑧§7Z§), Tram Tien Mobile ($'il| Il$77i$). - Longtu Game: 1 game Dao Mong Anh Hung (i§’5"§é7i. ’E).
  14. 14. ILLEGAL CHINESE GAMES IN VIETNAM ? i{r"ifi‘ $55 .3155 -?5:S§$*Tl? 51f. “t¥. §i 1!9!l1.§; ti 31‘-. ’f ¥—$I1kri - Slfsli-E i. Vi. i’~§ 43.5! 1:911 4“: : ,u-. , . .., ,,w; .. is itlfifiitfiiafiflilflfl fifiififilflllltilifi 1L. ‘F&i3:5é‘Ef4iil. Qlfi’EIfR'. "2fi£°l‘I§lfi€"67£iiR: l&ETIZ—. 6t:2-‘F? {X8=$- 20i33l1E‘€-. ‘2lE_| lFf9’é‘. :-‘Z~*. l.Gl3?R5l»r'a. l§7l"~i‘£i! v3‘. §«£i¥f§- ' $925155/E. 'LlLilif'iE'-l K01'lN}: .n?1’: ao ‘: ’:’£15, lfl§¥Eiii, k!l. ?7J§. '&‘H! i1*3NI5i‘2§§. Source 1v. ~.; ,3i . s5»‘t. f-‘E I Ififlfifi : ufim1~£x: iisrz‘t- «. ;;= m%ai$§'u4s‘5 "aha! " i»siz: ai. «~: :imw. ‘Ea: .*. «»¢fiEizr§l'l; gisi; r:: : I lizinfisi nsmmrm 7 Ififiifllfi iI#§F1f*.2'F! ’1 1 ’-fifliftfi is aaflfifiii 4 Ifillii 19 SRGMZZG ‘> flflfiibkfi 19 T898?! 6 main 11 IR-fill 1 HEB? ! 7? WIRE? 8 I192 21 Iltifiisiiiifl 5‘ Fflfirifiifi 1‘ W1-BEE in Imwiirit 25 sxmiiusi 11 Slfilfifi Ir» D1-’: bl1i‘Ffi '7 Barnum H Ell! 13 ¥'E'll€4‘F£ 78 Effiiflfiifilfi 14 &€§3f3I 79 -ill-wvfi-‘i 15 ilrlliimstfi 10 Elmfifitt ‘ EVIIRE *6 IBIEII : www. xwdi_com/ hyxw/20?6/0218/8825.htmI
  15. 15. THE NUMBER OF GAMES RELEASED IN 2015 o 2015: 143 games 0 2014: 77 games no Klein Kl Dani 0°C C0 can Sal Mong Giang Ho Wmmg‘ ( figfizfil) Contra Onlrne MUVO Song bod Like T’-'.7ti‘xtt¥é1%i§1"' . Tliap Dien Mai Phiic ‘? '§lJ9€27r£fi‘l Tieu Ngao Giang Ho CIIIZEE‘-7 , (713) , (fifiilfll , Ban Long Ngoa Ho Tang Long Mong Kiem 3D (Q i‘7<Illfi': o (HEB? !) (fllllllfllfiflfi) Jan Feb Mar Apr Aug Sept Oct Nov D ec 1 3games 1 1games 1 092-IITIES 08030188 1 7030163 1 19371188 1 1games o8l)3m€S 1 9fl~t-'tii‘S Emir iriionq Manna liar ilianlr Vuong Ngao I-(rem Mobile Cuii Duoiig Than Cong Phong Than Ky ii iiilll }- Khonq Minh Iriiyen 4lIl. l’¥‘ 21 . TXEXRA , 412153135313‘. . liii lien *T§$¥5l§r‘ . IUVWIIOINI ILHB SD &f. i.. '8lt LOI. Tiiiyen Ky Naruto Dai Chien Thor 3D I X 3ci§lillf'a¥ ' Fantasy I egenrl S1a¢IIq1ll«hlOnKTI8".7 ¥? ?A‘-xiii‘ €I2RXl3l (Q3§l. §) V-Ildm llanh Ha = '$$2'>71I7< MU Onqrn -£‘il3:5t“ -rffiillfl:
  16. 16. TOTAL GAMES OF TOP 5 VIETNAM MOBILE GAME PUBLISHERS IN 2015 c game g V '; 'l_1/Iv'? DT/ ‘ BL 17170 ”‘C’. ..'. .E fifluumw III I Others 2014 2015 0 2015 still remarked the leading of Publisher SohaGame. 0 VTC overcomed Gamota to rank the 2nd. 0 Some publishers shut down or went down rapidly as MCCorp, 5 stars, Wasabi. .. It shows that mobile game market is good but not easy to exist.
  17. 17. TOTAL SERVERS OF RELEASED GAMES IN 201 Publishers A mlagarne E! amnesia ? t3AM. =JTA QIlfi‘I2UI§ CHINDVIQQS 5 - 205 I The number of servers 2123 0 100 200 300 400 500 600 700 800 900 Servers 0 Total servers: 2467 servers. 0 Total servers of top 5 publishers taked for 66% of total servers of all games released in 2015. The rest 34% is from more than 40 small publishers. 0 It shows that the mobile game market in the future still belongs to big publishers — they take many high-quality titles in hand and have operation and marketing ability better than other small ones.
  18. 18. MMORPG 2D IS HOT TREND IN 2015 ARPG IS STILL A TREND IN THE FUTURE Genres‘ Casual F‘ SLG 1%, , Others ‘$8 Turn-based 160 353 MMORPG 2” 791 I 2”” I 2015 Card Battle 6°] 704 ARPG '66 553 > 0 200 400 600 800 1000 rota/ servers 0 2015 was the blooming year of MMORPG, especially MMORPG 2D. 80% of total servers was 2D games’. Some typical titles are Ngao Kiem Mobile (? f§'s7§l§l&), Cuu Duong Than Cong (9E3E§lIIJl9€), Tru Tien Mobile (21,’fE3I; ‘5lI), Hoa Thien Cot (iE‘F'l§). o Other game genres like Card Battle, ARPG are still waited for by users. SLG genre still has its own faithful user com- munity.
  19. 19. ' l3l§llllI. :lI(. .iii ,3 right ' ‘»% CTCT "tag. "r car 51 5* 2 - ' ‘s J ’ -rtuv . . . .fi my —-‘ad . -9 V. » 01 - NGAO KlEivi ii; oBiLE<<¥JznE‘_:7<l9&>> It was the most waited martial arts MMORPG 2D title in 2014. Right after release, Ngao Kiem quickly attracted a huge amount of users that had not ever seen in Vietnam mobile game history that time. with martial art graphics, huge task system, classical activities like citadel war, Song — Jin arena, Ngao Kiem integrally reminded users of playing role—playing games on PC. Publisher: SohaGame Genre: MMORPG 2D Storyline: martial arts Onlinez 12/01/2015 Total server. 103 (till Dec 2015)
  20. 20. ' Emil»-llEi: (:. lNi 1‘. Q2 - THIEN LONG BAT B0 3D ((3572/§iIll>> With famous theme, right after release, Thien Long Bat Bo ‘T created a huge chaos in Vietnam mobile game market. Thien Long Bat Bo 3D has great 3D graphics, deserves to be a MMORPG 3D masterpiece on mobile. Publisher VNG Genre: MMORPG 3D Storyline: martial arts Online: 21/06/2015 Total servers: 33 (till Dec 2015)
  21. 21. ' l3l§llllI. :lI(. .iii % *"*1.g’_r1 —§ N -t'*-‘u M . q_ 1‘ ~~«. ~ - - _‘’e. -» l 1 5 '= my -ow” '9» . J a. _ _ “aw _ ‘éu ‘is 03 - TIEU NGAO GIANG H0 3D <(%l%Q3I§i5ll>> Released on Aug 2015, Tieu Ngao Giang Ho quickly " attracted a huge number of users who like Jin Yong martial arts. With great 3D graphics and real-like PK control skill, Tieu Ngao Giang Ho was Gamota's key product in 2015. Publisher: Gamota Genre: ARPG 3D Storyline: martial arts Online: 24/08/2015 Total servers: 15 (Till Dec 2015)
  22. 22. ' E: l3§litli. Eii(. .i1i ,3‘ * ' if: Q“: -n * ' mg. " ' /93; --1' --iv’ 'i " ' ‘Q ‘Q. g‘ , _j ~- x , - - , _~. . l . .o ' Q4 - LUYEN RONG <(r§'ll7lf2>) It was released at the end of 2015. With sharp and cute gra- phics and simple but deep gameplay, “Luyen Rong" were wel- comed interested by huge number of young gamers. With over 30 servers and high DAU (50.000), “Luyen Rong" is the No.1 mobile game for Teenagers this time and also opened a new age for casual game on mobile. Genre: Casual Storyline: Fantasy Online: 27/11/2015 Total server: 36 (till Dec 2015)
  23. 23. FANTASY THEME BECOMES MORE POPULAR JUST AFTER MARTIAL ARTS AND THREE-KINGDOMS THEMES - Mobile game users are still inte- rested in popular themes like Jin Yong martial arts or three kingdoms. I Mama: ans _ _ E Three-Kingdoms - DotA or LOL theme IS quite good but I Fantasy there is none of excellent titles. _ European o In addition, theme of hot movies has 001/) & LOL good signal. The title "Thien Kiem I Manga Tieu Su Muoi" published by VTC I gum named "Hoa Thien Cot" attracted quite a lot of users. Game themes
  24. 24. PROJECTION OF VIETNAM MOBILE GAME MARKET 2016
  25. 25. TOTAL SMARTPHONE DEVICES EXCEEDS 50% OF TOTAL VIETNAMESE POPULATION IN 2016 _ Smartphone SMARTPHONE DEVICEI POPULATION IN 2015 SMARTPHONE DEVICEI POPULATION IN 2016 o It is estimated that total smartphone devices in Vietnam in 2016 will reach 50mil devices, takes for 53% of Vietnam population. 0 It shows that smartphone is becoming the essential device in the society. 0 Especially, the age group who use smartphone is younger and younger. It means that mobile game is becoming an indispensable recreational facility of the Vietnamese.
  26. 26. ' l3Altl'i. l.Z'lI(. .iii T: -:E VALUE OF SMARTP: -:0i~'E GAME lviARI(ET IN THE FUTURE «IE Urit: mil USD 250 200 Smartphone game 150 100 2016 2017 2018 The growth speed and revenue forecast in upcoming years.
  27. 27. ' l3lllIti. EiI(. .iii BY REACHING OVER 150ivi| L USD, REVENUE OF MOBILE GAME OVERCOMES PC GAME IN 2016. Mobile Game PC Game 2015 2016 It is estimated that Vietnam mobile game market in 2016 will continue to maintain the growth speed 30% compared to the last year. By reaching 150mil USD, it will be the first time revenue of mobile game exceeds revenue of PC game, takes for over 54% of revenue of total game market. ~ In 2016, mobile game will become the main recreational facility of Vietnamese gamers.
  28. 28. ' l3Illllll. :lI(. .iii DisAPPEARAi~! cE or ‘. -'-. ’|i~! D0‘. -'r. 'S PH0l~! E GAME MARKET "". '. *: '.~: :r iOS Android Windows Phone n-- r- . r>n- r- 1 ‘T I “‘ -9 We -"9 U: ~ In 2015, Windowns Phone game in Vietnam was very good with high DAU and revenue. However it is estimated WP game market will disappear in 2016. I 2016 will mark the growth of Android device in the meanwhile iOS device stands still.
  29. 29. ' l3All'l. El[(. _iii THE i~! UiviBER OF GAMES RELEASED IN 2016 180 160 140 120 100 80 60 40 20 2012 2013 2014 2015 2016 In 2016, the number of games will continuously increase because more new publishersjoin in mobile game market. However, after a severe 2015, many small publishers shut down, the number of games will not rapidly increase to 90% as in 201 5, it will be just around 20% in 2016. The market is changing from "Quantity" period to “QUality" period. The higher the demand and standard of gamers are, the more the selection and elimination of the market are. Only high-quality games can get success.
  30. 30. l3.AIl'l. Eli(. .iii ARPG, FPS Ai'. D MOBA WILL BE THE TREND OF 2016 I 50 ” 45 40 35 2015 30 v ’ 2016 25 26 20 I5 ,3 111 1-1 10 in 5 l 7 2 7 0 24 MM-ORPG MMO-ARPG TURN-BASED Ba/ -}I%[EE SLG FPS MOBA CASUAL The number of ARPG games grows nearly twice in the meanwhile traditional genres decrease. It shows that ARPG genre will be the new trend, overwhelm other old genres in 2016. FPS and MOBA start to have a good signal through user's interest.
  31. 31. lf‘: llllil1.EiiI(. .iii iviARKETIi~! G EXPENSE IS HIGH WHICH RESULTS Iii! LO‘. .i'~. ’ PROFIT Marketing Profit Other Costs fin-g: nth-1: 4- E. ‘ -’. ».. V I In 2016, the market competition is more severe. It results in high marketing costs and low profit. I Only big-size publishers have enough profit to run the business and develop. I In addition to Google and Facebook, looking for new marketing channels like local Adnetwork is essential thing to optimize marketing in this situation.
  32. 32. CONCLUSION 0 Vietnam mobile game market still maintains the rapid growth speed, continue to lead Southeast Asia market based on total revenue, overcomes PC game to become the main entertainment means in Vietnam. 0 However, high competition results in increasing more costs and decreasing profit down to below 5%. o The size of Vietnam market is big but profit is low. Therefore, it might result in disappearance of many publishers in 2016. Only big publishers with high-quality games can survive in this severe competition situation. o The Government moniters strictly and there is participation of the Police in finding and seizing game companies who illegaly operate. The case of Sgame company is the warning for all illegal game publishers in Vietnam.
  33. 33. THANK YOU! info@gameK. vn GAIVIEKA

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