O slideshow foi denunciado.
Seu SlideShare está sendo baixado. ×

E-Magazine: The State of Gaming Creators Vietnam

Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
The continuous outbreak of the Covid-19
pandemic in the period from 2020 and
ongoing has caused a series of disturbances
i...
contents
Livestreaming platform
Gaming Creators - the
driving force behind the
livestream wave
The movement of content
cre...
04
PLATFORM
LIVESTREAM
LIVESTREAM
LIVESTREAM
Along with the rapid development of technology, people today are spending a
l...
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Carregando em…3
×

Confira estes a seguir

1 de 37 Anúncio

Mais Conteúdo rRelacionado

Diapositivos para si (20)

Semelhante a E-Magazine: The State of Gaming Creators Vietnam (20)

Anúncio

Mais de Appota Group (20)

Mais recentes (20)

Anúncio

E-Magazine: The State of Gaming Creators Vietnam

  1. 1. The continuous outbreak of the Covid-19 pandemic in the period from 2020 and ongoing has caused a series of disturbances in the way the entertainment industry oper- ates. When outdoor entertainment events are constantly delayed or take place without an audience due to the epidemic, it is the opportune time for online entertainment formats to boldly rise up. One of the entertainment trends that is firmly emerging is video games. The reason? When people are forced to stay at home, there is more time for leisure. In addition, video games have become more popular now than ever with just a smartphone; anyone can participate in gaming and enjoy the extremely accessible form of entertainment. Apart from playing games directly, watching other people play, known as watching livestreams, has become very popular. The strong growth of players, audiences, as well as content creators has made the Gaming - Creators ecosystem increasingly developed and linked as close as ever. In Vietnam, this network of gaming content creators is expanding, culminating in streamers whose popularity has surpassed Vietnam. With record-breaking numbers of views, this is a profession that receives a lot of attention from the media and society. Therefore, by leveraging Appota’s 10 years of experience in digital entertainment, we hope that the findings in this report will be a useful reference tool for investors and readers who are interested in this topic. 02 Introduction
  2. 2. contents Livestreaming platform Gaming Creators - the driving force behind the livestream wave The movement of content creation trend The current barrier 2 3 4 1
  3. 3. 04 PLATFORM LIVESTREAM LIVESTREAM LIVESTREAM Along with the rapid development of technology, people today are spending a lot of time on social networking spaces such as Facebook, YouTube or other forms of entertainment like gaming and esports. Thanks to this, the video content and livestream formats have become the leading trends in digital content. Viewers can not only follow what's going on live, but also interact and comment with Streamers, also referred to as Creators.
  4. 4. 06 INDUSTRY - CORE COMPONENTS Gaming Creators Streaming audience Gaming community eSports players Content Creators Content Distribution Livestream Platforms LIVE 143 GAME STREAMING The Game Streaming market in Vietnam consists of 3 main factors which include: Gaming Creators: the gaming content creators, with the KOLs lead- ing the market. Livestream Platforms: act as a distribution unit, delivering content from Creators to the audience. Gamer Communities: include audiences and players of general gaming and esports games; they are the stream viewers, and target audiences of Creators and livestream platforms.
  5. 5. Platforms that give users the ability to broadcast live streams and allow audiences to interact (e.g. comments, likes, shares, etc.). Broadcasters, also known as Creators, broadcast content that align with each platform's strategy to attract as many viewers and engagement as possible. In Vietnam, most platforms do not charge users, but instead, the main source of revenue comes from inserting ads. WHAT IS A LIVESTREAM PLATFORM? THE EMERGENCE OF “BIG PLAYERS” GAME STREAMING PLATFORMS NON-GAME PLATFORMS POPULAR PLATFORMS LIVESTREAM 2017 - 2021 2014 After the global success that platforms like Twitch has seen, the competition between livestream platforms and social networks has become more and more exciting in Vietnam since 2017. International names such as Facebook, YouTube, and Garena (SEA Group), as well as regional brands like NimoTV and Booyah, all have their own game livestream ecosystems as they are involved in a fierce competition both in terms of the number of Creators and users. This demonstrates how the game streaming industry is developing in Vietnam. These live platforms have specialized content and are focused more on live gaming content, often chosen by creators to stream and primarily interact with fans throughout the streams. Although not the main live platform for gaming content, interaction on social networks is very important. Social networks are often used to create content in the form of images, short videos or other entertaining content. Also, they can be positioned to support image promotion for Creators.
  6. 6. THE DRIVING FOR 08 GAMIN
  7. 7. RCE BEHIND THE LIVESTREAM WAVE NG CREATORS
  8. 8. 08 CREATORS WHO ARE THEIR AUDIENCES? GAMINGWHO ARE THEY? Gaming Streamers or Creators are people who broadcast live (streaming) content related to gaming or esports, in which they directly play, comment, and interact with the audience through a third-party broadcast platform. On the other side, the audience interacts and creates views as well as leaves comments and donations, thereby helping the stream channel have a better growth rate. Gaming Creators mainly target the younger generations. According to the survey by Appota, the largest age group is 18-22 years old (40.8%), followed by 13-17 years old (35%). This group of audience consists of young people with a high frequency of internet and smartphone usage, especially in entertainment and gaming. However, because of their young age, this audience group does not quite have a strong spending ability, but will rather play more of a role in creating engagement and views for the channel. Categorized by the number of followers, creators can be divided into 4 different segments. The largest tier of creators in Vietnam belong to the Micro group (under 100,000 followers), accounting for approximately 48%, followed by the Medium group (100,000 to 1 million followers), accounting for around 41%. Creators categorized by number of followers Streaming audience by age group Source: Survey conducted by Appota The Macro and Celebrity segments account for comparatively smaller percentages of 6% and 5% respectively. These are Creators with years of experience and an outstanding reputation in theindustry.TheyaretheleadersoftheGamingCreatorsindustryinVietnamandincludenotable names such as Do Mixi, VirusS, Pewpew, Misthy, Linh Ngoc Dam, etc. 48% 41% 6% 5% Micro (10.000 - 100.000 follower) Medium (100.000 - 1.000.000 follower) Marcro (1.000.000 - 3.000.000 follower) Celebrity (3.000.000+ follower) Under 13 Years old 1,2% 13 - 17 Years old 35% 18- 22 Years old 23 - 27 Years old 27 - 32 Years old Under 32 Years old 12,7% 6,5% 3,8% 40,8%
  9. 9. 1.AD-BREAK 2. EVENTS AND BOOKING CREATORS WHERE DOESINCOME COME FROM? Creators when livestreaming on platforms, in addition to receiving a fixed stream salary, can receive a share of revenue from ad-break ads running on the livestream with the following operating model: Becoming an influential figure allows Streamers to gain large followings on social networks. Brands often choose popular advertising formats on social networking platforms such as video ads or content ads, and work together with Creators to present a representative KOL image. Source: VIRESA, Appota Ads profit Content broadcasting Placing ads BRANDS CREATORS LIVESTREAM PLATFORM AUDIENCE 5,1 hours of smartphone use per day T2.2 hours per day watching esports livestreams In Vietnam: 19 seconds on average watching a mobile ADVERTISING POTENTIAL THROUGH LIVESTREAM GAMING LIVESTREAM LIVESTREAM GAMING GAMING
  10. 10. 10 The customer base mainly ranges from 13-22 years old, which is a group that is tech-savvy and leading in the digital entertainment trend. This is also the audience who spends a lot of time watching digital entertainment content in general and gaming and esports livestreams in particular. According to statistics, viewers spend an average of 3 hours a day watching esports livestreams and are willing to spend 19 seconds watching ads, which is a concrete demonstration of the potential of advertising and marketing via livestream channels in Vietnam. According to a survey from Appota, up to 40% of Creatorsansweredthattheyreceiverevenue that is related to their work and reputation of being Creators. That source of revenue can come from advertising contracts, participating in events, or income from sponsors. The trend of advertising and its effectiveness is demonstrated through these GamingCreators whoshowhighefficiencyandcollaboratewithbrands. Yes No 40.6% 59.4% “Q: DO YOU RECEIVE INCOME FROM SPONSORS' ADVERTISING, EVENTS, BOOKINGS? “Q: DO YOU RECEIVE INCOME FROM SPONSORS' ADVERTISING, EVENTS, BOOKINGS?” Social media post TVC In-stream banner ad Product experiencing livestream GAMING CREATORS-BASE ADVERTISING FORMATS
  11. 11. CASE STUDY CAMPAIGN STREAMER TRANH BA CREATORS JOINED WHO HAVE THE CAMPAIGN Campaign objective: promote the SenLive feature to a group of young, open-minded and knowledgeable customers of online platforms. Solution: Build a target audience based on the fan community of the Creators participating in the promotional campaign. Content production: livestreams in the form of esports tournaments and minigames between Creators and KOLs. Optimize ads: distribute content and deploy ads based on the target audience data analysis and optimize advertising costs. Nam Blue 3 million followers Total reach 10 million+ Total shares 20.000+ Total interactions 800.000+ Quang Cuon 2,2 million followers Nhu Hexi 1,6 million followers Ha Mi 1,3 million followers Hoa Nhat Huynh 930.000 followers Hy Nam 334.000 followers Tuan Tien Ti 107.000 followers RESULT
  12. 12. 12 3. ATTEND AN ESPORTS TOURNAMENT 4. MERCHANDISE Source: Survey conducted by Appota Source: Gamehub.vn Mixi Gaming t-shirt (Source: MixiShop) Misthy opens MisMenu restaurant (Source: Facebook Misthy) Creators with outstanding skills in esports disciplines regularly participate in tournaments as athletes. Although it is difficult to participate in professional level tournaments, community tournaments and movements with relatively high level prizes are one of the sources of income for many creators. With their popularity and community of followers already built, Creators can leverage their personal images and brands to offer exclusive merchandise to their fans. For example, Do Mixi regularly sells food and fashion products with his logos for the fan community. Others such as Misthy and Linh Ngoc Dam have expanded into the restaurant business. “Chim Se Di Nang” is a prime example of a Creator participating in esports tournaments as a professional athlete. n addition to receiving prizes, esports tournaments are also a place for them to show their skill level as well as expand their influence within the gaming community. Category Number of followers Proportion Livestream VOD Social media post 48% 250$ ++ 180$ ++ 80$ ++ 41% 320$ ++ 300$ ++ 80$ ++ 420$ ++ 400$ ++ 120$ ++ 850$ ++ 700$ ++ 220$ - 420$ $2000 ++ 2000$ ++ 800$++ 6% 5% 10.000 - 100.000 follower 100.000 - 500.000 follower 500.000 - 1.000.000 follower 1.000.000 - 3.000.000 follower 3.000.000+ follower Micro Macro Celebrity Medium SURVEY OF INCOME FROM ADVERTISING BOOKING OF CREATORS
  13. 13. 5. FAN DONATE In addition to focusing on stream content, building a loyal fan community is also extremely important. Through interacting and performing content according to viewers' wishes, Streamers also receive donations from the audience as a variable source of income. Viewers can donate in a variety of ways. For example, the Facebook Gaming platform has a function to support creators by buying "stars" to give to creators or donate through 3rd party portals like unghotoi.com, or playerduo.com.
  14. 14. GAMING CREATORS 14 T H R I V I N G ? 01. THE INTERNET TELECOMMUNICATIONS INFRASTRUCTURE HAS DEVELOPED 77% population use the Internet 6,5 hours hours of average internet use per day 61 million people use smartphones 5,1 hours of smartphone use per day 90% of Gen Z use social media Why are GEN Z
  15. 15. 02. GAMING AND ESPORTS BECOME AN INCREASINGLY POPULAR 1 2 3 6 5 4 eSports 64,7% of downloaded apps on Android are gaming apps 18 million people have played esports. Top 1 in the most viewed content category Facebook Gaming 45% of viewers watch Creators’ streams every day of the week. 80% of players spent more time with esports after the pandemic broke out 400 thousand hours of livestream gaming watched every day BECOME A FORM OF DAILY ENTERTAINMENT In 2021, out of around 18 million esports players, up to 45.5% of the viewers were avid fans that watched the stream of esports content daily, especially during the Covid-19 outbreak. When they consider esports as a form of everyday entertainment, they can be classified as hard-core fans. Source: Appota Frequency of watching esports streams every week None 4,2% Once per week 8,9% 2-3 times a week 4-5 times a week Watches everyday 16,5% 45,5% 24,8%
  16. 16. 16 NUMBER OF PASSIONATE (HARD-CORE) ESPORTS FANS IN VIETNAM Million people Content related to gaming, and especially esports, is popular so Creators can play esports games and stream the gameplay live for the audience to see. The longevity of esports games and the ability to build a solid community through tournaments is the most important factor According to the data from Statista, in 2021 Vietnam had 9.1 million hard-core esports fans, which is equivalent to about 50% of the number of people who have ever played esports. If counting from 2016 when there was only 2.8 million people, the growth rate of hard-core esports fans in Vietnam has been 3.25 times in 5 years, with the average growth being 25% per year. Creators’ fan community Community of players of esports games for Creators as they create a relationship that resonates with each esports game. Influential Creators can become game ambassadors and Streamers. And on the other end, the gaming community of those games will know and even become a "loyal fan" of Creators. Source: Statista
  17. 17. THE MOST POPULAR ESPORTS GAMES BY CREATORS TFT Chess game, strategy is very popular with Creators. The game has many elements of luck, surprise and not much ma- nipulation. Suitable for Creators who want to have more time to interact and interact with fans. ARENA OF VALOR Moba game is famous on mobile platform with a large number of players. Game mode (10 - 15 minutes). The game has accessible gameplay and direct play on mobile. LEAGUE OF LEGENDS The iconic PC MOBA game of eSports in Vietnam and around the world. Also the game has an age and number of Creators who are professional eSports athletes in Vietnam. League of Legends is a game that is suitable for many Creators and already has a large community of players in Vietnam. PUBG MOBILE Viruss 4,2 million Pewpew 4,1 million Nang 630,000 Duc Manh 439,000 Manh An 495,000 Thay Giao X 1,5 million Ha Mi 1,2 million Cong Kien 1,3 million Tung Hoa Mi 1 million Dang YM 882,000 Trau TV 1,4 million Hoa Nhat Huynh 930,000 Thuy Tien 1,4 million Sadness Ezreal 80,000 Duy Com TV 60,000 Nam Blue 3 million ABCT36 Gaming 626,000 Giang Black 464,000 VyVy 422,000 Du Dang 370,000
  18. 18. 18 03. IMPACT AND CHANGE FROM THE COVID-19 PANDEMIC According to a survey conducted by Appota, the Vietnamese esports community is mostly loyal fans with more than 52% of players in Vietnam spending time every day on esports. On average, they spend nearly 3 hours a day playing and watching esports, compared to 3 hours 24 minutes for traditional sports. Esports has become increasingly one of the most popular forms of entertainment espe- cially after the outbreak of the Covid-19 pandemic in Vietnam from 2020-2021. Frequency of playing eSports titles None 1,5% Once per week 4,9% 2-3 times per week 4-5 times per week Everyday 22,2% 52,5% 18,9% Watching tradditional sport online Watching Esport contents online 2,8 2,9 3 3,1 3,2 3,3 3,4 3,5
  19. 19. 2,2 hours: average time spent watching esports livestream from creators. Up to 80% of the community were found to have spent more time watching Gaming Creators during the outbreak. Coupled with the fact that nearly half of the community is hard-core fans at 9.1 million people, the Gaming Creators industry truly has a massive potential customer base. According to our survey, 43% of Creators have found that their channels had higher engagement than before the pandemic. However, this increase may simply be due to the overall situation during the epidemic when the audience had more free time. The results also show that among Creators, only 6.3% witnessed outstanding growth, and conversely, 18.8% responded that their chan- nel saw a sharp drop in engagement. While the community may spend more time watching stream sessions, many Creators may still have a decrease in interactions. This shows how competitive the industry is. Audiences can watch a Creator for the first time, but gaining a "loyal fan" is not easy. How does engagement changes during the pandemic A BOOST IN LIVESTREAM PERFORMANCE FOR GAMING CREATORS BUT HAVE ALL BENEFITED FROM THE PANDEMIC? “Q: Do you spend more time watching Creators during the pandemic?” Significantly decrease 18,8% Slightly decrease 21,9% Unchange Slightly increase Significantly increase 37,5% 6,3% 15,6% 80.2% 19.8% Yes No Source: VIRESA Source: Appota Source: Appota
  20. 20. 20 Xem thể thao truyền thống online Xem nội dung eSport online THE MOV OF CONTENT CR THE MOV OF CONTENT CR THE MOV OF CONTENT CR THE MOV OF CONTENT CR
  21. 21. VEMENT REATION TREND VEMENT REATION TREND VEMENT REATION TREND VEMENT REATION TREND
  22. 22. 22 84.1% 11.6% In the early stages of streaming game content, the focus is often on the level and skill of playing games, and then it shifts more to entertaining and exchanging content with the audience. This global trend is inevitable in Vietnam. According to a survey conducted by Appota, the factor that attracts the most viewers is the entertainment and interaction between the audience and the Creators with 50.2% of the respondents choosing this as the most attractive. Creators are also aware of this issue as 84.1% of Creators surveyed said that the biggest priority in every stream session is to interact with their fans. Creators’ priority in streaming session Interacting with fans and viewers Streaming content Streaming duration Source: Appota CONTENT DEVELOPMENT TRENDS WHAT'S THE MOST IMPORTANT THING ABOUT FAN ENGAGEMENT? CONTENT DEVELOPMENT TRENDS WHAT'S THE MOST IMPORTANT THING ABOUT FAN ENGAGEMENT? What attracts you the most in while watching Creators' stream Others 2,9% Creators admiration 17,6% Learn gaming skills Entertaining and interacting with Creators 50,2% 29,3%
  23. 23. “Ao Làng All Star” attracted 3.4 million views on Youtube TikTok short video Youtube vlog “Stream Den Bao Gio” music video One form of content that creates exchange and interaction with fans is the organization of esports tournaments that incorporates audience participation. This is also an effective way to create virality and is applied by many famous Streamers. These tournaments are organized by the Streamers themselves or in conjunction with game streaming platforms such as Nimo TV, Cube TV, or Facebook Gaming, etc. Some tournaments that receive a high amount of interaction include Custom PUBG organized by Mix- iGaming, Allstar PUBG co-hosted by MixiGaming, NimoTV and 500Bros, and ABCT36 Gaming Challenge etc. In addition to the gaming livestream, the current Creators show a tendency to reach audi- ences on many different social networking platforms and thereby diversify in producing other types of content such as vlogs, short videos, talk shows, or even music videos. The fact that Creators diversify content outside of gaming streams is very well received. Content such as VODs or minigames on social networking platforms not only help increase creators' reach but are also positively perceived by the audience because they show a different and closer image to real life. DIVERSIFY PLATFORMS AND CONTENT DIVERSIFY PLATFORMS AND CONTENT DIVERSIFY PLATFORMS AND CONTENT DIVERSIFY PLATFORMS AND CONTENT
  24. 24. Pewpew and Misthy attend "Giong Ai Giong Ai" Pewpew participates in the program "Manh Ghep TInh Yeu” 24 The Influencer industry in general and creators are increasingly building up significant influenceonsocialnetworks. Therefore, creators encroaching and appearing on TV gameshows is becoming a trend in recent times. These appearances on mainstream television are gradually confirming that Gaming Creators is becoming a recognized profession in Vietnam. CREATORS CREATORS GAMESHOW GAMESHOW CREATORS CREATORS ENCROACHING ON TELEVISION AND ENCROACHING ON TELEVISION AND GAMESHOW GAMESHOW ENCROACHING ON TELEVISION AND ENCROACHING ON TELEVISION AND CrisDevilGamer participates in the program “Nhanh Nhu Chop”
  25. 25. AR technology applied in the livestream "Talkshow Mentos" Source: Adsota Following the Industry 4.0 technology trend, content creators and production units have applied AR and VR technologies in livestream sessions for various purposes such as increasing interactions, content transmissions, or marketing forbrands. The production unit of the livestream "Talkshow Mentos", featuring Thay Giao X and Cong Kien, typically uses AR technology to analyze the creators' expressions and to display pop-up advertising messages for Mentos. In an 1 hour livestream session, an average of 150-250 advertising messages are shown. As a result, impressions were optimized and viewer retention tripled. Besides gaming, Creators also diversify content by creating special values that are unique for their own fan communities. For example, Do Mixi regularly organizes chat sessions with fans and shares about life lessons and personal experiences. Or ViruSs, who is knowledgeable about music, often has sharing sessions about music theory, and music video reactions, and thus his viewers can learn more about music through watching his livestreams. CREATING UNIQUE VALUE FOR THE FANS CREATING UNIQUE VALUE FOR THE FANS INDUSTRY 4.0 TECHNOLOGY IN STREAMING SESSIONS INDUSTRY 4.0 TECHNOLOGY IN STREAMING SESSIONS INDUSTRY 4.0 TECHNOLOGY IN STREAMING SESSIONS INDUSTRY 4.0 TECHNOLOGY IN STREAMING SESSIONS
  26. 26. 26 Currently, Streamers have become more professional when joining Streamer agencies. 2018 - 2019 also showed the rapid development of Streamer agencies. Some successful names in Vietnam are OTA Network, Creatory, and Box Studio. Each agency has its own strengths and focuses on different streaming platforms. Specifically, the studio Creatory specializes in the YouTube segment, while OTA Network is the exclusive partner to deploy the Facebook Gaming program in Vietnam. TALENT DEVELOPMENT HAS BECOME MORE PROFESSIONAL TALENT DEVELOPMENT HAS BECOME MORE PROFESSIONAL TALENT DEVELOPMENT HAS BECOME MORE PROFESSIONAL
  27. 27. Influencer Marketing Manage and produce content and videos for Creators Manage and support Creators exclusively on the Facebook Gaming plaform Receive bookings, influencer advertising campaigns related to Creators Production of esports tournaments, game events Content management and production for Creators Training KOLs gaming skills Content development consulting and Creators management Fan community management & consulting for Creators Booking KOLs Consulting on the development of online content gaming AGENCY AGENCY CATEGORY CATEGORY Influencer Marketing Agency Influencer Marketing Agency Gaming Creators Network Agency Gaming Creators Network Agency Esports Agency Esports Agency Talent development Talent development KOLs Agency KOLs Agency SCOPE OF BUSINESS SCOPE OF BUSINESS
  28. 28. 14 RÀO CẢN PHÁT TRIỂN CHO NGÀNH TẠ I V I Ệ T N A M GAMING CREATORS THE CURREN
  29. 29. NT BARRIER
  30. 30. 30 Investment costs for equipment and components for livestreaming are relatively large compared to the general income level in Vietnam. The necessary equipment to livestream the most basic of games include: a PC with powerful enough camera, microphone and video capabilities. Furthermore, a PC with sufficient configurations to both play games and livestream will have a minimum price tag of about 20 million VND, and when adding in a camera and microphone, the initial investment cost will need to be at least 30-40 million VND. For effective livestreams, Creators need to invest more in overlay and background designs when showing up. Overlays and backgrounds create a sense of unity between the Creators and their brand images, and help make an impression with fans. If Creators livestream directly on social networking platforms such as Facebook or YouTube, it is essential to run livestream ads to reach more viewers. Depending on the number of existing followers, Creators can invest from 500,000+ VND to millions of VND for each livestream session to reach the target audience that is most suitable with their live contents. INITIAL INVESTMENT COSTS 01 EQUIPMENT COSTS EQUIPMENT COSTS EQUIPMENT COSTS BRANDING & SOCIAL IMAGE BRANDING & SOCIAL IMAGE BRANDING & SOCIAL IMAGE ADVERTISING & MARKETING EXPENSES ADVERTISING & MARKETING EXPENSES ADVERTISING & MARKETING EXPENSES
  31. 31. The boom and development of the Internet and Gaming/Esports in Vietnam in general has led to the competition in the Gaming Creators industry to heat up. Currently, several platforms are constantly organizing training programs and recruiting Creators, so more and more young people are stepping into the Gaming Creator profession. However, achieving success in the industry is not easy. If the number of followers can be used as a measure, only 11% of the Creators in Vietnam have over 1 million followers/platform (according to the survey conducted by Appota), and those Creators are also the ones who receive most of the industry revenue and are sought after by sponsors. So what is the formula to becoming a successful and well-received creator in the Vietnamese market? COMPETITIVENESS 02 “Actually, the formula here is “no recipe” at all because each creator has a unique color and expression. Like no other, there is no fixed way to create success. However, there are a few rules that follow creators can't be missed. Sincerity: thecoreelementofkeepingengagedormorespecificallytherelationship between streamer and viewer is the sincerely. Work effectively, stay true to yourself bothinreallifeandonscreensothatyoucanbecloseyourfanfileandcreatevalues beyond the economics that can be brought from this profession. Enthusiasm: Attention can't come when you're superficial with your work, you can’t just do your work as a regular job and ignore how viewers think about your contents. Individuality: In an era where so many Streamers are present, to be able to reach the audience and fans, you need to make a difference and make a distinct brand. “Integrate, not dissolve” - enter the industry/career. This is the same in the development environment, there needs to be a certain difference to make yourself stand out more. When it comes to you, a certain unique personality has to pop out in the viewer's mind, then media attention is certain if you are able to pull that off." Mr. Pham Ba Duy - Director of OTA Network
  32. 32. 32 Need for more training programs from reputable organizations (Photo: OTA Network) Although the work of Gaming Creators has become popular and is growing at fast pace, the number of creators with outstanding success and acceptance by the audience is not large. Because it is a newly developed profession, there are no real standards for training in Vietnam, so studios and streaming agencies develop their Creators by “learning from working”. For an existing Creator to be successful, the most important and differentiating factor is each Creator's streaming style and content creativity. Therefore, there is virtually no yardstick to measure the training and orientation for young Creators. This is no doubt a huge hurdle for young people when they want to learn how to be a Creator. The first stage will be extremely challenging when there are so many different livestream platforms and many different games to choose from. Then, building a personal image and shaping the style of the stream is also completely non-standard, but depends on the personality of each individual Creator. These are also barriers for agencies and training organizations because it is difficult to standardize a formula for teaching and trainingCreators today. However, currently there are many youth recruitment and training programs such as OTA Plus (under OTA Network) that recruit Streamers from Box Studio, Nimo TV, etc. But the training methods between agencies are not consistent and are exclusive to each organization, so the need to create a common criteria on teaching and training creators will still be an issue to be addressed in the future. STANDARDS ON TEACHING AND TRAINING 03
  33. 33. Though it has become popular, the profession of Gaming Creators is only truly recognized among young people and those working in the Gaming and Esports industry. This is in part due to society's general stereotypes about the Gaming industry as a whole still not being completely positive. However, the overall progress of esports, as well as the achievements of Vietnam's esports in international tournaments, are contributing to laying the foundation in bringing the Gaming industry and Gaming Creators to light. In addition, the event in which the 31st SEA Games Organizing Committee officially announced esports becoming one of the 40 medal sports was an important milestone as it signified society recognizing esports as equal to traditional sports. Gaming Creators are now also regularly appearing on television and their profession has the opportunity to be widely known by the mass audience. Thus in the future, the Gaming Creators industry will gradually gain a more positive view in modern society. SOCIAL PERSPECTIVE ON THE GAMING CREATORS INDUSTRY GAMING AND CREATORS ECOSYSTEM IN VIETNAM CREATORS AGENCY STREAMER/ CREATOR TRÒ CHƠI PRODUCTION AGENCY STREAMING PLATFORM DONATION PLATFORM ESPORTS GAME PUBLISHER
  34. 34. 33 ABOUT US Appota Group is the pioneering company in providing technology solutions and digital entertainment content in Vietnam. With the mission of using life-enhancing technology, we aim to build a complete entertainment ecosystem, bringing valuable products and services to businesses and users. GAME PUBLISHING COMPANY CLOUD INFRASTRUCTURE SOLUTIONS COMPANY BUSINESS OPERATION MANAGEMENT SOLUTIONS COMPANY PAYMENT & FINTECH COMPANY DIGITAL MARKETING COMPANY
  35. 35. CONTACT US A: LE Building, No. 11, Alley 71, Lang Ha Street, Thanh Cong Ward, Ba Dinh District, Hanoi City, Vietnam. T: +84 2435 191 618 marketing@appota.com appota.com More reports from us here

×