BRANDS AND ONLINE GAME BRANDS AND ONLINE GAME IN VIETNAM GAMING AND ESPORTS ESPORT IN VIETNAM: A NEW TOURWAMENT ARENA FOR BRANDS VerO Decision Lab

WHY ESPORTS NOW ? HOW CAN BRANDS CONTENTS 1 A culture of competition 8 BRIDGE THE GAP? 2 A global rising star 10 3 Vietnam’s new favorite pastime 13 1 Ads 44 2 KOL Engagement 54 WHO ARE VIETNAM’S 3 Sponsorship 65 4 Unexplored Alleys 74 ESPORTS FANS? CONCLUSION 1 Sex Distributions 23 2 Esports Players 25 1 Key lessons from the study 81 3 Watchers 34 2 Expectations for the near future 85 CREDITS 1 About Vero 86 2 About Decision Lab 87 3 References 88

WHY I08A ESPORTS NOW ? A CULTURE OF COMPETITION A GLOBAL RISING STAR V@rO VIETNAM’S NEW FAVOURITE PASTIME 1 VIETNAM'S NEW FAVOURITE PASTIME Decision Lab

WHY WHY ESPORTS NOW? ESPORTS NOW? WHY ESPORTS NOW? As communicators and marketers, we love to In the past few years, esports has grown to talk about the “next big thing” in the branding become a seriously influential platform through world. At Vero, we believe that brand relevance which people craft identities, establish online stems from empathy for the people who live presences, and connect with the outside and breathe their culture and interact with the world. Like the larger story of gaming, it has cultural objects and each other in unique ways. transformed from a subcultural interest to a mainstream cultural force, which opens up a Decision Lab shares our vision of helping wide range of opportunities for brands to join brands connect with the modern consumers in the fray. In an era characterized by both innovative ways. As such, we have partnered individualism and hyper-connectivity, brands up to combine their research capabilities must be more empathetic and willing to adapt and our brand consulting teams to explore to rapid changes in cultural spheres that are the esports landscape in Vietnam today. increasingly diffuse.

we have partnered individualism and hyper-connectivity, brands up to combine their research capabilities must be more empathetic and willing to adapt and our brand consulting teams to explore to rapid changes in cultural spheres that are the esports landscape in Vietnam today. increasingly diffuse. Those who can pull it off will Photo: Screenshot from League of Legends, Riot Games Decision Lab’s online survey, which forms the gain a key competitive advantage, particularly Photo: Screenshot from League of Legends, Riot Games backbone of this report, looks into Vietnamese among the younger generations who will only consumers’ gaming behaviors and provides become more central in the years to come. valuable data on the gaming ecosystem in Vietnam, the characteristics and behaviors of Vietnamese gamers and esports fans, and the communication channels through which advertisers may reach them.

WHY ESPORTS NOW? Photo: PUBG New State, Krafton Esports has transformed from a subcultural interest to a mainstream cultural force, which opens up a wide range of opportunities for brands to join the fray. In an era characterized by both hyper-individualism and hyper-connectivity, brands must be more empathetic and willing to adapt to rapid changes in cultural spheres that are PUBG increasingly diffuse. NEW STATE