HO CHI MINH, VIETNAM: Whereas a lot of the worldwide gaming business continues to deal with crowded, high-cost markets, a quieter alternative is taking form in Jap Europe and Central Asia, identified collectively because the CIS area. For Vietnamese cellular sport builders, this area is starting to appear to be a pure match—particularly when the New Yr holidays roll round.
New information from promoting firm Yango Advertisements present that players throughout the CIS observe a surprisingly dependable sample annually. Through the eight to 10 days of public holidays round New Yr, gaming exercise jumps sharply at each stage—from trying to find new video games to downloading and actively taking part in them.
Searches for gaming content material climb quick, usually reaching their highest level of all the yr. That curiosity doesn’t keep idle for lengthy. Downloads rise on the similar time, peaking between Jan 2 and 9, when folks have extra free time, spend longer on their telephones, and are extra open to attempting one thing new.
“What makes this sample particularly priceless for builders is its predictability,” mentioned Thư Nguyễn, Enterprise Growth Supervisor at Yango Advertisements Vietnam. “The identical surge seems constantly throughout each the 2023 – 2024 and 2024 – 2025 vacation cycles, making January one of the dependable progress home windows for gaming apps in CIS.”
Past the vacation spike, the area’s gaming tastes additionally line up neatly with what Vietnamese studios do finest. Gamers in Jap Europe and Central Asia are likely to favour polished, light-weight, mobile-first video games—an space the place Vietnamese builders have constructed a robust international status.
Genres like puzzle, match-3, informal, simulation, and hybrid-casual video games constantly carry out effectively, Thư famous. Mixed with excessive smartphone utilization and an energetic on-line inhabitants, the CIS area presents extra than simply giant audiences. It presents gamers whose habits and preferences genuinely match the strengths of Vietnamese studios.
Simply as importantly, these markets should not but overwhelmed by competitors. Not like Tier-1 areas, the place person acquisition prices are hovering and artistic fatigue is setting in, CIS nations nonetheless give builders room to experiment, scale, and develop with out combating pricey bidding wars.
The timing couldn’t be higher for Việt Nam’s gaming business. As Xsolla factors out, native studios have already proven they will construct video games with international attraction—from informal hits to intelligent puzzle titles loved by gamers world wide.
Expertise performs a vital function as effectively. With the precise adtech companions and automatic optimisation instruments, Vietnamese builders can check and scale campaigns with out organising native places of work or coping with advanced administrative hurdles. AI-driven techniques can alter budgets in actual time, enhance artistic efficiency, and assist studios absolutely capitalise on high-conversion intervals just like the New Yr holidays.
“Việt Nam’s sport builders have already proven that they will construct international hits,” Thư mentioned. “The following stage of progress will depend upon selecting markets the place timing, tradition, and person behaviour create pure pathways to scale. Jap Europe and Central Asia stand out as a type of uncommon areas, providing predictable seasonal peaks, decrease competitors than conventional Tier-1 markets, high-intent gamers, and essentially the most cost-efficient UA window of the yr.”
As a substitute of battling for more and more costly customers in saturated markets, Vietnamese studios might discover a smarter path ahead by wanting west. Within the CIS area, the New Yr vacation is greater than only a celebration—it’s a well-timed opening to the subsequent chapter of Việt Nam’s international gaming story.
