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(Homeland) - Vietnam not only offers ample room for development but also serves as a promising hub for game developers, boasting strong programming expertise, creative content creation skills, diligence, especially among developers focusing on mobile platforms.
According to Newzoo's report as of November 2022, Southeast Asia is one of the regions experiencing rapid growth in the mobile gaming market in 2022, with Vietnam ranking third in the number of mobile gamers in the region, reaching 54.6 million, generating revenue of 507 million USD.
In May, the App Store launched the 'May The Games Begin' campaign, showcasing exceptional mobile games and all associated activities aimed at bringing outstanding games to users. Particularly, the App Store dedicates an entire month to honor games from independent developers in the Southeast Asian region, including the Vietnamese market.
When accessing the App Store, users worldwide can see a list featuring 'Games We Love from Southeast Asia', with a description that reads, 'Southeast Asia has much to offer the world: a remarkable culture, some of the world's finest cuisines, and fantastic independent games. There is plenty of talent in this region, and the games they've created deserve congratulations and your attention. Here are just a few games we love. Let's play together'.
The list includes independent titles from countries in the region: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. Scrolling to Vietnam, we find ourselves intrigued by games like Sky Dancer: Escaping from Eden and CocoMonster.io.
Explore Topebox - the studio behind Sky Dancer and CocoMonster.io, where we met Mr. Thai Thanh Liem - the Founder and CEO of this studio. According to Mr. Liem, Topebox has previously developed many hit games in major markets such as the United States, Japan, and China. In 2018, Sky Dancer Part 1 outshone numerous renowned titles to top the App Store charts in China, while last year, Titan Hunters became a sensation in Japan as a rare foreign game to reach the top 3 on the App Store, trend on Twitter, and feature on over 50 news sites in the country. These are quite remarkable achievements for an independent game studio, comprised entirely of Vietnamese talent.
We had a conversation with Mr. Thai Thanh Liem to learn more about the independent game studio honored by the App Store in the Southeast Asian region.
When did Topebox consider taking their games overseas?
Myself and some colleagues founded Topebox and began making games from the early days of the App Store. At that time, Vietnamese talent was renowned for game development skills. While that was a positive point, I felt that my former colleagues at Gameloft didn't appreciate the creative capabilities of Vietnamese games. With the advent of the App Store, my group of friends and I saw this as a great opportunity to showcase Vietnam's game-making prowess to the world. Hence, we established Topebox with the aim of changing the international perception of Vietnam's creative capabilities. That remains a part of Topebox's vision to this day, however, we also have a mission to encourage game developers in Vietnam to boldly embark on the path of experimentation, innovation, and creativity.
How do you assess the competition in the current gaming market compared to when Topebox was newly established?
In my opinion, the competition in the gaming industry overall hasn't changed much. Ten years ago, there were already many game developers entering the market, the difference is that the current market has expanded significantly, so even though there are more studios opening up, there are still plenty of opportunities available for everyone.
However, in an ever-expanding and rapidly developing market like gaming, many developers opt for the 'fast-follow' approach - jumping in, following the footsteps of existing games on the market, and then tweaking them to be more accessible to players. This trend has emerged over the past 5 years in both domestic and international markets. This approach helps mitigate the risk of failure for independent studios, but as these 'fast-follow' games flood the market and everyone rushes in, the value of creative studios like Topebox is increasingly elevated, especially in mature markets with large user bases and high demands.
In general, the market changes but our direction from 2012 until now only makes us more confident and determined to stick to it. This year, we introduced a new product line that still maintains the style we always pursue: games must be unique, and players must have a new experience. This is also one of our efforts to create more value for the domestic gaming industry, instead of 'tearing apart' the pie of our fellow industry members.
So will Topebox's games focus on the criterion of 'new' rather than 'easy to play'?
The essence of mobile games is to be easy to play, so we still design games to make users feel easy to play. But what we aim to do is to provide a fun and fresh gaming experience, not only bringing enjoyment to players but also creating excitement for the gaming ecosystem.
Which market do most players of Topebox games come from?
For a studio with a somewhat 'eclectic' gaming culture like Topebox, people want to explore diverse genres. That's why Topebox games are present everywhere, with games attracting many players in the United States, and also famous games in China, in Japan. Despite being creative, we do research on markets, and we are sure to focus on the potential markets.
What role does Vietnam play for Topebox?
Actually, we've only recently focused on the Vietnamese market. Previously, we emphasized creativity and flexibility, but starting this year, we've adapted more to comply with policies and procedures for game publishing licenses in Vietnam. In the future, I believe Vietnam will account for about 50% of our player base.
How many games has Topebox created up to now?
We've created over 80 games.
When it comes to getting their games on the App Store, is Topebox influenced by the App Store team, or do they guide how to get their games to the top?
For me, getting the game on the App Store isn't anything too special, it's about the process of conceptualizing, creating, and refining the product. My biggest desire and the team's is to get the game onto the App Store ecosystem as quickly as possible to see how players react to our 'brainchild.'
The common ground between Topebox and the App Store, and perhaps the criterion that helps this studio's games frequently appear in the rankings of the main platform, is the mindset of constant innovation and differentiation. The App Store has no influence on studios, and games are created according to the developers' desires rather than the App Store's requirements for top placement. Topebox always adheres to the principle that games must be fresh and different, and the App Store strongly supports that mindset.
How does having Topebox games featured on the App Store, appearing in the Game of the Month, daily, in special events, impact the company?
For Topebox, being featured by the App Store not only helps the studio increase revenue by reaching more players but also serves as a significant motivation for the creative talents within the company. Game developers may not necessarily do it for money, but they need recognition for their intellect and effort. Having a game featured on the App Store is a source of pride not only for oneself but for everyone, helping to motivate people to create the next game or continue nurturing that project.
How do you assess the overall landscape of games on the Vietnamese App Store compared to the App Stores of other countries?
It's evident that the Top 100 games on the Vietnamese App Store hardly include games developed by Vietnamese, whereas the Top 100 in China and Japan have very few foreign games. Meanwhile, Vietnamese users are raising their standards for games and demanding higher quality titles. This reality is a driving force for Topebox to change, and the recently launched game CoCoMonster.io on March 17 is one of our first steps towards creating a game that emphasizes creativity and innovation, specifically catering to Vietnamese users. This year, Topebox aims to invest half of its budget into developing games for the Vietnamese market, with 10-20 draft games currently in development.
As for the quality of games on the Vietnamese App Store compared to the App Stores of other countries, it's almost equivalent, and in my opinion, the gaming taste in Vietnam is quite high. Although Vietnam's game development industry is still young, the gaming market has been growing for quite some time, and players are very discerning in choosing games to play, so the game quality is also very high.
