[2-1세션] 베트남 모바일 게임 시장 진출 전략 연구 - 한국의 <플레이 투게더> 성공 사례를 중심으로

Strategies for Entering the Vietnamese Mobile Game Market: A Case Study of Korea’s Play Together

This study investigates the rapidly growing Vietnamese mobile game market, focusing on the case of the Korean game company Haegin and its globally popular game “Play Together.” With a 99.8% 4G coverage rate, 84% smartphone penetration, and an average age of 32.8, Vietnam provides a promising environment for mobile gaming. The research incorporates a survey of 1,250 Vietnamese users, analysis of 2,368 Google Play reviews, and comparative market data with competing games. Findings indicate that key success factors of “Play Together” include: (1) social-interaction-centered game design, (2) deep localization such as the addition of Vietnamese traditional outfits (Ao Dai), (3) user-driven updates, (4) strong local partnerships (e.g., VNG), and (5) proactive management of legal and political sensitivities. Casual gameplay and friend-based social features especially appealed to the MZ generation of Vietnam. The study suggests that Korean game developers must go beyond simple translation to culturally attuned, policy-sensitive strategies when entering Southeast Asian markets. It offers five actionable recommendations and contributes both academic and practical insights into global game localization strategy.