Gaming On TikTok Hanoi Summit 2025
On April 24, TikTok hosted its first event, the Gaming On TikTok Hanoi Summit 2025, in Hanoi. This event marks a significant step towards a strategic collaboration within the Vietnamese gaming community, connecting publishers, content creators, and simultaneously sharing new trends and innovative solutions to enhance growth in the gaming industry both domestically and internationally.
According to the Strategic Report on Management and Development of the Online Gaming Industry in Vietnam for the period 2025 – 2030, Vietnam, along with Southeast Asia, is recognized as the region with the highest mobile gaming growth rate globally, set at 7.4% annually from 2022 to 2025. The gaming revenue in Vietnam is projected to reach 1.66 billion USD by 2025, continuing to grow at a rate of 9.77% per year, potentially hitting 2.42 billion USD by 2029.
Notably, according to a report by Statista in 2024, mobile games—the most favored gaming format among Vietnamese users—are expected to generate 712 million USD in revenue by 2029. Additionally, Vietnam has been ranked by Bloomberg among the top 5 countries producing mobile games globally in 2023, with a 4.2% market share, growing 2.5 times faster than the global average. This serves as a clear testament to the creativity, production capacity, and competitive potential of Vietnam’s gaming industry.
Vietnam’s Gaming Industry Grows on TikTok
According to the TikTok Marketing Science Global Gaming LiveOps Survey via AYTM, conducted in April 2024, 59% of TikTok users discovered new games through creative content on the platform. Moreover, 64% of users reported engaging with gaming content that intertwines with music, live events, and entertainment. This data illustrates that TikTok has seamlessly integrated gaming into the entertainment journey of its users, both individually and culturally.
“Vietnam is emerging as one of the leading creative hubs in the gaming industry in Southeast Asia. With strong development from the passionate gaming community, along with collaboration from the government, Vietnamese game publishers are not only creating successful games domestically but are also expanding internationally.” – Maayan Kolter, Global Development Director of Gaming at TikTok, stated at the event. Vietnamese gaming campaigns on TikTok have already shown numerous impressive results, including:
- Revelation (VNGGames) saw a 313% increase in installations in Vietnam;
- The Sword of Destiny (Funtap) achieved a Return on Advertising Spend (ROAS) 58 times higher;
- Origin of the Sword (VNG) exceeded its target installation goal in recent years, while the Cost Per Install (CPI) decreased from 35% to 72%, with ROAS doubling compared to traditional media channels.
These examples highlight the remarkable effectiveness when game publishers leverage TikTok’s robust community and technology.
Tools and Solutions Supporting Game Publishers on TikTok
One of the key focuses of the Gaming On TikTok Hanoi Summit 2025 was sharing strategies that help publishers optimize their player engagement journeys, from discovering new games to installation and maintaining user interaction. TikTok also introduced several tools to help game publishers optimize performance, drive revenue, and connect with new users. These tools allow games to easily engage with players while simultaneously expanding their community:
- Smart+: TikTok’s AI integration solution simplifies campaign setup, enabling publishers to create innovative content and easily reach new target markets.
- TikTok Symphony: A creative solution supported by Generative AI technology, helping to optimize the creative process, allowing publishers to focus on strategies and building player communities effectively.
- New Title Launch/LiveOps: Supporting publishers throughout the game lifecycle, from launch to community building, maintaining player interest, and driving interaction rates, enhancing engagement during gameplay.
By integrating local content with global trends, TikTok has naturally facilitated the “game-ification” of content, transforming gaming experiences into relatable stories intertwined with music, everyday activities, and user interests. Consequently, gaming campaigns have effectively created connections with the community and achieved higher interaction rates than traditional marketing approaches.
Regarding the vision for future development in Vietnam’s gaming industry, Mr. Đỗ Việt Hùng, Deputy General Secretary of the Asian Electronic Sports Federation (AESF) and Chairman of the Vietnam Entertainment Sports Federation (VIRESA), shared at the event: “Vietnam’s gaming industry is currently undergoing a strong transformation, not only in technology but also in how it connects and engages with players. Utilizing platforms like TikTok to disseminate creative content and build community is a strategic step forward. We highly value TikTok’s capabilities in providing new solutions, enabling Vietnamese game publishers to not only reach players domestically but also expand their presence regionally and globally.”
The Gaming On TikTok Hanoi Summit 2025 was a successful event that showcased TikTok’s commitment to collaborating with the local gaming industry, opening opportunities for connection between publishers and content creators, while also updating new trends and solutions for enhanced efficiency across the entire industry. With personalized marketing capabilities and a vibrant creative community, TikTok is becoming a platform that helps Vietnamese game publishers scale, increase engagement with players, and confidently penetrate both regional and global markets.
About TikTok
TikTok is a leading short-form video platform globally. Its strength lies in being a source of creative inspiration, providing users with fun experiences. TikTok has numerous offices located around the world, including Los Angeles, New York, London, Paris, Berlin, Dubai, Singapore, Jakarta, Seoul, and Tokyo. Visit us at www.tiktok.com.
