1、HOW TO PROMOTE NFT GAMES IN SOUTHEAST ASIA CONTENTSFOREWORDPART 1Southeast Asia Market InsightsPART 2 NFT:Challenges and OpportunitiesPART 3Ad Formats:Use Formatting to Capture Players AttentionPART 4 Creativity in Market:Popular Creative&Market TrendsPART 5 Global Creative Solutions for Real Growth

2、CONCLUSIONHOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIA039 FOREWORDAccording to a new study by strategic consulting and market research firm BlueWeave Consulting,the global non-fungible token(NFT)market was$4.36 billion in 2021 and is expected to reach a staggering$19.57 billion between

3、 2022 and 2028.Central and Southeast Asia accounted for 35%of the global NFT industry in the past 2021,and Southeast Asia has the highest NFT adoption rate in the world.The high demand and adoption of NFT in Asia cannot be separated from the introduction of GameFi-a combination of game and decentral

4、ized finance that allows gamers to play games and make money at the same time.With large projects such as Axie Infinity generating millions of transactions on the Ethereum sidechain Ronin,the emergence of this type of game has made it possible to create digital gaming assets that can be traded for c

5、ryptocurrency.Video game NFTs are ushering in a user base loyal to the play-to-earn(P2E)paradigm,meaning that games have became a way to earn an income.In Asia,where NFT games are highly popular,they were widely adopted during the pandemic as people used them as a full-time source of income.Continue

6、d innovation in blockchain technology has enhanced encryption and seamless transfers between users,further expanding the use of NFT.However,some gaming companies are steering clear of NFTs for fear of the potential risks.With the practical experience of first-line marketing,Nativexs goal is to provi

7、de a creative marketing guide around the NFT games in Southeast Asia,bringing you analysis and insights,along with in-depth case studies.Insights by TopWorks Global Creative Studio of NativexMaterial reference by C.A.S-Creative Analysis System(Overseas Edition)of More Than Data Research 02HOW TO PRO

8、MOTE YOUR NFT GAMES IN SOUTHEAST ASIAPART 01SOUTHEAST ASIA MARKET INSIGHTS03HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAHOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIASOUTHEAST ASIA MOBILE GAME MARKET:OPPORTUNITIES&CHALLENGESHuge Potential in the Mobile Game Market,the Value Behind Untapped Playe

9、rsSoutheast Asia has become a must-destination for global game developers,and its huge internet population has made it the most promising market in recent years.According to Statista,most countries in Southeast Asia ranked high in the Top 15 smartphone users in 2021,and the internet population in So

10、utheast Asia is expected to exceed 550 million by 2025.For mobile gaming,the major markets in Southeast Asia are Indonesia,Thailand and Vietnam,which have been growing in the last two years but still lag behind the global average regarding players willingness to pay.This is also attributed to inferi

11、or mobile devices and network technology environmental HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIASource:Statista20132025 Growing Trend and Forecast of Internet Population in Southeast Asia 2000022202320242025100124.2153.9202.7257.5307.8372.5417.9450.9501.8520.75

12、36.9 551479.02003004005006000Million/USDSource:StatistaIndonesiaThailandVietnam20172026 Major Mobile Game Markets in Southeast Asia(by Country)201705001,0001,5002,0002,5003,00020022420252026Million/US$06HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAMore Balanced Mobile Games R

13、evenue Distribution,Top Media Coverage Brings New OpportunitiesOn the country distribution of Southeast Asias mobile game industry revenue,Thailand,Indonesia and Vietnam all ranked high,with Thailand raking in the highest revenue for 2021.As for revenue composition,nearly 70%of the revenue of the So

14、utheast Asian mobile game market still comes from in-app purchases(IAP).With the development of in-app ads(IAA),Southeast Asias casual game market is getting more attention.In addition,the high coverage of top media boosts the development of casual mobile games in Southeast Asia.As TikTok continues

15、to invest in the market,TikTok has become the most important entertainment and social platform for Southeast Asians.Most countries in this region have become the top 10 countries with the most TikTok users-Indonesia has nearly 100 million users.The emergence and boom of such platforms provide an eff

16、ective channel for brands and developers to reach Southeast Asian users.SOUTHEAST ASIA MOBILE GAME MARKET:OPPORTUNITIES&CHALLENGESHOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAMAKING THE CONNECTION:INTERWEAVING CULTURAL DIVERSITY WITH CONTENT INNOVATION Southeast Asian cultural diversity is evident

17、,covering 11 countries and 2 territories,with more than 90 ethnic groups and 16 major religions.For brands and developers,this diversity also provides creative inspiration for advertising.90ethnic groups 11countries 16major HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAFESTIVAL CULTURE:FOCUS ON PUB

18、LICITY&SEIZE CREATIVE OPPORTUNITIESThailand:Water Festival/SongkranThe Water Festival,which marks the beginning of the Thai New Year,is meant to cleanse the body and mind,welcoming a fresh start.This is the best time for advertisers to launch package gifts and offers,as its a moment to celebrate and

19、 shop for the new year.For creatives,the storyline of Purify body and mind,make a fresh start can be fully utilized to engage your target HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAIndonesia:Ramadan&Hari Raya Idul FitriRamadan,a time of self-reflection and celebration for Muslims.2 billion peopl

20、e worldwide celebrating this festival(including 231 million in Indonesia).Spending increases dramatically during Ramadan and Eid.It is a good promotional period for advertisers and brands.Generally,alternative dietary e-commerce-type adver-tisements will be particularly high because of the special d

21、ietary requirements during Ramadan.FESTIVAL CULTURE:FOCUS ON PUBLICITY&SEIZE CREATIVE OPPORTUNITIESHOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAVietnam:Lunar New YearThe contemporary New Years Day in Vietnam refers to the first day of the first month of the lunar calendar,this festival lasts for 4

22、 days.Similar to China,Lunar New Year is the most festive holiday for all age groups in Vietnam,and the spending intensity will also increase dramatically.Year-related promotions are ideal for this period.FESTIVAL CULTURE:FOCUS ON PUBLICITY&SEIZE CREATIVE OPPORTUNITIESHOW TO PROMOTE YOUR NFT GAMES I

23、N SOUTHEAST ASIARELIGIOUS ETHICS:CAREFUL COMPLIANCE&RISK AVOIDANCEReligious CultureA variety of religious schools and branches are intertwined in various countries in Southeast Asia.The regions three major religions with the highest overall numbers are Islam,Buddhism,and Christianity.In marketing pr

24、omotion and creative production,marketers need to avoid sensitive topics related to religion to avoid unnecessary strife.Islam is the largest religion in Indonesia.Indonesia has the largest Muslim population in the world,with 87%of the total population being Muslim.As a result,religion has become an

25、 integral part of Indonesia,and many specific social norms and codes of conduct have deep religious significance.Buddhism is the largest religion in Vietnam.Currently,there are more than 10 million Buddhists in Vietnam.In addition to Vietnam and Thailand,Singapore also has some Buddhist followers.Th

26、e main religion in the Philippines is Christianity,at 92%of Filipinos.The Philippine Constitution guarantees the separation of religion from the state,and the government respects the religious beliefs of all people equally.Ethic NormsDifferent regions of Southeast Asia have a variety of habits as we

27、ll as behavioral taboos,and creative points involving moral red lines need to be used with caution.Indonesia:The right hand comes first!The right hand should be used as a sign of courtesy and respect when giving or receiving objects.Indonesian consumers are particularly fond of bright colors and bol

28、d,creative advertising designs.Creative Reminders:Avoid all kinds of behaviors of the characters left hand,and try to use the right hand for physical behaviors within the plot.Ensure the use of bold and bright colors,with green being the HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIARELIGIOUS ETHIC

29、S:CAREFUL COMPLIANCE&RISK AVOIDANCEHOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAThailand:Politics is a rather sensitive topic.The Thai people respect the royal family and their elders(including parents,monks,teachers,and others).They are easily engage with positive elements and colorful imagery:el

30、ephants,peacocks,roosters,cats,lotus flowers,and more.Creative Reminders:Avoid politics,the royal family,Buddhism,the national flag and anthem,gambling,smoking,and drinking,as these are all sensitive topics for Thais.Vietnam:Vietnamese people mind their oral and verbal behaviors very much.They regar

31、d red and gold as auspicious and festive colors.They love peach blossoms and lotus flowers,which are considered to be bright,beautiful and auspicious,and dogs are a symbol of faithfulness,reliability and bravery.Creative Reminders:Avoid impolite behaviors and use numbers HOW TO PROMOTE YOUR NFT GAME

32、S IN SOUTHEAST ASIALANGUAGE FEATURES:MARKET POTENTIAL&EFFICIENTLY DELIVERING CONTENTEnglish is the second official language in most countries in the Southeast Asia region.Malay(290 Million),Bahasa Indonesia(156 Million)and Vietnamese(90 Million)are the top three local languages.Some advertisers choo

33、se English as the primary language to save production costs and launch their advertisements more quickly in the early promotion stages.However,when it comes to exploring the potential of a specific market,the language adopted in the creatives and videos should be their first language and follow loca

34、l cultural customs.0100200300The Most Spoken Language in Southeast Asia MillionMalayBahasa IndonesiaVTHAI HUMOR:STRONG DRAMATIC REVERSAL,AMPLIFYING VISUAL ELEMENTSThai advertisements are often known for their unique humorous rhythm and contrasting storylines.More brands and advertisers are trying to

35、 apply very similar ideas to TikTok marketing to get better results.For example,using exaggerated expressions and the ebbs and flows of the storyline to dramatize brand advertisement will more profoundly highlight and convey the brand intent.Such creativity meets the needs of effective marketing.Bac

36、k-and-forth Thai humor can be used as the video ads main creative element,which is suitable for local/regional promotion and conducive to the overall improve-ment of the video effect.HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIA16K-POP TREND:ENTERTAINMENT CULTURE WITH A WIDE AUDIENCE&PRECISE TARGE

37、TING Korean culture is an important part of this Southeast Asian region.The#kpop Twitter report released by Twitter in 2020 ranked Indonesia at the top of the list for K-pop tweets,demonstrating the countrys large audience for Korean entertainment culture.K-pop style material content is preferred fo

38、r the Indonesian market.For example,Korean dramas,Korean movies,Korean music.HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAPART 02NFT-CHALLENGES AND OPPORTUNITIES17HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIA18NFT(NON-FUNGIBLE TOKEN)NFT is a decentralized,non-replicable virtual asset token where

39、 the owner receives ownership of the asset as well as the key.Due to its unregulated nature,NFT can easily be used by speculators to create financial bubbles.The metaverse also uses NFT as a tool for trading virtual goods and virtual real HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIA19METAVERSEThe

40、 metaverse,a fully operational,complete virtual world that is fully independent,highly interactive,immersive,and realistic,can be used to create games,office software,and even for shopping as well.The metaverse contains many application possibilities.The ideal metaverse allows users to perform any e

41、xperience or activity or address almost any of their needs,so ideally,the metaverse can be applied to HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAElements such as real estate,items,and skins within the metaverse can be made into NFT virtual assets for trading.Mark Zuckerberg renamed Facebook to M

42、eta,preparing a digital virtual world for humanity.Meta,a purely virtual world where humans can use their Avatar digital bodies to socialize,work,consume,and play.20NFT BLOCKCHAIN GAME NFT blockchain game is to turn in-game elements or assets such as props/skills/skins/characters into the tradable v

43、irtual currency.Players have ownership of their assets and can trade them freely in a decentralized way.And while NFT games have many areas of crossover with certain metaverse games,they are not exactly the same.Blockchain game refers to a video game that operates with blockchain technology to attra

44、ct foreign investment to speculate in cryptocurrencies and virtual HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIA21Opportunities:Innovating the current gaming marketNFTs and blockchain games present a new avenue for developers to grow their gaming community and innovate their revenue-generation str

45、ategies.NFTs are gradually being introduced to traditional gaming ecosystems and done correctly,can be a real value-add Growing demands and strong revenue prospectsGamers are expected to spend more than$65 billion on in-game purchases this year,according to projections by market research company Sta

46、tista.Meanwhile,guilds boosting players in NFT games raised over$80 million in Southeast Asia.Major companies and organizations in Southeast Asia,such as Temasek Holdings,are investing in NFT gaming companies.for players,especially under the play-and-earn format.CHALLENGES AND OPPORTUNITIESHOW TO PR

47、OMOTE YOUR NFT GAMES IN SOUTHEAST ASIA22CHALLENGES AND OPPORTUNITIESChallenges:Low retention rates in the play-to-earn model The Play-To-Earn model adopted by NFT games has its own set of challenges.According to Nikkei Asia,existing play-to-earn games tend to have overly simplistic gameplay mechanic

48、s,resulting in lower retention rates.Developers must ensure their gameplay is engaging and not solely focus on earning potential-this is where play-and-earn games tend to have an advantage.Policy limitations and risks In some Southeast Asia countries,NFT marketplaces may run into issues.NFT trades c

49、ommonly use crypto coins as their currency,as in a blockchain ecosystem.For Indonesia,this poses an issue,as the only currency that can be used for exchange is the Rupiah.Although the NFT market is faltering due to the global crypto market slump,Indonesia is already home to a large blockchain commun

50、ity with many NFT creators and HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIA23PART 03AD FORMATS:USE FORMATTING TO CAPTURE PLAYERS ATTENTIONHOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAHOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIALIVE-ACTION VIDEO:A POWERFUL TOOL FOR CULTURAL EXPORTSLive-action

51、 videos,i.e.videos made with live-action and film language.In most occasions,live-action is combined with game recordings,UE4 videos,packaging and other kinds of content.Blockchain games usually blur the line between real and virtual.The distinction between real and virtual characters,the change/imp

52、act the game brings to real social life,and even the revenue from NFT transactions generated by the game are the focus of the live-action creative content.IMPACT OF AUDITIONGAME VIVIDNESSLOCALIZATION DIFFICULTYPRODUCTION DIFFICULTYHighMediumSuper HighHigh24Source:C.A.S(Overseas Edition)of More Than

53、Data Research HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIA2D editing is the most original form of game presentation,which shows the game content through scene cuts and content editing.The metaverse game usually contains a large number of sub-games,and the various forms make the game itself and th

54、e game screen have a lot of discoverable styles.At the same time,the way blockchain game transactions bring profit to reality,such as playing to earn money and then withdrawing them from the real world,can be shown in graphics to demonstrate more details of the withdrawal.2D EDITING:RESTORE THE TRUE

55、 NATURE OF A GAME25IMPACT OF AUDITIONGAME VIVIDNESSLOCALIZATION DIFFICULTYPRODUCTION DIFFICULTYSource:C.A.S(Overseas Edition)of More Than Data Research MediumMediumLowLowFor 3D games,the UE4 videos can greatly demonstrate the game character/equipment/battleground and other elements.Usually,plots and

56、 actions that are difficult to perform in real life,can be realized by UE4.For Roblox or other 3D metaverse games containing virtual assets,the game model itself is not complex,and the cost of producing plot-type videos is lower than for traditional 3D games.Therefore,advertisers can invest more in

57、the plot and styles of UE4 video,and polish the overall audio-visual language of the video.HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAUE4 VIDEO:IMMERSIVE AUDIO VISUAL IMPACT26Source:C.A.S(Overseas Edition)of More Than Data Research Super HighLowMediumHighIMPACT OF AUDITIONGAME VIVIDNESSLOCALIZAT

58、ION DIFFICULTYPRODUCTION DIFFICULTYHOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAThe playable ad,also named interactive ad,can respond according to the users click-and-drag action.This creative type includes 2D and 3D formats.Playable ads can show the high interactivity of NFT games,the process of

59、progression and wealth accumulation in the game.Also,metaverse games can use this ad type to show how the game functions in a virtual world and how users can interact with the new world.PLAYABLE ADS:SIMULATE REAL GAMESIMPACT OF AUDITIONGAME VIVIDNESSLOCALIZATION DIFFICULTYPRODUCTION DIFFICULTYHighHi

60、ghMediumH27HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAPART 04CREATIVITY IN MARKET:POPULAR CREATIVES&MARKET TRENDSHOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIA28HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIATRENDING TOPICSCreate videos through various trending topics on social media such as Ti

61、kTok,Facebook and YouTube.Including but not limited to trending video parodies,music clips,dance parodies,dialogue parodies,game stems and meme re-creation,etc.Creative Tips:As blockchain game is a new concept,the genre has a lot to learn and should collaborate with the novel ideas brought by younge

62、r generations and the aesthetics of the internet crowd.Trendy content:Trending music:Jiggle Jiggle,Carrying your loveGame culture:Me IRL vs Me in-game,Friendship starts from gameVideo topics:Helpless face,jumping up and 29Source:C.A.S(Overseas Edition)of More Than Data Research HOW TO PROMOTE YOUR N

63、FT GAMES IN SOUTHEAST ASIADECONSTRUCTING MEDIADeconstruct and reconstruct game content through collaboration and arrangement of different media types.The audiovisual language of comics,movies,TV series,shows and other media can be used to present the characters/battles/scenes and other elements of t

64、he game itself.Creative Tips:As many metaverse games contain a large number of sub-games,a wide variety of games can be used to develop ideas and create new media formats through their own 30Source:C.A.S(Overseas Edition)of More Than Data Research When choosing a media format,pay attention to how we

65、ll this media content is integrated into the local culture of Southeast Asia,such as Korean dramas or horror movies,and the overall video performance greatly depends on the popularity of this media type in the local market.HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAKOL COOPERATIONWork with video

66、 influencers/KOLs on social media to create promotional videos for the game,which can adopt the form of oral narration,episodes,green screens,etc.Creative Tips:Blockchain game now is a pioneer and many influencers who chasing the trend are very actively seeking opportunities to work with companies t

67、hat provide blockchain products.Opinion leaders interact more with their audience than traditional celebrity endorsers,who may introduce new products in a more neutral capacity.As a result,the collaboration between opinion leaders and advertisers has increased sharply.Southeast Asian game influencer

68、s who have been involved in blockchain games:31Source:C.A.S(Overseas Edition)of More Than Data Research HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIASOCIAL LIFEBy integrating real peoples social life elements into the game,the game is used as a social medium.Usually,video,audio,text messages,emoti

69、onal entanglement and other social elements can be shown in the Creative Tips:As there are a variety of social attributes found in metaverse games,it pays to employ social media to generate buzz for game promotion.32Source:C.A.S(Overseas Edition)of More Than Data Research HOW TO PROMOTE YOUR NFT GAM

70、ES IN SOUTHEAST ASIAThrough sophisticated video editing and packaging,we use audio-visual language to bring together particular elements of each game.Unlike traditional cut scenes,what will be shown are not only scenes or characters but multiple game genres,to demonstrate the large magnitude and div

71、ersity of Creative Tips:Generally,this form is widely adopted by game platforms(e.g.,Steam,TapTap)to create promotional videos,while also suitable for metaverse games that own virtual worlds with many subgames,where users can even create their own games.MULTI-GAME CREATIVES33cSource:C.A.S(Overseas E

72、dition)of More Than Data Research HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAAdopt more immersive elements to display and understand gameplay such as a first or second-person point of view.Creative Tips:Because blockchain games are a hot topic on social media,utilizing influencers or celebrities

73、 to share their experiences and live-action gameplay will increase GAMEPLAY SIMULATION34Source:C.A.S(Overseas Edition)of More Than Data Research HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAHOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAPART 05GLOBAL CREATIVE SOLUTIONS FOR REAL GROWTHHOW TO PROMOT

74、E YOUR NFT GAMES IN SOUTHEAST ASIA35HOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIANativex is a leading digital marketing agency,helping brands and apps boost their cross-regional growth through a suite of automated user acquisition tools,influencer marketing services,and creative customization capa

75、bilities.A Mobvista CompanyGlobal Digital Marketing ExpertABOUTNATIVEX200+Countries&Regions950+Daily Devices Reached17Offices Globally3000+Clients Worldwide36NativexGrowth SolutionsGlobal Influencer MarketingCross-channelAdvertising Tool XMPMedia BuyingREACHLocalized Creativespowered byTopWorksCreat

76、ive StudiosCONVERSIONSocial Media Account ManagementBRANDINGMediaOperation+=ContentLinking Users Around The WorldOptimize Your Global Growth Providing Growth Solutions Across the Entire Customer JourneyTOPWORKS GLOBAL CREATIVE NETWORKIMPACTFUL GROWTH,CREATIVE EXCELLENCEHOW TO PROMOTE YOUR NFT GAMES

77、IN SOUTHEAST ASIA90%+Repurchase Rate200+Creative Execution Teams30+Countries and Regions CoveredLive-actionTVCCreative CapabilitiesCGPlayable adsUE4AEAEUE437Live-actionTVCHOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIAMEDIA BUYINGPREMIUM GLOBAL INVENTORYGlobal Top MediaProgrammatic Platforms Closed

78、Ecosystem MediaOfficial Kwai for Business Marketing Partner Official Marketing PAdvanced Marketing Partner of the YearExcellence Award as a Global Agency Partner Official TikTok Marketing Partner CONCLUSIONHOW TO PROMOTE YOUR NFT GAMES IN SOUTHEAST ASIA39In general,NFTs still have a long way to go b

79、efore they are accepted as a driving force in the gaming ecosystem.From a creative advertising perspective,advertisers should closely follow social trends and how they interact with the metaverse and NFTs.1.Utilize various game elements(gameplay,function,theme,strategy)to create a more attractive st

80、oryline and advertising content.2.Utilize the needs in actual lives.Integrating concepts of the metaverse and virtual assets into daily life demonstrates how you can benefit from NFTs and their influence.In this way,youll be better equipped to engage with your target audiences.Remember not to involve sensitive elements such as religion,cultural taboos,moral taboos,pornography,politics,etc.In regions of the world where government power is strong,it is important to heed regulations as well as the concepts stemming from decentralization.DOsDONTNOV 2022CONTACT US Email: