New opportunities for Vietnamese developers

The UGC trend - User-Generated Content - is reshaping the gaming industry by turning players into creators and opening up new channels of connection between brands and Gen Z and Gen Alpha.

According to Statista, the global UGC gaming market size has reached 14.2 billion USD by 2024, with the growth rate of the Asia- Pacific region reaching 30%. In Vietnam, Newzoo's survey shows that 65% of gamers under 25 have tried or are interested in creating game content.

Benefits for Creators

Roblox is now the world's leading UGC platform with millions of daily active users, the majority of whom are Gen Z and Gen Alpha. By the end of 2024, Roblox will have approximately 83 million users, with over 74 billion hours of engagement per year. By the end of Q1 2025, this number will be approximately 100 million daily active users.

Worldwide, there are currently nearly 3 million creators and more than 6 million active games (experiences) on the Roblox platform. Experiences is a new concept on Roblox to refer to products/experiences created by users on this platform.

From Q1 2024 to Q1 2025, Roblox paid out over $1 billion to creators who created experiences and uploaded to the platform, similar to how YouTube pays YouTubers through advertising.

In Vietnam alone, according to Mr. Duong Chi Tam, in charge of Roblox at VNGGames - the exclusive publisher of Roblox in Vietnam - there are more than 600 domestic developers generating significant revenue from this platform. In just the first 9 months of its official release in Vietnam, Roblox - VNG has attracted about 4.5 million daily users with a monthly player growth rate of 16%.

One of the concrete evidences of the potential from Vietnam is the online dancing game TTD3 developed by Leco Studio, which has reached more than 1.1 billion visits; or the game BDVN2 has reached more than 100 million visits. These numbers show that user-generated UGC products, although simple, have great appeal.

Benefits for the brand

Roblox not only brings economic benefits to creators but also creates value beyond the gaming field. According to System 1 research, more than 50% of people prefer to watch videos than ad-related content. This report also points out 5 factors why ads are not engaging, of which 2 important things are experience and how to lead the experience.

User behavior has changed - they are no longer just watching ads but are looking for experiences. To meet this, Roblox allows brands to build interactive spaces where users can play, engage and connect directly on the platform.

To date, more than 500 global brands have launched projects on Roblox, reaching nearly 6 billion interactions. In 2024, a Google survey found that more than 82% of users rated brand experiences on Roblox highly. Some famous brands such as Gucci, Walmart and Adidas have been very successful in launching projects on this platform.

Promoting the Vietnamese creative community

Mr. Tam said that the goal of VNGGames and Roblox is to help the Vietnamese creative community create experiences that are competitive in the global market. To achieve this goal, Roblox focuses on two main factors: Developing creative tools and Building a creative community.

Specifically, Roblox Studio will be optimized for the Vietnamese Creator community by constantly updating new trends, easily communicating with simple programming languages. With a lot of content contributed by the community, and the support of AI for in-depth data analysis, this tool will help users learn and develop games easily and professionally.

“Roblox is a place for young Vietnamese talents to turn their ideas into global products,” Mr. Tam shared. “We are committed to accompanying and supporting the dev community and connecting with brands.”

In addition, in 2025 - 2026, VNGGames will focus on building a community of creators in Vietnam. Activities include organizing events, seminars and cooperating with educational institutions to create many experiences for young people, especially children, to help inspire passion for content creation and develop strategic game products.

Source: https://www.vng.com.vn/news/enterprise/thuc-day-xu-huong-ugc-co-hoi-moi-cho-cac-nha-phat-trien-viet.html