For many, video games are simply a form of entertainment. But for Anel Ceman, former VP of Monetization at Tripledot Studios, that childhood joy became the first step on a decade-long journey through the global gaming industry.
In a special episode of the Vietnam Innovators podcast, Anel shared the journey he’s taken — from his early days in Slovenia to building monetization strategies at scale. What made the conversation even more special was Google’s invitation that brought Anel to Vietnam, where he offered insights for the local gaming scene: how young studios can tap into their potential, think globally, and build sustainably.
From a Curious Mind to a Global Career
Anel didn’t follow the typical path into the gaming world. Slovenia, his home country, had no real game industry. He began his career in telecommunications, never expecting to work in games.
That changed when he joined Outfit7, the studio behind My Talking Tom — a game that turned a virtual talking cat into a global phenomenon with billions of downloads. The experience didn’t just put Slovenia on the map. It showed Anel what it was like to work with young, passionate teams building for the world.
From there, he moved on to other companies across Europe and the Middle East, eventually leading monetization at Tripledot Studios — known for casual hits like Woodoku. Along the way, he developed deep expertise in what makes a game not just playable, but profitable.
Why Vietnam, and Why Now?
Vietnam had long been on Anel’s radar — not just as a travel destination, but as a rising force in game development. So when Google invited him to spend time mentoring studios and speaking with developers here, he jumped at the chance.
What he found exceeded expectations.
Vietnam now ranks among the world’s top countries for mobile game downloads — even ahead of the U.S. But what stood out most wasn’t the metrics. It was the mindset.
“What impressed me most wasn’t just the energy, but the openness,” he said. “Developers here really want to learn. They take notes, ask thoughtful questions, and are eager to improve.”
Many local studios start with hyper-casual games — lightweight, fun experiences designed for quick play sessions. These games are typically free and rely on ads for monetization. But, as Anel pointed out, inserting ads isn’t enough.
“Too many teams finish the game first and only then think about how to monetize it,” he noted. “That’s too late. You have to design the ad experience from day one.”
He cited Woodoku as an example of good design: a game where ads are seamlessly integrated, enhancing rather than interrupting the user experience. From timing to placement to the type of reward — every element matters.
Designing for Sustainability
Behind every successful game is more than good art and clever mechanics. It takes a monetization strategy that can scale — one that balances business with player enjoyment.
Anel introduced the idea of the “growth flywheel”: a system where revenue from a game is reinvested to acquire more users, build better content, and fund the next hit. If done right, this creates a self-sustaining loop that powers long-term success.
But to make that work, you have to know your numbers.
In some genres, acquiring a single user in the U.S. can cost over $100. If that user doesn’t generate enough lifetime value (LTV), you lose money. Understanding LTV, ROI, user retention, and acquisition costs is essential.
“Vietnamese studios have a real advantage,” Anel said. “They’re lean, adaptable, and fast. That’s a perfect formula for testing and learning.”
But experimentation isn’t just about speed. It’s about discipline. And it never stops.
“There’s no course that teaches you how to monetize a game well,” he said. “You have to build, test, analyze, and keep iterating.”
Many studios don’t run enough tests. But sometimes, the smallest data-backed changes lead to the biggest results.
Building for a Global Audience
Vietnamese developers are already thinking beyond borders — and Anel believes that mindset should be encouraged. His advice?
Attend international conferences. Study top-performing games. Understand why they work.
“Learning doesn’t mean copying. It means understanding what makes something successful — and then applying that insight in your own way.”
The goal isn’t to replicate. It’s to adapt and elevate.
And now, Vietnam’s game industry is on the edge of something big. It has the talent, the energy, and now. All that’s left is to build the right flywheel, design with sustainability in mind, and never stop learning.
Because sometimes, one great game is all it takes to go global.
Thank you to Google Vietnam for partnering with Vietnam Innovators. Vietnam is one of the fastest-growing digital economies in Southeast Asia. By establishing a strong presence in the country, Google aims to provide a platform for businesses to promote their products and services through a wide range of advertising formats—including search ads, display ads, and shopping campaigns. Now, through its collaboration with Vietnam Innovators Digest, Google is offering in-depth insights into the broader digital landscape of Vietnam—from apps and games to e-commerce—while showcasing how businesses can achieve sustainable growth through Google’s advanced advertising and technology solutions.