Vietnamese startup Woay is creating ‘games’ for a more engaging retail experience – KrASIA

Written by

Brandon Lee 

Published on   

2 mins read


Experiential retail, which integrates shopping with engaging and interactive entertainment, can be a game changer for businesses and direct-to-consumer merchants.
According to a 2021 report by market research firm GWI, one-third of consumers say it’s important for them to be entertained when they shop. In another report by property consultancy JLL, a majority of younger shoppers are inclined to shop in places with experiential elements.
To fill this gap in the market, Woay is designing mini-games for marketers who want to leverage creative games to engage with their consumers and increase sales.

Written by Sarah Koh
The startup’s name, Woay, is a play on the Vietnamese word “quay (pronounced wai), which means spin in English and is inspired by the prize wheel, a common feature in games.
Managing director Nguyễn Thành Long said Woay is the only platform in Vietnam to focus on gamified marketing.
Clients can choose from the following monthly subscription plans: USD 9 (VND 200,000) for Starter, USD 22 (VND 500,000) for Pro, and USD 131 (VND 3 million) for Pro-Advanced.
There is also a premium option for companies planning to embark on large-scale experiential marketing campaigns. Priced at USD 1,100 (VND 25 million) a month, it includes fully customized games with features such as online-to-offline (O2O) data integration and management.
Woay’s clients can choose from a selection of mini-games: the three most popular ones are the prize wheel, matching cards, and mystery boxes. Game features that are customizable include layouts, reward allocations, logos, and color schemes.
To date, the startup has worked on 400 projects with clients from various industries, including those from the financial services sector. One such project was a promotional campaign for Home Credit on the development of six mini-games themed on Tết Nguyên Đán, the Vietnamese Lunar New Year.

Another was a custom-made mini-game for global insurance company AIA Group. Woay created a game in the “endless runner” genre, showcasing a bunny navigating the city.
Woay was also involved in a project to design the BIDV City website for the Bank for Investment and Development of Vietnam (BIDV), which featured a host of games, including an “obstacle course” inspired by Google Chrome’s Dinosaur Game.
Woay was the Asia Star of the Alibaba Cloud x KrASIA Global Startup Accelerator Vietnam-Indonesia Demo Day that was held on February 10.
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