Section 1
Raw Data
This chart shows the actual daily DAU history for the 3 games in the study. The pale gold bands mark May-August, which are the summer months we tested.
Summer months being tested: May-August
Section 2
Research
This section explains the question, the test, and the limits in plain English.
Hypothesis
Do football games in Vietnam tend to have higher DAU in May-August?
What We Tested
We compared month-of-year patterns after accounting for the fact that each game starts from a different base, lives through different years, and changes over time.
How We Tested It
We controlled for game differences, year, weekday, game age, and event timing. Then we asked whether May-August looks higher than the rest of the year.
What uplift means
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What p-value means
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Raw DAU
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Controls added
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Month comparison
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Summer vs rest result
This tests seasonal association, not student causality.
Section 3
Research Findings
Here is the simple answer, followed by the data that supports it.
Simple answer
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If Summer Is Not The Best Time
If summer is not the answer, which months look best?
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Compared with the rest of the year after controls.
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Best months to test
Months that look weak
Which months look strongest?
Months are ranked by adjusted uplift. P-values are shown only as a rough clue about how believable each month-level signal is.
Adjusted monthly uplift
If summer were strong and broad, May-August would mostly sit above zero. That is not what we see.
Game-by-game picture
The 3 games do not point in the same direction, which weakens the market-wide story.
Robustness checks
The estimated uplift stays small across the easy-to-understand alternative checks.
What To Conclude
What Not To Conclude
- This does not prove students caused the pattern.
- This does not show a clear market-wide summer boost across all games.
- This does not rule out other drivers like updates, tournaments, or campaigns.