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Candy Crush-powered challenger enters Vietnam's edtech market

Learning from popular game, Sweden's Astrid faces potent rivals of its English app

Astrid's engaging interface rewards learners for progress and encourages them to keep playing. (Source photos by Yuki Kohara)

HO CHI MINH CITY -- The coronavirus pandemic is fueling a boom in Vietnam's online learning market, and Swedish startup Astrid is taking lessons from the world of mobile gaming to grab a slice of it.

The company developed its English-learning app, also called Astrid, with help from some of the minds behind Candy Crush, the series of puzzle games that became a global phenomenon. The result: A cheerful and engaging interface rewards users for progress and encourages them to keep playing.

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