This document summarizes the mobile game market in Vietnam. It finds that 47 million people in Vietnam use the internet, mostly on their smartphones, with 3G subscriptions growing significantly from 2014 to 2015. Mobile games are also growing rapidly in revenue, with RPG and card battle games being particularly popular genres in 2015. Common payment methods are via mobile carriers, though cash remains most common. The document also outlines marketing strategies used in the Vietnamese mobile game market and provides an overview of a mobile advertising company called Adways Vietnam.
3. CONFIDENTIAL
3
VIETNAM MOBILE USER BEHAVIOR
INTERNET USERS
47,000,000
TOTAL POPULATION
94,000,000
48%
Female
52%
Male
> 80% Internet user
ACTIVE SOCIAL MEDIA
55%
MOBILE INTERNET USER PENETRATION
31%
Urban
69%
Rural
02/2016
Source: Newzoo
4. CONFIDENTIAL
VIETNAM MOBILE USER BEHAVIOR
Smartphone Device
34M +
4
Under 25
63%25 - 34
62%
47%35 - 44
27%Over 44
28%62%
6% Other 4%
• 57% person Under 44 usa a smartphone
Source: Adways, Vienam Mobile Report, Appota
5. CONFIDENTIAL
TOTAL 3G SUBSCRIPTION
5
VIETNAM 3G USAGE
2015
2014
30,000,000
22,000,000
3G PLAN FOR A MONTH
$2/ 85MB
TOP ACTIVITY
63%
74%
84%
87%
* 5M Total mobile subscription,
Viettel is leading with 55% market share in Vietnam
OTT
Social
Search
News
Source: Adways, Vienam Mobile Report, Appota
7. CONFIDENTIAL
OVERVIEW
7
2013 2014 2015
$ 10.1M
$ 3.9M
$ 28.1M
$ 8.4M
$ 52.8M
$ 14.6M
Growth of Mobile game
In Revenue 2013 - 2015
Mobile Game Tablet Game
Source: Adways, Newzoo, App Annie
Download Comparison by Store
2015
35.00%
19.00%
46.00%
Google Play Ipad Iphone
Western IP Take
50%
of Revenues
from In-app purchase
9. CONFIDENTIAL
OVERVIEW
9
Total Server from Mobile game
Source: Adways, Newzoo, Appota, GameK
Vietnam Tasty in 2015
Statistic on 183 new local game released in 2015
MMORPG was a trend of 2015 with a big
of mouth of game and opened servers
66
95
160
791
704
553
98
0 200 400 600 800 1000
Casual
SLG
Turn-Base
MMO RPG
Card Battle
ARPG
Other
25%
20%
5%
20%
10%
4%
10%
3%
ARPG
Card Battle
Casual
MMORPG
Moba
Music
Puzzle
Racing
Role Playing
Shooting
SLG
Sport
TCG
10. CONFIDENTIAL
GAMER BEHAVIOR
10
MOST PLAYED TIME
AGE 1ST 7 PM – 9 PM
2nd 11 PM – 1 AM
3rd 9 PM – 11 PM
Average playing time: 3h
Average login time: 2.5
ARPU : 6$ - 22$ /per month
Retention Rate: 11%8%
Female
92%
Male
GENRE
16 - 14
30%25 - 30
35%
21%Under 16
Source: Adways, Appota
11. CONFIDENTIAL
OVERVIEW
Vietnam New Game Publishing News
11
25 810 134
52 New Mobile game released in Q.1 2016
RPG Card Battle Casino Strategy Shooter Sport
Ngôi Sao Thời Trang is
the first game for female
released in Vietnam. It
made a big kick to the
market.
12. CONFIDENTIAL
THE COMMON PAYMENT METHODS
12
85%
10%
5%
Telco Visa/Master card Domestic ATM
Neilsen Global Saving and Invesment
Strategy reports indicate that 61%
of the Vietnamese population use
cash as the preferred method of
payment.
Source: Adways’s Client, Neilsen Report
13. CONFIDENTIAL
MARKETING MODEL
13
Advertising on SNS
User
Acquisition
Display Network
OTT App
Other
Adnetwork
Local
Publisher
PR on game news portal
Awareness
Viral/ Work of Mouth on Social
Top Chart
Influencer
ACPI: 1 USD
Incentive CPI: 0.5 USD
14. CONFIDENTIAL
ADWAYS VIETNAM
14
Our Product
CPI based in-app display
adnetwork for smart phones.
Seads is integrated with Zalo,
the largest top free
messaging app in Vietnam
used by 30+ million users.
CPI based mobile ad platform
that provides powerful user
acquisition and monetization
to app developers. Currently
available in Japan, China,
Taiwan and SEA
User acquisition analytics tool
for mobile apps. PartyTrack
helps developers discover
where their most valuable
players are coming from
15. CONFIDENTIAL
ADWAYS VIETNAM
Our Service
15
App installs
Drive quality mobile app
installs. Whether your goal is
high volume, boot top, or
retention, we have the
solution for you.
Mobile lead generation
Generate targeted leads from
mobile consumers. We offer
you a wide range of mobile
lead generating solutions.
Trustworthy Measurement
Help you know how your mobile
campaigns are working. More
importantly, it’s help you to find the
way to optimize your campaign
Display Advertising
Generate Awareness, Drive
Business Performance
Marketing Strategic Planning
Our Strategic Planning Services help you
clarify understanding market, prepare
and manage implementation of
Marketing activities
17. CONFIDENTIAL
REFERRAL SOURCE
This report was collected and anaylitic by Adways Vietnam which referral from:
• Vietnam Mobile Market Report 2015
• Vietnam Mobile Report Q1 2016 – Appota
• Newzoo Mobile Games Landscape 2015 Report
• Neilsen Global Saving and Invesment Strategy reports
• App Annie monthly Data ( Jan, Feb, Mar 2016)
• Adways’s client data
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