3. Mobile game market
• Total revenue in 2015 is surrounding 120 mils USD,
expected to growth 50% in 2016. Nearly half of Rev comes
from local gambling games
•Key driving forces include more mature market (handset
and user base) and quality games
• 170 titles launched in 2015 compared to 70 in 2014. 2016
could be >200 games
• Local big players really joined (VNG, Garena) along with
overseas sharks (Kunlun, Netease, Supercell,…)
• 2015 set up new benchmark of game quality of the
market with many hit titles in all categories
4. Mobile game market (cont)
• Some hit titles in 2015: Tiếu Ngạo Giang Hồ/Thiên Long Bát
Bộ/MU Origin (MMORPG), Dota truyền kỳ (Card battle), Hiệp
Khách/Tuyệt Đại Song Kiêu (ARPG), Chiến Cơ Huyền Thoại (Casual),
Chiến Dịch Huyền Thoại/Truy Kích (Shooting), Khổng Minh
Truyện/Vô Song Thần Tướng (SLG)
• Government issued G1 license to more than 20 game publishers,
but players still have to wait for “children license” for each game
before publishing
• Non-incentive traffic was scared, relied mostly on FB and GG,
while incentives app increased like mushroom after the rain
• Besides game publishing, local gambling on mobile make huge
money
• New level of global game publishing from local game studios
5. Game published by month in 2015
0
5
10
15
20
25
30
35
1 2 3 4 5 6 7 8 9 10 11 12
6. Game published by category in 2015
0 5 10 15 20 25 30 35 40 45 50
MMORPG
ARPG
Card Battle
Shooting
SLG
Roll Playing
Sports
Casual
MOBA
9. Monetization through ads
•Rick wap masters (2011) -> rich developers/agencies
(from 2015)
• A lot of tips/tricks in this field despite GG/Apple/FB
policies
• Mainly Android now, but people are more focus on iOS
and Amazon
• Using Mobile Ad Mediation platforms should be good
choice for developers from now on
• FB audience network should be first choice at this
moment to monetize traffic
• Incentive ads slow down, but still play some role on the
ground for pushing up top chart
10. Other monetization methods
• App/Game with SMS charging/supscription are
protested from users and easily to get banned
•Affiliate are still small in VN, but have a lot of chances
(Amazon, Accesstrade, SmartOffer,…)
• Freemium and paid app model do not work in VN
where people love free game/app
•White label app/game are just at beginning
11.
12. Mobile user acquisition (UA)
• Role: Bring quality users for game/app
• Execution: Spending and thinking
• Key skills of UA Team:
- General business knowledge
- Specialist ads domain: GG, FB, Agencies, Affiliate, ASO
- Data analysis
- Media tracking and analytic
- Interface/UX design
• 3 levels of UA:
- Spend successfully
- Spend effectively (timing and ROI control)
- No spend (build up UA platform by your own)
13. How to be smart on UA?
• Are you ready to get user?
• What is your point of view in terms of effectiveness
• Select your attribution tool to optimize CVR and ROI
• Combine paid channels due to product cycle
• Combine effect Paid/PR Branding
• Optimize Paid/ Organic ratio (choose IP, naming, store
kit, follow trend, ASO, virals, communities
management,…)
• Put your product and marketing at the same view
(Install, NRU, CVR, CPA, RR, Rev, UV and ROI) or simply
ARM model optimization
16. Some ideas
• Using store ads
• Pushing up TOP chart through incentive CPI
• The role of top grossing
• The trust of media channels
• Cross promotion
• The role of viral/branding
• The role of CRM