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Vietnam mobile game market landscape

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Why Vietnam is the next destination for mobile game in 2016

Published in: Marketing

Vietnam mobile game market landscape

  1. 1. VIETNAM MOBILE GAME LANDSCAPE
  2. 2. CONFIDENTIAL VIETNAM MOBILE MARKET 2 LANDSCAPE 2016
  3. 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. 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. 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
  6. 6. CONFIDENTIAL VIETNAM MOBILE GAME MARKET 6
  7. 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
  8. 8. CONFIDENTIAL OVERVIEW GLOBAL 8 Source: Newzoo
  9. 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. 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. 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. 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. 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. 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. 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
  16. 16. 16 THANK YOU!
  17. 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 17

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