GameK - English: Report Viet Nam Mobile Game Market 2015 Insights
VIETNAM ONLINE MOBILE GAME MARKET
FOCAL POINT OF VIETNAM MARKET 2015
June, 2015: Starting Contest BlueBird on mobile game coding. Ending on Dec, 2015. The contest encouraged
Vietnamese mobile game Publishers to release more and more high-quality titles in the future.
July, 2015: Game Publishing Certiﬁcate G1 was issued for more than 30 publishers in Vietnam.
July, 2015: Mobile Game Asia Conference was firstly organized in Vietnam; gathered 70 speakers of the lea-
ding developers and publishers of Mobile Game Industry from more than 13 overseas countries. It was a big
opportunity for Vietnamese publishers and developers to talk, discuss with the world's leading publishers and
developers, as well as to understand more about the global mobile game market in general, and regional
mobile game market in particular.
Sept, 2015: Vietnam Ministry of Culture and Information tightened game licensing. Sgame was forced to shut
down because of publishing without any license.
Nov, 2015: «iGa» (ilili) and «Chinh Do Mobile» (iIEi& Mobile) of SohaGame Publisher are the first 2 games
licensed to publish in Vietnam by Ministry of Culture and Information.
MOBILE GAME PLAYERS
Cll LEE. ‘/ii EW 1'’ 7.0 ';
lf‘: lllIITI. E‘II(. .I~i
V’ . »
' l3TlIll'I. EI[(. _m
TOTAL i~! UiviBER OF SiviARTPHOi~! E DEVICES | i~! VIETi~! Aivi IN 2015 IS 37iviIL
2012 2013 2014 2015
Till the end of 2015, the number of smartphone devices in Vietnam exceeded the number of feature phone devices, takes for
52% of total mobile phone devices. The market is not yet saturated about the device. Therefore, the potential of the devices
and games on mobile device will be growing strongly in at least upcoming 5-10 years.
THE RATE OF SMARTPHONE USERS BASED ON AGE GROUPS
16-24 25-34 35-44 45-54 55+ Age groups
0 80% of mobile users are young, from 16 to 34 years old.
THE DISTRIBUTION OF USERS BASED ON THE OS
o In 2015, windows phone version of many mobile games were released. It shows the possibilities of a new
potential market besides iOS and Android.
o It is the feature of Vietnam mobile game market compared to other regional countries.
THE DISTRIBUTION OF USERS BASED
ON THE DEVICE AND GENRE
Smaftphone -Tablet Male -Female
THE VALUE OF SMARTPHONE GAME MARKET
0 Market revenue 2014: S83mi|
0 Market revenue 2015: S116mi|
Unit: mil USD
2012 2013 2014 2015 Year
I Smartphone game
' l3llllli. EiI(. .iir
iiizt: -‘. E’§§(IETIi~'G Ci'i. ‘-‘. I‘Il‘IEI-S FOR ivrO3l| ..E -. *-‘.7wiEi1
Domestic Adnetwork (Admicro, Nova Ads. ..)
I PR 8. Adnetwork take for 40% of marketing channels - the feature of Vietnam mobile game market.
THE COMMON PAYMENT METHODS
I Visa/ Mastercard
2015 - THE BLOOMING YEAR OF MOBILE GAME
The number of games
I I The number of published games
2012 2013 2014 2015 V93’
0 The number of games released in 2015 was 143 which increased 90% compared to 2014.
0 This figure is also a signal of fully competitive mobile game market in 2016.
ILLEGAL CHINESE GAMES IN VIETNAM
The number of games The number of servers
22 games 459 servers
0 In 2015, many Chinese companies joined Vietnam market and published games by themselves. All those
games didn't have any information about the name, address and even support phone number of the publi-
sher and especially they were published without any license. It deeply influenced on local publishers who
got license as well as mobile game users in Vietnam.
0 Some typical publishers:
- Kunlunz 4 games Tuyet Dai Song Kieu (r'tﬁf§§9|*l§), OMG Tam Ouoc (7i$H‘f? Il3E| §l), Vo Song Than
Tuong (lIfE| liHEl§I), MU Origin (ER? -5r§L7F).
- Royal Mobile: 4 games Lien Minh Chien Than (ﬁliilliﬁééﬁﬁ), Dai Chien Tank (iﬂﬁlﬂﬁ), Anh Hung
Chien (i’a"ri‘é‘§§7Z§), Tram Tien Mobile ($'il| Il$77i$).
- Longtu Game: 1 game Dao Mong Anh Hung (i§’5"§é7i. ’E).
THE NUMBER OF GAMES RELEASED IN 2015
o 2015: 143 games
0 2014: 77 games
no Klein Kl Dani 0°C C0 can Sal
Mong Giang Ho Wmmg‘ ( ﬁgﬁzﬁl) Contra Onlrne MUVO Song
Tliap Dien Mai Phiic
Tieu Ngao Giang Ho CIIIZEE‘-7 , (713) ,
(ﬁﬁilﬂl , Ban Long Ngoa Ho Tang Long
Mong Kiem 3D (Q i‘7<Illﬁ': o (HEB? !)
Jan Feb Mar Apr Aug Sept Oct Nov D ec
1 3games 1 1games 1 092-IITIES 08030188 1 7030163 1 19371188 1 1games o8l)3m€S 1 9fl~t-'tii‘S
Emir iriionq Manna liar ilianlr Vuong
Ngao I-(rem Mobile Cuii Duoiig Than Cong Phong Than Ky ii iiilll }- Khonq Minh Iriiyen 4lIl. l’¥‘ 21 .
TXEXRA , 412153135313‘. . liii lien *T§$¥5l§r‘ . IUVWIIOINI
&f. i.. '8lt
LOI. Tiiiyen Ky Naruto Dai Chien Thor 3D I X 3ci§lillf'a¥ ' Fantasy I egenrl S1a¢IIq1ll«hlOnKTI8".7
¥? ?A‘-xiii‘ €I2RXl3l (Q3§l. §) V-Ildm llanh Ha = '$$2'>71I7< MU Onqrn
TOTAL GAMES OF TOP 5 VIETNAM MOBILE GAME
PUBLISHERS IN 2015
'; 'l_1/Iv'? DT/ ‘
17170 ”‘C’. ..'. .E
0 2015 still remarked the leading of Publisher SohaGame.
0 VTC overcomed Gamota to rank the 2nd.
0 Some publishers shut down or went down rapidly as MCCorp, 5 stars, Wasabi. .. It shows that mobile game
market is good but not easy to exist.
TOTAL SERVERS OF RELEASED GAMES IN 201
? t3AM. =JTA
- 205 I The number of servers
0 100 200 300 400 500 600 700 800 900 Servers
0 Total servers: 2467 servers.
0 Total servers of top 5 publishers taked for 66% of total servers of all games released in 2015. The rest 34% is from
more than 40 small publishers.
0 It shows that the mobile game market in the future still belongs to big publishers — they take many high-quality
titles in hand and have operation and marketing ability better than other small ones.
MMORPG 2D IS HOT TREND IN 2015
ARPG IS STILL A TREND IN THE FUTURE
SLG 1%, ,
Turn-based 160 353
MMORPG 2” 791 I 2””
Card Battle 6°] 704
ARPG '66 553
0 200 400 600 800 1000 rota/ servers
0 2015 was the blooming year of MMORPG, especially MMORPG 2D. 80% of total servers was 2D games’. Some typical
titles are Ngao Kiem Mobile (? f§'s7§l§l&), Cuu Duong Than Cong (9E3E§lIIJl9€), Tru Tien Mobile (21,’fE3I; ‘5lI), Hoa
Thien Cot (iE‘F'l§).
o Other game genres like Card Battle, ARPG are still waited for by users. SLG genre still has its own faithful user com-
' l3l§llllI. :lI(. .iii
,3 right ' ‘»% CTCT "tag. "r car 51
5* 2 - ' ‘s J ’
-rtuv . . . .ﬁ my —-‘ad . -9 V. »
01 - NGAO KlEivi ii; oBiLE<<¥JznE‘_:7<l9&>>
It was the most waited martial arts MMORPG 2D title in 2014.
Right after release, Ngao Kiem quickly attracted a huge amount
of users that had not ever seen in Vietnam mobile game history
with martial art graphics, huge task system, classical activities
like citadel war, Song — Jin arena, Ngao Kiem integrally reminded
users of playing role—playing games on PC.
Genre: MMORPG 2D
Storyline: martial arts
Total server. 103 (till Dec 2015)
' Emil»-llEi: (:. lNi
Q2 - THIEN LONG BAT B0 3D ((3572/§iIll>>
With famous theme, right after release, Thien Long Bat Bo ‘T
created a huge chaos in Vietnam mobile game market.
Thien Long Bat Bo 3D has great 3D graphics, deserves to be a
MMORPG 3D masterpiece on mobile.
Genre: MMORPG 3D
Storyline: martial arts
Total servers: 33 (till Dec 2015)
' l3l§llllI. :lI(. .iii
% *"*1.g’_r1 —§ N -t'*-‘u M . q_ 1‘
~~«. ~ - - _‘’e. -» l 1 5 '=
my -ow” '9» . J a. _ _ “aw _ ‘éu ‘is
03 - TIEU NGAO GIANG H0 3D <(%l%Q3I§i5ll>>
Released on Aug 2015, Tieu Ngao Giang Ho quickly "
attracted a huge number of users who like Jin Yong
With great 3D graphics and real-like PK control skill,
Tieu Ngao Giang Ho was Gamota's key product in
Genre: ARPG 3D
Storyline: martial arts
Total servers: 15 (Till Dec 2015)
' E: l3§litli. Eii(. .i1i
,3‘ * ' if: Q“: -n * ' mg. " ' /93; --1' --iv’ 'i " ' ‘Q ‘Q. g‘
, _j ~- x , - - , _~. . l . .o '
Q4 - LUYEN RONG <(r§'ll7lf2>)
It was released at the end of 2015. With sharp and cute gra-
phics and simple but deep gameplay, “Luyen Rong" were wel-
comed interested by huge number of young gamers.
With over 30 servers and high DAU (50.000), “Luyen Rong" is
the No.1 mobile game for Teenagers this time and also
opened a new age for casual game on mobile.
Total server: 36 (till Dec 2015)
FANTASY THEME BECOMES MORE POPULAR
JUST AFTER MARTIAL ARTS AND THREE-KINGDOMS THEMES
- Mobile game users are still inte-
rested in popular themes like Jin
Yong martial arts or three kingdoms. I Mama: ans
_ _ E Three-Kingdoms
- DotA or LOL theme IS quite good but I Fantasy
there is none of excellent titles.
o In addition, theme of hot movies has 001/) & LOL
good signal. The title "Thien Kiem I Manga
Tieu Su Muoi" published by VTC I gum
named "Hoa Thien Cot" attracted
quite a lot of users.
TOTAL SMARTPHONE DEVICES EXCEEDS 50%
OF TOTAL VIETNAMESE POPULATION IN 2016
SMARTPHONE DEVICEI POPULATION IN 2015 SMARTPHONE DEVICEI POPULATION IN 2016
o It is estimated that total smartphone devices in Vietnam in 2016 will reach 50mil devices, takes for 53% of Vietnam
0 It shows that smartphone is becoming the essential device in the society.
0 Especially, the age group who use smartphone is younger and younger. It means that mobile game is becoming an
indispensable recreational facility of the Vietnamese.
' l3Altl'i. l.Z'lI(. .iii
T: -:E VALUE OF SMARTP: -:0i~'E GAME lviARI(ET IN THE FUTURE
«IE Urit: mil USD
2016 2017 2018
The growth speed and revenue forecast in upcoming years.
' l3lllIti. EiI(. .iii
BY REACHING OVER 150ivi| L USD, REVENUE OF MOBILE
GAME OVERCOMES PC GAME IN 2016.
It is estimated that Vietnam mobile game market in 2016 will continue to maintain the growth speed 30% compared
to the last year. By reaching 150mil USD, it will be the first time revenue of mobile game exceeds revenue of PC game,
takes for over 54% of revenue of total game market.
~ In 2016, mobile game will become the main recreational facility of Vietnamese gamers.
' l3Illllll. :lI(. .iii
DisAPPEARAi~! cE or ‘. -'-. ’|i~! D0‘. -'r. 'S PH0l~! E GAME MARKET
"". '. *: '.~: :r
n-- r- . r>n- r-
1 ‘T I “‘
-9 We -"9 U:
~ In 2015, Windowns Phone game in Vietnam was very good with high DAU and revenue. However it is estimated WP
game market will disappear in 2016.
I 2016 will mark the growth of Android device in the meanwhile iOS device stands still.
' l3All'l. El[(. _iii
THE i~! UiviBER OF GAMES RELEASED IN 2016
2012 2013 2014 2015 2016
In 2016, the number of games will continuously increase because more new publishersjoin in mobile game market.
However, after a severe 2015, many small publishers shut down, the number of games will not rapidly increase to 90% as in
201 5, it will be just around 20% in 2016.
The market is changing from "Quantity" period to “QUality" period. The higher the demand and standard of gamers are, the
more the selection and elimination of the market are. Only high-quality games can get success.
l3.AIl'l. Eli(. .iii
ARPG, FPS Ai'. D MOBA WILL BE THE TREND OF 2016
30 v ’ 2016
I5 ,3 111 1-1
7 2 7
MM-ORPG MMO-ARPG TURN-BASED Ba/ -}I%[EE SLG FPS MOBA CASUAL
The number of ARPG games grows nearly twice in the meanwhile traditional genres decrease. It shows that ARPG
genre will be the new trend, overwhelm other old genres in 2016.
FPS and MOBA start to have a good signal through user's interest.
lf‘: llllil1.EiiI(. .iii
iviARKETIi~! G EXPENSE IS HIGH WHICH RESULTS Iii! LO‘. .i'~. ’ PROFIT
4- E. ‘ -’. ».. V
I In 2016, the market competition is more severe. It results in high marketing costs and low proﬁt.
I Only big-size publishers have enough proﬁt to run the business and develop.
I In addition to Google and Facebook, looking for new marketing channels like local Adnetwork is essential thing
to optimize marketing in this situation.
0 Vietnam mobile game market still maintains the rapid growth speed, continue to lead Southeast
Asia market based on total revenue, overcomes PC game to become the main entertainment
means in Vietnam.
0 However, high competition results in increasing more costs and decreasing proﬁt down to below
o The size of Vietnam market is big but proﬁt is low. Therefore, it might result in disappearance of
many publishers in 2016. Only big publishers with high-quality games can survive in this severe
o The Government moniters strictly and there is participation of the Police in ﬁnding and seizing
game companies who illegaly operate. The case of Sgame company is the warning for all illegal
game publishers in Vietnam.