Insights and Guide to Vietnam Online Mobile Game Market

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Vietnam Online Mobile Game Market overview in first half of 2014. Insights and guide to distributing Online Mobile Game in Vietnam.

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  • very informative and summary!
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Insights and Guide to Vietnam Online Mobile Game Market

  1. 1. as 7£: !=J'? E'I"f¢°‘ | nsights&Guide to Vietnam's ONLINE MOBILE GAME MARKET
  2. 2. '; /XPPCIEFA Introduction Distribute Mobile Content Platform About Report Appota presents the latest informa- tion on the Vietnam mobile market and insights on: - Updates and trends on the Vietnam and global mobile market. - Guide to Vietnam's Online Mobile Game market. For more quarterly report and updated trends, please visit us at: http: //slideshare. net/ Appota Inquiries and questions are welcomed at: sa| e@appota. com Report Methodology Report is based on selected data from various sources and organized byAppota. Appota’s data and statistics are analyzed from a sample size of more than 11,000,000 Vietnamese smart- phone users currently using Appota’s platform. Data is collected in the last 3 weeks of every quarter, ensuring it is as up- to—date as possible.
  3. 3. Updates on the global mobile market
  4. 4. II Internet access by Device Personal PC/ Laptop rmlzulp prom Tablet Device Television e-Reader 100% 30% of internet users are accessing via , mobile devices 60% 40% 30% are getting online 0% via tablets Q1 Q2 Q1» 2 Q1: Q1 Q2 3 Q1» Q1 2011 2011 2011 2012 2012 2013 2013 2013 2013 2014 Source: GWI report Q2/2014
  5. 5. s T 70% 60% 50% 10% 30% 20% 10% 0% A flflr ’--H liieiiil’-1Ii‘i: <m{c]’n11(= -I [l]lli= Jl) . =Tz. iim. ..I Android is the dominant operating system on both smartphones and tablets. Mobile OS share trends 2011 2012 2013 2014 Source: GWI report Q2/2014 Android 4 — iOS (for iPhonel —(i— Windows Phone _. .— BlackBerrv OS Symbian -: ~»—i: 'r-ml’ : ~.~ of smartphone users USE Ii Mobile OS by Device 800m 700m 600m 500m la00m 300m 200m ‘I00m Om l Android par. T T F i0S I/ ariPhaneI Windows Phone Blackflerry OS iOS F Symbian T Other
  6. 6. Global trends you might see in 2014
  7. 7. Ԥ . . 'r'APPC'TA Mobile first Distribute Mobile Content Platform Others, 2% Google Browsers, 5% "/ Facebook, O 17% time spent on smartphone are in application Apple Safari, 7% E F In-app activities, 37% Although mobile-first has been the trend for the past four years, it is necessary to state that going mobile is a MUST, regardless of your business and marketing strategies. Source: Flurry Analytics, Comscore, NetMarketShare
  8. 8. ‘. . ‘_ '1 -5 fjlplr ’ ‘IT’: , |ll:1'il1'o1I| ‘i: <LVAIol’o)1[= -I Iolniicinii vatoiiionnl II Second-screening by device A I . : 60°‘ 859m 7 50% 72311’ 40% T I lilo7fiI 30% I ‘I 20% I 10% I 1 Mobile Laptop PC Desktop PC Tablet Source: GWI report Q2/2014 l»‘l I. l tt: l- ' 3:! !- If e-Reader r‘ """f. .f. I,_ , ,.I ‘I . - r’ 11 None of the above ' I r 1 r’i‘f. , l l / ‘WI! I I I7» ' Mobiles have overtaken laptops as the favorite 2nd screen devices. it 57% I Use mobile phone I while watchingTV Among these F 62% _ Chat with friends f - - 4.4-% Play games
  9. 9. 1% New platform and technology We have seen a lot of glasses, watches, and wristbands on the market recently. Although they will not go mainstream anytime soon, mobile developers still need to stay updated with this trend and be aware of performance issues on each new type of device and screen. iOS and Android both are top-of-mind choices for developers. Two new feature-rich and design-focus OS versions are promising to bring greater experience for mobile developer. Yet it would be a while until we get to see it.
  10. 10. lnsghts into Vietnam Market
  11. 11. § SEA is hot and Vietnam is the 2”‘ hottest Vietnam in Q1/2014 Total SEA market Vietnam is the 2nd fastest growing market Smartphone in Southeast Asia Sales in smartphone sales volume compared to Q1 last year W 59% growth Handset device sales Smartphone + tablet sales Source: gFk Q2/2014
  12. 12. Pf”APPDTA Distribute Mobile Content Plotform Android takes lead as usual 9'! -tut-r= n Ay_a1_un‘r= I L_‘z1i:1II)e, I ; §'I'I‘f= .ll“l'rlllIlC, l'll= ‘ CL‘: :S1‘l'| ‘=. I'K‘q‘ III Vl‘r= ,I‘IIr= .iIII I to I? I;1£:1I‘r*I.4I. ‘I gig‘ / ' Ii]/ CI ‘. l.I
  13. 13. 1% 7 APPDTA Distribute Mobile Content Platform Android tablet is increasing its share Android smartphone/ tablet device usage in Vietnam Q2 2013 IQ2 2014 93% 88% Smartphone Source: Appota Q2/2014 by user ° tablet 7% _‘2% 88% h Tablet smartp one up to Q2/2014 Ifil 13
  14. 14. § . . More people use iPhone 5 and iPad iOS smartphone/ tablet device usage in Vietnam by user Q2 2013 I Q2 2014 iPod,1% 81.9% hone4&4S, iPad, 29% 51% 29% 110% 7.10% iPh° 1% 1 iPhone iPad IPod up to Q2/2014 Source: Appota Q2/2014
  15. 15. “A "-.1; é ~ , . nmiim-ii= .mr-1511:: -r m-| i=m . ‘Troiiru. ..i Mi « ~r*: = Android version usage by user Q2 2013 ‘Q2 2014 Other 60% ICS, 12% 7% 38% Jelly , Bean, Kitkat, 60% 20% 17% 11% 11% 12% 0% JB Kitkat ICS Other up to Q2/2014 Source: Appota Q2/2014
  16. 16. ?: /EREQT6 L iOS 7 penetration rate is still higher than Kitkat ICS; u-. u-mu-. ll»? -.}fgK‘—‘ tow llflilt . J-C11 ZAVIIVLE _r-tzx Atom ' oiiilalf iOS 7.1 " IVL" L: gnflfl 15% Kt / ' ~ 5515?. » ‘O5 5'" sfos 7.0.4 V 1:1:/ '44.} . 29% ‘ 38% I , 1 ‘O3iJ‘I) l 7‘ icgg, 7 tag, ,‘, :L,71‘§ 1r, g,. -;. ;< ‘KCJ L£l, [:1,.7fL! L / cf ( 9‘YlI! l't(= I AV, -:, unim CZIIJIIL4’
  17. 17. That's the overview of Mobile. How about market?
  18. 18. 1% Games continue to dominate Number of game/ app in Vietnam stores (inc. offline game) 10.000+ 48% Total app downloads 2.000+ With more than 48% of 350M+ total app downloads, Games Game App continue to be the most consumed content. Source: Appota April 2014 18
  19. 19. "APPC| ‘lFA Distribute Mobile Content Platform 13% . app with IAP 27% ca app with in-app ads Source: Appota Q2/2014 Games are the most profitable category 60% of smartphone app revenue in Vietnam comes from Games. Smartphone app revenue Revenue from app with in- app ads accounts for 27% of total revenue, while that from IAP apps constitutes 13%. 19
  20. 20. F ‘ ’* "—-V! , A , If! ’ A “. A, IIi:1'ii1’-iuii:4m{¢]’o11(= - : .1.u= ;.ifTz. iir. ;.. .i ‘_ _‘— ' L Never before has mobile gaming in Vietnam seen such a tremendous rise of casual game. This trend is expected to continue for the last half of 2014.
  21. 21. 1% 7 APPDTA Distribute Mobile Content Platform and clone game as well The flappy bird clone wave has opened a new way of game making, that is to clone other successful games. Be ware of copy-cat and accept it as a trend of 2014. 5E3 “”‘2“: ,?5" ‘$3 . %mm§j Bérchcr Z1
  22. 22. Online Game (gM0) market. trendin?
  23. 23. 1% '; APPC|1FA Distribute Mobile Content Platform 2.5 logins Daily Login time 7AM—8AM ofday ‘O. If I’ ' ‘ 11AM-1PM 9' $10 6 ARPU in Source: Appota April 2014 MMORPG A lot of hard-core players 1h—3h Average daily total playing time 9* «Q 9PM—1 1 PM $10 $6 $5 EI- Casual Turn base SLG Card Battle MMORPG Average revenue per user by genre Z3
  24. 24. K‘ —_ fig A r—1]F—! [[ . J[—'{. bruins; -r: =«mr. :snr= -~ ! o1II'i: |II'i ,1r. rir. m.r G’ _ IT _ if ' months Server's lifespan ‘i 1% Average retention rate % revenue ? ’ of gMO is from T iOS users Source: Appota April 2014 l , .~ 'l'lg'%'r" . ;g, ,C«’1Ii'1rI= * 'l‘F= 'r ‘v'r Ill? ‘ «Er rr-vi r IIj; ,.r rI= "r r %"L. #'r «Jr -r r at? ‘ Since publishers still rely on credibility to attract players, server lifespan and game life-cycle in general are longer than in China, about 3-6 months. Every 1.000 NRU brings 300-500 active users after day 30. Although there are more Android players, iOS users contribute close to 60% of gMO’s revenue.
  25. 25. Q _ RPG IS the most popular genre 35 are RPG. Number of gMO titles in Vietnam market by gen re 40 35 35 30 25 20 24 22 20 15 15 10 5 1 1 1 1 O - 1 - - (9 (9 t> (9 o Qg (23 $99, (jsb (‘JV $9 Q3 @0916 V *0 (9 <22 0 Q 0 ‘K , E} O Q Q, 6‘ %° @ 5) '9) (9 $9 «O Source: Appota April 2014
  26. 26. § and the most profitable of revenue comes from RPG games gMO revenue by genre RPG T -b gM O urn ase I SLG 20% Revenue 60% I card battle I Other Source: Appota April 2014
  27. 27. :14 PETA The gMO eco-system is growing Distribute Mobile Content Platform Top gMO Publishers sohagame $ssereoup [75 ', "g§{: §lM{| D|3e: lQ‘: S I'I1§r>l More and more Mobile game news portal GFMIE i-iae. PL C AY PARK Incoming the first players in social mobile gaming network 0&1.. . . ... a..
  28. 28. Things to note when distributin in Vietnam
  29. 29. F ‘A "“. .’A II}. -1:11’-; uii= ..mto1’orir= ~ Io}IIi: )II ainiiiollllr ChienBinh, a well-designed and carefully-crafted Vietnam MOBA game with global standard, has reached 300k users in the first 2 months with overwhelmingly positive feedbacks from players. Ma Than 3D, one of the first 3D IVIIVIORPGS on smartphone, easily captured players’ hearts with its beautiful design.
  30. 30. '; /XPPCIEFA Distribute Mobile Content Platform I i t i O n Despite similar taste in game story and graphics, China and Vietnam have very different cultures. It is a must to research and localize your game to suit Vietnamese culture.
  31. 31. fi'_, £:F: E9T{ The market needs more casual Islueoleonen dorm M. ' ITrXi1llIi1 l_ Hr»-»n¢n 17!ilm~-, ;m'. ~l Tlill! ’éu5Aau>1:'1'i I C‘! vs llflhpm "'! N:"i"ElT/ ': I. :, ‘ _ H’ : - . - rjilala-Sic, 31D llIlll<i? lF€F'<3r ‘ii iii Ccirrilrig, i‘, cr'; ‘I'r, IC1L. 6:0 eraisiv flrl -:33.-. |,r'ri-,3, lC; =,. -,i. ~:L1.r. =.Il L‘? Eliflii’
  32. 32. ~ ‘. -ten 1-—~ -~ -C 0't'? :': l:“ll-l. ':': ‘l-~ -r ? ~ i . IIl»1‘ii1’oiIl‘i:4m{c]’c11(= -r il]lli= Jl) . =Ti. lim. ..l L 1 ~i"ll :31: ,4» -~ -~1 l‘ -~ -r l= *': 't; ::; r:t: ’l-~ -r 1 There are many ways to distribute your gMO in Vietnam as the channels are so fragmented. Apple App Store and Google Play, on the other hand cannot create as many opportunities as local 3rd party marketplace. Appvn, C| everStore, Vimarket, 365app are the current 3rd party marketplace in Vietnam and should be considered “ for partnership as long as you want a wide-reach distribution.
  33. 33. 5 - j A '—-. .1; h l Jr. ‘ 1‘ mu -1‘ IIi:1ii1’u; uii: .4mto1’o1‘it= ~ lI1IIi: JII ~'1toiiioilur ’ ‘ ,7 ‘ ~ ‘ V" ,7 ‘ F I‘ ‘ [J NO " ‘b ' 0| g I CilSLrI. ULIOH cnannc map “I-1‘-l1l= .:x-‘l'I: i'r‘ilH‘lIl; .‘ 1-‘It-1‘-i». Ic. ‘l, -1,-1.1-(oil-— L. -ml Moi3l1l= ».: ulnl: w.'1o1i: . . . ‘ SMS Marketing ‘ it-i-.1‘-I-I-lb. ‘ Apple Store ‘ Feel: -,“/ _:_, _.rx. .X. :.:3[1‘; ’ MOBKEADS » . ‘ GCWSIQ / Citttlglt‘ play ‘J~ov/ -vw admlcro "‘i'f""" : “"""""'i~""""""""’ A . .u-rl Tilalfiilltoir clloiinl t"hli11l: ..r‘iiIl= I|'1'1o1i{1 "l"l| l'. _I -ininiualmzv ¢"-- . 1_ - Iv» IFTFTTCJEBT Iapjgy -'A| =|= |:| =|fiA EIl: |n‘lI: I|J> » O 7 Distribute V/ lO{)lle Confeni Platform od y ~: *‘))) l l (313 rhobile Slnxzr gt; aw: :‘/ ..: ::*sL: s >'4loi‘u11l= .+iilltv. ,I-ta “i= l|'1'10llI- :1 pp "Ioln‘| io)i‘lol| 1 . ‘éréc (amobi AppBoost f K| CHHOAT. NET Leading Mobimg soiunons
  34. 34. Thank You CONTACT US ’ @ Appota Head Office 2nd Floor, Building 11 (LE Building) Alley 71, Lang Ha St, Ba Dinh Dist, Hanoi, Vietnam Tel: +84-904080311 - + Appma Email: sa| e@appota. com Singapore branch: 10 Anson Road, #26-04 International Plaza, ' / APP0t3 Singapore 07990

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