In 2014, Vietnam's smartphone user base surged to 18 million, with significant growth driven by affordable Android devices, mirroring trends in the Chinese market. The mobile game market is predicted to reach $210 million, primarily fueled by smartphone games, which will comprise 79% of the market share that year. Additionally, Vietnam's 3G data plans are notably cheaper than those of neighboring countries, promoting mobile internet service expansion.

1. VIETNAM MOBILE INTERNET 2014 –
A focus in smartphone game and comparison
to Chinese market
Andy Nguyen
July 19, 2014
1
Presented
in
OGDC
2014

2. Vietnam: A Quick Look – End of 2013
2
92.5M
Population
36.1M
Internet Users
20M
Active Facebook Users
134M
Active Mobile Subscription
Ranked 13 of 228 countries
Penetration rate 39%
Facebook Penetration 21.6%
Mobile Subscription Penetration 145%
18M
Smartphone Users
Smartphone Penetration 19.5%

3. May-2012 May-2014
Number of smartphones 6M 22M
Number of OTT users WeChat + LINE < 1M Zalo, LINE, Viber > 10M
Smartphone games publishers Less than 10 At least 50
Smartphone game market size Less than $1M monthly More than $10M monthly
What Changed In The Last 2 Years
3
Within 2 years, the number of devices has grown almost 4 folds. So has grown rapidly
OTT applications and smartphone games market.

4. Vietnam
Mobile
Game
Market
4
1.5
5
8
18
28
32
35
38
233%
60%
125%
56%
14%
9%
9%
0
5
10
15
20
25
30
35
40
2010
2011
2012
2013
2014
2015
2016
2017
Number
of
smartphone
user
yoy
growth
rate
(mil
users)
Number of Smartphone User in Vietnam
125% growth, reached 18M at the end of 2013!!! Expected to reach 28M with 56% growth
at the end of 2014. The growing speed is likely to slow down in following years as it has
covered most accessible and affordable users.

5. Vietnam
Mobile
Game
Market
5
80
209
382
416
466
509
549
592
161%
83%
9%
12%
9%
8%
8%
0
100
200
300
400
500
600
700
2010
2011
2012
2013
2014
2015
2016
2017
Number
of
smartphone
user
Y-­‐o-­‐y
growth
rate
(mil
users)
(Source:
eMarketer
2014)
Similar Pattern With China
The growth of smartphone users in Vietnam is very similar to the pattern of China but only 2
year later!!! Cheap Android devices provided by domestic brands has been the drive-force in
China. The same in Vietnam now.

6. 6
3G Mobile Subscriber in Vietnam
38.1%
30.7%
28.5%
2.7%
MobiFone
VieRel
VinaPhone
VietnamMobile
12.75M
3G mobile subscribers
who actually used bandwidth
in July-2013
MobiFone has the biggest share
with 38.1%
Source: Vietnam Information and Telecommunication Ministry, July-2013

7. Country
3G
Data
Plan
Price
Japan
53$US
(unlimited
packet
–
SoWbank)
China
56$US
(9GB
packet
–
China
Unicom)
Indonesia
25$US
(3GB
packet,
speed-­‐max
1Mbps)
Thailand
52$US
(10GB
packet,
speed-­‐max
384Kpbs,
TrueMove)
Vietnam
10$US
(3GB
fast
+
no
extra
fee
+
speed-­‐max
8Mbps,
VieRel)
7
3G Data Plan Comparison
3G Data Plan in Vietnam is much cheaper than other countries. The speed is 10-20X
times higher than neighbor countries like Indonesia and Thailand. A good condition
for mobile internet service to prosper.

8. 8
Where are 3G Mobile Internet Users?
Most 3G mobile internet users are
concentrated in Ha Noi, Ho Chi Minh.
Considerable number of them are in 2-tier
cities in Delta-river zone and Mekong-river
zones and Da Nang.
A small amount of users from small cities
and town across the coast.
Source: opensignal.com

9. 15.5M,
70.5%
3.3M,
14.8%
2.1M,
9.5%
1.2M,
5.2%
Android
iOS
Windows
Phone
Others
(source: Mwork, May-2014)
9
What Kind Of Smartphone Devices?
70.5%
is Android
until May-2014. Android takes the majority for existing
active smartphones in Vietnam. Second is iOS and
Windows Phone come next. It is not surprise if Android
will maintain or increase its share in coming years.

10. (source:
IDC)
$702
$710
$686
$650
$657
$441
$380
$320
$276
$254
0
100
200
300
400
500
600
700
800
2010
2011
2012
2013
2014(e)
iOS
Android
10
Android Is Cheaper and Cheaper
The average sold price of a new Android device has steadily
decreased toward $200-$250 zone while iOS maintain at $650-
$700. No wonder why so many Android!!!
2.6X
Android is cheaper
than iPhone

11. 11
Number of New Sold Devices
in Aug-2013. Among them, 65.7% of that are Android. Windows
Phone comes second with 19.5%. ASHA of NOKIA stills has its
share but declining softly.
Source: gfk 2013
586K
new sold

12. (source:
Appota)
12
Waves of Cheap Android Smartphone
Since Feb-2014, Nokia started to sell Nokia X of Android OS at
superbly affordable price in Vietnam. Very well sold. Samsung, LG,
Asus, HTC … also have new Android models with the price lower
than $130.
120$
LG
Opcmus
L1
II
Samsung
Galaxy
Y
Asus
ZenFone
4
HTC
Desire
200
Samsung
Galaxy
Trend
Lite
Mobel
S58
Popular
cheap
Androids

13. 61.2%
4.6%
13.5%
5.2%
15.5%
Jelly
Bean
KitKat
Ice
Scream
Sandwitch
GingerBread
Others
(source:
Appota,
Dec-­‐2013)
13
Android Devices by OS Version
61.2%
of existing Android devices
are Jelly Bean until
Dec-2013

14. (source:
Appota)
7.7%
32.3%
5.5%
11.7%
29.4%
13.4%
iOS
7.1
iOS
7.0.4
iOS
6.0.X
iOS
5.1.X
iOS
6.1.X
Others
14
iPhone Devices by OS Version
32.3%
of existing iOS devices
are iOS 7.0.4 until
Dec-2013

15. Mobile Game Market
15

16. Vietnam
Mobile
Game
Market
16
(mil
USD)
Vietnam Mobile Game Market
20
60
120
210
310
360
410
50%
100%
75%
48%
16%
14%
0%
20%
40%
60%
80%
100%
120%
-­‐
50
100
150
200
250
300
350
400
450
2011
2012
2013
2014(e)
2015(e)
2016(e)
2017(e)
Market
Size
yoy
growth
rate
Vietnam Mobile Game Market will reach $210M at the end of
2014, grow 75% comparing to previous year. The growing
speed will decrease in following years and reach $410M in 2017.
$210M
in 2014
(source:
Mwork)

17. Vietnam
Mobile
Game
Market
17
(mil
USD)
Vietnam Mobile Game Market
3%
17%
61%
79%
90%
96%
98%
0%
20%
40%
60%
80%
100%
120%
0
50
100
150
200
250
300
350
400
450
2011
2012
2013
2014(e)
2015(e)
2016(e)
2017(e)
Feature
Phone
Smartphone
Smartphone
Percentage
The main drive-force of the expansion of mobile game market is
smartphone game. In 2014, 79% of the market share is forecast
to come from smartphone. From 2015, feature phone will account
for less than 10%.
79%
are from
smartphone
game in 2014
(source:
Mwork)

18. 220
253
291
60
120
210
0
100
200
300
400
500
600
2012
2013
2014
(e)
PC
Mobile
(mil
USD)
18
PC vs Mobile Games Market
Thank to its rapid growing, mobile games market in 2014 will almost equal to PC-
based game market in term of market size in 2012.
(source:
Mwork,
Casual
Connect
Asia
2014)

19. 19
785
946
721
497
304
160
80
128
321
1,474
2,869
4,263
5,160
5,801
39%
73%
53%
36%
16%
11%
-­‐
1,000
2,000
3,000
4,000
5,000
6,000
7,000
2011
2012
2013
2014(e)
2015(e)
2016(e)
2017(e)
Feature
phone
game
revenue
Smartphone
game
revenue
yoy
growth
rate
(mil
USD)
Mobile Game Market: the case of China
The same story happens in China. In 2014, it is forecasted that more than 85% of mobile
game revenue are from smartphone games. The growth rate peaked itself in 2013 with
73% growth rate and gradually decrease toward 11% per year in 2017.
(source:
iResearch
2013)

20. Vietnam
Mobile
Game
Market
20
4
10
50
60
15
30
150
250
0
50
100
150
200
250
300
2011
2012
2013
2014
(e)
Number
of
local
game
publishers
Number
of
new
game
cRles
(source:
Mwork)
Game Publishers and New Tittles
The market is growing but so the number of tittles. Not easy game
for all but the winners are promised to get big enough rewards.
The number of local game publishers does not increases much,
instead there will be the joining of foreign company who directly
publish to Vietnam market from overseas.
250
new game tittles
will be published
in 2014

21. 21
Major Mobile Gaming Companies

22. 22
Market Share by Genre
3.8%
31.2%
11.3%
17.3%
23.4%
4.3%
8.7%
23.6%
6.1%
15.4%
17.8%
6.6%
24.3%
6.3%
0%
5%
10%
15%
20%
25%
30%
35%
Casual
Card
BaRle
SLG
MMORPG
Turn
based
RPG
Card
&
Board
Others
China
Vietnam
It may amaze you but until May-2014, 23.6% of mobile games
revenue, including both feature phone and smartphone tittles, is
for casual games. As characteristic of casual games, even though
ARPU is lower, it can reach to a larger set of player. Avatar, Mobi
Army, Audition Mobile, Ten Ten and iGa contribute almost 70% of
the sector. Card & Board games hold the second big part with
24.3%. Card battles games are promising to increase its share in
2014.
23.6%
for casual games

23. 220
253
291
60
120
210
0
100
200
300
400
500
600
2012
2013
2014
(e)
PC-­‐based
games
Mobile
games
(mil
USD)
23
PC vs Mobile Games Market

24. 4. Teen Teen - VTC
3. Au Mobile – VTC Mobile
Avatar HD – TeaMobi
5. iGa - SohaGame
24
Top 5 Casual Games By Revenue
By Peak Monthly Revenue
2. Mobi Army - TeaMobi
1. Avatar - TeaMobi

25. 4. Tinh Binh – MC Corp
3. Hán Mạt2. Kiếm Hiệp – VTC
25
Top 5 SLG
By Peak Monthly Revenue
1. Mộng Hiệp Khách
5. Tam Quốc Chibi

26. 4. Ngọc Rồng Online - SSGroup
Đại
Minh
Chủ
-­‐
Emobi
2. Mãnh Tướng - CMN 3. Liên Minh Anh Hùng- VNG
26
Top 5 Card Battle
By Peak Monthly Revenue
1. Đại Minh Chủ - EMobi
5. Dota Card - SGen

27. 3. Liên Minh Tiền Sử - Savi Game
4. Kết Giới - SGen
2. Vua Hải Tặc
5. Anh Hùng Xạ Điêu – SSGroup
27
Top 5 Turn-based RPG
By Peak Monthly Revenue
1. Phong Vân Truyền Kỳ - CMN

28. 4. Ải Mỹ Nhân - Mobvista
3. Mãnh Thú – ME Corp2. Thiên Thần Truyện – ME Corp
28
Top 5 MMORPG
By Peak Monthly Revenue
1. Ngộ Không Truyền Kỳ – SohaGame
5. Thiên Địa Quyết – CMN

29. BigKool
ZingPlay
iWin
Trà Chanh Quán - VMG
29
Hit Tittles: Board/Card Games
Trà Chanh Quán
Beme

30. • Background
in
IT
• Studied
and
lived
in
Japan
before
coming
back
to
Vietnam
in
2010
• Worked
as
Venture
Capitalist
in
CyberAgent
Ventures
in
Hanoi
• Currently,
working
in
Mwork
• Love
SNS,
mobile
games
(Elves
Realm,
Mãnh
Tướng,
Flappy
Bird..
Like)
Andy
Nguyen
Mwork
Corp
Co-­‐founder,
VP
30
A little bit about me
andy@mwork.vn