VIETNAM : QUICK LOOK
A Mobile Market
of Opportunity
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01 MarketOverview
● Market Overview
What’s Inside ● Introduction to Vietnam
02 Introduction to Vietnam
● Vietnam Gaming Market
● Key Takeaways
03 Vietnam Gaming Market
The Mobile Performance Standard
Some of the largest and most innovative mobile
companies have partnered with App Annie
VIETNAM
Market Overview
VIETNAM
Quick Look
Population
(15th highest in the world)
97.8M
Median Age
32.7
Source: Datareportal, World Population Review
7.6 years younger than the median age in Thailand,
5.7 years younger than the median age in the US
Mobile Gaming 2020 Recap
Mobile gaming on track to surpass $120 billion in consumer
spend in 2021 — capturing 1.5x of the market compared to all other
gaming platforms combined.
Downloads Consumer Spend Time Spent
Southeast Asia:
Top Performing Game Sub-Genres
Jan — Dec 2020
Rank Classification YoY Downloads Growth Rank Classification YoY Revenue Growth
1 Puzzle/Trivia x 250% 1 Action RPG 25%
2 .io 115% 2 City Battle 40%
3 Runners/Racing 80% 3 Battle Royale 20%
4 Rhythm & Music 30% 4 MOBA / ARTS 15%
5 Other Arcade 60% 5 Turn Based 50%
6 First Person 5% 6 Other RPG 70%
7 Sandbox 75% 7 Slots 15%
8 Other Puzzle 10% 8 Hybrid 245%
9 Tamagotchi 45% 9 Team Battle 35%
10 Other Simulation 25% 10 Match + Build 40%
Source : App Annie Intelligence. Southeast Asia markets (Singapore, Malaysia, Indonesia,
Thailand, Vietnam, Philippines), iOS and Google Play combined, Jan - Dec 2020
Gaming Market Size
& YoY Growth
Southeast Asia 2020
Country / Region Downloads Change % Downloads Share Consumer Spend % Consumer Spend Share
Indonesia +30% 38% +20% 15%
Vietnam +10% 22% +50% 10%
Philippines +45% 16% +55% 11%
Thailand +15% 15% +30% 28%
Malaysia +35% 8% +30% 17%
Singapore +5% 1% +20% 19%
Source: App Annie Intelligence. Southeast Asia markets (Singapore, Malaysia, Indonesia,
Thailand, Vietnam, Philippines), both iOS and Google Play combined, Jan - Dec. 2020
VIETNAM
Introduction
VIETNAM
Online Population
Smartphone Population Access from Android Phones Avg Daily Time Spent (hours) Mobile Game Players
68M64% on 3G - 5G
82% 3.9
10% more than avg
57%
Of Mobile Users
user in the US
Note: 2020 Source: App Annie Intelligence,
Hootsuite, DIGITAL 2021: Vietnam
VIETNAM
Mobile App Demands
Increasing During Key Holidays
Reunification
& Labor Day
Tết
Summer Vacation
March 8 August 2 December 27
Source: App Annie Intelligence, iOS and Google Play, Total download, Dec. 2018 - Dec. 2019
VIETNAM
The Land
of Big & Indie
Developers
5 out of 10 ANZSEA Headquartered
Game Publishers come from Vietnam
3 out of 10 SEA Headquartered Applications
Publishers come from Vietnam
VIETNAM
Music-Related Apps
In High Demand
Karaoke Now!
Vietnamese users spent more total time singing
Karaoke Now on than streaming on the Netflix app
on Android phones in Jan 2021.
Amanotes
#1 Vietnamese company by downloads, specializes
in music games and is also the #1 publisher by Global
Music Games downloads in Jan 2021.
VIETNAM
Gaming Market
Overview
VIETNAM 2020
Top Gaming Subgenres
Downloads Consumer Spend
Rank Subgenre YoY Growth Rank Subgenre YoY Growth
1 Puzzle/Trivia 235% 1 City Battle 55%
2 Rhythm & Music 10% 2 Action RPG 115%
3 Runners/Racing 65% 3 Idle RPG 35%
4 Sandbox 45% 4 Other RPG 75%
5 .io 55% 5 Battle Royale -
6 Other Puzzle - 6 MOBA/ARTS 20%
7 Other Arcade 25% 7 Hybrid Casino 575%
8 First Person - 8 Turn Based 20%
9 Match 3 30% 9 Team Battle 75%
10 Runner -10% 10 Slots 60%
Source: App Annie Intelligence, iOS and Google Play, 2020
VIETNAM 2020
Core > Action >
MOBA / ARTs
Top Game
Core > Action >
Subgenres by Battle / Royale
Time Spent Casual > Simulation >
Sandbox
Casual > Party >
Other Party
Casual > Puzzle >
March 3
Core > RPG >
Action RPG
500 MILLION 1 BILLION 1.5 BILLION
Source: App Annie Intelligence,
Android phones, 2020
2019 2020
Top Local Publishers Vietnam 2020
iOS & Google Play Downloads
Rank Company Types of Apps/ Nature of Business
1 VNG Games, Music, Payment, Chat, among others
2 Amanotes Music Games
3 Onesoft Casual/Action Games
4 VIETTEL Telco Utility Apps, Publishing Games, Entertainment, Payment
5 FPT Entertainment, Utility
6 VTC Games, Publishing License (exclusive or partnered)
7 Mobgame Core Games
8 M_Service Fintech
9 Appota Distribution, Games, Payment
10 Game Offline Hay Casual Games Development & Publishing
Source: App Annie Intelligence, iOS and Google Play, 2020
VIETNAM 2020
Most Effective Features for Retention
Highly Sticky
+ Chat
+ Cosmetics
+ Friend Invites
+ Guild, Clans
+ Battle Pass
Source: App Annie Intelligence, iOS and Google Play, 2020
VIETNAM 2020
Most Effective Features for Monetization
Heavy Hitters
+ Consumables
+ Customisation
+ Events
+ Multiplayer
+ Leaderboard
Source: App Annie Intelligence, iOS and Google Play, 2020
● Southeast Asia is a high growth mobile region,
offering strategic opportunity for mobile publishers.
● Puzzle / Trivia Games are in high demand in Vietnam
and experiencing high growth.
Key Takeaways ● Hybrid Casino Games were the fastest growing
subgenre by revenue in Vietnam.
● Cosmetic items, friend invites, events and multiplayer
features work well in Vietnam for retention and
monetization.
● Understanding the strengths of local competitors
and partners is crucial to success in Vietnam. Market
estimates are critical to fueling a successful strategy.
Comprehensive Data to Act on
Connect first and third-party data to know
how you are performing against competitors
across downloads, usage, monetization, and
beyond.
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