About 3-4 years ago, the
world’s game
industry is undergoing a very
big transformation, witnessing the rise of mobile gaming which outperformed the
traditional platforms such as PC or console. In Vietnam, the gaming industry
also falls in line with the world trend, many new companies or even large organization
had developed mobile game.
In
2015, internet users in Vietnam reached 45 million, accounting for 48.4% of the
total population of 93 million. The smartphone users reached 24 million,
accounting for 25.8% of the total population, of which 9.3 million of mobile
gamers and players loaded fee rate was 45%, reaching ARPPU index (average
revenue average per player) is $ 27.71 (619.000 VND).
Until
the end of 2015, the number of smartphone devices in Vietnam has reached $37
million, accounting for 52% the total number of mobile devices in the country.
It can be seen from the General Statistic Office that from 2012 to 2015, 10
million devices have entered Vietnam’s market each year. Besides, Vietnam’s market
has not come to saturation, so the potential growth for mobile gaming devices
will continue to stay strong for at least 5-10 more years.
In
terms of proportion of smartphone users based on age, the largest groups is
from the age of 16-34 years old which accounted for 80% in 2015. In this group,
the users from 16 – 24 years old take up to 45%. Besides, it can be noticed a
remarkable rise of user groups of the age of 16-24 since this percentage rose
from 20% in 2013 to 45% in 2015, indicating a huge change of demand of
smartphone and purchasing power of smartphone.
If
classifying users according to operating system, Android is still the most
popular operating system in Vietnam in 2015 which accounted for 60% of users,
followed by the 25% of iOS and Windows phone has the smallest market share of
15%. However, Windows phone showed significant change in 2015 when compared to
2014 (4%). It indicates the development of a new market alongside iOS and
Android. This is a unique point in the Vietnam mobile gaming market compared to
other countries.
In
terms classification depending on by device users and gender, smartphone
devices still dominated completely with 90.3%, while tablet only accounted for
9.7%. In terms of gender, the rate does not differ hugely with 58% male and 42%
female.
Smartphone
game market value in Vietnam in 2015 reach $ 116 million (2,592 billion VND),
the growth rate was 39.75% compared with 83 million dollars (1,854 billion VND)
in 2014.
In
terms of marketing channel for mobile gamers, social network such as Facebook
channel remains an ideal place to promote game which accounted for 45%,
followed by the local ad network (Admicro, Nova Ads …) accounting 30%, while
Google and PR normally accounts for respectively 15% and 10%. Thus, both
domestic companies that wish to penetrate the market will be highly recommended
to use the ad unit local to achieve optimum efficiency.
In
a paid form of payment, Vietnamese users can mainly use the phone (85%) to pay
for the mobile gaming, followed by domestic bank card (10%) and Visa /
MasterCard (5%). Thus, the mobile game usually have good links with the network
provider of mobile phones in Vietnam. It is due to the fact that the users have
not had the habit of using cards.
ANT
Consulting is here to assist you from the outset; providing corporate
intelligence, risk advisory, management consulting services
that assist market entrance, and ensure efficient business start-up
operation.
We
strive to save your cost by guiding you towards economical solutions that
comply with local legislation and procedures. We support you through early logistic solutions and
carry you through as your business grows. We aim to bridge the gap
between international best practices and local cultures and assist foreign
companies and organizations entering Vietnam market to overcome commercial and
regulatory issues.
We could be reached at
email: ant@antconsult.vn or
tel: +848 3520 2779 . To learn more about us, please visit
www.antconsult.vn
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