Snapshot on Vietnam mobile market 2015 - 2016

1. Vietnam mobile market 2015- 2016:
Revenue models, market trends and
effective user acquisition
By: Gacon

2. App monetization models

3. Mobile game market
• Total revenue in 2015 is surrounding 120 mils USD,
expected to growth 50% in 2016. Nearly half of Rev comes
from local gambling games
•Key driving forces include more mature market (handset
and user base) and quality games
• 170 titles launched in 2015 compared to 70 in 2014. 2016
could be >200 games
• Local big players really joined (VNG, Garena) along with
overseas sharks (Kunlun, Netease, Supercell,…)
• 2015 set up new benchmark of game quality of the
market with many hit titles in all categories

4. Mobile game market (cont)
• Some hit titles in 2015: Tiếu Ngạo Giang Hồ/Thiên Long Bát
Bộ/MU Origin (MMORPG), Dota truyền kỳ (Card battle), Hiệp
Khách/Tuyệt Đại Song Kiêu (ARPG), Chiến Cơ Huyền Thoại (Casual),
Chiến Dịch Huyền Thoại/Truy Kích (Shooting), Khổng Minh
Truyện/Vô Song Thần Tướng (SLG)
• Government issued G1 license to more than 20 game publishers,
but players still have to wait for “children license” for each game
before publishing
• Non-incentive traffic was scared, relied mostly on FB and GG,
while incentives app increased like mushroom after the rain
• Besides game publishing, local gambling on mobile make huge
money
• New level of global game publishing from local game studios

5. Game published by month in 2015
0
5
10
15
20
25
30
35
1 2 3 4 5 6 7 8 9 10 11 12

6. Game published by category in 2015
0 5 10 15 20 25 30 35 40 45 50
MMORPG
ARPG
Card Battle
Shooting
SLG
Roll Playing
Sports
Casual
MOBA

7. Top game by download 2015
(Source: App Annie)

8. Top GMO by download 2015
(Source: App Annie)

9. Monetization through ads
•Rick wap masters (2011) -> rich developers/agencies
(from 2015)
• A lot of tips/tricks in this field despite GG/Apple/FB
policies
• Mainly Android now, but people are more focus on iOS
and Amazon
• Using Mobile Ad Mediation platforms should be good
choice for developers from now on
• FB audience network should be first choice at this
moment to monetize traffic
• Incentive ads slow down, but still play some role on the
ground for pushing up top chart

10. Other monetization methods
• App/Game with SMS charging/supscription are
protested from users and easily to get banned
•Affiliate are still small in VN, but have a lot of chances
(Amazon, Accesstrade, SmartOffer,…)
• Freemium and paid app model do not work in VN
where people love free game/app
•White label app/game are just at beginning

12. Mobile user acquisition (UA)
• Role: Bring quality users for game/app
• Execution: Spending and thinking
• Key skills of UA Team:
- General business knowledge
- Specialist ads domain: GG, FB, Agencies, Affiliate, ASO
- Data analysis
- Media tracking and analytic
- Interface/UX design
• 3 levels of UA:
- Spend successfully
- Spend effectively (timing and ROI control)
- No spend (build up UA platform by your own)

13. How to be smart on UA?
• Are you ready to get user?
• What is your point of view in terms of effectiveness
• Select your attribution tool to optimize CVR and ROI
• Combine paid channels due to product cycle
• Combine effect Paid/PR Branding
• Optimize Paid/ Organic ratio (choose IP, naming, store
kit, follow trend, ASO, virals, communities
management,…)
• Put your product and marketing at the same view
(Install, NRU, CVR, CPA, RR, Rev, UV and ROI) or simply
ARM model optimization

14. ARM model

15. Key metrics of ARM model

16. Some ideas
• Using store ads
• Pushing up TOP chart through incentive CPI
• The role of top grossing
• The trust of media channels
• Cross promotion
• The role of viral/branding
• The role of CRM

17. Partner with Adsota

18. Partner with Adsota (cont)

19. Contact: Quang Nguyễn - VP of Gaming, Appota Corporation - quangnm@appota.com - M: +84904862366