Vietnam mobile market 2015- 2016:Revenue models, market trends and

effective user acquisition

By: Gacon

App monetization models

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

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

Game published by month in 2015

1 2 3 4 5 6 7 8 9 10 11 120

5

10

15

20

25

30

35

Game published by category in 2015

MMORPG

ARPG

Card Battle

Shooting

SLG

Roll Playing

Sports

Casual

MOBA

0 5 10 15 20 25 30 35 40 45 50

Top game by download 2015

(Source: App Annie)

Top GMO by download 2015

(Source: App Annie)

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

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

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)

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

ARM model

Key metrics of ARM model

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

Partner with Adsota

Partner with Adsota (cont)

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