【DataEye】2023年1-9月越南手游营销与社会文化观察报告_41页_2mb

Vietnam Mobile Game Market & Cultural Insights

Market Overview

• User Base: ~77.93 million internet users (79.1% penetration) in Vietnam, growing at 73% YoY.
• Age Demographics: Median age 32.7 years; 52% under 35; beginning to show signs of aging (9.3% over 65 in 2022).
• GDP: 406.5 billion USD (5th in Southeast Asia); nominal growth 99%; per capita GDP ~$4,110.

Gaming Habits

• Player Ratio: 93.1% of internet users play games; 82.7% via smartphones (decreased 4.5 YoY).
• Player Age: Younger players (13-24 years) constitute ~53% of all users.
• In-Game Spending: Top expenditure on music downloads (131% YoY growth) and mobile apps (-63% YoY). Average daily users gaming time exceeds 1 hour.

Spending & Downloads (Q1-Q3 2023)

• Revenue: Total in-app purchases ~$2.02B; Apple/Google Play ratio ~6:4.
• Top Genres: RPG (12.3% market share), strategy (11.4%), casual (10.9%) dominate paid segments.
• Downloads: 16.43 billion YOY decline; Google Play dominates 80% of total volume.

Top Games & Publishers

• Revenue Leaders:
  • Rise of Kingdoms (Lilith Games)
  • Arena of Valor (Vietnam) (Garena)
  • Genshin Impact
• Download Stars:
  • PUBG Mobile Vietnam (Garena)
  • My Talking Tom
  • Stickman Party: 4Player

Cultural Insights

Core Psychology

• Vietnamese and Chinese share collectivist and peace-seeking traits, with strong respect for elders.
• Vietnam is a multi-ethnic country (54 ethnicities) with a preference for open social interaction.

Religious Beliefs

• Religions: Buddhism (49%), Catholicism (39%), traditional beliefs (73% combined).
• Superstitions: Belief in luck, color prohibitions during specific dates (Jan 1st); avoidance of three simultaneously.

Contemporary Trends

• Color Preference: Green signifies luck/status.
• Social Usage: Facebook (92%) and Zalo (90%) are dominant apps; TikTok (78%) popular among youth.
• Content Demand: Focus on news, films, music; gaming is a lower priority relative to other entertainment.

Mobile Advertising in Vietnam

Creative & Performance

• Material Distribution: ~98% video materials (vs 60% in China); ~20% human materials (vs 8% in China).
• Optimal Ads: User-generated content, tutorials, and voice-over clips perform best.
• Favorite Subjects: Folk tales, widely loved entertainment (TikTok Top 10 games); Japanese anime/loremaster highly favored.

Vietnam Game Import Issues

• Regulatory: Must obtain a G-1 license for publishing; payment integration via WAP is most common.
• Sensitivity: Strict rules around topics regarding territory, politics, and history are prohibited.

Summary Notes

• China's role in the Vietnamese market is significant, but the market tends to favor mature titles.
• New game adoption is ongoing, with TikTok having a strong influence on game popularity.

*Disclaimer: This summary is based on the materials provided and may include potentially non-trademarked names.*