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Mobile games a rising platform in Vietnam's online ad market: report

Wednesday, October 31, 2018, 21:27 GMT+7
Mobile games a rising platform in Vietnam's online ad market: report
A person plays mobile games on a smartphone. Photo: Reuters

Mobile games is the new rising platform in Vietnam's online advertising market, which is being dominantly shared by social media networks including Facebook, Google, and YouTube, according to an industry report.

The “Power of Mobile Game in Vietnam” report identified different mobile game players in Vietnam, and their behaviors and habits.

Findings of the report, authored by India’s mobile video advertising platform POKKT in association with the Mobile Marketing Association and market researcher Decision Lab, were released during a forum themed “Shape the Future” to discuss mobile applications in marketing activities in Ho Chi Minh City on Friday.

According to the report, Vietnam’s mobile gaming segment currently comprises more than 28 million gamers and has been on such an exponential growth trajectory that it is expected to have around 50 million mobile gamers by 2020.

The report also revealed that Vietnamese users spend an average of 51 minutes over five to seven sessions a day playing mobile games.

With 39 percent and 33 percent, respectively, the age groups of 16-24 years and 25-34 years both accounted for more than a quarter of the total gamer base, while gamers belonging to the 35-44 age group occupied 14 percent of the overall user base.

Older users of 45-54 years were also active mobile gamers, accounting for six percent of the gamer base in the Southeast Asian country.

And while it is common to assume that gamers tend to come from the younger generations, the research has proven otherwise.

Somewhat surprisingly, the report showed that 53 percent of mothers with kids under ten years old also frequently play mobile games.

These statistics highlight how mobile gaming apps provide advertisers and brands with the opportunity to seamlessly reach out to users across all genders and age segments.

Another interesting insight gleaned from the report was that mobile games accounted for the highest share of time spent on mobile phones by Vietnamese users, 23 percent, more than any other activities, including social media.

In-game video ads that provide rewards were also preferred to all other ad formats, with 50 percent of mobile gamers perceiving such ads to be the least intrusive form of advertising.

Furthermore, 55 percent of gamers said that ads are more personalized on gaming platforms, and thus giving them a much higher level of acceptance.

These findings underlined how brands can use ads in mobile games to target their prospective customers with high frequency, the report concluded.

According to data by market researcher ANTS, Vietnam’s digital advertising revenue will reach nearly US$550 million in 2018, of which Facebook and Google will pocket around $235 million and $152.1 million, respectively.

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Bao Anh / Tuoi Tre News


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