Index
2014 revenues $302M 160M MAU & 20M DAU across all platforms Free to play = 80% of smartphone revenues 6,500 employees More than 1.3 Bn game installs worldwide
The global mobile market
The global mobile market
Vietnam Market Information
Smartphone Penetration Smartphone penetration rate 2014 87% 87% 80% 75% 72% 71% 64% 62% 60% 49% 23% 18% 15% 30% Hongkong Singapore Malaysia Australia UK China France Gemany US Thailand Indonesia India Philipines Vietnam Smartphone penetration rate is expected to reach 70% by 2019 19% VN smartphone pent rate 30% 40% 49% 57% 64% 70% 2013 2014 2015 2016 2017 2018 2019
Mobile Game Market Trend in Vietnam 500.00 450.00 85% 430.67 90% 80% 400.00 72% 70% 350.00 300.00 250.00 200.00 58% 193.95 300.13 55% 43% 60% 50% 40% Market size Growth rate 150.00 100.00 50.00 38.52 60.92 104.99 30% 20% 10% 0.00 2013 2014F 2015F 2016F 2017F 2018F 0% Long term growth driver comes from: 1) Smartphone explosion 2) Cheap 3G cost 3) Favorable demographics with young population;
Mobile Game Market Insight
Mobile Game Market Insight
Vietnam user behavior and time consuming on phone 30% Smartphone penetration in Vietnam. Source: 2014, Techasia 2.8 hours is the daily time spent on a mobile device in Vietnam Source: 2014, Saigontimes But brands are still underinvesting! Apps count for 86% of the time spent on mobile. Source: 2014, Flurry Among all medias, Vietnam customers spend 25% of their time on mobile, but brands on invest <1% of their marketing budget in this media channel. Source: Techasia, 2014
And Gaming is the leading App Category TIME SPENT ON ios & ANDROID CONNECTED DEVICES 32% of Vietnamese population play mobile games. Source: 2014, Applift Source: Techasia, 2014 Gaming 30% 86% Apps Customers spend in average more than 1h a day playing games on their mobile. Source: 2014, Techasia Others 2% Google browser 5% 14% Browsers Facebook 28% Apple Safari 7% Others 3% Twitter 1.5% More than 30% of all apps downloaded in every mobile platform are games. Source: 2014, Techasia News 6% Productivity 4% Utilities 5% Other entertainment 4% Youtube 1% Other social messaging 5.5%
The monetisation trend Paid downloads User pays a fee to download In-app purchase User purchases digital goods or additional functionality within the app Advertising User clicks on or engages with ads
Mobile advertising will become massive The majority of apps downloads are free Paid vs. free downloads forecast 90% 91% 92% 93% 94% 95% Source: Gartner
In fact, already
Example
Ad display in-game Banner ads Interstitial ads Video ads 7
The old and new world of ads In order to make the advertisement as little intrusive as possible, the users need to experience it as being pulled by them rather than pushed upon them. 1 Maximize the level of user integration within the app by optimizing the ad trigger and placement as well as adapting the ad unit to the app s UI and UX 2 Maximize the level of user engagement with the ad 10 7
Example 1 User trigger Example: Watch video now button Users trigger the ad themselves 7
Example 2 natural trigger, extended customization Natural Trigger The colors, designs, character of the game are seamlessly integrated into the ad Interactive Integration 7
Example 3 engagement, mini-game Tailor the use of ads and promotions to your product, gameplay and enrich the user experience Point cut - Interstitial Playable End Screen 7
Example 4 engagement, rich media banner Tailor the use of ads and promotions to your product, gameplay and enrich the user experience Game events Mini-catalog Mini-site 7
Example 5 engagement, Time Limited Event 7