In-game Advertising - Vietnam

Vietnam

Highlights

In Vietnam, revenue in the In-game Advertising market market is projected to reach US$106.30m in 2024.
This revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 10.96%, which will lead to a projected market volume of US$178.70m by 2029.
The average revenue per user (ARPU) in Vietnam is anticipated to amount to US$10.58.
In a global context, the majority of revenue will be generated China, with an expected figure of US$46.61bn in 2024.
In Vietnam, the rising popularity of mobile gaming is driving innovative in-game advertising strategies, enhancing brand engagement among younger audiences.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-game Advertising market in Vietnam has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for the growth of the In-game Advertising market in Vietnam is the increasing popularity of mobile gaming among the population. With the rise of smartphones and affordable mobile data plans, more and more people in Vietnam are engaging in mobile gaming as a form of entertainment. This has created a large and diverse customer base for In-game Advertising, as advertisers can reach a wide range of demographics through mobile games.

Trends in the market: A key trend in the In-game Advertising market in Vietnam is the integration of native advertising within games. Native advertising refers to advertisements that blend seamlessly with the gaming experience, making them less intrusive and more engaging for players. This trend has been driven by the desire of advertisers to create a more immersive and interactive advertising experience, as well as the increasing demand from players for non-disruptive ads. Another trend in the market is the use of programmatic advertising in In-game Advertising campaigns. Programmatic advertising refers to the use of automated technology to buy and sell ad inventory in real-time. This allows advertisers to target specific audiences and optimize their ad placements for maximum impact. In Vietnam, the adoption of programmatic advertising in the In-game Advertising market has been driven by the increasing availability of data on player behavior and preferences, as well as the growing sophistication of ad tech platforms.

Local special circumstances: Vietnam has a large and young population, with a high proportion of internet users and smartphone owners. This demographic profile makes Vietnam an attractive market for In-game Advertising, as advertisers can reach a large and engaged audience through mobile games. Additionally, the Vietnamese gaming market has a strong preference for free-to-play games, which rely heavily on In-game Advertising as a revenue model. This further contributes to the growth of the In-game Advertising market in Vietnam.

Underlying macroeconomic factors: The growing In-game Advertising market in Vietnam is also influenced by underlying macroeconomic factors. Vietnam has experienced rapid economic growth in recent years, leading to an increase in disposable income and consumer spending. This has created a favorable environment for advertisers, as people have more purchasing power and are more likely to engage with brands and products advertised in games. Furthermore, the Vietnamese government has been supportive of the gaming industry, implementing policies and initiatives to promote its growth. This has attracted investments and encouraged the development of local game studios, further fueling the demand for In-game Advertising in Vietnam. In conclusion, the In-game Advertising market in Vietnam is experiencing significant growth due to the increasing popularity of mobile gaming, the integration of native advertising, the adoption of programmatic advertising, the demographic profile of the Vietnamese population, and the underlying macroeconomic factors. As the gaming industry continues to thrive in Vietnam, the In-game Advertising market is expected to further expand in the coming years.

Data coverage:

The data encompasses B2C revenues. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach / Market size:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., Consumer Insights), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional Notes:

The market is updated twice per year in case market dynamics change. Consumer Insights data is unbiased for representativeness.