Mobile app trends spotlight edition: Vietnam 2025

Mobile app trends
spotlight edition:
Vietnam 2025
REPORT
App performance
benchmarks and insights

2
The methodology
VERTICALS:
Games, finance/fintech, entertainment
REGIONS:
Global, APAC, INSEA, SEA, Vietnam
DATASET:
A mix of Adjust’s top 5,000 apps and
the total dataset of all apps tracked
by Adjust. Our data comes from two
sources, one including a list of 45
countries and one with approximately
250 based on the ISO 3166-1 standard.
DATA R A N G E :
January 2023 – March 2025
In different sections of this report, we
use different regional benchmarks
(Global, APAC, SEA, and INSEA) to
provide the most relevant context
by vertical and to highlight Vietnam’s
performance across both global and
regionally comparable markets.
Contents
Intro ������������������������������������������������������������������������\
������������������������������� 3
Part 1: Gaming apps ������������������������������������������������������������������������\
��� 4
ATT opt-in rates ……………………………………………………………..\
…………. 5
Installs and sessions ……………………………………………………………..\
….. 6
Session lengths and retention rates ……………………………………….9
Part 2: Finance apps ������������������������������������������������������������������������\
12
Installs and sessions ……………………………………………………………..\
… 13
Session lengths and retention rates ……………………………………..16
Part 3: Entertainment apps ����������������������������������������������������������� 19
Installs and sessions ……………………………………………………………..\
….. 20
Session lengths and retention rates ………………………………………..21
Mobile app trends spotlight edition: Vietnam 2025

3
The mobile app market in Vietnam is surging into 2025, fueled by widespread smartphone adoption, near-universal
mobile coverage, and a young, tech-forward population. With mobile connections covering 164% of the population
and internet penetration approaching 80% , Vietnam has solidified its position as a mobile-first powerhouse in
Southeast Asia. In 2024, the country ranked eleventh globally by app downloads (2.97 billion total) and ninth for
time spent in apps—an impressive 100.8 billion hours—cementing its place as a major player on the global stage.
Gaming, finance, and entertainment apps are among the key
app verticals driving this growth. Revenue in Vietnam’s games
market is projected to reach $712.89 million by 2029, with
70% of the country’s 12 million gamers playing primarily on
mobile devices. Ultra casual, hybrid casual, and puzzle titles
are gaining momentum, as homegrown developers such as
Amanotes, ABI Global, and iKame continue to launch chart-
topping hits. In finance, mobile wallets are now a core part of
daily life. The mobile payments market size is expected to reach
$47.56 billion in 2025 and grow to a huge $76.04 billion by
2030. Entertainment habits are evolving, too. As demand for
flexible, on-the-go content rises, short drama apps like Melolo
are catering to a new era of mobile content consumption. Combining robust 4G infrastructure with expanding 5G
coverage and the increasing prevalence of artificial intelligence
(AI) technology, it’s easy to see why Vietnam’s digital landscape
is advancing rapidly. Super-app models, embedded finance
services, and evolving content ecosystems are creating fresh
opportunities across verticals. In this report, we explore the
key benchmarks, user behaviors, and growth drivers that
define Vietnam’s dynamic mobile economy—and the strategies
needed to succeed in one of Asia’s fastest-growing digital and
mobile markets.
INTRODUCTION
Vietnam’s mobile app economy
accelerates toward a new era
Mobile app trends spotlight edition: Vietnam 2025

4
PA RT 1
Gaming apps
Mobile app trends spotlight edition: Vietnam 2025

5
0%40%50%
10% 20% 30% 70%
60%
Gaming app ATT opt-in rates Q1 2025 vs. Q1 2024
All
Card
Board
Arcade
Adventure Action
Casual
Casino
Hyper casual
Hybrid casual
Music
Idle RPG
PuzzleRPG
Racing
Sport games Simulation
Strategy Word
Q1 2024Q1 2025 3 7.9 %
49%
34% 49%
50%
27% 39%
25% 34%
41% 57%
48%
38% 51%
38%
30% 38%
App Tracking Transparency (ATT) opt-in
rates (among iOS users served the prompt)
for gaming apps in Vietnam remained
strong in Q1 2025, increasing slightly from
48% in Q1 2024 to 49%.
At the genre level, music (60%) and sports
games (57%) had the highest opt-in rates,
while hybrid casual games (50%) and
puzzles (39%) also performed well. Hyper
casual dipped from 59% to 54%, yet still
exceeded the overall average.
This consistency highlights a user base that
continues to engage with ATT prompts,
signaling trust in the value exchange and
offering a stable foundation for campaign
measurement and optimization.
ATT opt-in adoption strengthens
in Vietnam’s mobile market
43%
54%60%
Mobile app trends spotlight edition: Vietnam 2025

6
Gaming app installs in Vietnam grew 3%
YoY in 2024, while sessions declined by
5%. Installs outpaced the annual average
in February (+16%), June (+26%), and July
(+25%), with sessions peaking in June (+11%)
and July (+12%). Early 2025 showed a YoY
decrease overall, but January installs came
in 5% above the Q1 average, and sessions in
March saw a 4% lift.
Vietnam’s gaming app market experienced
a 9% YoY drop in both installs and sessions
in Q1 2025. This contrasts the modest
growth at the global level, where installs
and sessions rose by 2% each, and in APAC,
where installs jumped by 1% and sessions
dipped by 1%. Gaming app install and session growth January
2024 – March 2025 (Vietnam) Gaming app install and session growth percentages
YoY Q1 2025 vs. Q1 2024
Installs
Sessions 4%
2%
0%
– 6% -2%
-8%
-10% Global APACVietnam
APR 23
APR 24
M AY 2 3
M AY 2 4 JUN 23
JUN 24 JUL 23
JUL 24
AUG 23
AUG 24 SEP 23
SEP 24
OCT 23
OCT 24
NOV 23
NOV 24 DEC 23
DEC 24 JAN 25
MAR 25 FEB 25
JAN 23
JAN 24 FEB 23
FEB 24
MAR 23
MAR 24
Installs and sessions
Installs Sessions
2% 2%
1%
-1%
-9%-9%
Mobile app trends spotlight edition: Vietnam 2025

7
Nguyen Manh Quyet
CEO & Founder, iKame Global
“

The mobile gaming market is maturing quickly. Monetization is
becoming more sophisticated, and so is the competition. Acquiring
large numbers of users is no longer enough on its own. What matters
now is how long you can keep players engaged throughout the
lifecycle of the game.”
Mobile app trends spotlight edition: Vietnam 2025

8
Gaming app growth percentages by subvertical YoY Q1 2025 vs� Q1 2024 (Vietnam)
Subvertical Installs Subvertical Sessions
Arcade
7% Arcade 12%
Casino 155% Casino 91%
Family 123% Family 12%
Hybrid casual -2% Hybrid casual 6%
Hyper casual 4% Hyper casual 30%
Music 6% Music -19%
Puzzle -25% Puzzle 7%
Racing 20% Racing 41%
Simulation 2% Simulation 10%
Strategy 12% Strategy 14%
Word 16% Word -10%
Mobile app trends spotlight edition: Vietnam 2025

9
Gaming app session lengths in Vietnam
shortened from 28.32 minutes in 2024 to
27.09 minutes in Q1 2025. Session lengths
globally and in APAC also decreased
minimally, with the former averaging
30.02 minutes in Q1 2025 and the latter
33.48 minutes.
In Q1 2025, gaming apps in Vietnam had
a day 1 retention rate of 18%, compared to
20% across APAC and 27% globally. By day
7, Vietnam’s retention stood at 5%, while
APAC averaged 6% and global reached
13%. Day 30 retention in Vietnam was 1%,
similar to APAC and slightly below the
global benchmark of 2%. Vietnam’s lower
figures can largely be attributed to the
prevalence of ultra and hyper casual titles,
which—by design— attract high UA volume
but low retention. Gaming app session lengths 2023 – Q1 2025 Gaming app retention rates Q1 2025
0510 1520
Time in minutes 25
30 40
35
Q1 2025 Global
APAC
Vietnam
2024 2023
Session lengths and retention rates
Day after install
0%
10%
20% 30%
40% 50%60% 70%
80% 90%
100%
Global APAC Vietnam
0
30
8 18
2 1424
16 2628
10 20
4 12 22
6
1 3 5 7 21 13 19 17 15 11 23 9 25 27 29
30.35
30.75
30.2 33 .97
34.44
33.48
28.05
28.32
2 7. 0 9
Mobile app trends spotlight edition: Vietnam 2025

10
Gaming app session lengths by subvertical
2024 – Q1 2025 (Vietnam)
time in minutes
Subvertical 2024Q1 2025
Family
18.33 22.23
Hyper casual 15.64 18.11
Idle RPG 35.9737.10
Music 12.3014.17
Puzzle 21.8724.88
Racing 12.30 14.13
Sport games 24.5125.27
Trivia 11.7412.63
Word 12.63 18.34
Gaming app day 1 retention rate by subvertical
2024 – Q1 2025 (Vietnam)
Subvertical 2024Q1 2025
Adventure
18% 19%
Board 23% 23%
Casino 9%11%
Casual 17% 18%
Puzzle 18% 19%
Simulation 17%18%
Strategy 15% 17%
Word 17%19%
Mobile app trends spotlight edition: Vietnam 2025

Chinese gaming app install share 2024
Vietnam
Philippines
Singapore Thailand
Myanmar
Malaysia
Indonesia
Cambodia Brunei
0% 5%10% 15%20% 25%
In 2024, Chinese-owned gaming apps accounted
for 16% of installs in Vietnam. For comparison within
SEA, Thailand matched this share at 16%, while
Singapore recorded a moderately higher 17%.
The Philippines led the region with a 21% share,
followed by Indonesia at 18%. Malaysia, Brunei,
Myanmar, and Cambodia each charted shares
between 9% and 13%.
16%
16% 17%
9%
13%
9%
10%
18%
21%
Chinese gaming apps capture notable
share in Vietnam
11
Mobile app trends spotlight edition: Vietnam 2025

PA RT 2
Finance
12
Mobile app trends spotlight edition: Vietnam 2025

13
Finance app install and session growth January
2024 – March 2025 (Vietnam) Finance app install and session growth percentages
YoY Q1 2025 vs. Q1 2024
Installs
Sessions Installs Sessions 100%
80%60%
40%
0%
20%
-20%
-40% INSEA Vietnam
40%
64%
84%
Installs and sessions
APR 23
APR 24
M AY 2 3
M AY 2 4 JUN 23
JUN 24 JUL 23
JUL 24
AUG 23
AUG 24 SEP 23
SEP 24
OCT 23
OCT 24
NOV 23
NOV 24 DEC 23
DEC 24 JAN 25
MAR 25 FEB 25
JAN 23
JAN 24 FEB 23
FEB 24
MAR 23
MAR 24
-17%
Finance app installs in Vietnam surged 70% YoY in 2024, while
sessions climbed even higher, up 99%. After fluctuating through
the first half of the year, install growth began to rebound in
August, peaking between September and December with
gains of 20–60% above the yearly average. Sessions picked
up from March, with standout spikes in November (+35%)
and December (+38%). Following this trend, Q1 2025 saw
healthy activity—installs increased 9% in March compared
to the quarterly average and sessions continued to grow at a
consistent rate (+5%). Focusing on Q1 2025 alone, Vietnam’s finance apps saw an
impressive 64% increase in installs and an 84% rise in sessions
compared to Q1 2024. The broader INSEA region recorded
a 17% drop in installs but still achieved 40% session growth.
This growth highlights the expanding role of mobile financial
services and the increasing engagement of users in Vietnam.
Mobile app trends spotlight edition: Vietnam 2025

14
Finance app growth percentages by subvertical YoY
Q1 2025 vs � Q1 2024 (Vietnam) Installs
Sessions
Bank
22% 41%
Crypto 388% 60%
Payment 50% 4%
Stock trading –21%
Context: The explosive crypto app install growth
aligns with Vietnam’s position as the 5th ranked
country in global crypto adoption , with 17 million
asset holders and over $105 billion in crypto value
flowing into the country in 2024 alone. Efforts are
now underway to establish a regulatory sandbox and
formal digital asset legislation.
Mobile app trends spotlight edition: Vietnam 2025

15
Ngo Phuoc Nhat KhanhCEO, Liobank by OCB
“

Young users in Vietnam are moving beyond traditional
banking expectations. They’re looking for speed, flexibility,
and design that mirrors the best consumer apps. The next
generation of banks will be judged not just on products,
but on how intuitively they’re delivered.”
Mobile app trends spotlight edition: Vietnam 2025

16
Session lengths and retention rates
Finance app session lengths in Vietnam increased
from 6.21 minutes in 2023 to 6.66 minutes in 2024, and
reached 6.77 minutes in Q1 2025. Although session times
remained shorter than the INSEA average (8.8 minutes in
Q1 2025), the consistent year-over-year growth reflects
rising user engagement. In Q1 2025, Vietnam’s finance apps showed slightly stronger
retention rates compared to INSEA. Vietnam retained 11% of
users by day 1, matching the regional average, and held 6% by
day 7 versus 5% across INSEA. By day 30, Vietnam’s retention
rate stood at 3%, compared to 2% for INSEA.
Finance app session lengths 2023 – Q1 2025 Finance app retention rates Q1 2025
012 34
Time in minutes 5
6 8910
7
Q1 2025 INSEA
2024
2023
Day after install
0%
10%
20%
30%
40% 50%60% 70%
80% 90%
100%
INSEA Vietnam
0
30
8 18
2 1424
16 2628
10 20
4 12 22
6
1 3 5 7 21 13 19 17 15 11 23 9 25 27 29
8.54
8.82
8.8
6.21
6.666.77 Vietnam
Mobile app trends spotlight edition: Vietnam 2025

17
Finance app session lengths by subvertical
2024 – Q1 2025 (Vietnam)
time in minutes
Subvertical 2024Q1 2025
Bank
6.07 5.86
Crypto 21.4225.84
Payment 4.93 5.29
Stock trading 20.1619.20
Mobile app trends spotlight edition: Vietnam 2025

18
Tran Duy Ninh
Head of Communications & Marketing
TNEX Finance
“

Our goal has always been to make banking invisible —
something that fits naturally into users’ lifestyles. In Vietnam,
mobile-first users expect more than convenience; they want
services that anticipate their needs and simplify daily life.”
Mobile app trends spotlight edition: Vietnam 2025

PA RT 3
Entertainment
19
Mobile app trends spotlight edition: Vietnam 2025

20
Entertainment app install and session growth
January 2024 – March 2025 (Vietnam) Entertainment app install and session growth
percentages YoY Q1 2025 vs. Q1 2024
Installs
Sessions Installs Sessions 250%
200% 150%
100% 50% 0% SEA Vietnam
197%
19%
6%
94%
Installs and sessions
APR 23
APR 24
M AY 2 3
M AY 2 4 JUN 23
JUN 24 JUL 23
JUL 24
AUG 23
AUG 24 SEP 23
SEP 24
OCT 23
OCT 24
NOV 23
NOV 24 DEC 23
DEC 24 JAN 25
MAR 25 FEB 25
JAN 23
JAN 24 FEB 23
FEB 24
MAR 23
MAR 24
Entertainment app installs in Vietnam grew
25% YoY in 2024, with February (+30%)
and June (+32%) standing out before the
numbers leveled out later in the year.
Sessions rose by 19%, picking up pace
mid-year and hitting a 21% high above the
annual average in July. Building on this
growth, installs in the first quarter of 2025
stayed stable, while February sessions saw a
7% lift versus the Q1 average.
In Q1 2025, Vietnam’s entertainment app
installs increased by 6% YoY, while session
saw a boost of 19%. Growth was subtle
compared to the broader SEA region,
where installs and sessions soared by
94% and 197%, signaling a strong regional
appetite for entertainment apps.
Entertainment app install and session growth percentages YoY Q1 2025 vs � Q1 2024 (Vietnam)
Installs Sessions
Music & audio
11% 11%
Mobile app trends spotlight edition: Vietnam 2025

21
Session lengths and retention rates
Entertainment app session lengths
2023 – Q1 2025 Entertainment app retention rates Q1 2025
0
510 1520
Time in minutes 25
30
Q1 2025 SEA
2024
2023
Day after install
0%
10%
20%
30%
40% 50%60% 70%
80% 90%
100%
SEA Vietnam
0
30
8 18
2 1424
16 2628
10 20
4 12 22
6
1 3 5 7 21 13 19 17 15 11 23 9 25 27 29
18 .94
19. 3 3 25.5
22.13
22.77
20.1 Vietnam
In Vietnam, average entertainment app
session lengths declined to 20.1 minutes in
Q1 2025, down from 22.77 minutes in 2024.
Meanwhile, the SEA average climbed to 25.5
minutes. The minor drop in session lengths
is likely the result of broader trends in mobile
content consumption, such as the rising
popularity of short drama apps and content
in Vietnam and across Southeast Asia.
Vietnam’s entertainment app retention
closely mirrored SEA benchmarks in Q1
2025, with day 1 retention at 8% (vs. 9%
in SEA) and day 7 at 2% (vs. 3%). By day
30, both markets held a 1% retention rate,
highlighting the critical importance of
understanding early user engagement
signals for longer term retention and
acquiring more users from those sources.
Uncovering churn points and adapting the
in-app experience to promote stickiness is
also essential to improving retention rates.
Entertainment app session lengths 2024 – Q1 2025 (Vietnam) time in minutes
2024 Q1 2025
Video streaming
15.25 20.19
Mobile app trends spotlight edition: Vietnam 2025

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