Vietnam Mobile Gaming Market Growth and Trends 2025

The N ex t B illi o n -D olla r
Fro n tie r i n S ou th ea st A sia
V ie tn am M ob ile G am in g 2 0 25

Vie tn am O ve rv ie w 2 0 25
Vie tn am M ob ile G am in g 2 0 25 : T he N ex t B illi o n -D olla r F ro n tie r i n S ou th ea st A sia
G ro ss R eve n ue (e xc lu din g I A A)
Data i s e stim ate d b ase d o n i n te rn al t o ols
5 8 .5 M
Mob ile P la ye rs G ro w th R ate ( a ll p la tf o rm s) h ave r e m ain ed s ta b le a t 9 .8 % p er y e a r, m akin g
V ie tn am o n e o f t h e f a ste st- g ro w in g g am in g m ark e ts i n t h e w orld .
7 5 .3 M
Mob ile U se rs
7 5 .7 M bp s x8 .9 8 7.7 % 8 2%20 212 0 2220 2320 2420 25 20 26 ( P re d ic tio n ) 80 0M90 0M 1,0 00M1,1 0 0M1,2 0 0M1,3 0 0M
1,1 9 4 M
1,1 4 6M
1,1 3 5 M 1,1 4 0 M
1,2 18 M
1,2 6 8 M ave ra ge 5 G s p eed , 9 9%
co ve ra ge gro w th i n Q R c o d e
p aym en ts peo p le a ged 1 5 + h ave a
b an k a cco u nt of m id co re g am es a re
im porte d f r o m C hin a

Vie tn am : R eco rd D ro p i n D ow nlo a ds!
10 82 u nli c e n se d g am es w ere r e m ove d , le a d in g t o a s h arp d ro p i n d ow nlo ad s.T ota l d ow nlo a ds h ave d ro p ped s h arp ly — w ho b en efit s ?
1 0 81
Vie tn am h as e n te re d i t s m ost d ecis iv e e n fo rc e m en t p hase y e t. A p ple
i n tr o d u ce d a d ed ic a te d l i c e n se f ie ld o n t h e A p p S to re f o r d ir e ct
g o ve rn m en t v e rif ic a tio n .
A t o ta l o f 1 0 81 g am es ( m ostly m id -c o re , h yb rid c a su al) w ere r e m ove d , a
4 0 % i n cre a se c o m pare d t o 2 0 24 .
38 g am e c o n te n t li c e n se s w ere r e vo ke d , a lo n g w it h 2 c o m pan y li c e n se s.
T h e r e m ova l o f u nli c e n se d g am es h as r e sh ap ed t h e m ark e t, c re a tin g
op portu nit ie s f o r c o m pli a n t t it le s , w hic h c o n tr ib u te d t o t h e s u cce ss o f
m an y g am es i n V ie tn am i n Q 4 2 0 25 . F u rth er m ea su re s a re p la n n ed f o r
20 26 –2 0 27.
D ow nlo ad Y oY ( 2 0 25 ) n um ber o f g am es r e m ove d
Vie tn am M ob ile G am in g 2 0 25 : T he N ex t B illi o n -D olla r F ro n tie r i n S ou th ea st A sia-13 .7 %

Fo cu s: M id -c o re G am e D ata
A lt h ou g h in r e ce n t y e a rs F u n ta p G am es h as b een e xp an din g in to g lo b al g a m e d eve lo p m en t a n d p ubli s h in g, w it h o ve r 1 0
y e a rs o f e xp erie n ce in t h e V ie tn am ese m ark et, o u r d ata a n d in sig h ts in to m id -c o re g a m es r e m ain o u r s tr o n gest a re a o f
exp ertis e .
G am es S ele cte d f o r A naly sis
W e s e le cte d o ve r 2 5 0 r e p re se n ta tiv e g a m es w it h a s u ffic ie n tly la rg e n um ber o f d ow nlo a d s in V ie tn am . T he a n aly sis is
b ase d o n D 1 a n d D 7 r e te n tio n , t im e s p en t, a s w ell a s t h e g en re s w it h t h e la rg est p la ye r b ase s a n d h ig h est r e ve n ue.
R ese a rc h S co p e & M eth od olo gy
W hy i s t h is r e p ort m ea n in gfu l?
W e o b se rv e d t h at e ve n t h e m ost r e p uta b le t o o ls s h ow s ig n if ic a n t d is c re p an cie s— so m etim es h ig h er, s o m etim es lo w er— in
r e p orte d d ow nlo a d s a n d r e ve n ue f o r t h e V ie tn am ese m ark et.
V ie tn am M ob ile G am in g 2 0 25 : T he N ex t B illi o n -D olla r F ro n tie r i n S ou th ea st A sia

Hig h -R ete n tio n P la ye r B eh av io r
Th is a naly s is f ocu se s ex clu siv el y o n m id -c o re
m ob ile g am es w it h str o n g r ete n tio n (D 1 >
5 0 % and D 7 > 20% ), a im in g t o id en tif y
p la ytim e ben ch m ark s b y g en re .
K ey T ake a w ay
To p -p erfo rm in g 4 X s tr a te gy, M OBA, a nd
B attle R oya le t it le s a ve ra ge a ro u nd 75
m in ute s o f d aily p la ye r e ngagem en t.
M MORPG p la ye rs a re e x tr e m ely p ic k y
w hen c hoosin g g am es.
D on ‘t t ake u p t oo m uch o f t he i dle g am e
pla ye rs ‘ t im e ( of c ou rs e) .
Vie tn am M ob ile G am in g 2 0 25 : T he N ex t B illi o n -D olla r F ro n tie r i n S ou th ea st A siaAve ra ge D aily T im e S p en t ( m in ute s) b y G am e G en re
D 1 > 5 0 %D 7 > 20 %
0204 0608 010 012 0 4 X S tr a te gy M MORPGId le R PG Sq uad R PG M OBA B attle R oya le
7 4 .7 3
76 .0 6
18 .4 1
10 8.0 9
48 .2 9
3 5 .8 5
45.3 5
4 6.8 8
74 .3 4
74 .3 3
76 .9 0
75 .1 0

D7D1
30 .6 %27.9 %2 8 .6 %4 2.3 %4 0.7 %D 1 < 4 0 %D 7 5 0 %D 7 > 2 0 %D 1 4 0 -5 0 %D 7 1 0 -2 0 %29.8 %
R ete n tio n D is tr ib u tio n A cro ss M id -c o re G am es
Sh are o f D ow nlo ad s
Vie tn am M ob ile G am in g 2 0 25 : T he N ex t B illi o n -D olla r F ro n tie r i n S ou th ea st A sia

Rete n tio n & P la ytim e C orre la tio n
In sig h ts d ra w n f r o m 2 5 0 r e p re se n ta tiv e m id -c o re
g am es s e t n ew s ta n da rd s .
K ey T a ke a w ay
D1 < 4 0% a n d D 7 5 0 % a n d D 7 > 20 % w e c o n sid er t h is t o b e
th e ” n ew s ta n dard f o r m id -c o re g am es”.
D 1 4 0–5 0 % i s a p ro m is in g r a n ge f o r e a rly –
s ta ge t e stin g.
Vie tn am M ob ile G am in g 2 0 25 : T he N ex t B illi o n -D olla r F ro n tie r i n S ou th ea st A siaD1 > 5 0 % D 1 4 0-5 0 % D 1 2 0 %D 7 1 0 -2 0 % D 7 la te g am e) d ue t o r is in g c ogn it iv e l oad .
R ep la ya bili t y d oesn ’t c om e f ro m the n um ber of
fa ctio n s, b ut f ro m adap tin g t o r an dom iz e d t erra in .
B ait – a n d-s w it c h : S om e p la ye rs a dm it t hat e ven afte r
fe eli n g m is le d b y a ds, t hey c on tin ue p la yin g.
Fu nta p G am es h as c o n du cte d e xte n siv e r e se a rc h o n t h is
g a m e g en re , w hic h w e w ill s h are o n a n oth er o cca sio n.
Vie tn am M ob ile G am in g 2 0 25 : T he N ex t B illi o n -D olla r F ro n tie r i n S ou th ea st A siaD1 > 5 0 % D 1 4 0-5 0 % D 7 > 2 0 % D 7 1 0 -2 0 % 0m 20 m4 0m60 m80 m
74 .7 m
4 3.0 m
76 .1 m
4 9.3 m

Gam e
Seg m en ts
D 1 R ete n tio n
(A ndro id )
D 1 R ete n tio n
(iO S)
D 7 R ete n tio n
(O vera ll)
D esc rip tio n
Med ia n 2 0 .7 % – 2 4 .9 %2 4 .5 % – 3 1.4 % 8.2 % – 1 1.4 %
N ot c o m petit iv e e n ou gh , h ard t o s c a le ,
w it h t h in m arg in s.
T op 2 0 % 2 9.8 % – 3 5 .2 %3 3.9 % – 4 0 .6 %12 .5 % – 1 6 .8 %
Th e s o cia l e co lo gy f u nctio n s w ell ;
G uild W ar a n d s o cia l e ve n ts h ave
T op L e a ders 3 9.2 % – 4 5.4 %45.1 % – 5 8 .7 %18 .4 % – 2 7.6 %
B lo ck bu ste rs — h ig h ly s o cia l g am es o r
su cce ssfu l H yb rid 4 X t it le s.
4 X S tr a te gy » G am e S eg m en ts
This d ata w as c o lle cte d t h ro u gh o u r o w n s u rv e ys a n d a ggre g a te d f r o m o th er s o u rc e s:
S ess io n C ou n t : 8 –10 s e ss io n s/d ay; T o p L e a d ers : 1 2 + s e ss io n s/d ay
A lli a n ce J oin R ate ( D 3) : > 65% ; T o p L e a d ers : > 80 %
Vie tn am M ob ile G am in g 2 0 25 : T he N ex t B illi o n -D olla r F ro n tie r i n S ou th ea st A sia

Id le R PG s a re t r u ly I D LE Vie tn am M ark e t I n sig h ts
Id le R PG p la ye rs fe a r e arly c ogn it iv e o ve rlo a d , b ut
cra ve d ep th la te r.
P la ye rs r ese t n ot t o s ta rt o ve r, b ut t o s peed ru n p ast
p re vio u s s tr u ggle s. L e t’s c re a te s oft w alls .
T h e “ W elc o m e B ack ” ( offli n e g ain s) s cre en is th e m ost
im porta n t U I in t he g am e. D on ’t s how d ry n um bers —
u se v is u als , s ou nd e ffec ts , a nd c eleb ra to ry n um ber
a n im atio n s t o r ew ard t he w ait .
F u nta p G am es: T a rg et t h e a u die n ce ” D ad G am ers “!
V ie tn am M ob ile G am in g 2 0 25 : T he N ex t B illi o n -D olla r F ro n tie r i n S ou th ea st A siaD1 > 5 0 % D 1 4 0-5 0 % D 7 > 2 0 % D 7 1 0 -2 0 % 0m10 m20 m30 m4 0m50 m
4 8.3 m
31.9 m
3 5 .9 m
3 3.3 m

Sq uad R PG » M an agem en t O ve r E xe cu tio n Vie tn am M ark e t I n sig h ts
Pla ye rs w an t t o m an age t ea m s , n ot w atc h r ep etit iv e
fig h ts . S weep d oesn ’t r ed uce p la ytim e— it s hif ts i t
fr o m m ea n in gle ss g rin d t o r oster optim iz a tio n.
P la ye rs c hurn o n D 7 w hen the “g rin d w all” a ppea rs
to o e arly , a s f re e r eso u rc e s r u n d ry .
F ir s t P urc h ase i sn ’t t he e nd— tr ig ger a follo w -u p p ack
to c ap it a li z e o n “alr e a dy b ou gh t” p sy c h olo gy .
Fu nta p G am es: A t t h is s ta ge, D 7 > 17 % lo oks s o li d , w hile D 1
offe rs li m it e d i n sig h t.
V ie tn am M ob ile G am in g 2 0 25 : T he N ex t B illi o n -D olla r F ro n tie r i n S ou th ea st A siaD1 > 5 0 % D 1 4 0-5 0 % D 7 > 2 0 % D 7 1 0 -2 0 % 0m10 m20 m30 m4 0m50 m
4 5.4 m
22.8 m
4 6.9 m
21.8 m

MMORPG s » W in ner- T a ke s-A ll M ark e t Vie tn am M ark e t I n sig h ts
Vie tn am has a lo n g-s ta n din g g rin din g c ult u re r oote d
in e arly M MORPG s.
L iv e O ps P re ss u re : O ve r 3 .5 h ou rs o f d aily p la ytim e
dem on str a te s p la ye rs ’ s tr o n g d em an d f or c on te n t.
In te re stin gly , e ve n h ig h ly e ngag in g g am es s ee p la ye rs
ju st “ sa m ple ” t hem on D 1. I t’s l ik e a go od g am e t hat
sh ou ld b e e njo ye d s lo w ly .
U se G uild S ta rte r P acks + ded ic a ted CRM to t urn G uild
le a d ers i n to in dir e ct p ubli s h er o pera to rs .
F u nta p G am es: L T V o p tim iz a tio n d em an ds c ro ss -p la tf o rm .
M ob ile -o n ly M MORPG s b elo n g t o t h e p ast.
V ie tn am M ob ile G am in g 2 0 25 : T he N ex t B illi o n -D olla r F ro n tie r i n S ou th ea st A siaD1 > 5 0 % D 1 4 0-5 0 % D 7 > 2 0 % D 7 1 0 -2 0 % 0m 20 m4 0m60 m80 m10 0m12 0 m
18 .4 m
46.7 m
10 8.1 m
2 7.2 m

MOBA pla ye rs S tic k w it h P eo p le , n ot t h e g a m e Vie tn am M ark e t I n sig h ts
O ur r ese a rc h s how s t hat f ir s t- tim e e xp osu re t o
to x ic b eh av io r (ve rb al a bu se , g rie fin g) i n cre a se s
im med ia te c hurn b y o ve r 3 20 % com pare d t o p la ye rs
w it h n orm al e xp erie n ce s.
E sp orts r ete n tio n in V ie tn am w ork s b est w it h a m ult i-
t ie r e co sy s te m , n ot ju st P ro L ea gu es. C om munit y t o
se m i- p ro t ou rn am en ts k ee p p la yer s en gaged .
Lo ca li z a tio n a lo n e i sn ’t e nou gh. V ie tn am ese g am ers
a re h ig h ly s en sit iv e t o U I/ U X a nd c ult u ra l n uan ce s .D1 > 5 0 % D 1 4 0-5 0 % D 7 > 2 0 % D 7 1 0 -2 0 % 0m 20 m4 0m60 m80 m
74 .3 m
6 4 .5 m
74 .3 m
5 6 .5 m

Battle R oya le str u ggle s t o m ain ta in p la ye r i n te re st Vie tn am M ark e t I n sig h ts
O ve rla p pin g S eg m en ts : S an dbox ( li k e R ob lo x) a re
a ggre ss iv e ly t arg etin g t his s eg men t, a s a n in evit a b le
e vo lu tio n.
Fa ir n ess i s C ru cia l : I n a 100-p la ye r m atc h , o n e
hacke r c an r uin t he e xp erie n ce f or t he o th er 9 9.
O ve rlo a din g m atc h es w it h b ots l e a d s t o “ hollo w
vic to rie s.” P la ye rs f ee l d ece iv ed abou t t heir a ctu al
sk ill.
L o ot f or 2 0 m in ute s, d ie i n 2 seco n ds— Gen Z a nd
Alp ha p la ye rs a re in cre a sin gly im patie n t .
Vie tn am M ob ile G am in g 2 0 25 : T he N ex t B illi o n -D olla r F ro n tie r i n S ou th ea st A siaD1 > 5 0 % D 1 4 0-5 0 % D 7 > 2 0 % D 7 1 0 -2 0 % 0m 20 m4 0m60 m80 m
76 .9 m
6 0 .0 m
75 .1 m
4 5.1 m

Vie tn am v s. S E A » T im e S p en t D if fe re n ce s
Mid -c o re g a m es a re s e ein g a s h arp i n cre a se i n d a ily p la ytim e.
Vie tn am a n d t h e P hili p pin es b oth s h ow c le a r g ro w th i n p la ytim e. H ow eve r, o u r r e se a rc h i n dic a te s t h at r e ve n u e p er d ow nlo ad
in V ie tn am i s s ig n if ic a n tly ( a t le a st 2 8 % ) h ig h er t h an i n t h e P hili p p in es.
Vie tn am M ob ile G am in g 2 0 25 : T he N ex t B illi o n -D olla r F ro n tie r i n S ou th ea st A siaSE A M ark e t T im e S p en t G ro w th ( % , 2 0 25 ) Vie tn amT haila n dIn don esiaM ala ys iaS in ga p oreP hili p pin es 0 %-2 %-4 %0%2%4 %6%
4 .3 %
0 .6 %
-2 .9 %
2 .4 %
-0 .4 %
4.0 % SE A M ark e t T im e S p en t ( 2 0 25 ) Vie tn amT haila n dIn don esiaM ala ys iaS in ga p oreP hili p pin es 0 m10 m20 m30 m4 0m50 m60 m
51.7 m
4 9.3 m
5 5.7 m
4 2.7 m
3 9.7 m
5 0 .5 m

Apply f o r t h e l i c e n se e a rly
T he r e m ova l o f u n li c e n se d g a m es c re a te s r o om f o r le g a lly c o m pli a n t t it le s t o g ro w . A ll t h e n um bers c a n b e i m pro ve d , b u t
gettin g g a m e li c e n se s s h ou ld b e d on e i m med ia te ly .
J oin V ie tn am G am evers e 2 0 26
The la rg est g a m in g e ve n t in V ie tn am , a ttr a ctin g t e n s o f t h ou sa n ds o f g a m ers a n d o ffe rin g o p portu n it ie s t o le a rn f r o m
d eve lo p ers a n d p ubli s h ers a s w ell a s e n ga ge in d ia lo gu e w it h g o ve rn m en t a u th orit ie s, w ill t a ke p la ce o n M ay 8 –9 , 2 0 26 ,
a t S E C C, T an M y W ard , D is tr ic t 7 , H o C hi M in h C it y .
N eed m ore s u p port?
C on ta ct F u nta p G am es — w e’r e h ap py to c o n nect y o u w it h th e r ig h t p eo p le a n d p ro vid e f r e e g u id an ce o n p ro ce d u re s in
V ie tn am , e sp ecia lly i n sig h ts i n to p la ye r b eh avio r a n d h ab it s .
O th er u se fu l i n sig h ts
Vie tn am M ob ile G am in g 2 0 25 : T he N ex t B illi o n -D olla r F ro n tie r i n S ou th ea st A sia

Our S ta n dou t T it le s
+ 3 0 0

Con nect W it h U s
Bra n ch – D a N an g, V ie tn am B ra n ch – H o C hi M in h, V ie tn am
biz @ fu nta p.v n F u nta p G am es h old s t h e la rg est n um ber o f g am e li c e n se s i n V ie tn am , b acke d b y a t e a m o f
ove r 4 50 p eo p le a n d m ore t h an 1 0 y e a rs o f o p era tio n.Hea d O ffic e – H a N oi, V ie tn am Tay H a B uild in g, 1 9 T o H uu S tr e et, D ai M o , H an oi, V ie tn am Tu ng L a m T ow er, 3 5 N ui T h an h S tr e et, H ai C hau , D a N an g, V ie tn am MH B uild in g, 7 2 8 V o V an K ie t S tr e et, C ho Q uan , H o C hi M in h, V ie tn am Web sit e Em ail http s:/ /c o rp .f u nta p .v n / We c h eck o u r i n box d aily