Adtech trends benefit Vietnam's app and gaming industry

April 03, 2025 | 17:30

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Vietnam’s app and gaming industry is undergoing a significant transformation in 2025, fuelled by the rapid adoption of advanced adtech solutions.

No longer just a supporting tool, adtech has become a driving force shaping the country’s digital landscape. One of the most notable shifts in this evolution is the rise of hybrid monetisation strategies, which integrate in-app purchases (IAP) and in-app advertising (IAA) to maximise revenue potential.

Adtech trends benefit Vietnam's app and gaming industry

According to Nana Phan, head of Strategic Partnerships at Yango Ads at Southeast Asia, 72 per cent of mobile game developers have already adopted this model due to its ability to enhance both revenue and user engagement.

“Mid-core games on Android, for instance, have achieved an impressive 146 per cent return on ad spend by the 90^th day, significantly outperforming IAP-only (93 per cent) and IAA-only (58 per cent) models,” Nana said.

“Hybrid monetisation also improves user engagement, allowing developers to reach a broader audience beyond the small fraction, just 5 per cent, who typically make in-app purchases. This approach ensures that both casual and dedicated gamers enjoy meaningful interactions, whether through gamified ads or rewarded ad formats,” she added.

Yango Ads is a provider of data-driven advertising solutions for international and local business growth. We help businesses across the globe grow, monetise, find new clients and enter new markets. The company operates in over 30 countries and offers over 600 advanced targeting options and AI-driven solutions.

Vietnam’s gaming market has witnessed extraordinary growth in recent years, driven by a young, tech-savvy population that embraces innovation and digital adoption. This rise is evident in the success of local developers on the global stage.

In December 2024, four Vietnamese studios, iKame, Brave Stars, Xgame Global, and ABI Games Studio, ranked among the top 25 global publishers by downloads.

Furthermore, according to Sensor Tower, 44 Vietnam-based studios have surpassed one million downloads in the past 30 days alone, highlighting the country’s expanding influence in the global gaming market.

With Southeast Asia’s gaming industry projected to reach $6.39 billion in 2025, according to Statista, Vietnam is emerging as a key player, driving digital transformation, fostering creativity, and generating job opportunities for the younger generation. As adtech continues to evolve, it will play an increasingly critical role in shaping the future of Vietnam’s app and gaming ecosystem.