The Rapid Growth of the AdTech Industry in Vietnam: Unlocking Market Potential
The AdTech sector is quickly becoming an indispensable part of every industry, particularly in Vietnam, where the digital landscape is evolving rapidly. Currently, the gaming industry in Southeast Asia is projected to reach $6.39 billion by 2025, with Vietnam playing a crucial role in driving the transition towards digital technology, fostering creativity, and generating employment opportunities for the younger generation. This significant growth is also shaping the ecosystem of digital technology development in Vietnam, which is being influenced by new AdTech trends, paving the way for innovative strategies and numerous emerging opportunities.
As the global digital landscape shifts towards more personalized and interconnected experiences, Vietnam is emerging as a highly dynamic market in the gaming and AdTech sectors. With major changes such as Google phasing out third-party cookies, Vietnam’s data regulations, and the trend toward elevated privacy measures, the demand for advanced technology solutions is increasing in AdTech, as well as in advertising methodologies to enhance advertising strategies.
Vietnam’s gaming market is currently experiencing significant growth, driven by an understanding of technology and a constant push for innovation and the application of digital techniques. Vietnamese studios such as iKame, Brave Stars, Xgame Global, and ABI Games Studio rank among the top 25 global publishers as of December 2024, reflecting the country’s impact on the international market.
Alongside various emerging opportunities, the market also faces unique challenges, particularly in attracting target audiences across multiple channels and platforms, as well as developing advertising strategies tailored to diverse consumer preferences.
AdTech Trends Shaping the Future of the Gaming Industry and Digital Landscape in Vietnam
By 2025, Vietnam’s gaming and digital industry is undergoing a transformative shift propelled by progressive AdTech trends that are being rapidly adopted. AdTech is not only a supportive tool but also a driving force shaping the future digital landscape of Vietnam. One of the most notable changes is the focus on integrated revenue models, combining in-app purchases (IAP) and in-app advertising (IAA) to optimize revenue potential.
Ms. Nana Phan, Head of Strategic Partnerships at Yango Ads in Southeast Asia, shared: “According to recent surveys, up to 72% of game developers have implemented this model, recognizing its potential to drive both revenue and user engagement. For example, mid-tier Android games have seen a remarkable return on advertising spend (ROAS) of 146% after 90 days—far exceeding models that rely solely on IAP (93%) or IAA (58%). The combined revenue growth also enhances user engagement, allowing developers to reach broader audiences, compared to just 5% of users who engage with IAP exclusively. This approach ensures that players enjoy meaningful experiences, whether through in-game advertisements or traditional advertising.”
Moreover, the use of artificial intelligence (AI) in AdTech is becoming increasingly prevalent. The influence of AI extends to enhancing customer interactions, utilizing chatbots and AI-driven support that can provide personalized interactions in real time. By leveraging AI and data analytics, brands can create highly engaging advertising experiences tailored to individual players, fostering long-term engagement.
Strategic Recommendations for AdTech Publishers and Advertisers in Vietnam
As the AdTech ecosystem in Vietnam continues to evolve, the adoption of advanced technologies and strategic methodologies is crucial for success. Industry experts, particularly from Yango Ads, emphasize that publishers and advertisers should implement practical solutions to maintain competitiveness and optimize campaign effectiveness.
Firstly, understanding user needs is essential. “By analyzing user behavior, advertisers can develop appropriate strategies to balance ad placements and purchase interactions while aligning with user preferences to enhance engagement. Additionally, leveraging AI-integrated tools is imperative. Utilizing AI-driven platforms can create targeted advertising, ensuring precise objectives and performance analysis that not only boosts efficiency but also optimizes campaign results,” said Ms. Thu Nguyen, Business Development Manager at Yango Ads in Vietnam.
Finally, data privacy must be a top priority. As data protection regulations become increasingly stringent, ensuring user consent and prioritizing data security in the data collection process is vital for building customer trust. “We need to establish user data privacy as a core principle of all operations. For instance, Yango Ads develops fully localized products for each market, with a commitment to safeguarding user data and adhering to local regulations,” Ms. Thu emphasized.
By focusing on these key areas, Vietnamese publishers and advertisers can uncover new opportunities and ensure sustainable growth in the current AdTech landscape.
AdTech – A Catalyst for the Growth of Vietnamese Game Publishers
As the gaming and digital industry continues to rapidly evolve in Vietnam, leveraging advanced technologies in the sector is crucial for maintaining a competitive edge and driving sustainable growth. To enhance revenue potential and make informed decisions based on data, Yango Ads harnesses powerful tools like App Monetization and Analytics to optimize outcomes and establish reliable partnerships for publishers and advertisers in Vietnam on this journey. With robust products and solutions at our disposal, Yango Ads empowers publishers to optimize advertising efficiency, increase revenue growth, and comply with data regulations.
Ms. Nana Phan remarked: “Yango Ads remains committed to supporting the gaming and digital industry in Vietnam. By integrating innovative AdTech solutions with a deep understanding of local market dynamics, we can help publishers elevate their visibility both locally and globally. Together, we aim to transform challenges into opportunities and lead the way in the new era of digital technology in Vietnam.”
About Yango Ads
Yango Ads offers data-driven advertising solutions that support business growth in both international and local markets. We help businesses worldwide develop, increase revenue, find customers, and penetrate new markets.
In the local market, we provide advertising opportunities within the Yango Group ecosystem. Globally, we collaborate with leading AdTech partners to implement impactful strategies that enhance revenue opportunities for our clients.
Operating in over 30 countries, Yango Ads provides over 600 customizable solutions aimed at improving performance and AI-driven capabilities.
