Brands are benefiting as mobile gaming explode in Vietnam

Millennials were also found to be playing games at night between 8pm and 12pm.

Mobile phones have become the primary device used to discover new brands in Vietnam, coinciding with the rise of mobile gaming.

71% of mobile gamers said they expect to spend more than 5m Vietnamese Dong (VND) while 60% of non-mobile gamers plan to spend less than 5m VND during Tet, Vietnamese New Year.

Millennials were also found to be playing games at night between 8pm and 12pm. Meanwhile, 93% of moms play mobile games for at least two hours a week and are the most active during the afternoon.

This is according to a study by AdColony which looked at Vietnamese consumers to understand their shopping patterns and mobile usage during Tet.

The report further stated that women are more like to spend on excellent designs while Gen X on high durable products.

Priyanka Bajaj, regional sales director of SEA & North Asia, AdColony said: “Tet is the most important and largest holiday in Vietnam, and is a huge opportunity for brands to reach consumers. With mobile adoption high across the country, brands will want to take advantage of high mobile engagement for maximum outreach during the Tet holiday this year.”

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.